Web Rules No field of dreams Give first, then sell Trust Pull and push Niche
Types of Internet Promotion Search engines Linking strategies Viral strategies Public relations Traditional media Email publishing Networking Paid advertising
Specific Examples Write a title page Use META data (keywords, page description) Submit page to search engines and directories Promote using traditional media Develop a free service Request links Issue news releases Capture visitor email (permission marketing) Email newsletters, signatures, lists Ask visitors to bookmark site, or make it home page Research viral marketing techniques
Online Marketing Categories: Initial Contact Search Engines Write a page title; make use of META tags (keywords and description); Submit to search engines and directories Minnesota Public Radio - MPR's Home Page …
Online Marketing Categories Revisits: On-Air Forward promotion depends on scope of campaign (two weeks is typical) Heaviest promotion near deadline of offer Revisits: Email Publish an email newsletter Capture visitor email addresses (request to send updates) Install a signature in your email program Buy a text ad in an email newsletter
Holiday Programming @ MPR Live concert at the Mall of America Online components (postcards, content, calendar) Print promotion (member guide, holiday card) Membership email (18,000)
Nothing Works In A Vacuum All Promotions work together On-air Online Renewals Direct Mail, Email Telemarketing Events, etc.
MPR On-Air Strategies Stress the value of the service No premiums under $120 (as of Nov-00) Promote $1000 (& above) in almost every break Continue to mention levels by monthly payment amount ($10 a mo/$20 a mo) Offer combo thank you gifts at higher levels
Online Follows On-air lead & uses the pledge form the same way it is used in the phone room Offers standard premiums with pictures and detailed description On-air, mail and email drive people to website Make it as simple as possible and you can lead them to where you want to go Streaming Audio Pop-up box
Current Method Average Gift Upon Changeover $93 with new On-air strategies $146.
Renewals Mailings continue normally around drive Pledge premiums the same for all – new, renewal or additional gift Included in any special mailings done for drive November 2001 – 993 with an average gift of $149.32
Lapsed Mail Longer lapsed, selected names using Target Analysis Short term lapsed, sent simple invoice Mailed before drive with follow-up phone. 208 responded during drive with an average gift of $160.25
Additional/Challenge Gifts Additional Gift mailing with follow-up phone During the drive 218 of those mailed responded with an average gift of $137.90 Challenge message both in phone and mail
Emailing and Pre-Drive Mail Gather member Email addresses on pledge form for newsletter Email to 18,438 members, 621 responded, average gift $155.14 and 4,175 lapsed members, 136 responded, average gift $132.75.
Emailing and Pre-Drive Mail Pre-drive Keepers postcard. Mailed to 17,779 Morning Show interest listeners and Keepers owners. 686 responders, with average gift of $141.60