Gaining New Customers throughIntegrated Marketing

Joseph ManosExecutive Vice President

MindFireInc, Irvine, CA

TodayToday’’s Roadmaps Roadmap

• Why Cross Media?

• What you can learn from leadingmarketers!

• Best Practices for improved MarketingResults & ROI in 2011:• Key Strategies & Tactics• Deliver more effective campaigns• Drive significantly higher results

• Q & A

The Cross Media JourneyThe Cross Media Journey

• More than just hype

• The New Marketing “Results”Engine

• Traditional marketing isundergoing radical change

• The future: Cross MediaMarketing in a fully integratedfashion

Are you Hitting the mark?Are you Hitting the mark?

• According to researchfirm Marketing Sherpa,80% of businessdecision-makers whomade a recent purchasesaid they found theproduct vendor

• While just 20% said theproduct vendor foundthem!

Fact of lifeFact of life……

“78% of all people read their mail over a trashcan.”

-USPS/DMA Survey

66% of consumers responding to ano!ine advertisement visited theweb site of the companyadvertised or a search engine tolearn more, while only 14% calleda phone number from theadvertisement, the survey says.

Source: Jupiter Research

Cross Media MarketingCross Media MarketingBasicsBasics

• What is Cross Media Marketing?• The use of data for more personal and relevant

messaging to the individual across multi-media touches• leveraging important “unique” data about the person

• across multi-media and online interactions

• to deliver an increase in “high quality” responses

How to improve responseHow to improve responserates?rates?

•• Step 1 - Basic Personalization - Attract the interest of theStep 1 - Basic Personalization - Attract the interest of thereaderreader

• (Personalization) – Design the mail piece as though it were sentonly to the addressee using specific reference to something youalready know about the individual.

• E.g. names, personal facts and graphics within the piece

•• Step 2 - Personalized URLs - Obtain a responseStep 2 - Personalized URLs - Obtain a response

• (Purl) – Response channel that is printed on the direct mail piecethat drives the recipient to their personalized landing page.

LeverageLeverageyouryour

databasedatabase• What you know about

your target:• David Scott• Businessman• 38, married, father• Has leased a SUV

3 years ago• Loves outdoor

activities

David ScottOperations Manager

123 Highway, Suite 456Irvine, CA USA

Visitwww.starcars.comtoscheduleatestdrive

BasicPersonalization

Leverageyourdata

UsePersonalizedURLs

CustomizedImages

BasicPersonalization

GenericURL

GenericImage

Personalized URLs and MicrositesPersonalized URLs and Microsites

• Engage respondentwith relevant content indirect mail, including apersonalized URL

• Capture onlineresponse

• Continue “personal”conversation online

• Generate highlyqualified leads

WWW.DaveScott.StarCars.com

• Refers to utilizing a variety of mediaformats

• Provides a high level of interactivity

• Is inherently engaging

• Provides improved results

TodayToday’’s Cross Media?s Cross Media?

• Social Media600+ million Facebook users, 700+ billion minutes p/mo65+ million Tweets p/day

• Mobile3,000+ texts sent by teens p/mo[1]

1 in 2 people w/smart phones by end of ’11 [1]

• Direct Mail12% drop in mail volume[2]

• Digital Coupons60% YoY increase, 1% of total coupon utilization[3]

• 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

Cross Media DriversCross Media Drivers

Cross Media Capabilities IncludeCross Media Capabilities Include

• Personalized Direct Mail (Purl)• Personalized E-Mail (Purl)• QR Codes• Social Media• Mobile Marketing• SMS• Intelligent Mail Bar Code• All Mass Media with Gurl and Curl• Thank you email for responders• Real time lead to sales team by territory

• Study: “Capturing theCross Media DirectMarketing Opportunity”Infotrends, Oct, 2010

• More electronic/onlinemarketing + more channels

• Surveyed marketers useaverage of 2.7 mediachannels p/campaign

One Touch Point Is Not EnoughOne Touch Point Is Not Enough

Best of Breed ResultsBest of Breed Results

DirectMail

PersonalDonationSite

Email Invite

Invite to join fanpage

Invite to campaign Invite to campaign

Refer A Friend

Follow UpEmail

Invite to join fanpage

Guests

Cross-media campaigns are designed to Cross-media campaigns are designed to engageengage respondents respondentsand get them more actively involvedand get them more actively involved

• Consumers available on an average of 7.2 channels,including:

• Landline phone• Mobile phone (or two if counting voice and text!)• Skype• Facebook• Twitter• 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

Today: More Relevant ChannelsToday: More Relevant Channels

Quantify Marketing ResultsQuantify Marketing Results

• When asked how they trackedand measured ROMI:• nearly 20 percent of

marketers said they did not• 34 percent said they were

planning to introduce aformal ROI tracking system.

