Using Personalization to Create More Powerful Marketing Relationships Presentation

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Most marketers understand that using Personalization in your marketing campaigns can be an extremely effective way to cut through the clutter and capture the attention of customers and prospects.

What you may not know is that there are many different types of Marketing Personalization, ranging from very simple to highly complex. Each level of complexity can bring increases in response, greater degrees of loyalty and a higher ROI.

Join me for a FREE webinar that explores the topic of Personalization, including...

* Why you should use Personalization in your marketing campaigns.
* Different degrees of Personalization and their benefits and drawbacks.
* Examples of Personalization across several marketing channels including print, web and video.
* How you can implement a Personalized Marketing Strategy that will lead to better results and more powerful relationships.

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  • MarketPath creates integrated marketing campaigns that combine personalized direct mail, email, personalized websites, video, mobile, social media and more to help businesses get higher response rates, generate more leads and increase the ROI of their marketing efforts.We are the Marketing Services Division of NJC Printing which is a full service printing company that is currently celebrating it’s 40th year in business.We launched MarketPath in December 2008 but we have been helping businesses with personalized marketing programs and direct mail campaigns for over 10 years.We offer a range of other printing and marketing services including offset & digital printing, personalized marketing materials, graphic design, email marketing, database services and fulfillment to name a few.--This presentation will last about 30 minutes then we’ll do a Q&A. If you have any questions or comments, you can type them in chat at anytime or hold them till the end. I’m recording the presentation and I’ll post the video on Slideshare and send a email with a link to the recording and a survey asking you feedback within a few days.
  • Since I started in the printing business 8 years ago, personalization has always been a passion of mine. At first, I thought it was just cool. Wow, you can print peoples names on things so each printed piece in the same run is different? That’s neat.But then I realized, it wasn’t about the technology, it was about the results. It’s our job as marketers to try and cut through the clutter and capture our prospects attention.The average American is exposed to over 3000 marketing messages a day so we have our work cut out for us. That’s where personalization comes in.
  • In psychology there is a principal called the cocktail party effect, which states…As marketers, we are trying to capture our prospects attention amidst the clutter of marketing messages. Using someone’s name along with providing personalized, relevant information is one of the most effective ways to do this.
  • But capturing your prospects attention is only the beginning. More importantly, we all want to get better results in our marketing efforts and that is where personalization truly shines.I have a few pages of statistics that support the effectiveness of personalization, but here are a few of my favorites…
  • Most commonOften referred to as mail mergeTypically only uses first and maybe last name
  • Has a greater impactIntegrates the persons name into the imageImages and messages can vary from person to person
  • Uses data to completely customize a document for the recipientMay take buying preferences into accountEach piece has different images, text, offers and messages that are truly personalized on the individual level
  • Let’s take a look at some examples of personalization in print and other mediums…
  • These don’t use name personalization, but I had a hard time finding good examples of highly personalized emails, which shows me that there is a lot of room for improvement in this medium. Companies that start implementing personalization in their email marketing are going to most likely be ahead of their competition.Amazon does a great job of tracking buying preferences and offering personalized recommendations. Here are a few examples…
  • You have to know who your customers and prospects are and have easy access to your data to use personalization effectively. In fact, one of the biggest challenges that I come across with companies that are interested in doing personalized marketing, is getting good data.Use CRM SoftwareAdd ALL New Customers & ProspectsCapture as much information as possiblePerform Regular MaintenanceDevelop ProceduresBe Consistent
  • You don’t have to run out and spend $1000s of dollars developing a complex, personalized campaign with you local printer or marketing services provider.Start simple, use word, excel and publisher to try some things on a smaller level and see what’s effective. I’ve seen very effective personalized mailings done by business owners and receptionists with just word and their excel list. Once you determine what works, then you can ramp it up with your provider.
  • If you aren’t doing email marketing, you should be. I know that sounds odd coming from someone that does printing, but especially with your current customers, email is cheap and effective. Most email marketing software allows you to insert personalized fields from your imported data. You can use the recipients name & company name to give you email campaigns a much more personalized look and feel. Furthermore, many software providers allow you to import custom fields for even greater personalization. Talk to your email software provider about using these features.
  • Provide content and offers that are valuable for people and they would likely respond to. Put yourself in their shoes. Ask yourself, if I were this person, what would I be interested in. Don’t just sell, sell, sell. People aren’t interested in your company or products, they are interested in what you company or product can do for them. If you send a personalized mail piece or email to a young single guy offering advice for retiring, it doesn’t matter how cool and eye catching your personalization is, it will still end up in the trash.
  • Don’t limit yourself to a single channel, use them all. Each marketing medium can see significant increases by being integrated with others. Send a letter, then an email. Use offline channels to drive people online, use online channels to promote live events and in store sales. Use personalization whenever possible.
  • Track the results of your personalized marketing efforts, especially against any previous non-personalized marketing that you have done. Email is easy to track, mail can be tracked using personalized website and other types of landing pages. You can get trackable phone numbers for a pretty low cost. If nothing else, if you do a campaign and start getting new clients, ask them how they got to you and manually keep track of that in your CRM program or even just an excel file.Once the campaign is complete, look at your results and determine what worked and what didn’t. Survey people that responded if you can. Make changes that will further increase your effectiveness and do it all over again. If it was a failure, try something else.Effective marketing is a journey, with a solid strategy and the use personalization, you can cut through the clutter and develop more powerful marketing relationship’s with your customers and prospects by showing them that you truly care about who they are and what they are interested in. I would sure be more likely to buy from or work with a company that gives me this kind of personal attention, wouldn’t you?
  • Using Personalization to Create More Powerful Marketing Relationships Presentation

