direct marketing keynote at rodirect by michael leander
DESCRIPTION
Michael Leander's closing keynote at the Direct Marketing Conference RODIRECT organized by ARMAD in Bucharest, Romania.TRANSCRIPT
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Why 2 steps back will get you 5 steps ahead
Direct marketing conference
RODIRECT 13in Bucharest
Keynote speakerMichael Leander
Engagement Interaction Response Sales Retention
www.michaelleander.me
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Use your mouse here to see the pictures from
RODIRECT day 1
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Why taking 2 steps back can
bring you better results in the near future
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The Danger of
Band Wagon &The Urgency of New
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New opportunities to interact and get a response from your
audience using QR codes (or not)
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Drink and scan –if you can !
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4 easy questionsa.k.a.
THE ACID TEST
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Assuming that you understand…
1. Flawless execution is always a prerequisite for successful marketing activities
2. Limiting friction is essential to enable higher conversion rates
3. Timing is paramount for achieving any marketing objective
4. Tonality of message depends on your target audience insights and proper tone of voice is important
5. Measuring efficiency and continuously testing for better results is always the need of the hour
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Which of these three elements doyou consider to be the most important?
A) Creativity
B) Proposition (message)
C) Target audience
55%
30%
15%
Investment distributionin most businesses
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Matching your message with the right target audience is very important
10% Creativity
30% Proposition (message)
60% Target audience
Invest more in improving access to your target audience and knowledge about your target audience for improving results immediately
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Don’t count the customers you reach – Reach those who count
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Big Data or Small Data?
If you can’t handle small data – you can forget about big data !
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Your market is both men and women. You can only use one picture. Which do you choose?
Man also known as male Woman also known as female
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How do most people make buying decisions?
With logic With emotions
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Visuals stir emotions in a heart beat
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World class “phototorial” used across all channels
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Hero shots telling stories
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Consistency with a superb content concept
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Can you ignite some EMOTION when people
look at your picture from RODIRECT?
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But wow’ing is not enough. You must know how to attract monetary value from your activities wherever they take place
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Likes
Clicks Shares
Actions
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Understand what is relevant to measureand why it matters to your success
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What is the new reality?
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Oh, and by the wayAND LETTERS ARE STILL PRIVATE &CAN GENERATE CURIOSITY
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Consumers are moving targets –but how, when, where and with what to engage them?
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Scan and download
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Prioritise video for mobility – great for engagement and conversion
Video content highly effective for engagement & conversion
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Think about how your audience interacts depending on which device
they are on
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Managing multiple channels is a challenge
Integration is key
And leveraging the nature of new popular
media is an opportunity
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New models and new ways of engaging your audience is an opportunity
• Global retailer from Japan
• Twitter driven campaign
• Dynamic pricing linked to volume of Tweets
• Objectives
– Exposure
– Sales
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Budweiser – warmer is cheaper
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All digital is directNot all direct is digitalPaper won’t go out of style
anytime soon
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In digitally mature markets,
25% of all consumers prefer paper over digital
across all demographics.
Think about matching channel with stage in the buying process
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Let’s refresh some of the forgotten basics
for achieving awesome results in
direct marketing
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Know your product
Know your competitors
Know your target audiences needs inside out
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Identify your market – be precise.
Narrow segments are good. Increases relevancy and intimacy if you write well
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YOU NEEDTO STAND OUT -
BE UNIQUE
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Use humor and demonstrate the benefit of your product
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Meet Good ‘ol AIDAA = Attention (Awareness)
I = Interest
D = Desire
A = Action
R= R
eco
mm
end
atio
n
/ Sh
are
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THE OTS CHALLENGE
Attention Action
Message Message Message Message Message Action
Increase Opportunity To See by multiple of 3, 5, 10
Pre launch phase Hard selling phaseNurture & convince phase
The it’s all over phase
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Meet the new AIDAA = Attention (Awareness)
I = Interest
D = Desire
E = Engagement
A = Action
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New AIDEA Example • Oreo
• USA / Global
• 100 days of trending stories
• Facebook, Pinterest, Twitter, microsite etc.
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Oreo Daily Twist – see video here
Tweet: @michaelleander invent, integrate, interact is key #rodirect
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Perception of an experience
works
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Give people a challenge they can’t resist – but make sure your call to
action is clear
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Let customers knit their own response device and reap the reward
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Activate your audience while proving your point,
but make sure the call to action is clear
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Show the problem – give the solution
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Insight –competitive strategy & super targeting
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Words matter, but only if you know which, why, when and for how long
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Which last step call to action button is more effective?
Get my thing Get your thing
Wins 9 out of 10 times
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ABOAAttribute Benefit Objection Answer
60
When writing copy for emails (hugely important)
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The Power of Words
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• purpose, • strategies, • desired position, • points of differentiation,• tactical execution
Revisiting the basics means framing your …
based on the new reality of the markets you are in.
This will help you achieve and exceed your expectations
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Why 2 steps back will put you in a better forward motionTalk is cheap and action speaks louder than words. Filtering
the fancy talk will make it evident that hand-to-mouth actions isn’t the way. Getting your direct marketing house in order is.
In this 45 minute talk Michael Leander will tell you about 5 areas you should deal with before the end of 2013. The talk aims to prove how we must all step a couple of steps back if
we want to move forward successfully.