COG Inc., Inspired Communication
The document discusses how marketing is evolving from traditional one-way broadcast media to more dynamic two-way conversations across various channels using data. It emphasizes that effective modern marketing involves engaging customers through relevant conversations using different media like print, email, social media and mobile. It also stresses that capturing customer data and using customer relationship management systems is important to drive personalized and emotional conversations with customers.
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COG Inc., Inspired Communication
- 1. inspiring change…through communicationBy:Tyson HigginbothamDirector of Strategic Marketing, Cog Inc.,
- 2. EACH COG SOLUTIONPLAYS A SMALL PART IN THE BIG JOB OF GROWING YOUR BUSINESS
- 3. CORE COMPETENCIESMarketing StrategyDevelopment
- 4. Creative Design andCopywriting
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- 12. Social Messagingand more!WebDevelopment & Hosting
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- 14. Web, Sheetfed &Digital Printing
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- 17. Data AnalyticsProducts &Programs (COG)= SolutionsSports Marketing
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- 23. EducationCROSS CHANNEL MINISUMMITDIRECT MAIL PRINT
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- 26. CUSTOMER RELATIONSHIP MANAGMENTMARKETINGIS EVOLVING
- 27. THE CHANGEHow thepopulation consumes media and interacts with the brandsExpect the unexpected…
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- 29. Effective Marketing todayhas evolved into brand “conversations”
- 30. “conversations” that areconducted 24/7 in person, print, email, digital, forums, on blogs, social networks, and in mobile devices.Joel Book: Exact Target
- 31. CONVERSATION RELEVANCEDEPENDS ONDATA CAPTURE
- 32. The Customer RelationshipManagement System (CRM) is the data warehouse that drives the emotional “conversation” Communication based on Emotional Interests
- 33. The mix ofmedia channels has shifted from a one-way broadcast model to a set of dynamic two way media forumsSource: Booz Allen HamiltonHD Marketing 2010: Sharpening the Conversation
- 34. WHERE WE HAVECOME FROM?Broadcast MediaTelevision
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- 38. PrintWHERE WE AREGOINGDirect Relevant MediaVDP (Variable Data Print)
- 39. SMS (ShortMessage Service)
- 40. VDE (VariableData Email)
- 41. PURL (Personal UniformResource Locator)
- 42. CRM (Customer RelationshipManagement)THE DIGITAL EVOLUTION IS HERE! PRINTDigital VDP is breathing new life into Printed Mail
- 43. 98% of USCitizens receive Postal MailDIRECT MAIL IS THE WORKHORSE FOR LEAD GENERATIONStudy from: Pew Internet and American Life Project 2009
- 44. PRINT EVOLUTIONCreating aconversation involves engagement with relevant printed material
- 45. The strongest formof lead generation campaigns is Direct Mail
- 46. Use VDP DirectMail to start a “conversation”
- 47. Make your mailwork 4x to 5x harder
- 48. Print less andget more
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- 56. THE DIGITAL EVOLUTIONISHERE! EMAIL90% of US internet users have gone online and sent or read email
- 57. 57% do thisas part of a typical day
- 58. 1.4 billion emailusers in 2009, expected to rise to 1.9 billion by 2013
- 59. 247 billion emailswere sent each day in 2009Study from: Pew Internet and American Life Project 2009
- 60. EMAILEVOLUTIONEmail is avery effective tool to further the brand “conversation” BUT…
- 61. Challenges exist incapturing email data
- 62. Lists are easilyavailable but often very costly and out-dated!EMAIL EVOLUTIONMake your email speak!
