Learn about the future of cross-media marketing, as presented by Joe Manos at Dscoop6.

1. The Future of Cross Media Marketing
Joe Manos
Executive Vice President
MindFireInc

2. Agenda
• During this session you will learn about the next generation of
Cross Media Marketing that is now upon us!
• What are today’s marketers doing most often
• The Six Must Have dynamics for next generation marketing
• How tracking and measurement has already moved to the next
dimension – have you?
• The Marketers Portal – what is it and how do you play
• Case Study of Success How Will You Leverage This Opportunity
• Q&A

3. Making the Journey
• Cross Media Marketing
is more than just hype
• It is the future of the
Graphic Arts Industry
• Traditional marketing
methodologies are
undergoing a radical shift
and change
• More marketing touches
exist today so an
integrated approach is a
requirement for success

4. To Start With…
Cross Media Marketing has
changed over the last year
Let’s look at what today’s
marketer is focusing on

5. Cross Media 101
• Cross Media Marketing
is more than adding a
PURL or email to a
campaign
• In fact, most email
campaigns today don’t
leverage a personalized
approach
• The marketing world of
the past that primarily
used print and mass
media…has exploded
with many media choices

6. The Cross Media Opportunity
• There are three areas of
opportunity for marketers
leveraging Cross Media
Marketing:
– Cross Media Marketing Services
– TransPromotional Campaigns
• Personalized Statements /
Invoices
– Packaging and Label Programs
• Each opportunity area has
varying decision makers

7. • Traditional media has been
augmented with the new use
cases for mobile, social, online
and interactive media
• All of these new channels
demand an integrated
marketing approach different
from the past
• This leads to greater
complexity for today’s service
providers
• For those willing to accept the
challenge it presents an
incredible growth opportunity

8. New Revenue Growth and Profit
• Over the last five years
many have made the
journey successfully
• There are hundreds of
PSP’s that have
reinvented themselves
• They have made the
transformation to a MSP
• In spite of what the
industry experts(?) say it
is possible!

9. Cross Media Marketing Today
• Cross Media Marketing is the all-
encompassing term for launching
one marketing campaign across
a spectrum of media formats
• The new dimension for this
approach is the experience, and
that involves a high level of
audience interactivity
• These campaigns are designed
to engage the target audience
and get them more actively
involved
• Marketers that successfully
engage their customers are
rewarded with significantly higher
results in all areas

10. Cross-media campaigns are designed to engage
respondents on a more personal and relevant basis using
multiple touches
Direct
Email Invite
Mail
Personal
Donation
Site Invite to campaign
Invite to campaign
Invite to join fan page Refer A Friend
Invite to join fan page Guests
Follow Up Email

11. • The demand for new,
innovative use cases impact
both marketers and service
providers
• The CMM train has left the
station and is picking up
speed!
• If you have been
considering this area of
opportunity…
• It is time to get on the train
and start the journey

12. Another Important Consideration
• The playing field is no
longer level
• The level of campaign
sophistication has
increased quickly and
significantly
• The number and type
of media touches has
grown
• The design elements
for campaigns has
moved to the next
level as well

13. The Next Step or Dimension
• The Next Step:
– Persona data tied to
persona media
– Data has a life cycle
• Leading marketers are
achieving results
significantly higher than
others using this approach

14. First National Bank South
Africa

15. Campaign Objectives
• FNB’s objective was to create a highly-
personalized environment focused on four
customer segments:
– engage customers in an ongoing conversation
• “Personalized URL For Life”
– educate customers regarding offers related to
the service(s) held by the customer
– entice customers to follow-through on new
offers

16. “Financial Freedom” Campaign
- Four Customer Segments: Platinum, Gold, Silver and Smart
Platinum
- Segment-specific content and 4 triggered email notifications

