The document discusses cross-media marketing and provides an agenda for a marketing seminar on the topic. It includes examples of how different media like direct mail, email, personalized URLs, and SMS can be combined into an integrated marketing campaign. Case studies are presented and guidelines provided for developing a cross-media strategy and measuring results.

1. Our “How-To” Marketing Seminars Cross-Media Marketing Innovative Marketing Services That Deliver

2. Agenda for the Morning Introductions Marketing Industry Overview Key Advantages of Cross-Media Implementing Cross-Media Into Your Marketing Industry Case Studies Open Discussion, Any Questions, & Lunch

3. Teuteberg Profile Established in 1976 50+ Employees Headquartered in Wauwatosa, WI Sales Offices in Madison & Neenah, WI Chicago, IL & Minneapolis, MN Strengths Include: Technology Development with In-house Team Innovative Uses of Customer Data Turn-Key Marketing Solutions Speed & Flexibility Cost Effective Solutions

4. What’s New at Teuteberg Moved Into Our New Building State-of-the-Art Production Facility Open House this spring May 6 th , 2010

5. Who’s Here? Industries & Verticals Non-profits Financial & Banking Franchise Groups Manufacturing Healthcare People & Positions Directors Managers Marketers Designers Purchasing Sales

6. Getting Started Who has been utilizing Cross-Media? Wants a better understanding about it? Help with ideas of where to start? Direction on implementing it?

7. Marketing Spend Source: Target Market Magazine

8. Source: Target Market Magazine

9. Customer Acquisition Source: Target Market Magazine

10. Customer Retention Source: Target Market Magazine

11. Things To Consider… The Three “R’s” Reach Relevancy Results

12. A Closer Look… Reach What type of demographic or area the marketing message is designed to hit How many channels will be used to deliver the marketing message The ability for one media source to lead to an additional touch-point within another

13. Marketing Mediums Source: XMPie

14. Marketing Mediums (cont.) Source: XMPie

15. A Closer Look… (cont) Relevancy Does the marketing message “match-up” to the target market Does the medium(s) used support the way the marketing message is delivered Is there an easy transition from one medium to the next

16. A Closer Look… (cont) 3. Results Within your tracking and analytics, are the response metrics inline with the strategy How do the metrics compare to any benchmarks set or control groups What is going to be the best platform moving forward within the marketing plan

17. Cross-Media Marketing Cross-Media is a direct marketing campaign that can be distributed and enhanced using a variety of different media platforms It refers to the linkage across different mediums, such as Direct Mail, Email, Purl’s, and SMS text messaging, to name a few

18. Why Cross-Media? It is both practical and cost-effective for firms of any size to conduct sophisticated 1:1 cross media marketing applications featuring highly personalized and relevant content The content can be delivered across any media including direct mail, email, web pages, and even from traditional advertising mediums (radio, tv, print ads, billboard, etc) The entire campaign can be tracked with detailed reporting that is available 24/7 and can include all facets of the campaign

19. Basic Understanding Personal Interaction Direct Mail Email Personal URL’s SMS Text Messaging Mass Marketing Radio TV / Websites Billboard Print Ad / Insert

20. Goals of Cross-Media Personal Interaction Keep It Going Mass Marketing Personal Interaction Keep It Going

21. Personalized URL’s Personalized URLs are unique, pre-generated URL’s for each recipient, whether in print or in email PURL’s take recipients to corresponding dynamically-generated landing pages that can be personalized based on a set data

22. Basic Flowchart

23. PURL’s Options General URL (GURL) Self-Registration PURL Allow one to utilize Mass-Marketing Channels Still allows for dynamic content after registration Secure PURL Password Protected PURL Recipient needs a set password for page access Allows for sensitive material to still be utilized

24. Quick Examples New Customer Acquisition Profile Your Customer List & Purchase List Direct Mail w/ PURL Answer Survey for Sweepstakes Entry List of Pre-Qualified New Prospects

25. Quick Examples (cont) 2. Referral Program Leverage existing customers for referrals Direct Mail or Email w/ PURL (and/or GURL) Gain referrals name & email Sent automated email to referral w/ PURL Collect additional information from referral Collect Pre- Qualified Lead

26. SMS Text Messaging Emerging Technology Short Message Service (SMS) 74% of all mobile user have SMS capabilities* SmartPhones will allow for growth iPhone, Blackberry, Droid, Palm, etc *Source: Wikipedia

