Monthly Archives: Septembrie 2009

E nevoie de strategie

Nu o data am auzit intrebari de tipul: daca fac o actiune de marketing direct o sa vand mai mult ? Ce sa aleg ? Drop mail sau direct mail ? Sau e mai bine sa merg in mediul online si sa incerc o campanie de e-mail marketing ? Cred ca sunt intrebari disperate venite din partea unor oameni disperati. Marketingul direct nu inseamna magie si nu e o solutie pentru orice, oricum si oricand. Nu exista o reteta de succes care sa se poata aplica cu ochii inchisi. O actiune de marketing direct one shoot nu construieste mare lucru.

strategiePrimul pas este sa intelegi de ce anume ai nevoie si care sunt obiectivele. Ma refer la obiective clare si concrete si evident de atins. O analiza iti poate arata daca marketingul direct te poate ajuta si daca da in ce fel.

Mai departe trebuie construita o strategie care presupune o suma de actiuni de marketing direct, independente sau corelate cu comunicarea generala a companiei / brandului.

Fiecare actiune de marketing direct are un mecanism propriu si rezolva anumite aspecte care vor conduce la final catre atingerea obiectivelor fixate.

Actiunile de marketing direct repetate si interpretate din punct de vedere al rezultatelor te conduc catre optimizarea ratei de raspuns. O rata de raspuns mare creeaza premisele unei rate mari de conversie in vanzari.

Marketingul direct se bazeaza pe istoric. Este eficient atunci cand iti cunosti foarte bine tintele catre care vrei sa comunici. Majoritatea companiilor de la noi comunica prin actiuni de marketing direct cu proprii clienti / potentialii clienti fara sa-i fi intrebat macar o singura data ce vor si ce-i intereseaza.

Anunțuri

Reputatie “gri”

Am auzit o parere care zicea asa, ca marketingul direct are o reputatie « gri ». Se referea in special la campaniile de comunicare directa adresata. Mai spunea vocea respectiva ca multi cetateni onorabili sunt « deranjati » de faptul ca sunt contactati pe diferite canale de comunicare directa adresata – direct mail, e-mail, telefon.

Io zic ca nu e asa. Reputatia nu e mai altfel decat in alta zona. Reputatia tine de cat de profesionist este cel care face campania. Cel care face campania va fi amendat prin rezultatele campaniei. E ceva logic. Deci, cei care deruleaza campanii « deranjand » potentialii clienti doar gresesc si persista in gresala pentru ca nu au gasit pe cineva sa-i invete sau sunt omeni rai. Aceste doua categorii exista peste tot, in orice domeniu / industrie.

reputatieMai este situatia celor care sunt « deranjati » pentru ca sunt contactati. Presupunand ca nu este scenariul prezentat mai sus, inseamna ca au uitat ca la un anume moment si-au dat acordul sa intre intr-o baza de date si sa primeasca mesaje cu caracter comercial. Aceasta este situatia cel mai des intalnita pentru simplul fapt ca toata lumea isi da acordul de a primi astfel de comunicari pentru a participa la o tombola trista.

Mai este o a treia situatie care conduce la aceasta reputatie « gri » : nerabdarea clientilor. Adica, o companie vrea sa deruleze o campanie de marketing direct printr-o comunicare directa adresata, dar nu are o baza de date calificata. Si ce este cel mai simplu de facut ? Sa inchirieze una. Wrong !!! Rezultatele vor slabe slabe. Poate ca baza de date inchiriata are toate drepturile de utilizare din lume, dar tintele – potentialii clienti – nu au nici o treaba cu brandul. Solutia corecta este ca acel client sa-si construiasca propria baza de date, tinte care au manifestat interes in a interactiona cu brandul. Adica o baza de date calificata !!! Pe acesta baza de date proprie se poate trece la comunicarea directa adresata si sunt premisele unei rate de raspuns foarte bune care va asigura si o rata de conversie in vanzari asa cum trebuie.

Singura problema : baza de date calificata nu se naste singura si cu siguranta nu peste noapte.

Body Parts – campania unei banci

Este vorba despre o banca din Noua Zeelanda, campania fiind premiata la o Gala Echo in urma cu cativa ani. Ar putea fi un exemplu pentru cei de pe la noi 🙂Body Parts

PRODUCT OR SERVICE

Bank of New Zealand’s Campus Pack is a student bank account with a free student discount card.

