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Innovative Direct Mail Strategies for New Revenue Growth in 2015
- 2. Innova&ve Direct Mail Strategies for New Revenue Growth in 2015 MindFireInc Thursday, March 5, 2015 11:15 am -‐ 12:15 pm Loca7on: Maryland C
- 3. Presenters for todays session Joseph Manos, EVP, MindFireInc Cece Smith, President, Smith Print & Toolbox Studio Erwin Driever, VP Technology, Cober
- 4. Presenta7on Overview • Current Trends in the direct mail industry • How two companies have used marke&ng automa&on to leverage their direct mail services and provide more value to their customers • HP Integra&on for increased produc&vity and capability for direct mail programs • Case studies that show how direct mail integrated with other outbound media channels leads to improved results and new customer revenue success • Summary wrap up: Views of agency and print service providers on the outlook of the prin&ng industry as it relates to direct mail
- 5. LEVERAGING FOR SUCCESS IN 2015 JOSEPH MANOS, EXECUTIVE VICE PRESIDENT DIRECT MAIL TRENDS
- 6. Trends Impac7ng Direct Mail According to the DMA, direct mail expenditures in the United States are expected to rise to $196 billion by 2016, which represents a 3.8 percent compound annual growth rate (CAGR) from 2011.
- 7. Capturing Interest the campaign more than paid for itself when you consider that the cost of ucation at an Anthem school ranges from $15,000 to $40,000. Personalized postcard
- 8. Target Audience Messaging To make the messaging more relevant the target audience is segmented into specific groups Technology drives the ongoing nurturing to each group, for example: – Prospec7ve student leads – inquiries – Students that had an admissions interview but did not enroll – Students that enrolled but did not start classes – Students that started classes but dropped out – Current students
- 9. Request to be contacted form windows for additional engagement and emails sent them an email (Results not provided) ostcards varied recipient was d on which . The call to Personalized ss for a January d based on ram, closest dress. The lly generated ons and a video rk interest. To tudents were Based on their er of the udent after Personalized landing page © 2014 W. Caslon & Company. All rights reserved Page 3 Request to be contacted form The landing pages were versioned based on audience segment, preferred program, closest institution and student’s home address. The landing page included a dynamically generated map highlighting the closest locations and a video relevant to the student’s coursework interest. To continue the enrollment process students were asked to complete a contact form. Based on their responses the appropriate member of the admissions team contacted the student after receiving a lead report. Personalized landing pageAnthem Education Uses Cross-Media Marketing to Drive Enrollment Postcard with die-cut doors Doors opened to reveal message inside Auto-triggered thank you emails were sent to responders. Follow-up emails were sent to non-responders driving those students to complete the appropriate action in order to start at Florida Career College/ Anthem in January. CREATIVE There were two versions of the personalized postcard that was sent to selected recipients. Both were branded for the appropriate institution and were personalized with the individual’s name and Personalized URL. The postcards sent to students that started classes but dropped out included an additional die- cut element designed to attract attention. Anthem invested a little more to engage this group as it was considered the most likely to convert. REASONS FOR SUCCESS Strong segmentation. One of the key factors in the success of this
- 10. More households read adver&sing mail now than they did 25 years ago
- 11. Despite the myth that direct mail is for an older audience… The DMA found that the 22-‐24-‐year-‐old age group is the most likely to respond to a direct mail offer
- 12. According to a recent survey conducted by Target Marke7ng magazine, the channel that delivered the strongest ROI for customer acquisi7on for B2C marketers was direct mail. Direct mail also scored the highest for customer contact and reten&on.
- 13. Resurgence of B2B Direct Mail • DMA reports that, 65% of consumers of all ages have made a purchase as a result of direct mail • The average response rate for direct mail was 4.4%
- 14. Evolu7on of Direct Mail: B2B & B2C • Leveraging more targeted messaging – Prospect versus customer – Loyalty program levels • Nurturing programs • Scoring behaviors • Content &ed to interests & behaviors • Sales Ready Leads
- 15. Cost per Lead Discussion
- 16. LEVERAGING MARKETING AUTOMATION FOR REVENUE AND COMPANY GROWTH Customer Panel
- 17. Smith Prin&ng / Toolbox Studio Cece Smith President Managing Partner Smith Print Toolbox Studio
- 18. Business Growth What has the MindFire Marke&ng plaform meant to your business over the last three years as it relates to new revenue growth?
- 19. Business Growth • We had the HP Indigo for short run work • The MindFire solu7on provided us an opportunity to tell a different story • Major point of differen7a7on • Addi7onal areas of opportunity at a different decision maker level
- 20. Building Deeper Customer Rela7onships How has offering Marke&ng Services strengthened your customer rela&onships?
- 21. Building Deeper Customer Rela7onships • Allows us to beher understand their business • Opens up a dialogue to beher understand specific objec&ves, challenges and goals • Leads to follow-‐up ac&vi&es • We can add value – price differen&a&on • We are the consultant and process driver
- 22. One and Done versus Long-‐term Programs How has your proposal and pricing of marke&ng programs versus print only programs changed?
- 23. One and Done versus Long-‐term Programs • More opportunity for long-‐term agreements and an overall increase in revenue for each customer • Engagements are an ongoing process/program • It’s not, “should we do it”, but, “when and how we will do it” • One phase ends…another begins
- 24. Expanding Business Ac7vity How has offering marke&ng services expanded your business and customer rela&onships?
- 25. Expanding Business Ac7vity • One single customer, offers two levels of revenue • Create a marke&ng program and it leads to other services we offer as part of the total program • Another level of decision makers to build our rela&onship with which leads to other print related services revenue • Addi&onal marke&ng services as part of the overall customer program
- 26. Sales Process How has offering marke&ng services altered your sales process and were customers hesitant to say yes?
