Download - Scan Group Targeted 1 to 1 Marketing
Targeted 1 to 1 Marke-ng
Track results
Improve marke-ng ROI
Make it -mely, make it relevant, make it personal
BUILD A 1:1 RELATIONSHIP
1 to 1 Marke*ng
Targeted 1 to 1 Marke-ng
Why? We Live in a Select or Delete World
Targeted 1 to 1 Marke-ng
What is it?
Targe&ng and Customizing your marke-ng with Relevant Messages to start conversa-ons, build rela-onships, increase response and revenue.
Targeted 1 to 1 Marke-ng
Why?
People Prefer 1 to 1
Sta-c, messages and offers that everyone receives, regardless of individual needs/interest 17.3%
56.3%
26.4%
Personalized with your name and address, but not much that is unique to your needs/interests
Highly Targeted 1 to 1 with messages and offers that are unique to your needs /interests
Targeted 1 to 1 Marke-ng
Why?
1 to 1 Communica-ons Improve Profits
REPEAT ORDERS
RESPONSE RATE
RESPONSE TIME
OVERALL REVENUE/PROFIT
ORDER SIZE/VALUE
% Increase
Targeted 1 to 1 Marke-ng
Why?
1 to 1 Lowers Cost Per Response
Paradigm shi\
… from cost per page
Interquest study
• Response rate +21% • Cost per response –54% • Sales increase +93%
… to cost per response
Targeted 1 to 1 Marke-ng
Data
Targeted 1 to 1 Marke-ng
Data Basics
The Rela-onship is in the data
Start with the basics and build
Consistent Data Hygiene is cri-cal for success
Data allows you Work Smarter not Harder!
Targeted 1 to 1 Marke-ng
Successful Data Driven Solu*ons Integrate
The Right Message ‐ call to ac-on / message and images based on known informa-on about the recipient.
To the Right Person ‐ target recipients most likely to purchase.
At the Right Time ‐ such as seasonality and other factors: Past purchase history including -ming and last items purchased
Targeted 1 to 1 Marke-ng
Significant increases are common
Sta-c Personalized Highly Relevant
Targeted 1 to 1 Marke-ng
Timing can be most cri*cal!
Targeted 1 to 1 Marke-ng
Most Common Excuse…
“We don’t have enough data”
You probably already have sufficient informa-on to be
relevant.
You need no more informa-on than your best salesperson would need to have a relevant conversa-on.
For B2B, the name and a -tle can be sufficient.
Adding data from a list source can fill in the gaps.
Targeted 1 to 1 Marke-ng
Hygiene = Accuracy
Hygiene = significant improvements in a database • NCOA alone can improve a file by 3 to 10+%. • Duplicates can easily make up more than 5% of a file • Person no longer employed at company or new hires as much as 5%
Hygiene should be performed before each mailing
Hygiene should be performed every 3 to 6 months
Targeted 1 to 1 Marke-ng
Data Enhancement
Enrich by appending informa-on from third‐party databases:
Business Industry / Ver-cal , Company size, Years in Business, Minority Owned
Lifestyle / Interests Hobbies and Ac-vi-es: golf, skiing, gardening, own a dog
Life Stage
In layman’s terms: Gen X, Gen Y, Baby Boomers & Seniors
Targeted 1 to 1 Marke-ng
Segmenta*on
Your Target…Blue haired adults
Targeted 1 to 1 Marke-ng
Data Drives Segmenta*on
Segmenta-on
Demographics
Targeted 1 to 1 Marke-ng
Segmenta*on can get out of Control quickly
Single Product Segmenta-on Example ‐ Business services with mul-ple decision makers/influencers.
Targeted 1 to 1 Marke-ng
Keep it Simple & Consider an Evolu*onary Path
Stage 1: One‐size‐fits‐all
Stage 2: 3‐5 segments
Stage 3: Add Relevance factors
• Repeat Customer vs. new visitor • Geography • Seasonality
Ul-mately, you are likely to find 2‐3 relevance factors that give you most of the li\ from targe-ng.
Targeted 1 to 1 Marke-ng
Relevance
Targeted 1 to 1 Marke-ng
Is Relevant and overused term?
Targeted 1 to 1 Marke-ng
Defini*on of Relevant Marke*ng
The art and science of understanding your audience so well that you can speak to them in a tone and with informa-on that precisely meets their needs every -me.
Targeted 1 to 1 Marke-ng
What do we believe?
Successful companies…
are dedicated to understanding their customers as unique individuals, have made the commitment to learn more about them, and will communicate to them based on their preferences with relevant informa-on
Targeted 1 to 1 Marke-ng
Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location: Illinois Brand:
Corvette Model:
#4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng
Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location: Illinois Brand:
Corvette Model:
#4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng
Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location: Illinois Brand:
Corvette Model:
#4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng
Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location: Illinois Brand:
Corvette Model:
#4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng
Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location: Illinois Brand:
Corvette Model:
#4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng
Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location: Illinois Brand:
Corvette Model:
#4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng
Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location: Illinois Brand:
Corvette Model:
#4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng
How much does it really maUer?
Relevance is the single largest lever on response
Improve results and revenue by as much as 3 -mes
Targeted 1 to 1 Marke-ng
Personaliza*on is NOT Relevance!
Personaliza*on is good, but relevance is much, much beUer
“John, at Avis we try harder for XYZ corpora-on”.
If John is the person in charge of preferred rental car decision making for a pharmaceu*cal company:
“John, Pharmaceu-cal companies like XYZ spend an average of $1.3 million per year on rental car expenses.
In less than 3 minutes, when you visit your personal website you’ll learn the 5 ways Avis’ new program for pharmaceu-cal companies can cut XYZ rental car expenses by 20% annually.”
Targeted 1 to 1 Marke-ng
Relevance by Job Title
Execu-ve…”grow into new markets & growth strategy” Crea-ve…”for breakthrough marke-ng” Produc-on…”improve results with workflow automa-on”
IT / Programmer…Unix, Linux, Java, C++, PHP Engineer…CAD, DMU, CAE, MRO, CNC
Targeted 1 to 1 Marke-ng
Speak their language!
Jargon is good : Relevant Direct Marke-ng can be specific and speak their language
Less is more: Because you can get very specific you don’t need to include everything and the kitchen sink
Targeted 1 to 1 Marke-ng
Triggered Response…the next level
Triggered based programs require business rules
Good model for Cross & Up selling
Customer Loyalty programs
Sales data is leveraged
Generally the most Relevant as -ming & known informa-on are the core drivers
Targeted 1 to 1 Marke-ng
Triggered Response…the next level
Targeted 1 to 1 Marke-ng
Triggered Response…Highest Li]
Sta-c Personalized Highly Relevant
Targeted 1 to 1 Marke-ng
Summary
Use 1 to 1 to Build Rela-onships
Data is the Central Element
Data Hygiene = Accuracy
Enhancement from 3rd party lists to fills in the gaps
Segmenta-on can get out of control, start simple and evolve
Best li\ = 3 to 5 segments with 2 to 3 relevant factors
Relevance lets you speak to them like you’re one of them
1 to 1 allows you to Work Smarter rather than harder
Targeted 1 to 1 Marke-ng
CORPORATE HEADQUARTERS W222 N625 Cheaney Drive, Waukesha, WI 53186 • P(262) 521‐1365 • F(262) 521‐3265 • www.scangroup.net