• Typical measures included• Revenue• Profits• Market share• Volume, caliber and

conversion of leads• direct response metrics

Tracking & MeasurementTracking & Measurement

• In addition to selectingthe right marketing mix

• Marketers need the abilityto compare and contrasttheir activities based onperformance data

• It must be “Real Time”results data

Response by Media Type

Email

87%

Social Media/Viral

12%

Press Release

1%

Better Technology Will MatureBetter Technology Will MatureOnline MarketingOnline Marketing

• A Forrester Research study stated thatmarketers must make better use of technology tomature their online marketing capabilities

• The study recommended that they maximize thecost efficiencies and direct customerrelationships that online tools allow

• Tie all online technologies together through openstandard API’s

Marketers Get It!Marketers Get It!

• The increased use of multi-media in a single campaignrepresents a clearunderstanding by marketers ofthe need

• Improved results utilizing print,mobile, Web, and social mediain an integrated and targetedfashion

• Studies show improvedresponse and conversionresults across all verticalmarket areas, B2B & B2C

“Not many companies aremeasuring very well what theyare doing,”

According to Nancy Costopolis, CMOfor the American MarketingAssociation (AMA)

“Marketers need to get seriousabout metrics.”

• Simply stated…

Marketers have to improve the results of their directmarketing programs…

• The industry average for direct responsemarketing is 1.3% response rate

Conversion Levels Are Still TooConversion Levels Are Still TooLowLow

• Forty-seven percentof B2B marketer saythat sales closes lessthan 4% of allmarketing-generatedleads…

“That’s all?”

Your Challenge: Your Challenge: Marketing ClutterMarketing Clutter

Daily we encounter 2904 media messages…

We may remember 52 of them…

But 4 of them we will positively remember!

How do YOU cut through the noise toengage your customers more effectively?

Cut Through the Noise andCut Through the Noise andClutter!Clutter!

• Cross Media Marketingis connecting withprospects!

• The results that arebeing achieved withrelevance areoutstripping those oftraditional staticcommunications by anaverage of 56% - 275%56% - 275%

More Importantly More Importantly –– Improved ROI Improved ROI

• Well executed CrossMedia Marketingcampaigns generatea sales lift of 7-34%7-34%versus traditionalmarketingapproachesInternet Advertising Bureau

How can Iaccelerate mygrowth?

Real-time Response Delivers BetterReal-time Response Delivers BetterConversion Results!Conversion Results!

• The odds of contacting alead if called in 5 minutesversus 30 minutesincrease 100 times

• The odds of qualifying alead if called in 5 minutesversus 30 minutesincrease 21 times

MIT & Marketing Sherpa Study

Additional Key FindingsAdditional Key Findings

• You Know Where They Are• At their computer desk, probably right near their phone

• We call this “presence”. If you call them immediately, theyanswer. If you wait, they move on to something else, oftenaway from their phone.

• Highest Interest or Need• People search the Internet because they want things now

• Interest and need wane quickly• A few days later they often don’t even remember they

submitted a lead• Immediacy of response hits the respondent at their highest

point of interest or need.

The The ““WOWWOW”” Effect Effect

• Our sales representatives often experience the “wow effect” whenour web-form call back technology contacts a person who submitteda lead in less than 3 seconds.

• The respondent quite often reacts with, “wow, that was fast!• You are impressive• “We have been told that they feel that the sales representative

must be really on top of things, and that is the kind of person andcompany they want servicing their – account”

• First impressions continue to have a strong influence on trust andrelationships.

Connecting With Your AudienceConnecting With Your Audience

• Your strategy must leverage the best blend ofmedia to support:

• Generating new leads• Qualifying leads• Nurturing existing leads• Direct selling• Branding• Cross-selling to existing customers• Up-selling to existing customers• Nurturing existing customers• Generating referrals• Education on product and service offerings

Messaging Matters More Than Ever!Messaging Matters More Than Ever!

