Download Slide 1

Together, We Can
Direct Marketing in the Publishing
Business
Goethe Insitut Cairo
14th to 15th of June
Michael Freter
Together, We Can
A personal introduction

Master of economic geography






Corporate culture vs. corporate identity vs. corporate image
WEKA
International Data Group
Verlag Neue Wirtschafts_Briefe
LexisNexis Germany (Reed Elsevier)
Reed Exhibition (Reed Elsevier)
= Me
Together, We Can
Who are you?




Name
Company
Function and role
Your questions
= YOU
?
Together, We Can
Objectives
• Discuss with you the different Media Types
• Discuss with you how to develop new products with the market
• Discuss with you all the different direct marketing channels
– Pros and Cons
– Future
• Discuss how to test effectively
• How to use different DM channels together
• How does Direct Marketing work from a customer point of view?
Together, We Can
Media Types
I need your help!
Which Media Types do you use?
Together, We Can
LexisNexis Online
• 34 years online experience
• 99,996% available
• >2 Mio. searches per day
• 55 Mio. new documents per month
1973
2007
Together, We Can
LexisNexis
Wirtschaft
Täglich aktuelle und
hochwertige Informationen
für zuverlässige BusinessEntscheidungen.
In über 32.000 Quellen und
rund 5 Milliarden VolltextDokumenten:
- Informationen zu über 13
Mio. Unternehmen aller
Branchen weltweit
- Zugriff auf mehr als 150
deutsche
Presseerzeugnisse sowie
die wichtigsten
internationalen Medien
- Medienbeobachtung: Wir
beobachten täglich bis zu
30.000 Presseartikel und
liefern alle Ergebnisse zu
individuellen Suchbegriffen
Together, We Can
Growing competition!
Risk Management
News & Business
Free Websites
Together, We Can
Content
National
Own
Content
Contentpartner
•
•
•
•
Codes & Cases
LexisNexis-commentary
RechtsNews
CD-Products
International
Together, We Can
LexisNexis Germany
Legal Market
Health Market
Target Group:
Lawyers, tax advisers, corporate
councils
Target Group:
Health insurances
Corporate
Public Sector
Target Group:
communities, ministry, justice,
associations, universities
Target Group:
Insurance companies, companies
Together, We Can
Growing Specialisation
•
Smaller Target Groups force more individualisation (Mediatypes)
Together, We Can
Change in the market of special interest
Quelle: Diebold
Together, We Can
Value Chain
Together, We Can
Digital Media-Management
Schaffung,
Redaktion und
Digitalisierung
von Inhalten
privater
Lagerung
von Inhalten
Distribution
von Inhalten
Darstellung
von Inhalten
Vermarktung
von Inhalten
Rezipient
business
Media House
Rezipient
Media neutral production
Content Usage
 everywere
 at any time
 on each client
Text & Pict
PC
Distribution
Video/Film
Handy
Usage
 Network Publishing:
Audio

