Personalized Direct Marketing

Let's face it, your product is probably boring as hell. And your competitive advantages are probably just as much of a snoozer. That doesn't mean you don't have a great product or that your competitive advantages are not accurate (though I might challenge you on that one), but we'll go with it for now. These are pretty harsh words. But to truly strategize, deploy and reap the rewards of compelling lead generation methods, you can let me ask the questions, or you can just ask them of yourselves. Who really cares? Why would I pick up the phone or log on to that personalized URL, or take any action that you request of me?

Most of the time the answer is "I wouldn't". And that's OK. Think about what you are trying to do. You're trying to send out a series of direct marketing postcards to see if anyone responds. Let's talk about expectation. What are you expecting them to do? Have you really thought about that? Have you put yourself in that very same position. Try it. But take yourself out of your business/industry and apply it to something more generic. What did you come up with?

See the problem is that most of us are simply too close. We live, breathe, eat, sleep and surround ourselves with our work. And that's natural. Hell, it does occupy probably 75% of our lives. A truly integrated marketing communications campaign includes a promotion or a giveaway or a contest...you get the idea. And multiple channels—print, digital (microsites, email, phone etc...), social, mobile, phone etc...need to be activated to reach maximum success. Think OTB (I have to use an acronym for "out-of-the-box" because I can't bring myself to say it) — what are you asking them to do...literally? Pick up the phone? Well how could you pick up the phone for them? How about if you were a puppeteer? Are you trying to get them to listen? That means you need to get their attention. How about a singing telegram? Are you trying to get them to a microsite? Send them an electronic device with your microsite already up on it.

Don't worry about the absurdity or cost of the idea. Corporate marketing communications don't have to be so corporate. Have you actually sat down and determined the value of a lead? Once you do, it will become obvious what you'd be willing to pay for that lead. Once you've got a budget and all your crazy ideas laid out on the table, you can start to make some real decisions.

And by the way, last I checked, milk was about as boring as it gets! Unless you're marketing vanilla ice cream, give it a try! 

My wife and I celebrated our 17th wedding anniversary this past weekend. We have a lot of "give and take" that makes our relationship work: We enjoy being out together and being with our kids but we support each other's individual interests. She goes away with girlfriends each year; I go away to a Patriots game with some buddies. She goes to a yoga class 2-3 times a week; I run 2-3 times a week. She meets with a regular book club; I play basketball one night a week. As is the case in other successful relationships, each side understands the others' goals and aspirations and encourages those things.

Your relationship with your marketing partner should work the same way. The relationship between a business owner and their marketing partner should be as "open" as any successful relationship you might have in your life. Think of any successful relationship you have  - spouse? friend? neighbor? What makes it successful? Certainly we don't need all the details of your personal relationship but chances are the overriding theme is that you have an  understanding and expectation of what you expect from that person. You might not be the "best friend" to the next door neighbor but if you have a mutual understanding of each other, it works!

The Allied Group works closely with clients so we have a clear understanding of our role in the relationship. For some clients, we are their main resource and serve as the role of their marketing department, assisting on just about everything from lead generation to promotional printed products to redesigning their website. For other clients, they may have their own marketing resources but they need Allied to "fill in the cracks" of what they cannot do internally.

When you are not clear on roles and expectations, like other relationships, your relationship with a top direct marketing agency could be headed for trouble. If your client expects one service and you expect something else, this creates the confusion that generally leads to bad feelings and frustration -- on both sides!

We suggest you sit and meet with the client on a regular basis to discuss goals and aspirations. Our formal Client Retention Program mandates that regular meetings occur with all of our larger clients so that we always are aware of what they want, what they expect and lastly, how they perceive our value to them. On our side, these regular meetings keep us aware of their constantly evolving needs, allowing us to react to those needs.

We have found these retention meetings to be a great source of information and a chance for both sides of the relationship to discuss the future. Like a good relationship with a spouse or a close friend, a clear understanding of roles and expectations can help pave the way for many years of a satisfying relationship for both sides.

How well do you know YOUR client?

Many were shocked and saddened by the sudden, unexpected demise of singer Whitney Houston. Most wonder about the cause of death. While answers will undoubtedly come from the toxicology report, the news media tells of the presence of strong prescription meds in her hotel room. Those at her last impromptu musical performance testify that she had been drinking and appeared under the influence. Some medications combined with alcohol can be deadly, especially for those bathing in a hot tub. The singer takes her place in a long line of talented people whose lives were cut short or ruined by drug and alcohol addiction.

