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B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance
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B2B Marketing Part 3: Marketing Media for B2B/G/I: Finding the right mix of Media and Promotion to Maximize Marketing Performance

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  • 1.
  • 2. B2B Marketing Part 3: Marketing Media for B2BMichelle FarabaughTitle title title, Cognitive DataCarol Worthington-LevyCreative Director, Worthington-Levy Creative
  • 3. What’s up for this session?
    B2B has its own challenges to address:
    How do you get customers?
    Mail: direct mail or catalogs?
    Space advertising?
    Email with affiliate relationships?
    Web search methodology: SEO and organic?
    Web features such as video?
    How do you maintain relationships?
    Mail?
    Email?
    Calls to customers/prospects?
  • 4. Proventactics and strategies that help B2B businesses cultivate customers
  • 5. Contact strategies used to be fairly simplistic
    Months
    0 3 6 9 12
    Order
    Catalog remail
    Thank you letter
    Catalog mailing
    Bounce back catalog
  • 6. With new tools, capability and frequency of contact has skyrocketed
    Weeks
    Pre-order 0 1 2 3
    Period
    Order
    Emails
    • Order confirmation
    • 7. Shipping confirm
    • 8. 1 to 3 promotions
    Package with
    Bounceback offer
    Phone
    • Thank you call
    Emails
    • 3 weeklies
    • 9. Tweets?
    Emails
    special
    • Web special
    Email sign-up
    • Thank you
    Regular emails
    • 3 weekly
    Banners ads
    Web promos
  • 11. Customers are hard to get, relationships fleeting
    Tailor communications to the relationship timeline —
    Make sure you never let them go for even a week
    If you don’t keep talking with them, someone else will…
    Cross-sell
    Renewal/Statement
    Nothing?
    Win Back
    Thank You
  • 12. Different contact methods should be designed and written in a particular way to do its job well
    Space ads: must be visual, a fast read, w/some kind of clear offer
    Email: same rules, but also need killer subject lines. Goal: get them to a landing page, PRONTO.
    Web: provide reasons to drill down quickly. Designed with eye flow and behavior studies. Feature some offers and specials
    Direct mail: great teasers on the outside.Personal message. Strong call to action and at least two ways to respond. Writing that’s not dry – instead, aspirational and compelling – yes, even in B2B
    Catalog: Powerful visuals to arrest attention, great teasers with offers, paginated to pull reader quickly to what they want
    Telemarketing: Great script with well-trained team; longer term follow-up relationship with customer list will increase lifetime
  • 13. While DM print media (catalog, direct mail, or print advertising) is good for…
    • Acquisition/lead generation
    • 14. Romancing an offer
    • 15. Product introduction and trial
    • 16. Direct selling
    • 17. Longer shelf life, better pass-along
    • 18. Good deliverability
    • 19. Better perceived credibility, reliability
  • Direct Marketing electronic media is good for…
    • Cost-effectively maintaining relationships
    • 20. Communicating product or program information, changes
    • 21. Direct selling
    • 22. High degree of urgency
    • 23. Interactivity
    • 24. Extremely accurate targeting (to house list)
    • 25. Dynamic personalization
  • Space advertising tips
    Space advertising:
    Prospect where you know they are reading articles
    it must be measurable (Don’t forget to include an offer) –
    print and online — and even outdoor!
    Communicate instantly – clever or convoluted always fails
  • 26. Space advertising tactics
    The most successful ads are very straightforward
    Clear communication is always better than something symbolic
  • 27. What NOT to do
  • 28. Such clever creative. That nobody understands. These run in airports all over the world.What are they selling?
  • 29. What in heaven’s name…?? Oh well, they say that sex sells… but does this make you believe they have a truly unique selling proposition? Nah.
  • 30. Online ad that really works
    Online ads must invite interaction
  • 31. ‘Shoulds’ and mandates turn off your customers
    So many things wrong with this aside from the headline
    Meaningless image
    All caps headline
    Copy set too wide
    This does not invite any interaction or decision
  • 32. Who would take the time to read this?
    Quick easy reading is mandatory
  • 33. This ad will be ignored
    Who would take the time to read this?