 

DEFINITION OF AUDIENCE

The audience was students at the country’s 10 main tertiary institutions. We were targeting customers of other banks – switchers. We knew they were savvy consumers who were cynical towards overt marketing and had a low level of engagement with banking as a category.

 

TARGET AUDIENCE SIZE

25,000 – 49,999

 

COUNTRY WHERE CAMPAIGN RAN

New Zealand

 

DATE CAMPAIGN RAN

February 1, 2006 – March 31, 2006

 

MARKETPLACE CHALLENGE

The student market is critical for banks. It is as a student that most customers begin a relationship with the bank that they are likely to stay with for many years, eventually taking out a mortgage and becoming a high value customer. For this reason, competition is fierce, and all of the main banks offer strong incentives for students to open an account, such as a free MP3 player or a $40 sign-on bonus for new customers. We needed something similar, and needed a campaign that would outshine our competitors. The student audience was naturally ambivalent to banks, so it was critical that our campaign was relevant to them and resonated with their sense of humour.

 

We had to win a large portion of the student market to ensure our future market share for the wider business. However, our budget had been reduced by 10% from the previous year, and the number of new accounts we opened last year had now become this year’s target.

 

MARKETING STRATEGY

Our objective was to open 6,500 new accounts, with a stretch target of 10,000 accounts.  

 

Competitors all used powerful incentives to get students to open an account with them, such as a sign-on bonus of $40 cash. We needed something unique that would make our product more compelling. Our insight was to appeal to students’ desire to get discounts/free stuff to make their frugal life more enjoyable. A relationship was arranged with a student discount card to integrate the discount card with the ATM bank card that came with Campus Pack. This meant students could get free stuff and discounts all year round – a distinct point of differentiation.

 

Next, we looked at how we would reach our audience. As there were limited list options available for the student market, we turned to a range of traditional and non-traditional direct response media in and around the university campuses. Our strategy was to surround the audience in a very localized way with a bold, integrated campaign.

 

We also had to overcome the challenge of getting students into the bank branch to open the account – which is often off-campus. We did this by setting up mobile bank stands on campus at the height of the campaign – so we could sign up new customers on the spot.

 

To create cut-through for a financial services product, the campaign had to be entertaining. So along with print and direct media, we performed street theater style stunts on campus. This ensured we got great exposure to the campaign and further maximized the response from the rest of the campaign activity.

 

Finally, we had to make sure that customers who opened the account actually used it, rather than just taking advantage of the discount card. We knew students were high mobile phone users, so arranged to send them „chaser” text messages once they had opened the account. These contained a message incentivising them to go into a bank branch to activate their cards.

 

MARKETING TACTICS

The offer centered around the free student discount card that came with Campus Pack. This was further incentivised with a prize draw of software packages for every new account opened. We designed a range of response options to suit our audience – students could text message us for more information, visit a Website or visit a branch.

 

The campaign itself was executed through a variety of mediums. Simple direct mail packs were sent to existing customers to get them to activate the account. Direct response ads were placed in student publications. Banner ads were placed on student association websites. Street posters were plastered up on and around campuses. 47,000 inserts were placed in the orientation bags that every student received when they enrolled. All used the same artwork and carried the same message – you don’t have to sell your body parts for cash – don’t get desperate, get a Campus Pack instead.

 

To further raise the profile of the campaign, we hired actors to perform on campus. A „doctor” wheeled around a heavily bandaged „patient” on a hospital gurney whilst encouraging other students to donate their body parts for cash. The stunt was hugely entertaining and met with a hilarious reception. Even a high-profile local politician campaigning at one university was inadvertently caught in the middle of it! The doctor gave out flyers and directed people to the stand on campus where they could open the account. It proved so popular, digital video footage of the event was edited together and sent out as a viral e-mail.

 

All of this activity was focused around a 2-3 week period around each campus’ enrollment and orientation weeks. We knew students took care of administration things, like opening a bank account during this time. This meant we could create an intense burst of activity to gain maximum exposure at the time that counted. 

 

The call to action was to visit the website, branch or text us. If students responded by text message, we would text them back details of all the discounts they could get with their Campus Pack account. However, the thing that really made the campaign a success was the chaser text. Once a customer signed-up, we notified them by text when their bank card was on its way and gave them an incentive such as free movie tickets to visit a branch to activate their PIN number. This overcame the previous hurdle we had of customers opening accounts but not activating them.

