1. Sponsored by
Getting the Most Out of
Multichannel Marketing
January 14, 2014
Sponsored by:
© Copyright 2014 TopRight®, LLC. All Rights Reserved

2. Sponsored by
TopRight, LLC
3290 Northside Parkway
The Forum, Suite 150
Atlanta, GA 30327
www.toprightpartners.com
Dave Sutton
President and CEO
Office: 678-384-6700
Mobile: 404-229-0234
Email: dave@toprightpartners.com
2

3. Sponsored by
Past positioning frameworks have not evolved to keep pace with the new ways
in which brands are activated today.
Classic Approach
•
•
•
•
Designed for simple, uncomplicated
purchases
Generally does not define each step
of the purchase process
Identifies the overall benefit drivers for
purchase intent
Generally difficult to translate into a
creative strategy beyond broad reach
Modern Approach
•
•
•
•
Comprehends more complex, longer
purchase process
Dissects purchase process to define
consumer needs at each point
Identifies drivers of purchase intent at
each decision point
Designed for activation – at broad
reach and one-to-one level
Companies today need the flexibility to position individual brands and complementary
brands within a portfolio to assist in portfolio allocation. They also need to develop a
value proposition for specific consumers or segment of consumers that they can fulfill
consistently across channels.
© Copyright 2014 TopRight®, LLC. All Rights Reserved
3

4. Defining the Position for Brands
Is Based on “Navigating
The Consumer BuyWayTM ”
Sponsored by
…
C
Awareness
Broad Reach Media
Channel
Opinion
Channel
Affinity Partners
Channel
Acquisition
Consideration
Inquiry
Internet
3rd Party
Call Center
Shop
Purchase
Retail Center
Repeat
Satisfaction Survey
Up-sell
Advocacy
Channel
Cross – Sell
Satisfaction
© Copyright 2014 TopRight®, LLC. All Rights Reserved
B
Channel
To develop the position – how a Brand
differentiates itself against competitors
– the greatest depth is placed against
the components of Acquisition
A
Channel
•
Consumer Segment
Retention
• Focus on consumer decision making
process
• What are the steps? Which are
most critical?
• How many segments are there?
Which ones comprise the “bulls-eye”
for the Product Brand?
• How does one Product Brand interact
with the others? With competitors?
• There are 2 components to the
BuyWay: Acquisition & Retention
Loyalty Program
Email Campaign
Recommend
4

5. First, Define Decision Process & Align Benefit
Drivers To Each Touch Point
Sponsored by
Segments
Marketers Should
Answer Questions Like:
1. HOW
Do Consumers
Make Decisions…
• What and where are the
“Moments of Truth” that
must be won?
Marketing Channels
Define Consumer
Decision Process
3
Awareness
• What market changes are
affecting consideration for
a well-known brand?
3
2. WHY
Familiarity
Should They
Choose You…
3
• How do we build
awareness quickly and
efficiently in a new market?
Opinion
Develop & Test
Emotional Benefit
Statements
3
Consideration
Create Value
Proposition & Brand
Architecture
Inquiry/Shop
Purchase
3
3
• What are the most
important touchpoints at
which to engage
consumers?
3
3
3
3. WHEN
Do You Engage The Prospect…
3
• What benefits should we
stress at each of those
touchpoints?
Define & Map Differentiating Benefits By Segment & Touchpoint
© Copyright 2014 TopRight®, LLC. All Rights Reserved
5

6. Next, Know Who You Are Talking To,
Where They Are And What To Say
Sponsored by
Who
Segments
Marketers Should
Answer Questions Like:
6. HOW
Do You Measure
Success…
• Who are our target
Consumers and
segments, and where can
we best engage them?
Marketing Channels
• How do we deliver our
value proposition to them
most effectively?
Where
5
5
Awareness
• What benefits are most
likely to grab their attention
and drive purchase?
5
5. WHAT
Do You Say…
Familiarity
Align Marketing
Messages With
Appropriate
Segment & Channel
5
Opinion
5
Consideration
• What metrics and
measures will help us
gauge our success and
optimize our efforts?
4. WHO & WHERE
5
Inquiry/Shop
Purchase
© Copyright 2014 TopRight®, LLC. All Rights Reserved
Define & Implement
Metrics To Evaluate
ROMI
Are They…
5
5
The Golden
Questions
6

