Cross Media Solutions

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Cross Media Marketing Ideas for the 21st Century.

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Cross Media Solutions

  1. 1. Our “How-To” Marketing Seminars Cross-Media Marketing Innovative Marketing Services That Deliver
  2. 2. Agenda for the Morning <ul><li>Introductions </li></ul><ul><li>Marketing Industry Overview </li></ul><ul><li>Key Advantages of Cross-Media </li></ul><ul><li>Implementing Cross-Media Into Your Marketing </li></ul><ul><li>Industry Case Studies </li></ul><ul><li>Open Discussion, Any Questions, & Lunch </li></ul>
  3. 3. Teuteberg Profile <ul><li>Established in 1976 </li></ul><ul><li>50+ Employees </li></ul><ul><li>Headquartered in Wauwatosa, WI </li></ul><ul><ul><li>Sales Offices in Madison & Neenah, WI Chicago, IL & Minneapolis, MN </li></ul></ul><ul><li>Strengths Include: </li></ul><ul><ul><li>Technology Development with In-house Team </li></ul></ul><ul><ul><li>Innovative Uses of Customer Data </li></ul></ul><ul><ul><li>Turn-Key Marketing Solutions </li></ul></ul><ul><ul><li>Speed & Flexibility </li></ul></ul><ul><ul><li>Cost Effective Solutions </li></ul></ul>
  4. 4. What’s New at Teuteberg <ul><li>Moved Into Our New Building </li></ul><ul><ul><li>State-of-the-Art Production Facility </li></ul></ul><ul><li>Open House this spring </li></ul><ul><ul><li>May 6 th , 2010 </li></ul></ul>
  5. 5. Who’s Here? <ul><li>Industries & Verticals </li></ul><ul><ul><li>Non-profits </li></ul></ul><ul><ul><li>Financial & Banking </li></ul></ul><ul><ul><li>Franchise Groups </li></ul></ul><ul><ul><li>Manufacturing </li></ul></ul><ul><ul><li>Healthcare </li></ul></ul><ul><li>People & Positions </li></ul><ul><ul><li>Directors </li></ul></ul><ul><ul><li>Managers </li></ul></ul><ul><ul><li>Marketers </li></ul></ul><ul><ul><li>Designers </li></ul></ul><ul><ul><li>Purchasing </li></ul></ul><ul><ul><li>Sales </li></ul></ul>
  6. 6. Getting Started <ul><li>Who has been utilizing Cross-Media? </li></ul><ul><li>Wants a better understanding about it? </li></ul><ul><li>Help with ideas of where to start? </li></ul><ul><li>Direction on implementing it? </li></ul>
  7. 7. Marketing Spend Source: Target Market Magazine
  8. 8. Source: Target Market Magazine
  9. 9. Customer Acquisition Source: Target Market Magazine
  10. 10. Customer Retention Source: Target Market Magazine
  11. 11. Things To Consider… <ul><li>The Three “R’s” </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Relevancy </li></ul></ul><ul><ul><li>Results </li></ul></ul>
  12. 12. A Closer Look… <ul><li>Reach </li></ul><ul><ul><li>What type of demographic or area the marketing message is designed to hit </li></ul></ul><ul><ul><li>How many channels will be used to deliver the marketing message </li></ul></ul><ul><ul><li>The ability for one media source to lead to an additional touch-point within another </li></ul></ul>
  13. 13. Marketing Mediums Source: XMPie
  14. 14. Marketing Mediums (cont.) Source: XMPie
  15. 15. A Closer Look… (cont) <ul><li>Relevancy </li></ul><ul><ul><li>Does the marketing message “match-up” to the target market </li></ul></ul><ul><ul><li>Does the medium(s) used support the way the marketing message is delivered </li></ul></ul><ul><ul><li>Is there an easy transition from one medium to the next </li></ul></ul>
  16. 16. A Closer Look… (cont) <ul><li>3. Results </li></ul><ul><ul><li>Within your tracking and analytics, are the response metrics inline with the strategy </li></ul></ul><ul><ul><li>How do the metrics compare to any benchmarks set or control groups </li></ul></ul><ul><ul><li>What is going to be the best platform moving forward within the marketing plan </li></ul></ul>
