B2C Campaign Management – Lead

B2C Campaign Management – Lead

1. Introduction Show worked examples
Get you to do some exercises that may be applied to your business Campaign Planning Describe a typical campaign approach Checklist Direct Mail Letter Telephone Script

Agenda Introduction Why is Campaign Management important?
Types of Advertising Example Campaign (s) Planning your campaign How to identify and target potential customers? DM Channel execution: Direct Mail Telemarketing SMS Google Adwords Facebook Ads Measurement and Evaluation Managing Data Campaign Management – dos and don’ts

2. Why is Campaign Management important?
Introduces your business – first impression Generates leads for new business and increases sales from existing customers It is measurable It gives customers Confidence in your business Allows you to plan your sales pipeline Most cost effective way of recruiting new customers Content is King – people recommend to their friends and they recommend to their friends = viral = word of mouth

2. Customers increasingly use multiple channels
“40% of consumers say that it is very important to be able to purchase from a retailer using different channels.” A “87% of customers who research online still buy in-store.” B “Co-ordinated multi channel marketing increases conversion by up to 50%.” B “33% of UK website traffic is coming from mobile devices.” C “There are approximately 400 million tweets a day.” C “72% of companies have started implementing a single customer view.” A Multiple channels a single source of customer knowledge. Multi-step campaigns. Experience of service. Called a month in advance about a service for the car. Booked in the service, but no confirmation. Therefore potentially, if I had forgotten about the service appointment, the customer would feel bad, having missed an appointment. Source:A) Econsultancy – Multi-channel Marketing Trends B) McKinsey & E-Consultancy C) CIM What’s new in Media 2014

2. Once…. But Now… Once upon a time:
Send out a communication via one channel and get a reasonable level of response, eg or direct mail Send out to everyone Customers would respond But Now: Several communications are required across multiple channels to get a reasonable level of response Communications need to be much more targeted Customers have to be coaxed/enticed into responding

2. Customers are exposed to many messages everyday
s Direct mail Radio ads Directory ads Text Messages Web Social Telemarketing TV ads Billing Bill Boards Press ads … today’s marketing is confusing with multiple offers from multiple businesses going after the same customers….getting your message across is becoming increasingly difficult.

BLAH BLAH BLAH BLAH BLAH
It’s easy to see that your company needs to stand out from the Blah Blah Blah of communications from other competitors BLAH BLAH

2. What do our customers want?
84% of consumers said they "would no longer buy from an organisation that failed to take account of their preferences, purchasing history and other customer information." 74% of consumers would respond positively to companies that 'understand them'. 52% said they would walk away from a company that tried to sell them something they had already said they weren't interested in 57% of consumers would actively recommend the organisation. 45% said they would leave a company that had contacted them via a channel they had requested no contact through 44% of consumers would actively sign up for more marketing'. … customers want businesses to use their data intelligently….there are obvious financial implications for your organisation from these statements Source: Experian – Impact of having an effective Single Customer View on Consumer Behaviour 2012

3. Different Types of Advertising
Below the Line PPC Direct Mail Telemarketing Sales promotion Above the line Billboards Press TV RADIO

4. Example Campaigns Advertising Opportunities – Banner Ads RM1
Multiple channels a single source of customer knowledge. Multi-step campaigns. Experience of service. Called a month in advance about a service for the car. Booked in the service, but no confirmation. Therefore potentially, if I had forgotten about the service appointment, the customer would feel bad, having missed an appointment.

Outdoor Advertising Opportunities – Back of Bus
30 Buses from Rainham Depot Total Area Population – 31,000 Campaign Coverage – 81.18% Total Area Reached – 25,490 Average Frequency Total Impacts - 234,253 Cost - £5,200 Multiple channels a single source of customer knowledge. Multi-step campaigns. Experience of service. Called a month in advance about a service for the car. Booked in the service, but no confirmation. Therefore potentially, if I had forgotten about the service appointment, the customer would feel bad, having missed an appointment.

