Integrated Direct Marketing trends

1. Integration | Cross Media Robin Marchetti
The Holy Grail of Marketing

2. Our industry is not simply changing, it is
being redefined…creating historic
opportunity for the prepared, and profound
threats for the unprepared.
Absolutely no one, no matter how big, how
well established or how successful in the
past can afford to do business the same old
way. Andy Paparozzi
Chief Economist
NAPL State of Industry Report

3. Highlights from DMA 2010
• Listen to Customers-Chief Customer Officer
• Companies are becoming radically transparent
• Focus Groups=Crowd Source
• Layer Social with Traditional Mediums
• Agencies challenge- “how do you communicate in a
twitter statement or less”
• Everyone is talkin’ mobile

4. Monies are shifting from traditional to interactive
4 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

5. Email replaces print and direct mail budgets
"Email is so inexpensive we are getting even
more use. We are completely skipping the
direct mail piece of our Student Campaign.“
-- Sovereign Bank
5 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

6. Interactive channels will increase in effectiveness
Increasing
effectiveness
Decreasing
effectiveness
6 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

7. What does your
mailbox look
like???

8. The Great Recession or
The New Normal?

9. Position (Reposition)
Your Company
• Revisit your strategic marketing plan
• Identify your target market - who are my
customers, where are the opportunities,
products & services to offer, gain expertise
• Positioning your company - differentiation
in the minds of prospects & customers

10. The Mirror
Test
• 118 seconds to actually pitch
(position)
• 110 seconds is the av. elevator ride
• 8 seconds to hook me (av. attention
span of an adult)
• 110 seconds to sell me.

11. How many line items are on your invoice?
XYZPrinting__________________________________
Account Payable
ABC Company
City, St. Zip
Add more
services-
55,000 Data Management $ 750.00 integration
1.00 Project Management $ 1250.00 means
55,000 Printing of 5.5 x 8.5 Postcards $ 3545.00
revenue
55,000 Mailing Services $ 1275.00
55,000 PURL Campaign $15,000.00
55,000 Email Campaign $ 6500.00
1.00 Monthly Consulting Retainer $ 5500.00

12. How do you get
started?
• Define your customer’s goal/
objective
• Start small
• Involve your vendor early-you
need to choose an audience,
make the message concise and
determine how to deliver it.
Work out the budget and
timeline. And..measure.
• Allow time for planning-identify
the audience, who are your
ideal customers, review data to
segment into smaller lists, if not
enough data consider
modeling-or finding like
customers

13. Marketers are functioning with leaner teams than ever
13 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

14. Trendspotter 2010
Evolution to a More Competitive, Multi-channel Marketplace
1. Increase analytic sophistication to drive business
decisions. Organizations will need to reassess
internal databases
2. Increase customer retention efforts
3. Create more attractive content
4. Develop more targeted and relevant
communications to disseminate across channels
5. Utilize multi-channels for your customers marketing
message

15. Aligning the CMO & CIO to Achieve Intelligent Marketing
1. Only 4% of Marketing Execs and 7% of IT
Execs feel they are prepared to exploit digital
marketing channels.
2. Only 8% of Marketers & 6% of IT said they
believe their data and analytics are integrated.
3. 78% of Marketers and 68% of IT believe digital
marketing is important. Only 1/3 of Marketers
and 1/5th of IT said their companies are
invested in digital!
4. Noticeable disconnect between IT & Marketing
*Sample survey of 328 Marketing Executives and 308 IT Executives

16. Goals for Multi-Channel
Communications
• Typically promotional in nature
• Track responders and non-responders
• Set automatic triggers based on
responses
• Include customized, data-driven content
• Provide a means for gathering data
• Provide reports to the client
• Provide leads to the sales team -
feedback loop

17. What are some of the channels?
Direct Mail
Email
PURL
SMS
URL
Search Engine
QR Code | Augmented Reality
Social

18. Organizations will need to
reassess internal
databases
Data

19. Data, Data Everywhere
• Becoming More Richer and Intelligent
• Encourages Customer Loyalty and
retention
• Identify the audience, who are your ideal
customers, review data to segment into
smaller lists, if not enough data consider
modeling-or finding like customers
• Measure results-Cross media metrics
Email-Open, click through
Direct Mail-measure compared to email, PURL, phone and
overall sales
PURLs-Measure total visits, conversions, length of time
spent at given PURL, repeat visits and links of exit

