Tips on How to Integrate Print with other Channels
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John Foley, Jr., CEO of interlinkONE and Grow Socially, delivered this presentation at a CEO Peer Group on June 9th 2012. ...

John Foley, Jr., CEO of interlinkONE and Grow Socially, delivered this presentation at a CEO Peer Group on June 9th 2012.

During "Tips on How to Integrate Print with Other Channels", attendees received a variety of practical information on how they can effectively incorporate print in their marketing efforts.

John covers items such as:
- Integrating Print with mobile
- Integrating Print with social media
- Integrating Print with email
- Integrating Print with websites and landing pages

John provides strategies, tips, case studies, best practices, and more.

Among the tactics discussed are QR Codes, mobile websites, personalized URLs, variable data printing, and near field communication (NFC).

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  • Tips on How to Integrate Print with other ChannelsDuring this presentation, John will provide best practices and inspiration for integrating print with channels such as:• Mobile – Including QR Codes, SMS/Text Messaging, and Lead Generation Campaigns.• Social Networks – How print can be used to drive traffic to your Facebook and Twitter pages; also, how social networks can be used to help you sell printing services!• Email – Tips on the best way to execute and measure cross-media efforts that utilize email and print together.• Your Website – Best practices for using direct mail and other printed materials to drive traffic to your corporate website.He is expecting a mixed crowd of traditionalists and non-traditionalists (those who have embraced social media etc.). If we use all of the bullet points listed above, he feels it should go over well with the folks in attendance!
  • During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
  • How big is online marketing, including social media? Here are some statistics.Also, think about how much Google has changed the world? How they have become by far the #1 place we turn to for finding informationHere are some stats on Google usage from SearchEngineLand.com:34,000 searches per second2 million per minute121 million per hour3 billion per day88 billion per month
  • Let’s talk bit now about hardware is changing the worlds of marketing and communications…..The iPad… the iPhone… Kindle… Android devices… Windows Phones… and more.
  • So, with all of these changes and astoounding stats, you may be asking yourself, does print still have a place? Should I use it? Should I kill it from my budget?The answer is that print can still have an effective place! If used properly. It needs to be integrated with other channels into your marketing mix.And I’m going to show you how.
  • Let’s talk about campaigns… what does it mean? What is NOT. It is not mail job, Nor is it a 2000 piece print run. Those are only individual efforts that support the marketing campaign. A marketing campaign will have a variety of efforts and actions. Lets take a look.
  • Next: identify who you are going to target… do you have an existing customer list? Do you want to buy a list?Are you targeting all universities and colleges in your state?
  • Yes, there are different ways to reach your prospects. We will talk about each of these later too.. But the key is to understand that you need to be able to reach people in different methods
  • Next… define how people will respond… we will talk about these in more detail later as well… But not everyone likes responding online… a lot of people throw away BRCs.. The goal is to find the preferred method of contact for each person.
  • 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
  • So, with all of these changes and astoounding stats, you may be asking yourself, does print still have a place? Should I use it? Should I kill it from my budget?The answer is that print can still have an effective place! If used properly. It needs to be integrated with other channels into your marketing mix.And I’m going to show you how.
  • Here’s an example of you can truly put variable data to use for you.. By personalizing based on other data that you know.First , it starts with analyzing your data, and then visualizing your customers.
  • The inside of the booklet has a number of variable fields including
  • Go to the whiteboard and draw a sample data base, text record how data and inages acan be puled out.. Hand out the
  • Direct Mail – still a very powerful way to reach your audience. This will be true for a long time.But there are ways to ensure we get the most of out of those efforts.The days of spray and pray are long gone! With personalized Urls, you can truly start doing one-to-one marketing with your direct mail efforts. Tailor Your Message to each individual – use the data you have to personalize, text, images, offers, etc.Track and Test – You can also start tracking who is responding to your direct mail pieces. You can tell who is typing in their PURL, even if they don’t respond.
  • Another benefit of PURLs is that it allows you to really deliver a cross-media experience. You can get someone that responds favorably to your mail/print piece to start interacting with your company on the web.You can use the landing pages to personalize your message to them even further. You can seek to build your database by asking them questions, or for contact information that you may not have. If you already have their mailing address, ask for their email!The more data you learn, the more personalized your future offers and conversations with them can be.Also, by getting them to the web, you open up the chances that they’ll explore your other online content – including videos, blogs, social media pages, and more.
