STEVE COX shows how to
TAKE A
enhance your brand’s image
andthe bottom line, despite
the chilly sales climate.
GANDER
Lead marketing
AT DMI
leads the way
With brand marketing becoming increasingly global, a question that
CEOs and boards are increasingly asking below-the-line marketers is:
‘Can we support our brand activity through integrated marcoms
activity?’ Given the current economic climate, I think the answer to
this has to be a resounding ‘Yes!’ – albeit having to overcome the
multifarious challenges of geography and market conditions on the
way to delivering great results.
My specialityis lead marketing. So, from my perspective, ingredients
essential to running a successful campaign include defining the target
market; providing a suitably alluring ‘hook’ for consumers; media
placement; validation; and – last but not least –conversion strategy.
An excellent example of defining a target market was a
pan-Europeanpromotion for Baileys I encountered. I love the stuff (in
moderation, of course!) but my observation is that, internationally,
Baileys has definite gender skews. In the UK, Baileys’ target audience
appears to be largely female; whereas in Italy, it’s male. This presents
immediate differences in the media mix used in each market. So long as
the idiosyncrasies of every target audience are understood by territory,
this doesn’t present a major obstacle. Like Baileys, the key is knowing
and acting accordingly via a combination of local knowledge, planning
and testing. Assume nothing!
Differences in media consumption are also evident internationally,
with email being a prime candidate. In markets as disparate as Poland,
Australia or New Zealand, for example, it is not uncommon to see
double-digit open and opt-in rates; whereas in the US and the UK
(markets where consumers are being spammed within an inch of their
lives), results often have a decimal point in front of them (gulp). Hence
marketers might want to deploy a wider variety of media channels to
meet their objectives in the latter territories.
Market differentials aside, one requirement which all marketing
campaigns share, regardless of geography, is the very real need to
engage with consumers, ie providing customers and prospects alike with
a reason to opt in and purchase. And this must be done as transparently
as possible. The motivation for switching mobile/cell phone service
providers is essentially the same whether you’re in Japan,South Africa
or India. People want to save money and/or receive better service. If
marketers can sufficiently tailor and incentivise their offering to meet
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specific market needs, then they stand to reap ROI rewards.
Obtaining quality leads is also a ‘must have’ for marketers. This
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process begins with effective validation. If a customer opts in and
provides a verifiable address, telephone number or email, then it’s likely
and hit ‘subscribe’,
they’re genuinely interested. Validation separates the ‘genuinely
interested’ wheat from the ‘spam’ chaff –particularly as, without it, up
to 25 per cent of leads have been known to be unusable. Be it via email
or email:
or postal address validation, ensuring you’re actually paying for real,
live prospects is likewise a lead marketing imperative.
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After opt-in and validation, the final stage of the conversion cycle is
thefollow-up. Whether by email, call centre and/or direct mail, make
sure you deliver on your promise. With nigh on everyone these days
socially networked 24/7, each and every one of us is either a potential
brand ambassador or spoiler. Brand loyalty/disloyalty has never been
more polarised and tribal. So do what you say –and in a timely manner.
Steve Cox is joint managing director, Funnel Lead Marketing
(www.funnelleadmarketing.com).
DMI NOVEMBER/DECEMBER 2009 www.dmionline.net
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