20. DATA MINING-
•EXTRACTING PATTERNS FROM DATA
•PREDICTIVE MODELING-FORECASTING
PROBABILITIES AND TRENDS
PROFILING-
•WHAT DOES YOUR BEST CUSTOMER LOOK
LIKE
LEAD SCORING-
•ASSIGN A POINT VALUE TO PROSPECTS
•HOW THEY INTERACT WITH THE COMPANY
•IF THEY HAVE A NEED FOR THE PRODUCT

21. Using email as
part of the solution

22. Email Ad Spending will
jump to $677 million in
2011, from $492 million in
Top 3 Toughest 2008
Inboxes to Reach eMarketer-”Social and Email Spending to Rise.” www.emarketer.com
for Deliverability
1. gmail
2. hotmail
3. msn

23. Length Matters!
Even your best customers don’t read really
long emails. The job of most emails is to get
your attention & drive you somewhere else
• landing page
• retail store
• whitepaper

24. Email Ad Spending will
jump to $677 million in
2011, from $492 million in
Top 3 Toughest 2008
Inboxes to Reach eMarketer-”Social and Email Spending to Rise.” www.emarketer.com
for Deliverability
1. gmail
2. hotmail
3. msn

25. Give Careful thought to your
Creative
Email creative is very different than
any other marketing creative Only 33% have
Email does not support alot of bells & images turned on
whistles you’ll find in other digital by default
media advanced interactivity, according to
animation, sophisticated/ consistent Marketing
rendering Sherpa.
Also, think how your message will
render on a smart phone

26. iPhone OS OS wit h HTM BB L Email
Email
Rendering
Tests
Symbian OS Android OS Windows Mobile OS ver 6.0 BB OS with No HTML Email

27. Optimize Creative |Drive Customers to Social

28. Optimize Creative

29. Remarket
• Redesigned creative lifted
response rate between
100-350%
• Email Marketing efforts
generated $119,567 in
revenue
• ROI was $39 for every $1
spent for a 3,886% return
• Overall event registration
was 11% higher than
planned

30. Tracking and Deliverability
Email metrics by
importance :
•Click Through
•Deliverability
•Conversions
•ROI
•Open Rate
•Revenue
•Total Subscribers
•Forwards
What you measure depends on your objectives

31. Opens-Who and When??
Maximize open rates based on knowledge for future campaigns
Test different times to send emails to see what receives the best
results

32. Don’t Forget About Your
Subject Lines
• Keep it concise-35 characters or less
• Make it about the reader
• Make it actionable by providing sense of urgency
and clear call to action (think verbs!)
• Ensure your message is clear, and informative
• Avoid all CAPS and exclamation marks! All caps
feel like you are shouting for attention and not
respectful.
• Include your brand
• Ask the question-Does it catch enough of your
attention to read on?

33. Using PURLs as part of the
integrated marketing
solution

34. It’s not a made to order
magic trick
Personalized URLs are not a made-to-order magic
trick you can buy from the store and immediately get
results for your business.
Like all marketing tools use
personalized URLs to:
• think about a strategy for reaching your different
customer segments
• plan on integrating your ‘magic’ personalized URLs
with current media
• make a conscious effort to follow through on each
message you send

35. Make it Relevant
Both Personalization and segmentation can be continued on landing pages
that include one touch opt-ins and registrations to begin a two way
conversation that involves prospects ad customers

36. Case Study Integrated Campaign
Client: Forrester Research
• Independent technology and market
research company
• Gartner, the main competition, is 5
times their size and advertises
aggressively
• Forrester needs targeted approach,
more leads and a faster sales cycle

37. Targeted Email
with incentive
drive them
personalized
landing page
and capture
additional data

38. Targeted PURL
postcard and PURL
email
Not many pictures on the email so it renders
correctly when downloaded

39. Utilized testimonials and name dropping!

40. Not only testimonials- but
relevant to the industry they are
targeting

41. Another in a series of personalized messages...

42. And the campaign continues...

44. The website has the same synergies...they give just
enough information...remember they are consultants like
you that charge for their knowledge!
Very interactive website!

