We Share Ideas Front of Mind Better, Faster, Cheaper Terry Weaver

We Share Ideas Front of Mind – What is it? Someone* remembers you (your company) Someone* remembers what you do Someone* is thinking about whether you can solve his/her problem Someone* would call you (not someone else) first if he thought you could * Insert: “A Prospect” or “A Customer”

We Share Ideas Front of Mind With whom do you want to be Front of Mind? What’s the penalty for failure? How do you stay there? –Active –Passive

We Share Ideas Time Likelihood of Recall % Front of Mind Declines with Time Your Competitor Prospect’s “time of need”

We Share Ideas Front of Mind Refresh = “Touch” Likelihood of Recall % Time Prospect’s “time of need”

We Share Ideas “Touches” – What Kind? F-o-M MetricRange Type:ActivePassive Frequency:FrequentSeldom Cost per “touch”:LowHigh Measurability: (feedback loop) LowHigh

We Share Ideas An Active, Frequent, Low Cost, High Measurability “Touch”? Trackable

We Share Ideas Marketing --The Good Targeted (customers, prospects) Inexpensive Renews Front of Mind Reinforces your “Brand” & your message Drives traffic to your website –Builds credibility –Provides a reason to come back (honey pot) Not technically challenging

We Share Ideas Marketing – The Bad & The Ugly Requires content (from somewhere) Has to provide value to the audience –Knowledge (ideas, applications, tips & tricks) –Events (industry events) –Links to other information resources Requires repetition Needs to be regular (consistent interval) Needs to be “someone’s job”

We Share Ideas

Does this really work?

We Share Ideas CEBI Site Visits March 2009 Newsletter Economic Survey

We Share Ideas CEBI Site Visits April 2009 Newsletter Economic Survey 2

We Share Ideas What’s “Trackable” ? Wouldn’t you like to know – Who’s reading? Who’s clicking through? On what? When? How many times?

We Share Ideas

How would I use this data?

We Share Ideas 1.Export Clickthroughs & Opens to Excel 2.Import into CRM or Prospect Database 3.Query to find “engaged” prospects 4.Prioritize “engaged” prospects

We Share Ideas 4 3 2

E-Newsletter Samples

We Share Ideas

Front of Mind Refresh = “Touch” Likelihood of Recall % Time

We Share Ideas Marketing --The Good Targeted (customers, prospects) Inexpensive Renews Front of Mind Reinforces your “Brand” & your message Drives traffic to your website –Builds credibility –Provides a reason to come back (honey pot) Not technically challenging Is Trackable – who, what, when, how many