This is my current strategic marketing communications slideshow presentation.

1. Marketing Processes That Drive Results
Curtis Roberts
September, 2011

2. The Internet Changed Everything
It changed the way
buyers buy,
and the way sellers sell.
It changed the role of
today’s promotions…
Curtis Roberts
Marketing A better path to sales.

3. Fact of life…
“78% of all people read their mail over
a trash can.”
-USPS/DMA Survey
Curtis Roberts
Marketing A better path to sales.

4. 66% of consumers responding to an
offline advertisement visited the
web site of the company
advertised or a search engine to
learn more, while only 14% called a
phone number from the
advertisement, the survey says.
Source: Jupiter Research
Curtis Roberts
Marketing A better path to sales.

5. Track, Analyze and Improve Marketing ROI
Curtis Roberts
The goal of Cross Media is to connect your current promotional touch points
Marketing
with a robust relationship building and response measurement process. sales.
A better path to

6. Today’s Tactical Marcom-Dynamic Push & Pull
Real Time Interaction Conversion
Tactics The “Sale”
Outbound 24 x 7 x 365 Inbound
Attraction Engagement Engagement •
•Thank you •Trial
•Face to Face
• Direct Sales •Telephone • Welcome •Brand Loyalty
• Television •Social Media •Home Page • Abandon Cart •Clicks
• Magazines •SMS •SEO • Loyalty-Clubs •Buyer Data
• Newspaper •MMS •SMO • Reactivate •Dealer POS
• Radio •Blogs •Cookies • Event Promo
•Proposals
• Direct Mail •Referrals • Multi-Sponsor
• Pen Pals •1st Dollar
• Telemarketing • Local Visit
• In-store • Reviews •Cross Sell
• Sales Pres.
•Email Technology
• Email • Referrals •Multi-Buyers
• Mobile/QR Searches
• Mobile • Pre-Event •New Prospect
• Trans Promo Phone/Web
• PURL • Dynamic Web •Request Info
• Micro Sites •Like/Vote
•Webinar Etc…
Connecting old events with consumers’/retailers’ preferences.
Curtis Roberts
Marketing A better path to sales.

7. Design Campaigns to Fit Strategic Goals

8. Modern Day Touch Point Chart
MarComm Direct Email Trans Social Mobile Cross Retail Paid PR/
Tactics Mail Promo Media SMS Media POP Adv. Event
Timing Monthly Weekly Monthly On-Going Weekly Qtr. Daily Qtr. Bi-
Annual
TP Existing Cust. Med-High Low-Med Lo.-Med Med. Med High Med Low Med
Conversion
TP New Cust. Lo.-Med Med.-Lo. Low Med. Low Med High High High
Conversion
Purpose/Goal Direct/RFM Segment Cross/Up Brand Segment Data Retail TOM Public
Sales ROI Sell ROI Relations ROI LTV/ROI ROI Traffic Image
Investment Expensive Low Med Low/Hi Med. Med. High High High
(Human/Financial) Human
Personalized High Med Med High High High Lo Lo Med.
Potential
Opportunity Mail Consistent Lo. Cost Reach Interact Personal Traffic Image Image
Moment Contact Delivery Unique Reach Measure Driver Cover 1x Sale
Challenge Declining Delivery Time to Convert Delivery Tactics Store Data Freq.
RRs% Lo. RR% Read Timing Only ROI Traffic
Winbook’s Full Full Full Dynamic Tactical Full Prod. Web RSVP
Capabilities Service Service Service Pages Delivery Service Fullfill Resp. Print

9. Modern Day Digital Mktg. Management
Supply Chain
Front End Network
Strategy, Design & Layout
Connectivity
Rules & Logic
Data
Operations & Mktg. Delivery
API Production Servers
Customers & WinSource
Remote Employees PMS Store Front,
Warehouse, Distribution
& Procurement Platform
Curtis Roberts
Marketing A better path to sales.

10. Integrated Marketing Campaign Solution
Database
5 Sales &
Marketing
Direct Sales Call 1
Postcard & Email Campaign
Ed just
4 – Mass-media
visited your
ca
Alerts To Sales
Customized 2
Thank You Pages
Emails or Letters Personalized URL
response channel
Responses
Saved in 3 www.JohnSmith.domain.com
Database
Personalized
Survey Page
Real-time Campaign With Info
Dashboard Filled In
Curtis Roberts
Marketing A path to better sales.

11. A Best Practice Web Analytics Process
Email
User
Interface
Web
Campaign Elements
Transaction • Template Direct Mail
History • Static Graphics
• Static Copy
Data
• Offers
Call Centerl
Reactive Channel
Browse/ Campaign Delivery
Survey Files Vendors
Data
Retail
Dynamic
Dynamic Content
Content Rules
Data Mobile
Engine
Curtis Roberts
Marketing A path to better sales.

