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paper monologues
in an interactive
world
cross media marketing seminar
Who is who ?




Henny                  Bart
Who is who ?




Henny                  Bart
Who is who ?




Henny                  Bart
What is direct   marketing ?
What is direct   marketing ?
Direct marketing is ...
a sub-discipline and type of marketing. There are two main
definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its
messages directly to consumers, without the use of
intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action".
This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
Direct marketing is ...
a sub-discipline and type of marketing. There are two main
definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its
messages directly to consumers, without the use of
intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action".
This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
Direct marketing is ...
a sub-discipline and type of marketing. There are two main
definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its
messages directly to consumers, without the use of
intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action".
This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
Direct marketing is ...
a sub-discipline and type of marketing. There are two main
definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its
messages directly to consumers, without the use of
intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action".
This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
Direct marketing is ...
a sub-discipline and type of marketing. There are two main
definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its
messages directly to consumers, without the use of
intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action".
This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
Direct marketing is ...
a sub-discipline and type of marketing. There are two main
definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its
messages directly to consumers, without the use of
intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action".
This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
“In contrast to interactions that are largely
                 sequential, face-to-face interaction makes it
                 possible for two people to be sending and
                 delivering messages simultaneously.

                 The cycle of interruption, feed-back and
                 repair possible in face-to-face interaction is
                 so quick that it is virtually instantaneous.

                 As (sociologist Erving) Goffman notes, “a
                 speaker can see how others are responding
                 to his message even before it is done and
                 alter it midstream to elicit a difference
                 response”.
Nitin Nohria, extract from “Face-to-face: Making Network Organizations Work”
“In contrast to interactions that are largely
                 sequential, face-to-face interaction makes it
                 possible for two people to be sending and
                 delivering messages simultaneously.
                                                                    direct
                 The cycle of interruption, feed-back and
                 repair possible in face-to-face interaction is
                 so quick that it is virtually instantaneous.

                 As (sociologist Erving) Goffman notes, “a
                 speaker can see how others are responding
                 to his message even before it is done and
                 alter it midstream to elicit a difference
                 response”.
Nitin Nohria, extract from “Face-to-face: Making Network Organizations Work”
John
a happy
 nerd
#1
salesman
75.000 $ /week
conversion ratio 73%
satisfaction ratio 98%
 highest bonus level
Who is Joseph               Girard ?
Sold more retail "big ticket" items "one-at-a-time" than any other sales person
    in any retail industry including houses, boats motor homes, insurance,
                                 automobiles, etc.
      "World's Greatest Salesman" (Guinness Book of World Records)
Who is Joseph   Girard ?
Who is Joseph   Girard ?
  average of
6 cars per day
Who is Joseph   Girard ?
  average of
6 cars per day



                               sold once 18
                              cars in one day
Who is Joseph   Girard ?
               average of
             6 cars per day


sold 174 cars in
  one month                                    sold once 18
                                              cars in one day
Who is Joseph   Girard ?
               average of
             6 cars per day         sold 1425 cars
                                     in one year

sold 174 cars in
  one month                                    sold once 18
                                              cars in one day
Who is Joseph   Girard ?
               average of
             6 cars per day         sold 1425 cars
                                     in one year

sold 174 cars in
  one month                                    sold once 18
                                              cars in one day

sold 13.001 cars
   in 15 years
Joseph‘s main reason of success ?


                information asymmetry
         deals with the study of decisions in
       transactions where one party has more
         or better information than the other.
lly
it reaks
  suc
He’s no longer
 talking at customers,
he’s talking with them.
He’s no longer
 talking at customers,
he’s talking with them.

 Besides, they are often
  as good informed
as he is, or even better.
e!ective
        adequate to accomplish a purpose,
     producing the intended or expected result



                  e"cient
performing or functioning in the best possible manner
        with the least waste of time and e!ort
The 2nd best technique
besides a sales talk
  is               a
Vögele

    Vögele’s
Dialogue Method
Should I open it ?
Why me?   Who is writing me?


   Why are they writing?       Why should I read this?


Am I interested in this?            What will it cost me?
Should I open it ?




   “yes”                         “no”

reinforcers                     filters
Should I open it ?




  The more reinforcers, the less filters,
the higher chances are the mailing is opened.
A simple test to proof people’s ability to scan.


           Acocrndig to rseercah of an
           Egnlsih uinevisrty, it dsone’t
         mtaetr in wchih oderr ltretes of a
         wrod are sreotd. The olny tinhg
         taht cunots is taht the frsit and
              lsat lteetr are crrocet.
The natural reading   curve.
The natural reading   curve.
How to interrupt human nature.
How to interrupt human nature.

                               The new sex rules!



     Who’s the man, who’s
     the woman?




                        15%
                      disco
                              unt!
                                           Do it now!
How to interrupt human nature.

                               The new sex rules!



     Who’s the man, who’s
     the woman?




                        15%
                      disco
                              unt!
                                           Do it now!
The expected reading curve.
  The actual reading curve.
The expected reading curve.
  The actual reading curve.
Is this still a viable business model ?
Content has to be compelling.
Content has to be compelling.
All you need is love a   good database.
This generation is giving up its privacy
because they are expecting relevancy in return.
Are your ingredients right ?