  • 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.
  • When we talk about mobile, the device is the enabler for applications that unite print and online, so here is a quick look at some recent statistics on the proliferation of devices. This year 657 million smartphones will be sold, according to JP Morgan, that’s an increase of 43% over last year.Worldwide tablet sales expected to reach 118.9 million units this year .And, the share of adults in the United States who own tablet computers nearly doubled from 10% to 19% between mid-December 2011 and early January 2012, STOP HEREA new report finds that 74% of smartphone owners use their phone to get real-time location-based information, and 18% use a geosocial service to “check in” to certain locations or share their location with friends.Over the past year, smartphone ownership among American adults has risen from 35% of adults in 2011 to 46% in 2012. This means that the overall proportion of U.S. adults who get location-based information has almost doubled over that time period, from 23% in May 2011 to 41% in February 2012. The percentage of adults who use geosocial services like Foursquare has likewise risen from 4% in 2011 to 10% in 2012. Pew Internet & American Life Project
  • And my last chart slide on this topic, shows the printed media types consumers recalled seeing augmented reality, mobile messaging and mobile code applications. Again you can see mobile codes leading, followed by mobile messaging and mobile codes. You can also see magazines dominated where respondents saw the use of mobile marketing technologies, followed by product packaging, catalogs, brochures and direct mail.
  • First application of blending print and mobile I’m doing to talk about is QR codes. I’m sure most of you are familiar with these codes, the can be read by a smart phone and then display additional information on the phone.We’re seeing Big brands get involve in a big wayCompanies such as eBay, Calvin Klein, Gucci, and many more big name retailers are now incorporating these codes into their advertisements, but are doing it in the most creative ways. At large corporate events, t-shirts and business cards with the name of the company bear a QR Code. Major billboards and building posters contain large QR Codes, and even emails and coupons are carrying them too.So what is the big deal? Why are QR Codes becoming such big news? The reason is because of how much each code can hold and how it is able to be embedded uniquely into more and more new advertisements. It is simple and quick for a passer-by to flip out their phone, take a picture of the code, scan it, and then have all the information they need not just on the ad in front of them, but also in the palm of their hand too. Each code can contain an entire website, contest information, pictures, and more.’And it’s capturing the publishing world. Since 1923 Time Magazine has been on the front lines of every news story that has swept across the world.  When they realized the value of QR Codes they took a dive into the artistic angle and began to use them as an advertisement to build their brand.  The use of relevant, serious news topics, along with the creative design in a QR Code caught the eye of many people on the streets of major cities such as Chicago.And John Foley will show you more and take a deeper dive on QR codes.
  • 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
  • Now, while it may not feel like summer in the Northeast yet, QR Codes have exploded in regards to the flower & gardneing shops such as Home Depot and Lowes.Here you can see how QR Codes are used on the product label while buying Cauliflower plants.Earlier, I talked about how I love QR Codes. Well, since I am not a fan of QR Codes, I’d say this is a terrible use of them  Juuuuuust kidding.
  • Here’s how they’ve used QR Codes… on their cash register… People scan this QR Code, and they are sent to a landign page that lets them subscribe for their newsletter.Also, there are other QR Codes that give people something to do while they’re waiting for their order.
  • 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.
