HOW TO MAKE A GOOD DIRECT MARKETING CAMPAIGN?Policy of supply and new marketsMyriem ABBASSaphia ElbachLicense 3 Institute of Marketing-Sales Administration
and Enterprise
Lille1
[Select Date] 2010/2011
SUMMARY
ANALYSIS p.2METHODOLOGY p.21) Define the objective of the campaign, the target and its needs ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .... p.32) Support the campaign files as ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... p.33) Create the message p.4ADVANTAGES AND DISADVANTAGES ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. p.6BUDGET p.7PROVIDERS AND ACTORS p.8RESULTS AND PERFORMANCE ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. p.10REGULATORY POINTS p.121) The concept of consent "active" ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .... p.122) The nature of the advertisement ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .... ... ... ... .... p.133) The Churn p.134) hours of sending SMS p.14INTERVIEW p.14QUESTIONING p.21EXAMPLES OF DIRECT MARKETING ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... p.22
We chose the following question: "How to make a good direct marketing campaign (direct mail, e-mailing, sms / mobile, catalogs, files and databases)"
ANALYSIS
Definition of direct marketingDirect marketing is a business approach that is characterized by a customer without intermediate approach, customized and remotely. This must result in a rapid and measurable results.
Direct marketing is both:• a method of distribution (no intermediaries)• a mode of communication (relatively custom)• a method of sale (remote)• a policy mode (the target is the consumer and not the entire market or segments of it).Direct marketing can include: Find new customers Retaining existing customers, Reactivate old customers, inform customers and prospects, Invite customers and prospects at events, Obtain appointment Promote new products.The different types of direct marketing are: the mailing e-mailing the sms / mobile catalog phoning the bus mailingMETHODOLOGYThere are several key elements to ensure a successful direct marketing campaign.These elements are distinguished in three steps:
1) define the objective of the campaign, the target and needs.The entire campaign, the message to get across to the selected media will be built around the objective that the company wants to achieve. Different objectives were mentioned above. The aim of the campaign is defined qualitatively but also quantitatively. Defining this goal will identify ways to implement to achieve them. To learn how to set this goal requires that the company refers to its overall objectives set for the current year and ensures that the two are consistent. For example, if the goal of the year is to increase its turnover by 30% over the previous year, it is necessary that the direct marketing campaign helps to achieve this objective and therefore it is necessary to adapt the The aim of the campaign. Other criteria are taken into account in defining this objective: other commercial actions planned over the year, the marketing budget for the marketing year, the human resources of the company, the existing commercial structure, etc..
Define the target of the campaign with precision is an important thing. Indeed, the purpose of direct marketing is to propose an offer that is totally adapted to the speaker, custom made for him and nobody else. Then you must define which partner will be interested in the offer, its function (production manager for example), its profile and especially its buying motives. This definition of the target will then allow the company to prepare a personalized message that will engage the interlocutor because the message will meet their buying motives.Thus will arise the choice of communication tool. Depending on the target, the communication tools are more or less relevant. For example, some profiles will be receptive to electronic formats, while others prefer a hard copy.The goal is for the company to spread its message to its target in the most efficient way to generate interest.2) Support the campaign files asDepending on the nature of the business activity, the heart of the target will consist of businesses and professionals, in which case the company will seek to obtain a file B to B, or individuals, in which case he must File B to C. In both cases, the file quality is critical to the ROI of its direct marketing campaign. File quality must ensure correct addresses and updated regularly, and must offer the possibility of targeted research, with accurate segmentation criteria: geographic, demographic, socio-professional in the case file B to B, etc. .In fact, files skilled and knowledgeable can make a customization of the message depending on the segment to which the message is addressed. However, customization is more marked, the greater the impact of the message is strong, and the better the results: the person feels included in its requirements will react positively to the information it receives, and thus be more likely to become a client. In addition, a file increases as the profitability of a campaign, since the company does not face the cost of letters sent to wrong addresses and other IASP.Ideally, it would be nice if the company chooses files it can segment criteria in order to touch the heart of its target.3) Create the messagePrior to the message itself, the company must give weight to the grip of the text, or email subject in the case of a campaign of e-mailing. The grip should highlight the major benefit of the product and the company offers to tempt the reader to continue.The message must be powerful and attractive to trigger in recipients of your message momentum. To do this, the company must begin with a personalized grip that will attract the attention of the prospect, and involve it in the message by showing that the company knows who he is and what are its needs.Then, the company develops the idea of conducting his message is simple and highlighting the benefits that customers derive the prospect of its product. Rather than list the features of the product, you must highlight the reasons he has to buy it. It is as simple as possible the procedure should follow the prospect to buy their product. If this is a mailing campaign, the company join the mail a postage-paid reply card that the customer will only have to return. While it is a campaign e-mailing the company will indicate the procedure to be followed in valuing a button "click here" to get him to visit his website. Finally the company must complete its powerful message with information that the reader will remember.
We will now present the methodology for each type of direct marketing.It must still establish that its database is an essential step (standardization, deduplication, enrich ...). For a successful direct marketing campaign, it is, above all, to build a base "clean" and qualified, nurtured by all company departments. Painstaking work, requiring patience and expertise.
The mailingThis study first the needs and behavior of prospects, determine the benefits of the proposed product and its price, possibly what is the contact person.The mailing should put forward a response to a need, a desire, an expectation of the prospect. To be effective, the mailing must have a product or service, a promotional offer carefully considered, but also use a customer with reliable and comprehensive information for a personalized mailing and registered.
The e-mailingThere is an information rich, relevant, targeted and personalized.The form must have a sober and declined according to the graphic of the company.Computer software is the cornerstone of your campaign as we have seen previously.The company must have accomplished a methodology to enhance results
The sms / mobile
The overriding thing is to send sms messages to a target that has previously consented to receive information from a company (target opt-in). We must therefore first conduct an operation of collection of personal data. This will prevent from being considered spam.
Catalog
The catalog has become a medium that many companies add to their range of tools for sale. The catalogs are different depending on the purpose and the intended target. There are two main types of catalogs.There's the catalog tool that references to the sale of all products sold: it is reserved for very good customers because it is often large and therefore expensive. These catalogs are mainly used in B to B, by companies operating in the universe in general quite technical and have product lines have very broad. The bias of sales management is often given a copy of this catalog for each business that carries with him an appointment with his client.B to C, however, non-tariffed catalogs are rare. They mainly concern the luxury sectors where price is not the argument more decisive for the customer. Companies that market their products through a network of distributors and external non-exclusive can also choose not to specify the price in the catalog to be distributed to customers at the point of sale. This for the simple reason that each retailer applying the price he wants, rates announced by the manufacturer would not necessarily be consistent with those charged by the dealer.
The phoningThe operation is phoning prospecting is to contact prospects by phone to present a commercial offer. Phoning operation may have several objectives: either to take an appointment for a business with the person or company named or directly sell a product or service.As well as other means of prospecting, phoning can be used to complement other modes of communication: for example, may involve phoning after sending a postal mailing or e-mailing, serving as a stimulus to transform sales.Do this:- To match the target and the target, and the tool used- Select and prepare the file- Select competent staff and appropriate action- Systematically pre-test- Set up a call scenario
The bus mailingThe bus is sent to mailing list of prospects, two or more advertising or promotional information through a single shipment. It is generally organized by a specialized agency or carrier which then the file available to subscribers of the various advertisers, they are contractually sharing the costs of production and shipping.
ADVANTAGES AND DISADVANTAGES
The mailingIts advantages are the low cost (on average € 0.80 standard post), the speed, personalized communication, the possibility of argument, the precise targeting.The disadvantages are the weariness of the targets, the return rate low (1-3%) and one-way communication.
The e-mailingIts advantages are speed, interactivity, targeting messages, animation graphics and sound, personalized messages and arguments.The disadvantages are difficult to use for certain categories of clients (eg the elderly) and the cost of communication.
The sms / mobileIts advantages are speed, interactivity, targeting messages, personalized messages and it is innovative.The disadvantages are the requirement to be limited to a short message, the risk of annoying the prospect (printing intrusion into his private life) and the risk of running out of targets.
CatalogIts advantages are the ability to target geographic areas (very large or very accurate), types of homes (eg depending on the habitat), the low cost per contact (0.02 to € 0.05 ) and the development of products.The disadvantages are the low rate of return, the lack of customization, the cost of design, manufacturing and distribution for large catalogs (€ 2.70 on average per catalog).
The phoningIts advantages are the individual message, the return can be high, good targeting, the ability to argue and deal with objections.The disadvantages are the saturation of the target (printing intrusion into his private life), the existence of a red list, shouts, the need to call some targets in the late afternoon or evening.
The bus mailingIts advantages are targeting specific cost (less than € 0.08), the short message. Mailing on the bus issue a short message, designed to capture the attention of the prospect and make him want to learn more about the product or the offer. Mostly used in B to B, it can directly contact the business decision makers.The disadvantages are the low recovery rate and the lack of customization.
BUDGETThe budget preparation meets some form of procedure.There are several cases where it is developing a marketing budget.
