Creative Masterclass Presented by Andy Owen Managing Director Andy Owen & Associates Ltd
We are now at WAR…
This year, every single one of you in this room will lose AT LEAST 20% of your customers…
Not only that, you will spend, on average, SEVEN TIMES MORE on getting a new customer than on the one you already have…
Be afraid…be VERY afraid…
Most so called ‘experts’ in marketing and communication haven’t got a clue…
In the marketing and communications arena right now, the lunatics are running the asylum…
85% of all advertising and marketing is invisible, because it is so badly done. 14% of all advertising and marketing is extremely poor — either unattractive, stupid, patronising, demeaning. ( Ironically, that’s better than being invisible, because at least it might get your attention. ) The remaining 1% is terrific work
Why is it so bad. . ? Because no one studies anymore…
180 seminars on all aspects of contemporary DM
How many on creative and copy?
0 Yes, ZERO…
25 on CRM… 21 on postal related issues… 21 on digital printing… 20 on research… 13 by the brainless CIM… …even 5 on how to win awards! But a big fat ZERO on creative and copy
We deserve everything that’s coming to us…
Communications that tend to work best these days, are the ones that reward the recipient… …by providing benefits, news or information, solving a problem or appealing to the emotions
What exactly is Direct Marketing?
“Any act which creates and profitably exploits a consistent and beneficial dialogue between you and your customer or prospect”
Direct marketing is a TOTAL commitment to getting and retaining valuable customers
Why is DM so misunderstood?
, In my view, 2 main reasons… 1. DM is still not recognised by the majority, as a specialist medium. One to one marketing is a completely different mindset, to the traditional advertising and marketing approach… 2. No one studies the medium. Caples, Hopkins, and Ogilvy were 3 geniuses in our industry. Yet, most creative directors and marketing chiefs have never read a word they’ve written.
How do we become better direct marketers and make our companies more profitable?
1. Have more customers 2. Have those customers place business with you more often 3. Have them spend more when they do business
The Direct Marketing Credo 1. The customer you’ve got is 4 – 5 times more likely to buy from you than someone identical who is not a customer. 2. A previous enquirer is about twice as likely to buy. 3. A past customer is usually the next best bet.
Focus on customers before prospects Here’s why companies lose customers 1. Moved away or died 4% 2. Other company friendships 5% 3. Competition 9% 4. Product dissatisfaction 5. No contact/indifference or the attitude of the sales force 14% 68% Retail research by Mc. Graw-Hill
“There is only one profit centre in business. It is your customer” Peter Drucker
“It is infinitely more profitable to service an existing customer, than it is to find a new one. . . ”
“Something you know about your customer is much more important than anything you know about your product”. Harvey Mac. Kay, Author of ‘How to Swim With The Sharks Without Being Eaten Alive’
But, you may be surprised to find out that even in these tough times, most companies know very little about their customers. . .
“Customers have different names, ages, addresses, dialects, education, incomes, ethnic backgrounds, experiences, aspirations, circumstances, family structure, motivations, behaviour patterns, personalities, character traits, physical features, emotional makeups and personal priorities. Consumers are individuals as unique as snowflakes” Jerry Reitman
In the last 5 years, there has been a massive power shift, so it is vital that you recognise this and ACT…
We have to make it so easy for our customers to buy from us… …because it’s tough out there…and competition is fierce…
Easier said than done though…. …so how do we do it. . ?
Understand how it works… Understand what you must do and what you must not…
Respect the communication process as much as the person with whom you are trying to communicate…
…Because, God knows, as an industry, we need some help…
“You can divide advertising and marketing people into two groups. The amateurs and the professionals. The amateurs are in the majority. They aren’t students of communication. They guess. The professionals don’t guess, so they don’t waste so much of their client’s money…” Drayton Bird
No one STUDIES anymore…
We HAVE to wake up and smell the coffee…
In other words, get much better at delivering your promotional messages to your customers and prospects…
It’s tough out there…and competition is fierce…
, Our communications do not fall on virgin soil. They are received by seasoned, sceptical advertising-literate minds
“The purpose of a direct response message is to convince the reader, viewer or listener, to perform a positive act as the direct result of having absorbed the message” Herschell Gordon Lewis
Where your marketing efforts must start 80% Of Your Business Comes From Only 20% Of Your Customers
Successful business these days is NOT about making a sale. It’s about making and KEEPING a customer…
“I realise that the next sale begins the minute I deliver the new car”. Joe Girard
Customers are like hearts… …they go where they are appreciated…
“The rewarded customer buys, multiplies and comes back…” Dr Michael Lebeouf
So, give ‘em what they want…and then say “thank you…”
‘Thank you’ for spending your time with me today…
www. andyowen. co. uk www. copywritingthatsells. com
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