Sell More … Deliver Better
Empowering you with the skills to grow your business
APPFORUM.ORG
TWEET YOUR FEEDBACK: #APPFORU...
§  Strategies and Tactics for growing new revenue
§  Why new growth programs work
§  Must haves for success
§  Four pr...
We want to know
where you stand on
a few important
areas.
§  Print?
§  Marketing?
§  Trade Shows?
§  Loyalty Programs?
§  Statements?
§  Label & Packaging?
To begin with… Cus...
Print is IGNORED
Social media shakeup
§  A major shakeup will occur!
§  CMO’s haven’t seen the return on
facebook engagement to continue
...
BUSINESS	
  GROWTH	
  AND	
  SALES	
  
PRODUCTIVITY	
  
USE	
  CASE	
  EXAMPLE	
  #1	
  
Case	
  Study	
  PIP Printing and Marketing Services
Using the Integrated HP - MindFire Workflow
r. Sample A Sample 23
Main Street
nytown, US
12345-6789
M
1
A
LARGE FORMAT 30 day
DRIP MARKETING PROCESS
EMAIL1 microsite
...
QUICK SNAPSHOT OF OUR CAMPAIGN IN MINDFIRE STUDIO.
r. Sample A Sample 23
Main Street
nytown, US
12345-6789
M
1
A
EMAIL1 microsite
Week one FSI Email.
Microsite
Enter for a f...
EMAIL 1
First piece to go out in
the drip process.
Email is sent out
immediately after the
prospect/client is entered
into...
TRI-FOLD BROCHURE
Delivered two days after entry was made.
John,
EMAIL 2
Email is sent out 10
days after entry was
made.
3 DIMENSIONAL TUBE MAILER
Delivered 19 days after entry is made.
BROCHURE
Delivered 25 days after entry is made.
POP OUT MAILER
Sent out 30 days after entry was made.
MICROSITE INTRO PAGE
All marketing pieces push people to this site. This is
how the customer receives their free print.
MICROSITE THANK YOU PAGE
Variable information populates the thank you page with rep and customer information.
Also a trigg...
§  All marketing pieces in the campaign push clients/ prospects to a micro-
site for a free 24x36 print
§  Both 3 dimens...
§  62% of those entered into the campaign returned calls, set
up appointments or used our large for
§  One local bank in...
§  Printed pieces that can evolve based on how an end user
goes through the campaign
§  Personalized pieces are produced...
SLOW	
  SUMMER	
  MONTHS	
  FIX	
  
SELF-­‐PROMOTION	
  PROGRAM	
  #2	
  
Hemlock Printers Limited
Located: British Columbia
Founded: 1968
Business: 79,000 sq/ft facility
Locations: Victoria, Brit...
§  Campaign Objective:
§  Secure new business by August 31
§  Renew relationships with customers with full range of
ser...
Relevant Messaging
Great Offer + Value Based Incentive
§  Customers have a choice
§  Something for everyone
§  Collected critical marketing
intelligence for future use!
Creat...
Clear Next Step – I’ll be in touch
§  473 Responders to the campaign (30.7%)
§  183 (11.7%) entered the vacation contest
§  21 new printing projects =
$33...
ADVANCED	
  MARKETING	
  
AUTOMATION	
  CASE	
  STUDY	
  
	
  
	
  
	
  
	
  
MODERN	
  MARKETING	
  
Lisa Arsenault
President
McArdle
lisa.arsenault@mcardlesolutions.com
Association Nuturing Program
Objective:
A Professional Health
Care Association wants
to identify and educate
potential mem...
Program Overview
§  Program:
Specialty Certification
§  Theme:
Get Ready…
Get Set…
Get Certified …
§  Program Objective...
Program Elements
§  Target Audience:
Registered members that have
recently completed 30 hours of
CE in one of twelve spec...
Rented Email
Rented Mail
Previous Data
Email address and
specialty
Microsite
w/Survey
Thank you
The answer to survey #2
de...
Comprehensive Design & Launch
§  Services Provided
§  All copywriting and design
§  Marketing program design
and implem...
Get Certified Postcard
§  Very tight messaging on why
§  Great offer
§  Clear call to action
§  Ongoing touches to con...
Email
§  Very targeted, personal messaging
§  Lead nurturing, ongoing dialogue
§  Information gathered with each touch
...
Personalized Microsite Page
§  Clear offers
§  Tell us more…
§  Gather marketing intelligence
§  Links to more informa...
Results Achieved
§  Response rate: 22.54%
§  Visit Rate: 5.83%
§  Responding Members:
§  2089 or 7.59% became
certifie...
A	
  STEP-­‐BY-­‐STEP	
  PROCESS	
  
