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Session Description:
Results-conscious financial marketers
continuously strive to optimize their
marketing investments to generate new
deposits, loans/lines and investment
relationships. This is done by
identifying the ‘right’ audiences as
well as developing a fully integrated
direct marketing program. Most direct
marketing programs today include control
groups and results are measured and
evaluated by the difference between the
buying activity in a household who
received some type of direct marketing
treatment vs. those who don’t.
As financial marketers have changed
their performance metrics to measure
incremental results, programs which were
thought to very successful turn out to
be a waist of resources. Why do some
programs produce acceptable incremental
results and others fail?
Many times marketing programs fail to
produce incremental results because of:
-
Poor
targeting
-
Undifferentiated offers
-
Not
capitalizing on multiple response
channels
-
Inadequate contact frequency
-
Improper creative strategy and
execution
So, what
is the answer to optimize incremental
deposits, or loans/lines relationships
for customer acquisition and cross-sell
direct marketing programs?
This presentation will cover the
following areas to provide answers you
can use in your business to exceed your
2008 goals:
-
Definition and applications of
incremental results
-
Importance of managing your
marketing programs by incremental
results
-
Strategies and techniques to
optimize incremental results
-
Case
histories and examples of
incremental results optimization
This
session is appropriate for senior
financial executives with responsibility
for Deposit and Loan Acquisition, Retail
Branch Management, Marketing, Product
Management, Direct Marketing, Ecommerce,
Marketing Research,
Creative/communication and Strategy
groups.
About David M. Funsten:
David Funsten has been creating and
implementing financial services database
marketing programs for over 20 years.
As a Vice President of Strategy at Harte
Hanks Direct Marketing, David is
responsible for analyzing database
information, creating integrated
marketing plans and interpreting results
for our clients. Before joining Harte
Hanks, David was VP of Database
Marketing for Goal Financial which was
the 5th largest lender of student loans.
He has also held positions as Vice
President, Relationship Management at
Merkle, Business Unit Leader at Acxiom
Corporation for their direct marketing
profit center, Senior Vice President of
consulting and client services at FUSION
Marketing Group where he was a partner,
Assistant Vice President of Direct
Marketing at First Interstate Bank, and
Marketing Manager at Avco Financial
Services.
He has spoken on Financial Services
database marketing at numerous industry
conferences, conducted by the Bank
Administration Institute, American
Marketing Association, Bank Marketing
Association, Direct Marketing
Association, Northwestern University’s
Advance Database Marketing School, and
MCIF users conferences.
He holds a BS degree in Business
Administration from University of
Southern California and earned an MBA
from Loyola Marymont University,
graduating with honors.
About David B. Nichols:
For over 20 years, Dave Nichols has been
crafting and guiding the writing and
design of client messages in pursuit of
incremental lift.
As Vice President, Executive Creative
Director at Harte Hanks Direct
Marketing, Dave leads a team of seasoned
copywriters, art directors and designers
in strategizing, creating, testing and
refining multi-channel communication
executions for our clients.
Before joining Harte-Hanks, Dave was VP,
Executive Creative Director for BRC
Marketing, an online and offline
business-to-business direct marketing
agency. He has also held positions as VP
Executive Creative Director for Heinrich
Marketing, SVP Creative Director for
Sullivan Direct, SVP Creative Director
for Cadmus Direct Marketing, Direct
Response Creative Supervisor for Ketchum
Advertising and VP Copy Chief for
Leadsource.
Dave’s many creative awards include
Addys, Adrians, Apex, Crown and the DMA
Echo awards. He is a frequent keynote
speaker, sharing Direct Marketing
Creative Best Practices with DMA
Chapters across the country.
Dave holds a Bachelor of Science degree
in Communication Arts from the
University of Cincinnati. He is married
with two sons and lives in St. Johns,
Florida.
About Harte-Hanks:
Harte-Hanks, Inc., San Antonio, TX, is a
worldwide, direct and targeted marketing
company that provides direct marketing
services and shopper advertising
opportunities to a wide range of local,
regional, national and international
consumer and business-to-business
marketers.
Harte-Hanks Direct Marketing improves
the return on its clients' marketing
investment with a range of services
organized around five solution points:
Construct and update the database --
Access the data -- Analyze the data --
Apply the knowledge -- Execute the
programs. Expert at each element within
this process, Harte-Hanks Direct
Marketing is highly skilled at tailoring
solutions for each of the vertical
markets it serves.
www.Harte-Hanks.com
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