Jon Villanti

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Direct Mail - Strengths for You and Your Business
Jon Villanti Villanti Sons Printers January 13,
2009
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Housekeeping

• Phones / pagers / PDAs to silent or vibrate
• Ask questions as they arise
• Feel free to share your own war stories
• Tell me to speed up or slow down

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Lets Get These Out of the Way
Synergy Monetize Goal-setting Empowered Client-foc
used Value-added Benchmark Paradigm Win-Win Smarts
izing
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Why Direct Mail?

• Branding
• Customer Acquisition
• Enhances Multi-Channel Marketing
• Flexibility
• Targetability
• Trackability

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Branding

• Differentiate yourself, create or reinforce your
  name, logo, and products/services
• Capture mindshare of customers, prospects,
  employees, and vendors
• Any of these familiar? Thats because of branding!

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Branding - The Three Cs

• Clarity
• Be clear about what you are and what you are not
• Consistency (shared look feel w/other
  advertising)
• Strong brands are always what they say they are
• Constancy
• Strong brands are always visible to customers
  and prospects
• DM is effective in boosting the 3 Cs

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Customer Acquisition

• Get the right list, it can be more than 1/2 the
  battle
• When looking for new customers, think about your
  best customers what makes them tick - find more
  like them
• Plan your message and offer based on what your
  target audience wants
• Write to an audience of one
• Define success so you can measure results
  (inquiry for more information, purchases marketed
  product, or purchases a product other than that
  advertised)

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Customer Acquisition

• Get the right message to the right person - BE
  RELEVANT
• Have a plan, know who youre looking for and what
  you want them to do after you reach them, be
  ready to deal with responders and non-responders
• Direct mail offers you the latitude to reach
  those not aware of your product, those who
  recently became candidates for your product and
  people buying from your competition

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Enhances Multi-Channel Marketing

• Direct mail boosts Internet sales (37 of
  ecommerce dollars come from catalog recipients)
• Catalog recipients are twice as likely to buy
  on-line
• Use DM to drive users to your website
• Creates constancy, be mindful of consistency

• Hit them where the live, work, play and shop

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Enhances Multi-Channel Marketing

• Using DM and the Internet together increases your
  impact
• DM increases effectiveness of email campaigns by
  first creating legitimacy and creating an opt-in
  opportunity
• DM wont get caught by a SPAM filter
• DM can help you get your moneys worth out of
  your website

• In the digital age DM is more important than ever
  to maximize the value of your online presence and
  investment

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Flexibility

• One size does NOT fit all
• Creative
• Graphics, colors, design attributes
• Copy
• Font face, size, style
• Tailor the offer to the audience

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Flexibility

• Format
• Self-mailer, envelope, MarketMail, Ride-Along
• Stamp, indicia or meter mark - pick what drives
  response
• Size
• Small / Medium / Large (card, letters, flats)
• Personalization
• Increases response rates by increasing the
  relevance of your mailing and message
• Its more than Dear Jon these days

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Targetability - Reach the Right Person

• Demographics
• Age, income, homeowner, presence of children,
  length of residence, etc
• Psychographics
• Social class, behavior, opinions, and values
• Lifestyles
• Dont focus on the above, but rather focus on
  what the prospect does
• People have unique and varied interests
  (woodworking, flying, sailing, skiing, etc)
• Good list buying opportunities from specialty
  magazines to focus on lifestyles
• Bottom-line Match the product and the consumer

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Trackability

• Plan your metrics in advance
• Response rate, number of orders, average dollar
  amount per order, date of response, method of
  response, customer acquisition cost, customer
  lifetime value
• Build a database to track key metrics per mailing
• Analyze Mailing Performance
• Report on key metrics to determine overall
  success of mailing, relative success versus other
  mailings, consider changing a single variable
  (offer, format, list) to begin testing

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Conclusion

• Direct Mail Marketing
• Increases brand awareness
• Acquires new customers, retains existing and
  rewards the loyal
• Enhances website sales, complements electronic
  marketing
• Provides complete flexibility in delivering your
  message
• Targets a specific audience, as narrow or broad
  as you desire
• Can be measured, tracked and analyzed for
  realistic ROI results

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Questions ?