PDA
Web
Web-Tablet
Together, We Can
Times are Changing
Together, We Can
Today…
• Cost pressure in Sales and Marketing
• Decreasing response rates in Direct Mail
• Decreasing response rates and increasing legal issues
in Telesales
• Reacting booksellers (not pro active)
• Increasing consulting needs on client side
• Pricing issues on clients side
• Saturated markets Märkten  smaller target groups 
smaller circulations or subscriber base
• Growing dominance of internet as a sales channel
• Changing behaviour of target groups
Together, We Can
Conclusion
It is compelling for product development…
… market knowledge
… in depth knowledge of target group
… knowledge about media types and there pros & cons
… internal knowlwdge
… having a methodology for product development
Together, We Can
Media Types
I need your help!
How do you develop products?
Together, We Can
The Process in Steps
1.
2.
3.
4.
5.
Idea
Prioritze
Concept
Decision
Production/ Marketing / Sales / Distribution
Together, We Can
1. Finding of Ideas
• Methodology:
• Responsibility:
• Instruments:
Market Research, Medienanalyse (ZS,),
Expert Interviews, Authors, Competition,
Industry-Analysis…
Editor in Chief
Project-Team, List of ideas, Product
development plan
Together, We Can
Product Development
•
•
•
•
•
•
•
•
•
What is your Target Group?
How is your target group working?
What is the need of your target group?
What is the content?
How is the content presented?
Which media type?
Which sales arguments?
The USP?
The price and offer?
Together, We Can
Product Development
Content of Concept:
1. Target Group (Customer First)
2. Behaviour of Target Group
3. Interest (Needs of the Customer)
4. Content (Topics)
5. Form (Layout, Type)
6. Media (Technical Platform)
7. Sales Channels
8. USP
9. Order (Price)
SALES
MARKETING
TEAMBuilding
MARKET
MANAGER
Together, We Can
Target Group „Lawyers“
Large
Lawfirms
(30 +)
No. Of firms
Midsize
Lawfirms
(5 - 29)
Small
Lawfirms
(1 - 4)
Corp.
Councels
Public
Institutions
Notaries
Tax
Advisers
Universities
70
2,200
56,700
n/a
n/a
n/a
40,000
n/a
No. Lawyers/
Potential Users
6,700
16,300
78,000
43,000
57,000
10,000
70,000
n/a
Market
Penetration
paid services
Online-db
80%
25%
5%
30%
30%
n/a
n/a
n/a
Information
Budget
p.a.
€15m
€33m
€143m
€85m
€61m
€15m
€30m
€13m
Invest per lawyer
p.a.
€2,200
€2,000
€1,800
€2,000
€1,100
€1,500
€400
n/a
4%
8%
36%
22%
15%
4%
8%
3%
Share
Together, We Can
Top Kanzleien in Deutschland
Kanzlei
Anzahl Anwälte
Kanzlei
Anzahl Anwälte
Top Law Firms in Germany
Freshfields Bruckhaus Deringer
Clifford Chance Pünder
Linklaters Oppenhoff & Rädler
Luther Menold
CMS Hasche Sigle Eschenlohr Peltzer Schäfer
Lovells Boesebeck Droste
Haarmann Hemmelrath
Rödl & Partner
Beiten Burkhardt Goerdeler
Taylor Wessing
Gleiss Lutz
Hengeler Mueller
White & Case, Feddersen
Nörr Stiefenhofer Lutz
Baker & McKenzie
PricewaterhouseCoopers Veltins (Heussen)
Graf von Westphalen
Heuking Kühn Lüer Wojtek
Allen & Overy
Shearman & Sterling
Buse Heberer Fromm
Graf von Westphalen Bappert & Modest
Heuking Kühn Lüer Wojtek
Shearman & Sterling
Allan & Overy
519
425
354
340
308
281
244
216
210
206
201
192
180
173
168
157
135
131
131
126
121
113
106
101
96
Norton Rose Vieregge
Arcon
Göhmann Wrede Haas Kappus & Hartmann
Görg
Gassner Stockmann & Kollegen
Redeker Sellner Dahs & Widmaier
Mayer Brwon Rowe & Maw Gaedertz
Raupach & Wollert-Elmendorff
Latham & Watkins Schön Nolte
Ashurst Morris Crisp
Kappelmann und Partner
Cornelius Bartenbach Haesemann & Partner
Flick Gocke Schaumburg
Fritze Paul Schmitt
Bardehle Pagenberg Dost Altenburg Geissler Isenbruck
Dr. Eick & Partner
Schwarz Kurtze Schniewind Kelwing Wicke
Becker Büttner Held
Heiermann Franke Knipp
Janoes day Reavis & Pogue
Coudert Schürmann
Hölters & Elsing
