In partnership with local chamber of commerce organizations the Tennessean Media Group and 1100 Broadway created and performed a series of seminars targeted to local small businesses in an effort to introduce them to marketing and advertising concepts and tools.

3. Why Make Connections Online 57% of shoppers go Online before making a purchase decision 92% of consumers have opt-in for Email 84% of people enjoyed receiving email from a company when they registered for it 81% of people go online to socialize 52% of social network users have become a “Fan” or “Followed” a brand 46% of social network users say they would talk about or recommend a product on Facebook 34% of respondents have used a search engine to find information on a product/service/brand after seeing an advertisement on a social networking site

4. Email Marketing

6. Email Marketing Text Message Social Networks Instant Message Email Communicating With Business Change in Consumers’ Preferred Channel for Permission-Base Promotional Message from 2008 to 2009 Source: ExactTarget.com According to Exact Target 2008 Channel Preference Survey

7. Email Marketing Preferred Email Channel for Marketing Communications Average = 66% According to Exact Target 2008 Channel Preference Survey Promotional messages form a company with who YOU HAVE NEVER INTERACTED Alerts Promotional messages form companies with who you have regularly conducted business, but HAVE NOT ASKED for information Sweepstakes invitations from a company you know Customer service message about specific issue Customer service messages about general products/services Regular status updates on an account Promotional messages form companies I HAVE GRANTED permission Confirmation for transaction Polls, survey related to their products/services

9. Network Opt-In

21. Customer Opt-In

26. Customer Opt-In List Growth Tactics Overall ranking based on participants average rating and continuity 3.8 / 80% 3.4 / 86% 3.4 / 79% 3.2 / 84% 2.8 / 96% Top 5 of 17 Tactics Overall Tactic Rating *non-incented, incented & purchase process ExactTarget Customer Survey 2008

41. Example Ideas Nurturing A older couple whose kids are grown and the house is quiet contemplates on selling their home and downsizing. So they contact their local realtor to inquire about selling. They haven't completely decided but wanted to get some advice. To stay top of mind the Realtor starts marketing to this couple through a nurturing email campaign. First, she sends an email on property taxes in their area. One week later, she sends information via email about drop in interest rates for new home loans. The realtor continues to send weekly informational emails until the client calls her back with their final decision to sell. A “For Sale” sign goes in their front yard the next day.

43. Social Media

74. Connecting Email & Social Media