TFMA 2014 IDM presentation on best practice approach to acquiring profitable customers. Using modern direct marketing methods, Tips on research, testing, tools and more resources for practical help

1. How to Acquire Profitable
Customers Quickly
Modern Methods for Modern Direct
Marketers
Shane Redding

2. A little bit about me
• IDM senior tutor and hon. Fellow
• Consultant: www.ThinkDirect.biz
• Love learning!
@shanerddng

3. Acquisition
• Getting new customers STILL the number 1
priority for marketers today*
• Paid media is still the most popular tool for
acquisition, but “earned” or word of mouth
(WOM) making big inroads
• Marketing budgets increasing as confidence
returns
*Source: econsultancy Marketing Budgets Report 2014

4. So what?
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•
•
•
•
•
Planning for profit
Insight
Testing
Tools
Top tips
And where next?

5. Planning for profit
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•
•
•
Are you doing this?
Don’t just do what you’ve always done!
Adopt “team sky” approach
For really quick wins – planning is where you
need to spend the time!
• So start with your existing customers, who is
making you money and who is not?

6. Insight
What are your customers doing and what are
they saying?
•Market research (what do they like?)
General www.trendwatching.com
Specific very fast research www.fastmap.com
•Database analysis (who and where are they?)
•Campaign insight (what’s working)
•Inbound “touchpoint analysis” from f2f sales to web

7. Campaign touch point analysis
Using inbound marketing
automation (Hubspot)
allows tracking by all
media

8. Campaign response by device

9. Testing
A forgotten art?
Where you take a control sample and test
against it. Or do a split test (A/B)*
•Great direct marketers test
•They test the BIG things (DATA, media, copy, offer)
•They allow 20% of their marketing budget for testing
•They keep testing!
*http://www.dmnews.com/how-to-do-direct-marketing-testing/article/98111/

11. Tools
• Do marketers suffer with ADOS?
@skemmo describes "Attention Deficit ... Ooh Shiny! http://bit.ly/1iRrz7m
• Focus!
• What’s broken?
• Integrate

12. Some quick wins
• B2B – use tools such as www.leadforensics to
identify hot sales leads from your website
• H2H – integrate old methods (direct mail) with
new tools:
www.hellomarket.co.uk
www.mytouchpoint.co.uk/tfma2014

13. Select prospect data
www.mytouchpoint.co.uk/tfma2014

14. Upload creative
www.mytouchpoint.co.uk/tfma2014

15. Choose templates and
despatch
www.mytouchpoint.co.uk/tfma2014

17. Doing a lot with a little

18. It works!

19. Social WOM

20. Top Tips
• For PROFITABLE acquisition
“chase the winners”
• Think SMART
• Copy the best
• Resource poor – recruit placement student or
apprentice www.apprenticeships.org.uk
• Invest in yourself and your team – build
“T”alent and skill up

21. Where next?
• IDM courses and qualifications – full day on
17th March on Acquisition
www.theidm.co/acq2
• www.marketingsherpa.com
• www.fastcocreate.com
• www.Cyance.com b2b case studies and
benchmark your data http://hub.am/1gdQlMs
and follow #idmb2btt

22. thank you