PDF VERSION OF AMA WEBINAR


             IMPORTANT NOTICE, READ BEFORE USE:

             THIS PRESENTATION IS COPYRIGHTE...
Robert
McKinney
       Dayton
AMA

Thursday, June 18, 2009   2
Chris Pence
                          Dayton Business Development
                          cpence@bramkamp.com



       ...
1 to 1 Multi-touch Marketing has been shown to provide 5x the
                      results over traditional direct market...
OVERVIEW

       •   WHAT DRIVES ANY BUSINESS? (ABOUT 10 MINUTES)

       •   WHAT IS 1 TO 1 MULTI-TOUCH MARKETING? (ABOUT...
EVERYTHING IS MARKETING




Thursday, June 18, 2009                             6
MARKETING IS EVERYTHING



                          Quoted from Andrew Lock, “Help! My business sucks!”
Thursday, June 18...
IN THE RACE TO THE FINISH,
                          EVERY BUSINESS HAS 4 GOALS
Thursday, June 18, 2009                   ...
ATTRACT



Thursday, June 18, 2009             9
CULTIVATE



Thursday, June 18, 2009               10
CLOSE



Thursday, June 18, 2009           11
LOYALTY



Thursday, June 18, 2009             12
EVERY EFFORT.
               EVERY MARKETING DECISION.
               EVERY STEP YOU TAKE.

               MUST IMPROVE YO...
Addressable Voice
                                                                 Mobile Email          Mobile Email
    ...
SAID ANOTHER WAY...                         The Digital Marketing Pyramid


                                      Viral


...
Web


                          Social Media                E-mail
                                         Strategy
     ...
WHAT’S IN IT FOR ME?



     • Boost              revenues         • Free   up marketing resources
     • Improve         ...
WHAT’S IN IT FOR ME?



     • Boost              revenues         • Free   up marketing resources
     • Improve         ...
ATTRACT

     •SEO
     •WEB
     •BLOG

Thursday, June 18, 2009             19
CULTIVATE

     •Direct              Mail
     •PURLs
     •E-mail

Thursday, June 18, 2009                      20
CLOSE

     •Consistent               &
     •Improved                Communication
     •Cleaner                Data = Mo...
RETAIN


     •CRM
     •Loyalty             Marketing

Thursday, June 18, 2009                  22
PERSONALIZE
                             D ear Larry,
                             Tha  nks for the
                      ...
34%
Thursday, June 18, 2009         24
43%
Thursday, June 18, 2009         25
69%
Thursday, June 18, 2009         26
HOW TO PERSUADE




Thursday, June 18, 2009                     27
500% HIGHER RESPONSE RATES




Thursday, June 18, 2009                 28
Thursday, June 18, 2009   29
PERSONALIZE
                          examples of live campaigns using VDP
Thursday, June 18, 2009                        ...
MULTI-TOUCH 1 TO 1

     •It   isn’t the technology, it is how the technology is
         used to apply the lessons of infl...
Thursday, June 18, 2009   32
PURL
     • Personalized       URL
     • i.e. robert.mckinney.1to1.com - goes to a webpage that
         greets Robert by...
WHY ARE PURLS LIKE HIGH SCHOOL SEX?

                          • Everyone     talks about it.

                          •...
Personalized Print   +                                                  PURL Webpage   +                                  ...
Thursday, June 18, 2009   36
Thursday, June 18, 2009   37
Thursday, June 18, 2009   38
Rancho Bernardo Inn


                                                    DIRECT MAIL
                                    ...
,-$$%.'(/0!()!123"145""6




                                                            GENDER
   1
                     ...
Just for stopping by...                                    0--"'#&5(6&2%
                                                 ...
Thursday, June 18, 2009   42
$)*+,-".*/-01*-2+3405
                                 !"#$%&'()*$+,%-./%&'()%0(*1'2$)*%13$%!"#$%&'(%"&%1'%*(00$**%4"13
  ...
Thursday, June 18, 2009
                               www.PHAssociation.org
                                             ...
Thursday, June 18, 2009   45
CLOSE THE LOOP
                                        Direct
                                         Mail




