Marketing Campaign Deployment Guide FROM PLANNING A CAMPAIGN TO REPORTING THE RESULTS

Transcription

1 Marketing Campaign Deployment Guide FROM PLANNING A CAMPAIGN TO REPORTING THE RESULTS

2 Table of Contents Marketing Plan Overview Determining Marketing Goals Incentive for Lead Response Landing Pages PURLs/GURLs Domain Names Design Surveys s Design Short Messaging Services (SMS) Outbound Inbound/Keyword Direct Mail and VDP QR Codes Nurturing and Automation Database / Mail File Data Processing Services Reporting Types Conclusion

3 Marketing Plan Overview Developing and implementing a well-thought out marketing plan is key to the success of your campaign. Our team is committed to helping you create a plan that meets your company s overall sales goals and effectively speaks to your target market. We recognize the importance of defining your market, identifying your customers, understanding who your competition is and developing a strategy that focuses on customer retention. MARKETING PLAN OVERVIEW In order to create the most effective marketing plan, we believe it is imperative both parties discuss the following topics prior to the implementation of any solutions: 1 Situation Analysis (Including background information and the goals your company is hoping to achieve by implementing this marketing effort) 2 Target Market 3 Competitors 4 Detailed Explanation of Your Product/Service 5 Strengths, Weaknesses, Opportunities, Threats 6 Strategy 7 Budget 8 Timing 9 Evaluation Marketing Plan Overview 1

4 Marketing Plan Overview Determining Marketing Goals Based on the information collected from the topics on the previous page, a value proposition document can be generated to ensure that we are working towards your company s overall marketing goal. Additionally, a proposal will be created with recommended solutions. Realizing each company we work with does not have the same product, target, budget or overall goal, Shawmut always creates tailored campaigns specifically for you and your company. Furthermore, we offer a wide-range of solutions to help you reach your marketing goals. These solutions include: 1 Client Surveys Surveys provide insight as to what your current customer or prospective customer is thinking. Shawmut can help design the questions that will provide meaningful information and distribute the surveys through phone calls, or a website. 2 Campaign Manager Shawmut s campaign manager enables drip marketing campaigns to run on intelligent autopilot. Through this solution, the marketing process aligns your actions with the purchasing process, and at pre-planned points in the cycle, leads receive relevant s, direct mail or phone calls. 3 Microsites Microsites offer various features which increase relevancy and move the sales process forward. Shawmut can help you create landing pages that integrate into the lead nurturing cycle and are designed to prompt conversion and create a positive ROI. 4 Marketing As a CAN-SPAM compliant company, Shawmut can write, design, and distribute blasts on behalf of your company. 5 Design/Branding The way your brand is viewed visually is important to the success of not only your next campaign, but your company overall. Shawmut can create a wide-variety of design and branding projects by using your exisiting branding guidlines, or by developing a completely new look for your campaigns. 6 List Acquisition A quality mailing list is essential to the success of your campaign. Whether you need to clean a list you currently have or build a list from scratch, Shawmut is available to assist you with all of your list acquisition needs. 2 Marketing Plan Overview

5 Marketing Plan Overview Incentive for Lead Response Shawmut is committed to thinking outside the box and providing you with all possible solutions to help you meet your marketing goals. Our experience working on marketing campaigns for companies in a wide-range of industries including finance, education, biotech and manufacturing has enabled us to implement various solutions which generate results. Whether you re hoping to build your mailing list, elicit a response to an offer or introduce a new product to your audience, we will provide you with numerous options to help you reach your goal. MARKETING PLAN OVERVIEW To generate better results, don t be afraid to get creative with your incentives! 3

6 Landing Pages Landing pages are simple to use and capture very useful data from the customer such as contact information, products they are interested in and even give insight into factors that influence the buying decision. Typically, customers will click on a link to a landing page from an message, but they may also visit by typing in a PURL (personalized URL) or a GURL (generic URL) found on a direct mail piece. Once they visit the landing page, a survey can be used to extract the desired information. Landing pages can be strung together so customers do not become overwhelmed by being asked for too much information at once. An example could be: Welcome Page > Survey Page > Thank You Page. Response rates are typically higher with single page surveys, but the most influential factor for high response rates is the amount of personal data customers are asked to provide. The less information required, the higher the response rate. 4 Marketing Plan Overview

