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I attended ADMA's Data Day conference today (now in its third year). There were several high-value sessions covering different data-related topics, but a core theme that emerged across all sessions was 'how to leverage data to create a tailored personal relationship'.
There was a considerable amount of useful facts and information presented in the sessions. I've summarised my notes below.
How to "get the letter opened" survey
- Mail from a company I recognise (48%)
- Catalogue / brochure (33%)
- Looks important (26%)
- Personalised address (15%)
- Colourful envelope (12%)
Source: Pitney-Bowes 4th Mail Preference Study, June 2007
Demonstrating you're serious
If your mail piece doesn't offer some adventure, then its not doing its job. Good letters start with good information about your customer base. Keep your database up-to-date and your client contacts will become intelligent conversations, rather than 20 questions. Source: Direct Magazine, June 2007
Mediums to touch the emotions of the customer
1. Premiums such as stickers and notepads
2. Involvement devices like personalised URLs and Post-it note advertising
Source: Target Marketing, June 2007
Loyalty
The holy grail of loyalty has several levels. The goal is to move from 1 (presence) which has a weak share of wallet, to 5 (bonding) with a strong share of wallet:
1. Presence
2. Relevance
3. Performance
4. Advantage
5. Bonding
Source: Brandz
Telemarketing calling times
Call older customers in the morning, executives in the evening or on Saturday and families in the afternoon or evening, but ideally not at school pick-up time.
Telemarketing greetings
Greet elder customers formally e.g. "Hello Mr Jones", greet younger customers more casually e.g "Hi Tom".
Presenting charts and tables
- Present title and axes first, explain these
- Ask what audience would expect the line(s) on the chart to look like and why
- Provide the lines on the chart and use 'call-out' boxes with text explaining what the chart means
Response mechanisms
There are three different response mechanisms. Which options are appropriate for your campaigns?
1. 'Ancient': retail, word-of-mouth
2. 'Analogue'; phone, e-mail, text
3. 'digital': search, banner, www
Media consumption
By 2007, 50% of media consumption will be digital. By 2010, 66% of media consumption will be digital. Source: datalicous.com.au
Privacy and regulatory matters (Australia)
There is a movement in the US and UK to introduce a 'do not mail' list. Australia are looking at introducing a 'do not fax' list (in addition to the existing 'do not call' and 'do not spam' lists). Incidentally, violation of the Spam Act incurs penalties of up to $1.1m per day.
There is also a move to introduce legislation for compromised data. If you think that data may have been lost, stolen or interfered with (e.g. it was on your laptop which got stolen), then you are obliged to contact each person in the database to notify them of the privacy breach(!)
The 'Do Not Call' Act was created for consumers, however there are now 100,000 businesses on the Do Not Call register and telemarketers are under obligation not to call these companies.
Posted on Thursday, 25 October 2007 at 3:35 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/49