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Learn best practices for developing integrated multichannel marketing campaigns using social media, email, creative design and direct mail. Integrating these channels into the marketing mix will produce meaningful results that will keep your customers coming back for more.
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JANUARY 5, 2011
Create a strategic plan for success. 1
Companies who have profited from social media are twice as likely to have a FORMAL STRATEGY.
Make the shift from just having a “social presence” to supporting actual business objectives and engaging customers.
Companies haveGAINED REAL VALUE
from significant strategicefforts.
Companies who have gained value from just
“experimenting.”52%
13%
� 2010 Customer Insight Group, Inc. All rights reserved.
Build Your list at Every Opportunity & ALWAYS by Permission
Think Through Possible Customer Touchpoints:
2
Direct Mail• Testing – Why, when and how much
3
Ask the big questions before you go live with the customer.1. Who will “own” it?
2. How many hours per week can you allocate to support your strategy?
3. Is the budget adequate to do the job?
4. What role do you need outside of your existing resources to fill to help implement your strategy?
5. Will your content updates depend on any other resource or person?
6. Who will be responsible for monitoring and moderating customer’s comments?
7. What is the response time you expect of that person?
8. Who will address customer service issues that need moderated?
9. Do you want your voice to be an individual person or a group of people at the company?
10. Are your legal, HR and IT teams clear on the limitations and risks that may be associated with a social media initiative?
4
� 201 Customer Insight Group, Inc. All rights reserved.
Creative Brief — Starting a Project Launch Off Well• Company Brand Checklist
• Communication Objectives
• Competition
• Target Audience
• Offer
• Key Message
• Call to Action
• Other requirements
• Schedules
5
� 2011 Serff Creative Group, Inc. All rights reserved.
Brainstorming and the Power of Putting ALL Ideas on the Table• There are many ways to brainstorm
when coming up with new and innovative ways to sell to your customers.
• One way — “Mind Mapping”– Write ALL ideas down
– Decide on the strong ones, then focus on what conceptscould come out of those words
6
Brainstorming — Mind Mapping6
� 2011 Serff Creative Group, Inc. All rights reserved.
Direct Mail• You are only as good as your metrics
– RSP Rate
– CPL
– CPS
7
• Are you using other metrics?
• Are they “Real Time”?– Can you make spend decisions any time/any day
8 Measure success based on the objectives you want to achieve.
Visitors, Source of traffic
Interaction
Virality
Network Size Sales
Leads
Search Engine
Marketing
Brand Metrics PR
Customer Engagement
Retention
Profits
� 2010 Customer Insight Group, Inc. All rights reserved.
Consistency of Your Brand• Create consistency in ALL a customer sees of your
company, regardless of where they see it.– Application of color
– Usage of fonts
– Style of imagery conveys your personality
– Tone of your message
9
� 2011 Serff Creative Group, Inc. All rights reserved.
Target your audience first, pick your tools later.10• Who do you want to engage?
• What do they have in common?
• How do they use your product?
• Where can you connect and interact with them? Your connecting with
people, not tools.
� 2010 Customer Insight Group, Inc. All rights reserved.
Direct Mail• Testing new data – do you hotlist?
• Newer data ‐ less quantity ‐more data sources
11
Existing Database
Most Recent Records Added
Email Marketing is NOT Advertising –It Is Dialog12
“It’s time to fully understand that your
customers are living, breathing,
creatures who want one-to-one relationships with your company,
not just
one-way rhetoric.”---- Don Peppers, The One-to-One Future
Direct Mail• Use focus groups to improve your campaign
13
Example: Entertain/Instruct
Where’s the Value? Entertain, Inform, & Instruct While Building Relationships14
Used With Permission
Company Background:2‐person recruiting/ consulting firm
Email Costs:1st year’s email license and strategic/design services: $15k
1st Year Return on Investment:$200k as a direct result of their monthly newsletter to 6,000 recipients
Example: Inform/Instruct
Where’s the Value? Entertain, Inform, Instruct While Building Relationships14
Timely Gardening Tips from Miracle‐Gro eNewsletter
Rose gardeners receive different advice than vegetable gardeners.
Gardeners in the North receive different advice than those in the South.
Growing the Relationship:Be Creative• Be Unique. There are many ways to
keep in touch with your customers by multi‐touch marketing in email, direct mail or other means. Keep it creative to make those touches count.