Wilmer, Cutler & Pickering
P + P Pöllath + Partner
90
81
67
66
65
61
60
59
57
56
56
54
54
50
50
49
49
48
48
48
46
46
44
42
Together, We Can
Product Development
•
•
•
•
•
•
•
•
•
What is your Target Group?
How is your target group working?
What is the need of your target group?
What is the content?
How is the content presented?
Which media type?
Which sales arguments?
The USP?
The price and offer?
Together, We Can
How to sell publishing products with
Direct Marketing
Together, We Can
Objectives
• Discuss with you all the different direct marketing channels
– Pros and Cons
– Future
• Discuss how to test effectively
• How to use different DM channels together
• How does Direct Marketing work from a customer point of view?
• Conclusion
I need your help!
Together, We Can
LexisNexis communication to the market via…
• Direktmarketing
– Use of „classic marketing tools“ with response-elements
• Field Sales Force
– Team segmentation by market
• Trade
– Book sellers
• PR
Together, We Can
Quick Direct Marketing Media Discussion
B2C
B2B
Future?
Direct Mail
Dying a death as a targeted medium
– increasingly used as mass-market
medium
Still highly relevant in combination
with tele-marketing/sales support
If in B2C the price to target niches
does not come down: no change and
further use as mass-market medium
Telemarketing
TPS has made effective use
impossible
Highly relevant and useful
Smart linkage with Direct Mail and
building integrated campaigns
Door drops
If DMA does not come up with a
practice – councils will
Not relevant
Opt-in medium via mailbox sticker?
Press inserts
Still affordable for predominantly
financial services companies
Not relevant
The environment?
Press
Effectiveness highly variable
Trade press still very powerful
Integrated campaigns?
TV
Only effective for charities and
companies who cannot identify their
customers easily (and make
disproportionate profits on 1
customer)
TV environment in Europe not suited
yet for this
More American environment?
Field Marketing
Effectives from sales perspective,
not from usage perspective
Trade-shows/presentation important
sales toolkit – although effectiveness
not always measures
Developing markets?
E-mail marketing
Difficult to scale up…
Can be very effective with use of
other campaigns
?
Banner advertising
Behavioural targeting
To be developed….
More usage by B2B?
Search engine marketing
Role of integrators?
Untapped market for paid for
search?
?
………….
Together, We Can
How to test effectively?
•
Work-out your required samples sizes and model response before
testing
– If you get < 2000 responses, difficult to start drawing conclusions
– Implication that B2B testing can be quite a challenge
•
Set up the right system/processes to track response
– This is where most testing campaigns fall down
•
Do not switch off common sense/business intuition
– Purity of testing very attractive/academically satisfying for highly
analytical work environments
•
Some media not suited for testing on a single publication/mail-shot
– Variability of press inserts and press is very high
– Implication is to test longitudinally
•
Data over longer periods of time probably more insightful
– Implication for search engine marketing?
•
…………………….
Together, We Can
Multichannel-Marketing
• More new channels in the last years (i.e. Second Life)
• Identify channels that are used by the client
• High correlation between main channels (ecc-Study 2006) 
Integrated communication, the combination of Offline and Online
communication leads to market share
 No customer is using just one channel!
(i.e. multi step concept LexisNexis)
Together, We Can
LexisNexis Kommunikationskanäle
•
•
•
•
•
•
•
•
Direct Mail
Telesales
Buchhandel
Anzeigen
Internet
Coop
Events
Direct Sales








