Transcript MindFireInc

presents…
printforum
Rider Dickerson
Cross Media Marketing Success in a Marketing
Cluttered World
Joseph E. Manos
Executive Vice President
© 2011 MindFireInc. This document is the property of MindFireInc. It is provided as a tool for educational purposes.
It may not be used for any other purposes nor delivered to a third party for other purposes.
1
Today’s Roadmap
 Why Cross Media?
 What you can learn from leading marketers!
 Best Practices for improved Marketing
Results & ROI in 2011:
 Key Strategies & Tactics
 Deliver more effective campaigns
 Drive significantly higher results
 Q&A
The Cross Media Journey
 More than just hype
 The New Marketing “Results”
Engine
 Traditional marketing is
undergoing radical change
 The future: Cross Media
Marketing in a fully integrated
fashion
Are you Hitting the mark?
 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!
Fact of life…
“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
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 multi-media and online interactions
 to deliver an increase in “high quality” responses
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
database
 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 USA
Basic Personalization
Generic Image
Generic URL
Leverage your data
Use Personalized URLs
Visit www.starcars.com to schedule a test drive
Personalized URLs and Microsites
WWW.DaveScott.StarCars.com
 Engage respondent with
relevant content in direct
mail, including a
personalized URL
 Capture online response
 Continue “personal”
conversation online
 Generate highly qualified
leads
Today’s Cross Media?
 Refers to utilizing a variety of media
formats
 Provides a high level of interactivity
 Is inherently engaging
 Provides improved results
Cross Media Drivers

Social Media
600+ million Facebook users, 700+ billion minutes p/mo
65+ million Tweets p/day

Mobile
3,000+ texts sent by teens p/mo[1]
1 in 2 people w/smart phones by end of ’11 [1]

