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Cross-Media Marketing Case Study Review
- 1. Brian Coale Marketing Services Manager/Creative Director Casey Marketing Services
- 2. Today’s Objectives Provide an Overview of New Direct Marketing Dynamics and Trends Introduction to Cross Media Marketing Methodologies Actual Use Case Review & Case Studies Questions and Answers
- 4. “The industry average for direct mail marketing is 1.3% response rate.” Source: Direct Marketing Association “Companies that utilize relevant graphics and text can see a 2-5X lift in response rates” Source: PODi
- 5. • According to research firm Marketing Sherpa, 80% of business decision-makers who made a recent purchase said they found the product vendor • While just 20% said the product vendor found them!
- 6. 66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says. Source: Jupiter Research
- 7. • Well executed Cross Media Marketing campaigns generate a sales lift of 7-34% versus traditional marketing approaches Internet Advertising Bureau
- 8. • Cross Media Marketing is connecting with prospects! • The results that are being achieved with relevance are outstripping those of traditional static communications by an average of 56% - 275%
- 9. Fact of life… “78%of all people read their mail over a trash can.” -USPS/DMA Survey
- 10. Daily we encounter 2904media messages… We may remember 52of them… But 4of them we will positively remember! How do YOU cut through the noise to engage your customers more effectively? Retention
- 11. One dimensional marketing is limiting InfoTrends reports that leading marketers today are using 3, 4, or 5 touches per campaign.
- 12. • Consumers available on an average of 7.2 channels, including: – Landline phone – Mobile phone (or two if counting voice and text!) – Skype – Facebook – Twitter – Other Social Media – Personal & business e-mail – Membership in online forums – A home address for traditional mail • Need to be combined with mass media like: – Catalogs – Magazines – Signage – Events – Traditional broadcast media Marketing Channels
- 13. Add them to any print advertising, flyers, posters, invites, TV ads etc., containing: product details contact details offer details event details competition details a coupon Twitter, Facebook, MySpace IDs a link to your YouTube video Mobile Integration – (QR Codes)
- 14. Across all generations, more people than ever are using social networks What about Social Media? Just a fancy way to describe the bazillion conversations occurring online.
- 16. • Social Media 600+ million Facebook users, 700+ billion minutes p/mo 65+ million Tweets p/day • Mobile 3,000+ texts sent by teens p/mo[1] 1 in 2 people w/smart phones by end of ’11 [1] • Direct Mail 12% drop in mail volume[2] • Digital Coupons 60% YoY increase, 1% of total coupon utilization[3] 4600% increase in QR Code utilization in QI 2011 Increased Digital Spend $100 billion projected spend by 2014[4] [1] Nielsen, 2010 [2] United States Postal Service Annual Report [3] Marx, a Kantor Consumer Promotion Unit [4] Forrester Report more statistics...
- 17. Casey 1-to-1: 4 Steps
- 18. Leverage your database • What you know about your target: – Kate Scott – Businesswoman – 38, married, mother – Graduated in 1996 – Was in the Glee Club Kate Scott Operations Manager 123 Highway, Suite 456 Irvine, CA USA
- 19. Basic Personalization Basic Personalization Leverage your dataLeverage your data Use Personalized URLs Use Personalized URLs Customized Images Customized Images Basic PersonalizationBasic Personalization Generic URLGeneric URL Generic ImageGeneric Image Personalize...
