DM on stage presentation Proximity BBDO London
•
1 gefällt mir•505 views
1ère edition de DM on stage @ piasnite a eu lieu le 23/11 au k-nal.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (17)
Andere mochten auch
Ähnlich wie DM on stage presentation Proximity BBDO London
Ähnlich wie DM on stage presentation Proximity BBDO London (20)
Mehr von bpost
Mehr von bpost (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
DM on stage presentation Proximity BBDO London
- 1. Direct mail, digital and social media.
- 2. The Old Sales Funnel 1898 MANY Leads: Awareness Above the line Visitors: Consideration Prospects: Purchase Below the line Customers: Loyalty FEW
- 3. Customer Journeys: Digital moves direct to the high table of marketing. Trigger events Research Share Usage Shop and purchase
- 4. The only media space no 21st XX century marketing plan can succeed without …
- 6. 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
- 7. 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
- 8. 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.
- 9. Digital gives direct exponential power to change behaviour in a social era. Here’s how …
- 11. 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’.
- 12. C21st direct #2: Direct conversations mean you can create brand campaigns that tap into a customers’ higher purpose and deliver something of real value.
- 13. 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.
- 15. 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.
- 16. 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.
- 18. 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.
- 20. C21st direct #7: Intimacy. Memorable moments. Personalisation and value.
- 21. 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
- 22. 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
- 23. 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
- 24. 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
- 25. 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
- 26. 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
- 27. Challenges to making the work Planning. Planning. Planning. Business case. Framework. Timeline. Eco system. Dramatisation.
- 32. Plan to use direct if you plan on doing this: Making brands more valuable to people Share Making people more valuable to brands
- 33. Thank you.