Where is the value in Direct Marketing?Direct Marketing?

Tony HodgsonTony HodgsonTechnical Director

Lorien UniqueLorien Unique

About Lorien Unique

• Dynamic content marketing specialists

• We increase the relevance, effectiveness and impact of clients’ , pmarketing campaigns using technology, data and know-how

• Winner of PrintWeek Awards 2007 Digital Printer of the Year

• Graphically rich, high impact, cross-media direct marketing through highest quality personalised digital colour print, web and email

• Technologies used include HP Indigo presses, Direct Smile and XMPie personalisation software

Case Study: IDMF ‘08

• The International Direct Marketing Fair visitor marketing campaign

• Objectives– To generate more users year on year to its website: www.idmf.co.uk– To raise the brand profile of the IDMF and its market credibility

• StrategyStrategy– Use the IDMF’s own marketing to demonstrate the latest and most

effective techniques and applications available to direct marketeers– Provide insight into what recipients would find at the exhibition

• Method– High impact e-mail, direct mail and dynamic, personalised micro web

sites with a precisely targeted message to each recipient

Visual concept - a Comic

Target audience

• 70,000 strategy makers and decision takers in direct marketing, data, customer management and research

• Data– Sourced from combination of IDMF internal database and partnerships

with exhibiting data providers with a simple focus:

– Salutation, first and last name, job title, company name, address– Relationship with IDMF: attended before, registered but not attended etc

– Used for precisely targeted message content

– Vital that it was thoroughly cleaned and accurately segmented

Relevance of message and medium

• Multiple levels of segmentation used to trigger graphical variations:

– Industry sector, location, gender– Previous visitor or exhibitorPrevious visitor or exhibitor– Previously registered, but not attended– New prospect

• Combinations resulted in 30 different variations of visual graphic• Combinations resulted in 30 different variations of visual graphic

• 4 waves of communication

– Email with link to personalised web site– Email with link to personalised web site– Direct mail with call to action to visit personalised web site

– Responses tracked in real-time and email and DM repeated to non-respondents

Email

Personalised dynamic web site

DirectM ilMail

8pp A5Booklet

Results

• Email response rate: 44%

• Direct mail response rate: 9%p

• Year-on-year unique visitors to IDMF ‘08 web site: up 55%

• Increased brand profile and credibility– Over 100 complimentary testimonials sent to IDMF within first hour of

initial email landing

– “fantastic”, “brilliantly executed”, “really eye-catching”, “a real winner”, “data clean as a whistle”, “best piece of show mailing I’ve seen”...

So where is the value in Direct Marketing?

• Make the most of limited data

• Ensure it is well-cleaned

• Segment it carefully• Segment it carefully

• Create a richly crafted message to a precisely targeted recipient

• Use multiple touch points: print, web, email, mobile

• Track responses in real-time to dynamically trigger next wave

• Define clear, measurable objectives

• Measure the results and champion them through case studies• Measure the results and champion them through case studies

• Set higher targets for next time and continuously improve

Thanks for listening

tony hodgson@lorien co uktony.hodgson@lorien.co.uk