  17. 17. Cross-Media Marketing <ul><li>Cross-Media is a direct marketing campaign that can be distributed and enhanced using a variety of different media platforms </li></ul><ul><li>It refers to the linkage across different mediums, such as Direct Mail, Email, Purl’s, and SMS text messaging, to name a few </li></ul>
  18. 18. Why Cross-Media? <ul><li>It is both practical and cost-effective for firms of any size to conduct sophisticated 1:1 cross media marketing applications featuring highly personalized and relevant content </li></ul><ul><li>The content can be delivered across any media including direct mail, email, web pages, and even from traditional advertising mediums (radio, tv, print ads, billboard, etc) </li></ul><ul><li>The entire campaign can be tracked with detailed reporting that is available 24/7 and can include all facets of the campaign </li></ul>
  19. 19. Basic Understanding <ul><li>Personal Interaction </li></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Personal URL’s </li></ul></ul><ul><ul><li>SMS Text Messaging </li></ul></ul><ul><li>Mass Marketing </li></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>TV / Websites </li></ul></ul><ul><ul><li>Billboard </li></ul></ul><ul><ul><li>Print Ad / Insert </li></ul></ul>
  20. 20. Goals of Cross-Media <ul><li>Personal Interaction </li></ul><ul><li>Keep It Going </li></ul><ul><li>Mass Marketing </li></ul><ul><li>Personal Interaction </li></ul><ul><li>Keep It Going </li></ul>
  21. 21. Personalized URL’s <ul><li>Personalized URLs are unique, pre-generated URL’s for each recipient, whether in print or in email </li></ul><ul><li>PURL’s take recipients to corresponding dynamically-generated landing pages that can be personalized based on a set data </li></ul>
  22. 22. Basic Flowchart
  23. 23. PURL’s Options <ul><li>General URL (GURL) </li></ul><ul><ul><li>Self-Registration PURL </li></ul></ul><ul><ul><ul><li>Allow one to utilize Mass-Marketing Channels </li></ul></ul></ul><ul><ul><ul><li>Still allows for dynamic content after registration </li></ul></ul></ul><ul><li>Secure PURL </li></ul><ul><ul><li>Password Protected PURL </li></ul></ul><ul><ul><ul><li>Recipient needs a set password for page access </li></ul></ul></ul><ul><ul><ul><li>Allows for sensitive material to still be utilized </li></ul></ul></ul>
  24. 24. Quick Examples <ul><li>New Customer Acquisition </li></ul><ul><ul><li>Profile Your Customer List & Purchase List </li></ul></ul><ul><ul><li>Direct Mail w/ PURL </li></ul></ul><ul><ul><li>Answer Survey for Sweepstakes Entry </li></ul></ul><ul><ul><li>List of Pre-Qualified New Prospects </li></ul></ul>
  25. 25. Quick Examples (cont) <ul><li>2. Referral Program </li></ul><ul><ul><li>Leverage existing customers for referrals </li></ul></ul><ul><ul><li>Direct Mail or Email w/ PURL (and/or GURL) </li></ul></ul><ul><ul><li>Gain referrals name & email </li></ul></ul><ul><ul><li>Sent automated email to referral w/ PURL </li></ul></ul><ul><ul><li>Collect additional information from referral </li></ul></ul><ul><ul><li>Collect Pre- Qualified Lead </li></ul></ul>
  26. 26. SMS Text Messaging <ul><li>Emerging Technology </li></ul><ul><ul><li>Short Message Service (SMS) </li></ul></ul><ul><ul><li>74% of all mobile user have SMS capabilities* </li></ul></ul><ul><ul><li>SmartPhones will allow for growth </li></ul></ul><ul><ul><ul><li>iPhone, Blackberry, Droid, Palm, etc </li></ul></ul></ul>*Source: Wikipedia
  27. 27. Advantages of SMS <ul><li>Fast Delivery Speed & Read Rates </li></ul><ul><ul><li>Delivery is near instant </li></ul></ul><ul><ul><li>Average text is read in less than 15 minutes </li></ul></ul><ul><li>Enhancement of SmartPhones </li></ul><ul><ul><li>Phone & Weblinks are created & highlighted </li></ul></ul><ul><ul><ul><li>Immediate ability to call number given </li></ul></ul></ul><ul><ul><ul><li>Ability to click link to launch web browser </li></ul></ul></ul>
