Pardot Elevate 2012 - Integrate Offline Into Your Pardot Campaigns

Ron WHO?

o  Marketing Cheerleader @ ZUZA

o  Pardot administrator

o  Campaign manager

o  Bass player

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 1

Who is ZUZA?

o  ZUZA offers two services: •  Marketing Asset Management (MAM)

•  Self-serve online portal enabling on-demand, custom collateral fulfillment

•  High-end offset & digital printing

Summer 2012 Campaign

Our Challenge:

o  Re-engage with dormant printing clients and prospects, a.k.a. “Alumni”

o  Get “on campus”

o  Rekindle relationships

o  Get new print orders

Campaign – Summer 2012

o  “Alumni Campaign” – Multitouch •  403 prospects – specific, rifle approach

•  Weekly prize giveaway for 12 weeks

•  Monthly calendar mailer

•  Weekly prize reveal & reminder emails

•  Prize claim form required every week

•  Each prize claimed gives prospect another entry into the grand prize drawing

•  Prizes hand-delivered by sales reps

•  Sync to Salesforce to keep sales apprised

Creative

June Mailer: Envelope

June Mailer: Calendar

July Mailer: Envelope

July Mailer: Calendar

August Mailer: Envelope

August Mailer: Calendar

• August 24: $10 [to be determined] Gift Card (claim by June 21)(in a decorative cup)

• Monday 31: 50% off mailing services (ordered within two weeks)

Wednesday September 5: DRAWING FOR THE NEW iPAD!

SUMMER CAMPAIGN Revised 8/10/12

Fridays:

• June 15: $10 Starbuckʼs Gift Card (claim by June 21)(in a decorative cup)

• June 22: Printing: get 25% additional free (ordered within four weeks)

• June 29: $10 Rubioʼs Gift Card (claim by July 5)(notepad, light pen, tape measure, digital color/substrate book, mailing template)

• July 6: 50% off mailing services (ordered within four weeks)(highlight 2% postage discount starting July 1-Aug 31 when using QR or IPR)

• July 13: $10 Daphneʼs Gift Card (claim by July 19)(filled with candies and a secret message)

• July 20: Printing: get 25% additional free (ordered within four weeks)

• July 27: ZUZA Bottle (claim by August 2)

• August 3: 50% off mailing services (ordered within four weeks)(highlight 2% postage discount starting July 1-Aug 31 when using QR or IPR – ZUZA postal discount expires Aug 31)

• August 10: Marketerʼs Relief Kit (claim by August 16)(in first-aid kit box with label of Lifeguard tower scannable by Documobi which takes the viewer to http://zuzamam.com/documobi)

• August 17: Printing: get 25% additional free (ordered within four weeks)

Prize Schedule

$10 Peet’s Coffee Gift Card (claim by August 30)

Prizes

Prizes – Hand Delivered

Hope you’re having a great summer. We appreciate your business.patty.gonzales@zuzamam.com | 760.438.9411 x210

25% MORE FOR NOTHING MORE.Use this certificate to get 25% more printed

pieces at no additional cost on a singleprint order placed with ZUZA by

Friday, September 14, 2012.

Printing, Mailing & Campaign Support for Marketers

zuzaMAM.com | 760.438.9411

25% MORE FOR NOTHING MORE.Use this certificate to get 25% more printed

pieces at no additional cost on a singleprint order placed with ZUZA by

Friday, August 17, 2012.

Printing, Mailing & Campaign Support for Marketers

zuzaMAM.com | 760.438.9411

Marketer’s Relief Kit

All this for a coffee card

Grand Prize Winner

Wor k f low

Intro Email

Subject line: It's time for summer fun with ZUZA. From: care@zuzamam.com

Prize Giveaway

QR Code (also a clickable link)

Prize Giveaway

IPR Image (also a clickable link)

http://zuzamam.com/documobi/

Landing Page

No navigation

Congratulations Page

Automation

Congratulations Email

Automation

Reminder Email

Uninvited Guests

Automation

Oops Email

For those not on our original invite list.

Doesn’t know own email

Automation

Desktop & Mobile

Note the size of the graphic.

