Climbing the Multi-Channel Mountain(without falling off!)Presented by :WrichPrintz: President & CEO | L2, Inc.

The Multi-Channel MountainCampaignsReaching out across multiple channelsTargeting customer segments with variable data

The Multi-Channel MountainPhase 4: Repeat businessCampaignsPhase 3: Results: Success or failure?Reaching out across multiple channelsPhase 2: Creating the campaignPhase 1: Planning the campaignTargeting customer segments with variable data

Don’t let mistakes knock you off the mountain!

Mistake #1: Failure to send relevant messagesand personalization Mistake in personalization Everyone receives same message and offerBoth are equally bad!Multi-Channel Tip: Multi-channel marketing is about targeting each individual with an offer, message and even imagery that is relevant to them.

Mistake in personalization

Everyone receives same message and offer

Mistake #2: Fail to see beyond the short-term benefits of each campaign Fail to create an on-going conversation with individuals Fail to gather more information about the individualMulti-Channel Tip: Understanding each individual helps you market to them better and keeps them engaged with your brand.

Fail to create an on-going conversation with individuals

Fail to gather more information about the individual

Mistake #3: Lack of campaign planning for follow-up messagesMulti-Channel Tip: You will not reach the top if you still think marketing is about one-time campaigns. Plan for follow-up messages to every campaign you send out.

Plan before you climbWhat are the climate conditions? Define your customer’s needs and wantsWhat drives the purchase?FearTimingProtectionCostComfortLoveLocationBrand loyalty

Define your customer’s needs and wants

What drives the purchase?

Plan before you climbDifferent strategies for each mountain Email + Personalized URLDirect Mail + Personalized URL Sales calls, subscriptions or seminars?Multi-Channel Tip: Plan what you are going to send on the campaign, how to follow-up and the goals of the campaign

Email + Personalized URL

Direct Mail + Personalized URL

Sales calls, subscriptions or seminars?

Preparing the right resources for your climb(6 resources you need)

Resource #1Prospect data lists List purchasedOpt-in listsShow/conference listsTip: Leverage data you have for highly targeted campaigns

List purchased

Opt-in lists

Show/conference lists

Resource #2Campaign offers Price/ promotionsFree giftsFree informationTip: Use A/B testing to keep your campaign offer relevant to each customer segment

Price/ promotions

Free gifts

Free information

Resource #3Campaign creative Humorous?Professional?Sexy?Bold?Tip: Measure each campaign and compare ROI between the ‘risky’ and ‘safe’campaign message.

Humorous?

Professional?

Sexy?

Bold?

Resource #4Service providers AgenciesPrintersMarketing departmentTip: Make sure you and your providers are equipped for the climb up and down the multi-channel mountain.

Agencies

Printers

Marketing department

Resource #5Supporting software Centralized platformPersonalized marketingMarketing automationTip: Make sure the software you use makes it easy to climb the mountain repeatedly.

Centralized platform

Personalized marketing

Marketing automation

Resource #6Management support Your boss / client’s bossMarketing colleagues Value-added resellersTip: Help the key decision-makers and influencers understand the multi-channel campaign process.Download this whitepaper if you need help.

Your boss / client’s boss

Marketing colleagues

Value-added resellers

Cannot do A/B testing?"The scary thing is that out of all the marketers we talked to, 48% said they couldn’t do A/B testing on their landing pages" Anne Holland*, Founder of Marketing Sherpa* Nov 2007 Marketing Sherpa interview on A/B testing

Testing different routes (a/b testing)Consider different elements for each campaign Time of deliveryEmail subject lines OffersTypes of reminder emails Creative visuals Level of engagement Viral effects Incentives

Time of delivery

Email subject lines

Offers

Types of reminder emails

Creative visuals

Level of engagement

Viral effects

Incentives

Avoiding the creepy factortoo much datatoo personal data

too much data

too personal data

What is a good response?70%, 80%, 90% response rate? It takes more than 1 piece of messaging to convert your average customer

70%, 80%, 90% response rate?

It takes more than 1 piece of messaging to convert your average customer

Plan for follow-up / sales involvement:Improve conversion rates: Conversion is more likely if they have previously received a messageConversion is highly unlikely at the first attempt Create a system that allows follow-up messages/interactionA Multi-channel campaign:Bob gets emailBob opens email, but no responseFollow up with DM + pURLBob visits landing pageSales contact Bob

Conversion is more likely if they have previously received a message

Conversion is highly unlikely at the first attempt

Create a system that allows follow-up messages/interaction

Plan for follow-up / sales involvement:Improve conversion rates: Conversion is more likely if they have previously received a messageConversion is highly unlikely at the first attempt Create a system that allows follow-up messages/interactionA Multi-channel campaign:L2 Whitepapers: Increasing response rates with 1:1 campaignsEnhance lead generation, increase product usage and promote brand awareness with 1:1 campaigns. Find out more...8 tips for selling a direct marketing campaignConvince your bosses, marketing colleagues or potential clients about the effectiveness of direct marketing campaigns. Find out more…Bob becomes a customerContact: L2, Inc. The Campaign Technology Peopleinfo@L2soft.com(408) 457-9300Bob gets emailBob opens email, but no responseFollow up with DM + pURLBob visits landing pageSales contact Bob

Conversion is more likely if they have previously received a message

Conversion is highly unlikely at the first attempt

Create a system that allows follow-up messages/interaction