Perhaps Houston’s death can provide the vivid example needed to make changes in the drinking habits of many college students. Admissions officers and college marketers do a great job in helping young people from a variety of backgrounds get an education that can enrich their future. But the unrestrained party atmosphere on some campuses can prove to be a trap leading to alcoholism, squandered opportunities and wasted lives. According to a Center for Science in the Public Interest report:

• Annually some 30,000 college students overdose on alcohol, requiring medical treatment.

• 44% of students attending 4-year colleges engage in binge drinking.

• 19% of college students ages 18–24 met the criteria for alcohol abuse or dependence.

• Every year, 599,000 students from 18-24 are unintentionally injured while intoxicated  More than 696,000 are assaulted by another student who has been drinking.

• 5% of female students reported that they were the victims of sexual assault, 75% of them raped while under the influence of alcohol.

And although a number of institutions have made efforts to curb binge drinking, it is still the norm at campuses across the nation. CSPI further reports, “Low price and very easy access to alcohol are strong correlates of binge drinking.” When discussing ways to get college seniors to attend a campus event, one official observed that offering cheap beer would guarantee a large crowd.

The result

Research shows the habits learned on campus can last a lifetime. The American Journal of Public Health reports that binge drinking rates of college students closely correlate with those of adults living in the same state. “The rate of binge drinking among college students was about 32 percent lower–36 percent compared to 53 percent–in the 10 states with the lowest rates of adult binge drinking compared to the ten states with the highest.”

This could mean that students are imitating behavior they’ve seen at home. But studies also show that many enduring adult attitudes and behaviors were formed in the college years. Regardless of where they learned to drink irresponsibly, many promising young people may well experience the truth of Mark Twain’s statement, exemplified by Lindsay Lohan, Amy Winehouse, Chris Farley and Whitney Houston: “It is easier to stay out than to get out.”

Possible solutions

Colleges already make commendable efforts to stop binge drinking. Can they do more? Raising liquor prices at campus pubs might be a good start. Also, making effective use of social psychology research can increase the impact of student information programs. Renowned communication psychology expert Dr. Robert Cialdini suggested to me in private correspondence that one tactic to lessen the allure of excessive alcohol consumption is to link it to “a disliked or disrespected outgroup.” He wrote, “One way to reduce binge drinking among college students might be to inform them that binging is the norm for high school students.”

The Allied Group is an innovative marketing communications company offering personalized direct marketing, Search, Conversion and Yield programs along with along with full-service fulfillment.
 

As Student Search letters hit the mail, it’s important to recognize what many institutions are up against. Students may have never heard of the college that would prove to be their best choice. If they choose a better-known institution that’s not a good fit, both they and their ideal school will lose. How can worthy but less-than-famous colleges get students’ attention?

Direct mail is still the best way to reach out to students initially. In a College Board survey, 81% of students said that personal letters from colleges increased their interest. Another 75% indicated that brochures mailed to them had a similar effect. Emails came in at 61%.  All should continue to be employed by many institutions.

But crowded mailboxes are the bane of lesser-known schools. One study presented at NEACAC this year found that 40% of prospects’ names were available for only one year. Institutions must therefore make the best use of their opportunity to engage these prospects. Time-pressed Millennials often take mental shortcuts and choose brand name institutions. Many rely on the advice of parents and friends. Although 74% respected their guidance counselor’s recommendations, these alone may not be enough to help unknown but creditable institutions.

Getting noticed in a crowded Search market

After PSAT, SAT and ACT results become available, many students are deluged with Search letters and emails. As these crowd their mail boxes, two types will stand out: 

• Those from familiar institutions   
• Those whose message is relevant

The first point is obvious. It’s also proved by research. When students feel overwhelmed with choices, familiar names will stand out. But if your college is not a household name, personal relevance may be your best chance at getting your letter or email opened. Studies cited by eminent social psychologist Dr. Elliot Aronson reveal that when a message is personally relevant, people will pay attention to it even if the presenter doesn’t have the benefit of fame and prestige.

How can you know what’s personally relevant?

