Directory is always a great resource site for investigating the best in direct marketing across the world. This quarter, the following campaign for a homeless charity in Sweden stands out for using direct mail in an innovative way.
Christmas is always a time when charities are in fierce competition for share of mind and donations. The mailing succeeds by evoking the end recipient’s senses, forcing them to imagine the experience of being out in the wet and the cold, just like the mailing (and ultimately a homeless person). The end result is simple but hard-hitting creative.
http://directnewideas.com/index.php/2009/07/09/the-homeless-letter?sw=
Friday, August 28, 2009
Thursday, August 27, 2009
Email Marketing – One of the most cost effective communication channels
Having a good email database and knowing what you can do with it can greatly increase your bottom line and may be one of the cheapest marketing channels you can use, when you know how to do this effectively.
One of the most cost effecive mediums to use with a good ecrm is a email marketing campaign, if you work with a good email platform provider. The objective of this type of campaign can be two-fold, one to acquire new email addresses or two, cross-sell or retain your existing customer base.
Squeeze, from the Batchelors beverage company recent email campaign achieved response rate results of up to 60%. The main objective of this campaign was to obtain email addresses to use for future Ecrm marketing campaigns. An incentive of a holiday was incorporated in this promotion.
An offer or competition can increase the response rate dramatically. You have only a few seconds to hold your audiences attention before they press delete.
Simple ways to start building your base:
1) Direct Mail:
With any DM campaign you are sending to your existing or potential customer base, provide a competition or reason for your customers to release their email addresses to you.
2. Telemarketing:
Get someone inhouse to call around your existing base, or potential leads to obtain their email addresses
3 A url link to sign up to your website for newsletters or discounts should be placed on all collateral and advertising pieces. Competitions are always successful ways to easily obtain these addresses.
Gaining your customers email addresses will:
• Provides a cost effective channel to speak directly to your customers
• Can work successfully along DM campaigns to increase recall and awareness
• Increases the ROI of your markeing investments
• Tracking mechanisms can allow you to evaluate this campaign the minute the email is sent
Email Marketing is one of the most cost effective marketing tools when used right, and with the right database.
One of the most cost effecive mediums to use with a good ecrm is a email marketing campaign, if you work with a good email platform provider. The objective of this type of campaign can be two-fold, one to acquire new email addresses or two, cross-sell or retain your existing customer base.
Squeeze, from the Batchelors beverage company recent email campaign achieved response rate results of up to 60%. The main objective of this campaign was to obtain email addresses to use for future Ecrm marketing campaigns. An incentive of a holiday was incorporated in this promotion.
An offer or competition can increase the response rate dramatically. You have only a few seconds to hold your audiences attention before they press delete.
Simple ways to start building your base:
1) Direct Mail:
With any DM campaign you are sending to your existing or potential customer base, provide a competition or reason for your customers to release their email addresses to you.
2. Telemarketing:
Get someone inhouse to call around your existing base, or potential leads to obtain their email addresses
3 A url link to sign up to your website for newsletters or discounts should be placed on all collateral and advertising pieces. Competitions are always successful ways to easily obtain these addresses.
Gaining your customers email addresses will:
• Provides a cost effective channel to speak directly to your customers
• Can work successfully along DM campaigns to increase recall and awareness
• Increases the ROI of your markeing investments
• Tracking mechanisms can allow you to evaluate this campaign the minute the email is sent
Email Marketing is one of the most cost effective marketing tools when used right, and with the right database.
Tuesday, August 4, 2009
Love is the greatest thing….
You can’t be in this business and not love people: be interested in their motivations, know what creative makes their eyes water, what strategy has resonance with their targets. Relationships with your clients have to be genuine and deep to survive the current climate. Building relationships isn’t always easy, like in any personal relationship you have to be prepared to listen, intuit, and build your interaction step by step. If you demonstrate care with briefs, really put in the extra effort on all levels of client service through the project and give good value for money (whether this is a ‘summer’ discount or a credit on hours not used), this will be remembered by the client. Loyal clients are wonderful, even when they move on from particular roles or leave the company, they will still take your call and you may even win them back as a new client.
You can have all the creative strategy and wonderful insights in the world, but without trust and belief in a client services person, you won’t get repeat business. We have highly educated and seasoned clients now who know what they want and understand the marketing patter extremely well. If the idea is not relevant or authentic, you will have lost them.
For me, you have to fall in love with your client, find something of interest in them as a person, learn their style, meet them on common ground, be there for them - within reason - become indispensable. You need to be the first person they call for a solution. You will have your disagreements and bad days, this is the normal part of any relationship, but you have to aim for the smallest amount of dissonance in the client relationship. Experience will have ironed out the commonly made universal mistakes, excellence in account management should be the goal. Don’t make assumptions. Strong client relationships is an art, for the quick buck merchants in advertising and marketing, this will have been a tough year.
You can have all the creative strategy and wonderful insights in the world, but without trust and belief in a client services person, you won’t get repeat business. We have highly educated and seasoned clients now who know what they want and understand the marketing patter extremely well. If the idea is not relevant or authentic, you will have lost them.
For me, you have to fall in love with your client, find something of interest in them as a person, learn their style, meet them on common ground, be there for them - within reason - become indispensable. You need to be the first person they call for a solution. You will have your disagreements and bad days, this is the normal part of any relationship, but you have to aim for the smallest amount of dissonance in the client relationship. Experience will have ironed out the commonly made universal mistakes, excellence in account management should be the goal. Don’t make assumptions. Strong client relationships is an art, for the quick buck merchants in advertising and marketing, this will have been a tough year.
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