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  • hi, and welcome to our exclusive reboot camp, a series of workshops designed to help business owners understand, integrate and even make money using the internet.
  • the workshop series is brought to you by remerge media, a new media integration consulting firm that specializes in bridging the gap between traditional media & new media
  • We’ll start with a brief introduction of ‘who we are’ Then we’ll go right into the definition of a micro site. Before we get into nuts & bolts and examples, we’ll take a step back and talk about how important it is to be different…and how micro sites can help you accomplish that goal in not only BEING different, but DOING something different with your marketing. There are 4 common questions most people have about micro sites…and we’ll answer those for you as we go. We have several micro site examples to share with you today. National, regional and several local sites that we have built. We’ll share info on the local sites…their purpose, the concept behind them…and the results they brought to each client. Finally, we’ll finish with a Q&A session and audience survey.
  • Chuck—10 years experience in radio station programming Left radio in 1999 to start his first internet business called Tunecom. Helps record labels with new media strategies Promote artist products & grow their fan base USA Access, web design/hosting company specializes in micro site strategies Currently VP New Media Strategies for Remerge Tonya—18 years experience in radio sales—selling ideas with a ROI Heavy convergence, ideas for utilizing print, radio, TV, internet Left radio 4 years ago to pursue Remerge with Chuck—radio & biz needed Conducts Reboot Camp workshops for media companies & business leaders Consults media companies & businesses in new media strategies Currently: Managing Partner of Remerge Leah—20 years media buying experience Cable TV Sales experience helps her see both sides Researched & purchased media in multiple markets across 4 different states Expertise is in specific targeting for best ROI—and excellent negotiation Strong automotive background Casey—10 years in radio sales Radio career started on the promotions side & quickly transformed into sales Strengths include conducting a proper client needs analysis, strategic planning & promotions Top sales person for her station in 2008 Expertise in listening & responding with ideas that bring a true ROI
  • A micro site is a VERY FOCUSED web site containing information about a SPECIFIC PRODUCT OR SERVICE, EVENT, PROMOTION OR TARGET CONSUMER. It’s designed to help your prospects cut to the chase. Use traditional media to send them online to see EXACTLY what they heard or saw in the ad…and nothing more. Don’t make them think…great book by Steve Krug Don’t make them search through all other menu items on your site Take them directly to the content Make it easy to remember---connect the URL to the campaign idea Finally, it’s a great tool to help you share what’s DIFFERENT about you and do it in a DIFFERENT way!
  • A micro site is a VERY FOCUSED web site containing information about a SPECIFIC PRODUCT OR SERVICE, EVENT, PROMOTION OR TARGET CONSUMER. It’s designed to help your prospects cut to the chase. Use traditional media to send them online to see EXACTLY what they heard or saw in the ad…and nothing more. Don’t make them think…great book by Steve Krug Don’t make them search through all other menu items on your site Take them directly to the content Make it easy to remember---connect the URL to the campaign idea Finally, it’s a great tool to help you share what’s DIFFERENT about you and do it in a DIFFERENT way!
  • Chuck—10 years experience in radio station programming Left radio in 1999 to start his first internet business called Tunecom. Helps record labels with new media strategies Promote artist products & grow their fan base USA Access, web design/hosting company specializes in micro site strategies Currently VP New Media Strategies for Remerge Tonya—18 years experience in radio sales—selling ideas with a ROI Heavy convergence, ideas for utilizing print, radio, TV, internet Left radio 4 years ago to pursue Remerge with Chuck—radio & biz needed Conducts Reboot Camp workshops for media companies & business leaders Consults media companies & businesses in new media strategies Currently: Managing Partner of Remerge Leah—20 years media buying experience Cable TV Sales experience helps her see both sides Researched & purchased media in multiple markets across 4 different states Expertise is in specific targeting for best ROI—and excellent negotiation Strong automotive background Casey—10 years in radio sales Radio career started on the promotions side & quickly transformed into sales Strengths include conducting a proper client needs analysis, strategic planning & promotions Top sales person for her station in 2008 Expertise in listening & responding with ideas that bring a true ROI
  • Here are 2 logos. Just based on these logos, most of you probably already have a feeling about which of these companies you might use for an oil change. How many of you (just based on what you know about these companies right now) would do business with: Jiffy Lube?---Why? Valvoline?---Why?
