Transcript Cross-Media Marketing

Variable Data and
Cross-Media Marketing
Options
IAPD/IPRA Conference
January, 2010
Variable Data and Cross-Media
Marketing Options
Rick Schildgen
C L Graphics
– A marketing and cross-media resource offering a variety of
services including; graphic design, e-mail and print marketing,
personalization, mobile marketing and mailing services. C L
Graphics helps you to effectively communicate with clients
and prospects.
Variable Data and Cross-Media
Marketing Options
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Overview of Marketing Strategy Changes
Variable Data and Personalizing Your Message
Overview of Cross-Media and Integrated Marketing
– E-Mail Marketing and Social Media
– Mobile Messaging
– PURL’s and Web Integration
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Conclusions
Variable Data and Cross-Media
Marketing Options
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Business as Usual
A look back at the Marketing process in the
70’s, 80’s, and 90’s:
– The broader the distribution, the better the
results
– Look for the most cost effective ways to
advertise to the masses
Variable Data and Cross-Media
Marketing Options
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Marketing Now
A look at what the marketing process includes
now:
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Website
Social Media
Broadcast E-Mail
Direct Mail -Postcards/Newsletters/Course Catalogs
Telemarketing
Video
Webinars
Variable Data and Cross-Media
Marketing Options
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Marketing Now
– Differentiation
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Analyze Marketplace and “Competition”
– Within your service specialty
– Other Program Sources
List Strengths – educate residents as to who
you are and why you are different
 Focus on unique offerings
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Variable Data and Cross-Media
Marketing Options
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Marketing Now
– Develop and Build Relationships
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Easier to build on existing relationship
– Expand services offering
– New departments/contacts
– Increase participation levels
Variable Data and Cross-Media
Marketing Options
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Marketing Now
– Target your Marketing
Identify Demographics of existing participants
 Build Databases – Mail and E-Mail
 Establish Cost effective ways to reach your
identified markets
 Identify new programs to reach
“underserved” markets
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Variable Data and Cross-Media
Marketing Options
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Marketing Now
– 40,238 Prospects
Variable Data and Cross-Media
Marketing Options
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Marketing Now
– Targeted Marketing (1:1)
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13 Sections
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Average Seating 160
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2,080 targeted prospects
Variable Data and Cross-Media
Marketing Options
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Variable Data and Digital Printing Capabilities
“Junk Mail is a good offer sent to the wrong person.”
- Denison Hutch
Publisher Who’s Mailing What Newsletter
Time Magazine
Survey says, “78% of all people read their mail over a trash
can.”
- USPS/DMA
Variable Data and Cross-Media
Marketing Options
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Variable Data and Digital Printing Capabilities
– What is Variable Data Printing?
VDP involves the creation of an initial, unfinished
document (the template) to which variable information
(text or images) can be added at specific locations to
create finished, print-ready documents in more than
one version. Each piece becomes unique to the
individual receiving it.
Variable Data and Cross-Media
Marketing Options
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Variable Data and Digital Printing Capabilities
– What is Personalized One to One Marketing?
Personalized Marketing is using what you know about your
customers, constituents, or prospects to deliver a relevant
message on which the recipient will take action.
– Past Program Participation, Lifestyle
Preferences, Demographics…
Variable Data and Cross-Media
Marketing Options
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Variable Data and Digital Printing Capabilities
– Types of 1 to 1 Marketing Communications
2
44%
1
0.46%
45%
3
Variable Data and Cross-Media
Marketing Options
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Variable Data and Digital Printing Capabilities
– Types of 1 to 1 Marketing Communications
4
135%
5
500%
Variable Data and Cross-Media
Marketing Options
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Variable Data and Digital Printing Capabilities
– Do your residents really want this?
The Future of Direct Mail*
According to a recent customer survey direct mail is the “preferred” medium
among most consumers for receiving and evaluating information about products:
–Direct Mail
–e-Mail
–Telephone
69%
28%
3%
* Source: CAPV
Variable Data and Cross-Media
Marketing Options
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Variable Data and Digital Printing Capabilities
– Where does this work best for Parks and
Recreation organizations?
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Event Invitations
Specialized Classes/Programs
Annual Reports
Appeals – Self Mailers
Appreciation cards
Variable Data and Cross-Media
Marketing Options
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Variable Data and Digital Printing Capabilities
TIP- Talk as if face to face
– Be friendly and personal
– Talk about their interests
– The greater focus on their interests, the more likely you are to
enjoy success
TIP- Grab Attention
– Include custom text & pictures on the cover
– Use graphics to guide the eye
– Don’t bury personalization
TIP- Database is Critical!
– If information is wrong, Response goes down the drain!!!
