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1. Sharpen
Your Focus
Your Logo Here
In This Issue:
How marketers are using observational tests to
learn more about customers than metrics alone.
How to use creativity and storytelling to make
any product seem interesting.
The what, where, and how of using
data for segmentation.
© iStockphoto.com/nicolas_
Plus:

2. 52% of marketers implement
regular data cleansing.
2 <<Your Company>> • <<Your Phone>> • <<Your Website>> • 3
A Clean Start
Source: Experian Data Quality
(September 2014 poll)
Source: Bizo (June 2014)
Growing Leads
35% of marketers say that having a lead nurturing
program is so important they couldn’t live without it.
non-personalized envelopes, does the
personalization increase the amount of
time the person spends looking at the
envelope?
How about the contents of the
mailer or package? How much time
do participants spend reading the
personalized materials versus the non-personalized
materials?
If the mailer includes multiple pieces,
which pieces do participants look at first?
In one observational study, the marketer
discovered that 20% of its sample looked
at the product brochure before looking at
anything else. In another, it discovered
that 30% of its sample opened the package
upside-down, so they were viewing the
contents in reverse order from what the
marketer intended.
You can also test the power of different
offers. For example, even if two offers
save them the same amount of money,
people will often react differently to those
offers based on how they are presented.
Are participants most likely to react to
30% off? Or does “Buy Two, Get One
Free” garner the best response? Do they
take time to think about it? Or do they
grab the offer and “respond” right away?
Likewise, if you are promoting a discount,
does it make a difference if you present
the offer in terms of a one-time savings?
Monthly savings? Or yearly savings? An
observational test will allow you to watch
how people interact with each one.
Another way to gain insight is to use
focus groups. In a focus group, you bring
multiple participants around a table,
show them different marketing pieces,
and ask them questions together. It gives
you a chance to ask questions in a more
interactive environment and understand
their motivations and perceptions more
deeply.
Interested in setting up an
observational test or focus group? Let us
help!
Improve customer engagement through
careful observation.
en we want to understand whether our
direct mail efforts are working, we tend to
look at metrics like response rates, conversion
rates, and ROI. But how often do we look at the why?
Why are respondents acting as they do? Why did this
month’s offer work better than last month’s?
To understand why customers and prospects act as
they do, an increasing number of marketers are doing
observational tests. They are bringing people into their
offices and watching them interact with their direct
mail pieces and seeing how they behave.
For example, if you are testing personalized versus
People Watching
© iStockphoto.com/Robert Churchill
© iStockphoto.com/weerapatkiatdumrong (seedlings)/domin (cleaning)

3. Define how it creates value
Ask how your product creates value. Does it
improve the customer’s quality of life? Solve a
problem? Save money? Pinpoint the value that
the product provides.
Tell a story
Craft a story around the product’s value. There
is a reason Lowe’s uses the phrase, “Let’s build
something together.” Its print and television
ads don’t show lumber and nails. They show the
process of building and the joy the homeowner
experiences from doing the project themselves.
In other words, Lowe’s isn’t selling paint and
plumbing supplies. It is selling homeowner pride.
That’s the Lowe’s story. What’s yours?
Be creative
To tell a story, some products need a little help.
That’s why Beldent, a South American snack
company, took a very unusual approach to selling
sticks of gum. Beldent set up an experiment with
the help of the Museum of Contemporary Art
in Buenos Aires. It created exhibits of identical
twins who were almost identical except that one
was chewing gum. Then it asked visitors a series
of questions such as which twin they thought was
more fun, had more friends, or was more likely to
give employees a raise. Overwhelmingly, museum
visitors chose the twin chewing gum, and a
marketing campaign was born.
Help customers visualize
People remember images better than they
remember text. Images also communicate
complex concepts quickly. That’s why we have
the soft, cuddly Snuggle bear and the fat, green
Mucinex blob with suspenders. These characters
communicate concepts of softness and sticky
goop in your lungs with speed and clarity that
text alone cannot. Plus they produce almost
instant recall. Just one glimpse on a package, a
print ad, on a point-of-purchase display, and the
entire campaign comes roaring back.
Personalize it
When used alongside storytelling, powerful
imagery, and creativity, personalization packs
a powerful punch. Target your value message
based on demographic or market segment,
then personalize using relevant variables. If you
need to append your database to increase your
targeting and personalization, let us help. That’s
what we’re here for.
When it comes to print and multichannel
marketing, there is no excuse to be boring. Tell
a story. Without lug nuts, tires fall off of cars.
Without plungers, toilets overflow. There’s
nothing boring about that!
<<Your Company>> • <<Your Phone>> • <<Your Website>> • 5
et’s face it. Not all products are interesting to talk about, let alone
look at. Fast cars and fancy evening wear are sexy, but tire wrenches
and lug nuts are not. Neither are bars of soap, toilet plungers, or
light bulbs, but competition for these products is every bit as fierce as for
cars and little black dresses.
Whether it’s in direct mail, a newsletter, an email, or a television
commercial, how do you sell a product that doesn’t sell itself?
Strut Your Stuff
Make any product fascinating by displaying your best features.
HOW TO
4
© iStockphoto.com/Lightwriter1949