7 Landing Pages PURLs/GURLs LANDING PAGES PURLs are specialized links that contain personal information about your customer such as their first and last name. PURLs are typically used in direct mailers or s and allow our marketing software to identify that customer when they visit a landing page. The advantage of using a PURL is to create an immediate connection with the customer. By seeing their personal information included in a PURL, their comfort level increases and they become more likely to continue with the campaign. Once they arrive at the landing page, even more personal information such as address, phone number and can be pre-populated. The customer then has the opportunity to either confirm their information or update it. You will need to provide Shawmut with a database or mail file containing the personal information you want to include in the PURL and the subsequent landing pages. You will also need to determine the format of your PURL in relation to your domain name as seen in the examples below. Examples of PURLs JohnSample.YourDomain.com YourDomain.com/JohnSample GURLs are standard links that contain no personalization. GURLs may also be used in direct mailers and , but our marketing software cannot identify personal information until the customer provides it. GURLs perform similarly to PURLs but they do not offer the increased comfort level or immediate connection with the customer. You do not need to provide Shawmut with a database or mail file, and all responses to surveys are considered new prospects. Example of GURLs YourDomain.com Subdomain.YourDomain.com Landing Pages 5

8 Landing Pages Domain Names Whether using a PURL or a GURL, a domain name is required. Shawmut recommends the use of a new domain name for your marketing program rather than your existing one. The cost of a new.com,.org,.net or.us domain name is included in the cost of the marketing program. Shawmut will purchase the domain and manage it within our registrar account so that we can make the necessary changes to its Domain Name System or DNS records. If you wish to keep the domain at the end of the campaign, Shawmut can have it transferred to your registrar account. The only requirements for the domain are that it is unregistered and available, but we recommend making it recognizable and as short as possible if it is being used in a PURL. For messaging we can also use the same domain as the FROM address (e.g. noreply@yourdomain.com). Any FROM we send from must have certain DNS records added to improve deliverability. If you require that we use a FROM address from an account Shawmut does not control, then your registrar administrator will need to make changes to its DNS zone. Landing Pages Design If you provide copy and graphics, we offer a basic landing page layout to our clients as part of the setup cost. However, Shawmut offers the option to create a custom design including copy from our design department for an additional fee. These landing pages function like any other website, so when it comes to the custom designs, the sky is the limit. 6 Landing Pages

9 Examples of Landing Pages: Custom Designs LANDING PAGES Examples of Landing Pages: Basic Designs You can merge any field in your database or mail file into your landing pages as a variable data option if you choose to incorporate PURLs. A common example is a greeting such as Hello [FirstName], but you are not limited to just text as a variable data option. You can provide us with a library of images that relate to specific vertical target markets and as long as you have defined contacts in your database or mail file by vertical market, we can incorporate the corresponding imagery on to the landing pages. For example, we can use images of airplanes for the aerospace market and images of doctors for the medical market. Landing Pages 7

10 Landing Pages Design (Continued) If you would like to use the default layout, we need the following: 1 Masthead image 2 Headline (optional) 3 Feature image (optional) 4 Copy 5 Submit button image (optional) 6 Privacy policy link (optional) 7 Footer text/image (optional) 8 Color and font preference Shawmut would be more than happy to create a custom landing page design for you. Please contact your account manager for more details and pricing. If you choose to use your own designer, please note that there are some requirements that must be followed: If the designer provides a PSD (Adobe Photoshop document), Shawmut must code it resulting in an associated cost. Please submit a version of the design and Shawmut will provide pricing for the coding. If the designer provides coded HTML/CSS files with imagery, please ensure that it does not include JavaScript, as it is not supported on our landing pages. Also, if your design requires image rollovers, please code those using CSS. 8 Landing Pages

11 Landing Pages Surveys LANDING PAGES Surveys are elements of a landing page. If you choose to incorporate PURLs, you can pre-populate fields in the survey as long as that information is provided in the database or mail file that you provide. Customers can then confirm or change their information that appears on the screen and fill in any information that is incomplete. Survey question types: Radio Button Select one option only Check Box Select one or multiple options Drop Down Select one option only Text Area Multiple line free text entry Text Field Single line free text entry Example of a survey with check boxes and text fields which populate variables: Radio buttons and check boxes have the ability to have a default selection. Text fields and text areas have the ability to populate variable fields from the prospect database if a PURL is used. The surveys submit button can either be an image or a regular input button whichever you prefer. To enter, please provide us with the required information below before this message self-destructs! First Name Last Name Company Name Address Work Phone Twitter SUBMIT > Please send me the newest tools used by todays marketers I want to learn more about u-metallic Please have a Shawmut sales representative contact me! Landing Pages 9