17. Campaign Results
• Campaign is ongoing
– “PURL for Life”
• Initial results have far
exceeded bank’s previous
marketing activities:
– Visit rates and response
rates in excess of 10%
across all segments far
exceeding FNB’s
expectations
– FNB is considering re-
allocation of internal
resources to keep up with
the new generated demand

18. Building New Opportunities
• Let’s examine the value
associated with these
programs
• The deliverables the
marketer enjoys helps
them drive new sales
• It also provides them with
the ability to meet their
marketing objectives
• Delivering these types of
results is how you become
a critical partner for their
needs

19. What’s Driving the Adoption of New Use
Cases
• Social Media
500+ million Facebook users, 700+ billion minutes p/mo
65+ million Tweets p/day
• Mobile
3,000+ texts sent by teens p/mo[1]
1 in 2 people w/smart phones by end of ’11 [1]
• Direct Mail
12% drop in mail volume[2]
• Digital Coupons
60% YoY increase, 1% of total coupon utilization[3]
• Increased Digital Spend
$100 billion projected spend by 2014[4]
[1] Nielsen, 2010
[2] United States Postal Service Annual Report
[3] Marx, a Kantor Consumer Promotion Unit
[4] Forrester Report

20. InfoTrends Study
• In October 2010,
InfoTrends conducted an
in-depth study
• The study reported a shift
toward not only using
more electronic and
online marketing, but also
more channels
• Survey results indicated
that marketers are using
an average of 2.7 media
channels per campaign

21. Study Data

22. The Six Must Haves for CMM
Success
• Why do some
CMM campaigns
achieve success
• While others fail
• What are the
ingredients for
success?

23. How Do You
Produce Award-
winning
Campaigns?

24. Know the Ingredients

25. What’s the Objective?
• Write it down
• Few words
• Look at it often

26. Great Data
• GIGO – you have to have good data
• Most companies have no idea how
good or bad their data is
• How about your data?
• ICP?

27. Compelling Offers
Consider both for:
• Responding
• Completing the ultimate objective

28. Use Personas for Relevance

29. Maximize Touches
• Use multiple channels
• Use Contact’s preferred
channel
• Create cohesive experience

30. Follow Up!
• Don’t f-up and neglect to f-up!
• Marketing Sherpa/MIT Study
– 100 times greater opportunity
– 21 times higher conversion level
• Maximize, maximize, maximize
– Non-responders: Do you have emails for some of them?
– What about your hand raisers? Call them!
• Map it all out, look at each opportunity

31. Sometimes, It’s Pretty Logical.
• Use common sense
• Consider:
– 39 survey questions, branched to a total of 75
– How do you think this would do?
• Well …
– Visit Rate: 15.85%
– Response Rate: 13.94%

32. Break a Rule!
“Hell, there are no rules here —
we're trying to accomplish
something.”

33. Simplify the Launch Process
• Simplifying the
Launch Process
for the marketer
• Marketers are
resource
challenged
• Seeking partners
with the solutions
to their needs
• Your ability in this
area speeds the
sales and launch
process!

34. Tracking and Measurement – The
Next Dimension
• Marketers must
have tracking and
measurement
• It’s your key
deliverable
• Take it to the next
dimension

35. Tracking & Measurement
• Marketers need the ability
to compare and contrast
their activities based on
performance data
• It must be “Real Time”
results data
• They are currently
searching for partners to
provide these capabilities

40. Response by Media Type
Press Release
1%
Social Media/Viral
12%
Email
87%

41. Social Media/Viral Detail
Facebook, 3%
Email Footers, 4%
LinkedIn, 1% Twitter, 3%

44. Marketers Get It!
• The increased use of multi-
media in a single campaign
represents a clear
understanding by marketers of
the need and value
• Today’s marketer is more
effective because they leverage
the use of print, mobile, Web,
and social media in an
integrated and targeted fashion
• Couple this with tracking and
measurement and you now
have the “silver bullet” for your
customers!

