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April 2008

3 Steps to Cross Media Marketing

Marketers need an easy and systemic way to touch customers in multiple media channels and to track the responses received.  The key to making cross media marketing campaigns effective is not simply placing the same message on the different media.  The ability to collect and analyze data on responders in a systematic way is critical.  The goal is to determine customer contact preferences and touch them accordingly. Here’s how.

Step 1 – Capture Visitors:   The first step in the process is to implement a means to capture who is responding to your advertising but not getting in contact. Drive prospects to the web and discover their identities with Personalized URLs or Real Time Personalization (RTP).  The most common way to capture web visitors has been the use of PURLs or personalized urls which use variable data printing to target known recipients with targeted content both in print and once they arrive at a customized landing page.  This process can be pricey for cold solicitations and we do not always know in advance who is going to see the message.

Static media and broadcast can drive prospects to a landing page and using Real Time Personalization create a demographic profile and serve personalized content on the fly using only their name and zip code.  By adding real time personalization to your web and phone responses you can create an actionable database of responders.  Opt-in or contact forms on line are not enough.  Only 1 in 15 respondents to a solicitation on-line will opt-in.  The key is to capture visitors even if they do not call or fill out a form.

Take away:  By adding Real Time personalization to marketing you already do, you can capture an actionable list of prospects.

Step 2 – Group the Responders : The data collected in step one includes what information they reviewed and demographic traits from the national consumer databases.  Without additional expense,  this list can easily be segmented into groups.  Advertisers will know not only who responded to their ads but what traits they have in common such as age, income, presence of children, credit worthiness and more.  This intelligence allows you to craft your message to the prospect.

Take away:  Group respondents based on their traits to create targeted messages that speak directly to their needs and personal characteristics.

Step 3 - Select Touch Points & Execute Campaign:  Now that respondents have been identified and segmented, we can determine what message to send.   Different campaigns can be run based on a variety of goals.

§         Automatic follow-up:  Automatically target prospects who responded to the add but took no further action with a series of solicitations to turn them into customers.

§         Cross-sell & Up-sell:  Prospects that purchased can receive follow on pieces to market additional products and services.

§         Life Cycle Management:  Thank you notes, re-order reminders, referral programs, and special events can be coordinated around the sales cycle.

Take away:  Automatic touches to clients can take the burden off your sales team and allow them to focus on the best leads.

The Bottom Line:  Cross media marketing campaigns are a cost-effective and powerful tool for building a client database, increasing brand awareness, staying in front of customers, entering the sale cycle at the right time, capturing current sales opportunities, and managing customer life cycles. By using the data collected from real time personalization, soft leads, surveys, and opt-in marketing, highly targeted campaigns can be developed that will increase response rates and improve ROI.

How to get noticed II

The Right Message
New printing technology allows you to cost-effectively send multiple versions of the same mailing that are tailored to the selected demographics of each recipient. Our detailed demographic analysis allows the customer to be targeted with the right message.

The Right Customer
An effective variable data campaign begins with a data analysis of current and potential customers. The result of the review is a highly targeted list of recipients for individually customized direct mail campaigns.

The Right Time
The data analysis is combined with your sales cycle to create a direct mail campaign to support it. Proper repetition is the key. Variable data printing makes it cost effective to target both existing customers and prospects with custom mail pieces, web pages, and opt-in marketing.

5 Steps to Cross Media Excellence

To prepare a complex cross media marketign campaign, try following these five production steps to assure a smooth process.

Understanding the Goal
Every camapign has different needs and expectations. First prioritize the needs. Based on the needs draw up the functional requirements of the project.

A Clear Plan of Action
The planning phase is the most crucial element of a project. Develop a realistic development plan based on the functionality requirements. Decide what to implement first to begin producing results. It is important to ensure that everything implemented is fully scalable and will upgrade to the next level without unexpected complications.

A Strong Foundation
The original functional blueprint will serve as documentation for your campaign, site and web applications. This documentation will serve as a record for any future modifications on the code, allowing other programmers and web designers to make modifications and enhancements as necessary. Formal planning and functional blueprints ensure things are well documented.

Putting the Plan to Action
Creates websites and applications using the current top of the line development software. This allows for rapid and scalable development.

For websites, the pages are first constructed in a general form. Menus, headings, basic text and functions are added allowing us to test drive our new site. A functional web site will emerge as work continues. Through feedback and testing fine tune the operation of the site together.

Keeping Current
Ongoing updates and marketing can be provided after the site has been deployed. Critical operations such as monitoring traffic and return on investment would be completed regularly. A reporting system that puts the success of the month's activity into relative context is used to evaluate performance. Changes can be made as necessary.

Why Use Purls?

Unique web addresses and home pages are easily incorporated into any campaign. Each piece can contain a customized offer tailored to the recipient with variable text and graphics which features a personalized web page address.

While on the site, visitors encounter an automatically populated opt–in form that asks them to join a club, receive a newsletter, or be placed at the head of the line for special offers and programs.

The challenge with traditional campaigns featuring a web site has been the inability to know which particular recipient looked online but never made additional contact. These potential customers remain anonymous unless there is a method to capture their information. Unique URL tracking per prospect overcomes this challenge.

Environmental Concerns

By targeting only the best prospects with relevant content, firms can dramatically reduce the environmental impact of their direct marketing effort. Rather than blanketing a city, marketers can select only those prospects that have already expressed interest in a product or service and dramatically reduce wasted mail.

There is a significant environmental impact to limiting the paper, ink, electricity, and fuel required to create, print, and deliver millions of mail pieces. The best news is that the number of quality leads and sales generated does not need to suffer as a result of “going green.”

Variable data marketing can include everything required to conduct a sophisticated direct mail campaign that is supported by the web to build brand awareness, enter the sales cycle at the right time, and capture current sales opportunities.

How to get noticed

Getting Your Message Noticed

According to the United States Postal Service, the average consumer is exposed to approximately 5980 marketing messages daily. On average, they notice 52 and pay mind to only 4. So how does your message become one of the 4?

There is a daily “Mail Moment” in virtually every household and business in the United States. A staggering 98% of people check mail daily and 77% at the first opportunity. No other marketing channel even comes close. The sorting process takes just a split second per piece and has 3 results; bills, read, and junk. Variable data pieces that speak directly to the prospect with personalized information have the best chance of surviving the sorting process and being one of the .00067% marketing messages that are noted.