1. Targeted1to1Marke-ng

2. Targeted1to1Marke-ng 1to1Marke*ng BUILDA1:1RELATIONSHIP Makeit-mely,makeitrelevant,makeitpersonal Trackresults Improvemarke-ng ROI 3. Targeted1to1Marke-ngWhy?WeLiveinaSelectorDeleteWorld 4. Targeted1to1Marke-ngWhatisit?Targe&ngandCustomizingyourmarke-ngwith RelevantMessagestostartconversa-ons,build rela-onships,increaseresponseandrevenue. 5. Targeted1to1Marke-ng Why? PeoplePrefer1to1Sta-c,messagesandoersthateveryonereceives,regardlessofindividualneeds/interest 17.3%HighlyTargeted1to1withmessagesandoersthatareunique Personalizedwithyourtoyourneeds/interests nameandaddress,butnot muchthatisuniquetoyourneeds/56.3% interests 26.4% 6. Targeted1to1Marke-ngWhy? 1to1Communica-onsImproveProts %Increase REPEATORDERS RESPONSERATE RESPONSETIMEOVERALLREVENUE/PROFIT ORDERSIZE/VALUE 7. Targeted1to1Marke-ngWhy? 1to1LowersCostPerResponseParadigmshi fromcostperpage tocostperresponse InterqueststudyResponserate+21%Costperresponse54%Salesincrease+93% 8. Targeted1to1Marke-ngData 9. Targeted1to1Marke-ngDataBasics TheRela-onshipisinthedata Startwiththebasicsandbuild ConsistentDataHygieneiscri-calforsuccess DataallowsyouWorkSmarternotHarder! 10. Targeted1to1Marke-ngSuccessfulDataDrivenSolu*onsIntegrate TheRightMessagecalltoac-on/messageandimages basedonknowninforma-onabouttherecipient. TotheRightPersontargetrecipientsmostlikelyto purchase. AttheRightTimesuchasseasonalityandotherfactors: Pastpurchasehistoryincluding-mingandlastitemspurchased 11. Targeted1to1Marke-ng Signicantincreasesarecommon Sta-c Personalized HighlyRelevant 12. Targeted1to1Marke-ng Timingcanbemostcri*cal! 13. Targeted1to1Marke-ng MostCommonExcuse Wedonthaveenoughdata Youprobablyalreadyhavesucientinforma-ontoberelevant.Youneednomoreinforma-onthanyourbestsalespersonwouldneed tohavearelevantconversa-on.ForB2B,thenameanda-tlecanbesucient.Addingdatafromalistsourcecanllinthegaps. 14. Targeted1to1Marke-ng Hygiene=Accuracy Hygiene=signicantimprovementsinadatabase NCOAalonecanimprovealeby3to10+%. Duplicatescaneasilymakeupmorethan5%ofale Personnolongeremployedatcompanyornewhiresasmuchas5% Hygieneshouldbeperformedbeforeeachmailing Hygieneshouldbeperformedevery3to6months 15. Targeted1to1Marke-ngDataEnhancementEnrichbyappendinginforma-onfromthirdparty databases: BusinessIndustry/Ver-cal,Companysize,YearsinBusiness,MinorityOwned Lifestyle/InterestsHobbiesandAc-vi-es:golf,skiing,gardening,ownadog LifeStageInlaymansterms:GenX,GenY,BabyBoomers&Seniors 16. Targeted1to1Marke-ngSegmenta*onYourTargetBluehairedadults 17. Targeted1to1Marke-ngDataDrivesSegmenta*on Segmenta-onDemographics 18. Targeted1to1Marke-ng Segmenta*oncangetoutofControlquickly SingleProductSegmenta-onExampleBusinessserviceswithmul-pledecisionmakers/inuencers. 19. Targeted1to1Marke-ngKeepitSimple&ConsideranEvolu*onaryPath Stage1:Onesizetsall Stage2:35segments Stage3:AddRelevancefactors RepeatCustomervs.newvisitor GeographySeasonality Ul-mately,youarelikelytond23relevancefactorsthatgiveyou mostofthelifromtarge-ng. 20. Targeted1to1Marke-ngRelevance 21. Targeted1to1Marke-ngIsRelevantandoverusedterm? 