From Gutenberg to
Zuckerberg
Merging Cross
Media Marketing &
Print

Attendees Will Learn
•Key Components for a successful
cross-media campaign
•How to structure a cross-media
campaign...from concept to
implementation
•Critical success factors
•How to successfully outsource
marketing services and partner with
key vendors to enhance customer
profitability.

It is not the strongest
of the species that survive,
nor the most intelligent,
but the most responsive to change.
-Charles Darwin
3

If you are currently implementing cross media
campaigns for your customers

Risk & Reward of MSP
Reinvention to MSP worth it?
Not for everyone...
• Assess your company’s current situation, including strengths,
weaknesses, threats, opportunities and competitive landscape.
• Assess your current (and desired) customer landscape. Are you meeting
your needs? What services might you consider adding?
• Identify the universe of available growth opportunities.
• Research, prioritize and articulate a strategy that is achievable and aligns
with your objectives.
• Execute (And when in doubt, partner with vendors who have the expertise
you may be lacking)

Strategy & Planning
Do your
homework...
• What makes you different?
• Which vertical markets are you
most familiar?
• Expand existing relationships
• What companies are hiring
marketing staff?
• Think about what is going to get
you in the door-who you know,
referrals from satisfied
customers?
• Research internet (LinkedIN,
websites, press releases) etc.
• Start small.

How many line items are on your invoice?
XYZPrinting__________________________________
Account Payable
ABC Company
City, St. Zip
Add more
55,000 Data Management $ 750.00 services-
1.00 Project Management $ 1250.00 integration
55,000 Printing of 5.5 x 8.5 Postcards $ 3545.00 means
55,000 Mailing Services $ 1275.00 revenue
55,000 PURL Campaign $15,000.00
55,000 Email Campaign $ 6500.00
1.00 Monthly Consulting Retainer $ 5500.00
1.00 Website Development $ 8500.00
1.00 Social Media Development $ 7500.00

Marketers Challenges
• Resources • Money
• Time • People
• Talent • Frustration

Marketers are functioning with Leaner teams

Marketers Challenges
Evolution to a More
Competitive, Multi-
channel
Marketplace
1. Fill pipeline with quality leads for sales
2. Add more digital media and interactive talent.
3. Sharpen focus, how they can better produce, invest
more dollars in driving demand and less on branding.
4. Grow or retain market share and drive top-line growth.
5. Develop more targeted and relevant communications to
disseminate across channels
6. Utilize multi-channels for your customers marketing
message

Marketers & IT Disconnect
Aligning the CMO & CIO to Achieve
Intelligent Marketing
1. Only 4% of Marketing Execs and 7% of IT Execs
feel they are prepared to exploit digital marketing
channels.
2. Only 8% of Marketers & 6% of IT said they
believe their data and analytics are integrated.
3. 78% of Marketers and 68% of IT believe digital
marketing is important. Only 1/3 of Marketers and
1/5th of IT said their companies are invested in
digital!
4. Noticeable disconnect between IT & Marketing
*Sample survey of 328 Marketing Executives and 308 IT Executives

Sales Challenges
1. Sales struggles with the delivery, quality of final
production and overall process management of
collateral materials.
2. Sales struggles with receiving marketing materials in a
timely matter-60% email requests-47% phone
requests.
3. 79% of sales surveyed requested the opportunity to
personalize and target individual customers marketing
collateral
4. Summary: Marketing Supply Chain must be armed
with a tool that integrates data driven, (POD) strategy,
along with on-demand access to materials

Sales Challenges

Sales Challenges

How do you get started selling integrated campaigns?
• Allow time for planning-
identify the audience, who are
their ideal customers, review
data to segment into smaller
lists, if not enough data
consider modeling-or finding
like customers
• Are you going to partner for
service offerings or build
platform offerings internally?
• Involve your vendor early-
What will be your unique selling
proposition- determine how to
deliver it. Work out budget and
timeline. And..measure.
• Define your customer’s goal/
objective

Great Campaigns Start
with a Great Ideas &
Solutions

Houston, we have a problem
90% of businesses are
unable to execute the
strategy they have on
paper
70% of businesses
project performance
they will never attain
Source: Axon, L. Learning to lead: How Companies Grow Profits by Growing Leaders,
Source: Norton, D. Aligning your Strategy to the Customer Value Proposition,

Strategy & Planning
Good planning, strategy &
content can increase marketing
ROI + 50%

Always Start with the Data

Real Insight
Understand what truly drives and moves me... and those who influence me
... at every step of the overall experience

Don’t treat me
like a child
“one message doesn’t fit all”

•Identify the
audience, who are
the ideal customers,
review data to
segment into
smaller lists, if not
enough data
consider modeling- People
don’t fit
or finding like
boxes
customers
•Measure results-
Cross media metrics
•Test, Test, Test

DATA MINING-
•EXTRACTING PATTERNS FROM DATA
PREDICTIVE MODELING-
• FORECASTING PROBABILITIES AND TRENDS
PROFILING-
•WHAT DOES YOUR BEST CUSTOMER LOOK
LIKE
LEAD SCORING-
•ASSIGN A POINT VALUE TO PROSPECTS
•HOW THEY INTERACT WITH THE COMPANY
•IF THEY HAVE A NEED FOR THE PRODUCT