Direct Mail
12% drop in mail volume[2]
•
Digital Coupons
60% YoY increase, 1% of total coupon utilization[3]
•
Increased Digital Spend
$100 billion projected spend by 2014[4]
[1] Nielsen, 2010
[2] United States Postal Service Annual Report
[3] Marx, a Kantor Consumer Promotion Unit
[4] Forrester Report
Cross Media Capabilities Include
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Personalized Direct Mail (Purl)
Personalized E-Mail (Purl)
QR Codes
Social Media
Mobile Marketing
SMS
Intelligent Mail Bar Code
All Mass Media with Gurl and Curl
Thank you email for responders
Real time lead to sales team by territory
One Touch Point Is Not Enough
 Study: “Capturing the Cross
Media Direct Marketing
Opportunity” Infotrends, Oct,
2010
 More electronic/online
marketing + more channels
 Surveyed marketers use
average of 2.7 media
channels p/campaign
Best of Breed Results
Cross-media campaigns are designed to engage respondents
and get them more actively involved
Direct
Mail
Email Invite
Personal
Donation
Site
Invite to campaign
Invite to join fan page
Invite to campaign
Refer A Friend
Guests
Invite to join fan page
Follow Up Email
Today: More Relevant Channels
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Consumers available on an average of 7.2 channels, including:
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Landline phone
Mobile phone (or two if counting voice and text!)
Skype
Facebook
Twitter
Personal & business e-mail
Membership in online forums
A home address for traditional mail
Need to be combined with mass media like:
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Catalogs
Magazines
Signage
Events
Traditional broadcast media
Quantify Marketing Results
 When asked how they tracked and
measured ROMI:
 nearly 20 percent of marketers
said they did not
 34 percent said they were
planning to introduce a formal
ROI tracking system.
 Typical measures included
 Revenue
 Profits
 Market share
 Volume, caliber and conversion
of leads
 direct response metrics
Tracking & Measurement
 In addition to selecting the
right marketing mix
 Marketers need the ability
to compare and contrast
their activities based on
performance data
 It must be “Real Time”
results data
Response by Media Type
Press Release
1%
Social Media/Viral
12%
Email
87%
Social Media/Viral Detail
Facebook, 3%
Email Footers, 4%
LinkedIn, 1%
Twitter, 3%
Better Technology Will Mature
Online Marketing
 A Forrester Research study stated that marketers
must make better use of technology to mature their
online marketing capabilities
 The study recommended that they maximize the cost
efficiencies and direct customer relationships that
online tools allow
 Tie all online technologies together through open
standard API’s
Marketers Get It!
 The increased use of multi-media
in a single campaign represents a
clear understanding by marketers
of the need
 Improved results utilizing print,
mobile, Web, and social media in
an integrated and targeted
fashion
 Studies show improved response
and conversion results across all
vertical market areas, B2B & B2C
“Not many companies are measuring
very well what they are doing,”
According to Nancy Costopolis,
CMO for the American Marketing
Association (AMA)
“Marketers need to get serious
about metrics.”
 Simply stated…
Marketers have to improve the results of their direct
marketing programs…
 The industry average for direct response marketing is
1.3% response rate
Conversion Levels Are Still Too Low
 Forty-seven percent of
B2B marketer say that
sales closes less than
4% of all marketinggenerated leads…
“That’s all?”
Your Challenge: Marketing Clutter
Daily we encounter 2904 media messages…
We may remember 52 of them…
But 4 of them we will positively remember!
How do YOU cut through the noise to engage your
customers more effectively?
Cut Through the Noise and Clutter!
 Cross Media Marketing is
connecting with
prospects!
 The results that are being
achieved with relevance
are outstripping those of
traditional static
communications by an
average of 56% - 275%
More Importantly – Improved ROI
 Well executed Cross
Media Marketing
campaigns generate a
sales lift of 7-34%
versus traditional
marketing approaches
Internet Advertising Bureau
How can I
accelerate my
growth?
Real-time Response Delivers Better
Conversion Results!
 The odds of contacting a
lead if called in 5 minutes
versus 30 minutes increase
100 times
 The odds of qualifying a
lead if called in 5 minutes
versus 30 minutes increase
21 times
MIT & Marketing Sherpa Study
Additional Key Findings
 You Know Where They Are
 At their computer desk, probably right near their phone
 We call this “presence”. If you call them immediately, they
answer. If you wait, they move on to something else, often away
from their phone.
 Highest Interest or Need
 People search the Internet because they want things now
 Interest and need wane quickly
 A few days later they often don’t even remember they submitted
a lead
 Immediacy of response hits the respondent at their highest point
of interest or need.
The “WOW” Effect
 Our sales representatives often experience the “wow effect” when our
web-form call back technology contacts a person who submitted a lead in
less than 3 seconds.
 The respondent quite often reacts with, “wow, that was fast!
 You are impressive
 ” We have been told that they feel that the sales representative must
be really on top of things, and that is the kind of person and company
they want servicing their – account”
 First impressions continue to have a strong influence on trust and
relationships.
Connecting With Your Audience
 Your strategy must leverage the best blend of media
to support:
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Generating new leads
Qualifying leads
Nurturing existing leads
Direct selling
Branding
Cross-selling to existing customers
Up-selling to existing customers
Nurturing existing customers
Generating referrals
Education on product and service offerings
Messaging Matters!
 Does your messaging reflect
the campaign objectives
 CLEARLY????
 How do you test and
confirm?
 Does it position sales for a
win???
The Six Must Haves for Improved Marketing
Results & ROI in 2011
22,170
The Plan is Key
Set clear objectives
Leverage the Six Must Haves
Learn and implement the process
Tip:
Half a plan beats no plan.
Get crystal clear on
objectives.
Was This Planned?
#1: Invest in Data
GIGO: must have good data
Not always easy
Requires discipline and time
#1 Failure point of most campaigns
Tip:
Take a step at a time. How
about cleaning up email
addresses?
#2: The Offer
Offers Matter!
Which offer increases likelihood
prospective buyer clicks?
Source: IDG Connect & Marketing Sherpa, 2010
Tip:
Test and challenge
assumptions.
#3: The Creative
 Less is more!
 Common mistake: too
much information
 Prospect can’t process
it
#4: Relevance is King
#4: Relevance is King
Personas
Tip:
Use personas to craft
compelling creative,
the right messaging &
content.
#5: Optimize Touches
Consumers available on an
average of 7.2 channels. But …
#5: Optimize Touches
 91% unsubscribed from opt-in e-mails
 77% more cautious providing their e-mail
(versus last year)
 81% “unliked” or removed a brand’s posts
 71% more selective “liking” a company
(versus last year)
 41% have “unfollowed” a company
Source: ExtactTarget “The Social Break-Up”
Tip:
Wisely use multiple
channels, leveraging
the strengths of
each.
#6: Follow Up!
Q: How quickly should companies call webgenerated leads for optimal contact and
qualification ratios?
A: Odds, if called in 30 min versus 5 min, of:
contacting:
-100x
qualifying:
-21x
Source: LeadResponseManagement.org
Tip:
Leverage the
percentages and don’t
neglect the follow-up!
Put a process in place.
What Do You Think?
Consider: 39 survey questions, branched to 75
Q: What conversion rate would you expect?
a)
b)
c)
d)
e)
<25%
25-50%
50-75%
>75%
Justin Bieber
A: 88% conversion
 Visit Rate: 15.85%
 Response Rate: 13.94%
Multi-Channel Marketing
GSACP – Support The Sash Campaign
Campaign Objectives
 Objective 1
 Engage Girl Scout
Alumni to begin to
develop future donors.
 Objective 2
 Collect donations for
current financial
needs.
Campaign Flowchart
Direct Mail
Email Invite
Personal
Donation
Site
Invite to campaign
Invite to join fan page
Invite to campaign
Refer A Friend
Invite to join fan page
Follow Up Email
The Campaign
 Multi-channel Campaign to Engage Donors
 VDP/ Direct Mail
 Email
 Personalized Donation Site
 Social Media
 (Twitter & Facebook)
The Campaign
 Multi-channel Campaign to Engage Donors
 VDP/ Direct Mail
 Email
 Personalized Donation Site
 Social Media
 (Twitter & Facebook)
The Campaign
 Multi-channel Campaign to Engage Donors
 VDP/ Direct Mail
 Email
 Personalized Donation Site
 Social Media
 (Twitter & Facebook)
The Campaign
 Multi-channel Campaign to Engage Donors
 VDP/ Direct Mail
 Email
 Personalized Donation Sites
 Social Media
 (Twitter & Facebook)
Campaign Results
 4.9% unique response
rate
 31% of respondents
donated
 Increased average
donation to $250
 Grew Facebook page to
141 members
 Received 68 referrals
Cross Media Marketing Methodologies
Drive Improved Results and ROI
 You can drive
improved marketing
results for your
organization!
 The first step is
leveraging more
targeted
methodologies
Thanks for your
time!
Joseph E Manos
MindFireInc
916-284-8112 mobile
[email protected]