Transcript Because no one studies anymore…

Creative
Masterclass
Presented by
Andy Owen
Managing Director
Andy Owen & Associates Ltd
We are now at WAR…
This year, every single one of you in
this room will lose AT LEAST 20% of
your customers…
Not only that, you will spend, on
average, SEVEN TIMES MORE on
getting a new customer than on the
one you already have…
Be afraid…be VERY afraid…
Most so called
‘experts’ in marketing
and communication
haven’t got a clue…
In the marketing and
communications arena right
now, the lunatics are running
the asylum…
85% of all advertising and marketing is
invisible, because it is so badly done.
14% of all advertising and marketing is
extremely poor — either unattractive, stupid,
patronising, demeaning. ( Ironically, that’s
better than being invisible, because at least it
might get your attention. )
The remaining 1% is terrific work
Why is it so bad..?
Because no one
studies anymore…
180 seminars on all aspects of
contemporary DM
How many on creative and
copy?
0
Yes, ZERO…
25 on CRM…
21 on postal related issues…
21 on digital printing…
20 on research…
13 by the brainless CIM…
…even 5 on how to win awards!
But a big fat ZERO on creative and copy
We deserve
everything that’s
coming to us…
Communications that tend to work best
these days,are the ones that reward the
recipient…
…by providing benefits, news or
information, solving a problem or
appealing to the emotions
What exactly is
Direct Marketing?
“Any act which creates and profitably
exploits a consistent and beneficial
dialogue between you and your
customer or prospect”
Direct marketing is a
TOTAL commitment to
getting and retaining
valuable customers
Why is DM so
misunderstood?
,
In my view, 2 main reasons…
1. DM is still not recognised by the majority, as a
specialist medium. One to one marketing is a
completely different mindset, to the
traditional advertising and marketing
approach…
2. No one studies the medium. Caples, Hopkins,
and Ogilvy were 3 geniuses in our industry.
Yet, most creative directors and marketing
chiefs have never read a word they’ve written.
How do we become
better direct
marketers and make
our companies more
profitable?
1. Have more customers
2. Have those customers place
business with you more
often
3. Have them spend more
when they do business
The Direct Marketing Credo
1. The customer you’ve got is 4 – 5 times more
likely to buy from you than someone identical
who is not a customer.
2. A previous enquirer is about twice as likely to
buy.
3. A past customer is usually the next best bet.
Focus on customers before prospects
Here’s why companies lose customers
1. Moved away or died
4%
2. Other company friendships
5%
3. Competition
9%
4. Product dissatisfaction
5. No contact/indifference or the
attitude of the sales force
14%
68%
Retail research by McGraw-Hill
“There is only
one profit
centre in
business. It is
your customer”
Peter Drucker
“It is infinitely more
profitable to service an
existing customer, than
it is to find a new one...”
“Something you know about your
customer is much more important
than anything you know about your
product”.
Harvey MacKay, Author of
‘How to Swim With The Sharks Without Being Eaten
Alive’
But, you may be surprised
to find out that even in
these tough times, most
companies know very little
about their customers...
“Customers have different names, ages,
addresses, dialects, education, incomes, ethnic
backgrounds, experiences, aspirations,
circumstances, family structure, motivations,
behaviour patterns, personalities, character
traits, physical features, emotional makeups
and personal priorities.
Consumers are individuals as unique as
snowflakes”
Jerry Reitman
In the last 5 years,
there has been a
massive power shift,
so it is vital that you
recognise this and
ACT…
We have to make it so easy for our
customers to buy from us…
…because it’s tough
out there…and competition is
fierce…
Easier said than done
though….
…so how do we do
it..?
Understand how it works…
Understand what you must do
and what you must not…
Respect the communication
process as much as the person
with whom you are trying to
communicate…
…Because, God knows, as an industry, we
need some help…
“You can divide advertising and
marketing people into two groups.
The amateurs and the professionals.
The amateurs are in the majority.
They aren’t students of
communication. They guess. The
professionals don’t guess, so they
don’t waste so much of their client’s
money…”
Drayton Bird
No one STUDIES
anymore…
We HAVE to wake up and smell
the coffee…
In other words, get much better
at delivering your promotional
messages to your customers and
prospects…
It’s tough
out there…and
competition is
fierce…
,
Our communications do not fall on virgin
soil.
They are received by seasoned, sceptical
advertising-literate minds
“The purpose of a direct response
message is to convince the reader,
viewer or listener, to perform a
positive act as the direct result of
having absorbed the message”
Herschell Gordon Lewis
Where your marketing efforts must
start
80% Of Your Business Comes From Only 20%
Of Your Customers
Successful business these days is NOT
about making a sale. It’s about making
and KEEPING a customer…
“I realise that the
next sale begins the
minute I deliver the
new car”.
Joe Girard
Customers are like
hearts…
…they go where they
are appreciated…
“The rewarded customer buys,
multiplies and comes back…”
Dr Michael Lebeouf
So, give ‘em what
they want…and then
say “thank you…”
‘Thank you’
for
spending
your time
with me
today…
www.andyowen.co.uk
www.copywritingthatsells.com