1. 1Prepared by:Dan Rose

2. Is this good Direct Marketing?2 3. Well build an ecommerce site!3 4. Direct Marketing.effective?4 5. Straight to the point5 6. 6Prepared by:Dan Rose 7. 7Who are we? Precision Dialogue is a leading online directmarketing company in the region. We develop and help manage our clientse-channels- Build community- Cross sell product- Retain client base- Attract profitable new customers or members 8. 8Clients 9. 9What is Direct Marketing? Direct Marketing Strategy- Any marketing communication intended to drive aresponse and/or behavior on the part of theintended, and specifically targeted individual Database Marketing- The organization of data that can be analyzed,sorted and used to drive relevant messages tospecific targets 10. 10Why Direct Marketing? Communication clutter is at an all time high Breaking through the clutter is job 1 Impact and relevancy are the two proven methodsto break through and drive behavior Target marketing is the primary method used todeliver impactful and relevant messages thatachieve these twin goals It costs less per sale than advertising and PR plus ismeasurable and controllable by you 11. 11Mass TargetedCompetitive Attention Selective AttentionBreadth DepthRemember RespondImpression DecisionPay for Everyone Pay for TargetsGeneral Advertising and Direct MarketingA Simple ComparisonAdvertising Direct Marketing 12. 12Emarketing done rightCampaigns that results in dialogue betweentwo parties.Both parties have granted permission to eachother and thus the content is precisely focusedand of value to both.User behavior is tracked and futurecommunication is refined.Yesterday: Today:Marketer CustomerCustomer Marketer 13. 13Fundamental MarketingshiftFromI have a mass ofcustomers.ToI have a personalrelationship. 14. 14Direct Marketing What has thebiggest impact on lift?1. Targeting, Segmentation and List who- 50-75%2. Offer or the deal?- 20-40%3. Sequence & Frequency of Contact how- 20-40%4. Creative what and how you say it- 10-20% 15. 15List/Target Selection Factors Consumer Lists- Age- Income- Gender- Marital Status- Homeowner- Dwelling Type (home orapartment)- Mail order buying (byproduct type)- Interests- Presence of children- Geographical (zip, SCF,county, state, carrierroute) Business Lists- SIC (StandardIndustrial Classification)- Employee Size- Annual Sales/Revenue- Title- Any other informationcaptured onsubscription form(publications)- Corporate linkageinformation- # of years in business- Geographical (zip, SCF,county, state)- Credit information 16. 16Behind the Scenes of E-Direct Marketing Intelligence/ Research MarketingDatabase/AnalyticalMarketingStrategic/CreativeMarketingResponse/RelationshipMarketingCampaignObjectives 17. 17Market Competitive Analysis - the right benefitsMarket Competitive Analysis - the right benefitsTrue Capabilities Analysis - the right contextTrue Capabilities Analysis - the right contextCustomer Analysis - the right behaviorCustomer Analysis - the right behaviorPositioning & Differentiating - the right strategyPositioning & Differentiating - the right strategyUnique Selling Proposition - the right offerUnique Selling Proposition - the right offerCreative Marketing Communications -the right messageCreative Marketing Communications -the right messageDirect Marketing Channels The Key LinkDirect Marketing Channels The Key LinkFulfillment & Service - the right satisfactionFulfillment & Service - the right satisfactionMeasurement & Assessment - the right performanceMeasurement & Assessment - the right performanceAdaptation and Innovation - the right changeAdaptation and Innovation - the right changeSegmenting & Targeting - the right marketSegmenting & Targeting - the right marketDatamining & Profiling - the right informationDatamining & Profiling - the right informationIntelligence/ResearchMarketingDatabase/AnalyticalMarketingStrategic/CreativeMarketingResponse/RelationshipMarketingDirectMarketingProcess 18. 18 Do we know what our intended customer wants orneeds? What benefits do they seek? What is their pain? There are no average customers The best way to find out? ASK! Implicit vs. Explicit informationCustomer Analysis - the right behaviorCustomer Analysis - the right behavior 19. 19 Internal vs. external analysis- What is the market doing- What are you good at doing yourself? Reactive vs. Proactive- From Good to Great/Fox and Hedgehog Ask and auditwhat do you truly do best? And,what are you most profitable doing? What you think you do best vs. what yourcustomer/prospect thinks may be two differentthings entirely.True Capabilities Analysis - the rightcontextTrue Capabilities Analysis - the rightcontext 20. 