7. Use Qualitative and Quantitative Research To
Understand How Consumers Make
Purchasing Decisions
Sponsored by
1. HOW
Segments
Do Consumers
Make Decisions…
Who
Define Consumer
Decision Process
Qualitative Research will
be used to:
• Understand the purchase decision
process
• Define the steps and trigger points
that must be met prior to moving to
the next step
Where
Awareness
Familiarity
Opinion
• Identify information sought
• Explore benefits that might meet
information needs
• Determine if process or steps vary
by subject / age
• Probe for attitudinal / demographic /
feature & benefit input
© Copyright 2014 TopRight®, LLC. All Rights Reserved
Consideration
Inquiry/Shop
Purchase
7

8. Output From Qualitative Research Will Be Used To
Generate Input For Quantitative Research
Sponsored by
Quantitative Research will be
used to:
Segments
Who
• Define why Consumers should
chose a specific product
•
Identify foundational features &
functional / emotional benefits that
differentiate the Brand and support
the overarching position
• Define the Consumer segments
and when to engage each
•
Map benefits by segment and
decision point
Familiarity
Define and prioritize Consumer
segments
•
Where
Awareness
• Define the size of the market for
each subject / age group
• Develop questions to permit
profiling at initial touch point
•
•
Develop 3 to 6 questions that define
which segment and location in the
decision process
Employ at all touch points
• Relative evaluation of importance
of communication channels
© Copyright 2014 TopRight®, LLC. All Rights Reserved
Opinion
2. WHY
Should They
Choose You…
Develop & Test
Features &
Functional /
Emotional Benefit
Statements
Create Value
Proposition & Brand
Architecture
Consideration
4. WHO & WHERE
Inquiry/Shop
Purchase
Are They…
The Golden
Questions
3. WHEN
Do You Engage The Prospect…
Define & Map Differentiating Benefits By Segment & Touchpoint
8

9. The Research Informs An Activation Plan That
Aligns The Message With The Appropriate Segment
& Communication Channel
Sponsored by
Segments
Activation is driven by:
Who
• The ability to identify which
segment and where in the purchase
process a Consumer resides
• Do some lack awareness while others
lack consideration?
• Are there segments that should not be
targeted?
• The features and benefits are
identified by segment and decision
point
• Marketing messages are aligned
with the appropriate
segment, decision point and
communication channel
Where
Awareness
6. HOW
Do You Measure
Success…
Familiarity
Define & Implement
Metrics To Evaluate
ROMI
Opinion
5. WHAT
Consideration
• Strategic frameworks are developed
• A communication plan framework is
created
• This facilitates the testing of campaigns
and measurement of effectiveness
• Marketing metrics are defined and
aligned with strategic objectives
Inquiry/Shop
Purchase
Do You Say…
Align Marketing
Messages With
Appropriate
Segment & Channel
4. WHO & WHERE
Are They…
The Golden
Questions
© Copyright 2014 TopRight®, LLC. All Rights Reserved
9

10. The Bottom Half Of The BuyWayTM Focuses On
Retaining Consumers And Building Loyalty & Advocacy
Sponsored by
1. Repeat
Purchase
Drive repeat purchase…
Purchase
Repeat
Repeat Purchase
Most companies focus their efforts on driving repeat purchases, up
sell and cross sell opportunities. Although it is cheaper to service an
existing Consumer than a new Consumer, many repeat Consumers
typically choose a vendor based on price or convenience and will
often switch if a cheaper or more convenience option arises.
Cross – Sell
2. Loyalty
Up-sell
Loyalty
Satisfaction
Advocacy
Build loyalty to you and your Brands…
Loyal Consumers do not choose your products/services based on
price or convenience, but on quality and past experience. They are
often willing to pay more for your product and are willing to go further
out of their way to get to you. They are cheaper to serve than retained
Consumers because they do not have to be convinced to shop with
you. Instead you can focus on up sell and cross sell activities
Advocacy
3. Advocacy
Create Consumer advocates…
Consumer Advocates have all the benefits of loyal Consumers, but go
a step further and serve as informal, but powerful, word of mouth
marketers for you, telling other consumers why they should pay more
or drive farther out of their way to buy from you rather than your
competitors. As the influence of Web 2.0 channels grows, so will the
importance of Consumer advocates.
© Copyright 2014 TopRight®, LLC. All Rights Reserved
10

11. Sponsored by
Case Study
Defining a Clear Communication Strategy
All data has been either sanitized, omitted on some slides or when
presented independently would be of no limited value. This case
highlights how TopRight approaches a project.
© Copyright 2014 TopRight®, LLC. All Rights Reserved
11

