the right tools for the job
DESCRIPTION
The Right Tools for the Job. Warren A. Hunter Chairman & CEO DMW Worldwide Guy Patterson Vice President USI Affinity. The Right tools for the Job. Master carpenter Master direct marketer. The Master Carpenter. The Master Carpenter. The Master Carpenter. The Master Direct Marketer. - PowerPoint PPT PresentationTRANSCRIPT
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Right Tools for the JobWarren A. Hunter
Chairman & CEODMW Worldwide
Guy PattersonVice PresidentUSI Affinity
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Right tools for the Job
Master carpenter Master direct marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Carpenter
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Carpenter
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Carpenter
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer Inserts
FSI Magazine Billing Package Ad Packs
Door hangers
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Billboards Bulletins 30-sheets
Transit Bus shelters Buses Trains and platforms
Mobile Stadium/arena Cinema Airport Mall In-store Events
The Master Direct Marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Basic Tools Direct Mail
Creative Lists Data:M/P Models
Print Magazines Newspapers
Inserts Broadcast & Cable
DRTV DR radio
Out of Home Alternate “analog” media
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The New Tools
Email (or is it now a Basic tool?) Website & Microsites SEO &SEM Online ads and sponsorships Social Networking Blogs Mobile Marketing
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Advertising Age Study
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
E-mail Marketing One of the most powerful marketing tools available
The backbone of digital communication
Think about getting “inside the box” and making e-mail more than one-size-fits-all
According to the Forrester Research report entitled “E-Mail Marketing Comes of Age,” 97% of consumers and 94% of marketers are now using e-mail This is an increase from a CMO Magazine study a year ago that stated 72%
of marketers are using e-mail as a marketing channel
According to DMA Interactive, 54% of small businesses surveyed rated e-mail as the top online promotion to drive visitors and customers to their Websites and storefronts
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Website Design
Extension of brand, appeal to audience
Copy Content Scanable, bulleted, include text links Clear calls-to-action “above the fold” Display copy in various sizes
Navigation Intuitive, consistent, everything should be found within a few
clicks Feature internal site search
File Structure Allows you to be found, visible
Naming convention Title tags, META tags, ALT tags, indexing
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
On Line Ads
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Search Engine Marketing Described as “pull marketing” (a.k.a. reverse direct
marketing), where people come looking for you, with a purpose in mind
Multiple-layer methodology within the following search engine marketing (SEM) vehicles: Paid Inclusion Content Feeds
Yahoo! Search Marketing, AltaVista, and Lycos Paid Listings Management
Overture/Yahoo!, Google AdWords, and Find What/MIVA
Natural Search Optimization Google, Yahoo!, and MSN
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Search Engine Marketing
Increases qualified traffic to a Website, landing page, and/or microsite in a short period of time
Provides immediate visibility for short-lived programs such as events, seminars, promotions, and contests
Offers control over placement within search results, and flexibility in pricing and overall marketing spend
Offers the ability to provide Geo and IP address targeting
Supplements natural search efforts
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Social Networks
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
My Space
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Linked in
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Plaxo
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Blogging
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
So We Did
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
MOBILE MARKETING
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Thx 4 being a CB2 cust! New fall catalog arrives this week. View it online@ CB2.com. Cool sofas, office & dining! 4 info call 800.280.8970. 2 Opt-out Reply STOP.
Mobile Marketing:The channel of Preference for ??
MORE TEXT MESSAGES ARE SENT EVERYDAY THAN THERE ARE PEOPLE IN THE WORLD!
1 billion text messages exchanged daily in US 80% of world’s population lives within a cell phone network 73% use mobile instead wristwatch
Always on, always available, everywhere The connector and lifeline to our lives Personal, portable, ubiquitous, trackable
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
DMA Study
Online survey of teens and adults who use mobile phone services in the US
Profile current and potential responders and non-responders to mobile marketing
Assess consumers’ awareness of responsiveness to mobile marketing
24% of the survey respondents had responded to a mobile marketing offer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Overall Attitudes
Few respondents expressed interest in receiving marketing offers sent to their mobile phone (7%), or in viewing videos downloaded (10%).
60% felt text ads were very annoying Majority favored “do not email/message” registry
for mobile phones (67%).
Source: Direct Marketing Association, Mobile Marketing: Consumer Perspectives, 2008 – survey results
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Response to Mobile Offers
Text messages for products or services elicited the highest response rate ─ 70%, followed by Mobile survey participation ─ 41% Mobile email ─ 30% Web offer ─ 22%
Source: Direct Marketing Association, Mobile Marketing: Consumer Perspectives, 2008 – survey results
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Top Response Categories Entertainment 44% Food/Beverage 21% Telecom, Mobile 21% Beauty, Personal Care 15% Automotive, Transportation 12% Computers, Electronics 12% Business Services 12% Vacation, Travel 12% Financial, Insurance 12%
Source: Direct Marketing Association, Mobile Marketing: Consumer Perspectives, 2008 – survey results
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Text Messaging Text messaging is the most widely used data service on the planet
72% of mobile phone users worldwide, or 1.9 billion subscribers in 2006, were active users of text messaging.
In the US there are 200+ million mobile phone users 68% use text, and 44% use it daily/weekly.1
US carrier Verizon set an all time monthly record in June 2007 when 10 billion text messages were sent and received on its network alone.2
1 Mobile Marketing Association, Nov. 20062 Verizon press release, 2006
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Text Messaging
89% of major brands are planning to market via mobile phones by year-end 2008 40% of major brands have already deployed text messaging
campaigns.
More than half of the brands in the next five years are planning to spend 5% to 25% of their total marketing budget on mobile marketing.3
In August 2007, nearly 40 million US consumers received SMS ads ─ 12% responded.4
3 Airwide Solutions, February 20064 M:Metrics, Cracking the Mobile Marketing Code
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Register Receipts
Store signage invites
Include text offer in Print AdsOnline cell phone opt-in
Contests/Promotions
1-800#, Text opt-in
Mobile Marketing is Permission-based and 100% Customer Opt-inWays to Build a Cell Phone Database
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
It’s a Bold New World
Are YOU ready to be the “master direct marketer of the future”?
The future is now!
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Case StudyUSI Affinity