Direct mail, digital

and social media.

The Old Sales Funnel 1898

Leads: Awareness

Visitors: Consideration

Prospects: Purchase

Customers: Loyalty

Above the line

Below the line

FEW

MANY

Customer Journeys: Digital moves direct to the high table of marketing.

Trigger events

Research

Share

Shop and purchase

Usage

XX

The only media space no 21st century

marketing plan can succeed without …

Digital and direct.

Direct is not a medium. It’s a marketing discipline. It was pioneered back in 1967. It generated £205 billion in sales in 2010. And it has bucked the advertising decline with spend rising as we head into 2012.*

* IPA Bellwether Report, October 2011

Back to those 20th century textbooks … What differentiates direct as a discipline? 1. Can be deployed using any medium 2. Timed to target the highest propensity to respond 3. Addresses the customer directly 4. Contains a personalised message 5. Conveys a call to action 6. Drives to a response channel 7. Is trackable and measurable 8. Can be developed longitudinally to deliver lifetime value

Digital is not a medium. It’s a revolution. It’s an era. It’s a philosophy. It’s a technological shift. It’s a lifestyle. It’s a social organising principle. It’s a way of conducting business. It’s a new way to create value in the 21st century.

Digital gives direct exponential power to change behaviour in a social era. Here’s how …

C21st direct #1:

With 50 years’ experience in driving two-way dialogue, direct can give you the power to talk not just ‘one to one’

but ‘one to one to the world’.

C21st direct #2:

Direct conversations mean you can create brand campaigns that tap into

a customers’ higher purpose and deliver something of real value.

C21st direct #3:

With the proliferation of media, you can invite customers to directly participate wherever they’re most comfortable:

online, offline and/or in the real world.

C21st direct #4:

Now that you can talk directly to your

customers in real-time, your

brand can be there when it’s most useful or entertaining – and its content and value can adapt as their lives, needs, even moods, change.

C21st direct #5:

As people become empowered, you can invite them to participate

directly in co-creating experiences, communications,

even products and services, so that your brand becomes their brand.

C21st direct #6:

By identifying, empowering and rewarding social influencers, you can help to build self-directed brand

communities to future-proof

your clients’ business.

C21st direct #7:

Intimacy. Memorable moments. Personalisation and value.

Direct then … Direct now … Engagement Participating

Directing Connecting

Channels Experiences

Messages Content

Big promises

Intimate gestures

Explaining

Discovering

Markets

Communities

Business value Business and social value

Social Deepen relationship

Identify stage of purchase journey

DM Create tangible nudges along

the purchase journey

Social Identify and engage high value prospects

DM

121 and 1tofew using DM to prompt for action

Online business

Offline business

Impulse

Purchase Planned

Purchase

Need

Create or deepen relationship and

identify stage of purchase journey

Need

Encourage prospects to switch or

increase loyalty

Social Capture data

DM

Drive trial and engender buying habits through coupons and sampling

Social Awareness

Identify influencers Engagement and conversation

DM

Stimulate debate Surprise and reward loyal

customers to stimulate advocacy and conversations

Social Awareness

Identify influencers Engagement and conversation

DM

Stimulate debate Surprise and reward loyal

customers to stimulate advocacy and conversations

Social Deepen relationship

Identify stage of purchase journey

DM Create tangible nudges along

the purchase journey

Social Identify and engage high value prospects

DM

121 and 1tofew using DM to prompt for action

Online business

Offline business

Impulse

Purchase Planned

Purchase

Need

Create or deepen relationship and

identify stage of purchase journey

Need

Encourage prospects to switch or

increase loyalty

Social Capture data

DM

Drive trial and engender buying habits through coupons and sampling

Social Awareness

Identify influencers Engagement and conversation

DM

Stimulate debate Surprise and reward loyal

customers to stimulate advocacy and conversations

Social Deepen relationship

Identify stage of purchase journey

DM Create tangible nudges along

the purchase journey

Social Identify and engage high value prospects

DM

121 and 1tofew using DM to prompt for action

Online business

Offline business

Impulse

Purchase Planned

Purchase

Need

Create or deepen relationship and

identify stage of purchase journey

Need

Encourage prospects to switch or

increase loyalty

Social Capture data

DM

Drive trial and engender buying habits through coupons and sampling

Social Deepen relationship

Identify stage of purchase journey

DM Create tangible nudges along

the purchase journey

Social Identify and engage high value prospects

DM

121 and 1tofew using DM to prompt action

Online business

Offline business

Impulse

Purchase Planned

Purchase

Need

Create or deepen relationship and

identify stage of purchase journey

Need

Encourage prospects to switch or

increase loyalty

Social Awareness

Identify influencers Engagement and conversation

DM

Stimulate debate Surprise and reward loyal

customers to stimulate advocacy and conversations

Social Capture data

DM

Drive trial and engender buying habits through coupons and sampling

Social Deepen relationship

Identify stage of purchase journey

DM Create tangible nudges along

the purchase journey

Social Identify and engage high value prospects

DM

121 and 1tofew using DM to prompt for action

Online business

Offline business

Impulse

Purchase Planned

Purchase

Need

Create or deepen relationship and

identify stage of purchase journey

Need

Encourage prospects to switch or

increase loyalty

Social Awareness

Identify influencers Engagement and conversation

DM

Stimulate debate Surprise and reward loyal

customers to stimulate advocacy and conversations

Social Capture data

DM

Drive trial and engender buying habits through coupons and sampling

Challenges to making the work

Planning. Planning. Planning.

Business case.

Framework.

Timeline.

Eco system.

Dramatisation.

Plan to use direct if you plan on doing this:

Making brands more valuable to people

Share

Making people more valuable to brands

Thank you.