    1. 1. Using Personalization To Create More Powerful Marketing Relationships<br />
    2. 2. Using Personalization To Create More Powerful Marketing Relationships<br />
    3. 3. Cutting Through The Clutter<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    4. 4. Using Personalization To Create More Powerful Marketing Relationships<br />Why Should You Personalize?<br />The Cocktail Party Effect: Nothing capture someone’s attention more than hearing (or seeing) their own name.<br />
    5. 5. Using Personalization To Create More Powerful Marketing Relationships<br />It’s all about RESULTS!<br /><ul><li>The personalization of marketing materials can increase response rates by 36%, response time 34% and repeat orders by 46% leading to an overall increase in profit and revenue of over 30% - Cal Poly Study
    6. 6. Personalized direct mail pieces increase response rates by more than 500 percent over a basic, non-personalized piece. – The Digital Printing Council
    7. 7. Personalizing an email marketing campaign can improve response rates by 45 percent. – Gotmarketing
    8. 8. Personalization was the most important factor when contributors determine which charity or fundraising direct mail they open. - ClickZ</li></li></ul><li>Types of Marketing Personalization<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    9. 9. Text Personalization<br />
    10. 10. Image Personalization<br />
    11. 11. Advanced Personalization<br />
    12. 12. Using Personalization To Create More Powerful Marketing Relationships<br />Personalized Direct Mail<br />
    13. 13. Using Personalization To Create More Powerful Marketing Relationships<br />
    14. 14. Using Personalization To Create More Powerful Marketing Relationships<br />
    15. 15. Using Personalization To Create More Powerful Marketing Relationships<br />
    16. 16. Using Personalization To Create More Powerful Marketing Relationships<br />
    17. 17. Personalized Magazines<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    18. 18. Using Personalization To Create More Powerful Marketing Relationships<br />
    19. 19. Using Personalization To Create More Powerful Marketing Relationships<br />
    20. 20. Using Personalization To Create More Powerful Marketing Relationships<br />
    21. 21. Other Personalized Printing<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    22. 22. Using Personalization To Create More Powerful Marketing Relationships<br />Pocket Folders<br />Presentations<br />Newsletters<br />Brochures<br />
    23. 23. Using Personalization To Create More Powerful Marketing Relationships<br />Personalized Email<br />
    24. 24. Using Personalization To Create More Powerful Marketing Relationships<br />
    25. 25. Personalized URLs<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    26. 26. Using Personalization To Create More Powerful Marketing Relationships<br />RecipientsName.CampaignWebsite.com<br />JohnSample.GonnaNeedShades.com<br />MarySmith.Ride105.com<br />MyLifeway.com/JudyKitzer<br />
    27. 27.
    28. 28. Using Personalization To Create More Powerful Marketing Relationships<br />Update Profile Page<br />Thank You Page<br />Survey Page<br />Welcome Page<br />
    29. 29. Using Personalization To Create More Powerful Marketing Relationships<br />
    30. 30. Using Personalization To Create More Powerful Marketing Relationships<br />
    31. 31. Personalized Video<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    32. 32. Using Personalization To Create More Powerful Marketing Relationships<br />
    33. 33. Using Personalization To Create More Powerful Marketing Relationships<br />
    34. 34. Getting Started With Personalization<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    35. 35. It All Starts With Good Data<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    36. 36. Start Simple, Use Mail Merge<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    37. 37. Personalize Your Email Marketing<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    38. 38. Be Relevant, Not Spammy<br />Using Personalization To Create More Powerful Marketing Relationships<br />
    39. 39. Use Multiple Channels<br />
    40. 40. Using Personalization To Create More Powerful Marketing Relationships<br />Measure, Analyze, Rinse & Repeat<br />
    41. 41. Q&A<br />Email: Aaron@MarketPathOnline.com<br />Call: 314-485-9778<br />Twitter: www.Twitter.com/MarketPathAC<br />LinkedIn: www.LinkedIn.com/in/AaronCorson<br />Facebook: www.Facebook.com/Aaron.Corson<br />SlideShare: http://www.SlideShare.net/MarketPathAC<br />YouTube: http://www.YouTube.com/user/MarketPathAC<br />www.MarketPathOnline.com<br />Using Personalization To Create More Powerful Marketing Relationships<br />

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