Outdoor Advertising Opportunities - Package
Multiple channels a single source of customer knowledge. Multi-step campaigns. Experience of service. Called a month in advance about a service for the car. Booked in the service, but no confirmation. Therefore potentially, if I had forgotten about the service appointment, the customer would feel bad, having missed an appointment. 10 x 6 sheet/bus shelter 10 x telephone boxes 3 x Billboard

PR Campaign Romford Recorder Living Romford & Havering Post Time FM
Invite reporters down to product launch. Story is young local entrepreneur saves drivers money with launch of innovative advertising company. Competitions Multiple channels a single source of customer knowledge. Multi-step campaigns. Experience of service. Called a month in advance about a service for the car. Booked in the service, but no confirmation. Therefore potentially, if I had forgotten about the service appointment, the customer would feel bad, having missed an appointment.

Competition – Have you XXXXXXX? Try… to win.
Competition to be used as PR with local press and Radio Ask people to in Leave or handout postcards for people to send in

Social Media and Online Advertising
Streetlife around 2000 users Twitter follow Romford and Havering Sites to build up followers Tweet 5-10 times a day Link Twitter to Facebook Video posts to facebook Facebook advertising to Havering is going to have a daily reach of 300 up to £100 per day Google Adwords targeted to specific postcodes up to £100 per day Register for Google Places Multiple channels a single source of customer knowledge. Multi-step campaigns. Experience of service. Called a month in advance about a service for the car. Booked in the service, but no confirmation. Therefore potentially, if I had forgotten about the service appointment, the customer would feel bad, having missed an appointment.

Promotional Strategy and Others
Key rings – Tyre gauge – check tyre tread T-Shirts Postcards Car stickers Multiple channels a single source of customer knowledge. Multi-step campaigns. Experience of service. Called a month in advance about a service for the car. Booked in the service, but no confirmation. Therefore potentially, if I had forgotten about the service appointment, the customer would feel bad, having missed an appointment.

4. Advertising Opportunities - Havering Example
Reach Duration in Weeks Cost Production Total Ex VAT Cost Deadline Start date Radio -Time spots per week 23,723 4 £ 2,940.00 £ £ ,090.00 06/02/2015 16/02/2015 Press Advertising Romford Recorder half page £9 per column CM 62,892 1 £ 1,296.00 £ £ ,426.00 18/02/2015 20/02/2015 Romford Recorder qtr page £9 per column CM £ £ Romford & Havering Post half page £8 per column CM 24,657 £ £ 17/02/2015 19/02/2015 Romford & Havering Post qtr page £8 per column CM £ £ Outdoor £ Lampost Banners 10 RM1 per banner 15,451 2 £ 3,090.00 £ £ ,290.00 04/02/2015 w/c16/02/2015 33,110 £ 5,590.00 £ ,790.00 Lampost Banners 20 RM1 per banner £ 6,180.00 £ ,380.00 £ 11,180.00 £ ,380.00 Back of from Rainham Depot £ 3,240.00 £ £ ,640.00 w/c 02/02/2015 w/c 23/02/2015 Back of from Rainham Depot 234,253 £ 4,750.00 £ £ ,200.00 Back of from Rainham Depot £ 6,240.00 £ £ ,740.00 Outdoor package £ 10,020.00 £ £ ,920.00 29/01/2015 Telephone 6 Sheets/Bus Other Admedia Petrol Pumps and 1 site 48000 £ £ £ Advertising in gyms 27000 52 £ 1,500.00 £ ,500.00 23/02/2015 Video Animation £ £ 30/01/2015 Leaflet distribution Multiple channels a single source of customer knowledge. Multi-step campaigns. Experience of service. Called a month in advance about a service for the car. Booked in the service, but no confirmation. Therefore potentially, if I had forgotten about the service appointment, the customer would feel bad, having missed an appointment.

