The 2800% Solution

The King Has No Clothes OnAdmit that many online marketing tactics are

letting us down

Conversion to a Transaction is the Measure

Use New Digital Interaction to Unify Your Online Information with Offline Engagement.

What are we measuring now? Are we chasing after shiny objects?Email

Opens and Click-Throughs

Social MediaLikes, Follows, Engagement

Search EngineKeyword, PPC, etc.

Conversion to Sales

Conversion to sales is the only measure that counts – 0.03%

75% of people report

ignoring

75% of their email

What do you believe about Fan Page posts? Among Small

Business OwnersOver 80% spend more money year-over-year on Social Media tactics.

Asked if they see a return from those activities 61% responded “no”.

Source: Manta April 2013

Conversion to Sales Here?

Hol

iday

E-C

omm

erce

Tra

ffic

(% S

hare

)

34%

25%

40%

2%

Direct to WebsiteSearchSocial MediaOther Websites

Hol

iday

E-C

omm

erce

Tra

ffic

(% S

hare

)

Search

34%Other Websites

25%

Direct Website

40%Social Media 2%

Facebook Likes Twitter Follows

Email List (clean) People Around You

The Majority of Your Prospects Are Not On Your Lists.

Postal Patron Attitudes and Inclinations

62% read it at least half the time

35% prefer mail from local businesses

29% look for visually appealing mail

Surprising Fact #1 - Attraction

Postal Patron Attitudes and Inclinations

75% of Digital Generation buy because of product introduction

59% likely to purchase based on direct mail offers

Surprising Fact #2 - Buy

Only 13% said they are more likely to make purchases based on email offers rather than direct mail offers. 38% said it makes no difference – they are just as likely to make purchases based on direct mail, as they are to do so based on email. And 28% said they never make purchases based on direct mail or email messages.

Postal Patron Attitudes and Inclinations

96% glance at items and look for interesting things that fit their lifestyle.

Surprising Fact #3

Direct mail:• Leaves a deeper footprint on the brain• Generates more activity suggesting that

the information is more “real” and is better connected to memory

• Attaches the brain to the material emotionally

• Is internalized by emotional engagement and greater focus.

“. . . individuals were relating information to their own thoughts and feelings” which aids motivation.

Neuroscience & Direct Mail

“The research strongly suggests that greater emotional processing is facilitated by the physical material than by the virtual. The ‘real’ experience that the physical media provides means it’s better at becoming part of memory.”MillwardBrown: Case Study Understanding Direct Mail with Neuroscience

Mobile has become the heart of advertising and is in close proximity to the user

The briolink app – Interacting with People, leading to Online Information

“I was not going to spend one more dollar on advertising this year, but this is too valuable to pass up. It’s affordable and effective.”

Interact Magazine is the Direct Mailer sent into areas by Zip Code. We’re Keeping it Local.