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Why 2 steps back will get you 5 steps ahead Direct marketing conference RODIRECT 13 in Bucharest Keynote speaker Michael Leander Engagement Interaction Response Sales Retention www.michaelleander.me

Direct marketing keynote at RODIRECT by Michael Leander

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Michael Leander's closing keynote at the Direct Marketing Conference RODIRECT organized by ARMAD in Bucharest, Romania.

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Page 1: Direct marketing keynote at RODIRECT by Michael Leander

Why 2 steps back will get you 5 steps ahead

Direct marketing conference

RODIRECT 13in Bucharest

Keynote speakerMichael Leander

Engagement Interaction Response Sales Retention

www.michaelleander.me

Page 2: Direct marketing keynote at RODIRECT by Michael Leander

Use your mouse here to see the pictures from

RODIRECT day 1

Page 3: Direct marketing keynote at RODIRECT by Michael Leander

Get 15 more classic direct marketing case studies

Sign up for newsletter here: http://michaelleander.com/newsletter.html

Page 4: Direct marketing keynote at RODIRECT by Michael Leander

All videos are found at www.marketingtelly.com

Page 5: Direct marketing keynote at RODIRECT by Michael Leander

Why taking 2 steps back can

bring you better results in the near future

Page 6: Direct marketing keynote at RODIRECT by Michael Leander

The Danger of

Band Wagon &The Urgency of New

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New opportunities to interact and get a response from your

audience using QR codes (or not)

Page 8: Direct marketing keynote at RODIRECT by Michael Leander

Drink and scan –if you can !

Page 9: Direct marketing keynote at RODIRECT by Michael Leander

4 easy questionsa.k.a.

THE ACID TEST

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Assuming that you understand…

1. Flawless execution is always a prerequisite for successful marketing activities

2. Limiting friction is essential to enable higher conversion rates

3. Timing is paramount for achieving any marketing objective

4. Tonality of message depends on your target audience insights and proper tone of voice is important

5. Measuring efficiency and continuously testing for better results is always the need of the hour

Page 11: Direct marketing keynote at RODIRECT by Michael Leander

Which of these three elements doyou consider to be the most important?

A) Creativity

B) Proposition (message)

C) Target audience

55%

30%

15%

Investment distributionin most businesses

Page 12: Direct marketing keynote at RODIRECT by Michael Leander

Matching your message with the right target audience is very important

10% Creativity

30% Proposition (message)

60% Target audience

Invest more in improving access to your target audience and knowledge about your target audience for improving results immediately

Page 13: Direct marketing keynote at RODIRECT by Michael Leander

Don’t count the customers you reach – Reach those who count

Page 14: Direct marketing keynote at RODIRECT by Michael Leander

Big Data or Small Data?

If you can’t handle small data – you can forget about big data !

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Your market is both men and women. You can only use one picture. Which do you choose?

Man also known as male Woman also known as female

Page 16: Direct marketing keynote at RODIRECT by Michael Leander

How do most people make buying decisions?

With logic With emotions

Page 17: Direct marketing keynote at RODIRECT by Michael Leander

Visuals stir emotions in a heart beat

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World class “phototorial” used across all channels

Page 19: Direct marketing keynote at RODIRECT by Michael Leander

Hero shots telling stories

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Consistency with a superb content concept

Page 21: Direct marketing keynote at RODIRECT by Michael Leander

Can you ignite some EMOTION when people

look at your picture from RODIRECT?

Page 22: Direct marketing keynote at RODIRECT by Michael Leander

But wow’ing is not enough. You must know how to attract monetary value from your activities wherever they take place

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Likes

Clicks Shares

Actions

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Understand what is relevant to measureand why it matters to your success

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What is the new reality?

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Oh, and by the wayAND LETTERS ARE STILL PRIVATE &CAN GENERATE CURIOSITY

Page 29: Direct marketing keynote at RODIRECT by Michael Leander

Consumers are moving targets –but how, when, where and with what to engage them?

Page 30: Direct marketing keynote at RODIRECT by Michael Leander

Scan and download

Page 31: Direct marketing keynote at RODIRECT by Michael Leander

Prioritise video for mobility – great for engagement and conversion

Video content highly effective for engagement & conversion

Page 32: Direct marketing keynote at RODIRECT by Michael Leander

Think about how your audience interacts depending on which device

they are on

Page 33: Direct marketing keynote at RODIRECT by Michael Leander

Managing multiple channels is a challenge

Integration is key

And leveraging the nature of new popular

media is an opportunity

Page 34: Direct marketing keynote at RODIRECT by Michael Leander

New models and new ways of engaging your audience is an opportunity

• Global retailer from Japan

• Twitter driven campaign

• Dynamic pricing linked to volume of Tweets

• Objectives

– Exposure

– Sales

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Budweiser – warmer is cheaper

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All digital is directNot all direct is digitalPaper won’t go out of style

anytime soon

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Digital cannot fix all problems

To connect on Linkedin use [email protected]

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In digitally mature markets,

25% of all consumers prefer paper over digital

across all demographics.

