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


Why? We Live in a Select or Delete World


What is it?

Targe&ng and Customizing your marke-ng with Relevant Messages to start conversa-ons, build rela-onships, increase response and revenue.


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


Why?

1 to 1 Communica-ons Improve Profits

REPEAT ORDERS

RESPONSE RATE

RESPONSE TIME

OVERALL REVENUE/PROFIT

ORDER SIZE/VALUE

% Increase


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


Data


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!


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


Significant increases are common

Sta-c Personalized Highly Relevant


Timing can be most cri*cal!


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.


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


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


Segmenta*on

Your Target…Blue haired adults


Data Drives Segmenta*on

Segmenta-on

Demographics


Segmenta*on can get out of Control quickly

Single Product Segmenta-on Example ‐ Business services with mul-ple decision makers/influencers.


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.


Relevance


Is Relevant and overused term?


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.


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


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


How much does it really maUer?

Relevance is the single largest lever on response

Improve results and revenue by as much as 3 -mes


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.”


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


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


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


Triggered Response…the next level


Triggered Response…Highest Li]

Sta-c Personalized Highly Relevant


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


CORPORATE HEADQUARTERS W222 N625 Cheaney Drive, Waukesha, WI 53186 • P(262) 521‐1365 • F(262) 521‐3265 • www.scangroup.net

scan group targeted 1 to 1 marketing

Documents

segments stage3

onesizetsall stage2