• Does your messagingreflect the campaignobjectives

• CLEARLY????

• How do you test andconfirm?

• Does it position sales for awin???

The Six Must Haves for ImprovedMarketing Results & ROI in 2011

22,170

The Plan is KeyThe Plan is Key

Set clear objectives

Leverage the Six Must Haves

Learn and implement the process

Tip:Half a plan beats noplan. Get crystal clearon objectives.

Was This Planned?Was This Planned?

#1: Invest in Data#1: Invest in Data

GIGO: must have good data

Not always easy

Requires discipline and time

#1 Failure point of most campaigns

Tip:Take a step at a time.How about cleaning upemail addresses?

#2: The Offer#2: The Offer

Offers Matter!

Which offer increases likelihoodWhich offer increases likelihoodprospective buyer clicks?prospective buyer clicks?

Source: IDG Connect & Marketing Sherpa, 2010

Tip:Test and challengeassumptions.

#3: The Creative#3: The Creative

• Less is more!• Common mistake: too

much information• Prospect can’t

process it

#4: Relevance is King#4: Relevance is King

#4: Relevance is King#4: Relevance is King

Personas

Tip:Use personas tocraft compellingcreative, the rightmessaging &content.

#5: Optimize Touches#5: Optimize Touches

Consumers available on anaverage of 7.2 channels. But …

#5: Optimize Touches#5: Optimize Touches

• 91% unsubscribed from opt-in e-mails• 77% more cautious providing their e-mail

(versus last year)

• 81% “unliked” or removed a brand’s posts• 71% more selective “liking” a company

(versus last year)

• 41% have “unfollowed” a company

Source: ExtactTarget “The Social Break-Up”

Tip:

Wisely usemultiple channels,leveraging thestrengths of each.

#6: Follow Up!#6: Follow Up!

Q: How quickly should companies callweb-generated leads for optimalcontact and qualification ratios?

A: Odds, if called in 30 min versus 5 min, of:contacting: -100xqualifying: -21xSource: LeadResponseManagement.org

Tip:

Leverage thepercentages and don’tneglect the follow-up!Put a process in place.

What Do You Think?What Do You Think?

Consider: 39 survey questions, branched to 75

Q: What conversion rate would you expect?

a) <25%b) 25-50%c) 50-75%d) >75%e) Justin Bieber

A: 88% conversion• Visit Rate: 15.85%• Response Rate: 13.94%

Multi-Channel MarketingMulti-Channel MarketingGSACP GSACP –– Support The Sash Campaign Support The Sash Campaign

Campaign ObjectivesCampaign Objectives

• Objective 1• Engage Girl Scout

Alumni to begin todevelop futuredonors.

• Objective 2• Collect donations

for current financialneeds.

DirectMail

Campaign FlowchartCampaign Flowchart

PersonalDonationSite

Email Invite

Invite to join fan page

Invite to campaignInvite to campaign

Refer A Friend

Follow UpEmail

Invite to join fan page

• Multi-channel Campaign to Engage Donors

• VDP/ Direct Mail

• Email

• Personalized Donation Site

• Social Media

• (Twitter & Facebook)

The CampaignThe Campaign

• Multi-channel Campaign to Engage Donors

• VDP/ Direct Mail

• Email

• Personalized Donation Site

• Social Media

• (Twitter & Facebook)

The CampaignThe Campaign

• Multi-channel Campaign to Engage Donors

• VDP/ Direct Mail

• Email

• Personalized Donation Site

• Social Media

• (Twitter & Facebook)

The CampaignThe Campaign

• Multi-channel Campaign to Engage Donors

• VDP/ Direct Mail

• Email

• Personalized Donation Sites

• Social Media

• (Twitter & Facebook)

The CampaignThe Campaign

Campaign ResultsCampaign Results

• 4.9% unique responserate

• 31% of respondentsdonated

• Increased averagedonation to $250

• Grew Facebook pageto 141 members

• Received 68 referrals

• You can driveimproved marketingresults for yourorganization!

• The first step isleveraging moretargetedmethodologies

Cross Media Marketing MethodologiesCross Media Marketing MethodologiesDrive Improved Results and ROIDrive Improved Results and ROI

Thanks for yourThanks for yourtime!time!

Joseph E Manos

MindFireInc

916-284-8112 mobile jmanos@mindfireinc.com