Transcript Document

Good morning
Pieter C. van den Busken
Executive Chairman
InterDirect Network
Active in 46 countries
International Network of Independent
Direct Marketing Agencies
Our InterDirect member in Romania:
MH Media Solutions
Bucharest
Subjects of today:
• Where did DM come from and why?
• A look at our Marketing
Communication World of today.
• DM: is that all there is?
Why a Multi-Channel approach?
Where did DM come from?
and why?
Marketing was an easy job.
One-to-one marketing.
Mass Production.
Producers created names
and brands.
Advertising was very much oriented to the
message about brand and product, very low
focused on reaching specific
customer profiles.
Doubts about the effectiveness of
mass marketing and advertising.
General advertising
to mass markets.
Selective marketing and
communications.
Mass
Selective
Client and database driven
direct communications.
Lifetime value of a customer
relationship.
Continuing process of finding
prospects, making them customers
and keeping these customers.
Direct Marketing is NOT a tactic, it is a strategy.
It is all about putting the
customer in the center of all
your marketing activities and
marketing mentality.
18
How to handle the complex
world of marketing
communications today.
Is it a problem or a challenge?
For the advertisers
(the “Senders”):
• Chaos
• Complex
• Untransparent
• New Media/Channels
• New Techniques
• Constantly changing
behaviour of consumers
For the consumers (the “Receivers”):
A 24/7 daily bombardment of impressions,
everywhere, always!
• more messages via
existing communication
channels
• via more and new
communication channels
• via more and new
(e- and mobile) techniques
• faster and faster changing,
quicker and shorter “flashing” messages
• fragmentation in content of the messages by
continuously changes in concept, visuals
and copy to get attention
What is happening?
• Consumer is King: “I decide, NOT you!”
• Disloyalty to companies and brands
• Big decrease of the impact and use
of “traditional” media, like TV,
newspapers and outdoor
• Strong increase of the impact
and the use of the new media
and techniques (interactive e- and mobile
communications)
Wake up!
If you don’t, you’ll die in marketing.
What’s the Big Change in our
Marketing Communications World?
The traditional MarCom stream from the “Sender” to
the “Receiver” is turning around!
The “Receiver” is now the “Searcher”
and the “Sender” has the new role of the “Receiver”.
Waiting and hoping to be found by the “Searcher”.
Sender
Reciever
How did our Marketing Communication world
looked like 15 years ago?
Print
advertising
Instore
Etc.
RTV
Outdoor
DM
And how 5 to 10 years ago?
Print
advertising
Instore
RTV
Outdoor
DM
And how is it today?
The WEB is the Winner!
More than 80% of all marketers in Holland consider the web as
the center of all their marketing communications!
Print
advertising
RTV
Outdoor
Instore
DM
E-media
What is the effect
to us as marketers?
Our Target Group takes the lead
and action in marketing communications and…
Protect and try to hide themselves
from other “unasked” MarCom impulses.
(Do not call, mail, e-mail, etc. lists)
Sender
Reciever
Is this a problem or a challenge?
It’s up to us how to tackle this.
We have to be smarter:
• in finding a new style of marketing communication:
from “hard selling” to “friendly positive information”.
(From a friend to a friend)
• in placing our messages in the right context
through the right channels on the right time
to the right individuals.
(Fine tuning data, media, timing and messages)
We have to be smarter:
• in building an ongoing “dialogue” with our target individuals
from the first contact to a long lasting relationship.
(From 1 “shot, one way” to
“continuous, two way” communications.
• in being innovative, surprising and attractive
and creative in the way we bring our messages.
( From boring “Buy or I shoot” to
“Selling by entertainment”)
Biologica
Adopt a chicken
Case
• This foundation promotes
biological agriculture and:
needs donors for the foundation
Target:
• Sell more eggs from biological chickens
• Store traffic to 230 biological food stores
• More donors for the foundation.
Campaign:
Consumers can adopt a biological chicken in 3
ways:
• Adopt a chicken for one year.
• The "Chicken-Gift", a present to other people to
adopt a chicken for a half year.
• "Chicken-and Egg" bankaccount at the green
Triodos bank
No interest from your money, but you get biogical
EGGS, for 5 years.
Adoptants/attendents are automatically donors of
the foundation
Results:
Target: 17.500 donors
Result:
32.000
Sales of biological eggs + 27%
Multikabel
Homework for schools
Case:
• Multikabel is a Dutch supplier of internet
connection on a glassfiber network, targeted
to schools.
• Their competitor NL Tree was the monopolist
in Holland till 2005.
