Transcript Welcome [graphics.kodak.com]

Managed Campaign Services
Date
The New Direct Marketing
The objective has not changed:
“Find out which customers need what,
and deliver it to them”
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Managed Campaign Services
Delivers targeted marketing campaigns across channels including
e-mail, the internet, mobile messaging and personalized print
 A data-driven process that enables marketers to develop, test,
implement, measure, and modify customized programs and
strategies
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Our Approach
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Identify and gather data about customers and prospects
Transform data into accessible marketing information
Apply statistics to analyze behavior and isolate market segments
Score and rank consumers in terms of predictability
Determine:
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Who to communicate with
Which customers are most likely to take action
What message is most effective for each group
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The Most Effective Marketers Leverage Data
Highly effective companies are much more likely to report strengths in
data analytics and measurement
Source: Lenskold Group, 2009 Marketing ROI and Measurements Study
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The Process
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Benefits
Increase response rates by leveraging data
Determine where and how to most effectively market
Minimize campaign time-to-market
Reduce costs with efficiency and more effective targeting
Achieve measureable return on marketing investment
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Proven in Several Markets
Cosmetics/Beauty
Medical Products/Solutions
Financial Services
Repair Services
Retail
Automotive
Construction
Performing Arts
Education/Fundraising
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Case Study: Education
BUSINESS ISSUE
Previous alumni campaigns based on telemarketing and a blanket mail out of
30,000 traditional, non-personalized brochures. Response rates in the 2%
range, and had never exceeded 6%
WHAT OUR CAMPAIGN SERVICES DID
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Classification of alumni into segments to better focus campaign offers and
messages
Variance analysis to predict response and prioritize targets
Automated campaign execution including segment messaging, personalized
images, direct mail, PURLs, email and letters based on response
RESULTS
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Within three weeks, $175,000 had been received
In 60 days, membership had increased by 13%
School’s costs cut by 33%
Final sales to cost atio: 36 to 1, more than triple the best return in the
school’s history, and ten times the previous average
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Why XXX and Kodak?
XXX
 Helping retailers, colleges and universities,
non-profits, commercial and financial
companies disseminate their products and
messages for over seventy years
 Experts in project management, print,
direct mail, and on-demand fulfillment
Kodak MarketMover Solutions
 Trained analysts specializing in data
analytics, marketing sciences, and support
services
 Proven campaign management technology
that delivers secure, automated multichannel execution
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Questions to Consider
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How do you target specific demographics?
Do you know your most profitable demographics?
Do you know who responds to your offers?
Which of your previous marketing offers have worked best?
Have you achieved your marketing objectives?
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Next Steps
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1-2 hour idea/whiteboard session
XXX and Kodak with your key stakeholders
Discuss preliminary data analysis or proof project
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