4. Builders Example Campaign
campaign for property refurbishment in central and west london The objective of the marketing campaign is to attract clients looking to have their properties refurbished in Central and West London. These clients are seen as high net worth clients and therefore the work to be completed will be to a high quality at good value to the client and to Builders unLtd The campaign described focuses on the activity to be performed when targeting potential clients in the Boroughs of X and Y, but a very similar approach can be used for other London Boroughs. The campaign will focus on three groups of potential clients:- Potential clients that have submitted planning permission

Pre-campaign considerations Potential clients look for information about builders and refurbishment companies on the internet. A typical search will either be property refurbishment specialist, builders, property renovation or property services company. The search engine then looks for companies in the local area to present. Whilst finding companies in the local area the search engine looks for web pages that have been optimised (as in SEO) around the keyword phrase. Currently, Builders unLtd would not appear anywhere because they do not meet either of these criteria and none of the target groups would be aware of the services. So, the following was proposed: Builders unLtd performs some SEO on specific pages (setting up a page specifically for West London Property Refurbishment) on search terms like West London builders, borough x builders, borough Y builders, property refurbishment West London. Consider setting up a Pay per Click campaign to target geographical area, with appropriate keywords.

campaign for property refurbishment in central and west london Potential clients that have submitted planning permission Potential clients that have already submitted planning requests to the local council can be considered warm leads, in the sense that they have already invested some time and money into getting the work complete. Many may have builders already in mind, but some won’t and they are very attractive clients to Builders unLtd. The planning permission data is publicly available, but is stored in such away that it is time consuming to extract. Data extraction, preparation and filtering Boroughs X and Y make their planning permission data available on their websites Every week (probably on a Monday) Builders unLtd copy the applications, there are usually around 150 per week, into an excel spreadsheet. Builders unLtd remove all unwanted applications about trees and then select on the proposal field for extensions, storey, renovation and refurbishment. There will normally be somewhere between applications that are still of interest. Each one of these will need to be opened up to get the name, telephone number and in some instances the address of the applicant. An excel spreadsheet has been set up to include: Contact name Company (where appropriate) Title Address Office telephone number Mobile telephone number Service interested Likely start date Flag if customer Flag if VIP potential customer

campaign for property refurbishment in central and west london Letter and brochure Builders unLtd are rightly proud of their business and the expertise that it has built up over many years. In order to convey this quality, they decide send out a letter on 100gsm paper and a quality brochure including images of other refurbishments that they have performed in the area. Once the data has been populated in the spreadsheet and is ready for use, the data is sent to be MPS and TPS checked Once it has passed MPS/TPS the mailing is sent by first class post to prospective clients Builders unLtd allow a couple of working days for the mail pack to be delivered Follow up call The potential client is contacted by phone The caller introduces Builders unLtd Enquires whether they recall receiving the mailing Asks when it would be convenient for one of the company representatives to call The appointment is booked Other responses are noted against the client details

3. Builders Example Campaign Costs
Action Volume Cost per unit Total Cost SEO £1950 Letter 1000 £0.645 £645 Brochure Design £300 Brochure Print £244 MPS Check £25 TPS Check £50 Follow-up call £0.55 £550 £ VAT Other Enquiries SEO 8

5. Planning Your Campaign
Identify Campaign Objectives Set Budget Take delivery of Creative TPS/MPS check list Allow time for the Campaign to arrive Make follow up calls Identify target lists Brief Creative and Printer Ensure Website pages are SEO’d Send out campaign Set up PPC Facebook campaign Set up PPC Google campaign PR message to Newspapers PR to Magazines Blog Twitter campaign Posts to Facebook Leaflet drop Check which links people have opened Monitor responses Remove do not want calls from follow up list Measure Responses Analyse campaign P&L

5. Planning Your Campaign
Who is it going to? When is the campaign to start? What is it you are trying to achieve? What does success look like? What is the customer to do? What channels are you going to use? Do you want to test different approaches? What data is available? Addresses, telephone numbers, s, mobile numbers What is going to be the sequence of your communications? How long is the campaign to run? How much is it going to cost?