For advertising and promotion plan
For the costs allocated to advertising and promotions
For advertising and promotional materials
For a list of advertising media to be used
Initially, it should be:
describe the location
list the advantages and disadvantages of the location of the point of customer that is to say the convenience, whether public transport is available, the safety aspects - street lighting, parking, well lit or installation, setting, etc ...
Then you have to develop pricing strategy:• pricing techniques and brief description of these techniques• detail the costs and prices• competitive position• lower price than the competition• above the price competition• the price range• multiple price• material costs• labor costs• overhead
The key is to have a well-planned strategy, so the company can establish its policies and constantly monitor prices and operating costs to ensure profits. The company must also keep abreast of changes in the marketplace because these changes may affect your results.
Mailing cost: The cost generally ranges from 0.8 to 2 Euros HT unit. It takes around one Euro for a single mailing to 5,000 copies, including the location of the file, printing a letter and a small accompanying document, the enveloping, routing and postage .
Cost of e-mailing: the cost generally ranges from 0.05 to 0.40 + VAT per unit. It takes around 0.30 Euro for a single mailing to 5,000 copies of the file containing the location and routing of your email on file quality.
PROVIDERS / PLAYERSSeveral actors in the market of direct marketing, they have roles and distinct services. They can be grouped into six main categories:
agencies direct marketing consulting,
sellers or lessors of files
providers of telephone marketing,
Routers,
services companies in computer engineering,
professional organizations of direct marketing.
The offer of direct marketing: tools, measure the effectiveness of direct marketing, such as communication campaigns through direct marketing agencies in direct marketing consulting role is to design, implement retention strategies and customer acquisition.Their services may include both:- Analysis of marketing data (expectations of the target, market trends, competitive conditions, corporate image, past results, medium-term objectives)- The communications consulting (analysis of objectives, strategies and recommendations communications systems) in the database by organization.- The creation (implementation of campaigns, creation and production).- Implementing and monitoring campaigns (negotiation files, media buying presses, making duplication and customization ...)
sellers or lessors of filesMany companies involved in the market for the sale of personal files. They are generally focused on a portion of the population and are responding to different market needs: pregnant women, gays, revenue management, single people under 35. We will present a sample of these companies providers of telephone marketing are designed to act for the board and for assistance in the conduct of telemarketing.Their advantage is speed and efficiency of intervention through the provision of TV crews experienced actors, supervised by supervisors.Providers also means powerful computer that can perform computer-assisted telemarketing.
The routers are providers who prepare mail direct marketing: shaping, assembling, addressing, sorting mail, etc..
services companies in computer engineering technology (IT)Logistics performance computing is a way to ensure the quality of direct marketing. These companies are at the heart of the implementation of direct marketing techniques. With computer skills, they provide high efficiency in the processing of files in their care.
The professional direct marketing
- AACC (Association of communication agencies)40, Boulevard Malesherbes, 75008 Paris Tel. : 01.47.42.13.42 This association is a collection of agencies, all of which offer guarantees of professionalism in the toughest conditions.- ACCE (Association of Consulting Firms in electronic communication29, Rue Vauthier, 92100 BoulogneTel. : 01.46.04.62.62 Its mission is to promote the specificity of electronic communication, to ensure the promotion of business consulting firms in electronic communication, to improve their methods and techniques and develop constructive cooperation between companies.
RESULTS AND PERFORMANCEFor the long-term success with direct marketing campaigns, it is first necessary to know the factors affecting success. To do this, it is important to learn as much as possible about the effects of some variations of the campaign and measure their success.The test campaigns are useful only if we make a systematic assessment of their success or failure, and that records the results and uses them to optimize future direct marketing campaigns.To get a good idea of some advertising campaign later, it is important to first note all its features: The product (s) announced (s). The number of letters sent advertising. The target group. The source address. The composition of the sales letter. Who participated in the design of the sales letter? The date of the shipment. Any other information that characterizes the campaign.It is best to keep a copy of each sales letter, to be able to take a closer look at some other time. Can be stored, for example, the copy received when inserted a control address among the addresses to seek.Moreover, to judge the financial success of an advertising campaign, we must know what it cost: The costs for the purchase and preparation of addresses. The costs of the constituent parts of the sales letter, so for example, the letter or brochure. The costs for the development envelope and delivered to the postal service. The shipping costs.It is possible that certain costs can not be completely attributed to a particular advertising campaign, for example, when buying a CD with addresses that can be used for various advertising campaigns. In this case, we must find an appropriate allocation formula. In the example above, one might assume that the CD will be used for all advertising campaigns of the year, so it should be profitable within one year. If 10 campaigns are planned this year, 10% of the cost for the CD can be attributed to each campaign.We must also put the cost in correspondence with the returns. The following information is required for this purpose: The number of orders and / or requests. The number of cancellations in the event that a customer would have returned the goods ordered. The volume of business generated by the campaign. The business volume corresponding to canceled orders.We can obtain several parameters that help assess the success of an advertising campaign: gains or losses related to the campaign: This is done by subtracting the total costs and sales volume of canceled orders total business volume generated by the campaign. To see if we really made money with some advertising, it can also potentially avoid the volume of business the purchase price of the goods ordered and an amount for the fixed costs associated with the company. The rate of return: For this, we divide the number of orders (reduced by cancellation) by the number of letters sent advertising. If we multiply this value by 100, we get a percentage that is generally less than one percent. The cost for each sales letter: To do this, we divide the total cost by the number of letters sent advertising. The cost for each order: For this, we divide the total cost by the number of orders.We can calculate this value for each of the items advertised, but in this case, we can not consider the costs in proportion to each item. For example, if a particular item occupies 20% of the space available for advertising in the letter, then we can assign 20% of the total cost for this advertising campaign.The volume of business and orders can also be attributed directly to the addresses requested. In this case, one can determine the success with some recipients in addition to the success of the campaign in full, for example, to filter clients that are particularly good or bad. If we took note of the selection criteria for the addresses, then we can also determine the selection criteria have provided the most success. The same applies to the target region, which can be determined from the postal code.
REGULATORY POINTSThe legislation specifically regulates direct marketing via SMS mailing, emailing or postal mailing, and the use of "private data"Any direct marketing campaign, regardless of the channel consists of a database (from landline number / mobile e-mail address or mailing address) and a medium of communication (sms, e- mailing, e). A database contains "private data" user (phone number, email, address ...) for which the operation as part of Operation marketing is strictly regulated by law "Informatique et Liberté" and CNIL (National Commission of Information and Freedom).
Therefore it is essential to know the legal framework and the basics of respect for the integrity of your marketing.1) The concept of consent "active" (or "Opt In")The basic principle for any direct marketing campaign is: consent.To have the right to contact a person in the operation of direct marketing, the advertiser (or advertising agency in charge of the operation) must have obtained the express consent of the individual to receive advertising messages. This condition is not an option, it is an obligation under the law, "the LCEN states that direct marketing by means of an automatic calling machine, fax and e-mail , any individual who has not expressed its consent to receive direct marketing in this way "is prohibited (Article 22 of the LCEN, amending Articles L.33-4-1 of the Code of Posts and Telecommunications and L120 -20 to 5 of the Consumer Code).Different levels of approval are considered: the consent "active" (Opt In, Double Opt In) and consent "passive" (Opt Out).Consent "passive" is obtained when, following a request (send a mail for example), the person has not shown the will to leave the mailing list. The Opt In, however, is obtained when the person expressly manifests the will (usually through a form) to be integrated into a client file.The legal framework defines the notion of consent as follows: "any means consent freely given specific and informed by a person accepts that personal data being used for the purpose of direct marketing. "This means that the use of file Opt Out is banned in France for any telemarketing operation targeting individuals (B2C). The Opt In is a necessary condition for the operation of a customer database as part of campaign.
The double Opt In is obtained when, following an entry in a form confirming consent, the user receives by mail a confirmation re-validating a second time his desire to appear in the database the enterprise in question.
2) The nature of the advertisementIt is obvious that one can not communicate any message through an advertising campaign, even if the persons concerned have given their consent to be sought. Deceptive advertising is prohibited as well as some thematic special connotation such as pornography or proselytizing ...Finally it is important to ensure that the purpose of the campaign, the identity of the advertiser and the name of the promoted product appear clearly in the commercial message.
3) The ChurnAnother legal provision requires advertisers to allow (and facilitate) a solution unsubscribe allowing people who do not wish to receive messages from the mailing list, leave the file (Data-processing law and Freedoms of 10/01/1978 LCEN of 21/06/2004).
On e-mailing unsubscribe to appear through the establishment of an unsubscribe link.
As for the SMS mailing, unsubscribing is supported by what is called the SMS "STOP". Persons wishing to unsubscribe have the opportunity to respond to advertising by SMS "STOP". The advertiser has to assume the "STOP" and remove the person of the file used. Therefore, as part of marketing operation, management of "STOP" should not be considered optional, it is a legal requirement.
4) The hours of sending SMSIf the law "and Freedoms" and LCEN ("Act on Confidence in the Digital Economy") set a specific legal framework, operators and players in the economy needed a code of "good behavior" when making operation of prospecting by text message.
