an post mail media unit e-learning platform interdirect rembrandt group 1
TRANSCRIPT
An Post Mail Media Unit
e-learning Platform
InterDirect Rembrandt Group 1
Presentation flow
• Brief• Challenge• Success• Name• Proposition and strategy• Creative & Campaign• Website
Brief
• Name of e-learning platform
• How the site should work?
• An integrated campaign
– that creates a stir
– raise MMU’s profile
– get the business community talking
Problem / challenge• All SMEs have customer data, but they are not using
it to its full potential
• They have a Marketing knowledge gap and are scared of Direct Mail and Database Marketing
• They need to be educated about the benefits of DM and how easy it is to use
• They may not know who the MMU are and what they do
What will success look like?
• SME’s associate sales and business growth with Direct Marketing…
and Direct Marketing with the MMU• Increase registered users• Increase DM budgets in 2011
So first of all – a NAME…
We want the name to be:
• Simple• Relevant - does what it says on the tin• Memorable• Resonate with SMEs & other audiences
Names• successbymail.ie• growthbymail.ie• dmlearning.ie• dmguide.ie• deliverbusiness.ie• businessdelivered.ie• Anpost.ie/you
– anpost.ie/gary– anpost.ie/dialogue
MyAnPost.ieBusiness delivered
Proposition & Strategy
Database Marketing = Sales made easy only with An Post Mail Media Unit
The word DATABASE and even the word MARKETING scares these guys
We need to talk their language, speak to them at their level… think and talk SALES, SALES, SALES
Put simply
DATABASE = your customer list MARKETING = driving success & competitive advantage
Your customer list = your competitive advantage
You are sitting on a goldmine… an untapped potential to increase your sales
So how do we get this message across to sceptic, multitasking SME’s in an engaging & compelling
manner?
with Real stories, well told
Real stories, well told
• Focus on sales, simplicity and relevance• Use case studies & testimonials to communicate the
benefits of using the new site• Use real people and real success stories that they can
identify with and relate to • Talk to them personally – on a one to one level• Call to action / payoff is the website
EDM
Real stories, well told
Local Radio (TV) ads & sponsorship
PR
Business &Industry Press
Direct Mail
PR, Events & Business Blogs
Online advertising
Business Press & Industry Magazines• Case Study / Testimonial (from your industry sector)• Coming from a successful SME owner• CTA / Payoff is new website
Real stories, well told
Business &Industry Press
Direct Mail
Direct Mail• Segmented based on sectors• Personalised – to you & your company• Case Study / Testimonial from a SME owner from your
industry sector• Intrigue developed and directed to the website to know
more• Personal log in details shared in the DM
Real stories, well told
Business &Industry Press
Online advertisingDirect Mail
Online advertising
EDM
Real stories, well told
Local Radio (TV) ads & sponsorship
PR
Business &Industry Press
Direct Mail
PR, Events & Business Blogs
Online advertising
So how will the website work…
Website experience
• Website will be– Easy to use– Interactive – Driven by videos and graphics
• A personal guide for step by step instructions• Empowering the user to make their own choice
– Do It Yourself!– Do It Together!
Website relevance
• SMEs logging in to fill in a profile form– Known profile details to be pre populated
• Details to be captured for segmented and targeted guidance
• Feedback and website browsing to be captured for further tailoring
Website functionality
• Communication templates – Help design and execute a DM
• ROI calculator• You are not alone!
– Networking for information exchange and share learnings across industries
• Case studies and testimonials • Introduction and training videos
– Continues from the point you stopped last
Templates
• Help design a communication – Targeting – Segmentation– Creative and copy templates– Offers and call to action and response
management • Database management & step by step how to • Suggest timing• Web to print
Templates
• Enable reducing costs by getting partners to share costs
• Integration suggestions and tips – mobile, internet, radio etc
• Allow to test and learn
Thank you!