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Alpha Cross-Media Marketing
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Alpha Cross-Media Marketing

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  • Transcript

    • 1. Demystifying Cross Media Marketing for New Revenue Growth
    • 2. What is cross-media? A Cross-Media campaign is one that connects one medium to another.
        • Example: Adding a personalized URL on a direct mail piece connects the printed piece to the internet.
        • Recipients are marketed to using one channel, i.e. direct mail, email, mass media, and are given the option to respond using another channel (internet/landing page).
        • Various technologies such as PURLs, GURLs, QR codes, IMBs are integrated into the message to enable personalization, data capture, and tracking.
        • Response data is collected in real-time and displayed via an online reporting dashboard 24/7. This provides measurability and a quantifiable ROI.
    • 3. What is multi-channel marketing? Using two or more different marketing channels simultaneously to reach a customer and increase effectiveness of marketing campaign.
        • Direct Personal Communications - direct mail, email, sms
          • Leveraging important “unique” data about the person
        • Mass Media - Radio, Television, Web Ads, Retail signage, etc.
        • Social Media - Facebook, Linked In, Twitter
        • The concurrent communications reinforce each other and are funneled into a single data collection point (the landing page).
        • The goal is to generate a dialogue with the respondent and gather intelligence for future communications. Tracking is key.
    • 4. One dimensional is limiting
      • One dimensional marketing misses a large percentage of prospects that otherwise might respond to a campaign.
      • We need to “connect” with each person utilizing their preferred marketing method
      • InfoTrends reports that leading marketers today are using 3, 4, or 5 touches per campaign.
    • 5. Why connect to the web?
      • 66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says.
        • Source: Jupiter Research
    • 6. Fact of life… “ 78% of all people read their mail over a trash can.” -USPS/DMA Survey
    • 7. Marketers are looking for help
      • “ The industry average for direct mail marketing is 1.3% response rate.”
      • Source: Direct Marketing Association
        • Typical response rates can vary between .3% and 3.4%
        • What is your average response rate?
      “ Companies that utilize relevant graphics and text can see a 2-5X lift in response rates” Source: PODi
    • 8. Mobile marketing & QR codes
      • Mobile Marketing has hit mainstream
      • In June 2010 – 93% of total US population were mobile subscribers
      • Unlimited data and text plans are pushing usage almost beyond voice
      • QR Codes
      • What are they?
      • Have you used them yet?
      • They look like this:
    • 9. QR code use cases
      • Add them to any print advertising, flyers, posters, invites, TV ads etc., containing:
        • product details
        • contact details
        • offer details
        • event details
        • competition details
        • a coupon
        • Twitter, Facebook, MySpace IDs
        • a link to your YouTube video
    • 10. Social Media “ Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.” “ A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. “ Just a fancy way to describe the bazillion conversations occurring online.
    • 11. Social Media Across all generations, more people than ever are using social networks
    • 12. Pulling it all together… social media purls email direct mail QR Codes sms text
    • 13. A fully integrated multi-channel marketing solution www.BillGates.MySpecialOffer.com Real-time Dashboard
    • 14. Case studies
      • Let’s review some real-life campaigns
    • 15. Allegheny College
      • National liberal arts college located in Meadville, PA
      • Student population of approximately 2,100.
      • Allegheny, like many colleges, had been treating its young alumni the same as the rest of the alumni population.
      • However, they were finding that this segment needed to be engaged in a different manner.
    • 16. The Challenge
      • A cross-media campaign was developed to connect with young alumni.
      • The goals of the campaign were to:
        • Increase the engagement level of young alumni
        • Increase participation rate from young alumni in the Annual Fund drive
    • 17. The Solution
      • Direct mail : A personalized direct mail piece was sent to all young alumni.
      • There were a total of 21 variables in the direct mail piece including copy and imagery.
      • The personalization focused on the recipient’s involvement at Allegheny, graduation year, and donor status.
      • Email : An email announcing the Top Class Challenge was sent to alumni just before the direct mail piece was delivered.
      • Two follow-up emails were delivered. The emails were personalized with 30 variables and gave updates as to which class was in the lead for the “Top Young Alumni Class” recognition.
      • Web: The direct mail piece and emails contained personalized URLs (PURLs) that alumni could visit. Once there, they were encouraged to make a donation.
    • 18. The Results
      • Allegheny College was very pleased with the response to this campaign.
        • Raised $3,725 from 66 donations to the Annual Fund
        • 32% of the donors increased their gift size compared to the previous year
        • Increased the number of donors from the young alumni segment by 11%
    • 19. Massachusetts College of Pharmacy & Health Sciences Boosts Alumni Reunion Participation Levels with Direct Mail Campaign MCP&HS
    • 20. The Challenge
      • The Massachusetts College of Pharmacy and Health Sciences wanted to reach out to alumni and boost registration for an upcoming reunion.
      • Program Objectives
        • Increase the number of alumni participating in an upcoming reunion
        • Test the effectiveness of personalized URLs for gathering information
        • Gather information about alumni that could be used for future contacts and fundraising efforts
    • 21. The Solution
      • MCPHS’s in-house design staff created an oversized, full-color postcard and mailed it to 2,560 alumni.
      • The mailing list was a subset of the 20,000 alumni slated for reunion..
      • The text on the card directed the recipient to the personalized URL, and the first image the visitor saw was a class picture from his or her graduation year.
      • The site also gave a schedule of the events for the reunion and asked the person to register for the reunion online.
      • They were given a chance to win Boston RedSox tickets for updating information
    • 22. The Results
      • 5.5% response rate
      • Alumni were able to:
        • update their profiles
        • check out reunion events
        • contribute to class gift
        • reconnect with old friends
      • The college was able to access and save info collected and use it for future communications
    • 23. The campaign launch process
    • 24. Next Step Please contact us for a live demo