  • Chuck—10 years experience in radio station programming Left radio in 1999 to start his first internet business called Tunecom. Helps record labels with new media strategies Promote artist products & grow their fan base USA Access, web design/hosting company specializes in micro site strategies Currently VP New Media Strategies for Remerge Tonya—18 years experience in radio sales—selling ideas with a ROI Heavy convergence, ideas for utilizing print, radio, TV, internet Left radio 4 years ago to pursue Remerge with Chuck—radio & biz needed Conducts Reboot Camp workshops for media companies & business leaders Consults media companies & businesses in new media strategies Currently: Managing Partner of Remerge Leah—20 years media buying experience Cable TV Sales experience helps her see both sides Researched & purchased media in multiple markets across 4 different states Expertise is in specific targeting for best ROI—and excellent negotiation Strong automotive background Casey—10 years in radio sales Radio career started on the promotions side & quickly transformed into sales Strengths include conducting a proper client needs analysis, strategic planning & promotions Top sales person for her station in 2008 Expertise in listening & responding with ideas that bring a true ROI
  • Chuck—10 years experience in radio station programming Left radio in 1999 to start his first internet business called Tunecom. Helps record labels with new media strategies Promote artist products & grow their fan base USA Access, web design/hosting company specializes in micro site strategies Currently VP New Media Strategies for Remerge Tonya—18 years experience in radio sales—selling ideas with a ROI Heavy convergence, ideas for utilizing print, radio, TV, internet Left radio 4 years ago to pursue Remerge with Chuck—radio & biz needed Conducts Reboot Camp workshops for media companies & business leaders Consults media companies & businesses in new media strategies Currently: Managing Partner of Remerge Leah—20 years media buying experience Cable TV Sales experience helps her see both sides Researched & purchased media in multiple markets across 4 different states Expertise is in specific targeting for best ROI—and excellent negotiation Strong automotive background Casey—10 years in radio sales Radio career started on the promotions side & quickly transformed into sales Strengths include conducting a proper client needs analysis, strategic planning & promotions Top sales person for her station in 2008 Expertise in listening & responding with ideas that bring a true ROI
  • Chuck—10 years experience in radio station programming Left radio in 1999 to start his first internet business called Tunecom. Helps record labels with new media strategies Promote artist products & grow their fan base USA Access, web design/hosting company specializes in micro site strategies Currently VP New Media Strategies for Remerge Tonya—18 years experience in radio sales—selling ideas with a ROI Heavy convergence, ideas for utilizing print, radio, TV, internet Left radio 4 years ago to pursue Remerge with Chuck—radio & biz needed Conducts Reboot Camp workshops for media companies & business leaders Consults media companies & businesses in new media strategies Currently: Managing Partner of Remerge Leah—20 years media buying experience Cable TV Sales experience helps her see both sides Researched & purchased media in multiple markets across 4 different states Expertise is in specific targeting for best ROI—and excellent negotiation Strong automotive background Casey—10 years in radio sales Radio career started on the promotions side & quickly transformed into sales Strengths include conducting a proper client needs analysis, strategic planning & promotions Top sales person for her station in 2008 Expertise in listening & responding with ideas that bring a true ROI
  • Chuck—10 years experience in radio station programming Left radio in 1999 to start his first internet business called Tunecom. Helps record labels with new media strategies Promote artist products & grow their fan base USA Access, web design/hosting company specializes in micro site strategies Currently VP New Media Strategies for Remerge Tonya—18 years experience in radio sales—selling ideas with a ROI Heavy convergence, ideas for utilizing print, radio, TV, internet Left radio 4 years ago to pursue Remerge with Chuck—radio & biz needed Conducts Reboot Camp workshops for media companies & business leaders Consults media companies & businesses in new media strategies Currently: Managing Partner of Remerge Leah—20 years media buying experience Cable TV Sales experience helps her see both sides Researched & purchased media in multiple markets across 4 different states Expertise is in specific targeting for best ROI—and excellent negotiation Strong automotive background Casey—10 years in radio sales Radio career started on the promotions side & quickly transformed into sales Strengths include conducting a proper client needs analysis, strategic planning & promotions Top sales person for her station in 2008 Expertise in listening & responding with ideas that bring a true ROI
