Creative Multi Channel Overview


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  • 05/05/11
  • 05/05/11
  • Talk track: We can help you capture that 42% by adding personalized URLs and VIP landing pages to your direct mail marketing. Via digital technology, the entire direct mail piece can be personal and relevant to each recipient. A Personalized URL brings each recipient who chooses to respond online to their very own web page, which continues the personal and relevant nature of the 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.
  • NOTE: It can be very effective to replace one of the names and the Personalized URL above with that of your key prospect. Talk track: Our personalized URLs are formatted with the recipients name at the front which attracts their attention and discourages entering the domain name alone. The Campaign Web Address (the part after the name) can be any valid web address. It must be configured to “point to” [proper terminology is “resolve to”] our servers, however, so it usually can not be your corporate web address.
  • Talk track: We can also configure automatic follow-up email messages that are personalized to each respondent based on their activity while on the site. For example, their personalized version of the “Thank You” email will mention their survey results or other data collected on the Personalized Landing Page.
  • Talk track: We also provide automated lead delivery, so we can take a respondent and transition them into an actionable lead that sales or business development can follow-up on quickly. Leads from VIP Landing Pages are immediately sent to sales via PDA or email for follow-up.
  • 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 result data in CSV form for upload into any other type of system. Alternatively, the we can schedule the delivery of your data via FTP.
  • 05/05/11 The following slides are considered back up so that you may customize this presentation depending on the purpose of the presentation – sales call to a new client, training for existing client, etc.
  • 05/05/11
  • Creative Multi Channel Overview

    1. 1. get the most out of your marketing! How to
    2. 2. ABOUT US <ul><ul><li>Evolving Integrated Marketing Communications Company </li></ul></ul><ul><ul><li>Multi-Channel Marketing Expertise </li></ul></ul><ul><ul><li>Traditional and Digital Production – Design to Mail </li></ul></ul><ul><ul><li>Online Collateral Management </li></ul></ul>
    3. 3. DEFINITIONS <ul><ul><li>Multichannel marketing </li></ul></ul><ul><ul><ul><li>Communication through email, print, web experiences, direct contact, and broadcast media </li></ul></ul></ul><ul><ul><ul><li>SHOULD be bi-directional – “learn while you go” </li></ul></ul></ul><ul><ul><ul><li>Communicate with external customers and internal resources </li></ul></ul></ul><ul><ul><li>Personalized web experience </li></ul></ul><ul><ul><ul><li>Personalized URL </li></ul></ul></ul><ul><ul><ul><li>Provide specific content to each viewer </li></ul></ul></ul><ul><ul><ul><li>Track their actions </li></ul></ul></ul><ul><ul><ul><li>Collect data in real time </li></ul></ul></ul><ul><ul><ul><li>Use the input data to trigger some activity </li></ul></ul></ul>
    4. 4. OVERVIEW <ul><li>We focus on delivering campaigns that generate measurable results </li></ul><ul><li>We use multi-channel direct marketing to: </li></ul><ul><ul><li>Generate more qualified, warm leads </li></ul></ul><ul><ul><li>Cross sell additional products/services to existing customers </li></ul></ul><ul><li>Data is at the center of our universe </li></ul><ul><ul><li>The data that you have (or can buy) </li></ul></ul><ul><ul><li>The data that you wish you had </li></ul></ul>
    5. 5. HOW WE DO IT <ul><li>We use proven database marketing techniques </li></ul><ul><li>We personalize the communication to enhance relevance to the prospect </li></ul><ul><ul><li>Via print, email, web content, etc. </li></ul></ul><ul><li>We invite prospects to visit a trackable personalized micro site as the primary (“low-threat”) response mechanism </li></ul><ul><li>We learn about the prospect by tracking what they click or asking a few simple questions </li></ul><ul><li>Based on existing data and what we’ve just learned, we can immediately tailor the response, offer, and next action step for that individual </li></ul>
    6. 6. HOW WE DO IT (CONT.) <ul><li>All of the activity inside the campaign is tracked and recorded </li></ul><ul><li>The data will be sent to you automatically or integrated into your management system automatically </li></ul><ul><li>Sales leads can be distributed immediately to an individual sales rep when a prospect responds </li></ul><ul><li>We’ll take what we’ve learned from each campaign to improve the results for the next one </li></ul>
    7. 7. WAYBETTER MARKETING MODEL Attract Respond Learn <ul><li>TEST! </li></ul><ul><li>Learn before the offer </li></ul><ul><li>Adjust on-the-fly </li></ul><ul><li>Personalize the experience </li></ul>Outside Data Your CRM System Decision Action to close Your CRM System
    8. 8. THE DATA-DRIVEN MARKETING PARADIGM <ul><li>How can we use what we know about a customer or prospect to market to them individually? </li></ul><ul><li>That usually starts with determining what you wish you knew about those people… </li></ul>
    9. 9. THE RIGHT WAY TO DO PERSONALIZATION (VS. THE WAY THAT MOST PEOPLE DO IT) <ul><ul><li>Use what you know </li></ul></ul><ul><ul><li>Learn what will make people act </li></ul></ul><ul><ul><li>Respond directly to their stated needs </li></ul></ul>
    10. 10. CRM <ul><li>Digital Marketing (1 to 1) is how CRM initiatives become operationally relevant and impact your business. </li></ul><ul><li>Just having better data in one place isn’t enough! </li></ul><ul><li>You need to update and “learn” with every touch point. </li></ul><ul><li>Our multi-channel approach is built on the “Learn then Respond” principles that make up the core of a CRM strategy. </li></ul>
    11. 11. THE DRIVING PRINCIPLE <ul><li>“ 42% of direct mail recipients prefer to respond online” – 2006 DMA Study </li></ul>Are you there for them?
