Posts tagged targeted advertising

Personalized Marketing: What You Need to Know!

Personalized Marketing

162819605 250x166 Personalized Marketing: What You Need to Know!Nowadays, life is flying by us all so fast. So many companies, advertisements, and messages – it’s difficult to keep up. However, if companies and organizations knew how to reach the consumer on a personal level, people actually pay attention. You might have the exact product or service a customer desires, but if you do not appeal to their senses and emotions, they may never know it. If you learn to direct your marketing efforts in such a way that creates a spark, even if only briefly, you can create something that grabs a person’s attention enough to focus on your brand. Then, you will have a window of opportunity to take them further into your own brand and connect their emotions and senses to what you have to offer.

Personalized E-Mails

Did you know that “61% of consumers feel more positive about a brand if personalized marketing is used”? When a consumer receives an e-mail related to something they were recently researching they are more likely to engage in that email. For example, if a consumer visited a college website and signed up for courses, they may get an e-mail about purchasing textbook for a discount. They need textbooks and you’ve made it easier for the student to reach the ultimate goal of gaining an education.

SOURCE:Steve Olenski, What Jaws, Brand Managers and Consumers Have in Common.

Mass Marketing

Nearly half (44%) of all consumers are less responsive to non-personalized messages. Think for just a moment: if you receive a marketing piece from a brand you have had a personal experience with, and the piece references your experience, you are more likely to engage that brand than if you receive a mass marketing piece from a brand you have never engaged with.

SOURCE:Steve Olenski, What Jaws, Brand Managers and Consumers Have in Common.

Personalized Discounts

More than half (53%) of all consumers are very likely to purchase something from a company when a brand personalizes marketing through digital communications. If you’ve been shopping at a particular store and you give them your contact information, they will send you coupons to entice your return. You’ve already been there, so chances are, you’ll be back again.

SOURCE:Steve Olenski, What Jaws, Brand Managers and Consumers Have in Common.

Maybe a consumer will get a personalized marketing message that directs them to a website that includes their name in the web address. (Personalized URLs also known as PURLS.) People absolutely love to see their name in lights and companies are well aware of the power of this personalized marketing technique that’s becoming increasingly more popular. Is your company privy to the newest personalized marketing platforms?

From Mail Print’s perspective when we send highly personalized marketing pieces from our company our phones ring the week following the delivery of that mail piece at a rate 25% more than normal.

Brand Trust

If a consumer trusts you, they probably love your company, brand, and products or services and may not even know it. Gain their trust and you will likely gain their business. Are you aware that more than half (52%) of all consumers trust brands that enable them to share their marketing preferences more than brands that do not?

If you can put yourself and your company in your target market’s shoes, then you will know exactly what to create and what to avoid. You will save precious time and lots of money also. It’s a marketers dream. Consumers need to trust your brand, know your logo, and feel good about what you offer to them. If you can accomplish all of that, everything else is cake.

SOURCE:Steve Olenski, What Jaws, Brand Managers and Consumers Have in Common.

Complex Variable Data Printing Made Easy

165493131 250x166 Complex Variable Data Printing Made EasyThe evolution of digital printing has transformed the world of direct marketing. No longer must the same static messages be sent to every customer on your mailing list. Instead, the use of customer information databases and variable data printing (VDP) allows a business to completely tailor the content of their mailing to each individual customer.

Complex variable data printing may sound difficult to implement, but with the right partner and the requisite data, it can produce an effective and profitable direct mail campaign that delivers superior response rates.

The Process

The VDP process starts with information. In fact, customer information is the real key to creating highly personal messages and delivering significantly higher results than traditional direct mail campaigns. With the use of multiple databases, a VDP campaign allows a company to combine the name, address and particulars of a customer with an ad specifically targeted to their needs and interests. The result is an ad that provokes a far higher response rate than traditional non-variable marketing pieces.

The Content

In addition to using the actual name of the recipient, VDP should also reference their geographic area, the past purchases, their buying behavior, personal interests and other specific traits.  The key is to collect a lot of information on your customers or prospects and use that information to create a personal experience for the recipient.  In this particular application, content is certainly king as it can grab the attention of the recipient and ultimately lead them to respond.

The Images

While words are the ultimate closer in a marketing piece, images are the attention grabber. Imagine that at a basic level a car dealer can send pictures of sports cars to the 18-25 demographic and sedans to the 40-50 crowd, but let’s add another layer of insight.  The car dealer sends a piece that is designed around the age, past purchase history, family status (whether children are present in the household), and income.  So now instead of just sports cars vs. sedans, we can target the right level of sedan and even offer a loan package based on general credit information.  This differentiation can mean the difference between a direct mail piece being read or being discarded – in other words, the difference between success and failure.

The Follow Up

One of the more powerful benefits of VDP is that it can be constantly updated and customized to every potential client. Each time you send a mailing and get a response, the database is updated. In other words, you are constantly qualifying the desires and needs of your clients. With enough perseverance, you will build a true image of your client and be better positioned to convert them into a paying customer.

The Bottom Line

Variable data printing is a 21st century technology that no successful business can afford to be without. Utilizing the combined power of databases and the technological advances of digital printing allows companies to select, target and market to an incredible variety of customers on a very personal level.

Don’t be left behind when contemplating your next direct marketing campaign. Whether your business targets range from banking, insurance or casinos to non-profits and educational institutions, variable data printing can provide a very focused solution that generates excellent response rates, superior conversion and a whole new set of potential clients.

 

Agency Uses Interactive Sitelet to Land New Business

When a Dallas-based advertising agency, VLG, needed to engage prospects, it opted to show off its interactive technology through a sitelet or mini-site. The sitelet used a mock company called Crescent Bluffs to demonstrate the amount of time VLG could engage the prospect in the demo.

I was engaged for 1 minute 41 seconds. I took VLG’s bait of virtually opening a hotel door to a room with a virtual key on the screen. I was then asked to meet them in the lobby and then in the restaurant to have a virtual lunch; and at the end of the lunch a virtual note appeared on the screen announcing how long our business courtship lasted. VLG then asked me on the screen if I would be interested in learning how to conduct my own sitelet campaign to create new business for my company.

check Agency Uses Interactive Sitelet to Land New Business

VLG’s campaign, Accept the Invitation, began by mailing a hotel napkin and faux hotel key with a note that read, “Let’s Meet.” The note sent prospects to a mini or microsite for a faux hotel named Crescent Bluffs. You can walk through the prospect experience here.

Because of sitelet successes such as VLG’s, other agencies and companies are using sitelets to launch a product, provide support functions and for targeted advertising campaigns. By using a separate domain name, you can choose a unique descriptive URL that pertains specifically to the campaign.

Flash, online databases and advanced programming can be combined to create powerful customer support tools. It is possible to preload your existing offline data or structure an entirely new database.

Another key benefit of using a targeted sitelet approach is that you do not have to significantly modify your existing company website for a specific campaign. You will want to integrate links and content for maximum exposure, but this is significantly easier than modifying website navigation and page structure.

How can you use mini-sites to bring in business?