  • Chuck—10 years experience in radio station programming Left radio in 1999 to start his first internet business called Tunecom. Helps record labels with new media strategies Promote artist products & grow their fan base USA Access, web design/hosting company specializes in micro site strategies Currently VP New Media Strategies for Remerge Tonya—18 years experience in radio sales—selling ideas with a ROI Heavy convergence, ideas for utilizing print, radio, TV, internet Left radio 4 years ago to pursue Remerge with Chuck—radio & biz needed Conducts Reboot Camp workshops for media companies & business leaders Consults media companies & businesses in new media strategies Currently: Managing Partner of Remerge Leah—20 years media buying experience Cable TV Sales experience helps her see both sides Researched & purchased media in multiple markets across 4 different states Expertise is in specific targeting for best ROI—and excellent negotiation Strong automotive background Casey—10 years in radio sales Radio career started on the promotions side & quickly transformed into sales Strengths include conducting a proper client needs analysis, strategic planning & promotions Top sales person for her station in 2008 Expertise in listening & responding with ideas that bring a true ROI
  • Chuck—10 years experience in radio station programming Left radio in 1999 to start his first internet business called Tunecom. Helps record labels with new media strategies Promote artist products & grow their fan base USA Access, web design/hosting company specializes in micro site strategies Currently VP New Media Strategies for Remerge Tonya—18 years experience in radio sales—selling ideas with a ROI Heavy convergence, ideas for utilizing print, radio, TV, internet Left radio 4 years ago to pursue Remerge with Chuck—radio & biz needed Conducts Reboot Camp workshops for media companies & business leaders Consults media companies & businesses in new media strategies Currently: Managing Partner of Remerge Leah—20 years media buying experience Cable TV Sales experience helps her see both sides Researched & purchased media in multiple markets across 4 different states Expertise is in specific targeting for best ROI—and excellent negotiation Strong automotive background Casey—10 years in radio sales Radio career started on the promotions side & quickly transformed into sales Strengths include conducting a proper client needs analysis, strategic planning & promotions Top sales person for her station in 2008 Expertise in listening & responding with ideas that bring a true ROI
  • Chuck—10 years experience in radio station programming Left radio in 1999 to start his first internet business called Tunecom. Helps record labels with new media strategies Promote artist products & grow their fan base USA Access, web design/hosting company specializes in micro site strategies Currently VP New Media Strategies for Remerge Tonya—18 years experience in radio sales—selling ideas with a ROI Heavy convergence, ideas for utilizing print, radio, TV, internet Left radio 4 years ago to pursue Remerge with Chuck—radio & biz needed Conducts Reboot Camp workshops for media companies & business leaders Consults media companies & businesses in new media strategies Currently: Managing Partner of Remerge Leah—20 years media buying experience Cable TV Sales experience helps her see both sides Researched & purchased media in multiple markets across 4 different states Expertise is in specific targeting for best ROI—and excellent negotiation Strong automotive background Casey—10 years in radio sales Radio career started on the promotions side & quickly transformed into sales Strengths include conducting a proper client needs analysis, strategic planning & promotions Top sales person for her station in 2008 Expertise in listening & responding with ideas that bring a true ROI
  • Chuck—10 years experience in radio station programming Left radio in 1999 to start his first internet business called Tunecom. Helps record labels with new media strategies Promote artist products & grow their fan base USA Access, web design/hosting company specializes in micro site strategies Currently VP New Media Strategies for Remerge Tonya—18 years experience in radio sales—selling ideas with a ROI Heavy convergence, ideas for utilizing print, radio, TV, internet Left radio 4 years ago to pursue Remerge with Chuck—radio & biz needed Conducts Reboot Camp workshops for media companies & business leaders Consults media companies & businesses in new media strategies Currently: Managing Partner of Remerge Leah—20 years media buying experience Cable TV Sales experience helps her see both sides Researched & purchased media in multiple markets across 4 different states Expertise is in specific targeting for best ROI—and excellent negotiation Strong automotive background Casey—10 years in radio sales Radio career started on the promotions side & quickly transformed into sales Strengths include conducting a proper client needs analysis, strategic planning & promotions Top sales person for her station in 2008 Expertise in listening & responding with ideas that bring a true ROI
  • Any questions? Also, a reminder to please fill out your survey and put it on the table before you leave.