Variable Data and Cross-Media
Marketing Options
Overview of Cross-Media and Integrated Marketing
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What is this “stuff” and why is it important?
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Do I need to be doing all of this?
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How do I get started?
Variable Data and Cross-Media
Marketing Options
Overview of Cross-Media and Integrated marketing
Integrated marketing refers to using several media
options to communicate your message, such as:
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Print
Internet
Video
Mobile
- E-Mail
- Broadcast
- Social Marketing
Variable Data and Cross-Media
Marketing Options
Overview of Cross-Media and Integrated marketing
The strength of this integrated marketing strategy is
in the synergy developed – utilizing the crossmedia applications together will:
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Appeal to a variety of generations
Appeal to the individual preferences of your audience
Improve overall response rates
Provide the repetition required to be successful
Exponentially build upon each other
Variable Data and Cross-Media
Marketing Options
Overview of Cross-Media and Integrated marketing
Important because:
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Each resident, donor, or prospect receives and learns content
differently
Information is distributed so much faster now than ever before
and some times you need to respond much quicker than
traditional media allows
Your competition is utilizing it, and you don’t want to get left
behind!
Variable Data and Cross-Media
Marketing Options
Overview of Cross-Media and Integrated marketing
Do I need to be doing all of this? Yes… but,
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Not everything makes sense for all organizations
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Budgets and capabilities determine what is realistic
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Takes time to coordinate
Variable Data and Cross-Media
Marketing Options
Overview of Cross-Media and Integrated marketing
How to get started
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Analyze what you are currently doing to market your
organization
Analyze who your target audience is – and how they prefer to
receive communication
Analyze your capabilities to produce your marketing materials
– In-house
– Out-sourced
– Budget
Variable Data and Cross-Media
Marketing Options
Overview of Cross-Media and Integrated marketing
How to get started
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Coordinate your message and branding
– MUST be consistent throughout all forms of media!
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Develop a marketing plan
– Timelines
– Forms of media to utilize
– Be realistic – better to start slow than to take on too much
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Just Do It!
Variable Data and Cross-Media
Marketing Options
Effectively Using Email and Social Media
Why Use E-Mail?
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Reading and sending email is still most common activity that
people do daily online
Email lets you push content out directly to people (drives
website visits)
It’s easy and inexpensive to be highly targeted in your email
Email reminders can boost direct mail results
Variable Data and Cross-Media
Marketing Options
Building an E-Mail List
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Prominent Online Sign Up Form on Every Page of Site – with
reasons and benefits to registering
E-Mail Address line on all Direct Mail
E-Newsletter Sign Ups at Events
Viral Marketing “Forward to a Friend” Techniques / Offer
Incentives
Promote E-Newsletter in Print Publications
Send Direct Mail for E-Newsletter Sign-Ups
Variable Data and Cross-Media
Marketing Options
E-Mail Tips
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Email needs to have a good RAP (Relevant, Anticipated,
Personal)
Email calendar - What is going to who and when? What is the
purpose of each email, what key actions do you want person
to take upon receiving the email?
Content formula / editorial philosophy for each email
Test format, be mindful of image blocking, reading email on
hand-held devices etc…
Variable Data and Cross-Media
Marketing Options
Effectively Using Email and Social Media
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Facebook is “Sticky” Users visit often and spend time there!
Many login 18-20 times per day!
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More than 300 million users
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Over one billion photos uploaded monthly
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Fastest growing demographic is the over 35 years old group
Variable Data and Cross-Media
Marketing Options
Effectively Using Email and Social Media
Sample Facebook Page
Variable Data and Cross-Media
Marketing Options
Effectively Using Email and Social Media
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Twitter is a free social networking/micro-blogging service
allowing users to send brief updates (tweets)
7 million users in the United States
Unique visitors have increased 1,382% between Feb 2008 and
Feb 2009 according to Nielsen Netview
Variable Data and Cross-Media
Marketing Options
Effectively Using Email and Social Media
Sample Twitter Page
Variable Data and Cross-Media
Marketing Options
Effectively Using Email and Social Media
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Move people from email to
website, website to
Facebook, Facebook to
Website, Email to
Facebook, Twitter to
Website and Facebook ,
You Tube etc…
Variable Data and Cross-Media
Marketing Options
Effectively Using Email and Social Media
Integrate 
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In email and on your website request that people share your
content with their social networks
Link to email signup promotions from Facebook and Twitter
Variable Data and Cross-Media
Marketing Options
Effectively Using Email and Social Media
Remember – It’s About This…
Variable Data and Cross-Media
Marketing Options
Effectively Using Email and Social Media
Not about this…
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It’s the message that
matters not the tools
Twitter may or may not be
great for your organization.
