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Full-service direct response agency |
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National client base |
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Grainger, Humana, BCBSIL, BCBSWI,, Microsoft,
Allstate, GE Financial, Pitney-Bowes, WPS, Omaha Steaks, and more |
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Billboard has a top 20 cell phone ring chart! |
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#1 – “My Boo” – Usher and Alicia Keys |
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Marketing today |
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How things have changed |
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Advertising, direct marketing and branding |
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The future of marketing |
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How to improve your direct marketing, right now! |
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“Marketing is the process of planning and
executing conception, pricing, promotion and distribution of goods, ideas
and services to create exchanges that satisfy individual and organizational
goals." |
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AMA |
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"Marketing is an organizational function
and a set of processes for creating, communicating and delivering value to
customers and for managing customer relationships in ways that benefit the
organization and its stakeholders." |
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AMA |
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“The convergence of image based advertising
strategies and tactics with those of direct marketing, utilizing both
traditional and emerging media to capture market share and sales
simultaneously.” |
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Grant Johnson, Johnson Direct |
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What was your purchasing process? |
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“We believe the world is moving from mass media
to my media.” |
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-- Daniel L. Rosensweig, COO, Yahoo, Inc |
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Then |
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Campaigns |
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Lists |
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Broadcast Monologue |
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Groups & Segments |
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Intermittent Contact |
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Promotional |
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Involuntary (opt-out) |
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Marketer driven |
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Now |
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Programs/Relationships |
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Integrated Customer Databases |
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Interactive Dialogue |
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Individuals |
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Sustained Contact |
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Informational, educational, |
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Entertaining & promotional |
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Voluntary (opt-in) |
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Customer/Prospect driven |
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Then |
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Print |
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PR |
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Broadcast |
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Telephone |
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Mail |
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Face-to-face |
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Now |
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Print |
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PR |
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Broadcast |
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Telephone/Cell phones |
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Mail |
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Face-to-face |
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Internet, Intranet, extranet |
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E-mail |
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Websites/Microsites |
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SEO |
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Blogs |
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E-newsletters |
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Product placements |
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Although the Internet still takes in only 4.3%
of U.S. advertising revenue, surveys indicate that it accounts for 14% of
America's media time. |
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Business Week |
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Q3 2004 Interactive Advertising Revenues Total
over $2.4 Billion Fourth Record-Setting Quarter |
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Business Week, 11/15/04 |
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Internet has edged out TV as the medium of
choice for 18 to 54-year-olds |
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18 to 24-year-olds — cite the Internet as their
top choice if they had to choose only two media for the rest of the lives |
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ClickZ |
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Traditional media |
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Emerging media/SEO (key word marketing) |
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Testing, measurement/analysis and more testing,
measurement/analysis |
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Increased demands for marketing measurability |
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Must generate demand/leads |
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BtoB Magazine |
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“Now that advertisers have their hands on a tool
that measures an ad’s effectiveness, they’re starting to press other media
for accountability” |
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Business Week, 11/15/04 |
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3,000 media impressions daily* |
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Media fragmentation |
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Consumer fragmentation, too |
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(Coke
33-20; Pepsi 23-13)^ |
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More research and consultation done today |
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Growing consumer (prospect) power |
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* The
Economist |
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^ “There’s No Business That’s Not Show Business”
Page xvi |
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6 to 7 meaningful impressions today before you
are on a prospects radar screen! |
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Thus, Direct Branding |
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Let them “find” you! |
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Know “natural” SEO and paid listing ROI |
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46% OF b2b marketers do not optimize their sites
at all or do so only nominally. |
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B to B Magazine |
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Offline and online must work together |
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April 23rd |
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“Consumer is boss day” |
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P&G, Advertising Age, 11/15/04 |
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“We need a new a new model. It does not exist.