5. The Campaign Process If the campaign is on a specific service or product, ensure that there is a web page focused on the subject of the campaign Identify target group by geography, demographic, lifestyle, media consumption Set up Pay per Click campaign to target geographical area, with appropriate keywords. Send direct mail - Allow a couple of days for the campaign to land If unable to reach the person by phone follow-up with a call the next day If still unable to reach the contact person then follow-up with an Book appointment – assuming you have been able to speak to them, you may be able to get a request for a quote on a call, but it is most likely that you may need to meet face to face before getting the request for a quote. Send the quote Follow up with a call Close sale

5. How to identify and target potential customers
Gather information about your existing customers (excel spreadsheet example) Type of service/product purchased Time of year Geography Demographics Possible additional products/services Channel first contacted via How they found out about your business Budget Financial year How much they have spent with your business How easy is it to do business with them? One off /infrequent/regular How many times have they purchased from you? Look for patterns in the data? Who are your biggest customers? What is your best selling product/service? Potential customers

6. Channel Execution Deciding on the channels to use
Depends what data is available and what channels your segments use. How easy is it to get the message across How much budget you have available Can the customer respond? Timeliness

6a. Direct Mail Personalise the message Use Mail Merge
Include a call to action How is the pack going to look Quality of the paper Printed envelope or plane envelope First/second Class post franked or stamped or other

6a. Direct Mail Dear [Name],
I wanted to thank you for being a customer of ours and how we really enjoyed working with you last [Month]. We are in your area this month and would really like to meet up to catch up to find out how business is going. It would be great to tell you about some of the innovations that we have made and about some of the exciting developments that have been introduced. In the meantime, I have included a brochure introducing some of our new /products and services. Julie will give you a call next week to arrange a suitable date and time to meet up, but please call if you want to meet up sooner. I look forward to seeing you soon. Best regards, Mike Encl. Brochures

6a. Direct Mail Exercise Imagine you want to write to your customers or to new customer about a new product or service. Attempt to write a letter. Dear [Name], We are pleased to introduce the latest addition(s) to our current range of [products or sevices] and feel sure that you will find it of interest. Brochures are enclosed for your attention and we look forward to answering any questions you may have regarding this or any of our other [products or services]. Please do not hesitate to contact us should you require any further information or assistance. We will of course be happy to discuss terms with you. With kind regards. Yours sincerely, Encl. Brochures

6a. Direct Mail - Data Postal marketing - can form an important part of any organisation's overall marketing strategy. From simple flyers and response forms to competition entries and interactive CDs, postal campaigns can generate important new leads and business. However, as with electronic marketing, if the person or organisation you're targeting asks to be taken off your mailing list, you must comply with their request. There are no exceptions to this rule, and if you fail to comply, they can apply to the courts for an order against you under section 11 of the Data Protection Act. The Mailing Preference Service (MPS) is a service set up by the direct marketing industry to help people who don't want to receive 'junk mail'. People simply register their details to prevent further mailings, and several direct marketing codes of practice specify that marketers should clean their lists against the MPS file. Many of the companies who subscribe to the MPS recognise the considerable benefits of the service as they save money, time and resources by not sending material to people who don't wish to receive it. Mail Merge using Word – Step by Step Process Insert video of process

6a. Direct Mail - Costs Direct mail is getting good response rates at the moment. This is because we do not receive so much direct mail at the moment, so personalised direct mail communications are opened. Builders Ltd could trial DM as part of a campaign using other channels like telesales and . This highly targeted campaign of around 1000 potential customers, sent a personalised letter and followed up where possible with a telephone call should generate results. Possible campaigns costs are….. 100g large letter per 1000 delivered in 4 days £ to £645 for next day delivery Cost of brochure production to be added depending on size eg A at £ gsm gloss paper Design would come in around £120 to £300+ depending on your requirements Total cost between £770 and £1200+ Cheaper alternatives are available

6b. Telemarketing Consider using an agency or freelancers
Personalise the message If used for following up another channel – use information contained in the previous communication, refer to the previous communication May require a few attempts to reach the person Be prepared for some negative comments Make sure there are clear objectives for the call – book an appointment If you can’t get an appointment use the call to check your data Try to gather informal feedback Be prepared to send an or direct mail piece as a follow up Diarise requests – call back when requested to do so, this could be days, weeks, or months ahead Thank the person for their time. Collect and implement Do Not Contacts

