Upload
leopold-marketing
View
214
Download
0
Embed Size (px)
DESCRIPTION
Slides from the direct marketing workshop, delivered to Travel Zoom - the 5th Conference on Strategic & Creative Marketing in Tourism by Leopold Marketing.
Citation preview
TRAVEL ZOOM DIRECT MARKETING WORKSHOP -‐ DIRECT MARKETING IN THE DIGITAL WORLD FRIDAY 20 MARCH 2015
GOOD AFTERNOON TRAVEL ZOOM
AGENDA
• IntroducCons
• Is there sCll a need for direct markeCng?
• Pros and Cons • Direct markeCng as part of a strategic markeCng campaign
• A targeted route to success – the four D’s
• How to crack direct markeCng • QuesCons
TRAVEL ZOOM -‐ WE HAVE LOTS TO TELL YOU!
INTRODUCING LEOPOLD MARKETING
Leopold MarkeCng is a strategic markeCng consultancy specialising in full mix markeCng and business development soluCons for the desCnaCon management, business tourism, hospitality and leisure sectors. The Leopold MarkeCng team has a combined experience of over 70 years working within the desCnaCon management sector.
INTRODUCING LEOPOLD MARKETING
We only work in the tourism and FDI sectors, meaning that we can offer a full mix of markeCng soluCons to sectors in which we have a wide range of experience. We live and breathe desCnaCon markeCng on a daily basis, working with a broad cross-‐secCon internaConal, European and naConal clients from the corporate and public sectors.
INTRODUCING LEOPOLD MARKETING
The Leopold MarkeCng team are mulC-‐award winning and have lead many desCnaCons and venues to achieve above target sustainable growth within their sector. We take Cme to get to know you and your organisaCon inside out so that our soluCons deliver.
IS THERE STILL A NEED FOR DIRECT MARKETING ?
BEFORE WE ANSWER THAT QUESTION…
WHAT TYPES OF DIRECT MARKETING DO YOU RECEIVE?
HOW DOES IT MAKE YOU FEEL?
DOES DIGITAL MARKETING PROMPT THE SAME EMOTIONAL RESPONSE?
SO, DO WE STILL NEED DIRECT MARKETING?
THE PROS AND CONS OF DIRECT MARKETING
THE PROS
• Can touch all senses
• Creates a greater emoConal response
• Greater ability to create brand alignment
• Guaranteed consistency of message
• Easy to deploy
• Reaches differing demographic
• Has longevity
• Complements digital markeCng
THE CONS
• ComparaCvely expensive
• Can be difficult to measure
• Limited shelf life
• Cannot be amended once deployed
• Can be perceived as an out of date markeCng method
• May not target generaCon Z
• Requires greater forward planning
DIRECT MARKETING AS PART OF A STRATEGIC MARKETING CAMPAIGN
DIRECT MARKETING CONTRIBUTES TO GREATER ROI
Strategic use of direct markeCng as part of a wider campaign of mulC-‐channel acCvity helps to improve: • Reach
• Impact
• Business conversion
• Campaign longevity
• Standing in the market place
• And ulCmately greater ROI
LETS SEE THIS WORK IN PRACTICE…
BROCHURE DEPLOYED TO SUPPORT A MULTI CHANNEL CAMPAIGN
QUALITY PRINT THAT LINKS TO OTHER MARKETING CHANNELS
LAUNCHED IN A TRADE SHOW ENVIRONMENT
LINKING TO A DIGITAL PLATFORM
THE RESULTS…
• 77% reads of prospectus from iniCal distribuCon (compared to 3.6% click through rate from ECRM)
• Average read Cme of 4 minutes and
20 seconds
• Prospectus can be updated – increasing longevity of campaign
• Cost of campaign -‐ 30% of tradiConal methods
A TARGETED ROUTE TO SUCCESS
THE FOUR D’s of DIRECT MARKETING
DATA
Correct use of data is CRITICAL in the success of a campaign. Key Points: • Size is not everything
• Keep it consolidated
• Keep it clean
• Keep it fresh
• Keep it targeted
• Ensure compliance with data protecCon legislaCon
DESIGN
Well thought out design gives a campaign the edge and helps further your message. Key Points: • Ensure brand consistency
• Use techniques that cannot be replicated digitally
• Consider print as part of an integrated campaign
• Consider how and where your campaign will be distributed
DESIGN
Well thought out design gives a campaign the edge and helps further your message. Key Points: • Arouse the senses
• Create a lasCng first impression
• Consider ‘non print’ opCons
• Consider the shelf life of your campaign
DISTRIBUTION
A well planned and thought out distribuCon plan will ensure that a campaign delivers maximum ROI. Key Points: • Plan distribuCon at the beginning of
the project
• Work out a realisCc print run
• Consider postage costs
• Consider limitaCons/requirements at point of display/distribuCon
DISTRIBUTION
A well planned and thought out distribuCon plan will ensure that a campaign delivers maximum efficiency. Key Points: • Consider shelf life
• Consider compeCtor print
• Timing of distribuCon is criCcal
• Do not underesCmate fulfilment costs and resource implicaCons
DIAGNOSTICS
Direct markeCng campaigns typically fail due to the lack of effecCve monitoring and evaluaCon. Meaning that the true impact of the campaign cannot be measured and lessons cannot be learnt. Key points: • Consider monitoring from the start
• Build in monitoring systems
• Fully evaluate the campaign to pre-‐determined KPI’s
• Learn from previous acCvity
HOW TO CRACK DIRECT MARKETING
AN EXAMPLE TO TAKE AWAY
THANKS FOR LISTENING
FOR MORE ADVICE AND WAYS TO CONTACT US:
leopoldmarkeKng.com