This document discusses how to create powerful marketing campaigns using personalized URLs (pURLs) to generate more sales. It outlines a multi-channel marketing approach using pURLs that includes sending direct mail/email with personalized links, collecting responses on personalized survey pages on individual websites, saving responses to a database, alerting salespeople to leads, and having them do direct sales calls. This approach allows tracking results and improving campaigns.

1. Create Powerful Marketing Campaigns
to Generate More Sales

2.  Resource is a Marketing Services Provider with a range of
services including:
Creative and Design, Print, Mailing Services, Cross Media
Marketing, Online Ordering, Storage and Distribution.
 All our production facilities and technology services are
in house.
 All our services are designed to save our customers time
and money.
Introducing Resource

3. Company Overview
 Established in 1996
 45 staff
 Quality Assured – ISO9001 / ISO12647
 Environmental – ISO14001 / FSC / PEFC
 Investors In People
 British Printing Industries Federation

4. Direct Mail
Email
SMS
Advertising
(Press / Outdoor / Radio / TV / Online)
How Do You Market Your Business?

5. Response rates
No. of leads generated
Customer and Prospect
information gathered
Sales £££
How effective is your marketing?

6. The essence of 1:1 marketing
success is engaging in two-way
conversations with your
customers and prospects

7. Measure and
improve R.O.I.
Provide relevant content in
response to your clients’
preferences
Interact with
your
customers
on a 1:1
basis
Interact with your
Prospects on
a 1:1 basis
Find out what
your customers
and prospects
really want
Improve upon
standard direct
mail results
Quickly
convert high
quality sales
leads into
revenue

8. Database
Postcard,
email, SMS,
advertisement
Personalised
Web Page
(pURL)
Personalised
Survey
Page
Responses
Saved to
Database
Alert To Sales
Direct Sales
Call
The Personalised URL (pURL) Approach

9. • A pURL is a web page or website created
for one person - “personalised URL”
• www.JohnSmith.My-Great-Offer.com
• A direct marketing channel that can change
the way you sell and market to customers
and prospects.
What is a pURL?

10. Personalised URL’s (pURLS)
1. People You Know
www.JohnSmith.feels-special.co.uk
www.JaneSmith.Save-Money-Today.com
www.AndyOther.My-Great-Offer.co.uk
What is a pURL?

11. What is a pURL?
Personalised URL’s (pURLS)
2. People You Don’t Know
www.IncreaseYourSales.com
www.My-Great-Offer.com

12. Database
Postcard,
email, SMS,
advertisement
Personalised
Web Page
(pURL)
Personalised
Survey
Page
Responses
Saved to
Database
Alert To Sales
Direct Sales
Call
Database

13. Database
it’s all in the data !
• Mail file is cleaned and formatted
• PURL address and optional secure password
generated
• Drives the e-shot and/or the direct mail piece and also
the personalised micro-site
Company FirstName LastName Address1 Address2 City County Postcode URL
New Widgets Ltd John Doe 123 Anywhere Street Preston Lancashire PN1 1AD wwwJohnDoe.ResourceAuto.co.uk
ABC Manufacturing Ltd Jane Smith ABC House Anonymous Lane Colne Lancashire BB4 4BA wwwJaneSmith.ResourceAuto.co.uk
Bestware plc Alan Other 1 -15 Madeup Road Blackburn Lancashire BB2 2RD wwwAlanOther.ResourceAuto.co.uk
2Me 2You Removals Katie Anyname New Street York North Yorkshire Y023 3FR wwwKatieAnyname.ResourceAuto.co.uk
Need Customers Ltd Paul Direct NC Towers New Business Park Bridlington North Yorkshire Y016 3GH wwwPaulDirect.ResourceAuto.co.uk
We Sell Mobiles Aisha Dixon Mobile House 111 New Road Knaresborough North Yorkshire YO23 7PL wwwAishaDixon.ResourceAuto.co.uk
Toys 4 Boys Ltd Peter Grant 51 Bath Lane Brockhall Village BLACKBURN Lancashire BB6 8HP wwwPeterGrant.ResourceAuto.co.uk
Waste Managementplc Nigel Shaw 98 LetsbeAvenue Accrington BB5 6QH wwwNigelShaw.ResourceAuto.co.uk
Bicycle Parts Ltd Sam Hartley 221 Stanningley Road Oswaldtwistle ACCRINGTON Lancashire BB5 3AS wwwSamHartley.ResourceAuto.co.uk
Hi Tech IT plc Andy Coulthurst 50 Wide Lane York North Yorkshire Y013 3FR wwwAndyCoulthurst.ResourceAuto.co.uk
Kitchens and Bathrooms Ltd Katie Demo Witch Way Longworth Road Bridlington North Yorkshire TO17 6TG wwwKatieDemo.ResourceAuto.co.uk
Everready Press Ltd Helen Other 508 EllerkerDrive Wetherby North Yorkshire YO12 5DS wwwHelenOther.ResourceAuto.co.uk

