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Integrated Marketing campaigns are imperative to getting results. Learn how with best practices and two case studies.
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Integrating Direct Mail and Digital
For Results
Presented to: The Fairfield County CT and
Greater New Haven Postal Customer Councils
March 6, 2013
Agenda
State of Integrated Marketing CampaignsDirect Mail – IMC Power Tool Case Studies
• Event Marketing• Custom Publication Marketing
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Integrated Marketing – Are We There Yet?
Integrated Marketing – Why bother?Technology leaves Marketers no other strategic response
2012 – over 119.3 million people in the US own smartphones- 51% U.S. Penetration of smart phones- 77% U.S. adults own a desktop/laptop- 18% own a tablet- 23% get news on at least two digital devices
Source: Per Pew Research Centers Jan. 2012 survey of 3,000 U.S. adults
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19301st TV Ad
1950s1 TV /HH
1975Atari Video
Games
19811st IBM PC
2012Everything Replicates
Integrated Marketing – Are We There Yet?
Channel and Media ProliferationToday the Channels, Media and Platforms Are Inter-Dependent
As channels proliferate, strategic marketing communications can disintegrate • A deluge of noise– whether exposure is 247 or 3,000+ images a day• A focus on tools, a staccato of disjointed tactics• Traditional control of the Brand evaporates
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Integrated Marketing – Are We There Yet?
Channel Proliferation = Customer Touchpoint Multiplication
More opportunities to move targets from awareness to consideration and conversion
• Multiple Impressions Boost Impact• Multiple Channels Add Credibility • And Consideration
• Integrated Marketing Communications: strategic progression from exposure to engagement
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Integrated Marketing – Are We There Yet?BTW: It’s What Customers Want
Source: 4th Annual MyBuys/e-tailing group Consumer Insights Survey
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Integrated Marketing – Are We There Yet?
Strategic resource allocation looks like:
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Sales Cycle Stage Customer Involvement Integrated SolutionCommunication
ContinuumMass/Direct
Awareness Low/none Mass and Social Channels, Internet Affiliations, Limited Targeting
Consideration/Preference Limited/not in sales process, build preference
Shift toward filtering, away from Mass to Direct
Connection Active info search/Purchase decision process
Message deployment begins targeted outreach
Conversion Evaluation, need motivation to purchase
Direct channel dominates to drive response, interaction
Loyalty Maintain Connection, Loyalty
Direct channel 90%, Untargeted 10%
Brand Spend
Direct Spend
Integrated Marketing – Are We There Yet?
Integrated Marketing SolutionsConclusions
• Strengthen brand • Impact the Value Proposition• Exert planned control over identity• Provide the power to test• Provide a rationale framework for budget
allocation and metrics comparisons
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Direct Mail – a Power Tool
Recent ResearchResponse Rate Blaster
Direct mail delivers a 4.4% response rate, compared to email's average response rate of 0.12%
Source: DMA: Response Rate 2012 ReportApril 2012 email survey and an analysis of transactional data provided by Bizo and Epsilon
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Direct Mail – a Power Tool
Direct Mail is uniquely suited for:• Privacy – Particularly for Financial, Health Information• Relationship retention
• Four in 10 consumers say they prefer to receive sensitive health information in their mail
• 62% of all consumers say they enjoy checking their mailboxes for mail
• 80% of consumers said they did not wish to be engaged via smartphone offers flagged in-store by NFC
ˉ according to Epsilon's 2012 Channel Preference Study
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Direct Mail – a Power Tool
Print Catalogs still deliver audience • In- store, and Online
Recent Research found • Print catalogs influenced twice as many consumers as both
Pinterest and Twitter for both in-store and online purchases• Print catalogs influenced 81.9% more in-store purchases
and 42.9% more online purchases than FacebookBaynote’s 3rd Annual Holiday Online Shopping Survey, conducted in partnership with the e-tailing group
According to a 2012 study by FGI Research • 58% of the 817 consumer respondents said they look at catalogs
as soon as they are received• 92% indicate they have made a purchase
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Direct Mail – a Power Tool
Direct Mail is uniquely suited for:• Targeting – direct mail lists• Controlled testing of offers, and creative• Lead Generation• Recognition• Long- copy• Premium Priced Products and Services• Privacy – Financial, Health Testing Essentials
• Lists and data• Offers/messaging• Creative and copy• Timing
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Case Studies
Objective – Event MarketingIncrease paid conference attendance to Chief Executive magazine’s signature, annual CEO2CEO Leadership Summit Dec. 6, at the NYSE,
• with vastly reduced budget, • major time constraints, resource contention, and competition• Tri-State area reeling from Hurricane Sandy, Oct. 28 -29, 2012
StrategyDevelop integrated copy, cross-channel creative solution leveraging:
• Direct Mail• Email Campaign• Online display • Content marketing• Print• PR & Social Media• Telemarketing
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Case Studies
Solutions & Result
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Case Studies
Solutions & Result
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Case Studies
Solutions & Result• Record paid attendance – 109 paid attendees• 10% increase in revenues vs. 2011, on less investment
• Page ranking elevated from 100th to 13th within 40days
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Case Studies
Objective – Custom PublishingIntroduce and generate immediate sales for Chief Executive’s Guide to Legal Risk despite
• Extremely delayed manuscript completion and production• Severe contention for the company’s mailstream• Limited budget – one direct mail drop
Strategy – integrated cross channel promotion• Direct Mail• Email• Online Display Ads• Content Marketing
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Case Studies
Solutions & Results
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Case Studies
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Case Studies
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Case Studies
Solutions & ResultsDespite schedule conflicts, list contention and interruptions:
• August mail drop yields two purchase orders• First Email yields 8 purchases within 5hrs.• Second wave of direct mail and 2 emails turns
Chief Executive Legal Guide profitable in Oct.
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