Let’s Get Personal:Increase Sales with Personalized URLsA Webinar presented by hawkeye and PostClick (a hawkeye venture)November 3, 2009

Introduction

• Introduce speakers• Today’s session• Agenda and Q&A• How to get a copy of the deck

– access archived slides– get slides e-mailed to you

• How to reach us– jtedstrom@hawkeyeww.com

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GoToWebinar Attendee Interface1. Viewer Window 2. Control Panel

Do you ever feel like you are talking toyourself?

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And, no one is listening?

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Did you know the average consumer sees 5,000-plus messages a day?

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20051970

• “The average 1970’s city dweller was exposed to 500 to 2,000 ad messages a day…now it’s 3,000 to 5,000.”

• USA Today, 2006

• “Studies show that a typical consumer is bombarded by 5,000 advertising messages a day.”

• New York Times, 1988

• “Consumers see an average of 5,980 messages a day.”

• USPS, 2009

So much noise

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So little time

We know everyone is not the same

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Marcia 22Junior Account Executive

John42SVP, Marketing

The Watsons45-10Family of four

The Hinkles72-12Four generations, four different tastes

Tim & Kate60sRetired

Bradley25Web designer

Tina & Mike26 & 25First apartment

Doug & Alice32 & 7Looking forward to the second grade

Still, some advertising is like walking around town and asking if anyone wants a banana

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Without knowing if they like fruit

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Unsolicited, irrelevant messaging hurts

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• 88% of consumers say they don’t trust advertising

• 76% believe that companies lie in their advertising

• In 2009, only 38% of Americans state that they trust companies, down by over 30% in a year

• 77% refused to buy a product or service from a company they don’t trust

Source: Edelman Trust Survey, Yankelovich

We know personalization works

• 36% to 600% response lift

• 24.5% ave. order size

• 47.6% repeat orders

• 31.6% overall rev/profit

• 33.9% in response time

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2009 The DMA2007 InfoTrends/CAP Ventures personalization study2003 CAPV The Value of Color

So why don’t we do it more?

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It’s time for Personalization 2.0

“The whole point of marketing is to build a relationship between a customer and a brand. Yet so much of marketing practice and technology seems to focus on de-personalizing and up-scaling marketing communication to as

large an audience as possible.” Adam Needles

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• Personalization has been a force in direct mail for years.• Online personalization swept through in 1998 in the Web’s infancy. • Amazon.com was among the few who made it stick. Why?

1.Too expensive2.Takes too long to implement3.Enterprise in scope = politics, budgeting difficulty, general

lack of focus and control4.Widespread privacy concerns5.Lack of online participation and accurate, up-to-date data

What happened to Personalization 1.0?

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1. Lighter weight, less “low-level” technology. 2. Exponential growth and reduced cost in basic technology.3. Evolution of open source and commercial frameworks to handle

most basic application functions.4. Evolution of process from exhaustive design-build to agile rapid

iteration.5. Web 2.0 culture more inclined to share publicly.

What’s changed?

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Costs Capability

pURLs are a great way to get in the game

• pURL campaigns show 20%-30% response lift over non-pURLcampaigns* Increased time on site Increased site interaction Higher conversion Higher repeat and ongoing visits

• Test with personalized postcard + e-mail + pURL pulled 13X better response than standard postcard with no e-mail and no pURL** 3X better conversion

• Other experience shows 10X upside

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* The Direct Marketing Association** RISO Inc.

Cost-effective personalization in a complex age

• What is a pURL?• How does it work?• Features and benefits

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www.YourWebsite.com/JaneSample

John Sample

Joe Sample Jane Sample

? • Better response rates based on the promise of relevant content

• Better conversion because of relevant content

• Customer insight through Q&A and tracking and reporting

A Web site address that uses a familiar name or phrase to personalize it for each recipient.

The key that unlocks personalized content for each individual visitor.

Benefits

pURLs in action

• Simple Works!

• Relevance + Value + Convenience = Conversion

• From Campaigns to Conversations

• Getting Personal (not just personalized!)

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HP Education Services: Simple works!

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Personalized direct mail and e-mail

And it means reduced cost, less complexity and faster implementation

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Personalized landing page

• 8.7% response to postcard

• 16.5% response to e-mail CTR

• 63% clicked to view other courses

• 31% purchased a course

Nissan: Relevance

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pURLs

Personalized postcard

Nissan: Relevance + Value

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The inclusion of a pURL, an 866 number and personalized coupons also gave customers more ways to respond to the campaign.

Personalized coupons for additional car accessories that were valid only on the customer’s vehicle.

Nissan: Relevance + Value + Convenience = Conversion

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• Personalized landing page with prepopulated form and personalized coupons

• 3.5% response rate

• 36% scheduled an appointment

• 485% sales ROI

Optimum Lightpath: From lead generation…

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To relevant content

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Education

Healthcare

Financial Services

Government

Personalized contentby vertical industry

Prepopulated lead form

To closing the loop with 1-to-1 pURLs for sales: getting personal (Not just personalized)

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Summary

• pURLs are here to stay.• They are constantly evolving as people get through the basics

and get creative.• Now is a good time to jump in and experiment.• We would be happy to help you experiment with your situation.

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Questions?

• Please submit questions through the chat window or raise your hand.

• We’ll answer as many as we can today and compile them into an FAQ, if necessary.

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THANK YOU!

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John TedstromManaging Director, Insight and Strategyhawkeyejtedstrom@hawkeyeww.com(970) 376.0269 (cell)(970) 476.2071 x5301 (office)

Theron GorePresidentPostClick, a hawkeye venturetgore@hawkeyeww.com(970) 390.2534 (cell)