marketing mindsets: direct response vs. relationship marketing by: martin weinberg (usa), friendly...

Marketing Mindsets: Direct Response vs Relationship Marketing

Martin Weinberg

Twitter - @MartinWeinberg

linkedin.com/in/MartinWeinberg

#jboye15

What this presentation is NOT…

Not a prescription

Not a magic button

An exploration of thinking about communications and relationships

Town Square

Mobile and moving fast

“in between time” to help connect

How can we improve the connection with our

audience?

3 Considerations To Move from Direct Response to Relationship Marketing

•Time

•Tactics

•Technology

Time

We typically think of a prospect as one person.

Intern Associate Manager DirectorVice-

PresidentCEO /

Owner

But they travel through time

Which leads to different interests over time.

Which leads to prospectlifecycle charts…

They all have common themes….

Customer-centric

Relationship building

Content-driven

Linear

One-to-One

•Phone calls

•Personal emails

•Visits

Many-to-Many

•Connection

•Peer-to-peer influencing

•Memorable moments

Source: http://www.honeytechblog.com/impact-of-direct-mail-marketing-on-humans/

Direct Response Marketing (1-to-Many)

Relationship Marketing

Social Marketing 1:1 Marketing

Content MarketingInbound Marketing

CRM Marketing

Direct Response is a lot like golf

Relationship Marketing is a lot like tennis

There’s a start, and there’s an end.

You progress sequentially

You can start out feeling like you’re nowhere

The goal doesn’t move.

Your “target” is always moving

You probably need to plan well in advance.

You have a plan…but it can change

You usually only know how you really did AFTER it’s over.

You can get incremental feedback over time.

It can get expensive, and you often have to pay in advance.

You can play VERY deluxe…

Or for little (or sometimes no) cost

To be most effective, do both.

So if this is direct response…

And this is relationship marketing…

Try toavoid THIS!

Instead of the same marketing messages for everyone…

Or mass email “blasts“…

Consider how to leverage tactics and technology to meet people where they are.

Right person

Right message

Right time

Tactics

“The most valuable commodity of the 21st

century will be undivided attention.”

- Phil Cooke

Capture anyone that’s entered the orbit of your company…

Your content is the gravitational pull

Give, give, give…THEN ask

“The problem is, we’re all using social networks as distribution instead of as native platforms to actually tell stories.”

- Gary Vaynerchuk

Behavioral Inertia

The tendency to repeat the same behavior once established rather than change.

Create behavioral inertia with a series of lower-commitment “asks”

• Short polls

• Watch video

• Crowdsource photos

• Crowdsource stories

• Guest articles

Be ubiquitous in the livesof your audience

Physical Economy:scarcity creates value

Information Economy:ubiquity creates value

Technology(How to Make It Work)

Student: “Exams questions are the same as last year!”

Einstein: “Yes, but this year the answers are different.”

Comprehensive CRMs

5 Stages of CRM Grief

5 Stages of CRM Grief

1. Denial“We just made a big investment in a [CRM_Name] system. Unbelievably powerful features! We haven’t even scratched the surface of what it can do!”

5 Stages of CRM Grief

2. Anger“It’s going to take more than we thought, and nobody here has the time to run it properly!”

5 Stages of CRM Grief

3. Bargaining“Maybe we can get an additional resource in here just to focus on running the system.”

5 Stages of CRM Grief

4. Depression“We spent all this time and money, and we’ve

gotten nowhere.”

5 Stages of CRM Grief

5. Acceptance“This isn’t about software. We have to transform the way we approach our business.”

What’s possible?

Staff Skills

Budget Commitment

Time

Here’s where you can start, right now…

WebSocial

Email

Reach the Audience You Have

Cross-Promote:

• Email list to Fans and Visitors

• Facebook Page to Subscribers and Visitors

• Web Landing Pages to Subscribers and Fans

Email

WebSocial

EmailWebSocial

Leverage existing platforms

Facebook – Website Custom Audiences

Display ads on content sites

Video pre-roll and companion ads

Facebook posts and sidebar ads

Twitter promoted tweets

Remarketing lists for search ads (RLSA)

Summary

It’s a new game. Be open to new possibilities.

Email

WebSocial

Reach the audience you have.

Right person

Right message

Right time

Make the most of existing platformsto connectwith people.

Leverage the power of CRMs when ready.

Marketing Mindsets: Direct Response vs Relationship Marketing

Martin Weinberg

Twitter - @MartinWeinberg

linkedin.com/in/MartinWeinberg

#jboye15