Hello, I’m Graham, how can I help you today?
Marketing to the affluent is a good strategy. It takes no more work to attract customers from the growing mass-affluent, affluent, High Net Worth populations eager to pay you well in return for exceptional service and expertise.
You almost certainly have most of the answers yourself. You know your business, your products, the offer you want to make. But, you may not be best placed to turn this into a marketing campaign. The reason you are here is that you are probably busy and have chosen to get help to get things done.
For years my passion has been direct marketing. My first campaign was at Lego, the toy company. It was the mid-eighties. The message was ‘attend an educational conference’ aimed at local teachers. I pulled off the legs to some Legoland figures, stuck them to postcards asking them ‘to find their feet at Stand XYZ’, dropped them into about 300 jiffys, posted them, and lo and behold 30% of them turned up at the stand. Most wanted the Legoland figure’s feet! That, I still find amusing. Teachers, eh? And we weren’t even in Yorkshire.
Along the way, I’ve learned from some of the best direct response marketers, in mail order, finance and studied the great copywriters. Continually learning new ways to achieve great results. Applying wins in one industry to the challenges of another.
Have you come across a marketing strategy where you become a ‘category of one’? This truly differentiates your business, removing price comparison and ratchet up referred business. But it takes effort across a number of fronts. And I’ll help you get stuff done!
The 3 things to really understand about direct marketing is the importance of the list, the offer and the creative. The UK High Net Worth Database is all about the affluent people you would want to attract. Your offer has to be both irresistible and relevant to them. We can discuss how. Finally, and the least of the three, is creative. Oddly, most people focus all their attention on this. Maybe that’s why people appreciate the experience I can bring. So your hard earned investment works as well as it can.
When it comes to direct mail campaigns, you need great data. I’ve worked for about 20 years in the data market. And market my own HNW data. Additionally, I’ve worked in a direct mail printing business and have a pretty good understanding of postage having worked at Royal Mail for 11 years. You could say my understanding of strategy came from an MBA, but honestly I think it has been honed by studying some of the world’s great direct marketers. I’m fortunate too, I work with some excellent creatives, who help with every imaginable design of your direct mail.
If you find me getting really excited about your business and the opportunity you bring along, it’s because I do. I love helping you figure out how marketing to the affluent can achieve the goals you have set for your business. Be that the goal of new customers, new investors or new patients.
So if you are ready to have an initial conversation, here’s how to get in touch.
To your success, always.
PS: If you would value the services of a marketing consultant who focuses on results and who helps market to the affluent you have nothing to lose – allow me to hear your opportunity and I’ll share initial thoughts absolutely free of charge. Fair enough?
Here’s a bit more…
A word from Graham, Direct Marketing Consultant
Why would you need a direct marketing consultant and why work with me?
You’ll get someone who wants to understand you, your business and the opportunity you have.
I’ll help you increase profits from past, present and future customers using innovative direct marketing techniques that look and feel exactly right for your business.
Direct mail is one of the most potent forms of advertising, but many marketers and agencies overlook it.
Not me, I’m focused on your results. Together we can help you get your marketing strategy right for your goals. Ask me about how I would get you to be a ‘category of one’.
Once engaged by you, I’ll get the campaign designed and implemented. That means I cover everything required. That includes: marketing strategy, your offer, data or the list, creative and design, print, production, postage and capture, such as the development of landing pages and setting you up with RSVP licenses..
When it comes to your existing data, I can definitely help you. With years of experience data cleaning and enhancing data, for name and address, landline/mobile, and email addresses, your database will be in its best-ever campaign ready state.
I can help you sell more using innovative and authentic direct marketing campaigns.
When it comes to direct marketing…
:: I’ve got over 35 years of sales and marketing experience to offer you – working in senior corporate roles and for the last 4 years, running my own direct response marketing company.
:: I market one of the UK’s leading sources of High Net Worth people, The UK High Net Worth Database.
:: I’ve developed some of the UK’s leading consumer data suppression products, such as disConnect and reConnect at Equifax and GAS Reactive at the REaD Group. These products are used every day to clean the nation’s data, saving them £millions and keeping data accurate and responsive.
