Marketing --one of the most powerful ways to generate leads for a product/service Know the strengths of mktg compared to other ways of reaching customers (eg compared to direct mail, search, seminars, …) What are the challenges with mktg Textbook reading: Laudon - the CanSpam law : - key & Internet mktg terms : Textbook: eMarketing - Chapter 7

What Are We Trying to Achieve with mktg for a business ?

What Are We Trying to Achieve with mktg ? To get the target prospect to take an action -Click through to the companies website -Call, download a doc, subscribe…. the s should contain information they find relevant, timely, and valuable s: conform to current Best Practices and the CanSpam law

Why Use Marketing ? 5 very good reasons.. It is very, very cost effective It is completely measurable it is scalable--send 50 or send 1,000,000 it is flexible & customizable for each recipient – send 24/7, make daily changes it is highly targeted & very effective with ‘ current customers *we expand the definition of Current customers to mean: Customers that have bought from you before or people that have expressed interest in your products/services

A Powerful Use of Mktg is Viral mktg Leverage your current customers to reach new prospects! Good Example of this is Netflix campaigns Tell a friend — they get 30 days of free Netflix movies.

the challenges with mktg: So much of mktg is SPAM! filters filter out a large percentage of s So target person may never even see the getting ‘ quality ’ s for our target audience getting the person to open & read the getting the person to take a desired action

The first challenge is to get the addresses for people in your target market The ‘ more qualified ’ the person is for your target market--the better the response rate will be for your The best way to get these s is from visitors to a website who are interested in the company ’ s products & services. Website design element: Offer an signup on the homepage. Bonobos Walmart.com Costco.com testarossa.com

Why is having an sign-up on homepage the Best way to get s for mktg? 1. They automatically ‘ qualify themselves as interested ’ in the products or services--it ’ s the same benefit from having people signup as fans off a companies ‘ facebook page! ’ 2. What else--it’s a free way to get qualified prospects 3. It is permission mktg! A must Have Website design element: Offer an signup on the homepage. ConstantContact gives this free off their site.

Getting Quality names-- one of the biggest challenges in marketing 1. Have a visible place on the homepage for the visitors to “opt-in” or subscribe to get s from you on the latest news, newsletter, weekly deals, etc. 2. Collect s by using “Business-Reply-Cards” 3. Buy names from Magazines or “list Brokers” Pay per name Contact magazines that reach your target market 4. Partner with companies that are ing your target prospects. Example: other businesses in your area where you can share lists

Steps for an Marketing Campaign 1. Build “ Good ” Lists of customers and key contacts 2. Plan your campaign: what ’ s the message? CTA? Create your subject line & content 3. Send your Campaign to targeted audience 4. Follow-up on leads and orders; Evaluate Results. 5. Send a new set of s -new subject line, new content

a) Do I Delete ? b) Do I Ignore / Read Later ? c) Do I Read further and act ! Second #1 – who is contacting me ? ( “ From ” line) Second #2 – why are they contacting me? ( “ Subject ” line relevance) Second #3 – what ’ s the message (the message body/content) Importance of ‘ Relevance ’ in mktg The concept of making the ‘ relevant ’ to your target market -to increase your click through rates(CTR) Techniques: Customer research and Testing of subject lines, content. The KISS approach

The Can Spam law- Commercial messages with the primary purpose of marketing a product or service are regulated by the Can Spam Law i. the subject line must relate to the actual content of the --it shouldn't trick the recipient to open the . ii. allow the recipient to "opt-out" and it has to work! iii. provide a valid physical postal address--not a post office box! iv. Include a notice that the message is an advertisement Question-why has this anti-SPAM law been so ineffective? Answer: a US law; also, can still send millions of s as long as the business complies with the law.

Homework Put your team project into high gear… engage your small biz owner to get started on planning the Mktg campaigns: Website alternatives, , facebook page, google adwords, perhaps linkedin Every team member should have ‘ action activities. ” Connect with ConstantContact to start planning your team’s mktg campaigns Do the PerfectPlan Case study homework —and hand in at beginning of Monday’s class