  • Augmented reality is tough to explain, but it does exactly what its name implies augments reality. The example that most people can relate to is its use in televised sports, when your watching a football game the computer generated first-down line . The basic idea of augmented reality is to superimpose graphics, audio and other sensory enhancements over a real-world environment in real time. Television networks been doing that with graphics for decades. Now it is moving to mobile. According to Juniper Research, increasing focus on incorporating augmented reality (AR) elements within mobile applications is predicted to lead to nearly 1.4 billion annual downloads of such apps worldwide by 2015.A consumer can point their phone an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way.Here are some examples to give you a visual of AR.Bottom image is a augmented reality art show that debuted at New York City’s Museum of Modern Art. The physical show was visible to regular visitors, but those who were using a mobile phone application called Layar on their smart phones could see additional works on each of the floors,What’s excites marketers and advertisers about it its ability to bring life to an inanimate image and it can be applied to a billboard, poster or any other printed material. A consumer can point their phone at such an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way.STOP HEREThe basic idea of augmented reality is to superimpose graphics, audio and other sensory enhancements over a real-world environment in real time.AR has become common in sports telecasting. The yellow "first down" line seen in television broadcasts of American football games shows the line the offensive team must cross to receive a first down using the 1st & Ten system. The real-world elements are the football field and players, and the virtual element is the yellow line, which augments the image in real time. Pattern AR enables mobile devices to recognize shapes (markers) and replaces them with two-dimensional images, 3D models, audio, and video. Augmented Reality: Rogue Art Exhibition" at MoMA. Photo: http://www.mobilebehavior.com.Augmented reality is becoming more accessible and new uses continue to emerge as tools for creating and customizing applications become easier to use. The layering of information over 3D space produces new ways to experience content that is fueling the broader migration of computing from the desktop to the mobile device, bringing with it opportunities for broader user dynamic engagement with social media. Artists and other users are being encouraged to view their smart phones, iPods ,and tablet computers as tools for production and display. Augmented Reality tools can be used to explore concepts in ways that are ‘user led’ and increasingly participatory. Last year, a rogue augmented reality art show made its debut at MoMA (NYC). The physical show was visible to regular visitors, but those who were using a mobile phone application called Layar on their smart phones could see additional works on each of the floors, merging form and content in a non-didactic way.According to Juniper Research, increasing focus on incorporating augmented reality (AR) elements within mobile applications is predicted to lead to nearly 1.4 billion annual downloads of such apps worldwide by 2015.Individuals are taking out his smartphone and pointing them at a piece of paper. It could be a sign, newspaper ad, magazine or direct mailer. As an example, the paper bears the image of some rough terrain, rather like a satellite photo of Mars, and this image is immediately replicated on the phone's small LCD screen via its built-in camera.As soon as that happens, a tiny yellow robot appears on the screen and animates, apparently roving around the rough terrain.The 3D illusion is easily maintained by the phone's processor: the view of the robot changes smoothly and accurately as the phone is moved relative to the piece of paper, revealing different angles, making it look closer or further away, and triggering different behaviors.This ability to bring life to an inanimate image is what so excites people in marketing and advertising, because exactly the same thing can be applied to a billboard poster or an advert in a newspaper.A consumer can point their phone at such an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way.
  • Jason-…..Katie- No matter what though, the mobile world is not going anywhere and people are always going to need a mobile website. So you can use a tool such as iFlyMobi to create mobile optimized websites, and then follow best practices to appeal to the end user and track your efforts.
  • Near field communication (NFC) is the technology that enables smartphones and other devices to establish a radio connection by touching them together or coming within close proximity. You may not have heard of it, but near field communication (NFC) is the technology that major companies are betting will become a central part of every mobile phone user's life. John Foley is going to tell you more about this.NFC technology has not been heavily adopted in the U.S. yet, but according to some analysts' estimates there will be a greater push for mobile users to adopt the technology in the next few yearsNear field communication, abbreviated NFC, is a form of contactless communication between devices like smartphones or tablets. Contactless communication allows a user to wave the smartphone over a NFC compatible device to send information without needing to touch the devices together or go through multiple steps setting up a connection. NFC was originally developed and promoted as a highly secure technology to enable mobile payments and ticketing applications, enabling consumers to make payments by merely tapping their cellular device against an NFC-enabled payment terminal to conduct a transaction.
  • Pinterest is becoming a great place to give attention to images of your printed materials… Ads, fliers, postcards, etc!Upload a picture of them to your website firstAdd it to a blog post or PageThen PIN that.. That way, people will click through to your website if they like the Ad!-
  • 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
  • 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.

