How to Implement Integrated (pURL) Campaigns
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Presentation from the 2013 NPOA Spring Conference in New Orleans. Demonstrating how and why print service providers should consider implementing integrated campaigns as part of their service offerings
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How to Implement Integrated (pURL) Campaigns
- 1. PURLS –PURLS – What are They?What are They? And How Do We Implement Them?And How Do We Implement Them?
- 2. And why should we care?And why should we care?
- 3. Our Background & History with pURLs: •First began campaigns in 2006 – JFM Concepts •Purchased Mindfire license in 2008 •Initially, I was the primary producer of the campaigns •Staff of 11; no “true” HTML programmer •Implemented more campaigns the past two years than we have the previous 4.
- 4. What is a pURL?What is a pURL? Is it a cross mediaIs it a cross media campaign?campaign? Is it an integratedIs it an integrated marketing campaign?marketing campaign? Is it a multi-channelIs it a multi-channel marketing campaign?marketing campaign? Is it VDP?Is it VDP? Is it one-to-one marketing?Is it one-to-one marketing?
- 5. What is a pURL?What is a pURL?
- 6. What is a pURL?What is a pURL?
- 7. What is a pURL?What is a pURL?
- 8. What is a pURL?What is a pURL? A pURL is a personalized web page (or landing page) customized for the person visiting it. AND IT IS MUCH MORE! DATA is critical. Good data = better results. In-house data is generally outperforms purchased data. TRACK & MEASURE responses in real time.
- 9. How do we implement them?How do we implement them? Source: http://www.testdrivetools.com/integrated-marketing-solutions VDP Web
- 10. How do we implement them?How do we implement them? Crawl before you walkCrawl before you walk Try before you buyTry before you buy Internal educationInternal education Client educationClient education Longer sales cycleLonger sales cycle
- 11. How do we implement them?How do we implement them? Variable dataVariable data printingprinting
- 12. How do we implement them?How do we implement them? Determine the project Planning & Architecture Define objectives/goals Develop the scope Design Review & Approval Develop the creative & media strategy Create the Campaign Test, Review & Revise Produce & Execute Analysis Determine the project Planning & Architecture Define objectives/goals Develop the scope Design Review & Approval Develop the creative & media strategy Create the Campaign Test, Review & Revise Produce & Execute Analysis
- 13. How do we implement them?How do we implement them? Implementation is a slow process. Test drive products before purchasing. There is a learning curve – internally and for your clients as well. Database skills, VDP capabilities and minimal HTML skills are needed. Planning is critical. Test. Test. Test.
- 14. Why do we care?Why do we care? Real-time responseReal-time response notification!notification! Real-time responseReal-time response notification!notification!
- 15. Why do we care?Why do we care?
- 16. Why do we care?Why do we care?
- 17. Why do we care?Why do we care? Email 66 (42%) Direct Mail 93 (58%) Email 53% open rate Two week “shelf life”
- 18. Why do we care?Why do we care? Total records in database – 269 Total completed responses – 164 Response rate – 60.97% 74% of attendees responded 51% of non-attendees responded
- 19. Why do we care?Why do we care?
- 20. Why do we care?Why do we care? In other words, can this stuff be profitable?In other words, can this stuff be profitable? (95% said ‘Profits’ were most appealing!)(95% said ‘Profits’ were most appealing!) Selling Price Costs Design & Development $ 750.00 $ 550.00 Hosting Fee (3 months) $ 500.00 $ 237.00 Dashboard (3 Months) $ 350.00 URL Registration $ 100.00 $ 25.00 $ 1,700.00 $ 812.00 Postcard Printing $ 1,500.00 $ 975.00 $ 3,200.00 $ 1,787.00
- 21. Why do we care?Why do we care? Integrated campaigns are not a commodity –Integrated campaigns are not a commodity – few are doing them, and even fewer are doingfew are doing them, and even fewer are doing them well.them well. They open the doors to new industry verticalThey open the doors to new industry vertical markets – higher ed, non-profit, engineering,markets – higher ed, non-profit, engineering, restaurant & hospitality & more.restaurant & hospitality & more. Establishes your organization as forwardEstablishes your organization as forward thinking, thought leader & part of the marketingthinking, thought leader & part of the marketing environment.environment.