                       The new sex rules!



Who’s the man,
who’s the woman?




                   15%
               disco
                    unt!
                                    Do it now!




break natural                                    compelling    a good
   habits                                         content     database
direct mail




    e-mail
direct mail




    e-mail
Lisa,
Happy Secretary Day
thanks
for your attention
henny.vangerwen@proximity.bbdo.be
bart@adnerds.be

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Paper monologues in an interactive world

  • 1. paper monologues in an interactive world cross media marketing seminar
  • 2. Who is who ? Henny Bart
  • 3. Who is who ? Henny Bart
  • 4. Who is who ? Henny Bart
  • 5. What is direct marketing ?
  • 6. What is direct marketing ?
  • 7. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  • 8. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  • 9. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  • 10. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  • 11. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  • 12. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  • 13. “In contrast to interactions that are largely sequential, face-to-face interaction makes it possible for two people to be sending and delivering messages simultaneously. The cycle of interruption, feed-back and repair possible in face-to-face interaction is so quick that it is virtually instantaneous. As (sociologist Erving) Goffman notes, “a speaker can see how others are responding to his message even before it is done and alter it midstream to elicit a difference response”. Nitin Nohria, extract from “Face-to-face: Making Network Organizations Work”
  • 14. “In contrast to interactions that are largely sequential, face-to-face interaction makes it possible for two people to be sending and delivering messages simultaneously. direct The cycle of interruption, feed-back and repair possible in face-to-face interaction is so quick that it is virtually instantaneous. As (sociologist Erving) Goffman notes, “a speaker can see how others are responding to his message even before it is done and alter it midstream to elicit a difference response”. Nitin Nohria, extract from “Face-to-face: Making Network Organizations Work”
  • 15. John
  • 18. 75.000 $ /week conversion ratio 73% satisfaction ratio 98% highest bonus level
  • 19. Who is Joseph Girard ? Sold more retail "big ticket" items "one-at-a-time" than any other sales person in any retail industry including houses, boats motor homes, insurance, automobiles, etc. "World's Greatest Salesman" (Guinness Book of World Records)
  • 20. Who is Joseph Girard ?
  • 21. Who is Joseph Girard ? average of 6 cars per day
  • 22. Who is Joseph Girard ? average of 6 cars per day sold once 18 cars in one day
  • 23. Who is Joseph Girard ? average of 6 cars per day sold 174 cars in one month sold once 18 cars in one day
  • 24. Who is Joseph Girard ? average of 6 cars per day sold 1425 cars in one year sold 174 cars in one month sold once 18 cars in one day
  • 25. Who is Joseph Girard ? average of 6 cars per day sold 1425 cars in one year sold 174 cars in one month sold once 18 cars in one day sold 13.001 cars in 15 years
  • 26. Joseph‘s main reason of success ? information asymmetry deals with the study of decisions in transactions where one party has more or better information than the other.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 35. He’s no longer talking at customers, he’s talking with them.
  • 36. He’s no longer talking at customers, he’s talking with them. Besides, they are often as good informed as he is, or even better.
  • 37. e!ective adequate to accomplish a purpose, producing the intended or expected result e"cient performing or functioning in the best possible manner with the least waste of time and e!ort
  • 38. The 2nd best technique besides a sales talk is a
  • 39. Vögele Vögele’s Dialogue Method
  • 41. Why me? Who is writing me? Why are they writing? Why should I read this? Am I interested in this? What will it cost me?
  • 42. Should I open it ? “yes” “no” reinforcers filters
  • 43. Should I open it ? The more reinforcers, the less filters, the higher chances are the mailing is opened.
  • 44. A simple test to proof people’s ability to scan. Acocrndig to rseercah of an Egnlsih uinevisrty, it dsone’t mtaetr in wchih oderr ltretes of a wrod are sreotd. The olny tinhg taht cunots is taht the frsit and lsat lteetr are crrocet.
  • 47. How to interrupt human nature.
  • 48. How to interrupt human nature. The new sex rules! Who’s the man, who’s the woman? 15% disco unt! Do it now!
  • 49. How to interrupt human nature. The new sex rules! Who’s the man, who’s the woman? 15% disco unt! Do it now!
  • 50. The expected reading curve. The actual reading curve.
  • 51. The expected reading curve. The actual reading curve.
  • 52. Is this still a viable business model ?
  • 53. Content has to be compelling.
  • 54. Content has to be compelling.
  • 55. All you need is love a good database.
  • 56.
  • 57.
  • 58.
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  • 60.
  • 61.
  • 62.
  • 63.
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  • 65.
  • 66.
  • 67.
  • 68.
  • 69.
  • 70. This generation is giving up its privacy
  • 71. because they are expecting relevancy in return.
  • 72.
  • 73. Are your ingredients right ? The new sex rules! Who’s the man, who’s the woman? 15% disco unt! Do it now! break natural compelling a good habits content database
  • 74. direct mail e-mail
  • 75. direct mail e-mail