DIRECT MARKETING:WHAT REALLY WORKS

Dale “DataDale” Filhaber

“Marketing is not an event…..it is a carefully

planned, multi-faceted program that takes into

consideration your goals, your budget, your

resources and your brand.”

It’s About Building Your Brand

And Targeting Your Best Prospects

It’s All About Lead Generation

Do Customers Just Come To You?

Do They Know Who You Are?

Branding – Who Are You? Do Consumers Know Your Name? Can You Be Found? How Does your Website Look? Are your Social sites up-to-date? Are You Viewed As A Community Resource?

Face it…you can’t always be found…..You HAVE to Reach Out!

Getting the Word Out so the Leads Keep Coming In

Top Direct Marketing Mediums:

Direct MailTelemarketingEmail MarketingSocial MediaMaximizing your own customer list

Direct Mail

Direct MailBenefits

Micro-Targeting Only medium guaranteed

to get into the Home Recipient’s Undivided

attention

Challenges

• Developing quality creative• Finding the right offer• Testing takes time• Postage Cost

Direct Mail Tips

• Integrated List & Offer are the Key• Gift card programs already set up for

Lead Generation• Be ready for a quick turnaround• Vista print• Fivvr.com

TelemarketingBenefits

Low Cost Quick Response Great for researching

consumer response to new products/pricing

Challenges

• Fewer #s to call• TCPA & DNC Rules• Prospect irritability

Still the #1 medium for appointment setting

Email Deployment

• New Technology• Ability to Target• Opt In Lists• White Listed Servers• Analytic Reports• Lower Pricing

Use Email to Bolster Your Brand

Social Media

FacebookTwitterLinked InBlogsYou Tube

Great for Brand Building & SEO

Maximizing Your Own List

Why

• CRM• Cross Sell• Up Sell• Ask for Referrals

How

• NCOA• Append phone #s• Append demographics• Add email addresses

Use New Technology to Analyze Your Customers…but Don’t

Forget the Low-Hanging Fruit

Targeting Your Best Prospects

Clone Your Customers Expand Your Reach Geo targeting Time-tested key Niche Segments

Top Niche Segments

• New Homeowners• Homeowners with Growing Families

• Affluent Homeowners• Homeowners with Ailments• Homeowners with Pets• Eco-Friendly Homeowners• Selected Businesses

New Homeowners

Homeowners with Growing Families

Homeowners with Children

Affluent Homeowners

Homeowners with Ailments

Homeowners with Pets

Green Homeowners

Businesses

Developing your Message: Match it to the Market

• Tested, tried & true• Be Creative• Lead with Benefits• Incorporate your Personal Values• Live Your Brand• Always Take the High Road• Become Greater than Your Local Dealership

Matching the Offer to your Target

Tickets to the Disney

FREE dog food for FidoGift Certificate to Home Store

Diapers / Gentle Detergents

Things to Think About

• Do you have a year-round marketing calendar that integrates touches from a variety of media?

• Mobile Compatibility – can you be found on a mobile device?

• Is Your website up-to-date – can you add a retail component to your site?

• Are you committed to Social Media - are all your programs current?

• Disaster Planning -are you ready for Rapid Response?

Reach the Right People at the Right Time

Dataman Group Direct Working with Water Dealers since 1980

Committed to the Water Quality Industry with a Dedicated Website:

www.WaterProspects.com

(800) 771-3282

www.datamangroup.com