          ...
ONE VIEW OF YOUR CUSTOMER
                           REGARDLESS OF CHANNEL




Thursday, June 18, 2009                    ...
60 SECONDS ON WEB2PRINT




Thursday, June 18, 2009                             48
Chris Telling




                           GT-HT Bulletin_cc.qxd   5/30/07     9:56 AM   Page 3

                       ...
Thursday, June 18, 2009   50
Thursday, June 18, 2009   51
REPORTING




Thursday, June 18, 2009               52
IMPLEMENTATION METHODOLOGY

     •   Discovery

     •   Project initiation

     •   Configuration

     •   Testing

    ...
Thursday, June 18, 2009   54
Q&A

                          Chris Pence
                          Dayton Business Development
                         ...
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1 to 1 Multi-touch - 500% higher response rates

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1 to 1 Multi-touch - 500% higher response rates - see how integration between direct mail with PURLs and e-mail even to social media increases response rates dramatically

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Transcript of "1 to 1 Multi-touch - 500% higher response rates"

  1. 1. PDF VERSION OF AMA WEBINAR IMPORTANT NOTICE, READ BEFORE USE: THIS PRESENTATION IS COPYRIGHTED, IF YOU’D LIKE PERMISSION TO USE THIS OUTSIDE OF YOUR COMPANY, JUST LET US KNOW - AS THE IMAGES USED HEREIN ARE STOCK PHOTOGRAPHY, THEY CANNOT BE USED IN ANY OTHER FORM EXCEPT AS PART OF THIS PRESENTATION. Thursday, June 18, 2009 1
  2. 2. Robert
McKinney Dayton
AMA Thursday, June 18, 2009 2
  3. 3. Chris Pence Dayton Business Development cpence@bramkamp.com Chris Telling Chief Marketing Officer chris@bramkamp.com now presenting the “graphics village” - multiple solutions under one roof for everything for commercial to digital to mailing to large format and even vehicle wraps in addition to what you’ll see today Thursday, June 18, 2009 3
  4. 4. 1 to 1 Multi-touch Marketing has been shown to provide 5x the results over traditional direct marketing efforts.   How do we know?   Because 1 to 1 Multi-touch Marketing provides quantifiable, trackable results.  No longer do you have to play the guessing game!   With 1 to 1 Multi-touch Marketing, you can track: •when direct mail pieces arrive at homes •when customers visit your website •what your customers are most interested in Eliminate “spray and pray” tactics once and for all!  Thursday, June 18, 2009 4
  5. 5. OVERVIEW • WHAT DRIVES ANY BUSINESS? (ABOUT 10 MINUTES) • WHAT IS 1 TO 1 MULTI-TOUCH MARKETING? (ABOUT 30 MINUTES) • Q&A - AND REDS TICKETS! (ABOUT 10 MINUTES) Thursday, June 18, 2009 5
  6. 6. EVERYTHING IS MARKETING Thursday, June 18, 2009 6
  7. 7. MARKETING IS EVERYTHING Quoted from Andrew Lock, “Help! My business sucks!” Thursday, June 18, 2009 7
  8. 8. IN THE RACE TO THE FINISH, EVERY BUSINESS HAS 4 GOALS Thursday, June 18, 2009 8
  9. 9. ATTRACT Thursday, June 18, 2009 9
  10. 10. CULTIVATE Thursday, June 18, 2009 10
  11. 11. CLOSE Thursday, June 18, 2009 11
  12. 12. LOYALTY Thursday, June 18, 2009 12
  13. 13. EVERY EFFORT. EVERY MARKETING DECISION. EVERY STEP YOU TAKE. MUST IMPROVE YOUR ABILITY TO DO ATTRACT THESE 4 SIMPLE THINGS CULTIVATE CLOSE RETAIN Thursday, June 18, 2009 13
  14. 14. Addressable Voice Mobile Email Mobile Email SMS SMS + MMS IM IM IM IM Direct Mail Telephone Email Direct Mail Telephone Email Direct Mail Telephone Email Direct Mail Telephone Email Direct Mail Telephone IT TV Radio TV Radio TV Radio TV Radio TV Radio USED Print Print Print Print Print TO BE Display Display Display Display Display Website Website Website Website Search Search Search Search Online Display Online Display Online Display Online Display Paid Search SO Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Online Video Microsites Microsites Affiliate Marketing Online Video Online Video Webinars EASY Webinars Affiliate Marketing Blogs Affiliate Marketing Webinars RSS Blogs Podcasts Contextual RSS Wikis Podcasts Social Networks Contextual Mobile Web Wikis Behavioral Social Networks Social Media & Ads Mobile Web Virtual Worlds Widgets Twitter Thursday, June 18, 2009 14