In theory, any Commercial SMS between 20:30 and 8:00 on weekdays and all day on Sundays and holidays, is strictly prohibited. However, these hours may vary depending on the operators.
INTERVIEW
CV: Born in 1947, Patrick Visier, a pioneer of direct marketing, is one of the leading French specialists databases.Creator of several companies specializing in the files Business to Business (B to B), in the files Business to Consumers (B to C) and in computer databases, he led the company since 1993 CAE Business.Visier Patrick is also a lecturer specializing in direct marketing, creative directory "Who decides? "(File reference in B to B), author of two books" The Technical Efficiency "(European Business Award in 1985) and" Sell business through direct marketing "(1996) and President of the Commission" Research and Technologies "of the NDCS (National Union of direct communication).Interview:Qu'Appelle-you one "direct marketing"? What distinguishes it from other communication tools?Direct marketing is a set of operational resources allow, usually from a file, to establish direct contact with a recipient identified and selected in a goal or conquest, or Loyalty.In communication, we must distinguish:- Corporate communications, whose role is to generate an image for your company or your product. It builds on the long term through actions of media relations, public relations.- Operational communication, which has both short and medium term. It uses other means such as direct marketing, sales promotion, trade shows and exhibitions. Its purpose is to increase revenue.Direct marketing is what will allow you to find and recruit new customers, but also and above all loyalty. Because as a business leader you should be aware that it is six times more expensive to find a new customer than to retain it. We must therefore seek every opportunity to help you communicate with these customers do not lose contact.Why direct marketing?Because it is a communication technique that is customer-oriented.Today, if you want to succeed your business, you need to think "client" rather than "product."I often found that entrepreneurs were focused on themselves and on their products. They do not have the reflex to sell. They spend their money to acquire and develop their local, create a "nice" tool, to improve the presentation of their products according to their own wishes, and so on. But they rarely think that means to bring their clients . Equity in the company go instead of being used in the commercial. It is a fundamental error to me.The customer facing oversupply has become more demanding, more solicited, more unfaithful. If expectations have changed for the products and services on the market, they have also evolved in terms of commercial activity and communication.It must be understood and understand some key points:- Have customers is the primary objective of any business;- It is no longer the customer to adapt to the company, but the company to adapt to the client;- No business can simply wait for the client, it is imperative to look for;- A customer is won, and this conquest is acquired at a cost;- A client is the capital to maintain or develop; loyalty is built on the account and building a relationship.By using direct marketing, you will communicate "live" with potential customers as your customers more efficiently and effectively and optimize your budget. From a number of information collected about your customers (his tastes, his habits, etc.). You can, thanks to the media-specific direct marketing, reach your target in communicating frankly.What are the different media used in direct marketing?There are several that can be used separately or simultaneously. Their goal is to encourage the recipient to take action in you returning a reply card that allows you to refine your file, or by logging onto your website, or by visiting you. Include:- Ad-press, which takes the form of a text published in a newspaper or magazine that includes in its lower part, a response card to be sent to the advertiser,- No address printed, placed in the mailboxes in the form of prospectus or unaddressed mail,- The mailing, or mailing, which corresponds to the mailing of messages targeted to individuals or companies,- The bus-mailing, which is to group the different offers advertisers or products, usually in the form of cards or checkbooks, the potential customer is returned to the advertiser or the issuer's mailing bus. You can use this technique, for example in the first class TGV to reach a customer executive or wealthy individuals,- E-mailing, and fax-mailing the regulation of which will soon evolve- The telephone,- And finally the visit.Customer Is not tired by this type of marketing approach?One might think, and yet if you take the latest survey by the Post Office to the general public on the opening of mail in the mailboxes, you will be surprised to learn that over 92% of emails are delivered within mailboxes are read. This is awesome!When an action is targeted recipients retain these emails if they do not have time to study at the time. Of course one day or another they will "clean" and throw these letters ... they have not been restarted.The recovery is very important because it serves to put the folder on the "top of the stack."This is not harassment, but maintaining contact. If you are sure of your target and you get no response, you must continue to communicate because at one time or another it will be the right time.Studies in the field of direct marketing is clear that in terms of sales to businesses (called the B to B "Business to business"), a large part of the "défidélisation" a client comes from a lack of contact with its supplier. Companies often think they do too much. Or customers believe their side they do not have enough contact with their suppliers or they do not get the information through the channel that suits them. Hence the value of using multiple media.Is this an effective technique?When done well, there is no doubt. This technique works and in my opinion the best way to find customers, provided, however, follow certain rules and have a good vision of what we do. Notice that when a communication action does not work, contractors have a tendency to blame the means, rather than put themselves in question.What is the secret of a good direct marketing campaign?Conditions for success are simple: you have to do the right offer at the right time and right person. It is the school of common sense!All this requires a preliminary work for reflection:- Define a coherent agenda and detailed for a full year;- Define an objective for each action;- Set a target and measured;- Select a suitable means to the objectives set and the size of the target;- Predict the budget.Unfortunately, new entrepreneurs do not know how to define their target. When starting a new business is more difficult because one can only assume, unless there is good experience of the trade. In principle, the market research to define the target, but it is not uncommon to find discrepancies between the statements of intent gathered during market research, and translating these intentions.It is often necessary to go through a testing phase to determine its target "watering" the general public, by advertisement in a local newspaper or by such a distribution of leaflets in mailboxes, and studying the profile of people who meet and form the target.Once this reflection done: how does a direct marketing campaign?You must first create a file or you buy one.There are three types of files:- The build file is compiled from various sources: newspaper advertisements, directories, information found on the internet. You can create these files yourself, rent it or buy it. This type of file that the rate of return the lower- Declarative file: There are two megabases of data formed from large consumer surveys made to a wide public: Consodata and Claritas. You can buy or rent. But we must take into consideration that certain statements of consumers are sometimes fanciful.- File behavior, "the Rolls files" created by a company for its own needs. The largest file on the market behavior is the Redoute, which has 20 million addresses. This type of file can not be bought, but it is often hired to offset a portion of management costs.What do you mean by "buy or rent" a file?In fact, it really does not buy a file but a right of use.If it is a rental, this right of use is unique. If it is a purchase, the file can be reused.But in any case, it is forbidden to sell it, trade it or give it away. The right to use this file is unique to the company that acquired it.Where can I find these files?There is a great website for it: http://www.gfm.fr (Marketing Guide files).Simply type one or more keywords and you have the files available, descriptions and contact information of the companies that distribute them.You can also get the directories of the various trade fairs in direct marketing such as the Week of MD and customer relationship (SMDRC) or MD Expo. You can finally get closer to the National Union of direct communication (NDCS) can be found on its website http://www.sncd.org contact professionals who are committed to the ethical codes established by the NDCS .As for the design and writing messages, do you have any tips or tricks to give the entrepreneurs so that their action is effective?It is first necessary to bear in mind that communication is thinking of the other.Talk to your customers or your prospects by talking about them: it is the basis of all communication. Something very simple to apply: after writing a message, highlight the "you" and "us." If there are more "us" than "you" is that your message is wrong.Tell them about them, but in their own words. When I work on a target that I know well, I phoned him. I talk I spoke of their habits and sometimes I record them to be able to listen and appropriating their own words: I get a sponge! And it is these words that I use then to address them.Writing a message is identical to that of a newspaper article: which encourage them to read it first title, the teaser. If the title strikes the reader will look at the inter-titles, and the postscript, and if they confirm the good impression of the title, it will read the document.The grip is very important. If we do a promotion, it should be obvious: "two jackets for the price of one", "20% off your windows."Attention is selective. Everyone is constantly bombarded by a wealth of information and unconsciously, the mind sets up filters. If you are concerned or interested in a topic, you will not see it in the press, on the street 'In the case of a distribution of printed material in mailboxes, I recommend placing them in an envelope and indicate on the envelope message "catchy" that encourages open the message. For example, if your product for the maintenance of gardens, talk to the residents of suburban districts a letter indicating on the envelope: "Your next plantation." You can be sure that 90% of those affected will open your mail.More targeting will end, most consumers will feel that you write them to them personally.What to avoid saying or doing?Avoid gratuitous statements or techniques. Always speak in terms of "consumer benefit". Do not say, for example: "this iron is made of aluminum," but "this iron is light" or even better "due to its low weight, it will fatigue you more." Also avoid adverbs, relative superlatives' but also the present participle, the conditional, the passive or negative.Finally do not attach to your mailing your marketing materials. Remember, your mailing must generate a request for information or cause a visit, especially if it leads.
