Business Fair Solution

At a time like the present, the consumer looks at the network as the most appropriate universe not only to be informed the minute of his favorite subjects, but also to get different offers, discounts and deals.

Direct marketing campaigns to provide greater incentive ROI (Return on investment) than traditional, and allow messages or securities association between the incentive and the public objetivo.Tan important as the incentive is the way in which the bid is known to the consumer, the “messenger” because it gives credibility to each channel differently.

Favorite websites and online communities have a high credibility for the consumer that has been chosen as such.

Consumers have changed and the recruitment of a product and not driven solely by price or brand, but depending on the messenger to transmit and affinity of the incentive to their interests, they can opt for one service or another.

Following recent data has revealed the INE (National Statistics Institute) confirms the deteriorating economic situation. Families begin to cut the spending tap on fears a slowdown and lower figures show retail, auto sales or order books, among others. The other part that completes the domestic demand, investment, also subject to downward the final GDP data falling hard for the first time in 12 years and from 2.5% in the first quarter until the slope of 0 , 2% took place between April and June, adding further doubt on expectations in the short and medium term in the Spanish economy and gives people reason to believe that the worst of the crisis is coming.

Against this backdrop of recession, the Internet offers considerable potential if you can navigate with criterio.De This way any user registered in the online community, is receiving a weekly newsletter with special offers of interest selected for their profile, and can access the info web and extend hundreds of different offers to test new products through samples and free gifts, sign up for contests, promotions and discounts on products. All kinds of products, beauty, cosmetics, perfume and drugstore, food, drinks … can find in this website to meet the tastes of its users.

According to the observatory Red.es 42.4% of Internet users consider price or promotions as the most important reasons to make a purchase online. Similarly there is a clear tendency for the communication channel, price and promotions become more prominence when making purchasing decisions.

For example when hiring a credit card, first take into account that means they got the information on it. If a path to giving high credibility / trust will consider the proposal, but ignored. Once the study, in almost all cases try to compare it with alternatives. Thus, they can opt for the card that offers an incentive trip for one that does not offer despite having a higher cost of renewal fee. This also increases if the incentive is offered at the right time of year. In the case of travel, the effectiveness of the incentive is much higher if the month of June, around the holidays, if it is in October
Direct marketing growth

The direct and promotional marketing has grown tremendously in all sectors: the financial sector to beauty, both female and male. In addition, the interactive capacity of online marketing allows you to measure the ROI not only immediately but to pass on info as product / service as you want in each case the consumer, and even instantly link to a brand community. Thus, we achieve differentiation in the products compared to competitors based on price alone, and avoiding spending huge amounts of money trying to convey these distinctions via classic branding campaigns in traditional media.

A successful direct marketing campaign or using any type of incentive, either through a gift, via a lottery, or via a special discount when you register or purchase a service / product, depends largely on how attractive is consumers the incentive.

Without doubt the main benefits of the Internet to direct marketing are:

1.INTERACTIVIDAD: The consumer can drill down as much as you want in the product info and service contract. In fact, thanks to the network is rare customer who comes to physically buy a product today that knowing more of it’s own general trade dependent. This also creates a high credibility and trust in your favorite websites and communities that have freely associated with the user.

2. SEGMENTATION: When working with a database or high-quality online community, the possibility of any campaign better target different types of profiles. It is not uncommon to launch the same campaign with different incentives customized for different types of users, segmented by age, zip code, gender, or even hobbies.

As a result, the Internet can improve the efficiencies of direct marketing campaigns, obtaining ROI (Return on investment) far superior to any traditional medium, and well beyond those of traditional Internet campaigns.

Customers come to the promotional marketing consultants to promote a product and we work with them to find what incentive that best suits your product. Either because the incentive is highly valued by the target audience that wants to go, or because they want to associate certain values ​​or ideas transmitted to the incentive product to promote.

Another point to note is that direct marketing or promotion is valid for any sector or segment of the population. Just have to identify what is most appropriate incentive for each user profile. Even a single campaign may have different incentives for different types of users.
Case study: alcoholic beverages

In the following practical example of a campaign designed to last summer’s well-known brand of alcoholic beverages, when starting a campaign of this kind is always the first work to analyze the profile of potential consumers of the brands and the incentive to better adapted to each type of profile.

Once this analysis is feasible to choose the joint action of the campaign, both through email and web marketing, planning shipments so as to maximize the response from users, preventing it from becoming saturated.

The opening rate of email campaigns follows a distribution in which a response is generally achieved 80% in the second day and exceeded 93% from day 7.

Also you can schedule a reminder sent (playoffs) at 15 days after the first, users would not open the first shipment. This arrangement will improve the effectiveness of the campaign to limit the extent possible saturation of users.

Web campaigns have repeatedly sustained a response that falls naturally over time. This decline is less pronounced in the case of incentive campaigns, as shown in the chart below

Once launched campaigns basic parameters are monitored effectively by both email and web campaigns, opening rate, impressions, click rate, conversion of clicks to searches, eCPM (Expected cost per mille)

In this particular campaign was found that the effect was much less than in two other similar, with rates of openings and conversion ratios up to 30% lower. The main reason for this worst received by users was the incentive. The other two campaigns, one used as an incentive trip was very well received by most Internet users and it also seemed magnified in the summer and during the summer.