No one has one yet. But we need to get going now.” |
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A.G. Lafley, P&G Chairman/CEO, Ad Age,
11/15/04 |
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“My request – indeed, my expectation – is for
all P&G businesses to begin testing alternatives now.” |
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$5.5 Billion global advertising spend |
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A.G. Lafley, P&G Chairman/CEO, Ad Age,
11/15/04 |
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Direct mail readership is increasing, 73% to 76% |
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Direct Magazine, 11/8/04 |
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60% have negative opinion of marketing |
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61% feel amount is out of control |
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65% feel constantly bombarded |
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59% feel marketing has very little relevance |
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Direct Newsline, 4/15/04 and Yankelovich
Partners |
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Different types of tests |
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Different media integration tests |
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More back end & trigger based |
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More tied-in to data |
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Use technology wisely |
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Market relevancy – timing, offers etc… |
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Test, analyze, test analyze… |
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Tie data into relevant messaging (don’t simply
insert my name) and pertinent offers |
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Use online data offline, especially transaction
data |
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Trigger campaigns based on collected data |
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Does a marketer determine relevancy today? |
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Search Engine words/phrases |
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Site visits |
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Click throughs |
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Opt-ins |
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Surveys |
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Response rates |
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Relevancy |
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Credibility |
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More sales |
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Specialized content sites (targeted) = more
likely to have ad viewed by correct prospect (didn’t buy, mail them?) |
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Audience pattern data |
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Measurable, trackable, testable |
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Amazon |
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Victoria Secret |
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Morgan-Stanley |
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Automobile manufacturers |
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Dell |
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Google |
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E-bay |
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Yahoo |
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MSN |
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“Brands such as Kimberly-Clark Corp’s Huggies,
have shifted 50% of their marketing budgets to relationship programs, much
of that online” |
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--Grad Conn, Grey Global Group |
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80% of Chrysler’s prospects are coming from
online inquiries. |
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“800 numbers are just falling off a cliff” |
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- Bonita Stewart |
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Director of Interactive Communication
Chrysler |
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2/11/04 AdAge.com |
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“Direct marketing has worked for us and
continues to work for us.” |
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-- Mark Thompson |
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VP-Marketing, Small & Medium Business unit |
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Dell Computer Corp. |
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Ads based on web surfing activity, rather than
purely by the content of the pages they visit. |
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Higher click-through and conversion |
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More one-to-one based |
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Long-term verdict still out |
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Complex sometimes make things complicated! |
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Keep it simple first |
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Great customer contact tool |
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Good retention/activation tool |
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Marginal (at best) prospecting tool |
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Allow proactive marketing, not just reactive |
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Grow your own list for best success |
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Microsite for new Mitsubishi Galant |
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Customers driven to Microsite by URL in TV
commercial during the Super Bowl |
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The Microsite received more than 11 million hits
in the first six hours after the spot ran |
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“The ad boosted visitors to Mitsubishi's brand
Web site by 200% above previous averages the day after the game and drew
170,000 visitors to the site for the finale, according to ComScore Media
Metrix.” |
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Less than 10% of Microsites* are tested or
measured |
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Recent Survey: less than 25% of marketing
professionals test campaigns before roll-out.^ |
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*According to Seth Godin |
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^ Sales Lead Newsletter and Chief Marketer
(Primedia) |
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27% test “occasionally” |
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34% “seldom” |
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15% “never” |
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8% “don’t need to test” |
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Why??? People cited Lack of time & budget |
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*According to Seth Godin |
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^ Sales Lead Newsletter and Chief Marketer
(Primedia) |
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Design for Search Engine Optimization |
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Up to 85% find new sites, new sources for
products and services |
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Understand Meta Tags and use them |
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“IBM reported that it has achieved
click-through rates as high as 42.5% with e-mail campaigns for its
Microsites. The company also drives traffic through banner ads, direct
mail, print and TV ads. But the most successful driver of all for IBM
Microsites is its own Web site, www.ibm.com, which gets 4 million to 5
million site visits per week.” |
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Microsite Rewards Anything But Small -- Mitch Wagner |
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Direct sales 32% |
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Networking/referrals 21% |
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Homepage/online outreach 15% |
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Source: Thomas Register, August
2002 |
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042884 ©2002 eMarketer, Inc.
www.eMarketer.com |
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Advertising Media Type that Has Most Influenced US “Business Decion
Makers” to Make a Purchase or Obtain Services for Their Business, 2002 (as
a % of respondents) |
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Internet 47% Television 20% |
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Magazines 35% Radio 10% |
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Newspapers 24% None of these 28% |
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Source: Nielsen//NetRatings @Plan, MORI Research
and washingtonpost.com , September 2002 043445 ©2002 eMarketer, Inc. www.eMarketer.com |
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Persuade visitors/prospects to complete a
transaction while enhancing the brand |
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The list you use |
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The offer you make |
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The testing you do |
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The messaging |
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The creative |
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The timing |
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For ALL media used |
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Build your brand while simultaneously selling
your product/service (a MUST today) |
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Test, test, test some more |
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Analyze, learn, move forward… |
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Test in all media, including SEO |
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Direct mail both front end and back |
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Acknowledge the prospect is in control, not you |
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Begin to practice individual marketing |
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Grant Johnson |
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Johnson Direct |
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1-800-710-2750 |
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www.johnsondirect.com |
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Notes