45. The Marketers Portal
• How do you tie a customer’s CRM or other
applications into the Cross Media Marketing
Campaign?
• The value of a fully integrated lead-to-rep-to-
CRM application
• What Other Key Marketer Applications can be
leveraged?

46. Better Technology Will Mature Online
Marketing
• A Forrester Research study stated that
marketers must make better use of technology to
mature their online marketing capabilities
• The study recommended that they maximize the
cost efficiencies and direct customer
relationships that online tools allow
• Tie all online technologies together through open
standard API’s

48. This Capability Exists Today
• The ability to provide the marketer with a robust
portal / dashboard like Forrester outlined exists
today
• New innovative use cases are being developed
daily
• The value delivered for the marketer is a “must
have” by all marketers

49. The Suite Brings New Value
• Primary Function Support the end-to-end interactive
process
• User Interactive marketers of all levels,
agencies, and marketing personnel
• Data Model Unified data model that integrates at
the targeted level
• Integration Capabilities Built on an open source platform to
allow an easy connection with a
limitless partner network
• Delivery Model Hosted / On-Demand

50. Self Promotion Best Practice
Hemlock Printers Limited
Located: British Columbia
Founded: 1968
Business: 79,000 sq/ft facility, 170+ employees
Locations: Victoria, British Columbia;
Seattle, WA
San Francisco, CA

51. What Was the Objective?
• Campaign Objective:
– To renew relationships with customers
– Bring in business during the slow summer season
– Raise awareness of its cross-media capabilities
• Key Sponsors:
– Dirk Ottevangers, Director of Business Development
– Barbara Mallin, General Manager for Digital Print
Services
• Approach: A cross-media campaign

52. Objectives (cont’d)
• Sought to end fiscal year on a strong note
• Business down (economy + summer holidays)
• Tell customers about Nametag™ and other capabilities.
• Nametag™ is Hemlock’s branding for its cross-media product
• Goal: Secure new business by August 31, while raising
brand awareness and engage clients in conversations
about upcoming projects

53. • Reconnect with customers & reacquaint them wider range of services
• Show the power of Cross-media (Nametag™) by using it
• Target Audience:
– Hemlock sales reps provided customers
– Selected a cross-section of 1,551 existing customers
– Included graphic designers, ad agencies and corporations that
had done little or no business with Hemlock in the past 12 months

54. Great Messaging

55. Personal & Relevant

56. Personal Incentives
• Customers have a
choice
• Collected critical
marketing
intelligence for
future use!

57. Great Wrap-up and Call to Action!

58. Campaign Results!
• 473 people (30.7%) visited the landing page
• 183 or 11.7 percent entered the contest
• 21 new printing projects generating $ 331,000 for
Hemlock Printers
• A return on marketing investment 25 times greater than the
amount invested
• “We knew the jobs were out there,” recounts Ottevangers.
“We just wanted to secure the business so we added
something to the offer to bring in the jobs”
• “Most people asked for the upgrade or add-on,” says Mallin,
“and the most common request was for carbon neutral
printing”

59. Critical Steps for Success
1. Well defined campaign
objectives
2. All about marketing
nothing else
3. Excellent data
preparation
4. Sufficient planning and
execution time
5. Everyone in the
organization is ready for
launch and follow-up
activities
6. Great offer
7. No less than three
touches

60. Closing Thoughts…
• This is the year of Cross Media
Marketing
• Where else is their growth potential
like this?
• If GROWTH is one of your key
objectives, this can’t be ignored!

61. There are Two Paths for 2011
• The path for Cross Media
Marketing success is
clear and well defined
• The opportunity for
growth and success has
never been greater
• We are here to help you

62. Questions & Answers
• Don’t forget to stop by our booth to pick up your copy
of the case study
• Feel free to refer questions or comments to:
– Joe Manos: jmanos@mindfireinc.com
• 916-284-8112 mobile

63. Thanks for your
time!