- 20. Personalized URLs and Microsites • Engage respondent with relevant content in direct mail, including a personalized URL • Capture online response • Continue “personal” conversation online • Generate highly qualified leads KateScott.GoAlmaMater.comKateScott.GoAlmaMater.com
- 21. Automated Follow-up to Respondents Automatically triggered follow-up email to each respondent Variable email content determined by survey responses Continued personalized communication solidifies the relationship
- 22. Automated Lead Distribution React immediately to leads Distributed via email or PDA/cell phone No need for cold-calling Kate Scott just responded to your campaign Steve Salesperson, Kate Scott just responded to your campaign. Contact information: 123 Anystreet, USA (555)547-1234 Survey Results: Are you attending? Yes
- 23. The odds of contacting a lead if called in 5 minutes versus 30 minutes increase 100times. The WOW effect The odds of qualifying a lead if called in 5 minutes versus 30 minutes increase 21times. - Marketing Sherpa and MIT study
- 24. Reporting and Analytics All visits and online activities are tracked Reports to help “fine tune” your marketing Automated data delivery
- 25. Let’s Examine an Award Winning campaign step-by-step Cross Media Marketing Multiple Touches: 1. Clear Objectives 2. Targeted Direct Mail Piece 3. Great messaging to the individual 4. Email touch 5. Landing page interactive dynamics 6. Redirect to social media
- 26. Challenge for Rosemont College • Inability to automate solicitations and create versioned appeals to solicitation base • Declining participation rate • Inability to seamlessly integrate Comprehensive Campaign efforts with Annual Fund – Rosemont Experience Fund – New Strategic Plan – Quiet phase of Comprehensive Campaign • Declining Revenue
- 27. Program Objectives • Improve overall participation • Convert non-donors into donors • Improve participation amounts by past donors • Grow online donations • Improve stewardship efforts
- 29. Variable Direct Mail Variable text based on reunion year Variable text based on reunion year Young Alumni Slogan Personalized Landing Page
- 30. Variable Direct Mail Variable text based on donor status Call to action Variable text/image based on reunion year. If not in a reunion year, the recipient receives another 'College Update' and an image of the college Personalized landing page – variable based on reunion year
- 31. Interactive Landing Pages Template was designed for landing pages - Same format for the entire year reduced development time - Design allowed for easy segmentation Video components were integrated to convey information via new media channels - Utilized College captured video clips - Developed Annual Fund Commercial Young Alumni Remaining Alumni & College friends
- 32. Interactive Landing Pages Campaign video pieces or versioned story – can be changed for each phase Versioned thank you or ask Versioned links that can be switched/changed for each phase
- 33. Interactive Landing Pages Versioned videos & stories can come from Campaign video, campus happenings, etc. and can be variable based upon the recipient Versioned thank you will reflect past gift amount OR ask (based on giving history).
- 34. Interactive Landing Pages Versioned links that can be switched/changed for each phase
- 35. Steps to Building a Profitable Solution • Analyze past giving trends – Looked at past donors to determine: • When they typically gave • How often they gave • How much they gave • How they give (i.e. - BRC, online) – Didn't send every solicitation to every donor – especially lifetime non-donors
- 36. Steps to Building a Profitable Solution • Analyze general giving trends – Philanthropic research has shown that organizations will receive the highest number of gifts at two points throughout the year: • Approximately 33% of gifts will be received during the month of December • 2nd largest time for gifts is at the end of the organization's fiscal year – Solicited entire population during these two times
- 37. Steps to Building a Profitable Solution • Review past solicitation pieces – Repurpose as much as possible based on the following information: • When the piece was sent • Who they were sent to • Response rate • Segments that responded • Goal – Identify elements of their branding – Recognized what worked
- 38. How to Increase Profitablility • Streamline fundraising process – Eliminate unecessary outbound pieces by integrating multiple messages • Events • Alumni/Donor programs • Necessary Steps – Have them outline their entire fiscal year • E-mail communication • Solicitations • Phone-a-thon programs • Events
- 39. Steps to Building a Profitable Solution • Keep it simple – Only use limited segments • Donor status • College relation • Graduation year
- 40. Steps to Building a Profitable Solution • Integrated web technology – Utilized video elements to get attention of donors in different format – Integrate social media to remain on top of mind to donors – Focused on e-mails to consistently communicate with donors and prospective donors – Determined which donors and prospects are more likely to respond online and used online solicitations/appeals
- 41. Results • ROI of 1295% • Overall participation increased by 9.6% over 2010 results • Traditional undergraduate alumni participation increased by over 66% over 2010 • Non-traditional undergraduate alumni participation increased by 30% over 2010
- 42. Results • 87% of past donors either increased their gift or gave what they had given in previous years • Non-donor participation increased by 59% • Lapsed donor participation increased by 275%
- 43. • Creating a personal and relevant “experience” is an opportunity for improved ROMI! • Create campaigns that connect in the manner your audience prefers MARKETING Opportunities for Growth
- 44. Case studies Let’s review some real-life campaigns...
- 45. Cuesta College Community College in San Luis Obispo In the process of developing Ed. Master Plan 2011-2014 Needed a way to gain community input
- 46. The Challenge A cross-media campaign was developed to connect with San Luis Obispo County Community The goals of the campaign were to: Increase the engagement level of community members Collect valuable survey information Collect contact information for follow-up marketing events Increase visibility of Dr. Gilbert Stork
- 47. The Solution Direct mail: A direct mail piece was sent to 32,000 identified college graduates throughout San Luis Obispo County Email: An email announcing the survey was sent to Cuesta Email database Web: The direct mail piece and emails directed respondents to campaign specific survey site (PURLs and G-URL).
