ILO Marketing Workshop How to create more money for your association

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ILOMarketing WorkshopHow to create more money
for your association

• Erik Van Vooren
• Georges Van Nevel

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The Programme

• Part 1 Why do associations need marketing?
• Part 2 Implementing a direct marketing programme
• Part 3 Additional tips for powerful direct
  mailings

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Part 1Why do associations need marketing?

• If you dont know where to go, any road can
  lead you there

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What challenges are you facing?

• Awareness/positioning
• Preference
• Recruitment
• Loyalty

Cost effective
5
What is marketing?

• NOT just
• selling
• advertising
• BUT
• understanding the needs/behaviour of your market
• adapting the marketing mix to the market

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The marketing tools

• Market survey/market research
• Product service portfolio management
• Price price differentiation
• Promotion
• sales
• advertising
• sales promotion
• Place channel management

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The marketing communication tools

• Personal contact
• P.R. free publicity events
• Exhibitions/seminars
• Mass media advertising
• Direct Mail
• Telemarketing
• Webmarketing
• .

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The benefits of direct marketing

• Direct measurable results
• High impact
• Flexibility
• Budget control

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Direct Marketing Tools
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Monitoring the whole process
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-Part 2-Implementing a direct marketing programme

• You cant get a baby in one monthby making nine
  girls pregnant

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1. Selective targeting
1. Target group definition
2. Target group selection
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Tips for building your database

• The best database is the one you create yourself
• What kind of data do you put in the database?
• Identification data (name, address, sector,
  people, functions, DMU...)
• Relationship data (prospect, member, in which
  activities participated)
• Where do you find the basic data?

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Monitor the data quality

• Garbage in, garbage out
• Keep different kinds of information in different
  fields
• surname, name, title, company, street, number,
  postal code,
• Standardise the data whenever possible
• Data perishable information
• keep it frequently updated

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Different ways to segment your market

• Sector segmentation
• Benefit segmentation
• Behavioural segmentation

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Differential Marketing Strategies
LTV
High
Low
High
Maintain
TLC
Loyalty
Observe
Develop
Low
Source Ogilvy One
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2. Make them an offer they cant resist
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3. The campaign strategy
Mediamix
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4. Develop a powerful dialogue
Scanning Dialogue
Reading Dialogue
Call for Action
Direct Response
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1st Dialogue Principle

• At the first contact, your mailing is being
  scanned, NOT read

• The prospect is not waiting for your mailing
• He has little time
• He is scanning the content
• The first seconds are crucial

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2nd Dialogue Principle

• In those first seconds, the prospect looks for
  an answer to the question WII-FM ?

• Do the key benefits stand out ?
• Are they easy to understand ?
• Are they motivating ?

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3rd Dialogue Principle

• The scanning of your mailing follows a fixed
  pattern.

• In the first seconds, your prospect looks at
• images
• headlines
• words
• bold
• underlined
• colour
• capitals
• ...

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4rd Dialogue Principle

• Your can influence the way your mailing will
  be scanned read

• Follow the eye-movement pattern
• Put your key message along this path

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5th Dialogue Principle

• Each element in your mailing has a specific
  dialogue- function.

• The envelope
• creates the expectation
• The letters
• the personal talk
• The folder
• the product or service
• The reply card (form)
• the call to action

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Applying the Dialogue Principlesprint
advertising

• Size
• Position
• Lay-out
• Response mechanism
• coupon
• insert/outsert
• pop-up
• ...

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Applying the principlesdirect mail

• The envelope
• The letter
• The brochure/catalogue
• The reply document
• The reply envelope
• Additional documents

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Applying the principlestelemarketing

• Identification
• Validation
• Exploration
• Argumentation
• Closing

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5. Organise a swift follow up

• Keep the cool down curve in mind !

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6. Evaluate the results

• Not just response percentage,but cost per
  response
• Or even better cost per order

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Tips for a telemarketing script

• Step 1 Mutual identification
• Who are you?
• Who do you want to talk to?
• Now or later?
• Step 2 Validation
• Why is this call of interest for the prospect?
• Step 3 Exploration
• Open-ended closed questions

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Tips for a telemarketing script

• Step 4 Argumentation
• Gradual argumentation
• Raise the objective
• Tentative closing
• Step 5 Closing
• Summary of what is agreed
• Step 6 Goodbyes

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Part -3-Direct Mail Packagessome additional
hints

• Success is a ladder you cant climbwith your
  hands in your pockets !

