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1 Integrating Direct Mail Course Type In-Person Overview Course Duration 2 Days CEUs 3 Credits Is direct mail dead or is it a stealth weapon? Direct mail was always considered the rifle shot approach to reaching an audience verses the shotgun approach. Recently the dramatic surge in electronic media has caused a tremendous drop in the use of direct mail. However, if done right, direct mail can be an absolute winner every time! This two-day course in direct mail will teach you the specifics of how to gett amazing results in your direct mail and how to GUARANTEE successful campaigns. This course will give you the knowledge you need to do directt mail right, as well as provide the tools and strategiess to help you build it into a successful integrated campaign. We ll make sure you stay ahead of the curve with two days of the challenges you might face and solutions you can use as soon as you return to the office. Course Outline Day 1: 9:00 A.M. - 5:00 P.M. Please arrive 30 minutes early to check in. Introduction Lecturer Students Agenda Direct Mail. It s not dead It s not even sick! Reasons Why Direct Mail is Still an Important Channel Send Direct Mail as a Result of a Digital Action Winterberry Group 2015 Annual Outlook $45.7B Projected Direct Mail Spending in 2015 In 2014 Volumes were Down, Though Not as Much ass Predicted Direct Mail Spend was Up Due to Higher Postage andd Package Costs Retention Mail Continues its Systemic Shift to Yet Direct Maill Kept its Share in Acquisition Marketingg

2 It Can Be Integrated with Digital Channels (Mobile, Behavioral Triggers) It is Targetable, Predictable & Measureable USPS Direct Mail Moment Study Mail Achieves Results that Fewer Media Channels Can Match High Reach 80% Collect Their Mail at the First Opportunity 80% Take Time to Look Through the Mail ( 2010 USPS Household Diary Survey) High Readership 42% of Year Olds Said They Read Mail Immediately and Find it Useful (2010 USPS Household Diary Study) High Response Nearly Use Coupons from the Mail 40% of Households with Income Over $65k Purchased from Direct Mail Mail Carried Relevance. Relevance = Results Mail Lets you Target a Specific Area Reach a Unique Audience Personalize your Communications 74% of Customers Would Like to Receive More Personal Mail Extend Your Message. Direct Mail Gives your Communication an Increased Shelf Life and Pass-along Value Some Definitions Direct Marketing Direct Mail Direct Response Levers of Direct Marketing Specific Aspects of Marketing Directly Linked to Success Use Elements in Different Combinations to Improve Results, Conversions, Sales, Profits and Other KPI s Re-imagining Marketing and Communications The Magnitude of Business, Marketing and Communications Change is Just Stunning While Prospects Take Countless Non-traditional, Non-linear Paths to Purchase Products are No Longer Items to be Purchases, Instead they are the Mashup of Tangible Features, Benefits, Design, Utility, Value, Service, Delivery, Channels, Loyalty, Connectivity, Collaboration and Community To Be Persuasive, your Products Differentiated Value Must be Unique, Defendable, Sustainable and Engaging What is the Role of Direct Mail in an Interactive World that is Open, Informed, Collaborative, Social, Virtual, User Generated and Mobile First Understanding the Customer Journey Identify Goals, Touch Points, Interactions, Sentiment, Affinity, Propensity, MOTs, etc Prioritize Competing Deliverables, Devices, etc Customer Experience Customer Lifecycle Stages From the customers point of view Exploration, Discovery, Evaluation, Engagement, Purchase, Loyalty, Upsell/Cross-sell, Advocacy Match Messages, Content and Offers to the Lifecycle Stage

3 An Omnichannel Engagement Framework Omnichannel Defined The Role of Direct Mail in an Omnichannel Environment Why One Channel is Not Enough Trigger Programs Monitor, Mine, Map, Manage Blend Mail with Other Channels, Track Channels and Measure Channels Retarget Mail Non-responders Link Mail to In-store Engagement Direct Mail Case Studies B2C Multichannel Case Studies B2C Case Study Student Sample Assessments Look at the Direct Mail Package through the Eyes of your Customers Does it Communicate the Key Benefits and Gain Points of your Product ( e.g. Versus the Competition) in an Interesting and Compelling Way? Is the Story and Messaging Written Clearly Enough that it Engages the Reader to Continue from Front to Back and From One Element to Another? Are All of the Essential Details Organized in the Copy or Does the Reader Have to Search to Understand What your Product or Service Does? Does the Copy Build Trust by Proving that you Understand the Importance of the Customer s Problems and that you Have Dealt with Similar Problems Before? Does the Copy Communicate What Action you want the Reader to take and Does the Copy Tell the Reader What they Need to Know to Take that Action?

