Direct Marketing Campaigns - Haley Marketing Group · 2 © 2017. Haley Marketing Group. |...

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© 2017. Haley Marketing Group.www.haleymarketing.com | 1.888.696.2900

Direct Marketing Campaigns10x Your Sales Effectiveness

PRESENTED BY

David Searns

Agenda

• The Challenge

• The Direct Marketing Solution

• The Proof

• How to Design a KICK-ASS Campaign

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17,000 staffing companies

~35,000 staffing sales reps

50 – 125 sales calls per week

1.5 – 5.0 million staffing sales calls every single week!

Is it any wonder you can’t get through to people?

The Challenge

HR doesn’t want you to call…

Or email…

And they really don’t want you to stop by!

The Challenge

Department managers, executives and supervisorsreally don’t care about staffing…

Until they need to hire.

The Challenge

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Cold calling…

It’s an antagonistic way to start a relationship.

The Challenge

But what about email…

Let’s do the math:

• Average manager gets 88 emails per day…

• Average manager spends 15 seconds per email…

• If you can even get the email to the right person,how do you get them to read it—and take action???

The Challenge

Of course, there’s always social media…

The Challenge

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It’s time to STOP the insanity.

It’s time to treat prospectsthe way THEY want to be treated.

It’s time to UP our sales game.

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HOW?

With integrated direct marketing.The right marketing BEFORE you call makes ALL the difference.

Integrated direct marketing

Multiplecommunication channels

• Mail

• Email

• Social messaging

• Phone

• PPC

Multiple approachesto follow-up

• Phone

• Email

• Social messaging

Multipleways to take action

• Landing pages

• Phone

• Email

2x to 10x the response!

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Before we get started, here’s a little

PROOF

Does direct marketing work?

$10,000 investment

$543,000 in sales within 12 months


$16,000 investment

$940,000 in sales within 12 months

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Even more value

• Follow up on offer resulted in 44.7% appointments

• Call-to-appointment ratio increased by 100%

• Sales cycle reduced to 4 weeks

• Campaign positions firm as an expert in staffing

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How to design a

KICK-ASSdirect marketing campaign

Designing a kick-ass campaign

Essential elements

• List - Who to target?

• Offer - Why will they respond?

• Creative

- How will you package your message?

40%

40%

20%

List Offer Creative


Start with a GOAL in mind

• Inbound leads

• Improve sales response

• Positioning your firm

• Educating the buyer

• Nurture existing leads

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Create an awesome CORE STORY


Be BOLD

• Do whatever it takesto capture attention.


Be BOLD

• Packages are hardto ignore.

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Be BOLD

• Address key business issues.


Be BOLD

• Focus on problems. And fears.


Be BOLD

• Repetition is a good way to break through the clutter.

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Make offers IRRESISTIBLE

• No cost. High value. No risk. Easy to respond.


Make offers IRRESISTIBLE

Get our Marketing Guide49 pages, hundreds of ideas!

• The biggest staffing mistake

• Marketing strategy essentials• Relationship marketing how-tos

• Maximizing the value of existing clients

• 28 low-cost marketing ideas

• Guide to irresistible offers

http://www.haleymarketing.com/ideaclub/ebooks/marketing-best-practices/


Match the MESSAGE to the AUDIENCE

Strategic Decision Makers

• Focus on bigger picture issues

• Sell cost savings, productivity and ROI

• Be direct, avoid hype

• Offer relevant case studies

• Get to the point

Tactical Buyers

• Focus on their pain points

• Help them look good

• Provide specific tactical ideas

• Be sincere

• Use peer testimonials

• Don’t look like you areselling staffing

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Integrate media

• Mail. Email. Social messaging.

• Call.

• PPC.

• Landing pages.

• Marketing automation.


Get your sales team INVOLVED

• Get input up front

• Let them help set sales goals

• Diagram the process

• Script calls

• Train / Role play

• Track results

• Use their feedback to adjust


Make it a REPEATABLE process


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What to AVOID

• One-shot campaigns

• Trying to do too many things at once

• No unique message

• No offer / Offer with little value

• Failing to match the message to the audience

• Too much copy

• Being too salesy

• Wrong list / Too small of a list


And the

BIGGEST MISTAKE?

NOT FOLLOWING UP!

Putting it all

TOGETHERYour direct marketing checklist

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• Set measurable goals

• Define your target audience

• Create a compelling core story

• Create an even more compelling offer

Direct marketing checklist

• Design your kick-ass campaign

• Bold design

• Don’t cheap out or chicken out

• Consider every part of the package

• Strong copy

• Active voice

• “You” focused

• No BS

• Concise

• Sell the offer

• Use headlines

• Personalize


• Set up a repeatable process(ensure 100% follow-up)

• Train your sales team• Why (rationale for the campaign)

• How (scripted calls and emails, role play)

• When (integrating campaign into their week)

• Measure response and correct


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Coming Next:

New Door OpenersTuesday, August 22 at 2 PM EDT

Reserve your seat: www.lunchwithhaley.com

Direct Marketing Campaigns - Haley Marketing Group · 2 © 2017. Haley Marketing Group. |...

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