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Slide 1: Welcome To “Your List Advertising ROI” 30 Minute Webinar We’ll Be Starting Shortly… Hosted by:
Slide 2: Your List Advertising ROI Agenda • • • • Understanding List Buyers/Brokers Review List Sellers’ Techniques Projecting List Revenue Outcomes (ROI) Open Line For Questions & Answers At any time during or after this webinar, you may email info@nextmark.com for more information.
Slide 3: Understanding List Buyers/Brokers Usage Is Key! “If someone else is using the list successfully, then it reduces my exposure with the client and adds credibility to my recommendation.” New Lists Trump Rebranded Titles “New lists to market, especially response lists, are always on my radar; I’ll pay attention if it’s new.” Don’t “Peddle Your Wares” “There’s nothing less productive for me than sitting through a manager’s presentation of untargeted list recommendations – it’s a waste of time. If it’s a new company, however, then I usually like to see what they’ve got.” Rollout Potential “If there isn’t a sufficient universe for rollout, then I’m not going to include the test unless it’s a perfect fit.”
Slide 4: Understanding List Buyers/Brokers Avoid The Fluff! “If the data card does not tell me what I need to know about the list, then I move on; only if I’m REALLY interested will I call the manager to find out more.” It Depends On The Campaign “The level of detail in my list research is directly correlated to the campaign size and my familiarity with the offer; I need to work harder to find lists to test when I’m less familiar with the offer.” Timing Is Everything “It needs to be relevant – yes, but it also needs to be in front of me when I’m searching for new lists to test; my memory is just not that good anymore!” Targeting In Tough Times “Only targeted lists make it in right now – I’m less open to recommending lists from secondary markets to test.”
Slide 5: Understanding List Buyers/Brokers Dip Into The Down Time! “"There is no better day than Friday when it comes to doing list research; I've been making new test recommendations for 20 years, and the best ones are created on the days with the least interruptions.“
Slide 6: Understanding List Buyers/Brokers List Research Channels • • • • • • NextMark Meridian Interface (Paid) NextMark mIn IDC Interface (Paid) SRDS DirectNet & DMLS (Paid) Public List Management Sites (Free) Public NextMark Sites (Free) Licensed Data (Paid) Your Data Cards rs e uy B ist L New Test Recommendations • Data Card Evaluation (Broker Interviews) – – – Low: 2.0% (1/50) make it to the recommendation Average: 20.9% (10/50) make it… High: 50.0% (25/50) make it… • Based on client market, uniqueness of offer, experience
Slide 7: List Sellers’ Techniques Direct Mail Flyers Lead Generation Featured Lists Sales Calls Email Blasts Contextual Search Space Ads Web Analytics Broker Meetings Search Positioning & Highlighting SEM/SEO What’s Measurable?
Slide 8: Projecting Outcomes List Research Decision Stream Click-Through Rate (CTR) Clicks To Orders Ratio (COR) Tests To Continuation Ratio (TCR) CTR Statistics Range (Low) = 0.65% Range (High) = 3.38% Mean = 1.68% Median = 1.27% Correlation Coefficient = 0.96 Ni = 1,169,422 COR Statistics Broker Survey Statistic = 18.60% NB = 5 Clicks To Orders Ratio = 29.97% Nc = 473,322 (6/07 – 5/08) Average TCR 3.3 to 1
Slide 9: 4 P’s of List Marketing Proven Preferred Provider Program P romote your P roduct (list) in the right P lace for the right P rice 50 Lists x 1.4 70 Recos x 75% 52 Orders! Annual Cost = $480 $9.23 Per New List Order Statistics Active List Titles = 53,444 Active List Managers = 743 Preferred Providers = 87 Clicks = 466,813 Recommendations = 138,320 Clicks Per Title (PPP) = 12.4 Recommendations Per Title (PPP) = 3.6 Lift = 63.6%
Slide 10: Demonstration List Search Example Go To marketing INFORMATION network http://www.minokc.com/ ROI Calculator Go To NextMark http://www.nextmark.com Free List Finder Search on “Investors” Sell Mailing Lists Put Your Lists on Top
Slide 11: Questions? Email info@nextmark.com for more information. Special thanks to the brokers from the following companies who participated in the interview process:
Slide 12: Press Release Press Release! http://www.nextmark.com/ne