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Multichannel And Purl Presentation


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Multichannel And Purl Presentation

  1. 1. Multichannel and PURL presentation CURTIS 1000 – CHRIS DAHL Click to enter
  2. 2. Multi-channel Marketing <ul><li>The most successful Marketing Programs </li></ul><ul><li>5 to 10 fold increase in responses and conversion </li></ul><ul><li>Important developments: why multi-channel? </li></ul><ul><li>Effective use of multiple media helps a selling organization become top-of-mind when the buyer is ready to make a purchasing decision </li></ul>
  3. 3. Important developments: why multi-channel? <ul><ul><li>1. Market shift from transactions to customer relationships </li></ul></ul><ul><li>Power has shifted to the consumer </li></ul><ul><li>Competition increases while the cost to acquire a new customer has soared </li></ul><ul><li>Satisfied customers=best source of new business </li></ul><ul><li>Privacy concerns, “do not call”, Do not mail, Spam filters makes it hard to blindly attract buyers with hit or miss mass-comm tactics </li></ul>
  4. 4. Important developments: why multi-channel? <ul><ul><li>2. # of channels increased </li></ul></ul><ul><ul><li>With the recognition of the importance of building customer relationships and integrating communications came new electronic media </li></ul></ul><ul><ul><li>Websites, email </li></ul></ul>
  5. 5. Traditional campaign stats vs. personalized multi-channel campaign <ul><li>Traditional </li></ul><ul><li>Campaign </li></ul><ul><li>1.3% response rate </li></ul><ul><li>3.3% click-thru rate </li></ul><ul><li>2.9% order conversion </li></ul>Personalized multi-channel campaign 9.4% response rate 56% click-thru rate 31% order conversion
  6. 6. Multi-channel Marketing <ul><li>Two critical components to effective Multi-channel marketing </li></ul><ul><ul><li>Creating relevant offers via personalization </li></ul></ul><ul><ul><li>Coordination and management of multiple channels </li></ul></ul><ul><li>Increase in the # of personalization elements increases response rate </li></ul>
  7. 7. Click-Through Rate 4.70% 4.60% 7.50% 7.60% 14.80%
  8. 8. Personalized URLs
  9. 9. Personalized URLs <ul><li>Get two powerful media, direct mail and internet, working together. </li></ul><ul><li>Improve direct mail response rates. </li></ul><ul><li>Provide relevant content in response to preferences. </li></ul><ul><li>Engage responders in more meaningful dialogue. </li></ul><ul><li>Convert responders' preferences into revenue. </li></ul>
  10. 10. purls <ul><li>The Internet changed everything. </li></ul><ul><li>It changed the way buyers buy and sellers sell. It's changing the role of direct mail. According to a recent DMA study, one out of three direct mail recipients prefers to respond online. Are you there for them? </li></ul><ul><li>Purls link the impact-power of direct mail with the interactive capabilities of the Internet. The result? The conversion of direct mail recipients into qualified, educated prospects and valued customers. </li></ul>
  11. 11. Generate Personalized URLs <ul><li>The mailing list is used to automatically generate Personalized URLs for each individual (record) in The mail file. </li></ul><ul><li>Personalized URLs invite each mail recipient to their own &quot;private screening&quot; of The product or service. Or you simply invite them to learn more - on their own terms </li></ul>
  12. 12. Build VIP Landing Pages <ul><li>We’ll Create VIP Landing Pages that integrate and expand the direct mail message or offer. </li></ul><ul><li>We’ll Personalize the responders initial online visit with variable data and images. </li></ul><ul><li>We can Produce multiple versions to meet list segmentation requirements. </li></ul><ul><li>Set marketing triggers to flag important responder preferences. </li></ul>
  13. 13. Profile, Segment, and Activate Responders <ul><li>Profile responders based on their preferences and obtain key qualifying information. </li></ul><ul><li>Segment responders and provide them with a more personalized, relevant online experience. </li></ul><ul><li>Activate responders to begin a self-serve transaction, request dialogue with a company representative, or request further information. </li></ul>
  14. 14. Track and Manage Results in Real Time <ul><li>Generate powerful reports, gaining immediate insight into the effectiveness of the campaign. </li></ul><ul><li>Track results by individual responder, visitor profile, or any other criteria. </li></ul><ul><li>Route leads to the appropriate representatives via email. </li></ul><ul><li>Launch follow-up activities or an entirely new campaign. </li></ul>
  15. 15. Step 1: Attract  Print Personalized Web Addresses on each Direct Mail Piece
  16. 16. Step 2: Interact   Capture Visits to the VIP Landing Page
  17. 20. Step 3: React  Generate Leads, Print Reports, & Follow-up <ul><li>One Time reporting </li></ul><ul><li>Real Time reporting </li></ul><ul><li>Campaign Management </li></ul><ul><li>Tracking visits, click-thru’s, all activity </li></ul><ul><li>Instant awareness of Offer/design Effectiveness </li></ul>
  18. 21. Included… <ul><li>Welcome pages </li></ul><ul><li>Survey/registration page </li></ul><ul><li>Thank you page </li></ul><ul><li>Thank you trigger e-mail </li></ul><ul><li>Personalization </li></ul><ul><li>Up to 20,000 purls </li></ul><ul><li>3 months hosting and reporting </li></ul>
  19. 22. Raymour and Flanigan Example <ul><li> </li></ul>
  20. 23. Raymour and Flanigan Example From: Raymour & Flanigan [] Sent: Monday, April 14, 2008 9:07 PM To: Cardona, Amy - Curtis 1000 Subject: Thank You for Visiting! Amy, Thank you for visiting Raymour and Flanigan . We look forward to seeing you in our stores and helping you Step Up the Cardona Family Style.  
  21. 24. Bank of Geneva postcard
  22. 27. Champlain College PURL
  23. 28. Champlain College PURL
  24. 29. Champlain College Purl <ul><li> </li></ul>
  25. 30. What Drives Cost? <ul><li>Design, programming </li></ul><ul><li>Variability – basic personalization vs. dynamic personalization </li></ul><ul><li>Basic level reporting vs. real time reporting </li></ul><ul><li>List management </li></ul><ul><li>Add-ons: flash intros, addit landing pages, more than 20,000 purls, longer than 3 months host time, custom reporting </li></ul>
  26. 31. E-mail Blasts <ul><li>Effective method of communicating with customers </li></ul><ul><li>Low cost </li></ul><ul><li>Speed of execution, much faster than other channels (7-10 days) </li></ul>
  27. 32. E-mail Blasts <ul><li>Software capabilities </li></ul><ul><ul><li>E-mail blasts </li></ul></ul><ul><ul><li>Tracking clicks </li></ul></ul><ul><ul><li>Tracking opens, fails </li></ul></ul><ul><ul><li>Reporting options </li></ul></ul>
  28. 34. E-Cards <ul><li>30-45 second Flash presentation </li></ul><ul><ul><li>Combination of images, music, and script is meant to connect with the audience emotionally to achieve higher, more immediate, response. </li></ul></ul><ul><li>Typically sent out as a website link within an email </li></ul><ul><li>Track response rates </li></ul>
  29. 35. E-Cards <ul><li>Northern Michigan University - Paid a few thousand dollars for this e-card and received over $18,000 in Donations! </li></ul><ul><li> </li></ul>
  30. 36. St. Paul Schools ECard
  31. 37. Questions?