TRADE	
  SHOW	
  &	
  EVENT	
  
MARKETING	
  
Every customer attends shows
§  This is the single largest area of
opportunity
§  The needs are consistent across
all cu...
ubject: Don’t&Dilbertize&YOUR&Trade&Show!
ate: Thursday,&July&26,&2012&9:41:42&AM&Pacific&Daylight&Time
om: Kevin&England
...
WHAT’S	
  IMPORTANT	
  TO	
  
MARKETERS	
  
STUDY	
  DATA	
  ON	
  TRADE	
  SHOWS	
  
“Don’t spend one penny
on a trade show unless
you have a lead
management process
in place.
”- Ruth P. Stevens
Author of Tr...
Typical Trade Show Budget
73%	
   Marketers believe “gaining
qualified leads” is the key success
metric for live events.
60%	
  
Marketers reported ...
Event ROI metrics satisfaction
Event marketers were
asked to rate how satisfied
they are with their live event
ROI metrics...
In seeking a firmer grasp on event ROI, marketers
acknowledged they’re stymied by the lack of
technology to collect and an...
Channels used to support the events
Source: “Measuring the Tangible and Intangible Value of
Face-to-Face Events, B2B, July...
§  Use the power of technology to:
§  Integrate all channels to maximize leads
§  Collect and analyze data to provide m...
HOW	
  LEADING	
  MARKETERS	
  
ACHIEVE	
  THE	
  RESULTS	
  THEY	
  DO	
  
MAKE	
  AN	
  IMPACT	
  BEFORE	
  YOU	
  
HIT	...
§  You register and head for the elevator…
§  On the elevator you greet another
conference attendee
§  They view your b...
§  It’s 7:00am - catching up on emails
in your room… there’s one from an
attendee
§  “Mary, is this your real email or j...
Running into the booth
§  You launch a scheduled
group presentation in your
booth
§  Several prospects come
running into...
§  At lunch you sit at a table with one
of your customers
§  There are five other attendees at
the table
§  One of the ...
Nice ending to a show
§  You smile and say…
§  “No, you will receive one
more email… wishing you
a safe return trip and ...
All “real examples” of trade show results…
Achieve improved trade show results
You need the “Secret Sauce” though…
That’s ...
§  Why do we attend Trade
Shows & Events?
§  For most companies it is to
grow their business
§  Identify high value lea...
Seems	
  pre(y	
  simple	
  –	
  Right?	
  
	
  
	
  
	
  	
  	
  	
  
HUGE	
  Opportunity!	
  
§  That’s	
  why	
  marketers	
  
are	
  searching	
  for	
  
partners	
  to	
  help!	
  
§  We...
§  The Secret Sauce!
§  A Plan – The Right Plan!
§  For most companies the strategy
for driving “high value prospects”
...
Improved Outcomes
§  Significantly higher ROMI
§  Comprehensive Follow-up on
all opportunities
§  Key Marketing Intelli...
§  There are very clear strategies and tactics for creating
high value prospects and results
§  The overall strategy mus...
§  What do you hope to achieve?
§  Typical Objectives
§  Generate qualified leads
§  Increase overall booth traffic
§...
Map the strategy and campaign flow
1.  Setting up appointments/
demos *before* getting to
the show
2.  Driving traffic to the booth at
the show time
3.  Prom...
Campaign workflow
§  Phase 1 (pre-show):
§  Invitation direct mail and email to set up a meeting on site with an offer t...
Phase 1: Pre-Show
Free	
  Trial	
  Sign	
  up	
  page	
  
On	
  the	
  website	
  
Direct	
  Mail	
  
3	
  Emails:	
  	
  ...
Phase 2: Show Time
One	
  email	
  each	
  morning:	
  	
  
coming	
  from	
  sales	
  
reminding	
  a(endees	
  	
  
abou...
Phase 3: Post Show
Email	
  
Immediately	
  noDfy	
  
Sales	
  reps	
  with	
  
email	
  and	
  SMS	
  
Email	
  on	
  beh...
LETS	
  REVIEW	
  DIFFERENT	
  
APPROACHES	
  
HOW	
  TO	
  SEAMLESSLY	
  INTEGRATE	
  
PRINT	
  INTO	
  YOUR	
  CUSTOMERS...
§  Contact forms on any website or landing page
can trigger a personalized print piece
§  Drip-and-nurture sequences uti...
Orchestrate	
  All	
  Channels	
  
Outbound	
  channels	
  
Inbound	
  channels	
  
Event Marketing = More Print Jobs
Gershon	
  Alon	
  
Manager,	
  Workflow	
  
SoluWons	
  
HP	
  Indigo	
  
§  SophisDcated	
  rules-­‐based	
  variable	
  data	
  
§  Dynamic	
  image	
  and	
  text	
  manipulaDons	
  
§  Inte...
StarDng	
  with	
  a	
  blank	
  
canvas	
  ...	
  
