Marketing Plans That Deliver

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Marketing Plans That Deliver!
Susan SheridanSr. V.P. Marketing, ACCPAC
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Hot new marketing trends

• General Ledgers are cool!
• The whole back office is cool!
• Accountants are going to jail!

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Brand Marketing andDirect Marketing
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Brand Marketing

• Brand is a proxy for a set of experiences you
  dont want to have to request when you buy.
• Nordstrom vs. Macys
• Southwest vs. Delta

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Signs that you need brand marketing

• No bluebirds
• Cant sell up market
• Minimal RFPs

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Brand is owning a piece of their mind
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How memory works

• of impressions / frequency
• simplicity of the information
• unusualness of information

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Read the color

• Blue
• Purple
• Pink

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Frequency

• vs. time
• Make every impression count!

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Packages, Logos Then
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Logos, Brochures - Now
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Product Packages - Now
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Partner Communications
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Brand Marketing

• Logo, stationery, id
• Website
• Publicity
• Press releases
• Speaking opportunities

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Brand Marketing Checklist

• Love your logo
• Dont change without good reason
• Corporate brochure
• One publicity activity per quarter
• Frequency is your goal!

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General Electric
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Ford Motor Company
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Mercury
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Aston Martin
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Brand Marketing Checklist

• Love your logo
• Dont change without good reason
• Corporate brochure
• One publicity activity per quarter
• Frequency is your goal!

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Direct Marketing
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Direct Marketing

• Direct marketing asks the prospect to respond.
• Goal find the prospects most likely to buy.
• Different from brand marketing
• Ask for response
• Easily measurable

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Signs that you need direct marketing

• gt75 of your sales come from referrals
• Living off the installed base
• Feeling desperate to close leads
• Getting into the sales cycle too late

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Direct Marketing Activities

• Email
• Direct Mail
• Seminars
• Newsletter
• Telemarketing

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What do you know about the customer?

• They dont care about you.
• They dont care about your company.
• They dont care about your product.
• They might care about their company.
• They only care about themselves.

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Why do people respond?

• Greed
• Guilt
• Anger
• Fear
• Exclusivity

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Direct Marketing Components

• List
• First impression
• Headline
• Offer
• The copy and PS/pointer
• Response mechanism

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Direct Marketing The List

• The List accounts for approx 30 of your result!
• The warmer, the better
• Direct response lists are better than compiled
• Compiled industry are better than compiled broad

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Direct MarketingThe 1st Impression
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Direct Marketing Headlines

• Accounts for 30 of your result
• Reader self-interest
• Write 20 before you choose one
• Heres
• Now you can
• This
• Finally!

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Strategy The offer

• Delay denial
• The offer is the reason to respond now
• Offer checklist
• Valuable
• Relevant
• Where do you mention the offer?

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Direct Marketing Copy

• In medias res
• Make claims
• Support the claims with facts
• The more you tell, the more you sell

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Direct MarketingMeasure Test

• Only testing tells you what works.
• Focus groups to develop direct marketing are a
  waste of time.
• Testing protects you from the ignorant yet
  powerful.

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Rules for Design

• Dont Use Initial Caps
• Dont use reversed type
• DONT USE ALL CAPS
• In the U.S. dont use san-serif typefaces
• No gee-gaws, jimcracks, squiggles, whirlygigs or
  thingys
• Everything on the page should be there for a
  reason.

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Initial Caps
Initial capital letters are very hard to read,
which isnt always obvious, because we so rarely
encounter them in the standard text found in
books, newspapers and other common editorial
vehicles. But when you compare the ease and speed
with which you can read normal type to what
happens when you encounter initial caps, You
Begin To See How Much It Slows You Down And Makes
Reading Tiring And Tedious.
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The future of better business
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The future of better business
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The future of better business
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Using Illustrations

• Product in use
• Product
• Peoples faces
• Graphs, charts
• Captions

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Direct Mail Checklist

• Never mail without an offer
• Begin building a house list
• One email test per quarter
• Add two offers to your newsletter

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Marketing is different this year

• Accounting is important
• Y2K was a long time ago
• New hands-free programs
• Marketing spending is down