Direct Choice Blog

Integrated Marketing Communications

April 24, 2012 Leave a Comment

“Integrated Marketing Communication (IMC) is a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive marketing communications programs over time with consumers, customers, prospects, employees and other targeted, relevant, external and internal audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value.” – Schultz and Schultz, 2004

Pretty heady stuff, yes … BUT … eight years later the same philosophy applies even though different forms of digital communications are exploding on the scene. It’s now clear that consumers have gained control of the marketplace, particularly in the communications area. They’ve determined what they want to see, hear, and process − and when.

It used to be said that you have less than 3 seconds to get someone’s attention when they receive your Direct Mail piece. But with the arrival of over 206 social media sites worldwide (that doesn’t include the defunct ones) the consumer’s attention span is shorter than ever. (Did you know that there is even one called vampirefreaks! There are more than 1.9MM registered users! Really?!?)

Each of these (maybe not the vampire one) competes directly with traditional forms of marketing communications for the time and attention of consumers, creating a new and more challenging issue for traditional direct marketers. Simply put, integration becomes not an integration of existing media forms but the integration of old and new media forms.

One of the primary challenges is that most marketing organizations are structured to talk, not to listen. Hearing what consumers have to say is, in many cases, a totally new concept to marketers who are accustomed to being in control. We’re used to communicating to them when we think it’s appropriate for them to hear our message. Clearly, in a marketplace where consumers now drive the dialog, it becomes critical for marketers to listen.

So now what do we do? One area which marketing has not fully addressed is how to overcome our favoritism to the 4Ps (Product, Price, Placement, Promotion) that permeates all marketing and communication concepts. Our practices supported by consumer behavior were developed and matured in a sophisticated, media rich, data intensive market where resources were readily available and managers had extensive marketing and communication training.

The switch to a totally integrated, push and pull, online and offline approach is required. Consumers have already made that leap but we marketers are finding it difficult. We always look for empirical data saying it “will” work so we can assure our clients that it “will” work. Getting the first client to take the leap into the Social Pool requires a lot of coaxing, a life-jacket, some swimmies and maybe a snorkel.

To be really relevant to customers and prospects going forward, marketers need to LISTEN, develop new concepts and approaches based on what the consumer is doing, where and when. That is where I believe the future of Integrated Marketing lies. Jump in folks, the water is fine.

Christine Wagner

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Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, YouTube and LinkedIn.

Filed under Guest Blog Series Tagged with blue cross marketing, brand value, compliance marketing, CRM marketing, diabetes marketing, direct choice, direct choice inc, direct mail, direct mail advertising agencies, direct mail advertising companies, direct mail strategies, direct marketing campaign, direct response marketing, email marketing solutions, full service advertising agency, integrated marketing communication, Integrated Marketing Strategy, marketing communication programs, marketing solutions, return on investment, roi

Production: Managing the stew of the new DM

April 17, 2012 Leave a Comment

You know our world has changed when Direct Mail is referred to as “Snail Mail,” the DMA changes its conferences from Direct Mail to Direct Marketing and the forecast for 2012 is that the on-line advertising spend will surpass print. We’re being taken over by bits, bites, clicks and tweets. How can we make sense of this barrage of new channels, how can we use the overload of data at our fingertips and how on earth can we turn this mess of competing channels into an effective and integrated marketing campaign? Easy. The same way we always have…

Take a deep breath. Exhale. Imagine you are preparing a multi-course meal for millions. Everything is to be served perfectly prepared at exactly the right moment, adjusted to the taste of each recipient, and delivered in a format that most pleases them. Really.

Let us begin.

Assemble your team. There is to be a sous-chef for each channel (the good ones can juggle more than one). Plan your menu and begin by building a rough schedule, starting at channel delivery and working back to today. It is incredibly important to include all of the channel leaders in the initial planning session using a written creative brief approved by the client. Include budgets by channel. Focused and targeted briefs usually deliver improved and on-time creative, more efficient campaigns, better results and greater margin.

Negotiate with the team. Create a detailed schedule containing critical path points for each channel. Get agreement on deliverables. No, there is never more time or money. Today’s programs (clients) insist that we do more for less. Better and faster than ever before. Remember to breathe. It helps.

Coordinate the flow. Depending on the focus of the campaign, the historical role of chef has changed. In some progressive (i.e., efficient) companies, there has been a shift away from the traditional account executive role. Teams may now be led by AEs whose specialties are data, media, production, web, finance and creative. We’re developing talents we never knew we had. The key point, as always, is to complete every task on time as scheduled and under budget. That includes the clients AND lawyers. During the project execution period you may need to practice your “be nice but persistent” skills. Remember to smile before you pick up the phone. Re-read your emails before you hit send. Take a short break before the re-read and send on the tough ones. Don’t forget to be nice. We’re a team. This is supposed to be fun.

Execute and report on your successes. Keep the team in the loop. Share the positive results. Adjust and fix the imperfections.

Repeat as necessary.

Technology will continue to change the way and the speed at which we touch our prospective customers. To stay on top, we have to keep pace with the changes and continue to improve the mix.

The mantra “Better, Faster, Cheaper” applies more than ever to each step of the creation process. Digest it or lose it.

Enjoy!

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Filed under Guest Blog Series Tagged with blue cross marketing, compliance marketing, CRM marketing, database marketing, diabetes marketing, direct choice, direct choice inc, direct mail, direct mail advertising agencies, direct mail advertising companies, direct mail campaign, direct mail fulfillment, direct mail leads, direct mail production, direct mail response, direct mail strategies, direct marketing advertising, direct marketing advertising companies, direct response marketing, DM Production, pharmaceutical marketing, Philadelphia advertising agencies, ROI marketing, senior marketing

Direct Choice is a finalist for the 2012 Volt Awards

April 10, 2012 Leave a Comment

Smart CEO magazine honors the area’s highest achievements in technology each year, and this year we are proud to be in the running in the “Innovators” sub-category. With much of what we do being data-enabled, a key focus for our team is the ability to use data combined with customized communications tools to cost-effectively grow customer relationships.

Our entry is a combined troika of surefire growth applications:

Smart Renewal System—a data-driven annual renewal/cross-sell communication for small group health care insurance and other clients, which drives renewals as high as 95% and boosts ancillary product sales by 40%, at no additional marketing cost
Lead Machine—a customized acquisition communication system delivering response rates as high as 24%
Digital Contracts—a paperless system for clients requesting copies of their lengthy contracts, thereby saving tens of thousands of dollars

Together, these innovative products—pioneered by Direct Choice’s Technology group, working closely with Creative—provide urgent, irresistible and bottom-line enhancing solutions that are being embraced by clients looking to save money and support green initiatives as they grow their revenue streams.

The Digital Contracts system results in 90% saving in package delivery costs, as well as in-stream environmental waste reduction of 99%. These achievements are in line with goals many CEOs are mandating for their organizations.

Make no mistake—technology and data fuel the approaches. But customized messaging and creative strategy supporting the client’s growth and retention goals implements the technology and makes it hum.

Learn more about Smart CEO [link: http://www.smartceo.com/].

Wish us luck on May 17^th, when the Volt Awards winners are announced.

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