For use against the words that call as "Free," "Save," "win", "new", "Now," "Today," "first", "guarantee", "results", "evidence", "security", "simple", "easy", "full", "fast", etc..What is the cost of a direct marketing campaign?The cost of mailing, including purchase of file, is between 0.8 and € 1 per prospect or client.Action of E-mailing in turn reduce the cost to about 0.22 to 0.35 € (location of the file and mailing included), and it will cost you nothing if you have your own. Hence the interest of this type of media that still requires to obtain the consent of individuals to receive your offers by email.If it is an action fax-mailing, allow about € 0.10 to € 0.20 per fax (this price includes the rental address and broadcast). Note however that the changes in legislation.Action for its telephone costs between 3 and 5 euros per person contacted if it is outsourced.What is the rate of return from a mailing?According to Ed Meyer, "Pope" of direct marketing, the result of a mailing is related to three factors: first, the offer is to say the product and how you position it, then targeting (file) and finally the message. The first two factors each account for 40% efficiency in the mailing. The third accounts for only 20%.I would add a fourth factor: the time. This is very important. One can possibly anticipate but do not act too late. Try for example the sale of air conditioners in winter, unless you make a super promotion!The average yield for a mailing in customer acquisition, varies between 0.5% and 2% in the case of an action-oriented individual customers (B to C). It will vary between 0.1% and 1.5% if the offer was for an audience of business (B to B). But we must take these percentages very carefully, because they depend on many parameters: actions of competitors, the target patterns, seasonality of the product. Recently, for our own needs we have achieved a B to B micro mailing has exceeded 9% lift in demand for information.By cons, in customer loyalty can be achieved scores as high as 30, 40, 50 or even 70%.In direct marketing there are two basic rules: measuring and testing.Everything must be measured:- The target- The primary return (number of requests for information)- High performance (number of quotes)- Tertiary performance (number of orders)- Quaternary performance (number of loyal customers, that is, having recommended).We will also measure the number of bounces (returns to wrong address). This differentiates the operational marketing corporate communications. Henry Ford said in the 20's "I know half my advertising budget is useless, but I do not know what half that I have to delete."The other rule is that of T 3: Test, test again, Always test.The tests are part of the logic of direct marketing. We must test everything (or almost) and only testing one thing at a time so as not to bias the test. We will test the file, the offer, the grip, the message, the premium. Each test is done on a small sample of 3 000 to 20 000 individuals or firms (depending on the size of the market). Attention to tests based on samples without a significant size. If your target is too small, contact the entire target and consider that it is the action that serves as a test.What is the future of direct marketing?The multi-channel is the way of the future. Avoid using a single intensive media: it is the best way to use quickly and see its returns decline and collapse.With the means of direct marketing, as with the targets and files, you must have an "ecological" approach: respect the environment of the target and the target itself.The response to the risk of over-solicitation mono-media, multi-channel approach is the variety to the messages and communication channels, as "born of boredom one day consistency." These methods complement each other harmoniously, with you to orchestrate well!Interviewed in October 2003 by Laurence Piganeau
ISSUESAlthough highly effective, methods of direct marketing have also some limitations: The saturation of mailboxes The feeling of being stuck The invasion of privacy The fatigue The trivialization of bids The techniques are very effective if used aloneMany consumer groups complain too aggressive direct marketing. The problem is whether the state should intervene or not in the acts of marketing companies. If the marketing is not a tool of manipulation, it is clear to see that it can influence people's behavior. Moreover, a marketing action that always sets the target to be achieved.Freedom of marketing must end where it starts and consumer direct marketing can be considered as invasions of privacy and too omnipresent while having the opposite effect than originally sought. The rate of return can be very low compared to the investments and actions.
EXAMPLES OF DIRECT MARKETING
Yves Rocher fan of SMS-MMSDirect Marketing # 120 - 01/05/2008 - ISABELLE SALLARDThe cosmetics brand, in full revival, Ocito chose to launch its new line of makeup for young women.
Yves Rocher added a string to her bow by launching into mobile marketing. Accompanied by the specialized agency Ocito, the cosmetics brand tests that channel for about a year, with several objectives: to improve the effectiveness of direct mail prospecting, developing their business, optimize the cost and quality of customer service and Finally, develop loyalty and recognition of customers to the brand. After some successful tests in 2007, consisting of small operations sending SMS and MMS, the brand decided to launch a major campaign involving, this time, other technologies such as mobile Internet and the Web to SMS. Conducted in November 2007, at the launch of a new range of products for the 16/25 year Luminelle Axe trend, this operation was the main objective to create traffic in the 600's stores in France. "Mobile is a tool to establish a constant relationship with our customers, said Pierre-Yves Morvan, head of marketing and loyalty system telephone at Yves Rocher. The goals differ based on profiles and age of consumers, but it works particularly well in prospecting targets young like we wanted to reach through this. "Four operations in a
Each client received an SMS, an MMS or a clickable link referring to a mobile website.The campaign was divided into four separate operations, adjusted for portable equipment for each client. "We sent the three major mobile client files filled with phone numbers so that we detail for each contact, the type of terminal and supported technologies, "explains Benoît Corbin, CEO of Ocito.Thus, each client received an SMS, MMS, or returning a clickable link to a website dedicated to mobile operation. The offer contained in the message, the same each time, allowed the client to receive a coupon to present in stores, entitling them to a gloss free with every purchase of a product of the new range. "Only the promotional code differs depending on the channel in order to quantify the tracker and in-store returns?" Says Benoît Corbin. These three operations "push" has added a brick "pull" with the introduction of a module for sending SMS from the Web (Web to SMS) to trigger the virality. "This viral aspect we found that our clients were excellent ambassadors for the brand, says Pierre-Yves Morvan. This is a track that we will certainly continue to explore. "The results show that the Web to SMS is a prospecting tool interesting and profitable as in the case of this campaign, 20% of friends who received" good plan "have then store bought. The rate even reached 70% for the mobile website. Finally, this operation has been very instructive. "We were able to measure the MMS and SMS had comparable efficacy and the rate of return for clients who visited the website before going mobile store was twice that of clients who have just received the text message" Benoît Corbin attests. Excellent results that support the brand with sustained investment in this channel, with the establishment of a permanent mobile internet site.
At Nocibé, thorough cleaning of the fileDirect Marketing No. 66 - 01/06/2002 - Alexis NekrasovTo optimize its direct marketing campaigns, the group Nocibé, teaches perfumery, turned to ETO to "clean" and restructure its.
"Our database contains close to 1, 5 million addresses from the loyalty card 240 of our perfume," says Jean-Jacques Bouchery, IT director at Nocibé. File a nice size, but for a long time has served as accumulated points for card purchases, without direct marketing. The first mailing operation conducted recently, caused a high rate of IASP held between 5 and 10%. "This problem is probably the quality of data entry in the store by sales consultants, and also moves," says Jean-Jacques Bouchery, who charged ETO restructuring and standardization of the file, merging duplicates, and so on. "We also ask them to accompany us in the reintroduction of the file in our information system and improvement of the whole chain of data entry," says Jean-Jacques Bouchery. Among the options considered, the setting up tables with abbreviations help possible to the attention of those in charge of the seizure. "ETO brings a comprehensive service in both the cleaning in the search for potential partners for the rental of our data, concludes Jean-Jacques Bouchery. In the future, we plan to use them on a regular basis for maintenance of new entries. "
Mobile marketing as a substitute enov.12, 2008 in Mobile MarketingThe international player in women's lingerie, Etam, is very active in direct marketing including over one million customers carry loyalty card. Among these clients, nearly 300 000 have agreed to receive promotional offers via their mobile phones. Etam therefore wished to go further in its business emarketing (beyond its ecommerce site and its email marketing campaigns) in otpimisant the use of ICT with the integration of mobile marketing.A first for the brand EtamEtam has experimented with the mobile channel, in both substitution and coupling of discount offers usually sent by post or emailing. The brand of lingerie intends to exploit the potential of this channel to measure the effectiveness of mobile to create traffic in stores and at the same time, expand its sales. And that in lieu of the offer letter.
The device of the campaign was extended to 10 days of validity stock through discount offers made initially by mobile (SMS and MMS). Etam has operated its base, with 300,000 customers holding loyalty card having accepted to receive offers via mobile.Is this type of marketing campaign would replace the postal mailing to clients of the brand? This is what the group sought to determine Etam.The mobile substitution and coupling eThe marketing campaign has combined two types of actions:- The replacement of the mobile mail: send an SMS sent to 50% of the target offering a discount.- The additional mobile mail: translating a mail in rebate to the second half of the target stimulus followed by a SMS on non-buyers to J-4 of the expiry date of the reduction.The first campaign was successful. Therefore, Etam has integrated the mobile channel to its mix of communication and continues to send SMS campaigns alternating paper and email channels.
