![Page 5: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/5.jpg)
![Page 6: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/6.jpg)
![Page 7: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/7.jpg)
Multi-Channel and Cross-Media Marketing
for Business
![Page 8: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/8.jpg)
Before I Begin …
8
@johnfoleyjr
#IMLR
![Page 9: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/9.jpg)
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!
![Page 10: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/10.jpg)
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
![Page 11: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/11.jpg)
What’s on the Agenda?
• Integrated Marketing: What, Why & How
• Creating Multi-Channel Campaigns
• Incorporating Print, Social, Mobile, & More
• Measuring Results
![Page 12: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/12.jpg)
INTEGRATED MARKETING: WHAT, WHY & HOW
![Page 13: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/13.jpg)
Start on the Home Front
• “Kitchen Table Effect”
![Page 14: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/14.jpg)
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
![Page 15: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/15.jpg)
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
![Page 16: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/16.jpg)
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
![Page 17: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/17.jpg)
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
![Page 18: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/18.jpg)
Copyright 2011 interlinkONE, Inc.
![Page 19: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/19.jpg)
Campaign Example
![Page 20: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/20.jpg)
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
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
![Page 21: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/21.jpg)
Question Time!
• Where can you get the best marketing data for your company?
![Page 22: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/22.jpg)
Building the Database
![Page 23: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/23.jpg)
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!
![Page 24: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/24.jpg)
CREATING MULTI-CHANNEL CAMPAIGNS
![Page 25: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/25.jpg)
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.
![Page 26: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/26.jpg)
Campaign 101
Campaign – (noun) An entire series of marketing efforts to
one event, customer, organization, priority.
What is a Campaign
![Page 27: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/27.jpg)
Define the Goal/Objective
Step #1 My Goal
Goal: Increase sales by 15%
How: Increase our # of inquiries with marketing efforts
![Page 28: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/28.jpg)
Step# 2: Identify & Understand Your
Audience
Define the Target Audience
![Page 29: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/29.jpg)
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
![Page 30: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/30.jpg)
Define Response Options
Step#4 Choose response type
(how will the audience contact you about your message/offer)
PURLS Phone BRC Trade Show Booth
![Page 31: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/31.jpg)
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
![Page 32: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/32.jpg)
Cross-Media & Multi-Channel Questions
• Scheduling – When should I contact the customer?
Photo Credit
![Page 33: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/33.jpg)
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
![Page 34: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/34.jpg)
Cross-Media & Multi-Channel Questions
• Incidence – If a customer is not responding, how long should I continue to pursue the offer?
Photo Credit
![Page 35: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/35.jpg)
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
![Page 36: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/36.jpg)
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!
![Page 37: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/37.jpg)
INCORPORATING PRINT, SOCIAL, MOBILE, & MORE
![Page 38: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/38.jpg)
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
![Page 39: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/39.jpg)
Identify Areas of Personalization
Relevant Content that Appeals to Them
Images based on InterestPersonalized URL
Membership Level
![Page 40: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/40.jpg)
Personalized Messaging
This customer: Loves the races … Thinks the food is expensive…
Is a Silver member
![Page 41: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/41.jpg)
TakeawaysBe Relevant
• Relevancy in Content• Relevancy in Contact• Relevancy in Channel• Relevancy in Media• Relevancy in Response• Relevancy in Time
![Page 42: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/42.jpg)
Why Mobile?
![Page 43: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/43.jpg)
Integrating Mobile
• QR Codes• SMS/Text Messaging• Digital Watermarks• Augmented Reality• Payments
![Page 44: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/44.jpg)
Print + Mobile
• QR Codes
QR Code Resources– QRConnect.com– QReateandTrack.com
Can hold - 4,296 alpha-numeric
Source Denso Wave QRcode™
![Page 45: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/45.jpg)
QR = “Quick Response”
![Page 46: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/46.jpg)
What the QR Code Contains
![Page 47: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/47.jpg)
What You Need to Scan
![Page 48: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/48.jpg)
Applications to Scan
![Page 49: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/49.jpg)
Tip: Mobilize Your Content!
