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Practical Integrated Marketing

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  1. 1. Practical Integrated Marketing<br />Wrich Printz | CEO & President of L2, Inc<br />L2, Inc |Provider of FUSE® Cross Media Technology<br />
  2. 2. Overview:<br />Integrated Marketing w/o the “science fiction”<br />Assessing Customer Needs– simple solutions for complex problems<br />Winning the First Campaign – Win/Loss Strategies.<br />Implement & Manage – Keep the Revenue Flowing<br />Q&A<br />
  3. 3. Poll:<br />How many folks are doing Personalized Landing Pages/URLs?<br />How many are doing Quick Response Codes?<br />How many are doing Mobile/SMS Campaigns<br />How many use Social Media (Facebook/Twitter/Linked In) for themselves or customer?<br />Note: If you are doing all of these things- You may have to give this presentation and let me rest….<br />
  4. 4. Integrated Marketing: Not Science Fiction<br />
  5. 5. Integrated Marketing: Be Practical!<br />
  6. 6. Assessing the Customers Needs:<br />Find out what the customer really wants to get out of the campaign<br />Sales<br />Branding (leading to sales)<br />Information (leading to sales)<br />Demographics<br />Geographics<br />Psychographics<br />Other (leading to sales)<br />Ask about:<br />Data<br />Offer<br />Budget<br />Time Line<br />Creative/Other.<br />
  7. 7. A Tale of Two Toyotas!<br />Campaign A- 5000 PostCards To Landing Page w/Follow up Email.<br />Campaign B- 5000 Email to Landing Page<br />Campaign A- Post Cleansing – Got less than 100 back<br />Campaign B- 1000 Bounces (But had a really high open rate)<br />Campaign A Offered a Free Oil Change<br />Campaign B Offered a Free Chance to get more Email.<br />Campaign A Cost $4000.00<br />Campaign B Cost $1400.00<br />Campaign A 14 days from ask to launch<br />Campaign B 21 days from ask to launch<br />Campaign A Was “Pug Ugly”<br />Campaign B Was Nicest Design I had seen to that point.<br />
  8. 8. Moral of the Story<br />Campaign A generated over $200,000 US for the Customer over 6 weeks.<br />Campaign B generated $0.<br />Campaign A was repeated.<br />Campaign B was not.<br />
  9. 9. Winning the First Campaign:<br />Keep the campaign simple<br />A) Post card to a landing page, with follow up email is simple.<br />B) 50/50 post card/email split, with A/B testing and reverse response follow up is not. You are jumping up the complexity ladder for no valid reason.<br />C) Ask no more than three questions.<br />Agree on results for success<br />A) How many leads do you need to deliver (remember, this is a first campaign)<br />B) If it is not leads, what is it?<br />Agree on metrics for repeat business<br />A) You have very little control over what they sell<br />B) You will be blamed if they fail, so what do you get if they win?<br />
  10. 10. Implement & Manage<br />Optimize a win, don’t just minimize a loss.<br />No Campaign is a failure, unless you stop marketing or-<br />Consistently change a campaign- Test and measure<br />Send automated results, ask for weekly status meetings<br />Give frank, and specific advice.<br />Document everything.<br />
  11. 11. Do I really have to?<br />50,000,000 iPadscreens have been ordered.<br />There are more Cell Phones than there are people on the planet.<br />Post Offices- volumes down, prices up<br />Print is not going away. It is changing. You can drive the change in your customers, and be rewarded for helping them win.<br />Print is the REWARD for a campaign, the capstone that seals the deal.<br />
  12. 12. Demo Applications:<br />www.mybluepie.com<br />www.qrcportal.com<br />madmarketing.l2soft.com<br />web6.l2soft.com/ICIns/WebDemoSignUp<br />fusetrident.web6.l2soft.com<br />
  13. 13. Q<br />&<br />A<br />Wrich Printz, President & CEO<br />wpritz@l2soft.com<br />www.l2soft.com<br />