Historically, it has been both impractical and uneconomical for marketers to customize content for all of the audiences they need to reach. Today, enhanced communication architectures are making it easier for marketers to develop, package and deliver relevant, timely information to customers, employees and business partners in a variety of effective ways. Today’s marketing communication buyers are looking to their traditional communication partners to understand how to best utilize these new tools to deliver an integrated set of communication tools and deliver on the promise of cross-media communications. As your company adds more complex communication services to its traditional set of solutions, keeping your sales force up-to-speed on the terminology and possibility of cross-media communications is critical to effective integration. This webinar will assist your sales force in effectively transitioning your clients to deploying more engaging, customized, personalized marketing across all media – including social media.

1. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
1
SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA

2. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
AGENDA
• Innovation
• The Social-Media Media
• Features of Cross-Media
• Challenges and Solutions
• Show Me

3. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
INNOVATION STEPS

4. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
WHO MOVED MY CHEESE?
• Shift Happens
• Media Trends
• Mass Media Bubble

5. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
SHIFT HAPPENS

6. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
INTERACTIVE ISGROWING

7. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
BUT OVERALL SPEND IS FLAT

8. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
AS TRADITIONAL DECLINES

9. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
DIGITAL SPEND OVERTAKES PRINT

10. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
DIRECT MAIL
+
EMAIL
+
SOCIAL MEDIA
=
MORE CLICKS!

11. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
20th CENTURTY MASS MEDIA BUBBLE

12. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
One-To-One is becoming…

13. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
“THE SOCIAL MEDIA”

14. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
“I used to be in advertising.
Now I do things”
Razorfish Chairman, Clark Kokich
• Customer experience is your brand

15. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
MARKETER’s USE OF SOCIALMEDIA

16. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
“If you can’t explain it simply,
you don’t understand it”
Albert Einstein

17. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
INCREASING NUMBERS OF FISH

18. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
Q: “ Willie, Why do you rob banks? ”
A: “ ‘Cause that’s where the money is. ”
Willie Sutton

19. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
WHO DO YOU TRUST?

20. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
“Trust, but verify”
Ronald Reagan

21. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
But Remember…

22. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
It’s Just
“MEDIA”

23. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
INFLUENCING WITH CROSS-MEDIA
• Audience Segmentation
• Personalization / Relevancy
• Multiple Touch, Multiple Channels
• Measurable and Manageable

24. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
FROM EVERYONE - AUDIENCE OF ONE

25. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
WEB-TO-EVERYWHERE

26. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
FEEDING ALL THE CHANNELS

27. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
MEASURE THE RESPONSE - WHY?

28. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
ONE-TO-ONE MEDIA
Why does it work?

29. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
29
PEOPLE WANT RELATIONSHIPS WITH
PEOPLE…NOT BRANDS

30. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
CHALLENGES AND SOLUTIONS
• Cross-Discipline
• Reducing Complexity
• Testing & Measurement
• Rinse, Lather, Repeat
• Launch and Learn

31. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
CROSS-DECIPLINES
• People
– Graphics Artists, Copywriters, Interactive Designers, Account Managers, Pre-
Press Production, Direct Mail Experts, Programmers, Application Architects,
Database Experts, System Administrators
• Technology
– Web Sites, Database Servers, Variable Data Print Engines, Workflow
Management, Email Systems, Digital Asset Management, Ad Networks, Third
Party API’s

32. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
USE MESSAGE ROADMAPS
To Reduce
Complexity

33. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
DEFINE AND TRACK TOUCHPOINTS
To Generate
Measureable
ROI

34. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
“If you can’t measure it,
you can’t manage it”

35. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
ROI = Return / Investment
• Return
– Value of product sold (profit margin)
– Value of Qualified Lead (projected sales)
– Value of Customer Lifetime Loyalty (historically)
• Investment
– Fixed Costs
• Campaign Research and Concept Development
• Tactic Design and Implementation
• Tracking and Measurement Tools
– Variable Costs
• List Acquisition and Cleansing
• Printing and Fulfillment
• Offline and Online Ad Placement
• Operation and Measurement

36. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
METRICS
• Cost Per Impression
• Cost Per Click
• Cost Per Conversion

37. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
A/B TESTING
Super Crunchers
Why Thinking-by-Numbers Is the New Way
to Be Smart
www.bantamdell.com
The End of Intuition
Why Thinking-by-Numbers Is the New Way to
Be Smart
www.bantamdell.com
63% of the time you select Super Crunchers Ad

38. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
KEEPING SCORE
Low Value Mid Value High Value All
VDP Design A 2500/500/100
VDP Design B 750/490/195
Email A 5000/1000/250
Email B 5000/800/200 2500/400/150
Banner Ad 1 30000/250/50
Banner Ad 2 25000/250/70
AdWords 45000/500/40
$0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31
$23,210 for 1055 conversions or $22 each

39. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
RINSE, LATHER, REPEAT
• The Gilligan Effect
• Continuous Improvement
• Behaviors are A-Changing
• Test, Test and Test Again

40. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
LAUNCH & LEARN
• Identify unique segment behavior
• Use test results to refine message and designs
• Calculate individual tactic ROI
• Refine campaign for next cycle
• Or continuously improve midstream

41. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
“A good hockey player plays
where the puck is.”
“A great hockey player plays
where the puck is going to be.”
Wayne Gretzky

42. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
SHOW ME
• Sheffield Bio-Science
• Shoup Manufacturing

43. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
CAMPAIGN ROADMAP

44. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
LUMPY
• Personalized tablet bottle
• Invitation to visit PURL
• Personalized QR Code
• Brief product teaser

45. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
DIRECT MAIL
• Personalized mailer
• Invitation to visit PURL
• Personalized QR Code
• Brief product benefits

46. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
HIGH VALUE TARGET
• Register for a Webinar
• Request a sample
• Request a meeting
• Refer-a-friend

47. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
LOW VALUE TARGET
• Less likely to attend
• Request a sample
• Meet with us
• Refer a Colleague

48. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA

49. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA

50. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA

51. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA

52. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
MOBILE VERSION
• Full working version of the micro-site
• Accessible with the QR CODE
• Many referrals to friends

53. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
PRODUCT WEB-TO-EVERYWHERE
• Catalog Page
• Featured Product
• Email Notification
• RSS Feed
• Adwords
• Facebook
• Twitter
• Product Detail

54. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
1. Photo
2. Thumbnail
3. Title/Headline
4. Subhead/Status
5. Summary/Miniblog
6. Part #
7. Price
3. Universal High-Back Seat
4. Black, water resistant cordura fabric is
suitable for both cap and non-cab
environment.
5. Features: Lumbar support, adjustable
armrests and upper backrest,
adjustable ball bearing slides, backrest
reclines and folds forward. Accepts
operator pressure switches
6. TS4270
7. $219.95
1.
2.
CONTENT IS STRUCTURED

55. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
AND RESUABLE

56. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
WEB PAGE FEATURED PRODUCT

57. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
DIRECT MAIL

58. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
DIRECT EMAIL

59. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
GOOGLE ADWORD
Shoup Featured Product
TS4270 - Universal High-Back Seat: Black, water
resistant cordura fabric $219.95 ea.
ShoupParts.com/TS4270

60. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
FACEBOOK

61. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
RSS FEED

62. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
TWEET

63. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
PRODUCT PAGE

64. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
MOBILE ECOMMERCE

65. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
TAKE AWAYS
• Shift Happens
• Multi-Touch and Multi-Channel Works
• Cross Discipline Processes
• Continuous Improvement
• Launch & Learn

66. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
"Technology will never
replace people. People
who use technology will
replace people who
don't."

67. SELLING AND DELIVERING THE PROMISE OF CROSS-MEDIA
NETWORK WITH ME
Jeffrey Stewart
Partner/Chief Technical Officer
Trekk Cross-Media
Email: stew@trekk.com
Twitter Handle: JeffreyAStewart
Facebook: JAStewart
LinkedIn: jeffreyastewart
Tumblr: jastewart.tumblr.com