Cross Media Marketing 2009

8/6/2019 Cross Media Marketing 2009

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Campaign &Web Design

Analysis & NameProcurement

Variable DataDirect Marketing

Build Opt-in &

Email Lists Reporting on DemandUnique URLs

Identify Visitors

By James D. Michelson Managing Partner, JFM Concepts LLC

1:1 Cross Media Marketing 2009

A practical guide to improvingresponse and increasing ROI


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6527 CARROLLTON AVENUE INDIANAPOLIS, IN 46220 800.735.2578 FAX 800.859.4008 WWW.JFMCONCEPTS.COMPresented by JFM Concepts, LLC - providers of turn key, all inclusive cross media marketing campaigns. 2005-2009. All Rights Reserved.

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1:1 Cross Media Marketing 2009A practical guide to improving response and increasing ROI

Executive SummaryIt is both practical and cost effective for firms of any sizeto conduct sophisticated 1:1 cross media marketingapplications featuring highly personalized and relevantcontent. The content can be delivered across anymedia including direct mail, email, web pages, andeven from static advertising. These campaigns can beexecuted without the acquisition of new marketing skilland trained employees, the purchase of new softwareand licenses, or the addition of expensive hardware. Byimplementing an automated lead generation system,a large universe of prospects can be narrowed to a

list of warm leads which can dramatically improvesresponse rates and Return on Investment (ROI). Theentire campaign can be tracked with detailed reportingthat is available 24/7 and can include all facets of thecampaign.

Real Time Personalization (RTP)Real Time Personalization (RTP) is a revolutionarynew way to approach cross media marketing. RTPcan identify and capture web visitors with amazingaccuracy. A static web address that can be delivered onvirtually any marketing channel can immediately servepersonalized web content. Business logic is appliedto each prospect after doing a real time lookup to thenational consumer database. The result is targetedand relevant personalization from interest created froma static piece. When a firm advertises there is usuallya corresponding spike in web traffic as customersinvestigate the offer. For every call received or orderplaced, 5-7 additional views occur on the web. RTPcaptures those leads, identifies their demographicattributes and provides the data required for the nextstep in the process.

Variable Data Printing (VDP)Variable Data Printing (VDP) continues to improve theway marketing organizations communicate with theircustomers. The goals are simple: drive explosive andprofitable growth, reduce costs, and simplify marketingtasks. The more targeted and personalized a campaign,the higher response rates and the ROI. VDP is the perfecttool to build brand awareness, enter the sales cycle atthe right time, capture current sales opportunities, andincrease market share.Costs are being reduced by targeting the right prospect

with the right message at the right time. Responsrates are improving by contacting only the most likeprospects and providing them with individualizecontent. Opt-in marketing, which is also callepermission based or consensual marketing, is process by which customers are invited to receive newsletter, mailing list, or other recurring materialThis method brings better results when these specifigroups are later solicited with highly personalizeoffers. Direct mail marketers can now utilize tactipioneered on the Internet in print.

The major challenge for companies and their print anmarketing vendors in creating variable data campaignis coordinating the myriad of required tasks amonvarious departments or outside partners. For threason, according to Xerox, 98% of variable printinconsists only of name and address. An integratesystem can overcome this project managemechallenge.

Step 1Start with real time personalization and broareach advertising to generate a prospect list witdemographic data.

Step 2Automatically follow up on generated leadwith variable data marketing that features 1personalization.

Step 3Provide unique web content and personalized ur(PURLs) to capture web responses.

The key to successfully incorporating 1:1

cross media campaigns into your marketingplan is to create and analyze a customeror prospect database. If there is not amechanism already in place to create& continually update this list, creatinga system should be the top marketingpriority.


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Why Direct Mail In the Electronic Age?According to the United States Postal Service , theaverage consumer is exposed to approximately 5980marketing messages daily. On average, they notice 52and pay mind to only 4. So how does your messagebecome one of the 4?

There is a daily Mail Moment in virtually everyhousehold and business in the United States. Astaggering 98% of people check mail daily and 77% atthe first opportunity. No other marketing channel evencomes close.