Target:
Generate contacts with schools
Sell contracts to schools.
Campaign:
Multikabel sent 2 mailings in the
size and format of a classical
school exercise-book.
The text was hand written.
In the first mailing they explained
the offer and offered a discount
if the school replied for the
deadline.
If people did NOT reply before the
deadline they received an
exercise-book with 20 lines with
the same text as a"punishment"
for not responding on time.
Results:
First Mailings sent:
600
Contracts:
50
Second reminder mailing sent: 500
Contracts:
119
Mini
NOT for sale!
• How to create more new,
refreshing ideas to promote the
whole year through the Mini
cars.
Target(s):
Generate leads to Mini dealers
Commitment/Involvement of Mini owners
Campaign:
All Mini owners received an email, with
the message:
print the poster "This Mini Is Not for
Sale. Go to the Mini dealer and buy one
yourself”.
Mini owners and Mini dealers were
requested to make a photo of the poster
on the car or showroom windows and
send the photo to the "Mini action
website"
Senders had the chance to win a prize.
Results:
Lot of free publicity and positive
reactions from Mini owners.
70% of all emails to owners
were opened.
7% sent in photo's
And … a very low budget!
Who the hell is Hans Ubbink?
Case:
• The clothing industrie is having
heavy times.
• Retail outlets do not want to buy
more fashion design "labels"
Target(s):
• How to get sales leads from
retail-outlets which want to
sell the (young) Hans Ubbink
fashion?
Campaign:
Hans Ubbink is the designer himself.
He is not very well known yet.
The direct mail campaign had 3
mail shots:
1. Box with T-shirt: "Who the hell is
Hans Ubbink?" plus a personalized
letter from Hans.
2. Box with the "Holiday Do Book
of Hans Ubbink", for addults.
Designed and developed by Hans.
3. Box with mobile phone.
With a voice mail from Hans
"Please come to my fashion
show". The recepient could
speak his/her message to Hans
as a reply.
Results:
Mailed: 50 pieces
Response for new contacts: 36%
Golf on Spot
How to introduce a new medium:
Hole in one!
Case:
• How to introduce a complete new medium:
folders/cards in a display on golf courses
Target:
• Getting sales leads from the top 25 media buying
agencies.
Campaign:
Promoteams glued stickers with (half)
golf balls on all cars parked at the top
25 media buying agencies on the front
window screens of cars.
With a leaflet behind the whipers. It
looked if a golf ball really has hit the
window of the cars
Results:
Orders from media-buying
agencies in the first 3 months:
320% higher than the target.
With an extremely low budget:
6.000 Euro!
How to get the data of the interests
of your target individuals
to reach them one-to-one?
Tie them in like slowly
catching a big fish! Step-by-step.
• Start to get the
most basic details
• Build up trust and
relationship and ask
more data
• Tell them why you want it
• Ask them what they want
• Set up an ongoing dialogue communication
based on the interests of the individual
• Show and proof in each step that your target individual
REALLY gets benefits out of this relationship!
Offer special, selective offers in price, services, etc.
• Your target individual wants: special ATTENTION!
Being somebody, not everybody!
One of the new ways of getting
new and more data by “interesting
entertainment”:
• Viral marketing
QuickTime™ and a
TIFF (LZW) decompressor
are needed to see this picture.
Direct Marketing.
Is that all there is…?
Why Multi-Channel?
All methods and tactics in marketing
and communications need each
other
Today's world of marketing and
communications looks like
an orchestra.
A strong vision and mission
is necessary
What’s the problem?
10 Golden Rules
1.Test
2.Test
3.Test
4.Test
5.Test
6.Test
7.Test
8.Test
9.Test
10.Test
We call ourselves
Direct Marketers.
Focused on one-to-one marketing
and communications.
Are we really?
Let’s be honest and confess what
we really do in practice in most
cases.
We send out large numbers:
• to large groups with the SAME - not very specified- profile
• with the SAME general approach and message
• using the SAME techniques
• at the SAME time
• with the SAME, etc., etc.
Should we call this Direct One-to One Marketing?
It’s waste of money!
Spend MORE time and money on finding out before we start:
WHO, wants WHAT, WHY, WHEN and HOW?
We should NOT look at this time
and money, as COSTS.
This is an INVESTMENT in your
optimal future results!
The knowledge and techniques
are here and now!
How to test concepts and offers
and reach the different target
groups with varieties in
direct mail printing or direct e-mail.
Then you turn
Direct “Mass” Marketing into
“Individualized Dialogue” Marketing.
Thank you for your attention.
Pieter van den Busken.