The Future of Cross Media Marketing

Joe ManosExecutive Vice PresidentMindFireIncMindFireInc

AgendaAgenda

• During this session you will learn about the next generation of Cross Media Marketing that is now upon us!

• What are today’s marketers doing most often

• The Six Must Have dynamics for next generation marketing

• How tracking and measurement has already moved to the next dimension – have you?

• The Marketers Portal – what is it and how do you play

• Case Study of Success How Will You Leverage This Opportunity

• Q & A

Making the JourneyMaking the Journey

• Cross Media Marketing is more than just hype

• It is the future of the Graphic Arts Industry

• Traditional marketing methodologies are undergoing a radical shift and change

• More marketing touches exist today so an integrated approach is a requirement for success

To Start WithTo Start With……

Cross Media Marketing has Cross Media Marketing has changed over the last yearchanged over the last year

LetLet’’s look at what todays look at what today’’s s marketer is focusing onmarketer is focusing on

Cross Media 101Cross Media 101

• Cross Media Marketing is more than adding a PURL or email to a campaign

• In fact, most email campaigns today don’t leverage a personalized approach

• The marketing world of the past that primarily used print and massmedia…has exploded with many media choices

The Cross Media OpportunityThe Cross Media Opportunity• There are three areas of

opportunity for marketers leveraging Cross Media Marketing:–– Cross Media Marketing ServicesCross Media Marketing Services

–– TransPromotional CampaignsTransPromotional Campaigns

•• Personalized Statements / Personalized Statements / InvoicesInvoices

–– Packaging and Label ProgramsPackaging and Label Programs

• Each opportunity area has varying decision makers

• Traditional media has been augmented with the new use cases for mobile, social, online and interactive media

• All of these new channels demand an integrated marketing approach different from the past

• This leads to greater complexity for today’s service providers

• For those willing to accept the challenge it presents an incredible growth opportunity

New Revenue Growth and ProfitNew Revenue Growth and Profit

• Over the last five years many have made the journey successfully

• There are hundreds of PSP’s that have reinvented themselves

• They have made the transformation to a MSP

• In spite of what the industry experts(?) say it is possible!

Cross Media Marketing TodayCross Media Marketing Today

• Cross Media Marketing is the all-encompassing term for launching one marketing campaign across a spectrum of media formats

• The new dimension for this approach is the experience , and that involves a high level of audience interactivity

• These campaigns are designed to engage the target audience and get them more actively involved

• Marketers that successfully engage their customers are rewarded with significantly higher results in all areas

CrossCross--media campaigns are designed to media campaigns are designed to engageengagerespondents on a more personal and relevant basis using respondents on a more personal and relevant basis using multiple touchesmultiple touches

Direct

Mail

Personal

Donation

Site

Email Invite

Invite to join fan page

Invite to campaignInvite to campaign

Refer A Friend

Follow Up Email

Invite to join fan pageGuests

• The demand for new, innovative use cases impact both marketers and service providers

• The CMM train has left the station and is picking up speed!

• If you have been considering this area of opportunity…

• It is time to get on the train and start the journey

Another Important ConsiderationAnother Important Consideration• The playing field is no

longer level• The level of campaign

sophistication has increased quickly and significantly

• The number and type of media touches has grown

• The design elements for campaigns has moved to the next level as well

The Next Step or DimensionThe Next Step or Dimension

• The Next Step:– Persona data tied to

persona media– Data has a life cycle

• Leading marketers are achieving results significantly higher than others using this approach

First National Bank South First National Bank South AfricaAfrica

Campaign ObjectivesCampaign Objectives

• FNB’s objective was to create a highly-personalized environment focused on four customer segments:– engage customers in an ongoing conversation

• “Personalized URL For Life”

– educate customers regarding offers related to the service(s) held by the customer

– entice customers to follow-through on new offers

““Financial FreedomFinancial Freedom”” CampaignCampaign- Four Customer Segments: PlatinumPlatinum , Gold , Silver and Smart

- Segment-specific content and 4 triggered email notifications

Campaign ResultsCampaign Results

• Campaign is ongoing– “PURL for Life”