:: Little known fact – I was the first person at Royal Mail to use NCOA to reconnect a Top 4 Bank with its lapsed customers – they got an amazing result from a vanilla ‘bank’ letter. Right audience trumps right creative, right?!
:: Founding member of the Suppression Provider’s Alliance to ensure high industry standards in data quality processing.
:: Uniquely, I have worked with most of the leading data businesses, as employee and account handler, creating a network of friends across the data industry.
:: Pioneered one of the UK’s first sites to offer direct mail data, design, print and postage. Served charity fundraising through a personalised greeting card offshoot and helped lots of small businesses create direct mail campaigns.
:: Lead for Royal Mail on data development and strategy in the Media Markets team who were responsible for promoting direct mail as a medium. Along the way, got Royal Mail to its first external data investment in the Postal Preference Service, designed to deliver more of the mail you want and less of the stuff you don’t want!
:: Earned a top of the class MBA at Bradford Management Centre and had my dissertation on how people react to receiving direct mail published in the Direct Marketing Strategies journal. Also at Bradford, studied for and earned Diploma in Direct Marketing.
What Gallup’s StrengthsFinder says…
- He’s an Activator. That means he can make things happen by turning thoughts into action. He is determined to generate a lot of enthusiasm around various projects, events, or activities. His is energised, not paralysed, by opportunities and possibilities. He’s naturally open and honest about himself, what he’s done, what he can do, and what he cannot do.
- He’s Futuristic. He creates detailed and vivid images of what the future promises.
- He is Strategic. Faced with any given scenario, he can quickly spot the relevant patterns and issues. He notices new as well as unusual configurations in facts, evidence, or data.
- He’s an Intellectual Thinker. This means he gets mentally stimulated by thought-provoking ideas, information, data, predictions and insights and applies this to solving problems, conceiving new concepts, and designing plans.
- He’s an Ideas Man. He’s often the originator of fresh ideas for brand-new campaigns, business ventures, initiatives, or special events.
What kind of direct marketing consultant does all this make him?
Someone who makes things happen, who is focused on your future, who is strategic and can spot opportunities for your business, keeps current and can be relied upon to design plans to solve your problems, and will come up with fresh ideas and initiatives for you.
And when I’m not being a marketing consultant, I can be found…
:: Helping market my local town hall. I’m a Trustee of the Friends of Silsden Town Hall [www.silsdentownhall.org.uk] and I’m charged with marketing and website redevelopment!
:: Watching football. Well, Leeds United, so that’s been like murder on and off the pitch! However, the team are playing well at the moment.
:: Playing badminton. OK, you are seeing a work in progress on the weight front, but I absolutely love the fact that I can keep up with someone 12 years my junior!
:: Taking photographs. This is a bit like my golf, every now and then I can produce a beauty. I got more people to look at the image opposite because I called it Abbey Road. I suspect loads of people now think Abbey Road is in a small Yorkshire town!
:: Spending time with my family. Dawn and I celebrated 33 years married this year and our children are now growing into fine adults. We’re awaiting our first grandchild in October.
If you’re dying to know more, here are 5 things you don’t know about me…
:: I played the side drum in a Scout marching band. Later in life I showcased my para-diddle in a New Orleans bar to a horrified audience!
:: I once lost 5 stones in weight on a low carbohydrate diet. All because I wanted to ride a horse on a holiday!
:: My family and I were interviewed on local TV because we walked a 17 miles charity walk for British Heart Foundation – on the wrong day! After 6 miles we realised we might be alone!
:: As a tribute to one of my favourite films, Sister Act II, I attended a Christmas works social dressed up as Whoopi Goldberg, with habit, wig and full make up! Won first prize, but it took several attempts to get rid of the nail varnish!
:: Our (ex) budgie sometimes said “What’s for pudding!” – I’ve no idea where he picked that up from!
Finely Fettled is a specialist West Yorkshire Marketing Consultancy offering high net worth over 50s lead generation campaigns. We help you get more customers, then increase your business through referrals, customer reactivation and cash flow surges, by combining top class data with direct mail campaigns.