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| Home » Events » Past Events » 2009 PODi AppForum » Direct Marketing Track |
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Direct Marketing Track
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| Session Descriptions* for the Direct Marketing Track |
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| This track will provide in-depth information about how to create highly relevant direct marketing communications. Learn about the hottest applications that will drive your business growth. |
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CEOs, Business Owners, Presidents, General Managers, EVPs, VPs, Salespeople, Enterprise marketers and anyone interested in delivering highly relevant communications. |
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Customer Lifecycle Communications:
Connecting the Touchpoints from Cradle to Grave |
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Tues, 11:15 - 12:00 pm |
Identifying where and when a consumer engages with a brand is critical to building relationships and loyalty. The ability to collect deep and actionable data provides the foundation for meaningful communication. Use this information to deliver highly relevant content in a timely manner and chances of connecting the consumer to your brand increases exponentially.
Want to create customers for life and brand advocacy? Learn how a major automotive manufacturer developed the necessary contact strategy, integrated the owner communication process and delivered highly customized data driven owner communications.
Key takeaways include understanding the four communication touch points:
- Handraiser/Web Traffic Inquiry Fulfillment—when a consumer takes time to express interest in a brand by requesting specific vehicle information, a customized brochure consistent with their request is delivered in a timely manner.
- Owner Welcome Kit—purchasing a car is a major investment. A “one size fits all” communication does not resonate with the new car owner and doesn’t deliver on the axiom of “know me and be relevant”. This highly customized welcome kit possesses specific vehicle, dealer and consumer information. Additionally, a loyalty identification card is included to reward consumers for their purchases—another means of knowing the customer, providing valuable communications and building loyalty.
- Parts and Service communications—leveraging data containing mileage, driving habits, dealer information and maintenance schedules, vehicle owners receive highly relevant communications, when they’re needed, to keep their vehicle in top operating condition.
- Repurchase—establishing loyalty and keeping the brand top of mind is critical for repurchase, but knowing when to deploy these trigger communications and populating them with the proper content significantly increases success.
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| Use Cross-media to Maximize Value in Your Direct Marketing |
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Tues, 1:00 - 2:00 pm |
Everyone talks about using cross-media to maximize your direct marketing campaigns. But how does it really work?
Tony will illustrate the ins and outs of a fully integrated, multi-channel direct marketing campaign with highly graphical personalization and precisely targeted cross-media (print, email and Personalized URL) elements. The campaign was produced for Reed Exhibitions’ International Direct Marketing Fair 2008 (IDMF), UK’s largest direct marketing event.
Campaign objectives were to increase unique users of IDMF’s website (Results? A 55% increase) and to use the IDMF’s own marketing to demonstrate the latest and most effective techniques to marketing strategy makers.
If you’re interested in how to derive maximum benefit from limited marketing resources, this is the session for you. You’ll learn how to use precise data segmentation aligned to highly variable graphical options. You’ll also discover how undertaking difficult but prestigious projects can positively impact the service provider’s own marketing profile.
Key Takeaways:
- Learn how to plan a fully integrated cross-media marketing campaign with direct mail, personalized websites and email
- Understand how to design for high graphical impact while maintaining cross-platform flexibility and light payloads for efficient processing and transmission
- Appreciate how to maximize the effectiveness of limited data profiles through maximum segmentation and high levels of variability in content
- Know why it is essential to have very accurate, clean data – quality rather than quantity
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Real-time, Trigger Based Direct Mail
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Tues, 2:00 - 3:00 pm |
Instead of "Batching and Blasting" or “Spraying and Praying” when you need a spike in sales, act efficiently and appropriately when the customer shows interest or intent. The promise of true one-to-one direct mail marketing has finally arrived. It’s direct mail for those that truly want it! There are real advantages to a sales-driven closed loop marketing strategy. By using “real world” sales data to target the right audience who has recently been purchasing or showing interest, it ensures the right message is delivered, reaching them at the most optimal time. It’s where math meets marketing. Also, tying a marketing strategy to sales data allows you to create an ongoing revenue stream for both the client and yourself that makes you indispensible based on extraordinary and measurable ROI.
