Our “How-To” Marketing Seminars

Cross-Media Marketing

Innovative Marketing Services That Deliver

Agenda for the Morning

• Introductions

• Marketing Industry Overview

• Key Advantages of Cross-Media

• Implementing Cross-Media Into Your Marketing

• Industry Case Studies

• Open Discussion, Any Questions, & Lunch

Teuteberg Profile

• Established in 1976• 50+ Employees• Headquartered in Wauwatosa, WI

– Sales Offices in Madison & Neenah, WIChicago, IL & Minneapolis, MN

• Strengths Include:– Technology Development with In-house Team – Innovative Uses of Customer Data– Turn-Key Marketing Solutions– Speed & Flexibility– Cost Effective Solutions

What’s New at Teuteberg

• Moved Into Our New Building– State-of-the-Art Production Facility

• Open House this spring– May 6th, 2010

Who’s Here?

• Industries & Verticals– Non-profits– Financial & Banking– Franchise Groups– Manufacturing– Healthcare

• People & Positions– Directors– Managers– Marketers– Designers– Purchasing– Sales

Getting Started

• Who has been utilizing Cross-Media?

• Wants a better understanding about it?

• Help with ideas of where to start?

• Direction on implementing it?

Source: Target Market Magazine

Marketing Spend

Source: Target Market Magazine

Source: Target Market Magazine

Customer Acquisition

Customer Retention

Source: Target Market Magazine

Things To Consider…

The Three “R’s”

1. Reach

2. Relevancy

3. Results

A Closer Look…

1. Reach

– What type of demographic or area the marketing message is designed to hit

– How many channels will be used to deliver the marketing message

– The ability for one media source to lead to an additional touch-point within another

Marketing Mediums

Source: XMPie

Marketing Mediums (cont.)

Source: XMPie

A Closer Look… (cont)

2. Relevancy

– Does the marketing message “match-up” to the target market

– Does the medium(s) used support the way the marketing message is delivered

– Is there an easy transition from one medium to the next

A Closer Look… (cont)

3. Results

– Within your tracking and analytics, are the response metrics inline with the strategy

– How do the metrics compare to any benchmarks set or control groups

– What is going to be the best platform moving

forward within the marketing plan

Cross-Media Marketing

• Cross-Media is a direct marketing campaign that can be distributed and enhanced using a variety of different media platforms

• It refers to the linkage across different mediums, such as Direct Mail, Email, Purl’s, and SMS text messaging, to name a few

Why Cross-Media?

• It is both practical and cost-effective for firms of any size to conduct sophisticated 1:1 cross media marketing applications featuring highly personalized and relevant content

• The content can be delivered across any media including direct mail, email, web pages, and even from traditional advertising mediums (radio, tv, print ads, billboard, etc)

• The entire campaign can be tracked with detailed reporting that is available 24/7 and can include all facets of the campaign

Basic Understanding

• Personal Interaction– Direct Mail– Email– Personal URL’s– SMS Text Messaging

• Mass Marketing– Radio– TV / Websites– Billboard– Print Ad / Insert

Goals of Cross-Media

Personal Interaction

Keep It Going

Mass Marketing

Personal Interaction

Keep It Going

Personalized URL’s

• Personalized URLs are unique, pre-generated URL’s for each recipient, whether in print or in email

• PURL’s take recipients to corresponding dynamically-generated landing pages that can be personalized based on a set data

Basic Flowchart

PURL’s Options

• General URL (GURL)– Self-Registration PURL

• Allow one to utilize Mass-Marketing Channels• Still allows for dynamic content after registration

• Secure PURL– Password Protected PURL

• Recipient needs a set password for page access• Allows for sensitive material to still be utilized

Quick Examples

1. New Customer Acquisition– Profile Your Customer List & Purchase List– Direct Mail w/ PURL– Answer Survey for Sweepstakes Entry– List of Pre-Qualified New Prospects

Quick Examples (cont)

2. Referral Program– Leverage existing customers for referrals– Direct Mail or Email w/ PURL (and/or GURL)– Gain referrals name & email– Sent automated

email to referral w/ PURL

– Collect additional information from referral

– Collect Pre-Qualified Lead

SMS Text Messaging

• Emerging Technology– Short Message Service (SMS)– 74% of all mobile user have

SMS capabilities*– SmartPhones will allow for growth

• iPhone, Blackberry, Droid, Palm, etc

*Source: Wikipedia

Advantages of SMS

• Fast Delivery Speed & Read Rates– Delivery is near instant– Average text is read in less than 15 minutes

• Enhancement of SmartPhones– Phone & Weblinks are created & highlighted

• Immediate ability to call number given• Ability to click link to launch web browser

SMS Opt-In Marketing

• MMA (Mobile Marketing Association)– Similar rules & regulations as email marketing– Need to show proof of recipient opt-in– Need to have Unsubscribe & Help functions

• For more info, visit www.mmaglobal.com

SMS Opt-Ins

• Opt-In Possibilities

– Use of Shortcodes & Keywords• Shortcode “91011” / Keyword “TIRSVP”

– On Personal URL’s

– Via website collection forms

– Through Verbal or Hand-Written Comm.

