81 posts categorized "Cross Channel Marketing"

GWmagazine Features Cross Media Marketing 101

July 13, 2011
Posted by JFM Concepts at 10:52 AM

The George Washington University Spring 2011 GWmagazine featured James D. Michelson’s (BA 1992) book Cross Media Marketing 101: The concise Guide to Surviving in the C-Suite from Schooner Press in the Alumni Bookshelf both online and in print.

GWU_CMM-101 
The book is available online at Barnes and Noble, Amazon, or by clicking here direct from the publisher.  See inside the book, including the table of contents and select pages at Amazon or at the link above.

Improving Pay per Click (PPC) Conversions

June 29, 2011
Posted by JFM Concepts at 5:17 AM

Zodiac Pool Systems, makers of Barracuda and Polaris vacuuming systems, added content specific landing pages to their pay per click (PPC) campaigns in order to serve relevant content and improve response rates. Look for the complete case study that includes detailed metrics of this integrated cross media campaign featuring Personalized URLs (PURLs), landing pages, email, direct mail, and paid advertising. Click here to pre-order.

The features of the campaign were:

  1. Relevant content based on the individual advertisement
  2. Additional opt-in mechanisms
  3. Automated follow up and rebate offer fulfillment
  4. Improved tracking

The benefits of the project included:

  1. Improved opt-in rates
  2. Increased downloads of rebates
  3. Creation of a targeted lead list by product line

Google Advertisement

Zodiac ppc pool offer 

Landing Page

Zodiac ppc pool offer landing page 

VDP Web Publishes New Education Cross Media Marketing Case Study

June 24, 2011
Posted by JFM Concepts at 4:15 AM

JFM Concepts and VDP Web® are proud to announce the publication of their latest case study on direct marketing for Education. Successful cross media tactics for admissions, events, alumni relations, planned giving, donations and more are covered. Campaign goals were to decrease cost, improve response rates, document and measure return on investment, and simplify the follow up process. Download the case study for free at https://education.vdpconcepts.com.

The VDP Web® cross media marketing platform has been deployed by public and private educational institutions of every size to deliver outstanding results. Successful projects have been launched by organizations as diverse in size and mission such as The University of Michigan and Northeast State Technical Community College to regional Christian institutions such as Calvin College and Grace Bible College. Not-For-Profit institutions such as Harrison College and various secondary schools have also used the system for admissions, alumni relations, fund raising and planned giving. Integrated campaigns have been cost effectively run for multiple departments without the need for internal technical assistance or support.

Flint_University_Landing_Page_2 
University of Michigan Landing Page, one of many samples in the case study.

There are common challenges faced by the academic institutions detailed in this case study. The goals of all the campaigns that follow were to decrease budget, lower man hours required for follow up and fulfillment, increase response rate and add personalization to generate leads. Each of these projects was executed by one decision maker and did not require the support of other departments. The cases examined assume that additional budget expenditures for new projects is unlikely, IT and other internal technical support is not available, and that the department does not have additional manpower resources to dedicate to a new project. If any of these assumptions are not true, so much the better.


It is possible to implement a basic cross media marketing strategy without any major changes to the current marketing mix. Unique landing pages, QR Codes, new 800 numbers, and SMS Text can be added to any existing marketing channel to add new data collection mechanisms and start a two way conversation with prospects, students, alumni and donors.

Canon Can't - Major Mistakes in PURL Email Marketing

June 05, 2011
Posted by JFM Concepts at 10:46 AM

Everyone makes mistakes.  The first time that Canon sent us an email a few months back that had a data mismatch on the PURL and took us to someone else’s landing page, we were shocked but willing to overlook it.  Stuff happens sometimes, no matter how hard you try.  But as an OEM manufacturer of digital presses, there is no excuse to have ongoing data errors in an ongoing campaign.  Here are the emails we received Thursday– two of them – within minutes of each other. 

Cannon_email_1 
Cannon_email_2 

The PURL in question on both emails is: https://luciaex.cusa.canon.com/cp/jm186.  Try it.

Cannon_Crossed_PURLS_01 

You’ll notice the following issues with this landing page in addition to the fact that the data is crossed:

  • The links on both the email and the landing page are not dynamically rewritten and sent through a collection mechanism to allow link tracking.  There are lots of links to click, but no way to know if we clicked them.
  • There is a broken image at the bottom of the page.  See the little X.
  • Even after changing the contact info in the survey form, the page still says “Thanks, Jerry.”
  • We also dispute the claim of absolutely amazing accuracy, at least if they are referring to the data...

Recently, we also received a standard billing communication from a medical billing company that opened the wrong user account and displayed a different patient’s detailed billing summary.  The repercussions could be dire for both the medical facility and the billing partner. 

Take Away

Despite our best efforts mistakes will happen, but follow these tips to minimize the risk:

  • Be sure to test live data and real records every time
  • Use a checklist to assure all the details are handled
  • Never manipulate data in Excel or any other spreadsheet
  • Test again, be sure, wait ten minutes, and test again
  • Compare and test original data files versus lists that have been appended with data such as a PURL

Follow these steps, and fewer mistakes will happen.

