Integrating Print in a Multi-Channel World

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This document summarizes a presentation by John Foley on integrating print marketing in a multi-channel world. The presentation discusses using QR codes to link print and mobile marketing, using print to drive traffic to social media profiles and campaigns, and employing a multi-channel marketing strategy to create ongoing engagement opportunities. Key topics covered include best practices for QR codes, case studies of businesses that combined print and digital channels, and tips for integrating print into social media and location-based mobile promotions.

Negócios Tecnologia

Integrating Print in a
Multi-Channel World

Presented by John Foley

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

John Foley, Jr.




I love

Mar(H)keting!







Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Accolades
• Jetsetter Status on FourSquare

• Ranked #14 #12 as a Top CMO on Twitter in 2011

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B
“Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead Management by Sales
Lead Management Association in 2010 - http://ilnk.me/SLMA50

• NAPL Soderstrom Society 2010

• MFSA - Luke Kaiser Education award 2011

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Who We Are

►

►

►

►

►

►

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Today

► Mobile and Social are Huge and Growing

► Print Still Has a Place… I’ll show you!

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Integrating Print

► Mobile Marketing
► Social Networks
► Multi-Channel Efforts

Photo Credit: http://www.flickr.com/photos/rpenalozan/5170104100/sizes/m/in/photostream/

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

PRINT + MOBILE

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

QR Codes

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Why QR Codes?

Questions or Comments?
Copyright © 2011 Grow Socially, Inc.http://blog.nielsen.com/nielsenwire/?p=28790
All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Proprietary vs. Non- Proprietary

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
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QR = “Quick Response”

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Use: Registration via Direct Mail

► Quote from 9/1: “Nearly one third of all Standard
Mail in the past two months contained a QR code”

Source: http://multichannelmerchant.com/printchannel/postal/usps-qr-code-promotion-0831jt1/

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Case Study: CustomXM

31% accessed
landing page via
QR Code.

24% of the
submissions
came via the QR
code.
Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Shorten the URL!

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Provide Clear Directions

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Mobilize Your Content

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Include Padding

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
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Track, Measure, Test

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

And… You Can Customize The Look

How? Go to: http://ilnk.me/QRPattern
Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Want More?

TheQRToolKit.com

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

SOCIAL NETWORKS

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Create Awareness & Drive Traffic

► More and more noise
is happening online.

► Print can help people
cut through the
clutter to find your
online message.

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Print for Mobile/Social

Print can increase success
of location-based
promotions and other
mobile/social
opportunities.

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Case Study: Generation Smile

► Small Business
► Well-Known in the Community
► Needs to Grow!

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

They Built It…Would People Come?

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Printed Signs to
Drive Traffic

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Created Handout Cards

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Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Results (On-Going)

► Increased the # of fans
► Increased engagement on their content
► Refreshed view in the community

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Create Awareness
of Personal Profiles

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

MULTI-CHANNEL EFFORTS

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

In a Marketing Campaign

“More than
One-and-Done”

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Multi-Channel Campaign

March Seminar
Measuring Response Rates

Email SMS / Text Print

Direct Mail
Invitation Email Invitation Text
Invitation

Email vs. Text vs. Print
PURL PURL
Reply Text Call Center
/ Response Page / Response Page
Measuring Subject Lines
- Week Follow-Up - 22% You’re Invited!

Reminder Direct 6% Win a FREE gift!
Reminder Email Reminder Text
Mailer
47% Check out our March Seminar

PURL
Reply Text
PURL
Call Center 25% Are you interested in attending?
/ Response Page / Response Page

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

3 Takeaways

► QR Codes: best way to integrate print + mobile
today.

► Social Media = Use print to drive traffic

► Strategy Will Create On-Going Opportunities

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

Q & A / Contact Me!: http://ilink.me/JR

Scan It!

iFlyMobi.com

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

interlinkONE’s Software

► Learn more at http://interlinkONE.com

► Or call our VP of Sales, Karen Sheehey:
978-694-9992

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

THANK YOU

Questions or Comments?
Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113
Email Support@GrowSocially.com

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Integrating Print in a Multi-Channel World

1. Integrating Print in a Multi-Channel World Presented by John Foley Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

3. Accolades • Jetsetter Status on FourSquare • Ranked #14 #12 as a Top CMO on Twitter in 2011 • 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category • One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50 • NAPL Soderstrom Society 2010 • MFSA - Luke Kaiser Education award 2011 Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

5. Today ► Mobile and Social are Huge and Growing ► Print Still Has a Place… I’ll show you! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