 

CREATIVE STRATEGY

The creative proposition was „Don’t get desperate, get a Campus Pack.”

 

We needed to create something engaging and totally irreverent to appeal to the target market. The fictitious company, Body Parts Direct parodies life as a poor, desperate student – needing to sell their spare body parts to get through student life. It’s deliberately designed to look like the real deal, with a medical journal style illustration and a list of prices for assorted organs (although closer inspection reveals the captions are of a rather satirical nature). The insert in the orientation bags even included a sealed bag for the recipient to send their body parts back in and a set of helpful instructions!  So as not to harm the authenticity of the pack, the Campus Pack message was made to look like a sticker that’s just been slapped on top of the Body Parts advert – almost looking like a desperate attempt to save students from this grisly fate. This message from the bank was printed with a special over gloss on the posters, to further contrast with the body parts illustration underneath. Finishing touches were added, like a URL for http://www.bodypartsdirect.co.nz (which redirects to the Campus Pack page on the BNZ website).

 

The campaign utilized as many media as possible that students were exposed to around their campus – DM, posters, field marketing stunts, ambient messages in labs and hostels, viral movie, magazine and online ads, inserts and handouts during orientation. Many of the media were cheap and slightly guerrilla in nature, which neatly supported the subversive nature of the „Body Parts” campaign idea.

 

It’s a totally unexpected approach from a formal bank – using the type of irreverence and outrageousness that appeals to smart, cynical young students who hate being patronized, but love to be entertained.

 

RESULTS

Our objective was 6,500 new accounts. During the campaign we opened 18,138. To give this some perspective, in the previous year we had a larger budget and opened just 6,500, which was considered a success at the time. The campaign totally dominated competitors, with Campus Pack accounts making up an estimated one in three of all student accounts opened.

 

This gave us a cost per acquisition of US$2, compared to US$6.9 the previous year. With each customer valued to the bank at US$128 within 10 years, the total value of new customers delivered by the campaign is US$2,321,664, against a marketing spend of US$37,000.

 

As a result, the campaign increased our share of the tertiary market from 11% to 17% in the space of two months, an spike of 6% that would often takes years to achieve in financial services categories.

 

In previous years, we also had the problem of up to 40% of accounts being opened, but not activated. The 12,000 chaser text messages sent out has made a huge difference to this. Over 10,000 incentives were redeemed by activating the account within a week of receiving their card.

 

TOTAL COST

Rollout

Under $50,000

 

MEDIA COST INFORMATION

The cost of tactical media placed in student magazines and student websites was covered under a sponsorship agreement, so was outside of the campaign cost. The estimated rate card value of this was US$4,000. The cost of poster placement was US$1,100.

 

PRODUCTION COST INFORMATION

US$15,000 for all printing and production.

 

OTHER COST INFORMATION

The cost of the text campaign was US$7,000.

 

Advertiser:  Bank of New Zealand

Contact:Anita Campbell

Title:Communications Manager

Address:Level 5, 80 Queen Street,

City:Auckland

State or Province:

Zip/Postal Code:1001

Country:New Zealand

Telephone number:+64 9 375 5166

Fax number:+64 9 375 1335

E-mail address: anita_campbell@bnz.co.nz

 

Agency:  AIM Proximity

Contact:Matthew Pickering

Title:Account Director

Address:111 Franklin Road

City:Auckland

State or Province:

Zip/Postal Code:1001

Country:New Zealand

Telephone number:+64 9 361 0246

Fax number:+64 9 361 0102

E-mail address: mattewp@aimproximity.co.nz

 

Concis si clar

Cred ca discutia este valabila pentru tot ce inseamna comunicare. Nu musai comunicare directa si marketing direct.

Exista marketeri care procedeaza in cel mai normal mod cu putinta : apeleaza la specialisti. Altii se documenteaza si eventual invata din propria experienta (in general cu costuri mari). Cei multi insa, pur si simplu nu se satura sa persiste in gresala – am vazut brosuri de prezentare, flyere si pliante din care nimeni nu reusea sa ramana cu nici un mesaj / idee dupa ce erau citite. Limbajul era cu siguranta una dintre probleme.