Finally, the marketing campaign also included an MMS device (above) with 17 000 clients. This was very specific and go beyond supply reduction. She announced the launch of the collection Lolita Lempicka and was designed to drive traffic in store.The results of the campaign:• The SMS instead of e: + 10% of purchase• The post linked to the revival mobile: 9% of additional sales compared to just sending mail• Lower costs by 5• A higher ROI compared to paper mailings costsThis campaign shows that SMS marketing is a cost-effective medium to drive sales compared to traditional channels. In addition, the mobile has the ability to create more responsive to customers due to its ease of interaction.Since this campaign, Etam has fully integrated in the mobile channel strategy including direct marketing to announce the launch of a new collection, sales, or simply creating présoldes traffic. As proof, the company now distributes 5-6 SMS campaigns each year. With, for each operation, a test at least 10% of the aggregate basis.
and Enterprise
Lille1
[Select Date] 2010/2011
SUMMARY
ANALYSIS p.2METHODOLOGY p.21) Define the objective of the campaign, the target and its needs ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .... p.32) Support the campaign files as ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... p.33) Create the message p.4ADVANTAGES AND DISADVANTAGES ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. p.6BUDGET p.7PROVIDERS AND ACTORS p.8RESULTS AND PERFORMANCE ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. p.10REGULATORY POINTS p.121) The concept of consent "active" ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .... p.122) The nature of the advertisement ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... .... ... ... ... .... p.133) The Churn p.134) hours of sending SMS p.14INTERVIEW p.14QUESTIONING p.21EXAMPLES OF DIRECT MARKETING ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... p.22
We chose the following question: "How to make a good direct marketing campaign (direct mail, e-mailing, sms / mobile, catalogs, files and databases)"
ANALYSIS
Definition of direct marketingDirect marketing is a business approach that is characterized by a customer without intermediate approach, customized and remotely. This must result in a rapid and measurable results.
Direct marketing is both:• a method of distribution (no intermediaries)• a mode of communication (relatively custom)• a method of sale (remote)• a policy mode (the target is the consumer and not the entire market or segments of it).Direct marketing can include: Find new customers Retaining existing customers, Reactivate old customers, inform customers and prospects, Invite customers and prospects at events, Obtain appointment Promote new products.The different types of direct marketing are: the mailing e-mailing the sms / mobile catalog phoning the bus mailingMETHODOLOGYThere are several key elements to ensure a successful direct marketing campaign.These elements are distinguished in three steps:
1) define the objective of the campaign, the target and needs.The entire campaign, the message to get across to the selected media will be built around the objective that the company wants to achieve. Different objectives were mentioned above. The aim of the campaign is defined qualitatively but also quantitatively. Defining this goal will identify ways to implement to achieve them. To learn how to set this goal requires that the company refers to its overall objectives set for the current year and ensures that the two are consistent. For example, if the goal of the year is to increase its turnover by 30% over the previous year, it is necessary that the direct marketing campaign helps to achieve this objective and therefore it is necessary to adapt the The aim of the campaign. Other criteria are taken into account in defining this objective: other commercial actions planned over the year, the marketing budget for the marketing year, the human resources of the company, the existing commercial structure, etc..
Define the target of the campaign with precision is an important thing. Indeed, the purpose of direct marketing is to propose an offer that is totally adapted to the speaker, custom made for him and nobody else. Then you must define which partner will be interested in the offer, its function (production manager for example), its profile and especially its buying motives. This definition of the target will then allow the company to prepare a personalized message that will engage the interlocutor because the message will meet their buying motives.Thus will arise the choice of communication tool. Depending on the target, the communication tools are more or less relevant. For example, some profiles will be receptive to electronic formats, while others prefer a hard copy.The goal is for the company to spread its message to its target in the most efficient way to generate interest.2) Support the campaign files asDepending on the nature of the business activity, the heart of the target will consist of businesses and professionals, in which case the company will seek to obtain a file B to B, or individuals, in which case he must File B to C. In both cases, the file quality is critical to the ROI of its direct marketing campaign. File quality must ensure correct addresses and updated regularly, and must offer the possibility of targeted research, with accurate segmentation criteria: geographic, demographic, socio-professional in the case file B to B, etc. .In fact, files skilled and knowledgeable can make a customization of the message depending on the segment to which the message is addressed. However, customization is more marked, the greater the impact of the message is strong, and the better the results: the person feels included in its requirements will react positively to the information it receives, and thus be more likely to become a client. In addition, a file increases as the profitability of a campaign, since the company does not face the cost of letters sent to wrong addresses and other IASP.Ideally, it would be nice if the company chooses files it can segment criteria in order to touch the heart of its target.3) Create the messagePrior to the message itself, the company must give weight to the grip of the text, or email subject in the case of a campaign of e-mailing. The grip should highlight the major benefit of the product and the company offers to tempt the reader to continue.The message must be powerful and attractive to trigger in recipients of your message momentum. To do this, the company must begin with a personalized grip that will attract the attention of the prospect, and involve it in the message by showing that the company knows who he is and what are its needs.Then, the company develops the idea of conducting his message is simple and highlighting the benefits that customers derive the prospect of its product. Rather than list the features of the product, you must highlight the reasons he has to buy it. It is as simple as possible the procedure should follow the prospect to buy their product. If this is a mailing campaign, the company join the mail a postage-paid reply card that the customer will only have to return. While it is a campaign e-mailing the company will indicate the procedure to be followed in valuing a button "click here" to get him to visit his website. Finally the company must complete its powerful message with information that the reader will remember.
We will now present the methodology for each type of direct marketing.It must still establish that its database is an essential step (standardization, deduplication, enrich ...). For a successful direct marketing campaign, it is, above all, to build a base "clean" and qualified, nurtured by all company departments. Painstaking work, requiring patience and expertise.
The mailingThis study first the needs and behavior of prospects, determine the benefits of the proposed product and its price, possibly what is the contact person.The mailing should put forward a response to a need, a desire, an expectation of the prospect. To be effective, the mailing must have a product or service, a promotional offer carefully considered, but also use a customer with reliable and comprehensive information for a personalized mailing and registered.
The e-mailingThere is an information rich, relevant, targeted and personalized.The form must have a sober and declined according to the graphic of the company.Computer software is the cornerstone of your campaign as we have seen previously.The company must have accomplished a methodology to enhance results
The sms / mobile
The overriding thing is to send sms messages to a target that has previously consented to receive information from a company (target opt-in). We must therefore first conduct an operation of collection of personal data. This will prevent from being considered spam.
Catalog
The catalog has become a medium that many companies add to their range of tools for sale. The catalogs are different depending on the purpose and the intended target. There are two main types of catalogs.There's the catalog tool that references to the sale of all products sold: it is reserved for very good customers because it is often large and therefore expensive. These catalogs are mainly used in B to B, by companies operating in the universe in general quite technical and have product lines have very broad. The bias of sales management is often given a copy of this catalog for each business that carries with him an appointment with his client.B to C, however, non-tariffed catalogs are rare. They mainly concern the luxury sectors where price is not the argument more decisive for the customer. Companies that market their products through a network of distributors and external non-exclusive can also choose not to specify the price in the catalog to be distributed to customers at the point of sale. This for the simple reason that each retailer applying the price he wants, rates announced by the manufacturer would not necessarily be consistent with those charged by the dealer.
The phoningThe operation is phoning prospecting is to contact prospects by phone to present a commercial offer. Phoning operation may have several objectives: either to take an appointment for a business with the person or company named or directly sell a product or service.As well as other means of prospecting, phoning can be used to complement other modes of communication: for example, may involve phoning after sending a postal mailing or e-mailing, serving as a stimulus to transform sales.Do this:- To match the target and the target, and the tool used- Select and prepare the file- Select competent staff and appropriate action- Systematically pre-test- Set up a call scenario
The bus mailingThe bus is sent to mailing list of prospects, two or more advertising or promotional information through a single shipment. It is generally organized by a specialized agency or carrier which then the file available to subscribers of the various advertisers, they are contractually sharing the costs of production and shipping.
ADVANTAGES AND DISADVANTAGES
The mailingIts advantages are the low cost (on average € 0.80 standard post), the speed, personalized communication, the possibility of argument, the precise targeting.The disadvantages are the weariness of the targets, the return rate low (1-3%) and one-way communication.
The e-mailingIts advantages are speed, interactivity, targeting messages, animation graphics and sound, personalized messages and arguments.The disadvantages are difficult to use for certain categories of clients (eg the elderly) and the cost of communication.
The sms / mobileIts advantages are speed, interactivity, targeting messages, personalized messages and it is innovative.The disadvantages are the requirement to be limited to a short message, the risk of annoying the prospect (printing intrusion into his private life) and the risk of running out of targets.
CatalogIts advantages are the ability to target geographic areas (very large or very accurate), types of homes (eg depending on the habitat), the low cost per contact (0.02 to € 0.05 ) and the development of products.The disadvantages are the low rate of return, the lack of customization, the cost of design, manufacturing and distribution for large catalogs (€ 2.70 on average per catalog).
The phoningIts advantages are the individual message, the return can be high, good targeting, the ability to argue and deal with objections.The disadvantages are the saturation of the target (printing intrusion into his private life), the existence of a red list, shouts, the need to call some targets in the late afternoon or evening.
The bus mailingIts advantages are targeting specific cost (less than € 0.08), the short message. Mailing on the bus issue a short message, designed to capture the attention of the prospect and make him want to learn more about the product or the offer. Mostly used in B to B, it can directly contact the business decision makers.The disadvantages are the low recovery rate and the lack of customization.
BUDGETThe budget preparation meets some form of procedure.There are several cases where it is developing a marketing budget.