12 Landing Pages Surveys (Continued) The Thank You page If you include a survey in your landing page, we recommend that you have a confirmation or thank you page letting the prospect know that their survey was completed and submitted successfully. If you would like to include this page, we need the copy and any images you would like to display. Survey response and alert s There are two types of survey response or alerts. The first is sent directly to the customer after they have finished the survey, and can be used to push a coupon code to redeem an offer to your customers. The second type sends an to an internal user, such as a member of the management or sales team, to notify them that a customer has completed a survey. This option is best utilized when the expected number of survey results is manageable. If the expected number of survey results is large and unmanageable, a better option would be to use our reporting features to track survey activity. 10 Landing Pages

13 s s s are a versatile tool used to communicate with a large number of customers quickly and effectively. They can include discount offers, be strictly informational-based, or they can direct customers to a PURL or other landing page. As mentioned in the Survey response and alerts section, s can also serve as confirmation notices that a customer has completed a desired action, allowing a sales team member to quickly follow up with the customer. Design Similarly to landing pages, you can either provide a fully designed and coded , or Shawmut can create a custom design and code it for you. If you choose to use your own designer, please note that there are some requirements that must be followed: All s must comply with the CAN-SPAM Act (includes information such as business location, opt out or unsubscribe options, cannot use deceptive sender information, etc.) and Shawmut is available to help determine if these standards have been met. If the designer provides a PSD (Adobe Photoshop document) and it is not coded using HTML/CSS, Shawmut must code it resulting in an associated cost. Please submit a version of the design and Shawmut will provide pricing for the editing. If the designer provides coded HTML/CSS files, they must follow our guidelines (all CSS must be in-line, not as an internal or external style sheet, content should be positioned using HTML tables rather than divisions, etc.). Contact your account manager for more details. Once we confirm that the coding is complete and we have all of the imagery files, the next step is to ensure maximum deliverability. We utilize SpamAssassin to generate a spam score that allows us to analyze how likely an message will get caught in a spam filter. We then make any appropriate changes to improve deliverability of the message. s 11

14 Short Messaging Services (SMS) We have the ability to send messages directly to cell phones with Short Messaging Services (SMS). These are plain text messages of no more than 160 characters. We have functionality for outgoing blasts of messaging to your prospects or inbound messaging where your client texts a keyword to a 5 digit number to receive a text in response. Outbound Outbound SMS messages are similar to campaigns where users can load a list with cell phone numbers and launch campaigns to send a text message to the all the cell phone numbers on the list. Inbound / Keyword Inbound SMS messages use a keyword on any other type of collateral , landing pages or print. For example, users may have a postcard that displays the following: Text NFO99 to to receive a discount In this example, NFO99 is the keyword and is considered the shared short code. The keyword is able to be customized, but the shared short code is not. However, we can use your company s shared short code if you have your own. Keywords are made of an alpha prefix (NFO in the above example) and trailing numbers (99). To inquire about pricing and availability for SMS keywords, please contact your account manager. 12 SMS

15 Direct Mail and Variable Data Printing (VDP) Shawmut is a direct mail expert and has the capability to create and distribute self-mailers, postcard programs, closed letter mailings and dimensional mailings. We work to ensure your project is developed and executed so your postal costs are kept to a minimum while maximizing your overall results. To ensure savings, Shawmut can make recommendations based on your demographics or budget with regard to sizes, shape and paper weights. Our team is also able to provide a quick turn around time on any project, especially if it is urgent. Direct Mail and VDP When developing a direct mail campaign, Shawmut suggests considering a personalized touch to help your mailer standout from the rest with variable data printing. By incorporating variable data printing, whether using text or images to target your audience, you will increase audience relevancy and ultimately response rates. Targeted campaigns with high degrees of personalization are also known to generate a higher ROI and help drive respondents further down the sales funnel. It will need to be determined in advance if the variable data printing will be the recipient s name, a company name and/or an image that corresponds with their industry or personal preferences. Design Tips for Fast Printing of Variable Data Materials Use whole numbered font-sizes. For example, 9 pt instead of 9.25 pt. Re-size all images in Photoshop before placing in final layout. Additionally, don t transform or rotate image once placed. Avoid drop shadows on variable data type. Here at amramp we place tremendous value on your input and involvement and are happy to be your preferred choice for wheelchair ramps. Low Cost Rent or Buy FREE Evaluation Installed in Days, Not Months Our team is dedicated to providing a superior wheelchair ramp installed with outstanding service please visit: firstnamelastname.amramptouch.com for a chance to win your own ipod touch! First & Last Name 100 Cummings Center Suite 221 B Beverly, Ma Christina You Rock! You are so tuned in to your clients needs and treat each case with a personal touch. Here at Amramp, we truly appreciate all that you do. ipod touch See, hear, touch... everything that entertains you, at your fingertips. Keep the variable data at standard angles, either straight across or at a 90 degree angle, and avoid diagonals if possible. we invite you to visit: christina.amramptouch.com for a chance to win your own ipod touch! Create address block 4.25 x 2. Use live data to test spacing. Direct Mail and VDP 13

