Practical Integrated Marketing Wrich Printz | CEO & President of L2, Inc L2, Inc |Provider of FUSE® Cross Media Technology
Overview: Integrated Marketing w/o the “science fiction” Assessing Customer Needs– simple solutions for complex problems Winning the First Campaign – Win/Loss Strategies. Implement & Manage – Keep the Revenue Flowing Q&A
Poll: How many folks are doing Personalized Landing Pages/URLs? How many are doing Quick Response Codes? How many are doing Mobile/SMS Campaigns How many use Social Media (Facebook/Twitter/Linked In) for themselves or customer? Note: If you are doing all of these things- You may have to give this presentation and let me rest….
Assessing the Customers Needs: Find out what the customer really wants to get out of the campaign Sales Branding (leading to sales) Information (leading to sales) Demographics Geographics Psychographics Other (leading to sales) Ask about: Data Offer Budget Time Line Creative/Other.
A Tale of Two Toyotas! Campaign A- 5000 PostCards To Landing Page w/Follow up Email. Campaign B- 5000 Email to Landing Page Campaign A- Post Cleansing – Got less than 100 back Campaign B- 1000 Bounces (But had a really high open rate) Campaign A Offered a Free Oil Change Campaign B Offered a Free Chance to get more Email. Campaign A Cost $4000.00 Campaign B Cost $1400.00 Campaign A 14 days from ask to launch Campaign B 21 days from ask to launch Campaign A Was “Pug Ugly” Campaign B Was Nicest Design I had seen to that point.
Moral of the Story Campaign A generated over $200,000 US for the Customer over 6 weeks. Campaign B generated $0. Campaign A was repeated. Campaign B was not.
Winning the First Campaign: Keep the campaign simple A) Post card to a landing page, with follow up email is simple. B) 50/50 post card/email split, with A/B testing and reverse response follow up is not. You are jumping up the complexity ladder for no valid reason. C) Ask no more than three questions. Agree on results for success A) How many leads do you need to deliver (remember, this is a first campaign) B) If it is not leads, what is it? Agree on metrics for repeat business A) You have very little control over what they sell B) You will be blamed if they fail, so what do you get if they win?
Implement & Manage Optimize a win, don’t just minimize a loss. No Campaign is a failure, unless you stop marketing or- Consistently change a campaign- Test and measure Send automated results, ask for weekly status meetings Give frank, and specific advice. Document everything.
Do I really have to? 50,000,000 iPadscreens have been ordered. There are more Cell Phones than there are people on the planet. Post Offices- volumes down, prices up Print is not going away. It is changing. You can drive the change in your customers, and be rewarded for helping them win. Print is the REWARD for a campaign, the capstone that seals the deal.