Companion Marketing - 2009 Marketing Innovation Summit


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Sara Costello of Sylvan Learning Systems and Eric Cosway discuss the concept of Companion Marketing in the overall marketing spends for corporate brands and franchised organizations. More materials available at

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  • Above the line is $162B- T V, Radio, Newsprint, Billboard, Magazine and Cinema Newsprint $48B Down by 8% Magazine $25B Down by 4% TV $61B Up by 4%
  • Above the line is $162B- T V, Radio, Newsprint, Billboard, Magazine and Cinema Newsprint $48B Down by 8% Magazine $25B Down by 4% TV $61B Up by 4%
  • When asked about direct mail marketers and provides alike want to move to integration fast
  • 20% Uplift in this case when you use email and catalog together- emails before and after catalog drop off
  • Companion Marketing - 2009 Marketing Innovation Summit

    1. 1. COMPANION MARKETING Sara Costello and Eric Cosway
    2. 2. ERIC COSWAY EVP,CMO, QuantumDigital Who We Are SARA COSTELLO Senior Director Relationship Marketing Sylvan Learning, Inc.
    3. 3. 2008 U.S. “Direct & Digital” Ad Spending—$178B Teleservices: $46B DR Broadcast: $28B Digital: $24 B DR Print: $20B Other: $2.8B Our World According to Winterberry (2008) Direct Mail: $56B
    4. 4. Teleservices: $46B DR Broadcast: $28B Digital: $24 B DR Print: $20B Other: $2.8B Direct Mail: $56B -1.2% 11.2% 1% -1.6% -3% 1% Our World According to Winterberry (Changes 2007 vs 2008) 2008 U.S. “Direct & Digital” Ad Spending—$178B
    5. 5. Over 60% of marketers say multichannel integration is high on their priority list for 2009 Digital Print/Online Channels Perform Best Used Together
    6. 6. <ul><li>Direct mail—still commanding over $55B in U.S. marketer spending—will remain viable </li></ul><ul><ul><li>From “mass” to “targeted” </li></ul></ul><ul><ul><li>Era of “batch-blast” mail is over- meaning fewer pieces, pages and packages </li></ul></ul><ul><ul><li>Increase use of automation, technology resulting in digital versus offset cost-savings at higher volumes </li></ul></ul><ul><ul><li>Shift from single-channels to multichannel campaigns </li></ul></ul>The Shift Is Real
    7. 7. Elements of Companion Marketing Might Include: Profit Drivers Creative Media Offer Message Audience/List Personalization Timing/Triggers Costs Metrics Website Search Email Banner Ads PURLs/GURLs Social Networks RSS/Blogs Video Mobile Ads Direct Mail Broadcast TV Radio Newsprint Texting Phone/Voice Magazines Yellow Pages Outdoor Online Channel Offline Channel
    8. 8. <ul><li>Using offline and online marketing techniques together </li></ul><ul><ul><li>How Sylvan defines companion marketing </li></ul></ul><ul><ul><li>Two examples of “campaigns” we have run </li></ul></ul><ul><ul><li>The notion of “personalization”, customization and 1-to-1 marketing </li></ul></ul><ul><ul><li>Event based triggers and timing </li></ul></ul><ul><ul><li>Demographic data for extreme targeting (mail and email) </li></ul></ul><ul><ul><li>Multi-channel options can drive client more revenue </li></ul></ul><ul><ul><li>Five neat ways to use mail and the web together </li></ul></ul><ul><ul><li>Lessons learned by Sylvan and Quantumdigital </li></ul></ul><ul><ul><li>“ Smart mail and print that connects you to your online world, that’s what we are all about” </li></ul></ul>Companion (Integrated) Marketing
    9. 9. Sylvan Learning Centers- Cross Media Marketing Portal
    10. 10. Sylvan Learning Centers - Mail and Email Platform Print on Demand Newsletters eNewsletters Mailed Postcards and Letters
    11. 11. A. PRE-SHOW MAILER B. GENERAL URL C. EMAIL REMINDER D. POST-SHOW OFFER One Example of Companion Marketing- MapMail ™ Demo Mailed: 3,492 Visit URL 5 % MapMail Demos 4% Visit for virtual demo 6%
