2. Trends of Internet Usage
Trends of Internet Sales

3. Trends…
65% of US population will have internet access in 2005
78% - 80% of US population will have internet access in 2010
An effective website is essential for your future success
Statistics From: US Department of Commerce, Nielsen/Net Ratings, Pew Internet and American Life Research Project: National Survey

4. Trends…
2004 expected US web transactions of all kinds...$33.0 B (7% of US GDP)
2010 expected US web transaction of all kinds...$313 B
The internet is an established force in your market and growing
Statistics from: American Banker Inc., Business & Company Resource Center

5. Internet Sales
75% of Internet users buy online
25% - 50% of all online purchase were personal consumables
Internet use is an integral part of American life and commerce
Statistics from: National Survey: Ernst & Young, 2002

6. Internet shopping is established
and growing because...
Online shopping is
• convenient
• easy to gather information
• results in more options
with less hassle
• reduces travel
• puts the customer in
control

7. Branding
is your target

8. Branding
The public’s recall of
the touch points
about your
photography

9. MTM builds your brand
MTM exposes prospects and customers to multiple touch points
• Direct Mail • Email
• Displays • Networking
• Publicity • Studio visits
• Ambassadors • Packaging & more!
• Telemarketing

10. The greater the number of
Clear, concise, inviting messages
Builds…
• consistent impression
• relationship with the
customer
• brand loyalty
• response rates…more
sessions
• more sales

11. MTM is about…
How the customer wants to:
• get information
• more choices
• establish a relationship
• save time
• buy

12. Multi-touch Marketing
WORKS!

13. Home Depot:
“You can do it. We can help.”
• messages from speakers in the store
• TV ads
• direct mail pieces
• flyers
• bills
• statements
• Email
• Website

14. Best Buy / Circuit City:
• 11% of customers purchase items
online
• 61% of online purchasers do so to avoid
store shopping
• 44% of the online customers spend
more than the average customer

15. Storehouse
Atlanta based full line furniture store
Founded in 1969… 16 page catalogue
(New Zealand Marketing Magazine, May 2003)
• 2003: 72 page catalogue
• 2003: 15% of total gross sales was
via catalogue / website
• 66% of website customers sited
convenience as reason for their
purchase.

16. Gobble
New Zealand food deliver service start-up
• Target...busy urban professional
• Worked with an ad agency to develop brand style
• Opened
• within 10 days business projections expanded 3
times
• within 30 days kitchen staff expanded 16-28,
c/sale $
• delivery area expanded, expenses increased
• menu items decreased, expenses decreased

17. Gobble
New Zealand food deliver service start-up
• Channels:
• Call center, website, e-mail, direct mail, fax, ads
Conclusion: Website is vital for
establishing name recognition and
establishing brand loyalty

18. • Preparing to launch a new wireless Internet
service...planned to test with 400+ market
prospects
• Weekly e-mail updates informed all prospects
of the test progress requested referral to other
clients
• Weekly e-mail delivered an on-line survey to all
prospects

19. • Results:
• After 4 months many trial customers had signed
up...switched ISP
• Developed a database of customer leads
greater than original 400+ prospects
• Channels: Telemarketing, Survey Information,
Website, E-mail
Conclusion:
E-mail communication is both cost effective
and accurate with very different clients
E-mail can be automated and personalized

20. Email Use
• 96.6% Internet users have email
services (PIALRP)
• 94% of wired seniors send or
receive emails (PIALRP)
• 91% of all Internet users send or
receive emails within the last 30 days
(PIALRP, March 2004)

21. Email Subscribers:
Email subscribers spend 33%
more than non-email subscribers
• Email • Non-email
subscribers, on subscribers
average, receive receive 12.6
16.4 permission permission
based emails / based emails /
day day
• Email • Non email
subscribers, on subscribers
average, open open 50%
57% permission permission
based email based emails

22. Email Marketing
Statistics from: (National Survey: Quris, Inc., September 2003)

23. Email Marketing
Statistics from: (National Survey: Quris, Inc., September 2003)

24. Principles of MTM
• Brand - look, feel, must be consistent across all
communication channels
• Email – personalized, predictable, relevant
• Email has developed Proven Techniques
• Subject Lines
• “To” and “From” headings
• Brief, clear, direct email format
• Call to action
• Privacy Policy clearly stated

25. Principles of MTM
• Provide automated personalized
acknowledgement of initial response
• Timing of each communication channel is
vital
• Offer something valuable and unique with
each channel
• Use a good Opt-in email list and build an
in-house email client file

