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!
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
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?
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!
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!
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? $
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
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!
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?