Create	
  a	
  simple	
  
markeDng	
  workflow	
  
Add	
  the	
  HP	
  SmartStream	
  
element	
  
Use	
  SmartStream	
  Designer	
  
to	
  create	
  the	
  print	
  piece	
  
Upload,	
  then	
  select	
  the	
  
print	
  template	
  
Specify	
  how	
  you	
  want	
  
to	
  receive	
  the	
  print-­‐
ready	
  PDFs	
  
Map	
  the	
  print	
  
template’s	
  fields	
  to	
  your	
  
Studio	
  fields	
  
Set	
  your	
  “Wait”	
  period	
  
Let’s	
  have	
  this	
  created	
  
right	
  away	
  
Your Indigo
When	
  someone	
  Dckles	
  this	
  trigger,	
  a	
  
print-­‐ready	
  PDF	
  is	
  created	
  in	
  the	
  
...
CREATING	
  A	
  STEADY	
  STREAM	
  OF	
  
SALES	
  READY	
  LEADS	
  	
  
	
  
	
  
DIRECT	
  MAIL	
  AND	
  LEAD	
  
GE...
1.  Gather business intelligence to qualify leads
2.  Offer an incentive to quickly build a strong
stream of qualified lea...
§  Phase 1:
§  Why? Collecting information about the targets’ business needs
and functions as well as the usage of a sim...
3 Emails + Offer:
Take part in a survey
and enter to win
an iPad mini
Email 2 and 3 go only
to those who have neither
ente...
2 Emails (versions A / B)
+ $50 incentive for
a 30-minute demo
Sent only to the qualified
Leads based on the results of
PH...
BUILDING	
  A	
  RELATIONSHIP	
  AND	
  
DRIVING	
  SALES	
  READY	
  LEADS	
  FOR	
  
YOUR	
  CUSTOMERS	
  
LEAD	
  NURTU...
1.  Show the users how they can use the product
2.  Communicate the key benefits of the product
3.  Guide them towards the...
A multi-touch fully-automated lead nurturing campaign that starts with
the free trial sign up and, during a 4-week period,...
FREE	
  TRIAL	
  LEAD	
  NURTURING:	
  
Free Trial Sign up page
On the website
Website	
   Email	
  
Email-1: +1 day
“watc...
Lessons Learned
§  Customers have more
print opportunities
§  New use cases require a
different approach
§  Leverage te...
1.  Self-promotion Programs are a must have for new revenue growth in 2014
2.  Leverage “Technology” integrated with your ...
Thank	
  you!	
  
Thank you!
Joseph E. Manos
Executive Vice President
jmanos@mindfireinc.com
916-284-8112 mobile
Sell More … Deliver Better
Empowering	
  you	
  with	
  the	
  skills	
  to	
  grow	
  your	
  business	
  
TWEET	
  YOUR	...
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
MindFire Presentation at PODi AppForum 2014
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MindFire Presentation at PODi AppForum 2014

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Gain actionable insights from real-world case studies:

-- How McArdle Solutions used marketing automation technology and created a multi-channel, multi-touch campaign to help a national healthcare institute get more professionals certified
-- How PIP Printing of Peoria, IL, increased their sales team productivity with an automated lead nurturing campaign, using triggered direct mail and email
-- How to build a 3-stage Trade show and Event marketing campaign that will drive traffic to your (customers’) booth
-- How to seamlessly integrate print into your customers’ marketing campaigns

You will learn how to put a series of proven, revenue-growth tactics directly into practice.

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MindFire Presentation at PODi AppForum 2014

