Paper monologues in an interactive world
description
Transcript of Paper monologues in an interactive world
![Page 1: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/1.jpg)
paper monologues in an interactive worldcross media marketing seminar
![Page 2: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/2.jpg)
Who is who ?
Henny Bart
![Page 3: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/3.jpg)
Who is who ?
Henny Bart
![Page 4: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/4.jpg)
Who is who ?
Henny Bart
![Page 5: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/5.jpg)
What is direct marketing ?
![Page 6: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/6.jpg)
What is direct marketing ?
![Page 7: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/7.jpg)
Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
![Page 8: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/8.jpg)
Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
two main definitional characteristics
Direct marketing is ...
![Page 9: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/9.jpg)
two main definitional characteristics
1) send itsmessages directly to consumers, without the use ofintervening media.
Direct marketing is ...Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
![Page 10: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/10.jpg)
two main definitional characteristics
1) send itsmessages directly to consumers, without the use ofintervening media.
2) focused on driving a specific "call-to-action".
Direct marketing is ...Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
![Page 11: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/11.jpg)
two main definitional characteristics
1) send itsmessages directly to consumers, without the use ofintervening media.
2) focused on driving a specific "call-to-action".
Direct marketing is ...Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
trackable, measurable positive responses
![Page 12: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/12.jpg)
Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
two main definitional characteristics
1) send itsmessages directly to consumers, without the use ofintervening media.
2) focused on driving a specific "call-to-action".
Direct marketing is ...
trackable, measurable positive responses
![Page 13: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/13.jpg)
“In contrast to interactions that are largely
sequential, face-to-face interaction makes it
possible for two people to be sending and delivering messages simultaneously.
The cycle of interruption, feed-back and
repair possible in face-to-face interaction is
so quick that it is virtually instantaneous.
As (sociologist Erving) Goffman notes, “a
speaker can see how others are responding
to his message even before it is done and
alter it midstream to elicit a difference response”.
Nitin Nohria, extract from “Face-to-face: Making Network Organizations Work”
![Page 14: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/14.jpg)
“In contrast to interactions that are largely
sequential, face-to-face interaction makes it
possible for two people to be sending and delivering messages simultaneously.
The cycle of interruption, feed-back and
repair possible in face-to-face interaction is
so quick that it is virtually instantaneous.
As (sociologist Erving) Goffman notes, “a
speaker can see how others are responding
to his message even before it is done and
alter it midstream to elicit a difference response”.
Nitin Nohria, extract from “Face-to-face: Making Network Organizations Work”
direct
![Page 15: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/15.jpg)
John
![Page 16: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/16.jpg)
a happy
nerd
![Page 17: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/17.jpg)
#1 salesman
![Page 18: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/18.jpg)
75.000 $ /weekconversion ratio 73%satisfaction ratio 98%
highest bonus level
![Page 19: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/19.jpg)
Sold more retail "big ticket" items "one-at-a-time" than any other sales person
in any retail industry including houses, boats motor homes, insurance,
automobiles, etc.
Who is Joseph Girard ?
"World's Greatest Salesman" (Guinness Book of World Records)
![Page 20: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/20.jpg)
Who is Joseph Girard ?
![Page 21: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/21.jpg)
Who is Joseph Girard ?
average of 6 cars per day
![Page 22: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/22.jpg)
Who is Joseph Girard ?
average of 6 cars per day
sold once 18 cars in one day
![Page 23: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/23.jpg)
Who is Joseph Girard ?
average of 6 cars per day
sold 174 cars in one month sold once 18
cars in one day
![Page 24: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/24.jpg)
Who is Joseph Girard ?
average of 6 cars per day
sold 174 cars in one month
sold 1425 carsin one year
sold once 18 cars in one day
![Page 25: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/25.jpg)
Who is Joseph Girard ?
average of 6 cars per day
sold 174 cars in one month
sold 13.001 cars in 15 years
sold 1425 carsin one year
sold once 18 cars in one day
![Page 26: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/26.jpg)
information asymmetry deals with the study of decisions in
transactions where one party has more or better information than the other.
