Evolution of DM presented at CADM Expo

Direct marketing is changing. This was the message presented at Direct
Marketing Days & Expo 2007, sponsored by the Chicago Association of
Direct Marketing.

Over 1,000 direct marketers and exhibitors attended the two-day Expo in

Yvonne Furth, President of Rivet enphasized that consumers will no longer too much time to any brand.

Chicago recently. The keynote presentation was “The New Face of Direct Marketing.” Yvonne Furth and Lor Gold, President and CCO of Rivet Chicago were the co-presenters. They offered a unique perspective of how direct marketing is evolving into a multi-channel discipline that includes interactive, direct mail and emerging media.

Furth and Gold believe there are three catalysts for change in direct marketing.

1. Technology – It’s changing so fast that marketing can’t keep up.
2. Globalization – Global ways of thinking are redirecting traditional marketing.
3. Time – The lack of time is driving how marketing is produced.

They believe that creativity is where these three catalysts intersect. “You can’t say everything to every one all the time” says Furth. “You must cut the unnecessary communications.”

“The market continues to change about every three days”

Lor Gold gave a case study of how the Apple Ipod built an 85% market share
within a couple of years. They knew that 70% of all TV advertising is skipped.
Today’s consumer will pick the medium and
the time that they accept marketing.

"Products are being created faster than marketing can be produced - some products are launched in three months or less," said Lor Gold of Rivet.

Apple created a multi-channel marketing campaign that included TV, outdoor, unconventional viral, interactive, direct and international media. “The market continues to change about every three days,” said Gold. The Ipod campaign evolved along with the consumer response and feedback. Apple built a branded community for the Ipod with the knowledge that you can’t say everything to everyone, all the time.

The DM Days seminars provided many solutions to the new marketing challenges. Over 40 breakout sessions offered ideas from new customer acquisition to marketing concepts that win. Here are some of the tips that were presented.

• Customer Review – Send an e-mail follow up thanking customers for their business and asking them to write a review. Ask several simple questions. This makes the customer feel important and valued. Their feedback provides valuable data and great testimonials.
  
• WIIFM – What’s in it for me? Every direct marketing communications needs to answer the questions…Why should I respond? What do I have to do?
  
• The Rule of 3’s – Say your offer three times, in three different ways to get action. Then repeat that at least three times using multiple mediums…direct mail, e-mail and display advertising for example.
  
• Ask for the order quickly – You have only a few seconds to hold a prospects attention and get an action. Just 2-3 seconds to get an envelope opened. Only 4 seconds to read a magazine or e-mail ad. About 12 seconds at a website. And 26 seconds once into a direct mail offer.
  
• Mistakes on offers – Give time to respond, but not more than 4-6 weeks for direct mail. Make offer valuable but not too good to be true. Don’t give multiple offers because that will reduce response.

There is a new face for direct marketing. As Lor Gold pointed out, “you can manage change or change will manage you.”

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