4. <<Your Company>> • <<Your Phone>> • <<Your Website>> • 7
Build a strategic database by
collecting data and monitoring
for segmentation.
A Piece by
Piece Profile
6
W e know how important branding and competitive differentiation is. We know how
critical tracking and measurement has become. According to new research, however,
data collection and monitoring for segmentation tops them both.
According to Experian, 61% of marketers say collecting and managing structured and
unstructured data is a business challenge. Compare this to tracking and measurement (44%)
and branding (39%). Both of these measure high, but segmentation is higher.
Where and how can marketers improve their segmentation? It starts with a simple
where, what, and how.
GENDER
INCOME WORK
PROPERTY AGE
HOBBY
RACE
WHAT
HOW
WHERE
© iStockphoto.com/alexsl (pile & profile), RobinOlimb (pieces)
Where do you get the data for
segmentation? You can always
purchase new lists and append
existing ones, but make sure you
are tapping into all of the available
resources to collect data you
already have first.
Where are top marketers
getting the data they use for cross-channel
communications?
• Physical store 42%
• Face-to-face 60%
• Website 73%
• Mobile website 36%
• Mobile app 35%
• Catalog 24%
• Call center 54%
• Other 14%
Are you taking advantage of all of
these sources? Even if you don’t
have a physical store, we all have
face-to-face interactions. We
all have websites. We’ve all got
transaction histories. The next
step is integrating this data into
a centralized database so it can
be used for marketing.
(Need help? Ask us how!)
Next is to make sure you are
collecting the right data. Every
target audience will require
different variables to make your
communications relevant to them.
What data are marketers currently
tracking? According to Experian,
nearly all are collecting ZIP codes
and first and last names. Fewer are
collecting country, phone number,
and date of birth. Even fewer (but
still more than half) collect gender
and mobile phone numbers. If you
are tracking these data, you’re in a
better competitive position than
many.
There are three levels of
segmentation: simple, mid-level,
and sophisticated. If you’re not
a data guru, start simple. For
example, 76% of brands collect
birthdays, but only 35% have
birthday programs in place.
Here is simple, implementable
segmentation that will increase
customer engagement and boost
customer loyalty by using the data
you already have.
Likewise, location. Nearly
all marketers have the physical
address of their customers. That
can be used in direct mail, email,
and other communications to grab
attention. “Pets in Houston, TX,
love our treats!”
Other options include
targeting messaging by market
vertical or job title. You’ll
communicate with a director of
facilities differently than you will
the director of finance.
Segmentation doesn’t have to
be complicated, but it does have to
be strategic. Let us help you come
up with a plan!

5. Source: Ifbyphone State of Marketing Measurement Survey (May 2014)
Keeping Track
53% of marketers are tracking new lead acquisition
in 2014, up from 43% in 2013.
About
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