climbing the multi-channel mountain
Post on 01-Nov-2014
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Climbing the Multi-Channel Mountain
(without falling off!)
Presented by :Wrich Printz: President & CEO | L2, Inc.
The Multi-Channel Mountain
Campaigns
Reaching out across multiple channels
Targeting customer segments with variable data
The Multi-Channel Mountain
Campaigns
Reaching out across multiple channels
Targeting customer segments with variable data
Phase 1: Planning the campaign
Phase 2: Creating the campaign
Phase 3: Results: Success or failure?
Phase 4: Repeat business
Don’t let mistakes knock you
off the mountain!
Mistake #1: Failure to send relevant messagesand personalization
• Mistake in personalization
• Everyone receives same message and offer
Both are equally bad!
Multi-Channel Tip:
Multi-channel marketing is about targeting each individual with an offer, message and even imagery that is relevant to them.
Mistake #2: Fail to see beyond the short-term benefits of each campaign
• Fail to create an on-going conversation with individuals
• Fail to gather more information about the individual
Multi-Channel Tip:
Understanding each individual helps you market to them better and keeps them engaged with your brand.
Mistake #3: Lack of campaign planning for follow-up messages
Multi-Channel Tip:
You will not reach the top if you still think marketing is about one-time campaigns.
Plan for follow-up messages to every campaign you send out.
Plan before you climb
What are the climate conditions?
• Define your customer’s needs and wants
• What drives the purchase?
FearProtection
Timing
ComfortLove
Cost
LocationBrand loyalty
Plan before you climb
Different strategies for each mountain
• Email + Personalized URL
• Direct Mail + Personalized URL
• Sales calls, subscriptions or seminars?
Multi-Channel Tip:
Plan what you are going to send on the campaign, how to follow-up and the goals of the campaign
Preparing the right resources for your climb
(6 resources you need)
Resource #1
Prospect data lists
• List purchased
• Opt-in lists
• Show/conference lists
Tip: Leverage data you have for highly targeted campaigns
Resource #2
Campaign offers
• Price/ promotions
• Free gifts
• Free information
Tip: Use A/B testing to keep your campaign offer relevant to each customer segment
Resource #3
Campaign creative
• Humorous?
• Professional?
• Sexy?
• Bold?
Tip: Measure each campaign and compare ROI between the ‘risky’ and ‘safe’campaign message.
Resource #4
Service providers
• Agencies
• Printers
• Marketing department
Tip: Make sure you and your providers are equipped for the climb up and down the multi-channel mountain.
Resource #5
Supporting software
• Centralized platform
• Personalized marketing
• Marketing automation
Tip: Make sure the software you use makes it easy to climb the mountain repeatedly.
Resource #6
Management support
• Your boss / client’s boss
• Marketing colleagues
• Value-added resellers
Tip: Help the key decision-makers and influencers understand the multi-channel campaign process.
Download this whitepaper if you need help.
Cannot do A/B testing?
"The scary thing is that out of all the marketers we talked to, 48% said they couldn’t do A/B testing on their landing pages"
Anne Holland*, Founder of Marketing Sherpa
* Nov 2007 Marketing Sherpa interview on A/B testing
Testing different routes (a/b testing)
Consider different elements for each campaign
• Time of delivery
• Email subject lines
• Offers
• Types of reminder emails
• Creative visuals
• Level of engagement
• Viral effects
• Incentives
Avoiding the creepy factor• too much data• too personal data
What is a good response?
• 70%, 80%, 90% response rate?• It takes more than 1 piece of messaging to convert your average customer
Bob gets email
Bob opens email, but no response
Follow up with DM + pURL
Bob visits landing page
Sales contact Bob
Plan for follow-up / sales involvement:
Improve conversion rates:
• Conversion is more likely if they have previously received a message
• Conversion is highly unlikely at the first attempt
• Create a system that allows follow-up messages/interaction
A Multi-channel campaign:
Bob gets email
Bob opens email, but no response
Follow up with DM + pURL
Bob visits landing page
Sales contact Bob
Bob becomes a customer
Plan for follow-up / sales involvement:
Improve conversion rates:
• Conversion is more likely if they have previously received a message
• Conversion is highly unlikely at the first attempt
• Create a system that allows follow-up messages/interaction
A Multi-channel campaign:
Contact:
L2, Inc. The Campaign Technology People info@L2soft.com(408) 457-9300
L2 Whitepapers:
Increasing response rates with 1:1 campaignsEnhance lead generation, increase product usage and promote brand awareness with 1:1 campaigns. Find out more...
8 tips for selling a direct marketing campaignConvince your bosses, marketing colleagues or potential clients about the effectiveness of direct marketing campaigns. Find out more…
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