Database Marketing Solutions potx

Direct Marketing – What is it? Products and services being offered directly to potential customers, using direct mail, catalogs, inserts, phone, email, etc... A Direct Line to Consumers

Database Marketing Solutions

direct

marketing

Direct Marketing – What is it?

 Products and services being offered directly to potential customers, using direct mail, catalogs, inserts, phone, email, etc

Direct Marketing Role

A Direct Line to Consumers

Marketing Must Be Measurable

Direct marketing gives us the greatest flexibility to test,

measure, and tune for maximum performance and return on investment

Direct Marketing

Direct Marketing Benefits

 Directly impacts making stage of

decision-consumer purchase funnel

 Direct correlation to sales

 Personalized message to targeted audience

 Allows for multi-channel campaigns

 Good return on investment

what we do

What We Do

 We help you find your

target audience.

 We provide you with

strategy and expertise to

create successful direct

Our Unique Services

 Database Management

 Verifiable Data – confirming the accuracy of the stored data by randomly calling a customer and verifying name, address, phone, email, and other

attributes in the record.

 Data Cleansing – the act of detecting and correcting (or removing) corrupt

or inaccurate records from a record set, table, or database Used mainly in

databases, the term refers to identifying incomplete, incorrect, inaccurate,

irrelevant etc parts of the data and then replacing, modifying or deleting this dirty data.

 Deduplication – process that uses matching logic to eliminate file

records that are duplicates.

 Data Summarization – analyzing customer database and providing a high level summary of it’s contents: # of records, # of attributes, % penetration of those attributes against total database, etc.

 Customer Insight

 Customer Profiling – profiling a group of records and organizing them

based on demographics, psychographic, and/or geographic characteristics.

 Database Analysis – new insights into the behavior of your customers, the ability to segment within customers and prospects and obtain new insights to inform the shape and direction of all future marketing activities.

Vietnam’s Do Not Call Registry

Datanium recognizes and practices responsible marketing and therefore promotes consumers’ rights to privacy Going

beyond the legal obligations, we created Vietnam’s Do Not

Call Registry where consumers are able to register their phone number to no longer receive telemarketing calls.

Since we are the central hub of this registry, we are able to

maintain and update the list regularly For our clients, we

ensure you receive data that will not include those on the list.

Methodology

– Consumers are able to register multiple ways: website, telephone, mail

– Datanium updates list once per month

– Datanium scrubs list from all databases

How Datanium Benefits You

 Accurate targeting and higher

response rates

 Increase sales and your ROI

 Testing, tracking, measuring, and optimizing your

campaigns

 Strategy and consultation on direct marketing best practices

our products

Consumer Database

 Group 1: AFFLUENT CONSUMERS

 Description:

• Have significant discretionary income and well-education

• Key executives and decision-makers in companies (E.g CEO, Directors, etc.)

• Prefer expensive and luxurious things in life

• Living in big cities (HN, HCM, HP, DN)

Consumer Database

 Group 3: WHITE COLAR PROFESSIONAL

 Description:

• Have stable income ( > 5 mil per month)

• Hold managerial and mid-level positions with companies in Vietnam

• Concern and prefer to consume good quality goods

Rate Card

* w/o 10% VAT

Our Clients

Background & Objectives

 BACKGROUND:

o 2004: launched – Centurion represented the ultimate in recognition for super

affluent

o 2006: converted Centurion black plastic to titanium

o To reinforce the product’s uniqueness

o To offer new benefits and services

o To increase new card fee from AUS $2,800 to $4,300 per year

 OBJECTIVES:

o To leverage the impact of this innovation

What they did …

 CREATIVE IDEA: “The new element of excellence” message to create an

emotional connection to product

 HOW TO EXECUTE:

o Send a packaged mail to their members

o Packaged mail included:

 Metal letter

 Booklet with new benefits in details

 Metal card

Background & Objectives

 BACKGROUND:

o Target audiences: High profile male executives

o Send a trial pack to their secretary/assistant who are most influential

 OBJECTIVES:

o To catch the influencer’ s attention

o To refer Max products to their associate after understanding and sample

What they did …

 HOW TO EXECUTE: a two-step plan

o Step 1: Send secretary a letter that massage her ego, and promise her a real

massage at Spa if she can arrange 10 minutes meeting for Max lady with her boss

o Step 2: on the appointment day, a chic lady in cooperate come the his office:

 Introduce Max’s product with their special benefits

 Hand him a 30 day trial-pack by taking off her black thigh garter and wrap it around the trial-pack

The results …

Step 1: Direct mail to secretary

Step 2: Set up an appointment and hand sample to target customer

25%

15%

Response rate

Response rate

 Unilever Thailand needed to increase sales of Breeze Excel laundry detergent

However, consumers were skeptical about Breeze Excel’s claim of ‘Confidence to remove stains in 1 wash’ So, mailing and other sampling activities were needed to prove to consumers that the product actually delivered on its promise

Background & Objectives

 A white T-shirt was used to wrap a package that contained the product and then was sent out to women in rural areas of Thailand Once the package went thru the post and reached their destinations, the T-shirt, of course, was extremely dirty However, all the recipients needed to do to make the T- shirt look as good as new, was wash it once with the product sample

What they did …

 Unlike in-store sampling, the agency could control where and to whom they were talking as a result of a targeted mailing list Because of this, the mailer allowed

consumers across Thailand to prove the efficacy of the product (and its claim) by

interacting with it directly This innovative idea won a Gold Lion Award at Cannes and word of mouth buzz led to increased sales and brand awareness .

The results …

 Title: The power of color

Case Study:

 Response Rates Higher with Color

 A black & white direct mail piece

with name-only personalization

has response rate of 1 percent.

 A full-color direct mail piece with

name-only personalization boosts

response to 2 percent.

What they did … & The results

 Response Rates Higher with

Personalization

 A full-color direct mail piece with

deeper personalization, in the form

of a purchase history, yields a

response rate of 6.5 percent — well

above the standard direct mail

response rate of 2 to 4 percent.

What they did … & The results

DATANIUM JOINT STOCK COMPANY 5th floor Block A (A.0506), Central Garden 225,

Ben Chuong Duong St., Dist 1., HCM City, VN

Tel: 848 3837 0456 | Fax: 848 3837 0458

www.datanium.net

thank you