  28. 28. SMS Opt-In Marketing <ul><li>MMA (Mobile Marketing Association) </li></ul><ul><ul><li>Similar rules & regulations as email marketing </li></ul></ul><ul><ul><li>Need to show proof of recipient opt-in </li></ul></ul><ul><ul><li>Need to have Unsubscribe & Help functions </li></ul></ul><ul><li>For more info, visit www.mmaglobal.com </li></ul>
  29. 29. SMS Opt-Ins <ul><li>Opt-In Possibilities </li></ul><ul><ul><li>Use of Shortcodes & Keywords </li></ul></ul><ul><ul><ul><li>Shortcode “91011” / Keyword “TIRSVP” </li></ul></ul></ul><ul><ul><li>On Personal URL’s </li></ul></ul><ul><ul><li>Via website collection forms </li></ul></ul><ul><ul><li>Through Verbal or Hand-Written Comm. </li></ul></ul>
  30. 30. Live Demo <ul><li>Try it for yourself… </li></ul><ul><ul><li>Text Keyword “TIRSVP” to Shortcode “91011” </li></ul></ul>
  31. 31. SMS Applications <ul><li>Reminders, Offers, Updates </li></ul><ul><ul><li>Jostens Case Study </li></ul></ul><ul><ul><li>Black Oak Casino Case Study </li></ul></ul><ul><li>Use in conjunction with Mass-Marketing </li></ul><ul><ul><li>Print Ads, Inserts, Billboard, Radio, TV </li></ul></ul><ul><ul><ul><li>Adds a trackable dimension to your marketing </li></ul></ul></ul>
  32. 32. If You Can Dream It… NASCAR at Las Vegas Motor Speedway
  33. 33. “How-To” Guideline <ul><li>Set Campaign Objectives & Strategy </li></ul><ul><li>Determine How You Will Measure Results </li></ul><ul><li>Flowchart Steps & Select Mediums </li></ul><ul><li>Content Creation & Development </li></ul><ul><li>Execute Campaign (Direct Marketing 101) </li></ul><ul><li>Measure & Evaluate Results </li></ul><ul><li>Learn & Refine </li></ul><ul><ul><li>Do more of what is working, less of what is not </li></ul></ul>
  34. 34. Direct Marketing 101 <ul><li>Top Items To Build Your Strategy On </li></ul><ul><ul><li>List </li></ul></ul><ul><ul><ul><ul><li>Who are the best people to target? </li></ul></ul></ul></ul><ul><ul><li>Offer </li></ul></ul><ul><ul><ul><ul><li>What is the “call-to-action”? </li></ul></ul></ul></ul><ul><ul><li>Creative </li></ul></ul><ul><ul><ul><ul><li>What will make it stand out? </li></ul></ul></ul></ul><ul><ul><li>Medium(s) </li></ul></ul><ul><ul><ul><ul><li>What is an effective way to reach your targets? </li></ul></ul></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><ul><ul><li>What is the timeline for making multiple contacts? </li></ul></ul></ul></ul><ul><ul><li>Testing </li></ul></ul><ul><ul><ul><ul><li>What can you learn from your previous experiences? </li></ul></ul></ul></ul>
  35. 35. “How-To” Guideline <ul><li>Set Campaign Objectives & Strategy </li></ul><ul><li>Determine How You Will Measure Results </li></ul><ul><li>Flowchart Steps & Select Mediums </li></ul><ul><li>Content Creation & Development </li></ul><ul><li>Execute Campaign (Maintain DM 101) </li></ul><ul><li>Measure & Evaluate Results </li></ul><ul><li>Learn & Refine </li></ul><ul><ul><li>Do more of what is working, less of what is not </li></ul></ul>
  36. 36. Chicago-based Customer <ul><li>Background </li></ul><ul><ul><li>Manufacturing Company </li></ul></ul><ul><ul><li>Powerful Cost Saving Report </li></ul></ul><ul><ul><ul><li>Maximizes exposure & justifies business relationship </li></ul></ul></ul><ul><ul><li>Limited Marketing Budget </li></ul></ul><ul><ul><ul><li>Only do the campaign once per year </li></ul></ul></ul><ul><ul><li>Very little knowledge on customers </li></ul></ul><ul><ul><ul><li>Very few valid email addresses </li></ul></ul></ul><ul><ul><ul><li>Poor survey/questionnaire response </li></ul></ul></ul>
