Constant Contact Confidential Chamber Marketing Best Practices Alec Stern VP, Strategic Market Development

Topics Of Discussion  Why Marketing?  The Power of Relationships  Creating a Winning Strategy  Chamber Examples  Constant Contact Overview A Template For Success!

Why Marketing?

Everyone is doing it! 75% of businesses have lists 13% of total marketing budget is spent on When asked what consumers would like to replace: 54% replace telemarketing 45% replace in-person sales calls 40% direct mail Source: Association for Interactive Marketing, DoubleClick Study ME THAT When asked usage in daily Business activities, 85% said they use to communicate with customers, 80% said they communicate with partners and business associates via , and 67% potential buyers Source: Interland

 marketing services automate best practices –Manage lists – adding new subscribers, handling bounce- backs, removing unsubscribes –Provide easy-to-use templates. –Send readable formats – HTML and/or Text –Handle unsubscribe links required by law –Ensure delivery, tracks results and obeys the law Why Use An Marketing Service? Constant Contact…

Why Outlook Fails  Standard Programs (e.g. Outlook, Hotmail) not designed for group messaging –Limited # of s sent at one time –List break up more susceptible to filters –Message can be filtered, blocked or undelivered without notice –No tracking and reporting of results –If messages perceived as spam, entire corporate server can be blocked by ISPs What They Don’t Know CAN Hurt Them

The Power of Relationships via Marketing How small businesses can foster and grow profitable relationships on a shoe-string!

The Challenge for Businesses… Keeping current relationship strong while looking for new business Every business knows they need to keep relationships going…but how to budget the time and money? Sales & ProfitsInvestment ($ and time) Most new and growing businesses focus on acquisition Most profits are generated by repeat customers

Repeat Customers are Valuable  6-7 times more expensive to gain a customer than to retain a customer 1  5% increase in retention yields profit increases of 25 to 100% 2  Repeat customers spend 67 percent more 2  After 10 purchases, a customer has already referred up to seven people 2 All too often, client retention only becomes the strategy to save the business after the customer has fled Sources: 1Harvard Business Review 2Bain and Company, 2002

In Summary  Every business should be collecting addresses from every visitor they drive to their website or find at an event.  Ongoing, relevant communications can keep your prospects and customers coming back and provide great conversion opportunities.  communications are the best way for small businesses to keep in touch with their customers – easily and affordably!

Creating A Winning Strategy

Collect addresses everywhere… Guest book On service or sales calls At networking events and meetings At trade shows Customer & Prospect Database Website signup Guest Book

Determine Appropriate Format  Newsletters –Frequency: monthly / quarterly –Lots of educational content (typically non-promotional)  Promotions –Frequency: bi-weekly / monthly –Focus on promotion / limited content –2, 4, 6 product promotions, coupons  Announcements –Frequency: event driven –Promotional or educational with targeted message –Invitations, special events

Frequency & Delivery  Objective: maximum impact / minimum intrusion  How often to send –Create a schedule –Include frequency in online sign-up “Monthly Newsletter” –Coordinate for maximum impact –Newsletters (monthly / quarterly) –Announcements / Event Invitations (as needed)  When to send –When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) –Test, test, test

Legal Compliance Permission – what is it and why you need it? Two types of permission:  Explicit: Opt-in from your website, a sign- up form or guest book –“Join our mailing list” –I would like to receive info from time-to-time  Implicit: Requests for information / registration forms, existing customer relationship Note: Always make sure to ask for permission when collecting information from registration forms or tradeshows, etc. Guest Book SPAM

Evaluating Your Results  What influences the open rate? –From / Subject line –Delivery day / time –List overuse, age or quality  Why did people click through? –Call-to-action or offer –Copy  What were they interested in?

Chamber Examples Using Constant Contact

What Other Chambers Are Saying… "We couldn't be happier with your product and are thankful to have such an affordable tool for staying in constant contact with our visitors.“ Marti Mayne, PR Manager Mt. Washington Valley Chamber of Commerce "Constant Contact is a life saver for any non-profit organization of any size." Morgan A. Garriss, Exec Assistant South Fulton Chamber of Commerce "With templates that make it so easy to use - it's impossible not to "Wow!" our subscribers every time we contact them." Nancy Hulse, Information Systems Mgr. Bartlesville Area Chamber of Commerce Over 100 Chambers Use Constant Contact Today! "It's really been amazing in the 6 months we've been using Constant Contact. We'll get calls at our office if we go much more than a week without issuing an !“ John J Crawford, President & CEO Wyoming-Kenwood Area Chamber of Commerce

