succeeding with multi-channel marketing: and how to do it in today's economy

Succeeding withMulti-Channel Marketing

And how to do it in Today’s EconomyBy Karen L. DeWolfe

VP, SalesinterlinkONE

Quick Introduction interlinkONE – Software

Enterprise Marketing Management Software

Plan, build, manage, execute and measure all marketing activities

Grow Socially, Inc. – ServicesOnline Marketing/Social

Media/SEOStrategy, Consulting, Execution,

Measurement

Karen DeWolfeVP, Sales

Today’s OverviewThe World of Marketing and Communications

Selling Multi-Channel Marketing Solutions

Best Practices for Executing and Measuring Campaigns

Preparing For What’s Next

The World of Marketing and Communications

Communications Today“Kitchen

Table Effect”

Generational Differences

Marketing Used to Be Easier!

Online & Mobile: Disrupters

www.yourwebsite.com

Social Media Statistics

850 Million Users on Facebook

NOTE: As of December 2011

250 Million Tweets Sent Per Day

Social Media Statistics (cont.)

60+ Hours of Video Uploaded to YouTube every minute (#2 search engine)

90 million users on Google+ in 6 months

Why Should You Care?Supply and Demand

Declining Margins

Communicationgame has changed

Become MORE valuable

Move from Commodity to Value-Driven

What Does it Mean?Instead of just making money on the mail,

fulfillment, or print…

…. You will start executing these types of efforts:

March Seminar

Email SMS / Text Print

Invitation Email Invitation Text Direct Mail Invitation

PURL / Response Page Reply Text PURL

/ Response Page Call Center

- Week Follow-Up -

Reminder Email Reminder Text Reminder Direct Mailer

PURL / Response Page Reply Text PURL

/ Response Page Call Center

Measuring Response Rates

Email vs. Text vs. Print

22% You’re Invited!

6% Win a FREE gift!

47% Check out our March Seminar

25% Are you interested in attending?

Measuring Subject Lines

How Can You Adjust?New Services and Way of Selling

Be the Best Multi-Channel Marketer Out There

Prepare For What’s Next

Selling Multi-Channel Marketing Solutions

It Starts with the StrategyBusiness PlanMarketing PlanSales PlanFinancial PlanOrganizational NeedsMeasure

Your Business Plan• Do you have a clear

plan?

• Do you have the right resources to sell it?

• Do you have the right resources to support it?

Your Target Audience• Can you describe your perfect

buyer?• Not always your biggest customer

• Do you know who you are and what you sell?

Your Marketing Plan

• Do you have a clear marketing plan?• Do you know who you are and what you sell?• Do you have the right resources to market it?• Do you have the right resources to support

the marketing effort?• How long has it been since you have looked

at your marketing plan?

You need to have a sustainable competitive advantage that you can explain

Selling Today vs. Yesterday• Technology has changed the sales process• Technology has changed the product and

service offering• The economy has changed the landscape• Consumers have changed the world

Sphere of InfluenceHow to tap in to the enormous Sphere of Influence that technology has helped become limitless.

Limited before

No one cares what you do.

Your prospects want to know how you can help them. Your sales should not begin with what you have, what you do, what you have

done, what you know and or anything else with ME, WE, I, OUR, US!Focus on YOU

Sales POWER WORDS1.  Absolutely2.  Accomplish3.  Achieve4.  Benefit5.  Best6.  Clear-cut7.  Compelling8.  Convenient9.  Critical10. Dependable11. Easy/Easily12. Ensure13. Exciting14. Free15. Fun16. Guarantee/Guaranteed17. Health/Healthy18. How-To

19. Improve/Improved20. Instant/Instantly21. Love22. Money23. More24. New25. Now26. Personalized27. Power/Powerful28. Private29. Proven30. Quality31. Quick/Quickly32. Results33. Safe/Safely34. Save35. Secrets

36. Secure37. Shocked/Shocking38. Simple39. Solution40. Step-by-Step41. Strong42. Top43. Uncover44. Unique45. Unleashed46. Unlimited47. Unlock48. Winning49. Yes50. You/Your

Jessicaswanson.com

Quotes to Help You Succeed• Its not your customers job to remember you.

It is your obligation and responsibility to make sure they don’t have the chance to forget you. _Patricia Fripp

• Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust

• Stop Selling. Start helping. _Zig Ziglar

CNN Money How to sell in a lousy economy by Jia Lynn Yang

Advice From Experts for Selling in Today’s EconomySam Sebastian, Google Title: National industry director, classifieds and local

E-mail tip: "I've had meetings where we went in without knowing what the expectations are, and we missed the boat. As the meeting approaches, I'll send an e-mail laying out our plan for the meeting and who we're bringing, just to double-check. It seems tiny, but it can save you from totally missing the mark."

