The Right Tools for the Job

Sixth Annual Insurance Direct Marketing Forum 2008: Tools for SuccessSixth Annual Insurance Direct Marketing Forum 2008: Tools for Success

The Right Tools for the JobWarren A. Hunter

Chairman & CEODMW Worldwide

Guy PattersonVice PresidentUSI Affinity


The Right tools for the Job

Master carpenter Master direct marketer


The Master Carpenter


The Master Direct Marketer


The Master Direct Marketer Inserts

FSI Magazine Billing Package Ad Packs

Door hangers


Billboards Bulletins 30-sheets

Transit Bus shelters Buses Trains and platforms

Mobile Stadium/arena Cinema Airport Mall In-store Events

The Master Direct Marketer


The Basic Tools Direct Mail

Creative Lists Data:M/P Models

Print Magazines Newspapers

Inserts Broadcast & Cable

DRTV DR radio

Out of Home Alternate “analog” media


The New Tools

Email (or is it now a Basic tool?) Website & Microsites SEO &SEM Online ads and sponsorships Social Networking Blogs Mobile Marketing


Advertising Age Study


E-mail Marketing One of the most powerful marketing tools available

The backbone of digital communication

Think about getting “inside the box” and making e-mail more than one-size-fits-all

According to the Forrester Research report entitled “E-Mail Marketing Comes of Age,” 97% of consumers and 94% of marketers are now using e-mail This is an increase from a CMO Magazine study a year ago that stated 72%

of marketers are using e-mail as a marketing channel

According to DMA Interactive, 54% of small businesses surveyed rated e-mail as the top online promotion to drive visitors and customers to their Websites and storefronts


The Website Design

Extension of brand, appeal to audience

Copy Content Scanable, bulleted, include text links Clear calls-to-action “above the fold” Display copy in various sizes

Navigation Intuitive, consistent, everything should be found within a few

clicks Feature internal site search

File Structure Allows you to be found, visible

Naming convention Title tags, META tags, ALT tags, indexing


On Line Ads


Search Engine Marketing Described as “pull marketing” (a.k.a. reverse direct

marketing), where people come looking for you, with a purpose in mind

Multiple-layer methodology within the following search engine marketing (SEM) vehicles: Paid Inclusion Content Feeds

Yahoo! Search Marketing, AltaVista, and Lycos Paid Listings Management

Overture/Yahoo!, Google AdWords, and Find What/MIVA

Natural Search Optimization Google, Yahoo!, and MSN


Search Engine Marketing

Increases qualified traffic to a Website, landing page, and/or microsite in a short period of time

Provides immediate visibility for short-lived programs such as events, seminars, promotions, and contests

Offers control over placement within search results, and flexibility in pricing and overall marketing spend

Offers the ability to provide Geo and IP address targeting

Supplements natural search efforts


Social Networks


My Space


facebook


Linked in


Plaxo


Blogging


So We Did


MOBILE MARKETING


Thx 4 being a CB2 cust! New fall catalog arrives this week. View it online@ CB2.com. Cool sofas, office & dining! 4 info call 800.280.8970. 2 Opt-out Reply STOP.

Mobile Marketing:The channel of Preference for ??

MORE TEXT MESSAGES ARE SENT EVERYDAY THAN THERE ARE PEOPLE IN THE WORLD!

1 billion text messages exchanged daily in US 80% of world’s population lives within a cell phone network 73% use mobile instead wristwatch

Always on, always available, everywhere The connector and lifeline to our lives Personal, portable, ubiquitous, trackable


DMA Study

Online survey of teens and adults who use mobile phone services in the US

Profile current and potential responders and non-responders to mobile marketing

Assess consumers’ awareness of responsiveness to mobile marketing

24% of the survey respondents had responded to a mobile marketing offer


Overall Attitudes

Few respondents expressed interest in receiving marketing offers sent to their mobile phone (7%), or in viewing videos downloaded (10%).

60% felt text ads were very annoying Majority favored “do not email/message” registry

for mobile phones (67%).

Source: Direct Marketing Association, Mobile Marketing: Consumer Perspectives, 2008 – survey results


Response to Mobile Offers

Text messages for products or services elicited the highest response rate ─ 70%, followed by Mobile survey participation ─ 41% Mobile email ─ 30% Web offer ─ 22%



Top Response Categories Entertainment 44% Food/Beverage 21% Telecom, Mobile 21% Beauty, Personal Care 15% Automotive, Transportation 12% Computers, Electronics 12% Business Services 12% Vacation, Travel 12% Financial, Insurance 12%



Text Messaging Text messaging is the most widely used data service on the planet

72% of mobile phone users worldwide, or 1.9 billion subscribers in 2006, were active users of text messaging.

In the US there are 200+ million mobile phone users 68% use text, and 44% use it daily/weekly.1

US carrier Verizon set an all time monthly record in June 2007 when 10 billion text messages were sent and received on its network alone.2

1 Mobile Marketing Association, Nov. 20062 Verizon press release, 2006


Text Messaging

89% of major brands are planning to market via mobile phones by year-end 2008 40% of major brands have already deployed text messaging

campaigns.

More than half of the brands in the next five years are planning to spend 5% to 25% of their total marketing budget on mobile marketing.3

In August 2007, nearly 40 million US consumers received SMS ads ─ 12% responded.4

3 Airwide Solutions, February 20064 M:Metrics, Cracking the Mobile Marketing Code


Register Receipts

Store signage invites

Include text offer in Print AdsOnline cell phone opt-in

Contests/Promotions

1-800#, Text opt-in

Mobile Marketing is Permission-based and 100% Customer Opt-inWays to Build a Cell Phone Database


It’s a Bold New World

Are YOU ready to be the “master direct marketer of the future”?

The future is now!


Case StudyUSI Affinity

The Right Tools for the Job

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