Combining Direct Mail and Email

iPhone OS OS wit h HTM BB L Email
Email
Rendering
Tests
Symbian OS Android OS Windows Mobile OS ver 6.0 BB OS with No HTML Email

Optimize Creative |Drive Customers to Social & websites

Optimize Creative

Tracking and Deliverability
Email metrics by
importance :
•Click Through
•Deliverability
•Conversions
•ROI
•Open Rate
•Revenue
•Total Subscribers
•Forwards
What you measure depends on your objectives

Opens-Who and When??
Maximize open rates based on knowledge for future campaigns
Test different times to send emails to see what receives the best
results

Case Study
•Developed truly dynamic 100%
personalized email and printed
newsletter
•Delivered a direct mail piece
driving them to a website and
asked them questions regarding
top interests
•This information was
integrated into database for
automatically generated
dynamic messaging.
•Lessons learned: Constantly
test performance

Personalized URL’s

It’s not a made to order
magic trick
Personalized URLs are not a made-to-order magic
trick you can buy from the store and immediately get
results for your business.
Like all marketing tools use
personalized URLs to:
• think about a strategy for reaching your different
customer segments
• plan on integrating your ‘magic’ personalized URLs
with current media
• make a conscious effort to follow through on each
message you send

Make it Relevant

Mobile Marketing

Opportunities: SMS/Text
• Mobile marketing is exploding-
• Reaches 91% of households in the US
• Top Mobile Verticals:
1.Directories
2.Telecommunication
3.Finance
4.Entertainment
5.Dating
6.Retail & Restaurants
7.Consumer Package
8.Travel
9.Education
10.Automotive

Mobile Marketing
•82% of US executives are carrying smart
phones (that compares to 28% penetration
among US consumers
•Majority of these executives consider their
smart phone to be their primary business tool
•Mobile marketing is not a stand alone
strategy- it is an extension of a
brand strategy.
✴
2010 eMarketer

Growth in mobile web, text messages
•90% of all text messages are read within three minutes of
delivery
•99% of all text messages are read by the recipient,
•All text messaging is opt in which contributes to the high action
rates.
•Mobile spending currently makes up less than 5% of marketing
budgets
•Challenges are number of different device types, operating
systems and screen sizes available.
•Watch for the evolution of location-centric mobile apps
•Healthy usage of location based check-in-Foursquare
37 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

SMS | Text
Messaging

SMS | Text
Messaging

Social Marketing

Social Marketing & Dept. Integration
•HR department should embrace social and use it to attract and retain
staff.
•Marketing department should use it to form deeper, more loyal
relationships with customers.
•PR department should use it to spread communications and build
advocacy.
•Customer service department should use it to answer customer
questions on a mass scale.
•CEO should use it to spread the mission of the company to the most
engaged fans.
•Finance department…ok, maybe not the finance department
But most departments within a company should understand the power
that social provides.

In a world with millions of channels, brands whose consumers tell the
best stories, win
EXPERIENCES - EMOTIONS - STORIES

- perception
80% of CEO’s believe their
brand provides a superior
customer experience
– reality
8 % of their customers agree

Bottom-line for CEO’s
SHOW ME THE MONEY

Social Marketing

Social Marketing

Social Marketing

Social Marketing

Blendtec-Will it Blend?
Youtube viral video
Blendtec’s retail sales are up 700%,
Youtube site has 200,000+ subscribers and it has
been featured on The Today Show, Tonight Show,
History Channel, Wall St. Journal to name a few. It
has also won a Clio for their interactive efforts.
Starbucks - My starbucks idea on
Facebook.
Lesson: thinking of ways to build your
company are great, but directly asking
your consumers what they want is better.
Acting on it is the success of the
campaign
IBM-created an entire network of blogs
allowing their employees to write about
their experiences, what they were working
on etc. Lesson: having a CEO that blogs is
great but increase the number of blogs and
you increase the
connections

50

Learn about what their customers want
Best tool
ever
Grow big
ears

Customers are talking...
...hear what they have to say

Be seen as the company that adopts new
ways of doing things.
Wise Social Webinar
Increasing Marketing ROI by
Outsourcing Social Media
Wed., May 4th
2:00 PM EST
To sign up:
Visit wbf.com/smwebinar
& be entered to win an iPad2

Measurement

To simplify and give meaning:
Humans seek patterns, even where there are none

Performance Metrics
Measure
Interpret Data
Benchmark
Test
Increase sales
Lower Costs
Increase MROI
Improve business
systems

Things to Remember
Consider dividing campaign into pilot programs
or phases
Learn as you go and change things up if it
is not working
Test, Test, Test and test again

what are your next steps?

Be the First Penguin
take the plunge...

Game Changers
Wise can help you
reinvent your
company

Robin Marchetti
Wise
P:888.815.WISE
rmarchetti@wbf.com
1. Provide proactive ideas and solutions
tha
nks
2. Senior team review and involvement in all projects
3. Attention to details and quality control
4. Fast, reliable service
5.Creative products & services that exceeds
?
expectations
We believe our success depends on your success.
When our clients win, we win!