  1. 1. Sell More … Deliver Better Empowering you with the skills to grow your business APPFORUM.ORG TWEET YOUR FEEDBACK: #APPFORUM14 Grow Your Revenue by Leveraging Your Core Strengths: Print and Marketing Joseph Manos Executive Vice President MindFireInc
  2. 2. §  Strategies and Tactics for growing new revenue §  Why new growth programs work §  Must haves for success §  Four programs you can mirror §  McArdle Solutions marketing automation programs §  How PIP Printing of Peoria, IL, increased their sales team productivity with an automated lead nurturing campaign, using triggered direct mail and email. §  How to build a 3-stage Trade show and Event marketing campaign that will drive traffic to your (customers’) booth. §  How to seamlessly integrate print into your customers’ marketing campaigns. §  Program Overview
  3. 3. We want to know where you stand on a few important areas.
  4. 4. §  Print? §  Marketing? §  Trade Shows? §  Loyalty Programs? §  Statements? §  Label & Packaging? To begin with… Customers Spend!
  5. 5. Print is IGNORED
  6. 6. Social media shakeup §  A major shakeup will occur! §  CMO’s haven’t seen the return on facebook engagement to continue investment §  Combined with poorly performing ad space §  CMO’s will look elsewhere in 2014 §  Develop content strategies and execution plans that engage on consumers’ terms
  7. 7. BUSINESS  GROWTH  AND  SALES   PRODUCTIVITY   USE  CASE  EXAMPLE  #1  
  8. 8. Case  Study  PIP Printing and Marketing Services Using the Integrated HP - MindFire Workflow
  9. 9. r. Sample A Sample 23 Main Street nytown, US 12345-6789 M 1 A LARGE FORMAT 30 day DRIP MARKETING PROCESS EMAIL1 microsite Week one FSI Email. Microsite Enter for a free print and redirect to seepip.com website. Brochure 25 days after entry EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry POPOUT MAILER 30 days after entry get on track with pip.. TRIFOLD Mailer 2 days after entry
  10. 10. QUICK SNAPSHOT OF OUR CAMPAIGN IN MINDFIRE STUDIO.
  11. 11. r. Sample A Sample 23 Main Street nytown, US 12345-6789 M 1 A EMAIL1 microsite Week one FSI Email. Microsite Enter for a free print and redirect to our free print microsite. Brochure 25 days after entry EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry POPOUT MAILER 30 days after entry get on track with pip.. TRIFOLD Mailer 2 days after entry DRIP PROCESS SALES REP USER INTERFACE
  12. 12. EMAIL 1 First piece to go out in the drip process. Email is sent out immediately after the prospect/client is entered into the process. John,
  13. 13. TRI-FOLD BROCHURE Delivered two days after entry was made.
  14. 14. John, EMAIL 2 Email is sent out 10 days after entry was made.
  15. 15. 3 DIMENSIONAL TUBE MAILER Delivered 19 days after entry is made.
  16. 16. BROCHURE Delivered 25 days after entry is made.
  17. 17. POP OUT MAILER Sent out 30 days after entry was made.
  18. 18. MICROSITE INTRO PAGE All marketing pieces push people to this site. This is how the customer receives their free print.
  19. 19. MICROSITE THANK YOU PAGE Variable information populates the thank you page with rep and customer information. Also a trigger sends a notification immediately to the rep to contact the customer.
  20. 20. §  All marketing pieces in the campaign push clients/ prospects to a micro- site for a free 24x36 print §  Both 3 dimensional pieces show and talk to our clients/prospects about the capabilities that we have in print and packaging §  Having the reps enter one person at a time allows us to generate high end - complex pieces that are time sensitive for production §  Automating the variable print piece process saves us tremendous time in production §  Our reps no longer have to worry about sending out material in a timely fashion with an automated process Campaign Overview
  21. 21. §  62% of those entered into the campaign returned calls, set up appointments or used our large for §  One local bank institute that hasn’t used us in a couple years contacted us in regards to designing and printing all the lobby art in over 20 of their branches §  Our sales manager is now able to track all sales entries and follow up with our sales team §  Our sales staff can now check in real time end user’s activities within the campaign Campaign Results
  22. 22. §  Printed pieces that can evolve based on how an end user goes through the campaign §  Personalized pieces are produced with HP SmartStream Designer integrated with the MindFire Studio §  Being able to integrate along with the other marketing pieces in a drip nurture process through MindFire Studio §  Tracking ROMI on all aspects of your campaign in one place §  Diverse printed pieces based on user/sales rep entries Key Components To Print Automation