20 Traditional SWOT? Yesas a place to start Ask the questions:- Who are our competitors? Beyond the obvious?- What are they doing and can we do it better thanthem? Or, less expensively than them? Most of us will never recognize an opportunity untilit goes to work in our competitors business Competitors are harder to recognize nowin part,because of direct marketing.Market Competitive Analysis - the rightbenefitsMarket Competitive Analysis - the rightbenefits 21. 21Market Competitive Analysis - the right benefitsMarket Competitive Analysis - the right benefitsTrue Capabilities Analysis - the right contextTrue Capabilities Analysis - the right contextCustomer Analysis - the right behaviorCustomer Analysis - the right behaviorPositioning & Differentiating - the right strategyPositioning & Differentiating - the right strategyUnique Selling Proposition - the right offerUnique Selling Proposition - the right offerCreative Marketing Communications -the right messageCreative Marketing Communications -the right messageDirect Marketing Channels The Key LinkDirect Marketing Channels The Key LinkFulfillment & Service - the right satisfactionFulfillment & Service - the right satisfactionMeasurement & Assessment - the right performanceMeasurement & Assessment - the right performanceAdaptation and Innovation - the right changeAdaptation and Innovation - the right changeSegmenting & Targeting - the right marketSegmenting & Targeting - the right marketDatamining & Profiling - the right informationDatamining & Profiling - the right informationIntelligence/ResearchMarketingDatabase/AnalyticalMarketingStrategic/CreativeMarketingResponse/RelationshipMarketingDirectMarketingProcess 22. 22 Know your audience takes on a new meaning Buying 3rdparty data to overlay Mounds of dataare just mounds of data. Convertit to useful information Analyze and interpret to make is actionable anduseful to youDatamining & Profiling - the rightinformationDatamining & Profiling - the rightinformation 23. List development is tricky23 24. 24 Mom was rightnot everybody will like you nomatter what you do Ideal of 1:1 is not fully realized justyet....Segmentation is the place to start Continue sub segments until you have clear anddistinguishable differences in your audience. Segments allow you to make different offers,provide different content, test, etcSegmenting & Targeting - the rightmarketSegmenting & Targeting - the rightmarket 25. 25Segmentation > Relevant ContentDependantCustomersegmentAge? Householdbreadwinner?Employed? Children athome?IndependentadultNew familyEstablishedfamilyMaturefamilyNoYes35NoYesNoYesNoYesNoYesNoYesNoYesNoYes 26. 26 Wikipedia: A products position is how potentialbuyers see the product relative to the market Niche thyself. Everyone here can narrow theirfocus. Specialize and reduce your competition Employ the ABCs of positioning.- Attributes- Benefits- ClaimsPositioning & Differentiating - the rightstrategyPositioning & Differentiating - the rightstrategy 27. 27Market Competitive Analysis - the right benefitsMarket Competitive Analysis - the right benefitsTrue Capabilities Analysis - the right contextTrue Capabilities Analysis - the right contextCustomer Analysis - the right behaviorCustomer Analysis - the right behaviorPositioning & Differentiating - the right strategyPositioning & Differentiating - the right strategyUnique Selling Proposition - the right offerUnique Selling Proposition - the right offerCreative Marketing Communications -the right messageCreative Marketing Communications -the right messageDirect Marketing Channels The Key LinkDirect Marketing Channels The Key LinkFulfillment & Service - the right satisfactionFulfillment & Service - the right satisfactionMeasurement & Assessment - the right performanceMeasurement & Assessment - the right performanceAdaptation and Innovation - the right changeAdaptation and Innovation - the right changeSegmenting & Targeting - the right marketSegmenting & Targeting - the right marketDatamining & Profiling - the right informationDatamining & Profiling - the right informationIntelligence/ResearchMarketingDatabase/AnalyticalMarketingStrategic/CreativeMarketingResponse/RelationshipMarketingDirectMarketingProcess 28. 28 What is your value equation?- The unique delivery of a particular valuethat the targeted audience in fact needs.- Value is always defined by the customer orrecipient of the message. Take the position of your customer orprospect and ask the question: Whats init for me? and Why do I care?Unique Selling Proposition - the rightofferUnique Selling Proposition - the rightoffer 29. 