1. Fuel the Conversation!
Leveraging Digital Marketing
for Trade Show Promotion
Joel Book
Principal, Marketing Research &
Education Group
Twitter: @joelbook / #ExactTarget

3. Addressable Voice
Marketing Media Evolution Mobile Email
SMS
Mobile Email
SMS + MMS
IM IM IM IM
Email Email Email Email
Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail
Telephone Telephone Telephone Telephone Telephone
<1990 1990s 1999 2000s 2010
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display Display Display Display
Website Website Website Website
Search
Search Search Search
Online Display
Online Display Online Display Online Display
Paid Search
Paid Search Paid Search Landing Pages
Landing Pages Landing Pages Microsites
Microsites Microsites Online Video
Online Video Online Video Affiliate Marketing
Webinars Affiliate Marketing Webinars
Affiliate Marketing Webinars Blogs
Blogs RSS
RSS Podcasts
Podcasts Wikis
Wikis Social Networks
Social Networks Mobile Web
Behavioral
Mobile Web
Social Media & Ads
Virtual Worlds
Widgets
Twitter

5. “The mix of media
channels has
shifted from a one-
way broadcast
model to a set of
dynamic two-way
media forums.”
Source: Booz Allen Hamilton
HD Marketing 2010: Sharpening the
Conversation

6. Marketing to a Segment of One
Serving customers
by delivering
content that is:
 Personal
 Relevant
 Timely

10. Marketers are Increasing Spending on
Mobile, Email, Search, Social Marketing
• 28% of marketers are shifting budgets to digital channels.
• 54% plan to increase budgets for email marketing.
• 66% plan to increase investments in social media.
• 56% plan to increase budgets for mobile marketing.
• 64% of companies plan to increase budgets in SEO.
• 51% plan to increase budgets for paid search.
Marketing Budgets 2010: Effectiveness, Measurement and Allocation
Produced by: ExactTarget and eConsultancy
Survey Sample: 1,000+ Marketing Professionals, B2B and B2C

11. #1
Business Getting
& Business Keeping

12. Email: The Backbone of Customer Engagement
The Customer Life Cycle
Website Product Product Product Repurchase/ Brand
Visit Evaluation Purchase Usage Renewal Loyalty
Business Getting Business Keeping
Once a person gives you permission . . .
• Email aids the buying process.
• Drives repeat usage.
• Keeps the customer connected to your company.

13. In 2009, more
than 50% of
consumers made
a purchase due to
email.
Source: ExactTarget
“Email X-Factors, 2010”

15. TEACH CONSUMERS HOW
TO USE YOUR PRODUCTS

16. INVITE CUSTOMERS
TO SHARE THEIR
EXPERIENCE

17. EMAIL + CRM
$58MM IN NEW EQUIPMENT
SALES IN 2009!

18. EMAIL + SOCIAL
FUELING THE
CONVERSATION
www.
EXACTTARGETinACTION
.com

19. Social Media Usage (Worldwide)
Facebook: 500M active users
Twitter: 190M active users
LinkedIn: 70M active users
Source: Jake Hird, eConsultancy, July, 2010

20. 75% of social media users say email is
the best way for companies to
communicate with them.
MarketingSherpa, 2010

21. USE EMAIL+SOCIAL
MEDIA TO ATTACT
NEW CUSTOMERS

22. FUEL THE CONVERSATION
WITH EMAIL & TWITTER

23. Whole Foods Leverages Twitter
• 1,804,829 Followers
• Tweets respond to customer questions,
and invite customers to opt-in to Whole
Foods’ email newsletter

24. Why Twitter?
Whole Foods Chicago Uses Twitter Too!
• 5,473 Followers100 @WholeFoodsCHI
66% of Fortune for companies engage
customers via Twitter
• Tweets highlight in-store events, promote
• Twitter usersand answer customer engage
special offers, are 2X more likely to
with brands than users of other social
questions
networks

25. EMAIL + MOBILE
DIRECT RESPONSE

26. “By 2014,
Smartphones
will comprise
37% of global
handset sales.”
Source: Pyramid Research

