1. SomaStream’s
Membership Marketing
GPS Demo
Efficient “On the fly”
Prospect Segmentation
& Targeting
Thomas C. Selleck
Copyright 2012 SomaStream Inc. 1
2. Membership Marketing GPS
SomaStream’s Membership Marketing
GPS guides the prospect along a
rewarding interactive path of discovery
towards a personalized offer.
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Copyright 2012 SomaStream Inc.
3. 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
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Copyright 2012 SomaStream Inc.
5. 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
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Copyright 2012 SomaStream Inc.
6. 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
6
Copyright 2012 SomaStream Inc.
7. Membership Marketing GPS
3. Applies the powerful
psychological principles of
the Zeigarnik Effect and
the Barnum Effect
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Copyright 2012 SomaStream Inc.
8. 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
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Copyright 2012 SomaStream Inc.
9. 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
9
Copyright 2012 SomaStream Inc.
10. 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
10
Copyright 2012 SomaStream Inc.
11. 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
11
Copyright 2012 SomaStream Inc.
12. 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
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Copyright 2012 SomaStream Inc.
13. 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
13
Copyright 2012 SomaStream Inc.
14. 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
14
Copyright 2012 SomaStream Inc.
15. 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
15
Copyright 2012 SomaStream Inc.
16. 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!
16
Copyright 2012 SomaStream Inc.
17. 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!
17
Copyright 2012 SomaStream Inc.
18. 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!
18
Copyright 2012 SomaStream Inc.
19. 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!
19
Copyright 2012 SomaStream Inc.
20. 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!
20
Copyright 2012 SomaStream Inc.
http://www.skepdic.com/barnum.html
21. 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!
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Copyright 2012 SomaStream Inc.
22. 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!
22
Copyright 2012 SomaStream Inc.
23. 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!
23
Copyright 2012 SomaStream Inc.
24. 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
24
Copyright 2012 SomaStream Inc.
25. 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
25
Copyright 2012 SomaStream Inc.
26. 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
26
Copyright 2012 SomaStream Inc.
27. 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
27
Copyright 2012 SomaStream Inc.
28. 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
28
Copyright 2012 SomaStream Inc.
29. 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!
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Copyright 2012 SomaStream Inc.
30. Membership Marketing GPS
The SomaStream Membership Marketing
GPS demo uses the example of a sample
travel protection insurance product.
The demo shows how a general prospect
pool is filtered into targeted sales pages
using Membership Marketing GPS.
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Copyright 2012 SomaStream Inc.
31. Membership Marketing GPS
The Membership Marketing GPS demo
is based on these assumptions:
• 4 different products available:
Individual, Couple, Family & Youth
Traveler
• Initial contact is via email to house list
• List is not specifically targeted
• All emails link to one Gateway page
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Copyright 2012 SomaStream Inc.
32. Membership Marketing GPS
The Membership Marketing GPS demo
is based on these assumptions:
• Effective email subject lines
• Engaging email body copy that
promises personalized
recommendations
• A targeted “slippery slope” sales
landing page/ microsite that leads
prospects to a close
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Copyright 2012 SomaStream Inc.
33. Membership Marketing GPS
This Membership Marketing GPS demo
shows what happens in the critical inter-
mediate phase of the “Gateway” page:
After a prospect has made the initial
click
Before they are exposed to personalized
recommendations and the sales close
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Copyright 2012 SomaStream Inc.
34. Membership Marketing GPS
On the Gateway page, the Membership
Marketing GPS demo filters prospects
into 4 groups.
Each group is offered a different
product:
1. For business travelers
2. For couples
3. For families
4. For parents of independent
youth travelers 15-25
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Copyright 2012 SomaStream Inc.
35. Membership Marketing GPS
On the Gateway page, the Membership
Marketing GPS demo filters prospects
into 4 groups. Each group is offered a
different product:
1. For business travelers
2. For couples
3. For families
4. For parents of independent
youth travelers 15-25
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Copyright 2012 SomaStream Inc.
36. Membership Marketing GPS
On the Gateway page, the Membership
Marketing GPS demo filters prospects
into 4 groups. Each group is offered a
different product:
• Individual Plan (for business travelers)
• Couples Plan
• Family Plan (includes youth travelers)
• Independent youth travelers
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Copyright 2012 SomaStream Inc.
37. Membership Marketing GPS
The 4 groups of prospects (and
corresponding products) are further
divided into 1 of 3 sub-divisions –
each with its own landing page & offer.
Each landing page appeals directly to the
specific prospect sub-groups:
1. Domestic travelers: Road trips only
2. Domestic travelers: Air travel & road trips
3. International & domestic travelers
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Copyright 2012 SomaStream Inc.
38. Membership Marketing GPS
The 4 groups of prospects (and
corresponding products) are further
divided into 1 of 3 sub-divisions –
each with its own landing page & offer.