  23. 23. SLOW  SUMMER  MONTHS  FIX   SELF-­‐PROMOTION  PROGRAM  #2  
  24. 24. Hemlock Printers Limited Located: British Columbia Founded: 1968 Business: 79,000 sq/ft facility Locations: Victoria, British Columbia; Seattle, WA San Francisco, CA Customer Base Growth Program
  25. 25. §  Campaign Objective: §  Secure new business by August 31 §  Renew relationships with customers with full range of services §  Bring in business during the slow summer season §  Raise awareness of its NEW cross-media capabilities §  Targets: Cross-section of 1,551 existing customers, including: §  Graphic designers §  Ad agencies §  Corporations w/little or no business in past 12 months 60 Day Customer Base Program
  26. 26. Relevant Messaging
  27. 27. Great Offer + Value Based Incentive
  28. 28. §  Customers have a choice §  Something for everyone §  Collected critical marketing intelligence for future use! Create your own incentive from a range of services
  29. 29. Clear Next Step – I’ll be in touch
  30. 30. §  473 Responders to the campaign (30.7%) §  183 (11.7%) entered the vacation contest §  21 new printing projects = $331,000 §  ROI: 25x the amount invested §  Keep in mind – this was a 60 day program! Revenue Growth Results
  31. 31. ADVANCED  MARKETING   AUTOMATION  CASE  STUDY           MODERN  MARKETING  
  32. 32. Lisa Arsenault President McArdle lisa.arsenault@mcardlesolutions.com
  33. 33. Association Nuturing Program Objective: A Professional Health Care Association wants to identify and educate potential members on the value of their service versus competitors They offer an internationally renowned credentialing program to certify participants in a number of programs
  34. 34. Program Overview §  Program: Specialty Certification §  Theme: Get Ready… Get Set… Get Certified … §  Program Objective: Drive awareness towards certification to include benefits and resources available based on specialty need
  35. 35. Program Elements §  Target Audience: Registered members that have recently completed 30 hours of CE in one of twelve specialties §  Campaign Architecture: §  Duration: 12 months §  Number of records: 25,000+ §  Touches: Alternating e-mail and direct mail outreach with targeted e-mail nurturing for both responders and non- responders
  36. 36. Rented Email Rented Mail Previous Data Email address and specialty Microsite w/Survey Thank you The answer to survey #2 determines where the prospect enters the drip track. 1B YesNo 1A YesNo 2a 2B YesNo 3a 3B YesNo 4a 4B YesNo 5a 5B 6 7 8 9 10 YesNo YesNo 11a 1211B 1 2 3 4 5 Non Responder Any email that does not fill out the survey. 30 days 30 days 30 days 30 days After 3 attemps, email stops and we bucket these for a future communication. We will need to know where they stopped. 10 5 days 5 days 5 days 4 weeks 4 weeks 4 weeks 4 weeks 4 weeks 4 weeks 6 weeks All "B" emails are stay in campaign emails - they will be deployed every 3 weeks, for 3 times Eligibility TCO Sample Qs Study Plan Start Studying 25-50-75-100 50-75-100 75-100 Done? Applied? Scheduled Congrats!
  37. 37. Comprehensive Design & Launch §  Services Provided §  All copywriting and design §  Marketing program design and implementation §  Personalized Micro site development §  All triggered activity associated with visit §  E-mail and print development §  Monthly results tracking and reporting
  38. 38. Get Certified Postcard §  Very tight messaging on why §  Great offer §  Clear call to action §  Ongoing touches to continue dialogue on the value and program
  39. 39. Email §  Very targeted, personal messaging §  Lead nurturing, ongoing dialogue §  Information gathered with each touch §  Varying subject lines and body text Subject:Subject: John,.set.your.sights.on.success! Date:Date: Friday,.July.12,.2013.11:03:59.AM.Eastern.Daylight.Time From:From: ANCC.Certification To:To: Cratty,.Ken John, Making the decision to pursue and obtain your ANCC specialty certification can change your career—and your life. Not only will your employer and peers hold you in high esteem, but certification will also enable you to Validate your nursing abilities and build your confidence, Qualify you for promotions and new opportunities, Demonstrate your commitment to professional and personal growth, and Make a difference—in your profession and in your patients’ care. As you prepare to take your exam and join the elite ranks of nursing today, remember that ANCC is here to support you at every step on your journey. JohnSample.getancccertified.com ANCC 8515 Georgia Avenue, Suite 400 Silver Spring, MD 20910-3492 To Contact Us by Phone: 1.800.284.2378 To Unsubscribe, Click Here Subject:Subject: John,.set.your.sights.on.success! Date:Date: Friday,.July.12,.2013.11:03:59.AM.Eastern.Daylight.Time From:From: ANCC.Certification To:To: Cratty,.Ken