  15. 15. SAID ANOTHER WAY... The Digital Marketing Pyramid Viral SMS Video PPC / Landing Pages Social Media Organic Search Email Marketing Website © 2008 ExactTarget LET’S GET OUR PRIORITIES STRAIGHT Thursday, June 18, 2009 15
  16. 16. Web Social Media E-mail Strategy Message Branding SEO Direct Mail Blog Thursday, June 18, 2009 16
  17. 17. WHAT’S IN IT FOR ME? • Boost revenues • Free up marketing resources • Improve targeting • Track results • Decrease print costs • Prove ROI • Manage your brand • “Green” your print marketing Thursday, June 18, 2009 17
  18. 18. WHAT’S IN IT FOR ME? • Boost revenues • Free up marketing resources • Improve targeting • Track results • Decrease print costs • Prove ROI • Manage your brand • “Green” your print marketing Thursday, June 18, 2009 18
  19. 19. ATTRACT •SEO •WEB •BLOG Thursday, June 18, 2009 19
  20. 20. CULTIVATE •Direct Mail •PURLs •E-mail Thursday, June 18, 2009 20
  21. 21. CLOSE •Consistent & •Improved Communication •Cleaner Data = More Sales •One Stop Branding Thursday, June 18, 2009 21
  22. 22. RETAIN •CRM •Loyalty Marketing Thursday, June 18, 2009 22
  23. 23. PERSONALIZE D ear Larry, Tha nks for the inv itation to spea k to your sales team. Chr is Telling Thursday, June 18, 2009 23
  24. 24. 34% Thursday, June 18, 2009 24
  25. 25. 43% Thursday, June 18, 2009 25
  26. 26. 69% Thursday, June 18, 2009 26
  27. 27. HOW TO PERSUADE Thursday, June 18, 2009 27
  28. 28. 500% HIGHER RESPONSE RATES Thursday, June 18, 2009 28
  29. 29. Thursday, June 18, 2009 29
  30. 30. PERSONALIZE examples of live campaigns using VDP Thursday, June 18, 2009 30
  31. 31. MULTI-TOUCH 1 TO 1 •It isn’t the technology, it is how the technology is used to apply the lessons of influence and the goals of your marketing strategy Thursday, June 18, 2009 31
  32. 32. Thursday, June 18, 2009 32
  33. 33. PURL • Personalized URL • i.e. robert.mckinney.1to1.com - goes to a webpage that greets Robert by name, with more info only for HIM • 100% trackable - now every action he takes the marketer knows about Thursday, June 18, 2009 33
  34. 34. WHY ARE PURLS LIKE HIGH SCHOOL SEX? • Everyone talks about it. • Everyone thinks everyone else is doing it • In reality - very few are doing it • And those that are aren’t doing it very well Thursday, June 18, 2009 34
  35. 35. Personalized Print + PURL Webpage + 1 to 1 E-mail = 64% response rate! The days of being in the dark on your direct marketing campaign are over. No longer are you left wondering if your message is E-mail with personalized images, text and versions reaching and speaking to your target audience. Prepopulated forms on personalized landing pages Switch on the light with Bramkamp! We can brighten your direct marketing approach by eliminating the one dimensional - mail or print alone - approach. We have completed more than 25 10 versions - by gender and major campaigns in the last 12 months, bringing consistent, trackable, and proven response rates at least 500% over traditional “one dimensional” campaigns. Our multi-touch - direct mail, website, e- mail and social media - approach is trackable by customer name through every step of the cycle with a 200% greater response rate than an e-mail only control group. A recent program with a local univeristy (please open to view samples to the left) included postcards with 10 versions (by gender and department.) This campaign also included e-mails, personalized by student and parent, and a Personalized URL webpage, both just as targeted. No matter the size of your campaign, be it as few as 10 or as many as 282,926 fully personalized pieces, Bramkamp has handled it all. Whether you are looking to increase donations, keep customers loyal, or interest new prospects, we have the 500% greater response rates solution with a PROVEN Return On Investment. Talk to your local experts today! 513-241-1865 than one-dimensional campaigns www.bramkamp.com Thursday, June 18, 2009 35
