IABC Arkansas: Multi-Channel Integrated Marketing - John Foley, Jr. [6/24/11]

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!

Accolades
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

Campaign Example

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
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
Campaign – (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

Rate – What is the correct time frame to leave between the delivery of my first, second and third message to the customer?
Photo Credit

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

Why Mobile?

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

QR Codes on Signs

QR Codes on Posters

Digital Watermarks

Augmented Reality
Image Source: http://www.jeffreydonenfeld.com

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?
Site Traffic
Downloads
Subscribers
Blog Comments
Questions
Shared Links
Re-Tweets
Followers
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

http://ilink.me

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!

Takeaway
Plan, Plan, Plan
Listen
Engage
Build your network
Listen
Measure!

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

Personalized Envelope / Letter
Email Thank you
Email

Mobile Optimized Program for Event!
Text Alert!

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?

E-Mail Blast Results

Cost per Lead

Sales Pipeline

Final Takeaway!
Plan
Manage
Execute
Measure

THANK YOU!Q & A / Contact Me! http://ilink.me/JR

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IABC Arkansas: Multi-Channel Integrated Marketing - John Foley, Jr. [6/24/11]

by interlinkONE on Jun 24, 2011

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IABC Arkansas: Multi-Channel Integrated Marketing - John Foley, Jr. [6/24/11] — Presentation Transcript