For advertising and promotion plan
For the costs allocated to advertising and promotions
For advertising and promotional materials
For a list of advertising media to be used
Initially, it should be:
describe the location
list the advantages and disadvantages of the location of the point of customer that is to say the convenience, whether public transport is available, the safety aspects - street lighting, parking, well lit or installation, setting, etc ...
Then you have to develop pricing strategy:• pricing techniques and brief description of these techniques• detail the costs and prices• competitive position• lower price than the competition• above the price competition• the price range• multiple price• material costs• labor costs• overhead
The key is to have a well-planned strategy, so the company can establish its policies and constantly monitor prices and operating costs to ensure profits. The company must also keep abreast of changes in the marketplace because these changes may affect your results.
Mailing cost: The cost generally ranges from 0.8 to 2 Euros HT unit. It takes around one Euro for a single mailing to 5,000 copies, including the location of the file, printing a letter and a small accompanying document, the enveloping, routing and postage .
Cost of e-mailing: the cost generally ranges from 0.05 to 0.40 + VAT per unit. It takes around 0.30 Euro for a single mailing to 5,000 copies of the file containing the location and routing of your email on file quality.
PROVIDERS / PLAYERSSeveral actors in the market of direct marketing, they have roles and distinct services. They can be grouped into six main categories:
agencies direct marketing consulting,
sellers or lessors of files
providers of telephone marketing,
Routers,
services companies in computer engineering,
professional organizations of direct marketing.
The offer of direct marketing: tools, measure the effectiveness of direct marketing, such as communication campaigns through direct marketing agencies in direct marketing consulting role is to design, implement retention strategies and customer acquisition.Their services may include both:- Analysis of marketing data (expectations of the target, market trends, competitive conditions, corporate image, past results, medium-term objectives)- The communications consulting (analysis of objectives, strategies and recommendations communications systems) in the database by organization.- The creation (implementation of campaigns, creation and production).- Implementing and monitoring campaigns (negotiation files, media buying presses, making duplication and customization ...)
sellers or lessors of filesMany companies involved in the market for the sale of personal files. They are generally focused on a portion of the population and are responding to different market needs: pregnant women, gays, revenue management, single people under 35. We will present a sample of these companies providers of telephone marketing are designed to act for the board and for assistance in the conduct of telemarketing.Their advantage is speed and efficiency of intervention through the provision of TV crews experienced actors, supervised by supervisors.Providers also means powerful computer that can perform computer-assisted telemarketing.
The routers are providers who prepare mail direct marketing: shaping, assembling, addressing, sorting mail, etc..
services companies in computer engineering technology (IT)Logistics performance computing is a way to ensure the quality of direct marketing. These companies are at the heart of the implementation of direct marketing techniques. With computer skills, they provide high efficiency in the processing of files in their care.
The professional direct marketing
- AACC (Association of communication agencies)40, Boulevard Malesherbes, 75008 Paris Tel. : 01.47.42.13.42 This association is a collection of agencies, all of which offer guarantees of professionalism in the toughest conditions.- ACCE (Association of Consulting Firms in electronic communication29, Rue Vauthier, 92100 BoulogneTel. : 01.46.04.62.62 Its mission is to promote the specificity of electronic communication, to ensure the promotion of business consulting firms in electronic communication, to improve their methods and techniques and develop constructive cooperation between companies.
RESULTS AND PERFORMANCEFor the long-term success with direct marketing campaigns, it is first necessary to know the factors affecting success. To do this, it is important to learn as much as possible about the effects of some variations of the campaign and measure their success.The test campaigns are useful only if we make a systematic assessment of their success or failure, and that records the results and uses them to optimize future direct marketing campaigns.To get a good idea of some advertising campaign later, it is important to first note all its features: The product (s) announced (s). The number of letters sent advertising. The target group. The source address. The composition of the sales letter. Who participated in the design of the sales letter? The date of the shipment. Any other information that characterizes the campaign.It is best to keep a copy of each sales letter, to be able to take a closer look at some other time. Can be stored, for example, the copy received when inserted a control address among the addresses to seek.Moreover, to judge the financial success of an advertising campaign, we must know what it cost: The costs for the purchase and preparation of addresses. The costs of the constituent parts of the sales letter, so for example, the letter or brochure. The costs for the development envelope and delivered to the postal service. The shipping costs.It is possible that certain costs can not be completely attributed to a particular advertising campaign, for example, when buying a CD with addresses that can be used for various advertising campaigns. In this case, we must find an appropriate allocation formula. In the example above, one might assume that the CD will be used for all advertising campaigns of the year, so it should be profitable within one year. If 10 campaigns are planned this year, 10% of the cost for the CD can be attributed to each campaign.We must also put the cost in correspondence with the returns. The following information is required for this purpose: The number of orders and / or requests. The number of cancellations in the event that a customer would have returned the goods ordered. The volume of business generated by the campaign. The business volume corresponding to canceled orders.We can obtain several parameters that help assess the success of an advertising campaign: gains or losses related to the campaign: This is done by subtracting the total costs and sales volume of canceled orders total business volume generated by the campaign. To see if we really made money with some advertising, it can also potentially avoid the volume of business the purchase price of the goods ordered and an amount for the fixed costs associated with the company. The rate of return: For this, we divide the number of orders (reduced by cancellation) by the number of letters sent advertising. If we multiply this value by 100, we get a percentage that is generally less than one percent. The cost for each sales letter: To do this, we divide the total cost by the number of letters sent advertising. The cost for each order: For this, we divide the total cost by the number of orders.We can calculate this value for each of the items advertised, but in this case, we can not consider the costs in proportion to each item. For example, if a particular item occupies 20% of the space available for advertising in the letter, then we can assign 20% of the total cost for this advertising campaign.The volume of business and orders can also be attributed directly to the addresses requested. In this case, one can determine the success with some recipients in addition to the success of the campaign in full, for example, to filter clients that are particularly good or bad. If we took note of the selection criteria for the addresses, then we can also determine the selection criteria have provided the most success. The same applies to the target region, which can be determined from the postal code.
REGULATORY POINTSThe legislation specifically regulates direct marketing via SMS mailing, emailing or postal mailing, and the use of "private data"Any direct marketing campaign, regardless of the channel consists of a database (from landline number / mobile e-mail address or mailing address) and a medium of communication (sms, e- mailing, e). A database contains "private data" user (phone number, email, address ...) for which the operation as part of Operation marketing is strictly regulated by law "Informatique et Liberté" and CNIL (National Commission of Information and Freedom).
Therefore it is essential to know the legal framework and the basics of respect for the integrity of your marketing.1) The concept of consent "active" (or "Opt In")The basic principle for any direct marketing campaign is: consent.To have the right to contact a person in the operation of direct marketing, the advertiser (or advertising agency in charge of the operation) must have obtained the express consent of the individual to receive advertising messages. This condition is not an option, it is an obligation under the law, "the LCEN states that direct marketing by means of an automatic calling machine, fax and e-mail , any individual who has not expressed its consent to receive direct marketing in this way "is prohibited (Article 22 of the LCEN, amending Articles L.33-4-1 of the Code of Posts and Telecommunications and L120 -20 to 5 of the Consumer Code).Different levels of approval are considered: the consent "active" (Opt In, Double Opt In) and consent "passive" (Opt Out).Consent "passive" is obtained when, following a request (send a mail for example), the person has not shown the will to leave the mailing list. The Opt In, however, is obtained when the person expressly manifests the will (usually through a form) to be integrated into a client file.The legal framework defines the notion of consent as follows: "any means consent freely given specific and informed by a person accepts that personal data being used for the purpose of direct marketing. "This means that the use of file Opt Out is banned in France for any telemarketing operation targeting individuals (B2C). The Opt In is a necessary condition for the operation of a customer database as part of campaign.
The double Opt In is obtained when, following an entry in a form confirming consent, the user receives by mail a confirmation re-validating a second time his desire to appear in the database the enterprise in question.
2) The nature of the advertisementIt is obvious that one can not communicate any message through an advertising campaign, even if the persons concerned have given their consent to be sought. Deceptive advertising is prohibited as well as some thematic special connotation such as pornography or proselytizing ...Finally it is important to ensure that the purpose of the campaign, the identity of the advertiser and the name of the promoted product appear clearly in the commercial message.
3) The ChurnAnother legal provision requires advertisers to allow (and facilitate) a solution unsubscribe allowing people who do not wish to receive messages from the mailing list, leave the file (Data-processing law and Freedoms of 10/01/1978 LCEN of 21/06/2004).
On e-mailing unsubscribe to appear through the establishment of an unsubscribe link.
As for the SMS mailing, unsubscribing is supported by what is called the SMS "STOP". Persons wishing to unsubscribe have the opportunity to respond to advertising by SMS "STOP". The advertiser has to assume the "STOP" and remove the person of the file used. Therefore, as part of marketing operation, management of "STOP" should not be considered optional, it is a legal requirement.
4) The hours of sending SMSIf the law "and Freedoms" and LCEN ("Act on Confidence in the Digital Economy") set a specific legal framework, operators and players in the economy needed a code of "good behavior" when making operation of prospecting by text message.