22. Targeted1to1Marke-ngDeni*onofRelevantMarke*ng Theartandscienceofunderstandingyouraudiencesowellthat youcanspeaktotheminatoneandwithinforma-onthatprecisely meetstheirneedsevery-me. 23. Targeted1to1Marke-ng Whatdowebelieve? Successfulcompanies arededicatedtounderstandingtheircustomersasunique individuals,havemadethecommitmenttolearnmoreabout them,andwillcommunicatetothembasedontheir preferenceswithrelevantinforma-on 24. Targeted1to1Marke-ng ArtandScienceMeetThecombina-onofcrea-veanddatatoenhancemarke-nginto adynamiccommunica-onpiece.Customer Profile Name: Mike YagerLocation: Illinois Brand:Corvette Model: #4 LeMansYear:1968 Color:LeMans Blue 25. Targeted1to1Marke-ng ArtandScienceMeetThecombina-onofcrea-veanddatatoenhancemarke-nginto adynamiccommunica-onpiece.Customer Profile Name: Mike YagerLocation: Illinois Brand:Corvette Model: #4 LeMansYear:1968 Color:LeMans Blue 26. Targeted1to1Marke-ng ArtandScienceMeetThecombina-onofcrea-veanddatatoenhancemarke-nginto adynamiccommunica-onpiece.Customer Profile Name: Mike YagerLocation: Illinois Brand:Corvette Model: #4 LeMansYear:1968 Color:LeMans Blue 27. Targeted1to1Marke-ng ArtandScienceMeetThecombina-onofcrea-veanddatatoenhancemarke-nginto adynamiccommunica-onpiece.Customer Profile Name: Mike YagerLocation: Illinois Brand:Corvette Model: #4 LeMansYear:1968 Color:LeMans Blue 28. Targeted1to1Marke-ng ArtandScienceMeetThecombina-onofcrea-veanddatatoenhancemarke-nginto adynamiccommunica-onpiece.Customer Profile Name: Mike YagerLocation: Illinois Brand:Corvette Model: #4 LeMansYear:1968 Color:LeMans Blue 29. Targeted1to1Marke-ng ArtandScienceMeetThecombina-onofcrea-veanddatatoenhancemarke-nginto adynamiccommunica-onpiece.Customer Profile Name: Mike YagerLocation: Illinois Brand:Corvette Model: #4 LeMansYear:1968 Color:LeMans Blue 30. Targeted1to1Marke-ng ArtandScienceMeetThecombina-onofcrea-veanddatatoenhancemarke-nginto adynamiccommunica-onpiece.Customer Profile Name: Mike YagerLocation: Illinois Brand:Corvette Model: #4 LeMansYear:1968 Color:LeMans Blue 31. Targeted1to1Marke-ngHowmuchdoesitreallymaUer?RelevanceisthesinglelargestleveronresponseImproveresultsandrevenuebyasmuchas3-mes 32. Targeted1to1Marke-ng Personaliza*onisNOTRelevance!Personaliza*onisgood,butrelevanceismuch,muchbeUer John,atAviswetryharderforXYZcorpora-on.IfJohnisthepersoninchargeofpreferredrentalcardecisionmakingforapharmaceu*calcompany: John,Pharmaceu-calcompanieslikeXYZspendanaverageof$1.3millionperyearonrentalcarexpenses. Inlessthan3minutes,whenyouvisityourpersonalwebsiteyoull learnthe5waysAvisnewprogramforpharmaceu-calcompanies cancutXYZrentalcarexpensesby20%annually. 33. Targeted1to1Marke-ngRelevancebyJobTitle Execu-vegrowintonewmarkets&growthstrategyCrea-veforbreakthroughmarke-ngProduc-onimproveresultswithworkowautoma-on IT/ProgrammerUnix,Linux,Java,C++,PHPEngineerCAD,DMU,CAE,MRO,CNC 34. Targeted1to1Marke-ng Speaktheirlanguage! Jargonisgood:RelevantDirectMarke-ngcanbespecicandspeaktheirlanguageLessismore:Becauseyoucangetveryspecicyoudont needtoincludeeverythingandthekitchensink 35. Targeted1to1Marke-ngTriggeredResponsethenextlevelTriggeredbasedprogramsrequirebusinessrulesGoodmodelforCross&UpsellingCustomerLoyaltyprogramsSalesdataisleveragedGenerallythemostRelevantas-ming&knowninforma-onarethecoredrivers 36. Targeted1to1Marke-ng TriggeredResponsethenextlevel 37. Targeted1to1Marke-ng TriggeredResponseHighestLi] Sta-c Personalized HighlyRelevant 38. Targeted1to1Marke-ng Summary Use1to1toBuildRela-onshipsDataistheCentralElementDataHygiene=AccuracyEnhancementfrom3rdpartyliststollsinthegapsSegmenta-oncangetoutofcontrol,startsimpleandevolveBestli=3to5segmentswith2to3relevantfactorsRelevanceletsyouspeaktothemlikeyoureoneofthem1to1allowsyoutoWorkSmarterratherthanharder 39. CORPORATEHEADQUARTERS W222N625CheaneyDrive,Waukesha,WI53186P(262)5211365F(262)5213265www.scangroup.net