cpg 1-on-1 marketing
TRANSCRIPT
How YOU
out of your direct marketing!can get the most
AGENDA
Our goal is to find ways to help you make incremental improvements
This is not only about technology, rather it is about the strategy, processes and techniques to use technology to get better visibility and achieve ROI We concentrate our efforts on premier customers Our definition of a partner is someone that brings value even
if it doesn’t always come with financial rewards
Job-shop focus vs. strategic campaign focus Proactive approach vs. reactive approach
TRACKING IS CRUCIAL
Total “suspect” list
Interested, but unknown warm
prospects
Current responders
Attract RespondLearn
•TEST!
•Learn before the offer
•Adjust on-the-fly
•Personalize the experience
O u t s id e
D a t a
Yo u r C R M
S y s t em
D e c is io n
A c t ion t o
c lo s e
Yo u r C R M
S y s t em
MULTI CHANNEL DIRECT MARKETING MODEL
Trackable, accountable marketing
Personalized Web Site
Personalized Electronic Confirmation
Track interest and participation
Non-Responder Mailing
Data Modeling
Segment based on current practices
Personalized Mailing
Warm Lead Data sent to sales
Relevant request
Capture and analyze data for
improvement
Switch Lead gen vehicle for wave 2
Web re-rirect
Drip Marketing process
Web ads Print adsID Page
21
2b
2a
643
8
7
5
9
THE DATA-DRIVEN MARKETING PARADIGM
How can we use what we know about a customer or prospect to market to them individually?
That usually starts with determining what you wish you knew about those people…
CASE STUDIES
How to market many products at the same time to a group
Using email in a smarter way How Relevance drives better business results
and increased revenue
SOFTWARE COMPANY
Objectives Sell upgrades to customers and prospects Use personalization to sell all products during one
campaign Results
Total response rate from customer - 22% Response rates from prospects -3x improvement Postage volume down 15%
How Used data to customize which products were
promoted Used “self-segmentation” to make relevant offers Tied in to sales CRM Cleaning up their data during the campaign
architect
landmark
SMART EMAIL CASE STUDY
Not all email works 40% improvement in click through rate Allow customers to segment themselves Deliver relevant offers to respondents based on
“self-segmentation”
UNIVERSITY CASE STUDY
21% revenue increase after 5 years of flat/declining revenue
35% response rate for current students 6% response rate from unfamiliar prospects Real data to support future marketing and
programming
undergrad
grad
Wash sem
CASE STUDIES
Common goal – improve business results
No “one-size-fits-all” approach
It isn’t just about the technology, rather it is the process that you use to get results
Can you see how these techniques and experience can help you?
THANKS!
Let’s find a way to test these concepts! Walk before you run…
We want to be your marketing partner and focus on helping you improve your marketing ROI. For 1 to 1 marketing For Commercial print For Digital