12. Case Study : Overview
Sponsored by
1. HOW
1
Do Consumers
Make Decisions…
Define Consumer
Decision Process
• Identified 2 critical decision pts.
• Procedure and purchase
• Defined decision criteria for each
• Determined funnel “sticking pts.”
• Defined hurdles & tipping points at each
juncture
• Identified importance of internet in research
5
phase (70% chg. In 3 yrs.)
• Developed view of leads & conversions to
measure effectiveness of channels / mess.
• Benefit statements by decision point
• Attitudinal stmts. for segmentation texture
• Utilized stated / derived methodology
• Research quantified stages of process and
identified discreet segments
• Defined similarity / difference between
segments.
• Brand Architecture / position defined
•Comm. Plan determined by 3 factors
• Bulls-eye target defined for mktg. focus
•Research prioritized importance of
marketing channels by phase / segment for
resource allocation
• Identified drivers of purchase behavior by
segment and phase
•Quantitative analysis identified research
questions predictive of segment / funnel
location
• Identified 3 questions that accurately
predicted 80% of the time
•Questions implemented at every touchpoint
to tailor communication
2. WHY
Should They
Choose You…
2
Develop & Test
Emotional Benefit
Statements
Create Value
Proposition & Brand
Architecture
3. WHEN
Do You Engage The
Prospect…
Define & Map
Differentiating
Benefits By Segment
& Touch point
3
6
6. HOW
Do You Measure
Success…
1. Revised dir. mktg. using responder analysis
to improve targeting; 200% response incr.
2. Identified 60% of prospects quit on line
booking; revised site - booking increased from
5% to 20%
Define & Implement
Metrics To Evaluate
ROMI
• Awareness doubled to 54%; client highest
association with all critical benefits
• Procedures increased 10% vs 3 yr. decline
5
© Copyright 2014 TopRight®, LLC. All Rights Reserved
5. WHAT
1. Source of lead (trigger & point of entry)
2. Who you are (segment)
3. Where you are in funnel
Do You Say…
Align Marketing
Messages With
Appropriate
Segment & Channel
•Approach based on testing/ optimizing
1. Content (crucial/motivating messaging; Res.)
2. Frequency (Low vs. High)
3. Channel (Bal. email/phone/web/direct)
4. Broad Reach adv. revised ; drove funnel entry
4
4. WHO & WHERE
Are They…
The Golden
Questions
12

13. Sponsored by
Qualitative Research Was Used To Understand The
Decision Making Process & Explore Potential Benefits
For Use In Quantitative Research
• Qualitative revealed two
decision points – A procedure
& provider decision -- each
occurring at different points
• At each phase of the
purchase cycle, barriers were
encountered and information
needs and “tipping points”
were identified
• Rational and emotional
benefits were identified for
inclusion into quantitative
research
• Multiple position options were
tested -- the debunking of
myths proved as important as
defining true opportunities
Note: Client data has been sanitized
© Copyright 2014 TopRight®, LLC. All Rights Reserved
13

14. Sponsored by
Quantitative Research Was Used To Size The
Market & Uncover Significant Differences
Between Segments
• The size of the market, location in the funnel
and Consumer segments were defined
• The segments
where then
defined by location
and bulls-eye
targets were
selected
• Attitudinal, demographic and
vision history identified significant
differences between segments
Note: Client data has been sanitized
© Copyright 2014 TopRight®, LLC. All Rights Reserved
14

15. Sponsored by
Benefits Tested Were Then Used To
Develop A Brand Architecture And Create
Segment-specific Messaging
• Analysis indicated similarity between prospects
in general & fix-its with respect to procedure
benefit drivers
• Upon completion
of analysis of
benefits, a brand
architecture was
developed
• Finally, benefits were defined by
segment to create messaging to
drive fix-its to select a provider
Note: Client data has been sanitized
© Copyright 2014 TopRight®, LLC. All Rights Reserved
15

16. Sponsored by
The Results Of Qualitative And Quantitative
Research Informed The Activation Of A New
Communication Strategy
• Three “predictive questions” (golden
questions) were incorporated into all
lead generation marketing vehicles
• Knowledge of
where in-market
consumers
searched for
information drove
program
development
• Finally, a communication matrix was
developed to insure content was
provided when & where it was needed
Note: Client data has been sanitized
© Copyright 2014 TopRight®, LLC. All Rights Reserved
16

