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IABC/Arkansas Summer Camp 2011 Presentation

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IABC/Arkansas Summer Camp 2011 Presentation

  1. 1. Multi-Channel Integrated Marketing<br />
  2. 2. Before I Begin …<br />@johnfoleyjr<br />#IABCAR <br />2<br />
  3. 3. John Foley, Jr.<br />I love Mar(H)keting!<br />Grow Socially, Inc – Support Services<br />Online Marketing/Social Media<br />Plan, Manage, Execute and Measure<br />interlinkONE – Software (SaaS)<br />Enterprise Marketing Management Software<br />Plan, build, manage, execute and measure all marketing activities<br />15 Years Woot!<br />
  4. 4. Accolades<br /><ul><li>Jetsetter Status on FourSquare
  5. 5. Mayor of iStrategy
  6. 6. Ranked #14 as a Top CMO on Twitter in 2011
  7. 7. 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category
  8. 8. One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50</li></li></ul><li>What’s on the Agenda?<br />Integrated Marketing: What, Why & How<br />Creating Multi-Channel Campaigns<br />Incorporating Print, Social, Mobile, & More<br />Measuring Results<br />
  9. 9. Integrated Marketing: What, Why & How<br />
  10. 10. Start on the Home Front<br />“Kitchen Table Effect”<br />
  11. 11. What is Integrated Marketing?<br />“The coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers & prospects”<br />Source: http://en.wikipedia.org/wiki/Integrated_marketing<br />
  12. 12. What “Not Integrated” Means to Business<br />Marketing Initiatives <br />Print Ads<br />Telemarketing<br />Trade Shows<br />Direct Mail<br />Banner Ads<br />TV/Radio<br />Customer List<br />Site Visitors<br />Accudata List<br />Prospects<br />Media/Press<br />Readers<br />Target Audience <br />Hassles<br />Time- Consuming<br />Waste of Money<br />Response Profiles<br />Business Reply<br /> Cards<br />Fax/Data Entry<br />(Inbound)<br />Web<br />Registration<br />Contest/Trade Show Registration<br />Call Center<br />Attendee Survey<br />Multiple databases of Information<br />Separate reports (un-integrated)<br />Delayed Lead Routing to sales<br />
  13. 13. Where Is Your Data?<br />Call Center<br />Personalized URL<br />. CSV .TXT<br />Database<br />Database<br />. CSV .TXT<br />Business Reply Cards<br />Web Inquires<br />. CSV .TXT<br />Database<br />Database<br />. CSV .TXT<br />
  14. 14. What “Not Integrated” Means to Customers and Prospects<br />Marketing Messages that are:<br />Not Relevant<br />Not Sent at the Right Time<br />Not Sent in the Preferred Channels<br />
  15. 15. Copyright 2011 interlinkONE, Inc.<br />
  16. 16. Campaign Example<br />
  17. 17. Multi-Channel Effort Based on Data<br />Boomers (35-55) <br />The 20 something’s 20-34<br />Seniors (55+)<br />Touch points to gather information and drive to website or shopping cart<br />Touch points to gather information and drive to website or shopping cart<br />Touch points to gather information and drive to website or shopping cart<br />A<br />A<br />A<br />B<br />B<br />B<br />C<br />C<br />C<br />Visitors who purchased.<br />D<br />C<br />B<br />A<br />A<br />B<br />C<br />D<br />Visitors who left.<br />E-Commerce<br />Outbound Emails<br />Outbound Emails<br />Social Media<br />Banner Ads<br />Social Media<br />Banner Ads<br />Direct Mail<br />Direct Mail<br />Web Site<br />Drive back to website or shopping card through medias<br />
  18. 18. Question Time!<br />Where can you get the best marketing data for your company and for your clients?<br />
  19. 19. Building the Database<br />
  20. 20. Quick Takeaway<br />Think Multi-Channel<br />Think Multi-Media<br />Think Multi-Response<br />Think Multi-Touch<br />Think Integrated<br />Build YOUR Marketing Database<br />Rome wasn’t built in a day! Neither is your Marketing database!<br />Why you say?<br />A targeted, integrated, Multi-touch, Multi-channel/media/response (Personalized) produces greater results!<br />
  21. 21. Creating Multi-Channel Campaigns<br />
