DMA 09

our highlights.
 DMA09 Conference & Exhibition,
the Global Event for Integrated Marketing,

• Martha Stewart • Scott Monty

• Stan Rapp • Ken Dychtwald
 30 minutes
10 great thought starters
10. Convergence
 Adding velocity
to deliver action.
Rosen Velocity Scale.
 Rosen Velocity Scale

1 2 3 4 5 6 7 8 9 10

source: rgrosen.com
 Rosen Velocity Scale

1 2 3 4 5 6 7 8 9 10

source: rgrosen.com
 Rosen Velocity Scale

1 2 3 4 5 6 7 8 9 10

source: rgrosen.com
 Rosen Velocity Scale

1 2 3 4 5 6 7 8 9 10

source: rgrosen.com
 Rosen Velocity Scale

1 2 3 4 5 6 7 8 9 10

source: rgrosen.com
 Rosen Velocity Scale

1 2 3 4 5 6 7 8 9 10

source: rgrosen.com
 Rosen Velocity Scale

1 2 3 4 5 6 7 8 9 10

source: rgrosen.com
 Rosen Velocity Scale

1 2 3 4 5 6 7 8 9 10

source: rgrosen.com
 Rosen Velocity Scale

1 2 3 4 5 6 7 8 9 10

source: rgrosen.com
 Rosen Velocity Scale

1 2 3 4 5 6 7 8 9 10

source: rgrosen.com
9. Trend: functionall
8. Variable Data Personalisation
When ingenuity meets Information
 customer
data

digital printing

targeted marketing communications

media
options

workflow
software
 Improvements from personalisation in Direct Mail

20.5% increase in response rate

20.7% increase in order size/value

21.7% increase in repeat order rate

23.4% increase in overall revenue

19% 20% 21% 22% 23% 24%

Infotrends “the future of direct mail”

Getting personal campaign

1. lead generation

web, print, direct mail, trade press,

PURL

2. fulfilment

dm pack with letter, booklet with

DVD, Tshirt

plus sales force communciation, reg-

istration/thankyou page, leave be-
Getting personal campaign

results:

response rate up from 2% to 4.77%

response vehicle: BRC 70%, web 30%

(BRC was normally 83%)

Web registration/conversion up from

37% to 53%

Personalised microsites drew

22% more registrations than non-
personalised sites
7. 10 things your customers want you to know
 Give me knowledgeable agents
who know the answers to my
questions and can provide me
with what I need.

‘convergys corporation’ 2008

 Provide me with the service
I need on my FIRST call.

‘convergys corporation’ 2008

 Treat me appropriately,
as a valued customer,
and with honesty
and integrity.

‘convergys corporation’ 2008

 If you give me bad service I’ll
tell my friends but I probably
won’t tell you.

‘convergys corporation’ 2008

 I don’t feel the people running
the business understand my
wants and needs.

‘convergys corporation’ 2008

 I may leave after just
one bad experience.

‘convergys corporation’ 2008

 Give me quick access to
information I need, when and
where I ask for it.

‘convergys corporation’ 2008

 Good enough is not good enough.

‘convergys corporation’ 2008

 Treat me as an individual.

‘convergys corporation’ 2008

 The customer experience
you give me defines your brand
more than your ADVERTISING.

‘convergys corporation’ 2008

6. some cool creative
5. trend: eco-easy
4. building customer experience
the Starbucks
experience
turning ordinary
into extraordinary
 adding value through experience

40c 70c $1.50 $3.00 $7.50

five principles
1. make it your own
be welcoming • be genuine • be considerate

be knowledgeable • be involved
 five principles
2. everything matters
 five principles
3. surprise & delight
 five principles
4. embrace resistance
 five principles
4. leave your mark
THIS SHOULD SAY 5
Napoleon Bonaparte
3. the age wave
2. more cool creative
1. seaworld
 Top 10 things
your ‘customers’
want you to know.

‘convergys corporation’ 2008

 10.  Give me knowledgeable agents who know the
answers to my questions and can provide me
with what I need.

9. Provide me with the service I need on my FIRST call.

8. Treat me appropriately, as a valued customer,

and with honesty and integrity.

‘convergys corporation’ 2008

 7. If you give me bad service I’ll tell my friends
but I probably won’t tell you.
6. I don’t feel the people running the business
understand my wants and needs.
5. I may leave after just one bad experience.

‘convergys corporation’ 2008

 4. Give me quick access to information I need,
when and where I ask for it.
3. Good enough is not good enough.
2. Treat me as an individual.

‘convergys corporation’ 2008

 1. The customer experience you give
me defines your brand more than
youradvertising.

‘convergys corporation’ 2008

 Phone 3666 0961
Fax 3666 0056

Contacts:
Tracey Anderson
CEO/Strategy
tracey@decoder.net.au
Nick Pritchard
Creative Director
nick@decoder.net.au