John, Making the decision to pursue and obtain your ANCC specialty certification can change your career—and your life. Not only will your employer and peers hold you in high esteem, but certification will also enable you to Validate your nursing abilities and build your confidence, Qualify you for promotions and new opportunities, Demonstrate your commitment to professional and personal growth, and Make a difference—in your profession and in your patients’ care. As you prepare to take your exam and join the elite ranks of nursing today, remember that ANCC is here to support you at every step on your journey. JohnSample.getancccertified.com ANCC 8515 Georgia Avenue, Suite 400 Silver Spring, MD 20910-3492 To Contact Us by Phone: 1.800.284.2378 To Unsubscribe, Click Here
  40. 40. Personalized Microsite Page §  Clear offers §  Tell us more… §  Gather marketing intelligence §  Links to more information Personalize
  41. 41. Results Achieved §  Response rate: 22.54% §  Visit Rate: 5.83% §  Responding Members: §  2089 or 7.59% became certified §  Significant new customer acquisition and revenue growth §  They were thrilled with the results!
  42. 42. A  STEP-­‐BY-­‐STEP  PROCESS   TRADE  SHOW  &  EVENT   MARKETING  
  43. 43. Every customer attends shows §  This is the single largest area of opportunity §  The needs are consistent across all customer types §  The challenges are the same §  Our program is a “Game Changer”!
  44. 44. ubject: Don’t&Dilbertize&YOUR&Trade&Show! ate: Thursday,&July&26,&2012&9:41:42&AM&Pacific&Daylight&Time om: Kevin&England o: mblanton@mindfireinc.com Don’t Dilbertize YOUR Trade Show! Trade shows can be terrific ways to meet new prospects, generate leads, and earn sales. They can also be disasters. Common Trade Show Outcome
  45. 45. WHAT’S  IMPORTANT  TO   MARKETERS   STUDY  DATA  ON  TRADE  SHOWS  
  46. 46. “Don’t spend one penny on a trade show unless you have a lead management process in place. ”- Ruth P. Stevens Author of Trade Show and Event Marketing: Plan, Promote and Profit
  47. 47. Typical Trade Show Budget
  48. 48. 73%   Marketers believe “gaining qualified leads” is the key success metric for live events. 60%   Marketers reported low to middling satisfaction in tying the considerable costs of exhibiting to actual revenue to provide an ROI assessment. Source: “Measuring the Tangible and Intangible Value of Face-to-Face Events, B2B, July 2012
  49. 49. Event ROI metrics satisfaction Event marketers were asked to rate how satisfied they are with their live event ROI metrics on a scale of 1 to 5, with 1 being the least satisfied. Source: “Measuring the Tangible and Intangible Value of Face-to-Face Events, B2B, July 2012
  50. 50. In seeking a firmer grasp on event ROI, marketers acknowledged they’re stymied by the lack of technology to collect and analyze data gleaned from the show floor Source: “Measuring the Tangible and Intangible Value of Face-to-Face Events, B2B, July 2012
  51. 51. Channels used to support the events Source: “Measuring the Tangible and Intangible Value of Face-to-Face Events, B2B, July 2012
  52. 52. §  Use the power of technology to: §  Integrate all channels to maximize leads §  Collect and analyze data to provide meaningful metrics §  Leverage best practice methodologies for successful outcomes How to help marketers? Technology Process Tracking
  53. 53. HOW  LEADING  MARKETERS   ACHIEVE  THE  RESULTS  THEY  DO   MAKE  AN  IMPACT  BEFORE  YOU   HIT  THE  SHOW  FLOOR  
  54. 54. §  You register and head for the elevator… §  On the elevator you greet another conference attendee §  They view your badge, and say, “Joe Smith, I just received an email from you welcoming me to the conference!” §  You smile and say, “that’s great, I hope to see you in our booth”… §  First impressions matter! Image this scenario…
  55. 55. §  It’s 7:00am - catching up on emails in your room… there’s one from an attendee §  “Mary, is this your real email or just a dummy show email address? §  You fire an email back and say, “Hi George, it is my personal email… would you like to talk now?” §  George says, “No, I was just curious, let’s meet later at your booth.” Or how about this…
  56. 56. Running into the booth §  You launch a scheduled group presentation in your booth §  Several prospects come running into the booth… §  They comment, “thanks for the SMS reminder!”
  57. 57. §  At lunch you sit at a table with one of your customers §  There are five other attendees at the table §  One of the attendees says, “Joe, you’re the guy that has been sending me emails and texts throughout the show reminding me of upcoming events… §  “Now that the show is almost over will I no longer hear from you?” And finally…
