Ron WHO?                  o  Marketing Cheerleader @ ZUZA                  o  Pardot administrator                  o  Cam...
Who is ZUZA?                   o  ZUZA offers two services:                          •    Marketing Asset Management (MAM)...
Summer 2012        Campaign10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   3
Our Challenge:                   o  Re-engage with dormant printing                          clients and prospects, a.k.a....
Campaign – Summer 2012                   o  “Alumni Campaign” – Multitouch                          •    403 prospects – s...
Creative10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   6
June Mailer: Envelope10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   7
June Mailer: Calendar10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   8
July Mailer: Envelope10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   9
July Mailer: Calendar10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   10
August Mailer: Envelope10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   11
August Mailer: Calendar10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   12
Prize Schedule                         SUMMER CAMPAIGN                                          Revised 8/10/12           ...
Prizes10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   14
Prizes – Hand Delivered10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   15
Prizes – Hand Delivered10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   16
Prizes – Hand Delivered10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   17
Prizes – Hand Delivered                                           25% MORE FOR NOTHING MORE.                              ...
Prizes – Hand Delivered10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   19
Prizes – Hand Delivered             Marketer’s Relief Kit10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Ca...
Prizes – Hand Delivered                                  All this for a                                  coffee card10/24/...
Prizes – Hand Delivered                                                                          Grand Prize              ...
Workflow10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   23
Intro Email                                                        Subject line: Its time for                             ...
Prize Giveaway                                                             QR Code                                        ...
Prize Giveaway                             IPR Image                 (also a clickable link)           http://zuzamam.com/...
Landing PageNo navigation10/24/12        Pardot Elevate 2012 | Online & Offline Media in One Campaign   27
Congratulations Page10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   28
Automation10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   29
Congratulations Email10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   30
Automation10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   31
Reminder Email10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   32
Uninvited Guests10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   33
Automation10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   34
Oops Email           For those not           on our original           invite list.10/24/12   Pardot Elevate 2012 | Online...
Doesn’t know own email10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   36
Automation10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   37
Desktop & Mobile           Note the size of the graphic.10/24/12              Pardot Elevate 2012 | Online & Offline Media...
Weekly Checklist10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   39
Analysis10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   40
Analysis: Week x Week                      6/15/12    6/22/12   6/29/12    7/6/12   7/13/12   7/20/12   7/27/12    8/3/12 ...
Some Conclusions                   o  Some couldn’t wait for an email to claim                          their latest prize...
Analysis: Mobile                  o  According to Pardot Visitor Report:                         •    26 people viewed one...
Analysis: Documobi10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   44
Analysis: Documobi10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   45
Analysis: Documobi                    Scans iPhone        iPad Android         Repeat       One-Time Click    %           ...
Analysis: ROI                  o  Campaign total cost: $25 K                  o  Attributed won deals: $86.3 K            ...
Anecdotal: Brand                 o  Heightened awareness of ZUZA                        among Alumni prospects            ...
Take-aways10/24/12   Pardot Elevate 2012 | Online & Offline Media in One Campaign   49
Take-aways                  o  Offline can be tracked with Pardot                  o  Scannable bar codes and images      ...
Take-aways                 o  We simply could not have conducted                        this campaign without a tool like ...
Thank You!                          Questions?                          ron.marcus@zuzamam.com10/24/12   Pardot Elevate 20...
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Pardot Elevate 2012 - Integrate Offline Into Your Pardot Campaigns

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We all know Pardot is a powerful tool for managing campaigns using online channels, but what if you want to include direct mail in the mix? Ron Marcus, Marketing Cheerleader at ZUZA, faced this question when planning a promotion to re-engage past customers and prospects. His team created a 12-week campaign including innovative monthly direct mail pieces and bi-weekly emails. The promotion enticed prospects with a weekly giveaway and the chance for a grand prize at the end of the summer, all hand-delivered by the ZUZA sales team to gain valuable face-to-face time. Ron will share how he set up and managed the campaign in Pardot, how he was able to tie direct mail to the online components, lessons learned along the way, and the success of the campaign to date, including ROI figures.