Each landing page appeals directly to the
specific prospect sub-groups:
• Domestic travelers: Road trips only
• Domestic travelers: Air & road trips
• International & domestic travelers
38
Copyright 2012 SomaStream Inc.
40. Membership Marketing GPS
This demo showcases only 8 of 12
distinct targeted landing pages that sell a
total of 4 different product variations:
• Individual Plan (for business travelers)
• Couples Plan
• Family Plan (includes youth travelers)
• Independent youth travelers
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Copyright 2012 SomaStream Inc.
41. Membership Marketing GPS
These 8 targeted landing pages are shown
in the demo in a rough “sketch” form.
In a finished version, these landing pages
would include:
Graphics and copy that highlight personalized
nature of the sales recommendations
Additional sales support web pages
Effective, personalized order form
41
Copyright 2012 SomaStream Inc.
42. Membership Marketing GPS
These 8 targeted landing pages are shown
in the demo in a rough “sketch” form.
In a finished version, these landing pages
would include:
Graphics and copy that highlight personalized
nature of the sales recommendations
Additional sales support web pages
Effective, personalized order form
42
Copyright 2012 SomaStream Inc.
43. Membership Marketing GPS
These 8 targeted landing pages are shown
in the demo in a rough “sketch” form.
In a finished version, these landing pages
would include:
Graphics and copy that highlight personalized
nature of the sales recommendations
Additional sales support web pages
Effective, personalized order form
43
Copyright 2012 SomaStream Inc.
44. Membership Marketing GPS
These 8 targeted landing pages are shown
in the demo in a rough “sketch” form.
In a finished version, these landing pages
would include:
Graphics and copy that highlight personalized
nature of the sales recommendations
Additional sales support web pages
Effective, personalized order form
44
Copyright 2012 SomaStream Inc.
45. Membership Marketing GPS
Three additional destination options are
shown in the links on the menu bar:
1. The Email Optin link shows an option if
the offer is for a series of free personalized
travel security tips.
2. The Callback link shows an option for a
direct link to a salesperson, in this
example via a return phone call.
45
Copyright 2012 SomaStream Inc.
46. Membership Marketing GPS
Three additional destination options are
shown in the links on the menu bar:
1. The Email Optin link shows an option for
an offer to sign up for a series of free
personalized travel security tips.
2. The Callback link shows an option for a
direct link to a salesperson, in this
example via a return phone call.
46
Copyright 2012 SomaStream Inc.
47. Membership Marketing GPS
Three additional destination options are
shown in the links on the menu bar:
1. The Email Optin link shows an option for
an offer to sign up for a series of free
personalized travel security tips.
2. The Callback link shows an option for a
direct link to a salesperson, in this
example via a return phone call.
47
Copyright 2012 SomaStream Inc.
48. Membership Marketing GPS
Three additional destination options are
shown in the links on the menu bar:
1. The Email Optin link shows an option for
an offer to sign up for a series of free
personalized travel security tips.
2. The Callback link shows an option for a
direct link to a salesperson, in this
example via a return phone call.
3. The Microsite link leads to a conversion-
focused mini-site.
48
Copyright 2012 SomaStream Inc.
49. Membership Marketing GPS
How to get the most from the demo:
• From the Gateway page, click in the
floater window
• Choose any path
• After you reach one destination page,
click on the “Gateway Page Demo”
menu bar link at the top to return to the
Gateway and re-start the demo
• Start the demo again to follow a
different path to a different destination
49
Copyright 2012 SomaStream Inc.
50. Membership Marketing GPS
How to get the most from the demo:
• From the Gateway page, click in the
floater window
• Choose any path
• After you reach one destination page,
click on the “Gateway Page Demo”
menu bar link at the top to return to the
Gateway and re-start the demo
• Start the demo again to follow a
different path to a different destination
50
Copyright 2012 SomaStream Inc.
51. Membership Marketing GPS
How to get the most from the demo:
• From the Gateway page, click in the
floater window
• Choose any path
• After you reach one destination page,
click on the “Gateway Page Demo”
menu bar link at the top to return to
the Gateway and re-start the demo
• Start the demo again to follow a
different path to a different destination
51
Copyright 2012 SomaStream Inc.
52. Membership Marketing GPS
How to get the most from the demo:
• From the Gateway page, click in the
floater window
• Choose any path
• After you reach one destination page,
click on the “Gateway Page Demo”
menu bar link at the top to return to
the Gateway and re-start the demo
• Start the demo again to follow a
different path to a different destination
52
Copyright 2012 SomaStream Inc.
53. Membership Marketing GPS
Important disclaimer:
This is a rough demo of SomaStream’s
Membership Marketing GPS system
applied to a travel insurance product.
It is designed to showcase the
process, not the content.
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Copyright 2012 SomaStream Inc.
54. Membership Marketing GPS
There are many possible variations
& permutations to this process.
Use your imagination and have fun!
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Copyright 2012 SomaStream Inc.
55. 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
55
Copyright 2012 SomaStream Inc.
