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hawkeye Webinar: Increase Sales with Personalized URLs

hawkeye Webinar: Increase Sales with Personalized URLs



Supercharge your marketing and sales with personalized URLs!...

Supercharge your marketing and sales with personalized URLs!

With more and more companies creating highly targeted campaigns online and off, it can be quite a challenge to develop effective marketing. How do you measure what's working and what's not? In this Webinar, get answers to all these questions and more.

See how personalized URLs can be a cost-effective way to deliver highly relevant content to each and every one of your customers. By engaging your customers with what they want to hear, you can not only increase response rates, you can convert people to lifelong customers.

Learn more about what personalized URLs are and how they can be used to supercharge your sales and marketing efforts to drive bottom-line results.

Visit www.hawkeyeIQ.com to see the personalized landing page that was created for this Webinar.




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    hawkeye Webinar: Increase Sales with Personalized URLs hawkeye Webinar: Increase Sales with Personalized URLs Presentation Transcript

    • Let’s Get Personal: Increase Sales with Personalized URLs A Webinar presented by hawkeye and PostClick (a hawkeye venture) November 3, 2009
    • Introduction • Introduce speakers • Today’s session • Agenda and Q&A • How to get a copy of the deck – access archived slides – get slides e-mailed to you • How to reach us – jtedstrom@hawkeyeww.com 2
    • GoToWebinar Attendee Interface 1. Viewer Window 2. Control Panel
    • Do you ever feel like you are talking to yourself? 4
    • And, no one is listening? 5
    • Did you know the average consumer sees 5,000-plus messages a day? • “The average 1970’s city dweller was exposed to 500 to 2,000 ad messages a day…now it’s 3,000 to 5,000.” • USA Today, 2006 • “Studies show that a typical consumer is bombarded by 5,000 advertising messages a day.” • New York Times, 1988 1970 2005 • “Consumers see an average of 5,980 messages a day.” • USPS, 2009 6
    • So much noise 7
    • So little time 8
    • We know everyone is not the same John Tim & Kate 42 60s Marcia SVP, Marketing Retired 22 Junior Account Executive Doug & Alice 32 & 7 The Watsons Looking forward to 45-10 the second grade Family of four Bradley 25 The Hinkles Web designer 72-12 Tina & Mike Four generations, 26 & 25 four different tastes First apartment 9
    • Still, some advertising is like walking around town and asking if anyone wants a banana 10
    • Without knowing if they like fruit 11
    • Unsolicited, irrelevant messaging hurts • 88% of consumers say they don’t trust advertising • 76% believe that companies lie in their advertising • In 2009, only 38% of Americans state that they trust companies, down by over 30% in a year • 77% refused to buy a product or service from a company they don’t trust Source: Edelman Trust Survey, Yankelovich 12
    • We know personalization works • 36% to 600% response lift • 24.5% ave. order size • 47.6% repeat orders • 31.6% overall rev/profit • 33.9% in response time 2009 The DMA 2007 InfoTrends/CAP Ventures personalization study 2003 CAPV The Value of Color 13
    • So why don’t we do it more? 14
    • It’s time for Personalization 2.0 “The whole point of marketing is to build a relationship between a customer and a brand. Yet so much of marketing practice and technology seems to focus on de-personalizing and up-scaling marketing communication to as large an audience as possible.” Adam Needles 15
    • What happened to Personalization 1.0? • Personalization has been a force in direct mail for years. • Online personalization swept through in 1998 in the Web’s infancy. • Amazon.com was among the few who made it stick. Why? 1.Too expensive 2.Takes too long to implement 3.Enterprise in scope = politics, budgeting difficulty, general lack of focus and control 4.Widespread privacy concerns 5.Lack of online participation and accurate, up-to-date data 16
    • What’s changed? 1. Lighter weight, less “low-level” technology. 2. Exponential growth and reduced cost in basic technology. 3. Evolution of open source and commercial frameworks to handle most basic application functions. 4. Evolution of process from exhaustive design-build to agile rapid iteration. 5. Web 2.0 culture more inclined to share publicly. Costs Capability 17
    • pURLs are a great way to get in the game • pURL campaigns show 20%-30% response lift over non-pURL campaigns*  Increased time on site  Increased site interaction  Higher conversion  Higher repeat and ongoing visits • Test with personalized postcard + e-mail + pURL pulled 13X better response than standard postcard with no e-mail and no pURL**  3X better conversion • Other experience shows 10X upside * The Direct Marketing Association ** RISO Inc. 18
    • Cost-effective personalization in a complex age • What is a pURL? A Web site address that uses a • How does it work? familiar name or phrase to • Features and benefits personalize it for each recipient. The key that unlocks personalized content for each individual visitor. www.YourWebsite.com/JaneSample Benefits John Sample ? • Better response rates based on the promise of relevant content Joe Sample Jane Sample • Better conversion because of relevant content • Customer insight through Q&A and tracking and reporting 19
    • pURLs in action • Simple Works! • Relevance + Value + Convenience = Conversion • From Campaigns to Conversations • Getting Personal (not just personalized!) 20
    • HP Education Services: Simple works! Personalized direct mail and e-mail 21
    • And it means reduced cost, less complexity and faster implementation • 8.7% response to postcard • 16.5% response to e-mail CTR • 63% clicked to view other courses • 31% purchased a course Personalized landing page 22
    • Nissan: Relevance Personalized postcard pURLs 23
    • Nissan: Relevance + Value The inclusion of a pURL, an 866 number and personalized coupons also gave customers more ways to respond to the campaign. Personalized coupons for additional car accessories that were valid only on the customer’s vehicle. 24
    • Nissan: Relevance + Value + Convenience = Conversion • 3.5% response rate • 36% scheduled an appointment • 485% sales ROI • Personalized landing page with prepopulated form and personalized coupons 25
    • Optimum Lightpath: From lead generation… 26
    • To relevant content Personalized content by vertical industry Education Financial Services Prepopulated lead form Healthcare Government 27
    • To closing the loop with 1-to-1 pURLs for sales: getting personal (Not just personalized) 28
    • Summary • pURLs are here to stay. • They are constantly evolving as people get through the basics and get creative. • Now is a good time to jump in and experiment. • We would be happy to help you experiment with your situation. 29
    • Questions? • Please submit questions through the chat window or raise your hand. • We’ll answer as many as we can today and compile them into an FAQ, if necessary. 30
    • THANK YOU! John Tedstrom Theron Gore Managing Director, Insight President and Strategy PostClick, a hawkeye hawkeye venture jtedstrom@hawkeyeww.com tgore@hawkeyeww.com (970) 376.0269 (cell) (970) 390.2534 (cell) (970) 476.2071 x5301 (office) 31