list advertising roi webinar
DESCRIPTION
Measurable List Marketing Understanding List Buyer Behavior (List Brokers) Review List Seller Techniques (List Managers) - Email Blasts - Search Engine Optimization - Space Advertising - Contextually Targeted Search - List Research Positioning & Highlighting - Broker Meetings - Sales Calls (Seasonality, Test Follow-Up) - Direct Mail - Lead Generation Programs - Projecting List Rental Outcomes (Return on Investment) - Start With Best Fit For Broker Buyer Behavior (BBB) - Build Projection Model - Sample Template: http://www.nextmark.com/cta - Apply Historical Data - ROI Scenario Analyses - Test Program(s) and Apply Actual Results To Projection ModelTRANSCRIPT
Welcome To“Your List Advertising ROI”
30 Minute Webinar
We’ll Be Starting Shortly…
Hosted by:
Your List Advertising ROI
Agenda
• Understanding List Buyers/Brokers• Review List Sellers’ Techniques• Projecting List Revenue Outcomes (ROI)• Open Line For Questions & Answers
At any time during or after this webinar, you mayemail [email protected] for more information.
Understanding List Buyers/Brokers
Usage Is Key!“If someone else is using the list successfully, then it reduces my
exposure with the client and adds credibility to my recommendation.”
New Lists Trump Rebranded Titles“New lists to market, especially response lists, are always on my radar;
I’ll pay attention if it’s new.”
Don’t “Peddle Your Wares”“There’s nothing less productive for me than sitting through a
manager’s presentation of untargeted list recommendations – it’s a waste of time. If it’s a new company, however, then I usually like to see what they’ve got.”
Rollout Potential“If there isn’t a sufficient universe for rollout, then I’m not going to
include the test unless it’s a perfect fit.”
Understanding List Buyers/Brokers
Avoid The Fluff!“If the data card does not tell me what I need to know about the list,
then I move on; only if I’m REALLY interested will I call the manager to find out more.”
It Depends On The Campaign“The level of detail in my list research is directly correlated to the
campaign size and my familiarity with the offer; I need to work harder to find lists to test when I’m less familiar with the offer.”
Timing Is Everything“It needs to be relevant – yes, but it also needs to be in front of me
when I’m searching for new lists to test; my memory is just not that good anymore!”
Targeting In Tough Times“Only targeted lists make it in right now – I’m less open to
recommending lists from secondary markets to test.”
Understanding List Buyers/Brokers
Dip Into The Down Time!“"There is no better day than Friday when it comes to doing list
research; I've been making new test recommendations for 20 years, and the best ones are created on the days with the least interruptions.“
Understanding List Buyers/Brokers
List Research Channels• NextMark Meridian Interface (Paid)• NextMark mIn IDC Interface (Paid)• SRDS DirectNet & DMLS (Paid)• Public List Management Sites (Free)• Public NextMark Sites (Free)• Licensed Data (Paid)
New Test Recommendations• Data Card Evaluation (Broker Interviews)
– Low: 2.0% (1/50) make it to the recommendation– Average: 20.9% (10/50) make it…– High: 50.0% (25/50) make it…
• Based on client market, uniqueness of offer, experience
List Buyers
YourDataCards
List Sellers’ Techniques
Space Ads
EmailBlasts
Search Positioning & Highlighting
Direct Mail
FlyersContextual Search
BrokerMeetings
SEM/SEO
Lead Generatio
n
Sales Calls
FeaturedLists
What’sMeasurable
?
Web Analytics
Projecting Outcomes
List Research Decision Stream
Clicks To Orders Ratio (COR)
COR StatisticsBroker Survey Statistic = 18.60%
NB = 5 Clicks To Orders Ratio =
29.97%Nc = 473,322 (6/07 – 5/08)
Average TCR3.3 to 1
Click-Through Rate (CTR)
Tests To Continuation Ratio (TCR)
CTR StatisticsRange (Low) = 0.65%Range (High) = 3.38%
Mean = 1.68%Median = 1.27%
Correlation Coefficient = 0.96
Ni = 1,169,422
4 P’s of List Marketing
P romote your
P roduct (list) in the right
P lace for the right P rice
50 Lists x 1.4 70 Recos x 75% 52 Orders!Annual Cost = $480$9.23 Per New List Order
StatisticsActive List Titles = 53,444
Active List Managers = 743Preferred Providers = 87
Clicks = 466,813Recommendations = 138,320
Clicks Per Title (PPP) = 12.4Recommendations Per Title (PPP) = 3.6
Lift = 63.6%
Proven Preferred Provider Program
ROI Calculator
Go To NextMark
http://www.nextmark.com
Sell Mailing ListsPut Your Lists on Top
List Search Example
Go To marketing INFORMATION network
http://www.minokc.com/
Free List Finder
Search on “Investors”
Demonstration
Questions?
Email [email protected] for more information.
Special thanks to the brokers from the following companies who participated in the interview process:
Press Release
Press Release! http://www.nextmark.com/news/pr_08202008.html