Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]
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On June 23rd, 2011, interlinkONE and Grow Socially's CEO John Foley, Jr. presented "Multi-Channel and Cross-Media Marketing for Business" at CustomXM's Lunch and Learn. This presentation covers best practices and strategies to help companies improve their marketing efforts through integrated, multi-channel efforts.
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Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]
- 7. Multi-Channel and Cross-Media Marketing for Business
- 8. Before I Begin ⊠@johnfoleyjr #IMLR 8
- 9. John Foley, Jr. I love Mar(H)keting! Grow Socially, Inc â Support Services Online Marketing/Social Media Plan, Manage, Execute and Measure interlinkONE â Software (SaaS) Enterprise Marketing Management Software Plan, build, manage, execute and measure all marketing activities 15 Years Woot!
- 12. Ranked #14 as a Top CMO on Twitter in 2011
- 13. 2nd runner up for this yearâs B2B Twitterer of the Year Award for the B2B âBoss Tweetâ Personality Category
- 15. Integrated Marketing: What, Why & How
- 16. Start on the Home Front âKitchen Table Effectâ
- 17. What is Integrated Marketing? âThe coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers & prospectsâ Source: http://en.wikipedia.org/wiki/Integrated_marketing
- 18. What âNot Integratedâ Means to Business Marketing Initiatives Print Ads Telemarketing Trade Shows Direct Mail Banner Ads TV/Radio Customer List Site Visitors Accudata List Prospects Media/Press Readers Target Audience Hassles Time- Consuming Waste of Money Response Profiles Business Reply Cards Fax/Data Entry (Inbound) Web Registration Contest/Trade Show Registration Call Center Attendee Survey Multiple databases of Information Separate reports (un-integrated) Delayed Lead Routing to sales
- 19. Where Is Your Data? Call Center Personalized URL . CSV .TXT Database Database . CSV .TXT Business Reply Cards Web Inquires . CSV .TXT Database Database . CSV .TXT
- 20. What âNot Integratedâ Means to Customers and Prospects Marketing Messages that are: Not Relevant Not Sent at the Right Time Not Sent in the Preferred Channels
- 21. Copyright 2011 interlinkONE, Inc.
- 22. Campaign Example
- 23. Multi-Channel Effort Based on Data Boomers (35-55) The 20 somethingâs 20-34 Seniors (55+) Touch points to gather information and drive to website or shopping cart Touch points to gather information and drive to website or shopping cart Touch points to gather information and drive to website or shopping cart A A A B B B C C C Visitors who purchased. D C B A A B C D Visitors who left. E-Commerce Outbound Emails Outbound Emails Social Media Banner Ads Social Media Banner Ads Direct Mail Direct Mail Web Site Drive back to website or shopping card through medias
- 24. Question Time! Where can you get the best marketing data for your company?
- 26. Quick Takeaway Think Multi-Channel Think Multi-Media Think Multi-Response Think Multi-Touch Think Integrated Build YOUR Marketing Database Rome wasnât built in a day! Why you say? A targeted, integrated, Multi-touch, Multi-channel/media/response (Personalized) produce greater results!
- 28. Pick Your Audience: Choose your target audience. Pick A Channel: Choose which channel would be the most effective way to contact your audience. Repeat: Repeat the cycle for more effect. Pick A Media: Choose which media to contact your audience. Response Channel: Give your audience a way to respond. Measure: Marketing Reports & Dashboards automatically generated. Lead Database: All responses collect in one database. Real Time, Centralized, Online, Qualified. Sales Reports Lead Distribution Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.
- 29. Campaign 101 What is a Campaign Camï·paign â (noun) An entire series of marketing efforts to one event, customer, organization, priority.
- 30. Define the Goal/Objective Step #1 My Goal Goal: Increase sales by 15% How: Increase our # of inquiries with marketing efforts
- 31. Step# 2: Identify & Understand Your Audience Define the Target Audience
- 32. Define the Channels Youâll Use How will your deliver? Step #3 Choose Channels & Medias Newsletter E-mail with PURL Newspaper Insert E-mail Promotion Postcard
- 33. Define Response Options Step#4 Choose response type (how will the audience contact you about your message/offer) PURLS BRC Trade Show Booth Phone
- 34. Multi-Channel Campaign July Seminar Prospects Associates Customers Target Audience Data Print internet Print Web Mobile Channel Direct Mail Invitation Postcard Flyer Banner Ad Invitation Email SMS/Text Social Media Mobile Ad Media Reply Text Landing Page Inbound Calls PURL QR Code Landing Page Landing Page Landing Page Response Mechanisms
- 35. Cross-Media & Multi-Channel Questions Scheduling â When should I contact the customer? Photo Credit
- 36. Cross-Media & Multi-Channel Questions Rate â What is the correct time frame to leave between the delivery of my first, second and third message to the customer? Photo Credit
- 37. Cross-Media & Multi-Channel Questions Incidence â If a customer is not responding, how long should I continue to pursue the offer? Photo Credit
- 38. Keys to Cross Channel/Media Success Variety of Mass medias, Email, Direct Mail, Letters, Web pages Branding, Graphics, Messaging Call to action Measure it Photo Credit
- 39. Benefits of Multi-Channel / Cross Media Increase the Reach of Your Message Itâs their world â communicate in the ways they want to be communicated in Generate greater responses Easy to Measureâ Find out what works!