12. How to align with today’s Marcom…
1. Reaching the right prospects: Who are your main
consumer segments? RFM Models/Personas
2. At the right time: Timing of tactical events?
3. In a method, the market understands: What touch
points to deliver your Unique “Why”?
4. Measuring Tactics: How do you determine success?
5. Managing Promotions and Delivery Costs:
What are your data base, promotions, fulfillment and
inventory goals, strategies and tactics?
Curtis Roberts
Marketing A path to better sales.

13. Leverage your demographics
Creating Customer Personas!
• What you know
about your target:
– David Scott
– Businessman David Scott
Operations Manager
– 38, married, 123 Highway, Suite 456
father Boston, MA 02111
– Has leased a SUV
3 years ago
– Loves outdoor
activities
Curtis Roberts
Marketing A better path to sales.

14. Dynamic Content Delivery: 1:1 Connection
Curtis Roberts
Marketing A better path to sales.

15. Demographic Overlays BTC
These demographic elements have been analyzed individually and the
results are presented in subsequent pages. Values/Ranges that constitute
at least 1% of your customer base are included in the tables, and those with
the penetration indexes of 120 or higher are highlighted. For demographic
attributes having more than 8 categories, only the top 8 categories will be
illustrated.
• Region • Gender • Mail Responsive Buyer
• SCF (3 Digit Zip Code) • Home Equity Available • Mail Responsive Donor
• AccuScore Zip4 Model • Home Ownership • Marital Status
• Adults in Household • Home Sale Price - Range • Median Home Value
• Age • Home Square Footage Range Networth
•
• Child Ages • Household Income • Number of Children Present
• Credit Card • Household Occupation Code • Equifax SuperNiche Group
• Direct Mail Responder • Household Type • Interests
• Dwelling Type • IPA Cluster Code • Prizm NE HH
• Ethnic Code • Length of Residence
Curtis Roberts
Marketing A better path to sales.

16. Who are my customers? BTC
Customers
Records Uploaded 86,145
Total Records Matched 53,553
Unique Records Matched 53,542
Match Rate 62%
Your customers are most highly concentrated in these demographic segments
Demographic Value/Range Percent
Region South Atlantic: DE, FL, GA, MD, NC, SC, VA, DC, & 100%
Home Ownership Definite owner 68%
IPA Cluster Code 0-24,999 66%
Dwelling Type Single 61%
Median Home Value $50K - $100K 60%
Gender Male 52%
Networth Less than $25,000 50%
Direct Mail Responder Double/Multiple 47%
Mail Responsive Buyer Multiple mail buyer 45%
Adults in Household One Adult 45%
Curtis Roberts
Marketing A better path to sales.

17. Demographic Overlays BTB
These demographic elements have been analyzed individually and the
results are presented in subsequent pages. Values/Ranges that constitute
at least 1% of your customer base are included in the tables, and those with
the penetration indexes of 120 or higher are highlighted. For demographic
attributes having more than 8 categories, only the top 8 categories will be
illustrated.
• Region • Location Type • SIC2 Code
• SCF (3 Digit Zip Code) • Minority Owned Business • SIC4 Code
• Annual Sales • Non-Profit Businesses • SOHO
• Biz Selects • Owner -Renter • Website URL Present
• Employees • Owner Gender • Years in Business
• Legal Status • SIC Division
Curtis Roberts
Marketing A better path to sales.

18. Who are my customers? BTB
Customers
Records Uploaded 33,169
Total Records Matched 29,950
Unique Records Matched 29,950
Match Rate 90%
Your customers are most highly concentrated in these demographic segments
Demographic Value/Range Percent
Non-Profit Businesses Profit 90%
Location Type Single Location 90%
Minority Owned Business Not Minority Owned 86%
Website URL Present Only records with available website url 75%
Biz Selects B2C 75%
SIC Division Retail Trade 72%
Annual Sales Under $500,000 59%
Owner Gender Male 54%
Employees 1 - 4 Employees 52%
Legal Status Corporation 39%
Curtis Roberts
Marketing A better path to sales.

19. Business addresses with email that are highly searchable…

20. Main SMM Take-Aways
1. The message and type of media used needs to match the intended
target audience.
2. The marketing objective and strategy needs to be defined and well
thought out.
3. Regardless of the type of media used, measurement metrics should
be used to determine effectiveness and value.
4. Social media is not necessarily a replacement of traditional media
channels, but rather a means in which to develop a closer
relationship to your customers. Unlike traditional media, web 2.0
& social media provides for a two-way communication channel that
empowers the users/customers in a manner that can directly
influence how vendors promote their products/services and how
they communicate their brand and messaging.
Curtis Roberts
Marketing A better path to sales.

21. Call-to-Action
Find out if your target audience (community) is communicating
through social media channels.
Gain an understanding of the various social media methods and decide
which method is right for you and your business.
Engage in the communication; respond in a positive manner that
demonstrates thought leadership.
Continually monitor the balance of your use of traditional and social
media methods to ensure that you are promoting your brand/message
but the most effective means.
Curtis Roberts
Marketing A better path to sales.

