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YPO / Graphic Source - Selling and Delivering the Promise of Cross-Media

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Historically, it has been both impractical and uneconomical for marketers to customize content for all of the audiences they need to reach. Today, enhanced communication architectures are making it easier for marketers to develop, package and deliver relevant, timely information to customers, employees and business partners in a variety of effective ways. Today’s marketing communication buyers are looking to their traditional communication partners to understand how to best utilize these new tools to deliver an integrated set of communication tools and deliver on the promise of cross-media communications.

As your company adds more complex communication services to its traditional set of solutions, keeping your sales force up-to-speed on the terminology and possibility of cross-media communications is critical to effective integration. This webinar will assist your sales force in effectively transitioning your clients to deploying more engaging, customized, personalized marketing across all media – including social media.

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YPO / Graphic Source - Selling and Delivering the Promise of Cross-Media

  1. 1. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA 1 SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
  2. 2. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA AGENDA • Innovation • The Social-Media Media • Features of Cross-Media • Challenges and Solutions • Show Me
  3. 3. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA INNOVATION STEPS
  4. 4. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA WHO MOVED MY CHEESE? • Shift Happens • Media Trends • Mass Media Bubble
  5. 5. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA SHIFT HAPPENS
  6. 6. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA INTERACTIVE ISGROWING
  7. 7. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA BUT OVERALL SPEND IS FLAT
  8. 8. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA AS TRADITIONAL DECLINES
  9. 9. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA DIGITAL SPEND OVERTAKES PRINT
  10. 10. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA DIRECT MAIL + EMAIL + SOCIAL MEDIA = MORE CLICKS!
  11. 11. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA 20th CENTURTY MASS MEDIA BUBBLE
  12. 12. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA One-To-One is becoming…
  13. 13. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA “THE SOCIAL MEDIA”
  14. 14. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA “I used to be in advertising. Now I do things” Razorfish Chairman, Clark Kokich • Customer experience is your brand
  15. 15. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA MARKETER’s USE OF SOCIALMEDIA
  16. 16. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA “If you can’t explain it simply, you don’t understand it” Albert Einstein
  17. 17. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA INCREASING NUMBERS OF FISH
  18. 18. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA Q: “ Willie, Why do you rob banks? ” A: “ ‘Cause that’s where the money is. ” Willie Sutton
  19. 19. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA WHO DO YOU TRUST?
  20. 20. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA “Trust, but verify” Ronald Reagan
  21. 21. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA But Remember…
  22. 22. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA It’s Just “MEDIA”
  23. 23. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA INFLUENCING WITH CROSS-MEDIA • Audience Segmentation • Personalization / Relevancy • Multiple Touch, Multiple Channels • Measurable and Manageable
  24. 24. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA FROM EVERYONE - AUDIENCE OF ONE
  25. 25. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA WEB-TO-EVERYWHERE
  26. 26. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA FEEDING ALL THE CHANNELS
  27. 27. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA MEASURE THE RESPONSE - WHY?
  28. 28. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA ONE-TO-ONE MEDIA Why does it work?
  29. 29. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA 29 PEOPLE WANT RELATIONSHIPS WITH PEOPLE…NOT BRANDS
  30. 30. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA CHALLENGES AND SOLUTIONS • Cross-Discipline • Reducing Complexity • Testing & Measurement • Rinse, Lather, Repeat • Launch and Learn
  31. 31. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA CROSS-DECIPLINES • People – Graphics Artists, Copywriters, Interactive Designers, Account Managers, Pre- Press Production, Direct Mail Experts, Programmers, Application Architects, Database Experts, System Administrators • Technology – Web Sites, Database Servers, Variable Data Print Engines, Workflow Management, Email Systems, Digital Asset Management, Ad Networks, Third Party API’s
  32. 32. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA USE MESSAGE ROADMAPS To Reduce Complexity
  33. 33. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA DEFINE AND TRACK TOUCHPOINTS To Generate Measureable ROI
  34. 34. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA “If you can’t measure it, you can’t manage it”
