multi-channel and cross-media marketing for business [john foley, jr. at customxm lunch & learn,...

Multi-Channel and Cross-Media Marketing

for Business

Before I Begin …

8

@johnfoleyjr

#IMLR

John Foley, Jr.

• Grow Socially, Inc – Support Services

– Online Marketing/Social Media– Plan, Manage, Execute and Measure

• interlinkONE – Software (SaaS)– Enterprise Marketing Management

Software– Plan, build, manage, execute and

measure all marketing activities

15 Years Woot!

I love Mar(H)keting!

Accolades

• Jetsetter Status on FourSquare

• Mayor of iStrategy

• Ranked #14 as a Top CMO on Twitter in 2011

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50

What’s on the Agenda?

• Integrated Marketing: What, Why & How

• Creating Multi-Channel Campaigns

• Incorporating Print, Social, Mobile, & More

• Measuring Results

INTEGRATED MARKETING: WHAT, WHY & HOW

Start on the Home Front

• “Kitchen Table Effect”

What is Integrated Marketing?

“The 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 & prospects”

Source: http://en.wikipedia.org/wiki/Integrated_marketing

What “Not Integrated” Means to Business

Multiple databases of Information

Separate reports (un-integrated)

Delayed Lead Routing to sales

Print Ads TelemarketingTrade ShowsDirect Mail Banner Ads TV/Radio

Marketing Initiatives

Business Reply Cards

Attendee Survey

Fax/Data Entry

(Inbound)

Contest/Trade Show Registration

WebRegistratio

n

Call Center

Response Profiles• Hassles• Time-

Consuming• Waste of

Money

Customer List Site VisitorsAccudata ListProspects Media/Press Readers

Target Audience

Where Is Your Data?

Database

Database

Database

Database

Call Center

Business Reply Cards

Personalized URL

Web Inquires

. CSV .TXT

. CSV .TXT

. CSV .TXT

. CSV .TXT

What “Not Integrated” Means to Customers and Prospects

• Marketing Messages that are:– Not Relevant– Not Sent at the Right Time– Not Sent in the Preferred Channels

Copyright 2011 interlinkONE, Inc.

Campaign Example

Web Site

E-Commerce

A

B

C

A

B

C A

B

C

D C B A A B C D

Boomers (35-55)

The 20 something’s 20-34Touch points to gather information and drive to website or shopping cart

Touch points to gather information and drive to website or shopping cart

Seniors (55+)Touch points to gather information and drive to website or shopping cart

Visitors who left.

Visitors who purchased.

Outbo

und E

mail

sDire

ct M

ailBan

ner A

dsSo

cial M

edia

Socia

l Med

iaBan

ner A

dsDire

ct M

ailOut

boun

d Em

ails

Drive back to website or shopping

card through medias

Multi-Channel Effort Based on Data

Question Time!

• Where can you get the best marketing data for your company?

Building the Database

Quick Takeaway

• Think Multi-Channel• Think Multi-Media• Think Multi-Response• Think Multi-Touch• Think Integrated• Build YOUR Marketing Database• Rome wasn’t built in a day!

• Why you say?– A targeted, integrated, Multi-touch, Multi-channel/media/response

(Personalized) produce greater results!

CREATING MULTI-CHANNEL CAMPAIGNS

Copyright © 2009 interlinkONE . All Rights Reserved.Copyright © 2009 interlinkONE . All Rights Reserved.

Lead Database:All responses collect in one database.

Real Time, Centralized, Online,

Qualified.

Pick Your Audience: Choose your target audience.

Sales Reports

Lead Distribution

Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.

Measure: Marketing Reports & Dashboards automatically generated.

Repeat: Repeat the cycle for more effect.

Pick A Channel: Choose which channel would be the most effective way to contact your audience.

Pick A Media: Choose which media to contact your audience.

Response Channel: Give your audience a way to respond.

Campaign 101

Campaign – (noun) An entire series of marketing efforts to

one event, customer, organization, priority.

What is a Campaign

Define the Goal/Objective

Step #1 My Goal

Goal: Increase sales by 15%

How: Increase our # of inquiries with marketing efforts

Step# 2: Identify & Understand Your

Audience

Define the Target Audience

Define the Channels You’ll Use

How will your deliver?Newsletter

E-mail Promotion

Postcard

E-mail with PURL

Newspaper Insert

Step #3 Choose Channels & Medias

Define Response Options

Step#4 Choose response type

(how will the audience contact you about your message/offer)

PURLS Phone BRC Trade Show Booth

Print

Direct Mail Invitation

Reply TextLanding Page

Inbound Calls

Multi-Channel Campaign

Prospects

Postcard

PURL QR Code

Flyer

Landing Page

July Seminar

Associates

Banner Ad

internetPrint Web

Invitation Email SMS/Text

Landing Page

Social Media

Mobile

Customers

Landing Page

Mobile Ad

Target Audience Data

Channel

Media

Response Mechanisms

Cross-Media & Multi-Channel Questions

• Scheduling – When should I contact the customer?

