brunch and learn - direct marketing on a shoestring budget
TRANSCRIPT
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Brunch & Learn: Direct Marketing on a Shoestring Budget
March 19, 2014
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Today’s Speaker
Carolyn Goodman
President/Creative Director
Goodman Marketing Partners
#DMIQWebinar
Moderator
Thorin McGee
Editor-in-Chief
Target Marketing
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Brunch & Learn
March 19, 2014
DM on a Shoestring Budget
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1. Direct Marketing options
2. Prioritization: How to get the biggest bang for your buck
3. How to leverage marketing content
Today’s Agenda
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Direct Marketing Options: Direct Mail
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Tactic Challenge
List Highly targeted; purchased from a reliable source
Direct Marketing Options: Direct Mail
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Tactic Challenge
List Highly targeted; purchased from a reliable source
Format Postcard, self-mailer, envelope package. Size/color/
Direct Marketing Options: Direct Mail
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Tactic Challenge
List Highly targeted; purchased from a reliable source
Format Postcard, self-mailer, envelope package. Size/color/
Offer Add a “deal” above and beyond what you’re offering to the masses. Include an offer expiration date.
Direct Marketing Options: Direct Mail
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Tactic Challenge
List Highly targeted; purchased from a reliable source
Format Postcard, self-mailer, envelope package. Size/color/
Offer Add a “deal” above and beyond what you’re offering to the masses. Include an offer expiration date.
Postage 1st vs. Standard Class; stamp / meter / indicia
Direct Marketing Options: Direct Mail
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Tactic Challenge
List Highly targeted; purchased from a reliable source
Format Postcard, self-mailer, envelope package. Size/color/
Offer Add a “deal” above and beyond what you’re offering to the masses. Include an offer expiration date.
Postage 1st vs. Standard Class; stamp / meter / indicia
Suppression Don’t talk to your customers the same way you talk to your prospects.
Direct Marketing Options: Direct Mail
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Direct Marketing Options: eMail
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Tactic Challenge
List Highly targeted; purchased from a reliable source
Direct Marketing Options: eMail
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Tactic Challenge
Subject Line No more than 40 characters with spaces
Direct Marketing Options: eMail
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Tactic Challenge
Subject Line No more than 40 characters with spaces
Strong Subject Line:
How You Can Pay Less Tax This Year 34 characters with spaces
Direct Marketing Options: eMail
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Tactic Challenge
Subject Line No more than 40 characters with spaces
Strong Subject Line:
How You Can Pay Less Tax This Year
29 characters with spaces
Direct Marketing Options: eMail
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Tactic Challenge
Subject Line No more than 40 characters with spaces
Strong Subject Line:
How You Can Pay Less Tax This Year
24 characters with spaces
Direct Marketing Options: eMail
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Tactic Challenge
Subject Line No more than 40 characters with spaces
Trigger Words for SPAM: • Free • Symbols
Direct Marketing Options: eMail
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Tactic Challenge
Subject Line No more than 40 characters with spaces
Design for Preview Panel Images don’t download automatically.
Direct Marketing Options: eMail
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Direct Marketing Options: eMail
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Direct Marketing Options: eMail
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Direct Marketing Options: eMail
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Direct Marketing Options: eMail
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Direct Marketing Options: eMail
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Direct Marketing Options: eMail
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Direct Marketing Options: eMail
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Purchase remnant ad space in print
Direct Marketing Options: DR Print
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Direct Marketing Options: Affiliate Mktg
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Direct Marketing Options: Affiliate Mktg
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Direct Marketing Options: Affiliate Mktg
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Direct Marketing Options: Affiliate Mktg
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Content Marketing
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What is Content Marketing? The creation and distribution of original content that has
perceived value in order to positively position your brand in the minds of
your prospects and customers.
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Some Examples of “Content”
Whitepapers
E-Books
Slide Share
Infographics
Case Studies
Research Reports
Speeches
Podcasts
Videos
Webcasts
Blogs
Articles
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If you deliver consistent, ongoing, valuable information to potential buyers,
you will be rewarded with their business and loyalty.
The Belief:
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RESEARCH
• Can be complex
• Often difficult to read/interpret
WHITE PAPER
• Simplifies research findings
• States benefits backed by facts
CASE STUDY
• Proprietary to your company/product
• Demonstrates “proof of concept”
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Typical White Paper Topics
• Introductory information about a new technology • How-to or Best Practices • POV on Industry changes • Lessons learned • Analysis from research
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Designing White Papers
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Typical Case Studies
• Establishes a problem, lays out the solution and highlights the results
• Includes a quote from a named source • Provides an executive summary
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Designing Case Studies
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• Post to your website • Link to it via an update on LinkedIn • Tweet about a topic with a link to whitepaper, research
or video • Post to company FB page
• If you’ve done something that has a strong visual component
• Post to Instagram, Pinterest • Extract and expand on one of your whitepaper topics as a
blog • Use it as part of your “leave behind” or “follow up”
package • Gives you another reason to contact a prospect
• Share it with industry trade pubs • Pitch the topic as a speaker at a conference
Marketing Content
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• Start with a direct marketing plan • Who do you want to reach, what do you want to say
(start with a benefit message!), and what’s the offer • Determine the smartest way to reach your target
• Direct mail, email, DR print, affinity marketing, content marketing
• Create your communications • Put $$ aside for some professional help to start • Leverage local college students
• Distribute your content via social media channels • TEST, measure and learn
Summary
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Thank you!
Carolyn Goodman President/Creative Director Goodman Marketing Partners E: [email protected] P: 415.507.9060 x222 www.goodmanmarketing.com
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