Relevant text and/or photos on a mailer or envelope will make it stand out and increase its chances to be opened and read. But what’s relevant? If Search names are from a recent test, student-provided data on intended major, sports and extracurricular interests are likely to be fairly accurate. This information could be an excellent source of relevant data to be used in a one to one communication campaign starting with Search letters and emails. If test results are not recent, data on intended majors will spoil rather than improve with age.  How can institutions make sure student interest information is up-to-date? 

Some college websites employ a Stealth Program, offering visitors a customized electronic, and sometimes printed, brochure. Students wanting to receive one must give contact information and indicate their intended major and extracurricular interests. This tool can be used effectively in a number of settings.

Links included on college Facebook pages and targeted display ads can turn an electronic brochure offer into a great outreach tool. It gives students exactly the information they request, gets institutions the fresh data they need, and has proved to get substantially higher conversion rates than traditional Search. And, of course, prospects requesting e-brochures have thereby inquired and may not need to be searched again.

Could a relevant message help your institution stand out in a crowded field?

The Allied Group is a marketing communications company offering award-winning Search, Stealth, Conversion and Yield Programs for traditional and nontraditional college admissions.

Research shows that time-pressed Millennial hs students prefer well-known brands. What chance do worthy but lesser-known colleges have to compete? Consider:
 
While researching ways to increase inquiries last spring, I found myself in a parking lot packed with hs students at the NACAC College Fair in Boston and decided to hold an impromptu focus group. To my amazement, the juniors I spoke with already had already put together their short lists and planned on talking with just 3-5 institutions at the Fair. I asked if there was anything a college that wasn’t on their list could do to gain consideration. They gave two answers: 

• Give away free stuff (NACAC wouldn’t be thrilled with that!)
• Make an impressive presentation

This experience reinforced two important points. First, it showed the wisdom of a recommendation made in a Search Expert presentation at NEACAC this year:  “Starting early is key.” As Strauss and Howe point out, Millennials are big brand shoppers. Research shows that people who are pressed for time look for shortcuts, and a strong brand provides an easy one. Therefore, it’s crucial that students learn about your institution very early in the process. And if your college is not in the news regularly, it’s clear that you’ll need to do some good PR work with freshmen and then search sophomores if you’re going to make many short lists.

Students may have learned this approach from their parents. Internationally respected research firm Global Reviews conducted a marketing study on people buying insurance on the Internet. It showed that, just like prospective freshmen, those who buy insurance online often start their search with a preferred list of providers in mind. But a full 35% of those who did ended up buying their insurance from a firm that was not on that list.

What made the difference? Global Reviews CEO Greg Muller stated our second key point: “Strong brand awareness can get people to your website, but a better customer experience from a lesser known brand can often win out.” College websites are often well-designed, but actual experience shows that sites that get the right kind of commitments from visitors generate more applications and higher yield rates.  In addition, one state institution broke the mold at the Boston NACAC College Fair, displaying videos in their double-size booth. Their VP of Enrollment reported that her inquiry level for that fair was the best yet.

When students approach your website or your booth, the better experience they have, the more likely they are to investigate further. And when they do, the enjoyable encounter they have may help your institution leapfrog the big brand universities and enroll students who had hardly heard of you when they began their college search.

The Allied Group is an award-winning marketing communications company offering personalized direct marketing, publications/web design and full service fulfillment to higher education institutions.

Insurance companies who must fight for market share with giants got some good news from a study published this spring. The report, from business researcher Global Reviews, highlights the critical roles IT and marketing professionals play in winning sales when prospects are searching online.

Marketing’s crucial role in creating demand

Marketing's role is especially important with the growing cadre of new customers who search the web. Internet marketing expert Dave Chaffey reports that research conducted on 10,000 households found that for some products, like airline tickets, the average prospect visited no more than two websites before making a purchase. This may be due, in part, to their preference for well-known brands. Global Reviews’ study on insurance buyers found that 36% already had a company in mind when they began their search.

This seems to give an advantage to well-known companies like Allstate, Aflac, State Farm, Prudential, Aetna, GEICO and Progressive. Worthy but less advertised carriers could win a place on insureds’ short lists by stepping up their integrated marketing communications programs. Studies have shown that pleasant familiarity alone can make a person or organization more attractive to consumers. Without the skilled efforts of insurance marketers using an array of media including broadcast, direct mail and the Internet, high quality companies or their agents may never get a chance to make their case. Effective Internet advertising can be crucial in attracting the 64% of insurance buyers in the study who began their web search without a particular company in mind.