- 27. Sales Process • You can’t sell Marke&ng Services the same way you sell Print • I didn’t sell it as a print job • Understand what it is you are offering...it can’t be about prin&ng postcards • You may need to hire a marke&ng focused team member to sell it – it depends on your team
- 28. Sales Process • When you get to the execu&ves for marke&ng services, you will be presented other opportuni&es for new business because they trust you • It’s no longer you are selling print • What’s great about offering marke&ng services is that you are in new accounts you have never worked with before! • Engagement is 100% program focused now
- 29. Successful Customer Programs Let’s review a couple customer marke&ng programs to learn how it all comes together. Led by Strategy Informed by Data Fueled by Technology Op7mized for Results
- 30. WBU Search Program <<firstname>>, Did you get your wallet?
- 31. WBU Search Program Dear <<firstname>>, I’d like to help you finish your degree. The quickest way is to login and answer a few questions to help me find solutions for you. Or, you are always welcome to call me directly at (210) 853-0055. In either case, I look forward to hearing from you soon! Your Academic Advisor, <<advisorname>> 11550 IH-35 North San Antonio, TX 78233 $100 Credit for <<firstname>> <<lastname>> at WBU San Antonio Bookstore Given by <<advisorname>> after four weeks enrollment. Offer expires December 31, 2015. <<purl>> Presorted Standard US Postage PAID San Antonio, TX Permit 1001 <<firstname>> <<lastname>> <<address1>> <<city>>, <<state>> <<zip>><<advisorsig>>
- 32. B A P T I S T U N I V E R S I T Y S A N A N T O N I O November 3, 2014 Dear <<FirstName>>, I’m writing to check in with you. You started your journey to higher education, and I’d like to see you complete it. The fastest way for you to get back on your journey to a degree, is to login to your microsite and answer a few questions for your Academic Advisor so they can contact you ASAP with a plan. Your microsite is: <<purl>> Of course, you are welcome to call or come in, but visiting your microsite is the fastest way. If you are not planning on pursuing your degree at Wayland Baptist University, would you consider taking an anonymous survey for me? We want to get better—your insights might just be the catalyst for bringing about change. Anonymous Survey is here: www.wbusurvey.info The plain truth is that graduates still out-earn people without degrees. In general, this holds true for both undergraduate and advanced degrees. I want to be involved in helping you reach your higher education goals. Here is the information you will need to give to your Academic Advisor: Student I.D.: <<custom1>> Hours: <<custom2>> Money Invested: <<custom3>> Last Class: <<custom4>> Last Term: <<custom5>> Military Status: <<custom6>> Degree Status: <<custom7>> I hope to see you soon, Dr. Jim Antenen Executive Director/Dean Wayland Baptist University – San Antonio Wayland Baptist University | 11550 IH-35 North | San Antonio, TX 78233 | (210) 853-0055 | www.sa.wbu.edu
- 37. Smith Prin7ng / Toolbox Studio Thank You Cece
- 38. COBER Erwin Driever VP Technology
- 39. Enhanced Print Opportuni7es You have an innova&ve use case for Revlon that we are going to share today. How did you create the opportunity with the customer?
- 41. UniqOneSweepstakes.caUniqOneSweepstakes.ca To enter, register and submit your unique PIN code found inside this band at UniqOneSweepstakes.ca Pour participer, inscrivez-vous et soumettez votre code NIP qui se trouve sur UniqOneSweepstakes.ca 55555
- 43. Personalized Microsite Win A Trip – Enter NOW!
- 44. Layout #2 – Language Varia7on
- 45. Personalized Microsite Language Preferance
- 46. Win A Trip Marke7ng Intelligence Gathering
- 47. Entered to WIN!
- 48. Program Results • 20,000 bellyband wrapped products with QR Code and PIN shipped to salons • 2,625 total entries (13.12 %) • 2,165 unique entries • 377 scanned the QR Code (14.36% of respondents)
- 49. More Results… • 25% of Responses – Mobile • 75% of Responses – Desktop • 97% of Respondents who reached the contest entry page completed their profile informa&on • Grand Prize – Caribbean Island Getaway for Two – 100 Second Place Winners
- 50. Business Growth Recognizing that a salon customer spends more on product than the typical consumer purchase in a store, what’s next for the Revlon Program?
- 51. Crea7ng More Customer Value How are marke&ng services deepening your customer rela&onships?
- 52. Evolving Technology Solu7ons How has adap&ng to new technology, like using MindFire Studio, helped you increase efficiencies and/or beher manage customer’s expecta&ons?
- 53. Thank You Erwin
- 54. The Future of Direct Mail • Con&nues to be a relevant channel for marke&ng • Use cases and frequency of use will con&nue to grow in complexity and volume • Nurturing and scoring consumer behaviors essen&al for program success • Seven key marke&ng outcomes can only be achieved by linking direct mail to online micro sites • Ini&al programs can be expanded to address other areas of need leading to a significant increase in revenue and profit
- 55. How Technology Helps Technology Process Tracking
- 59. Target Lists Channels Triggers Microsites Payment app
- 61. Growth beyond the Ini7al Program • Iden7fy current home owner refinancing opportuni7es • Time sensi7ve program • Very successful program • Program has grown to Millions of Purls/Pieces a month! • Taken plaaorm to the next level now 7ed to CRM and Call Center systems Home Owners
- 65. Summary • Innova&ve programs open up new doors of opportunity with all of your customers • Delivering high-‐value results creates differen&a&on • Makes you a key strategic partner for other needs • You can deliver results for your customer that direct mail alone simply can’t equal
- 66. Q & A What ques&ons do you have for our panel of speakers?
- 67. Thank You for Adending To learn more about MindFireInc and how we can help you take your direct mail to the next level, join us at our booth. Booth # 601