Learn how to create award-winning Integrated Marketing Campaigns, as discussed at Dscoop6 by Dave Rosendahl and Joe Manos.

1. Creating Award-Winning
Integrated Marketing
Campaigns
Joe Manos Dave Rosendahl
MindFireInc MindFireInc

2. #dscoop6
#mindfireinc

3. Today’s Roadmap
• Why Cross-media?
• Best practices for how to:
– Sell
– Build
– Drive more value
• Q&A

4. • Are you currently offering these services today?
• Planning to launch in 2011?
• Still evaluating the opportunity?
• Offering, but need help?
• No plans to offer?

5. Why Cross-media?
• More than just hype
• Future of the Graphic Arts Industry
• Traditional marketing is undergoing radical change
• The past: primarily print and mass media
• The future: Cross Media Marketing

6. What is Cross-Media?
• More than adding a PURL or email
• Refers utilizing a variety of media formats
• Provides a high level of interactivity
• Is inherently engaging
• Provides improved results

7. Cross-media Drivers
• Social Media
600+ million Facebook users, 700+ billion minutes p/mo
65+ million Tweets p/day
• Mobile
3,000+ texts sent by teens p/mo[1]
1 in 2 people w/smart phones by end of ’11 [1]
• Direct Mail
12% drop in mail volume[2]
• Digital Coupons
60% YoY increase, 1% of total coupon utilization[3]
• Increased Digital Spend
$100 billion projected spend by 2014[4]
[1] Nielsen, 2010
[2] United States Postal Service Annual Report
[3] Marx, a Kantor Consumer Promotion Unit
[4] Forrester Report

8. One Touch Point Is Not Enough
• Study: “Capturing the
Cross Media Direct
Marketing Opportunity”
Infotrends, Oct, 2010
• More electronic/online
marketing + more channels
• Surveyed marketers use
average of 2.7 media
channels p/campaign

9. One Touch Point Is Not Enough

10. Direct Email Invite
Mail
Personal
Donation
Site Invite to campaign
Invite to campaign
Invite to join fan page Refer A Friend
Invite to join fan page Guests
Follow Up Email

11. One Touch Point Is Not Enough
• Consumers available on an average of 7.2 channels,
including:
– Landline phone
– Mobile phone (or two if counting voice and text!)
– Skype
– Facebook
– Twitter
– Personal & business e-mail
– Membership in online forums
– A home address for traditional mail
• Need to be combined with mass media like:
– Catalogs
– Magazines
– Signage
– Events
– Traditional broadcast media

12. Why is Cross-Media Important?
• Drive deeper into your accounts
• Generates new + recurring
revenue from existing customers
• Cheap insurance
• Protects your customer base
• If you aren’t offering, a competitor
will be
• Your customers are searching for
partners to help

14. How to Sell
Successful
Campaigns

15. Selling Cross Media
It starts with self-
promotion.

16. Self-promotion Case Study
Hemlock Printers Limited
Located: British Columbia
Founded: 1968
Business: 79,000 sq/ft facility, 170+ employees
Locations: Victoria, British Columbia;
Seattle, WA
San Francisco, CA

17. Self-promotion Case Study
• Campaign Objective:
– Secure new business by August 31
– Renew relationships with customers
– Bring in business during the slow summer season
– Raise awareness of its cross-media capabilities
• Targets: Cross-section of 1,551 existing
customers, including:
– Graphic designers
– Ad agencies
– Corporations w/little or no business in past 12 months

18. Relevant Messaging

19. Relevant Messaging

20. Relevant Messaging
• Customers have a
choice
• Collected critical
marketing
intelligence for
future use!

21. Clear Next Steps

22. Results
• 473 (30.7%) visited
• 183 (11.7%) entered the contest
• 21 new printing projects = $331,000
• ROI: 25x the amount invested

23. Examine New Opportunity Areas
• Cross Media Marketing Services
• TransPromotional Campaigns
Personalized Statements
Invoices
• Packaging & Label Programs
• Remember: Varying decision makers

24. Develop the Expertise
• It’s a solution sale!
• Focus on improved results
• Established account development processes
• Design a blueprint for sales engagement
• Develop tools and support

25. How to Build
Successful
Campaigns

26. 22,170

27. #1: The Plan is Key
Set clear objectives
Learn and implement the process

29. Tip:
Half a plan beats no
plan. Get crystal
clear on objectives.

30. Was This Planned?

31. #2: Invest in Data
GIGO: must have good data
Not always easy
Requires discipline and time

32. Tip:
Take a step at a time.
How about cleaning
up email addresses?

33. #3: Relevance is King

34. #3: Relevance is King
Personas

35. Tip:
Use personas to
craft compelling
creative & content.

37. Which offer increases likelihood
prospective buyer clicks?
Source: IDG Connect & Marketing Sherpa, 2010

38. Tip:
Test and challenge
assumptions.

39. #4: Optimize Touches
Consumers available on
an average of 7.2
channels. But …

