Martin Rego, Class of 1975

1. Martin Rego, Class of 1975 President, King Organization www.kinglitho.com Direct Marketing in 2010 and Beyond

2. What is marketing? • Marketing is any kind of engagement with your audience that helps to ultimately lead to a sale • Marketing informs, educates • Follows AIDA: • Attention • Interest • Decision • Action

3. Traditional Marketing • Signage posters, billboards etc - BC through today • Space Advertising in magazines and newspapers - from Gutenberg through today • Radio broadcasting • Television • Direct Mail • POP (Point of Purchase) and display ads

4. New Marketing • Direct Response TV • Internet • Email • Social Media: Facebook, LinkedIn, Twitter • Mobile Marketing: cel phones, PDAs • Cross Marketing: combines elements of Traditional and New Marketing

5. Direct Response Marketing vs General Marketing • In General Marketing (TV, radio, space ads, etc) it is difficult, if not impossible, to measure response to an ad or campaign • In Direct Marketing, the response can be readily measured, and acted upon

6. Fundamentals of a Direct Response Campaign • 40% importance: the list of names to which you send the campaign • 40% the offer you propose to them • 20% everything else (the design and graphics, copy, art, timing, etc

7. SALES - Closes the deal! • Nothing happens until somebody sells something! • Personal, involved, engaged • Always requires one-on-one interaction • Marketing only creates awareness • The salesperson must turn awareness into AIDA (Attention, Interest, Decision, Action)

8. Sales is all about prospecting • What’s a prospect? • Marketing only creates prospects • Salesperson discerns which prospects become suspects • Salesperson turns suspect into a sale • Prospect -> Suspect -> Sale! • Critical importance: repeat business - turning a sale into an account!!

9. How to find prospects • Your marketing • Referrals! Best source of sales leads (prospects). Word of mouth • One good referral is worth a dozen sales calls • Networking! Be present where your prospects will be present! • Trade associations, conferences, industry groups, local groups (Chambers of Commerce, etc.) • Directories, mailing lists, membership lists

10. Sales techniques • The dreaded Cold Call (phone or visit) • Get the appointment! • It’s all about the prospect: you will ensure their success • They don’t care about “features and benefits” - no “Dog and Pony Show” • Rather: what will you (salesperson) do for me? • Don’t sell price. Sell value. Sell Return on Investment. Sell your client’s success to them • Follow up • Repeat business

11. Advantages to Sales Careers • The sky is the limit. No ceiling on what you can earn • You are largely your own boss. Your employer only cares about one thing: your level of sales • Opportunity to travel, sometimes widely - always on the road, not tied to a desk • Opportunity to meet all kinds of interesting people

12. Disadvantages to Sales Careers • Wholly performance-based. Very easy to measure your performance ($$$!). • High turnover. You don’t produce, you’re out • As your company’s public face, you have to take the flak for any problems or mistakes, and you have to resolve them with client • Travel often inconvenient, to uninteresting places • Schedules often encroach on your personal time

13. Martin Rego, CSHS ‘75 Marty@kinglitho.com