Get Ready for Direct Marketing 3.0

Get Ready for Direct Marketing 3.0

New technologies integrate the strengths of

offline and online channels for better ROMI

March 23, 2010

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Today’s Speakers

Moderator

Hallie Mummert

Editor in Chief

Target Marketing

Megan Talbott

Director of Insight & Strategy

Hawkeye

Larry Zusman

Worldwide Marketing Manager

XMPie Business Unit

Xerox Corp.

Mark Cira

CEO and Founder

PrintSf.com

Jamie Klemcke

Director of Marketing

QuantumDigital

Please Welcome

Megan Talbott

Director of Insight & Strategy

Hawkeye

We know personalization works

• 36% to 600% response lift

• 24.5% ave. order size

• 47.6% repeat orders

• 31.6% overall rev/profit

• 33.9% in response time

5

2009 The DMA

2007 InfoTrends/CAP Ventures personalization study

2003 CAPV The Value of Color

pURLs are a great way to get in the game

• pURL campaigns show 20%-30%

response lift over non-pURL

campaigns*

Increased time on site

Increased site interaction

Higher conversion

Higher repeat and ongoing visits

• Test with personalized postcard +

e-mail + pURL pulled 13X better

response than standard postcard with

no e-mail and no pURL**

3X better conversion

• Other experience shows 10X upside

6

* The Direct Marketing Association

** RISO Inc.

Cost-effective personalization

• What is a pURL?

• How does it work?

• Features and benefits

7

www.YourWebsite.com/JaneSample

John Sample

Joe Sample Jane Sample

?• Better response rates based

on the promise of relevant

content

• Better conversion because of

relevant content

• Customer insight through Q&A

and tracking and reporting

A Web site address that uses a

familiar name or phrase to

personalize it for each recipient.

The key that unlocks personalized

content for each individual visitor.

Benefits

HP Education Services: Simple works!

8

Personalized direct mail and e-mail

Reduce cost, complexity and time to implement

9

Personalized landing page

• 8.7% response to postcard

• 16.5% response to e-mail CTR

• 63% clicked to view

other courses

• 31% purchased a course

Optimum Lightpath: From lead

generation…

10

To relevant content

11

Education

Healthcare

Financial Services

Government

Personalized contentby vertical industry

Prepopulated lead form

To closing the loop with 1-to-1 pURLs for

sales: getting personal (Not just personalized)

12

Please Welcome

Larry Zusman

Worldwide Marketing Manager

XMPie Business Unit

Xerox Corp.

QR Codes - Demystified

Larry Zusman, WW Marketing Manager, XMPie

Copyright 2010 XMPie. All Rights Reserved. 15

QR Codes: What are they?

2-dimensional bar codes – for fast decoding (QR=quick response)

Created by Denso Wave – originated in Japan

Initially used for tracking parts by vehicle manufacturers – now

gaining popularity with mobile phone industry

QR Codes bring mobile phone users onto the web – store URL (web

addresses)

Publishers add QR codes to Magazines, Papers, Business Cards,

Buses, Signs

3/23/2010

Position

Markers

Special

feature: Can

be scanned in

any direction due

to position

markers


QR versus Standard Bar Codes

The difference is the data handling…

Numeric 7,089 characters

Alphanumeric 4,296 characters

Binary (8 bits) 2,953 bytes

Kanji, full-width Kana 1,817 characters

20 digital maximum


How are they delivered and used?

Integrated within a multi-touch,

cross media campaign

QR Code added to direct mail

piece on mail panel

Dynamically generated code

personalized to a specific

recipient

March 23, 2010


QR Code in Action

Smartphone scans QR Code

Mobile browser loads RURL

(built with XMPie)

– Part of an integrated,

multi-touch campaign

– Built using same business

rules and data

– Uniform look and feel

– Trackable responses

Consistent, personalized

messaging delivered into the

recipients’ hands

March 23, 2010


Easy to Set Up with One Click

Easily programmed in XMPie

(database module) or (design

module)

Data driving QR Code can be

a combination of static and

variable data

Built on the fly during

composition

Lightweight graphics

embedded within InDesign file

March 23, 2010

Just another

selection in the list of

bar code types you

can create in the

software

Need to identify in

InDesign the type of

element that is linked

to the database


Prindoz – a Christmas campaign

Personalized diary with RURL and 2D Barcode



• Personalized Video (and Audio)

• Image effect in Video

• Data capturing



2D Barcode leads to a RURL on mobile phone

2D Barcode

captured by

mobile camera

2D Barcode

interpreted into

RURL

RURL displayed

on mobile

device



Personalized SMS and Email triggered by mobile access


Business Opportunities

Connect Print to Web – obtain measurement of the print ad value

Advertise with customer-specific promotions

Combine graphics with detailed information (art, signs, etc.)

