marketing mindsets: direct response vs. relationship marketing by: martin weinberg (usa), friendly...
TRANSCRIPT
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Marketing Mindsets: Direct Response vs Relationship Marketing
Martin Weinberg
Twitter - @MartinWeinberg
linkedin.com/in/MartinWeinberg
#jboye15
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What this presentation is NOT…
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Not a prescription
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Not a magic button
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An exploration of thinking about communications and relationships
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Town Square
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Mobile and moving fast
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“in between time” to help connect
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How can we improve the connection with our
audience?
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3 Considerations To Move from Direct Response to Relationship Marketing
•Time
•Tactics
•Technology
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Time
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We typically think of a prospect as one person.
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Intern Associate Manager DirectorVice-
PresidentCEO /
Owner
But they travel through time
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Which leads to different interests over time.
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Which leads to prospectlifecycle charts…
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They all have common themes….
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Customer-centric
Relationship building
Content-driven
Linear
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One-to-One
•Phone calls
•Personal emails
•Visits
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Many-to-Many
•Connection
•Peer-to-peer influencing
•Memorable moments
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Source: http://www.honeytechblog.com/impact-of-direct-mail-marketing-on-humans/
Direct Response Marketing (1-to-Many)
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Relationship Marketing
Social Marketing 1:1 Marketing
Content MarketingInbound Marketing
CRM Marketing
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Direct Response is a lot like golf
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Relationship Marketing is a lot like tennis
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There’s a start, and there’s an end.
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You progress sequentially
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You can start out feeling like you’re nowhere
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The goal doesn’t move.
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Your “target” is always moving
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You probably need to plan well in advance.
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You have a plan…but it can change
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You usually only know how you really did AFTER it’s over.
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You can get incremental feedback over time.
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It can get expensive, and you often have to pay in advance.
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You can play VERY deluxe…
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Or for little (or sometimes no) cost
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To be most effective, do both.
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So if this is direct response…
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And this is relationship marketing…
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Try toavoid THIS!
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Instead of the same marketing messages for everyone…
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Or mass email “blasts“…
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Consider how to leverage tactics and technology to meet people where they are.
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Right person
Right message
Right time
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Tactics
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“The most valuable commodity of the 21st
century will be undivided attention.”
- Phil Cooke
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Capture anyone that’s entered the orbit of your company…
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Your content is the gravitational pull
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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
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Behavioral Inertia
The tendency to repeat the same behavior once established rather than change.
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Create behavioral inertia with a series of lower-commitment “asks”
• Short polls
• Watch video
• Crowdsource photos
• Crowdsource stories
• Guest articles
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Be ubiquitous in the livesof your audience
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Physical Economy:scarcity creates value
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Information Economy:ubiquity creates value
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Technology(How to Make It Work)
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Student: “Exams questions are the same as last year!”
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Einstein: “Yes, but this year the answers are different.”
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Comprehensive CRMs
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5 Stages of CRM Grief
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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!”
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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!”
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5 Stages of CRM Grief
3. Bargaining“Maybe we can get an additional resource in here just to focus on running the system.”
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5 Stages of CRM Grief
4. Depression“We spent all this time and money, and we’ve
gotten nowhere.”
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5 Stages of CRM Grief
5. Acceptance“This isn’t about software. We have to transform the way we approach our business.”
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What’s possible?
Staff Skills
Budget Commitment
Time
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Here’s where you can start, right now…
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WebSocial
Reach the Audience You Have
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Cross-Promote:
• Email list to Fans and Visitors
• Facebook Page to Subscribers and Visitors
• Web Landing Pages to Subscribers and Fans
WebSocial
EmailWebSocial
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Leverage existing platforms
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Facebook – Website Custom Audiences
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Display ads on content sites
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Video pre-roll and companion ads
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Facebook posts and sidebar ads
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Twitter promoted tweets
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Remarketing lists for search ads (RLSA)
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Summary
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It’s a new game. Be open to new possibilities.
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WebSocial
Reach the audience you have.
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Right person
Right message
Right time
Make the most of existing platformsto connectwith people.
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Leverage the power of CRMs when ready.
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Marketing Mindsets: Direct Response vs Relationship Marketing
Martin Weinberg
Twitter - @MartinWeinberg
linkedin.com/in/MartinWeinberg
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