Cadm V01 Steve Theriault

• 1. Intelligent PURLs Increase Response, Improve Conversion Presentation to CADM IMX09 May 5, 2009 Written by Steve Theriault, Chief Marketing Officer, Quantum Group

2. Marketing in turbulent times.

• Todays Intelligent PURL case study will showcase how to grow and thrive in a turbulent economy by leveraging creative marketing strategies, PURL technology and brand building print techniques.

3. Yesterdays economy.

• Grow. Or die.

4. Todays economy.

• Survive. Or thrive.

5. Success today = positive ROI, response and conversion rates.

• ROI is most important today.

• Typical direct mail response: 1%

• Percent of website visitorsthat become customers: 1%

• What happens when you drive direct mail prospects to the company website? Nothing.

• Is this your formula for success?

6.

• Are you managing ROI? How?

• Do you have a system in place to measureand track results?

• Does it provide real-time results?A customizable reporting system?

• If youre not measuring and tracking results,you cant manage ROI !

• Therefore, you MUST embrace new direct marketing strategies and technology.

Are you satisfied with your results? 7.

• Is your processSpray & PrayorMarket, Measure, Manage ?

• Too many marketing messages: Consumers are bombarded with 3,000 a day, on average only80 are noticed, and 10 or less are responded to.

• A lack of trust by prospects during the marketing and sales process.

• The customer is in control of the marketing and sales process because of the Internet.

Why are results so poor? 8.

• The key to success: understand how INDIVIDUALcustomers prefer to buy.

• 72% want to receive direct mail to initiate a newbusiness contact.

• DO NOT telemarket (National Do Not Call List), Caller ID.

• DO NOT spam (32 billion worldwide spams).

• 42% prefer to visit a website after receiving a direct mailpiece, rather than talking to someone to learn more orregister for something.

• After prospects are comfortable with the relationship,they will opt-in and become when they are ready.

How do prospects want to BUY today? 9.

• Multi-touch across multi-channel programswith a PURL website at the center of all direct marketing tactics.

• In the 1980s and 1990s it took 4-5 sales calls to convert a prospect into a new customertoday, its closer to 10-12 sales touch points.

How do you improve ROI and results? 10.

• Understand your customer is an individual with personal buying preferences, not a mass or segmented market.

• Therefore, identify their personal buying preferences and communicate relevant solutions and offers.

• Develop a personalized one-to-one relationship during the marketing process, based on trust.

• Provide interesting and valuable products, information and offers that enrich the quality of your prospects lives as it RELATES TO YOUR BRAND.

• Over time, prospects will enjoy the relationship and opt-inas a customer when they are ready.

How do you convert prospectsinto customers? 11. What are the most profitable direct marketing strategies today?

• Capture contact information for as many company website visitors as possible.

• Why? 70% are interested in your company, but 50% leave within 8 seconds because they dont see immediate benefits to their individual needs.

• And, only 1% become customers.

12. How to succeed in turbulent times: 5 strategies for success.

• Create a positive ROI, improve response and conversion rates.

• Accelerate, automate and integrate the direct marketing and response process.

• Build a powerful brand.

• Leverage Intelligent PURLs to build personalized one-to-one relationships based on trust. Communicate relevant marketing messages, gather information about personal buying preferences, and allow prospects / customers to be in control of the sales process.

• Develop multi-touch across multi-channel direct programs with a relationship-building PURL website and Campaign Manager technology at the center of every direct tactic.