– Send personal cards or letters
– Direct mail campaigns with special offers for your top customers
– Referral email campaigns
• Remind them how much you value their business and trust
15
Listen to your customers.16
SOURCE IDEAS. FOSTER INNOVATION.
REALIZE PAIN POINTS. LEARN FIRST HAND WHAT YOUR CUSTOMERS WANT.
2010 Customer Insight Group, Inc. All rights reserved.
Pick the right social media tool for the job.17
Source: 360i analysis of Nielsen @Plan; Fall 2009
• 2.6MM influencers• 18.5MM in social media• Prefer blogs, forums & review sites
Joiner
Creator
MySpace
Critic
Spectator
Creator
Critic
BlogsReview SitesReview Sites
Digg YouTube
Blogger
• 2.3MM influencers • 30.2MM in social media• Prefer blogs & social nets
• 3.7MM influencers• 55.9MM in social media• Prefer Review Sites
Entertainment Techie Influential Dads Influential Boomers
2010 Customer Insight Group, Inc. All rights reserved.
Looking Good in All Mediums• Your brand must carry across its brand effectively in
any medium, such as email, direct mail, print collateral and social media.
18
� 2011 Serff Creative Group, Inc. All rights reserved.
Direct Mail• Track your mail to integrate with other mediums
(Television, E‐mail and Telemarketing)
19
Make it POP! Step out of the box for creative formats in Direct mail• Look at ways to stand out from your competition and
other means of clutter.– Unique formats:
• oversized postcards
• Multiple‐fold formats
• Specialty shapes and promotional products
– Create a piece that will jump to top and get that customer to open your piece.
20
Beat Inbox Competition 21Your email communications
MUSTstand out!
ARE YOU 1 OF THE 14?
Integrate social media into your existing communication plan.22
DON’T KNOW
RUN AS AD-HOCPROGRAMS
RUN AS SILOEDCAMPAIGNS
RUN ASINTEGRATEDCAMPAIGNS
41%35%
17%7%
U.S. Companies’ Social Media Tactics
December, 2009
Identify where social media can be integrated.Messages should be mirrored through your social media campaigns.
� 2010 Customer Insight Group, Inc. All rights reserved.
The 3 “C’s” of Email Marketing: 1 - Consistency23
Email format consistent from issue to issue
The 3 “C’s” of Email Marketing: 2 - Continuity23
The 3 “C’s” of Email Marketing: 3 - Commitment23
• Test, test, test and monitor response rates
• Send to a portion of your list and at different times
• Move content elements
Follow the 6 C’s of Social Media24
Listen, Learn, Act.
Content
Conversation
CommunityCollaboration
Conversion
2010 Customer Insight Group, Inc. All rights reserved.
Direct Mail• Hard copy prospect to online customer
25
Personalize for Increased Response26Email Response Rates by Number of Personalization Elements
Personalize for Increased Response26Email Response Rates by Number of Personalization Elements
Personalize for Increased Response26Email Response Rates by Number of Personalization Elements
Directing Creative to Your Customers Effectively
• Tone of message
• Use of imagery
• Collect data from your customer
• Personalize with variable data for following up campaigns, or second touch
27
Direct Mail• Modeling – how to do it and why?
• Pull a segment of your current customers
• Find more prospects like your customers
28
Promote the Relationship Online and Offline• Grow your relationship with your customers
through branding and creative execution
• Create unique value through social media and other personalized venues
29
Direct Mail• Postal Standards Continue to Change – do your
research and ask your postal experts
30
31 Set objectives to “be” social rather than to “do” social.
Set objectives to “BE” social, rather than
“DO” social.
Align social media objectives with
business objectives.
Determine how you will measure
success.
SMART ObjectivesQuantity and quality of traffic
Sales revenue
Interaction
Sales leads
Profits
Foster brand advocacy
Search marketing
Gather customers insight
Brand metrics
Customer retention
Customer engagement
2010 Customer Insight Group, Inc. All rights reserved.
The 80-20 Rule Applies Here, Too!32Emails Should Contain at Least 80% Value‐Added Content to 20% Promotion
The Golden Rule of Email Marketing:33
“Send unto others as you would have others
send unto you.”
Steve Miller/NetNewsdeskCopyright 1997‐2010
Used with permission
Today’s Speaker Panel34Sallie Burnett – Customer Insight Group
Ian Serff – Serff Creative – [email protected]
Deb Daufeldt – Second Story Solutions, LLC
Ryan Hartman – Wiz Bang Solutions – [email protected]