Creating Award-Winning Integrated Marketing Campaigns

Joe Manos Dave RosendahlMindFireInc MindFireInc

#dscoop6#mindfireinc

TodayToday’’s Roadmaps Roadmap

• Why Cross-media?

• Best practices for how to:– Sell

– Build – Drive more value

• Q & A

• Are you currently offering these services today?

• Planning to launch in 2011?

• Still evaluating the opportunity?

• Offering, but need help?

• No plans to offer?

Why CrossWhy Cross--media?media?

• More than just hype

• Future of the Graphic Arts Industry

• Traditional marketing is undergoing radical change

• The past: primarily print and mass media

• The future: Cross Media Marketing

• More than adding a PURL or email

• Refers utilizing a variety of media formats

• Provides a high level of interactivity

• Is inherently engaging

• Provides improved results

What is CrossWhat is Cross--Media?Media?

• Social Media600+ million Facebook users, 700+ billion minutes p/mo65+ million Tweets p/day

• Mobile3,000+ texts sent by teens p/mo[1]

1 in 2 people w/smart phones by end of ’11 [1]

• Direct Mail12% drop in mail volume[2]

• Digital Coupons 60% YoY increase, 1% of total coupon utilization[3]

• Increased Digital Spend $100 billion projected spend by 2014[4]

[1] Nielsen, 2010[2] United States Postal Service Annual Report[3] Marx, a Kantor Consumer Promotion Unit[4] Forrester Report

CrossCross--media Driversmedia Drivers

• Study: “Capturing the Cross Media Direct Marketing Opportunity”Infotrends, Oct, 2010

• More electronic/online marketing + more channels

• Surveyed marketers use average of 2.7 media channels p/campaign

One Touch Point Is Not EnoughOne Touch Point Is Not Enough

One Touch Point Is Not EnoughOne Touch Point Is Not Enough

Direct

Mail

Personal

Donation

Site

Email Invite

Invite to join fan page

Invite to campaignInvite to campaign

Refer A Friend

Follow Up Email

Invite to join fan pageGuests

• Consumers available on an average of 7.2 channels, including:

– Landline phone– Mobile phone (or two if counting voice and text!)– Skype– Facebook– Twitter– Personal & business e-mail– Membership in online forums – A home address for traditional mail

• Need to be combined with mass media like:– Catalogs– Magazines– Signage – Events– Traditional broadcast media

One Touch Point Is Not EnoughOne Touch Point Is Not Enough

• Drive deeper into your accounts

• Generates new + recurring revenue from existing customers

• Cheap insurance

• Protects your customer base

• If you aren’t offering, a competitor will be

• Your customers are searching for partners to help

Why is CrossWhy is Cross--Media Important?Media Important?

How to Sell Successful Campaigns

It starts with self-promotion.

Selling Cross MediaSelling Cross Media

SelfSelf--promotion Case Study promotion Case Study

Hemlock Printers Limited

Located: British ColumbiaFounded: 1968Business: 79,000 sq/ft facility, 170+ employeesLocations: Victoria, British Columbia;

Seattle, WASan Francisco, CA

SelfSelf--promotion Case Studypromotion Case Study• Campaign Objective:

– Secure new business by August 31– Renew relationships with customers– Bring in business during the slow summer season – Raise awareness of its cross-media capabilities

• Targets: Cross-section of 1,551 existing customers, including:– Graphic designers– Ad agencies– Corporations w/little or no business in past 12 months

Relevant MessagingRelevant Messaging

Relevant MessagingRelevant Messaging

• Customers have a choice

• Collected critical marketing intelligence for future use!

Relevant MessagingRelevant Messaging

Clear Next StepsClear Next Steps

• 473 (30.7%) visited• 183 (11.7%) entered the contest

• 21 new printing projects = $331,000

• ROI: 25x the amount invested

Results

•• Cross Media Marketing ServicesCross Media Marketing Services

•• TransPromotional CampaignsTransPromotional CampaignsPersonalized StatementsPersonalized StatementsInvoicesInvoices

•• Packaging & Label ProgramsPackaging & Label Programs

• Remember: Varying decision makers

Examine New Opportunity AreasExamine New Opportunity Areas

Develop the ExpertiseDevelop the Expertise

• It’s a solution sale!

• Focus on improved results

• Established account development processes

• Design a blueprint for sales engagement

• Develop tools and support

How to Build Successful Campaigns

22,170

#1: The Plan is Key

Set clear objectives

Learn and implement the process

Tip:Half a plan beats no plan. Get crystal clear on objectives.

Was This Planned?

#2: Invest in Data

GIGO: must have good data

Not always easy

Requires discipline and time

Tip:Take a step at a time. How about cleaning up email addresses?

#3: Relevance is King

#3: Relevance is King

Personas

Tip:Use personas to craft compelling creative & content.

Which offer increases likelihood prospective buyer clicks?

Source: IDG Connect & Marketing Sherpa, 2010

Tip:Test and challenge assumptions.

#4: Optimize Touches

Consumers available on an average of 7.2 channels. But …

#4: Optimize Touches

• 91% unsubscribed from opt-in e-mails• 77% more cautious providing their e-mail

(versus last year)

• 81% “unliked” or removed a brand’s posts• 71% more selective “liking” a company

(versus last year)

• 41% have “unfollowed” a company

Source: ExtactTarget “The Social Break-Up”

Tip:Wisely use multiple channels, leveraging the strengths of each.

