personalized multi channel marketing
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Personalized Multi-Channel Marketing Drives Growth in School Photography Sales
Photo Publishing Xchange
August 2011Presented by David Williams
Inter-State Studio & PublishingConvertible Solutions
Who Are We?
School photography since 1933
Yearbook publishing since 1960s Specialty papers - Convertible Solutions Fold "N Go mailers Mohawk Panoramic
Photo book and gift fulfillment
Marketing Matters!
School Picture Day Product - Professional Portraits Marketing Goals Expand relationship beyond single day Convey time and date of photography Sell Portraits Tools Printed fliers Web store Email Facebook Twitter
Printed Fliers Prepay - Short run unique to each school Proof - Variable data personalized to each student Indigo printed on glossy stock
Printed on Convertible Solutions stock with attached envelope
Web Store Bigger, better images Broader selection of products Ease of online orders
Order if they missed picture day
Requires registration to see picture or place order
Registration requires email address
Email Marketing
Email templates for schools Emails directly from Inter-State Ongoing promotions
Social MediaPlatforms
Twitter Goals
12 month awareness Generate enthusiasm for photography
Promote specific reorder items
Social Media Content
Social Media Content
Sample Portraits
Links to articles of interest to Moms Parenting Photography Scrapbooking Information about Inter-State Specific Promotions
Packaging
Window envelope with reorder advertising Personalized reorder form
Child's portrait
Web address
Unique reorder code
Every child receives envelope
Results
Revenue growth in mature market Market share growth
Difficult to isolate the results to any single marketing practice
All channels work together to drive awareness and sales
Double Thick Impact Card
Product 12 Pt digital press stock
Folds to 24 pt postcard Marketing Goals
Create awareness
Generate qualified sales leads
Drive traffic to tradeshow booth
Sell paper stock
Campaign Tools
Personalized Postcard
Personalized Landing Pages
Personalized QR Codes
Telemarketing
Great tool for business to business marketing
Sales and Marketing staff connect on LinkedIn with everyone they meet
Sales and Marketing staff follow status updates daily
Frequently share status updates with links to content that we feel would be interesting to our prospects
Participate in discussions
Facebook Page
Information about company and products
Links to YouTube videos
Links to news postings on our Website
Links to partners, distributors and customers
Links to other content
Links to interesting content
Links to news postings on our website
Links to partners, distributors and customers
Weeks Before Campaign
Postcard Marketing Tips
In Social Stream
Direct Mail
Mail a 6x8” Double Thick Impact Card to introduce the card product
Mail to approximately 5000 digital printers
Personalized
Prospects name
Personalized URL
Personalized landing page
Personalized mobile landing page
Personalized QR code
Response Builders
St. Louis based marketing agency
Preparing campaign
Commenting about the campaign development on their own Facebook page
After Mailing
Thank you email to everyone who responds
Reminder email to everyone who does not respond
Followup by telemarketing staff
Graph Expo
Product samples using mail graphics
Signage using mail graphics
Tweets from show
Pictures from the show on Facebook
Blogging
CreativityParadox.blogspot.com Blog post outlining the campaign
Links to the post on Facebook, LinkedIn and Twitter
Links to any other sites that blog about the product
Keys to Implementation
Use multiple channels
Use each channel appropriately
Keep message consistent across all channels
Dive Deeper
Inter-State.com
ConvertibleSolutions.com
@ConvertSols on Twitter
CreativityParadox.blogspot.com
DWilliams@ConvertibleSolutions.com
@Repri on Twitter
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