Title: This is Inc Direct How To Sell and Implement Multi Channel Direct Marketing
1This is Inc DirectHow To Sell and Implement
Multi Channel Direct Marketing
- A presentation to
- our global friends
- (IPN Atlanta)
2Representing Inc Direct at IPN Atlanta are......
-
- Noel Warner Managing Director
- Company founder
- Worked within Direct Marketing for 22 years
- 46 years old and has 3 children
-
- Andy Bailey Sales Director
- Worked within Direct Marketing for 19 years
- 39 years old and married to a Russian!!!
3Agenda
- Inc Direct an overview
- Creating the opportunity
- Developing the opportunity
- Case Study 1 VW Finance
- Case study 2 Travel 2
- FlightDeck
- Case Study 3 Sony Pictures
- Why customers choose Inc Direct
4Inc Direct an overview
- Founded in April 2000
- UK leading cross media, VDP marketing
communications companies - Independently owned
- 5m turnover
- 45 full time staff
- 15,000 sq.ft. full service manufacturing
facility based in Enfield - ISO 14001 ISO 27001 accredited
- Full digital and multi channel offering
- - Marketing Strategy
- - Digital Print Direct Mail
- - Email
- - SMS MMS
- - Online Collateral Management
- - Web based solutions
-
- A global solutions provider through the IPN
network - Strong marketing know how!
5Inc Direct some of our clients
6Inc Direct our awards
7Creating the opportunity
- Inc Direct works across both b2b b2c (business
consumer marketing) - Always push our USPs yes we can print but
(more importantly to you) - Our strategic thinking comes for free.....
- Initial meeting (normally with Marketing
Director/Managers/Acct Directors) - Share our view on direct marketing within their
sector - Whats their competition up too....
- Talk through their own marketing
objectives/challenges - Present case studies and mould them around their
market sector - Start to talk about new marketing initiatives
that will increase their ROI - Suggest time to think and a further brainstorm
in 2/3 weeks. - Push home our ideas (ideas dump) that will
enable them to achieve - Stress that all of these ideas are scalable and
should be looked at in bit size chucks -
8Developing the opportunity
- Second meeting (closing them down!)
- Get them to outline their short to medium term
objectives - Run through their customer journey in more
detail - Understand and agree desired customer touch
points - This needs to be done across both retention and
acquisition - Re-visit our ideas from initial session (remind
them why they are talk with us!) -
- Scope out programs for each and include.....
- Incentive ideas such as vouchers, money off, MGM
programs - Agree on the right media being used per
communication - as in print, email, SMS, on-line
or a combination of each - Manage the clients expectations to go live
- Review monthly to measure success (and agree how
we measure success) - Make sure your client spreads the good word
across their business -
- So heres some of our work.....
9VW Finance (a case study)
- Manage financial product for VW group car owners
- across VW, Audi, Skoda, Seat Commercial
Vehicles - The Issue
- Dealers not collecting car insurance renewal
dates at purchase - Poor sales of their car insurance product, why?
- Lack of car insurance renewal dates within
various databases - As a result unable to promote the product before
customers renewal - No trigger marketing in place prior to customer
renewal - Therefore poor sales and product awareness
- Little or no cross selling in place
10VW Finance (case study continued)
- Our Solution
- To increase sales for car insurance product
- Needed to create an eye catching piece of direct
marketing - Incentivise customers to divulge current
insurance details - Came up with instant reward idea of a free car
wash - Approach BP and agreed to purchase 10,000 car
wash vouchers - Cost per car wash to VW was 1.50 (value to
customer 6.99) - Allow customers to interact with VW in the way
they wanted - Created personalised customer micro-site as one
way of responding -
- From the results we then built a trigger
marketing database - To deliver highly targeted trigger marketing (4
wks prior to renewal) - Lets show you the solution in action.....
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24The Result
- Response rate for incentivised mailing was
around 5 - Response rate for non-incentivised mailing was
around 1 - Sales increased immediately (customers called
in after receiving the mailer) - Intelligent marketing database (inc key dates,
car model, current provider) - Trigger marketing environment was able to be
adopted -
- On-going increase in call centre traffic and
sales growth - Greater customer intelligence for possible
cross sell marketing - Greater product awareness for VWs car
insurance -
- VW now want Inc Direct to help them sell
additional products - Possible opportunity for Inc Direct with BP
25Travel 2 (a case study)
- Provider of flight only and/or package deals
through independent - travel agents
- The Issue
- Travel agents tended to sell flight only deals
- Strong desire to cross sell additional services
(hotels, excursions) - T2 are not able to market to the travel agents
customers directly - Agents needed hand holding in respect of
localised marketing - T2 needed to create greater brand awareness with
end consumer -
26Travel 2 (case study continued)
- Our Solution
- To increase sales across all product flights,
hotels, excursions - To create an eye catching piece of direct
marketing - That would encourage the consumer back in-store
- Incentivise travel agents to push Travel 2s
products (cross sell) - To get the travel agents to really buy into the
Travel 2 brand - Create direct marketing that would hand hold
agents at a local level -
- Lets show you the solution in action.....