#5: Follow Up!

Q: How quickly should companies call web-generated leads for optimal contact and qualification ratios?

A: Odds, if called in 30 min versus 5 min, of:

contacting: -100xqualifying: -21x

Source: LeadResponseManagement.org

Tip:Don’t f-up and neglect to f-up!Put a process in place.

What Do You Think?Consider: 39 survey questions, branched to 75

Q: What conversion rate would you expect?

a) <25%b) 25-50%c) 50-75%d) >75%e) Justin Bieber

A: 88% conversion• Visit Rate: 15.85%• Response Rate: 13.94%

“Hell, there are no rules here — we're trying to accomplish something! ”-Thomas Edison

Case Study

Case Study: RiderCase Study: Rider --DickersonDickersonDean Petrulakis

Senior Vice President, Business Development

Rider Dickerson | innovation made visible

– In business since 1903

– Transitioning from traditional sheet-fed operation to a total solutions provider helping clients deliver better marketing results

– Cross Media offerings through strong partnership with MindFireInc

– Educate our clients year-round through printForum

LetLet ’’s Examine an Award s Examine an Award Winning campaign stepWinning campaign step --byby --stepstep

• Clear Objectives

• Targeted Direct Mail Piece• Great messaging to the individual

• Email touch• Landing page interactive dynamics

• Redirect to social media

Challenge for Robert MorrisChallenge for Robert Morris

• Current approach didn’t deliver the results they desired

• Key component: targeted letters and postcard mailings to prospective high school students

• During a campaign planning session, RMU asked Rider Dickerson for ideas on how to increase the response rate and improve campaign ROI

Robert Morris University Robert Morris University Campaign ObjectivesCampaign Objectives

• Increase Awareness of Robert Morris University Among Prospective Students

• Drive Students to Campus Visit Day

• Encourage Students to Apply on line with Link to Online Application

• Encourage Students to Join RMU Social Media Communities

Solution for Robert MorrisSolution for Robert Morris• Rider Dickerson consulted

with Robert Morris University on how to target prospects by variables:

– including degree preference– scholarship level (test

scores)– campus location– athletic talent

• From this analysis, Rider Dickerson recommended a cross-media campaign that would invite prospective students to visit a personalized URL

• An online dashboard would track all site visits on a daily basis

Robert Morris UniversityRobert Morris University

Direct Mail PieceDirect Mail Piece

Welcome PageWelcome Page

Survey PageSurvey Page

Update Profile

Thank You (Attending) PageThank You (Attending) Page

Thank You (Not Attending) PageThank You (Not Attending) Page

Thank You (Maybe Attending) PageThank You (Maybe Attending) Page

Thank You (Attending) EmailThank You (Attending) Email

Thank You (Not Attending) EmailThank You (Not Attending) Email

Thank You (Maybe Attending) EmailThank You (Maybe Attending) Email

Results for Robert MorrisResults for Robert Morris

• The ability to view responses on a daily basis allowed the enrollment management team to respond in real time

• Adjusted campaign messages in successive rounds of communications

• Increase its lead pool over the previous year’s campaign by 79%

Reason for SuccessReason for Success

• Multiple Channels—Print, Email, Social Media, Phone Follow up

• Incredible Use of Data to Segment– Variables in campaign

include:• Male/Female• major preference• campus preference• athletics vs non athletics• in state vs out of state• test score determines

scholarship offer displayed on card or letter

• Teamwork between Rider and RMU– We analyze data and

response rates after each campaign

– make adjustments to outbound creative and landing pages accordingly

– Drive added value by managing campaign from start to finish

• RMU relies on us as a strategic partner

• We drive the success of their efforts not execute deliverables

How to Drive More High-Value Pages

Drive More High Value PagesDrive More High Value Pages

• Use Cross Media Marketing for more targeted direct mail campaigns

• 400,000 pieces can grow to 1.6 million pages

• Leverage expertise for you and your customer

• Use tomorrow’s technology today

• Your success is tied to meeting the marketer’s needs

• Become a critical resource

• Provide new insight and education

• Establish credibility

• Deliver results

Success in 2011Success in 2011

1. A flexible, proven technology platform

2. Cross Media Marketing Training for all key team members

• Executive Staff • Technical Staff

• Sales Team

3. Go-to-Market Business Plan

4. Business Development Tools• Sales tools, demo sites, marketing programs

• Case Study and Proof Sources

• Business Development Tools

5. Comprehensive support

WhatWhat’’s Required for Success?s Required for Success?

• 2011 is the year of Cross Media Marketing

• Where else is their similar growth potential?

• If GROWTH is one of your key objectives, this can’t be ignored!

Closing ThoughtsClosing Thoughts……

Stop by our booth #808 to pick up your copy of the case study.

Joe Manos: jmanos@mindfireinc.com@jemanos916-284-8112

David Rosendahl: drosendahl@mindfireinc.com@daverosendahl949-375-4459

Q & AQ & A

Thanks for your Thanks for your time!time!