Tips on How to Integrate Print with other Channels

TIPS ON HOW TO INTEGRATE PRINT WITH OTHER CHANNELSPresented by John Foley, Jr.

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Copyright 2012, interlinkONE and Grow Socially

JOHN FOLEY, JR.

Grow Socially Online Marketing/Social

Media Plan, Manage, Execute and

Measure

interlinkONE Enterprise Marketing

Management Software Plan, build, manage, execute

and measure all marketing activities

I love Mar(H)keting!


THE BOOK

Printers – Business Transformation

Mailers, Fulfillment providers– Business Transformation

All Businesses – Untethered Communications


ACCOLADES

• Jetsetter Status on FourSquare

• Ranked #14 #12 as a Top CMO on Twitter in 2012

• 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 SLMA in 2011


TODAY’S OVERVIEW The Changing Marketing

Landscape

Overview: Integrated, Multi-Channel Marketing

How You Can Integrate Print with: Mobile Social Networks Email Your Website

Final Thoughts / Q & A

Photo Credit: http://www.flickr.com/photos/rpenalozan/5170104100/sizes/m/in/photostream/

THE CHANGINGMARKETING LANDSCAPE


MARKETING AND COMMUNICATIONS: TODAY

“Kitchen Table Effect”

Generational Differences


ONLINE MARKETING STATISTICS

900 Million Users on Facebook

NOTE: As of June 2012

400 Million Tweets Sent Per Day72+ Hours of Video Uploaded every minute

170 million users

18 million users… and it’s addictive!


HARDWARE IS DRIVING CHANGES


THE BIG QUESTION IS…

With all of these changes, how can Service Providers succeed?


FINDING SUCCESS IN MARKETING

Take an integrated, multi-channel approach

Utilize a mix of offline and online medias

Focus on: Right Content, Right Audience, Right Format, Right Time!

Measure and test everything!

OVERVIEW: INTEGRATED, MULTI-CHANNEL MARKETING

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 15%

How: Increase our # of inquiries with marketing efforts


Step# 2: Identify & Understand Your

Audience

DEFINE THE TARGET AUDIENCE


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


DEFINE RESPONSE OPTIONS

Step#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


KEYS TO SUCCESS

Variety of Mass medias, Email, Direct Mail, Letters, Web pages, etc.

Branding, Graphics, Messaging Offer Call to action Measure it


BENEFITS

Increase the Reach of Your Message

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

Generate greater responsesEasy to Measure

– Find out what works!


BUT… YOU MAY BE ASKING

With smartphones, social media, email, etc., does print still have a place ?


REASONS TO STILL USE PRINT

Tangible pieces can leave a deep impact

When integrated with multiple channels, it can increase your ROI

Variable data technology enables you to deliver targeted, personalized pieces

As more and more people use social media, email, etc., and mail volumes drop, using print can actually help you get noticed more easily!


PRINT WORKS BEST WITH OTHER CHANNELS

“More Channels Equals Better Response for Marketers ”

Source: InfoTrends


PERSONALIZED PRINT:IT STARTS WITH THE DATA

Name Interest Status $$ Spent Yearly

Jaclyn Smith Food Silver 5K

Mike Jones Card Games Gold 20K

Frank Stafford

Shows Platinum 50K


IDENTIFY AREAS OF PERSONALIZATION

Relevant Content that Appeals to Them

Images based on InterestPersonalized URL

Membership Level

PERSONALIZED MESSAGING

This customer: Loves the races … Thinks the food is expensive…

Is a Silver member


DIRECT MAIL WITH PURLS

Personalized MessagingTextImagesOffers

Track WHO is responding to your mail/print



NEXT SECTION….

Let’s see how print can be successfully integrated with specific channels:

MobileSocial NetworksEmailYour Website

PRINT + MOBILE


THE GAME-CHANGER: SMARTPHONES!

http://blog.nielsen.com/nielsenwire/?p=28790


STATS ON MOBILE DEVICES POINT UP

In 2012, 657 million smartphones predicted to be sold , up from 459 million in 2011 (JP Morgan)

Worldwide tablet sales expected to reach 118.9 million units this year (Gartner)

19% of adults now own a tablet computer (Pew Research Center)


PRINT AND MOBILE:BETTER TOGETHER

Increased Value to Print

TrackabilityInteractivity Media Extension

6.9%

9.1%

8.0%

6.9%

22.5%

17.0%

12.3%

13.3%

10.8%

32.3%

25.1%

26.3%

30.1%

37.0%

56.8%

0% 20% 40% 60% 80%

Direct mail

Brochures

Catalogs

Product packaging

Magazines

Augmented Reality Mobile Messaging Mobile Codes

MOBILE TECHNOLOGY IS INTEGRATED ACROSS A VARIETY OF MEDIA TYPES

Multiple Responses Permitted

N = 591 818 1,008

Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011N = Consumers who are familiar with the respective technology types

On which of the following types of media have you seen these technologies used in the past 12 months?


MAKING PRINT INTERACTIVE: QR CODES

2D barcode, invented in 1994

Mainstream adoption is happening quickly in the United States

Great for reaching the mobile audience and making print interactive.


PROPRIETARY VS. NON- PROPRIETARY

Microsoft Tag Snap Tag

ScanLife QR Code


BIG BRANDS GET QR CODES!


QR = “QUICK RESPONSE”


USE: REGISTRATION VIA DIRECT MAIL

QR Codes make it easier for people to respond to your direct mail pieces! And the USPS is offering a discount if you add one.


CASE STUDY: CUSTOMXM / LITTLE ROCK

31% accessed landing page via QR Code.

