cadm v01 steve theriault
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Steve\'s presentation at the Chicago Association of Direct Marketing IMX09 ConferenceTRANSCRIPT
- 1. Intelligent PURLs Increase Response, Improve Conversion Presentation to CADM IMX09 May 5, 2009 Written by Steve Theriault, Chief Marketing Officer, Quantum Group
2. Marketing in turbulent times.
- Todays Intelligent PURL case study will showcase how to grow and thrive in a turbulent economy by leveraging creative marketing strategies, PURL technology and brand building print techniques.
3. Yesterdays economy.
- Grow. Or die.
4. Todays economy.
- Survive. Or thrive.
5. Success today = positive ROI, response and conversion rates.
- ROI is most important today.
- Typical direct mail response: 1%
- Percent of website visitorsthat become customers: 1%
- What happens when you drive direct mail prospects to the company website? Nothing.
- Is this your formula for success?
6.
- Are you managing ROI? How?
- Do you have a system in place to measureand track results?
- Does it provide real-time results?A customizable reporting system?
- If youre not measuring and tracking results,you cant manage ROI !
- Therefore, you MUST embrace new direct marketing strategies and technology.
Are you satisfied with your results? 7.
- Is your processSpray & PrayorMarket, Measure, Manage ?
- Too many marketing messages: Consumers are bombarded with 3,000 a day, on average only80 are noticed, and 10 or less are responded to.
- A lack of trust by prospects during the marketing and sales process.
- The customer is in control of the marketing and sales process because of the Internet.
Why are results so poor? 8.
- The key to success: understand how INDIVIDUALcustomers prefer to buy.
- 72% want to receive direct mail to initiate a newbusiness contact.
- DO NOT telemarket (National Do Not Call List), Caller ID.
- DO NOT spam (32 billion worldwide spams).
- 42% prefer to visit a website after receiving a direct mailpiece, rather than talking to someone to learn more orregister for something.
- After prospects are comfortable with the relationship,they will opt-in and become when they are ready.
How do prospects want to BUY today? 9.
- Multi-touch across multi-channel programswith a PURL website at the center of all direct marketing tactics.
- In the 1980s and 1990s it took 4-5 sales calls to convert a prospect into a new customertoday, its closer to 10-12 sales touch points.
How do you improve ROI and results? 10.
- Understand your customer is an individual with personal buying preferences, not a mass or segmented market.
- Therefore, identify their personal buying preferences and communicate relevant solutions and offers.
- Develop a personalized one-to-one relationship during the marketing process, based on trust.
- Provide interesting and valuable products, information and offers that enrich the quality of your prospects lives as it RELATES TO YOUR BRAND.
- Over time, prospects will enjoy the relationship and opt-inas a customer when they are ready.
How do you convert prospectsinto customers? 11. What are the most profitable direct marketing strategies today?
- Capture contact information for as many company website visitors as possible.
- Why? 70% are interested in your company, but 50% leave within 8 seconds because they dont see immediate benefits to their individual needs.
- And, only 1% become customers.
12. How to succeed in turbulent times: 5 strategies for success.
- Create a positive ROI, improve response and conversion rates.
- Accelerate, automate and integrate the direct marketing and response process.
- Build a powerful brand.
- Leverage Intelligent PURLs to build personalized one-to-one relationships based on trust. Communicate relevant marketing messages, gather information about personal buying preferences, and allow prospects / customers to be in control of the sales process.
- Develop multi-touch across multi-channel direct programs with a relationship-building PURL website and Campaign Manager technology at the center of every direct tactic.