Getting personal: Introducing 1on1DM
Released 20 March 2009: Everyone says 'get closer to that audience'. We'd rather say 'get closer to that person'. Tim Davies, from IDM Corporate Members, elliotyoung, introduces the concept of 1on1DM.
Achieving campaign response rates of 70% may sound like... well... a big fat lie
Perhaps such results don't make industry headlines since the obvious question is 'how many were in the target population?'. And that's the essence of 1on1DM. Whether targeting large or small numbers, put the blunderbuss back on its shelf and treat prospects as though they really are individuals.
What is 1on1DM?
1on1DM is the discipline of extremely targeted marketing. It enables marketers to target individuals with specific messages and imagery. Using print, email, or web (or any combination), it employs latest Variable Data Publishing (VDP) technology to create the most tailored campaigns possible. Whether talking to eight people or eighty thousand, all customers and prospects can be targeted with genuine relevance.
Case study: The IDM Data Summit and B2B Conference
The IDM wanted to promote their 2009 Data Summit and B2B Conference. IDM conferences are known for their high quality, and the campaigns therefore needed to reflect that, as well as showcase the concept of 1on1DM to these key audiences.
What we did
For the Data Summit, a campaign was developed using the concept of 'news'. Working closely with dynamic content marketing specialist, Lorien Unique, mock daily newspapers were created to carry the main event messages while incorporating the reader's details throughout both the headlines and the actual stories. Combined, these served to engage the reader throughout all messages across the collateral. Again working with Lorien Unique, the B2B Conference was built on a concept of 'buckle up for the turbulent ride', where images of various aeroplane-related objects (such as a seatbelt) were personalised. Both campaigns rolled out across DM, HTML email and personalised websites.
What happened
Congratulations from across both the Data and B2B industries poured in from the outset of both campaigns. Comments such as 'I love it. I absolutely love it.' weren't uncommon. At the time of this newsletter going live, the IDM were delighted with the audience's engagement with the campaign, given the overcrowded market, and with the audience recall during the telephone follow-up. Delegate sales have been very much in line with expectation.
How can my business benefit from 1on1DM?
If you want to spend less and see a greater return on your marketing spend, then you should at least consider 1on1DM. It's possible to test a part of your existing campaign. By taking a section of your target list, a 1on1DM specialist can tailor your existing campaign to create a 1on1 test campaign. Then compare results with the generic campaign.
What do I need to begin?
Clean data. This is essential since a generic DM piece with a typo in the address is more forgivable than a tailored DM piece containing a mistake. Generic is far better than poorly targeted.
And the future?
Future trends will see consumers choosing and controlling what they want to receive and when. They are no longer a passive audience but a demanding one, and they will expect brands to know more about them and what they're interested in. Customer loyalty is about to be turned on its head. Make way for 'vendor loyalty'.
About the author
Tim Davies is the co-founder of elliottyoung marketing and design. He and his business partner, Dan Elliott, service nationally-recognised clients such as the BBC, The Economist Group, United Business Media, and AAH Pharmaceuticals. They recently launched their 1on1DM division with the aim of bridging the gap between traditional DM and Variable Data Publishing. For more information, please visit www.1on1.dm