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- 65. 83% of consumerswant more control of what email content they receiveUse email to further your “conversation”
- 70. THE DIGITAL EVOLUTIONISHERE! SOCIAL/MOBILE50 million US internet users are active in social networks
- 71. Social networks aregrowing 30% each year
- 72. More subscribers arechoosing mobile communication option
- 73. Mobile communications areleading the industry in direct responseUSC “the digital future”
- 74. THE DIGITAL EVOLUTIONISHERE! PERSONAL URLThe funnel to which all digital tracking is possible
- 75. Know how consumersare engaging with your brand
- 76. Learn what MarketingChannel is the most effective PERSONAL URLCreating a personal space for each end user to engage with your brand allows 2 things:
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- 78. Capture of datato grow a relevant “conversation”
- 80. PERSONAL URLThe PURLallows the brand to conduct a two-way “conversation”Capture date to feed the CRM
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- 82. CROSS CHANNEL FLOWCHART
- 83. YOU CAN’T MANAGEWHAT YOU DON’T MEASUREWHO got the message
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- 94. SOCIAL MEDIA GROWTHBycreating a 2-way conversation that allows the brand to speak to its consumers, they soon become “brand advocates” and the social forward is bornMEDIA IS THE “NEW CREATIVE”Message distribution is now even more important than creative execution
- 95. MARKETING TODAY ISA 24/7 CONVERSATIONIs your Brand ready to communicate?CENTRAL OHIO GRAPHICSinspiring change…through communicationExcerpts from presentation created by: Joel Book and Exact Target
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- 113. It Takes MoreThan A Webmaster To Master The Web
- 114. You Can’t ManageWhat You Don’t MeasureWHO got the message
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- 126. When value exceedsprice a deal is made
- 127. Membership Investment$14,900FIRST YEAR$690PER MONTHTHEREAFTER
- 128. Benefits & AdvantagesImmediatecreditability as a one2one marketing expert
- 129. Expanded Profit Centriccapabilities
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- 131. Onsite client launchand brainstorming sessions
- 132. Client engagement training…continuedOnlinesales presentations
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- 134. Proprietary 7-touch follow-upand retention protocols
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- 136. Turn-key new clientacquisition programs
- 137. Expanded capabilities andrevenue streams without the traditional investment“Dollars & Sense”Alliance executed servicesNew and expanded business generated from Alliance “Team Sell” engagement15% to 30% profit pass-back to MemberFlexible client invoicing business rulesMember executed services
- 138. New and expandedbusiness generated from Alliance “Team Sell” engagement
- 139. 10% net revenuefirst year
- 140. 7% netrevenue subsequent yearsSample Campaign Alliance Cost InvoiceCreative $5,000 $7,000Data $1,000 $1,500Website Creation $10,000 $14,000Printing $1,000 $10,000eMail $1,000 $1,200Total $17,000 $33,700 Net Profit $ 16,700
Editor's Notes
- #8 Digital print technologies have created a marketing revolution. A window of opportunity has opened.
- #11 Impressed? Wait, there’s more. Along with a full array of print capabilities, caging and sophisticated Web-to-Print solutions –Alliance/Members are able to unleash the power of integrated cross-media communications. Through established strategic partnerships with multiple ISP providers, each with their own core competencies, Members are able to offer their Clients everything from traditional website development to sophisticated Showcase, Auction, Survey and Personalized U-RLs. And most important, real-time customized online reporting.The Direct Marketing Alliance is truly a “Single Source Solution.” In fact, our objective is to be the eyes and ears of our Members. We are on the constant look-out for new and innovative programs that will enhance the Alliance’s services and expand the capabilities offered by Members to their Clients.
- #14 Utilizing a CRM system with your campaigns allows you to communicate on a level of emotional interests rather than just historical buying habits!
- #24 EBay is another example of web 2.0. It is entirely user controlled. You may asking yourself, what does ebay have to do with direct marketing – everything. They are databases collecting customer information and buyer propensities. By tapping into this data, we were able to create one of the most robust one2one marketing programs in the industry.This program represents over 20,000 possible variations that link directly to eBay’s live auctions. As you know there are many many auctions and at any given moment the auctions are changing.Truly, the possibilities are limitless.
- #25 If you have been active on eBay you may have received this piece in the mail recently. This is a great example of synergizing with a company’s data and their agency, Haggin Marketing, to produce a powerful and effective integrated cross media communication program. Haggin produced the art, and we handled the programming, including personalization and segmentation of eBay’s live data.
- #26 There are 9 primary versions featuring 12 sellers that represent the buying habits of the recipient. Incidentally, each P-URL highlights 72 sellers – ranked by their relevance to the individual. Included in the eBay program is the measuring of responses to the P-URL both with and without a coupon incentives.
- #27 This is how our programmers see the mail piece. Each box represents a variable element that is determined by that individual’s bidding and purchasing habits.
- #29 Email is one of the most effective tools for creating a relevant conversation, but if done in the wrong way, it can also lose brand loyalty as quickly has it gains it.Common Mistakes:Blast email- Newsletter (impersonal and irrelevant)Over serve communication (because it is affordable don’t over deliver----less is really moreStatic communication – (delivering dry un-engaging email will increase the drop in opens and opt-outs)
- #32 The goal is to get the email delivered with an engaging interactive message that related directly to the recipient. Offer larger more visual links buttons to allow for a 2 way conversation on what they would like to see from the brand in future engagements.Allow them to lead the conversation IMPORTANT: Make sure your conversation is timely, but not overkill.