In theory, any Commercial SMS between 20:30 and 8:00 on weekdays and all day on Sundays and holidays, is strictly prohibited. However, these hours may vary depending on the operators.
INTERVIEW
CV: Born in 1947, Patrick Visier, a pioneer of direct marketing, is one of the leading French specialists databases.Creator of several companies specializing in the files Business to Business (B to B), in the files Business to Consumers (B to C) and in computer databases, he led the company since 1993 CAE Business.Visier Patrick is also a lecturer specializing in direct marketing, creative directory "Who decides? "(File reference in B to B), author of two books" The Technical Efficiency "(European Business Award in 1985) and" Sell business through direct marketing "(1996) and President of the Commission" Research and Technologies "of the NDCS (National Union of direct communication).Interview:Qu'Appelle-you one "direct marketing"? What distinguishes it from other communication tools?Direct marketing is a set of operational resources allow, usually from a file, to establish direct contact with a recipient identified and selected in a goal or conquest, or Loyalty.In communication, we must distinguish:- Corporate communications, whose role is to generate an image for your company or your product. It builds on the long term through actions of media relations, public relations.- Operational communication, which has both short and medium term. It uses other means such as direct marketing, sales promotion, trade shows and exhibitions. Its purpose is to increase revenue.Direct marketing is what will allow you to find and recruit new customers, but also and above all loyalty. Because as a business leader you should be aware that it is six times more expensive to find a new customer than to retain it. We must therefore seek every opportunity to help you communicate with these customers do not lose contact.Why direct marketing?Because it is a communication technique that is customer-oriented.Today, if you want to succeed your business, you need to think "client" rather than "product."I often found that entrepreneurs were focused on themselves and on their products. They do not have the reflex to sell. They spend their money to acquire and develop their local, create a "nice" tool, to improve the presentation of their products according to their own wishes, and so on. But they rarely think that means to bring their clients . Equity in the company go instead of being used in the commercial. It is a fundamental error to me.The customer facing oversupply has become more demanding, more solicited, more unfaithful. If expectations have changed for the products and services on the market, they have also evolved in terms of commercial activity and communication.It must be understood and understand some key points:- Have customers is the primary objective of any business;- It is no longer the customer to adapt to the company, but the company to adapt to the client;- No business can simply wait for the client, it is imperative to look for;- A customer is won, and this conquest is acquired at a cost;- A client is the capital to maintain or develop; loyalty is built on the account and building a relationship.By using direct marketing, you will communicate "live" with potential customers as your customers more efficiently and effectively and optimize your budget. From a number of information collected about your customers (his tastes, his habits, etc.). You can, thanks to the media-specific direct marketing, reach your target in communicating frankly.What are the different media used in direct marketing?There are several that can be used separately or simultaneously. Their goal is to encourage the recipient to take action in you returning a reply card that allows you to refine your file, or by logging onto your website, or by visiting you. Include:- Ad-press, which takes the form of a text published in a newspaper or magazine that includes in its lower part, a response card to be sent to the advertiser,- No address printed, placed in the mailboxes in the form of prospectus or unaddressed mail,- The mailing, or mailing, which corresponds to the mailing of messages targeted to individuals or companies,- The bus-mailing, which is to group the different offers advertisers or products, usually in the form of cards or checkbooks, the potential customer is returned to the advertiser or the issuer's mailing bus. You can use this technique, for example in the first class TGV to reach a customer executive or wealthy individuals,- E-mailing, and fax-mailing the regulation of which will soon evolve- The telephone,- And finally the visit.Customer Is not tired by this type of marketing approach?One might think, and yet if you take the latest survey by the Post Office to the general public on the opening of mail in the mailboxes, you will be surprised to learn that over 92% of emails are delivered within mailboxes are read. This is awesome!When an action is targeted recipients retain these emails if they do not have time to study at the time. Of course one day or another they will "clean" and throw these letters ... they have not been restarted.The recovery is very important because it serves to put the folder on the "top of the stack."This is not harassment, but maintaining contact. If you are sure of your target and you get no response, you must continue to communicate because at one time or another it will be the right time.Studies in the field of direct marketing is clear that in terms of sales to businesses (called the B to B "Business to business"), a large part of the "défidélisation" a client comes from a lack of contact with its supplier. Companies often think they do too much. Or customers believe their side they do not have enough contact with their suppliers or they do not get the information through the channel that suits them. Hence the value of using multiple media.Is this an effective technique?When done well, there is no doubt. This technique works and in my opinion the best way to find customers, provided, however, follow certain rules and have a good vision of what we do. Notice that when a communication action does not work, contractors have a tendency to blame the means, rather than put themselves in question.What is the secret of a good direct marketing campaign?Conditions for success are simple: you have to do the right offer at the right time and right person. It is the school of common sense!All this requires a preliminary work for reflection:- Define a coherent agenda and detailed for a full year;- Define an objective for each action;- Set a target and measured;- Select a suitable means to the objectives set and the size of the target;- Predict the budget.Unfortunately, new entrepreneurs do not know how to define their target. When starting a new business is more difficult because one can only assume, unless there is good experience of the trade. In principle, the market research to define the target, but it is not uncommon to find discrepancies between the statements of intent gathered during market research, and translating these intentions.It is often necessary to go through a testing phase to determine its target "watering" the general public, by advertisement in a local newspaper or by such a distribution of leaflets in mailboxes, and studying the profile of people who meet and form the target.Once this reflection done: how does a direct marketing campaign?You must first create a file or you buy one.There are three types of files:- The build file is compiled from various sources: newspaper advertisements, directories, information found on the internet. You can create these files yourself, rent it or buy it. This type of file that the rate of return the lower- Declarative file: There are two megabases of data formed from large consumer surveys made to a wide public: Consodata and Claritas. You can buy or rent. But we must take into consideration that certain statements of consumers are sometimes fanciful.- File behavior, "the Rolls files" created by a company for its own needs. The largest file on the market behavior is the Redoute, which has 20 million addresses. This type of file can not be bought, but it is often hired to offset a portion of management costs.What do you mean by "buy or rent" a file?In fact, it really does not buy a file but a right of use.If it is a rental, this right of use is unique. If it is a purchase, the file can be reused.But in any case, it is forbidden to sell it, trade it or give it away. The right to use this file is unique to the company that acquired it.Where can I find these files?There is a great website for it: http://www.gfm.fr (Marketing Guide files).Simply type one or more keywords and you have the files available, descriptions and contact information of the companies that distribute them.You can also get the directories of the various trade fairs in direct marketing such as the Week of MD and customer relationship (SMDRC) or MD Expo. You can finally get closer to the National Union of direct communication (NDCS) can be found on its website http://www.sncd.org contact professionals who are committed to the ethical codes established by the NDCS .As for the design and writing messages, do you have any tips or tricks to give the entrepreneurs so that their action is effective?It is first necessary to bear in mind that communication is thinking of the other.Talk to your customers or your prospects by talking about them: it is the basis of all communication. Something very simple to apply: after writing a message, highlight the "you" and "us." If there are more "us" than "you" is that your message is wrong.Tell them about them, but in their own words. When I work on a target that I know well, I phoned him. I talk I spoke of their habits and sometimes I record them to be able to listen and appropriating their own words: I get a sponge! And it is these words that I use then to address them.Writing a message is identical to that of a newspaper article: which encourage them to read it first title, the teaser. If the title strikes the reader will look at the inter-titles, and the postscript, and if they confirm the good impression of the title, it will read the document.The grip is very important. If we do a promotion, it should be obvious: "two jackets for the price of one", "20% off your windows."Attention is selective. Everyone is constantly bombarded by a wealth of information and unconsciously, the mind sets up filters. If you are concerned or interested in a topic, you will not see it in the press, on the street 'In the case of a distribution of printed material in mailboxes, I recommend placing them in an envelope and indicate on the envelope message "catchy" that encourages open the message. For example, if your product for the maintenance of gardens, talk to the residents of suburban districts a letter indicating on the envelope: "Your next plantation." You can be sure that 90% of those affected will open your mail.More targeting will end, most consumers will feel that you write them to them personally.What to avoid saying or doing?Avoid gratuitous statements or techniques. Always speak in terms of "consumer benefit". Do not say, for example: "this iron is made of aluminum," but "this iron is light" or even better "due to its low weight, it will fatigue you more." Also avoid adverbs, relative superlatives' but also the present participle, the conditional, the passive or negative.Finally do not attach to your mailing your marketing materials. Remember, your mailing must generate a request for information or cause a visit, especially if it leads.
