In this presentation, Jason Quinn of EDWARDS shared how he and his team have successfully built tailor-made custom solutions to meet specific needs of their clients, making their company a true, strategic partner. He'll be sharing 3 stories that explain how Edwards: 1. Turned an operational nightmare of manual letter processing to a fully automated system that saved their client, a nutritional supplement marketer, hundreds of valuable hours. 2. Helped Iowa Immunization Coalition better organize and manage their vaccination events by creating a turn-key easy-to-operate member invitation, registration, and payment processing solution. 3. Empowered the sales team of a turf machinery management company with a simple yet powerful solution to boost their productivity.

1. PROVE YOUR VALUE AND NEVER
LOSE A CLIENT AGAIN
APRIL 23, 2015
MindFireInc Educational Webinar Series
Creating marketing that drives results

4. Ask any
Question

5. Agenda
How to tailor-design and implement, custom
solutions to meet the specific needs of your
clients, making you a true, strategic partner.
 Taking an operational nightmare and transforming it
 How to take an event program to the next level
 Empower a sales organization and you own the customer
for life
 Q & A

6. Today’s Presenters
Jason Quinn Joe Manos
Vice President of Marketing & Fulfillment Services Executive Vice President
EDWARDS MindFireInc

7. TO MEET THE SPECIFIC NEEDS OF YOUR
CUSTOMERS
Delivering Custom Solutions

8. About Jason Quinn
Jason Quinn
Vice President of Marketing Services
EDWARDS
Des Moines, Iowa

12. DELIVERING AN AUTOMATED APPROACH
TURFWERKS CONTACT MGMT

13. Turfwerk’s Contact Management
Challenge
To migrate their existing
customer database out of their
antiquated business
management system, in order
for the Director of Marketing to
get a better grasp on how to
categorize and model
customers
Solution
Create a program that provides
the ability to gather and update
data across multiple levels and
deliver actionable follow-up
avenues to enhance overall
results

14. Devil is in the Details…
Additional Objectives
Add categorization
and contact
attributes to profile
the contacts
Design Challenges
To provide easy access to update and
maintain all contacts, we constructed a
landing page that called up contacts by
submitting a unique ID
We simply used the PURL concept to do
this, identifying the Account ID as the
PURL
We had an issue of not being able to
"search" for a contact if the Account ID
wasn't known
We used the MindFire API to develop a
query page. This page is hosted by
EDWARDS, but is viewed as seamless by
the end user.

15. Turfwerks Personalized Page
Enter Account Number

20. Marketing executive has access to CRM Lite to be able to openly query and
export contacts, as well as visualize all activity on pages

21. Competitive Differentiation
 Based on a successful program
 Turfwerks has approached
Edwards for other company needs
– Newsletter
– Direct Mail Programs
– Special Email Programs
 NOW, they are more dependent on
Edwards…removed other
competitors from their life!

22. Joe’s Coaching Tip

23. I have discussed with some of our
customers, their concern that Purls
don’t work as they once did or aren’t
registering with their customers?
I say, not true…there are SEVEN
High-Value Deliverables for
marketing programs that can only be
achieved by leveraging personalized
landing pages!
If you would like my document on the
seven deliverables send me an
email…

24. Additionally, the overall
results of programs
leveraging Purls with
other multi-media, and
multi-touch program
elements, significantly
outperform traditional
marketing approaches

25. INTEGRATED PROGRAM SOLVES A PROBLEM
WELLNESS BRANDS PORTAL

26. Wellness Brands
Challenge
Turn an operational
nightmare of manual letter
processing into a fully
automated program that can
be leveraged across all
locations seamlessly
Solution
Create an automated
marketing program that
simplifies the process and
provides enhanced
capabilities with improved
efficiency

27. Program
Design/Implementation
1. We used a landing page to
streamline the ordering process
for the client
1. We used triggers to send orders
down to Direct Response, a
fulfillment solution, receive back
order ID info, and then push
response info and Order ID data
down to a locally hosted process
to trigger custom letter printing
3. MindFire's triggers
allow us to eliminate
hours of manual
customer service rep
time, as well as improve
communication with the
client by providing
timely summary of
events via email.

31. Simplify Program Implementation
Key Requirements
– Flexible platform
– Jason’s philosophy
– What we’ve learned
– Recommendations

32. Results
The automated
marketing program
saved our client, a
nutritional supplement
marketer, hundreds of
valuable hours and was
easy to use for all
participants

33. Joe’s Coaching Tip

34.  Most of your customers have
multiple platforms in place to
meet their business needs
 In most cases, they want the
ability to “link” one platform to
another to optimize program
results and gain critical data,
insight and information from
the integrated solutions

35. SF Account
Type
Account Status
Timeline for Purchase
Current Need
Pain Points
Contact enters: Timeline for Purchase, Current Need, Pain Points
1
Find matching Contact in SF by sfapp_id
Update: Timeline for Purchase, Current Need, Pain Points2
SF Contact
Timeline for Purchase
Current Need
Pain Points
3
4
5
SF Apex
Trigger
Example of SF integration
SF Outbound
Msg to PHP
Listener
Find matching Contacts by SF Account (MF Company)

36.  You must have a “platform”
in place, capable of
meeting today’s customer’s
needs
 Data Extract Tools, flexible
API’s and a variety of
“Apps” are needed to
facilitate interaction
between various platforms
6 Key Success Factors
10
1
2
3
4
5
6

37. MORE THAN AN EVENT MARKETING SOLUTION
IOWA IMMUNIZATION COALITION

38. Iowa Immunization Coalition
 The opportunity didn’t come to us
 We created it through our
consultative approach to our
prospects and customers
– We seek opportunities to solve
problems or to bring innovative ideas,
programs and tools to the table for
improved results

39. Iowa Immunization Coalition
Challenge
 One person department,
resource challenged
 Improve the overall
registration process for the
annual event
 Gain critical marketing
intelligence and insight on
respondents
Solution
 Create a multi-media,
multi-response,
automated program that
provides increased
capabilities without
zapping the productivity of
the organization

40.  Program
launches with a
direct mail piece
 Includes a Purl
and URL

41. Two channels, Web and Direct Mail
 Website for registration
– Access to landing pages

44. Personalized
log-in Page

45. Attendee
Registration
Page – which
de-dupes against
existing contacts

46. Web site
visits link to
program

47. Campaign
Set-up and
workflow

48. Contacts in Studio – displaying member attributes such as
“dues” and “member” along with payment information

49. Results
 Productivity went up,
costs down
 Board loved it
 Gained a partner rather
than working with multiple
vendors
 Didn’t shop the program
Year 2

50. Your Plan for 2015
Based on your ongoing success with varied
customer programs, what do you have planned
for this year’s activities?

51. Program Evolution
Jason, how have your customer programs evolved
over the last several years?

52. #1 Challenge
When working with your customers what's
the number one challenge you face today?

53. Q & A
Jason and Joe

54. jmanos@mindfireinc.com
Going to PODi This Year? Let’s meet!
May 11-13
Harrah’s
Las Vegas

55. We are here
to help you

56. Your Hosts
Jason Quinn Joe Manos
Vice President of Marketing Services Executive Vice President
Edwards MindFireInc
jason.quinn@ega.com jmanos@mindfireinc.com