Interactive One-to-One Direct Marketing in the USA “It is not the Strongest of the species that survives, nor the Most Intelligent, but the one most responsive to CHANGE.” Charles Darwin The Future of Direct Marketing • Extraordinary Companies • Massive Amounts of Technology The Future of Direct Marketing • Advertising is Changing • A new theme “Simple is Useful” • Sophisticated Centralized Databases • The Future Web- No Business is safe • Where Relevance meets Intelligence The Future of Direct Marketing • Retention, Reactivation, Acquisition • Execution (collective) • Tracking and Testing • ROI • Integration Future of Direct Marketing • Combining Intelligent Customer Data with Visionary Marketing Plans Technology Sees Things Differently DME Capabilities • 17-acre Florida complex • 700 employees / over 20 departments • 200,000 square ft. of office and warehouse space • Total In-House Marketing Solutions Creative Development Offset and Variable Laser Printing Live Call Center Green Screen Video Studio with Live Webcast Ability Internet Applications Visions & Strategy •Learn More About Jack Schmidt • Surveys • Telephony • Database Information •Connect Jack with the Client • Personalization • Integrated Cross-Media •One-to-One Marketing Building a $100 Million Company • Select the right customers and build verticals. • Programs - that offer Recurring Revenue Models • Find the best resources (production, software, people) Focus your resources • Make your place of business your most potent marketing weapon. • Be the best place to work in the county. • Do not bore your Customers or Staff. • Focus on Sales Growth Building a $100 Million Company • Support Internal Entrepreneurs (innovators) • Reward Sweaters • Embrace New Technologies • Spend the Dollars you Make on Expansion • Make your Leadership accessible and visible • Eliminate Bottlenecks specially at the top • The CEO should do what they do BEST • Be Proactive • Be responsive to Change How DME Operates • Makes sure the employees are happy • Friendly, casual environment • Offers full-circuit gym with full-time trainer • Indoor and out door basketball court • Beauty Salon • On-site Commissary w/delivery • DME grows employee loyalty the same way we help our clients grow their customer loyalty – through one-to-one interaction DME – Key to Success • DME doesn’t Advertise DME – Key to Success • Your Market • Can you Track Your Results and ROI • How do they Respond- CTP • Web, Phone, Front Door • What are you trying to accomplish. (3) • Think and then Think Again- Its all Fundamentals Future of Direct Marketing • Variability and Trackability • Increased Reliance on Automated Programs • Lightning fast Programming is Key • Programmers Take on Increased Role Employee Comparison Chart 25 Employees 45 Employees 75 Employees 121 Employees = # employees dedicated to programming/interactive design DME Studios DME has added a full video studio on campus – including virtual set creation and live-to-web broadcast! Not Just Direct Mail “Live” Call Center • Key to interactive marketing • Inbound and Outbound Calls • Open-ended questions allow the customer to drive the direction of the call • Preparing all possible responses in advance allows for concise data reporting Marketing Intelligence Marketing Intelligence Customer Interview • What are we trying to accomplish? Retention, Acquisition, Reactivation • How will we communicate? Channels • How will we handle Initial Response? (CTPts) Web, Phone, Front Door • How will we follow up on hot leads and when? • Can we track results? (ROI) • Can we identify successful formulas? • Is there low hanging fruit? If so get it. Toyota & TMS • Increase parts and service revenue for Toyota Dealerships. We do it better than the dealership • Maximize return on DM investment 2005 (65:1) • Help them build relationships with their customers • Retain customers and support the purchase to repurchase cycle. 36 months • Acquire new customers for the sales dept. Ask yourself the following: • Do you know how much it costs to acquire a new customer? • Do you have any unprofitable customers that you can admit to? • Do you make decisions based on the average customer? • Can you think of yourself as one of your own customers? • Are you on a constant crusade to get customer feedback? • Do you know on a monthly basis the ratio of new customers to lost customers? INTEGRATED PERSONALIZED MARKETING with TRACKABLE RESULTS Personal URLS Personalized web pages created specifically for every individual in your target list. Which is Better? This? Or This? Personal URLS Reporting Surveys & Responses Personal URLS Personal URLs CD-ROM and ON-DEMAND WEB EXAMPLE RESULTS MAIL FILE: 632,712 Response to IVR and Web: 37,901 Response Rate: 6% Appointments Set: 11,851 Appointment % to Calls: 31% Appointment Ratio to Mail File: 1.9% CD ACTIVITY CD Login Attempts: 51,937 Rate: 8.2% Unique Personal On-Demand hits: 23,474 % of CD Logins: 45% DME Tracking Systems • Call IQ (Ad Tracking) • Red Rocket Systems (DMS Tracking) • PerfectCall (Voice Broadcast • Perfect Survey (IVR, Web) • DealerPower (Call Center) • Seminar RSVP (Seminar) • Datapex (PURL-Trak) Integrated Campaigns AUTONATION Integrated Campaigns AUTONATION Integrated Campaigns Toyota (SET) Campaign of the Month Integrated Campaigns MICROSOFT Integrated Campaigns DIAMOND TOURS Integrated Campaigns XMPIE DME Goals • We do not want to be the “Best of the Best”, we want to be the only ones who do what we do in our industry. • A whole different way to make money for our customers. • Associate with the Best Strategic Partners • We do not want to “Just Serve Customers” we want to provide an experience. Help them see a whole different way of doing something great. Closing Statements • Treat your customer campaigns like they were your own • Be Anti Static • Never advertise if you cannot track it • Think of yourself as the Customer • Never stop testing for new formulas • Read what you print for customers. It’s an opportunity • Be Proactive and prepared to act now • Be the best place to work and hire talent not employees. What you will need to win in the future • Big, immense changes. • Doesn’t play it safe • Delivers an experience • Knocks your socks off • Tracks everything • Uses all your available resources • Tests everything • Promotes risk takers • Is Toyota lean • Connects multiple databases that speak to each other View Your Live Personal URL customerfirst06.com/First.Last Know Your Customer. Earn Their Business.
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