Targeted 1 to 1 Marke-ng
Targeted 1 to 1 Marke-ng 1 to 1 Marke*ng BUILD A 1:1 RELATIONSHIP
Make it -mely, make it relevant, make it personal
Track results Improve marke-ng ROI
Targeted 1 to 1 Marke-ng Why? We Live in a Select or Delete World
Targeted 1 to 1 Marke-ng What is it?
Targe&ng and Customizing your marke-ng with Relevant Messages to start conversa-ons, build rela-onships, increase response and revenue.
Targeted 1 to 1 Marke-ng Why? People Prefer 1 to 1 Sta-c, messages and offers that everyone receives, regardless of individual needs/ interest
17.3%
Highly Targeted 1 to 1 with Personalized with your name and address, but not
much that is unique to your needs/ interests
26.4%
messages and offers that are unique to your needs /interests
56.3%
Targeted 1 to 1 Marke-ng Why? 1 to 1 Communica-ons Improve Profits % Increase REPEAT ORDERS RESPONSE RATE RESPONSE TIME OVERALL REVENUE/PROFIT ORDER SIZE/VALUE
Targeted 1 to 1 Marke-ng Why? 1 to 1 Lowers Cost Per Response Paradigm shi\ … from cost per page
… to cost per response
Interquest study • Response rate +21% • Cost per response –54% • Sales increase +93%
Targeted 1 to 1 Marke-ng Data
Targeted 1 to 1 Marke-ng Data Basics The Rela-onship is in the data Start with the basics and build Consistent Data Hygiene is cri-cal for success Data allows you Work Smarter not Harder!
Targeted 1 to 1 Marke-ng Successful Data Driven Solu*ons Integrate The Right Message ‐ call to ac-on / message and images
based on known informa-on about the recipient.
To the Right Person ‐ target recipients most likely to
purchase.
At the Right Time ‐ such as seasonality and other factors:
Past purchase history including -ming and last items purchased
Targeted 1 to 1 Marke-ng Significant increases are common
Sta-c
Personalized
Highly Relevant
Targeted 1 to 1 Marke-ng Timing can be most cri*cal!
Targeted 1 to 1 Marke-ng Most Common Excuse… “We don’t have enough data” You probably already have sufficient informa-on to be relevant. You need no more informa-on than your best salesperson would need
to have a relevant conversa-on.
For B2B, the name and a -tle can be sufficient. Adding data from a list source can fill in the gaps.
Targeted 1 to 1 Marke-ng Hygiene = Accuracy Hygiene = significant improvements in a database • NCOA alone can improve a file by 3 to 10+%. • Duplicates can easily make up more than 5% of a file • Person no longer employed at company or new hires as much as 5%
Hygiene should be performed before each mailing Hygiene should be performed every 3 to 6 months
Targeted 1 to 1 Marke-ng Data Enhancement Enrich by appending informa-on from third‐party databases: Business Industry / Ver-cal , Company size, Years in Business, Minority Owned Lifestyle / Interests Hobbies and Ac-vi-es: golf, skiing, gardening, own a dog Life Stage In layman’s terms: Gen X, Gen Y, Baby Boomers & Seniors
Targeted 1 to 1 Marke-ng Segmenta*on
Your Target…Blue haired adults
Targeted 1 to 1 Marke-ng Data Drives Segmenta*on
Segmenta-on
Demographics
Targeted 1 to 1 Marke-ng Segmenta*on can get out of Control quickly Single Product Segmenta-on Example ‐ Business services with mul-ple decision makers/influencers.
Targeted 1 to 1 Marke-ng Keep it Simple & Consider an Evolu*onary Path
Stage 1: One‐size‐fits‐all
Stage 2: 3‐5 segments
Stage 3: Add Relevance factors • Repeat Customer vs. new visitor • Geography • Seasonality Ul-mately, you are likely to find 2‐3 relevance factors that give you most of the li\ from targe-ng.
Targeted 1 to 1 Marke-ng Relevance
Targeted 1 to 1 Marke-ng Is Relevant and overused term?
Targeted 1 to 1 Marke-ng Defini*on of Relevant Marke*ng The art and science of understanding your audience so well that you can speak to them in a tone and with informa-on that precisely meets their needs every -me.
Targeted 1 to 1 Marke-ng What do we believe?
Successful companies… are dedicated to understanding their customers as unique individuals, have made the commitment to learn more about them, and will communicate to them based on their preferences with relevant informa-on
Targeted 1 to 1 Marke-ng Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location:
Illinois Brand:
Corvette Model: #4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location:
Illinois Brand:
Corvette Model: #4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location:
Illinois Brand:
Corvette Model: #4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location:
Illinois Brand:
Corvette Model: #4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location:
Illinois Brand:
Corvette Model: #4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location:
Illinois Brand:
Corvette Model: #4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng Art and Science Meet
The combina-on of crea-ve and data to enhance marke-ng into a dynamic communica-on piece.
Customer Profile Name:
Mike Yager Location:
Illinois Brand:
Corvette Model: #4 LeMans Year: 1968 Color:
LeMans Blue
Targeted 1 to 1 Marke-ng How much does it really maUer? Relevance is the single largest lever on response Improve results and revenue by as much as 3 -mes
Targeted 1 to 1 Marke-ng Personaliza*on is NOT Relevance! Personaliza*on is good, but relevance is much, much beUer “John, at Avis we try harder for XYZ corpora-on”. If John is the person in charge of preferred rental car decision making for a pharmaceu*cal company:
“John, Pharmaceu-cal companies like XYZ spend an average of $1.3 million per year on rental car expenses.
In less than 3 minutes, when you visit your personal website you’ll learn the 5 ways Avis’ new program for pharmaceu-cal companies can cut XYZ rental car expenses by 20% annually.”
Targeted 1 to 1 Marke-ng Relevance by Job Title Execu-ve…”grow into new markets & growth strategy” Crea-ve…”for breakthrough marke-ng” Produc-on…”improve results with workflow automa-on” IT / Programmer…Unix, Linux, Java, C++, PHP Engineer…CAD, DMU, CAE, MRO, CNC
Targeted 1 to 1 Marke-ng Speak their language! Jargon is good : Relevant Direct Marke-ng can be specific and speak their language
Less is more: Because you can get very specific you don’t need to include everything and the kitchen sink
Targeted 1 to 1 Marke-ng Triggered Response…the next level Triggered based programs require business rules Good model for Cross & Up selling Customer Loyalty programs Sales data is leveraged Generally the most Relevant as -ming & known informa-on are the core drivers
Targeted 1 to 1 Marke-ng Triggered Response…the next level
Targeted 1 to 1 Marke-ng Triggered Response…Highest Li]
Sta-c
Personalized
Highly Relevant
Targeted 1 to 1 Marke-ng Summary Use 1 to 1 to Build Rela-onships Data is the Central Element Data Hygiene = Accuracy Enhancement from 3rd party lists to fills in the gaps Segmenta-on can get out of control, start simple and evolve Best li\ = 3 to 5 segments with 2 to 3 relevant factors Relevance lets you speak to them like you’re one of them 1 to 1 allows you to Work Smarter rather than harder
CORPORATE HEADQUARTERS W222 N625 Cheaney Drive, Waukesha, WI 53186 • P(262) 521‐1365 • F(262) 521‐3265 • www.scangroup.net