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October 2010

September 2010

Software Costs driven up by sponsorships? You bet they are...

Is a software provider you are considering in bed with every trade show and industry media outlet on the planet?  Do their paid search words cover the internet in all sorts of odd places?  Are they a Platinum Sponsor of VDP SnoozeFest 2010 and Cross Media Boondoggle 2011 in fabulous Maui?  If so, consider for a moment the high cost of sponsoring and exhibiting at these events. 

Who is really paying for all this?  The massive marketing expenses that these events and sponsorships entail are simply built into the cost of the product.  As we approach another large industry tradeshow, I have to stop and ask myself about the costs incurred and the value generated for the end user.

We believe that these funds should be spent on customer service and product development, not on dunnage, airfare, hotels and hefty sponsorship fees. Even firms lavished with venture capital don't have have unlimited resources.  Exhibiting at one major show buys a lot of customer service hours.  Which would you rather have – a demo by a hired "host" on a $4000 rented plasma TV or domestic phone support available on demand with quick turnaround on custom projects?

So the next time you are wandering through the aisles of flashing lights and cheesy contests and giveaways, ask yourself a few questions.

1. Should a software as a service firm really need a booth and high pressure sales people to educate prospects?

2. Is there anything going on at this software booth that my entire team couldn’t better appreciate during a webinar?

3. And Finally, who’s Paying for all this?

The answers are pretty clear.


New Study Shows Direct Mail beats Email

Here is the meat from from an recent article in Targeted Marketing that proves something we have konw all along.

"In a very recent study titled Finding the Right Channel Combination: What Drives Channel Choice, ICOM, a division of Epsilon Targeting, surveyed over 2500 U.S. and 2200 Canadian households, specifically targeting consumers in the 18-34 year-old demographic. The study found that these consumers overwhelmingly prefered—by two to three times—to learn about marketing offers via postal mail and newspapers, rather than online sources such as social media sites

Examples among merchandisers include 62 percent of this age group prefering personal care product offers coming in the mail while only 22 percent prefer online. Food products? 66 percent want the offline approach versus 23 percent for online offers. Over-the-counter medicine? 53 percent versus 21 percent."

For years the United States Postal service has reported that online sales were significantly higher when combined with direct mail and this study helps confirm that fact.  Remember the mail moment:
GraphicMailMoment2 
  
Such online giants as Google and Zappos advertise via direct mail, and if they need traditional marketing channels to drive traffic, chances are you do too.  Remember to drive all your marketign channels to a landing page to start a two way conversation and collect data.  Purls on the direct marketing peice will help improve repsonse rates and assure the prospect sees the correct content.

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Interface 2010 Keynote

James Michelson recently gave the keynote address at Interface 2010 on cross media marketing for trade shows.  The event was sponsored by Art Guild / Avalon just outside Philadelphia.  For a copy of the presentation, please call us at 800-735-2578. 

A few shots from the event follow.

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New VDP Web Feature

JFM Concepts has rolled out a powerful new feature for the industry leading VDP Web cross media suite.  Users can now control privileges and account access on a very granular level.  This functionality allows either internal or third party users to be given only the permissions they need to specific parts of the utility.

For example, if you wanted to give access to a designer or data person, you can limit the areas that they can see to their specific task.  The following configuration would give access to a designer to manage content for web and email, but nothing else:

Privileges

For more information, please call us at 800-735-2578.