For use against the words that call as "Free," "Save," "win", "new", "Now," "Today," "first", "guarantee", "results", "evidence", "security", "simple", "easy", "full", "fast", etc..What is the cost of a direct marketing campaign?The cost of mailing, including purchase of file, is between 0.8 and € 1 per prospect or client.Action of E-mailing in turn reduce the cost to about 0.22 to 0.35 € (location of the file and mailing included), and it will cost you nothing if you have your own. Hence the interest of this type of media that still requires to obtain the consent of individuals to receive your offers by email.If it is an action fax-mailing, allow about € 0.10 to € 0.20 per fax (this price includes the rental address and broadcast). Note however that the changes in legislation.Action for its telephone costs between 3 and 5 euros per person contacted if it is outsourced.What is the rate of return from a mailing?According to Ed Meyer, "Pope" of direct marketing, the result of a mailing is related to three factors: first, the offer is to say the product and how you position it, then targeting (file) and finally the message. The first two factors each account for 40% efficiency in the mailing. The third accounts for only 20%.I would add a fourth factor: the time. This is very important. One can possibly anticipate but do not act too late. Try for example the sale of air conditioners in winter, unless you make a super promotion!The average yield for a mailing in customer acquisition, varies between 0.5% and 2% in the case of an action-oriented individual customers (B to C). It will vary between 0.1% and 1.5% if the offer was for an audience of business (B to B). But we must take these percentages very carefully, because they depend on many parameters: actions of competitors, the target patterns, seasonality of the product. Recently, for our own needs we have achieved a B to B micro mailing has exceeded 9% lift in demand for information.By cons, in customer loyalty can be achieved scores as high as 30, 40, 50 or even 70%.In direct marketing there are two basic rules: measuring and testing.Everything must be measured:- The target- The primary return (number of requests for information)- High performance (number of quotes)- Tertiary performance (number of orders)- Quaternary performance (number of loyal customers, that is, having recommended).We will also measure the number of bounces (returns to wrong address). This differentiates the operational marketing corporate communications. Henry Ford said in the 20's "I know half my advertising budget is useless, but I do not know what half that I have to delete."The other rule is that of T 3: Test, test again, Always test.The tests are part of the logic of direct marketing. We must test everything (or almost) and only testing one thing at a time so as not to bias the test. We will test the file, the offer, the grip, the message, the premium. Each test is done on a small sample of 3 000 to 20 000 individuals or firms (depending on the size of the market). Attention to tests based on samples without a significant size. If your target is too small, contact the entire target and consider that it is the action that serves as a test.What is the future of direct marketing?The multi-channel is the way of the future. Avoid using a single intensive media: it is the best way to use quickly and see its returns decline and collapse.With the means of direct marketing, as with the targets and files, you must have an "ecological" approach: respect the environment of the target and the target itself.The response to the risk of over-solicitation mono-media, multi-channel approach is the variety to the messages and communication channels, as "born of boredom one day consistency." These methods complement each other harmoniously, with you to orchestrate well!Interviewed in October 2003 by Laurence Piganeau
ISSUESAlthough highly effective, methods of direct marketing have also some limitations: The saturation of mailboxes The feeling of being stuck The invasion of privacy The fatigue The trivialization of bids The techniques are very effective if used aloneMany consumer groups complain too aggressive direct marketing. The problem is whether the state should intervene or not in the acts of marketing companies. If the marketing is not a tool of manipulation, it is clear to see that it can influence people's behavior. Moreover, a marketing action that always sets the target to be achieved.Freedom of marketing must end where it starts and consumer direct marketing can be considered as invasions of privacy and too omnipresent while having the opposite effect than originally sought. The rate of return can be very low compared to the investments and actions.
EXAMPLES OF DIRECT MARKETING
Yves Rocher fan of SMS-MMSDirect Marketing # 120 - 01/05/2008 - ISABELLE SALLARDThe cosmetics brand, in full revival, Ocito chose to launch its new line of makeup for young women.
Yves Rocher added a string to her bow by launching into mobile marketing. Accompanied by the specialized agency Ocito, the cosmetics brand tests that channel for about a year, with several objectives: to improve the effectiveness of direct mail prospecting, developing their business, optimize the cost and quality of customer service and Finally, develop loyalty and recognition of customers to the brand. After some successful tests in 2007, consisting of small operations sending SMS and MMS, the brand decided to launch a major campaign involving, this time, other technologies such as mobile Internet and the Web to SMS. Conducted in November 2007, at the launch of a new range of products for the 16/25 year Luminelle Axe trend, this operation was the main objective to create traffic in the 600's stores in France. "Mobile is a tool to establish a constant relationship with our customers, said Pierre-Yves Morvan, head of marketing and loyalty system telephone at Yves Rocher. The goals differ based on profiles and age of consumers, but it works particularly well in prospecting targets young like we wanted to reach through this. "Four operations in a
Each client received an SMS, an MMS or a clickable link referring to a mobile website.The campaign was divided into four separate operations, adjusted for portable equipment for each client. "We sent the three major mobile client files filled with phone numbers so that we detail for each contact, the type of terminal and supported technologies, "explains Benoît Corbin, CEO of Ocito.Thus, each client received an SMS, MMS, or returning a clickable link to a website dedicated to mobile operation. The offer contained in the message, the same each time, allowed the client to receive a coupon to present in stores, entitling them to a gloss free with every purchase of a product of the new range. "Only the promotional code differs depending on the channel in order to quantify the tracker and in-store returns?" Says Benoît Corbin. These three operations "push" has added a brick "pull" with the introduction of a module for sending SMS from the Web (Web to SMS) to trigger the virality. "This viral aspect we found that our clients were excellent ambassadors for the brand, says Pierre-Yves Morvan. This is a track that we will certainly continue to explore. "The results show that the Web to SMS is a prospecting tool interesting and profitable as in the case of this campaign, 20% of friends who received" good plan "have then store bought. The rate even reached 70% for the mobile website. Finally, this operation has been very instructive. "We were able to measure the MMS and SMS had comparable efficacy and the rate of return for clients who visited the website before going mobile store was twice that of clients who have just received the text message" Benoît Corbin attests. Excellent results that support the brand with sustained investment in this channel, with the establishment of a permanent mobile internet site.
At Nocibé, thorough cleaning of the fileDirect Marketing No. 66 - 01/06/2002 - Alexis NekrasovTo optimize its direct marketing campaigns, the group Nocibé, teaches perfumery, turned to ETO to "clean" and restructure its.
"Our database contains close to 1, 5 million addresses from the loyalty card 240 of our perfume," says Jean-Jacques Bouchery, IT director at Nocibé. File a nice size, but for a long time has served as accumulated points for card purchases, without direct marketing. The first mailing operation conducted recently, caused a high rate of IASP held between 5 and 10%. "This problem is probably the quality of data entry in the store by sales consultants, and also moves," says Jean-Jacques Bouchery, who charged ETO restructuring and standardization of the file, merging duplicates, and so on. "We also ask them to accompany us in the reintroduction of the file in our information system and improvement of the whole chain of data entry," says Jean-Jacques Bouchery. Among the options considered, the setting up tables with abbreviations help possible to the attention of those in charge of the seizure. "ETO brings a comprehensive service in both the cleaning in the search for potential partners for the rental of our data, concludes Jean-Jacques Bouchery. In the future, we plan to use them on a regular basis for maintenance of new entries. "
Mobile marketing as a substitute enov.12, 2008 in Mobile MarketingThe international player in women's lingerie, Etam, is very active in direct marketing including over one million customers carry loyalty card. Among these clients, nearly 300 000 have agreed to receive promotional offers via their mobile phones. Etam therefore wished to go further in its business emarketing (beyond its ecommerce site and its email marketing campaigns) in otpimisant the use of ICT with the integration of mobile marketing.A first for the brand EtamEtam has experimented with the mobile channel, in both substitution and coupling of discount offers usually sent by post or emailing. The brand of lingerie intends to exploit the potential of this channel to measure the effectiveness of mobile to create traffic in stores and at the same time, expand its sales. And that in lieu of the offer letter.
The device of the campaign was extended to 10 days of validity stock through discount offers made initially by mobile (SMS and MMS). Etam has operated its base, with 300,000 customers holding loyalty card having accepted to receive offers via mobile.Is this type of marketing campaign would replace the postal mailing to clients of the brand? This is what the group sought to determine Etam.The mobile substitution and coupling eThe marketing campaign has combined two types of actions:- The replacement of the mobile mail: send an SMS sent to 50% of the target offering a discount.- The additional mobile mail: translating a mail in rebate to the second half of the target stimulus followed by a SMS on non-buyers to J-4 of the expiry date of the reduction.The first campaign was successful. Therefore, Etam has integrated the mobile channel to its mix of communication and continues to send SMS campaigns alternating paper and email channels.
Finally, the marketing campaign also included an MMS device (above) with 17 000 clients. This was very specific and go beyond supply reduction. She announced the launch of the collection Lolita Lempicka and was designed to drive traffic in store.The results of the campaign:• The SMS instead of e: + 10% of purchase• The post linked to the revival mobile: 9% of additional sales compared to just sending mail• Lower costs by 5• A higher ROI compared to paper mailings costsThis campaign shows that SMS marketing is a cost-effective medium to drive sales compared to traditional channels. In addition, the mobile has the ability to create more responsive to customers due to its ease of interaction.Since this campaign, Etam has fully integrated in the mobile channel strategy including direct marketing to announce the launch of a new collection, sales, or simply creating présoldes traffic. As proof, the company now distributes 5-6 SMS campaigns each year. With, for each operation, a test at least 10% of the aggregate basis.
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