Sugarbush Chamber of Commerce "This is the one tool that has made a difference in how I communicate with my members.“ Susan Roy, Executive Director Sugarbush Chamber of Commerce Campaign Types: Chamber Mixers – 7 times a year Newsletters – Every 10 days Special Events – As needed Results: * 58.6% average opens over last 3 campaigns * 25.8% average click-throughs over last 3 campaigns Comments: * Do 95% of all marketing via Constant Contact * Save $4,000 annually on postage alone * Used to only be able to communicate every 6 weeks but now all the time * Started with no computer experience Using Constant Contact since 7/03

Sugarbush Chamber of Commerce

Newton-Needham Chamber of Commerce "I love this service! Constant Contact provides an easy, cost effective way to communicate with my members. The s look professional and consistent and give a polished impression." Marcy Bouley, Membership Director Newton-Needham Chamber of Commerce Campaign Types: Newsletter / Member Updates Invitations Special Events Not-for-Profit Community Bulletin Board Results: * 43% average opens over last 3 months * 10% average click-throughs over last 3 months Comments: * Do 75% of all marketing via Constant Contact * Manage readability – who is reading it, clicking-through, no more sending into a vacuum * Send 2-3 different s a week * It cost us for a year of service what it cost for the postage of 1 print campaign * Don’t need to be technically savvy Using Constant Contact since 3/05

Newton-Needham Chamber of Commerce

Wausau Region Chamber of Commerce "Our members especially appreciate the eye-pleasing graphics and the fact that they can register directly for programs just by clicking on the hyperlinks in the newsletter." Jim Elliott, Communication Director Wausau Region Chamber of Commerce Campaign Types: e-alert – As needed e-xchange – Bi-monthly e-xtra – As needed e-news – Monthly y-exchange - Weekly Comments: * Do 50% of all marketing via Constant Contact * Use hyperlinks within campaigns for ease of registering for services Using Constant Contact since 3/03

Wausau Region Chamber of Commerce

Greater Lafayette Chamber of Commerce "We often use Constant Contact as an example to our other service providers of how their systems should work." Drake Pothier, Communications Director Greater Lafayette Chamber of Commerce Campaign Types: E-Flash Newsletter – Multiple topics Briefs – Single topic Results: * 41% average opens over last 3 months * 8.5% average click-throughs over last 3 months Comments: * Do 90% of all marketing via Constant Contact * s are now more professional, better click-throughs, readability vs. previous ing methods * Send 1-2 s a week * Once I have the content and images I want to include it only takes 10 minutes to create a campaign. Using Constant Contact since 12/03

Greater Lafayette Chamber of Commerce

Constant Contact Overview

Constant Contact is the Market Leader  Over 35,000 customers  Fast growing, profitable company  Outstanding customer satisfaction  Industry awards and National exposure  210 million s sent each month  High deliverability rate of 97%+  Over 1,500 partnerships (AOL, AMEX, Intuit and more) “Many small businesses will find Constant Contact an excellent resource, especially those struggling to convert a static Web presence into a more robust marketing tool.” Adam Stone, Small Business Computing.com

Constant Contact is Easy, Affordable and Self-Service for Small Businesses  List management  Image hosting  Real-time reporting  Permission management  Over 100 professional templates  Free Support Constant Contact is by far the most cost-effective, accountable, reliable, quick and convenient method for disseminating information to our recipients.. Mike Nelson, Rancho Cucamonga Redevelopment Agency From the very first month I've had dramatic and delightfully unexpected results. Betsy Harper, CEO Sales & Marketing Search We have found Constant Contact to be our best method of consistent communication. P.A. d'Arbeloff, Executive Director Boston Public Library

Constant Contact - Customer Benefits  Free 60-day trial up to 100 addresses –Remains free if under 50 addresses  Customer pricing starts as low as $15 a month –Pre-payment discounts available for all customers –Special pre-payment discounts for non-profits  Constant Contact move-in service for customers –Communications Consultant calls customers to help them get started  Constant Contact customer support and training –Phone and support for trial, free and paying customers –Constant Contact daily live webinars for getting started And Much, Much, More…

Constant Contact Options For Chambers  Use Constant Contact To Communicate with Members –Non-profit discounts for 6 or 12 month pre-payments –100+ pre-built templates –Free support – Self-help, and phone  Promote Constant Contact To Your Members To Use –Free Constant Contact account up to addresses –Co-branded landing pages to for member sign-ups –Revenue share of all the business generated under you –Marketing, promotional materials to promote Constant Contact –Access to activity and revenue reporting to check your results Visit:

Thank You! Alec Stern VP, Strategic Market Development Constant Contact e: p: Stop By Our Booth #110…