IABC Arkansas: Multi-Channel Integrated Marketing - John Foley, Jr. [6/24/11]Presentation Transcript
Multi-Channel Integrated Marketing
Before I Begin … @johnfoleyjr #IABCAR 2
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!
Jetsetter Status on FourSquare
Mayor of iStrategy
Ranked #14 as a Top CMO on Twitter in 2011
2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category
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
Integrated Marketing: What, Why & How
Start on the Home Front “Kitchen Table Effect”
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
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
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
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
Copyright 2011 interlinkONE, Inc.
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
Question Time! Where can you get the best marketing data for your company and for your clients?
Building the Database
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! Neither is your Marketing database! Why you say? A targeted, integrated, Multi-touch, Multi-channel/media/response (Personalized) produces greater results!
Creating Multi-Channel Campaigns
Define Your Audience: Choose your target audience. What’s the Goal? 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.
Campaign 101 What is a Campaign Campaign – (noun) An entire series of marketing efforts to one event, customer, organization, priority.
Define the Goal/Objective Step #1 My Goal Goal: Increase sales by 15% How: Increase our # of inquiries with marketing efforts
Step# 2: Identify & Understand Your Audience Define the Target Audience
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
Define Response Options Step#4 Choose response type (how will the audience contact you about your message/offer) PURLS BRC Trade Show Booth Phone
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
Cross-Media & Multi-Channel Questions Scheduling – When should I contact the customer? Photo Credit
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
Cross-Media & Multi-Channel Questions Incidence – If a customer is not responding, how long should I continue to pursue the offer? Photo Credit
Keys to Cross Channel/Media Success Variety of Mass medias, Email, Direct Mail, Letters, Web pages, etc. Branding, Graphics, Messaging Offer Call to action Measure it
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!
Incorporating Print, Social, Mobile, & More
Print plus: It Starts With The Data
Identify Areas of Personalization Relevant Content that Appeals to Them Membership Level Images based on Interest Personalized URL
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
Integrating Mobile QR Codes SMS/Text Messaging Digital Watermarks Payments
Print + Mobile QR Codes QR Code Resources QRConnect.com QReateandTrack.com
QR = “Quick Response”
What the QR Code Contains
Measuring QR Codes
What You Need to Scan
Applications to Scan
Tip: Mobilize Your Content! Mobile website Resource - iFlyMobi.com
Direct Mail Example #1
Direct Mail Example #2
Keys to Succeeding with Discount Point QR Codes to a Mobile Website! Track the Effectiveness Provide a compelling reason to scan
SMS/Text Outbound 6.1 trillion messages sent in 2010! News Alerts Product Info Contests Deals More
SMS/Text - Inbound
Mobile Payments Near Field Communications (NFC) Square (from Twitter co-founder)
Where does Social Media fit in?
Start here!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!
Know Your Audience Who Are They? Where Are They Cyclically? How Do They Use Social Networks?
Content Resource Library Visit Resources Daily Content A Content C Push Content Out Pull Content Content B Make Links Measurable Content Distribution
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? $
What to Measure?
Who is talking about you and how?
Tools for Measuring Effectiveness Link Shorteners iLink.Me TinyURL.com Google Analytics Website Insights LinkedIn, Facebook, Twitter, YouTube
Tools to Measure Success www.ilnk.me
Social Media Listening Tools
Get Business Results
Start with a Plan
Create a Online Marketing Strategy
Incorporate Your Offline / Online, Social Media, SEO and Website
Measure the Results!
Plan, Plan, Plan
Build your network
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
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 Tell colleagues you’re attending (TXT) Announce booth # with video post 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
Multi-Channel CampaignsMeasuring Results
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 GOAL? – 40 attendees Result? = 60!
Case Study – Examples Personalized
Case Study – Examples Personalized Envelope / Letter Email Thank you Email
Case Study – Examples Mobile Optimized Program for Event! Text Alert!
Case Study – Results
Case Study – Results
Case Study – Results
Case Study – Results
What did people respond to?
What groups responded? Purchased Lists vs. House Lists Customers vs. Prospects
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
Landing Page Responses Who visited the page? Who responded? Who did not?