Print is Not Dead: The Power of Multi-Channel Marketing

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Print is Not Dead: The Power of Multi-Channel
Marketing
Maggie Hayward, Mathnasium
Chad Mickelson, PrintingForLess.com
Mike Stocker, Marketo

Your Speakers
Maggie Hayward
Marketing Manager
Chad Mickelson
Director of Franchise
Solutions
Mike Stocker
Sr. Consumer Marketing
Solution Strategist

Quick Housekeeping
• Chat box is available if you have any
questions
• There will be time for a Q&A at the end
• We will be recording the webinar for
future viewing
• All attendees will receive a copy of the
slides and the recording of today’s
webinar
• Twitter hashtag: #LaunchPoint

Sending tactile marketing is as easy as sending an email
using PFLLink for Marketo.

Stronger
customer recall
Stronger
customer retention
Stronger
brand association

Print offers quick and simple ways to promote online channels using:
• QR codes
• SMS
• Social
• Web
• PURLS (Personalized URLS)
• Near-field communication

Offline Drives Online

Mathnasium is an international franchising system of 500 year-round,
math-only learning centers.
Personalized and prescriptive learning
program
Specially trained math tutors
A process that really works!
The Mathnasium Method™
Mathnasium + PFLLink + Marketo

B2B: Franchise
Development Team
focused on acquiring new
franchisees to grow the
brand.
B2C: Consumer Marketing
Team focused on helping
franchisees generate and
nurture leads.

Awareness
We provide the franchisee with awareness and lead generation
campaigns as well as the tools to capture the leads and then convert
them.
Lead Generation
Lead Capturing
Conversion

We purchased national radio advertising that was highly targeted to
generate leads for our local Mathnasium Centers.

Highly
Educated
Between 30-50
Children
Grades K-12
Highly-Targeted at Parents

“Call now for a
free information kit!”
Callers reached our call center reps
Reps entered customer data into SFDC

That populated the data into Marketo
The lead is then associated with the
Mathnasium center closest to the prospect

That triggers an action to send the lead information,
and the local center information to PFL via PFLLink.
PFL prints a personalized letter and high-quality
catalog of our services.

1. The letter is
fully variable,
with the
recipient’s
personal info (Ex:
‘Dear Chad’)
2. It appears to
come from the
owner of the
Learning Center
geographically
closest to the
prospect.

When PFL mails the piece, PFLLink automatically tells
Marketo that it’s mailed.
Since it’s mailed first class, we know it will be
delivered within three days.

Four days after it mails, Marketo emails our local center
owner telling him or her that it’s time to call the prospect.
We even provide some sales tips in that email.

1. We are seeing significant increases in
response, site traffic and conversion.
2. We are even considering running a similar
campaign for the Franchise side of the business.
It’s the most successful radio promotion we have ever run.

Now our centers can solely focus on sales.
Marketo
Integrated
PrintingForLess.co
m
PFLLink
Status
Notification
Reporting and
Tracking
Automated
Print
Solution

Zero Manual Effort Timely
Sends
Sophisticated Tracking
Allows marketing and the franchisee to
focus on what really matters.

Awareness
We are considering running a similar campaign for the Franchise side
of the business.
Highly Targeted Timely Delivery Scalable

We have found this formula paired with PFLLink, and Marketo allows
us to run a national campaign, but with a localized feel.

Directly from Marketo, you can
trigger the send of personalized,
timely and high impact tactile
marketing materials.
Customize,
send and track
Customize,
send and track
Why PFLLink?

Create Multi-Channel Campaigns
Up-Sell & Cross-Sell:
Automatically send direct mail
featuring a warranty or
complementary product.
Loyalty Marketing:
Treat customers to a gift card
or clever piece of swag to say
thank you.
Event Marketing:
Send a postcard or invitation to
remind registrants to attend an
event or webinar.
Lead Management:
Know what’s been sent and
received for timely follow-up, and
track response rates.
Lead Nurturing:
Trigger print when lead scores
change to send a dimensional
piece to reach decision makers.
ROI Reporting:
Full integration helps you measure
and report on program effectiveness
and marketing ROI.
Why PFLLink?

Implementation Made Easy
We don't believe a one-size-fits-all approach addresses the unique needs of our clients, so we provide
three separate implementation options, based upon your level of Marketo experience.
D.I.Y. – In this package clients well-versed in Marketo complete their own implementation
based on our detailed instructions provided in a customized implementation guide.
Full-Service – In this package we provide a customized implementation guide and
complete the implementation after getting access to our client's Marketo instance.
Concierge – Expanding upon our Full-Service plan, clients receive an additional four
hours of services from a team of Marketo Certified Consultants, who will provide guidance
to less-experienced Marketo users, or complete more complex tasks such as
Salesforce.com integration and report building.
Our basic package starts at $995 - call today to get started 888-922-0697
Why PFLLink?
1.
2.
3.

Q&A

Maggie Hayward
Marketing Manager
Chad Mickelson
Director of Franchise
Solutions
Mike Stocker
Sr. Consumer Marketing
Solution Strategist

Thank you!

Print is Not Dead: The Power of Multi-Channel Marketing

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