This is Inc Direct How To Sell and Implement Multi Channel Direct Marketing - PowerPoint PPT Presentation

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This is Inc Direct How To Sell and Implement Multi Channel Direct Marketing

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This is Inc Direct How To Sell and Implement Multi Channel Direct Marketing – PowerPoint PPT presentation

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Title: This is Inc Direct How To Sell and Implement Multi Channel Direct Marketing


1
This is Inc DirectHow To Sell and Implement
Multi Channel Direct Marketing
  • A presentation to
  • our global friends
  • (IPN Atlanta)

2
Representing 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!!!

3
Agenda
  • 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

4
Inc 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!

5
Inc Direct some of our clients
6
Inc Direct our awards
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Creating 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

8
Developing 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.....

9
VW 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

10
VW 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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The 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

25
Travel 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

26
Travel 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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The 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

30
FlightDeck
  • 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

31
We 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

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Any 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

33
Sony 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)

34
Sony 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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The 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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Why 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!!

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Thank You for listening!
  • Please visit our new website atwww.incdirect.co.u
    k
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