1 © 2011 MindFireInc. This document is the property of MindFireInc. It is provided as a tool for educational purposes. It may not be used for any other purposes nor delivered to a third party for other purposes. Rider Dickerson presents… printforum Cross Media Marketing Success in a Marketing Cluttered World Joseph E. Manos Executive Vice President

Today’s Roadmap  Why Cross Media?  What you can learn from leading marketers!  Best Practices for improved Marketing Results & ROI in 2011:  Key Strategies & Tactics  Deliver more effective campaigns  Drive significantly higher results  Q & A

The Cross Media Journey  More than just hype  The New Marketing “Results” Engine  Traditional marketing is undergoing radical change  The future: Cross Media Marketing in a fully integrated fashion

Are you Hitting the mark?  According to research firm Marketing Sherpa, 80% of business decision-makers who made a recent purchase said they found the product vendor  While just 20% said the product vendor found them!

Fact of life… “ 78% of all people read their mail over a trash can. ” - USPS/DMA Survey

66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says. Source: Jupiter Research

Cross Media Marketing Basics  What is Cross Media Marketing?  The use of data for more personal and relevant messaging to the individual across multi-media touches  leveraging important “unique” data about the person  across multi-media and online interactions  to deliver an increase in “high quality” responses

How to improve response rates?  Step 1 - Basic Personalization - Attract the interest of the reader  (Personalization) – Design the mail piece as though it were sent only to the addressee using specific reference to something you already know about the individual.  E.g. names, personal facts and graphics within the piece  Step 2 - Personalized URLs - Obtain a response  (Purl) – Response channel that is printed on the direct mail piece that drives the recipient to their personalized landing page.

Leverage your database  What you know about your target:  David Scott  Businessman  38, married, father  Has leased a SUV 3 years ago  Loves outdoor activities David Scott Operations Manager 123 Highway, Suite 456 Irvine, CA USA

Visit to schedule a test drive Basic Personalization Leverage your data Use Personalized URLs Customized Images Basic Personalization Generic URL Generic Image

Personalized URLs and Microsites  Engage respondent with relevant content in direct mail, including a personalized URL  Capture online response  Continue “personal” conversation online  Generate highly qualified leads

 Refers to utilizing a variety of media formats  Provides a high level of interactivity  Is inherently engaging  Provides improved results Today’s Cross Media?

 Social Media 600+ million Facebook users, 700+ billion minutes p/mo 65+ million Tweets p/day  Mobile 3,000+ texts sent by teens p/mo [1] 1 in 2 people w/smart phones by end of ’11 [1]  Direct Mail 12% drop in mail volume [2] Digital Coupons 60% YoY increase, 1% of total coupon utilization [3] Increased Digital Spend $100 billion projected spend by 2014 [4] [1] Nielsen, 2010 [2] United States Postal Service Annual Report [3] Marx, a Kantor Consumer Promotion Unit [4] Forrester Report Cross Media Drivers

Cross Media Capabilities Include  Personalized Direct Mail (Purl)  Personalized (Purl)  QR Codes  Social Media  Mobile Marketing  SMS  Intelligent Mail Bar Code  All Mass Media with Gurl and Curl  Thank you for responders  Real time lead to sales team by territory

 Study: “Capturing the Cross Media Direct Marketing Opportunity” Infotrends, Oct, 2010  More electronic/online marketing + more channels  Surveyed marketers use average of 2.7 media channels p/campaign One Touch Point Is Not Enough

Best of Breed Results

Direct Mail Personal Donation Site Invite Invite to join fan page Invite to campaign Refer A Friend Follow Up Invite to join fan page Guests Cross-media campaigns are designed to engage respondents and get them more actively involved

 Consumers available on an average of 7.2 channels, including:  Landline phone  Mobile phone (or two if counting voice and text!)  Skype  Facebook  Twitter  Personal & business  Membership in online forums  A home address for traditional mail  Need to be combined with mass media like:  Catalogs  Magazines  Signage  Events  Traditional broadcast media Today: More Relevant Channels

Quantify Marketing Results  When asked how they tracked and measured ROMI:  nearly 20 percent of marketers said they did not  34 percent said they were planning to introduce a formal ROI tracking system.  Typical measures included  Revenue  Profits  Market share  Volume, caliber and conversion of leads  direct response metrics

Tracking & Measurement  In addition to selecting the right marketing mix  Marketers need the ability to compare and contrast their activities based on performance data  It must be “Real Time” results data

Better Technology Will Mature Online Marketing  A Forrester Research study stated that marketers must make better use of technology to mature their online marketing capabilities  The study recommended that they maximize the cost efficiencies and direct customer relationships that online tools allow  Tie all online technologies together through open standard API’s

Marketers Get It!  The increased use of multi-media in a single campaign represents a clear understanding by marketers of the need  Improved results utilizing print, mobile, Web, and social media in an integrated and targeted fashion  Studies show improved response and conversion results across all vertical market areas, B2B & B2C

“Not many companies are measuring very well what they are doing,” According to Nancy Costopolis, CMO for the American Marketing Association (AMA) “Marketers need to get serious about metrics.”

 Simply stated… Marketers have to improve the results of their direct marketing programs…  The industry average for direct response marketing is 1.3% response rate

Conversion Levels Are Still Too Low  Forty-seven percent of B2B marketer say that sales closes less than 4% of all marketing- generated leads… “That’s all?”

