Trends & ideas for successin direct marketing Michael Leander

• michael@michaelleander.me•@michaelleander < Twitter•Facebook/Linkedin “Michael Leander”

Co-creation workshop

Inclusion – conversation

In closing

• Remember there are two kinds of people

Thin

Which problem are you solving?

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Best question wins this book

Get 19 direct marketing case studies.

email michael@michaelleander.me

How would you describe direct marketing?

I. A marketing activity direct to a potential buyer?

II. A marketing activity that requires a response?

Whom is it cheaper to sell to?

New customers Existing customers

Existing customers generate ”cheaper” revenue and recommend new customers

Recommendation

Reviews og endorsements

WOM & 1-on-1sharing

Which is cheaper to use for attracting a sale?

Email market

ing

Direct mail

Social media

Media channel effectiveness, simplified

DIRECT &

OUTBOUND

Cost per

contact

Cost per

thousand

Convert to

action

Actions

(sale)

Cost per

action

Canvas call by

account manager

1.400,- 1.400.000,- 20% 200 8.325,-

Telemarketing 100,- 100.000,- 5% 50 2.000,-

Direct mail 50,- 50.000,- 2% 20 2.500,-

E-mail 10,- 10.000,- 0,75% 7,5 1.333,-

SMS/MMS 7,- 7.000,- 0,15% 1,5 4.667,-

• Test to find your optimal mix• Decide: sender control or recipient control• Combinations are often most effective in terms of ROMI

Integrating messages cross

channel

Combined response from e-mail and

direct mail is 125% better than no e-mail.

Pre-mail, with online response

Response increases, 100% for direct mail

piece.

Teaser e-mail.

No online response

Direct Mail

Direct Mail

17

Remember ! Your job

is about prioritizing

- What is your objective?

- How soon?

- What can be done?

- What is required to do that?

- How can this instrument

help me?

- Are there better ways to

accomplish my objective?

Email not so dead after all...(tell your friends & colleagues)

Invest 1 US$ get 52, 43, 40, 39 US$ back

Email marketing still the best performing instrument – delivering nearly twice as much as second place (SEM) in terms of ROMI

25%

Advertising in social media

Use advertising on social networks topractice your A/B split testing skills

Fact 1: Direct mail is still highly efficient and plays on senses that digital cannot

Fact 2: Email marketing is growing, but becoming increasingly difficult to handle

Fact 3: Gaining traction in social media is not what most people think it would be

… and other new opportunities to interact and get a response from your audience using QR codes (or

not)

Me too, me too, me too,me too, me too, me too !

Break down the terribly inefficient silo thinking

Direct marketing is multichannel multiply

ROMI by 5, 10, 25

Which reads the most words pr minute – the eye or the ear?

2.500 words per minute 125 words per minute

We are in the picture economy

See pictures from event herehttp://www.facebook.com/michaelleandernielsen

WHAT DOES THE PICTURE ECONOMY MEAN FOR OUR DIRECT MARKETING ACTIVITIES?

Meet Good ‘ol AIDAA = Attention (Awareness)

I = Interest

D = Desire

A = Action

Attention

Interest

Desire

Actionwww.linktext.com > learn more about this masterclassand see how attending can help you increase your email marketing ROI www.linktext.com

Spend: € 22Revenue: € 4.950

Twitter test of wording

Which Tweet was most effective?

Is marketing your game? Come join us on the Facebook page for learning & laughs

https://www.questionpro.com/a/showReportTab.do?surveyID=3321214

Best Facebook post this week (most shared), go see it here

See what we are talking about over on Facebook today

A

B

C

What others saidSee the survev blog post here

Which Tweet was most effective?

Is marketing your game? Come join us on the Facebook page for learning & laughs

Best Facebook post this week (most shared), go see it here

See what we are talking about over on Facebook today

0,45%

0,37%

2,67%

Axe girl wake me up

• Sign-up via qualification

• IVR

• Different Axe girl calls every day

Think: Solves a real problem in a fun way(service) and generates continous awarenesss

Get

Get your 19 direct mail case studies in mid January 2013

Send your request to Michael@michaelleander.me to get the 19 direct mailcase studies including a fantastic case study from Mediapost Hitmail Bulgaria

Allocation of focus in any direct marketing activity – here specific to DIRECT marketing

Message/offer Target group

Creative

100%

40%40%

20%

So how do we continuously

acquire knowledge about our prospects

and customers?

Transparency & trust

Relevancy

Significant changes in the age of discovery

Customer intimacy

Multichannel mix

Immediacy

In your market, which percentage ofprospects are buying now?

