Integrating Print in a Multi-Channel World

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interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the 2011 Print Delivers event in Boston.

interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the 2011 Print Delivers event in Boston.

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  • So.. Real quick! Who are we?Two companies. interlinkONE and Grow Socially. One provides marketing software, one provides marketing services.If you want tolearn more, you can absoltuely visit our websites.But we will also be at Graph Expo!!!
  • Forty percent of mobile consumers over 18 in the U.S. now have smartphones, according to July 2011 data from Nielsen. Android is the most popular operating system, with 40 percent of mobile consumers reporting they have a smartphone with an Android OS. Apple’s iOS is in second place, with 28 percent.
  • 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.
  • The Little Rock Convention & Visitors Bureau (LRCVB) supports organizations in the Little Rock, Arkansas area that benefit from travel, entertainment and convention business. In the autumn of 2010 they sponsored the “Savor the City” campaign to: Increase awareness of and drive traffic to participating restaurants Provide patron demographic information to restaurants for use in refining future marketing efforts ---RESULTS---Patrons of participating restaurants were given printed cards encouraging them to visit the campaign microsite to provide their feedback. Of the total unique visits (137) to the campaign landing pages, 31% were accessed via the use of QR codes and 69% were accessed via a custom URLOf the total completed responses (108), 24% were via QR codes
  • How do you shorten a URL? There are tools such as Bit.Ly, ilnk.me.Some QR Code generators do it for you!
  • We typically recommend using almost a ¼ inch of padding… Honestly, we do use a bit less than that, but give it room to breathe!
  • Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
  • Any Boston Celtics fans?When we win the NBA Championship this year, send me an email, and I’ll try to send you tshirt with this logo/QR Code on it.
  • Some of you might already have this.. But if not, go to TheQRToolkit.comIt’s a free QR Code Success Tool Kit… has white papers, videos, case studies, how to guides, and more.
  • The biggest thing we can do is not just focus on one channel.Try to find the best ways to use eveything at our disposal. Don’t just get the business of printing the postcard, or sending the email.That one and done approach will not help anyone, you or the marketer.Find ways to develop cycles, solutions. Use cross-media approaches.If someone wants you to do a postcard, then recommend how effective it might be if an email is sent on the day a postcard is sent and that text message is sent thanking them for responding.Make sure people incorporate mulitple response mechanisms on their printed piece. Some might want to call, some might want go on the website, some might want to go on Facebook.
  • 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

Transcript

  • 1. Integrating Print in aMulti-Channel World Presented by John Foley Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 2. John Foley, Jr.  I love  Mar(H)keting!   Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 3. Accolades• Jetsetter Status on FourSquare• Ranked #14 #12 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• NAPL Soderstrom Society 2010• MFSA - Luke Kaiser Education award 2011 Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 4. Who We Are► ► ►► ► ► Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 5. Today► Mobile and Social are Huge and Growing► Print Still Has a Place… I’ll show you! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 6. Integrating Print► Mobile Marketing► Social Networks► Multi-Channel Efforts Photo Credit: http://www.flickr.com/photos/rpenalozan/5170104100/sizes/m/in/photostream/ Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 7. PRINT + MOBILE Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 8. QR Codes Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 9. Why QR Codes? Questions or Comments? Copyright © 2011 Grow Socially, Inc.http://blog.nielsen.com/nielsenwire/?p=28790 All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 10. Proprietary vs. Non- Proprietary Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 11. QR = “Quick Response” Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 12. Use: Registration via Direct Mail► Quote from 9/1: “Nearly one third of all Standard Mail in the past two months contained a QR code”Source: http://multichannelmerchant.com/printchannel/postal/usps-qr-code-promotion-0831jt1/ Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 13. Case Study: CustomXM31% accessedlanding page viaQR Code.24% of thesubmissionscame via the QRcode. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 14. Shorten the URL! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 15. Provide Clear Directions Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 16. Mobilize Your Content Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 17. Include Padding Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 18. Track, Measure, Test Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 19. And… You Can Customize The Look How? Go to: http://ilnk.me/QRPattern Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 20. Want More? TheQRToolKit.com Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 21. SOCIAL NETWORKS Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 22. Create Awareness & Drive Traffic► More and more noise is happening online.► Print can help people cut through the clutter to find your online message. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 23. Print for Mobile/Social Print can increase success of location-based promotions and other mobile/social opportunities. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 24. Case Study: Generation Smile► Small Business► Well-Known in the Community► Needs to Grow! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 25. They Built It…Would People Come? Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 26. Printed Signs toDrive Traffic Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 27. Created Handout Cards Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 28. Results (On-Going)► Increased the # of fans► Increased engagement on their content► Refreshed view in the community Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 29. Create Awarenessof Personal Profiles Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 30. MULTI-CHANNEL EFFORTS Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 31. In a Marketing Campaign“More thanOne-and-Done” Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 32. Multi-Channel Campaign March Seminar Measuring Response Rates Email SMS / Text Print Direct MailInvitation Email Invitation Text Invitation Email vs. Text vs. Print PURL PURL Reply Text Call Center/ Response Page / Response Page Measuring Subject Lines - Week Follow-Up - 22% You’re Invited! Reminder Direct 6% Win a FREE gift!Reminder Email Reminder Text Mailer 47% Check out our March Seminar PURL Reply Text PURL Call Center 25% Are you interested in attending?/ Response Page / Response Page Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 33. Questions or Comments?Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 34. 3 Takeaways► QR Codes: best way to integrate print + mobile today.► Social Media = Use print to drive traffic► Strategy Will Create On-Going Opportunities Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 35. Q & A / Contact Me!: http://ilink.me/JR Scan It! iFlyMobi.com Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 36. interlinkONE’s Software► Learn more at http://interlinkONE.com► Or call our VP of Sales, Karen Sheehey: 978-694-9992 Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 37. THANK YOU Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com