Multichannel Marketing

JANUARY 5, 2011

Create a strategic 1 plan for success. Make the shift from just having a “social presence” to supporting actual business objectives and engaging customers. Companies have Companies who have profited GAINED REAL VALUE from social media are from significant strategic twice as likely to have a efforts. FORMAL STRATEGY. Companies who have gained value from just “experimenting.” 52% 13%2010 Customer Insight Group, Inc. All rights reserved.

Build Your list at Every Opportunity &2 ALWAYS by Permission Think Through Possible Customer Touchpoints:

3 Direct Mail • Testing – Why, when and how much

Ask the big questions before you 4 go live with the customer. 1. Who will “own” it? 2. How many hours per week can you allocate to support your strategy? 3. Is the budget adequate to do the job? 4. What role do you need outside of your existing resources to fill to help implement your strategy? 5. Will your content updates depend on any other resource or person? 6. Who will be responsible for monitoring and moderating customer’s comments? 7. What is the response time you expect of that person? 8. Who will address customer service issues that need moderated? 9. Do you want your voice to be an individual person or a group of people at the company? 10. Are your legal, HR and IT teams clear on the limitations and risks that may be associated with a social media initiative?201 Customer Insight Group, Inc. All rights reserved.

Creative Brief — Starting a5 Project Launch Off Well • Company Brand Checklist • Communication Objectives • Competition • Target Audience • Offer • Key Message • Call to Action • Other requirements • Schedules2011 Serff Creative Group, Inc. All rights reserved.

Brainstorming and the Power6 of Putting ALL Ideas on the Table • There are many ways to brainstorm when coming up with new and innovative ways to sell to your customers. • One way — “Mind Mapping” – Write ALL ideas down – Decide on the strong ones, then focus on what concepts could come out of those words

7 Direct Mail • You are only as good as your metrics – RSP Rate – CPL – CPS • Are you using other metrics? • Are they “Real Time”? – Can you make spend decisions any time/any day

Measure success based on the 8 objectives you want to achieve. Visitors, Brand Source of PR Metrics traffic Search Customer Interaction Engine Engagement Marketing Virality Leads Retention Network Sales Profits Size2010 Customer Insight Group, Inc. All rights reserved.

9 Consistency of Your Brand • Create consistency in ALL a customer sees of your company, regardless of where they see it. – Application of color – Usage of fonts – Style of imagery conveys your personality – Tone of your message 2011 Serff Creative Group, Inc. All rights reserved.

Target your audience first, pick 10 your tools later. • Who do you want to engage? • What do they have in common? • How do they use your product? • Where can you connect and interact with them? Your connecting with people, not tools.2010 Customer Insight Group, Inc. All rights reserved.

11 Direct Mail • Testing new data – do you hotlist? • Newer data ‐ less quantity ‐ more data sources Most Recent Records Added Existing Database

Email Marketing is NOT Advertising –12 It Is Dialog “It’s time to fully understand that your customers are living, breathing, creatures who want one-to-one relationships with your company, not just one-way rhetoric.” ---- Don Peppers, The One-to-One Future

13 Direct Mail • Use focus groups to improve your campaign

Where’s the Value? Entertain, Inform, &14 Instruct While Building Relationships Example: Entertain/Instruct Company Background: 2‐person recruiting/ consulting firm Email Costs: 1st year’s email license and strategic/design services: $15k 1st Year Return on Investment: $200k as a direct result of their monthly newsletter to 6,000 recipients Used With Permission

Where’s the Value? Entertain, Inform,14 Instruct While Building Relationships Example: Inform/Instruct Timely Gardening Tips from Miracle‐Gro eNewsletter Rose gardeners receive different advice than vegetable gardeners. Gardeners in the North receive different advice than those in the South.

Growing the Relationship:15 Be Creative • Be Unique. There are many ways to keep in touch with your customers by multi‐touch marketing in email, direct mail or other means. Keep it creative to make those touches count. – Send personal cards or letters – Direct mail campaigns with special offers for your top customers – Referral email campaigns • Remind them how much you value their business and trust

Pick the right social media 17 tool for the job. Entertainment Techie Influential Dads Influential Boomers Review Sites Review Sites Blogs Twitter Creator Faceboo Creator Blogger Critic k Digg Critic MySpace Joiner YouTube Spectator • 2.6MM influencers • 2.3MM influencers • 3.7MM influencers • 18.5MM in social media • 30.2MM in social media • 55.9MM in social media • Prefer blogs, forums & • Prefer blogs & social nets • Prefer Review Sites review sites Source: 360i analysis of Nielsen @Plan; Fall 20092010 Customer Insight Group, Inc. All rights reserved.

18 Looking Good in All Mediums • Your brand must carry across its brand effectively in any medium, such as email, direct mail, print collateral and social media.2011 Serff Creative Group, Inc. All rights reserved.

19 Direct Mail • Track your mail to integrate with other mediums (Television, E‐mail and Telemarketing)

20 Make it POP! Step out of the box for creative formats in Direct mail • Look at ways to stand out from your competition and other means of clutter. – Unique formats: • oversized postcards • Multiple‐fold formats • Specialty shapes and promotional products – Create a piece that will jump to top and get that customer to open your piece.

21 Beat Inbox Competition Your email communications MUST stand out! ARE YOU 1 OF THE 14?

Integrate social media into your 22 existing communication plan. U.S. Companies’ Social Media Tactics 35% December, 2009 RUN AS SILOED CAMPAIGNS 41% Identify where social media can be integrated. Messages should be 17% mirrored through your 7% RUN AS social media campaigns. INTEGRATED CAMPAIGNS DON’T KNOW RUN AS AD-HOC PROGRAMS2010 Customer Insight Group, Inc. All rights reserved.

The 3 “C’s” of Email Marketing:23 1 - Consistency Email format consistent from issue to issue

The 3 “C’s” of Email Marketing:23 2 - Continuity

The 3 “C’s” of Email Marketing:23 3 - Commitment • Test, test, test and monitor response rates • Send to a portion of your list and at different times • Move content elements

25 Direct Mail • Hard copy prospect to online customer

26 Personalize for Increased Response Email Response Rates by Number of Personalization Elements

Directing Creative to Your27 Customers Effectively • Tone of message • Use of imagery • Collect data from your customer • Personalize with variable data for following up campaigns, or second touch

28 Direct Mail • Modeling – how to do it and why? • Pull a segment of your current customers • Find more prospects like your customers

Promote the Relationship29 Online and Offline • Grow your relationship with your customers through branding and creative execution • Create unique value through social media and other personalized venues

30 Direct Mail • Postal Standards Continue to Change – do your research and ask your postal experts

Set objectives to “be” social rather 31 than to “do” social. SMART Objectives Set objectives to “BE” Quantity and quality of traffic social, rather than Sales revenue “DO” social. Interaction Sales leads Align social media Profits objectives with business objectives. Foster brand advocacy Search marketing Gather customers insight Determine how you will measure Brand metrics success. Customer retention Customer engagement2010 Customer Insight Group, Inc. All rights reserved.

32 The 80-20 Rule Applies Here, Too! Emails Should Contain at Least 80% Value‐Added Content to 20% Promotion

34 Today’s Speaker Panel Sallie Burnett – Customer Insight Group sallie@customerinsightgroup.com Ian Serff – Serff Creative – ian@serffcreative.com Deb Daufeldt – Second Story Solutions, LLC deb@secondstorysolutions.com Ryan Hartman – Wiz Bang Solutions – ryan@wizbangsolutions.com

Multichannel Marketing

by Sallie Burnett

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Multichannel Marketing Presentation Transcript