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Multi Touch Marketing Presentation Slide Show
- 2. Trends of Internet Usage Trends of Internet Sales
- 3. Trends… 65% of US population will have internet access in 2005 78% - 80% of US population will have internet access in 2010 An effective website is essential for your future success Statistics From: US Department of Commerce, Nielsen/Net Ratings, Pew Internet and American Life Research Project: National Survey
- 4. Trends… 2004 expected US web transactions of all kinds...$33.0 B (7% of US GDP) 2010 expected US web transaction of all kinds...$313 B The internet is an established force in your market and growing Statistics from: American Banker Inc., Business & Company Resource Center
- 5. Internet Sales 75% of Internet users buy online 25% - 50% of all online purchase were personal consumables Internet use is an integral part of American life and commerce Statistics from: National Survey: Ernst & Young, 2002
- 6. Internet shopping is established and growing because... Online shopping is • convenient • easy to gather information • results in more options with less hassle • reduces travel • puts the customer in control
- 8. Branding The public’s recall of the touch points about your photography
- 9. MTM builds your brand MTM exposes prospects and customers to multiple touch points • Direct Mail • Email • Displays • Networking • Publicity • Studio visits • Ambassadors • Packaging & more! • Telemarketing
- 10. The greater the number of Clear, concise, inviting messages Builds… • consistent impression • relationship with the customer • brand loyalty • response rates…more sessions • more sales
- 11. MTM is about… How the customer wants to: • get information • more choices • establish a relationship • save time • buy
- 12. Multi-touch Marketing WORKS!
- 13. Home Depot: “You can do it. We can help.” • messages from speakers in the store • TV ads • direct mail pieces • flyers • bills • statements • Email • Website
- 14. Best Buy / Circuit City: • 11% of customers purchase items online • 61% of online purchasers do so to avoid store shopping • 44% of the online customers spend more than the average customer
- 15. Storehouse Atlanta based full line furniture store Founded in 1969… 16 page catalogue (New Zealand Marketing Magazine, May 2003) • 2003: 72 page catalogue • 2003: 15% of total gross sales was via catalogue / website • 66% of website customers sited convenience as reason for their purchase.
- 16. Gobble New Zealand food deliver service start-up • Target...busy urban professional • Worked with an ad agency to develop brand style • Opened • within 10 days business projections expanded 3 times • within 30 days kitchen staff expanded 16-28, c/sale $ • delivery area expanded, expenses increased • menu items decreased, expenses decreased
- 17. Gobble New Zealand food deliver service start-up • Channels: • Call center, website, e-mail, direct mail, fax, ads Conclusion: Website is vital for establishing name recognition and establishing brand loyalty
- 18. • Preparing to launch a new wireless Internet service...planned to test with 400+ market prospects • Weekly e-mail updates informed all prospects of the test progress requested referral to other clients • Weekly e-mail delivered an on-line survey to all prospects
- 19. • Results: • After 4 months many trial customers had signed up...switched ISP • Developed a database of customer leads greater than original 400+ prospects • Channels: Telemarketing, Survey Information, Website, E-mail Conclusion: E-mail communication is both cost effective and accurate with very different clients E-mail can be automated and personalized
- 20. Email Use • 96.6% Internet users have email services (PIALRP) • 94% of wired seniors send or receive emails (PIALRP) • 91% of all Internet users send or receive emails within the last 30 days (PIALRP, March 2004)
- 21. Email Subscribers: Email subscribers spend 33% more than non-email subscribers • Email • Non-email subscribers, on subscribers average, receive receive 12.6 16.4 permission permission based emails / based emails / day day • Email • Non email subscribers, on subscribers average, open open 50% 57% permission permission based email based emails
- 22. Email Marketing Statistics from: (National Survey: Quris, Inc., September 2003)
- 23. Email Marketing Statistics from: (National Survey: Quris, Inc., September 2003)
- 24. Principles of MTM • Brand - look, feel, must be consistent across all communication channels • Email – personalized, predictable, relevant • Email has developed Proven Techniques • Subject Lines • “To” and “From” headings • Brief, clear, direct email format • Call to action • Privacy Policy clearly stated
- 25. Principles of MTM • Provide automated personalized acknowledgement of initial response • Timing of each communication channel is vital • Offer something valuable and unique with each channel • Use a good Opt-in email list and build an in-house email client file
- 26. Increasing ROI of Marketing Expenditures… •Target Your Channels to Targeted Prospects •Target Your Touches to Targeted Prospects
- 27. Increasing ROI of Marketing Expenditures… •Target Your Channels to Targeted Prospects •Target Your Touches to Targeted Prospects Select your preferred customer demographics • Consumer with incomes > $50,000 • Cosumers with children, ages 0-14 years
- 28. Increasing ROI of Marketing Expenditures… •Target Your Channels to Targeted Prospects •Target Your Touches to Targeted Prospects •Select your preferred customer demographics Select ZIP Codes for direct mail and email speculation • HHs with incomes > $50,000 • HHs with children, ages 0-14 Selection is not a precise definition, but is a best available market estimate.
