Michael Leander's closing keynote at the Direct Marketing Conference RODIRECT organized by ARMAD in Bucharest, Romania.

1. Direct marketing
conference
RODIRECT 13
in Bucharest
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



Engagement
Interaction
Response
Sales
Retention
Keynote speaker
Michael Leander
Why 2 steps back will
get you 5 steps ahead
www.michaelleander.me

2. Use your mouse
here to see the
pictures from
RODIRECT day 1

3. Get 15 more classic direct
marketing case studies
Sign up for newsletter here:
http://michaelleander.com/newsletter.html

4. All videos are found at
www.marketingtelly.com

5. Why taking 2
steps back can
bring you better
results in the
near future

6. The Danger of
Band Wagon &
The Urgency of New

7. New opportunities to interact
and get a response from your
audience using QR codes (or not)

8. Drink and scan –
if you can !

9. 4 easy questions
a.k.a.
THE ACID TEST

10. Assuming that you understand…
1. Flawless execution is always a prerequisite for successful
marketing activities
2. Limiting friction is essential to enable higher conversion
rates
3. Timing is paramount for achieving any marketing
objective
4. Tonality of message depends on your target audience
insights and proper tone of voice is important
5. Measuring efficiency and continuously testing for better
results is always the need of the hour

11. Which of these three elements do
you consider to be the most important?
Investment distribution
in most businesses
A) Creativity
55%
B) Proposition (message)
30%
C) Target audience
15%

12. Matching your message with the
right target audience is very important
10%
Creativity
30% Proposition (message)
60% Target audience
Invest more in improving access to your target audience and knowledge
about your target audience for improving results immediately

13. Don’t count the customers you reach
– Reach those who count

14. Big Data or Small Data?
If you can’t handle small data – you
can forget about big data !

15. Your market is both men and women. You
can only use one picture. Which do you choose?
Man also known as male
Woman also known as female

16. How do most people make
buying decisions?
With logic
With emotions

17. Visuals stir emotions
in a heart beat

18. World class “phototorial” used
across all channels

19. Hero shots
telling stories

20. Consistency
with a superb
content concept

21. Can you ignite some
EMOTION when people
look at your picture from
RODIRECT?

22. But wow’ing is not enough. You must know how to attract
monetary value from your activities wherever they take place

23. Likes
Clicks
Shares
Actions

24. Understand what is relevant to measure
and why it matters to your success

25. What is the new reality?

28. Oh, and by the way
AND LETTERS ARE STILL PRIVATE &
CAN GENERATE CURIOSITY

29. Consumers are moving targets –
but how, when, where and with
what to engage them?

30. Scan and
download

31. Prioritise video for mobility – great for
engagement and conversion
Video
content
highly
effective for
engagement
& conversion

32. Think about how your audience
interacts depending on which device
they are on

33. Managing multiple
channels is a challenge
Integration is key
And leveraging the
nature of new popular
media is an
opportunity

34. New models and new ways of
engaging your audience is an opportunity
• Global retailer
from Japan
• Twitter driven
campaign
• Dynamic
pricing linked
to volume of
Tweets
• Objectives
– Exposure
– Sales

37. Budweiser – warmer is cheaper

38. All digital is direct
Not all direct is digital
Paper won’t go out of style
anytime soon

39. Digital cannot fix all problems
To connect on Linkedin use Michael@michaelleander.me

40. In digitally mature markets,
25% of all consumers prefer
paper over digital
across all demographics.
Think about matching channel with stage in
the buying process

41. Let’s refresh some of
the forgotten basics
for achieving
awesome results in
direct marketing

42. Know your
product
Know your
competitors
Know your target
audiences needs
inside out

43. Identify your market – be precise.
Narrow segments are good. Increases
relevancy and intimacy if you write well

44. YOU NEED
TO STAND
OUT BE UNIQUE

45. Use humor and demonstrate the
benefit of your product

46. Meet Good ‘ol AIDA
R
=
Recommendation
/ Share
A = Attention (Awareness)
I = Interest
D = Desire
A = Action

47. THE OTS CHALLENGE
Attention
The it’s all over phase
Action
Increase Opportunity To See by multiple of 3, 5, 10
Message
Message
Pre launch phase
Message
Message
Nurture & convince phase
Message
Action
Hard selling phase

48. Meet the new AIDA
A = Attention (Awareness)
I = Interest
D = Desire
E = Engagement
A = Action

49. New AIDEA Example
• Oreo
• USA / Global
• 100 days of
trending
stories
• Facebook,
Pinterest,
Twitter,
microsite etc.

50. Oreo Daily Twist – see video here
Tweet: @michaelleander invent, integrate, interact is key #rodirect

51. Perception of
an experience
works

52. Give people
a challenge
they can’t
resist – but
make sure
your call to
action is
clear

53. Let customers knit their own
response device and reap the reward

54. Activate your audience
while proving your point,
but make sure the call to action is clear

55. Show the problem
– give the solution

57. Insight –
competitive strategy & super targeting

58. Words matter,
but only if you
know which,
why, when
and for how
long

59. Which last step call to action
button is more effective?
Get my thing
Get your thing
Wins 9 out of 10 times

60. When writing copy for emails (hugely important)
ABOA
Attribute Benefit Objection Answer
60

63. The Power of Words

64. Revisiting the basics means framing your …
•
•
•
•
•
purpose,
strategies,
desired position,
points of differentiation,
tactical execution
based on the new reality of the markets
you are in.
This will help you achieve and exceed your
expectations

65. Get 15 more classic direct
marketing case studies
Sign up for newsletter
http://michaelleander.com/newsletter.html

66. CALL ME
+45 27 28 29 53
EMAIL ME
Michael@michaelleander.me
TWEET ME
@michaelleander

67. Why 2 steps back will put you in a better forward motion
Talk is cheap and action speaks louder than words. Filtering
the fancy talk will make it evident that hand-to-mouth actions
isn’t the way. Getting your direct marketing house in order is.
In this 45 minute talk Michael Leander will tell you about 5
areas you should deal with before the end of 2013. The talk
aims to prove how we must all step a couple of steps back if
we want to move forward successfully.