Your Challenge: Marketing Clutter Daily we encounter 2904 media messages… We may remember 52 of them… But 4 of them we will positively remember! How do YOU cut through the noise to engage your customers more effectively?

Cut Through the Noise and Clutter!  Cross Media Marketing is connecting with prospects! 56% - 275%  The results that are being achieved with relevance are outstripping those of traditional static communications by an average of 56% - 275%

More Importantly – Improved ROI 7-34%  Well executed Cross Media Marketing campaigns generate a sales lift of 7-34% versus traditional marketing approaches Internet Advertising Bureau How can I accelerate my growth?

Real-time Response Delivers Better Conversion Results!  The odds of contacting a lead if called in 5 minutes versus 30 minutes increase 100 times  The odds of qualifying a lead if called in 5 minutes versus 30 minutes increase 21 times MIT & Marketing Sherpa Study

Additional Key Findings  You Know Where They Are  At their computer desk, probably right near their phone  We call this “presence”. If you call them immediately, they answer. If you wait, they move on to something else, often away from their phone.  Highest Interest or Need  People search the Internet because they want things now  Interest and need wane quickly  A few days later they often don’t even remember they submitted a lead  Immediacy of response hits the respondent at their highest point of interest or need.

The “WOW” Effect  Our sales representatives often experience the “wow effect” when our web-form call back technology contacts a person who submitted a lead in less than 3 seconds.  The respondent quite often reacts with, “wow, that was fast!  You are impressive  ” We have been told that they feel that the sales representative must be really on top of things, and that is the kind of person and company they want servicing their – account”  First impressions continue to have a strong influence on trust and relationships.

Connecting With Your Audience Connecting With Your Audience  Your strategy must leverage the best blend of media to support:  Generating new leads  Qualifying leads  Nurturing existing leads  Direct selling  Branding  Cross-selling to existing customers  Up-selling to existing customers  Nurturing existing customers  Generating referrals  Education on product and service offerings

Messaging Matters!  Does your messaging reflect the campaign objectives  CLEARLY????  How do you test and confirm?  Does it position sales for a win???

The Six Must Haves for Improved Marketing Results & ROI in 2011

22,170

The Plan is Key Set clear objectives Leverage the Six Must Haves Learn and implement the process

Tip: Half a plan beats no plan. Get crystal clear on objectives.

Was This Planned?

#1: Invest in Data GIGO: must have good data Not always easy Requires discipline and time #1 Failure point of most campaigns

Tip: Take a step at a time. How about cleaning up addresses?

#2: The Offer Offers Matter!

Which offer increases likelihood prospective buyer clicks? Source: IDG Connect & Marketing Sherpa, 2010

Tip: Test and challenge assumptions.

#3: The Creative  Less is more!  Common mistake: too much information  Prospect can’t process it

#4: Relevance is King

Personas

Tip: Use personas to craft compelling creative, the right messaging & content.

#5: Optimize Touches Consumers available on an average of 7.2 channels. But …

#5: Optimize Touches  91% unsubscribed from opt-in s  77% more cautious providing their (versus last year)  81% “unliked” or removed a brand’s posts  71% more selective “liking” a company (versus last year)  41% have “unfollowed” a company Source: ExtactTarget “The Social Break-Up”

Tip: Wisely use multiple channels, leveraging the strengths of each.

#6: Follow Up! Q: How quickly should companies call web- generated leads for optimal contact and qualification ratios? A: Odds, if called in 30 min versus 5 min, of: contacting:-100x qualifying: -21x Source: LeadResponseManagement.org

Tip: Leverage the percentages and don’t neglect the follow-up! Put a process in place.

What Do You Think? Consider: 39 survey questions, branched to 75 Q: What conversion rate would you expect? a)<25% b)25-50% c)50-75% d)>75% e)Justin Bieber A: 88% conversion  Visit Rate: 15.85%  Response Rate: 13.94%

Multi-Channel Marketing GSACP – Support The Sash Campaign

Campaign Objectives  Objective 1  Engage Girl Scout Alumni to begin to develop future donors.  Objective 2  Collect donations for current financial needs.

Direct Mail Campaign Flowchart Personal Donation Site Invite Invite to join fan page Invite to campaign Refer A Friend Follow Up Invite to join fan page

 Multi-channel Campaign to Engage Donors  VDP/ Direct Mail   Personalized Donation Site  Social Media  (Twitter & Facebook) The Campaign

 Multi-channel Campaign to Engage Donors  VDP/ Direct Mail   Personalized Donation Site  Social Media  (Twitter & Facebook) The Campaign

 Multi-channel Campaign to Engage Donors  VDP/ Direct Mail   Personalized Donation Site  Social Media  (Twitter & Facebook) The Campaign

 Multi-channel Campaign to Engage Donors  VDP/ Direct Mail   Personalized Donation Sites  Social Media  (Twitter & Facebook) The Campaign

Campaign Results  4.9% unique response rate  31% of respondents donated  Increased average donation to $250  Grew Facebook page to 141 members  Received 68 referrals

 You can drive improved marketing results for your organization!  The first step is leveraging more targeted methodologies Cross Media Marketing Methodologies Drive Improved Results and ROI

Thanks for your time! Joseph E Manos MindFireInc mobile