![Business Development to Drive Growth [Global Channel Partners Summit]](https://cdn.slidesharecdn.com/ss_thumbnails/lritarossidealerchannelpresfinal-121012141933-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
Integrating Marketing Innovation
- 1. Marketing Processes ThatDrive Results Curtis Roberts September, 2011
- 2. The Internet ChangedEverything 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 consumersresponding 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 andImprove 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-DynamicPush & 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 toFit Strategic Goals
- 8. Modern Day TouchPoint 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 DigitalMktg. 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 CampaignSolution 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 PracticeWeb 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 alignwith 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 CreatingCustomer 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 mycustomers? 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 mycustomers? 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 withemail 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 SocialMedia-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 SocialMedia…. 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 howmany but who…. Curtis Roberts Marketing A better path to sales.
- 25. How to improveresponse 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-Mailor 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 oflife… • 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 toRespondents 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 andAnalytics 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 SellingCampaign PURL: www.JohnDoe.LWCBanc.com Email: JohnSample@LWCbanc.com Curtis Roberts Password: XKDTA3 Marketing A better path to sales.
- 35. Pre-Event Multi TouchPromotion www.JohnSample.WineRewards.com/demo Curtis Roberts Marketing A better path to sales.
- 36. Helping you dodirect 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.