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Lunch and Learn for North Little Rock Chamber of Commerce in Arkansas

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  • Welcome – Integrating Media – Third in a seriesHousekeeping – for about half of you, this may be a new type seminar experience….a truly interactive, integrated experienceLive tweeting – hashtag - #IMLRInternet access – Chamber Code – “attempt to set a worlds record”Thanks to Keith Crawford (twitter)Brant Collins – live streamingSteve Davison, Amy Bradley-Hole – preparation and promotionJon Aven, Lisa Siebold – my staff – last minute prepDanny Troillett, Dixie CaféLisa Strack – my wifeAnd presenters – Jamie Walden, Dena WoernerSo…Why are we here…it’s all about change
  • HousekeepingWelcome – Integrating Media – Third in a series – first time attendeessHousekeeping – for about half of you, this may be a new type seminar experience….a truly interactive, integrated experienceFoodRestroomsAgenda – John, Q&A, Steve, door prizesTwitterHashtag #IMLR
  • New tools…some inexpensive (except for the knowledge)Engage. React. Interact.Measure.
  •  ---Thursday, June 23 - Lunch & Learn presentation---- For this presentation, I was thinking we would have the sub-topic as: Multi-channel & Cross-Media Marketing for Businesses And the presentation would address or answer these questions: - What is an integrated marketing campaign? - How many marketing channels should I use? - How do I incorporate print, social & mobile and other channels? - How do I measure results?
  • 15 YearsBusiness ManagementAuthorWhitpapers
  • During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
  • A challenge that printers can face when trying to measure a marketing campaign is illustrated here.If separate solutions are used to execute each leg of the campaign, the results are all poured in to different databases.At the end of the day, there is manual work to pool the results together.
  • Lets go back tomy boys. They love sports but what sports do they love that a sports store could use to target them better? Ask/query unintrusively and append the knowledge to the database record
  • Let’s talk about campaigns… what does it mean? What is NOT. It is not mail job, Nor is it a 2000 piece print run. Those are only individual efforts that support the marketing campaign. A marketing campaign will have a variety of efforts and actions. Lets take a look.
  • Next: identify who you are going to target… do you have an existing customer list? Do you want to buy a list?Are you targeting all universities and colleges in your state?
  • Yes, there are different ways to reach your prospects. We will talk about each of these later too.. But the key is to understand that you need to be able to reach people in different methods
  • Next… define how people will respond… we will talk about these in more detail later as well… But not everyone likes responding online… a lot of people throw away BRCs.. The goal is to find the preferred method of contact for each person.
  • Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
  • Here’s an example of you can truly put variable data to use for you.. By personalizing based on other data that you know.First , it starts with analyzing your data, and then visualizing your customers.
  • The inside of the booklet has a number of variable fields including
  • Go to the whiteboard and draw a sample data base, text record how data and inages acan be puled out.. Hand out the
  • 1. Relevancy in Content: providing the right information in the right context 2. Relevancy in Contact: delivering this information to the right people 3. Relevancy in Channel: providing it to the right medium in the right format 4. Relevancy in Time: delivering this information when it is appropriate to meet the client’s needs
  • First, what does it stand for?Quick Response… So.. On the most basic level – think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL.Yes, it’s a call to action that can help increase response rates… strike while he iron is hot.
  • PalmiPhoneBlackberryLGNokiaMotorolaSamsungEtc
  • There are a number of FREE applications that allow you to scan QR Codes.They are different between phones.Discuss favorite ones for iPhone, Android, Blackberry.To get one, you simply need to go to your app store, download the app. You can even do it now , if you’d like..
  • We are seeing a huge interest in qr Codes when it comes to real estate.Here’s a picture of how one is being used on a rider.Also, flyers, mailers, newsletters, other signs…
  • QR Codes used by a printer to make their open house more fun, exciting.. If people scanned the code o nthis sign, it took them to a landing page. There was logic on the page to randomly display a picture of a rockstar… kinda fun.(of course, when the men scanned a code and saw Courtney Love, and the ladies scanned a code and saw Elton John, their reactions were priceless!)
  • Here is an example of another type of interactive barcode…. ScanTag. In a case like this, people simply take a picture of the special code. They send it via text message, and then they receive additional information from the company via text.
  • Know Your AudienceThe One ThingHumanize Your BrandContent Resource & Distribution Strategy Measure Your Success
  • Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  • Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Here is how Tiwtter is used to promote a white paper…..
