pardot elevate 2012 - integrate offline into your pardot campaigns
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Ron WHO?
o Marketing Cheerleader @ ZUZA
o Pardot administrator
o Campaign manager
o Bass player
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 1
Who is ZUZA?
o ZUZA offers two services: • Marketing Asset Management (MAM)
• Self-serve online portal enabling on-demand, custom collateral fulfillment
• High-end offset & digital printing
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 2
Summer 2012 Campaign
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 3
Our Challenge:
o Re-engage with dormant printing clients and prospects, a.k.a. “Alumni”
o Get “on campus”
o Rekindle relationships
o Get new print orders
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 4
Campaign – Summer 2012
o “Alumni Campaign” – Multitouch • 403 prospects – specific, rifle approach
• Weekly prize giveaway for 12 weeks
• Monthly calendar mailer
• Weekly prize reveal & reminder emails
• Prize claim form required every week
• Each prize claimed gives prospect another entry into the grand prize drawing
• Prizes hand-delivered by sales reps
• Sync to Salesforce to keep sales apprised
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 5
Creative
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 6
June Mailer: Envelope
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 7
June Mailer: Calendar
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 8
July Mailer: Envelope
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 9
July Mailer: Calendar
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 10
August Mailer: Envelope
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 11
August Mailer: Calendar
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 12
• August 24: $10 [to be determined] Gift Card (claim by June 21)(in a decorative cup)
• Monday 31: 50% off mailing services (ordered within two weeks)
Wednesday September 5: DRAWING FOR THE NEW iPAD!
SUMMER CAMPAIGN Revised 8/10/12
Fridays:
• June 15: $10 Starbuckʼs Gift Card (claim by June 21)(in a decorative cup)
• June 22: Printing: get 25% additional free (ordered within four weeks)
• June 29: $10 Rubioʼs Gift Card (claim by July 5)(notepad, light pen, tape measure, digital color/substrate book, mailing template)
• July 6: 50% off mailing services (ordered within four weeks)(highlight 2% postage discount starting July 1-Aug 31 when using QR or IPR)
• July 13: $10 Daphneʼs Gift Card (claim by July 19)(filled with candies and a secret message)
• July 20: Printing: get 25% additional free (ordered within four weeks)
• July 27: ZUZA Bottle (claim by August 2)
• August 3: 50% off mailing services (ordered within four weeks)(highlight 2% postage discount starting July 1-Aug 31 when using QR or IPR – ZUZA postal discount expires Aug 31)
• August 10: Marketerʼs Relief Kit (claim by August 16)(in first-aid kit box with label of Lifeguard tower scannable by Documobi which takes the viewer to http://zuzamam.com/documobi)
• August 17: Printing: get 25% additional free (ordered within four weeks)
Prize Schedule
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 13
$10 Peet’s Coffee Gift Card (claim by August 30)
Prizes
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 14
Prizes – Hand Delivered
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 15
Prizes – Hand Delivered
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 16
Prizes – Hand Delivered
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 17
Prizes – Hand Delivered
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 18
Hope you’re having a great summer. We appreciate your business.patty.gonzales@zuzamam.com | 760.438.9411 x210
25% MORE FOR NOTHING MORE.Use this certificate to get 25% more printed
pieces at no additional cost on a singleprint order placed with ZUZA by
Friday, September 14, 2012.
Printing, Mailing & Campaign Support for Marketers
zuzaMAM.com | 760.438.9411
25% MORE FOR NOTHING MORE.Use this certificate to get 25% more printed
pieces at no additional cost on a singleprint order placed with ZUZA by
Friday, August 17, 2012.
Printing, Mailing & Campaign Support for Marketers
zuzaMAM.com | 760.438.9411
Prizes – Hand Delivered
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 19
Prizes – Hand Delivered
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 20
Marketer’s Relief Kit
Prizes – Hand Delivered
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 21
All this for a coffee card
Prizes – Hand Delivered
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 22
Grand Prize Winner
Wor k f low
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 23
Intro Email
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 24
Subject line: It's time for summer fun with ZUZA. From: care@zuzamam.com
Prize Giveaway
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 25
QR Code (also a clickable link)
Prize Giveaway
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 26
IPR Image (also a clickable link)
http://zuzamam.com/documobi/
Landing Page
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 27
No navigation
Congratulations Page
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 28
Automation
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 29
Congratulations Email
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 30
Automation
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 31
Reminder Email
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 32
Uninvited Guests
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 33
Automation
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 34
Oops Email
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 35
For those not on our original invite list.
