2. Executive Summary
EXECUTIVE SUMMARY
Business Problem:
Selling traditional marketing services (a.k.a. – Commercial’s 1-off or custom jobs) require a:
• lengthy sales cycle,
• seasoned sales talent,
• extensive pre- /post-job services,
• willingness to commit on undefined / unproven areas and
• a high tolerance for delivery mis-steps
in pursuit of new clients and markets to achieve sales growth
Proposed Solution:
Create, position and execute a sellable approach as well as establish our differentiator, called
R4 Marketing Execution, that:
• establishes an identity for DME Commercial,
• demonstrates our marketing experience,
• focuses on marketing fundamentals,
• streamlines the consultative sale and
• leverages DME’s delivery excellence
to increase our win probability and delivery success rate in pursuit of more core accounts
and recurring business.
Bottom-Line: We sell delivery execution to maximize Relationship
Marketing --- Direct Marketing Execution
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3. What is R4 Marketing Execution?
DEFINITION
R4 Marketing Execution is our perfected approach for creating and
delivering direct marketing communications by serving our clients as
their dedicated marketing execution partner.
R4 Marketing Execution is the culmination of processes that include
segmenting an Audience, applying Relevancy, developing Communications
Strategy and executing the Marketing Schedule to drive maximum
RELATIONSHIP marketing results toward desired goals.
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9. How to Use R4 Marketing Execution
R4 UTILIZATION
Triggered and driven by productive dialogue on current
versus desired variable communication objectives
Who are you speaking to? What is in it for them?
What do you know about them? How will you differentiate your message?
Why do you want them to speak with you? Why would they act on your offer?
o o
o o
o Probing Question #1 o
o
o
o
Probing Question n
How do you plan to speak to them? How often will you speak to them?
What do you do if they don’t respond? What do you do with the responses?
When do you stop? Was success or failure due to
o message or execution?
o o
o o
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10. For More Information
NEXT STEPS
Visit the R4 Marketing Execution web-site
http://r4marketing.com/
• Samples of communications (mailers, emails, web, video)
• Examples of on-going marketing schedules (multi-touch, multi-channel, …)
• R4 marketing grid and probing questions
• Business Cases / Sales Spotlights
• Client References / Testimonials
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13. Sample: FSU Email Communication
APPENDIX
The email campaign for the FSU program was
the first of multiple communications. The goal
was to secure as many conversions for both the
Seminole Boosters and for Football Season
Tickets using a cost effective method. All
communications in the program leverage the
segmentation that was performed in the first step
of the R4 execution methodology.
The base segmentation created 16 unique
database segments and each received a relative
communication based on their respective
disposition. In addition to the communication
messaging being extremely relevant we
incorporated a personalized image of Coach
Fisher holding a jersey with the recipient’s name.
The email also included a personalized URL that
directs the recipients to a campaign page with a
variable video and links to the specific locations
they needed to go based on past history to
complete both of FSU’s desired actions.
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16. Sample: FSU Brochure Communication
APPENDIX
The second communication in the multi-touch campaign was a 10 page brochure which contained everything from the
personalized letter from Coach Fisher to pre-populated forms for booster pledges and football season ticket form with
previous years season ticket information. As with the email communication the messaging is based on the 16 data
segments that resulted from the audience segmentation. With the various elements being controlled via data, the direct
mail communications had over 52 possible base versions. If you consider the personalized images and ticket renewal form,
well every version sent was unique and targeted to that
individual recipient for maximum response.
The personalized imagery
incorporated in the mail communication
was a FSU locker with the recipient’s
name on the jersey. The technique was
also used on the back of the
communication with Coach Fisher
holding the recipients jersey.
The following pages will
provide an overview of some the
variability that is contained within
the brochure. The collection of
targeted messaging and imagery
all controlled by the data segments
deliver relevancy that prompts
action. That is R4 marketing.
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17. Example: FSU Brochure Sample (Outside)
APPENDIX
If the recipient
had already
contributed this Personalization
year, a thank you
panel would print
instead of the
Booster Renewal
form
For recipients
who have
contributed in the
past, their
corresponding
membership level
This supporting text changed based on how long logo was printed
they’ve been a booster and if they were a season based on their
ticket holder. contribution to
the Boosters
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18. Example: FSU Mailer Brochure Sample (Inside)
APPENDIX
The main letter text had sixteen
different versions based on four
different levels of Booster
participation and Season Ticket
purchases.
The PS Message at the bottom
of the letter alerted certain
customers that they can restore
priority points if they want to
get priority tickets – this is
based on length of time since
last Booster contribution.
When a customer had already
purchased their season
tickets, a thank you panel and
message was printed in place
of the ticket renewal form. If
the form is printed it is
populated with renewal
information from previous
year ticket purchases.
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