  • Any questions? Also, a reminder to please fill out your survey and put it on the table before you leave.
  • Any questions? Also, a reminder to please fill out your survey and put it on the table before you leave.
  • Any questions? Also, a reminder to please fill out your survey and put it on the table before you leave.
  • Our next workshop is Friday, August 21 st and features Marketing with Facebook.
  • Transcript

    • 1. Thriving in the New World of Communication
    • 2. Traditional Media New Media We Bridge the Gap
    • 3. Agenda 1. Remerge Introduction—Who We Are 2. Email Marketing Stats 3. Building a Customer Database 4. Basic Rules & Compliance 5. Best Practices 7. Q & A and Audience Survey 6. Email Marketing Tools
    • 4. Our Background Chuck: Radio Programming, Programming Consulting, Creative Web Design, New Media Integration Consulting Current: VP New Media Strategies (Remerge) Tonya: Radio Sales, Convergence Sales, Agency AE, New Media Integration Consulting Current: Managing Partner (Remerge) Casey: Radio Sales, Convergence Sales Current: Marketing Consultant (Remerge) Leah: Agency AE, Creative Strategies, Media Buyer Current: President (The Media Key)
    • 5. Email Marketing Stats ROI for Email Marketing in 2008 was $45.06 for every dollar spent. That’s a higher index than any other direct marketing vehicle. Source: Direct Marketing Association
    • 6. Email Marketing Stats Source: Marketing Sherpa % of marketers who felt email marketing was successful.
    • 7. Email Marketing Stats
      • Top 2 Areas of Marketing Investment in 2009
      • Email Marketing (83%)
      • Social Media (62%)
      • StrongMail, 2009
      • Business Owners Planning To Increase Marketing
    • 8. Email Marketing Stats Source: eMarketer.com Reasons Internet Users Unsubscribe
    • 9. Two Major Issues Confronting Email Marketers
      • 1. Email That Does Not Get Delivered
          • ISP Issues—Now Serving as Gatekeepers
          • SPAM Issues
      • 2. Email That Does Not Receive a Response
          • Poorly Defined Audience or Bad Mailing List
          • Poor Content
          • Unclear (or NO) Call To Action
    • 10. Spam Statistics S pam makes up 45% of all emails. Number 1 Generator of Spam: United States Number 2: Korea The most prevalent type of spam is advertising-related. Source: SpamLaws.com (2009)
    • 11. Building a Customer Database 1. Know Your Customer What Do They Deem Valuable? What Are Interests Beyond (but related) To Your Offer? 2. Decide What You Will Offer On A Regular Basis Must Be of Value (even if it’s only for 5 people) 3. Decide How To Build The Database Incentive: Contests & Promotions (with Opt-In Offer) Direct: Ask For Sign-Ups Referral: Tell a Friend feature 4. Develop Plan For Sending On Regular Basis 5. Do It! (Most Companies Fail Here)
    • 12. Basic Rules
      • Consistent Look & Feel
      • Balance Images & Text
      • Why Are They Receiving The Email? (Remind Them)
      • Opt-Out Area
      • ‘ Update Your Profile’ Area
      • Your Company Web Address & Physical Postal Address
      • ‘ Contact Us’ Area
      • Privacy Policy
      • ‘ Reply To’ Address (if different)
      • Clear ‘From’ Address
      • Clear ‘Subject Line’—No Special Characters or Abbrev.
