What an amazing end to a very busy week !!- I received news today that I have been shortlisted as a nominee for the 2020 Teaching Hero Awards. What a Boost!! The main event will be at the end of the month held by the National Forum For The Enhancement of Teaching and Learning In Higher Education and the Union of Students in Ireland. - What a privilege!!
IDMA are hosting an EIrcode event Thurs 16th April - Join the debate - and see you there - Kathy https://www.eventbrite.ie/e/eircode-opportunity-of-overhead-tickets-16395894562
The direct marketing industry is’ hotting up’ as Irelands Postcodes ‘Eircodes’, are finally coming to town...
Hello!!
The time has come for me to pass on the baton of the IDMA Chairperson - a role which I've held since 2011 and enjoyed greatly.
In my time leading the association, we've seen great change and progression in the industry as a whole and within the organisation itself, all of which contributed to new branding from Irish Direct Marketing Association to Interactive Direct Marketing Association, reflecting the shift in the industry towards technology based activity within the realm of direct marketing. This has rejuvenated the discipline and will provide many more new and fresh opportunities for direct marketers.
Without doubt, the association would not be as successful as it is today without you, our members. I'd like to take this opportunity to sincerely thank you all, the board and committee members of the IDMA who have given freely of their time and worked tirelessly to ensure the association continues in Leading the way in best practice in data driven communication and who have succeeded in making my time in office easier and more enjoyable! A special mention of thanks must also go to all of our sponsors over the years - they continuously support our activity.
Looking ahead, the future appears bright and exciting for the industry, with big changes specifically in data, compliance and Eircodes just around the corner. still be on the board for the coming year, however I'm passing the baton of chair on to a very capable and dynamic leader, Dave Furney - I know he will lead the association with a proactive and fresh approach !!
As I now have more time on my hands, my focus is on growing my consulting business www.clarkeconsultinggroup.ie - with this in mind, let's have a coffee and a catch up soon - click here let me know when you're free!!
Kathy Clarke, MBA
Director, Clarke Consulting Group
Tel: 087 2317133
email: kclarke@clarkeconsultinggroup.ie
Unleash the Power of your Data this evening at the Sandymount Hotel, D4 from 5.00pm.The IDMA. are privileged to have top industry speakers including Gary Brown, RMG Target, Eileen Carroll Puca, Martyn Rosney WHPR, Dave Furney RRD and Josh Whelan from Arnotts - By the time you leave you will be armed with ideas and knowledge with data as the core of campaigns - from apps to social media, mobile , direct marketing strategies across all disciplines and overall SMARTER DM. If you haven't booked in - contact aine@idma.ie - Looking forward to seeing you all - Kathy
DM End of Summer Carousel
September 3rd, 5:00 – 7:30pm
Venue: Sandymount Hotel, Dublin 4
If you're in data-based marketing, you're in Direct Marketing. Learn how to unleash the power of your data, see all of the exciting opportunities it presents and get insight straight from award winners in the new world of DM - Mobile, Social, Mail and Apps. Attendees will be seated in small groups at round tables. Following a key note presentation by marketing master Gary Brown every table will have a fifteen minute session with the relevant expert on each DM discipline. They'll present a case study then advise on and discuss the practicalities, including how to begin, what are the likely costs, where, how and with whom it has worked. Eileen Carroll of Púca will present on Mobile, Martyn Rosney of WHPR on Social, Josh Whelan from Arnotts on Apps and Dave Furney of RR Donnelley on Mail. Hugh Jones of Sytorus will also be on hand to discuss compliance issues that arise in the different areas. Registration begins at 4.30, presentations at 5pm. There will be refreshments and finger food and some great networking opportunities. Places are limited however so book early. Tickets: Members €25, non members €55.
Log onto http://www.idma/events https://www.eventbrite.ie/e/unleash-the-power-of-data-the-new-world-of-direct-marketing-tickets-12101597203
Direct Marketing- From Zero to Hero!! – Direct Marketing for SME’s
For those of us that have been in the DM industry since BC, we can all vouch for the value and measurability of Direct Marketing across the channels. Great targeted campaigns with great ROI’s. But spare a thought for the SME’s sector that have little or no experience in DM practice and are unsure where to begin. As we see more and more SME’s emerging the disciplines of data driven marketing have never been more relevant. In my experience of working within this sector there is a phobia of the unknown, the fear of investing what little budget they have into something that they do not feel comfortable with or can see tangible results.
Here are some guidelines .....
-
Do your Homework !!
Research and Plan any direct marketing strategy. Put the time in at the outset for research and planning without it the campaign will be crippled and won’t deliver the objectives
- Start by carrying out analysis of where your business is now by doing internal research
- Undertake online and offline research – there is plenty of existing free information out there
- Know how many customers/clients you have or need, to be profitable? If it is a start-up then create a profile of your ideal customer
- Do some in-depth competitor analysis
- Re-evaluate usps and make sure that they can be delivered
- Analyse data – Is there a customer database? If yes, what fields are captured? Is the data in a useable format?
- Segment and analyse the data, even if it is small numbers and forecast order values based on previous transactions for product or services?
- Are there more customers needed? – Where will you get them? There are many experts in the marketplace that provide advice, lists and demographical mapping and profiling services.
- Review how to communicate with customers and if there is a contact strategy now and /or what has worked in the past, bear in mind how customers go through the buying process
-
Set Your Targets and Create your Plan
- Set objectives and forecasts together for acquisition and retention activity
- Research any relevant DM in your sector – for example are there any case studies available? Who is active and what has been produced effectively in the past
- Review resource allocation – some items can be self-administered, it is suggested to get expert help in if needed
- Set target data groups from your database
- List the Channels that are going to be used – e.g. direct mail , e shots - integrated
- Create task lists for each stage – for the strategy, campaign management, creative content and any mailing and fulfilment. It is recommended to really get into specific detail of what needs to be actioned and who is doing what and when.
- Set up each activity for analysis to measure results
3. Engage Creative agency and copy-writer
Getting the creative and copy right is vital to gain trust with new customers and ensures the content is relevant and engaging bringing consistency. Be wise – get help with this area if there is a need.
-
Test Test and Test Again!
Where possible avoid rolling out any part of the DM programme if you are not fully happy with it. Do your own testing if necessary
-
Control and Measurement
- Review your timings, get set and Press the button!
- Manage each stage on the task list and keep an eye on the budget
- Look at the results as each direct marketing activity is implemented
- Make any changes where possible
Remember - Direct Marketing is proven, can be very cost-effective for SME’s to reach new customers and build on existing customer relationships. It’s not only about the Direct Marketing activity itself, it also about the operational and time commitments needed to succeed. SME’s starting out should think about what can be managed. Consider the possibilities of using personalisation and ensure that the content is relevant always and especially who is going to do what. Remember there is alot free advice available and experts in the field – Don’t be afraid to ask.
Enjoy being a Hero!!
Kathy Clarke
– Chairperson Interactive Direct Marketing Association
_ Director Clarke Consulting Group