ask: consumer driven marketing
Post on 19-Oct-2014
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Sometimes, the most obvious is the hardest to see... If you really want to know what people are interested in Ask...TRANSCRIPT
Ask...
Sometimes, the most obvious is the hardest to see...
If you really want to know what people are interested in
Ask...
My mail...
• A gallup pollin 1980– Event looked most
forward to in you daily life
63 % said getting and reading the daily mail
Junk mail
• 98% want more control of their mail
• 94% say they get too much unwanted mail
• 71% think the buying and selling of consumer data is unethical
6
time
ResponseRates
Lower results
VolumeOf mail
more mail lower results ...
more mail lower results ………
A step back...what is effective marketing ?
• The right product• The right consumer• at the right time
• But we focus all ourattention on the .5% that respond,what about the other 99,5% ??!
7
More and more sophisticated data
Individual
Response graphics
Geo-demographics
Demographics
Lifestyle
Pyschographics
???
Sophistication
Individual
And none of that is true...
“Problems cannot be solved by thinking within the framework
in which the problems were created...”
Albert Einstein
Using DM techniquesfor lunch...
• RFM– This is what you ordered
last time– And this is how much
you ate...
• Analysis techniques– Based on your weight,
height, social background
• You expect them to ask, why don't you ?
Why ask?• To know what your consumers want
– When you know, it is easier tosell to them
• To learn more about whatthey think of your services
• Consumers are moredifferent than the boxes we put them in
• Consumers want you to ask
Targeting isn’t as simple as it used to be…
Who to ask..
• Your clients• Your ex-clients• And your prospects…
Why aren’t more companies asking…
• Pile ‘em high and cheap key to lower cost per response
• It is easier to put consumers in groups• I already run satisfaction/ dissatisfaction studies• Addresses and consumer data
are seen as a cost, not an investment• And many don’t believe it would work
3 myths
• Most consumers won’t give marketers personal information about themselves
• Even if they did, it would cost too much
• You can't believe what consumers say
Consumers like toanswer surveys
• Through multiple contacts we are getting response rates upwards of 33% on a 12 page survey with over 2000 questions
• Client surveys work in lots of categories (Response rates: insurance: 15 %, Health, 30%...)
It doesn’t cost that much
• A 20% response £ 2 per response
• Even less with external companies
• More importantly, what is the cost of not doing it
Survey data is data you can count on
• If consumers answer,they want to tell yousomething
• Tests on survey data– 2 surveys 3 months apart– 87% of the answers
were the same !
Integration of a database loading program in your
marketing mix
Identify the questions to Ask
• Identify what you would like to know
• Throw away half• And focus on what you need to
know to market to consumers more effectively
Really Ask
• Would you possibly consider changingcredit cards ?
– ❏ yes ❏ possibly
What happened to No ?
Ask in the way consumers talk
Include surveys in your ongoing
communication
• Reader Digest Case– A survey sent with
almost all bills since 1969
– 75 % of their customers have answered at least one survey
Collect Data, in your prospection
actions...
• Columbia House example– On order forms– On the phone– Whenever they can...
Don’t forget consumersafter they buy
• A nice warm and fuzzy communication• Response rates up to 30% !
Traditional thinking
Level ofConsumerInterest
TimeA decision to
Participate/purchase
The time to Ask
Reality
Run joint surveys with consumer specialists
• Simplicity• Lower cost• Brand building
if done right
Invest in quality data
• There is a whole new generation of companies focused on permissionmarketing
• They offer an easy way to ask many of the questions you should be asking
Case Story: Cardisense
Background
• A heart drug sold by Merell Dow
• About to lose patent protection– Generics normally take 50 -70% of the market
• They decided their best hope was to establish a real link with consumers
Action Plan
• Development of a general newsletter “Cardisense”• A survey in each issue • Creation of direct response to get names addresses• A full-scale database loading program
– 3 survey waves with reminders– Ongoing update surveys
Execution: Intro Letter
• simple• clear• friendly
Execution: Newsletter
• Consumer driven content
• Benefits orientated• Not just about selling• Asks again and again for
consumers to react, tell..• A survey in most issues
Execution:Survey
• Low-tech• Friendly• Easy layout• Interested in the
“whole” consumer
Results
• A 80% coverage of their user base (over 500,000 households )
• 10% have written spontaneous letters
• No loss in sales when their patent ran out
If you want better results, all you need to do is Ask
• It is the only way to really know what people are interested in
• It is an easy way to develop betterconsumer relationships
• Stop promoting to profiles and list segments, promote to people
• Learn more profit more..
ideas are not the key to success, action is…
some things are self evident…
it makes sense to ask, don’t be the last one in
your market…
Now it’s yourturn to
Ask..