  36. 36. Thursday, June 18, 2009 36
  37. 37. Thursday, June 18, 2009 37
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  39. 39. Rancho Bernardo Inn DIRECT MAIL San Diego, California Print your personalized SGS itinerary and $200 discount !"Printed on recycled paper voucher at Kristy.Lohre.SGSleanandgreen.com Glean insight from your peers on maximizing efficiency and adopting green initiatives that make sense for IMPAK GRAPHICS INC at the 4th annual Signage and Graphics Summit. January 26-28, 2009 Rancho Bernardo Inn San Diego, California Print your personalized SGS itinerary and $200 discount !"Printed on recycled paper voucher at RogerE.SGSleanandgreen.com Thursday, June 18, 2009 39
  40. 40. ,-$$%.'(/0!()!123"145""6 GENDER 1 !""#$%&'()*(+ PRSRT STD U.S. POSTAGE PAID DAYTON, OH PERMIT N0. 1424 !!!!!!!!!!!!!!!"#$%&'!!#():;,, !!!!!!!!!!!!!!!"#$%&'!!#()*+,-- !076323201006! !068305339337! 73#/0"%,<0323#= ./0120,#&%%32. %"05,90#=08328,"2832""$ 0..&#,4$025,5"6,78$ 123%"6"$ 123%"6"$,/&7",,9"$.&20%,#0 *7(87,'%,!)$(/%9+9,: ! "!#$%$&'()!*+ " 311!;:+<7%!7<$ ,-$$%.'(/0!()!123"145""6 $%,+$.99&!(+'==;0!%>!1?2"@4"@1A 21 1 !""#$%&'()*(+ Question, Michael... PRSRT STD U.S. POSTAGE PAID DAYTON, OH PERMIT N0. 1424 Thursday, June 18, 2009 40
  41. 41. Just for stopping by... 0--"'#&5(6&2% 5(6.&7-0%9 MARKETING VS. PURCHASING you’ll receive a FREE PHOTOTYPE High-Speed USB 2.0 Flash Drive! For more information about Phototype’s Print Quality Management Program contact Kevin Lanigan at 513.281.0999 Making sure your brand looks great on shelf 24/7/365 isn’t easy. !"#$%&'()* Especially when your packaging is printed on a dozen different presses scattered across the globe. Wish you had a point-by-point quality standard for Wish you had a point-by-point quality standard for every package out there? every package out there? We invite you to visit you to visit Shauna.ManagePrintQuality.com Michael.Wainick.ManagePrintQuality.com AaronC.ManagePrintQuality.com +(,-)$-.-* their they see When shoppers see Wish you could go online, anytime, and see how Wish you could go online, anytime, and see how to see how Phototype can help Premium Brands to Phototype can help Premium Brands well your printers were living up to that standard? well your printers were living up to that standard? On every single press run? On every single press run? create a customized print quality management create customized print quality management program to monitor the performance of every program monitor the performance of every /&0$(11-.&"0&shelf,shelf, your packaging on are packaging on Wish you had an easy, hands-off process to ensure Wish you had an easy, hands-off process to ensure single package in your portfolio, across your entire single package in your portfolio, across your entire are they giving brand marketing and you 0%2'3"'#&"'&4.('% packaging supply chain, every day of the week. packaging supply chain, every day of the week. your brand equity investment was gaining interest your brand equity investment was gaining interest managers giving you high-marks? instead of losing share? instead of losing share? (4&& (6.&7.2'3* 5 high-marks? You can. /.-&5(6&06.-&0$-80& Or wondering… Or wondering… what went wrong? Just for stopping by... stopping by... 0--"'#&5(6&2% what went wrong? receive a you’ll receive a 5(6.&7-0%9 FREE PHOTOTYPE PHOTOTYPE High-Speed High-Speed Flash Drive! USB 2.0 Flash Drive! For more information about Phototype’s Print Quality For information about Phototype’s Print Quality Management Program contact Kevin Lanigan at 513.281.0999 Management Program contact Kevin Lanigan at 513.281.0999 Making sure your brand looks great on shelf 24/7/365 isn’t easy. !"#$%&'()* We invite you to visit Especially when your packaging is invite you to visit +(,-)$-.-* their Wish you had a point-by-point quality standard for printed on a dozen different presses every package out there? Michael.Wainick.ManagePrintQuality.com Lucy.ManagePrintQuality.com scattered across the globe. Wish you could go online, anytime, and see how to see how Phototype can help Premium Brands how Phototype can help Premium Brands When they see Thursday, June 18, 2009 well your printers were living up to that standard? On every single press run? create a customized print quality management a customized print quality management program to monitor the performance of every program to monitor the performance of every /0.1-%"'#&0'2& are packaging on shelf, 41
