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Marketing Mindsets: Direct Response vs Relationship Marketing
Martin Weinberg
Twitter - @MartinWeinberg
linkedin.com/in/MartinWeinberg
#jboye15
What this presentation is NOT…
Not a prescription
Not a magic button
An exploration of thinking about communications and relationships
Town Square
Mobile and moving fast
“in between time” to help connect
How can we improve the connection with our
audience?
3 Considerations To Move from Direct Response to Relationship Marketing
•Time
•Tactics
•Technology
Time
We typically think of a prospect as one person.
Intern Associate Manager DirectorVice-
PresidentCEO /
Owner
But they travel through time
Which leads to different interests over time.
Which leads to prospectlifecycle charts…
They all have common themes….
Customer-centric
Relationship building
Content-driven
Linear
One-to-One
•Phone calls
•Personal emails
•Visits
Many-to-Many
•Connection
•Peer-to-peer influencing
•Memorable moments
Source: http://www.honeytechblog.com/impact-of-direct-mail-marketing-on-humans/
Direct Response Marketing (1-to-Many)
Relationship Marketing
Social Marketing 1:1 Marketing
Content MarketingInbound Marketing
CRM Marketing
Direct Response is a lot like golf
Relationship Marketing is a lot like tennis
There’s a start, and there’s an end.
You progress sequentially
You can start out feeling like you’re nowhere
The goal doesn’t move.
Your “target” is always moving
You probably need to plan well in advance.
You have a plan…but it can change
You usually only know how you really did AFTER it’s over.
You can get incremental feedback over time.
It can get expensive, and you often have to pay in advance.
You can play VERY deluxe…
Or for little (or sometimes no) cost
To be most effective, do both.
So if this is direct response…
And this is relationship marketing…
Try toavoid THIS!
Instead of the same marketing messages for everyone…
Or mass email “blasts“…
Consider how to leverage tactics and technology to meet people where they are.
Right person
Right message
Right time
Tactics
“The most valuable commodity of the 21st
century will be undivided attention.”
- Phil Cooke
Capture anyone that’s entered the orbit of your company…
Your content is the gravitational pull
Give, give, give…THEN ask
“The problem is, we’re all using social networks as distribution instead of as native platforms to actually tell stories.”
- Gary Vaynerchuk
Behavioral Inertia
The tendency to repeat the same behavior once established rather than change.
Create behavioral inertia with a series of lower-commitment “asks”
• Short polls
• Watch video
• Crowdsource photos
• Crowdsource stories
• Guest articles
Be ubiquitous in the livesof your audience
Physical Economy:scarcity creates value
Information Economy:ubiquity creates value
Technology(How to Make It Work)
Student: “Exams questions are the same as last year!”
Einstein: “Yes, but this year the answers are different.”
Comprehensive CRMs
5 Stages of CRM Grief
5 Stages of CRM Grief
1. Denial“We just made a big investment in a [CRM_Name] system. Unbelievably powerful features! We haven’t even scratched the surface of what it can do!”
5 Stages of CRM Grief
2. Anger“It’s going to take more than we thought, and nobody here has the time to run it properly!”
5 Stages of CRM Grief
3. Bargaining“Maybe we can get an additional resource in here just to focus on running the system.”
5 Stages of CRM Grief
4. Depression“We spent all this time and money, and we’ve
gotten nowhere.”
5 Stages of CRM Grief
5. Acceptance“This isn’t about software. We have to transform the way we approach our business.”
What’s possible?
Staff Skills
Budget Commitment
Time
Here’s where you can start, right now…
WebSocial
Reach the Audience You Have
Cross-Promote:
• Email list to Fans and Visitors
• Facebook Page to Subscribers and Visitors
• Web Landing Pages to Subscribers and Fans
WebSocial
EmailWebSocial
Leverage existing platforms
Facebook – Website Custom Audiences
Display ads on content sites
Video pre-roll and companion ads
Facebook posts and sidebar ads
Twitter promoted tweets
Remarketing lists for search ads (RLSA)
Summary
It’s a new game. Be open to new possibilities.
WebSocial
Reach the audience you have.
Right person
Right message
Right time
Make the most of existing platformsto connectwith people.
Leverage the power of CRMs when ready.
Marketing Mindsets: Direct Response vs Relationship Marketing
Martin Weinberg
Twitter - @MartinWeinberg
linkedin.com/in/MartinWeinberg
#jboye15