- 48. The Results Cuesta College was very pleased with the response to this campaign. More than 1,600 completed and tabulated surveys. Excellent! Gained new contact info for follow-up marketing Dr. Stork noticed increased visibility
- 49. Questions? Call us today at (831) 385-3222 or email us at info@caseymarketingservices.com
Editor's Notes
- At this point, you should have gone through general introductions. If you haven’t already received answers to the recommended key questions, this is the time to address them. Question 1: What are the Top Marketing Objectives for the next six months for your organization? Once you understand their objectives, you can tailor design the campaign to meet their needs. Question 2: What inhibits you from successfully achieving your objectives? This can be any number of things. The goal is to understand what their pain points are so you can speak directly to them. You want them to see how you can help them to be more efficient with their time, by using this solution and more effective in their communications because they have the ability to track and measure their results. Question 3: Are you currently evaluating technology or any other media to help you achieve your objectives? For example… Some marketers use email only campaigns and feel this is sufficient enough. What they don’t realize is that this is only a one dimensional touch. They can only reach prospects who they have emails for. They have no other ways of communicating with prospects who they don’t have emails for. Find out if they use mass media such as: radio, TV, billboard or newspapers. NOW, you have an opportunity to talk about the many options you have available to help them communicate through various channels.
- Talk Track: Read the statistic first and then take time to explain what it means in respect to using a more targeted approach. According to Jupiter Research, 66% of consumers…. More and more people are using the internet to research information and conduct business. And less are picking up the phone. Why? Because the internet gives them more control. If 66% of consumers prefer to go online, rather than call, why not provide them with the response channel they are looking for. When you include a Personalized URL, you are providing them with the response channel they prefer You are also sending them to the exact place you want them, where you can track and measure their response.
- Talk Track: Let’s take a look at the big picture! Everything starts with your database. Leveraging personal & relevant information you have on each prospect will help to target your campaign message. Develop the campaign around your target audience and what you are trying to learn about them. Determine how they want to reach their audience: Direct mail, email, SMS text messaging or mass media. You have the ability to track your messages & capture responses You can send out lead alert notifications immediately to your sales reps All this information is being stored in the Campaign Dashboard allowing you to analyze and track your campaign results in real time. Having real time visibility into your campaign and the ability to send your reps lead alerts, allows you to close more deals quickly. Reaching a respondent at the height of their interest provides you with a better chance of converting them.
- Talk Track: It’s important to leveraging the information you have in your database. It’s more than simply adding their name Make sure your message is personal! Target your message – ensure your message resonates with the recipient by keeping it relevant & meaningful.
- Talk Track: (Top Example): Basic personalization may include the persons name and a generic image. (This won’t resonate with all recipients). The call to action is basic because it has the respondent logging onto a generic URL where the message is the same for everyone. If this person visits the generic landing page and decides to abandon it, you will know that there was a visit, but you won’t know who (Bottom Example): The persons first name is used, but it takes the message a step further. It reminds the recipient of their upcoming lease and gives them a clear call to action. The recipient is then directed to a Personalized URL where the personalized messaging is continued and is trackable and measurable.
- Talk Track: The entire direct mail piece should engage each respondent with relevant content that directs them to the personalized URL. The intent of the Personalized URL is to direct each recipient to their very own landing page, which continues the personal and relevant communication. One thing I’d like to point out is that we are not suggesting that you remove all other response channels from your direct mail. So keep those toll free numbers and BRC’s in place. Over time, if you find that more and more people in your particular audience are responding online, then you may be able to retire some of those other mechanisms. The nice thing is that you’ll be able to make the decision based on data rather than guessing. Again, the goal is to get the respondents online, so make sure the clear call to action is the Personalized URL.
- Talk track: We can also configure automatic follow-up email messages that are personalized to each respondent. For example, their personalized version of the “Thank You” email will mention their survey responses or other data collected on the Personalized Landing Page. This continues the personalized communication and solidifies the relationship.
- Talk track: We also provide automated lead delivery, so we can take each respondent and transition them into an actionable lead that sales rep can follow-up on quickly. These Leads can be sent immediately to the sales via PDA, cell phone or email for follow-up, essentially eliminating the need for cold-calling.
- Talk track: Finally! You can watch the results of your campaign in real time. You will be given access to your own “Campaign Dashboard” that provides access to activity reports, survey results, etc. You can also download your reports in CSV format for upload into any other type of system. Alternatively, the we can schedule the delivery of your data via FTP, if you choose so.