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Purl - Idealliance-PC Presentation
- 1. An Orientation HowVariable Data Print (VDP) and Internet Tracking can Improve Direct Mail and Marketing ROI Idealliance/P3 Tech & Trends Event Creative High – Impact Ideas in a Print Environment February 18, 2010 Boost Response Rates with Personalized URLs
- 2. Information from: LooksWho’s Clicking (Mind Fire) Direct Marketing Assoc (DMA) Digital Printing Report Real Life Personalized URL applications have a wide variety of uses, including Sales prospecting, Customer surveying Event registrations, Direct Marketing Information dissemination Obtaining customer and user information & feedback. PURL’s have generated a lot of success, they have generated a lot of disappointment as well Primarily because of a lack of realistic expectations & Follow-up Before we Start…
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- 4. It changed theway buyers buy, and the way sellers sell. It changed the role of direct mail. The Internet Changed Everything
- 5. “ 33% ofdirect mail recipients prefer to respond online” – DMA Study Are you there for them? The Driving Principle
- 6. Engage respondent withrelevant content in direct mail, including a personalized URL Capture online response Continue “personal” conversation online with Brand Messages Generate highly qualified leads Personalized URLs and Landing Pages
- 7. Direct Mail or eMail On-Line Dialogue Leads & Tracking Cross Media Solutions That Does It All! 1 Attract 2 Interact Carolyn Sample just responded 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 3 React
- 8. Automatically triggered follow-upemail to respondent Variable email content determined by web activity Continued personalized communication solidifies the relationship Automated Follow-up to Respondents
- 9. React immediately toleads Distributed via email or PDA/cell phone No need for cold-calling 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
- 10. All visits andonline activities are tracked Reports to help “fine tune” your marketing Automated data delivery Reporting and Analytics
- 11. Capture the 33%of direct mail respondents who prefer to respond online Typically see response rate lift of at least 2X through relevant messaging & Personalized URLs Mix Direct Mail with eMail touches effectively Obtain real-time campaign performance measurement and lead distribution Adjust offers and incentives on the “fly” Personalized URLs and Landing Pages
- 12. Bill Gates BillGates.MyLeadParadise.comSteve Jobs SteveJobs.MyLeadParadise.com Michael Jordan MichaelJordan.MyLeadParadise.com Personalized URLs Recipient’s Name Campaign Web Address
- 13. Direct Mail includingpersonalized URL VIP Welcome page Survey page Update profile page Thank You page Automatic emails Follow-up to respondent Leads sent to sales team Campaign Flow
- 14. Design reinforces thatof the printed piece Continue the personal conversation with variable text and imagery Validate their identity so they feel “safe” The Welcome Page
- 15. Collect valuable informationabout each respondent Use survey data to drive relevant content in later pages The Survey Page
- 16. Collect and confirmcontact information Keep your database clean The Update Profile Page
- 17. Rule-based versioning basedon survey answers The Thank You Page
- 18. Automatically triggered byeach visitor Rule-based versioning based on survey answers or other data fields Triggered Email to Respondent
- 19. One Solution DoesIt All! 1 Attract 2 Interact Carolyn Sample just responded 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 3 React
- 20. Foster Printing Serviceis well know for its Reprint service to the Publishing world. We are still very committed to the industry but we do so much more than just Reprints. When you need Printed Communications and Direct Mail help, consider our menu of offerings. With both Heat Set Web and Sheet Fed printing, we can help! Look at how our customers rank us against the competition for Quality & Satisfaction… Shameless Commercial
- 21. Thank You! Remember,“Print is the original Communications Media!” Gene Toepfer, Director of Sales Foster Printing Service, Inc. 4295 Ohio Street Michigan City, IN 46360 800.382.0808 x117 www.fosterprinting.com LinkedIn: @ http://www.linkedin.com/in/genetoepfer
Editor's Notes
- #2 Create a title that reflects how you are positioning your LWC-based product.