24% of the submissions came via the QR code.


EXAMPLE: QR CODE ON PRODUCT CARDS


EXAMPLE: QR CODES TO DIRECT PEOPLE TO CUSTOMER REVIEWS


EXAMPLE: QR CODES TO SEEK FEEDBACK


EXAMPLE: QR CODES TO MAKE YOUR CUSTOMER’S LIVES EASIER!


WIDE-FORMAT BANNERS


FOR COUPONS


EXAMPLE: FOR USER-GENERATED CONTENT


ON PRODUCT/DISPLAY LABELS


CONNECTING TO VIDEOS


BEST PRACTICES: SHORTEN THE URL!


BEST PRACTICE: PROVIDE CLEAR DIRECTIONS

http://qreateandtrack.com/2011/07/27/how-much-space-around-a-qr-code/directions_image_qrcode/


BEST PRACTICE: MOBILIZE YOUR CONTENT


BEST PRACTICE: INCLUDE PADDING

http://qreateandtrack.com/2011/07/27/how-much-space-around-a-qr-code/colored_qrcode/


BEST PRACTICE: TRACK, MEASURE, TEST


AND… YOU CAN CUSTOMIZE THE LOOK

How? Go to: http://ilnk.me/QRPattern


WANT MORE QR CODE TIPS?

TheQRToolKit.com


WHAT ELSE? AUGMENTED REALITY It’s predicted that 1.4 billion annual

downloads of AR apps will happen world wide by 2015.

Source: Juniper Research


WHAT’S NEXT: NEAR FIELD COMMUNICATION


NFC: LOTS OF POTENTIAL USES!

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


NFC AND LOCATION-BASED MARKETING

PRINT + SOCIAL NETWORKS


CREATE AWARENESS & DRIVE TRAFFIC

More and more noise is happening online.

Print can help people cut through the clutter to find your online message.


PRINT FOR MOBILE/SOCIAL

Print can increase success of location-based promotions and other mobile/social opportunities.


CASE STUDY: GENERATION SMILE

Small Business Well-Known in the Community Needs to Grow!


THEY BUILT IT…HOW WOULD PEOPLE KNOW?


PRINTED SIGNS TO DRIVE TRAFFIC!


CREATED HANDOUT CARDS


RESULTS (ON-GOING)

Increased the # of fans/LIKES

Increased engagement with their customer-base

Reaching new prospects through channels that they are on


HOW ELSE CAN PRINT BE INTEGRATED WITH SOCIAL MEDIA?

TO CREATE AWARENESS OF PERSONAL PROFILES!


PRINT CAN EXTEND “SOCIAL” MOMENTS

In addition to sharing photos on your social networks, create and send printed versions to key contacts to increase impact!


TIP: POST PRINT ADS ON PINTEREST!


TIP: PRINT CAN GENERATE ONLINE FEEDBACK

Online feedback forms are convenient for users… but Print Ads can be used to direct them there!

PRINT + EMAIL


SHOULD YOU DUMP PRINT FOR EMAIL? NO!!!

Multi-touch, multi-channel is key in order to attract attention

Print can help you cut through the clutter.

Print adds credibility & trust.

You can’t hide from print.


PRINT + EMAIL: TO BUILD A DATABASE

Integrate to Build your Marketing Database of Email Newsletter Subscribers.

Tip: Include a URL and a QR Code to make it easy for people to sign up!


COORDINATED MULTI-CHANNEL CAMPAIGNS

Marketing success requires multiple touches and multiple channels

Plan your email efforts to drop soon after the mailing is sent out to increase awareness and impact!


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

MULTI-CHANNEL CAMPAIGN: EXAMPLE


TIPS FOR CROSS-MEDIA CAMPAIGNS

Utilize consistent branding on direct mail and email! (and other channels as well)

Use multiple touches to increase ROI!

Track the effectiveness of each channel individually

PRINT + YOUR WEBSITE


USING PRINT TO ACHIEVE WEBSITE GOALS

First, what should your website goals be?

To increase traffic

To create awareness of new features and pages

To generate leads for your sales team

Boost SEO

And more!

Let’s talk about how print can help…


WHY USE PRINT TO PROMOTE YOUR WEBSITE?

Website traffic is great, but you want the right people visiting your website!

Thus, print enables you to deliver targeted messages to the right folks in your audience.

Photo Creidt: http://www.flickr.com/photos/87857621@N00/156052003/


TIP #1: PRINT + WEBSITE INTEGRATION

Measure your print efforts to see what’s actually driving website traffic:

Use a custom URL that points people to a specific landing page.

Photo Credit: http://mediameasurement.yolasite.com/resources/measureTape.jpg



Provide a strong call-to-action!

Print often delivers BIG results when it creates a sense of urgency.

Provide a time-sensitive offer that drives people to your website.



Use Variable Data Printing to Get Personal!

Take advantage of variable data printing services to deliver custom messages to your audience.

Possible ways to personalize: Custom text, different products & services mentioned, picture of Sales Rep, and more!


TIP 4: POST YOUR PRINT ADS ON YOUR BLOG!

Extends the life of your creative designs and printed materials

Provides users that may only know you via your online presence the chance to get to know your physical location.

Distribute images of your printed materials through your social media channels as well!

FINAL THOUGHTS


KEY TAKEAWAYS

The marketing mix continues to evolve --- multi-channel and integration is key!

QR Codes: best way to integrate print + mobile today.

Social Media = Use print to create awareness

Email: Use print to build your database

Website: Use print to drive targeted traffic!

Q & A / CONTACT ME!: HTTP://ILINK.ME/JR

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