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Pardot Elevate 2012 - Integrate Offline Into Your Pardot Campaigns

  1. 1. Ron WHO? o  Marketing Cheerleader @ ZUZA o  Pardot administrator o  Campaign manager o  Bass player10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 1
  2. 2. Who is ZUZA? o  ZUZA offers two services: •  Marketing Asset Management (MAM) •  Self-serve online portal enabling on-demand, custom collateral fulfillment •  High-end offset & digital printing10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 2
  3. 3. Summer 2012 Campaign10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 3
  4. 4. Our Challenge: o  Re-engage with dormant printing clients and prospects, a.k.a. “Alumni” o  Get “on campus” o  Rekindle relationships o  Get new print orders10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 4
  5. 5. Campaign – Summer 2012 o  “Alumni Campaign” – Multitouch •  403 prospects – specific, rifle approach •  Weekly prize giveaway for 12 weeks •  Monthly calendar mailer •  Weekly prize reveal & reminder emails •  Prize claim form required every week •  Each prize claimed gives prospect another entry into the grand prize drawing •  Prizes hand-delivered by sales reps •  Sync to Salesforce to keep sales apprised10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 5
  6. 6. Creative10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 6
  7. 7. June Mailer: Envelope10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 7
  8. 8. June Mailer: Calendar10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 8
  9. 9. July Mailer: Envelope10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 9
  10. 10. July Mailer: Calendar10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 10
  11. 11. August Mailer: Envelope10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 11
  12. 12. August Mailer: Calendar10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 12
  13. 13. Prize Schedule SUMMER CAMPAIGN Revised 8/10/12 • August 24: $10 [to be determined] Gift Card (claimAugust 30) $10 Peet’s Coffee Gift Card (claim by by June 21) (in a decorative cup) Fridays: • Monday 31: 50% off mailing services (ordered within two weeks) • June 15: $10 Starbuckʼs Gift Card (claim by June 21) (in a decorative cup) • June 22: Printing: get 25% additional free (ordered within four weeks) • June 29: $10 Rubioʼs Gift Card (claim by July 5) (notepad, light pen, tape measure, digital color/substrate book, mailing template) • July 6: 50% off mailing services (ordered within four weeks) (highlight 2% postage discount starting July 1-Aug 31 when using QR or IPR) Wednesday September 5: DRAWING FOR THE NEW iPAD! • July 13: $10 Daphneʼs Gift Card (claim by July 19) (filled with candies and a secret message) • July 20: Printing: get 25% additional free (ordered within four weeks) • July 27: ZUZA Bottle (claim by August 2) • August 3: 50% off mailing services (ordered within four weeks) (highlight 2% postage discount starting July 1-Aug 31 when using QR or IPR – ZUZA postal discount expires Aug 31) • August 10: Marketerʼs Relief Kit (claim by August 16) (in first-aid kit box with label of Lifeguard tower scannable by Documobi which takes the viewer to http:// zuzamam.com/documobi) • August 17: Printing: get 25% additional free (ordered within four weeks)10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 13
  14. 14. Prizes10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 14
  15. 15. Prizes – Hand Delivered10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 15
  16. 16. Prizes – Hand Delivered10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 16
  17. 17. Prizes – Hand Delivered10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 17
  18. 18. Prizes – Hand Delivered 25% MORE FOR NOTHING MORE. Use this certificate to get 25% more printed pieces at no additional cost on a single print order placed with ZUZA by Friday, August 17, 2012. Printing, Mailing & Campaign Support for Marketers zuzaMAM.com | 760.438.9411 25% MORE FOR NOTHING MORE. Use this certificate to get 25% more printed pieces at no additional cost on a single print order placed with ZUZA by Friday, September 14, 2012. Printing, Mailing & Campaign Support for Marketers zuzaMAM.com | 760.438.941110/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 18
  19. 19. Prizes – Hand Delivered10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 19
  20. 20. Prizes – Hand Delivered Marketer’s Relief Kit10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 20
  21. 21. Prizes – Hand Delivered All this for a coffee card10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 21
  22. 22. Prizes – Hand Delivered Grand Prize Winner10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 22
  23. 23. Workflow10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 23
  24. 24. Intro Email Subject line: Its time for summer fun with ZUZA. From: care@zuzamam.com10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 24
  25. 25. Prize Giveaway QR Code (also a clickable link)10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 25
  26. 26. Prize Giveaway IPR Image (also a clickable link) http://zuzamam.com/documobi/10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 26
  27. 27. Landing PageNo navigation10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 27
