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Direct Marketing by Amber Darroch and Julie Powell of Metrics Marketing Group

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Corporate College
Corporate College

Direct Marketing Presentation by Amber Darroch and Julie Powell of Metrics Marketing Group at the eMarketing Techniques Series at Corporate College 2008

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Direct Marketing Presented by: Amber Darroch & Julie Powell 06/05/09
Who are we? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Partial Client List Financial Services KeyBank
Partial Client List Retail, Interactive, Gaming, Travel & Tourism
What is Direct Marketing? ,[object Object],[object Object],[object Object],[object Object]
Why Direct Marketing? ,[object Object],[object Object],[object Object],[object Object],[object Object]
General Advertising and Direct Marketing A Simple Comparison ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Advertising Direct Marketing
Emarketing done right ,[object Object],[object Object],[object Object],Yesterday: Today: Marketer Customer Customer Marketer
Fundamental Marketing shift ,[object Object],[object Object]
Direct Marketing – What has the biggest impact on lift? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
List/Target Selection Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Behind the Scenes of E-Direct Marketing ,[object Object],[object Object],[object Object],Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Campaign Objectives
Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ”
[object Object],[object Object],[object Object],[object Object],[object Object],Customer Analysis - “the right behavior”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],True Capabilities Analysis - ‘the right context”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Market Competitive Analysis - ‘the right benefits”
Sample: Lone Star
SWOT Review ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SWOT Review ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ” Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process
[object Object],[object Object],[object Object],[object Object],Datamining & Profiling - ‘the right information”
[object Object],[object Object],[object Object],[object Object],Segmenting & Targeting - ‘the right market”
Segmentation > Relevant Content Dependant Customer segment Age? Household breadwinner? Employed? Children at home? Independent adult New family Established family Mature family No Yes <34 >35 No Yes No Yes No Yes No Yes No Yes No Yes No Yes
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Positioning & Differentiating - ‘the right strategy”
Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ”
[object Object],[object Object],[object Object],[object Object],Unique Selling Proposition - ‘the right offer”
[object Object],[object Object],[object Object],[object Object],Creative Marketing Communications -‘the right message”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Direct Marketing Channels –The Key Link
Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Fulfillment & Service - ‘the right satisfaction”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Measurement & Assessment - ‘the right performance”
[object Object],[object Object],[object Object],Real-time Reporting and Adaptation
[object Object],[object Object],[object Object],[object Object],Adaptation and Innovation - ‘the right change”
Direct Marketing Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/05/09
[object Object]

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Direct Marketing by Amber Darroch and Julie Powell of Metrics Marketing Group

  • 1. Direct Marketing Presented by: Amber Darroch & Julie Powell 06/05/09
  • 2.
  • 3. Partial Client List Financial Services KeyBank
  • 4. Partial Client List Retail, Interactive, Gaming, Travel & Tourism
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ”
  • 14.
  • 15.
  • 16.
  • 18.
  • 19.
  • 20. Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ” Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process
  • 21.
  • 22.
  • 23. Segmentation > Relevant Content Dependant Customer segment Age? Household breadwinner? Employed? Children at home? Independent adult New family Established family Mature family No Yes <34 >35 No Yes No Yes No Yes No Yes No Yes No Yes No Yes
  • 24.
  • 25. Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ”
  • 26.
  • 27.
  • 28.
  • 29. Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ”
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.