16 Direct Mail and VDP QR Codes QR Codes, or Quick Response Codes, are another cross-media solution that turns a traditional print campaign into a tech-savvy marketing piece. These two-dimensional matrix barcodes can be used on print pieces, such as business cards, postcards or brochures. They handle various types of data including numeric and alphabetic characters, symbols, binary and control codes and can store everything from URLs to phone numbers. Available for Lease 163,800 SF of First Class Industrial Space 300 Jubilee Drive Peabody, MA When a customer scans a QR code found on a print piece using their mobile device, they are enticed to act immediately by being directed to a targeted online asset. QR codes are excellent ways of providing more information that is not included in the printed piece, such as a video demonstration of a product or a more detailed web page. Available Now Building Size: 163,800 SF (including office) Subdividable to 40,000 SF Clear Height: 28 feet Column Spacing: 40 x 40 Power: 3,000 amps; 277/480 volts 3 phase; 4-wire service HVAC: A/C 100% throughout Loading: Nine (9) tailboard (8 x8 ) Two (2) drive-ins (10 x10 ) Sprinkler: ESFR; Wet throughout Parking: 350 surface spaces; 2.14/1,000 Please contact: Greg Klemmer, Executive Vice President gklemmer@naihunneman.com Tim Brodigan, Vice President tbrodigan@naihunneman.com 72 Cherry Hill Drive Beverly, MA (978) Located in the prestigious Centennial Park, 300 Jubilee Drive is an ideal headquarters location for a 40, ,800 square foot user. Built in 1995, this is first class space for a variety of uses including R&D, medical, manufacturing, distribution and biotech. Managed by Brookwood Management Partners, L.P., an affiliate of Brookwood Financial Partners, LLC, the building is located directly off Route 128 and within a quarter mile from Route 1 and the I-95/Route 128 interchange. Scan for Brochure QR codes are changing the way we conduct business as well. Companies are beginning to use them on business cards so when they are scanned, the bio and picture of that person appears on the screen. Another great use for QR codes is to generate promotional code offers or coupons that don t have to be printed and can be used immediately. Shawmut can assist with creating a QR code strategy and generate the code to ensure your content is optimized for social media. It is recommended that you include as much personalization in your QR codes as possible so the respondent doesn t have to type information into their mobile device. 14 Direct Mail and VDP

17 Nurturing and Automation Lead nurturing campaigns are one of the most powerful forms of marketing and are at the core of Shawmut s success. Sending customers or prospects a direct mail piece or is quite easy, but analyzing and reacting to their behavior to optimize your marketing efforts can become complex. Shawmut is experienced in using a variety of marketing elements including PURLs, s, text messaging and direct mailers to affectively communicate with customers. NURTURING AND AUTOMATION Lead nurturing allows us to create a communication flow that reacts to the behavior of a customer or prospect. We can define rules within our marketing automation software that trigger customized communications once a customer or prospect completes (or does not complete) a pre-defined action. The main goal of lead nurturing is to provide customers or prospects with relevant information based on their interests. Lead Scoring Lead scoring is a calculated way to determine how sales ready the lead has become. Several factors are involved when scoring leads such as company size and job title, as well as their reaction to your marketing. The more often a lead responds to your marketing, the higher the score they receive. Once the lead reaches a predetermined score, the associated sales rep will be notified that the lead is ready to be contacted. We will work with you to determine the best lead scoring formula to achieve the best results. Nurturing and Automation 15