  22. 22. Define Your Audience: Choose your target audience.<br />What’s the Goal?<br />Pick A Channel: Choose which channel would be the most effective way to contact your audience.<br /> Repeat: Repeat the cycle for more effect.<br />Pick A Media: Choose which media to contact your audience.<br />Response Channel: Give your audience a way to respond.<br /> Measure: Marketing Reports & Dashboards automatically generated.<br />Lead Database:<br />All responses collect in one database. <br />Real Time, Centralized, Online, Qualified.<br />Sales <br />Reports<br />Lead <br />Distribution<br /> Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.<br />
  23. 23. Campaign 101<br />What is a Campaign<br />Campaign – (noun) An entire series of marketing efforts to one event, customer, organization, priority.<br />
  24. 24. Define the Goal/Objective<br />Step #1 My Goal<br />Goal: Increase sales by 15%<br />How: Increase our # of inquiries with marketing efforts<br />
  25. 25. Step# 2: Identify & Understand Your Audience<br />Define the Target Audience<br />
  26. 26. Define the Channels You’ll Use<br />How will your deliver?<br />Step #3 Choose Channels & Medias<br />Newsletter<br />E-mail with PURL<br />Newspaper Insert<br />E-mail Promotion<br />Postcard<br />
  27. 27. Define Response Options<br />Step#4 Choose response type<br /> (how will the audience contact you about your message/offer)<br />PURLS<br />BRC<br />Trade Show Booth<br />Phone<br />
  28. 28. Multi-Channel Campaign<br />July Seminar<br />Prospects<br />Associates<br />Customers<br />Target Audience Data<br />Print<br />internet<br />Print<br />Web<br />Mobile<br />Channel<br />Direct Mail Invitation<br />Postcard<br />Flyer<br />Banner Ad<br />Invitation Email<br />SMS/Text<br />Social Media<br />Mobile Ad<br />Media<br />Reply Text<br />Landing Page<br />Inbound Calls<br />PURL <br />QR Code<br />Landing Page<br />Landing Page<br />Landing Page<br />Response Mechanisms<br />
  29. 29. Cross-Media & Multi-Channel Questions<br />Scheduling – When should I contact the customer?<br />Photo Credit<br />
  30. 30. Cross-Media & Multi-Channel Questions<br />Rate – What is the correct time frame to leave between the delivery of my first, second and third message to the customer?<br />Photo Credit<br />
  31. 31. Cross-Media & Multi-Channel Questions<br />Incidence – If a customer is not responding, how long should I continue to pursue the offer?<br />Photo Credit<br />
  32. 32. Keys to Cross Channel/Media Success<br />Variety of Mass medias, Email, Direct Mail, Letters, Web pages, etc.<br />Branding, Graphics, Messaging<br />Offer<br />Call to action<br />Measure it<br />
  33. 33. Benefits of Multi-Channel / Cross Media<br />Increase the Reach of Your Message<br />It’s their world – communicate in the ways they want to be communicated in<br />Generate greater responses<br />Easy to Measure– Find out what works!<br />
  34. 34. Incorporating Print, Social, Mobile, & More<br />
  35. 35. Print plus: It Starts With The Data<br />
  36. 36. Identify Areas of Personalization<br />Relevant Content that Appeals to Them<br />Membership Level<br />Images based on Interest<br />Personalized URL<br />
  37. 37. Personalized Messaging<br />This customer:<br /><ul><li>Loves the races… Thinks the food is expensive… Is a Silver member</li></li></ul><li>TakeawaysBe Relevant<br />Relevancy in Content<br />Relevancy in Contact<br />Relevancy in Channel<br />Relevancy in Media<br />Relevancy in Response<br />Relevancy in Time<br />
  38. 38. Why Mobile?<br />
  39. 39. Integrating Mobile<br />QR Codes<br />SMS/Text Messaging<br />Digital Watermarks<br />Payments<br />
  40. 40. Print + Mobile<br />QR Codes<br />QR Code Resources<br />QRConnect.com<br />QReateandTrack.com<br />
  41. 41. QR = “Quick Response”<br />
  42. 42. What the QR Code Contains<br />
  43. 43. Measuring QR Codes<br />
  44. 44. What You Need to Scan<br />
  45. 45. Applications to Scan<br />
  46. 46. Tip: Mobilize Your Content!<br />Mobile website Resource - iFlyMobi.com<br />
  47. 47.