IT’s work stimulates conversion

Global Review’s research showed the important part IT plays in actually converting the leads that good marketing drives to the company website. Their investigation revealed that even when prospects already had a company in mind, only 65% bought insurance from a firm on their short list. That means a full 35% got their coverage from a company from whom they hadn't planned to buy when they started. Some websites apparently did a poor job in conversion. According to CEO Greg Muller, their investigation showed that once prospects arrive at your site, “a better customer experience from a lesser known brand can often win out.” Well-designed sites can create that experience if they:

• provide easy access to information that insurance buyers want (in logical sequence)
• feature engaging graphics
• include high quality content
• encourage interaction
• entice visitors into making commitments, large or small

The first four points may seem obvious. The last is taken from years of research in social psychology. A multitude of studies reveals the power of the “foot-in-the-door technique,” under the right conditions, to turn small commitments into substantial agreements. The Allied Group, a marketing communications company that offers marketing, marketing support and full-service fulfillment programs to the insurance industry (and others) has achieved excellent conversion rates using this technique. How? Look for more in my next post.

So just because someone is subscribed to your email communication doesn't actually mean they are engaged. Two very different things. Engaged subscribers (contacts who have opened, clicked on, or otherwise interacted with an email in the previous 3-6 months) often make up only 30-40% of an email marketer's database. That leaves a whopping 60% that don't care enough to do anything besides ignore or delete your message.

Follow a few simple steps and hopefully your subscribers will be more engaged...

First, try a nice welcome email. Be clear in your communication what they can expect to see from you. If they have subscribed to a weekly newsletter but will receive random communication, let them know. They will appreciate the honesty.

Second, keep what they are seeing relevant and interesting. Your subscribers will be immune to daily blasts so limit the spam. They want to see topics that get their attention. Think of things that they are losing sleep over and focus on keeping the tone about them.

Third, have a plan of attack for that 60% that drop off. You want to win them back - well get an offer ready that will be hard to ignore.

Fourth, loyalty rewards? I am not talking about a rewards card that you scan at the grocery store but think of something you can offer people who have stuck with you.

Lastly, social media is IT - join in. If you can develop some kind of app that is relevant to your product/offering, go for it. Or at the very least make sure your prospects and clients know that you are on Facebook, Twitter, LinkedIn etc.

The goal here is to engage every type of person on your list. They are all different and your marketing communication strategies need to be as well.

OK - I am officially on Social Media overload.  Despite all my efforts to confine my use of it as a tool - I have been assimilated by the Borg and now consider myself part of the collective.  I give up....  I pledge my allegiance to the blog and to the go public strategy for which it stands, one Twitter, under Linkedin, completely visible, with Facebook, Networking, and Branding for all.

It seems that you can no longer have a conversation without spending at least half of the time discussing Social Media. 

Lead Generation, Web Design, Data Appending, Sales Training, Marketing, SEO, Blogging, Public Relations, Direct Mail, Business Development, Loyalty - no matter what the topic - doesn't it seem to now center on Social Media?

In the last three weeks I have been to three events and participated in two webinars all of which focused on Social Media ROI.  Not one person had a case study that showed any proven ROI that Social Media had made them money. 

But can you live without? How will people find you, how will people trust you, how will people view you if you don't have a robust Social Media presence? 

In our Brave New World....

1.  We all self-educate before we make a decision. The fastest and easiest way to do the research is generally on the web.  Social Media make info is accessible.

2.  We trust people we know. Relatives, neighbors and friends have always influenced our decisions. Social Media extends the circle and reduces the time to get opinions.

3.  We want community. Humans crave affiliation and want to be part of something. Church groups, Elks, Rotary, PTA - these are all ways that we connect with people of similar interests... it helps us feel normal! Social Media offers a gateway to join groups, follow trends, get information without having to go to meetings, get on committees or sell brownies as a fundraiser. 

We may not always like it or even understand it - but Social Media - like every other major shift in how we communicate - offers benefits and hurdles. Radio didn't kill books or newspapers, TV didn't kill radio, Movies didn't kill theater, Cable didn't kill movies, email didn't kill the USPS, Texting has killed email, and Social Media won't kill Sales and Marketing. It will change us forever....

Progress brings new worlds, new opportunities and new markets. Social Media is a game changer, but the game isn't over.