  28. 28. Congratulations Page10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 28
  29. 29. Automation10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 29
  30. 30. Congratulations Email10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 30
  31. 31. Automation10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 31
  32. 32. Reminder Email10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 32
  33. 33. Uninvited Guests10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 33
  34. 34. Automation10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 34
  35. 35. Oops Email For those not on our original invite list.10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 35
  36. 36. Doesn’t know own email10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 36
  37. 37. Automation10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 37
  38. 38. Desktop & Mobile Note the size of the graphic.10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 38
  39. 39. Weekly Checklist10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 39
  40. 40. Analysis10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 40
  41. 41. Analysis: Week x Week 6/15/12 6/22/12 6/29/12 7/6/12 7/13/12 7/20/12 7/27/12 8/3/12 8/10/12 8/17/12 8/24/12 8/31/12Emails Sent 352 347 348 341 338 336 336 331 325 323 320 328Email Send Time 9:05 AM 10:00 AM 9:15 AM 9:00 AM 9:00 AM 9:00 AM 9:00 AM 9:30 AM 9:00 AM 9:00 AM 9:00 AM 9:00 AMTime of First 7:39 AM 7:23 AM 7:41 AM 6:57 AM 7:29 AM 9:03 AM 9:12 AM 7:31 AM 7:45 AM 7:01 AM 8:49 AM 8:19 AMSubmission# Respondents 7 8 4 4 5 0 0 2 4 2 4 3Pre EmailHTML Email Open % 21.02% 24.21% 18.39% 19.06% 16.57% 17.26% 19.35% 18.13% 19.38% 17.65% 16.56% 15.55%Click to Open % 27.03% 25% 29.69% 33.85% 41.07% 48.28% 43.08 46.67 44.44 42.11 39.62 49.02%Unique Email 20 21 19 22 23 28 28 28 28 24 21 25Click-throughsClicks on Mid-Week 7 9 8 5 2 4 3 3 2 2 3 --Reminder EmailsUnique Form 69 38 46 36 48 42 44 37 50 35 47 33SubmissionsTotal ConfirmedRespondents 54 29 41 28 46 38 41 35 45 32 41 30(Segmentation)Response % 15.34% 8.36% 11.78% 8.21% 13.61% 11.31% 12.20% 10.57% 13.85% 9.91% 12.81% 9.15% $10 $10 25% more $10 50% off $10 25% more ZUZA 50% off 25% more 50% off Marketer’s Peet’sPrize Starbucks printing Rubio’s mailing Daphne’s printing water mailing printing mailing Relief Kit Coffee card free card services card free bottle services free services Card 10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 41
  42. 42. Some Conclusions o  Some couldn’t wait for an email to claim their latest prize. o  Email open rate ranged from 15 - 21% o  Click to open rate ranged 25 – 49% o  Prize claim rate ranged from 9 - 15.3% o  There were significantly more prize claimers than email clickers. o  Clearly, email got some response, but offline sealed the deal for many.10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 42
  43. 43. Analysis: Mobile o  According to Pardot Visitor Report: •  26 people viewed one more landing pages on their mobile phones throughout the summer •  Four were anonymous but were identified by their mobile carrier (Verizon, etc.) •  One used her mobile for 10 out of the 12 weeks to view landing pages10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 43
  44. 44. Analysis: Documobi10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 44
  45. 45. Analysis: Documobi10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 45
  46. 46. Analysis: Documobi Scans iPhone iPad Android Repeat One-Time Click % Scans Scans Throughs Aug 3, 2012 47 47 0 0 13 34 23 48.94% Aug 10, 2012 35 34 1 0 11 24 12 34.29% Aug 17, 2012 22 22 0 0 8 14 15 68.18% Aug 24, 2012 27 27 0 0 6 21 23 85.19% Aug 31, 2012 22 19 0 3 5 17 19 86.36%10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 46
  47. 47. Analysis: ROI o  Campaign total cost: $25 K o  Attributed won deals: $86.3 K o  In quote submission stage: $156 K o  Positive ROI with won deals alone within two months of the campaign o  Significant ROI potential in the pipeline10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 47
  48. 48. Anecdotal: Brand o  Heightened awareness of ZUZA among Alumni prospects o  Extremely positive reaction to campaign pieces and prizes o  Consistent participation throughout the summer o  Elevated perception that ZUZA is a marketing company, not just a printer10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 48
  49. 49. Take-aways10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 49
  50. 50. Take-aways o  Offline can be tracked with Pardot o  Scannable bar codes and images increase engagement o  Direct mail, done creatively, greatly increases participation versus email alone o  A fun campaign mitigates “campaign fatigue.”10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 50
  51. 51. Take-aways o  We simply could not have conducted this campaign without a tool like Pardot •  Automation •  Metrics o  The work involved to conduct a thorough campaign is well worth it. o  You’ll learn a lot as you go along. o  There’s much to learn still. Let’s share knowledge.10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 51
  52. 52. Thank You! Questions? ron.marcus@zuzamam.com10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 52

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