  42. 42. Thursday, June 18, 2009 42
  43. 43. $)*+,-".*/-01*-2+3405 !"#$%&'()*$+,%-./%&'()%0(*1'2$)*%13$%!"#$%&'(%"&%1'%*(00$**%4"13 51-./-)/%6$7"*1$)8*%*'+(1"'.*%,')%13$%9".-.0"-+%:-);$1< ! ! ! ! 2%6%(%78+)9:304*;<=)7+>.+?@/<7A>%("B'C5 Thursday, June 18, 2009 43
  44. 44. Thursday, June 18, 2009 www.PHAssociation.org Endorsed By Silver Spring, MD Dr. Linda Martin, Program Objectives • Pulmonary Hypertension Association Hypertension. Course Directors ter Engel, M.D., F.A.C.C. PUL lmonary Hypertension Center, The Heart Cincinnati at The Christ Hospital, Invasive AR The Ohio Heart & Vascular Center, Inc. Cincinnati, OH HYPE The Lindner Center aughman, M.D., F.A.C.P., F.C.C.P. lmonary Hypertension Center The Heart Cincinnati, Ohio 45219 Cincinnati at The Christ Hospital Professor Conventional treatment and new options. rtment of Medicine and Chief of Interstitial 10 River Center Blvd. Covington, KY 41016 2123 Auburn Avenue, Suite 424 The Sarcoidosis Clinic The University of please call !513" 585#1777 hypertension in the scleroderma patient. ti Medical Center, Cincinnati, OH OCTOBER 11, 2008 EMBASSY SUITES HOTEL REGISTER AND PAY AT: Course Faculty more info or to register over the phone or call Gail Welsch or Karen Heidrich for Register online before October 6th, 2008 At the conclusion of the symposium participants should be able to: LindaM.PULMONARY2008.COM “NEW CLASSIFICATION / NEW TREATMENT” rt Daniels, M.D., F.A.C.C. evaluation and treatment of pulmonary hypertension. D i s c u s s t r e a t m e n t o f P u l m o n a r y Hy p e r te n s i o n : • Un d e r s t a n d t h e i m p o r t a n ce o f p u l m o n a r y • Discuss clinical cases by a panel to illustrate issues of y scent and Adult Congenital Heart Disease ary Hypertension Program The Ohio State he Heart Center Children"s Hospital Jean Elwing, M.D. fessor of Medicine Director, Pulmonary gram The University of Cincinnati Medical Center, Cincinnati, OH • Present the 4th WHO Classification of Pulmonary Hypertension. Dr. Linda Martin urali, M.D., F.A.C.C., F.A.C.P. • Discuss the presentation and evaluation of Pulmonar2123 Auburn Ave. scular Medicine Medical Director, McGinnis ar Institute Allegheny General Hospital Cincinnati, OH 45219 logy Department, Pittsburgh, PA ng H. Park, M.D., F.A.C.C. Cincinnati, Ohio 45219 r of Medicine Director, Pulmonary Vascular University of Maryland School of Medicine n of Cardiology, Baltimore, MD #RIGHT 2123 Auburn Avenue, Suite 424 isa Taylor, R.N., B.S.N. t, Cardio/Pulmonary The Ohio Heart and OF TH cular Center, Cincinnati, OH Linda Martin OCTOB ay include the discussion of unapproved uses of products. Any EMBASSY ulty with regard to unapproved uses of products are solely those of rsed by The Christ Hospital. 2123 Auburn Ave. d toward pulmonary physicians, cardiologists, general internists, REGISTE nurse practitioners, physician assistants caring for patients with t W W W. P U L Cincinnati, OH 45219 To learn more and register, visit your personal web page at: LindaM.pulmonary2008.com today! ypertension Symposium has been planned and implemented in come join us for WHAT IS NEW IN PULMONARY ARTERIAL HYPERTENSION: 2008 ials and Standards of The Ohio State Medical Association through rist Hospital and The Lindner Center for Research and Education. The Lindner Cent tes this educational activity for a maximum of 7.0 hours in category ysician"s Recognition Award Program. Each physician should claim at he/she actually spends in the educational activity. The Ohio Hea 44