Joseph‘s main reason of success ?
![Page 27: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/27.jpg)
![Page 28: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/28.jpg)
![Page 29: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/29.jpg)
![Page 30: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/30.jpg)
![Page 31: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/31.jpg)
![Page 32: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/32.jpg)
![Page 33: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/33.jpg)
![Page 34: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/34.jpg)
it really
sucks
![Page 35: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/35.jpg)
He’s no longer
talking at customers,
he’s talking with them.
![Page 36: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/36.jpg)
He’s no longer
talking at customers,
he’s talking with them.
Besides, they are often
as good informed
as he is, or even better.
![Page 37: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/37.jpg)
e!ectiveadequate to accomplish a purpose,
producing the intended or expected result
e"cientperforming or functioning in the best possible manner
with the least waste of time and e!ort
![Page 38: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/38.jpg)
The 2nd best technique
besides a sales talkis a
![Page 39: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/39.jpg)
Vögele’s Dialogue Method
Vögele
![Page 40: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/40.jpg)
Should I open it ?
![Page 41: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/41.jpg)
Who is writing me?
Why should I read this?
What will it cost me?
Why me?
Why are they writing?
Am I interested in this?
![Page 42: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/42.jpg)
Should I open it ?
reinforcers filters
“yes” “no”
![Page 43: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/43.jpg)
Should I open it ?
The more reinforcers, the less filters,
the higher chances are the mailing is opened.
![Page 44: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/44.jpg)
Acocrndig to rseercah of an
Egnlsih uinevisrty, it dsone’t
mtaetr in wchih oderr ltretes of a
wrod are sreotd. The olny tinhg
taht cunots is taht the frsit and
lsat lteetr are crrocet.
A simple test to proof people’s ability to scan.
![Page 45: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/45.jpg)
The natural reading curve.
![Page 46: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/46.jpg)
The natural reading curve.
![Page 47: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/47.jpg)
How to interrupt human nature.
![Page 48: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/48.jpg)
How to interrupt human nature.
The new sex rules!
Who’s the man, who’s the woman?
15% discount! Do it now!
![Page 49: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/49.jpg)
How to interrupt human nature.
The new sex rules!
Who’s the man, who’s the woman?
15% discount! Do it now!
![Page 50: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/50.jpg)
The expected reading curve.The actual reading curve.
![Page 51: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/51.jpg)
The expected reading curve.The actual reading curve.
![Page 52: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/52.jpg)
Is this still a viable business model ?
![Page 53: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/53.jpg)
Content has to be compelling.
![Page 54: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/54.jpg)
Content has to be compelling.
![Page 55: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/55.jpg)
All you need is love a good database.
![Page 56: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/56.jpg)
![Page 57: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/57.jpg)
![Page 58: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/58.jpg)
![Page 59: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/59.jpg)
![Page 60: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/60.jpg)
![Page 61: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/61.jpg)
![Page 62: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/62.jpg)
![Page 63: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/63.jpg)
![Page 64: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/64.jpg)
![Page 65: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/65.jpg)
![Page 66: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/66.jpg)
![Page 67: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/67.jpg)
![Page 68: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/68.jpg)
![Page 69: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/69.jpg)
![Page 70: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/70.jpg)
This generation is giving up its privacy
![Page 71: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/71.jpg)
because they are expecting relevancy in return.
![Page 72: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/72.jpg)
![Page 73: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/73.jpg)
The new sex rules!
Who’s the man, who’s the woman?
15% discount! Do it now!
break naturalhabits
compellingcontent
a gooddatabase
Are your ingredients right ?
![Page 74: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/74.jpg)
direct mail
![Page 75: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/75.jpg)
direct mail
![Page 76: Paper monologues in an interactive world](https://reader034.fdocuments.net/reader034/viewer/2022051412/5491cae9ac795939288b4605/html5/thumbnails/76.jpg)
Lisa,Happy Secretary Day