Direct marketing keynote at RODIRECT by Michael Leander
1. Direct marketing
conference
RODIRECT 13
in Bucharest
Engagement
Interaction
Response
Sales
Retention
Keynote speaker
Michael Leander
Why 2 steps back will
get you 5 steps ahead
www.michaelleander.me
10. Assuming that you understand…
1. Flawless execution is always a prerequisite for successful
marketing activities
2. Limiting friction is essential to enable higher conversion
rates
3. Timing is paramount for achieving any marketing
objective
4. Tonality of message depends on your target audience
insights and proper tone of voice is important
5. Measuring efficiency and continuously testing for better
results is always the need of the hour
11. Which of these three elements do
you consider to be the most important?
Investment distribution
in most businesses
A) Creativity
55%
B) Proposition (message)
30%
C) Target audience
15%
12. Matching your message with the
right target audience is very important
10%
Creativity
30% Proposition (message)
60% Target audience
Invest more in improving access to your target audience and knowledge
about your target audience for improving results immediately
31. Prioritise video for mobility – great for
engagement and conversion
Video
content
highly
effective for
engagement
& conversion
32. Think about how your audience
interacts depending on which device
they are on
33. Managing multiple
channels is a challenge
Integration is key
And leveraging the
nature of new popular
media is an
opportunity
34. New models and new ways of
engaging your audience is an opportunity
• Global retailer
from Japan
• Twitter driven
campaign
• Dynamic
pricing linked
to volume of
Tweets
• Objectives
– Exposure
– Sales
38. All digital is direct
Not all direct is digital
Paper won’t go out of style
anytime soon
39. Digital cannot fix all problems
To connect on Linkedin use Michael@michaelleander.me
40. In digitally mature markets,
25% of all consumers prefer
paper over digital
across all demographics.
Think about matching channel with stage in
the buying process
41. Let’s refresh some of
the forgotten basics
for achieving
awesome results in
direct marketing
45. Use humor and demonstrate the
benefit of your product
46. Meet Good ‘ol AIDA
R
=
Recommendation
/ Share
A = Attention (Awareness)
I = Interest
D = Desire
A = Action
47. THE OTS CHALLENGE
Attention
The it’s all over phase
Action
Increase Opportunity To See by multiple of 3, 5, 10
Message
Message
Pre launch phase
Message
Message
Nurture & convince phase
Message
Action
Hard selling phase
48. Meet the new AIDA
A = Attention (Awareness)
I = Interest
D = Desire
E = Engagement
A = Action
49. New AIDEA Example
• Oreo
• USA / Global
• 100 days of
trending
stories
• Facebook,
Pinterest,
Twitter,
microsite etc.
50. Oreo Daily Twist – see video here
Tweet: @michaelleander invent, integrate, interact is key #rodirect
64. Revisiting the basics means framing your …
•
•
•
•
•
purpose,
strategies,
desired position,
points of differentiation,
tactical execution
based on the new reality of the markets
you are in.
This will help you achieve and exceed your
expectations
65. Get 15 more classic direct
marketing case studies
Sign up for newsletter
http://michaelleander.com/newsletter.html
66. CALL ME
+45 27 28 29 53
EMAIL ME
Michael@michaelleander.me
TWEET ME
@michaelleander
67. Why 2 steps back will put you in a better forward motion
Talk is cheap and action speaks louder than words. Filtering
the fancy talk will make it evident that hand-to-mouth actions
isn’t the way. Getting your direct marketing house in order is.
In this 45 minute talk Michael Leander will tell you about 5
areas you should deal with before the end of 2013. The talk
aims to prove how we must all step a couple of steps back if
we want to move forward successfully.