    12. 12. A. Personal Introduction Greeting Card B. Follow-up Personalized Invite Second Example of Companion Marketing (1)
    13. 13. D. Personalized URL C. Personalized Timed Emails Series Second Example of Companion Marketing (2) Overall Metrics To Date List Size 50 Discovery Sessions 15 Proposals 4 Closed Deals 2
    14. 14. Sylvan Learning Centers The Importance of Personalization and Customization
    15. 15. Degree of Variable content Value/Workflow Complexity 40% 40% 10% PERSONAL SALUTATION 1 PERSONAL SALUTATION & CUSTOMIZED TRANS PROMO ADS FULLY PERSONALIZED & CUSTOMIZED 10% Variable Data Technology The Sweet Spot of Digital 2 3 4
    16. 16. 1-to-1 Marketing and Communications Is Possible
    17. 17. 1-to-1 Marketing and Communications Is Possible <ul><li>Personalization/Dynamic Docs </li></ul><ul><li>Tailored content, driven by recipients’ characteristics/history </li></ul><ul><li>Cohort group and/or database driven </li></ul><ul><li>Business rules-driven publishing </li></ul><ul><li>100% variable content— Images, photos, text </li></ul>
    18. 18. Sylvan Learning Centers- Timing Triggers and Campaigns <ul><li>Business rules are key. Customer Lifecycle Approach </li></ul><ul><li>Open and click thru triggers </li></ul><ul><li>Test to enrollment triggers </li></ul><ul><li>Re-activation of cold leads (rejecter campaigns) </li></ul><ul><li>Re-enrollment of former families (upsell and cross-sell) </li></ul><ul><li>Appointment confirmation and reminders triggers </li></ul><ul><li>Surveying and customer satisfaction triggers </li></ul>
    19. 19. <ul><li>“ For us event based triggers are 3.5X more effective than our promotional broadcast emails.” Bank of America Executive </li></ul><ul><li>Welcome </li></ul><ul><li>Abandoned shopping cart </li></ul><ul><li>Reactivation of non-responders </li></ul><ul><li>First time buyer </li></ul><ul><li>Birthday or anniversary </li></ul><ul><li>Post purchase triggers </li></ul>“ Did You Forget” direct mail piece 7 days later “ Rate and Review” direct mail piece 21 days later “ Dell’s rate and review emails generate an open rate that is 6X of our typical promotional emails” Dell Executive Think Triggers- Timing is everything
    20. 20. <ul><li>According to a 2008 JCPenny Study: </li></ul><ul><ul><li>Internet only shoppers: $151 /yr </li></ul></ul><ul><ul><li>Catalog only shoppers: $201 /yr </li></ul></ul><ul><ul><li>Retail only shoppers: $195 /yr </li></ul></ul><ul><ul><li>2-channel shoppers: $446 - $608 /yr </li></ul></ul><ul><ul><li>Tri-channel shoppers: $887 /yr </li></ul></ul><ul><li>Response rate lifts </li></ul><ul><ul><li>Email only response 1% </li></ul></ul><ul><ul><li>Catalog only response 8.3% </li></ul></ul><ul><ul><li>Email + catalog response 11.2% </li></ul></ul>Abacus Direct - 2004 The Impact of Multi- Channel Marketing Source: Regina Brady, Brady Marketing Solutions
    21. 21. Simple Personalization ROI Example <ul><li>Shared and Broadcast Mail </li></ul><ul><ul><li>Spend $5,000 </li></ul></ul><ul><ul><li>3¢ each </li></ul></ul><ul><ul><li>166,667 quantity </li></ul></ul><ul><ul><li>.1 % response rate </li></ul></ul><ul><ul><li>167 prospects walk-ins </li></ul></ul><ul><ul><li>60% close rate </li></ul></ul><ul><ul><li>100 sales </li></ul></ul><ul><ul><li>SALES RESULTS: $12,000 </li></ul></ul><ul><li>Basic Personalization </li></ul><ul><ul><li>Spend $5,000 </li></ul></ul><ul><ul><li>71¢ each </li></ul></ul><ul><ul><li>7,042 quantity </li></ul></ul><ul><ul><li>3.5% response rate </li></ul></ul><ul><ul><li>246 prospects walk-ins </li></ul></ul><ul><ul><li>60% close rate </li></ul></ul><ul><ul><li>148 sales </li></ul></ul><ul><ul><li>SALES RESULTS: $20,160 </li></ul></ul>Source: QDI, Actual Field Survey 2008
