VT/NH Marketing Group Annual Conference Acquiring Names in Any Sea

Transcription

1 VT/NH Marketing Group Annual Conference 2016 Acquiring Names in Any Sea

2 VT/NH Conference 2016 Lists 101 Course Overview Players in the List World Sources of Names Results Reality Costs involved A real mailers experience with all the channels Steve s take on how it all works 5/18/ Wiland, Inc. All rights re PROPRIETARY Page 2

3 VT/NH Conference 2016 Housefiles are shrinking Top Challenges is not the answer we were hoping for How do I get names then? 5/18/2016 WILAND UNIVERSITY: Introduction to Wiland University 3

4 VT/NH Conference 2016 Players in the List World Mailer Broker List Owner List Manager Service Bureau 5/18/ Wiland, Inc. All rights reserved. CONFIDENTIAL AND PROPRIETARY Page 4

5 VT/NH Conference 2016 Your Lifeblood Housefile Repeat Buyers are necessary to survive RFM (Recency, Frequency, Monetary) 5/18/ Wiland, Inc. All rights reserved. CONFIDENTIAL AND PROPRIETARY Page 5

6 Different Name Sources Direct Relationships Rental Exchange Co-ops Inserts Compiled Lists VT/NH Conference /18/2016

7 VT/NH Conference 2016 What About Results? Response Rate - <1% Average Order $/bk 5/18/ Wiland, Inc. All rights reserved. CONFIDENTIAL AND PROPRIETARY Page 7

8 VTNH Marketing Group Costs Involved Postage/Bindary - $.65 avg List Costs varies greatly Merge - /M charge 5/18/2016 WILAND UNIVERSITY: Introduction to Wiland University 8

9 VTNH Marketing Group Look At FULL Costs to Measure Success SALES RETURN RATES MARGIN COST OF DOING BUSINESS 5/18/ Wiland, Inc. All rights reserved. CONFIDENTIAL AND PROPRIETARY Page 9

10 Acquisiton 101

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13 Acquisition and Sailing 1. Know where you are 2. Know what direction you need to proceed and obstacles you need to avoid (kpi s) 3. Relentlessly tack to your goal

14 Planning your route can help

15 Targeting - In a coop? - customer profile overview - Not in one? - Pay for a comprehensive variable snapshot to understand which variables your customers index for - Net worth, Credit cards, Interests, Causes, etc. - Share info with Broker and use for targeting

16 SIC and NAICs for B2B - Government Classification - Statistics published - Can help you target specific prospects - Share info with Broker and use for targeting -

17 Slugging - BTB lists are too high level sometimes - People move around jobs - Staples - Office Supply Buyer - Office Manager - Warehouse Manager - Test Test Test

18 Setting Sail Guerilla Marketing Got a listing of prospects by address? Quick testing with Vistaprint Load files up for dedupe Let Vistaprint mail them for you - Small postcard format - Large postcard format

19 Guerilla Acquisition get in the mail

20 Guerilla Acquisition to mail No land address but addresses? Send address out to be appended Min $500 and get back land based address Put those in the mail.

21 Using the web to acquire - Can t place code on your site easily? - Almost everyone has google analytics but do you have - GTM as an acquisition tool

22 Don t have an capture program? - Amy Africa - GTM at work - Popup vendors to do pop ups

23 Guerilla Cataloging Think a catalog is too difficult? Layout your catalog as a PDF Print runner can get it to your prospects / customers starting at $3 per piece but decreasing with volume Use your house catalog to prospect if you have one.

24 Guerilla Cataloging

25 Got Traffic? 100k unidentifiable = 10k mailable Net of house file Standard co-op pricing John Lenser Larry Kavanaugh

26 Acquisition testing - Can t control your website - Use GTM to install web overlay code - Use Visual Website Optimizer(VWO) combined with GTM - Create pop ups - Test Test Test

27 Digital Acquisition - Facebook Got an address file? Facebook has hundreds of millions. Create look alike campaigns based on specific segments Age, Gender, Location, Interests (add facebook graphic) Drive back to website or sales lead page Integrate with Sales Force via web to lead forms Relationship between advertising to likes/shares

28 Digital Acquisition - Facebook

29 Digital Acquisition - Facebook

30 Digital Acquisition Agency

31 Digital Acquisition - Google Acquiring customers on Google but not cost effectively? Go old school and use a suppression file or Use a zip file to target only top performing zips

32 Prospecting cheaply - Start small - Start off with a coop - No merge no nets no fuss - Modeled single source environment - New Coop using online data

33 Can t utilize the co-ops? - Privacy policy restricting you be creative - Use a compiled coop source like Total Source Plus (TSP) and D&B - Rolled up coop data not detail - Modeled environment profile and response - Past experience

34 Keeping an eye on the competition - If you see your competitor doing something and they keep doing it month after month and year after year there is a reason why they are doing it.. - It likely works - Give it a try no matter what IT is.

35 Be aware.

36 Display ads - Cheap to do - Target great offers great discounts - Should work - Never gotten to work - Brookstone, Sharper, USA, Road Scholar - But should work.. so

37 Sky Mall & Magazine ads - Seems like should work - Affluent flying audience - Skymall example - Brookstone Massage chair example - Hemispheres

38 Prospecting - Cheap - Targeted - Brookstone example - RS example

39 Questions?