Direct Mail & Managing Data Achieving Growth by Adding New Services Masterclass Seminar. 27 th March 2014 At 1230

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1 Direct Mail & Managing Data Achieving Growth by Adding New Services Masterclass Seminar 27 th March 2014 At 1230

2 Stuart Sutherland Business Development Manager Nova Direct Having built up a 2 year trading rela<onship with Nova Direct while working for a financial ins<tu<on, I joined the business in July 2013 to help drive expansion through the introduc<on of new products and services. During my 15 year career in financial services, I spent the past 10 years specialising in developing new rela<onships with trading businesses ranging from start- ups to 500m turnover per year. In this role I was responsible for conduc<ng targeted mul<- media marke<ng campaigns and developing brand awareness. I am now using this experience and the specialist systems available at Nova Direct to support customers in making their campaigns as effec<ve and efficient as possible.

3 About Nova Direct Founded in 1991 as a direct mail specialist but expanded its offering in 2011 to include marke<ng, branding, design and crea<ve. A broad porsolio of accounts ranging across financial, charity, u<li<es, retail and government sectors. Nova Group operates over many marke<ng disciplines including adver<sing, direct marke<ng, strategic communica<ons, CRM support and fulfilment. Our skill base now includes Direct Mail, Database Management, Ecommerce, Document Management, Digital Prin<ng and Media Solu<ons.

4 Nova Services DATA CRM Management Database Management and Cleansing Prospect Data Search Engine Op<misa<on CAMPAIGN PLANNING Adver<sing and Media Planning Digital Media PURLs, QR Codes, SMS etc. CREATIVE SERVICES Design of Mail Packs and Literature NovAR - 3D (Augmented Reality) Smellymail Website Development PRODUCTION Digital Print Direct Mail Produc<on and Distribu<on Order Fulfilment Thermal Card Prin<ng CAMPAIGN MONITORING Coupon response handling Reply envelopes Telesales Website monitoring COMMUNICATION METHODS Mail Piece / Post SMS Text Social Media

5 Direct Mail U?lising Databases Direct Mail Marke<ng provides an effec<ve way, when used correctly, to adver<se your product to the market. U<lising your own database and supplemen<ng it with more data based on a specific profile will ensure efficiency within a campaign. Benefits Accurate targe<ng Protect against overwhelming response by managing the campaign Reasonable costs as the campaign can be tailored to budget The message and content can be altered as the campaign progresses and analysis is completed Second or third wave campaigns can be planned and implemented speedily

6 Planning a Direct Mail Campaign What is the overall aim of the direct mail marke<ng campaign? Budget Analysis Market Research Data Set your objec<ves How many products do you want to sell How many leads do you want to generate Specify over what <me period Crea<ve

7 Data Managing your client s database Review the Database Cleanse Database Merge, purge and de- duplica<on Mailing Preference Service (MPS) Telephone Preference Service (TPS) Fax Preference Service (FPS) Na<onal Change of Address (NCOA) Postal Address File (PAF) The Deceased Register (TDR) The Bereavement Register (TBR)

8 Market Research Iden<fy the target market by U<lising exis<ng cleansed database Data profiling Obtain new data based on the clients profile and demographics Segment the database based on iden<fied trends or buying habits What is the customers demographics Age Gender Social class Loca<on Occupa<on Interests Ethnicity Asset ownership

9 Crea?ve Clear Message Strong Call to Ac<on Drop the Jargon Ensure reply mechanism suits the target market ie , text or post Add something to the mail piece to make it stand out Build up your offer send out a structured campaign Where possible insert a sample Include tes<monials if appropriate Offer some sort of guarantee on your product or services Outline the features and benefits Make sure it has a great headline Be concise so that they do not have to read through a lot of text Always proof- read your mail piece

10 Budget How many prospects are you looking to target? What is the es<mated response rate? What will be the es<mated conversion rate of the responses? What is the es<mated average customer spend? What is the total cost of the campaign? The Return On Investment is worked out by Number of mail pieces x the response rate % x conversion rate % x average sales price Investment in campaign

11 Analysis Evaluate the campaign Use codes to track responses Analyse the costs of the campaign Quan<fy the rate of response Produce a cost per response where possible This data collec<on and analysis can deepen the understanding of your clients customer. The findings will help to refine the next campaign, making each mailing more effec<ve than the last.

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16 Conclusion Do not assume you know who your customers are! Always build a campaign on the founda<ons of current data. When acquiring data, ensure the content meets the demographic of your target audience. Ensure suitable response channels are offered and the response data is tracked, without this informa<on you will not be able to assess the success of a campaign. The rela<ve cost of a campaign should only be assessed once the outcome is known. The right campaign with a focused strategy has the possibility to be a powerful tool for engaging with customers and prospects.

17 Q&A Stuart Sutherland Business Development Manager Nova Direct T: E: W: Nova Direct, Edward Way, Victoria Business Park, West Sussex RH15 9UA