Weekly Checklist

Analysis

Analysis: Week x Week

6/15/12 6/22/12 6/29/12 7/6/12 7/13/12 7/20/12 7/27/12 8/3/12 8/10/12 8/17/12 8/24/12 8/31/12

Emails SentEmail Send TimeTime of First Submission# Respondents Pre Email

HTML Email Open %

Click to Open %

Unique Email Click-throughsClicks on Mid-Week Reminder EmailsUnique Form SubmissionsTotal Confirmed Respondents (Segmentation)Response %

352 347 348 341 338 336 336 331 325 323 320 328

9:05 AM 10:00 AM 9:15 AM 9:00 AM 9:00 AM 9:00 AM 9:00 AM 9:30 AM 9:00 AM 9:00 AM 9:00 AM 9:00 AM

7:39 AM 7:23 AM 7:41 AM 6:57 AM 7:29 AM 9:03 AM 9:12 AM 7:31 AM 7:45 AM 7:01 AM 8:49 AM 8:19 AM

7 8 4 4 5 0 0 2 4 2 4 3

21.02% 24.21% 18.39% 19.06% 16.57% 17.26% 19.35% 18.13% 19.38% 17.65% 16.56% 15.55%

27.03% 25% 29.69% 33.85% 41.07% 48.28% 43.08 46.67 44.44 42.11 39.62 49.02%

20 21 19 22 23 28 28 28 28 24 21 25

7 9 8 5 2 4 3 3 2 2 3 --

69 38 46 36 48 42 44 37 50 35 47 33

54 29 41 28 46 38 41 35 45 32 41 30

15.34% 8.36% 11.78% 8.21% 13.61% 11.31% 12.20% 10.57% 13.85% 9.91% 12.81% 9.15%

$10 Starbucks

25% more printing

$10 Rubio’s

50% off mailing services

$10 Daphne’s

25% more printing

ZUZA water bottle

Marketer’s Relief Kit

25% more printing

$10 Peet’s Coffee Card

Some Conclusions

o  Some couldn’t wait for an email to claim their latest prize.

o  Email open rate ranged from 15 - 21%

o  Click to open rate ranged 25 – 49%

o  Prize claim rate ranged from 9 - 15.3%

o  There were significantly more prize claimers than email clickers.

o  Clearly, email got some response, but offline sealed the deal for many.

Analysis: Mobile

o  According to Pardot Visitor Report: •  26 people viewed one more

landing pages on their mobile phones throughout the summer

•  Four were anonymous but were identified by their mobile carrier (Verizon, etc.)

•  One used her mobile for 10 out of the 12 weeks to view landing pages

Analysis: Documobi

Scans iPhone iPad Android Repeat Scans

One-Time Scans

Click Throughs

Aug 3, 2012Aug 10, 2012Aug 17, 2012Aug 24, 2012Aug 31, 2012

47 47 0 0 13 34 23 48.94%35 34 1 0 11 24 12 34.29%22 22 0 0 8 14 15 68.18%27 27 0 0 6 21 23 85.19%22 19 0 3 5 17 19 86.36%

Analysis: ROI

o  Campaign total cost: $25 K

o  Attributed won deals: $86.3 K

o  In quote submission stage: $156 K

o  Positive ROI with won deals alone within two months of the campaign

o  Significant ROI potential in the pipeline

Anecdotal: Brand

o  Heightened awareness of ZUZA among Alumni prospects

o  Extremely positive reaction to campaign pieces and prizes

o  Consistent participation throughout the summer

o  Elevated perception that ZUZA is a marketing company, not just a printer

Take-aways

o  Offline can be tracked with Pardot

o  Scannable bar codes and images increase engagement

o  Direct mail, done creatively, greatly increases participation versus email alone

o  A fun campaign mitigates “campaign fatigue.”

Take-aways

o  We simply could not have conducted this campaign without a tool like Pardot

•  Automation

•  Metrics

o  The work involved to conduct a thorough campaign is well worth it.

o  You’ll learn a lot as you go along.

o  There’s much to learn still. Let’s share knowledge.

Thank You!

Questions? ron.marcus@zuzamam.com

Pardot Elevate 2012 - Integrate Offline Into Your Pardot Campaigns

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