6b. Telemarketing - Introduction
Opening Statement Hi________ (state their name)? (Prospect: Yes.) (Your name)___________ here calling on behalf of MRCCRM Limited. Do you have a quick minute? Great! Thank you ________, I'm sure you are busy and I want to respect your time, so I'll be brief. The reason for my call is this. We specialize in working with small and medium size business owners so that they can: Develop better quality leads and get more sales from their marketing. We are currently working with companies from the construction, security, retail, video production industries. We support these companies by reviewing their websites, social media, search engine ranking, internet advertising, PR strategy, offline marketing and direct mail and advising them how they can get more from their marketing effort and get better quality leads that can turn into sales. Well, Mr./Mrs... Smith, depending on what you are currently doing, I don't know whether you have a need or an interest in our services. But with your permission, I was hoping to ask you a few questions and see if there is anything we are doing that you could benefit from. Would you be comfortable spending just a couple of minutes with me if I stick to my timetable?

6b. Telemarketing Needs Analysis:
Is getting new customers one of the main challenges for your business? Do you think you are currently getting the most from your marketing budget? What marketing do you currently do: Do you currently have a company website? Do you know where your website appears in search rankings? Do you have social media accounts? Facebook, twitter, linkedin, youtube, google+? Is your twitter account integrated into your website? Do you measure traffic to your website? Do some customers say that they have seen your website when they call? What proportion would you say? Do you use , telemarketing, direct mail or leafleting to attract new customers? Have you used targeted lists in the past to get new customers?

6b. Telemarketing Summary
1. Just to confirm that getting new customers is one of the main challenges for the business and you think you could be getting more from your current marketing budget. Is that accurate/correct? 2. Would it be safe to say that if there was a way for you to get better quality leads for your business through improved marketing that that would overcome one of your main challenges? It would be worth exploring/discussing in more detail? 3. Schedule Next Step: Then lets book in a meeting to see if there's something that we can do for you. Our consultant will answer your questions, share with you several options as well as demonstrate how we will specifically address your challenges/objectives. Mr./Mrs.________, do you have your diary handy? What day would be good for you next week? "Do mornings or afternoons work better for you?" Once you determine the meeting time, continue with: Great! We are looking forward to meeting with you on ____(at _their address or somewhere else they suggest) ___. Our consultant’s name is Mike Cooper and I know that he will be very pleased to meet you. Please can I have your address so that we can send the invitation through to you? Thanks. Have a great day!

6b. Telemarketing – Follow Up
Opening Statement Hi________ (state their name)? (Prospect: Yes.) (Your name)___________ here calling on behalf of Your Company. Do you have a quick minute? Great! Thank you ________, I'm sure you are busy and I want to respect your time, so I'll be brief. The reason for my call is this. You may recall Mike Cooper sent you a letter last week thanking you for being one of our customers and telling you about some of the innovations we have introduced recently to our products/services. (Prospect: Yes) Well I know Mike wanted to meet with you to catch up on your business and discuss future opportunities. Mr./Mrs.________, do you have your diary handy? What day would be good for you next week? "Do mornings or afternoons work better for you?" Once you determine the meeting time, continue with: Great! I know Mike will be very pleased to meet up with you on ____(at _their address or somewhere else they suggest) ___. Please can I have your address so that we can send the invitation through to you? Thanks. Have a great day!

6b. Telemarketing – Exercise
Try to right your own script to either a customer or to a prospect.

6b. Telemarketing Buying Data from Experian, FSB and other places The Telephone Preference Service (TPS) and Fax Preference Service (FPS) are operated by the Direct Marketing Association, and allow people to register their numbers to opt out of receiving unsolicted calls or faxes. You must not market individuals or organisations who have registered their numbers with the TPS or FPS. In summary, we recommend that your marketing campaigns are always permission-based and you explain clearly what a person's details will be used for. Provide a simple way for them to opt out of marketing messages and have a system in place for dealing with complaints.