Tips on How to Integrate Print with other Channels Presentation Transcript

  • 1. Your Host for this CEO Peer Group:TIPS ON HOW TO INTEGRATE PRINTWITH OTHER CHANNELS Presented by John Foley, Jr. Your Host:
  • 2. JOHN FOLEY, JR. Grow Socially  Online Marketing/Social Media I love  Plan, Manage, Execute and Mar(H)keting! Measure interlinkONE  Enterprise Marketing Management Software  Plan, build, manage, execute and measure all marketing activities Copyright 2012, interlinkONE and Grow Socially
  • 3. THE BOOK  Printers – Business Transformation  Mailers, Fulfillment providers– Business Transformation  All Businesses – Untethered Communications Copyright 2012, interlinkONE and Grow Socially
  • 4. ACCOLADES• Jetsetter Status on FourSquare• Ranked #14 #12 as a Top CMO on Twitter in 2012• 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 SLMA in 2011 Copyright 2012, interlinkONE and Grow Socially
  • 5. TODAY’S OVERVIEW The Changing Marketing Landscape Overview: Integrated, Multi- Channel Marketing How You Can Integrate Print with:  Mobile  Social Networks Photo Credit:  Email http://www.flickr.com/photos/rpenalozan/5170104100/ sizes/m/in/photostream/  Your Website Final Thoughts / Q & A Copyright 2012, interlinkONE and Grow Socially
  • 6. THE CHANGINGMARKETING LANDSCAPE
  • 7. MARKETING AND COMMUNICATIONS:TODAY“Kitchen Table Effect”Generational Differences Copyright 2012, interlinkONE and Grow Socially
  • 8. ONLINE MARKETING STATISTICS 900 Million Users on Facebook 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 170 million users 18 million users… and it’s addictive!NOTE: As of June 2012 Copyright 2012, interlinkONE and Grow Socially
  • 9. HARDWARE IS DRIVING CHANGES Copyright 2012, interlinkONE and Grow Socially
  • 10. THE BIG QUESTION IS…With all of these changes, how can Service Providers succeed? Copyright 2012, interlinkONE and Grow Socially
  • 11. FINDING SUCCESS IN MARKETING Take an integrated, multi-channel approach Utilize a mix of offline and online medias Focus on: Right Content, Right Audience, Right Format, Right Time! Measure and test everything! Copyright 2012, interlinkONE and Grow Socially
  • 12. OVERVIEW: INTEGRATED, MULTI-CHANNEL MARKETING
  • 13. 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 Lead Response Reports Distribution Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.
  • 14. CAMPAIGN 101 What is a Campaign Cam paign – (noun) An entire series of marketing efforts to one event, customer, organizatio n, priority. Copyright 2012, interlinkONE and Grow Socially
  • 15. DEFINE THE GOAL/OBJECTIVE Step #1 My Goal Goal: Increase sales 15% How: Increase our # of inquiries with marketing efforts Copyright 2012, interlinkONE and Grow Socially
  • 16. DEFINE THE TARGET AUDIENCE Step# 2: Identify & Understand Your Audience Copyright 2012, interlinkONE and Grow Socially
  • 17. DEFINE THE CHANNELS YOU’LL USE Step #3 Choose How will your deliver? Channels & Medias Newsletter E-mail with PURL E-mail Newspaper Promotion Insert Postcard Copyright 2012, interlinkONE and Grow Socially
  • 18. DEFINE RESPONSE OPTIONS Step#4 Choose response type (how will the audience contact you about your message/offer) PURLS Phone BRC Trade Show Booth Copyright 2012, interlinkONE and Grow Socially
  • 19. MULTI-CHANNEL CAMPAIGN July Seminar Customers Prospects Associates Target Audience Data Print internet Web Print Mobile Channel Invitation Social Direct MailMedia Postcard Flyer Banner Ad Mobile Ad SMS/Text Email Media Invitation Landing Landing Landing Inbound Landing PURL QR Code Reply Text Page Page Page Calls Page Response Mechanisms
  • 20. KEYS TO SUCCESS Variety of Mass medias, Email, Direct Mail, Letters, Web pages, etc. Branding, Graphics, Messaging Offer Call to action Measure it Copyright 2012, interlinkONE and Grow Socially