    All caps heads
    Copy reversed out of tan
    Nondescript photo: what would tell this story better for a business airline?
  • 34. Focus on your prospect and their needs
    Chest beating bores your prospect: make it about them
    Emotional grabs attention and highlights customer concerns
  • 35. There are basic human needs and reactions
    Everyone wants to look
    smarter to their boss –
    neater to their clients –
    more successful to their peers
  • 36. People love knowing you’re providing them options for the future
    They can see they’ll never regret their decision
  • 37. Testimonials clarify who you are to this audience
    Professionals who want a ‘sure thing’ look to their respected colleagues for suggestions
    Keep testimonials pared down to the real ‘meat’
  • 38. Catalog tips
    • Communicate a range of products positioned for their success
    • 39. Boring doesn’t get opened no matter how much you think it will
    • 40. Don’t just “land” on their desk…The first time you arrive, include a letter and a kickoff offer
    • 41. Subsequent ones: don’t forget the offer — More on offers later
  • Typical B2B catalog — just facts, impersonal
    The original catalog:
    • Just the facts, not very visual or inspiring or even engaging
    • 42. No sales language — the assumption that the prospect understands the product.
    26
  • 43. This beat it by almost double the sales
    The replacement catalog:
    • Includes a demonstration that puts you in the driver’s seat
    • 44. Explanation of the product with emphasis on successful use and comparison
    Demo - using OUR paper vs. using THEIR paper
    27
  • 45. Is one catalog title enough?
    • Best known: the Pigalog, their annual resource book
    • 46. The small one is called Leak & Spill, and is positioned as “NOW” — sent monthly
  • Tightly target your audience: it pays!
    Specific market-appropriate works better than generalized
    Your customer has personality. Tap into that
    Show added value by highlighting your unique services throughout.
  • 47. Test lead generation for your catalog or website using mail
    Use the power of mail databases to find your customers
    Any online customer you capture this way will also be a good prospect for catalog mailings
  • 48. But don’t assume they know who you are
    We have no idea of what Jameco is, and why we’d even want their catalog
  • 49. Think “Campaign”
    …by updating the site regularly to match the catalog and mailings
  • 50. Direct Mail Tips
    • You can’t be subtle
    • 51. Don’t try to be too clever, either
    • 52. Highlight a product that may be lost in your catalog
    • 53. Announce new products
    • 54. Use personalization to highlight their needs based on your data about them
  • For maximum effectiveness, highlight one product
    Especially if you have many products, choose one strong product to represent your line and generate interest
    Make sure your list is highly targeted for that one product
    Choose a product that has either very little competition, OR you can make a point that yours will do the job better
    No chest-beating. Prospects are not impressed with ‘we are the best’ messaging …and are often turned off
    They care about one thing ONLY: what’s in it for THEM?
  • 55. Use direct mail not just to tell… but engage!
    Patient literature is sold to doctor’s offices as ‘handouts’ to patients
    Asking doctors to review samples and give us their opinion gave them a new control
    Old package
  • 56. B2B mail can be colorful and interesting
    As long as it has a clear point, you can do many things with B2B mail that may surprise you… and your prospect
    • This is for a small company that makes sophisticated research portals
    • 57. This was to generate leads who have substantial traffic- get this on more sites
  • Play on emotions – fear and need for success
    People don’t stop being human when they’re in the workplace
    Acknowledge what the data on them says is the biggest concern they have – and address it
  • 58. Use your real estate wisely
    If your envelope is interesting on the front, they’ll probably turn it over to tear it open
    Use that space to highlight another reason for them to go inside
  • 59. Get attention quickly with a postcard
    This proofreading service has sent many postcards with typos on them, getting my attention!
  • 60. Generate web traffic: good postcards get big ROI
    It doesn’t replace a catalog
    a great action generator
    very inexpensive
    Highlight a specialty product
  • 61. For ‘pureplays’ postcards are a boon to traffic
    Many ordered directly from these cards
  • 62. If a sale is worth a lot, think dimensional
    You can make a box pkg a a lead generator
    Break your list into layers:
    C-level people in a company get dimensional, others get flat mail
  • 63. Use it to land a big contract
    Remington Arms’ B2B division –
    This is a product that gets an industrial kiln working again fast, by cleaning it out with one big blast!
