dma 09 highlights

8/6/2019 DMA 09 Highlights

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DMA 09our highlights.


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DMA09 Conference & Exhibition,the Global Event for Integrated Marketing,

Martha Stewart

Stan Rapp

Scott Monty

Ken Dychtwald


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30 minutes10 great thought starters


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10. Convergence


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Adding velocityto deliver action.


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Rosen Velocity Scale.


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source: rgrosen.com

Rosen Velocity Scale

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9. Trend: functionall9. Trend: functionall


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8. Variable Data PersonalisationWhen ingenuity meets Information


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digital printing

workflowsoftware

mediaoptions

customerdata

targeted marketing communications


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19% 20% 21% 22% 23% 24%

increase in response rate

increase in order size/value

increase in repeat order rate

increase in overall revenue

Improvements from personalisation in Direct Mail

Infotrends the future of direct mail

20.5%

20.7%

21.7%

23.4%


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Getting personal campaign

1. lead generationweb, print, direct mail, trade press,PURL

2. fulfilment

dm pack with letter, booklet withDVD, Tshirt

plus sales force communciation, reg-istration/thankyou page, leave be-


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Getting personal campaign

results:

response rate up from 2% to 4.77%

response vehicle: BRC 70%, web 30%(BRC was normally 83%)

Web registration/conversion up from37% to 53%

Personalised microsites drew22% more registrations than non-personalised sites


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7. 10 things your customers want you to know


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Give me knowledgeable agentswho know the answers to myquestions and can provide me

with what I need.

convergys corporation 2008


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Provide me with the serviceI need on my FIRST call.



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Treat me appropriately,as a valued customer,

and with honestyand integrity.



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If you give me bad service Ill

tell my friends but I probablywont tell you.



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I dont feel the people running

the business understand mywants and needs.



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I may leave after justone bad experience.



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Give me quick access to

information I need, when andwhere I ask for it.



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Good enough is not good enough.



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Treat me as an individual.



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The customer experienceyou give me defines your brandmore than your ADVERTISING.



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6. some cool creative


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5. trend: eco-easy


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4. building customer experience


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the Starbucks

experienceturning ordinaryinto extraordinary


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adding value through experience

40c 70c $1.50 $3.00 $7.50


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five principles

1. make it your own


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be welcoming be genuine be considerate

be knowledgeable be involved


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five principles

2. everything matters


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five principles

3. surprise & delight


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five principles

4. embrace resistance


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five principles

4. leave your markTHIS SHOULD SAY 5


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Napoleon Bonaparte


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3. the age wave3. the age wave


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2. more cool creative2. more cool creative2. more cool creative


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1. seaworld


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Top 10 thingsyour customerswant you to know.



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10. Give me knowledgeable agents who know theanswers to my questions and can provide mewith what I need.

9. Provide me with the service I need on my FIRST call.8. Treat me appropriately, as a valued customer,

and with honesty and integrity.



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7. If you give me bad service Ill tell my friendsbut I probably wont tell you.

6. I dont feel the people running the businessunderstand my wants and needs.

5. I may leave after just one bad experience.



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4. Give me quick access to information I need,when and where I ask for it.

3. Good enough is not good enough.

2. Treat me as an individual.



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1. The customer experience you give

me defines your brand more thanyouradvertising.



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Contacts:Tracey Anderson

CEO/[email protected] PritchardCreative Director

k@d d t

Phone 3666 0961Fax 3666 0056

dma 09 highlights

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