![Page 50: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/50.jpg)
QR Codes on Signs
![Page 51: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/51.jpg)
QR Codes on Posters
![Page 52: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/52.jpg)
QR Codes on Mailers
![Page 53: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/53.jpg)
Other Barcode Formats
![Page 54: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/54.jpg)
![Page 55: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/55.jpg)
Direct Mail Example #1
![Page 56: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/56.jpg)
Direct Mail Example #2
![Page 57: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/57.jpg)
Keys to Succeeding with Discount
• Point QR Codes to a Mobile Website!• Track the Effectiveness• Provide a compelling reason to scan
![Page 58: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/58.jpg)
Digital Watermarks
![Page 59: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/59.jpg)
SMS/Text Outbound
• 6.1 trillion messages sent in 2010!– News Alerts– Product Info– Contests– Deals– More
![Page 60: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/60.jpg)
SMS/Text - Inbound
![Page 61: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/61.jpg)
Mobile Payments
• Near Field Communications (NFC)
• Square (from Twitter co-founder)
![Page 62: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/62.jpg)
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!
![Page 63: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/63.jpg)
Know Your Audience
• Who Are They?
• Where Are They Cyclically?
• How Do They Use Social Networks?
![Page 64: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/64.jpg)
Content Resource Library Visit Resources Daily
Pull Content Make Links Measurable Push Content Out
Content Distribution
Content A
Content B
Content C
![Page 65: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/65.jpg)
$
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
![Page 66: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/66.jpg)
How to Measure Success
►Site Traffic►Downloads►Subscribers►Blog Comments►Questions►Shared Links►Re-Tweets►Followers►Who is talking about you and how?
![Page 67: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/67.jpg)
Tools for Measuring Effectiveness
• Link Shorteners– iLink.Me– TinyURL.com
• Google Analytics– Website
• Insights– LinkedIn, Facebook, Twitter, YouTube
![Page 68: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/68.jpg)
http://ilink.me
![Page 69: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/69.jpg)
Tools to Measure Success
www.ilnk.me
![Page 70: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/70.jpg)
Social Media Listening Tools
![Page 71: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/71.jpg)
Get Business Results
►Start with a Plan►Create a Online
Marketing Strategy►Incorporate Your
Offline / Online, Social Media, SEO and Website
►Measure the Results!
![Page 72: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/72.jpg)
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
![Page 73: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/73.jpg)
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
![Page 74: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/74.jpg)
MEASURING RESULTS
![Page 75: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/75.jpg)
Case Study – This Event
• Plan• Examples• Results
![Page 76: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/76.jpg)
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!
![Page 77: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/77.jpg)
Case Study – ExamplesPersonalized
![Page 78: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/78.jpg)
Case Study – ExamplesPersonalized Envelope / Letter
Email Email Thank you
![Page 79: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/79.jpg)
Case Study – Examples
Text Alert!Mobile Optimized Program for Event!
![Page 80: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/80.jpg)
Case Study – Results
![Page 81: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/81.jpg)
Case Study – Results
![Page 82: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/82.jpg)
Case Study – Results
![Page 83: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/83.jpg)
Case Study – Results
![Page 84: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/84.jpg)
Final takeaway for your Integrated Marketing Programs!
• Plan• Manage• Execute• Measure
![Page 85: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/85.jpg)
THANK YOU!Q & A / Contact Me! http://ilink.me/JR
![Page 87: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/87.jpg)
www.LetUsKnowWhatYouThink.com
![Page 88: Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at CustomXM Lunch & Learn, 6/23/11]]](https://reader037.vdocuments.us/reader037/viewer/2022110306/5551c8b7b4c905c2388b472a/html5/thumbnails/88.jpg)