    12. 12. The Multi-Channel Roadmap Business Case Personalized Web Site Personalized Electronic Confirmation Personalized Follow-up Sweepstakes/Offer Non-Responder Mailing Data Modeling Personalized Dimensional Mailing Lead Sent to Sales Rep Sales Rep Meeting Ongoing Monthly E-mail Shouts and Personalized Portal Updates Telemarketing to Nonresponders
    13. 13. Another Roadmap Personalized Follow-up Brochures and email Personalized mailing and / or email Personalized Web Site Data Collection and variable content per recipient Thank You email to the prospect Wave 2 Non-Responders PERSONALIZE BASED ON SURVEY Data Feed to your system Auto-direct to relevant info on your site
    14. 14. One Solution Does It All! Attract Learn Carolyn Sample just responde Steve Salesperson, Carolyn Sample just responded to your campaign. Contact information: 123 Anystreet, USA (555)547-1234 Survey Results: May I call you to discuss? Yes Respond
    15. 15. PERSONALIZED URLS AND LANDING PAGES <ul><li>Engage respondent with relevant content in direct marketing, including a personalized URL </li></ul><ul><li>Capture online response </li></ul><ul><li>Continue “personal” conversation online </li></ul>
    16. 16. PERSONALIZED URLS May or may not include Recognized Personal ID (like name) J1P23.Campaign 12345. Campaign JoePetrucci. Campaign Unique Recipient ID Campaign Web Address
    17. 17. <ul><li>Automatically triggered follow-up email to respondent </li></ul><ul><li>Variable email content determined by web activity </li></ul><ul><li>Continued personalized communication solidifies the relationship </li></ul>Automated Follow-up to Respondents
    18. 18. <ul><li>React immediately to leads </li></ul><ul><li>Distributed via email or PDA/cell phone </li></ul><ul><li>No need for cold-calling </li></ul>Automated Lead Distribution Carolyn Sample just responded to your campaign
    19. 19. <ul><li>All visits and online activities are tracked </li></ul><ul><li>Reports to help “fine tune” your marketing </li></ul><ul><li>Automated data delivery </li></ul>Reporting and Analytics
    20. 20. CASE STUDIES
    21. 21. <ul><li>Challenge: </li></ul><ul><ul><li>Generate Web site visits. </li></ul></ul><ul><ul><li>Generate leads for telemarketing follow-up. </li></ul></ul><ul><ul><li>Increase response rates </li></ul></ul><ul><li>Solution: </li></ul><ul><ul><li>Multi-touch personalized mail campaign. </li></ul></ul><ul><ul><li>Mailed two postcards and a letter with PURL, mailed every 2 nd month </li></ul></ul><ul><li>Benefits: </li></ul><ul><ul><li>11% Response rate, up from 1%. </li></ul></ul><ul><ul><li>$7,000,000 in sales from first mailing. </li></ul></ul>Flagstone is a small Mortgage Banker/Broker specializing in home loans. Lead Generation example :
    22. 22. Existing loan rate and provider comparison Personalized loan offer
    23. 23. COMPARING PAST WITH OPPORTUNITY The increased relevance possible with targeted marketing drives increased response rates.
    24. 24. ROI CALCULATION $600,000 in quality pipeline leads is a realistic objective. Triple the previous results.
    25. 25. SERVICES DETAIL $8.46 in results for every $1 invested.
    26. 26. WHAT TO DO NOW??? <ul><li>Conceptualize plan for campaign. </li></ul><ul><li>Inventory available data. </li></ul><ul><li>Determine how to measure success </li></ul><ul><li>Thanks for all of your time today!! </li></ul>