- 30. Increasing ROI of Marketing Expenditures… •Target Your Channels to Targeted Prospects •Target Your Touches to Targeted Prospects •Select your preferred customer demographics •Select ZIP Codes for direct mail and email speculation Optimize your website • Search Engine friendly • Email address capabilities • Opt-in • Privacy policy clearly stated • Opt-out • Subscription offer… to receive notices of future specials to receive newsletter
- 31. Increasing ROI of Marketing Expenditures… •Target Your Channels to Targeted Prospects •Target Your Touches to Targeted Prospects •Select your preferred customer demographics •Select ZIP Codes for direct mail and email speculation • Optimize your website Use an Opt-in Email list which can be selected by: • preferred ZIP codes • preferred demographics
- 32. Increasing ROI of Marketing Expenditures… •Target Your Channels to Targeted Prospects •Target Your Touches to Targeted Prospects •Select your preferred customer demographics •Select ZIP Codes for direct mail and email speculation • Optimize your website • Use an Opt-in Email list Research your email list options • Questions to ask when researching list • Type of permission used in formulating the list? • When was the last update…names current? • How often is the list mailed…weekly, monthly? • Who is using the list? • Who has tested the list and then rolled out a campaign? • Can my mailing be personalized…first name? • Charges…total list or CPA, Cost per Action? • May I attach my signature file to my mailing?
- 33. Increasing ROI of Marketing Expenditures… •Target Your Channels to Targeted Prospects •Target Your Touches to Targeted Prospects •Select your preferred customer demographics •Select ZIP Codes for direct mail and email speculation • Optimize your website • Use an Opt-in Email list • Research your email list options Evaluate possible ROI with your studio metrics • Cost of email list to targeted prospects • Good, better, best response rates with your metrics
- 34. Increasing ROI of Marketing Expenditures… •Target Your Channels to Targeted Prospects •Target Your Touches to Targeted Prospects •Select your preferred customer demographics •Select ZIP Codes for direct mail and email speculation • Optimize your website • Use an Opt-in Email list • Research your email list options Evaluate possible ROI with your studio metrics EXAMPLE: 15,000 email prospects 10% click through response rate = 1,500 5% conversion rate = 75 customers Minimum sales/client = $150 Minimum gross sales = $11,250 1,500 email prospects with targeted demographics 1,500 new snail mail prospects
- 35. Design a Multi-Touch promotion campaign for 4th or 1st quarter Include all channels of communication • email to targeted prospects and client file • direct mail to targeted prospects and client file • telemarketing to direct mail prospects • referral from an in-studio visit / consultation
- 36. Design a Multi-Touch promotion campaign for 4th or 1st quarter •Include all channels of communications Include special offer of value for each target segment… • email prospects… their choice of appointments if they vote by a certain date (call to action) • direct mail prospects… gift certificates for complete on- location session fee • direct mail customers… 50% off session fee • referral prospect… free desk size canvas of their choice
- 37. Design a Multi-Touch promotion campaign for 4th or 1st quarter •Include all channels of communications • Include special offer of value for each target segment Each channel of communication follows the preceding within 7-10 days
- 38. Design a Multi-Touch promotion campaign for 4th or 1st quarter •Include all channels of communications • Include special offer of value for each target segment • Each channel of communication follows the preceding within 7-10 days Total campaign provides a 30 daylead time… 30 days only… extend by demand
- 39. Execute your MTM Campaign Measure your responses… how did you hear about us? Build your email and snail mail address client file… “may we have your email address?”