3 Summertime Tips for Cross Media Marketing

June 02, 2011
Posted by JFM Concepts at 4:29 AM

As summer finally comes to the Northern Hemisphere and those of us who live in cold weather much of the year to get out to bask in the sun, it is time for marketers to consider the opportunities that this presents to shake up our mix and capture more leads.  As parks, trails, and events gather the attention of consumers and business prospects, consider using mobile techniques to create interest and sales.  Experiential events where any kind signage or handouts are used can drive web traffic and capture more leads in these three ways.

1. QR Codes

Smart devices from Apple, Blackberry, Motorola and other manufacturers dominate new cell phone sales.  Tablets with cameras and web access are also flying off the shelves.  This equipment comes loaded with a camera and allows instant access to web content from virtually anywhere.  Easy to design mobile landing pages can be created to serve relevant content and gather opt-ins without the need to create an "app." Virtually any internet enabled phone will allow the site to generate business.

VDP Web Mobile Site qrcode 

2. SMS Text

Virtually every phone sold worldwide has basic SMS text capabilities. Add a "text to win" campaign on any marketing materials produced from signs, handouts, ticket stubs, and even on the Jumbotron.  Consider offering a prize you can't buy on E-bay or at Best Buy.  A powerful example is the signed ball or jersey of the game MVP.  If a firm has paid for the advertising space already, this is a small incremental cost.

3. Public Address

If a firm has paid to sponsor an event, not only can the signage be used to drive traffic and capture leads, so can the PA system.  From the little league park to Yankee Stadium, marketers can use the SMS Text technique above to capture leads and generate buzz.  When was the last time you personally internationally went somewhere without your cell phone?

Just because the focus of events has moved outdoors, marketers do not need to be left inside.  These techniques can apply to any activity, even those focused on B2B clients and prospects.  From golf tournaments and major league baseball sponsored by insurance companies to softball leagues or local festivals sponsored by the neighborhood bar and grill, these response mechanisms will generate an opt-in list of warm leads.

JFM Concepts & VDP Web and PSDA 2011 Print Expo Show Review

May 23, 2011
Posted by JFM Concepts at 5:40 AM

JFM Concepts is pleased to have partnered with the Print Services Distribution Association for the 2011 Print Solutions Expo from pre-show marketing to educational sessions and post show follow-up.  The highly successful event was held at Chicago's Navy Pier May 17th to 19th.

Marketing

JFM Concepts and VDP Web provided in depth cross media marketing support to the PSDA for the show including data cleansing, segmentation, personalized URLs (PURLs), QR Codes, Generic Landing Pages (GURLs), Personalized Landing Pages, Surveys, Email and more in a comprehensive pre and post-show marketing effort.  The effort was the first time the association had implemented a comprehensive communication plan that included all these channels with unified reporting and analytics.

PSDA_PURL_email_2 

The results of the campaign included a streamlined work process, coordinated messaging and content, highly relevant personalization, detailed reporting, and improved response rates.  The association was able to access detailed analytics and metrics for each individual channel.

Education

James Michelson presented an extended session on integrated marketing based on his popular book "Cross Media Marketing 101: The concise guide to surviving in the C-suite" from Schooner Press. The interactive presentation focused on the practical development of several real world campaigns from strategy through follow up.  The three hour session was a follow up to the overview of the same topic from the CEO Summit.

Cropped_session 

Exhibition

Show visitors experienced VDP Web first hand at the double-size booth featuring both Mac and PC, mobile and desktop cross media applications.  At the exhibitor theatre, Josh Driver delivered a session on generating revenue with cross media for print manufacturers and distributors.

IMG_0377 

Sponsorship

JFM also sponsored the show's cocktail reception with an open bar.  Attendees and exhibitors alike were able to relax after a hard day's work with complimentary food and drink before hitting the town.

For additional information or to get copies of presentations and sessions, please visit www.vdpweb.com

VDP Web PURLs Featured in New PODi Case Study

May 12, 2011
Posted by JFM Concepts at 1:57 PM

JFM Concepts is pleased to announce that Sexton Strategic's Girl Scout PURL campaign has been featured by PODi, including a custom cookie calculator. From Caslon & CO on May 12, 2011:

Cross Channel Marketing Drives Girl Scout Cookie Participation

Vertical Market:               Not for Profit
Business Application:   Direct Marketing / Loyalty

Business Objectives:

The annual cookie program is a major fundraiser for the Girl Scouts of the Minnesota and Wisconsin River Valleys Council (River Valleys). Encouraging Scout participation is critical to the success of the program. In the past, staff had provided vital information through a monthly email that only reached the parents or troop leaders. River Valleys felt that communicating directly with girls would be important to growing the success of the cookie program. They needed a communication solution that would:

* Improve communication about the cookie program to Scouts and their parents
* Engage three key segments: 
- Newcomers - Girl Scouts in Kindergarten through third grade who may be new to the Girl Scout cookie program
- Parents of Scouts
- Older Girl Scouts who may need extra encouragement to continue their efforts in the cookie program

Girlscouts 

Results
River Valleys worked with Sexton Strategic to develop a multi-channel marketing program that engaged their membership in the cookie program. With the targeted program River Valleys reduced their overall marketing spend while increasing the effectiveness of the campaign.

