Creative Multi Channel Overview
description
Transcript of Creative Multi Channel Overview
How to
get the most out of your marketing!
ABOUT US
Evolving Integrated Marketing Communications
Company
Multi-Channel Marketing Expertise
Traditional and Digital Production – Design to
Online Collateral Management
DEFINITIONS
Multichannel marketing Communication through email, print, web
experiences, direct contact, and broadcast media SHOULD be bi-directional – “learn while you go” Communicate with external customers and
internal resources
Personalized web experience Personalized URL Provide specific content to each viewer Track their actions Collect data in real time Use the input data to trigger some activity
OVERVIEW
We focus on delivering campaigns that generate measurable results
We use multi-channel direct marketing to: Generate more qualified, warm leads Cross sell additional products/services to existing
customers Data is at the center of our universe
The data that you have (or can buy) The data that you wish you had
HOW WE DO IT
We use proven database marketing techniques We personalize the communication to enhance
relevance to the prospect Via print, email, web content, etc.
We invite prospects to visit a trackable personalized micro site as the primary (“low-threat”) response mechanism
We learn about the prospect by tracking what they click or asking a few simple questions
Based on existing data and what we’ve just learned, we can immediately tailor the response, offer, and next action step for that individual
HOW WE DO IT (CONT.)
All of the activity inside the campaign is tracked and recorded
The data will be sent to you automatically or integrated into your management system automatically
Sales leads can be distributed immediately to an individual sales rep when a prospect responds
We’ll take what we’ve learned from each campaign to improve the results for the next one
Attract RespondLearn
•TEST!
•Learn before the offer
•Adjust on-the-fly
•Personalize the experience
Outside
Data
Your CRM Syste
m
Decision
Action to
close
Your CRM Syste
m
WAYBETTER MARKETING MODEL
THE DATA-DRIVEN MARKETING PARADIGM
How can we use what we know about a customer or prospect to market to them individually?
That usually starts with determining what you wish you knew about those people…
THE RIGHT WAY TO DO PERSONALIZATION(VS. THE WAY THAT MOST PEOPLE DO IT)
Use what you know
Learn what will make people act
Respond directly to their stated
needs
The Multi-Channel RoadmapBusiness Case
Personalized Web Site
Personalized Electronic Confirmation
Personalized Follow-up
Sweepstakes/Offer
Non-Responder Mailing
Data Modeling Personalized Dimensional Mailing
Lead Sent to Sales Rep
Sales Rep Meeting
Ongoing Monthly E-mail Shouts and Personalized Portal Updates
Telemarketing to Nonresponders
Personalized Follow-up
Brochures and email
Personalized mailing and / or email
Personalized Web Site
Data Collection and variable content per
recipient
Thank You email to the
prospect
Wave 2 Non-
Responders
PERSONALIZE BASED ON
SURVEY
Data Feed to your system
Auto-direct to relevant info on
your site
Another Roadmap
One Solution Does It All!
Attract
Carolyn Sample just responde
Steve Salesperson,
Carolyn Sample just responded to your campaign.
Contact information: 123 Anystreet, USA (555)547-1234
Survey Results: May I call you to discuss? Yes
RespondLearn
PERSONALIZED URLS AND LANDING PAGES
Engage respondent with relevant content in direct marketing, including a personalized URL
Capture online response Continue “personal” conversation online
PERSONALIZED URLS
Unique Recipient ID
Campaign Web Address
May or may not include Recognized Personal ID (like name)
J1P23.Campaign address.com
12345. Campaign address.com
JoePetrucci. Campaign address.com
Automatically triggered follow-up email to respondent Variable email content determined by web activity Continued personalized communication solidifies the
relationship
Automated Follow-up to Respondents
React immediately to leads Distributed via email or PDA/cell phone No need for cold-calling
Automated Lead Distribution
Carolyn Sample just responded to your campaign
All visits and online activities are tracked Reports to help “fine tune” your marketing Automated data delivery
Reporting and Analytics
CASE STUDIES
Challenge:– Generate Web site visits.– Generate leads for telemarketing follow-up.– Increase response rates
Solution:– Multi-touch personalized mail campaign.– Mailed two postcards and a letter with PURL, mailed
every 2nd month
Benefits:– 11% Response rate, up from 1%.– $7,000,000 in sales from first mailing.
Flagstone is a small Mortgage Banker/Broker specializing in home loans.
Lead Generation example:
Existing loan rate and provider comparison
Personalized loan offer
COMPARING PAST WITH OPPORTUNITY
The increased relevance possible with targeted marketing drives increased response rates.
GENERAL INPUT AREA TO DERIVE ROI
Historical Expected
Target Audience Size 40,000 40,000
Responded 1.0% 2.0%
Info Given 10.0% 20.0%
Conversion-Appointment 30.0% 50.0%
Average Order Size $1,500 $1,500
Today's date 9/1/2006 9/1/2006
ROI CALCULATION
$600,000 in quality pipeline leads is a realistic objective.
Triple the previous results.
Campaign ROI
Probabuility of Sale
Historical Campaign Pipeline
Historical Campaign
OpportunityCampaign Pipeline
Campaign Opportunity
Opportunity Value Increase
Responded 10% 240 $36,000 400 $60,000Info Given (Nuture) "B" Lead 25% 40 $15,000 160 $60,000Conversion-Apt. "A Lead" 80% 120 $144,000 400 $480,000Weighted Total $195,000 $600,000 $405,000Un-Weighted Total 400 $600,000 960 $1,440,000 $840,000
Key MetricsCampaign Audience Size 40,000 40,000Response Rate 1.0% 2.0%Info given 10.0% 20.0%Conversion / Appt Rate 30% 50%Average Order Size $1,500 $1,500
Lead Generation CampaignHistorical Results
SERVICES DETAIL
$8.46 in results for every $1 invested.
Campaign Services 1st Campaign Subsequent
Total Services $38,000 $22,500
Production Services
Print Cost 12,000 12,000
Postage 8,800 8,800
Subtotal $32,900 $32,900
Total Campaign $70,900 $55,400
Revenue per dollar spent $8.46 $10.83
List Research and Acquisition, Online Media Placement, Services per drop, & Misc.
$12,100 $12,100
Software License Fee for Campaign, Campaign Brief, Creative and Copywriting, Technical Implementation (Template Creation), Data Processing, Diagnostic Telemarketing, Post-Mortem Analysis, & Project Management