27. EMAIL + MOBILE
EMAIL DOMINATES
MOBILE WEB TIME
34% of all US mobile
subscribers used email on
their phone in May 2010.
Source: Pew Research Center, 2010

28. USE DIRECT RESPONSE TEXT TO
ATTRACT NEW SUBSCRIBERS
Thx 4 ur interest in Scotts
Lawn Care Update
monthly email. Reply BAT
[space] ur email address
(ex:BAT mlb@mlb.com) 2
complete sign-up. H help
Std rates apply

29. EMAIL + MOBILE
RETAIL SALES
ACCELERATOR
Redemption rates for
mobile coupons are
between 5 and 20 %.
Source: Cellfire, 2010

30. How Marketers
Use Digital Media
to Maximize Event
& Trade Show ROI

31. USE EVENTS TO ATTRACT CUSTOMERS.
USE EMAIL TO DRIVE CONVERSION.
Email Landing Page

32. EMAIL + VIDEO IS A POWERFUL COMBINATION
Billy Payne
Former CEO
Atlanta Olympic Games
Email Link
Video Player

33. EMAIL + VIDEO
LET TRADE SHOW
ATTENDEES DO THE TALKING
Email
Website

34. USE MOBILE TO ACQUIRE
NEW EMAIL SUBSCRIBERS

35. SEND PERSONALIZED FOLLOW-UP
EMAILS TO TRADE SHOW LEADS

37. How Hitachi Data Systems’ Uses Email
Email is the backbone of
Hitachi Data Systems’
customer engagement
strategy.
Webinar Invite Product News Newsletter Product Launch Event Invite

38. Hitachi Conference Invitations
Executive Forum Invitations
are sent “on behalf” of the
customer’s HDS Rep

40. Hitachi WebTech Events
Webinar Series
• 35 webinars per year
• Up to 200 attendees per event

41. Leveraging Social Media
Event invitations are now
designed to encourage
recipients to forward and
share with colleagues.
Social Forward
Social Sharing

44. How to
Improve
Marketing
Performance

45. 10 Tips for Effective Digital Marketing
1. Use SEO (Search Engine Optimization) to attract
prospective email subscribers to your site.
2. Design your websites(s) to engage the visitor. Provide
multiple opportunities on site to subscribe to email.
3. Use direct response text (SMS) at events to make it
easy for customers to opt-in to your email program.
4. Create a Subscriber Preference Center. Use it to
identify customer needs and interests.
5. Plan! Determine what information and offers are
relevant to the customer. Define when to deliver each.

46. 10 Tips for Effective Digital Marketing
6. Pre-Sale. Use email to aid the customer’s decision-
making process. Deliver content that “serves” the
customer.
7. Post-Sale. Use email to enhance the product usage
experience. Invite customers to share their
knowledge and experience.
8. Enable subscribers to share email content with their
social networks. This extends message distribution.
9. Develop processes for Lead Qualification/Lead
Scoring, Lead Nurturing, and Cross-Sell/Repurchase.
10. Automate email communications by integrating email
technology with customer database or CRM systems.

48. A 6-part research series that provides useful insights
into how adults use Email, Facebook & Twitter. Based
on interviews with 1,500+ consumers.

51. ExactTarget’s New Design Toolkit
Whether you’re a savvy designer, a
marketer, or an executive, our new
Design Toolkit has everything you need
to improve your interactive design.
In this three-part kit, we’ll help you
master three important facets of
interactive design:
1. Design Philosophy. Seven Design Principles
That Will Drive Customer Engagement
2. Taking Design Beyond Email. 5 Easy Ways to
Improve Conversions Across All Interactive
Channels
3. Designing for Today. Eight Tips on Designing
for Outlook 2007 and 2010
Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com

52. ExactTarget’s New Digital Marketing Resource Guide
Stay Current!!
• Websites and Blogs
• eNewsletters
• Books and Whitepapers
• Industry Organizations / Associations
• Conferences

53. Thank You!
Joel Book
ExactTarget, Inc.
Phone: 317.275.5444
Email: jbook@exacttarget.com
Blog: EmailMarketingbytheBook.com
Twitter: @joelbook