Vol. 5 No. 3

A.M. seminar presents proven tools of successful direct marketing

How can you integrate Direct Marketing with E-marketing and Customer Relationship Management? That was the focus of a recent seminar hosted in Madison, Wisconsin, by A.M. Mailing Services, LLC

Ron Jacobs co-authored the 7th Edition of Bob Stone’s classic, Successful Direct Marketing Methods. He shared many of the time proven skills outlined in his book at the A.M. seminar.

Ron Jacobs, President of Jacobs and Clevenger and Melinda Nykamp, President of Nykamp and Associates were the presenters. Both are respected direct marketers and authors. They share their marketing knowledge and offer leadership to many industry groups, including the Chicago Association of Direct Marketing (CADM).

Jacobs explored how the basic tools and techniques of direct marketing apply to e-marketing and customer relationship management (CRM). "Today every business is an information business," he explained. It’s the information that’s the real asset of most businesses. Data is collected on customer’s needs and desires. Data drives relevant marketing. Relevance helps produce targeted engagement. The engagement with a customer is where a relationship begins, which builds into sustainable commerce

Melinda Nykamp stressed that CRM requires transformation of all aspects of an organization. She pointed out that those who are doing it right are realizing exponential returns.

"Direct marketing focuses on customer creation and retention," said Jacobs. It has evolved over the years. Direct marketing now integrates well with advertising, sales promotion, corporate PR and branding. It has crossed over from traditional mail order to include e-mail, web sites, telephone and TV. By managing the relationship through multiple channels, you can maximize profitability.

"Today, marketers are spending less to create awareness and more to generate consideration, preference and purchase," explained Jacobs.

"I see a future called Clicks, Bricks and Mail Order," said Jacobs. "The brand will move effortlessly across channels, remaining intact and remaining channel relevant."

Melinda Nykamp opened her presentation on CRM with this story. Her mother ran an annual garage sale in an upper middle class neighborhood. She always priced items high. Her rationale was that, "the people in this neighborhood do not need a deal…they want a deal." She could discount any item, still get her price and make the customer happy too! "My Mom knew what her customers wanted and she delivered," explained Nykamp.

That’s what CRM is really all about. It’s a simple concept, based on a simple premise. Maximize the value of the business to each customer and maximize the value of each customer to the business. This is accomplished by providing relevant communications to the customers who have the highest likelihood of making a purchase.

Nykamp pointed out that there is a difference between direct marketing and customer relationship management. Many direct marketers purchase a list, mail an offer, measure the response and then move on to the next promotion. CRM starts after the sale. You build a customer database and then choose which customers you want to do business with. You look for pockets of opportunity and interact with them in a relevant way. The goal in CRM is not to get more response, but to make more money.

"CRM does not equate to better customer service," said Nykamp. "CRM needs to be focused on more relevant customer experiences." She explained that the best customer program might not be to communicate more with your customer. Frequent communication may not be what they want. You must do some research and find out what your customer wants. You should think relevant communication to move the needle towards greater profits.

FREE SEMINAR HANDOUTS – If you would like to receive the handouts from Ron Jacobs and Melinda Nykamp’s seminar, call 608-884-3452 or e-mail us at info@ammailing.com. The presentations will be e-mailed to you.