Live Demo

• Try it for yourself…– Text Keyword “TIRSVP” to Shortcode “91011”

SMS Applications

• Reminders, Offers, Updates– Jostens Case Study– Black Oak Casino Case Study

• Use in conjunction with Mass-Marketing– Print Ads, Inserts, Billboard, Radio, TV

• Adds a trackable dimension to your marketing

If You Can Dream It…

NASCAR at Las Vegas Motor Speedway

“How-To” Guideline

1. Set Campaign Objectives & Strategy

2. Determine How You Will Measure Results

3. Flowchart Steps & Select Mediums

4. Content Creation & Development

5. Execute Campaign (Direct Marketing 101)

6. Measure & Evaluate Results

7. Learn & Refine• Do more of what is working, less of what is not

Direct Marketing 101

Top Items To Build Your Strategy On

1. List Who are the best people to target?

2. Offer What is the “call-to-action”?

3. Creative What will make it stand out?

4. Medium(s) What is an effective way to reach your targets?

5. Frequency What is the timeline for making multiple contacts?

6. Testing What can you learn from your previous experiences?

“How-To” Guideline

1. Set Campaign Objectives & Strategy

2. Determine How You Will Measure Results

3. Flowchart Steps & Select Mediums

4. Content Creation & Development

5. Execute Campaign (Maintain DM 101)

6. Measure & Evaluate Results

7. Learn & Refine• Do more of what is working, less of what is not

Chicago-based Customer

• Background– Manufacturing Company– Powerful Cost Saving Report

• Maximizes exposure & justifies business relationship

– Limited Marketing Budget• Only do the campaign once per year

– Very little knowledge on customers• Very few valid email addresses • Poor survey/questionnaire response

Current Process

• Direct Mail Only– Send out to entire customer base

Cost Savings Report

• Specifcations– 11” x 17” – 4-color– Fold & Insert into

Envelope– Mail as a Flat– Survey with BRE

• Components– Variable Graph based

on previous years spend

– Variable data based on formulas & calculations

– Customer Survey– Email Collection– Request for Referral

Guidelines To Follow

1. Objectives & Strategy– Reduce/maintain overall cost of project– Increase frequency to quarterly– Allow for electronic access of the report– Add additional emails to their database– Increase survey response rates– Increase referrals provided

Guidelines To Follow (cont)

2. Measuring of Results– Cost comparison to old way

• Will it allow for a quarterly mailing– Reduce direct mail & replace with emails as collected– Postage savings for initial mailer & BRE

– Survey response increase of “x”%• Gain additional insight into their customers

– Up-sell / Cross-sell

– Referral increase of “x”%• Drive new customers & additional revenue streams

Guidelines To Follow (cont)

3. Flowcharting & Medium Selection

Guidelines To Follow (cont)

6. Measure & Evaluate Results– Cost comparison to old way

• Will it allow for a quarterly mailing– Reduce direct mail & replace with emails as collected– Postage savings for initial mailer & BRE

– Survey response increase of “x”%• Gain additional insight into their customers

– Up-sell / Cross-sell

– Referral increase of “x”%• Drive new customers & additional revenue streams

Boy Scouts of America

• Direct Mailw/ PURL:

Donor Acquisition

http://208.69.110.181/bsaproofing/landingMKE.aspx

Campaign Flowchart

Black Oak Casino

• Customer Newsletter w/ PURL– Newsletter, PURL, Triggered Postcard & Email

• www.winboc.com/offer/andrewarvan5

Triggered

Email

Triggered PostcardNewsle

tter

Black Oak Casino

• Birthday Card w/ PURL– http://www.winsatblackoak.com/oct/iguel.alvarez

•http://www.referafamily.com/StTeuteberg123/ChadCarpenter

Referral Email

http://www.referafamily.com/StTeuteberg123/update.aspx?rid=Chad2Carpenter2.570

Referral’s Information

THANK YOU!