22. Looking at Social Media-Facebook
• Set-up pages, not profiles with Open Engagement on the wall
• Fans like your page because they want special offers
and likes your brand.
• Keep posts fresh, try different things (Video, Blogs, Questions)
• Facebook algorithm called EdgeRank that determines what
posts actually gets shown to whom
• Rankings based upon interactions (comments,shares,likes)/time
• Use targeted advertising instead of Promotional Posts
• The Wall is a place to build a sense of community, not promote
• Have call-to-action links and tab pages.
• Create engaging, shareable, remarkable content
Curtis Roberts
Marketing A better path to sales.

23. Impact on Social Media….
Using our PURL “snippets”:
• Track respondents coming to the campaign via the major social media
(Facebook, LinkedIn and Twitter)
• Know which respondents are responsible for the incoming traffic.
• Creates insight into “Top Influencers” in your mailing
Curtis Roberts
Marketing A better path to sales.

24. Not only how many but who….
Curtis Roberts
Marketing A better path to sales.

25. How to improve response rates?
• Step 1 - Basic Personalization –
Attract the interest of the reader
– (Personalization) – Design the email and mail
pieces as though it were sent only to the
addressee using specific reference to something
you already know about the individual.
– E.g. names, personal facts and graphics within the
piece
• Step 2 - Personalized URLs - Obtain a response
– (Purl) – Response channel that produced on the
delivery media and applied to emails that drives
the recipient to their personalized landing page.
Curtis Roberts
Marketing A better path to sales.

26. Direct Mail, E-Mail or Web Templates
Version Graphic
Static/Graphic
Each section of the
template can be defined
by two fields:
Content Type Content Matrix/Graphic
•Static
•Dynamic rule driven
•Content matrix
Dynamic Rule Driven
Field Type /Graphic
•Text Static/Graphic
•Graphic
Static/Text
Curtis Roberts
Marketing A better path to sales.

27. Using data wisely….
Basic Personalization
Generic Image
Generic URL Visit www.starcars.com to schedule a test drive
Leverage your data
Curtis Roberts
Marketing A better path to sales.

28. Another fact of life…
• Companies that utilize relevant graphics
and text can see a 2-5 x lift in response
rates
PODi – The Digital Printing Initiative
Curtis Roberts
Marketing A better path to sales.

29. Personalized URLs-Microsites
WWW.DaveScott.StarCars.com
• Engage respondent with
relevant content in
direct mail, including a
personalized URL
• Capture online response
• Continue “personal”
conversation online
• Generate highly qualified
leads
• Convert Leads through
all media channels
• Connect Landing Pages
with social media mktg.
Curtis Roberts
Marketing A better path to sales.

30. Automated Follow-up to Respondents
Customized content
delivered via email
keeps customers
active and engaged.
• Automatically triggered follow-up
email to each respondent
• Variable content determined by
survey responses
• Continued personalized
communication solidifies the
relationship
Curtis Roberts
Marketing A better path to sales.

31. Automated Lead Distribution
Carolyn
Sample just
responded
to your
campaign
Steve Salesperson,
Carolyn Sample just responded to
your campaign.
Contact information:
123 Anystreet, USA
(555)547-1234
Survey Results:
May I call you to discuss? Yes
 React immediately to leads
 Distributed via email or PDA/cell phone
 Less need for cold-calling
Curtis Roberts
Marketing A better path to sales.

32. Campaign Reporting and Analytics
 All visits and online
activities are tracked
 Reports to help “fine
tune” your marketing
 Automated data delivery
Curtis Roberts
Marketing A better path to sales.

33. Attract Interact React
Carolyn
Sample just
responded
to your
campaign
Curtis Roberts
Marketing A better path to sales.

34. Bank Cross Selling Campaign
PURL: www.JohnDoe.LWCBanc.com
Email: JohnSample@LWCbanc.com
Curtis Roberts Password: XKDTA3
Marketing A better path to sales.

35. Pre-Event Multi Touch Promotion
www.JohnSample.WineRewards.com/demo
Curtis Roberts
Marketing A better path to sales.

36. Helping you do direct mail better…
• Existing Winbrook Customer
• Challenged with Ineffective DM
• Winbrook Proposed Cross Media
• Created new channel for BTB leads
www.JohnSample.SunPowerPays.com/demo9
Curtis Roberts
Marketing A better path to sales.

37. Admissions Integrated Mktg. Campaign
• Could not measure or track mail
• Campaigns not generating leads
• Looking to capture student needs
• Most successful direct mail ever
• Site received 3.60% response
• 761 quality leads from one mailer
http://www.JohnSample.gowinbrook.com/demo1
Curtis Roberts
Marketing A better path to sales.

38. Actionable Information
http://CurtisRoberts.MyUSTAeastern.com/demo3
Curtis Roberts
Marketing A better path to sales.

39. Event Personalization & RSVP
• 1,200 bi-monthly mailer
• 50% Increase in RSVP
Attendance over last year
• Two variable versions
• Imbedded personalization
• The automated process managed RSVPs immediately.
• They had the best attendance of the events in recent years.
• Had a waiting list in a very tight 2008-2009 economy.
Curtis Roberts
Marketing A better path to sales.