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What mistakes do beginners often make ?

• Not including a letter, or underestimating its
  importance
• Not repeating the offer on the reply card
• Not respecting the first scanning dialogue
• Not testing
• Thinking that a short mailing is by definition a
  better mailing
• Not explicitly asking for the order/response

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How many documents can I put in my mailing ?

• The standard package
• envelope letter folder reply card
• The self-mailer
• all-in-one document
• low cost
• Special extras
• lift letter
• hot sheet
• premium flyer

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What size of envelope do I use best ?

• Smaller
• more personal, private
• Bigger
• more promotional

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Should I put my name/logo on the envelope ?

• When you are an unknown company mailing to
  prospects
• your name/logo is not important
• tease the prospect with WII-FM
• When you are a well know company mailing often to
  prospects
• maybe you better leave your name/logo out
• When you mail to your customers
• your logo is a sign of confidence

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What is better a label on the envelope or a
window envelope ?

• Label on the envelope
• less personal
• more promotional
• Window envelope
• allows to personalise
• either the letter
• or the reply card
• or both

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Will I get more response when I use a real stamp
?

• Your mailing will certainly get more attention
• Probably you get more response

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How can I best open my letter ?

• Start with a question
• Start with a quote
• Start with a slice of life story
• Start with your strongest promise

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How can you give your letter a more personal
touch ?

• Print a date at the top
• Print From the desk of with our name
• Use a specific opener
• Indent the first line of your paragraphs
• Use short paragraphs (average 4/5 lines maximum
  7 lines)
• Use a short, strong closing paragraph
• Use a readable signature

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Is the P.S. still important ?

• It is still an important fixation point
• Repeat the main message of your letter
• Add something to the main message
• Announce a deadline
• Use an extra P.S.
• E.P.S
• P.S.2
• VIP.PS (Very Important PS)
• Personalised P.S.

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How can I get more return from my catalogue ?

• Send a reminder mailing 4/6 weeks after your
  catalogue
• Print a smaller best of catalogue
• Put coupons in your main catalogue with different
  offers which are valid in different months
• Organise a telemarketing follow-up

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How long should my letter be ?

• There is no limit to the length
• as long as what you say is relevant and
  stimulating
• However
• business people tend to have less time
• if you want to sell the more you tell, the more
  you sell
• if you want an appointment dont say too much

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What do I put on the cover of my brochure or
catalogue ?

• Your best selling product
• Your latest (special) product
• A grid of best-sellers or impulse products
• Use people in your pictures
• Show your product in action
• Give it a powerful title
• Use a tag line to make the positioning specific
• Use extra busters

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What are the most important pages in my catalogue
?

• Cover
• Back-cover
• Inside front cover
• Inside back cover
• Pages 3 - 5
• Central pages (if stapled)
• Pages around order form

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What more can I do with my reply card to increase
response ?

• Make it bigger
• Use more colours
• Make it easier to fill out
• Use extra visuals
• Reduce the number of options
• Add extra reply cards
• yes - no - maybe
• Dont ask for a signature

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Do I really need a reply envelope ?

• Depends on
• the information you request on your reply card
• when confidential use envelop
• the target group
• business-to-business
• reply fax ?
• private households

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Will I get more response with a postage paid
envelope ?

• Yes
• certainly with private households
• less strong with business people
• But
• maybe you want less response
• with a better quality ?

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How much response may I expect ?

• Between 0 and 100
• Depends on
• your product
• your offer
• your target group
• your package
• your timing
• CPR or CPO are the only valid measures

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Can I mail the same package a second time to the
same people ?

• Yes
• probably they wont remember
• Response will most probably be (somewhat) lower
• but in some cases it can be higher
• Leave some time between the second drop (minimum
  6 to 8 weeks)
• Print reminder on the same package
• Maybe change the key fixation points

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How often can I mail my customers and prospects ?

• More than you think
• Test the optimal frequency by measuring response
• For relationship purposes you need a minimum
  frequency of 4 to 6 times/year
• Some companies send their top-customers a message
  nearly every fortnight

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How do I increase the changes that my mailing
will be read ?

• Select the right target group
• Use a strong teaser on the envelope
• Put an extra gimmick in your mailing
• Use a postcard
• Use extra windows on the envelope (front and
  back)
• Send a pre-mailing
• Personalise your message

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Can I use the fax to send my mailing ?

• No
• Unless
• to customers
• urgent, interesting
• to announce a mailing
• to request a mailing