- 40. Incorporating Print, Social, Mobile, & More
- 41. Print Plus: It Starts With The Data
- 42. Identify Areas of Personalization Relevant Content that Appeals to Them Membership Level Images based on Interest Personalized URL
- 44. Why Mobile?
- 45. Integrating Mobile QR Codes SMS/Text Messaging Digital Watermarks Augmented Reality Payments
- 46. Print + Mobile QR Codes QR Code Resources QRConnect.com QReateandTrack.com Can hold - 4,296 alpha-numeric  Source Denso Wave QRcodeâą
- 47. QR = âQuick Responseâ
- 48. What the QR Code Contains
- 49. What You Need to Scan
- 51. Tip: Mobilize Your Content!
- 52. QR Codes on Signs
- 53. QR Codes on Posters
- 54. QR Codes on Mailers
- 57. Direct Mail Example #1
- 58. Direct Mail Example #2
- 59. Keys to Succeeding with Discount Point QR Codes to a Mobile Website! Track the Effectiveness Provide a compelling reason to scan
- 61. SMS/Text Outbound 6.1 trillion messages sent in 2010! News Alerts Product Info Contests Deals More
- 63. Mobile Payments Near Field Communications (NFC) Square (from Twitter co-founder)
- 64. Social Media Marketing Plan Describe Business and Its Goals Know Your Audience Value Prop / Keywords Humanize Your Brand Content Resource & Distribution Strategy Measure Your Success Strategy Before Tactics!
- 65. Know Your Audience Who Are They? Where Are They Cyclically? How Do They Use Social Networks?
- 66. Content Resource Library Visit Resources Daily Content A Content C Push Content Out Pull Content Content B Make Links Measurable Content Distribution
- 67. Optimize / Social Friendly Blogs eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Polls Get Noticed Inquiries Engage and Nurture Qualified Leads Engage and Nurture Sales Integrated Multi-Channel Marketing Action â Publish â Engage â Converse â Share Social Media Blogging Analytics Content Mgmt SEO Start with MKTG Plan Product? Service? Asset? $
- 69. Downloads
- 70. Subscribers
- 71. Blog Comments
- 72. Questions
- 73. Shared Links
- 74. Re-Tweets
- 75. Followers
- 77. http://ilink.me
- 78. Tools to Measure Success www.ilnk.me
- 79. Social Media Listening Tools
- 82. Answer Questions
- 83. Send Requested Information.. NOW!
- 84. Follow Up
- 86. Create a Online Marketing Strategy
- 87. Incorporate Your Offline / Online, Social Media, SEO and Website
- 89. Integrated Calendar - After Create Post, Link back to website Announce on website Announce on & Mail -Monthly Newsletter Send out flyers to clients Email eNewsletter (Announce) Connect with Keynote Speakers on Share event article on Comment on eventâs page Announce booth # with video post Tell colleagues youâre attending Share event article on Expo Event 8AM-6PM Join in on eventâs hashtag Send thank you cards Enter new contacts in Excel Follow-Up with Post & Post Pictures Share speaking presentation on Friend new contacts on
- 91. What did people respond to?
- 92. What groups responded? Purchased Lists vs. House Lists Customers vs. Prospects
- 93. Inbound and Outbound COMPANY WEBSITE Whitepapers, eBooks Downloads eNewsletter Sign-Ups Comments & Questions on Blog Info/Inquiries Webinar Sign-Ups Social Media SEO DM/Flyer E-mail Links Other 3500 Visitors CRM 2000 Visitors 800 Visitors 100 Visitors
- 94. Landing Page Responses Who visited the page? Who responded? Who did not?
- 96. Cost per Lead
- 97. Sales Pipeline
- 98. Case Study â This Event Plan Examples Results
- 99. Case Study â Recent Event What did the plan look like? Who â Biz Owners, Marketers Why? Feedback. What the audience told us before How â Multi-Channel, Internet, Print, Video Medias â Email, DM, Txt, Social, Blog, Lpage Goals â 40 attendees â Result 60 plus!
- 100. Case Study â Examples Personalized
- 101. Case Study â Examples Personalized Envelope / Letter Email Thank you Email
- 102. Case Study â Examples Mobile Optimized Program for Event! Text Alert!