  • Transcript

    • 1.
    • 2.
    • 3.
    • 4.
    • 5.
    • 6.
    • 7. Multi-Channel and Cross-Media Marketing for Business
    • 8. Before I Begin …
      @johnfoleyjr
      #IMLR
      8
    • 9. John Foley, Jr.
      I love Mar(H)keting!
      Grow Socially, Inc – Support Services
      Online Marketing/Social Media
      Plan, Manage, Execute and Measure
      interlinkONE – Software (SaaS)
      Enterprise Marketing Management Software
      Plan, build, manage, execute and measure all marketing activities
      15 Years Woot!
    • 10. Accolades
      • Jetsetter Status on FourSquare
      • 11. Mayor of iStrategy
      • 12. Ranked #14 as a Top CMO on Twitter in 2011
      • 13. 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category
      • 14. One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50
    • What’s on the Agenda?
      Integrated Marketing: What, Why & How
      Creating Multi-Channel Campaigns
      Incorporating Print, Social, Mobile, & More
      Measuring Results
    • 15. Integrated Marketing: What, Why & How
    • 16. Start on the Home Front
      “Kitchen Table Effect”
    • 17. What is Integrated Marketing?
      “The coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers & prospects”
      Source: http://en.wikipedia.org/wiki/Integrated_marketing
    • 18. What “Not Integrated” Means to Business
      Marketing Initiatives
      Print Ads
      Telemarketing
      Trade Shows
      Direct Mail
      Banner Ads
      TV/Radio
      Customer List
      Site Visitors
      Accudata List
      Prospects
      Media/Press
      Readers
      Target Audience
      Hassles
      Time- Consuming
      Waste of Money
      Response Profiles
      Business Reply
      Cards
      Fax/Data Entry
      (Inbound)
      Web
      Registration
      Contest/Trade Show Registration
      Call Center
      Attendee Survey
      Multiple databases of Information
      Separate reports (un-integrated)
      Delayed Lead Routing to sales
    • 19. Where Is Your Data?
      Call Center
      Personalized URL
      . CSV .TXT
      Database
      Database
      . CSV .TXT
      Business Reply Cards
      Web Inquires
      . CSV .TXT
      Database
      Database
      . CSV .TXT
    • 20. What “Not Integrated” Means to Customers and Prospects
      Marketing Messages that are:
      Not Relevant
      Not Sent at the Right Time
      Not Sent in the Preferred Channels
    • 21. Copyright 2011 interlinkONE, Inc.
    • 22. Campaign Example
    • 23. Multi-Channel Effort Based on Data
      Boomers (35-55)
      The 20 something’s 20-34
      Seniors (55+)
      Touch points to gather information and drive to website or shopping cart
      Touch points to gather information and drive to website or shopping cart
      Touch points to gather information and drive to website or shopping cart
      A
      A
      A
      B
      B
      B
      C
      C
      C
      Visitors who purchased.
      D
      C
      B
      A
      A
      B
      C
      D
      Visitors who left.
      E-Commerce
      Outbound Emails
      Outbound Emails
      Social Media
      Banner Ads
      Social Media
      Banner Ads
      Direct Mail
      Direct Mail
      Web Site
      Drive back to website or shopping card through medias
    • 24. Question Time!
      Where can you get the best marketing data for your company?
    • 25. Building the Database
    • 26. Quick Takeaway
      Think Multi-Channel
      Think Multi-Media
      Think Multi-Response
      Think Multi-Touch
      Think Integrated
      Build YOUR Marketing Database
      Rome wasn’t built in a day!
      Why you say?
      A targeted, integrated, Multi-touch, Multi-channel/media/response (Personalized) produce greater results!
    • 27. Creating Multi-Channel Campaigns
    • 28. Pick Your Audience: Choose your target audience.
      Pick A Channel: Choose which channel would be the most effective way to contact your audience.
      Repeat: Repeat the cycle for more effect.
      Pick A Media: Choose which media to contact your audience.
      Response Channel: Give your audience a way to respond.
      Measure: Marketing Reports & Dashboards automatically generated.
      Lead Database:
      All responses collect in one database.
      Real Time, Centralized, Online, Qualified.
      Sales
      Reports
      Lead
      Distribution
      Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.