  58. 58. Nice ending to a show §  You smile and say… §  “No, you will receive one more email… wishing you a safe return trip and an offer to see our solution” §  The attendee says, “You guys did a great job of staying connected with me throughout the show”
  59. 59. All “real examples” of trade show results… Achieve improved trade show results You need the “Secret Sauce” though… That’s what we would like to review today
  60. 60. §  Why do we attend Trade Shows & Events? §  For most companies it is to grow their business §  Identify high value lead opportunities that can be converted to new sales revenue To start with…
  61. 61. Seems  pre(y  simple  –  Right?              
  62. 62. HUGE  Opportunity!   §  That’s  why  marketers   are  searching  for   partners  to  help!   §  We  have  several   customers  generaDng   millions  of  dollars  for   this  areas  alone  
  63. 63. §  The Secret Sauce! §  A Plan – The Right Plan! §  For most companies the strategy for driving “high value prospects” into the booth doesn’t extend beyond their direct mail and email messaging… What’s Needed?
  64. 64. Improved Outcomes §  Significantly higher ROMI §  Comprehensive Follow-up on all opportunities §  Key Marketing Intelligence §  Generating leads and meetings prior to the start of the event §  An increase in sales revenue
  65. 65. §  There are very clear strategies and tactics for creating high value prospects and results §  The overall strategy must include: §  Pre-show marketing §  During the show marketing §  Post show marketing Best practices for success
  66. 66. §  What do you hope to achieve? §  Typical Objectives §  Generate qualified leads §  Increase overall booth traffic §  Drive attendees to a booth event §  Collapse the sales cycle by pre-qualifying prospects §  Strengthen your company and product messaging §  Schedule advanced meetings pre-show and in the booth §  Meet with customers for additional sales opportunities Let’s start with the objectives…
  67. 67. Map the strategy and campaign flow
  68. 68. 1.  Setting up appointments/ demos *before* getting to the show 2.  Driving traffic to the booth at the show time 3.  Prompt follow up after the show ends The Secret Sauce
  69. 69. Campaign workflow §  Phase 1 (pre-show): §  Invitation direct mail and email to set up a meeting on site with an offer to win a prize— using the location of the event, Las Vegas, as the hook. §  Phase 2 (during the show): §  Sending daily emails, SMS, and tweet messages to highlight the key events during the day, and drive traffic to the booth. §  Phase 3 (post-show): §  Follow up email with relevant offers based on interactions in the show to close deals.
  70. 70. Phase 1: Pre-Show Free  Trial  Sign  up  page   On  the  website   Direct  Mail   3  Emails:     Enter  to  win  at  Vegas   Email   Microsite   1)  Meet  at  the  show   2)  See  a  demo   3)  Not  sure     Immediately  noDfy   Sales  reps  with   email  and  SMS   Email  on  behalf  of  sales  rep   “…will  contact  you  shortly     to  set  up  your  mee2ng  or  demo…”   Email   SMS   Email  
  71. 71. Phase 2: Show Time One  email  each  morning:     coming  from  sales   reminding  a(endees     about  not-­‐to-­‐miss  events   on  that  day  +   Drive  traffic  to  booth   Email   Tweet   SMS   Using  the  show’s  official   hash  tag,  send  Dmely     updates  +     Drive  traffic  to  booth   Reminder  text     messages  on  company’s   speaking  sessions   and  other  updates  
  72. 72. Phase 3: Post Show Email   Immediately  noDfy   Sales  reps  with   email  and  SMS   Email  on  behalf  of  sales  rep   “…will  contact  you  shortly     to  set  up  your  mee2ng  or  demo…” Email   SMS   Email   Microsite   Download  the  slides  +   Would  you  like  to  see  a  demo?   Blog  post   Download  the  slides     Facebook  
  73. 73. LETS  REVIEW  DIFFERENT   APPROACHES   HOW  TO  SEAMLESSLY  INTEGRATE   PRINT  INTO  YOUR  CUSTOMERS’   MARKETING  CAMPAIGNS  
  74. 74. §  Contact forms on any website or landing page can trigger a personalized print piece §  Drip-and-nurture sequences utilizing email, print, and landing pages to move prospects through the buying process Applications
  75. 75. Orchestrate  All  Channels   Outbound  channels   Inbound  channels  
  76. 76. Event Marketing = More Print Jobs
  77. 77. Gershon  Alon   Manager,  Workflow   SoluWons   HP  Indigo  
  78. 78. §  SophisDcated  rules-­‐based  variable  data   §  Dynamic  image  and  text  manipulaDons   §  IntegraDon  w/3rd-­‐party  content  (e.g.,  maps,  barcodes,  charts)   §  Easy  interface,  compaDble  w/QuarkXPress®  &  Adobe®  InDesign®   §  Access  to  full  design  program  funcDonality  
  79. 79. StarDng  with  a  blank   canvas  ...  
  80. 80. Create  a  simple   markeDng  workflow  
  81. 81. Add  the  HP  SmartStream   element  
