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The Right Tools for the Job
Warren A. Hunter
Chairman & CEO
DMW Worldwide
Guy Patterson
Vice President
USI Affinity
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Right tools for the Job
 Master carpenter
 Master direct marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Carpenter
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Carpenter
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Carpenter
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer
 Inserts
 FSI
 Magazine
 Billing
 Package
 Ad Packs
 Door hangers
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Master Direct Marketer
 Billboards
 Bulletins
 30-sheets
 Transit
 Bus shelters
 Buses
 Trains and platforms
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Mobile
Stadium/arena
Cinema
Airport
Mall
In-store
Events
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Basic Tools
 Direct Mail
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Creative
Lists
Data:M/P
Models
 Print
 Magazines
 Newspapers
 Inserts
 Broadcast & Cable
 DRTV
 DR radio
 Out of Home
 Alternate “analog” media
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The New Tools
 Email (or is it now a Basic tool?)
 Website & Microsites
 SEO &SEM
 Online ads and sponsorships
 Social Networking
 Blogs
 Mobile Marketing
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Advertising Age Study
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
E-mail Marketing
 One of the most powerful marketing tools available
 The backbone of digital communication
 Think about getting “inside the box” and making e-mail more than
one-size-fits-all
 According to the Forrester Research report entitled “E-Mail
Marketing Comes of Age,” 97% of consumers and 94% of marketers
are now using e-mail
 This is an increase from a CMO Magazine study a year ago that stated
72% of marketers are using e-mail as a marketing channel
 According to DMA Interactive, 54% of small businesses surveyed
rated e-mail as the top online promotion to drive visitors and
customers to their Websites and storefronts
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
The Website
 Design
 Extension of brand, appeal to audience
 Copy Content
 Scanable, bulleted, include text links
 Clear calls-to-action “above the fold”
 Display copy in various sizes
 Navigation
 Intuitive, consistent, everything should be found within a few
clicks
 Feature internal site search
 File Structure
 Allows you to be found, visible
 Naming convention
 Title tags, META tags, ALT tags, indexing
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
On Line Ads
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Search Engine Marketing
 Described as “pull marketing” (a.k.a. reverse direct
marketing), where people come looking for you, with a
purpose in mind
 Multiple-layer methodology within the following search engine
marketing (SEM) vehicles:
 Paid Inclusion Content Feeds
 Yahoo! Search Marketing, AltaVista, and Lycos
 Paid Listings Management
 Overture/Yahoo!, Google AdWords, and
Find What/MIVA
 Natural Search Optimization
 Google, Yahoo!, and MSN
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Search Engine Marketing
 Increases qualified traffic to a Website, landing page,
and/or microsite in a short period of time
 Provides immediate visibility for short-lived
programs such as events, seminars, promotions,
and contests
 Offers control over placement within search
results, and flexibility in pricing and overall
marketing spend
 Offers the ability to provide Geo and IP
address targeting
 Supplements natural search efforts
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Social Networks
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
My Space
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
facebook
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Linked in
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Plaxo
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Blogging
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
So We Did
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
MOBILE MARKETING
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Mobile Marketing:
The channel of Preference for ??
 MORE TEXT MESSAGES ARE SENT EVERYDAY
THAN THERE ARE PEOPLE IN THE WORLD!
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1 billion text messages exchanged daily in US
80% of world’s population lives within a cell phone network
73% use mobile instead wristwatch
Thx 4 being a CB2 cust!
New fall catalog arrives
this week. View it online@
CB2.com. Cool sofas,
office & dining! 4 info call
800.280.8970. 2 Opt-out
Reply STOP.
Always on, always available, everywhere
The connector and lifeline to our lives
Personal, portable, ubiquitous, trackable
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
DMA Study
 Online survey of teens and adults who use mobile
phone services in the US
 Profile current and potential responders and nonresponders to mobile marketing
 Assess consumers’ awareness of responsiveness
to mobile marketing
 24% of the survey respondents had responded to a
mobile marketing offer
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Overall Attitudes
 Few respondents expressed interest in receiving
marketing offers sent to their mobile phone (7%),
or in viewing videos downloaded (10%).
 60% felt text ads were very annoying
 Majority favored “do not email/message” registry
for mobile phones (67%).
Source: Direct Marketing Association, Mobile Marketing:
Consumer Perspectives, 2008 – survey results
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Response to Mobile Offers
 Text messages for products or services elicited the
highest response rate ─ 70%, followed by
 Mobile survey participation ─ 41%
 Mobile email ─ 30%
 Web offer ─ 22%
Source: Direct Marketing Association, Mobile Marketing:
Consumer Perspectives, 2008 – survey results
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Top Response Categories
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Entertainment
Food/Beverage
Telecom, Mobile
Beauty, Personal Care
Automotive, Transportation
Computers, Electronics
Business Services
Vacation, Travel
Financial, Insurance
44%
21%
21%
15%
12%
12%
12%
12%
12%
Source: Direct Marketing Association, Mobile Marketing:
Consumer Perspectives, 2008 – survey results
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Text Messaging
 Text messaging is the most widely used data service on the planet
 72% of mobile phone users worldwide, or 1.9 billion subscribers in
2006, were active users of text messaging.
 In the US there are 200+ million mobile phone users
 68% use text, and 44% use it daily/weekly.1
 US carrier Verizon set an all time monthly record in June 2007 when 10
billion text messages were sent and received on its network alone.2
1
2
Mobile Marketing Association, Nov. 2006
Verizon press release, 2006
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Text Messaging
 89% of major brands are planning to market via mobile
phones by year-end 2008
 40% of major brands have already deployed text messaging
campaigns.
 More than half of the brands in the next five years are
planning to spend 5% to 25% of their total marketing budget
on mobile marketing.3
 In August 2007, nearly 40 million US consumers received
SMS ads ─ 12% responded.4
3
Airwide Solutions, February 2006
4
M:Metrics, Cracking the Mobile Marketing Code
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Mobile Marketing
is Permission-based and 100% Customer Opt-in
Ways to Build a Cell Phone Database
Contests/Promotions
Include text offer in Print Ads
Online cell phone opt-in
Register Receipts
1-800#, Text opt-in
Store signage invites
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
It’s a Bold New World
 Are YOU ready to be the “master direct
marketer of the future”?
 The future is now!
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success
Case Study
USI Affinity
Sixth Annual Insurance Direct Marketing Forum 2008: Tools for Success