In this presentation for the Colorado Springs Chamber of Commerce "Chamber University" series, Barry McCann explains three reasons why direct marketing rules: 1) you can target customers; 2) you can measure results; and 3) you can test like a mad scientist.
2. agenda about me & PaperDirect about you advantages you have with direct marketing #1: you can target the right customer! #2: you can measure results! #3: you can test like a scientist!
3. about me New Ideas & Initiatives Director at PaperDirect past: Everglades Direct (g.Neil), Alamo Rent a Car & First Marketing Company experience: Business Development, Brand Strategy, Customer Innovation, Product/Software Management &Development, Marketing, Customer Communications, Digital & Litho Printing, Internal Startups, Partnerships education: Psychology & English Literature (ha!) lived in Ohio, Pennsylvania, Texas, Florida & Colorado (3.5 years)
4. about PaperDirect help small businesses stand out from the crowd – look bigger and more professional without spending a lot business identity themed events recognition designed papers through your printer or copier custom-printed & delivered to you direct marketing experts millions of catalogs annually 60% of sales through our Web site huge organic search presence
5. about you business size 1-10 employees 11-20 employees 21-50 employees 50+ employees role marketing general manager president/owner
11. key measures acquisition cost retention cost reactivation cost average order value (AOV) lifetime value (LTV)
12. tips for targeting start with the customers you already have who are they? where do they live? what product/service do they buy first? how often do they buy / when did they buy last? how much do they spend? cast the net wide, then narrow compiled lists versus response lists remember to scrub your lists!
17. tips for source codes require a source code make them easy to use combine them with account/customer numbers make them invisible in Internet/mobile marketing
19. you can test like a scientist! try stuff! different offers different creative design different customer segments
20. tips for testing think like a statistician! keep it random maintain large enough segments to read results test only one variable at a time include a control group test, then test again (and again) to establish reliability beware of conclusions based on slight differences
Outcomes: for those who don’t use direct marketing, to give you three advantages of doing so; for those who already market directly, some tips to consider.
Direct marketing encompasses many forms, but all these have a few essential elements: targeting the appropriate customers, a high degree of measurability and the opportunity to test many variations.
Direct marketing helps get to the customers you really want.
acquisition versus retention cost; if it barks, don’t spend money on it!
Acquisitions costs include creativeprintingmailing/distributionaddress correctionofferSEM click rate
Nobody wants the dreaded lawsuit letter.
Typically printed with the address info – last before it mails.Variable printing lets you print the piece, address and source codes at the same time.Source codes are for e-mails and Web referrals, too! They’re just more invisible.