- 103. Case Study â Results
- 104. Case Study â Results
- 105. Case Study â Results
- 106. Case Study â Results
- 107. Final takeaway for your Integrated Marketing Programs! Plan Manage Execute Measure
- 108. THANK YOU!Q & A / Contact Me! http://ilink.me/JR
Hinweis der Redaktion
- Welcome â Integrating Media â Third in a seriesHousekeeping â for about half of you, this may be a new type seminar experienceâŠ.a truly interactive, integrated experienceLive tweeting â hashtag - #IMLRInternet access â Chamber Code â âattempt to set a worlds recordâThanks to Keith Crawford (twitter)Brant Collins â live streamingSteve Davison, Amy Bradley-Hole â preparation and promotionJon Aven, Lisa Siebold â my staff â last minute prepDanny Troillett, Dixie CafĂ©Lisa Strack â my wifeAnd presenters â Jamie Walden, Dena WoernerSoâŠWhy are we hereâŠitâs all about change
- HousekeepingWelcome â Integrating Media â Third in a series â first time attendeessHousekeeping â for about half of you, this may be a new type seminar experienceâŠ.a truly interactive, integrated experienceFoodRestroomsAgenda â John, Q&A, Steve, door prizesTwitterHashtag #IMLR
- New toolsâŠsome inexpensive (except for the knowledge)Engage. React. Interact.Measure.
-  ---Thursday, June 23 - Lunch & Learn presentation---- For this presentation, I was thinking we would have the sub-topic as: Multi-channel & Cross-Media Marketing for Businesses And the presentation would address or answer these questions: - What is an integrated marketing campaign? - How many marketing channels should I use? - How do I incorporate print, social & mobile and other channels? - How do I measure results?
- 15 YearsBusiness ManagementAuthorWhitpapers
- During this slide, you would talk about the beginning part of your book⊠where you have stories about how your wife, kids, Dad, etc. react to different medias.
- A challenge that printers can face when trying to measure a marketing campaign is illustrated here.If separate solutions are used to execute each leg of the campaign, the results are all poured in to different databases.At the end of the day, there is manual work to pool the results together.
- Lets go back tomy boys. They love sports but what sports do they love that a sports store could use to target them better? Ask/query unintrusively and append the knowledge to the database record
- Letâs talk about campaigns⊠what does it mean? What is NOT. It is not mail job, Nor is it a 2000 piece print run. Those are only individual efforts that support the marketing campaign. A marketing campaign will have a variety of efforts and actions. Lets take a look.
- Next: identify who you are going to target⊠do you have an existing customer list? Do you want to buy a list?Are you targeting all universities and colleges in your state?
- Yes, there are different ways to reach your prospects. We will talk about each of these later too.. But the key is to understand that you need to be able to reach people in different methods
- Next⊠define how people will respond⊠we will talk about these in more detail later as well⊠But not everyone likes responding online⊠a lot of people throw away BRCs.. The goal is to find the preferred method of contact for each person.
- Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
- Hereâs an example of you can truly put variable data to use for you.. By personalizing based on other data that you know.First , it starts with analyzing your data, and then visualizing your customers.
- The inside of the booklet has a number of variable fields including
- Go to the whiteboard and draw a sample data base, text record how data and inages acan be puled out.. Hand out the
- 1. Relevancy in Content: providing the right information in the right context 2. Relevancy in Contact: delivering this information to the right people 3. Relevancy in Channel: providing it to the right medium in the right format 4. Relevancy in Time: delivering this information when it is appropriate to meet the clientâs needs
- First, what does it stand for?Quick Response⊠So.. On the most basic level â think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL.Yes, itâs a call to action that can help increase response rates⊠strike while he iron is hot.
- PalmiPhoneBlackberryLGNokiaMotorolaSamsungEtc
- There are a number of FREE applications that allow you to scan QR Codes.They are different between phones.Discuss favorite ones for iPhone, Android, Blackberry.To get one, you simply need to go to your app store, download the app. You can even do it now , if youâd like..
- We are seeing a huge interest in qr Codes when it comes to real estate.Hereâs a picture of how one is being used on a rider.Also, flyers, mailers, newsletters, other signsâŠ
- QR Codes used by a printer to make their open house more fun, exciting.. If people scanned the code o nthis sign, it took them to a landing page. There was logic on the page to randomly display a picture of a rockstar⊠kinda fun.(of course, when the men scanned a code and saw Courtney Love, and the ladies scanned a code and saw Elton John, their reactions were priceless!)
- Here is an example of another type of interactive barcodeâŠ. ScanTag. In a case like this, people simply take a picture of the special code. They send it via text message, and then they receive additional information from the company via text.
- Know Your AudienceThe One ThingHumanize Your BrandContent Resource & Distribution Strategy Measure Your Success
- Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in âmake a videoâ contest Older audiences appear low on âCreatorâ scale.
- Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
- Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
- Here is how Tiwtter is used to promote a white paperâŠ..