Direktverkauf, Leadgenerierung
Direktverkauf
Mittlervertrieb
Branding, Mehrstufenkonzepte
Leadgenerierung, Direktverkauf
Leadgenerierung, Direktverkauf
Branding, Direktverkauf
Direktverkauf über AD
 The client comes on many ways!
Together, We Can
Test us 4 weeks!
FREE without any risk!
Für weitere Fragen zu unseren unterschiedlichen Online-Datenbanken
oder bei Interesse an einer persönlichen Präsentationen in Ihrer
Kanzlei stehe ich Ihnen gerne jederzeit zur Verfügung:
Together, We Can
Campaign Objectives
•
•
•
•
Branding
Generate leads
Direct Sales
Generate test clients (positive-/negative-option)
Meaning of single campaign is decreasing!
Multistep concepts increasing
Internet takes the lead
Together, We Can
How to test effectively?
•
Work-out your required samples sizes and model response before
testing
– If you get < 2000 responses, difficult to start drawing conclusions
–
Implication
that B2B
testing canin
be the
quite acontext
challenge of testing:
My
biggest
learning
•
Set up the right system/processes to track response
– This is get
where too
most testing
fall down
Don’t
hungcampaigns
up about
the testing
•
•
process.
You
cansense/business
lose yourself
easily in
Do
not switch off
common
intuition
–
Purity of testing very attractive/academically satisfying for highly
complexity/academics…
analytical work environments
Some media not suited for testing on a single publication/mail-shot
But
there
is always
to high
improve a
– Variability
of press
inserts androom
press is very
–
Implication is to test longitudinally
campaign……
•
Data over longer periods of time probably more insightful
– Implication for search engine marketing?
•
…………………….
Together, We Can
How do Direct Marketing Media
work from a consumer
Perspective?
Together, We Can
What is effecting the behaviour of consumers in 2007?
• Busyness
• Cognitive overload
Together, We Can
Together, We Can
Cognitive Overload
• 20th Century: clutter
• 21st Century: cognitive Overload
• You can’t cut through clutter because clutter not really relevant
anymore…
• But you can overcome cognitive overload
Together, We Can
What is effecting the behaviour of consumers in 2007?
• Busyness
• Cognitive overload
• Cognitive lock-in
Together, We Can
Cognitive Lock-in
• “Stickiness” of internet bank customers higher than non-internet
users
• Same is true of the physical world (e.g. supermarkets loose
business when they re-arrange things)
• Implications for customer retention activities: keep things
comfortable and familiar, manage change carefully
Together, We Can
What is effecting the behaviour of consumers in 2007?
•
•
•
•
Busyness
Cognitive overload
Cognitive lock-in
Post-Literacy
Together, We Can
The 21st Century Direct Marketing Media paradox
• How to adapt a very much verbal medium to an
increasingly post-literate culture?
Together, We Can
What is effecting the behaviour of consumers in 2007?
•
•
•
•
•
Busyness
Cognitive overload
Cognitive lock-in
Post-Literacy
Consumer concerns
Together, We Can
Some Consumer Concerns
•
•
•
•
•
•
•
Control
Contact
Comfort
Context
Change
Cynicism
Complexity
Together, We Can
Together, We Can
Together, We Can
Together, We Can
As a result of stress…
• Brand-literacy is key, especially, in customer communications…brand
loyalty is a stress-reduction strategy on the part of consumer
• Communications must be clear, simple, straightforward, direct and most
of all iconic: stress compromises attention spans
Together, We Can
Together, We Can
The Brain
• Right hemisphere: involuntary, instant pattern recognition
• Left hemisphere: voluntary, linear, decisional
• The right hemisphere has to be engaged in order to generate
attention and response
Together, We Can
The Brain
• Brain’s Right Hemisphere
Together, We Can
The Brain
• Brain’s Right Hemisphere… Icons
Together, We Can
Systematic use of icons…
• Can translate left hemisphere media (i.e. direct mail) into right
hemisphere terms
• Can overcome cognitive overload
• Can squeeze out higher response rates in saturated direct
marketing environment
Together, We Can
4 Kinds of Icons
1. Graphic
Together, We Can
Graphic Icons