27. Advantages of SMS Fast Delivery Speed & Read Rates Delivery is near instant Average text is read in less than 15 minutes Enhancement of SmartPhones Phone & Weblinks are created & highlighted Immediate ability to call number given Ability to click link to launch web browser

28. SMS Opt-In Marketing MMA (Mobile Marketing Association) Similar rules & regulations as email marketing Need to show proof of recipient opt-in Need to have Unsubscribe & Help functions For more info, visit www.mmaglobal.com

29. SMS Opt-Ins Opt-In Possibilities Use of Shortcodes & Keywords Shortcode “91011” / Keyword “TIRSVP” On Personal URL’s Via website collection forms Through Verbal or Hand-Written Comm.

30. Live Demo Try it for yourself… Text Keyword “TIRSVP” to Shortcode “91011”

31. SMS Applications Reminders, Offers, Updates Jostens Case Study Black Oak Casino Case Study Use in conjunction with Mass-Marketing Print Ads, Inserts, Billboard, Radio, TV Adds a trackable dimension to your marketing

32. If You Can Dream It… NASCAR at Las Vegas Motor Speedway

33. “How-To” Guideline Set Campaign Objectives & Strategy Determine How You Will Measure Results Flowchart Steps & Select Mediums Content Creation & Development Execute Campaign (Direct Marketing 101) Measure & Evaluate Results Learn & Refine Do more of what is working, less of what is not

34. Direct Marketing 101 Top Items To Build Your Strategy On List Who are the best people to target? Offer What is the “call-to-action”? Creative What will make it stand out? Medium(s) What is an effective way to reach your targets? Frequency What is the timeline for making multiple contacts? Testing What can you learn from your previous experiences?

35. “How-To” Guideline Set Campaign Objectives & Strategy Determine How You Will Measure Results Flowchart Steps & Select Mediums Content Creation & Development Execute Campaign (Maintain DM 101) Measure & Evaluate Results Learn & Refine Do more of what is working, less of what is not

36. Chicago-based Customer Background Manufacturing Company Powerful Cost Saving Report Maximizes exposure & justifies business relationship Limited Marketing Budget Only do the campaign once per year Very little knowledge on customers Very few valid email addresses Poor survey/questionnaire response

37. Current Process Direct Mail Only Send out to entire customer base

38. Cost Savings Report Specifcations 11” x 17” 4-color Fold & Insert into Envelope Mail as a Flat Survey with BRE Components Variable Graph based on previous years spend Variable data based on formulas & calculations Customer Survey Email Collection Request for Referral

39. Guidelines To Follow Objectives & Strategy Reduce/maintain overall cost of project Increase frequency to quarterly Allow for electronic access of the report Add additional emails to their database Increase survey response rates Increase referrals provided

40. Guidelines To Follow (cont) Measuring of Results Cost comparison to old way Will it allow for a quarterly mailing Reduce direct mail & replace with emails as collected Postage savings for initial mailer & BRE Survey response increase of “x”% Gain additional insight into their customers Up-sell / Cross-sell Referral increase of “x”% Drive new customers & additional revenue streams

41. Guidelines To Follow (cont) 3. Flowcharting & Medium Selection

42. Guidelines To Follow (cont) 6. Measure & Evaluate Results Cost comparison to old way Will it allow for a quarterly mailing Reduce direct mail & replace with emails as collected Postage savings for initial mailer & BRE Survey response increase of “x”% Gain additional insight into their customers Up-sell / Cross-sell Referral increase of “x”% Drive new customers & additional revenue streams

43. Boy Scouts of America Direct Mail w/ PURL: Donor Acquisition http://208.69.110.181/bsaproofing/landingMKE.aspx

44. Campaign Flowchart

45. Black Oak Casino Customer Newsletter w/ PURL Newsletter, PURL, Triggered Postcard & Email www.winboc.com/offer/andrewarvan5 Triggered Email Triggered Postcard Newsletter

46. Black Oak Casino Birthday Card w/ PURL http://www.winsatblackoak.com/oct/iguel.alvarez

47. http://www.referafamily.com/StTeuteberg123/ChadCarpenter

48. Referral Email http://www.referafamily.com/StTeuteberg123/update.aspx?rid=Chad2Carpenter2.570

49. Referral’s Information

50. THANK YOU!