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David Kreitzer, Director of Marketing

Bella Pictures

Friday, April 21, 2006 10:15-10:45am

Case Study: IntegratedEmail Marketing

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The Bride’s Dilemma

“Where do I turn to get beautiful andpersonal wedding photography, guaranteed?”

• 2 million couples get married each year• Beautiful wedding photography is a major

priority• There’s no trusted brand that can guarantee

beautiful and personal wedding photography

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Bella Pictures Overview

Vision: To capture and deliver beautiful and personalwedding memories to as many people as possible…

By building an innovative, high-performance team thatdelivers exceptional quality, service and value,creating the #1 brand in wedding photography.

How we do it:– Select and train the best photographers in country– Our personal photography consultants match our brides

with their ideal photographer– We offer a money back guarantee for every wedding we

cover– 2,000 weddings covered since 2003– 90% client referral rate– 12 major cities nationwide

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Where does technology fit in?

• We wanted to approach our business like a sole proprietor– Must understand the customer– Interaction must be personal

• Our challenges– A “virtual company” – we have team members all over the

country– Freelance sales team whose time needs to be spent meeting

with clients, not sending emails– High lead volume and wide ranging lead types– Operational excellence and communication are vital to our

success

• Solution lies in finding technology that allows us to send theright message to the right person at the right time

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The Customer Funnel - then

Impressions to Brides

Brides visit website

Brides fill out form on website or call 800#

Brides meet with salesperson

Brides reserve with Bella

Brides complete contract withBella

Brides’ wedding shot by Bella

10%

54%

80%

4.3%

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Home Page

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Contact Us

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Lead Scoring

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Communication Matrix

Type Score Send email if Send Email from Reply To Content 1 Content 2

Browser <50 Score<50 - Lead Nurturing program Bella Pictures bella@bellapictures.com Browser email 1

Browser Email

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Appointment Maker 100

Rating = Warm, Pre-Sales Meeting =

Blank, TTS Disposition = Blank,

Unsubscribe= no, Created Date > Bella Pictures Account Owner - email Buyer email 1 Buyer email 2

Buyer 95

Rating = Warm, Pre-Sales Meeting =

Blank, TTS Disposition = Blank,

Unsubscribe= no, Created Date >

1/9/2006 Bella Pictures Account Owner - email Buyer email 1 Buyer email 2

Shopper 60

Rating = Warm, Pre-Sales Meeting =

Blank, TTS Disposition = Blank,

Unsubscribe= no, Created Date >

1/9/2006 Bella Pictures Account Owner - email Shopper email 1 Shopper email 2

Declined Market = OOM Bella Pictures bella@bellapictures.com Out of Market

Old Gold Any

Rating = Cold, Pre-Sales Meeting =

Blank, TTS Disposition = Blank,

Unsubscribe= no, Created Date < Bella Pictures Account Owner - email

Stay in touch bi monthly Newsletter

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Web Analytics

• By integrating web analytics with our emailmarketing software we’re able to track thebehavior of known visitors

Undecided couple visits website

Eloqua notifies account owner

Salesperson gets appointment

10% of our monthly bookings come from “revived” accounts

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The Customer Funnel

Impressions to Brides

Brides visit website

Brides fill out form on website or call 800#

Brides meet with salesperson

Brides reserve with Bella

Brides complete contract withBella

Brides’ wedding shot by Bella

14%

58%

86%

6.9%

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Email across the business

• Email marketing doesn’t end when the clientsigns the contract

• Using our CRM integration, we canautomatically send targeted messages to keypeople throughout the process

• Better communication leads to better serviceand happier customers

• Over 90% of our customers say they wouldrecommend us (75% industry standard)

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Summary

• Web based software applications (Eloqua, Salesforce,Netsuite, etc.) that open their APIs can allow smallercompanies to do sophisticated real-time emailmarketing

• Using web analytics and scoring processes to segmentdifferent customer types is a great way to deliver themost relevant message

• From sales to customer-service to recruiting,automated email communications will make you moreefficient and ultimately reinforce your brand

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Thank You!

David KreitzerDirector of Marketing

Bella Pictures580 Market St.

Suite 300San Francisco, CA 94104davidk@bellapictures.com