  35. 35. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA ROI = Return / Investment • Return – Value of product sold (profit margin) – Value of Qualified Lead (projected sales) – Value of Customer Lifetime Loyalty (historically) • Investment – Fixed Costs • Campaign Research and Concept Development • Tactic Design and Implementation • Tracking and Measurement Tools – Variable Costs • List Acquisition and Cleansing • Printing and Fulfillment • Offline and Online Ad Placement • Operation and Measurement
  36. 36. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA METRICS • Cost Per Impression • Cost Per Click • Cost Per Conversion
  37. 37. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA A/B TESTING Super Crunchers Why Thinking-by-Numbers Is the New Way to Be Smart www.bantamdell.com The End of Intuition Why Thinking-by-Numbers Is the New Way to Be Smart www.bantamdell.com 63% of the time you select Super Crunchers Ad
  38. 38. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA KEEPING SCORE Low Value Mid Value High Value All VDP Design A 2500/500/100 VDP Design B 750/490/195 Email A 5000/1000/250 Email B 5000/800/200 2500/400/150 Banner Ad 1 30000/250/50 Banner Ad 2 25000/250/70 AdWords 45000/500/40 $0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31 $23,210 for 1055 conversions or $22 each
  39. 39. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA RINSE, LATHER, REPEAT • The Gilligan Effect • Continuous Improvement • Behaviors are A-Changing • Test, Test and Test Again
  40. 40. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA LAUNCH & LEARN • Identify unique segment behavior • Use test results to refine message and designs • Calculate individual tactic ROI • Refine campaign for next cycle • Or continuously improve midstream
  41. 41. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA “A good hockey player plays where the puck is.” “A great hockey player plays where the puck is going to be.” Wayne Gretzky
  42. 42. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA SHOW ME • Sheffield Bio-Science • Shoup Manufacturing
  43. 43. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA CAMPAIGN ROADMAP
  44. 44. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA LUMPY • Personalized tablet bottle • Invitation to visit PURL • Personalized QR Code • Brief product teaser
  45. 45. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA DIRECT MAIL • Personalized mailer • Invitation to visit PURL • Personalized QR Code • Brief product benefits
  46. 46. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA HIGH VALUE TARGET • Register for a Webinar • Request a sample • Request a meeting • Refer-a-friend
  47. 47. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA LOW VALUE TARGET • Less likely to attend • Request a sample • Meet with us • Refer a Colleague
  48. 48. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
  49. 49. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
  50. 50. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
  51. 51. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
  52. 52. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA MOBILE VERSION • Full working version of the micro-site • Accessible with the QR CODE • Many referrals to friends
  53. 53. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA PRODUCT WEB-TO-EVERYWHERE • Catalog Page • Featured Product • Email Notification • RSS Feed • Adwords • Facebook • Twitter • Product Detail
  54. 54. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA 1. Photo 2. Thumbnail 3. Title/Headline 4. Subhead/Status 5. Summary/Miniblog 6. Part # 7. Price 3. Universal High-Back Seat 4. Black, water resistant cordura fabric is suitable for both cap and non-cab environment. 5. Features: Lumbar support, adjustable armrests and upper backrest, adjustable ball bearing slides, backrest reclines and folds forward. Accepts operator pressure switches 6. TS4270 7. $219.95 1. 2. CONTENT IS STRUCTURED
  55. 55. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA AND RESUABLE
  56. 56. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA WEB PAGE FEATURED PRODUCT
  57. 57. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA DIRECT MAIL
  58. 58. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA DIRECT EMAIL
  59. 59. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA GOOGLE ADWORD Shoup Featured Product TS4270 - Universal High-Back Seat: Black, water resistant cordura fabric $219.95 ea. ShoupParts.com/TS4270
  60. 60. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA FACEBOOK
  61. 61. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA RSS FEED
  62. 62. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA TWEET
  63. 63. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA PRODUCT PAGE
  64. 64. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA MOBILE ECOMMERCE
  65. 65. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA TAKE AWAYS • Shift Happens • Multi-Touch and Multi-Channel Works • Cross Discipline Processes • Continuous Improvement • Launch & Learn
  66. 66. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA "Technology will never replace people. People who use technology will replace people who don't."
  67. 67. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA NETWORK WITH ME Jeffrey Stewart Partner/Chief Technical Officer Trekk Cross-Media Email: stew@trekk.com Twitter Handle: JeffreyAStewart Facebook: JAStewart LinkedIn: jeffreyastewart Tumblr: jastewart.tumblr.com

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