40. #4: Optimize Touches
• 91% unsubscribed from opt-in e-mails
• 77% more cautious providing their e-mail
(versus last year)
• 81% “unliked” or removed a brand’s posts
• 71% more selective “liking” a company
(versus last year)
• 41% have “unfollowed” a company
Source: ExtactTarget “The Social Break-Up”

41. Tip:
Wisely use
multiple channels,
leveraging the
strengths of each.

42. #5: Follow Up!
Q: How quickly should companies call
web-generated leads for optimal
contact and qualification ratios?
A: Odds, if called in 30 min versus 5 min, of:
contacting: -100x
qualifying: -21x
Source: LeadResponseManagement.org

43. Tip:
Don’t f-up and
neglect to f-up!
Put a process in
place.

44. What Do You Think?
Consider: 39 survey questions, branched to 75
Q: What conversion rate would you expect?
a) <25%
b) 25-50%
c) 50-75%
d) >75%
e) Justin Bieber
A: 88% conversion
• Visit Rate: 15.85%
• Response Rate: 13.94%

45. “Hell, there are no
rules here — we're
trying to accomplish
something!”
-Thomas Edison

46. Case Study

47. Case Study: Rider-Dickerson
Dean Petrulakis
Senior Vice President, Business Development
Rider Dickerson | innovation made visible
– In business since 1903
– Transitioning from traditional sheet-fed operation to a total
solutions provider helping clients deliver better marketing
results
– Cross Media offerings through strong partnership with
MindFireInc
– Educate our clients year-round through printForum

48. Let’s Examine an Award
Winning campaign step-by-step
• Clear Objectives
• Targeted Direct Mail Piece
• Great messaging to the individual
• Email touch
• Landing page interactive dynamics
• Redirect to social media

49. Challenge for Robert Morris
• Current approach didn’t deliver
the results they desired
• Key component: targeted
letters and postcard mailings to
prospective high school
students
• During a campaign planning
session, RMU asked Rider
Dickerson for ideas on how to
increase the response rate and
improve campaign ROI

50. Robert Morris University
Campaign Objectives
• Increase Awareness of Robert
Morris University Among
Prospective Students
• Drive Students to Campus Visit
Day
• Encourage Students to Apply on
line with Link to Online
Application
• Encourage Students to Join RMU
Social Media Communities

51. Solution for Robert Morris
• Rider Dickerson consulted
with Robert Morris University
on how to target prospects by
variables:
– including degree preference
– scholarship level (test
scores)
– campus location
– athletic talent
• From this analysis, Rider
Dickerson recommended a
cross-media campaign that
would invite prospective
students to visit a
personalized URL
• An online dashboard would
track all site visits on a daily
basis

52. Robert Morris University

53. Direct Mail Piece

54. Welcome Page

55. Survey Page

56. Update Profile

57. Thank You (Attending) Page

58. Thank You (Not Attending) Page

59. Thank You (Maybe Attending) Page

60. Thank You (Attending) Email

61. Thank You (Not Attending) Email

62. Thank You (Maybe Attending) Email

63. Results for Robert Morris
• The ability to view
responses on a daily basis
allowed the enrollment
management team to
respond in real time
• Adjusted campaign
messages in successive
rounds of communications
• Increase its lead pool over
the previous year’s
campaign by 79%

64. Reason for Success
• Multiple Channels—Print, • Teamwork between Rider
Email, Social Media, Phone and RMU
Follow up – We analyze data and
response rates after each
campaign
• Incredible Use of Data to
Segment – make adjustments to
outbound creative and
– Variables in campaign landing pages accordingly
include: – Drive added value by
• Male/Female managing campaign from
• major preference start to finish
• campus preference
• athletics vs non athletics • RMU relies on us as a
• in state vs out of state strategic partner
• test score determines
scholarship offer displayed • We drive the success of
on card or letter
their efforts not execute
deliverables

65. How to Drive More
High-Value Pages

66. Drive More High Value Pages
• Use Cross Media Marketing for more targeted
direct mail campaigns
• 400,000 pieces can grow to 1.6 million pages
• Leverage expertise for you and your customer
• Use tomorrow’s technology today

67. Success in 2011
• Your success is tied to meeting
the marketer’s needs
• Become a critical resource
• Provide new insight and education
• Establish credibility
• Deliver results

68. What’s Required for Success?
1. A flexible, proven technology platform
2. Cross Media Marketing Training for all key team members
• Executive Staff
• Technical Staff
• Sales Team
3. Go-to-Market Business Plan
4. Business Development Tools
• Sales tools, demo sites, marketing programs
• Case Study and Proof Sources
• Business Development Tools
5. Comprehensive support

69. Closing Thoughts…
• 2011 is the year of Cross Media Marketing
• Where else is their similar growth potential?
• If GROWTH is one of your key objectives,
this can’t be ignored!

70. Q&A
Stop by our booth #808 to pick up your copy of
the case study.
Joe Manos: jmanos@mindfireinc.com
@jemanos
916-284-8112
David Rosendahl: drosendahl@mindfireinc.com
@daverosendahl
949-375-4459

71. Thanks for your
time!