    22. 22. <ul><li>Print website addresses, and social links (LinkedIn, Twitter, Facebook) on all mailers and print materials </li></ul><ul><li>On direct mail pieces, include a coupon or promotional offer that can only be redeemed by going online </li></ul><ul><li>Use direct mail to launch a webinar, online social event or contest </li></ul><ul><li>Ask direct mail recipients to sign up for e-newsletters or to subscribe to your RSS feed </li></ul><ul><li>Use direct mail to say “hello” to your existing customers and show them how and where to leave comments on your website </li></ul>Abacus Direct - 2004 5 Ways to Use Offline and Online Together
    23. 23. <ul><li>Example Demographics for Targeting: </li></ul><ul><li>Marital Status </li></ul><ul><li>Home ownership </li></ul><ul><li>Family Size </li></ul><ul><li>Income Levels </li></ul><ul><li>Gender </li></ul><ul><li>Age Ranges </li></ul><ul><li>Education </li></ul><ul><li>Occupation </li></ul>Sylvan Learning Centers – MapMail ™ Targeting
    24. 24. <ul><li>INCREASE OPEN RATES, CLICK THROUGHS AND CONVERSIONS BY SEGMENTATION AND LIST FILTERING </li></ul>Segmentation and Targeting For Emails 1 2 3 4 DEMOGRAPHICS PERSONAL PREFERENCES ACTIVITIES LEVEL OF INTEREST Gender Lunch crowd Purchase history Active Age Wine Lover Click activity Inactive Income Surf-and-turf fans Price points Seasonal Geography Desert connoisseur Monetary value of average purchase Subscriber controlled frequency
    25. 25. <ul><ul><li>Integrated companion marketing works to stimulate not only interest which turns into a lead but also helps to cross sell many of our products and services. We drives leads to our website and into our centers . </li></ul></ul><ul><ul><li>By utilizing “ data base triggers ” in our marketing we are able to keep in step with the age/needs of each child in our database. </li></ul></ul><ul><ul><li>Conversion/creative messages address broad concerns and urge action allowing the centers to follow up with phone calls or emails using multiple types of campaigns or one off touch points such as appointments and follow up visits. </li></ul></ul><ul><ul><li>The big benefit of multichannel marketing are ultimately more : </li></ul></ul><ul><ul><ul><li>Repeat inquires from customers within each center’s database </li></ul></ul></ul><ul><ul><ul><li>Evaluation tests from these inquiries </li></ul></ul></ul><ul><ul><ul><li>Enrolled conversions (signed up Sylvan services) </li></ul></ul></ul><ul><ul><li>Demographic data/filters (example age of children, marital status and income levels) result in better quality candidates and more cross sell revenue. </li></ul></ul>Sylvan Learning Centers – Lessons Learned
    26. 26. <ul><ul><li>Use direct mail to drive people to the “web”. </li></ul></ul><ul><ul><li>Variable data key codes and match back techniques do provide meaningful metrics </li></ul></ul><ul><ul><li>Use an arsenal approach- example direct mail, email, texting, personalized URLS (Purls), video, Twitter, Facebook. </li></ul></ul><ul><ul><li>Send an email message before or after delivering direct mail to bolster awareness and heighten receptiveness. Think Triggers! </li></ul></ul><ul><ul><li>Use Variable data (print) technology test a campaign idea — small batch mailers, personalized landing pages, print materials etc. A/B testing can help you focus the message and cut your costs. </li></ul></ul><ul><ul><li>Use personalization and dynamic content to increase relevancy and move response rates in double digits </li></ul></ul><ul><ul><li>Use the new USPS bar code to track mail and to trigger reinforcement emails, text message offers etc </li></ul></ul><ul><ul><li>Direct mail works well for customer acquisition , email works well for customer retention and development </li></ul></ul><ul><ul><li>Multi channel shoppers tend to buy more than single channel shoppers </li></ul></ul>QuantumDigital Lessons Learned:
    27. 27. Questions