Mesajul unei comunicari directe indiferent de canalul de comunicare ales – drop mail, direct mail, e-mail marketing, mobile marketing, telemarketing, transpromo, field marketing – trebuie sa fie clar si simplu.

concisUn mesaj construit cu un limbaj concis si clar este retinut mai usor, poate fi reprodus mai departe catre alt potential client, nu genereaza confuzie, nu genereaza neantelegeri si daca raspunde unei nevoi reale poate genera feed-back rapid. Un limbaj concis si clar nu consuma inutil timpul celui care primeste comunicarea ! Credeti-ma ca fiecare considera ca timpul lui este cel mai pretios din lume. Daca mesajul foloseste un limbaj concis si clar decizia de cumparare se ia mai usor, pentru ca totul este limpede si beneficiile sunt evidente.

 Orice comunicare cu caracter comercial are drept scop sa vanda ceva – o cutie sau o idee !!! Deci, de ce sa folosim un limbaj complicat, greu accesibil, sofisticat, care poate fi interpretat in multe feluri ?

 « Cand Shakespeare a scris Hamlet, a avut la dispozitie 20,000 de cuvinte cu care sa lucreze » De multe ori este nevoie de cuvinte putine si deloc sofisticate pentru a creea comunicari memorabile.

Transpromotional Marketing

Sau pe scurt Transpromo. Este utilizat de ceva ani prin lume ca instrument de marketing direct. A starnit rumoare la inceput. Apoi rezultatele excelente l-au consacrat drept o solutie viabila. Estimarea pentru USA este ca la sfarsitul anului 2014 peste 70% dintre companii isi vor transforma  documentele tranzactionale pe care le emit in transpromo.

Transpromo inseamna combinarea in acelasi document a unui mesaj transactional (ex: factura) cu un mesaj cu caracter comercial. Sa nu confundati cu combinatia trista si fara nici un efect (decat poate cheltuirea unui buget) a flyerului introdus in acelasi plic cu documentul tranzactional. In cazul transpromo nu este vorba de documente diferite ci de un singur document !!!

De fapt, ce se intampla ?

Pai studiile arata cam asa: documentele tranzactionale beneficiaza de mult mai multa atentie din partea destinatarului decat orice alt tip de document; documentele tranzactionale se citesc aproape imediat ce sunt primite;  documentele tranzactionale nu se arunca; documentele tranzactionale se citesc de mai multe ori; documentele tranzactionale inspira mai multa incredere decat comunicarile strict comerciale. Poate nu lipsit de importanta este ca cel care emite documentul tranzactional are o baza de date complexa si astfel se poate face o targetare minunata.

transpromo la tinta

Combinatia dintre segmentarea perfecta cu date despre comportamentul de consum si capabilitatea de a genera documente dinamice face ca mesajul comercial sa ajunga exact acolo unde trebuie. Cocteilul perfect ! Comunicare cu o precizie si eficienta care nu mai este atinsa de nici un alt canal de comunicare directa adresata – indiferent ca vorbim de direct mail, e-mail marketing, mobile marketing sau telemarketing !

Place? Cam da 😉

Acum partea ceva mai aspra: tot ce este bun costa, iar ce este foarte bun costa foarte mult. Adica toata partea de logistica pentru a implementa un asemenea sistem este scumpa, inseamna know-how si disponibilitate pentru schimbare. Rezultatul obtinut de cei curajosi va fi transformarea unui centru de costuri intr-un centru de profit si cost.

Despre cum se construieste un transpromo ca sa aiba efect … asta cu alta ocazie.

transpromo o idea

Mostra

Un instrument caracteristic marketingului direct este oferirea mostrei. Este genul acela de promovare try & buy care merge perfect pentru un produs / serviciu pozitionat corect si oferit intr-un mod fair (pret, service, garantie, etc.).

Piata de la noi a cunoscut o frenezie (si parca nu s-a potolit inca) in a pasa catre toata lumea, oricand si oricum mostre gatuite. Indiferent de canalul de comunicare ales – drop mail, field marketing, direct mail, e-mail, mobile, telemarketing – la noi se ofera mostre gratuite fara numar. Evident ca este o tampenie. Se pare ca este chiar una scumpa !

 

Mostre la gramada

Asa cum am spus in primele randuri, este important cui oferi mostra. Trebuie data exact acelui potential client care nu cunoaste produsul / brandul dar este deschis sa aiba o experienta cu acesta. Deci, mostra nu e pentru toata lumea precum cornuletul cu lapte.

