The%20Right%20Tools%20for%20the%20Job

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The Right Tools for the Job

• Warren A. Hunter
• Chairman CEO
• DMW Worldwide
• Guy Patterson
• Vice President
• USI Affinity

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The Right tools for the Job

• Master carpenter
• Master direct marketer

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The Master Carpenter
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The Master Carpenter
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The Master Carpenter
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The Master Direct Marketer
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The Master Direct Marketer
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The Master Direct Marketer
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The Master Direct Marketer
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The Master Direct Marketer

• Inserts
• FSI
• Magazine
• Billing
• Package
• Ad Packs
• Door hangers

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The Master Direct Marketer

• Billboards
• Bulletins
• 30-sheets
• Transit
• Bus shelters
• Buses
• Trains and platforms
• Mobile
• Stadium/arena
• Cinema
• Airport
• Mall
• In-store
• Events

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The Basic Tools

• Direct Mail
• Creative
• Lists
• DataM/P
• Models
• Print
• Magazines
• Newspapers
• Inserts
• Broadcast Cable
• DRTV
• DR radio
• Out of Home
• Alternate analog media

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The New Tools

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

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Advertising Age Study
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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

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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

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On Line Ads
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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

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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

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Social Networks
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My Space
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facebook
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Linked in
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Plaxo
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Blogging
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So We Did
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MOBILE MARKETING
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Mobile MarketingThe 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 worlds 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

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

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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
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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

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

Source Direct Marketing Association, Mobile
Marketing Consumer Perspectives, 2008 survey
results
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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. 2006 2
Verizon press release, 2006
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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 2006
• 4 MMetrics, Cracking the Mobile Marketing Code

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Mobile Marketing is Permission-based and 100
Customer Opt-inWays to Build a Cell Phone
Database
Contests/Promotions
Include text offer in Print Ads
Online cell phone opt-in
Register Receipts
Store signage invites
1-800, Text opt-in
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Its a Bold New World

• Are YOU ready to be the master direct marketer
  of the future?
• The future is now!

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Case StudyUSI Affinity