- #33 The goal is to get the email delivered with an engaging interactive message that related directly to the recipient. Offer larger more visual links buttons to allow for a 2 way conversation on what they would like to see from the brand in future engagements.Allow them to lead the conversation IMPORTANT: Make sure your conversation is timely, but not overkill.
- #36 Gone are the days of CTR’s OpensPage views and time on siteBrands now need to know when individuals engage with the brand. What they looked at when they were engaged, and what they are interested in while they were engaged.It is no longer important to share numbers of people that engage with the brand but now it is important to know the number of times a single person engages with the brand.
- #37 Gone are the days of CTR’s OpensPage views and time on siteBrands now need to know when individuals engage with the brand. What they looked at when they were engaged, and what they are interested in while they were engaged.It is no longer important to share numbers of people that engage with the brand but now it is important to know the number of times a person engages.
- #38 Gone are the days of CTR’s OpensPage views and time on siteBrands now need to know when individuals engage with the brand. What they looked at when they were engaged, and what they are interested in while they were engaged.It is no longer important to share numbers of people that engage with the brand but now it is important to know the number of times a person engages.
- #40 By capturing the data of the each engagement with the end user, the Brand is now able to begin offering response communications that speak directly to the end user.It allows for a personal experience for each person that engages with the brand.
- #41 By capturing the data of the each engagement with the end user, the Brand is now able to begin offering response communications that speak directly to the end user.It allows for a personal experience for each person that engages with the brand.
- #46 Conversations: Savvy marketers are utilizing these organic conversations to build brand awareness, learn more about how the consumers want to engage the brand, and offering to insent to forward the brand and experience to networks of like minded people.If you have 4 different end users, each of these end users will engage and interact with the brand in their own separate/different ways, and they can represent a much larger group of similar minded engagments.
- #57 The campaign for Prudential was created around things that were too late. You’ll never catch a ride on the SST Concord. The last flight was November 25, 2002. You’ll never hear Elvis Presley perform live. His last live performance was in Indianapolis on June 26, 1977. But it’s not to late to work with the Fine Homes Specialists at Prudential Transact Realty.
- #58 The Personal URL was designed to be an interactive survey where we could capture important information that was provided to the agents. The business included an automatic rotation feature so as to distribute the leads in rotation to participating agents.(Note: Click on the hyperlink after setting up to purpose)
- #61 You Tube has more video than all 3 major networks combined. Think of You Tube as a movement. A movement that has empowered the public to not only dictate what they want, when they want it, but to contribute. The true power of today’s internet is interactivity – users now have ownership.Your Tube is a work of many people, all connected, all seeking something better.
- #62 One of my favorite Microsites is the one we did for the Miami Dolphins.
- #63 Our task was to increase ticket sales. To ensure that our piece got opened we utilized hyper-graphic personalization, both in the mail piece and on the Microsite. On the mail piece we printed the recipient’s name on the back of the football jersey. Let me show how we handled personalization on the site…(Note: Click hyperlink.)Wasn’t that remarkable…
- #65 Live piece. Back personalized with the recipient’s family name.
- #66 5 versions were developed. Recipient received the version most relevant to their lifestyle and interests.Each mail piece included a Personal URL.
- #67 The Personal URL was originally designed as a simple tracking device. It was created to measure response rates and identify hand-raisers. Over time and with experience, we have seen the development of the Personal URL. Today we can break up the Personal URL into 3 categories…
- #72 It all comes down to “When value exceeds price, a deal is made.”Think about it: Immediate credibility as an expert in one2one marketing
- #73 Listen, there’s lots of ways you can spend your money in today’s economy. Some good. Some bad. But there is no better investment than garnering measurable results. We don’t have all the answers, but what we can do with a great degree of certainty is tell you what’s working and what’s not. It’s more important than ever to take the blinders off. Give your clients the tools they need to make wise marketing decisions. Be their trusted advisor. (Note: Long pause…)Any questions?
- #74 Membership in the Alliance truly does have its advantages. Not only do we provide the intellectual resources necessary for immediate credibility as a one2one marketing expert, we transition your sales organization by working closely in a “Team Sell” environment throughout the entire sales process. And once we have closed the opportunity, the Alliance fills the capabilities void.Quite frankly, many of our members refer to the Alliance’s Benefits & Advantages as their customized Economic Stimulus Package. And as we all know, with the challenges of our economy that assistance is necessary.
- #75 (Note: Just go through the items)