Your SlideShare is downloading. ×
Climbing the multi-channel mountain
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Climbing the multi-channel mountain

1,160
views

Published on

Climb the multi-channel mountain without falling off! http://multichannel.l2soft.com Wrich Printz highlights the different phases of the multi-channel mountain, mistakes to avoid in climbing the …

Climb the multi-channel mountain without falling off! http://multichannel.l2soft.com Wrich Printz highlights the different phases of the multi-channel mountain, mistakes to avoid in climbing the multi-channel mountain and how to plan effective multi-channel campaigns.

Published in: Business, Sports, Education

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,160
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
70
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Climbing the Multi-Channel Mountain(without falling off!)
    Presented by :WrichPrintz:
    President & CEO | L2, Inc.
  • 2. The Multi-Channel Mountain
    Campaigns
    Reaching out across multiple channels
    Targeting customer segments with variable data
  • 3. The Multi-Channel Mountain
    Phase 4: Repeat business
    Campaigns
    Phase 3: Results: Success or failure?
    Reaching out across multiple channels
    Phase 2: Creating the campaign
    Phase 1: Planning the campaign
    Targeting customer segments with variable data
  • 4. Don’t let mistakes knock you off the mountain!
  • 5. Mistake #1:
    Failure to send relevant messages
    and personalization
    • Mistake in personalization
    • 6. Everyone receives same message and offer
    Both 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.
  • 7. Mistake #2:
    Fail to see beyond the short-term benefits of each campaign
    • Fail to create an on-going conversation with individuals
    • 8. Fail to gather more information about the individual
    Multi-Channel Tip:
    Understanding each individual helps you market to them better and keeps them engaged with your brand.
  • 9. Mistake #3:
    Lack of campaign planning for follow-up messages
    Multi-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.
  • 10. Plan before you climb
    What are the climate conditions?
    • Define your customer’s needs and wants
    • 11. What drives the purchase?
    Fear
    Timing
    Protection
    Cost
    Comfort
    Love
    Location
    Brand loyalty
  • 12. Plan before you climb
    Different strategies for each mountain
    • Email + Personalized URL
    • 13. Direct Mail + Personalized URL
    • 14. 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
  • 15. Preparing the right resources for your climb
    (6 resources you need)
  • 16. Resource #1
    Prospect data lists
    • List purchased
    • 17. Opt-in lists
    • 18. Show/conference lists
    Tip: Leverage data you have for highly targeted campaigns
  • 19. Resource #2
    Campaign offers
    • Price/ promotions
    • 20. Free gifts
    • 21. Free information
    Tip: Use A/B testing to keep your campaign offer relevant to each customer segment
  • 22. Resource #3
    Campaign creative
    Tip: Measure each campaign and compare ROI between the ‘risky’ and ‘safe’campaign message.
  • 26. Resource #4
    Service providers
    Tip: Make sure you and your providers are equipped for the climb up and down the multi-channel mountain.
  • 29. Resource #5
    Supporting software
    • Centralized platform
    • 30. Personalized marketing
    • 31. Marketing automation
    Tip: Make sure the software you use makes it easy to climb the mountain repeatedly.
  • 32. Resource #6
    Management support
    • Your boss / client’s boss
    • 33. Marketing colleagues
    • 34. Value-added resellers
    Tip: Help the key decision-makers and influencers understand the multi-channel campaign process.
    Download this whitepaper if you need help.
  • 35. 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
  • 36. Testing different routes (a/b testing)
    Consider different elements for each campaign
  • Avoiding the creepy factor
    • too much data
    • 44. too personal data
  • What is a good response?
    • 70%, 80%, 90% response rate?
    • 45. 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 message
    • 46. Conversion is highly unlikely at the first attempt
    • 47. Create a system that allows follow-up messages/interaction
    A Multi-channel campaign:
    Bob gets email
    Bob opens email, but no response
    Follow up with DM + pURL
    Bob visits landing page
    Sales contact Bob
  • 48. Plan for follow-up / sales involvement:
    Improve conversion rates:
    • Conversion is more likely if they have previously received a message
    • 49. Conversion is highly unlikely at the first attempt
    • 50. Create a system that allows follow-up messages/interaction
    A Multi-channel campaign:
    L2 Whitepapers: Increasing response rates with 1:1 campaigns
    Enhance lead generation, increase product usage and promote brand awareness with 1:1 campaigns. Find out more...
    8 tips for selling a direct marketing campaign
    Convince your bosses, marketing colleagues or potential clients about the effectiveness of direct marketing campaigns. Find out more…
    Bob becomes a customer
    Contact:
    L2, Inc.
    The Campaign Technology People
    info@L2soft.com
    (408) 457-9300
    Bob gets email
    Bob opens email, but no response
    Follow up with DM + pURL
    Bob visits landing page
    Sales contact Bob