where is the value in direct marketing?net2.taloninteractive.com/f/content/196... · target...
TRANSCRIPT
Where is the value in Direct Marketing?Direct Marketing?
Tony HodgsonTony HodgsonTechnical Director
Lorien UniqueLorien Unique
About Lorien Unique
• Dynamic content marketing specialists
• We increase the relevance, effectiveness and impact of clients’ , pmarketing campaigns using technology, data and know-how
• Winner of PrintWeek Awards 2007 Digital Printer of the Year
• Graphically rich, high impact, cross-media direct marketing through highest quality personalised digital colour print, web and email
• Technologies used include HP Indigo presses, Direct Smile and XMPie personalisation software
Case Study: IDMF ‘08
• The International Direct Marketing Fair visitor marketing campaign
• Objectives– To generate more users year on year to its website: www.idmf.co.uk– To raise the brand profile of the IDMF and its market credibility
• StrategyStrategy– Use the IDMF’s own marketing to demonstrate the latest and most
effective techniques and applications available to direct marketeers– Provide insight into what recipients would find at the exhibition
• Method– High impact e-mail, direct mail and dynamic, personalised micro web
sites with a precisely targeted message to each recipient
Visual concept - a Comic
Target audience
• 70,000 strategy makers and decision takers in direct marketing, data, customer management and research
• Data– Sourced from combination of IDMF internal database and partnerships
with exhibiting data providers with a simple focus:
– Salutation, first and last name, job title, company name, address– Relationship with IDMF: attended before, registered but not attended etc
– Used for precisely targeted message content
– Vital that it was thoroughly cleaned and accurately segmented
Relevance of message and medium
• Multiple levels of segmentation used to trigger graphical variations:
– Industry sector, location, gender– Previous visitor or exhibitorPrevious visitor or exhibitor– Previously registered, but not attended– New prospect
• Combinations resulted in 30 different variations of visual graphic• Combinations resulted in 30 different variations of visual graphic
• 4 waves of communication
– Email with link to personalised web site– Email with link to personalised web site– Direct mail with call to action to visit personalised web site
– Responses tracked in real-time and email and DM repeated to non-respondents
Personalised dynamic web site
DirectM ilMail
8pp A5Booklet
Results
• Email response rate: 44%
• Direct mail response rate: 9%p
• Year-on-year unique visitors to IDMF ‘08 web site: up 55%
• Increased brand profile and credibility– Over 100 complimentary testimonials sent to IDMF within first hour of
initial email landing
– “fantastic”, “brilliantly executed”, “really eye-catching”, “a real winner”, “data clean as a whistle”, “best piece of show mailing I’ve seen”...
So where is the value in Direct Marketing?
• Make the most of limited data
• Ensure it is well-cleaned
• Segment it carefully• Segment it carefully
• Create a richly crafted message to a precisely targeted recipient
• Use multiple touch points: print, web, email, mobile
• Track responses in real-time to dynamically trigger next wave
• Define clear, measurable objectives
• Measure the results and champion them through case studies• Measure the results and champion them through case studies
• Set higher targets for next time and continuously improve
Thanks for listening
tony hodgson@lorien co [email protected]