  45. 45. Thursday, June 18, 2009 45
  46. 46. CLOSE THE LOOP Direct Mail Customer Sales PURL Data E-mail Thursday, June 18, 2009 46
  47. 47. ONE VIEW OF YOUR CUSTOMER REGARDLESS OF CHANNEL Thursday, June 18, 2009 47
  48. 48. 60 SECONDS ON WEB2PRINT Thursday, June 18, 2009 48
  49. 49. Chris Telling GT-HT Bulletin_cc.qxd 5/30/07 9:56 AM Page 3 GT-HT Bulletin_cc.qxd 5/30/07 9:56 AM Page 2 Premium Performance The Model 20 HT and GT units feature a gearbox tions today and flexibility to handle your changing designed specifically for agitator service. Available in requirements in the future. right angle (HT) and parallel shaft (GT) configurations, The Model 20 HT/GT is designed to meet AGMA, this rugged performer can be tailored to meet virtually OSHA, ANSI, IEC, DIN, EU and ATEX standards any process, from critical chemical reactor systems to and requirements. storage applications. Combining the benefits of the HT and GT time proven agitators into a modular design package, Chemineer provides solutions to optimize your mixing applica- Model 20 HT and GT Agitators Reliable Performance How is the Chemineer Model 20 HT/GT Gearbox Superior? Output Shaft Requirements AGMA Ratings when Applied to Agitators and Value Commercial gearboxes usually have smaller output shafts that are poorly suited for agitator duties, leading AGMA established a general purpose standard intended to higher gear deflections, more noise and lower reli- to be applied to gearboxes used in a wide range of ability. For optimum mechanical integrity, it is beneficial industrial applications. Agitators have particular duties to design the low speed shaft so that the shaft diameter that make reliance on AGMA service factors inappro- between the bearings is large and the distance between priate. A standard commercial gearbox tends to use the bearings is small. Commercial gearboxes tend to smaller shafts and larger bearing spans that result in use smaller shaft diameters, resulting in the need to higher deflection, wear and shorter lifespan. To obtain select larger and more expensive units to handle the adequate drive life a high service factor must be applied. bending moments associated with overhung loads. The Chemineer Solution The Chemineer Model 20 HT/GT gearbox is unique translate to lower maintenance costs and greater and superior because it is designed specifically for productivity. It also has an oversized output shaft, agitator duties. In comparison with a general purpose which reduces gear deflection and noise, with a true gear-drive of the same nominal AGMA torque rating, dry well seal to avoid the risk of leaking lubricant it has much longer bearing and gear lives, which down the shaft. www.chemineer.com 2 SIGNAL LIGHTING Thin Line 3” Center Dual Function Clearance/Marker 49252 - Red 49253 - Yellow The brightest and longest lasting LEDs on the market. Low amp draw and high visibility makes these advanced, compact LEDs ideal for auxiliary high mounting situations. • Multifunction lamp for improved safety • Compact size for narrow top rail applications • Lamp functions as a marker, clearance, identification and supplemental high mount stop or turn lamp • Long-life lamp features replaceable lens and specially formulated encapsulent potting that protects against moisture, vibration and corrosion • 3” mounting center with field replaceable lens • Wire exit holes at each end allow for flow-through harnessing Thursday, June 18, 2009 49
  50. 50. Thursday, June 18, 2009 50
  51. 51. Thursday, June 18, 2009 51
  52. 52. REPORTING Thursday, June 18, 2009 52
  53. 53. IMPLEMENTATION METHODOLOGY • Discovery • Project initiation • Configuration • Testing • Training • Release Thursday, June 18, 2009 53
  54. 54. Thursday, June 18, 2009 54
  55. 55. Q&A Chris Pence Dayton Business Development cpence@bramkamp.com Chris Telling Chief Marketing Officer chris@bramkamp.com Thursday, June 18, 2009 55

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