Doesn’t know own email
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 36
Automation
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 37
Desktop & Mobile
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 38
Note the size of the graphic.
Weekly Checklist
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 39
Analysis
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 40
Analysis: Week x Week
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 41
6/15/12 6/22/12 6/29/12 7/6/12 7/13/12 7/20/12 7/27/12 8/3/12 8/10/12 8/17/12 8/24/12 8/31/12
Emails SentEmail Send TimeTime of First Submission# Respondents Pre Email
HTML Email Open %
Click to Open %
Unique Email Click-throughsClicks on Mid-Week Reminder EmailsUnique Form SubmissionsTotal Confirmed Respondents (Segmentation)Response %
Prize
352 347 348 341 338 336 336 331 325 323 320 328
9:05 AM 10:00 AM 9:15 AM 9:00 AM 9:00 AM 9:00 AM 9:00 AM 9:30 AM 9:00 AM 9:00 AM 9:00 AM 9:00 AM
7:39 AM 7:23 AM 7:41 AM 6:57 AM 7:29 AM 9:03 AM 9:12 AM 7:31 AM 7:45 AM 7:01 AM 8:49 AM 8:19 AM
7 8 4 4 5 0 0 2 4 2 4 3
21.02% 24.21% 18.39% 19.06% 16.57% 17.26% 19.35% 18.13% 19.38% 17.65% 16.56% 15.55%
27.03% 25% 29.69% 33.85% 41.07% 48.28% 43.08 46.67 44.44 42.11 39.62 49.02%
20 21 19 22 23 28 28 28 28 24 21 25
7 9 8 5 2 4 3 3 2 2 3 --
69 38 46 36 48 42 44 37 50 35 47 33
54 29 41 28 46 38 41 35 45 32 41 30
15.34% 8.36% 11.78% 8.21% 13.61% 11.31% 12.20% 10.57% 13.85% 9.91% 12.81% 9.15%
$10 Starbucks
card
25% more printing
free
$10 Rubio’s
card
50% off mailing services
$10 Daphne’s
card
25% more printing
free
ZUZA water bottle
50% off mailing services
Marketer’s Relief Kit
25% more printing
free
$10 Peet’s Coffee Card
50% off mailing services
Some Conclusions
o Some couldn’t wait for an email to claim their latest prize.
o Email open rate ranged from 15 - 21%
o Click to open rate ranged 25 – 49%
o Prize claim rate ranged from 9 - 15.3%
o There were significantly more prize claimers than email clickers.
o Clearly, email got some response, but offline sealed the deal for many.
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 42
Analysis: Mobile
o According to Pardot Visitor Report: • 26 people viewed one more
landing pages on their mobile phones throughout the summer
• Four were anonymous but were identified by their mobile carrier (Verizon, etc.)
• One used her mobile for 10 out of the 12 weeks to view landing pages
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 43
Analysis: Documobi
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 44
Analysis: Documobi
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 45
Analysis: Documobi
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 46
Scans iPhone iPad Android Repeat Scans
One-Time Scans
Click Throughs
%
Aug 3, 2012Aug 10, 2012Aug 17, 2012Aug 24, 2012Aug 31, 2012
47 47 0 0 13 34 23 48.94%35 34 1 0 11 24 12 34.29%22 22 0 0 8 14 15 68.18%27 27 0 0 6 21 23 85.19%22 19 0 3 5 17 19 86.36%
Analysis: ROI
o Campaign total cost: $25 K
o Attributed won deals: $86.3 K
o In quote submission stage: $156 K
o Positive ROI with won deals alone within two months of the campaign
o Significant ROI potential in the pipeline
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 47
Anecdotal: Brand
o Heightened awareness of ZUZA among Alumni prospects
o Extremely positive reaction to campaign pieces and prizes
o Consistent participation throughout the summer
o Elevated perception that ZUZA is a marketing company, not just a printer
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 48
Take-aways
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 49
Take-aways
o Offline can be tracked with Pardot
o Scannable bar codes and images increase engagement
o Direct mail, done creatively, greatly increases participation versus email alone
o A fun campaign mitigates “campaign fatigue.”
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 50
Take-aways
o We simply could not have conducted this campaign without a tool like Pardot
• Automation
• Metrics
o The work involved to conduct a thorough campaign is well worth it.
o You’ll learn a lot as you go along.
o There’s much to learn still. Let’s share knowledge.
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 51
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 52
Thank You!
Questions? ron.marcus@zuzamam.com
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