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Good morning

Good morning. Pieter C. van den Busken Executive Chairman InterDirect Network Active in 46 countries. International Network of Independent Direct Marketing Agencies. Our InterDirect member in Romania: MH Media Solutions Bucharest. Subjects of today:. Where did DM come from and why?

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Good morning

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  1. Good morning

  2. Pieter C. van den Busken Executive Chairman InterDirect Network Active in 46 countries

  3. International Network of Independent Direct Marketing Agencies

  4. Our InterDirect member in Romania: MH Media Solutions Bucharest

  5. Subjects of today: • Where did DM come from and why? • A look at our Marketing • Communication World of today. • DM: is that all there is? • Why a Multi-Channel approach?

  6. Where did DM come from?and why?

  7. Marketing was an easy job.

  8. One-to-one marketing.

  9. Mass Production.

  10. Producers created names and brands.

  11. Advertising was very much oriented to the message about brand and product, very low focused on reaching specific customer profiles.

  12. Doubts about the effectiveness of mass marketing and advertising.

  13. General advertisingto mass markets.

  14. Selective marketing and communications. Selective Mass

  15. Client and database driven direct communications.

  16. Lifetime value of a customer relationship.

  17. Continuing process of finding prospects, making them customers and keeping these customers. Direct Marketing is NOT a tactic, it is a strategy.

  18. It is all about putting the customer in the center of all your marketing activities and marketing mentality. 18

  19. How to handle the complex world of marketing communications today.Is it a problem or a challenge?

  20. For the advertisers (the “Senders”): • Chaos • Complex • Untransparent • New Media/Channels • New Techniques • Constantly changing • behaviour of consumers

  21. For the consumers (the “Receivers”): A 24/7 daily bombardment of impressions, everywhere, always! • more messages via • existing communication • channels • via more and new • communication channels • via more and new • (e- and mobile) techniques

  22. faster and faster changing, • quicker and shorter “flashing” messages • fragmentation in content of the messages by • continuously changes in concept, visuals • and copy to get attention

  23. What is happening? • Consumer is King: “I decide, NOT you!” • Disloyalty to companies and brands • Big decrease of the impact and use • of “traditional” media, like TV, • newspapers and outdoor • Strong increase of the impact • and the use of the new media • and techniques (interactive e- and mobile • communications)

  24. Wake up! If you don’t, you’ll die in marketing. What’s the Big Change in our Marketing Communications World?

  25. The traditional MarCom stream from the “Sender” to the “Receiver” is turning around! The “Receiver” is now the “Searcher” and the “Sender” has the new role of the “Receiver”. Waiting and hoping to be found by the “Searcher”. Sender Reciever

  26. How did our Marketing Communication world looked like 15 years ago? Print adver- tising Instore Etc. RTV DM Outdoor

  27. And how 5 to 10 years ago? Print adver- tising Instore RTV Outdoor DM

  28. And how is it today? The WEB is the Winner! More than 80% of all marketers in Holland consider the web as the center of all their marketing communications! Print adver- tising Instore RTV DM E-media Outdoor

  29. What is the effect to us as marketers? Our Target Group takes the lead and action in marketing communications and… Protect and try to hide themselves from other “unasked” MarCom impulses. (Do not call, mail, e-mail, etc. lists) Sender Reciever

  30. Is this a problem or a challenge? It’s up to us how to tackle this.

  31. We have to be smarter: • in finding a new style of marketing communication: • from “hard selling” to “friendly positive information”. • (From a friend to a friend) • in placing our messages in the right context • through the right channels on the right time • to the right individuals. • (Fine tuning data, media, timing and messages)

  32. We have to be smarter: • in building an ongoing “dialogue” with our target individuals, • from the first contact to a long lasting relationship. • (From 1 “shot, one way” to • “continuous, two way” communications. • in being innovative, surprising and attractive • and creative in the way we bring our messages. • ( From boring “Buy or I shoot” to • “Selling by entertainment”)

  33. BiologicaAdopt a chicken

  34. Case • This foundation promotes • biological agriculture and: • needs donors for the foundation • Sell more eggs from biological chickens • Store traffic to 230 biological food stores • More donors for the foundation. Target:

  35. Campaign: • Consumers can adopt a biological chicken in 3 ways: • Adopt a chicken for one year. • The "Chicken-Gift", a present to other people to adopt a chicken for a half year. • "Chicken-and Egg" bankaccount at the green Triodos bank • No interest from your money, but you get biogical EGGS, for 5 years. • Adoptants/attendents are automatically donors of the foundation

  36. Results: Target: 17.500 donors Result: 32.000 Sales of biological eggs + 27%

  37. Multikabel • Homework for schools • Case: • Multikabel is a Dutch supplier of internet connection on a glassfiber network, targeted to schools. • Their competitor NL Tree was the monopolist in Holland till 2005.

  38. Target: Generate contacts with schools Sell contracts to schools.

  39. Campaign: Multikabel sent 2 mailings in the size and format of a classical school exercise-book. The text was hand written. In the first mailing they explained the offer and offered a discount if the school replied for the deadline.

  40. If people did NOT reply before the deadline they received an exercise-book with 20 lines with the same text as a"punishment" for not responding on time.

  41. Results: First Mailings sent: 600 Contracts: 50 Second reminder mailing sent: 500 Contracts: 119

  42. Mini • NOT for sale! • How to create more new, refreshing ideas to promote the whole year through the Mini cars.

  43. Target(s): Generate leads to Mini dealers Commitment/Involvement of Mini owners

  44. Campaign: All Mini owners received an email, with the message: print the poster "This Mini Is Not for Sale. Go to the Mini dealer and buy one yourself”. Mini owners and Mini dealers were requested to make a photo of the poster on the car or showroom windows and send the photo to the "Mini action website" Senders had the chance to win a prize.

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