Climbing the multi-channel mountain

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Climb the multi-channel mountain without falling off! http://multichannel.l2soft.com Wrich Printz highlights the different phases of the multi-channel mountain, mistakes to avoid in climbing the multi-channel mountain and how to plan effective multi-channel campaigns.

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Climbing the multi-channel mountain

  1. 1. Climbing the Multi-Channel Mountain(without falling off!)<br />Presented by :WrichPrintz: <br />President & CEO | L2, Inc.<br />
  2. 2. The Multi-Channel Mountain<br />Campaigns<br />Reaching out across multiple channels<br />Targeting customer segments with variable data<br />
  3. 3. The Multi-Channel Mountain<br />Phase 4: Repeat business<br />Campaigns<br />Phase 3: Results: Success or failure?<br />Reaching out across multiple channels<br />Phase 2: Creating the campaign<br />Phase 1: Planning the campaign<br />Targeting customer segments with variable data<br />
  4. 4. Don’t let mistakes knock you off the mountain!<br />
  5. 5. Mistake #1: <br />Failure to send relevant messages<br />and personalization<br /><ul><li> Mistake in personalization
  6. 6. Everyone receives same message and offer</li></ul>Both are equally bad!<br />Multi-Channel Tip: <br />Multi-channel marketing is about targeting each individual with an offer, message and even imagery that is relevant to them.<br />
  7. 7. Mistake #2: <br />Fail to see beyond the short-term benefits of each campaign<br /><ul><li> Fail to create an on-going conversation with individuals
  8. 8. Fail to gather more information about the individual</li></ul>Multi-Channel Tip: <br />Understanding each individual helps you market to them better and keeps them engaged with your brand.<br />
  9. 9. Mistake #3: <br />Lack of campaign planning for follow-up messages<br />Multi-Channel Tip: <br />You will not reach the top if you still think marketing is about one-time campaigns. <br />Plan for follow-up messages to every campaign you send out.<br />
  10. 10. Plan before you climb<br />What are the climate conditions?<br /><ul><li> Define your customer’s needs and wants
  11. 11. What drives the purchase?</li></ul>Fear<br />Timing<br />Protection<br />Cost<br />Comfort<br />Love<br />Location<br />Brand loyalty<br />
  12. 12. Plan before you climb<br />Different strategies for each mountain<br /><ul><li> Email + Personalized URL
  13. 13. Direct Mail + Personalized URL
  14. 14. Sales calls, subscriptions or seminars?</li></ul>Multi-Channel Tip: <br />Plan what you are going to send on the campaign, how to follow-up and the goals of the campaign<br />
  15. 15. Preparing the right resources for your climb<br />(6 resources you need)<br />
  16. 16. Resource #1<br />Prospect data lists<br /><ul><li> List purchased
  17. 17. Opt-in lists
  18. 18. Show/conference lists</li></ul>Tip: Leverage data you have for highly targeted campaigns<br />
  19. 19. Resource #2<br />Campaign offers<br /><ul><li> Price/ promotions
  20. 20. Free gifts
  21. 21. Free information</li></ul>Tip: Use A/B testing to keep your campaign offer relevant to each customer segment<br />
  22. 22. Resource #3<br />Campaign creative<br /><ul><li> Humorous?
  23. 23. Professional?
  24. 24. Sexy?
  25. 25. Bold?</li></ul>Tip: Measure each campaign and compare ROI between the ‘risky’ and ‘safe’campaign message.<br />
  26. 26. Resource #4<br />Service providers<br /><ul><li> Agencies
  27. 27. Printers
  28. 28. Marketing department</li></ul>Tip: Make sure you and your providers are equipped for the climb up and down the multi-channel mountain.<br />
  29. 29. Resource #5<br />Supporting software<br /><ul><li> Centralized platform
  30. 30. Personalized marketing
  31. 31. Marketing automation</li></ul>Tip: Make sure the software you use makes it easy to climb the mountain repeatedly.<br />
  32. 32. Resource #6<br />Management support<br /><ul><li> Your boss / client’s boss
  33. 33. Marketing colleagues
  34. 34. Value-added resellers</li></ul>Tip: Help the key decision-makers and influencers understand the multi-channel campaign process.<br />Download this whitepaper if you need help.<br />
  35. 35. Cannot do A/B testing?<br />&quot;The scary thing is that out of all the marketers we talked to, 48% said they couldn’t do A/B testing on their landing pages&quot; <br />Anne Holland*, Founder of Marketing Sherpa<br />* Nov 2007 Marketing Sherpa interview on A/B testing <br />
  36. 36. Testing different routes (a/b testing)<br />Consider different elements for each campaign<br /><ul><li> Time of delivery
  37. 37. Email subject lines
  38. 38. Offers
  39. 39. Types of reminder emails
  40. 40. Creative visuals
  41. 41. Level of engagement
  42. 42. Viral effects
  43. 43. Incentives</li></li></ul><li>Avoiding the creepy factor<br /><ul><li>too much data
  44. 44. too personal data</li></li></ul><li>What is a good response?<br /><ul><li>70%, 80%, 90% response rate?
  45. 45. It takes more than 1 piece of messaging to convert your average customer</li></li></ul><li>Plan for follow-up / sales involvement:<br />Improve conversion rates:<br /><ul><li> Conversion is more likely if they have previously received a message
  46. 46. Conversion is highly unlikely at the first attempt
  47. 47. Create a system that allows follow-up messages/interaction</li></ul>A Multi-channel campaign:<br />Bob gets email<br />Bob opens email, but no response<br />Follow up with DM + pURL<br />Bob visits landing page<br />Sales contact Bob<br />
  48. 48. Plan for follow-up / sales involvement:<br />Improve conversion rates:<br /><ul><li> Conversion is more likely if they have previously received a message
  49. 49. Conversion is highly unlikely at the first attempt
  50. 50. Create a system that allows follow-up messages/interaction</li></ul>A Multi-channel campaign:<br />L2 Whitepapers: Increasing response rates with 1:1 campaigns<br />Enhance lead generation, increase product usage and promote brand awareness with 1:1 campaigns. Find out more...<br />8 tips for selling a direct marketing campaign<br />Convince your bosses, marketing colleagues or potential clients about the effectiveness of direct marketing campaigns. Find out more…<br />Bob becomes a customer<br />Contact: <br />L2, Inc. <br />The Campaign Technology People<br />info@L2soft.com<br />(408) 457-9300<br />Bob gets email<br />Bob opens email, but no response<br />Follow up with DM + pURL<br />Bob visits landing page<br />Sales contact Bob<br />

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