VT/NH Marketing Group Annual Conference 2016 Acquiring Names in Any Sea
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 5/18/2016 2014 Wiland, Inc. All rights re PROPRIETARY Page 2
VT/NH Conference 2016 Housefiles are shrinking Top Challenges Email is not the answer we were hoping for How do I get names then? 5/18/2016 WILAND UNIVERSITY: Introduction to Wiland University 3
VT/NH Conference 2016 Players in the List World Mailer Broker List Owner List Manager Service Bureau 5/18/2016 2014 Wiland, Inc. All rights reserved. CONFIDENTIAL AND PROPRIETARY Page 4
VT/NH Conference 2016 Your Lifeblood Housefile Repeat Buyers are necessary to survive RFM (Recency, Frequency, Monetary) 5/18/2016 2014 Wiland, Inc. All rights reserved. CONFIDENTIAL AND PROPRIETARY Page 5
Different Name Sources Direct Relationships Rental Exchange Co-ops Inserts Compiled Lists VT/NH Conference 2016 5/18/2016
VT/NH Conference 2016 What About Results? Response Rate - <1% Average Order $/bk 5/18/2016 2014 Wiland, Inc. All rights reserved. CONFIDENTIAL AND PROPRIETARY Page 7
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
VTNH Marketing Group Look At FULL Costs to Measure Success SALES RETURN RATES MARGIN COST OF DOING BUSINESS 5/18/2016 2014 Wiland, Inc. All rights reserved. CONFIDENTIAL AND PROPRIETARY Page 9
Acquisiton 101
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
Planning your route can help
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
SIC and NAICs for B2B - Government Classification - Statistics published - Can help you target specific prospects - Share info with Broker and use for targeting - www.census.gov/eos/www/naics/
Slugging - BTB lists are too high level sometimes - People move around jobs - Staples - Office Supply Buyer - Office Manager - Warehouse Manager - Test Test Test
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
Guerilla Acquisition get in the mail
Guerilla Acquisition email to mail No land address but email addresses? Send email address out to be appended Min $500 and get back land based address Put those in the mail.
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
Don t have an email capture program? - Amy Africa - GTM at work - Popup vendors to do pop ups
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.
Guerilla Cataloging
Got Traffic? 100k unidentifiable = 10k mailable Net of house file Standard co-op pricing John Lenser Larry Kavanaugh
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
Digital Acquisition - Facebook Got an email 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
Digital Acquisition - Facebook
Digital Acquisition - Facebook
Digital Acquisition Agency
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
Prospecting cheaply - Start small - Start off with a coop - No merge no nets no fuss - Modeled single source environment - New Coop using online data
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
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.
Be aware.
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
Sky Mall & Magazine ads - Seems like should work - Affluent flying audience - Skymall example - Brookstone Massage chair example - Hemispheres
Email Prospecting - Cheap - Targeted - Brookstone example - RS example
Questions?