How we get more leads for our clients the Snap guide to BS-Free marketing

The Snap Guide to BS-Free e-marketing Its all about …… REALLY BASIC MARKETING! And - as always It starts with – your target customer – and trying to feel his pain.

The Snap Guide to BS-Free e-marketing The journey The key elements needed for success –What we did for Tutela Tracking and results

E-marketing – the journey Getting the prospect to First Base –You only need to get the opened! –The ONLY thing that matters is –The Subject Line –This has to be perfect to maximise opens Non-Spammy – eg News from …. Or really appeal to the ‘pain factor’ Brand Recognition helps

E-marketing – the journey Getting the prospect to Second Base –You need them to Read the Take action –A great headline will make them read –Compelling copy will get them to take action Click Call –Both need to reference the ‘pain’ and offer solutions

E-marketing – the journey Getting the Bases loaded –You need them to take action –So don’t take them to home page –Take them to a landing page that …… References their journey Offers them alternative closes Maybe a a sweetener

The Tutela Campaign Created a series of 4 s –Themed around arctic animalsarctic animals –Testing a variety of messages Created a series of 4 postcards4 postcards –Themed and messaged as per s Created a series of landing pageslanding pages –Referenced to messages

The Tutela Campaign Monthly outbound s through ACT! –3500 addresses –Between 4-13% open rates Monthly postcards a week after shot, via SendoutCards –To openers Telephone call 48 hours after mail-shot –To openers

The Tutela Campaign - Results SubjectOpens Clicks How would you survive an FDA Audit? 13%Protects3% Introducing Tutela - FDA Compliant Temperature Monitoring Systems 11%Introduce10% News from Tutela - who is protecting your lab's inventory 9%Protects- Latest News from Tutela - who protects your inventory in the lab? 5%Introduce6%

Brand Extension Exhibition displays follow ‘Arctic’ themedisplays 20% visitors to the AAP Show, brought the Penguin invite!

Direct Marketing Summary Remember the journey –Subject –Headline –Content –CTAs Landing pages Keep branding consistent Keep it going

Thank you!

Product Positioning – define the pain “Many traveling professional musicians need high quality PA equipment that they are familiar with and trust. “Equipment at venues is of variable quality which means that musicians tend to take their own gear which up to now has been based on bulky, heavy, traditional technology or they make do with the venue’s gear and suffer the potential consequences to their reputation. “Our new, patented active PA system has high power and superb clarity, performing at least as good as Brand X (the benchmark competitor). “BUT weighing in at only 10lbs per speaker means that the whole system can be carried in a small bag in the back of a saloon car rather than a van.” Target market The PAIN Differentiator The benefit