Jim Lewis of Relationship Marketing will share their experiences in this arena. For Granite City Brewery, Relationship Marketing analyzed their customers' sales transactions over a three year period to create a segmentation model that provides insight into what their customers are likely to buy, and when and what offers should be made. The ongoing communications include surveys on their interests and preferences so Relationship Marketing could deliver exceptionally relevant messages of high value. The initial results are early but it appears Granite City is on track for a 8:1 ROI with potential to go much, much higher.
Tom McDermott will share case studies from Mercedes and others who have successfully implemented this technique.
Key Takeaways
- Find out how to use real-time events and behaviors to automatically trigger relevant, personalized direct mail that’s printed and mailed the next day
- Hear about case studies and successful implementations
- Understand the technology required to produce real-time, event triggered programs
- Discover the investment required in terms of resources and time to get up and running
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| Social Networks, Mobile Devices, Email and Direct Mail. Is this the Future of “Direct Influencing”? |
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Wed, 10:15 - 11:15 am |
This last year has seen a significant rise in the popularity of social networking web sites and communications via text messaging and mobile devices. What does this have to do with direct marketing? In the loyalty marketing space, consumers are increasingly using online and mobile as preferred channels for communications. When consumers are looking to buy, the use of social networks as recommendation engines is on the rise. We'll delve into the details of a great example of how these tools were used by the Obama campaign.
Key Takeaways
- What are the trends that are driving this future?
- How does relevant personalized communications fit into the new channels?
- Where can you find examples of success using emerging media platforms?
- What networks can provide viral messaging platforms for your messages?
- How do you leverage the new channels and directly influence your customers' behavior?
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| Turning IMB and NCOA into Profits T |
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Wed, 11:30 - 12:30 pm |
Two new USPS mandates are creating new profit opportunities for the savvy service provider. Two specific issues being addressed in this presentation are the requirements for the use of the new Intelligent Mail® barcode (IMB) and the National Change Of Address (NCOA) for both first class & standard mail. Both of these have been implemented by the USPS to reduce their processing costs. They both require extra work from the company preparing the mailing, so there is an added expense. But more importantly they have given you a marketing opportunity that you can use to improve the value added service you are offering your customer.
- Today you can already use Confirm® Service and Address Change Service™ with the IMB and when it goes to full service in May of 2009 additional services are possible.
- NCOA is now required (this went into effect Nov. 23, 2009) for all presorted mailings that are first class or standard mailings and you have to have prove that an NCOA matching has been done on any name within the last 95 days. The penalties for failing to comply are substantial.
Knowing how to work with some of these issues will give you a marketing message to bring to your customer that will offer them something to help their bottom line. While there are compliance issues to understand (attend the Pre-conference intensive for details) there is also an opportunity to generate new revenues and reduce costs. In this session we’ll explain how and what the Intelligent Mail® barcode and the NCOA is all about. It will also describe what you need to get started and how you can use it to market to a customer.
Key Takeaways:
- Learn how working with the IMB and NCOA can add value to your business and your customer’s business
- Learn how to create a simple economic analysis of working with the IMB and NCOA to show the customer how this will ultimately reduce costs and increase potential benefits
- Understand the USPS mandates
- What you have to do to be in compliance with NCOA and to start working with the IMB
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Do's and Don'ts for PURLs and Landing Pages  |
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Wed, 1:30 - 2:30 pm |
The power of personalized print combined with the interactivity of online technology has led to a new class of integrated direct marketing solutions that are taking the market by storm. While the number of campaigns with Personalized URLs is rising quickly, the information on best practices remains sketchy.
In this highly interactive session Rab will lead a discussion on what to do and what NOT to do when creating Personalized URLs and Landing Pages. This session will not only rely on the varied experiences of Rab. You and your fellow attendees will be asked to contribute your own stories and experiences as well. The outcome will be a new set of best practices that you can take home and put to immediate use!
Key Takeaways
- Find out how to position Personalized URLs on your direct mail piece for maximum response
- You’ll learn if the positioning of the name within a Personalized URL makes a difference
- Get guidelines for critical elements in every landing page
- Get tips on how to test for failure
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| Direct Marketing: Taking the Next Steps |
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In this interactive wrap-up session, Track Chair, Laurie Beasley, and your peers in the Direct Marketing track will help you decide what to focus on as you implement the most important ideas from these sessions.
* Note: Speakers & Session descriptions are subject to change
T Sessions identified with this icon contain content focused on Technology
Sessions identified with this icon will be based on audience participation |
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