Casey Printing & Marketing's overview of direct marketing dynamics & trends with a brief introduction to Cross Media Marketing methodologies, use case & case studies, and contact info for Q&A.
2. Today’s Objectives
Provide an Overview of New Direct
Marketing Dynamics and Trends
Introduction to Cross Media Marketing
Methodologies
Actual Use Case Review & Case Studies
Questions and Answers
3.
4. “The industry average for direct mail
marketing is 1.3% response rate.”
Source: Direct Marketing Association
“Companies that utilize relevant graphics and
text can see a 2-5X lift in response rates”
Source: PODi
5. • According to research firm
Marketing Sherpa, 80% of
business decision-makers
who made a recent purchase
said they found the product
vendor
• While just 20% said the
product vendor found them!
6. 66% of consumers
responding to an offline advertisement visited
the web site of the company advertised or a
search engine to learn more, while only 14%
called a phone number from the
advertisement, the survey says.
Source: Jupiter Research
7. • Well executed Cross
Media Marketing
campaigns generate a
sales lift of 7-34% versus
traditional marketing
approaches
Internet Advertising Bureau
8. • Cross Media Marketing is
connecting with prospects!
• The results that are being
achieved with relevance are
outstripping those of traditional
static communications by an
average of 56% - 275%
9. Fact of life…
“78%of all people read their mail over a trash can.”
-USPS/DMA Survey
10. Daily we encounter 2904media messages…
We may remember 52of them…
But 4of them we will positively remember!
How do YOU cut through the noise to engage your
customers more effectively?
Retention
11. One dimensional
marketing is limiting
InfoTrends reports that
leading marketers
today are using 3, 4, or
5 touches per
campaign.
12. • Consumers available on an average of 7.2 channels, including:
– Landline phone
– Mobile phone (or two if counting voice and text!)
– Skype
– Facebook
– Twitter
– Other Social Media
– Personal & business e-mail
– Membership in online forums
– A home address for traditional mail
• Need to be combined with mass media like:
– Catalogs
– Magazines
– Signage
– Events
– Traditional broadcast media
Marketing Channels
13. Add them to any print
advertising, flyers, posters,
invites, TV ads etc., containing:
product details
contact details
offer details
event details
competition details
a coupon
Twitter, Facebook, MySpace IDs
a link to your YouTube video
Mobile Integration – (QR Codes)
14. Across all generations,
more people than ever
are using social
networks
What about Social Media?
Just a fancy way to describe the bazillion
conversations occurring online.
16. • Social Media
600+ million Facebook users, 700+ billion minutes p/mo
65+ million Tweets p/day
• Mobile
3,000+ texts sent by teens p/mo[1]
1 in 2 people w/smart phones by end of ’11 [1]
• Direct Mail
12% drop in mail volume[2]
• Digital Coupons
60% YoY increase, 1% of total coupon utilization[3]
4600% increase in QR Code utilization in QI 2011
Increased Digital Spend
$100 billion projected spend by 2014[4]
[1] Nielsen, 2010
[2] United States Postal Service Annual Report
[3] Marx, a Kantor Consumer Promotion Unit
[4] Forrester Report
more statistics...
18. Leverage your
database
• What you know
about your target:
– Kate Scott
– Businesswoman
– 38, married, mother
– Graduated in 1996
– Was in the Glee Club
Kate Scott
Operations Manager
123 Highway, Suite 456
Irvine, CA USA
19. Basic Personalization
Basic Personalization
Leverage your dataLeverage your data
Use Personalized URLs
Use Personalized URLs
Customized Images
Customized Images
Basic PersonalizationBasic Personalization
Generic URLGeneric URL
Generic ImageGeneric Image
Personalize...
20. Personalized URLs and Microsites
• Engage respondent with
relevant content in direct
mail, including a
personalized URL
• Capture online response
• Continue “personal”
conversation online
• Generate highly qualified
leads
KateScott.GoAlmaMater.comKateScott.GoAlmaMater.com
21. Automated Follow-up to Respondents
Automatically triggered follow-up
email to each respondent
Variable email content determined by
survey responses
Continued personalized
communication solidifies the
relationship
22. Automated Lead Distribution
React immediately to leads
Distributed via email or PDA/cell phone
No need for cold-calling
Kate Scott
just
responded
to your
campaign
Steve Salesperson,
Kate Scott just responded to your
campaign.
Contact information:
123 Anystreet, USA
(555)547-1234
Survey Results:
Are you attending? Yes
23.
The odds of contacting a lead if called in 5 minutes
versus 30 minutes increase 100times.
The WOW effect
The odds of qualifying a lead if called in 5 minutes
versus 30 minutes increase 21times.