      • Make Sure Content Is Approved (Internally/Legally)
      • Target Specific Audiences (When Possible)
    • 13. Compliance
      • Bookmark: SpamLaws.com, FindLaw.com, FTC.gov
      • CAN SPAM Law (Highlights)
      • Bans False or Misleading Header Information
      • Prohibits Deceptive Subject Lines
      • Requires a Clear Opt-Out Method
      • Opt-Outs Must Be Honored Within 10 Days
      • Requires That It Be Identified as an Advertisement
      • Must Include Sender’s Valid Physical Postal Address
    • 14. Compliance
              • DO NOT USE ALL CAPS
              • 50% Off
              • 100% Free
              • Act Now
              • All New
              • Amazing
              • As Seen On
              • Buy Direct
              • Cash Bonus
              • Call Now
              • Credit
              • Compare
              • Collect
              • Don’t Delete
              • Discount
              • Double Your Income
              • Earn $$$
              • Easy Terms
              • Excessive $ or !
              • E.X.T.R.A. Punctuation
              • Free
              • Join Millions
              • Million Dollars
              • No Cost
              • Now Only
              • Order Now
              • Opportunity
              • Promise You
              • Please Read
              • Requested
              • Subscribe Now
              • Special Promotion
              • Save Up To
              • Satisfaction Guaranteed
              • Serious Cash
              • You’ve Been Selected
      • Why Pay More
      Do Not Use In Subject Line:
    • 15. Best Practices
      • Must-Haves!
      • Send VALUE
      • Send Content They Asked For
      • Be Consistent
      • Short but Strong Subject Lines
      • Personalize It
      • Sign-Up Confirmation (Double Opt-In)
      • Send on Tuesday/Wednesday
      • Use Auto-Responders
      • Test Links
      • Test Send
      • Easy On The Images
      • 300 KB Maximum Size
      • Include All Contact Info
      • Preview Pane Headline
      • Don’t Expect Too Much
      • Include a Call To Action!
    • 16. Best Practices
      • Content is King!
      • Advice & Tips
      • Upcoming Events & Seminars
      • Contests or Promotions
      • Limited Time Discounts
      • New Product/Service Offerings
      • Important Announcements
      • Changes In Your Industry (Laws)
      • Topical Subjects (In The News)
      • Surveys
    • 17. Email Marketing Tools
      • On Your Server
      • Open Source
      • Robust System
      • Entry Level to Pro
      • No Fuss
      • Comprehensive
      • Advanced Testing
      • Affordable
      • Advanced Users
      • Email Marketers
      • Turnkey
      • Pro Templates
    • 18. Email Marketing Tools
      • PROS:
      • Easy to install for most web savvy people
      • Templates – HTML/Text based messages
      • 100,000+ subscribers
      • Automated opt-in/opt-out system
      • Batch processing and throttle control
      • Advanced Bounce Handling
      • CONS:
      • Some working knowledge of PHP
      • Working knowledge of MySQL
      • Requires access to install on your server
      • PRICE:
      • FREE
      • On Your Server
      • Open Source
      • Robust System
      • Entry Level to Pro
    • 19. Email Marketing Tools
      • PROS:
      • No programming necessary
      • Simple to understand & use
      • Full system, manages opt-outs
      • Advanced testing features.
      • Affordable way to grow
      • CONS:
      • Pay per campaign
      • Costs can be higher
      • Only upload 2,000 emails at once
      • PRICE:
      • Starting at $5.00 each send PLUS
      • 1 cent per email
      • No Fuss
      • Comprehensive
      • Advanced Testing
      • Affordable
    • 20. Email Marketing Tools
      • PROS:
      • No programming necessary
      • Simple to understand & use
      • Full system, manages opt-outs
      • Professional templates
      • CONS:
      • Hefty Monthly Fees
      • Fees increase as your list increases
      • PRICE:
      • Starts @ $15 per month for up to
      • 500 emails
      • Advanced Users
      • Email Marketers
      • Turn Key
      • Pro Templates
    • 21. Next BBB Workshop Subject: Marketing with Twitter Date: Friday, November 13 th Time: 8:30am Location: BBB Conference Room Questions? www.BBBEventRegistration.com
    • 22. Contact Us: Tonya Eberhart 614-746-7151 Casey Bauer 614-348-0113 www.remergemedia.com

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