17. Case Study : TLC Vision
Sponsored by
RESULTS
BACKGROUND
$300 Million eye care services company with a leading position in $2.8 Billion
Refractive (Lasik Eye Surgery)
Traditional GTM Strategy relied on Optometric referrals
Corporate Competitor disrupted market by introducing direct-to-Consumer
(DTC) advertising model. TLC sought to compliment OD model with DTC. TLC
2 year procedure trend -10%
CHALLENGES
TLC did not understand the different market segments nor the steps
Consumers took to make decision to have Lasik surgery
Although an early adopter of technology TLC did not believe it had fully
leveraged the benefits of the new technology (i.e. Intralase)
An 18% increase
in leads,
consultations and
procedures
A 50% increase in
awareness
200% increase in
direct marketing
effectiveness
Concerned positioning was not clear
Limited experience in Consumer marketing – broad reach or targeted via direct
or internet; lacked communication strategy
Market share was stable but recently ceded leadership to a competitor
APPROACH
Develop and execute a brand architecture providing point of differentiation and
preference at each point in the purchase process
Online consultation
bookings grew
from 5% to 15%,
reducing Call
Center Costs
Define Consumer segments, understanding how the purchase decision is made
Develop Value Proposition and Brand Architecture
Define differentiating benefits and map to each touch point to drive purchase intent
Activate segmentation by developing questions that define segment/point in
purchase process
Define creative strategy and implement awareness building campaign
Develop tailored web / direct communications and testing and metrics to assess
effectiveness
© Copyright 2014 TopRight®, LLC. All Rights Reserved
17

18. In Summary, Marketers Today Should…
Sponsored by
• Define the positioning for a single brand in a complex multi-channel world
…and define the position and role within the portfolio for several brands
• Build capabilities beyond traditional brand management and positioning…
…which was designed to find the highest level benefit, for the broadest target
audience, generally through a single channel
• Identify the drivers of purchase intent for multiple segments at various touch points
across multiple channels
• Provide you with a “segmentation-light” that enables you to quickly profile consumers
• Enable you to save time and money by being more precise in the development of your
communication strategies and relationship management campaigns
• Reduces the amount of testing and learning required with most traditional
“one-to-one” marketing campaigns
• Deliver results more quickly with potential for immediate impact on business
performance
© Copyright 2014 TopRight®, LLC. All Rights Reserved
18

19. Contact Me
Sponsored by
TopRight, LLC
3290 Northside Parkway
The Forum, Suite 150
Atlanta, GA 30327
www.toprightpartners.com
© Copyright 2014 TopRight®, LLC. All Rights Reserved
Dave Sutton
President and CEO
Office: 678-384-6700
Mobile: 404-229-0234
Email: dave@toprightpartners.com
19

20. Sponsored by
Bringing it All Together:
Integrating Your
Marketing Efforts
© Copyright 2014 TopRight®, LLC. All Rights Reserved

21. Embrace the New Speed of Business
Sponsored by
 Growing use and adoption of mobile & social
 Multiplication of communication channels
 Increased transparency; always-on
 Greater accessibility to customers & prospects
KEY: Take advantage of highly visible & relevant chatter/trends to
increase brand salience
© Copyright 2014 TopRight®, LLC. All Rights Reserved

22. Sponsored by
56%
of advanced B2B
marketers said content-based
offers were their most successful
campaigns.
- Demand Gen Report Research
© Copyright 2014 TopRight®, LLC. All Rights Reserved

23. Build a Calendar Workflow
Sponsored by
Master Campaign
Calendar
Content Marketing
Calendar
Social Ed Calendar
Share
KEY: Interrelated content that complements and supports your strategy
© Copyright 2014 TopRight®, LLC. All Rights Reserved

24. Example: Analyst Report Campaign
Sponsored by
• Targeted Audience:
SMB B2B companies
• Multi-faceted initiative
• Microsite
• SEO
• Blog Posts
• Social Media
• Press Relations
• Physical Events
• Outbound Email
Campaigns
www.act-on.com/drive
© Copyright 2014 TopRight®, LLC. All Rights Reserved

25. Channel Performance Metrics
Sponsored by
What channels are performing best?
 Form completion/ abandonment rates
 Content/asset downloads
 Revenue impact by channel & offer
KEY: Keep your benchmarking metrics easy, understandable, and insightful
© Copyright 2014 TopRight®, LLC. All Rights Reserved

26. Next Steps
Sponsored by
Sign up for a demo
www.act-on.com
Need it today
Call: 1 (877) 530-1555
Email: sales@act-on.com
© Copyright 2014 TopRight®, LLC. All Rights Reserved