Apoi, cel care primeste mostra trebuie sa faca un efort – chiar daca aproape nesemnificativ – pentru a o avea. Spre exemplu sa se duca si sa o ia din magazin. Astfel se obtine un anumit grad de implicare din partea potentialului client. Este mult mai probabil sa folosesca cineva o mostra pentru care a depus un efort decat cineva care s-a trezit cu ea din cer. Scopul este ca aceste mostre sa fie folosite !!!

Nu in ultimul rand, mostra este o promisiune. Deci, campania de promovare prin mostre trebuie urmata de o oferta frumoasa pentru cei care fac dovada ca au primit si folosit mostra. Asa se construieste o baza de date care apoi poate fi folosita pentru a obtine feed-back (cei care au primit mostrele se simt datori fata de brand si sunt mai cooperanti – sunt persoane implicate) sau pentru a testa alte produse.

Daca produsul este chiar foarte bun, mostrele pot fi distribuite si contra-cost. Acest pas nu este chiar simplu, pentru ca in acest caz nivelul de asteptare creat potentialului client este foarte ridicat. Cel care alege aceasta cale trebuie sa fie foarte sigur de calitatile produsului sau.

Modul in care se fac aceste campanii ce presupun oferirea de mostre catre potentialii clienti pe piata noastra este un exemplu elocvent despre cum poti face o campanie de marketing direct  mergand doar pana la jumatatea drumului. Nelamurire personala: cum raporteaza rezultatele campaniei cand se procedeaza la distribuirea de mostre in stil romanesc.

Despre implicare

Se pare ca marketingul asa cum il stim noi se cam duce. Poate ca era si previzibil. Pe zi ce trece apar noi canale de comunicare, pana si cele traditionale isi propun sa ofere interactivitate. Si asta dintr-un motiv foarte simplu: clientii sunt din ce in ce mai informati, au pareri de care vor sa se tina cont, nu mai au timp pentru orice si oricum. Clientii au puterea ! Au puterea de a cheltui sau nu banii lor cu tine, au puterea de a se intrepta catre alt furnizor (ahh, si cat costa sa aduci unul nou in loc !).

Un singur lucru ii poate tine pe clientii tai alaturi de tine: implicarea.

Ei au clienti fideli pentru ca i-au implicat. Si de bine le-a iesit !

100% implicati100% implicati

 ac/dc

 Toti isi doresc sa masoare rezultatele actiunilor de marketing cat mai exact. De aici si trendul descendent pe care se afla mediile traditionale (TV, print, radio) si explozia noilor canale de comunicare pe care le pune pe tejghea tehnologia (e-mail, comunitati online, mobile, …). Intr-o prelegere, directorul de creatie al unei agentii (premiata des la Echo Awards) prezenta o reteta relativ simpla: tine cont de parerile clientului, incearca sa-ti surprinzi in permanenta clientul si alege o cale de comunicare care sa-l implice. Cand exista interactivitate deja este un pas urias realizat. Nu mai presupui ce-si doreste clientul. Pur si simplu ii oferi acestuia exact ce are nevoie. Asta te ajuta sa faci marketingul direct !

Aproape fara exceptie clientii ajung sa experimenteze un brand datorita unei oferte senzationale ($) si apoi datorita produsului / serviciului. Pe termen scurt este perfect. Pe termen lung ponderea acestor aspecte in decizia clientului de a ramane alaturi de brand scade simtitor. Efortul de a schimba nu este usor de facut. Acesta este unul dintre motivele pentru care clientii nu-si parasesc furnizorul imediat. Daca la asta se adauga existenta unei relatii in care clientul se simte safe schimbarea este si mai greu de realizat. Daca in aceasta relatie in care se simte safe este si implicat si stie ca tu ti cont de parerile lui si esti fair schimbarea este aproape imposibil de produs.

Multe compani declara ca isi iubesc clientii, dar se comporta cu ei de parca ar fi dusmanii de clasa. Nimeni nu e tampit ! Aceasta diferenta intre ce aud si ce li se intampla este sesizata instantaneu de catre clienti. Rezultatul este un discomfort teribil. De ce sa ramana cineva alaturi de tine daca nu are incredere in tine si se simte si rau alaturi de tine ? (intrebarea este retorica, desigur)

Daca reusesti sa-i implici pe clientii tai in relatia cu brandul atunci poti spera la clienti fideli. Ai creat premisele unei relatii pe termen lung.

implicare