Transform historical buildings or places into history lessons

Turn living exhibits – botanical or zoos – into educational centers

Change outdoor signs to much stronger marketing

Think “out of the box” – turn packaging applications into customer

centers of information


QR Code Additional Resources

www.denso-wave.com/qrcode/index-e.html

www.google.com/help/maps/favoriteplaces/business/barcode.html

net.educause.edu/ir/library/pdf/ELI7046.pdf

news.cnet.com/8301-17939_109-10412329-2.html

www.mobile-barcodes.com/qr-code-software


Thank you for listening.

For more information on XMPie solutions,

please visit us at www.xmpie.com

or just QR-it!

http://www.xmpie.com/

Please Welcome

Mark Cira

CEO and Founder

PrintSf.com

Closed Loop Direct Mail within CRMPresented by:

Mark Cira, CEO & Founder

Salesforce.com – World’s Most Popular

CRM

#1 Print & Mail Solution in

“AppExchange”

Installed into CRM in moments,

similar to installing an “iPhone”

application..

Personalize & Send

Capture

Response

Track & Trigger

SalesforceCRM

Closed Loop, 1-to-1 Direct Mail within

CRM

Two Example Scenarios..

Scenario A: Marketing

Team

Goal: Booth visit

Target: Mix of professionals

likely to attend the annual

Dreamforce conference.

Scenario B: Sales

Team

Goal: Follow up to call

Target: The prospect I

just finished speaking

with by phone.

Step 1: Easily prepare & clean your campaign data

Define your

Campaign &

Campaign

Members in CRM

Clean mail list to

maximize

deliverability &

ROMI

Each mailer

references a

campaign &

recipient

Lonnie Wills

CloudTrigger Consulting

267 Northside Lane

North Adams, MA 01247-3941

Step 2: Personalize, proof & mail from

CRM

Step 3: Mailing History Logged to CRMCampaign promptly printed and

fulfilled “hands free” with

mailing history visible in CRM

Step 4: Response by PURL or QR Code

Step 5: Response updated to CRM

CRM workflow

rules trigger lead

assignment,

follow up &

emails.

Step 6: CRM workflow rules trigger

follow up

Personalize & Send

Capture

Response

Track & Trigger

SalesforceCRM


CRM

Scenario B: Daily sales team

correspondence

Step 1: Personalize & Send to Single

Person

Step 3: Response Triggers CRM Workflow

Personalize & Send

Capture

Response

Track & Trigger

SalesforceCRM


CRM

Please Welcome

Jamie Klemcke

Director of Marketing

QuantumDigital

NEW DIRECT MAIL

TECHNOLOGY

Real Estate Example: MLS Automation Solution

QuantumDigital receives a daily feed of MLS

listings.

The listing agent receives an email

stating “You have a new listing! Would

you like to activate a mailing within

that neighborhood?”

Just listed cards are then printed and

mailed with a URL and unique recipient

code.

1

2

3

AG

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NO

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The recipient goes online to the URL provided on

the card and enters the unique code to view the

property details on a web landing page.

While on the landing page they can view house

photos, learn more about the property, and also fill out

a questionnaire with their information and receive a

call from the agent and/or an automated Market

Report for their local area.

The leads are emailed to the agent in real time,

providing for an immediate follow-up opportunity.

AG

EN

T

NO

TIF

IED

AG

EN

T

NO

TIF

IED

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Real Estate Example: MLS Automation Solution

Weichert Case Study

Who is it for?

Service Related Organizations

Needing to Increase

Neighborhood Reach

Lawn Service Provider Example

Postcard is sent to

recipient with unique

code and call to

action.

Recipient visits a landing

page to enter information

and receive their promo

code.

Service provider

receives real-time lead

alert via email.

Key Benefits

Automates lead generation efforts and increases

productivity

Allows Businesses to Initiate Direct Mail Pieces via a

PDA

Serves Real time leads to a business via email

Provides tracking at the local and corporate level

Normalizes marketing messages delivered to prospects

Allows deeper penetration into a neighborhood

Allows for brand consistency and credibility

Contact Jamie Klemcke

[email protected]

twitter.com/jlynnaggie

thedirectmarketingvoice.com

Question & Answer Session

If you haven’t done so already, please take

this time to submit questions to our speakers

using the “Ask a Question” box on your

console.

Thank You

Thank you for taking the time to attend our webinar today.

For additional information about our webinar series,

check out the following Web site:

www.targetmarketingmag.com

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Documents

Get Ready for Direct Marketing 3.0