    • 29. Campaign 101
      What is a Campaign
      Campaign – (noun) An entire series of marketing efforts to one event, customer, organization, priority.
    • 30. Define the Goal/Objective
      Step #1 My Goal
      Goal: Increase sales by 15%
      How: Increase our # of inquiries with marketing efforts
    • 31. Step# 2: Identify & Understand Your Audience
      Define the Target Audience
    • 32. Define the Channels You’ll Use
      How will your deliver?
      Step #3 Choose Channels & Medias
      Newsletter
      E-mail with PURL
      Newspaper Insert
      E-mail Promotion
      Postcard
    • 33. Define Response Options
      Step#4 Choose response type
      (how will the audience contact you about your message/offer)
      PURLS
      BRC
      Trade Show Booth
      Phone
    • 34. Multi-Channel Campaign
      July Seminar
      Prospects
      Associates
      Customers
      Target Audience Data
      Print
      internet
      Print
      Web
      Mobile
      Channel
      Direct Mail Invitation
      Postcard
      Flyer
      Banner Ad
      Invitation Email
      SMS/Text
      Social Media
      Mobile Ad
      Media
      Reply Text
      Landing Page
      Inbound Calls
      PURL
      QR Code
      Landing Page
      Landing Page
      Landing Page
      Response Mechanisms
    • 35. Cross-Media & Multi-Channel Questions
      Scheduling – When should I contact the customer?
      Photo Credit
    • 36. Cross-Media & Multi-Channel Questions
      Rate – What is the correct time frame to leave between the delivery of my first, second and third message to the customer?
      Photo Credit
    • 37. Cross-Media & Multi-Channel Questions
      Incidence – If a customer is not responding, how long should I continue to pursue the offer?
      Photo Credit
    • 38. Keys to Cross Channel/Media Success
      Variety of Mass medias, Email, Direct Mail, Letters, Web pages
      Branding, Graphics, Messaging
      Call to action
      Measure it
      Photo Credit
    • 39. Benefits of Multi-Channel / Cross Media
      Increase the Reach of Your Message
      It’s their world – communicate in the ways they want to be communicated in
      Generate greater responses
      Easy to Measure– Find out what works!
    • 40. Incorporating Print, Social, Mobile, & More
    • 41. Print Plus: It Starts With The Data
    • 42. Identify Areas of Personalization
      Relevant Content that Appeals to Them
      Membership Level
      Images based on Interest
      Personalized URL
    • 43. Personalized Messaging
      This customer:
      • Loves the races… Thinks the food is expensive… Is a Silver member
    • TakeawaysBe Relevant
      Relevancy in Content
      Relevancy in Contact
      Relevancy in Channel
      Relevancy in Media
      Relevancy in Response
      Relevancy in Time
    • 44. Why Mobile?
    • 45. Integrating Mobile
      QR Codes
      SMS/Text Messaging
      Digital Watermarks
      Augmented Reality
      Payments
    • 46. Print + Mobile
      QR Codes
      QR Code Resources
      QRConnect.com
      QReateandTrack.com
      Can hold - 4,296 alpha-numeric
       Source Denso Wave
      QRcode™
    • 47. QR = “Quick Response”
    • 48. What the QR Code Contains
    • 49. What You Need to Scan
    • 50. Applications to Scan
    • 51. Tip: Mobilize Your Content!
    • 52. QR Codes on Signs
    • 53. QR Codes on Posters
    • 54. QR Codes on Mailers
    • 55. Other Barcode Formats
    • 56.
    • 57. Direct Mail Example #1
    • 58. Direct Mail Example #2
    • 59. Keys to Succeeding with Discount
      Point QR Codes to a Mobile Website!
      Track the Effectiveness
      Provide a compelling reason to scan
    • 60. Digital Watermarks
    • 61. SMS/Text Outbound
      6.1 trillion messages sent in 2010!
      News Alerts
      Product Info
      Contests
      Deals
      More
    • 62. SMS/Text - Inbound
    • 63. Mobile Payments
      Near Field Communications (NFC)
      Square (from Twitter co-founder)
    • 64. Social Media Marketing Plan
      Describe Business and Its Goals
      Know Your Audience
      Value Prop / Keywords
      Humanize Your Brand
      Content Resource & Distribution Strategy
      Measure Your Success
      Strategy
      Before
      Tactics!
    • 65. Know Your Audience
      Who Are They?
      Where Are They Cyclically?