18 Nurturing and Automation Example of a Simple Nurturing Track Here is an example of a simple nurturing track using lead scores. Direct mailer to all prospects PURL with Survey View Score: 2 Prospect Requests Sales Call Score: 10 Interested in Service A Score: 2 Interested in Service B Score: 2 Showed No Interest Score: 0 in 2 Days Service A Whitepaper Download Score: 2 in 2 Days Service B Whitepaper Download Score: 2 in 7 Days Marketing 1 View Score: 1 Link Click Score: 2 Alert to Sales Rep if Lead Score >9 in 7 days Marketing 2 View Score: 1 Link Click Score: 2 Track completion actions Move to Another Nurturing Track if Lead Score 4-9 Stop Further Marketing if Lead Score < 4 16 Nurturing and Automation

19 Database/Mail File The information in your database or mail file, which we import into our marketing system, determines the information that will be available to you in future reports. Your mail file will be imported with a combination of standard fields and custom fields. First Name and Last Name are required for PURLs. You can have a custom column for Full Name, but they need to be separate columns in order to create PURLs. addresses are only required if you want to use the list to send s. Any fields not listed below will need to be imported as custom fields (e.g. Customer Number, Sales Representative, Twitter Handle ). We prefer that you import only the custom columns that are necessary to see on your reporting or for exporting later. DATABASE/MAIL FILE List of standard fields Prefix First Name Last Name Suffix Salutation Company Name Job Title Website Address 1 Address 2 Address 3 City State Postal Code Country Fax Phone 1 Phone 2 SMS Promo code 17

20 Database/Mail File Data Processing Services Robust mail and lists, as well as proper data hygiene, is critical to your campaign s success. Shawmut offers a wide-range of data processing services to help you create lists from scratch as well as services that will ensure your current lists are clean and up-to-date. Our services include: List Procurement Intelligent Mail Bar Coding CASS Certification Deduping and List Suppression Data Cleansing Merge/Purge Secure Data Transfer Address Standardization Data and List Management National Change of Address (NCOA) Zip Code Sorting Barcoding for Postal Tracking (U-Track) Electronic Address Correction Services (ACS) Data Reports Please be sure to discuss the data processing services you are interested in with your account manager during the planning phase of your project to guarantee your mail and lists are ready to use when needed. Reporting Once your campaign launches, Shawmut will provide you access to a dashboard where you can analyze responses in real time. There are several different reports and ways to filter your data, so please be sure to let your account manager know your needs in advance. The next page contains a few examples of some of the reporting screens. Reporting Types Prospect Activity Report This report will list prospects that have recently interacted with your campaign. There is a basic activity description which shows the latest interaction, but you can also click on any of these records to see complete activity history. 18 Database/Mail File

21 Reporting Reporting Types REPORTING Segment Report Segments are lists of prospects that match certain criteria. As prospects respond to surveys, visit landing pages or read s, they qualify for a segment. Depending on your marketing goals, you may require special segments. Please be sure your account manager knows the data you would like to see on reports. Reporting 19

22 Reporting Reporting Types In the screenshot on the previous page you can see two segments: Requested Brochures and Requested Rep Contact. Those segments list all respondents who selected the respective check box on a survey. So, at the time the screenshot was taken, 14 prospects requested brochures and two requested a sales call. Depending on the elements of your campaign, the metrics available may vary. In this report, your entire marketing campaign may actually be split into smaller deployed campaigns which will display separately on the report. For example, you should see that your seed list was deployed as a separate campaign so testing will not impact the response rates of the real prospects. Below is a screenshot of an blast campaign with no landing pages. From this page you can click on a particular segment. For example, if you select Unsubscribed you will be able to see a list as well as export all prospects who match this segment. 20 Reporting

23 Reporting Reporting Types deliverability terms Hard bounce was sent but it was rejected by the server. Some examples are account does not exist and domain does not exist Soft bounce was sent and processed by the server but was returned for some reason. Some examples are mailbox was full and server temporarily unavailable Unsubscribe User opted out of marketing Undeliverable Prospect s address was missing or invalid and therefore the system did not attempt to send REPORTING CONCLUSION Other terms Clicks Count of total times a link was clicked Unique clicks Count of total number of prospects who clicked a link Conclusion Pairing 60+ years of experience and dedication to our clients with today s most modern and exciting techniques, Shawmut is committed to making your marketing efforts a success. We pride ourselves on developing smart, results-driven campaigns that reach your target market and meet your company s sales goals. Visit our blog and follow us on Twitter for information on our most recent printing techniques and marketing automation offerings. Blog: Whether you have a well established brand, or you re just starting out, partner with Shawmut because we ll work together to set you apart. Reporting 21

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