Slow-economy solution: "We have to evangelize a bit more. We'll invite executives to our headquarters for a pure education day, where they get to ask tons of questions about online advertising."

CNN Money How to sell in a lousy economy by Jia Lynn Yang

Advice From the Experts for Selling in Today’s EconomyFreddi Vaughn, Xerox Title: Account general manager

How she networks: "I do a lot volunteering - you'd be surprised who you meet if you're on this board and that board. For example, I work with the University of Maryland, Baltimore County, and I went to the UMBC president and asked, Who at NASA can you put me in touch with who's in charge of a high-level account?"

Recession survival skill: "Be aware of competitive contracts and their expiration dates. If you want to displace that competitor, you need to start to work at least a year out."

CNN Money How to sell in a lousy economy by Jia Lynn Yang

Advice From the Experts for Selling in Today’s EconomyJeffrey Zyonse, Hartford Financial Services Group Title: Regional sales director

How he deals with rejection: "I learned early on, selling books door-to-door in college, that your next success is literally only a door away. You'll be in tears one minute, and behind the next door may be a big sale."

Recession survival skills: "The last thing a client wants to feel from you is that things aren't going well. Even in a slow sales cycle, they want to deal with someone they feel is successful. I make sure my attitude is right."

Best Practices for Executing and Measuring Campaigns

Why Some Avoid Multi-ChannelThey don’t know if they have the technology

They’re not sure if they have the resources

They’re not sure what it should cost

First Step: Do it Yourself!Learn what it takes

to Build, Manage, Execute, and Measure

Demonstrate Your Solutions to Internal Staff… and Prospects & Customers!

Case Study – Recent EventWhat did the plan look like?

Who – Biz Owners, MarketersWhy? Feedback. What the audience told us

beforeHow – Multi-Channel, Internet, Print, VideoMedias – Email, DM, Txt, Social, Blog, Lpage

GOAL? – 40 attendees

Result? = 60!

Case Study – ExamplesPersonalize

d

Case Study – ExamplesPersonalized Envelope / Letter

Email Email Thank you

Case Study – ExamplesText Alert!

Mobile Optimized Program for Event!

Lead Database:All responses collect in one database.

Real Time, Centralized, Online,

Qualified.

Define 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.

What’s the

Goal?

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 UseHow will your deliver?

Newsletter

E-mail Promotion

Postcard

E-mail with PURL

Newspaper Insert

Step #3 Choose Channels & Medias

Define Response OptionsStep#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

Why Multi-Channel?Increase the Reach of Your Message

It’s their world – communicate in the ways they want to be communicated in

Generate greater responses

Increase Your Value – Find out what works!

Keys to SuccessMust be “More than One”: Email, Direct Mail,

Letters, Web Pages, Social media, etc.

Consistent Branding, Graphics, Messaging

Targeted and Relevant Offer

Attention Grabbing Call-to-Action

Measure Everything

Resources: What You NeedMarketing Passion!

Website Development (HTML)

Ability to manage data

Basic Understanding of Web Security

Not Afraid to Communicate with Sales & Management

Photo Credit

Measure Channel Success

Landing Page Responses

Who visited the page?Who responded?Who did not?

E-Mail Marketing Results

Emerging Technologies and What’s Next

How Fast is Mobile Web Growing?

Source: Microsoft

Mobile Barcode Options

Best Practice: Mobilize!

Coming Fast: NFC“Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.

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

What Do You NeedAn NFC-enabled phone:

Most vendors all over this

Still need: greater adoption by hardware in US

Application: Museum of London

Watch the video: http://ilnk.me/NFCLondon

Stickers and more

NFC on Business Card

NFC Posters for ContestsCustomers simply need to

touch their Quick Tap phone to posters.

Posters are located in EAT restaurants

Tapping their phone lets them play a game to win prizes

Final Thoughts

RememberThe world is changing, you have to change

with itUnderstand the trends in data consumptionHaving a PLAN is the single most important

thing you can do. Today’s economy forces us all to sell

differentlyThe sale is not about youDiversifying can only help youBy the time I leave here today, more changes

are happening.

Key Steps to SuccessPlan, Plan, Plan

Get Marketing Expertise on your Staff

Get close with Customers

Set Expectations

Constantly Review

Self-promote

Measure

Get Started Now!

Action ItemsSoul SearchBusiness Plan ReviewMarketing/Sales PlanFind the Right ResourcesSelf PromotionResearch. Read. Experience.

Business TransformationMFSA NationalMashable. DM News. Marketing Sherpa. B2B

Magazine

Learn More / Contact Mehttp://interlinkONE.com

http://GrowSocially.com

Karend@interlinkONE.com

Twitter: @KarenLoueez

THANK YOU!

Any questions?