Multichannel Marketing


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Learn best practices for developing integrated multichannel marketing campaigns using social media, email, creative design and direct mail. Integrating these channels into the marketing mix will produce meaningful results that will keep your customers coming back for more.

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Multichannel Marketing

  1. 1. JANUARY 5, 2011
  2. 2. Create a strategic 1 plan for success. Make the shift from just having a “social presence” to supporting actual business objectives and engaging customers. Companies have Companies who have profited  GAINED REAL VALUE from social media are  from significant strategic twice as likely to have a  efforts. FORMAL STRATEGY. Companies who have  gained value from just  “experimenting.” 52% 13%2010 Customer Insight Group, Inc. All rights reserved.
  3. 3. Build Your list at Every Opportunity &2 ALWAYS by Permission Think Through Possible Customer Touchpoints:
  4. 4. 3 Direct Mail • Testing – Why, when and how much
  5. 5. Ask the big questions before you 4 go live with the customer. 1. Who will “own” it?  2. How many hours per week can you allocate to support your strategy?  3. Is the budget adequate to do the job? 4. What role do you need outside of your existing resources to fill to  help implement your strategy?  5. Will your content updates depend on any other resource or person?  6. Who will be responsible for monitoring and moderating customer’s  comments?  7. What is the response time you expect of that person? 8. Who will address customer service issues that need moderated?  9. Do you want your voice to be an individual person or a group of  people at the company? 10. Are your legal, HR and IT teams clear on the limitations and risks that  may be associated with a social media initiative?201 Customer Insight Group, Inc. All rights reserved.
  6. 6. Creative Brief — Starting a5 Project Launch Off Well • Company Brand Checklist • Communication Objectives • Competition • Target Audience • Offer • Key Message • Call to Action • Other requirements • Schedules2011 Serff Creative Group, Inc. All rights reserved.
  7. 7. Brainstorming and the Power6 of Putting ALL Ideas on the Table • There are many ways to brainstorm  when coming up with new and innovative  ways to sell to your customers.  • One way — “Mind Mapping” – Write ALL ideas down – Decide on the strong ones, then focus on what concepts could come out of those words
  8. 8. 6 Brainstorming — Mind Mapping2011 Serff Creative Group, Inc. All rights reserved.
  9. 9. 7 Direct Mail • You are only as good as your metrics – RSP Rate – CPL – CPS • Are you using other metrics? • Are they “Real Time”? – Can you make spend decisions any time/any day
  10. 10. Measure success based on the 8 objectives you want to achieve. Visitors,  Brand  Source of  PR Metrics traffic Search  Customer  Interaction Engine  Engagement Marketing Virality Leads Retention Network  Sales Profits Size2010 Customer Insight Group, Inc. All rights reserved.
  11. 11. 9 Consistency of Your Brand • Create consistency in ALL a customer sees of your  company, regardless of where they see it. – Application of color – Usage of fonts – Style of imagery conveys  your personality – Tone of your message 2011 Serff Creative Group, Inc. All rights reserved.
  12. 12. Target your audience first, pick 10 your tools later. • Who do you want to  engage? • What do they have in  common? • How do they use your  product? • Where can you connect and  interact with them? Your connecting with people, not tools.2010 Customer Insight Group, Inc. All rights reserved.
  13. 13. 11 Direct Mail • Testing new data – do you hotlist? • Newer data ‐ less quantity ‐ more data sources Most Recent Records Added Existing Database
  14. 14. Email Marketing is NOT Advertising –12 It Is Dialog “It’s time to fully understand that your customers are living, breathing, creatures who want one-to-one relationships with your company, not just one-way rhetoric.” ---- Don Peppers, The One-to-One Future
  15. 15. 13 Direct Mail • Use focus groups to improve your campaign
  16. 16. Where’s the Value? Entertain, Inform, &14 Instruct While Building Relationships Example: Entertain/Instruct Company Background: 2‐person recruiting/  consulting firm Email Costs: 1st year’s email license and  strategic/design services:  $15k 1st Year Return on  Investment: $200k as a direct result of  their monthly newsletter to  6,000 recipients Used With Permission
  17. 17. Where’s the Value? Entertain, Inform,14 Instruct While Building Relationships Example: Inform/Instruct Timely Gardening Tips from  Miracle‐Gro eNewsletter Rose gardeners receive different  advice than vegetable gardeners. Gardeners in the North receive  different advice than those in the  South.