- Marketing Sherpa and MIT study
24. Reporting and Analytics
All visits and online activities
are tracked
Reports to help “fine tune”
your marketing
Automated data delivery
25. Let’s Examine an Award Winning
campaign step-by-step
Cross Media Marketing
Multiple Touches:
1. Clear Objectives
2. Targeted Direct Mail Piece
3. Great messaging to the individual
4. Email touch
5. Landing page interactive dynamics
6. Redirect to social media
26. Challenge for
Rosemont College
• Inability to automate solicitations and
create versioned appeals to solicitation
base
• Declining participation rate
• Inability to seamlessly integrate
Comprehensive Campaign efforts with
Annual Fund
– Rosemont Experience Fund
– New Strategic Plan
– Quiet phase of Comprehensive Campaign
• Declining Revenue
27. Program Objectives
• Improve overall participation
• Convert non-donors into donors
• Improve participation amounts by past
donors
• Grow online donations
• Improve stewardship efforts
29. Variable Direct Mail
Variable text based on reunion year Variable text based on reunion year
Young Alumni Slogan
Personalized Landing Page
30. Variable Direct Mail
Variable text based on
donor status
Call to action
Variable text/image based on reunion year. If not in a
reunion year, the recipient receives another 'College
Update' and an image of the college Personalized landing page – variable based on reunion year
31. Interactive Landing Pages
Template was designed for
landing pages
- Same format for the entire year
reduced development time
- Design allowed for easy segmentation
Video components were
integrated to convey
information via new media
channels
- Utilized College captured video clips
- Developed Annual Fund Commercial
Young Alumni
Remaining Alumni & College friends
32. Interactive Landing Pages
Campaign video
pieces or
versioned story –
can be changed
for each phase
Versioned thank
you or ask
Versioned links
that can be
switched/changed
for each phase
33. Interactive Landing Pages
Versioned videos & stories can come
from Campaign video, campus
happenings, etc. and can be variable
based upon the recipient
Versioned thank you will reflect
past gift amount OR ask
(based on giving history).
35. Steps to Building a
Profitable Solution
• Analyze past giving trends
– Looked at past donors to determine:
• When they typically gave
• How often they gave
• How much they gave
• How they give (i.e. - BRC, online)
– Didn't send every solicitation to every
donor – especially lifetime non-donors
36. Steps to Building a
Profitable Solution
• Analyze general giving trends
– Philanthropic research has shown that
organizations will receive the highest
number of gifts at two points
throughout the year:
• Approximately 33% of gifts will be received
during the month of December
• 2nd
largest time for gifts is at the end of the
organization's fiscal year
– Solicited entire population during
these two times
37. Steps to Building a
Profitable Solution
• Review past solicitation pieces
– Repurpose as much as possible based
on the following information:
• When the piece was sent
• Who they were sent to
• Response rate
• Segments that responded
• Goal
– Identify elements of their branding
– Recognized what worked
38. How to Increase
Profitablility
• Streamline fundraising process
– Eliminate unecessary outbound pieces
by integrating multiple messages
• Events
• Alumni/Donor programs
• Necessary Steps
– Have them outline their entire fiscal year
• E-mail communication
• Solicitations
• Phone-a-thon programs
• Events
39. Steps to Building a
Profitable Solution
• Keep it simple
– Only use limited segments
• Donor status
• College relation
• Graduation year
40. Steps to Building a
Profitable Solution
• Integrated web technology
– Utilized video elements to get attention of donors in different format
– Integrate social media to remain on top of mind to donors
– Focused on e-mails to consistently communicate with donors and
prospective donors
– Determined which donors and prospects are more likely to respond
online and used online solicitations/appeals
41. Results
• ROI of 1295%
• Overall participation increased
by 9.6% over 2010 results
• Traditional undergraduate
alumni participation increased
by over 66% over 2010
• Non-traditional undergraduate
alumni participation increased
by 30% over 2010
42. Results
• 87% of past donors either
increased their gift or gave
what they had given in
previous years
• Non-donor participation
increased by 59%
• Lapsed donor participation
increased by 275%
43. • Creating a personal and
relevant “experience” is
an opportunity for
improved ROMI!
• Create campaigns that
connect in the manner
your audience prefers
MARKETING Opportunities
for Growth
45. Cuesta College
Community College in
San Luis Obispo
In the process of
developing Ed. Master
Plan 2011-2014
Needed a way to gain
community input
46. The Challenge
A cross-media campaign was
developed to connect with San Luis
Obispo County Community
The goals of the campaign were to:
Increase the engagement level of
community members
Collect valuable survey information
Collect contact information for
follow-up marketing events
Increase visibility of Dr. Gilbert Stork
47. The Solution
Direct mail: A direct mail piece
was sent to 32,000 identified
college graduates throughout San
Luis Obispo County
Email: An email announcing the
survey was sent to Cuesta Email
database
Web: The direct mail piece and
emails directed respondents to
campaign specific survey site
(PURLs and G-URL).