Photo Credit

Cross-Media & Multi-Channel Questions

• Rate – What is the correct time frame to leave between the delivery of my first, second and third message to the customer?

Photo Credit

Cross-Media & Multi-Channel Questions

• Incidence – If a customer is not responding, how long should I continue to pursue the offer?

Photo Credit

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

Benefits of Multi-Channel / Cross Media

• Increase the Reach of Your Message• It’s their world – communicate in the

ways they want to be communicated in

• Generate greater responses• Easy to Measure

– Find out what works!

INCORPORATING PRINT, SOCIAL, MOBILE, & MORE

Print Plus: It Starts With The Data

Name Interest Status $$ Spent YearlyJohn Smith Food Silver 5K

Michelle Jones Card Games Gold 20K

Frank Stafford Shows Platinum 50K

Identify Areas of Personalization

Relevant Content that Appeals to Them

Images based on InterestPersonalized URL

Membership Level

Personalized Messaging

This customer: Loves the races … Thinks the food is expensive…

Is a Silver member

TakeawaysBe Relevant

• Relevancy in Content• Relevancy in Contact• Relevancy in Channel• Relevancy in Media• Relevancy in Response• Relevancy in Time

Why Mobile?

Integrating Mobile

• QR Codes• SMS/Text Messaging• Digital Watermarks• Augmented Reality• Payments

Print + Mobile

• QR Codes

QR Code Resources– QRConnect.com– QReateandTrack.com

Can hold - 4,296 alpha-numeric

Source Denso Wave QRcode™

QR = “Quick Response”

What the QR Code Contains

What You Need to Scan

Applications to Scan

Tip: Mobilize Your Content!

QR Codes on Signs

QR Codes on Posters

QR Codes on Mailers

Other Barcode Formats

Direct Mail Example #1

Direct Mail Example #2

Keys to Succeeding with Discount

• Point QR Codes to a Mobile Website!• Track the Effectiveness• Provide a compelling reason to scan

Digital Watermarks

SMS/Text Outbound

• 6.1 trillion messages sent in 2010!– News Alerts– Product Info– Contests– Deals– More

SMS/Text - Inbound

Mobile Payments

• Near Field Communications (NFC)

• Square (from Twitter co-founder)

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!

Know Your Audience

• Who Are They?

• Where Are They Cyclically?

• How Do They Use Social Networks?

Content Resource Library Visit Resources Daily

Pull Content Make Links Measurable Push Content Out

Content Distribution

Content A

Content B

Content C

$

Optimize / Social FriendlyBlogs

eNewsletter Sign-UpsWhite PapersLanding Pages

OffersEmailsPolls

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified Leads

Sales

How to Measure Success

►Site Traffic►Downloads►Subscribers►Blog Comments►Questions►Shared Links►Re-Tweets►Followers►Who is talking about you and how?

Tools for Measuring Effectiveness

• Link Shorteners– iLink.Me– TinyURL.com

• Google Analytics– Website

• Insights– LinkedIn, Facebook, Twitter, YouTube

http://ilink.me

Tools to Measure Success

www.ilnk.me

Social Media Listening Tools

Get Business Results

►Start with a Plan►Create a Online

Marketing Strategy►Incorporate Your

Offline / Online, Social Media, SEO and Website

►Measure the Results!

Marketing Calendar look - Before

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in CRM

Mail -Monthly Newsletter

Integrated Calendar - After

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures

MEASURING RESULTS

Case Study – This Event

• Plan• Examples• Results

Case Study – Recent Event

• What did the plan look like?– Who – Biz Owners, Marketers– Why? Feedback. What the audience told us

before– How – Multi-Channel, Internet, Print, Video– Medias – Email, DM, Txt, Social, Blog, Lpage

Goals – 40 attendees – Result 60 plus!

Case Study – ExamplesPersonalized

Case Study – ExamplesPersonalized Envelope / Letter

Email Email Thank you

Case Study – Examples

Text Alert!Mobile Optimized Program for Event!

Case Study – Results

Case Study – Results

Case Study – Results

Case Study – Results

Final takeaway for your Integrated Marketing Programs!

• Plan• Manage• Execute• Measure

THANK YOU!Q & A / Contact Me! http://ilink.me/JR

www.LetUsKnowWhatYouThink.com