26. Increasing ROI of
Marketing Expenditures…
•Target Your Channels to Targeted Prospects
•Target Your Touches to Targeted Prospects

27. Increasing ROI of Marketing Expenditures…
•Target Your Channels to Targeted Prospects
•Target Your Touches to Targeted Prospects
Select your preferred customer
demographics
• Consumer with incomes > $50,000
• Cosumers with children, ages 0-14 years

28. Increasing ROI of Marketing Expenditures…
•Target Your Channels to Targeted Prospects
•Target Your Touches to Targeted Prospects
•Select your preferred customer demographics
Select ZIP Codes for direct mail and email speculation
• HHs with incomes > $50,000
• HHs with children, ages 0-14
Selection is not a precise
definition, but is a best
available market estimate.

30. Increasing ROI of Marketing Expenditures…
•Target Your Channels to Targeted Prospects
•Target Your Touches to Targeted Prospects
•Select your preferred customer demographics
•Select ZIP Codes for direct mail and email speculation
Optimize your website
• Search Engine friendly
• Email address capabilities
• Opt-in
• Privacy policy clearly stated
• Opt-out
• Subscription offer… to receive notices
of future specials to receive newsletter

31. Increasing ROI of Marketing Expenditures…
•Target Your Channels to Targeted Prospects
•Target Your Touches to Targeted Prospects
•Select your preferred customer demographics
•Select ZIP Codes for direct mail and email speculation
• Optimize your website
Use an Opt-in Email list which
can be selected by:
• preferred ZIP codes
• preferred demographics

32. Increasing ROI of Marketing Expenditures…
•Target Your Channels to Targeted Prospects
•Target Your Touches to Targeted Prospects
•Select your preferred customer demographics
•Select ZIP Codes for direct mail and email speculation
• Optimize your website
• Use an Opt-in Email list
Research your email list options
• Questions to ask when researching list
• Type of permission used in formulating the list?
• When was the last update…names current?
• How often is the list mailed…weekly, monthly?
• Who is using the list?
• Who has tested the list and then rolled out a campaign?
• Can my mailing be personalized…first name?
• Charges…total list or CPA, Cost per Action?
• May I attach my signature file to my mailing?

33. Increasing ROI of Marketing Expenditures…
•Target Your Channels to Targeted Prospects
•Target Your Touches to Targeted Prospects
•Select your preferred customer demographics
•Select ZIP Codes for direct mail and email speculation
• Optimize your website
• Use an Opt-in Email list
• Research your email list options
Evaluate possible ROI with your
studio metrics
• Cost of email list to targeted
prospects
• Good, better, best response rates with
your metrics

34. Increasing ROI of Marketing Expenditures…
•Target Your Channels to Targeted Prospects
•Target Your Touches to Targeted Prospects
•Select your preferred customer demographics
•Select ZIP Codes for direct mail and email speculation
• Optimize your website
• Use an Opt-in Email list
• Research your email list options
Evaluate possible ROI with your studio metrics
EXAMPLE: 15,000 email prospects
10% click through response rate = 1,500
5% conversion rate = 75 customers
Minimum sales/client = $150
Minimum gross sales = $11,250
1,500 email prospects with targeted demographics
1,500 new snail mail prospects

35. Design a Multi-Touch promotion campaign
for 4th or 1st quarter
Include all channels of communication
• email to targeted prospects and client file
• direct mail to targeted prospects and client file
• telemarketing to direct mail prospects
• referral from an in-studio visit / consultation

36. Design a Multi-Touch promotion campaign
for 4th or 1st quarter
•Include all channels of communications
Include special offer of value for each
target segment…
• email prospects… their choice of appointments if they
vote by a certain date (call to action)
• direct mail prospects… gift certificates for complete on-
location session fee
• direct mail customers… 50% off session fee
• referral prospect… free desk size canvas of their choice

37. Design a Multi-Touch promotion campaign
for 4th or 1st quarter
•Include all channels of communications
• Include special offer of value for each target segment
Each channel of communication follows
the preceding within 7-10 days

38. Design a Multi-Touch promotion campaign
for 4th or 1st quarter
•Include all channels of communications
• Include special offer of value for each target segment
• Each channel of communication follows the preceding within 7-10 days
Total campaign provides a 30 daylead
time… 30 days only… extend by demand

39. Execute your MTM Campaign
Measure your responses… how did you
hear about us?
Build your email and snail mail address
client file… “may we have your email
address?”