6. Integrating Print ► Mobile Marketing ► Social Networks ► Multi-Channel Efforts Photo Credit: http://www.flickr.com/photos/rpenalozan/5170104100/sizes/m/in/photostream/ Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

12. Use: Registration via Direct Mail ► Quote from 9/1: “Nearly one third of all Standard Mail in the past two months contained a QR code” Source: http://multichannelmerchant.com/printchannel/postal/usps-qr-code-promotion-0831jt1/ Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

13. Case Study: CustomXM 31% accessed landing page via QR Code. 24% of the submissions came via the QR code. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

19. And… You Can Customize The Look How? Go to: http://ilnk.me/QRPattern Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

22. Create Awareness & Drive Traffic ► More and more noise is happening online. ► Print can help people cut through the clutter to find your online message. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

23. Print for Mobile/Social Print can increase success of location-based promotions and other mobile/social opportunities. Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

24. Case Study: Generation Smile ► Small Business ► Well-Known in the Community ► Needs to Grow! Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

28. Results (On-Going) ► Increased the # of fans ► Increased engagement on their content ► Refreshed view in the community Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

32. Multi-Channel Campaign March Seminar Measuring Response Rates Email SMS / Text Print Direct Mail Invitation Email Invitation Text Invitation Email vs. Text vs. Print PURL PURL Reply Text Call Center / Response Page / Response Page Measuring Subject Lines - Week Follow-Up - 22% You’re Invited! Reminder Direct 6% Win a FREE gift! Reminder Email Reminder Text Mailer 47% Check out our March Seminar PURL Reply Text PURL Call Center 25% Are you interested in attending? / Response Page / Response Page Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

34. 3 Takeaways ► QR Codes: best way to integrate print + mobile today. ► Social Media = Use print to drive traffic ► Strategy Will Create On-Going Opportunities Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

36. interlinkONE’s Software ► Learn more at http://interlinkONE.com ► Or call our VP of Sales, Karen Sheehey: 978-694-9992 Questions or Comments? Copyright © 2011 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com

Notas do Editor

So.. Real quick! Who are we?Two companies. interlinkONE and Grow Socially. One provides marketing software, one provides marketing services.If you want tolearn more, you can absoltuely visit our websites.But we will also be at Graph Expo!!!
Forty percent of mobile consumers over 18 in the U.S. now have smartphones, according to July 2011 data from Nielsen. Android is the most popular operating system, with 40 percent of mobile consumers reporting they have a smartphone with an Android OS. Apple’s iOS is in second place, with 28 percent.
First, what does it stand for?Quick Response… So.. On the most basic level – think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL.Yes, it’s a call to action that can help increase response rates… strike while he iron is hot.
The Little Rock Convention & Visitors Bureau (LRCVB) supports organizations in the Little Rock, Arkansas area that benefit from travel, entertainment and convention business. In the autumn of 2010 they sponsored the “Savor the City” campaign to: Increase awareness of and drive traffic to participating restaurants Provide patron demographic information to restaurants for use in refining future marketing efforts ---RESULTS---Patrons of participating restaurants were given printed cards encouraging them to visit the campaign microsite to provide their feedback. Of the total unique visits (137) to the campaign landing pages, 31% were accessed via the use of QR codes and 69% were accessed via a custom URLOf the total completed responses (108), 24% were via QR codes
How do you shorten a URL? There are tools such as Bit.Ly, ilnk.me.Some QR Code generators do it for you!
We typically recommend using almost a ¼ inch of padding… Honestly, we do use a bit less than that, but give it room to breathe!
Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
Any Boston Celtics fans?When we win the NBA Championship this year, send me an email, and I’ll try to send you tshirt with this logo/QR Code on it.
Some of you might already have this.. But if not, go to TheQRToolkit.comIt’s a free QR Code Success Tool Kit… has white papers, videos, case studies, how to guides, and more.
The biggest thing we can do is not just focus on one channel.Try to find the best ways to use eveything at our disposal. Don’t just get the business of printing the postcard, or sending the email.That one and done approach will not help anyone, you or the marketer.Find ways to develop cycles, solutions. Use cross-media approaches.If someone wants you to do a postcard, then recommend how effective it might be if an email is sent on the day a postcard is sent and that text message is sent thanking them for responding.Make sure people incorporate mulitple response mechanisms on their printed piece. Some might want to call, some might want go on the website, some might want to go on Facebook.
Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting

Integrating Print in a Multi-Channel World

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