Online Marketing for Sierra Commons Ignitor Fall 2016
Intro Membership Marketing GPS SomaStream Inc
1. SomaStream’s
Membership Marketing
GPS Intro
Leveraging the power of
prospect involvement
Thomas C. Selleck
Copyright 2012 SomaStream Inc. 1
2. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
2
Copyright 2012 SomaStream Inc.
3. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
3
Copyright 2012 SomaStream Inc.
4. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
4
Copyright 2012 SomaStream Inc.
5. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
5
Copyright 2012 SomaStream Inc.
6. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
6
Copyright 2012 SomaStream Inc.
7. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
7
Copyright 2012 SomaStream Inc.
8. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
8
Copyright 2012 SomaStream Inc.
9. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low. 9
Copyright 2012 SomaStream Inc.
10. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low. 10
Copyright 2012 SomaStream Inc.
11. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low. 11
Copyright 2012 SomaStream Inc.
12. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low. 12
Copyright 2012 SomaStream Inc.
13. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low. 13
Copyright 2012 SomaStream Inc.
14. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low. 14
Copyright 2012 SomaStream Inc.
15. Membership Marketing GPS
The overall problem is a
low commitment to
following the path.
Why?
The internet marketing process
is often too impersonal
and offers the prospect
no meaningful engagement.
15
Copyright 2012 SomaStream Inc.
16. Membership Marketing GPS
Overall a low commitment
to following this path.
Why?
The prospect is not personally involved
so there’s no commitment and that
means no sale.
16
Copyright 2012 SomaStream Inc.
18. Membership Marketing GPS
Ideal Internet Marketing Process
What if…
We could engage the prospect in a
personal conversation with a likable
salesperson?
18
Copyright 2012 SomaStream Inc.
19. Membership Marketing GPS
Ideal Internet Marketing Process
A likable salesperson who:
• Helps the prospect to evaluate his
or her needs
• Offers one-on-one guidance
• Provides involvement and reinforcement
• Proposes a highly targeted offer framed
to meet the prospect’s individual needs
• Need-fulfilling close
19
Copyright 2012 SomaStream Inc.
20. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
20
Copyright 2012 SomaStream Inc.
21. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
21
Copyright 2012 SomaStream Inc.
22. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
22
Copyright 2012 SomaStream Inc.
23. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
23
Copyright 2012 SomaStream Inc.
24. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
One possible solution is a “wizard”
based on an interactive database.
The prospect answers questions
or selects options in a sequential
process and the “wizard”
determines a targeted offer
24
Copyright 2012 SomaStream Inc.
25. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
One possible solution is a “wizard”
based on an interactive database.
The prospect answers questions
or selects options in a sequential
process and the “wizard”
determines a targeted offer
25
Copyright 2012 SomaStream Inc.
26. Membership Marketing GPS
Ideal Internet Marketing Process:
A new problem:
Programming for a wizard
can be complex and expensive
26
Copyright 2012 SomaStream Inc.
27. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
SomaStream’s Membership Marketing GP
is the easier & more efficient way
to provide highly personalized
experience with less effort and
much lower programming cost.
27
Copyright 2012 SomaStream Inc.
28. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
Internet Entrepreneurs have increased
conversion by 200% or more by
applying similar, but much less
sophisticated strategies to achieve
on-the-fly market segmentation and
personalized targeting.
28
Copyright 2012 SomaStream Inc.
33. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
The core strategy of on-the-fly market
segmentation has been proven highly
effective.
Now SomaStream’s Membership
Marketing GPS takes these strategies
and technologies to a higher level.
33
Copyright 2012 SomaStream Inc.
34. Membership Marketing GPS
SomaStream’s Membership Marketing GP
guides the prospect along an
interactive path of self-discovery:
• Leads prospects through a series of
engagements to a “destination” that
meets their specific needs
• Innovative way to filter your prospects
to a “personalized” offer
34
Copyright 2012 SomaStream Inc.