- #3 Talk Track: 3 key ingredients for success; Attract – by adding Personalized URLs to your direct mail Interact – via fully personalized and dynamic VIP landing pages React – immediately with automatic lead distribution and reports to help you fine tune your campaigns Most marketers have at one of these critical components covered, but not all 3. Our solution offers all 3.
- #4 Talk Track: 3 key ingredients for success; Attract – by adding Personalized URLs to your direct mail Interact – via fully personalized and dynamic VIP landing pages React – immediately with automatic lead distribution and reports to help you fine tune your campaigns Most marketers have at one of these critical components covered, but not all 3. Our solution offers all 3.
- #5 Talk track: Every month Corporate America expands the way they use the internet. Record levels of internet utilization expected year over year. Consumers and business prospects tend to open their mail while sitting at the computer.
- #6 This concept will resonate well with marketers. They all know that they need to become “web enabled” in terms of capturing response, but they may not realize HOW MANY of their recipients prefer an on-line response channel. No Direct Marketer wants to ignore the needs of 1/3 of their audience. They also need to realize that sending DM recipients to the corporate web site is not working. Talk track: Over 30% of your recipients would like to respond on-line. How would you feel about missing out on those responses? Sending them to your corporate website is not good enough. They’ll get lost, you may not be able to track them, and you’ve lost the product focus that you worked so hard to create on in the direct mail. They may also decide to Google the topic and find your competitor instead. Instead, why not send them to their very own personalized VIP landing page
- #7 Talk track: We can help you capture that 33% by adding personalized URLs and VIP landing pages to your direct mail marketing. Via digital technology, the entire direct mail piece can be personal and relevant to each recipient. A Personalized URL brings each recipient who chooses to respond online to their very own web page, which continues the personal and relevant nature of the communication. One thing I’d like to point out is that we are not suggesting that you remove all other response channels from your direct mail. So keep those toll free numbers and BRC’s in place. Over time, if you find that more and more people in your particular audience are responding online, then you may be able to retire some of those other mechanisms. The nice thing is that you’ll be able to make the decision based on data rather than guessing.
- #8 Talk Track: 3 key ingredients for success; Attract – by adding Personalized URLs to your direct mail Interact – via fully personalized and dynamic VIP landing pages React – immediately with automatic lead distribution and reports to help you fine tune your campaigns Most marketers have at one of these critical components covered, but not all 3. Our solution offers all 3.
- #9 Talk track: We can also configure automatic follow-up email messages that are personalized to each respondent based on their activity while on the site. For example, their personalized version of the “Thank You” email will mention their survey results or other data collected on the Personalized Landing Page.
- #10 Talk track: We also provide automated lead delivery, so we can take a respondent and transition them into an actionable lead that sales or business development can follow-up on quickly. Leads from VIP Landing Pages are immediately sent to sales via PDA or email for follow-up.
- #11 Talk track: Finally! You can watch the results of your campaign in real time. You will be given access to your own “Campaign Dashboard” that provides access to activity reports, survey results, etc. You can also download result data in CSV form for upload into any other type of system. Alternatively, the we can schedule the delivery of your data via FTP.
- #12 This is a refresher before going on to the example. Remind the corporate marketer that you are here to eliminate their pain…
- #13 NOTE: It can be very effective to replace one of the names and the Personalized URL above with that of your key prospect. Talk track: Our personalized URLs are formatted with the recipients name at the front which attracts their attention and discourages entering the domain name alone. The Campaign Web Address (the part after the name) can be any valid web address. It must be configured to “point to” [proper terminology is “resolve to”] our servers, however, so it usually can not be your corporate web address.
- #20 Talk Track: 3 key ingredients for success; Attract – by adding Personalized URLs to your direct mail Interact – via fully personalized and dynamic VIP landing pages React – immediately with automatic lead distribution and reports to help you fine tune your campaigns Most marketers have at one of these critical components covered, but not all 3. Our solution offers all 3.