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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
Direct Marketing Campaigns10x Your Sales Effectiveness
PRESENTED BY
David Searns
Agenda
• The Challenge
• The Direct Marketing Solution
• The Proof
• How to Design a KICK-ASS Campaign
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
17,000 staffing companies
~35,000 staffing sales reps
50 – 125 sales calls per week
1.5 – 5.0 million staffing sales calls every single week!
Is it any wonder you can’t get through to people?
The Challenge
HR doesn’t want you to call…
Or email…
And they really don’t want you to stop by!
The Challenge
Department managers, executives and supervisorsreally don’t care about staffing…
Until they need to hire.
The Challenge
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
Cold calling…
It’s an antagonistic way to start a relationship.
The Challenge
But what about email…
Let’s do the math:
• Average manager gets 88 emails per day…
• Average manager spends 15 seconds per email…
• If you can even get the email to the right person,how do you get them to read it—and take action???
The Challenge
Of course, there’s always social media…
The Challenge
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
It’s time to STOP the insanity.
It’s time to treat prospectsthe way THEY want to be treated.
It’s time to UP our sales game.
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
HOW?
With integrated direct marketing.The right marketing BEFORE you call makes ALL the difference.
Integrated direct marketing
Multiplecommunication channels
• Social messaging
• Phone
• PPC
Multiple approachesto follow-up
• Phone
• Social messaging
Multipleways to take action
• Landing pages
• Phone
2x to 10x the response!
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
Before we get started, here’s a little
PROOF
Does direct marketing work?
$10,000 investment
$543,000 in sales within 12 months
Does direct marketing work?
$16,000 investment
$940,000 in sales within 12 months
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
Does direct marketing work?
Does direct marketing work?
Does direct marketing work?
Even more value
• Follow up on offer resulted in 44.7% appointments
• Call-to-appointment ratio increased by 100%
• Sales cycle reduced to 4 weeks
• Campaign positions firm as an expert in staffing
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
How to design a
KICK-ASSdirect marketing campaign
Designing a kick-ass campaign
Essential elements
• List - Who to target?
• Offer - Why will they respond?
• Creative
- How will you package your message?
40%
40%
20%
List Offer Creative
Designing a kick-ass campaign
Start with a GOAL in mind
• Inbound leads
• Improve sales response
• Positioning your firm
• Educating the buyer
• Nurture existing leads
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
Designing a kick-ass campaign
Create an awesome CORE STORY
Designing a kick-ass campaign
Be BOLD
• Do whatever it takesto capture attention.
Designing a kick-ass campaign
Be BOLD
• Packages are hardto ignore.
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
Designing a kick-ass campaign
Be BOLD
• Address key business issues.
Designing a kick-ass campaign
Be BOLD
• Focus on problems. And fears.
Designing a kick-ass campaign
Be BOLD
• Repetition is a good way to break through the clutter.
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
Designing a kick-ass campaign
Make offers IRRESISTIBLE
• No cost. High value. No risk. Easy to respond.
Designing a kick-ass campaign
Make offers IRRESISTIBLE
Get our Marketing Guide49 pages, hundreds of ideas!
• The biggest staffing mistake
• Marketing strategy essentials• Relationship marketing how-tos
• Maximizing the value of existing clients
• 28 low-cost marketing ideas
• Guide to irresistible offers
http://www.haleymarketing.com/ideaclub/ebooks/marketing-best-practices/
Designing a kick-ass campaign
Match the MESSAGE to the AUDIENCE
Strategic Decision Makers
• Focus on bigger picture issues
• Sell cost savings, productivity and ROI
• Be direct, avoid hype
• Offer relevant case studies
• Get to the point
Tactical Buyers
• Focus on their pain points
• Help them look good
• Provide specific tactical ideas
• Be sincere
• Use peer testimonials
• Don’t look like you areselling staffing
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
Integrate media
• Mail. Email. Social messaging.
• Call.
• PPC.
• Landing pages.
• Marketing automation.
Designing a kick-ass campaign
Get your sales team INVOLVED
• Get input up front
• Let them help set sales goals
• Diagram the process
• Script calls
• Train / Role play
• Track results
• Use their feedback to adjust
Designing a kick-ass campaign
Make it a REPEATABLE process
Designing a kick-ass campaign
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
What to AVOID
• One-shot campaigns
• Trying to do too many things at once
• No unique message
• No offer / Offer with little value
• Failing to match the message to the audience
• Too much copy
• Being too salesy
• Wrong list / Too small of a list
Designing a kick-ass campaign
And the
BIGGEST MISTAKE?
NOT FOLLOWING UP!
Putting it all
TOGETHERYour direct marketing checklist
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
• Set measurable goals
• Define your target audience
• Create a compelling core story
• Create an even more compelling offer
Direct marketing checklist
• Design your kick-ass campaign
• Bold design
• Don’t cheap out or chicken out
• Consider every part of the package
• Strong copy
• Active voice
• “You” focused
• No BS
• Concise
• Sell the offer
• Use headlines
• Personalize
Direct marketing checklist
• Set up a repeatable process(ensure 100% follow-up)
• Train your sales team• Why (rationale for the campaign)
• How (scripted calls and emails, role play)
• When (integrating campaign into their week)
• Measure response and correct
Direct marketing checklist
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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900
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