  18. 18. Growing the Relationship:15 Be Creative • Be Unique. There are many ways to  keep in touch with your customers by  multi‐touch marketing in email, direct mail  or other means. Keep it creative to make  those touches count. – Send personal cards or letters – Direct mail campaigns with  special offers for your top customers – Referral email campaigns • Remind them how much you value  their business and trust
  19. 19. 16 Listen to your customers. SOURCE IDEAS. FOSTER INNOVATION. REALIZE PAIN POINTS. LEARN FIRST HAND WHAT YOUR CUSTOMERS WANT.2010 Customer Insight Group, Inc. All rights reserved.
  20. 20. Pick the right social media 17 tool for the job. Entertainment Techie Influential Dads Influential Boomers Review Sites Review Sites Blogs Twitter Creator Faceboo Creator Blogger Critic k Digg Critic MySpace Joiner YouTube Spectator • 2.6MM influencers • 2.3MM influencers • 3.7MM influencers • 18.5MM in social media • 30.2MM in social media • 55.9MM in social media • Prefer blogs, forums & • Prefer blogs & social nets • Prefer Review Sites review sites Source: 360i analysis of Nielsen @Plan; Fall 20092010 Customer Insight Group, Inc. All rights reserved.
  21. 21. 18 Looking Good in All Mediums • Your brand must carry across its brand effectively in  any medium, such as email, direct mail,  print collateral and social media.2011 Serff Creative Group, Inc. All rights reserved.
  22. 22. 19 Direct Mail • Track your mail to integrate with other mediums  (Television, E‐mail and Telemarketing)
  23. 23. 20 Make it POP! Step out of the box for creative formats in Direct mail • Look at ways to stand out from your competition and  other means of clutter. – Unique formats: • oversized  postcards • Multiple‐fold  formats • Specialty shapes  and promotional  products  – Create a piece that will jump to top and  get that customer to open your piece.
  24. 24. 21 Beat Inbox Competition Your email communications MUST stand out! ARE YOU 1 OF THE 14?
  25. 25. Integrate social media into your 22 existing communication plan. U.S. Companies’ Social Media Tactics 35% December, 2009 RUN AS SILOED CAMPAIGNS 41% Identify where social media can be integrated. Messages should be 17% mirrored through your 7% RUN AS social media campaigns. INTEGRATED CAMPAIGNS DON’T KNOW RUN AS AD-HOC PROGRAMS2010 Customer Insight Group, Inc. All rights reserved.
  26. 26. The 3 “C’s” of Email Marketing:23 1 - Consistency Email  format  consistent  from issue  to issue
  27. 27. The 3 “C’s” of Email Marketing:23 2 - Continuity
  28. 28. The 3 “C’s” of Email Marketing:23 3 - Commitment • Test, test, test and monitor response rates • Send to a portion of your list and at different times • Move content elements
  29. 29. 24 Follow the 6 C’s of Social Media Content Conversion Conversation Listen,  Learn,  Act. Collaboration Community2010 Customer Insight Group, Inc. All rights reserved.
  30. 30. 25 Direct Mail • Hard copy prospect to online customer
  31. 31. 26 Personalize for Increased Response Email Response Rates by  Number of Personalization Elements
  32. 32. 26 Personalize for Increased Response Email Response Rates by  Number of Personalization Elements
  33. 33. 26 Personalize for Increased Response Email Response Rates by  Number of Personalization Elements
  34. 34. Directing Creative to Your27 Customers Effectively • Tone of message • Use of imagery • Collect data from  your customer • Personalize with  variable data for  following up  campaigns, or  second touch
  35. 35. 28 Direct Mail • Modeling – how to do it and why? • Pull a segment of your current customers • Find more prospects like your customers
  36. 36. Promote the Relationship29 Online and Offline • Grow your relationship with your customers  through branding and creative execution • Create unique value through social media  and other personalized venues
  37. 37. 30 Direct Mail • Postal Standards Continue to Change – do your  research and ask your postal experts
  38. 38. Set objectives to “be” social rather 31 than to “do” social. SMART Objectives Set objectives to “BE”  Quantity and quality of traffic social, rather than  Sales revenue “DO” social.  Interaction Sales leads Align social media  Profits objectives with  business objectives. Foster brand advocacy Search marketing Gather customers insight Determine how you will measure Brand metrics success. Customer retention Customer engagement2010 Customer Insight Group, Inc. All rights reserved.
  39. 39. 32 The 80-20 Rule Applies Here, Too! Emails Should  Contain at Least  80% Value‐Added  Content to  20% Promotion
  40. 40. 33 The Golden Rule of Email Marketing: “Send unto others  as you would have others  send unto you.” Steve Miller/NetNewsdesk Copyright 1997‐2010 Used with permission
  41. 41. 34 Today’s Speaker Panel Sallie Burnett – Customer Insight Group Ian Serff – Serff Creative – Deb Daufeldt – Second Story Solutions, LLC Ryan Hartman – Wiz Bang Solutions –