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Alpha Cross-Media Marketing
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Alpha Cross-Media Marketing Presentation 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