DM on stage presentation Proximity BBDO London
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Transcript of DM on stage presentation Proximity BBDO London
Direct mail, digital
and social media.
The Old Sales Funnel 1898
Leads: Awareness
Visitors: Consideration
Prospects: Purchase
Customers: Loyalty
Above the line
Below the line
FEW
MANY
Customer Journeys: Digital moves direct to the high table of marketing.
Trigger events
Research
Share
Shop and purchase
Usage
XX
The only media space no 21st century
marketing plan can succeed without …
Digital and direct.
Direct is not a medium. It’s a marketing discipline. It was pioneered back in 1967. It generated £205 billion in sales in 2010. And it has bucked the advertising decline with spend rising as we head into 2012.*
* IPA Bellwether Report, October 2011
Back to those 20th century textbooks … What differentiates direct as a discipline? 1. Can be deployed using any medium 2. Timed to target the highest propensity to respond 3. Addresses the customer directly 4. Contains a personalised message 5. Conveys a call to action 6. Drives to a response channel 7. Is trackable and measurable 8. Can be developed longitudinally to deliver lifetime value
Digital is not a medium. It’s a revolution. It’s an era. It’s a philosophy. It’s a technological shift. It’s a lifestyle. It’s a social organising principle. It’s a way of conducting business. It’s a new way to create value in the 21st century.
Digital gives direct exponential power to change behaviour in a social era. Here’s how …
C21st direct #1:
With 50 years’ experience in driving two-way dialogue, direct can give you the power to talk not just ‘one to one’
but ‘one to one to the world’.
C21st direct #2:
Direct conversations mean you can create brand campaigns that tap into
a customers’ higher purpose and deliver something of real value.
C21st direct #3:
With the proliferation of media, you can invite customers to directly participate wherever they’re most comfortable:
online, offline and/or in the real world.
C21st direct #4:
Now that you can talk directly to your
customers in real-time, your
brand can be there when it’s most useful or entertaining – and its content and value can adapt as their lives, needs, even moods, change.
C21st direct #5:
As people become empowered, you can invite them to participate
directly in co-creating experiences, communications,
even products and services, so that your brand becomes their brand.
C21st direct #6:
By identifying, empowering and rewarding social influencers, you can help to build self-directed brand
communities to future-proof
your clients’ business.
C21st direct #7:
Intimacy. Memorable moments. Personalisation and value.
Direct then … Direct now … Engagement Participating
Directing Connecting
Channels Experiences
Messages Content
Big promises
Intimate gestures
Explaining
Discovering
Markets
Communities
Business value Business and social value
Social Deepen relationship
Identify stage of purchase journey
DM Create tangible nudges along
the purchase journey
Social Identify and engage high value prospects
DM
121 and 1tofew using DM to prompt for action
Online business
Offline business
Impulse
Purchase Planned
Purchase
Need
Create or deepen relationship and
identify stage of purchase journey
Need
Encourage prospects to switch or
increase loyalty
Social Capture data
DM
Drive trial and engender buying habits through coupons and sampling
Social Awareness
Identify influencers Engagement and conversation
DM
Stimulate debate Surprise and reward loyal
customers to stimulate advocacy and conversations
Social Awareness
Identify influencers Engagement and conversation
DM
Stimulate debate Surprise and reward loyal
customers to stimulate advocacy and conversations
Social Deepen relationship
Identify stage of purchase journey
DM Create tangible nudges along
the purchase journey
Social Identify and engage high value prospects
DM
121 and 1tofew using DM to prompt for action
Online business
Offline business
Impulse
Purchase Planned
Purchase
Need
Create or deepen relationship and
identify stage of purchase journey
Need
Encourage prospects to switch or
increase loyalty
Social Capture data
DM
Drive trial and engender buying habits through coupons and sampling
Social Awareness
Identify influencers Engagement and conversation
DM
Stimulate debate Surprise and reward loyal
customers to stimulate advocacy and conversations
Social Deepen relationship
Identify stage of purchase journey
DM Create tangible nudges along
the purchase journey
Social Identify and engage high value prospects
DM
121 and 1tofew using DM to prompt for action
Online business
Offline business
Impulse
Purchase Planned
Purchase
Need
Create or deepen relationship and
identify stage of purchase journey
Need
Encourage prospects to switch or
increase loyalty
Social Capture data
DM
Drive trial and engender buying habits through coupons and sampling
Social Deepen relationship
Identify stage of purchase journey
DM Create tangible nudges along
the purchase journey
Social Identify and engage high value prospects
DM
121 and 1tofew using DM to prompt action
Online business
Offline business
Impulse
Purchase Planned
Purchase
Need
Create or deepen relationship and
identify stage of purchase journey
Need
Encourage prospects to switch or
increase loyalty
Social Awareness
Identify influencers Engagement and conversation
DM
Stimulate debate Surprise and reward loyal
customers to stimulate advocacy and conversations
Social Capture data
DM
Drive trial and engender buying habits through coupons and sampling
Social Deepen relationship
Identify stage of purchase journey
DM Create tangible nudges along
the purchase journey
Social Identify and engage high value prospects
DM
121 and 1tofew using DM to prompt for action
Online business
Offline business
Impulse
Purchase Planned
Purchase
Need
Create or deepen relationship and
identify stage of purchase journey
Need
Encourage prospects to switch or
increase loyalty
Social Awareness
Identify influencers Engagement and conversation
DM
Stimulate debate Surprise and reward loyal
customers to stimulate advocacy and conversations
Social Capture data
DM
Drive trial and engender buying habits through coupons and sampling
Challenges to making the work
Planning. Planning. Planning.
Business case.
Framework.
Timeline.
Eco system.
Dramatisation.
Plan to use direct if you plan on doing this:
Making brands more valuable to people
Share
Making people more valuable to brands
Thank you.