• Initial results have far exceeded bank’s previous marketing activities:– Visit rates and response

rates in excess of 10% across all segments far exceeding FNB’s expectations

– FNB is considering re-allocation of internal resources to keep up with the new generated demand

Building New OpportunitiesBuilding New Opportunities

• Let’s examine the value associated with these programs

• The deliverables the marketer enjoys helps them drive new sales

• It also provides them with the ability to meet their marketing objectives

• Delivering these types of results is how you become a critical partner for their needs

WhatWhat’’s Driving the Adoption of New Use s Driving the Adoption of New Use CasesCases

• Social Media500+ million Facebook users, 700+ billion minutes p/mo65+ million Tweets p/day

• Mobile3,000+ texts sent by teens p/mo[1]

1 in 2 people w/smart phones by end of ’11 [1]

• Direct Mail12% drop in mail volume[2]

• Digital Coupons 60% YoY increase, 1% of total coupon utilization[3]

• Increased Digital Spend $100 billion projected spend by 2014[4]

[1] Nielsen, 2010[2] United States Postal Service Annual Report[3] Marx, a Kantor Consumer Promotion Unit[4] Forrester Report

InfoTrends StudyInfoTrends Study

• In October 2010, InfoTrends conducted an in-depth study

• The study reported a shift toward not only using more electronic and online marketing, but also more channels

• Survey results indicated that marketers are using an average of 2.7 media channels per campaign

Study DataStudy Data

The Six Must Haves for CMM The Six Must Haves for CMM SuccessSuccess

• Why do some CMM campaigns achieve success

• While others fail

• What are the ingredients for success?

How Do You Produce Award-

winning Campaigns?

Know the IngredientsKnow the Ingredients

WhatWhat’’s the Objective?s the Objective?

• Write it down

• Few words

• Look at it often

Great DataGreat Data

• GIGO – you have to have good data• Most companies have no idea how

good or bad their data is• How about your data?• ICP?

Compelling OffersCompelling Offers

Consider both for:• Responding• Completing the ultimate objective

Use Personas for RelevanceUse Personas for Relevance

Maximize TouchesMaximize Touches

• Use multiple channels

• Use Contact’s preferred channel

• Create cohesive experience

Follow Up!Follow Up!

• Don’t f-up and neglect to f-up!

• Marketing Sherpa/MIT Study– 100 times greater opportunity– 21 times higher conversion level

• Maximize, maximize, maximize– Non-responders: Do you have emails for some of them?– What about your hand raisers? Call them!

• Map it all out, look at each opportunity

Sometimes, ItSometimes, It’’s Pretty Logical.s Pretty Logical.

• Use common sense

• Consider: – 39 survey questions, branched to a total of 75– How do you think this would do?

• Well …– Visit Rate: 15.85%– Response Rate: 13.94%

Break a Rule!Break a Rule!

“Hell, there are no rules here —we're trying to accomplish something. ”

Simplify the Launch ProcessSimplify the Launch Process

• Simplifying the Launch Process for the marketer

• Marketers are resource challenged

• Seeking partners with the solutions to their needs

• Your ability in this area speeds the sales and launch process!

Tracking and Measurement Tracking and Measurement –– The The Next DimensionNext Dimension

• Marketers must have tracking and measurement

• It’s your key deliverable

• Take it to the next dimension

Tracking & MeasurementTracking & Measurement

• Marketers need the ability to compare and contrast their activities based on performance data

• It must be “Real Time”results data

• They are currently searching for partners to provide these capabilities

Response by Media Type

Email87%

Social Media/Viral12%

Press Release1%

Social Media/Viral Detail

Facebook, 3%

Twitter, 3%LinkedIn, 1%

Email Footers, 4%

Marketers Get It!Marketers Get It!

• The increased use of multi-media in a single campaign represents a clear understanding by marketers of the need and value

• Today’s marketer is more effective because they leverage the use of print, mobile, Web, and social media in an integrated and targeted fashion

• Couple this with tracking and measurement and you now have the “silver bullet” for your customers!