    Plant supervisors got boxing gloves, plant CFOs got stopwatch
    Payoff: sent to 400 highly qualified prospects in 200 biggest kiln-operated businesses
    Cost $10K total, brought in 5 new contracts for average of $350,000/ea in equipment and materials – ($1.7 million) plus ongoing fulfillment of materials needed for operation
  • 64. It’s easy to screw up dimensional!To be effective it needs solid DM ingredients.
    • “Why did they send this to me?”
    • 65. No letter!!
    • 66. Strange and disconnected concept doesn’t meet any campaign
    • 67. Gift arrived not working, and it requires 6 no.10 batteries –
    • 68. This went in the trash
  • B2B Email tips
    • eMail to those who have requested information
    • 69. Send them what they asked for – and ask them to opt in for more
    • 70. Show them that you listen to them and care what they think
    • 71. eMail to existing customers and your opt-ins
    • 72. Announce new products, Invitations to events, Inform of special offers
    • 73. Keep it interesting with stuff that is helpful to them like real webinars (not just the ones promoting your business)
    • 74. eMail Affiliate contacts: choose your affiliates with care, ride on their customer loyalty and recognition
  • B2B email
    • Single-minded works better than generalized
    • 75. You can’t just talk ‘sale/special deal’ – it degrades the relationship quickly
    • 76. You must test, test, test to find out where it pays off to send more, where you must send less
    • 77. Variation of messaging is essential
  • Use personalization
    • Don’t miss out on one of the most powerful ways to get and keep their attention
  • Keep your data clean
    • If I get an email that’s personalized it had better be MY name… which is NOT Audrey
    • 78. PS: Get a proofreader (plural vs. possessive)
  • Test … subject lines, offers, messaging
    Here’s where knowing your audience can really make a difference
    Some audiences don’t respond to discounts and remain loyal
    Measure the responder behavior - to determine lifetime value
    Don’t assume you know the answer already – even the most seasoned pros get fooled by their perception vs. reality
  • 79. Offer Test — it may surprise you
    Scale it for what you want them to do
    Be clear WHAT you want them to do, and tell them
    Give them rules by which they can get the offer
    Keep in mind: many companies won’t allow an employee to accept anything of value over, say, $20-25
    At left: one of two test emails: lead generation. We offer-tested a webinar about their topic versus a chance to win a Tablet PC.
  • 80. Work on more interesting subject lines
    • Don’t let subject lines become something an inexperienced helper does
    • 81. This will make a difference of whether they ignore you or open your email
  • Work on more interesting subject lines
    • Too repetitive – training us to ignore you
  • Keep their attention with different kinds of promos
    Giveaways
    Sweeps
    Offers
  • 82. Develop a few different formats
    • Keep your readers’ interest through variety
    • 83. Make some more promotional
    • 84. Make others more informational
  • Build a “triggered” system for emails
    Whatever the customer does, or doesn’t do, there should be some triggered emails to re-contact them…
    Shopping cart reminders
    Notices that backordered item is in
    Refill and renewal/upgrade reminders
    New product that may be compatible with what they have
    Local events related to their business
  • 85. “Triggered” emails: shopping cart reminder
  • 86. Test using VIDEO in your emails
    Some fascinating statistics for B2B market…
    More than 75 percent of business executives regularly view online video content, according to Interactive Media Strategies' "Enterprise Video Communications Survey," Q1 2011.
    Forrester Research reports two to three times higher email clickthrough rates when video content is embedded. …
  • 87. More on video in emails…
    Online viewers spend an average of 1.5 minutes with video compared with an average of eight to 10 seconds on static graphic email messages, according to MarketingSherpa.
    Video ads generate four- to seven-times higher engagement and response rates compared to static ads, according to DoubleClick.
  • 88. Guidelines for video in your ads and emails…
    1. Invest in Engaging ContentAdding audio to your latest PowerPoint presentation isn't engaging and isn't going to generate a response. You only have five to eight seconds to capture viewers' attention
    2. Create Viewer InteractivityAn effective online video message for lead generation needs to combine engaging video with interactive multimedia content and calls to action
    3. Make It MobileMake sure your video marketing message can be accessed on Smart Phones and tablets, which are commanding an ever-increasing share of online video viewing.