3% are buying now

6-7% are open to the idea

30% are not thinking about it

30% don’t think they are interested

30% are sure they are not interested

The average time spent on a task before being distracted or switching

to another is only

3 minutes 11 seconds.

Your target prospect is exposed to

6000 advertising messages every

single day

In Estonia too brands are competing fiercely for the attention of consumers

Consumers are becoming more and more cautious

Trust is critical

Remember your trust emblems(positive associations, testimonials etc.)

Short attention span, loads of intrusion- how do you cut through the clutter?

Brain filter

Do I know you?Do I need you?

Can I trust you?

Unique passionateemotionalauthenticfocused

interactivemeaningful

…

How to get into the Mind Box?

Key problems for direct marketers across the board

One size fits all InconsistencyIrrelevant content

And wrong choice of channels

Key trends changing buying behavior

Your web presence will become the front and centerof your direct marketing activities

Thanks to Eesti Post for being suchgood “sports” when we did the 8 second test

Talk to Eesti Post about your

direct mail campaigns and testing

What your customers expect

What your customers experience

Direct marketing campaign from

utility company in Denmark

What makes the top 2% so much better than the rest?

First a question – and then let’s have a look...

SEXY? NON SEXY?

SEXY? NON SEXY?

Get busy checking the motor

• Focus on your target group

and its need

• Work actively with your content

• Align your sales process with

the presumed/documented

buying process

• Experiment to learn and improve

• ROMI must be central

• Use flowcharts. ALWAYS

• Online/offline in combination

• Offer/message first, then

copy, then ”creative”

• Test, test, test – if possible

• Differentiate your

messages

• Be creative to achieve results – not to win fancy awards or the

admiration of your peers and family

Do not leave anything

to chance

Significant changes in buying behavior

OTS* high to get a reaction

No sex on the first

date

*OTS = Opportunity to see

Referral & recommendation

Latency increase

incubationtime

Worth remembering

• OTS (Opportunity to See) is important

• Remember your sales funnel conversion tactics

Map the customer journey

Managing consumer buying processes

Aligning sales and marketing

Really new ways: Will this influence?http://archive.perhansson.com/nokia/greatpockets/

Landing page #1 Landing page #2

Which page generated most registrations?

275 conversions 110 conversions

Innovate and disrupt

The journey starts off site –make it effective

Banner

The same goes for the copy in your social media messages

About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander

Pharma marketing article is here http://ht.ly/1f3IoZ

The direct marketing planning process

Get pictures & more

concrete what –to-do advise

at freewebinar

Get your invitation michael@michaelleander.me

A

CTR: 26,22%

B

CTR: 5%

C

CTR: 10,32

Which one performed best in terms of CTR?

A, B or C?

The direct marketing funnel

• Where do respondents come from?• Identify source + cost per Lead• Where is each prospect top, mid, end of

funnel?

• How are we going to educate, nurture?• What type of automation is required• How are we going to score prospects

and customers? • What is the minimum requirement for

differentiation? • Where does marketing start and stop,

sales start and stop, retention start and stop.

Better profiling gets 50-70% of your recipients into the

conversion zone

If we can’t consolidate email intelligence, how are we going to deal with ”new” channels?

Build your profiles and get datafor segmentation

94

Data input from

customer

Email tracking behavior

Transactions (on/offline)

70-90% accurate 50-90% reliable 99% trustworthy

How do you build profiles, and whydo it progressively?

My B2B profile My B2C

profile profile

(c) Michael Leander Nielsen, 2008 96

First + last Name

Email

Mobile #

A press photo conceptualized by

a German creative who spent too much

time in Berlin….

Position?

Influence?

Size of

company

Budget for X

Annual use of Y

Soft data

Preferential

information

Basic

demographics

Bying process

When, how

CFO’s

Male

39-45 yrs. Old

Married (wife)

Kids (#, sex,

age)

Lifestyle

Preferences

Status of X

Income (no)

Assets

Property

Basic

Demographics

Affluent

neighbourhood

?

Understand thy list !

• Measure health of your list regularly

• Act on your findings – it is important

Measure Period Number of Subscribers

% of list total

Never Open All time 48,000 16.0%

Last 6 Months 168,000 56.0%

Never Click All time 96,000 32.0%

Last 6 Months 144,000 48.0%

Never Bought All time 48,000 16.0%

Last 6 Months 192,000 64.0%

Never Bought Online

All time 96,000 32.0%

Last 6 Months 216,000 72.0%

Tighetening the data integration is an ongoing process, but focus is needed

What is a lead?

What level of qualification?

Where in the funnel do new leads go?

What is the expected incubation time?

Will lead scoring add value to the dialogue?