The Marketers PortalThe Marketers Portal

• How do you tie a customer’s CRM or other applications into the Cross Media Marketing Campaign?

• The value of a fully integrated lead-to-rep-to-CRM application

• What Other Key Marketer Applications can be leveraged?

Better Technology Will Mature Online Better Technology Will Mature Online MarketingMarketing

• A Forrester Research study stated that marketers must make better use of technology to mature their online marketing capabilities

• The study recommended that they maximize the cost efficiencies and direct customer relationships that online tools allow

• Tie all online technologies together through open standard API’s

This Capability Exists Today

• The ability to provide the marketer with a robust portal / dashboard like Forrester outlined exists today

• New innovative use cases are being developed daily

• The value delivered for the marketer is a “must have” by all marketers

The Suite Brings New ValueThe Suite Brings New Value

• Primary Function Support the end-to-end interactive process

• User Interactive marketers of all levels, agencies, and marketing personnel

• Data Model Unified data model that integrates at the targeted level

• Integration Capabilities Built on an open source platform to allow an easy connection with a limitless partner network

• Delivery Model Hosted / On-Demand

Self Promotion Best PracticeSelf Promotion Best Practice

Hemlock Printers Limited Located: British Columbia

Founded: 1968

Business: 79,000 sq/ft facility, 170+ employees

Locations: Victoria, British Columbia; Seattle, WASan Francisco, CA

What Was the Objective?What Was the Objective?• Campaign Objective:

– To renew relationships with customers– Bring in business during the slow summer season – Raise awareness of its cross-media capabilities

• Key Sponsors:– Dirk Ottevangers, Director of Business Development– Barbara Mallin, General Manager for Digital Print

Services

• Approach: A cross-media campaign

Objectives (contObjectives (cont’’d)d)

• Sought to end fiscal year on a strong note

• Business down (economy + summer holidays)

• Tell customers about Nametag™ and other capabilities.

• Nametag™ is Hemlock’s branding for its cross-media product

• Goal: Secure new business by August 31, while raising brand awareness and engage clients in conversations about upcoming projects

• Reconnect with customers & reacquaint them wider range of services

• Show the power of Cross-media (Nametag™) by using it

• Target Audience:

– Hemlock sales reps provided customers

– Selected a cross-section of 1,551 existing customers

– Included graphic designers, ad agencies and corporations that had done little or no business with Hemlock in the past 12 months

Great MessagingGreat Messaging

Personal & RelevantPersonal & Relevant

Personal IncentivesPersonal Incentives

• Customers have a choice

• Collected critical marketing intelligence for future use!

Great WrapGreat Wrap--up and Call to Action!up and Call to Action!

Campaign Results!

• 473 people (30.7%) visited the landing page • 183 or 11.7 percent entered the contest

• 21 new printing projects generating $ 331,000 for Hemlock Printers

• A return on marketing investment 25 times greater than the amount invested

• “We knew the jobs were out there,” recounts Ottevangers. “We just wanted to secure the business so we added something to the offer to bring in the jobs”

• “Most people asked for the upgrade or add-on,” says Mallin, “and the most common request was for carbon neutral printing”

Critical Steps for SuccessCritical Steps for Success

1. Well defined campaign objectives

2. All about marketing nothing else

3. Excellent data preparation

4. Sufficient planning and execution time

5. Everyone in the organization is ready for launch and follow-up activities

6. Great offer7. No less than three

touches

Closing ThoughtsClosing Thoughts……

• This is the year of Cross Media Marketing

• Where else is their growth potential like this?

• If GROWTH is one of your key objectives, this can’t be ignored!

There are Two Paths for 2011There are Two Paths for 2011

• The path for Cross Media Marketing success is clear and well defined

• The opportunity for growth and success has never been greater

• We are here to help you

Questions & AnswersQuestions & Answers

• Don’t forget to stop by our booth to pick up your copy of the case study

• Feel free to refer questions or comments to:– Joe Manos: jmanos@mindfireinc.com

• 916-284-8112 mobile

Thanks for your Thanks for your time!time!