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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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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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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 “Branding” |
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How to improve your marketing, right now! |
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A trademark or distinctive name identifying a
product or a manufacturer. |
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A product line so identified: a popular brand of
soap. |
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A distinctive category; a particular kind: a
brand of comedy that I do not care for. |
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To make public announcement of, especially to
proclaim the qualities or advantages of (a product or business) so as to
increase sales. |
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Marketing via a promotion delivered directly to
the individual prospective customer. |
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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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“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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More possible today than ever before |
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Still rarely implemented |
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Poor representations of one-to-one in most media |
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Examples later… |
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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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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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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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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 accountability |
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Must generate demand/leads |
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BtoB Magazine |
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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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Offline and online must work together |
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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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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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Sales |
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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 |
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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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Plenty still done poorly |
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Can create one-to-one success |
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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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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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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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Always TEST |
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Here’s why . . . |
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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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Revenue Generator, Too? |
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“Content for advertorials should be provided
by the advertisers but is formed on your site using your design parameters.
The click rates for traffic going to the Microsite can be huge: typically
ranging from 12 to 30 percent.” |
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http://www.entrepreneur.com/article/0%2C4621%2C299177%2C00.html |
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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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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… |
|
Test in all media, including SEO |
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Add microsites and test them |
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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