6b. Telemarketing Response rates from telemarketing campaigns are still relatively good. In addition telemarketing that is following up a communication through another channel allows the company to gather more information from prospects and develop a relationship with potential customers. The calls should be trying to book a time to meet to discuss the job and provide a quotation. Calls – in addition to trying to get an appointment should be used to clean and append data. External Telesales costs should be somewhere between 55p to £1.50 per call depending on volume and complexity. This should be used for prospecting. My telemarketing contact is: Contact Natalia and Cara Phone:

6c. SMS Send a 1,000 in the for c.£60 Plus VAT
Must identify who the sender is (the name of your company) If person requests not to receive texts 160 characters – text has got to be punchy Better response than , but can be very personal

6d. - data The most important thing to remember is that you can only carry out unsolicited electronic marketing if the person you're targeting has given you their permission. However, there is an exception to this rule. Known as the 'soft opt-in' it applies if the following conditions are met; where you've obtained a person's details in the course of a sale or negotiations for a sale of a product or service; where the messages are only marketing similar products or services; and where the person is given a simple opportunity to refuse marketing when their details are collected, and if they don't opt out at this point, are given a simple way to do so in future messages. When you send an electronic marketing message, you must tell the recipient who you are and provide a valid contact address.

6d. Send using outlook or use one of the many bulk providers Personalised Html or text? Need to be very snappy as the number of characters is limited to make an impact Include links to your website, ideally include a link directly yo the page that will be of interest to the customer Include your details at the end of the Mail Merge

6d. eMail – example text Hi [Name],
We tried to speak to you the other day. [Name of sender] sent you a letter last week describing some of the great innovations we have introduced to our [products or services]. I know [Name of sender] is keen to speak to you about these changes and wanted to know when would be a good date/time to meet up. Please let me know a time that suits you. Looking forward to hearing from you soon Best regards, Mike

6d. – exercise This channel should be used in conjunction with other channels. responses are beginning to improve However, because of the volume of s sent and the fact that most smartphones allow the recipient to view the first line of the mail, they can decide to delete the mail without having to open it. If sending make sure that the subject and first line will get the client/prospect interested.

7. Google Adwords What is it? Pay Per Click or CPM
Pay Per Click PPC CPC Only pay for the number of people that click your link Cost Per Impression CPM Pay for every impression

7. Google Adwords – How it Works
You create your ads You create ads and choose keywords, which are words or phrases related to your business. Get keyword ideas Your ads appear on Google When people search on Google using one of your keywords, your ad may appear next to the search results. Now you're advertising to an audience that's already interested in you. You attract customers People can simply click on your ad to make a purchase or learn more about you.

7. Google Adwords – Why it Works
Targeted reach Now you can advertise to people searching on Google. Even if you already appear in Google's search results, AdWords can help you target new audiences on Google and our advertising network. Greater control You can edit your ads and adjust your budget until you get the results that you want. You can also display a variety of ad formats and even target your ads to specific languages and geographic locations. Measurable value There's no minimum spending requirement or time commitment. And with the cost-per-click option, you're only charged if people click your ads. This means that every pound of your budget goes towards bringing new prospects to you.

7. Google Adwords Set your budget
There's no minimum spending requirement – the amount that you pay for AdWords is up to you. You can, for instance, set a daily budget of five dollars and a maximum cost of ten cents for each click on your ad. Avoid guesswork They provide keyword traffic and cost estimates so that you can make informed decisions about choosing keywords and maximising your budget. (Estimate keyword costs) Pay only for results You're charged only if someone clicks on your ad, not when your ad is displayed

7. Google Adwords Local and regional targeting!
Set your ads to appear only to people searching in a particular region. Now it's easy to target online customers within, say, 25 miles of your front door.