  • 89. 4. Keep it small, and make it easy to turn off if the viewer needs to move onYou lose a potential customer if you frustrate them
    5. Have Actionable TrackingGood metrics are essential to understanding the success of sales or marketing initiatives. Requires offers, interaction opportunities, and technology improvements
  • 90. Video that helps to open dialogue with prospects
    The SAS company has video on their website that helps the visitor to understand their core proposition and strengths
    http://www.sas.com/technologies/analytics/
    5.11 Tactical — the premier developer of gear and apparel for law enforcement, firefighters, emergency techs and more — uses video to explain the complex construction and high standards that these customers need and want. Their videos measurably increase sales and reduce time spent with a phone representative
    http://videos.511tactical.com/videos/28/taclite-pro-pants-and-shorts
  • 91. B2B Website Tips
    • For the most effective website:
    • 92. Legibility is a priority
    • 93. How to add value: Video, Content
  • Websites: know best practices and use them
    Hold your own feet to the fire
    According to a study by iBiz…consumers say…
    Only 54% of the sites had legible text
    Only 51% got the consumer where they wanted to go in two clicks or less
    Only 48% had essential content
    Only 45% of sites were technically reliable all the time
    Only 38% of all visited sites have efficient page layout
    Only 25% had easy-to-find customer service
    Only 17% have useful ‘search’ function
  • 94. A little change does you good
    This site keeps my attention just long enough
    http://www.epson.com/cgi-bin/Store/jsp/index.do?ref=r0302ECb3Q&OVMTC=Broad&site=&creative=5846031192&OVKEY=epson%20USA&url_id=99103275&gclid=CPeCkez7s6sCFUkbQgodynEdgA
  • 95. A little change does you good
    Visual variation helps keep me here
  • 96. Expand into new markets with microsites
    Cook’s Direct was looking for a way to get more customers
    Their core business is cooking tools and equipment for large institutions – in particular, prisons.
    Along with their custom-developed prison equipment, they also have a lot of general cooking equipment…
  • 97. Reach those loyal niche markets
    Customers in the new market use the same tools and supplies that Cooks direct has already!
    Share fulfillment, but developed a whole new look and feel, logo, etc. to create a site for a niche market
  • 98. The Multichannel approach
    • Customer contact through multiple entry points
    • 99. A choice of how customers can respond and view
    • 100. The more the merrier: increased channels = increased response and increased continued relationships
  • Xerox: mail and email hit the ball back and forth. Brand is unified.
    Mail has a sweepstakes to win MacBook Air
    A later email has sweeps to win an iPad; Landing page shows me how to enter
    So, now I’ve opted in for email about their products…
  • 101. After the opt-in, what else do we see?
    ‘Thank you’ seems stark, out of character. P.S. – would I follow them on Twitter?? Nah!
    Alternate emails are used to keep my attention
    Purely a trade-in offer
    Office Advisor provides tips and templates for the business printing and promos
  • 102. Summary
    Use the right media for the job: understand the strength of each
    Variation trumps perfect brand look and feel. If your brand is consistent you can make changes that keep their interest
    The most responsive campaign shares elements of all “siblings” — mail, email, website, catalog should share:
    Offers, response drivers
    Guarantees and policies
    Core message: USP, mission, purpose, the 1 key thing you want them to remember about this effort and about YOU
    Integrated programs work best in terms of customer recognition, longevity of relationships, and even response if there is consistency
  • 103. A final note: Leo Burnette’s3 principles of the creative process — and how to make B2B compelling and successful
    There is an inherent drama in every product. Our No.1 job is to dig for it and capitalize on it.
    When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either.
    Steep yourself in your subject, work like hell, and love, honor and obey your hunches.
  • 104. Contact Us
    Carol Worthington-Levy
    Creative Director
    CWL@Worthington-Levy.com
    Michelle Farabaugh
    Title title title
    mfarabaugh@cognitivedata.com

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