Don’t just start tweeting
because everyone else is
Variable Data and Cross-Media
Marketing Options
Mobile Messaging
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Text messaging has embedded itself in the
American community lifestyle.
– There are 270 million mobile subscribers with over 203
million actually texting
– By the end of 2009, 92 % of the entire US will have mobile
phones.
– Mobile marketing budgets increased by 26% in 2009 and
will go up again in 2010
Variable Data and Cross-Media
Marketing Options
Mobile Messaging
Variable Data and Cross-Media
Marketing Options
Mobile Messaging
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Common Mobile Terms
Short Message Service (SMS)
– Referred to as “text messaging”
– Sends short messages up to 160 characters
– Cell phones, smart phones, PDA’s
Multimedia Messaging Service (MMS)
– Sends messages that include images, audio, video and rich text
– Length of text message can be longer
Variable Data and Cross-Media
Marketing Options
Mobile Messaging
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Common Mobile Terms
Short Code
– Abbreviated phone number, usually 5 digits
– Vanity codes, like OBAMA, can also be used
Key Word
– A unique word or number created for a specific short code
campaign
– Actual text that the user keys in on their mobile phone
– Example: Keyword – HAITI Shortcode – 90999 (Red Cross)
Variable Data and Cross-Media
Marketing Options
Mobile Messaging
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Typical SMS Program
Types
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Text-to-Win
Surveys
Event Reminders
Activity Alerts
Safety Alerts
Quizzes and Games
Opt-ins
Picture Links
Coupons
Variable Data and Cross-Media
Marketing Options
Mobile Messaging
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Benefits of Mobile Marketing
– Presents a 2-way communications channel 24/7
– Typically gets response rates of 25% when used in
conjunction with other media
– Typically read within 4 minutes of receiving and responded
to within 60 minutes
– Builds your Email opt-in list
– Creates a sense of urgency and immediacy
Variable Data and Cross-Media
Marketing Options
PURL’s and Web Integration
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PURL – a personalized URL
Website
(Uniform Resource Locator)
, or
– Used to engage visitor and communicate personally
– Ideally suited to gain information from visitor
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Contact information – E-Mail, Phone, etc.
Level of interest
Specific needs
Opt-In for E-Mail or Mobile
Variable Data and Cross-Media
Marketing Options
PURL’s and Web Integration
– www.vip.clgraphics.com/StephenWilliams
Variable Data and Cross-Media
Marketing Options
PURL’s and Web Integration
– Allows for real-time tracking of visitors and reporting
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Notices can be sent to 1 or more contacts for follow-up
Responses can be viewed prior to follow-up
Contact individual is educated as to areas of interest and level
of interest prior to appointment
Campaigns become more focused
– Can be used in Print or E-Mail campaigns, or both
– Excellent tool to drive traffic to Internet/Website
Variable Data and Cross-Media
Marketing Options
PURL’s and Web Integration
Real Time Reporting
Variable Data and Cross-Media
Marketing Options
PURL’s and Web Integration
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A good website is the destination point!
– The place were participants, prospects always visit
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Via searches, links and hopefully even “favorites”
– Must provide value for all visitors
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Easy to navigate
Easy to find what’s needed – a resource
Fresh, helpful information and links
Offers access to client information, functionality for routine
transactions, registrations, etc.
Ability to sign up for additional information
Variable Data and Cross-Media
Marketing Options
PURL’s and Web Integration
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Your website
– Can measurably lead to increased participation
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Sign-ups for newsletter/e-mail
Converse with participants & prospects through advice column, blogs
Referrals
– Is a cost effective marketing tool
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Communicates abundant information to audience
Easily updateable – timely communication
Easily analyzed – learn who visits, what they want, what pages they
visit, where they spend time on the site, pages they leave from, etc.
Variable Data and Cross-Media
Marketing Options
PURL’s and Web Integration
Use cross-media to integrate with Website
– All forms of media can lead prospects to site
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Direct Mail
PURL Mail
E-Mail
Seminar/Webinars
Events/Trade Shows
Broadcast
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Newsletters
Magazine/Newspapers
Blogs
Social Sites – FaceBook, etc.
Video
Case Studies/Testimonials
Variable Data and Cross-Media
Marketing Options
Conclusions
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Important to diversify and integrate your efforts
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Establish a plan
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Who to Market to, and Who to implement
What to communicate
Where – which media to use
When – establish ongoing timelines
Variable Data and Cross-Media
Marketing Options
Conclusions
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Look to Personalize Your Communications
– Not for all work, but segmented for targeted
mailings/events
– More expensive, but higher response rates
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Seek out resources and assistance to get started
Variable Data and Cross-Media
Marketing Options
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