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2011 PRINTEGR8 Presentation
This document discusses strategies for integrated marketing and communications across multiple channels. It recommends developing a multi-channel strategy based on audience data to reach prospects, associates and customers through print, web, mobile and social media. Specific tactics discussed include using QR codes, SMS/text, digital watermarks and augmented reality to mobilize content and drive traffic. It also covers developing a social media marketing plan, creating personalized messaging based on customer data, and measuring effectiveness across channels.
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2011 PRINTEGR8 Presentation
- 1.
- 2. Before I Begin…@johnfoleyjr#PRINTEGR82
- 3. What’s on theAgenda?Marketing & Communications TodayPrint + MobileSocial Media SkillsGetting Personal
- 4.
- 5. Start on theHome Front“Kitchen Table Effect”
- 6.
- 7.
- 8.
- 9. App Revolution“Your Personalized,Social Magazine”
- 10.
- 11. Multi-Channel CampaignJuly SeminarProspectsAssociatesCustomersTargetAudience DataPrintinternetPrintWebMobileChannelDirect Mail InvitationPostcardFlyerBanner AdInvitation EmailSMS/TextSocial MediaMobile AdMediaReply TextLanding PageInbound CallsPURL / Response PageQR CodeLanding PageLanding PageLanding PageResponse Mechanisms
- 12.
- 13. Multi-Channel Effort Basedon DataBoomers (35-55) The 20 something’s 20-34Seniors (55+)Touch points to gather information and drive to website or shopping cartTouch points to gather information and drive to website or shopping cartTouch points to gather information and drive to website or shopping cartAAABBBCCCVisitors who purchased.DCBAABCDVisitors who left.E-CommerceOutbound EmailsOutbound EmailsSocial MediaBanner AdsSocial MediaBanner AdsDirect MailDirect MailWeb SiteDrive back to website or shopping card through medias
- 14.
- 15. Quick TakeawayThink Multi-ChannelThinkintegratedBuild your databaseMeasure
- 16. Reaching your audiencetoday and tomorrowMobile MarketingSocial MediaPersonalization
- 17.
- 18.
- 19. How Can MobileBe IntegratedQR CodesSMS/Text MessagingDigital WatermarksAugmented RealityPayments
- 20. Print + MobileQRCodesQR Code ResourcesQRConnect.comQReateandTrack.com
- 21. QR = “QuickResponse”
- 22. What the QRCode Contains
- 23. What You Needto Scan
- 24.
- 25. Tip: Mobilize YourContent!
- 26. QR Codes onSigns
- 27. QR Codes onPosters
- 29. QR Codes onMailers
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- 33. Augmented RealityImage Source:http://www.jeffreydonenfeld.com
- 34. SMS/Text Outbound6.1 trillionmessages sent in 2010!News AlertsProduct InfoContestsDealsMore
- 35.
- 36. Mobile PaymentsNear FieldCommunications (NFC)Square (from Twitter co-founder)
- 37.
- 38. Social SKILLS: Strategyand Planning
- 39. Social Media MarketingPlan Strategy Before Tactics!Describe Business and Its GoalsKnow Your AudienceValue Prop / KeywordsHumanize Your BrandContent Resource & Distribution Strategy Measure Your Success
- 40. Know Your AudienceWho Are They?Where Are They Cyclically?How Do They Use Social Networks?
- 41. The One ThingApple= InnovationDisney = Magic
- 42. Content Resource LibraryVisitResources DailyContent AContent CPush Content OutPull ContentContent BMake Links MeasurableContent Distribution
- 43. Optimize / SocialFriendlyBlogseNewsletter Sign-UpsWhite PapersLanding PagesOffersEmailsPollsGet NoticedInquiriesEngageandNurtureQualified LeadsEngageandNurtureSalesIntegrated Multi-Channel MarketingAction – Publish – Engage – Converse – ShareSocial Media Blogging Analytics Content Mgmt SEO Start with MKTG PlanProduct?Service?Asset?$
- 44. How to MeasureSuccess?Site Traffic
- 45.
- 46.
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- 48.
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- 52. Who is talkingabout you and how?Get Business ResultsEmpower Sales Reps
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- 55.
Editor's Notes
- #6 During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
- #7 Let’s talk for a second about one of the ways that Marketing and Communications has changed…. Certainly, it’s the web. Whether it’s our corporate website, social media pages, Google… these sites have changed everything we do. The way we search, the way we consume information, the way we communicate, the way we shop.
- #8 Let’s take a quick look at how one online marketing channel has changed the game…. Facebook
- #9 Let’s talk bit now about hardware is changing the worlds of marketing and communications…..The iPad… the iPhone… Kindle… Android devices… Windows Phones… and more.
- #10 With that better hardware, and the user experience that it provides, people are developing and then using apps that allow them to change the way they communicate and consume information.Flipboard is an iPad App that changes how you can consume articles from magazines, newspapers, tweets, Facebook posts, and more.
- #12 Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
- #22 First, what does it stand for?Quick Response… So.. On the most basic level – think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL.Yes, it’s a call to action that can help increase response rates… strike while he iron is hot.
- #24 PalmiPhoneBlackberryLGNokiaMotorolaSamsungEtc
- #25 There are a number of FREE applications that allow you to scan QR Codes.They are different between phones.Discuss favorite ones for iPhone, Android, Blackberry.To get one, you simply need to go to your app store, download the app. You can even do it now , if you’d like..
- #27 We are seeing a huge interest in qr Codes when it comes to real estate.Here’s a picture of how one is being used on a rider.Also, flyers, mailers, newsletters, other signs…
- #28 QR Codes used by a printer to make their open house more fun, exciting.. If people scanned the code o nthis sign, it took them to a landing page. There was logic on the page to randomly display a picture of a rockstar… kinda fun.(of course, when the men scanned a code and saw Courtney Love, and the ladies scanned a code and saw Elton John, their reactions were priceless!)
- #29 Here is one of my favorite examples. At the Rochester Jazz Festival, people could scan these huge QR Codes to download a guide to the festival on their smartphones.
- #31 Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
- #32 Here is an example of another type of interactive barcode…. ScanTag. In a case like this, people simply take a picture of the special code. They send it via text message, and then they receive additional information from the company via text.
- #40 Know Your AudienceThe One ThingHumanize Your BrandContent Resource & Distribution Strategy Measure Your Success
- #41 Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
- #42 What’s Your One Thing?What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign?Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
- #43 Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
- #45 Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
- #51 Here’s an example of you can truly put variable data to use for you.. By personalizing based on other data that you know.First , it starts with analyzing your data, and then visualizing your customers.
- #52 The inside of the booklet has a number of variable fields including
- #53 Go to the whiteboard and draw a sample data base, text record how data and inages acan be puled out.. Hand out the
- #54 1. Relevancy in Content: providing the right information in the right context 2. Relevancy in Contact: delivering this information to the right people 3. Relevancy in Channel: providing it to the right medium in the right format 4. Relevancy in Time: delivering this information when it is appropriate to meet the client’s needs