Presentation deck for RICS Software user-conference in Florida. We define and talk through the five factors changing communication and success with email, mobile, social, web, and data.
71. • Generate leads
• Make it easy for individuals to
obtain a quote using a
proprietary Mobile Messaging
Business Process
• Target the Individual Health
Insurance Market
[ 25 - 44 year olds ]
• Use signage at rail and bus
stations to invite individuals to
obtain an instant insurance
quote via text
72. Replies by sending age
Prompted to reply with
gender
Replies with gender
Prompted to reply with
Zip Code
Replies with Zip Code
Prompted to reply with
email address
73. She replies with her
email address
Receives an instant
quote via text
Receives follow-up text
announcing how to
apply
74. Auto Reply Email
Whether people receive
a quote via Text or via
the Mobile Website, each
receives this follow-up
email prompting them to
apply.
Results
• Campaign ran 20 Weeks
• Generated 449 Inquiries
• Produced 201 Leads
• Increased Sales 10%
101. Meet Stacie
• 29 years old
• Married
• Elementary School Teacher
• Runs 4-5 times a week; likes to race against friends
• Long-time Nike customer and Facebook Fan but not
a current subscriber
• Local Store: Niketown New York, E 57th St
102. Purchase & Initiate
Stacie bought the NIKE AIR MAX+
2013 because her previous pair of Air
Max shoes wore out.
She types in the URL for the the
landing page and is redirected to the
Make It Count landing page on
YouTube.
Type this into your web browser:
Learn How You Can Make It Count
www.youtube.com/nike
When her shipment arrives she
notices that the packing materials
contain a post card publicizing the
Nike Make It Count Desktop
Experience
103. Capture
Stacie follows Nike , joins the #MakeItCount initiative
on Twitter, and selects the option to become a Nike
member on Nike.com, opting into promotional
messages.
104. Cross Sell
Since Stacie joined the Make It Count initiative, so we
drop her into the Nike+/Fuelband area of the site.
Stacie uses guided selling tools to look for other running gear
for running in NYC with her friends, and it recommends the
Nike Fuel Band and other related gear
Running gear
She browses the items…
Even adding the Nike Fuel Band to her cart…
But decides not to purchase.
105. Prompt
The iGoDigital Customer
Intelligence Engine
notices she has not purchased
the Fuel Band
…and triggers an abandoned cart message for the
Nike Fuel Band based on Stacie’s web behavior, with
a promo code to incent purchase.
Promo Code Below:
106. Success
Stacie stops by her local Niketown and
buys the Nike Fuel Band with her promo
code. She requests an eReceipt.
The eReceipt contains a bounce back
offer with upsell opportunities
eReceipt
$149.00
Have you seen these?
107. 7 days after her FuelBand purchase, Stacie receives an
automated rating/review email.
Engage
Review your
Recent
FuelBand
purchase.
Triggered Send
+7 days
Log your runs on Nike+
She is also invited to join Nike+
Triggered
Send+14
days
She adds her mobile number to her profile so she can receive
mobile alerts about local Nike running events
.
Stacie Johnson’s Profile
1-503-509-6995
108. A Relationship
Group Runs 3/5,3/7, & 3/9
Or an email about an upcoming event
Stacie can request information and
receive an SMS alert about an upcoming
local event…
Google really ruined this era of marketers. It was THE BIG THING. You just tweaked some title tags and BAM, you had thousands of new search engine referrals because you were 1st page on Google. It was like printing money. And marketers have been chasing those easy winnings by looking for the NEXT BIG THING. But at each step, the NEXT BIG THING wasn’t really as big or as easy…
Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
A call-to-action in the dressing room at the Men’s Wearhouse. Instant savings? Why not? Home field advantage means leveraging the spaces that only you control and finding the inspired moments where you can uniquely motivate consumer action w/long-term benefits.