From Gutenberg to Zuckerberg Merging CrossMedia Marketing & Print
Attendees Will Learn•Key Components for a successful cross-media campaign•How to structure a cross-media campaign...from concept to implementation•Critical success factors•How to successfully outsource marketing services and partner with key vendors to enhance customer proﬁtability.
It is not the strongestof the species that survive,nor the most intelligent,but the most responsive to change.-Charles Darwin 3
If you are currently implementing cross media campaigns for your customers
Risk & Reward of MSP Reinvention to MSP worth it? Not for everyone...• Assess your company’s current situation, including strengths, weaknesses, threats, opportunities and competitive landscape.• Assess your current (and desired) customer landscape. Are you meeting your needs? What services might you consider adding?• Identify the universe of available growth opportunities.• Research, prioritize and articulate a strategy that is achievable and aligns with your objectives.• Execute (And when in doubt, partner with vendors who have the expertise you may be lacking)
Strategy & Planning Do your homework...• What makes you different?• Which vertical markets are you most familiar?• Expand existing relationships• What companies are hiring marketing staff?• Think about what is going to get you in the door-who you know, referrals from satisﬁed customers?• Research internet (LinkedIN, websites, press releases) etc.• Start small.
How many line items are on your invoice? XYZPrinting__________________________________ Account Payable ABC Company City, St. Zip Add more 55,000 Data Management $ 750.00 services- 1.00 Project Management $ 1250.00 integration 55,000 Printing of 5.5 x 8.5 Postcards $ 3545.00 means 55,000 Mailing Services $ 1275.00 revenue 55,000 PURL Campaign $15,000.00 55,000 Email Campaign $ 6500.00 1.00 Monthly Consulting Retainer $ 5500.00 1.00 Website Development $ 8500.00 1.00 Social Media Development $ 7500.00
Marketers ChallengesEvolution to a MoreCompetitive, Multi- channel Marketplace 1. Fill pipeline with quality leads for sales 2. Add more digital media and interactive talent. 3. Sharpen focus, how they can better produce, invest more dollars in driving demand and less on branding. 4. Grow or retain market share and drive top-line growth. 5. Develop more targeted and relevant communications to disseminate across channels 6. Utilize multi-channels for your customers marketing message
Marketers & IT DisconnectAligning the CMO & CIO to Achieve Intelligent Marketing1. Only 4% of Marketing Execs and 7% of IT Execs feel they are prepared to exploit digital marketing channels.2. Only 8% of Marketers & 6% of IT said they believe their data and analytics are integrated.3. 78% of Marketers and 68% of IT believe digital marketing is important. Only 1/3 of Marketers and 1/5th of IT said their companies are invested in digital!4. Noticeable disconnect between IT & Marketing *Sample survey of 328 Marketing Executives and 308 IT Executives
Sales Challenges1. Sales struggles with the delivery, quality of ﬁnal production and overall process management of collateral materials.2. Sales struggles with receiving marketing materials in a timely matter-60% email requests-47% phone requests.3. 79% of sales surveyed requested the opportunity to personalize and target individual customers marketing collateral4. Summary: Marketing Supply Chain must be armed with a tool that integrates data driven, (POD) strategy, along with on-demand access to materials
How do you get started selling integrated campaigns?• Allow time for planning- identify the audience, who are their ideal customers, review data to segment into smaller lists, if not enough data consider modeling-or ﬁnding like customers• Are you going to partner for service offerings or build platform offerings internally?• Involve your vendor early- What will be your unique selling proposition- determine how to deliver it. Work out budget and timeline. And..measure.• Deﬁne your customer’s goal/ objective
Great Campaigns Start with a Great Ideas & Solutions
Houston, we have a problem90% of businesses areunable to execute thestrategy they have onpaper70% of businessesproject performancethey will never attainSource: Axon, L. Learning to lead: How Companies Grow Profits by Growing Leaders,Source: Norton, D. Aligning your Strategy to the Customer Value Proposition,
Real Insight Understand what truly drives and moves me... and those who influence me ... at every step of the overall experience