The sorting process takes just a split second perpiece and has 3 results; bills, read, and junk. Variabledata pieces that speak directly to the prospect withpersonalized information have the best chance ofsurviving the sorting process and being one of the.00067% marketing messages that are noted.

Environmental ConcernsBy targeting only the best prospects with relevant content,firms can dramatically reduce the environmental impactof their direct marketing effort. Rather than blanketing acity, marketers can select only those prospects or thosewho profile as likely buyers that have already expressed

interest in a product or service and dramatically reducewasted mail. There is a significant environmental impactto limiting the paper, ink, electricity, and fuel requiredto create, print, and deliver millions of mail pieces. Thebest news is that the number of quality leads and salesgenerated does not need to suffer as a result of goinggreen.

Latest Printing TechnologyHigh speed digital presses that are able to create differentversions of a marketing piece have revolutionized theway companies communicate. State of the art printerssuch as the IGEN, NEXPRESS, and INDIGO drawinformation from a database to produce personalizedcopy, offers, and art for individual recipients.

Variable data printing campaigns allow for one smallprint run to contain multiple designs. This eliminatesthe need for inventories of different versions, resultingin a low buy in and no outdated preprint. Variable dataprinting allows for small print runs to be combined intoone job so that economies of scale can be reached bylow volume users.

Getting StartedThe first step in utilizing the power of VDP is thcreation of a uniform, detailed database. Since mofirms already have some advertising in place, real timpersonalization can be used to generate a lead lisPurchasing mailing lists can also be an excellent stato creating a prospect file if you are beginning froscratch. Both B2B and B2C companies can utiliz

their own house files and a variety of commerciservices available from third party providers such alist brokers. Existing house files can be appended tfill in additional demographic and contact informatiobased on the needs of the campaign. For firms thdo not have the technical expertise or the manpoweto implement such a system, this task can easily boutsourced.

The second step to launching a robust VDP campaigis to conduct an analysis of the client base. In a receproject, we were able to segment the demographics a firms house file and found not only the age, incomgeographic location, and marital status of the group

best customers, but we were also able to isolate whicmix produced the client with the highest spend pepurchase. The campaign focused on prospects thmatched all of the desirable demographics.

The key to a successful marketing campaign is create a system where you can track results.

The Mail Moment


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Customized Copy, Offers & ArtOn the web, 1:1 personalization allows each visitorto receive unique messaging. For mail, variable dataprinting allows you to give each prospect an individualmail piece with unique copy, offers, and art basedon the key demographics discovered in the analysisprocess. VDP speaks personally to the target audiencerather than treating every recipient in the same way. Amarketing campaign like the one featured here caters tomany market segments. Manufacturers get a differentfit and feel than insurance agents. VDP finally makes

this level of customization an affordable reality for smallto medium sized companies.

Variable data printing allows each prospect to beconditionally assigned content based on any numberof parameters. While there is no limit to how specificsegmentation can get, it is best to keep the variablesmanageable. Three to five is a good range. A typicalapplication in a consumer product offering is to listrecent purchases and make cross-sell or reordersuggestions. This process is very common amonglarge online retailers such as Amazon.com, and it isnow possible to accomplish with traditional mail ordercustomers. The more tailored and relevant an offer is to

the recipient, the more likely they are to respond.

Unique URLs & Soft LeadsA challenge with traditional campaigns featuring awebsite has been the inability to know which particularrecipient looked online but never made additionalcontact. These potential customers remain anonymousunless there is a method to capture their interest. Witha little more technology, each prospect in a marketingcampaign can receive a unique URL (uniform resourcelocator) which is a personalized web address. Withvariable data printing, each piece is individually printedso every customer can receive their own URL. The

system can easily report a visit to this page even if theprospect does not make a purchase, fill out a contactform, or respond in any other way to the offer. Salesforces can receive real time alerts that indicate whichspecific customer visited the web site, which campaignthey are from, and current contact information.

It is critical that these soft leads are contactedagain. The conversion rate of these prospects can be

In this sample each recipient receives art and copy thatspeaks directly to their personal situation. This improvesresponse rates by capturing attention quickly and drivingthe prospect to the web for more information.