7. Google Adwords www.adwords.google.com
Fill in your and website address Your first campaign page: Budget per day Target Audience Location Network Keywords – google proposes search terms based on analysis of website content Set Your Bid Automatic Manual Text Ad Landing Page Headline (25 characters) include keywords Two lines of text (35 characters each) Billing Review

7. Google Adwords – Success Story
Lets-Have-A-Party.co.uk “The only way to really ramp up your sales is to get AdWords going, and get it going right.“ Chris Vaines – managing director Dressing for success with lets-have-a-party.co.uk Lets-Have-A-Party.co.uk was founded in Chepstow in 2003, and has rapidly grown from a small family business into one of the UK’s top ten fancy dress retailers. The company has used Google AdWords since day one, and believes the solution has played a significant role in its remarkable expansion. Chris Vaines, managing director of the company, explains one of the key factors in year-on-year growth rates of 200 to 300%, “The only way to really ramp up your sales is to get AdWords going, and get it going right”. To this end, he uses the tool in conjunction with Google Analytics, which is available to the public free of charge. “By pairing the two solutions, I’ve been able to easily see exactly which keywords make us money, and which don’t. This has made our campaigns both more efficient, and more effective.” The company recently moved storage of its costumes from the family home to a warehouse, and has big plans for the future. AdWords and Analytics are certain to be a part of that, with Chris firmly convinced of their benefit, “They’re absolutely awesome,” he concludes.

8. Facebook - Ads

8. Facebook - Ads www.facebook.com Log in
Top Right of the screen select the upside down triangle Scroll down to and click ‘Create Adverts’ Page Post Engagement Page Likes Clicks to Website Website Conversions App Installations App Engagement Event Responses Offer Claims

8. Facebook - Ads Clicks to website. Enter your Url Upload images
Facebook Page to connect to: Your Company page Headline (25 characters) Text (90 characters) Call to action button Audience Select by town Age Gender Life Events Language Interests Behaviours Campaign and Advert Set Bidding and Pricing Bid for clicks or bid for impressions automatically optimise to get the most clicks or manually set maximum bid.

9. Measurement and Evaluation
Control Groups Test Groups Questions to answer: Have file of customers targeted with the campaign, how many? How many were reached with a follow up call? How many recalled receiving the direct mail? How many requested a follow-up or direct mail? How many requested that you do not contact them again? How many customers agreed to a meeting? How many sales did you make? What was the cost of the campaign? (include all costs) What was the value of sales? What was the profit and loss (Values of sales – campaign costs – other costs associated with the delivery of the service/product)

10. Data Management Data protection – looking after the information you hold If you hold and process information about your clients, employees or suppliers, you are legally obliged to protect that information. Under the Data Protection Act, you must: •only collect information that you need for a specific purpose; •keep it secure; •ensure it is relevant and up to date; •only hold as much as you need, and only for as long as you need it; and •allow the subject of the information to see it on request.

10. Data Management The aim should be to build a list of potential clients and clients that can be contacted at various points across the year. The list/database should include a contact history, so that whoever is speaking to the potential client can see what communications they have received. Existing customers should also be contacted at least twice a year, if they say call me back in x time, that information should be diarised so that the potential/client is called at the requested date/time. NB this could be in hours, days, weeks, months. All of the extracted data should be checked against the Mailing Preference Service and Telephone Preference Service: The cost is £75 for 5000 checks on either TPS or MPS.

10. Data Management - CRM CRM tools can help prospect and customer management by: Capturing all contact history information Allowing various personnel access to the data Setting restrictions around what data is shown Diarising call backs Being mobile, so field sales can see appointments booked Some of the tools available include: Sales Force Sage Sugar Microsoft Dynamics

11. Dos Personalise communications
Check with tps and mps before mailing or calling Include a call to action Take time on targeting customers Proof read and spell check communications before sending out communications Play to your strengths Use multiple channels in a co-ordinated way Set your campaign targets Test different approaches Budget effectively Allow time for responses to come in Analyse Results

11. Don’ts Blanket mail Use just any kind of list
Give up after your first campaign Test too many things in one campaign

Thank You

13. Useful Links Direct Marketing Association - http://www.dma.org.uk/
Information Commissioner – The Institute of Direct Marketing – The Telephone Preference Service - Selectabase List TPS Checking Service - The Mail Preference Service – OK 2 Mail MPS Checking Service -

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