Integrating Direct Mail and Digital

For Results

Presented to: The Fairfield County CT and

Greater New Haven Postal Customer Councils

March 6, 2013

Agenda

State of Integrated Marketing CampaignsDirect Mail – IMC Power Tool Case Studies

• Event Marketing• Custom Publication Marketing

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Integrated Marketing – Are We There Yet?

Integrated Marketing – Why bother?Technology leaves Marketers no other strategic response

2012 – over 119.3 million people in the US own smartphones- 51% U.S. Penetration of smart phones- 77% U.S. adults own a desktop/laptop- 18% own a tablet- 23% get news on at least two digital devices

Source: Per Pew Research Centers Jan. 2012 survey of 3,000 U.S. adults

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19301st TV Ad

1950s1 TV /HH

1975Atari Video

Games

19811st IBM PC

2012Everything Replicates

Integrated Marketing – Are We There Yet?

Channel and Media ProliferationToday the Channels, Media and Platforms Are Inter-Dependent

As channels proliferate, strategic marketing communications can disintegrate • A deluge of noise– whether exposure is 247 or 3,000+ images a day• A focus on tools, a staccato of disjointed tactics• Traditional control of the Brand evaporates

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Integrated Marketing – Are We There Yet?

Channel Proliferation = Customer Touchpoint Multiplication

More opportunities to move targets from awareness to consideration and conversion

• Multiple Impressions Boost Impact• Multiple Channels Add Credibility • And Consideration

• Integrated Marketing Communications: strategic progression from exposure to engagement

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Integrated Marketing – Are We There Yet?BTW: It’s What Customers Want

Source: 4th Annual MyBuys/e-tailing group Consumer Insights Survey

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Integrated Marketing – Are We There Yet?

Strategic resource allocation looks like:

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Sales Cycle Stage Customer Involvement Integrated SolutionCommunication

ContinuumMass/Direct

Awareness Low/none Mass and Social Channels, Internet Affiliations, Limited Targeting

Consideration/Preference Limited/not in sales process, build preference

Shift toward filtering, away from Mass to Direct

Connection Active info search/Purchase decision process

Message deployment begins targeted outreach

Conversion Evaluation, need motivation to purchase

Direct channel dominates to drive response, interaction

Loyalty Maintain Connection, Loyalty

Direct channel 90%, Untargeted 10%

Brand Spend

Direct Spend

Integrated Marketing – Are We There Yet?

Integrated Marketing SolutionsConclusions

• Strengthen brand • Impact the Value Proposition• Exert planned control over identity• Provide the power to test• Provide a rationale framework for budget

allocation and metrics comparisons

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Direct Mail – a Power Tool

Recent ResearchResponse Rate Blaster

Direct mail delivers a 4.4% response rate, compared to email's average response rate of 0.12%

Source: DMA: Response Rate 2012 ReportApril 2012 email survey and an analysis of transactional data provided by Bizo and Epsilon

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Direct Mail – a Power Tool

Direct Mail is uniquely suited for:• Privacy – Particularly for Financial, Health Information• Relationship retention

• Four in 10 consumers say they prefer to receive sensitive health information in their mail

• 62% of all consumers say they enjoy checking their mailboxes for mail

• 80% of consumers said they did not wish to be engaged via smartphone offers flagged in-store by NFC

ˉ according to Epsilon's 2012 Channel Preference Study

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Direct Mail – a Power Tool

Print Catalogs still deliver audience • In- store, and Online

Recent Research found • Print catalogs influenced twice as many consumers as both

Pinterest and Twitter for both in-store and online purchases• Print catalogs influenced 81.9% more in-store purchases

and 42.9% more online purchases than FacebookBaynote’s 3rd Annual Holiday Online Shopping Survey, conducted in partnership with the e-tailing group

According to a 2012 study by FGI Research • 58% of the 817 consumer respondents said they look at catalogs

as soon as they are received• 92% indicate they have made a purchase

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Direct Mail – a Power Tool

Direct Mail is uniquely suited for:• Targeting – direct mail lists• Controlled testing of offers, and creative• Lead Generation• Recognition• Long- copy• Premium Priced Products and Services• Privacy – Financial, Health Testing Essentials

• Lists and data• Offers/messaging• Creative and copy• Timing

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Case Studies

Objective – Event MarketingIncrease paid conference attendance to Chief Executive magazine’s signature, annual CEO2CEO Leadership Summit Dec. 6, at the NYSE,

• with vastly reduced budget, • major time constraints, resource contention, and competition• Tri-State area reeling from Hurricane Sandy, Oct. 28 -29, 2012

StrategyDevelop integrated copy, cross-channel creative solution leveraging:

• Direct Mail• Email Campaign• Online display • Content marketing• Print• PR & Social Media• Telemarketing

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Case Studies

Solutions & Result

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Case Studies

Solutions & Result

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Case Studies

Solutions & Result• Record paid attendance – 109 paid attendees• 10% increase in revenues vs. 2011, on less investment

• Page ranking elevated from 100th to 13th within 40days

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Case Studies

Objective – Custom PublishingIntroduce and generate immediate sales for Chief Executive’s Guide to Legal Risk despite

• Extremely delayed manuscript completion and production• Severe contention for the company’s mailstream• Limited budget – one direct mail drop

Strategy – integrated cross channel promotion• Direct Mail• Email• Online Display Ads• Content Marketing

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Case Studies

Solutions & Results

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Case Studies

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Case Studies

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Case Studies

Solutions & ResultsDespite schedule conflicts, list contention and interruptions:

• August mail drop yields two purchase orders• First Email yields 8 purchases within 5hrs.• Second wave of direct mail and 2 emails turns

Chief Executive Legal Guide profitable in Oct.

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Thank You

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Valerie Oben, voben@foxboro.net, www.foxboro.net

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