* The integrated campaign contributed to greater Scout engagement, which in turn supported exceeding the council's cookie program goal

* A reduction in the number of calls to River Valleys showed that girls and families felt informed about the program
* 12% of targeted older Girl Scouts visited their Personalized URL and completed an online survey giving their feedback on the cookie program

Read more about how this campaign was structured and why it succeeded.
PODi members can download the full case study and nonmembers: Get a complimentary copy for a limited time here.


"Prepare your Mercedes-Benz for winter travel" ?

February 22, 2011
Posted by JFM Concepts at 7:44 AM

I had begun to believe, after a few less than completely tragic emails, that Mercedes-Benz had finally started to get their act together when it came to direct marketing.  It appears that this is not the case.  An email entitled “Prepare your Mercedes-Benz for winter travel” arrived last night.

MB_Prep 

It is late February, Mardi Gras preps are in full swing, the sun is shining, its 65 degrees, and the first bulbs are sprouting.  It may still be winter in the far North, but even in Indianapolis, Chicago, and International Falls it is far too late in the season to prepare for anything.  Winter is here and almost gone.  In fact, in most parts of the country, people are knee deep into spring.  Even Punxsutawney Phil is calling for an early end to the cold.

So why on earth would anyone send an email that encourages drivers to “prepare” for winter?  This pitch may have been ok in November or December, but it is downright lame at the end of February.  If I were under pressure to shill snow tires in the spring, I may have tried a better subject line.  “It not too late to be worried about more winter weather” or “End of season snow tire precautions” would be a little less ridiculous.  Every touch that direct marketers make needs to be relevant and timely.  This solicitation was neither.  There was also a pitch for a “genuine plug & play entertainment solution” that is buried deep in the content that had very little do with the rest of the message.

On a positive note, Mercedes-Benz did include a link to two of the four offers presented in the email.  In this regard they only failed by half, a marked improvement.  If you make an offer, make sure there is a way to take the next step.  Don’t make customers search the web for the ability to buy.  They most likely will not.

New Cross Media Book from Schooner Press

February 08, 2011
Posted by JFM Concepts at 10:41 AM

Schooner Press is proud to announce the publication of Cross Media Marketing 101, The Concise Guide to Surviving in the C-Suite by James D Michelson.

Cross Media Marketing 101 is the perfect guide for executives and managers looking to be sure that they have considered the major challenges facing them as traditional marketing methods are eclipsed and even supplanted by new channels.  Taking a completely agnostic approach to the marketing mix, the author offers practical insight into the changing marketing world and how marketing leaders can beat the odds. Order now at https://www.createspace.com/3537914

“This book is a must read for any marketing leader looking to be sure they have a thorough grasp on the current marketing landscape.” Scott Abel, The Content Wrangler

About the Author
James Michelson is an internationally recognized thought leader on all aspects of cross media. He has extensive international experience in the development of advanced cross media and one to one (1:1) marketing campaigns in a variety of verticals. James has developed and executed industry recognized cross media marketing strategies for such firms as Caterpillar, Marriott, Hartford Insurance, California Closets, and many more. Visit his personal site at https://www.jmichelson.com for more information.

2011 Cross Media Marketing Outlook Webinar

January 10, 2011
Posted by JFM Concepts at 3:26 PM

JFM Concepts, the industry leader in cross media marketing, is pleased to announce the next session in the firm’s  popular webinar series.  Join James Michelson and John Fager of JFM Concepts for this free educational webinar.  Discover lessons learned in 2010, the trends for the upcoming year, and benchmarks you can use to develop your own strategies throughout 2011. The last session for this topic is Thursday, January 13th at 1:00 pm EST.

Please visit https://webinar1.vdpconcepts.com/ to register.

Free PURL Trial Marketing Software

About Us

JFM Concepts is a full service cross media marketing technology firm featuring the VDP Web® PURL and cross media marketing platform. JFM specializes in creating variable data cross media marketing technologies with Personalized URLs for commercial printers, marketing departments and agencies of all sizes.

Cross Media 101 Book

Cross Media Marketing 101, The concise guide to surviving in the C-Suite is the perfect guide for executives and managers looking to be sure that they have considered the major challenges facing them as traditional marketing methods are eclipsed and even supplanted by new channels. Taking a completely agnostic approach to the marketing mix, the author offers practical insight into the changing marketing world and how marketing leaders can beat the odds. Order Now

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