  • 21. BENEFITS 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! Copyright 2012, interlinkONE and Grow Socially
  • 22. BUT… YOU MAY BE ASKINGWith smartphones, social media, email, etc., does print still have a place ? Copyright 2012, interlinkONE and Grow Socially
  • 23. REASONS TO STILL USE PRINT Tangible pieces can leave a deep impact When integrated with multiple channels, it can increase your ROI Variable data technology enables you to deliver targeted, personalized pieces As more and more people use social media, email, etc., and mail volumes drop, using print can actually help you get noticed more easily! Copyright 2012, interlinkONE and Grow Socially
  • 24. PRINT WORKS BEST WITH OTHER CHANNELS “More Channels Equals Better Response for Marketers ” Source: InfoTrends Copyright 2012, interlinkONE and Grow Socially
  • 25. PERSONALIZED PRINT:IT STARTS WITH THE DATA Name Interest Status $$ Spent Yearly Jaclyn Smith Food Silver 5K Mike Jones Card Games Gold 20K Frank Stafford Shows Platinum 50K Copyright 2012, interlinkONE and Grow Socially
  • 26. IDENTIFY AREAS OF PERSONALIZATION Relevant Content that Appeals to Them Membership Level Images based on Interest Personalized URL Copyright 2012, interlinkONE and Grow Socially
  • 27. PERSONALIZED MESSAGINGThis customer: Loves the races … Thinks the food is expensive… Is a Silver member
  • 28. DIRECT MAIL WITH PURLS Personalized Messaging  Text  Images  Offers TrackWHO is responding to your mail/print Copyright 2012, interlinkONE and Grow Socially
  • 29. Copyright 2012, interlinkONE and Grow Socially
  • 30. NEXT SECTION…. Let’ssee how print can be successfully integrated with specific channels:  Mobile  Social Networks  Email  Your Website Copyright 2012, interlinkONE and Grow Socially
  • 31. PRINT + MOBILE
  • 32. THE GAME-CHANGER: SMARTPHONES! http://blog.nielsen.com/nielsenwire/?p=28790 Copyright 2012, interlinkONE and Grow Socially
  • 33. STATS ON MOBILE DEVICES POINT UP In 2012, 657 million smartphones predicted to be sold , up from 459 million in 2011 (JP Morgan) Worldwide tablet sales expected to reach 118.9 million units this year (Gartner) 19% of adults now own a tablet computer (Pew Research Center) Copyright 2012, interlinkONE and Grow Socially
  • 34. PRINT AND MOBILE:BETTER TOGETHERInteractivity Media Extension Trackability Increased Value to Print Copyright 2012, interlinkONE and Grow Socially
  • 35. MOBILE TECHNOLOGY IS INTEGRATED ACROSS A VARIETY OF MEDIA TYPES On which of the following types of media have you seen these technologies used in the past 12 months? Augmented Reality Mobile Messaging Mobile Codes N= 591 818 1,008 56.8% Magazines 32.3% 22.5% 37.0% Product packaging 10.8% 6.9% 30.1% Catalogs 13.3% 8.0% 26.3% Brochures 12.3% 9.1% 25.1% Direct mail 17.0% 6.9% Multiple Responses Permitted 0% 20% 40% 60% 80%N = Consumers who are familiar with the respective technology typesSource: Mobile Technology: Making Print Interactive, InfoTrends, 2011
  • 36. MAKING PRINT INTERACTIVE: QR CODES 2D barcode, invented in 1994 Mainstream adoption is happening quickly in the United States Great for reaching the mobile audience and making print interactive. Copyright 2012, interlinkONE and Grow Socially
  • 37. PROPRIETARY VS. NON- PROPRIETARY Microsoft Tag Snap Tag ScanLife QR Code Copyright 2012, interlinkONE and Grow Socially
  • 38. BIG BRANDS GET QR CODES! Copyright 2012, interlinkONE and Grow Socially
  • 39. QR = “QUICK RESPONSE” Copyright 2012, interlinkONE and Grow Socially
  • 40. USE: REGISTRATION VIA DIRECT MAIL QR Codes make it easier for people to respond to your direct mail pieces! And the USPS is offering a discount if you add one. Copyright 2012, interlinkONE and Grow Socially
