Direct mail, digital and social media

Direct mail, digital
and social media.

The Old Sales Funnel
1898
MANY

Leads: Awareness
Above the line
Visitors: Consideration

Prospects: Purchase Below the line
Customers: Loyalty

FEW

Customer Journeys:
Digital moves direct to the high table of marketing.

Trigger events

Research

Share

Usage
Shop and purchase

The only media space
no 21st XX
century
marketing plan can
succeed without …

Direct is not a medium.
It’s a marketing discipline.
It was pioneered back in 1967.
It generated £205 billion in sales in 2010.
And it has bucked the advertising decline
with spend rising as we head into 2012.*
* IPA Bellwether Report, October 2011

Back to those 20th century textbooks …
What differentiates direct as a discipline?
1. Can be deployed using any medium
2. Timed to target the highest propensity to respond
3. Addresses the customer directly
4. Contains a personalised message
5. Conveys a call to action
6. Drives to a response channel
7. Is trackable and measurable
8. Can be developed longitudinally
to deliver lifetime value

Digital is not a medium.
It’s a revolution.
It’s an era.
It’s a philosophy.
It’s a technological shift.
It’s a lifestyle.
It’s a social organising principle.
It’s a way of conducting business.
It’s a new way to create value
in the 21st century.

Digital gives direct
exponential power
to change behaviour
in a social era.
Here’s how …

C21st direct #1:
With 50 years’ experience in driving
two-way dialogue, direct can give you
the power to talk not just ‘one to one’
but ‘one to one to the world’.

C21st direct #2:
Direct conversations mean you can
create brand campaigns that tap into
a customers’ higher purpose
and deliver something of real value.

C21st direct #3:
With the proliferation of media, you can
invite customers to directly participate
wherever they’re most comfortable:
online, offline and/or in
the real world.

C21st direct #4:
Now that you can talk directly to your
customers in real-time, your
brand can be there when it’s most
useful or entertaining – and its
content and value can adapt as their
lives, needs, even moods, change.

C21st direct #5:
As people become empowered,
you can invite them to participate
directly in co-creating
experiences, communications,
even products and services, so that
your brand becomes their brand.

C21st direct #6:
By identifying, empowering and
rewarding social influencers, you
can help to build self-directed brand
communities to future-proof
your clients’ business.

C21st direct #7:
Intimacy. Memorable moments.
Personalisation and value.

Direct then … Direct now …
Engagement Participating

Directing Connecting

Channels Experiences

Messages Content

Big promises Intimate gestures

Explaining Discovering

Markets Communities

Business value Business and social value

Online business
Need Need
Encourage prospects to switch or Create or deepen relationship and
increase loyalty identify stage of purchase journey

Social
Awareness
Social
Identify influencers
Deepen relationship
Engagement and conversation
Identify stage of purchase journey
DM
DM
Stimulate debate
Create tangible nudges along
Surprise and reward loyal
the purchase journey
customers to stimulate
advocacy and conversations
Impulse Planned
Purchase Purchase

Social Social
Capture data Identify and engage
high value prospects
DM
Drive trial and engender DM
buying habits through 121 and 1tofew using
coupons and sampling DM to prompt for action

Offline business

Online business
Need Need
Encourage prospects to switch or Create or deepen relationship and
increase loyalty identify stage of purchase journey

Social
Awareness
Social
Identify influencers
Deepen relationship
Engagement and conversation
Identify stage of purchase journey
DM
DM
Stimulate debate
Create tangible nudges along
Surprise and reward loyal
the purchase journey
customers to stimulate
advocacy and conversations
Impulse Planned
Purchase Purchase

Social Social
Capture data Identify and engage
high value prospects
DM
Drive trial and engender DM
buying habits through 121 and 1tofew using
coupons and sampling DM to prompt action

Offline business

Challenges to making the work
Planning. Planning. Planning.

Business case.
Framework.
Timeline.
Eco system.
Dramatisation.

Plan to use direct if you plan on doing this:

Making brands more
valuable to people

Share

Making people more
valuable to brands

Direct mail, digital and social media

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