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Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]
 

Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]

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On June 23rd, 2011, interlinkONE and Grow Socially's CEO John Foley, Jr. presented "Multi-Channel and Cross-Media Marketing for Business" at CustomXM's Lunch and Learn....

On June 23rd, 2011, interlinkONE and Grow Socially's CEO John Foley, Jr. presented "Multi-Channel and Cross-Media Marketing for Business" at CustomXM's Lunch and Learn.

This presentation covers best practices and strategies to help companies improve their marketing efforts through integrated, multi-channel efforts.

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  • Welcome – Integrating Media – Third in a seriesHousekeeping – for about half of you, this may be a new type seminar experience….a truly interactive, integrated experienceLive tweeting – hashtag - #IMLRInternet access – Chamber Code – “attempt to set a worlds record”Thanks to Keith Crawford (twitter)Brant Collins – live streamingSteve Davison, Amy Bradley-Hole – preparation and promotionJon Aven, Lisa Siebold – my staff – last minute prepDanny Troillett, Dixie CaféLisa Strack – my wifeAnd presenters – Jamie Walden, Dena WoernerSo…Why are we here…it’s all about change
  • HousekeepingWelcome – Integrating Media – Third in a series – first time attendeessHousekeeping – for about half of you, this may be a new type seminar experience….a truly interactive, integrated experienceFoodRestroomsAgenda – John, Q&A, Steve, door prizesTwitterHashtag #IMLR
  • New tools…some inexpensive (except for the knowledge)Engage. React. Interact.Measure.
  •  ---Thursday, June 23 - Lunch & Learn presentation---- For this presentation, I was thinking we would have the sub-topic as: Multi-channel & Cross-Media Marketing for Businesses And the presentation would address or answer these questions: - What is an integrated marketing campaign? - How many marketing channels should I use? - How do I incorporate print, social & mobile and other channels? - How do I measure results?
  • 15 YearsBusiness ManagementAuthorWhitpapers
  • 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.
  • A challenge that printers can face when trying to measure a marketing campaign is illustrated here.If separate solutions are used to execute each leg of the campaign, the results are all poured in to different databases.At the end of the day, there is manual work to pool the results together.
  • Lets go back tomy boys. They love sports but what sports do they love that a sports store could use to target them better? Ask/query unintrusively and append the knowledge to the database record
  • 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
  • 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
  • 1. Relevancy in Content: providing the right information in the right context 2. Relevancy in Contact: delivering this information to the right people 3. Relevancy in Channel: providing it to the right medium in the right format 4. Relevancy in Time: delivering this information when it is appropriate to meet the client’s needs
  • 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.
  • PalmiPhoneBlackberryLGNokiaMotorolaSamsungEtc
  • There are a number of FREE applications that allow you to scan QR Codes.They are different between phones.Discuss favorite ones for iPhone, Android, Blackberry.To get one, you simply need to go to your app store, download the app. You can even do it now , if you’d like..
  • We are seeing a huge interest in qr Codes when it comes to real estate.Here’s a picture of how one is being used on a rider.Also, flyers, mailers, newsletters, other signs…
  • QR Codes used by a printer to make their open house more fun, exciting.. If people scanned the code o nthis sign, it took them to a landing page. There was logic on the page to randomly display a picture of a rockstar… kinda fun.(of course, when the men scanned a code and saw Courtney Love, and the ladies scanned a code and saw Elton John, their reactions were priceless!)
  • Here is an example of another type of interactive barcode…. ScanTag. In a case like this, people simply take a picture of the special code. They send it via text message, and then they receive additional information from the company via text.
  • Know Your AudienceThe One ThingHumanize Your BrandContent Resource & Distribution Strategy Measure Your Success
  • Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  • Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Here is how Tiwtter is used to promote a white paper…..

Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]] Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]] Presentation Transcript

  • Multi-Channel and Cross-Media Marketing for Business
  • Before I Begin …
    @johnfoleyjr
    #IMLR
    8
  • 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
  • Copyright 2011 interlinkONE, Inc.
  • 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
    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?
  • 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!
    Why you say?
    A targeted, integrated, Multi-touch, Multi-channel/media/response (Personalized) produce greater results!
  • Creating Multi-Channel Campaigns
  • Pick Your Audience: Choose your target audience.
    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
  • 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
    Branding, Graphics, Messaging
    Call to action
    Measure it
    Photo Credit
  • 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
    Augmented Reality
    Payments
  • Print + Mobile
    QR Codes
    QR Code Resources
    QRConnect.com
    QReateandTrack.com
    Can hold - 4,296 alpha-numeric
     Source Denso Wave
    QRcode™
  • QR = “Quick Response”
  • What the QR Code Contains
  • What You Need to Scan
  • Applications to Scan
  • Tip: Mobilize Your Content!
  • QR Codes on Signs
  • QR Codes on Posters
  • QR Codes on Mailers
  • Other Barcode Formats
  • 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
  • Digital Watermarks
  • 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)
  • 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?
    $
  • How to Measure Success
    • 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
    • Empower Sales Reps
    • Share Case Studies
    • Answer Questions
    • Send Requested Information.. NOW!
    • Follow Up
    • Connect & Engage
  • Get Business Results
    • Start with a Plan
    • Create a Online Marketing Strategy
    • Incorporate Your Offline / Online, Social Media, SEO and Website
    • Measure the Results!
  • 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
    Announce booth # with
    video post
    Tell colleagues you’re attending
    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
  • Measuring 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
  • Case Study – This Event
    Plan
    Examples
    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
    Goals – 40 attendees – Result 60 plus!
  • 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
  • Final takeaway for your Integrated Marketing Programs!
    Plan
    Manage
    Execute
    Measure
  • THANK YOU!Q & A / Contact Me! http://ilink.me/JR
  • www.LetUsKnowWhatYouThink.com