  • 41. CASE STUDY: CUSTOMXM / LITTLE ROCK 31% accessed landing page via QR Code. 24% of the submissions came via the QR code. Copyright 2012, interlinkONE and Grow Socially
  • 42. EXAMPLE: QR CODE ON PRODUCT CARDS Copyright 2012, interlinkONE and Grow Socially
  • 43. EXAMPLE: QR CODES TO DIRECT PEOPLE TOCUSTOMER REVIEWS Copyright 2012, interlinkONE and Grow Socially
  • 44. EXAMPLE: QR CODES TO SEEK FEEDBACK Copyright 2012, interlinkONE and Grow Socially
  • 45. EXAMPLE: QR CODES TO MAKE YOURCUSTOMER’S LIVES EASIER! Copyright 2012, interlinkONE and Grow Socially
  • 46. WIDE-FORMAT BANNERS Copyright 2012, interlinkONE and Grow Socially
  • 47. FOR COUPONS Copyright 2012, interlinkONE and Grow Socially
  • 48. EXAMPLE: FOR USER-GENERATED CONTENT Copyright 2012, interlinkONE and Grow Socially
  • 49. ON PRODUCT/DISPLAY LABELS Copyright 2012, interlinkONE and Grow Socially
  • 50. CONNECTING TO VIDEOS Copyright 2012, interlinkONE and Grow Socially
  • 51. BEST PRACTICES: SHORTEN THE URL! Copyright 2012, interlinkONE and Grow Socially
  • 52. BEST PRACTICE: PROVIDE CLEAR DIRECTIONS Copyright 2012, interlinkONE and Grow Socially
  • 53. BEST PRACTICE: MOBILIZE YOUR CONTENT Copyright 2012, interlinkONE and Grow Socially
  • 54. BEST PRACTICE: INCLUDE PADDING Copyright 2012, interlinkONE and Grow Socially
  • 55. BEST PRACTICE: TRACK, MEASURE, TEST Copyright 2012, interlinkONE and Grow Socially
  • 56. AND… YOU CAN CUSTOMIZE THE LOOK How? Go to: http://ilnk.me/QRPattern Copyright 2012, interlinkONE and Grow Socially
  • 57. WANT MORE QR CODE TIPS? TheQRToolKit.com Copyright 2012, interlinkONE and Grow Socially
  • 58. WHAT ELSE? AUGMENTED REALITY It’s predicted that 1.4 billion annual downloads of AR apps will happen world wide by 2015. Source: Juniper Research Copyright 2012, interlinkONE and Grow Socially
  • 59. WHAT’S NEXT: NEAR FIELD COMMUNICATION Copyright 2012, interlinkONE and Grow Socially
  • 60. NFC: LOTS OF POTENTIAL USES! “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”. Copyright 2012, interlinkONE and Grow Socially
  • 61. NFC AND LOCATION-BASED MARKETING Copyright 2012, interlinkONE and Grow Socially
  • 62. PRINT + SOCIAL NETWORKS
  • 63. CREATE AWARENESS & DRIVE TRAFFIC More and more noise is happening online. Print can help people cut through the clutter to find your online message. Copyright 2012, interlinkONE and Grow Socially
  • 64. PRINT FOR MOBILE/SOCIAL Print can increase success of location- based promotions and other mobile/social opportunities. Copyright 2012, interlinkONE and Grow Socially
  • 65. CASE STUDY: GENERATION SMILE Small Business Well-Known in the Community Needs to Grow! Copyright 2012, interlinkONE and Grow Socially
  • 66. THEY BUILT IT…HOW WOULD PEOPLE KNOW? Copyright 2012, interlinkONE and Grow Socially
  • 67. PRINTED SIGNS TODRIVE TRAFFIC!Copyright 2012, interlinkONE and Grow Socially
  • 68. CREATED HANDOUT CARDSCopyright 2012, interlinkONE and Grow Socially
  • 69. RESULTS (ON-GOING)Increased the # of fans/LIKESIncreasedengagement with their customer-baseReaching new prospects through channels that they are on Copyright 2012, interlinkONE and Grow Socially
  • 70. HOW ELSE CAN PRINTBE INTEGRATED WITHSOCIAL MEDIA?TO CREATEAWARENESS OFPERSONAL PROFILES! Copyright 2012, interlinkONE and Grow Socially
  • 71. PRINT CAN EXTEND “SOCIAL” MOMENTS In addition to sharing photos on your social networks, creat e and send printed versions to key contacts to increase impact! Copyright 2012, interlinkONE and Grow Socially
  • 72. TIP: POST PRINT ADS ON PINTEREST! Copyright 2012, interlinkONE and Grow Socially
  • 73. TIP: PRINT CAN GENERATE ONLINEFEEDBACK Online feedback forms are convenient for users… but Print Ads can be used to direct them there! Copyright 2012, interlinkONE and Grow Socially
