Leveraging digital media for trade show marketing joel_book

Leveraging Digital Marketing for Trade Show Promotion

Joel BookPrincipal, Marketing Research & Education GroupTwitter: @joelbook / #ExactTarget

Fuel the Conversation!

<1990 1990s

Direct MailTelephone

1999 2000s 2010TVRadioPrintDisplay

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Display

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

Mobile EmailSMSIMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitter

Marketing Media Evolution

“The mix of media channels has shifted from a one-way broadcast model to a set of dynamic two-way media forums.”Source: Booz Allen HamiltonHD Marketing 2010: Sharpening the Conversation

Serving customersby delivering content that is: Personal Relevant Timely

Marketing to a Segment of One

Marketers are Increasing Spending on Mobile, Email, Search, Social Marketing

• 28% of marketers are shifting budgets to digital channels. • 54% plan to increase budgets for email marketing. • 66% plan to increase investments in social media. • 56% plan to increase budgets for mobile marketing. • 64% of companies plan to increase budgets in SEO.• 51% plan to increase budgets for paid search.

Marketing Budgets 2010: Effectiveness, Measurement and AllocationProduced by: ExactTarget and eConsultancySurvey Sample: 1,000+ Marketing Professionals, B2B and B2C

# 1 Business Getting

& Business Keeping

The Customer Life Cycle

Website Visit

Product Evaluation

Product Purchase

Product Usage

Brand Loyalty

Repurchase/Renewal

Once a person gives you permission . . . • Email aids the buying process.• Drives repeat usage.• Keeps the customer connected to your company.

Business Getting Business Keeping

Email: The Backbone of Customer Engagement

In 2009, more than 50% of consumers made a purchase due to email.

Source: ExactTarget

“Email X-Factors, 2010”

TEACH CONSUMERS HOW TO USE YOUR PRODUCTS

INVITE CUSTOMERS TO SHARE THEIR

EXPERIENCE

EMAIL + CRM$58MM IN NEW EQUIPMENT

SALES IN 2009!

EXACTTARGETinACTION.com

www.

EMAIL + SOCIALFUELING THE

CONVERSATION

Social Media Usage (Worldwide)Facebook: 500M active users

Twitter: 190M active users

LinkedIn: 70M active usersSource: Jake Hird, eConsultancy, July, 2010

75% of social media users say email is the best way for companies to communicate with them.

MarketingSherpa, 2010

USE EMAIL+SOCIAL MEDIA TO ATTACT NEW CUSTOMERS

FUEL THE CONVERSATION WITH EMAIL & TWITTER

Whole Foods Leverages Twitter• 1,804,829 Followers • Tweets respond to customer questions, and invite customers to opt-in to Whole Foods’ email newsletter

Whole Foods Chicago Uses Twitter Too!

• 5,473 Followers for @WholeFoodsCHI• Tweets highlight in-store events, promote special offers, and answer customer questions

Why Twitter?

• 66% of Fortune 100 companies engage customers via Twitter• Twitter users are 2X more likely to engage with brands than users of other social networks

EMAIL + MOBILEDIRECT RESPONSE

“By 2014, Smartphoneswill comprise 37% of global handset sales.”Source: Pyramid Research

34% of all US mobile subscribers used email on their phone in May 2010.Source: Pew Research Center, 2010

EMAIL + MOBILE

EMAIL DOMINATES MOBILE WEB TIME

USE DIRECT RESPONSE TEXT TO ATTRACT NEW SUBSCRIBERS

Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT mlb@mlb.com) 2 complete sign-up. H help Std rates apply

Redemption rates for mobile coupons are between 5 and 20 %.Source: Cellfire, 2010

EMAIL + MOBILE

RETAIL SALES ACCELERATOR

How Marketers Use Digital Media to Maximize Event & Trade Show ROI

Email

USE EVENTS TO ATTRACT CUSTOMERS. USE EMAIL TO DRIVE CONVERSION.

Landing Page

Billy PayneFormer CEO

Atlanta Olympic Games

EMAIL + VIDEO IS A POWERFUL COMBINATION

Email Link

Video Player

EMAIL + VIDEOLET TRADE SHOW

ATTENDEES DO THE TALKINGEmail

Website

USE MOBILE TO ACQUIRE NEW EMAIL SUBSCRIBERS

SEND PERSONALIZED FOLLOW-UP EMAILS TO TRADE SHOW LEADS

Email is the backbone of Hitachi Data Systems’ customer engagement strategy.

How Hitachi Data Systems’ Uses Email

Webinar Invite Product News Newsletter Product Launch Event Invite

Executive Forum Invitations are sent “on behalf” of the customer’s HDS Rep

Hitachi Conference Invitations

Webinar Series

• 35 webinars per year

• Up to 200 attendees per event

Hitachi WebTech Events

Leveraging Social Media

Event invitations are now designed to encourage recipients to forward and share with colleagues.

Social Forward

Social Sharing

How to Improve

Marketing Performance

1. Use SEO (Search Engine Optimization) to attractprospective email subscribers to your site.

2. Design your websites(s) to engage the visitor. Provide multiple opportunities on site to subscribe to email.

3. Use direct response text (SMS) at events to make it easy for customers to opt-in to your email program.

4. Create a Subscriber Preference Center. Use it to identify customer needs and interests.

5. Plan! Determine what information and offers are relevant to the customer. Define when to deliver each.

10 Tips for Effective Digital Marketing

6. Pre-Sale. Use email to aid the customer’s decision-making process. Deliver content that “serves” the customer.

7. Post-Sale. Use email to enhance the product usage experience. Invite customers to share their knowledge and experience.

8. Enable subscribers to share email content with their social networks. This extends message distribution.

9. Develop processes for Lead Qualification/Lead Scoring, Lead Nurturing, and Cross-Sell/Repurchase.

10. Automate email communications by integrating email technology with customer database or CRM systems.

10 Tips for Effective Digital Marketing

A 6-part research series that provides useful insights into how adults use Email, Facebook & Twitter. Based on interviews with 1,500+ consumers.

Whether you’re a savvy designer, a marketer, or an executive, our new Design Toolkit has everything you need to improve your interactive design.

In this three-part kit, we’ll help you master three important facets of interactive design:1. Design Philosophy. Seven Design Principles

That Will Drive Customer Engagement

2. Taking Design Beyond Email. 5 Easy Ways to Improve Conversions Across All Interactive Channels

3. Designing for Today. Eight Tips on Designing for Outlook 2007 and 2010

Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com

ExactTarget’s New Design Toolkit

ExactTarget’s New Digital Marketing Resource Guide

• Websites and Blogs• eNewsletters• Books and Whitepapers• Industry Organizations / Associations• Conferences

Stay Current!!

Thank You!Joel BookExactTarget, Inc.Phone: 317.275.5444Email: jbook@exacttarget.comBlog: EmailMarketingbytheBook.comTwitter: @joelbook