45. The Results!
• The direct mail series pulled 5.2%.
• The email series had an open rate of 43% and
click-through of 20%.
• In first quarter, the campaign generated $98,000
in new sales.

46. Things to remember
• Cross-discipline cooperation is key
• Let data drive creative
• But … let marketing objectives drive
the data
• What will move the needle?

47. Things to remember
• Consider dividing job into phases
• Building and learning as you go-
change things up if something is
not working
• How good is your data?

48. Text is Next?

49. Opportunities: SMS/Text
• Mobile marketing is exploding-at the end of 2008 there
were 270 million mobile subscribers
• Reaches 87% of households in the US
• Top Mobile Verticals:
1.Directories
2.Telecommunication
3.Finance
4.Entertainment
5.Dating
6.Retail & Restaurants
7.Consumer Package
8.Travel
9.Education
10.Automotive

50. Mobile has a lot of potential
The texting audience is large and still growing. eMarketer projects that the growth of the global
market for ad support of mobile messaging will reach nearly $12 billion in 2011.
50 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

51. •90% of all text messages are read within three minutes
of delivery
•99% of all text messages are read by the recipient,
according to a whitepaper by Singlepoint
•Remember all text messaging is opt in which
contributes to the high action rates.
•Mobile spending currently makes up less than 5% of
marketing budgets
•Challenges are number of different device types,
operating systems and screen sizes available.
•Watch for the evolution of location-centric mobile apps
•Healthy usage of location based checkin-Foursquare
51 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

52. SMS/Text
MO Example - Papa Johns
This Pizza chain allows users to set up preferences online and then order their
favorite pizza by sending a text message to a specified short code. Papa John’s
provides online FAQ’s SMS order examples, and an intuitive preferences page so
subscribers can easily control their messages

53. SMS | Text
Messaging

54. SMS | Text
Messaging

55. QR Codes and
Augmented Reality
What is it?

56. QR (Quick Response)Codes
QR codes used as mobile tagging has started in Japan and since are
implemented in the mobile marketing world. As marketing applications their
uniqueness stems from their Quick Response orientation which allows customers
to access real time information

57. • QR (Quick Response)
• feature purls and drive users from printed
materials to the web via smartphones
• can turn a printed direct mail piece into an
interactive mobile call to action
• allows static messages to become a quick
scan hyperlink to just about anything online
57

58. Print is not dead
3D Barcodes
Augmented Reality
which essentially means to layer data
like audio, graphics, and animation
over live video — existed long before
Esquire used it on their cover. The
term was coined in 1992 by Tom
Caudell while working for Boeing,
where factory workers used AR to
sort parts. Now, with video cameras
in so many electronic devices —
including the webcam on your
computer — AR applications range
from advertising to architecture and
gaming to pizza boxes.

59. Engaging Customers
through Social
Media

60. Blendtec-Will it Blend?
Youtube viral video
Blendtec’s retail sales are up
700%, its Youtube site has 200,000+ subscribers and it
has been featured on The Today Show, Tonight Show,
History Channel, Wall St. Journal to name a few. It has
also won a Clio for their interactive efforts.
Starbucks - My starbucks idea on
Facebook.
• Lesson: thinking of ways to build your
company are great, but directly asking
your consumers what they want is better.
Acting on it is the success of the
campaign
IBM-created an entire network of blogs
allowing their employees to write about
their experiences, what they were working
on etc. Lesson: having a CEO that blogs is
great but increase the number of blogs and
you increase the
connections

61. • Experiment-Try, try again
• Integrate direct mail, email, website,
sms with your presence in social media
communities

62. Your customers are
talking…what do
they have to say?
listen and
share.

63. in the future-
the future is NOW,
we will not be
measured by the quality of
the output;
we will be measured by the
quality of the OUTCOME.

64. ?s

65. Robin Marchetti
Wise
P:888.815.WISE
tha
nks