Cross Media Final.Pdf

762 views

Published on

How GHP rolls out Cross Media campaigns.

Published in: Business, News & Politics
  • Be the first to comment

Cross Media Final.Pdf

  1. 1. Cross Media Campaigns Contact: Jenn Russo VP Sales Print Technology (212) 209- 3901 Ext. 2 Email: jenn.russo@ghpmedia.com Website: www.ghpmedia.com 708 3rd Ave 6th Floor New York, NY 10017
  2. 2. CAUTION!!What you will see today is a tool and not intended to be a cookie cutter solution!
  3. 3. Fact of life…“78% of all people read their mail over a trash can.” -USPS/DMA Survey
  4. 4. Fact of life…The Internet has Changed Everything It changed the way buyers buy, and the way sellers sell. It changed the role of direct mail… Happens
  5. 5. Fact66% of consumers responding to of life… 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
  6. 6. Traditional Direct MailThe industry average for direct response marketing isless than a 1% response rate, also: • Delivery of piece is not verified • Many direct mail pieces are “one time wonders” rather than a true campaign • Typical direct mail does not have multiple touch points • Typical direct mail does not include response follow up or data capture MOST OFTEN THERE ARE NO MEASURABLE RESULTS, THEREFORE NO ROI (Return on Investment)
  7. 7. Fact of life…Mass Carpet Bombing Precision Marketing
  8. 8. Quantify Marketing Results…• When asked how they tracked and measured return on marketingspend, nearly 20 percent of marketers said they did not, and 34 notpercent said they were planning to introduce a formal ROI trackingsystem.system -Marketing Sherpa and MIT study• Companies are increasingly taking an integrated measurableapproach to their marketing, which is good because no singlemarketing tool will ever be 100 percent efficient.• “Not many companies are measuring what they are doing,marketers need to get serious about metrics.”” According to NancyCostopolis, CMO for the American Marketing Association (AMA)
  9. 9. Fact of life…Daily we encounter 2904 media messages… We may remember 52 of them… But 4 of them we will positively remember!
  10. 10. SO….HOW DO WE CUT THROUGH THE CLUTTER? With more personal and relevant communication leveraging cross-media communication!Direct Mail Combined with Multi-Media = CROSS-MEDIAA well executed Multi-channel marketing campaign can generate a significant response lift over traditional marketing approaches - Internet Advertising Bureau
  11. 11. Cross - MediaWhat are the basic components of a Cross-Media campaign?
  12. 12. TYPICAL FULL CIRCLE CAMPAIGN WITH MULTIPLE TOUCH POINTS www.BillGates.Scholastic.com
  13. 13. TYPICAL FULL CIRCLE CAMPAIGN WITH MULTIPLE TOUCH POINTS www.BillGates.Scholastic.com
  14. 14. TYPICAL FULL CIRCLE CAMPAIGN WITH MULTIPLE TOUCH POINTS www.BillGates.Scholastic.com
  15. 15. TYPICAL FULL CIRCLE CAMPAIGN WITH MULTIPLE TOUCH POINTS www.BillGates.Scholastic.com
  16. 16. TYPICAL FULL CIRCLE CAMPAIGN WITH MULTIPLE TOUCH POINTS www.BillGates.Scholastic.com Analysis & Reporting
  17. 17. TYPICAL FULL CIRCLE CAMPAIGN WITH MULTIPLE TOUCH POINTS Phase II EBlast non- respondents www.BillGates.Scholastic.comAnalysis &Reporting
  18. 18. Personalized Direct Mail PiecePersonalized URL (PURL) to capture attention in 2 locations.OR use a general URL in combination with a Personalized Printed Message
  19. 19. Campaigns will work best with a “Call To Action”Logon onto www.billgates.scholastic.comTo down load your report on how Read 180 can helpsupport your school turnaround and transform goals.“Rethink” the CTA:Watch a videoDown load reportshowing….Enter drawing
  20. 20. Next Prospect Logs into PURL Landing Page Landing Page thanks prospect for signing in and encourages them to click further ?
  21. 21. Next Capture & Verify Data with a Questionnaire Gather intelligence on your lead/client by asking a few “simple” questions ?
  22. 22. Verify Data! The last step verifies the prospects information and automatically is added to databaseBest opportunity to capture Email’s for future campaigns
  23. 23. Automatic Trigger Response Thank You! ALWAYS- Personalized AND can be combined with automated thank you email.
  24. 24. All Campaign Aspects can be DYNAMICPersonalized dynamic Image, Text or Videobased on database information, to truly captureinterest
  25. 25. Personalized and/or Dynamic Landing Page THANK YOU FOR VISITING AGAIN-Personalized
  26. 26. Contact: Jenn RussoVP Sales Print Technology (212) 209- 3901 Ext. 2 Email: jenn.russo@ghpmedia.com Website: www.ghpmedia.com 708 3rd Ave 6th Floor New York, NY 10017

×