Targeted 1 To 1 Marketing

Targeted 1 to 1 Marke-ng

1 to 1 Marke*ng
BUILD A 1:1 RELATIONSHIP

Make it -mely, make it relevant, make it personal

Track results
Improve marke-ng
ROI


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%

Highly Targeted 1 to 1 with
messages and oﬀers that are unique
Personalized with your to your needs /interests
name and address, but not
much that is unique to your needs/
56.3%
interests
26.4%


Why?

1 to 1 Communica-ons Improve Proﬁts

% Increase

REPEAT ORDERS

RESPONSE RATE

RESPONSE TIME

OVERALL REVENUE/PROFIT

ORDER SIZE/VALUE


Why?

1 to 1 Lowers Cost Per Response

Paradigm shi
   … from cost per page       … to cost per response

  Interquest study
• Response rate       +21%
• Cost per response  –54%
• Sales increase        +93%


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

Targeted 1 To 1 Marketing

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