Cross-Media Marketing Solutions

Today’s Presentation Objectives

• Provide an Overview of New Direct Marketing Dynamics and Trends• The Power of Personalization and Cross Media• Introduction to Cross Media Marketing

Methodologies• Actual Use Case Review & Case Studies• Questions and Answers

Cross Media Marketing Basics

• What is Cross Media Marketing?

• The use of data for more personal and relevant messaging to the individual across multi-media touches

• leveraging important “unique” data about the person

• across all media and online interactions

• utilizing multi-media touch points to drive an increase in “high quality” responses

One Dimensional Is Limiting• One dimensional marketing misses a large percentage of prospects that otherwise might respond to the campaign

• We need to “connect” with each person utilizing their preferred channel & media type

Do They Know Where To Find You?

• According to research firm Marketing Sherpa, 80% of business decision-makers who made a recent purchase said they found the product vendor

• While just 20% said the product vendor found them!

Cross Media Marketing Is Essential For Improved Results!

“78% of all people read their mail over a trash can.”

-USPS/DMA Survey

66% of consumers responding to an offline

advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says.

Source: Jupiter Research

Traditional Response Channels

• As we review the study data on Cross Media Marketing the results being achieved are significantly better than traditional response channels like BRC and telephone

• The main reason for this is driven by the desire and need for “real-time” response channels

• Prospects today want information NOW!

• They want the interactivity that online response channels provide!

How To Improve Response Rates?

• Step 1 - Basic Personalization - Attract the interest of the reader

• (Personalization) – Design the mail piece as though it were sent only to the addressee using specific reference to something you already know about the individual.

• E.g. names, personal facts and graphics within the piece

• Step 2 - Personalized URLs - Obtain a response

• (Purl) – Response channel that is printed on the direct mail piece that drives the recipient to their personalized landing page.

Leverage Your Data!!!

David ScottOperations Manager123 Highway Suite 456Irvine, CA 12345

•What you know about your target:

▫ David Scott

▫ Businessman

▫ 38, married, father

▫ Has leased a SUV 3 years ago

▫ Loves outdoor activities

Visit www.starcars.com to schedule a test drive

Basic Personalization

Leverage your data

Use Personalized URLs

Customized Images

Basic Personalization

Generic URL

Generic Image

PURLs & Landing Pages

• Engage respondent with relevant content in direct mail, including a PURL

• Capture online response • Continue “personal”

conversation online

• Generate highly qualified leads

WWW.DaveScott.StarCars.com

Personalized Cross Media Campaign Response Reports

Real-life campaign results tell the story…

And we have the reports!

Response Rates In Selected Vertical Markets

Social Media Marketing• Social Media Marketing includes participation on social

networking websites such as:

• Facebook, LinkedIn, Twitter, Google+ • Video and photo sharing websites including

YouTube, Flickr & Pinterest • Blogging, Podcasts, Forums, Product reviews

(Amazon)

QR Codes• Have you heard of QR codes yet?

• They look like this: (Go ahead, try them out!)

QR Code Facts• They come to us from Japan

where they are very common

• They are used to take a piece of information from a transitory media and put it in to your smart phone

• You may have see QR Codes in a magazine advertisement, direct mailing, on a billboard, a TV commercial or even on someone’s t-shirt

We Make Print Interactive• Once it is in your

smart phone, it may give you details about that business

• Connect Socially

• Email or Call instantly

• It may give you a coupon which you can use in a local outlet

Other QR FAQ• How does the smart phone read the code?

• The smart phone needs a QR code reader that can be downloaded from the internet

• It takes literally 1 minute for someone with an iPhone or Android phone to find and install the reader

• How do you generate a code?• That’s what the PromptQR solution will do for you

QR Code FAQ Continued…• How could you use a QR code?

• Your business, no matter how small or large, could use QR codes in a number of ways. Be Creative!

• You might place one next to every product in your printed catalog containing all the product details, the number to call, the ability to share that content socially. Walk into a Best Buy lately?

• You could add one to your business card containing your contact details so its easy for someone to add you to their contacts on their cell phone.

Campaigns Built to Drive Results• Now let’s look at a campaign that leverages all of the

Cross Media Marketing elements• Multiple customer touches over a period of time• Driving multiple objectives• Tied to specific activities and events

• The following campaign achieved a 25% visit rate

• Customers and prospects were thanking the marketer for connecting with them throughout the event

USPS® Intelligent Mail barcode Triggered Personalized Email“Hey John,I see you’re …

Love,Your Friendly Sales Exec”

Targeted list of attending prospective Clients

Personalized Landing PageParty RSVPOpt-in SMSLearn more about special offerAdd to calendarSend to a friendTweet this / Share this

Near real-time phone follow-up from Sales Exec

Time delayed triggered email from Sales Exec

Email to SalesJohn RSVP’d to partyJanet scheduled a demo

Personalized Direct MailVariables: Name, Company, Country, Offer, Account Executives and Call to Action

Pretty cool, right?

Direct Mail• 11 x 5.5 self mailer

• Response mechanisms:• Personalized URL• Personalized QR

Code

• Sent 9 days prior to show

• Incorporated Intelligent Mail barcode

Leverage your data

Leverage your data

Multi-Touches Drive Multi-Messages

• Personalized URL on Direct Mail Piece• Personalized email with PURL link• Personal QR code (mobile optimized page)• Print AD link• Social media sharing• Mobile media touches (SMS Messaging)• Event triggers daily• Refer a friend…viral marketing

Another Successful Campaign

Campaign Objectives

• Objective 1• Raise awareness of and grow

membership in the Tax Section, a group of CPAs who specialize in taxation issues.

• Objective 2• Utilize a multi-touch campaign as

a way to significantly improve response over that of traditional approaches.

Campaign Flowchart

Direct Mail w/ PURL

Personal Landing

Page

Email w/ PURL

Invite to campaign

Invite to campaign

Refer A Colleague

Invite to campaign

The Campaign Target Audience of

41,000 AICPA members

VDP/ Direct Mail

Email

Refer a Colleague

Social Media Sharing (LinkedIn, Twitter & Facebook)

Campaign Results• 24.2% visit rate

• 44% of visitors downloaded free content

• 12% Email open rate

• 484 targets converted over to Tax Section

• 260% campaign ROI

Cross Media Summary

• As various social and interactive communication channels enter and leave the marketplace, CMOs can gain the strongest impact by blending all of these communication channels into one comprehensive interactive marketing strategy.

Thank You… Any Questions?

Dennis LacognataSr. Vice President / Partner

Phil CatalanoDirector of Integrated Marketing