29 Segmentation and targeting strategies mean we havemore than one right message. Consider the single salient benefit or selling point andlead with this concise point to each segment. Because you can, doesnt mean you should. Beware oftoo much flash in using technology or a channel. Specific tactical suggestions available on our website.Creative Marketing Communications -theright messageCreative Marketing Communications -theright message 30. 30 The premise: Remove all barriers between the customerand the provider.control moving from provider tocustomer. The Traditional:- Direct Mail- Telephone- Direct Sales The New- Email- Targeted Web/blogging/podcasts/etc.- SEM- MobileDirect Marketing Channels The Key LinkDirect Marketing Channels The Key Link 31. 31Market Competitive Analysis - the right benefitsMarket Competitive Analysis - the right benefitsTrue Capabilities Analysis - the right contextTrue Capabilities Analysis - the right contextCustomer Analysis - the right behaviorCustomer Analysis - the right behaviorPositioning & Differentiating - the right strategyPositioning & Differentiating - the right strategyUnique Selling Proposition - the right offerUnique Selling Proposition - the right offerCreative Marketing Communications -the right messageCreative Marketing Communications -the right messageDirect Marketing Channels The Key LinkDirect Marketing Channels The Key LinkFulfillment & Service - the right satisfactionFulfillment & Service - the right satisfactionMeasurement & Assessment - the right performanceMeasurement & Assessment - the right performanceAdaptation and Innovation - the right changeAdaptation and Innovation - the right changeSegmenting & Targeting - the right marketSegmenting & Targeting - the right marketDatamining & Profiling - the right informationDatamining & Profiling - the right informationIntelligence/ResearchMarketingDatabase/AnalyticalMarketingStrategic/CreativeMarketingResponse/RelationshipMarketingDirectMarketingProcess 32. 32 Fulfillment and service models built to follow yoursegmentation and customer targeting strategies Converting valued customers into loyal/repeatcustomers Building brand loyalty and reducing defection Cross selling and up-selling Referral programs and incenting both parties This is a relentless ongoing processFulfillment & Service - the rightsatisfactionFulfillment & Service - the rightsatisfaction 33. 33Half of myadvertising iswasted; I justdont knowwhich half.-- John Wanamaker,retail pioneer in the late1800s 34. 34 A key value in online direct marketingimmediate andongoing feedback What are you measuring? Why? Timely review of data and a tracking process Update metrics of measurement A/B testing and optimize Periodic surveying of your customer and prospect baseis relatively easy and affordableMeasurement & Assessment - the rightperformanceMeasurement & Assessment - the rightperformance 35. 35 Launch a campaign Monitor inreal-time React to resultsin real-timeReal-time Reporting and Adaptation 36. Test and adjust.dont give up36 37. 37 Emarketing allows us to see results quickly andadjust future campaigns easily Act upon the ongoing results Change offers, content, graphics, headers,signatures, etc to continually optimize the ongoingcampaigns Challenge your staff and yourself to fix decliningresults by tweaking the efforts before overhaulingthe entire campaignAdaptation and Innovation - the rightchangeAdaptation and Innovation - the rightchange 38. 38Bonus Slides Tactical SuggestionsAvailable for download atPrecisiondialogue.com 39. The true Oracle39 40. 40Interact and Customize: WalkB: Non HealthA: 1-9 employeeC: Renewal upSample Customer Segments Sample Content CategoriesNon Health :B1-9 employee :ARenewal up :CCustom CommunicationBest guess reasoningLimited variationsPre-defined matching 41. Wrong content files41 42. 42Interact and Customize: RunSingle CustomerMass CustomizationFact based reasoningUnlimited variationsSmart matchingContent CategoriesPredictive InterestCustomer ProfileDynamic Assembly 43. 43Interact and Customize: RunOne-to-oneMass PersonalizationFact based reasoningUnlimited variationsSmart matchingby the thousands 44. 44Step 1Link toOne FormStep 1Link toOne Form 45. 45Step 2ManageCampaignStep 2ManageCampaign 46. 46Step 3LaunchCampaignStep 3LaunchCampaign 47. 47Full CircleTrackResultsFull CircleTrackResults 48. 48Dynamic Email contentVariable DataMore relevantHigher open ratesHigher Click troughs 49. 49 Web Management Tool 50. 50ATOM 51. 51Questions? 52. 52A Fail Safe CampaignTake a brownie break Call first to confirm the contact and title Send a package with 4 brownies The enclosed letter starts withTake a brownie break on us, and whileyoure doing so, you might like to read myletter Call within 3 days of receipt Cash the check