♫
  
Together, We Can
Together, We Can
A quick personal introduction

BBA/MSc in sociology







Corporate culture vs. corporate identity vs. corporate image
Unilever
INSEAD MBA
Quick de-tour in management consulting
Capital One
Board Director of DMA (Direct Marketing Association)
LexisNexis (Reed Elsevier)
= Me
Together, We Can
A quick personal introduction

BBA/MSc in sociology

Corporate culture vs. corporate identity vs. corporate image
 Where
Unilever did you look at on this slide?
 INSEAD MBA
 Quick de-tour in management consulting
 Capital One
 Board Director of DMA (Direct Marketing Association)
 LexisNexis (Reed Elsevier)
= Me
Together, We Can
A quick personal introduction

BBA/MSc in sociology
Where
did you look at on this slide?
 Corporate culture vs. corporate identity vs. corporate image
 Unilever
 INSEAD MBA
 Implication
Quick de-tour in=management
considerconsulting
carefully how
 pictures/graphics
Capital One
in the light of the
 Board Director of DMA (Direct Marketing Association)
objectives of your campaign
 LexisNexis (Reed Elsevier)
= Me
to use
Together, We Can
4 Kinds of Icons
1. Graphic
2. Numerical
Together, We Can
£49.95 vs. £50.00
Together, We Can
£5000 vs. £5000.00
Together, We Can
Together, We Can
4 Kinds of Icons
1. Graphic
2. Numerical
3. Verbal
Together, We Can
Verbal Icons
•
•
•
•
•
•
•
Yes
You
More
No
At last!
Best
New
•
•
•
•
•
•
•
Finally
Big
Free
How to
Great
Now
Why
Together, We Can
When possible use Right Hemisphere words…
• “New”, not “Introducing”
• “Now”, not “Currently”
Together, We Can
What is the single most important verbal icon in
addressable media?
Together, We Can
What is the single most important verbal icon in
addressable media?
The person’s name!
Together, We Can
Together, We Can
4 Kinds of Icons
1. Graphic
2. Numerical
3. Verbal
4. Personal
Together, We Can
Personal Icons
Together, We Can
As a result of stress, all marketing communications…
• Must be clear, simple, straightforward, direct and most of all iconic:
stress compromises attention spans
• Must be consistently branded: brand loyalty is a stress-reduction
strategy on the part of the consumer
Together, We Can
Some insights in average duration windows for Direct Mail
• Prospects: 7 seconds
• Customers: 12 seconds
• B-2-B Prospects: 10 seconds
• B-2-B Customers: 15 seconds
Source: USA DMA research 2004
Together, We Can
Together, We Can
Evaluating Marketing Communications
•
If it doesn’t get a strong benefit message across in a hurry, throw it
out
•
If it doesn’t have a strong call to action, question it
•
Is the creative non-interchangeable with competitors?
Together, We Can
Together, We Can
Together, We Can
Together, We Can
Together, We Can
Evaluating Marketing Communications
•
If it doesn’t get a strong benefit message across in a hurry, throw it
out
•
If it doesn’t have a strong call to action, question it
•
Is the creative non-interchangeable with competitors?
•
Can the branding be easily understood?
Together, We Can
Together, We Can
The 4 Key Parts of the body for Direct Marketing Media
1. Brain’s Right Hemisphere
2. Eye
3. Hand
4. Brain’s Left Hemisphere
Together, We Can
Deconstructing every element of your campaign will help driving
maximum response – for example the elements of a direct mailing
1.
2.
3.
4.
5.
6.
7.
8.
Front of outer envelope
Back of outer envelope
Response form
Above salutation in letter
First line, first paragraph of letter
P.S.
Front of brochure
Back of brochure
Together, We Can
Together, We Can
Together, We Can
Together, We Can
Together, We Can
• Brain’s right hemisphere …….Icons
• Eye……………………………..Surfaces/Screen
• Hand…....................................Tactile Involvement
• Brain’s left hemisphere……….Specificity
Together, We Can
What are the “so-what’s?” of today?
•
Think of the left and right brain hemisphere influence
–
–
•
Do not confuse “beauty” with “effectiveness”
–
–
•
Agencies generally like more conceptual and likeable communication
Ask yourself what you want to achieve and what the objectives are
There is no easy answer around campaign integration
–
•
Use of humour in direct mail?
Use of pictures/graphics in direct mail/e-mail?
That’s why combining analytics with creativity/business intuition is key in my
opinion
Set clear targets for a campaign, evaluate and improve
–
My experience that you can always improve at least 20%
Together, We Can
BRANDING
Together, We Can
Germany Website
Together, We Can
Value Proposition
The value proposition is defined as an implicit promise a company
makes to its customers to deliver a particular combination of
values’.
Together, We Can
Solution Lines
Small Law
Research Solutions
- LN Base Portal
- LNR Premium
- Focussed Portals
Client Development
- Anwalt24
Print (ZAP)
Together, We Can
Example: Lawyers Weekly
Together, We Can
Product Family
Product Family Research Solutions for Small Law
Together, We Can
The End