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2. DISCOVER A PROCESS TO HELPNAVIGATE THE EXPLODING MEDIA LANDSCAPE 3. Just How Confusing? Which of the following media types does your company use for marketing? Electronic PrintMultiple Responses PermittedN = 518 Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010 4. Universal Goal of Marketing CommunicationsSay the right thing to the right people at the right time through the right impersonalchannels to generate the action you want at lower cost than can be accomplished withpersonal communications. 5. Sales Cycle What must happen to make a sale?Retain The Sale is Business MadePreferenceTrial Interest Compre- hension AwarenessNeedexistsIMPERSONALIMPERSONAL/PERSONAL PERSONAL 6. 6 STEPS TO SENSIBLE,STRATEGIC PROGRAMS 7. Road Map: 6 Essentials1. Specific business goal2. Aligned marketing goal3. Precise market definition4. Channel selection5. Messaging strategy6. Measurement 8. Marketing Planning Process Whats the goal that communications can meet orhelp meet? Whos the target? What channels could be used to reach them? What channels should be used to reach them? How much activity is enough to meet the goal? How will you measure success or failure so you canimprove in the future? 9. SPECIFIC BUSINESS GOALWhats the business goal framed intransactional terms? 10. Sample Objectives A local art & framing company has set a salesgrowth goal of 30% ($450,000.) 60% ($270,000) from new customers. The average newjob is approximately $30,000. Goal is 9 new customers. 40% ($180,000) from current accounts. The average re-order from existing clients is $10,000. 18 re-orders fromexisting customers. A full-service home remodeler wants to grow by atleast 20% during the next year, requiring aminimum of 8 additional, average projects. 11. ALIGNED MARKETING GOALWhats the business goal that marketingcommunications can meet or help meet?Direct order/donationLead generationCustomer up-sell/retentionStore traffic/website traffic 12. Sample Objectives Generate 50 calls from homeowners with plans formajor renovations. Increase website traffic by 20% during the next 3months. Generate 75 coupon redemptions for top-of-the-line vacuum cleaner. Generate donations from at least 100 newindividuals during the next month. 13. PRECISE MARKET/AUDIENCEDEFINITION & SEGMENTATIONWhos the target? 14. Market Definition & Segmentation Define markets and marketsegments in quantities ofpeople based on as manyqualifiers as available How many of what kind ofpeople should you betargeting? 15. Market Definition & Segmentation 16. Begin With In-House Data Who are your customers? Who are your best customers/members? Recency, Frequency, Monetary Value (RFM) Define customers by type of business or demographics Buyer type of psychological make-up Size of company or household By location or market type (urban metro/rural) Define customers by similar attributes 17. Target Market(s) Definition B2B (and Institutions) Business type (SIC and NAICS codes allow easy analysis) Business location Other qualifiers: sales, employee size, type of computer system, hospitals by bed size, schools by enrollment, number of trucks in fleet, etc. Key titles/functions: facility manager, purchasing agent, R&D managers, plant managers, maintenance managers EXAMPLES: HR managers in firms of all types with at least 50 employees in NC & SC: estimated audience of 2,750 individuals one per firm. CEOs and CFOs of non-chain retailers in greater Atlanta area (2 names per location): estimated audience of 1,200 firms and 2,400 people 18. Target Market(s) Definition B2C EXAMPLE: Remodeling contractor in Des By geography Moines wants to attract Using demographics homeowners with home values Gender or age of $200K and up 55,000 single, detached homes; 1,700 Marital status worth $200,000 + Education level Occupation or income Family size (with/without children) Homeowner/renter Using psychographics (lifestyle variables) Personal traits Behavior patterns (e.g. golfers, fishermen, pet owners, charitable donors, campers, etc.) 19. STRATEGY & TACTICSSELECTIONWhat channels could and should be used toreach them?How much activity is enough to meet thegoal? 20. Channel Selections Identify all the channel options available Evaluate each based on strengths, weaknessesand cost Eliminate the obvious mismatches Eliminate those that: Dont cleanly align with your target Are too expensive per use Cant be used enough to make a difference Dont provide the impact you need 21. Understand the ChannelsCost/Performance of Customer Contact OptionsSALES CALL TELEMARKETERCOST LITERATURE DIRECT MAIL ADVERTISING POSTCARDS PUBLICITYPERFORMANCE CostReadership Seller$400+/exposure100% Shows $185/exposure 100% Telemarketer$10-20/exposure 100% Literature$5-10/exposure100% Direct Mail $2-5/exposure 75% Advertising $1-2/exposure 25% Postcards