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dramatic and significantly increase the response rate ofthe entire campaign. In a small business, good followup techniques include hand addressed packages ofcollateral materials or phone calls, but there are manyother ways to approach the next communication.

Opt-in Marketing & SurveysAccording to well known marketing experts ErnanRoman and Scott Hornstein, The consensual marketingopt-in process provides both immediate and long termvalue to the customer. Short term, customers begin to

receive more relevant and useful communications. Overtime, marketers have the ability to provide increasinglyfocused and targeted exchanges of information that willraise each customers satisfaction and life time value.This process rewards marketers with an immediateincrease in their return on investment and the abilityto exponentially increase revenue and ROI over time.Variable data printing greatly simplifies the mechanicsof opt-in marketing and conducting surveys.

Once the customer has visited the website to find moreinformation or to take a survey, the next logical step,short of a sale, is to open an ongoing relationship.Consider offering recurring materials such as a

newsletter or email bulletin to keep your informationand brand in front of the customer. The same databasethat is used to produce the unique URLs and displaythe offer can also be used to automatically populate

the opt-in form for the prospect. This ensures succefor two key points: first, it makes the process painlefor the customer; and second, the data entered is nomistyped, increasing accuracy.

To keep the program effective, materials must btimely, informative, and relevant. Variable data printinis ideal for providing these highly tailored marketinmessages. Research has shown that this type of saleeffort returns dramatically better results.

Reporting and TrackingA key advantage to using unique URLs is the abilito more accurately calculate the effectiveness of campaign by recording visits to the web. It is possibthat an offer was relevant to the recipient but it wanot the right time to move forward, the prospewas distracted, or the piece slipped their mind. Bidentifying those recipients that showed at least somlevel of interest to the offer, we can begin to ranprospects and concentrate marketing efforts on thosmost likely to respond. This level of targeted marketintakes time to develop, but has been extraordinarisuccessful for many firms. When developing a VDcampaign, consider what capabilities for tracking an

reporting are available in house and what additionwill be required.

Personalized Cross Media Marketing

Real time email sales alerts and detailed reporting areeasily included in cross media marketing campaigns andprovide complete visibility into response.


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Reorder, Up Sell & Cross SellInvestment in existing customers is often overlookedand under funded. Email reminders are inexpensiveand easy, but the impact that timely, relevant direct mailhas on customers is not to be underestimated. Whena companys communications to the customer base areappropriate and desirable, the result is a boost in brandloyalty and sales.

Variable data printing is an excellent tool for anywholesaler or retailer with cyclical product lines.Everything from contact lenses to industrial commoditiescan take advantage of a personalized and automatedcustomer contact program. Based on order history, asupplier knows when a product is due for reorder. VDPreorder reminders can be printed with informationregarding past purchases and multiple products thatare relevant to the individual recipient.

While reorder reminders are a key opportunity forcreating loyalty and increasing sales, up sell and crosssell marketing can further engage active customers.Analyzing past sales often shows a correlation betweenthose who buy certain products and then branch outinto other complimentary items. With consumables,a customer buying greater quantities can help loweroperating costs as there is only one order to process andship. Additionally, it moves more stock out of valuablewarehouse space and ensures that the customer iscommitted to long term use. For these reasons, manycompanies offer incentives such as reduced shipping ora lower price on orders with two or more items. Theseadditional savings make for great marketing hooks.

There are two challenges for creating a cross sell/up

sell strategy. The first is to regularly identify qualifiedcustomers. The second is supporting the print inventoryfor an ever changing product mix. Careful analysiscombined with variable data printing addresses both ofthese issues. Analysis identifies prime offer recipients ona consistent, short term schedule. VDP allows relevant,timely and highly personalized pieces for each offer inone print run, eliminating the need for pre-print and upfront volume commitments

Life Cycle ManagementThe ever rising cost of new customer acquisitiomakes it imperative to grow a stronger relationshwith existing customers. The number one marketinoversight made today is to ignore the most profitabprospects you already have. Variable data printincan simplify the process of maintaining contact witcustomers. VDP can form the basis of an ongoinprogram for automatically occurring, behavior drivecontacts to increase sales and build brand loyaltConsider some of the following touches (with owithout a specific call to action) in order to retacustomers and increase the frequency of purchases.