14. Database
Postcard,
email, SMS,
advertisement
Personalised
Web Page
(pURL)
Personalised
Survey
Page
Responses
Saved to
Database
Alert To Sales
Direct Sales
Call
Getting The Message Out There

15. Getting The Message Out There – direct mail shot - c5 postcard
data driven web address
fully personalised

16. Getting The Message Out There – Email Campaign
fully personalised
data driven
html link

17. Database
Postcard,
email, SMS,
advertisement
Personalised
Web Page
(pURL)
Personalised
Survey
Page
Responses
Saved to
Database
Alert To Sales
Direct Sales
Call
The Personalised Micro-Site

18. • Detailed and relevant information that prompts action
• Collect data, sell products and services, highlight special
offers or drive interest to an event or web site
• Data cleansing and information gathering
The personalised micro-site

19. www.TomGreen.Christmas-Gets-Personal.com
Personalised Website – Welcome Page
Personalised
message
Variable
Images

20. Database
Postcard,
email, SMS,
advertisement
Personalised
Web Page
(pURL)
Personalised
Survey
Page
Responses
Saved to
Database
Alert To Sales
Direct Sales
Call
Personalised Survey Page

21. Personalised Survey Page

22. Update Profile Page

23. Responses Saved to Database
Database
Postcard,
email, SMS,
advertisement
Personalised
Web Page
(pURL)
Personalised
Survey
Page
Responses
Saved to
Database
Alert To Sales
Direct Sales
Call

24. • Automatically triggered follow-up email and/or SMS
• Variable content determined by responses
Database Drives ‘Real’ Sales Activity

25. Alert to Sales
Database
Postcard,
email, SMS,
advertisement
Personalised
Web Page
(pURL)
Personalised
Survey
Page
Responses
Saved to
Database
Alert To Sales
Direct Sales
Call

26. • Alerts sent to multiple contacts
• Distributed via email and/or SMS
• React immediately to leads
Alert to Sales

27. Direct Sales Call
Database
Postcard,
email, SMS,
advertisement
Personalised
Web Page
(pURL)
Personalised
Survey
Page
Responses
Saved to
Database
Alert To Sales
Direct Sales
Call

28. Database
Postcard,
email, SMS,
advertisement
Personalised
Web Page
(pURL)
Personalised
Survey
Page
Responses
Saved to
Database
Alert To Sales
Direct Sales
Call
Reporting and Analytics
Reporting and
Analytics

29. • Track all visits and online activities
• Identify which marketing channels perform best
(DM/Email/SMS/Mass Media)
• ‘Fine tune’ future marketing activity
Reporting and Analytics
Reporting and
Analytics

30. A Multi-Channel Approach
Increases Responses and Sales
People are 20% more likely than average to
respond / purchase if they can do so online
Personalisation makes response / purchase
14% more likely
Reaching people when they’re in buying mode
makes a sale 17% more likely
Richard Higginbotham, Head of Marketing, CDMS

31. What Are The Benefits of a pURL Campaign?
Be Noticed
• Personalised marketing message ‘cuts through the clutter’
Increase Responses
• pURLs increase response rates and generate sales leads
Right Place Right Time
• Lead reports are immediate and allow instant follow up
Measure ROI
• Campaign effectiveness is now trackable and measurable

32. Attract
Interact
React