35. Membership Marketing GPS
SomaStream’s Membership Marketing GP
guides the prospect along an
interactive path of self-discovery:
• Leads prospects through a series of
engagements to a “destination” that
meets their specific needs
• Innovative way to filter your prospects
to a “personalized” offer
35
Copyright 2012 SomaStream Inc.
36. Membership Marketing GPS
SomaStream’s Membership Marketing GP
guides the prospect along an
interactive path of self-discovery:
• Leads prospects through a series of
engagements to a “destination” that
meets their specific needs
• Innovative way to filter your prospects
to a “personalized” offer
36
Copyright 2012 SomaStream Inc.
37. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
37
Copyright 2012 SomaStream Inc.
38. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
38
Copyright 2012 SomaStream Inc.
39. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
39
Copyright 2012 SomaStream Inc.
40. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
40
Copyright 2012 SomaStream Inc.
41. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
41
Copyright 2012 SomaStream Inc.
42. Membership Marketing GPS
The result is an increase in the
prospect’s involvement … and a
corresponding increase in
conversion.
Continue on to Part 2 to explore
why this happens, what it has to do
with P.T. Barnum, and to see how
this strategy can be implemented.
42
Copyright 2012 SomaStream Inc.
44. Membership Marketing GPS
1. Engages persuasive principle of
consistency – reminds prospects
of their own desires/fears
2. Re-frames the prospect’s needs
in terms of your solutions
44
Copyright 2012 SomaStream Inc.
45. Membership Marketing GPS
1. Engages persuasive principle of
consistency – reminds prospects
of their own desires/fears
2. Re-frames the prospect’s needs
in terms of your solutions
45
Copyright 2012 SomaStream Inc.
46. Membership Marketing GPS
3. Applies the powerful
psychological principles of
the Zeigarnik Effect and
the Barnum Effect
The Zeigarnik Effect applies to
sequential tasks begun by a subject,
such as a series of exercises or
questions
• Ensures involvement
• Induces commitment to task
completion 46
Copyright 2012 SomaStream Inc.
47. Membership Marketing GPS
Zeigarnik Effect
Bluma Zeigarnik, Russian Psychologist
The Zeigarnik Effect applies to sequential
tasks begun by a subject, such as a series of
exercises or questions
• Easy 1st step ensures involvement
Induces commitment to task
completion
• Increases interest in outcome
47
Copyright 2012 SomaStream Inc.
48. Membership Marketing GPS
Zeigarnik Effect
Bluma Zeigarnik, Russian Psychologist
The Zeigarnik Effect applies to sequential
tasks begun by a subject, such as a series of
exercises or questions
• Easy 1st step ensures involvement
Induces commitment to task
completion
• Increases interest in outcome
48
Copyright 2012 SomaStream Inc.
49. Membership Marketing GPS
Zeigarnik Effect
Bluma Zeigarnik, Russian Psychologist
The Zeigarnik Effect applies to sequential
tasks begun by a subject, such as a series of
exercises or questions
• Easy 1st step ensures involvement
• Induces commitment to task
completion
• Increases interest in outcome
49
Copyright 2012 SomaStream Inc.
50. Membership Marketing GPS
Zeigarnik Effect
Bluma Zeigarnik, Russian Psychologist
The Zeigarnik Effect applies to sequential
tasks begun by a subject, such as a series of
exercises or questions
• Easy 1st step ensures involvement
• Induces commitment to task
completion
• Increases interest in outcome
http://www.psychwiki.com/wiki/Zeigarnik_Effect
50
Copyright 2012 SomaStream Inc.
51. Membership Marketing GPS
Uses the Barnum Effect
(Or “Forer Effect”)
P.T. Barnum
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and credible
51
Copyright 2012 SomaStream Inc.
52. Membership Marketing GPS
Uses the Barnum Effect
(Or “Forer Effect”)
P.T. Barnum
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and credible
52
Copyright 2012 SomaStream Inc.