48. The Results
Cuesta College was very
pleased with the response
to this campaign.
More than 1,600 completed
and tabulated surveys.
Excellent!
Gained new contact info for
follow-up marketing
Dr. Stork noticed increased
visibility
At this point, you should have gone through general introductions. If you haven’t already received answers to the recommended key questions, this is the time to address them.
Question 1: What are the Top Marketing Objectives for the next six months for your organization?
Once you understand their objectives, you can tailor design the campaign to meet their needs.
Question 2: What inhibits you from successfully achieving your objectives?
This can be any number of things. The goal is to understand what their pain points are so you can speak directly to them.
You want them to see how you can help them to be more efficient with their time, by using this solution and more effective in their communications because they have the ability to track and measure their results.
Question 3: Are you currently evaluating technology or any other media to help you achieve your objectives?
For example… Some marketers use email only campaigns and feel this is sufficient enough. What they don’t realize is that this is only a one dimensional touch. They can only reach prospects who they have emails for. They have no other ways of communicating with prospects who they don’t have emails for. Find out if they use mass media such as: radio, TV, billboard or newspapers. NOW, you have an opportunity to talk about the many options you have available to help them communicate through various channels.
Talk Track:
Read the statistic first and then take time to explain what it means in respect to using a more targeted approach.
According to Jupiter Research, 66% of consumers….
More and more people are using the internet to research information and conduct business. And less are picking up the phone. Why? Because the internet gives them more control. If 66% of consumers prefer to go online, rather than call, why not provide them with the response channel they are looking for.
When you include a Personalized URL, you are providing them with the response channel they prefer
You are also sending them to the exact place you want them, where you can track and measure their response.
Talk Track:
Let’s take a look at the big picture!
Everything starts with your database. Leveraging personal & relevant information you have on each prospect will help to target your campaign message.
Develop the campaign around your target audience and what you are trying to learn about them. Determine how they want to reach their audience: Direct mail, email, SMS text messaging or mass media.
You have the ability to track your messages & capture responses
You can send out lead alert notifications immediately to your sales reps
All this information is being stored in the Campaign Dashboard allowing you to analyze and track your campaign results in real time.
Having real time visibility into your campaign and the ability to send your reps lead alerts, allows you to close more deals quickly. Reaching a respondent at the height of their interest provides you with a better chance of converting them.
Talk Track:
It’s important to leveraging the information you have in your database.
It’s more than simply adding their name
Make sure your message is personal! Target your message – ensure your message resonates with the recipient by keeping it relevant & meaningful.
Talk Track:
(Top Example):
Basic personalization may include the persons name and a generic image. (This won’t resonate with all recipients).
The call to action is basic because it has the respondent logging onto a generic URL where the message is the same for everyone.
If this person visits the generic landing page and decides to abandon it, you will know that there was a visit, but you won’t know who
(Bottom Example):
The persons first name is used, but it takes the message a step further. It reminds the recipient of their upcoming lease and gives them a clear call to action.
The recipient is then directed to a Personalized URL where the personalized messaging is continued and is trackable and measurable.
Talk Track:
The entire direct mail piece should engage each respondent with relevant content that directs them to the personalized URL.
The intent of the Personalized URL is to direct each recipient to their very own landing page, which continues the personal and relevant communication.
One thing I’d like to point out is that we are not suggesting that you remove all other response channels from your direct mail.
So keep those toll free numbers and BRC’s in place. Over time, if you find that more and more people in your particular audience are responding online, then you may be able to retire some of those other mechanisms. The nice thing is that you’ll be able to make the decision based on data rather than guessing.
Again, the goal is to get the respondents online, so make sure the clear call to action is the Personalized URL.
Talk track:
We can also configure automatic follow-up email messages that are personalized to each respondent.
For example, their personalized version of the “Thank You” email will mention their survey responses or other data collected on the Personalized Landing Page.
This continues the personalized communication and solidifies the relationship.
Talk track:
We also provide automated lead delivery, so we can take each respondent and transition them into an actionable lead that sales rep can follow-up on quickly.
These Leads can be sent immediately to the sales via PDA, cell phone or email for follow-up, essentially eliminating the need for cold-calling.
Talk track:
Finally! You can watch the results of your campaign in real time.
You will be given access to your own “Campaign Dashboard” that provides access to activity reports, survey results, etc.
You can also download your reports in CSV format for upload into any other type of system.
Alternatively, the we can schedule the delivery of your data via FTP, if you choose so.