  37. 37. Current Process <ul><li>Direct Mail Only </li></ul><ul><ul><li>Send out to entire customer base </li></ul></ul>
  38. 38. Cost Savings Report <ul><li>Specifcations </li></ul><ul><ul><li>11” x 17” </li></ul></ul><ul><ul><li>4-color </li></ul></ul><ul><ul><li>Fold & Insert into Envelope </li></ul></ul><ul><ul><li>Mail as a Flat </li></ul></ul><ul><ul><li>Survey with BRE </li></ul></ul><ul><li>Components </li></ul><ul><ul><li>Variable Graph based on previous years spend </li></ul></ul><ul><ul><li>Variable data based on formulas & calculations </li></ul></ul><ul><ul><li>Customer Survey </li></ul></ul><ul><ul><li>Email Collection </li></ul></ul><ul><ul><li>Request for Referral </li></ul></ul>
  39. 39. Guidelines To Follow <ul><li>Objectives & Strategy </li></ul><ul><ul><li>Reduce/maintain overall cost of project </li></ul></ul><ul><ul><li>Increase frequency to quarterly </li></ul></ul><ul><ul><li>Allow for electronic access of the report </li></ul></ul><ul><ul><li>Add additional emails to their database </li></ul></ul><ul><ul><li>Increase survey response rates </li></ul></ul><ul><ul><li>Increase referrals provided </li></ul></ul>
  40. 40. Guidelines To Follow (cont) <ul><li>Measuring of Results </li></ul><ul><ul><li>Cost comparison to old way </li></ul></ul><ul><ul><ul><li>Will it allow for a quarterly mailing </li></ul></ul></ul><ul><ul><ul><ul><li>Reduce direct mail & replace with emails as collected </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Postage savings for initial mailer & BRE </li></ul></ul></ul></ul><ul><ul><li>Survey response increase of “x”% </li></ul></ul><ul><ul><ul><li>Gain additional insight into their customers </li></ul></ul></ul><ul><ul><ul><ul><li>Up-sell / Cross-sell </li></ul></ul></ul></ul><ul><ul><li>Referral increase of “x”% </li></ul></ul><ul><ul><ul><li>Drive new customers & additional revenue streams </li></ul></ul></ul>
  41. 41. Guidelines To Follow (cont) <ul><li>3. Flowcharting & Medium Selection </li></ul>
  42. 42. Guidelines To Follow (cont) <ul><li>6. Measure & Evaluate Results </li></ul><ul><ul><li>Cost comparison to old way </li></ul></ul><ul><ul><ul><li>Will it allow for a quarterly mailing </li></ul></ul></ul><ul><ul><ul><ul><li>Reduce direct mail & replace with emails as collected </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Postage savings for initial mailer & BRE </li></ul></ul></ul></ul><ul><ul><li>Survey response increase of “x”% </li></ul></ul><ul><ul><ul><li>Gain additional insight into their customers </li></ul></ul></ul><ul><ul><ul><ul><li>Up-sell / Cross-sell </li></ul></ul></ul></ul><ul><ul><li>Referral increase of “x”% </li></ul></ul><ul><ul><ul><li>Drive new customers & additional revenue streams </li></ul></ul></ul>
  43. 43. Boy Scouts of America <ul><li>Direct Mail w/ PURL: Donor Acquisition </li></ul>http://208.69.110.181/bsaproofing/landingMKE.aspx
  44. 44. Campaign Flowchart
  45. 45. Black Oak Casino <ul><li>Customer Newsletter w/ PURL </li></ul><ul><ul><li>Newsletter, PURL, Triggered Postcard & Email </li></ul></ul><ul><ul><ul><li>www.winboc.com/offer/andrewarvan5 </li></ul></ul></ul>Triggered Email Triggered Postcard Newsletter
  46. 46. Black Oak Casino <ul><li>Birthday Card w/ PURL </li></ul><ul><ul><li>http://www.winsatblackoak.com/oct/iguel.alvarez </li></ul></ul>
  47. 47. <ul><li>http://www.referafamily.com/StTeuteberg123/ChadCarpenter </li></ul>
  48. 48. Referral Email http://www.referafamily.com/StTeuteberg123/update.aspx?rid=Chad2Carpenter2.570
  49. 49. Referral’s Information
  50. 50. THANK YOU!

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