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29The Result
- The campaign really helped to pull the customer
back in-store - Agents were able to follow up the promote
personally - As a result significant increase in hotel
bookings (up 14) - Travel Agents loved the help Travel 2 gave them
with their increased sales - And of course the additional commission
-
- Great customer feedback (consumers loved the
personal touch) - Travel 2 have a much greater brand awareness
- Travel agents now pushing Travel 2 over and
above other brands -
30FlightDeck
- An advanced online collateral management tool
- Empowers stores/offices to create and order high
quality sales and marketing collateral,
brochures, posters, point of sale, direct mail,
press ads, forms or proposals on demand, as and
when needed - Also manages your new-media channels email and
SMS/text campaigns - Gives you the power to personalise, customise and
localise! - Lets you tailor more relevant, more efficient
collateral-based communications - Developed in Microsoft .NET which is then output
into XMPie - However, all intellectual property owned by Inc
Direct
31We call it....Marketing Communication Management
- Lets authorised users order manage their
collateraldirectly online - Log on from any store, department or office
- Anywhere in the world!
- Eliminates unnecessary content which results in
significant savings in production, warehousing
and postage costs - Importantly marketeers/customers to get what they
want, when they want it, without delay (same day
delivery!) - Instant turnaround and responsiveness to
individual requests - Links to Inc Directs proven multi-channel
resources and supply chain
32Any deliverable, any medium
- FlightDeck creates, manages and delivers
- Print (litho digital output)
- Direct mail
- Brochures and leaflets
- People!!!
- POS and posters
- Press Advertisements
- Merchandise
- Business stationery, forms,
- Proposals, HR/ training Resources
- New media
- Email campaigns
- SMS/ text messaging
- Telemarketing/ call centres
33Sony Pictures (a case study)
- Manage all Sony DVD releases across the UK
- The Issue
- Current incentives not very environmentally
friendly - Do our incentives help us sell more product?
- Products sold through 3rd parties (who are our
customers?) -
- We would really like to pre-promote to our
customers - Sell more product through 3rd party customers
(such as Play.com) - Help customers like Play.com sell more units
- Wanted to provide film fans with real added
value (above the norm)
34Sony Pictures (case study continued)
- Our Solution
- Create an on-demand incentive environment
- To please both Sony Picture and their 3rd party
customers (b2b b2c) - Enable Sony to collect valuable data on their
consumers - To help Sony sell more product (both now and in
the future) - FlightDeck micro site developed to interact
with Play.com order process - Pre-order consumers could order their own
personalised DVD sleeve! - This is a world first!!!!! a never been done
before solution! - Lets show you the solution in action.....
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41The Result
- Sales of incentive DVDs outsold non-incentive
by 5 to 1 - Even with a 3 premium
- So incentives really do work for Sony
- Much more environmentally sound solution (only
printed on-demand) - Great customer feedback (consumers love
personalised freebies) - Sony Pictures now have a database of action
movie fans - Able to pre-promote theatrical releases direct
to the fans - Able to pre-promote DVD release dates directing
fans back to Play.com - Play.com very happy as they will sell more
on-going DVD releases - Sony Pictures wants Inc Direct to roll solution
out for new releases - Heres a hot off the press preview.........
MR.MEN on DVD!!!
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46Why customers choose Inc Direct
- A one stop solution provider for cross media
marketing including highly variable digitally
driven direct mail, conventional dm, collateral
management, email and SMS - In most cases we are completely marketing
strategy lead (by us) - Eight years experience of managing highly
complex marketing campaigns - Strategic and creative thinkers (we go beyond
the brief) - Multi award winning business (2008 Connect
Awards) -
- A unique and unrivalled commitment to client
servicing - Senior client - senior commitment (board level
implementation) - Fully experienced and pro active account
management team - Added value at no cost
- Prepared to make significant investment to meet
your marketing objectives - Flexible, dependable and reliable
- We are fun to work with
- Our enthusiasm comes free!!
47Thank You for listening!
- Please visit our new website atwww.incdirect.co.u
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