- 22. Why do we care?Why do we care? They give us the ability to TRACK & MEASURE results for our clients. We can use this information to help clients REPEAT successes and ELIMINATE failures. They can drive new business, including new PRINT business. They set us apart from the competition. Takes us out of the commodity business. They are PROFITABLE.
- 23. Thank you!Thank you! Questions?Questions? Paul Strack 501-590-6569 pstrack@customxm.com @pstrack Scan this code to request The slide deck.
Editor's Notes
- The Cross Media Workflow Planning Process Crawl before you Walk, Try before you buy Internal education Client education Project determination Planning & Architecture Define the objectives Develop the project scope Design Review and approval Develop creative and media strategy Create the campaign Test, review and revise Client approval Produce & execute Analysis
- The Cross Media Workflow Planning Process Crawl before you Walk, Try before you buy Internal education Client education Project determination Planning & Architecture Define the objectives Develop the project scope Design Review and approval Develop creative and media strategy Create the campaign Test, review and revise Client approval Produce & execute Analysis
- The Cross Media Workflow Planning Process Crawl before you Walk, Try before you buy Internal education Client education Project determination Planning & Architecture Define the objectives Develop the project scope Design Review and approval Develop creative and media strategy Create the campaign Test, review and revise Client approval Produce & execute Analysis
- The Cross Media Workflow Planning Process Crawl before you Walk, Try before you buy Internal education Client education Project determination Planning & Architecture Define the objectives Develop the project scope Design Review and approval Develop creative and media strategy Create the campaign Test, review and revise Client approval Produce & execute Analysis
- Lyon College example – concentration of applicants from Arkansas & TEXAS.
- This is the most pop ular approach for proposal creation and the following example is how it is presented to the marketer. Pricing includes ev erything but postage: The Proposed Integrated Marketing Campaign will include the following marketing touches: Includes: 5,000 Fully - Personalized Direct Mail Pieces • Personalized URL (Direct Mail) • Personalized QR Code (mobile) • Personalized Email (if data is available) Includes: Print production prep - for taking creative asset and preparing & fulfilling Cross Media Marketing Campaign Includes: Design, development and set - up of the ONLINE Integrated Marketing Campaign Includes: Cross Media Approach Leveraging e mail marketing Includes: Hosting of the campaign for 90 Days • Any visitor to their personal site will be tracked and measured Two Real - time Triggered emails • Prospects thank - you email will be sent to each visitor to the site form you so your information is c onveniently located in their email inbox • A real - time Sales Lead will be delivered to you with all information and interest level regarding the prospect visit to their personal site Includes: Marketing Dashboard for visit tracking, coupon downloads, manage ment, lead distribution and ROI analysis Campaign Results Review & Recommendations Summary • Includes: follow - up analysis of actual campaign results and next step follow - up recommendations for campaign closure We will discuss the above points in more deta il during your Executive Launch Program session. Summary Considerations: The key to successful high - value services pricing is creating the “must have” element and a complete understanding of the value you offer Assuming you have identified the key marke ting objectives and upcoming campaigns you have identified the results that the marketer seeks The campaign pricing you create will easily be embraced and approved if you have clearly defined how the marketer will achieve their objectives with you proposa l How do they win? Eliminate the pain and help them achieve their objectives! Conclusions: MindFireInc Partners that have implemented the Strategies and Tactics outlined in this presentation are achieving indust ry - leading results in all areas The proc ess requires a commitment by your company to flawlessly implement all areas of the program It will lead to new and more profitable business from all customers It provides long - term company benefits for revenue growth and improved gross margins This appr oach provides your company with an ongoing recurring revenue business model versus a commodity driven pricing model
- For me, after years of being a cost center for clients – an expense item – letterhead, printing, etc. Integrated campaigns offered me the opportunity to bring true value to my clients. I could generate revenues, increase donations, increase student enrollment, increase traffic to trade shows, and events. And prove that I did it.