Cross Media

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  • Cross Media

    1. 1. Demystifying Cross Media and Multi-Channel Marketing Robert Smith Alpha Printing & Mailing www.alphacmm.com
    2. 2. What is cross-media? A Cross-Media campaign is one that connects one medium to another. <ul><ul><li>Example: Adding a personalized URL on a direct mail piece connects the printed piece to the internet. </li></ul></ul><ul><ul><li>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). </li></ul></ul><ul><ul><li>Various technologies such as PURLs, GURLs, QR codes, IMBs are integrated into the message to enable personalization, data capture, and tracking. </li></ul></ul><ul><ul><li>Response data is collected in real-time and displayed via an online reporting dashboard 24/7. This provides measurability and a quantifiable ROI. </li></ul></ul>
    3. 3. What is multi-channel marketing? Using two or more different marketing channels simultaneously to reach a customer and increase effectiveness of marketing campaign. <ul><ul><li>Direct Personal Communications - direct mail, email, sms </li></ul></ul><ul><ul><ul><li>Leveraging important “unique” data about the person </li></ul></ul></ul><ul><ul><li>Mass Media - Radio, Television, Web Ads, Retail signage, etc. </li></ul></ul><ul><ul><li>Social Media - Facebook, Linked In, Twitter </li></ul></ul><ul><ul><li>The concurrent communications reinforce each other and are funneled into a single data collection point (the landing page). </li></ul></ul><ul><ul><li>The goal is to generate a dialogue with the respondent and gather intelligence for future communications. Tracking is key. </li></ul></ul>
    4. 4. One dimensional is limiting <ul><li>One dimensional marketing misses a large percentage of prospects that otherwise might respond to a campaign. </li></ul><ul><li>We need to “connect” with each person utilizing their preferred marketing method </li></ul><ul><li>InfoTrends reports that leading marketers today are using 3, 4, or 5 touches per campaign. </li></ul>
    5. 5. Why connect to the web? <ul><li>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. </li></ul><ul><ul><li>Source: Jupiter Research </li></ul></ul>
    6. 6. Marketers are looking for help <ul><li>“ The industry average for direct mail marketing is 1.3% response rate.” </li></ul><ul><li>Source: Direct Marketing Association </li></ul><ul><ul><li>Typical response rates can vary between .3% and 3.4% </li></ul></ul><ul><ul><li>What is your average response rate? </li></ul></ul>“ Companies that utilize relevant graphics and text can see a 2-5X lift in response rates” Source: PODi
    7. 7. Mobile marketing & QR codes <ul><li>Mobile Marketing has hit mainstream </li></ul><ul><li>In June 2010 – 93% of total US population were mobile subscribers </li></ul><ul><li>Unlimited data and text plans are pushing usage almost beyond voice </li></ul><ul><li>QR Codes </li></ul><ul><li>What are they? </li></ul><ul><li>Have you used them yet? </li></ul><ul><li>They look like this: </li></ul>
    8. 8. QR code use cases <ul><li>Add them to any print advertising, flyers, posters, invites, TV ads etc., containing: </li></ul><ul><ul><li>product details </li></ul></ul><ul><ul><li>contact details </li></ul></ul><ul><ul><li>offer details </li></ul></ul><ul><ul><li>event details </li></ul></ul><ul><ul><li>competition details </li></ul></ul><ul><ul><li>a coupon </li></ul></ul><ul><ul><li>Twitter, Facebook, MySpace IDs </li></ul></ul><ul><ul><li>a link to your YouTube video </li></ul></ul>
    9. 9. Social Media Across all generations, more people than ever are using social networks
    10. 10. Pulling it all together… social media purls email direct mail QR Codes sms text
    11. 11. A fully integrated multi-channel marketing solution www.BillGates.MySpecialOffer.com Real-time Dashboard
    12. 12. Let’s Examine an Award Winning campaign step-by-step <ul><li>Cross Media Marketing Multiple Touches </li></ul><ul><li>Clear Objectives </li></ul><ul><li>Targeted Direct Mail Piece </li></ul><ul><li>Great messaging to the individual </li></ul><ul><li>Email touch </li></ul><ul><li>Landing page interactive dynamics </li></ul><ul><li>Redirect to social media </li></ul>
    13. 13. Challenge for Robert Morris <ul><li>Current approach didn’t deliver the results they desired </li></ul><ul><li>Key component: </li></ul><ul><ul><li>targeted letters </li></ul></ul><ul><ul><li>postcard mailings to prospective high school students </li></ul></ul><ul><li>Searching for ideas on how to increase the response rate and improve campaign ROI </li></ul>
    14. 14. Robert Morris University Campaign Objectives <ul><li>Increase Awareness of Robert Morris University Among Prospective Students </li></ul><ul><li>Drive Students to Campus Visit Day </li></ul><ul><li>Encourage Students to Apply on line with Link to Online Application </li></ul><ul><li>Encourage Students to Join RMU Social Media Communities </li></ul>
    15. 15. Robert Morris University
    16. 16. RMU4You Site
    17. 17. Welcome Page
    18. 18. Survey Page
    19. 19. Update Profile
    20. 20. Thank You (Attending) Page
    21. 21. Thank You (Attending) Email
    22. 22. Results for Robert Morris <ul><li>The ability to view responses on a daily basis allowed the enrollment management team to respond in real time </li></ul><ul><li>Adjusted campaign messages in successive rounds of communications </li></ul><ul><li>Increase its lead pool over the previous year’s campaign by 79% </li></ul>
    23. 23. <ul><li>Creating a personal and relevant “experience” is an opportunity for improved ROMI! </li></ul><ul><li>Create campaigns that connect in the manner your audience prefers </li></ul>MARKETING Opportunities for Growth
    24. 24. Questions Contact: Robert Smith [email_address]
    25. 25. The campaign launch process

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