e-Marketing: Using New Technologies to Target Prospects & Manage Client Relations Michael J. Reilly, FSMPS Reilly Communications

Dynamics e-tools Application Demise of Traditional Marketing Methods Cost of Acquiring Prospects Emergence of New Tools Efficiency Opportunity Slow Adoption Company Web Sites Applications e-surveys Linked Response Tools Company Database (CRM) Press Releases and PR Case Studies: Working Now Low Cost Programs Measuring Return Resources for Help Suggestion: Where to Start Focus on Reaching Prospects and Clients What We Will Cover Integrating Service Marketing’s Prime Advantage One Size Fits Only One Assess Your Readiness Pulse Check from Clients

E-Considerations ADVANTAGESDISADVANTAGES InteractivityInformation Overload Cost EffectivenessClient Skepticism EfficiencyObligation to Sustain SpeedStaff Resistance

Dynamics and Drivers  Internet and use  Opportunity to connect with smaller and smaller categories of customer  Emergence of new e- tools  Demise of traditional marketing methods

$10,000 Seminars $20,000 Newsletter $25,000 Public Relations $30,000 Client Surveys $32,000 Direct Mail in Target Market $35,000 Advertising in Target Market $40,000 New Firm Brochure $50,000 Image/Logo Makeover and Print New Collateral Typical Cost to Implement

New Options in e-Marketing  Interactive Web Sites  Messaging  Linked Response Tools  Surveys  CRM  Press Releases and PR

Web Sites  Business Card Site  Brochure Site  Information-based Site  Entice Action Site: Interactive Feature

Arent Fox

Other Interactive Sites  Ernst & Young Ernie Feature  Robertson Stephens Investment Information  SMMA Profiles  PSI “Ask an Expert”

Web Site Resources Digest for Marketers Marketing Davis Publishing Internet Info Engine Strategies Web Research Tool

Communications 5 Reasons to Create an Marketing Program 1.Provide Care and Feeding of Existing Relationships 2.Introduce Ideas and Organizational Wisdom 3.Generate Leads Through Reply Mechanism 4.Replace Higher Cost Mass Marketing Tool 5.Segment Your Targets and CUSTOMIZE

Success Stories  Ernst & Young Ernie Program  Northeast CM Firm  Loehmann’s  Advanced Media Productions  Cosential’s DesignArchitecture.com

Resources Marketing How-To’s Publishing Service Publishing Digest site: “ Poor Richard’s Publishing” (Chris Pirillo) Software Leader Studies, etc Provider w/Hot To’s

Survey and Linked Response  SMPS  Wheelhouse  Dell  Quirk Mazda

Survey/Response Resources Feedback Soft- and Support Co’s Survey Tools Papers and Ideas Resources, etc.

Press Releases and PR 5 Electronic PR Program Guidelines 1.Ask the Editor 2.Become a Resource to Key Press Contacts 3.Establish a Media Page on Web Site 4.Always Include Contact Info on Web 5.Include all Reprints (Link-Ready) on Site

Customer Relationship Mgmt Definition: CRM extends the concept of selling from a discrete act performed by individuals to a continual process involving every person in the company. It is the art/science of gathering and using information about your customers to build customer loyalty and increase customer value. It is a customer-centric business philosophy where customer relationships – human relationships – are the ultimate driving force.

CRM Resources and Links Hosted CRM & Search Engine UK-based CRM site Tools, Advice on CRM for A/E/C Software for Sales on CRM industry