Conditional offers based on customer behavior,purchase patterns, and demographics

Personalized web pages with industry specificinformation and special offers

Seasonal announcements

Order reminders

Thank you and appreciation pieces

Automated follow up marketing and salesopportunity alerts triggered by previous web sitevisits

Managing the life cycle is beneficial for everyonbut it is critical for any business where attrition is key issue, especially membership based and nonprofit organizations. Customers are more expensivto acquire than to retain. Growth targets are muceasier to reach by keeping those members who migotherwise not renew. A web supported direct maprogram with very specific personalization will brinbetter results than direct mail alone. This increasethe customer base by improving retention rates anlong term customer loyalty.

Key Event ManagementKey events such as mergers, acquisitions, new produlaunches, and initial public offerings (IPOs) presea unique opportunity to communicate with not oncustomers, but all stakeholders. This is especiatrue in the face of challenges such as accounting ocompliance issues, regulatory or private law suitand key officer resignations or dismissals. This w

It is critical to remember to communicate withexisting customers. Theyre your best prospects.


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maintain brand loyalty and minimize disruption. Thebenefits of a key event management program include:

Maximized revenue gain or minimized revenue loss

Increased brand loyalty and reinforcement of astrong, long term relationship

Decreased customer turnover due to event drivenissues

Increased product line use regardless of event

Multiple and personalized mail to customers is critical

to new product introductions to build awarenessand capture sales opportunities for items that have acomplex sales cycle. Efforts for items requiring a largeinvestment should begin as far ahead as necessary toenter the sales cycle at the right time. Even if a majorproduct or service is not due out for a year, the time tobegin building awareness may have already past.

The Bottom LineVariable data printing campaigns are a cost-effective andpowerful tool for building a client database, increasingawareness, staying in front of customers, entering thesale cycle at the right time, capturing current sales

opportunities, managing life cycles, and minimizingdisruption from key events. The end result of a successfulVDP campaign that includes direct mail, variable dataprinting, opt-in marketing, and personalized URLs is adatabase of information. By using the data collectedfrom soft leads, surveys, and opt-in marketing, highlytargeted campaigns can be developed that will increaseresponse rates and improve ROI.

Variable data printing makes it possible to createengaging, personalized and timely marketingcampaigns. With proper planning and implementationVDP is perfect for integrating direct mail with the web,consensual and database marketing while avoiding the

necessity to print large quantities.

1USPS.com/directmail2Ernan, Roman, and Hornstein, Scott. Opt-In Marketing.New York: McGraw-Hill, 2004.

About The AuthorJames Michelson is a principal at JFM Concepts, ahonor graduate of the George Washington Universitand a former Naval Officer with more than 15 yeaof executive marketing and sales experience. Upoleaving active duty, he earned a Masters degree Business Administration from Jacksonville UniversitJames has held key sales and marketing positionat the executive level for both Fortune 15 and smafirms in a variety of industries including defensmanufacturing, construction, finance and retaHis extensive experience in developing sales anmarketing campaigns for companies both with anwithout direct sales forces has produces explosivand profitable growth. He specializes in developinprograms that improve response rates and maximizreturn on investment. James is also an adjunprofessor of business, teaching students how tcreate world-class marketing and sales campaigns both theoretical and practical ways.

About JFM ConceptsJFM Concepts is a full service marketing agencthat provides technology and marketing support tcommercial printers, marketing agencies, and a feselect direct clients that seek to leverage the latetools in 1:1 cross media marketing applications.

VDP Complete is the firms turn-key marketinsystem which allows prospects to be identified ancommunicated to using the latest variable datmethods as are described in this paper. For additioninformation on any aspect of VDP Complete, ProfiComplete, VDP Mail or VDP Web, please contaus or a preferred partner.

VDP Complete, VDP Mail, VDP Web, and Profile Complete are

registered trademarks of JFM Concepts LLC. 2005-2009.

This paper is provided as a courtesy of JFMConcepts and may be reproduced only in itentirety without permission.

Cross Media Marketing 2009

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