paper monologues in an interactive world
DESCRIPTION
Half of the AdNerds went into a duel with DM (on paper) specialist Henny Van Gerwen from Proximity BBDO (our mother organisation). Valuable lessons from Henny's old time favorite Vögele and AdNerds' insights on social and new media are the perfect match for creating breakthrough response-generating actions that work both on- and off the line. A perfect story for Adobe Belgium's "Cross Media Marketing" seminar.TRANSCRIPT
paper monologues in an interactive worldcross media marketing seminar
Who is who ?
Henny Bart
Who is who ?
Henny Bart
Who is who ?
Henny Bart
What is direct marketing ?
What is direct marketing ?
Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
two main definitional characteristics
Direct marketing is ...
two main definitional characteristics
1) send itsmessages directly to consumers, without the use ofintervening media.
Direct marketing is ...Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
two main definitional characteristics
1) send itsmessages directly to consumers, without the use ofintervening media.
2) focused on driving a specific "call-to-action".
Direct marketing is ...Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
two main definitional characteristics
1) send itsmessages directly to consumers, without the use ofintervening media.
2) focused on driving a specific "call-to-action".
Direct marketing is ...Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
trackable, measurable positive responses
Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other
types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication
(direct mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited. The second characteristic is
that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on
trackable, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry)
regardless of medium.
two main definitional characteristics
1) send itsmessages directly to consumers, without the use ofintervening media.
2) focused on driving a specific "call-to-action".
Direct marketing is ...
trackable, measurable positive responses
“In contrast to interactions that are largely
sequential, face-to-face interaction makes it
possible for two people to be sending and delivering messages simultaneously.
The cycle of interruption, feed-back and
repair possible in face-to-face interaction is
so quick that it is virtually instantaneous.
As (sociologist Erving) Goffman notes, “a
speaker can see how others are responding
to his message even before it is done and
alter it midstream to elicit a difference response”.
Nitin Nohria, extract from “Face-to-face: Making Network Organizations Work”
“In contrast to interactions that are largely
sequential, face-to-face interaction makes it
possible for two people to be sending and delivering messages simultaneously.
The cycle of interruption, feed-back and
repair possible in face-to-face interaction is
so quick that it is virtually instantaneous.
As (sociologist Erving) Goffman notes, “a
speaker can see how others are responding
to his message even before it is done and
alter it midstream to elicit a difference response”.
Nitin Nohria, extract from “Face-to-face: Making Network Organizations Work”
direct
John
a happy
nerd
#1 salesman
75.000 $ /weekconversion ratio 73%satisfaction ratio 98%
highest bonus level
Sold more retail "big ticket" items "one-at-a-time" than any other sales person
in any retail industry including houses, boats motor homes, insurance,
automobiles, etc.
Who is Joseph Girard ?
"World's Greatest Salesman" (Guinness Book of World Records)
Who is Joseph Girard ?
Who is Joseph Girard ?
average of 6 cars per day
Who is Joseph Girard ?
average of 6 cars per day
sold once 18 cars in one day
Who is Joseph Girard ?
average of 6 cars per day
sold 174 cars in one month sold once 18
cars in one day
Who is Joseph Girard ?
average of 6 cars per day
sold 174 cars in one month
sold 1425 carsin one year
sold once 18 cars in one day
Who is Joseph Girard ?
average of 6 cars per day
sold 174 cars in one month
sold 13.001 cars in 15 years
sold 1425 carsin one year
sold once 18 cars in one day
information asymmetry deals with the study of decisions in
transactions where one party has more or better information than the other.
Joseph‘s main reason of success ?
it really
sucks
He’s no longer
talking at customers,
he’s talking with them.
He’s no longer
talking at customers,
he’s talking with them.
Besides, they are often
as good informed
as he is, or even better.
e!ectiveadequate to accomplish a purpose,
producing the intended or expected result
e"cientperforming or functioning in the best possible manner
with the least waste of time and e!ort
The 2nd best technique
besides a sales talkis a
Vögele’s Dialogue Method
Vögele
Should I open it ?
Who is writing me?
Why should I read this?
What will it cost me?
Why me?
Why are they writing?
Am I interested in this?
Should I open it ?
reinforcers filters
“yes” “no”
Should I open it ?
The more reinforcers, the less filters,
the higher chances are the mailing is opened.
Acocrndig to rseercah of an
Egnlsih uinevisrty, it dsone’t
mtaetr in wchih oderr ltretes of a
wrod are sreotd. The olny tinhg
taht cunots is taht the frsit and
lsat lteetr are crrocet.
A simple test to proof people’s ability to scan.
The natural reading curve.
The natural reading curve.
How to interrupt human nature.
How to interrupt human nature.
The new sex rules!
Who’s the man, who’s the woman?
15% discount! Do it now!
How to interrupt human nature.
The new sex rules!
Who’s the man, who’s the woman?
15% discount! Do it now!
The expected reading curve.The actual reading curve.
The expected reading curve.The actual reading curve.
Is this still a viable business model ?
Content has to be compelling.
Content has to be compelling.
All you need is love a good database.
This generation is giving up its privacy
because they are expecting relevancy in return.
The new sex rules!
Who’s the man, who’s the woman?
15% discount! Do it now!
break naturalhabits
compellingcontent
a gooddatabase
Are your ingredients right ?
direct mail
direct mail
Lisa,Happy Secretary Day