  • 74. PRINT + EMAIL
  • 75. SHOULD YOU DUMP PRINT FOR EMAIL? NO!!! Multi-touch, multi-channel is key in order to attract attention Print can help you cut through the clutter. Print adds credibility & trust. You can’t hide from print. Copyright 2012, interlinkONE and Grow Socially
  • 76. PRINT + EMAIL: TO BUILD A DATABASE Integrate to Build your Marketing Database of Email Newsletter Subscribers. Tip: Include a URL and a QR Code to make it easy for people to sign up! Copyright 2012, interlinkONE and Grow Socially
  • 77. COORDINATED MULTI-CHANNEL CAMPAIGNS Marketing success requires multiple touches and multiple channels Plan your email efforts to drop soon after the mailing is sent out to increase awareness and impact! Copyright 2012, interlinkONE and Grow Socially
  • 78. MULTI-CHANNEL CAMPAIGN: EXAMPLE 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 PURL 25% Are you interested in attending? Reply Text Call Center/ Response Page / Response Page Copyright 2012, interlinkONE and Grow Socially
  • 79. TIPS FOR CROSS-MEDIA CAMPAIGNS Utilize consistent branding on direct mail and email! (and other channels as well) Use multiple touches to increase ROI! Track the effectiveness of each channel individually Copyright 2012, interlinkONE and Grow Socially
  • 80. PRINT + YOUR WEBSITE
  • 81. USING PRINT TO ACHIEVE WEBSITE GOALS First, what should your website goals be?  To increase traffic  To create awareness of new features and pages  To generate leads for your sales team  Boost SEO  And more! Let’s talk about how print can help… Copyright 2012, interlinkONE and Grow Socially
  • 82. WHY USE PRINT TO PROMOTE YOUR WEBSITE?  Website traffic is great, but you want the right people visiting your website!  Thus, print enables you to deliver targeted messages to the right folks in your audience. Photo Creidt: http://www.flickr.com/photos/87857621@N00/156052003/ Copyright 2012, interlinkONE and Grow Socially
  • 83. TIP #1: PRINT + WEBSITE INTEGRATION Measure your print efforts to see what’s actually driving website traffic:  Use a custom URL that points people to a specific landing page. Photo Credit: http://mediameasurement.yolasite.com/resources/measureTape.jpg Copyright 2012, interlinkONE and Grow Socially
  • 84. TIP #2: PRINT + WEBSITE INTEGRATION Provide a strong call-to- action!  Print often delivers BIG results when it creates a sense of urgency.  Provide a time-sensitive offer that drives people to your website. Copyright 2012, interlinkONE and Grow Socially
  • 85. TIP #3: PRINT + WEBSITE INTEGRATION Use Variable Data Printing to Get Personal!  Take advantage of variable data printing services to deliver custom messages to your audience.  Possible ways to personalize: Custom text, different products & services mentioned, picture of Sales Rep, and more! Copyright 2012, interlinkONE and Grow Socially
  • 86. TIP 4: POST YOUR PRINT ADS ON YOUR BLOG! Extends the life of your creative designs and printed materials Provides users that may only know you via your online presence the chance to get to know your physical location. Distribute images of your printed materials through your social media channels as well! Copyright 2012, interlinkONE and Grow Socially
  • 87. FINAL THOUGHTS
  • 88. KEY TAKEAWAYS The marketing mix continues to evolve --- multi- channel and integration is key! QR Codes: best way to integrate print + mobile today. Social Media = Use print to create awareness Email: Use print to build your database Website: Use print to drive targeted traffic! Copyright 2012, interlinkONE and Grow Socially
  • 89. Q & A / CONTACT ME!:HTTP://ILINK.ME/JR Scan It! iFlyMobi.com
  • 90. THANK YOU