Don’t treat melike a child“one message doesn’t fit all”
•Identify the audience, who are the ideal customers, review data to segment into smaller lists, if not enough data consider modeling- People don’t fit or ﬁnding like boxes customers•Measure results- Cross media metrics•Test, Test, Test
DATA MINING- •EXTRACTING PATTERNS FROM DATAPREDICTIVE MODELING-• FORECASTING PROBABILITIES AND TRENDSPROFILING- •WHAT DOES YOUR BEST CUSTOMER LOOK LIKELEAD SCORING- •ASSIGN A POINT VALUE TO PROSPECTS •HOW THEY INTERACT WITH THE COMPANY •IF THEY HAVE A NEED FOR THE PRODUCT
Tracking and DeliverabilityEmail metrics byimportance :•Click Through•Deliverability•Conversions•ROI•Open Rate•Revenue•Total Subscribers•Forwards What you measure depends on your objectives
Opens-Who and When?? Maximize open rates based on knowledge for future campaignsTest different times to send emails to see what receives the bestresults
Case Study•Developed truly dynamic 100%personalized email and printednewsletter•Delivered a direct mail piecedriving them to a website andasked them questions regardingtop interests•This information wasintegrated into database forautomatically generateddynamic messaging.•Lessons learned: Constantlytest performance
It’s not a made to order magic trick Personalized URLs are not a made-to-order magic trick you can buy from the store and immediately get results for your business. Like all marketing tools use personalized URLs to: • think about a strategy for reaching your different customer segments • plan on integrating your ‘magic’ personalized URLs with current media • make a conscious effort to follow through on each message you send
Opportunities: SMS/Text• Mobile marketing is exploding-• Reaches 91% of households in the US• Top Mobile Verticals:1.Directories2.Telecommunication3.Finance4.Entertainment5.Dating6.Retail & Restaurants7.Consumer Package8.Travel9.Education10.Automotive
Mobile Marketing•82% of US executives are carrying smartphones (that compares to 28% penetrationamong US consumers•Majority of these executives consider theirsmart phone to be their primary business tool•Mobile marketing is not a stand alonestrategy- it is an extension of abrand strategy.✴ 2010 eMarketer
Social Marketing & Dept. Integration•HR department should embrace social and use it to attract and retainstaff.•Marketing department should use it to form deeper, more loyalrelationships with customers. •PR department should use it to spread communications and buildadvocacy.•Customer service department should use it to answer customerquestions on a mass scale. •CEO should use it to spread the mission of the company to the mostengaged fans.•Finance department…ok, maybe not the ﬁnance department But most departments within a company should understand the powerthat social provides.
In a world with millions of channels, brands whose consumers tell thebest stories, win EXPERIENCES - EMOTIONS - STORIES
- perception80% of CEO’s believe theirbrand provides a superiorcustomer experience– reality8 % of their customers agree
Blendtec-Will it Blend? Youtube viral video Blendtec’s retail sales are up 700%, Youtube site has 200,000+ subscribers and it has been featured on The Today Show, Tonight Show, History Channel, Wall St. Journal to name a few. It has also won a Clio for their interactive efforts.Starbucks - My starbucks idea onFacebook.Lesson: thinking of ways to build yourcompany are great, but directly askingyour consumers what they want is better.Acting on it is the success of thecampaign IBM-created an entire network of blogs allowing their employees to write about their experiences, what they were working on etc. Lesson: having a CEO that blogs is great but increase the number of blogs and you increase the connections
Learn about what their customers wantBest tool everGrow big ears
Customers are talking......hear what they have to say
Be seen as the company that adopts new ways of doing things. Wise Social WebinarIncreasing Marketing ROI by Outsourcing Social Media Wed., May 4th 2:00 PM EST To sign up: Visit wbf.com/smwebinar& be entered to win an iPad2
Game ChangersWise can help you reinvent your company
Robin Marchetti Wise P:888.815.WISE firstname.lastname@example.org. Provide proactive ideas and solutions tha nks2. Senior team review and involvement in all projects3. Attention to details and quality control4. Fast, reliable service5.Creative products & services that exceeds ?expectations We believe our success depends on your success. When our clients win, we win!