      How Do They Use Social Networks?
    • 66. Content Resource Library
      Visit Resources Daily
      Content A
      Content C
      Push Content Out
      Pull Content
      Content B
      Make Links Measurable
      Content Distribution
    • 67. Optimize / Social Friendly
      Blogs
      eNewsletter Sign-Ups
      White Papers
      Landing Pages
      Offers
      Emails
      Polls
      Get Noticed
      Inquiries
      Engage
      and
      Nurture
      Qualified
      Leads
      Engage
      and
      Nurture
      Sales
      Integrated Multi-Channel Marketing
      Action – Publish – Engage – Converse – Share
      Social Media Blogging Analytics
      Content Mgmt SEO
      Start with MKTG Plan
      Product?
      Service?
      Asset?
      $
    • 68. How to Measure Success
    • Tools for Measuring Effectiveness
      Link Shorteners
      iLink.Me
      TinyURL.com
      Google Analytics
      Website
      Insights
      LinkedIn, Facebook, Twitter, YouTube
    • 77. http://ilink.me
    • 78. Tools to Measure Success
      www.ilnk.me
    • 79. Social Media Listening Tools
    • 80. Get Business Results
      • Empower Sales Reps
      • 81. Share Case Studies
      • 82. Answer Questions
      • 83. Send Requested Information.. NOW!
      • 84. Follow Up
      • 85. Connect & Engage
    • Get Business Results
      • Start with a Plan
      • 86. Create a Online Marketing Strategy
      • 87. Incorporate Your Offline / Online, Social Media, SEO and Website
      • 88. Measure the Results!
    • Marketing Calendar look - Before
      Announce on website
      Mail -Monthly Newsletter
      Send out flyers to clients
      Email eNewsletter (Announce)
      Tell colleagues you’re attending
      Expo Event
      8AM-6PM
      Send thank you cards
      Enter new contacts in CRM
    • 89. Integrated Calendar - After
      Create Post, Link back to website
      Announce on website
      Announce on
      &
      Mail -Monthly Newsletter
      Send out flyers to clients
      Email eNewsletter (Announce)
      Connect with Keynote Speakers on
      Share event article on
      Comment on event’s
      page
      Announce booth # with
      video post
      Tell colleagues you’re attending
      Share event article on
      Expo Event
      8AM-6PM
      Join in on event’s hashtag
      Send thank you cards
      Enter new contacts in Excel
      Follow-Up with
      Post & Post Pictures
      Share speaking presentation on
      Friend new contacts on
    • 90. Measuring Results
    • 91. What did people respond to?
    • 92. What groups responded?
      Purchased Lists vs. House Lists
      Customers vs. Prospects
    • 93. Inbound and Outbound
      COMPANY WEBSITE
      Whitepapers,
      eBooks Downloads
      eNewsletter Sign-Ups
      Comments & Questions on Blog
      Info/Inquiries
      Webinar
      Sign-Ups
      Social Media
      SEO
      DM/Flyer
      E-mail
      Links
      Other
      3500
      Visitors
      CRM
      2000
      Visitors
      800
      Visitors
      100
      Visitors
    • 94. Landing Page Responses
      Who visited the page?
      Who responded?
      Who did not?
    • 95. E-Mail Blast Results
    • 96. Cost per Lead
    • 97. Sales Pipeline
    • 98. Case Study – This Event
      Plan
      Examples
      Results
    • 99. Case Study – Recent Event
      What did the plan look like?
      Who – Biz Owners, Marketers
      Why? Feedback. What the audience told us before
      How – Multi-Channel, Internet, Print, Video
      Medias – Email, DM, Txt, Social, Blog, Lpage
      Goals – 40 attendees – Result 60 plus!
    • 100. Case Study – Examples
      Personalized
    • 101. Case Study – Examples
      Personalized Envelope / Letter
      Email Thank you
      Email
    • 102. Case Study – Examples
      Mobile Optimized Program for Event!
      Text Alert!
    • 103. Case Study – Results
    • 104. Case Study – Results
    • 105. Case Study – Results
    • 106. Case Study – Results
    • 107. Final takeaway for your Integrated Marketing Programs!
      Plan
      Manage
      Execute
      Measure
    • 108. THANK YOU!Q & A / Contact Me! http://ilink.me/JR
    • 109.
    • 110. www.LetUsKnowWhatYouThink.com