  48. 48. Direct Mail Example #1<br />
  49. 49. Direct Mail Example #2<br />
  50. 50. Keys to Succeeding with Discount<br />Point QR Codes to a Mobile Website!<br />Track the Effectiveness<br />Provide a compelling reason to scan<br />
  51. 51. QR Codes on Signs<br />
  52. 52. QR Codes on Posters<br />
  53. 53. Digital Watermarks<br />
  54. 54. Augmented Reality<br />Image Source: http://www.jeffreydonenfeld.com<br />
  55. 55. SMS/Text Outbound<br />6.1 trillion messages sent in 2010!<br />News Alerts<br />Product Info<br />Contests<br />Deals<br />More<br />
  56. 56. SMS/Text - Inbound<br />
  57. 57. Mobile Payments<br />Near Field Communications (NFC)<br />Square (from Twitter co-founder)<br />
  58. 58. Where does Social Media fit in?<br />
  59. 59. Start here!Social Media Marketing Plan <br />Describe Business and Its Goals<br />Know Your Audience<br />Value Prop / Keywords<br />Humanize Your Brand<br />Content Resource & Distribution Strategy <br />Measure Your Success<br />Strategy <br />Before <br />Tactics!<br />
  60. 60. Know Your Audience <br />Who Are They?<br />Where Are They Cyclically?<br />How Do They Use Social Networks?<br />
  61. 61. Content Resource Library<br />Visit Resources Daily<br />Content A<br />Content C<br />Push Content Out<br />Pull Content<br />Content B<br />Make Links Measurable<br />Content Distribution<br />
  62. 62. Optimize / Social Friendly<br />Blogs<br />eNewsletter Sign-Ups<br />White Papers<br />Landing Pages<br />Offers<br />Emails<br />Polls<br />Get Noticed<br />Inquiries<br />Engage<br />and<br />Nurture<br />Qualified <br />Leads<br />Engage<br />and<br />Nurture<br />Sales<br />Integrated Multi-Channel Marketing<br />Action – Publish – Engage – Converse – Share<br />Social Media Blogging Analytics <br />Content Mgmt SEO <br />Start with MKTG Plan<br />Product?<br />Service?<br />Asset?<br />$<br />
  63. 63. What to Measure?<br /><ul><li>Site Traffic
  64. 64. Downloads
  65. 65. Subscribers
  66. 66. Blog Comments
  67. 67. Questions
  68. 68. Shared Links
  69. 69. Re-Tweets
  70. 70. Followers
  71. 71. Who is talking about you and how?</li></li></ul><li>Tools for Measuring Effectiveness<br />Link Shorteners<br />iLink.Me<br />TinyURL.com<br />Google Analytics<br />Website<br />Insights<br />LinkedIn, Facebook, Twitter, YouTube<br />
  72. 72. http://ilink.me<br />
  73. 73. Tools to Measure Success <br />www.ilnk.me<br />
  74. 74. Social Media Listening Tools<br />
  75. 75. Get Business Results<br /><ul><li>Start with a Plan
  76. 76. Create a Online Marketing Strategy
  77. 77. Incorporate Your Offline / Online, Social Media, SEO and Website
  78. 78. Measure the Results!</li></li></ul><li>Takeaway<br /><ul><li>Plan, Plan, Plan
  79. 79. Listen
  80. 80. Engage
  81. 81. Build your network
  82. 82. Listen
  83. 83. Measure!</li></li></ul><li>Marketing Calendar look - Before<br />Announce on website<br />Mail -Monthly Newsletter<br />Send out flyers to clients <br />Email eNewsletter (Announce)<br />Tell colleagues you’re attending <br />Expo Event<br />8AM-6PM<br />Send thank you cards<br />Enter new contacts in CRM<br />
  84. 84. Integrated Calendar - After<br />Create Post, Link back to website<br />Announce on website<br />Announce on <br /> &<br />Mail -Monthly Newsletter<br />Send out flyers to clients <br />Email eNewsletter (Announce)<br />Connect with Keynote Speakers on<br />Share event article on<br />Comment on event’s <br /> page<br />Tell colleagues you’re attending (TXT)<br />Announce booth # with <br />video post<br />Share event article on<br />Expo Event<br />8AM-6PM<br />Join in on event’s hashtag<br />Send thank you cards<br />Enter new contacts in Excel <br />Follow-Up with <br />Post & Post Pictures<br />Share speaking presentation on<br />Friend new contacts on<br />
  85. 85. Multi-Channel CampaignsMeasuring Results<br />
  86. 86. Case Study – Recent Event<br />What did the plan look like?<br />Who – Biz Owners, Marketers<br />Why? Feedback. What the audience told us before<br />How – Multi-Channel, Internet, Print, Video<br />Medias – Email, DM, Txt, Social, Blog, Lpage<br />GOAL? – 40 attendees<br />Result? = 60!<br />
  87. 87. Case Study – Examples<br />Personalized<br />
  88. 88. Case Study – Examples<br />Personalized Envelope / Letter<br />Email Thank you<br />Email<br />
  89. 89. Case Study – Examples<br />Mobile Optimized Program for Event!<br />Text Alert!<br />
  90. 90. Case Study – Results<br />
  91. 91. Case Study – Results<br />
  92. 92. Case Study – Results<br />
  93. 93. Case Study – Results<br />
  94. 94. What did people respond to?<br />
  95. 95. What groups responded?<br />Purchased Lists vs. House Lists<br />Customers vs. Prospects<br />
  96. 96. Inbound and Outbound<br />COMPANY WEBSITE<br />Whitepapers,<br />eBooks Downloads<br />eNewsletter Sign-Ups<br />Comments & Questions on Blog<br />Info/Inquiries<br />Webinar <br />Sign-Ups<br />Social Media<br />SEO<br />DM/Flyer<br />E-mail<br />Links<br />Other<br />3500 <br />Visitors<br />CRM<br />2000 <br />Visitors<br />800 <br />Visitors<br />100 <br />Visitors<br />
  97. 97. Landing Page Responses<br />Who visited the page?<br />Who responded?<br />Who did not?<br />
  98. 98. E-Mail Blast Results<br />
  99. 99. Cost per Lead<br />
  100. 100. Sales Pipeline<br />
  101. 101. Final Takeaway!<br />Plan<br />Manage<br />Execute<br />Measure<br />
  102. 102. THANK YOU!Q & A / Contact Me! http://ilink.me/JR<br />