  82. 82. Use  SmartStream  Designer   to  create  the  print  piece  
  83. 83. Upload,  then  select  the   print  template  
  84. 84. Specify  how  you  want   to  receive  the  print-­‐ ready  PDFs  
  85. 85. Map  the  print   template’s  fields  to  your   Studio  fields  
  86. 86. Set  your  “Wait”  period  
  87. 87. Let’s  have  this  created   right  away  
  88. 88. Your Indigo When  someone  Dckles  this  trigger,  a   print-­‐ready  PDF  is  created  in  the   cloud,  and  placed  in  your  hot-­‐folder  
  89. 89. CREATING  A  STEADY  STREAM  OF   SALES  READY  LEADS         DIRECT  MAIL  AND  LEAD   GENERATION  
  90. 90. 1.  Gather business intelligence to qualify leads 2.  Offer an incentive to quickly build a strong stream of qualified leads for product or service. Objectives
  91. 91. §  Phase 1: §  Why? Collecting information about the targets’ business needs and functions as well as the usage of a similar solution or service. §  How? Invitation email to take part in a short (5 questions) survey for a chance to win an iPad mini. §  Phase 2: §  Why? Setting up appointments for a live demo session (a key part of the sales process) or services meeting. §  Offering an incentive (a $50 Gift Card) for a 30 minute to qualified leads. Campaign workflow
  92. 92. 3 Emails + Offer: Take part in a survey and enter to win an iPad mini Email 2 and 3 go only to those who have neither entered nor opened their email Survey microsite to gather business intelligence (for qualification) + Enter to win form Confirmation page + Redirect to Free trial sign up page Thank you email + Free trial sign up reminder Free Trial Sign up page On the website PHASE  1  –  SURVEY:   Email   Microsite   Microsite   Website   Email  
  93. 93. 2 Emails (versions A / B) + $50 incentive for a 30-minute demo Sent only to the qualified Leads based on the results of PHASE 1 (Survey) Sign up: Demo request form Set “Goals” and “Scores” and update Salesforce.com automatically Immediately notify Sales reps with email and SMS Email on behalf of sales rep “…will contact you shortly to set up your demo…” PHASE  2  –  DEMO  SIGN  UP:   Email   Microsite   Salesforce.com   Email   SMS   Email  
  94. 94. BUILDING  A  RELATIONSHIP  AND   DRIVING  SALES  READY  LEADS  FOR   YOUR  CUSTOMERS   LEAD  NURTURING  
  95. 95. 1.  Show the users how they can use the product 2.  Communicate the key benefits of the product 3.  Guide them towards the next key event: a one-on-one demo or a call 4.  Gauge their engagement level to identify “sales-ready” leads, and 5.  Immediately notify the sales reps for prompt follow up Objectives
  96. 96. A multi-touch fully-automated lead nurturing campaign that starts with the free trial sign up and, during a 4-week period, walks the user through different parts of the product, highlighting the key benefits of our platform via 8 emails: 6 from marketing + 2 from sales To learn more about the details of this campaign, read this blog post: http://bit.ly/freetrialleadnurturing Campaign workflow
  97. 97. FREE  TRIAL  LEAD  NURTURING:   Free Trial Sign up page On the website Website   Email   Email-1: +1 day “watch training videos” Email   Email-2: +2 day “welcome” (sales) Email   Email-3: +3 day “see the examples” Email-4: +7 day “see the templates” Email   Email-6: +14 day “Lead Scoring” Email   Email-5: +10 day “checking….” (sales) Email   Email-7: +21 day “Lead Nurturing” + Request a Demo* Email   Email-8: +28 day “subscribe to our blog” Email  
  98. 98. Lessons Learned §  Customers have more print opportunities §  New use cases require a different approach §  Leverage technology and key partners to move into these areas
  99. 99. 1.  Self-promotion Programs are a must have for new revenue growth in 2014 2.  Leverage “Technology” integrated with your print for optimized results 3.  Don’t spend one penny on marketing unless you have a real-time, automated lead management 4.  Create collaborative sales and marketing programs that deliver “ Sales Ready Leads” to your customers - #1 area of focus 5.  Take your Trade Show Print to the next level with customers 6.  Create automated customer/prospect follow-up programs for your sales team 7.  Start to develop new relationships in sales and marketing management – they have the big dollar budgets you can tap into 8.  Find a partner to help you engage your customers differently Insights for Action
  100. 100. Thank  you!   Thank you! Joseph E. Manos Executive Vice President jmanos@mindfireinc.com 916-284-8112 mobile
  101. 101. Sell More … Deliver Better Empowering  you  with  the  skills  to  grow  your  business   TWEET  YOUR  FEEDBACK:    #APPFORUM14     March 31 – April 2 Las Vegas

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