4 Day 2: 9:00 A.M. - 4:00 P.M. Common Direct Mail Formats Letter Direct Mail Package Postcard Self-mailer Catalogs Coops Mailings Dimensional Mailings Inserts (Package & Statement) Elements of a Classic Direct Mail Package Outer Envelope Letter Brochure Buckslip Response Device Reply Envelop (Courtsey Vs. BRE) Direct Mail Creative Creative Brief Creative Concepting Generating the Big Idea Creative Insights Role of the Contact Strategy Copy Power of the Story Design Call to Action Intellectual, Emotional and Personal Copy Appeals Reach Prospects on an Intellectual, Emotional and Personal Level Tap into Basic Human Wants Factors That Influence Direct Mail Response Rates Data & Targeting The Offer Messaging and Creative Sample Direct Mail Response Rates Order of Insertion and Reading Order Direct Mail Printing Standard Commercial Sizes Other Package Elements Based on the Same Size Envelope Postage Standard Rates First Class Presort and Automation Discounts Direct Mail Production Addressing Vs. Personalizing Variable Data Printing

5 Interaction with Other Channels Drive to Web PURLs: Drive Respondents to Personalized Landing Pages Saturation Mail Alternatives USPS Every Door Direct Mail Vallasis ValPak Coops B2B Direct Mail How the B2B Market is Changing Lead generation Direct Mail Nurturing Programs B2B Case Study Direct Mail Checklist (Handout) Direct Mail Case Studies B2C Multichannel Case Studies B2C Case Study Direct Mail Best Practices More is More Provide All the Necessary Information for Response Include a Personalized or Pre-Addressed Response Device Provide Multiple Ways to Respond (Mail, Phone, Landing Page/Web) Let Your Prospect Read or Scan Include Multiple Calls to Action Create Urgency Whenever Possible Use the Power of the PS Use Personalization to Create Relevancy Target and Segment to Improve Efficiency and Results Landing Pages Never Send Prospects to your Homepage Do a List to Responder Match Back to Assure that you Reached your Target Audience Test, Test, Test Test to Optimize Marketing Experiments What to test in Direct Mail A/B Testing A/B/n Testing Multivariate Testing The Scientific Method vs. Rules of Thumb What Worked Best? Search Marketing Test A Direct Mail Test An A/B/n Test A Multivariate Test A Landing Page Test *Outline is subject to change.

6 Registration Rates DMA member $1,399 Non-member $1,699 Instructor Ron Jacobs President, Jacobs & Clevenger Ron Jacobs is a marketing communications thought leader, practitioner, teacher and frequent keynote speaker at conferences worldwide. He is president of Jacobs & Clevenger, a Chicago based independent, multichannel marketing communications agency that provides Direct, Digital, CRM, Social and Content Marketing solutions, for a diverse B2B and B2C client base. J&C s approach is built on a foundation of behavioral marketing and relevant communications that generate customer engagement, interactions and measurable results. Founded in 1982, J&C s core capabilities focus on results driven strategic services; creative problem solving; and addressable, interactive marketing communications solutions. Ron is co-author with the late Bob Stone, of Successful Direct Marketing Methods, the 8 th edition of which was published in January It is the best-selling book on the tools and techniques of direct and digital marketing, and has sold over 250,000 copies worldwide. Editions have been translated into Russian, Romanian, French, Spanish and Japanese. Ron was Senior Lecturer in the Medill/Integrated Marketing Communications Program at Northwestern University for more than a decade. He received the 1994 Outstanding Direct Marketing Educator Award of the DMA Educational Foundation (Now Marketing Edge) In 2008, Ron endowed The Jacobs & Stone Multichannel Marketing Communications Program at DePaul University in Chicago, IL. The program was conceived to create a center of excellence for research, study and teaching of Multichannel Marketing Communications. The program name honors Ron and his co-author Bob Stone. Ron is a past president of the Chicago Association of Direct Marketing and was CADM s 1998 Direct Marketer of the Year. He is the 2010 winner of The John Caples Competition, Andy Emerson Award, for lifetime achievement to the marketing community. He currently serves on the NARB (National Advertisers Review Board.)