Think about matching channel with stage in the buying process

Page 41: Direct marketing keynote at RODIRECT by Michael Leander

Let’s refresh some of the forgotten basics

for achieving awesome results in

direct marketing

Page 42: Direct marketing keynote at RODIRECT by Michael Leander

Know your product

Know your competitors

Know your target audiences needs inside out

Page 43: Direct marketing keynote at RODIRECT by Michael Leander

Identify your market – be precise.

Narrow segments are good. Increases relevancy and intimacy if you write well

Page 44: Direct marketing keynote at RODIRECT by Michael Leander

YOU NEEDTO STAND OUT -

BE UNIQUE

Page 45: Direct marketing keynote at RODIRECT by Michael Leander

Use humor and demonstrate the benefit of your product

Page 46: Direct marketing keynote at RODIRECT by Michael Leander

Meet Good ‘ol AIDAA = Attention (Awareness)

I = Interest

D = Desire

A = Action

R= R

eco

mm

end

atio

n

/ Sh

are

Page 47: Direct marketing keynote at RODIRECT by Michael Leander

THE OTS CHALLENGE

Attention Action

Message Message Message Message Message Action

Increase Opportunity To See by multiple of 3, 5, 10

Pre launch phase Hard selling phaseNurture & convince phase

The it’s all over phase

Page 48: Direct marketing keynote at RODIRECT by Michael Leander

Meet the new AIDAA = Attention (Awareness)

I = Interest

D = Desire

E = Engagement

A = Action

Page 49: Direct marketing keynote at RODIRECT by Michael Leander

New AIDEA Example • Oreo

• USA / Global

• 100 days of trending stories

• Facebook, Pinterest, Twitter, microsite etc.

Page 50: Direct marketing keynote at RODIRECT by Michael Leander

Oreo Daily Twist – see video here

Tweet: @michaelleander invent, integrate, interact is key #rodirect

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Perception of an experience

works

Page 52: Direct marketing keynote at RODIRECT by Michael Leander

Give people a challenge they can’t resist – but make sure your call to

action is clear

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Let customers knit their own response device and reap the reward

Page 54: Direct marketing keynote at RODIRECT by Michael Leander

Activate your audience while proving your point,

but make sure the call to action is clear

Page 55: Direct marketing keynote at RODIRECT by Michael Leander

Show the problem – give the solution

Page 56: Direct marketing keynote at RODIRECT by Michael Leander
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Insight –competitive strategy & super targeting

Page 58: Direct marketing keynote at RODIRECT by Michael Leander

Words matter, but only if you know which, why, when and for how long

Page 59: Direct marketing keynote at RODIRECT by Michael Leander

Which last step call to action button is more effective?

Get my thing Get your thing

Wins 9 out of 10 times

Page 60: Direct marketing keynote at RODIRECT by Michael Leander

ABOAAttribute Benefit Objection Answer

60

When writing copy for emails (hugely important)

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The Power of Words

Page 64: Direct marketing keynote at RODIRECT by Michael Leander

• purpose, • strategies, • desired position, • points of differentiation,• tactical execution

Revisiting the basics means framing your …

based on the new reality of the markets you are in.

This will help you achieve and exceed your expectations

Page 65: Direct marketing keynote at RODIRECT by Michael Leander

Get 15 more classic direct marketing case studies

Sign up for newsletter http://michaelleander.com/newsletter.html

Page 66: Direct marketing keynote at RODIRECT by Michael Leander

CALL ME +45 27 28 29 53

EMAIL [email protected]

TWEET ME@michaelleander

Page 67: Direct marketing keynote at RODIRECT by Michael Leander

Why 2 steps back will put you in a better forward motionTalk is cheap and action speaks louder than words. Filtering

the fancy talk will make it evident that hand-to-mouth actions isn’t the way. Getting your direct marketing house in order is.

In this 45 minute talk Michael Leander will tell you about 5 areas you should deal with before the end of 2013. The talk aims to prove how we must all step a couple of steps back if

we want to move forward successfully.