53. Membership Marketing GPS
Uses the Barnum Effect
(Or “Forer Effect”)
P.T. Barnum
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and credible
53
Copyright 2012 SomaStream Inc.
54. Membership Marketing GPS
Uses the Barnum Effect
(Or “Forer Effect”)
P.T. Barnum
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and credible
54
Copyright 2012 SomaStream Inc.
55. Membership Marketing GPS
Barnum Effect
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
55
Copyright 2012 SomaStream Inc.
56. Membership Marketing GPS
Barnum Effect
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
56
Copyright 2012 SomaStream Inc.
57. Membership Marketing GPS
Barnum Effect
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
57
Copyright 2012 SomaStream Inc.
58. Membership Marketing GPS
Barnum Effect
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
58
Copyright 2012 SomaStream Inc.
59. Membership Marketing GPS
Barnum Effect
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
59
Copyright 2012 SomaStream Inc.
http://www.skepdic.com/barnum.html
60. Membership Marketing GPS
Bertram R. Forer, Ph.D. scientifically
demonstrated the power of this
phenomenon:
Identical “personality profiles” containing only
generalizations were presented as both
customized and prepared by an expert.
Subjects of distinctly different psychographic
profiles interpreted these as 84% accurate.
This research has been replicated 100s of times!
60
Copyright 2012 SomaStream Inc.
61. Membership Marketing GPS
Bertram R. Forer, Ph.D. scientifically
demonstrated the power of this
phenomenon:
Identical “personality profiles” containing only
generalizations were presented as both
customized and prepared by an expert.
Subjects of distinctly different psychographic
profiles interpreted these as 84% accurate.
This research has been replicated 100s of times!
61
Copyright 2012 SomaStream Inc.
62. Membership Marketing GPS
Bertram R. Forer, Ph.D. scientifically
demonstrated the power of this
phenomenon:
Identical “personality profiles” containing only
generalizations were presented as both
customized and prepared by an expert.
Subjects of distinctly different psychographic
profiles interpreted these as 84% accurate.
This research has been replicated 100s of times!
62
Copyright 2012 SomaStream Inc.
63. Membership Marketing GPS
Bertram R. Forer, Ph.D. scientifically
demonstrated the power of this
phenomenon:
Identical “personality profiles” containing only
generalizations were presented as both
customized and prepared by an expert.
Subjects of distinctly different psychographic
profiles interpreted these as 84% accurate.
This research has been replicated 100s of times!
http://skepdic.com/forer.html
63
Copyright 2012 SomaStream Inc.
64. Membership Marketing GPS
What does this mean for you as a
marketer?
• An easy way to filter & direct general
visitor traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
64
Copyright 2012 SomaStream Inc.
65. Membership Marketing GPS
What does this mean for you as a
marketer?
• An easy way to filter & direct general
visitor traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
65
Copyright 2012 SomaStream Inc.
66. Membership Marketing GPS
What does this mean for you as a
marketer?
• An easy way to filter & direct general
visitor traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
66
Copyright 2012 SomaStream Inc.
67. Membership Marketing GPS
What does this mean for you as a
marketer?
• An easy way to filter & direct general
visitor traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
67
Copyright 2012 SomaStream Inc.
68. Membership Marketing GPS
Integrated into SomaStream’s
Membership Marketing GPS system is
the skill and experience of its developer.
Seasoned Direct Response Creator
+
Thomas C. Selleck provides:
– Strategic insight
– Powerful campaign design
– Compelling copy
– Innovative implementation
All to serve your marketing success!
68
Copyright 2012 SomaStream Inc.
69. Membership Marketing GPS
All this makes much more sense once
you see an example of the process.
I invite you to view a demo of the
Membership Marketing GPS –
call or email me for access.
Thanks for your interest!
Thomas. C. Selleck
Thomas@MembershipMarketer.com
203.903.1008
69
Copyright 2012 SomaStream Inc.
