If you're looking for ideas on how to get the most from your marketing budget, check out this slide deck from the Target Marketing Magazine presentation. For the recorded webcast, visit http://www.targetmarketingmag.com/aggregatedcontent/direct-marketing-shoestring-budget

1. Navigating Your Creative Hell
on a Shoestring Budget
Ideas for amplifying your campaign’s
success using multi-touch
marketing.

2.  You can be effective on a shoestring
Learn to:
 Extend your reach
 Make your message sticky
 Plan and deploy vehicles
 Test, track, and tweak
 Spend wisely
 Measure success (and challenges)
Shoestring budgets

3. Multi-touch marketing
The simultaneous
deployment of multiple
online and/or offline
marketing vehicles to
promote a single marketing
event.
A good campaign choice

4.  Reach beyond the limits of your company’s assets
(e.g., customers, mailing lists, etc.)
 Meet leads and contacts at their preferred venue
 Provide optimum viewing experiences
 Enable sharing within networks
 Multiple message more sticky through multiple mentions
 Get better results, more sales
Extend your marketing dollars

5. MULTI-TOUCH CAMPAIGN
HOW TO BUILD A

6. The process of driving leads to seek
out your product — a way to earn
the business.
 Educate them on the benefits.
 Engage with valuable content.
 Build a trusting relationship.
Examples:
 White papers, video, and social
media
Inbound marketing is
about discovery.
Outbound is….
— B2B Digital Marketing
Inbound marketing

7. The process of sending out or
presenting messages that ask for
the business.
Examples:
 TV, billboard, direct mail, email,
tradeshow
Outbound marketing is
about interruption.
— B2B Digital Marketing
Outbound marketing

8. Marketing and promotional vehicles
that are presented in a digital format
and accessed using an internet
connection.
Examples:
 Website, social
media, email, targeted landing
pages, YouTube
The top three channels
used for lead nurturing
are: email 65%, phone
calls 44%, and direct
mail 25%.
— Aberdeen Group
Online marketing

9. Also called traditional marketing, a
marketing message presented in a
non-digital format.
Examples:
 Direct mail, signage, vehicle
wraps, brochures and
fliers, tradeshows
30% more dollars are
spent by shoppers
touched by multiple
mediums [vehicles] than
single-medium
shoppers.
— USPS
Offline marketing

10.  Define campaign’s goal (e.g., build an email list)
 Define success (e.g., acquire 1,000 emails)
 Choose your vehicles (e.g., email, direct mail)
 Define each vehicle’s goal (e.g., 27% open rate)
 Define measurable metrics (e.g., clicks, visits)
 Design multiple versions of creatives and assets so that
you can test and improve (e.g., poster, 3D card)
 Establish follow-through (e.g., sales team sends email)
Plan your event

11. Example: Creative Hell

12. Depending upon your available skills/resources
 Email (~$300)
 Social media (free)
 Local search (free)
 YouTube (free)
 SlideShare (free)
 Case study (free)
 Feature article (free)
Vehicle budgeting

13. Depending upon your available skills/resources
 PR distribution (~$300)
 Landing page (free)
 Reviews (free)
 Blog comments (free)
 Testimonials (free)
 Co-op marketing (free)
 White paper
 eBook
Inexpensive/free vehicle ideas

14. Depending upon your available budget
 Direct mail
 POS signage
 Brochures
 Promotional items
 Analyst review
 Print ad
 Tradeshow or event
Other vehicle ideas

15. TESTING
PRIORITIZING SPEND THROUGH

16. Until you have tested vehicles and understand their
effectiveness with your audience and your
message, it’s challenging to prioritize spend.
 Test — use A/B and multivariate testing to improve
results
 Track — choose meaningful metrics to monitor.
 Tweak — be prepared to react quickly; have a back-up
plan (design) ready.
Test, track, and tweak

17.  Google Analytics monitors the
activity within your website or
interactions within email. (free)
 Email analytics provides visibility
into email interactions. (included)
 Heatmap graphically represents
site engagement. Warmer colors
show higher engagement, cooler
indicates less. ($10/mo)
Small businesses do not
measure the success of
their marketing
campaigns. An
astonishing 73% of
respondents fail to
measure their email
marketing metrics, while
80% fail to measure
their direct mail or
transactional mail
metrics.
— Pitney Bowes
Online tracking tools

18.  Dedicated phone numbers (free)
 QR codes (free)
 Rewards, contests, discounts for
engaging online (free)
 Discount codes (free)
 POS subscriber lists (free)
33% of consumers go
online to respond to
direct mail and the
response rate is
increased by 20 to 30%
when personalized URL
addresses and landing
pages are used.
— DMA
Offline tracking tricks

19. DATA
WHAT TO DO WITH THE

20.  Not everything is about ROI
 Inbound marketing builds trust
and good will — impossible to
measure
 With multi-touch, you must look
beyond the last touch point and
consider the campaign as a
whole
If you can't accurately
attribute revenue to a
marketing program, you
can't calculate an
accurate ROI.
— G. David Dodd
Return on investment

21. The channel that
delivered the strongest
ROI for customer
acquisition for B2C
marketers was direct
mail. Direct mail also
scored the highest among
B2C marketers
for customer contact and
retention.
— Target Marketing
magazine
Profitability per vehicle

22. Spider Trainers provides online and
offline creative services support to
marketing departments of 1 to 100.
Get our eBooks:
 Small-business Guide to Winning
at Web Marketing
 Just-in-Time Marketing
 The Power of Print (in Marketing)
 Marketing Metrics
Contact us:
651 702 3793
spidertrainer@
spidertrainers.com
http://www.spidertrainers.com
PO Box 280487
Lakewood, CO 80228
United States
Spider Trainers