Transcript Document

Cross-Media Marketing Solutions
Today’s Presentation Objectives
• Provide an Overview of New Direct Marketing Dynamics
and Trends
• The Power of Personalization and Cross Media
• Introduction to Cross Media Marketing Methodologies
• Actual Use Case Review & Case Studies
• Questions and Answers
Cross Media Marketing Basics
• What is Cross Media Marketing?
• The use of data for more personal and relevant messaging to the
individual across multi-media touches
• leveraging important “unique” data about the person
• across all media and online interactions
• utilizing multi-media touch points to drive an increase in “high
quality” responses
One Dimensional Is Limiting
• One dimensional marketing misses a large
percentage of prospects that otherwise might
respond to the campaign
• We need to “connect” with each person
utilizing their preferred channel & media type
Do They Know Where To Find You?
• According to research firm Marketing Sherpa,
80% of business decision-makers who made a
recent purchase said they found the product
vendor
• While just 20% said the product vendor found
them!
Cross Media Marketing Is Essential
For Improved Results!
“78% of all people read their mail
over a trash can.”
-USPS/DMA Survey
66% of consumers
responding to an offline advertisement
visited the web site of the company
advertised or a search engine to learn
more, while only 14% called a phone
number from the advertisement, the
survey says.
Source: Jupiter Research
Traditional Response Channels
• As we review the study data on Cross Media Marketing the
results being achieved are significantly better than traditional
response channels like BRC and telephone
• The main reason for this is driven by the desire and need for
“real-time” response channels
• Prospects today want information NOW!
• They want the interactivity that online response channels
provide!
How To Improve Response Rates?
• Step 1 - Basic Personalization - Attract the interest of the reader
• (Personalization) – Design the mail piece as though it were sent
only to the addressee using specific reference to something you
already know about the individual.
• E.g. names, personal facts and graphics within the piece
• Step 2 - Personalized URLs - Obtain a response
• (Purl) – Response channel that is printed on the direct mail piece
that drives the recipient to their personalized landing page.
Leverage Your Data!!!
• What you know about
your target:
▫ David Scott
▫ Businessman
▫ 38, married, father
▫ Has leased a SUV 3 years
ago
▫ Loves outdoor activities
David Scott
Operations Manager
123 Highway
Suite 456
Irvine, CA 12345
Basic Personalization
Generic Image
Generic URL
Leverage your data
Use Personalized URLs
Visit www.starcars.com to schedule a test drive
PURLs & Landing Pages
WWW.DaveScott.StarCars.com
• Engage respondent with
relevant content in direct
mail, including a PURL
• Capture online response
• Continue “personal”
conversation online
• Generate highly qualified
leads
Personalized Cross Media
Campaign Response Reports
Real-life campaign results tell the story…
And we have the reports!
Response Rates In Selected
Vertical Markets
Social Media Marketing
• Social Media Marketing includes participation on social
networking websites such as:
• Facebook, LinkedIn, Twitter, Google+
• Video and photo sharing websites including YouTube,
Flickr & Pinterest
• Blogging, Podcasts, Forums, Product reviews (Amazon)
QR Codes
• Have you heard of QR codes yet?
• They look like this: (Go ahead, try them out!)
QR Code Facts
• They come to us from Japan
where they are very common
• They are used to take a piece
of information from a
transitory media and put it in
to your smart phone
• You may have see QR Codes
in a magazine advertisement,
direct mailing, on a billboard,
a TV commercial or even on
someone’s t-shirt
We Make Print Interactive
• Once it is in your
smart phone, it may
give you details
about that business
• Connect Socially
• Email or Call
instantly
• It may give you a
coupon which you
can use in a local
outlet
Other QR FAQ
• How does the smart phone read the code?
• The smart phone needs a QR code reader that can be
downloaded from the internet
• It takes literally 1 minute for someone with an iPhone or
Android phone to find and install the reader
• How do you generate a code?
• That’s what the PromptQR solution will do for you
QR Code FAQ Continued…
• How could you use a QR code?
• Your business, no matter how small or large, could use QR
codes in a number of ways. Be Creative!
• You might place one next to every product in your printed
catalog containing all the product details, the number to call,
the ability to share that content socially. Walk into a Best Buy
lately?
• You could add one to your business card containing your
contact details so its easy for someone to add you to their
contacts on their cell phone.
Campaigns Built to Drive Results
• Now let’s look at a campaign that leverages all of the Cross Media
Marketing elements
• Multiple customer touches over a period of time
• Driving multiple objectives
• Tied to specific activities and events
• The following campaign achieved a 25% visit rate
• Customers and prospects were thanking the marketer for connecting
with them throughout the event
Personalized Direct Mail
Variables: Name, Company, Country, Offer,
Account Executives and Call to Action
USPS® Intelligent Mail barcode Triggered Personalized Email
“Hey John,
I see you’re …
Love,
Your Friendly Sales Exec”
Pretty cool, right?
Targeted list of attending prospective Clients
Personalized Landing Page
Party RSVP
Opt-in SMS
Learn more about special offer
Add to calendar
Send to a friend
Tweet this / Share this
Email to Sales
John RSVP’d to party
Janet scheduled a demo
Near real-time phone follow-up from Sales Exec
Time delayed triggered email from Sales Exec
Direct Mail
• 11 x 5.5 self mailer
Leverage your data
• Response mechanisms:
• Personalized URL
• Personalized QR Code
• Sent 9 days prior to
show
• Incorporated Intelligent
Mail barcode
Multi-Touches Drive Multi-Messages
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Personalized URL on Direct Mail Piece
Personalized email with PURL link
Personal QR code (mobile optimized page)
Print AD link
Social media sharing
Mobile media touches (SMS Messaging)
Event triggers daily
Refer a friend…viral marketing
Another Successful Campaign
Campaign Objectives
• Objective 1
• Raise awareness of and grow
membership in the Tax Section, a group
of CPAs who specialize in taxation
issues.
• Objective 2
• Utilize a multi-touch campaign as a way
to significantly improve response over
that of traditional approaches.
Campaign Flowchart
Direct Mail w/ PURL
Email w/ PURL
Personal
Landing
Page
Invite to campaign
Refer A Colleague
Invite to campaign
Invite to campaign
The Campaign
 Target Audience of
41,000 AICPA members
 VDP/ Direct Mail
 Email
 Refer a Colleague
 Social Media Sharing
 (LinkedIn, Twitter & Facebook)
Campaign Results
• 24.2% visit rate
• 44% of visitors downloaded free
content
• 12% Email open rate
• 484 targets converted over to Tax
Section
• 260% campaign ROI
Cross Media Summary
• As various social and interactive
communication channels enter
and leave the marketplace,
CMOs can gain the strongest
impact by blending all of these
communication channels into
one comprehensive interactive
marketing strategy.
Thank You… Any Questions?
Dennis Lacognata
Sr. Vice President / Partner
Phil Catalano
Director of Integrated Marketing