Precision Marketing

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Precision Marketing

• A unified approach to customer acquisition,
  analysis, targeting and delivery of your brand
  family.

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Where do you start?

• Dont let your IT department stop you (Remember,
  Im an IT guy)
• Dont let egos hurt you
• Cross-department teams
• Borderless meetings
• What first Circulation or Advertising

Words of wisdom Start small, but start somewhere!
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Circulation Unified Strategy
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Plan your starting point.

• 1 - Sustainability
• 2 - Sustainability
• 3 - Sustainability

Words of wisdom Just because you can, doesnt
mean you should.
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Plan your starting point.

• Define a course and stick to it
• Mistakes will be made
• Dont assume you can do it all
• Dont assume you cant do it all (done right, you
  can out ADVO ADVO)

Words of wisdom Make this a more than a one
person project.
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The Circulation Database

• Basic
• Addresses for your primary ZIP Codes
• Subscriber/non-subscribers identified
• Phone numbers
• Better
• CDS Certified for entire market
• Subs/Non-subs, FOD, Original Start date, Start
  Source
• PRIZM (or similar)

Words of wisdom CDS is critical, but if you have
to you can start without it.
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The Enhanced Database

• Enhanced Information
• Age
• Children Present
• Dwelling Type
• Language indication
• Delivery Zones
• Loyalty Definitions
• Postal Walk Sequences

• Home Age
• Home Owner/Renter
• Home Value
• Income
• Pool Owner
• Upscale Household
• etc

Words of wisdom He who has the best list wins!
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Analysis Tools

• Basic Tools
• Crystal Reports
• SQL Server (or similar) Data Warehouse
• R-Logic
• Enhanced Tools
• Microsoft Analytical Services (cubes)
• MaaX
• Maax CHAID
• SPSS/Modeling

Words of wisdom Dont buy what youre not ready
to use. The right tool in the wrong hands
does nothing.
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Make some friends

• Postal Service
• Rules
• Addresses
• Speed to the mail slot
• List Providers
• Buy/Rent lists (know the difference)
• Government agencies
• City/County
• Other Newspapers
• Been there, done that.

Words of wisdom NETWORK!
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Form a plan

• Quick overview (circ acquisition) ---
• Where are my customers, where arent my
  customers?
• Concentration of potentials?
• Crewing vs. Direct Mail vs. Sampling
• Test vs. Control group (simple A/B design)
• Versions of mail piece? (tuned to geography)
• Creative approval
• Timing of mail drop (holidays, events)
• Oops, forgot ?????

Words of wisdom Make friends at the Post Office
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Execution of your plan

• Select Targets
• Simple vs. Advanced methods
• Track what is important
• Know what and how to track before you launch
• Stand alone effort vs. a linked effort
• Learn and adjust

Words of wisdom Set aside time between projects
to debrief and adjust.
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Selection basics

• Simple
• Non-Subscribers in selected ZIP Codes
• Advanced
• Non-Subscribers in selected high advertising
  revenue ZIP Codes who show higher indexes for
  subscribing/retaining, who have not participated
  in a previous campaign in the past 91 days, have
  household incomes gt 100,000, own their own home,
  are likely to have school age children, have
  successfully had a telephone number reverse match
  within the past 60 days, are not on the national
  or internal do-not-call list, are not on the DMA
  do not mail list, have not been a subscriber in
  the past 30 days and have not had a prior
  subscription account balance written off in the
  past yeardivide into 16 groups.

Words of wisdom start slow but be mindful of
contacts/year.
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Advanced Campaign Design
Think in terms of linking all events together.
But dont worry if you cant link at first. Get
experience.

• Rotation
• MaaX bands to control sequencing
• Telemarketing link if possible
• Excel for predictions/result reporting
• Microsoft SQL Server to hold onto groups

Words of wisdom Advanced tracking takes IT
expertise and discipline.
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Tracking basics
Just because you can, doesnt mean you should

• Track what is identifiable and describable in
  terms of the segments needs and preferences.
• Track what can be measured, so that the segments
  size and demand potential can be measured.
• Decimal places. Be sure what you track is large
  enough to see.
• And accessible enough to be served at a profit.

Words of wisdom Track to learn not to stifle
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Selection Starting point
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Selection Managed process
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Selection Expenive
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Campaign Delivery

• Carriers
• Direct Mail
• Telemarketing
• E-mail
• Crew/Kiosk
• Sampling/Conversions
• Single copy inserts
• In-paper offers
• subscribe.azcentral.com\p7g1
• Subscription invoices

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Target Grouping Details(Group A)
Cable, Outdoor Groups
Direct Mail, Crew Scripting
Telemarketing, Kiosk Scripting
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Campaign Tracking

• Excel
• Circulation System Standard reports
• MaaX
• R-Logic
• Telemarketing Workstation

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Tracking - Basic
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Tracking - Fancy
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Tracking Over-kill?
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Lifetime Value
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Retention
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Defining Success
Words of wisdom A 0 response rate is not the
end of the world but expensive lesson to avoid
repeating through understanding.
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Database Mistakes you will make

• Thinking it is easy.
• Finding all the addresses
• Priority drift
• Trusting your list vendor
• Not knowing the postal rules
• Thinking IT understands what you want
• Thinking you understand your circulation system
• Thinking you have the Schema right
• Cost. (CDS, Server and Microsoft)

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Direct Mail Mistakes you will make

• 1. The creative will be late.
• 2. The list will be in the wrong format and IT
  will be busy.
• 3. Typos wrong name, phone numbers, wrong
  dates. READ every word.
• 4. The sticky labels wont.
• 5. The inkjet label will smear.
• 6. The walk sequence printed will be backwards
  by the time the piece is bundled.
• 7. The wrong optional endorsement is used
  costing an extra 75c per return
• 8. Youll need to deliver to a ZIP you havent
  CDS Certified.
• 9. Youll find that the Postal Service doesnt
  do CDS from Nov. to Jan.
• 10. The paper stock is under postal spec
  minimums do over!

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Direct Mail Mistakes you will make

• 1. The windows on the envelope are in the
  wrong spot.
• 2. The return envelop wont fit in the special
  carrier envelope designed just for use in this
  mailing.
• 3. Your selection process had an AND instead
  of an OR.
• 4. You forgot to suppress subscribers.
• 5. Youll send it out First-class mail.
• 6. The wrong version of the creative is used (15
  different versions in play).
• 7. The Monday after the drop date is a holiday.
• 8. No one can find the CASS certificate.
• 9. The carrier envelope is too dark the yellow
  looks good, but postal rules.
• 10. Didnt order enough pieces to cover the
  5-10 waste factor.

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The Silver Bullet

• There isnt one.

Words of wisdom In the end everything will be
alrightif it is not alright, it is not the end
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Questions?
greg.bright_at_pni.com 602-444-8226