Conduct Initial Meeting And Take Brief

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2 1. UKBA Campaign Process Conduct Initial Meeting And Take Brief 1 Book And Plan Follow On Campaign Design And Agree Campaign Creatives Stats And Reporting Schedule And Despatch Campaign 1. Conduct Initial Meeting And Take Brief Clients marketing objectives Campaign parameters Target market specifics Agree expectation levels Agree and book campaign. Design And Agree Campaign Creatives Design and agree campaign values Design eshot and landing page creatives Agree creatives. Schedule And Despatch Campaign Agree despatch schedule Confirm target filters Explain lead capture procedure and client admin Despatch campaign. Stats And Reporting Capture of prime and qualified leads Phone tracking stats Post Campaign analysis Propose changes. Book And Plan Follow On Campaign What did we learn from campaign one? What can we do better Confirm campaign objectives 0

3 Business. UKBA Lead Generation Process Qualified Prime Qualified Prime 0

4 . How our eshots Work All of our eshots are unique and completely bespoke for each client and campaign. The design will always include some elements of your corporate branding to keep consistent with your website and your other marketing methods. We will work closely with your company to provide a highly effective and eye catching design for your eshot campaign. UKBA puts heavy emphasis on accountability and transparency, guiding you throughout your campaign's creation. Below are some of the elements we include to make your campaign a success. 1 Your Logo / Branding 1 We make it clear who the is from, using your own company logo. 6 Main image We will design a completely unique marketing image (static or animated) for your eshot. We will run through a few possible ideas with you until you are 100% happy and satisfied. Link to live version In the event of formatting issues within software, we will include a link to a live version of your eshot to ensure your message is received. 6 Phone Number Heading An eye catching, highly focussed heading We will include a special rate number just for you and your campaign. This special number will be highly tracked, and effective for lead generation purposes. Content Call to Actions You may decide that a marketing orientated image is more than enough to attract recipients to click through to your landing page. However, most of the time it s good to include a little more information. We design your eshot to get the most clicks, by displaying various call to actions throughout. As soon as the recipient clicks on any of these, they will be diverted to your website landing page. If so, we will work closely with you to optimise this bit of text. Note Remember... All clicks through to the landing page are qualified leads. As soon as an recipient lands on your landing page their details will be dropped into your unique UKBA lead generation area... and ready for you to call and follow up on. 0

5 . How our Landing Pages Work First thing's first - Increasing your return on investment - All visitors from the eshot that are forwarded to your landing page are now qualified leads and all who act upon your landing page will become a prime lead. Both of which will be shown in your unique UKBA lead generation area, displaying your prospective customer's details for you to contact them immediately. We build the landing page so that it mirrors with your own company website, but built in strict XHTML & CSS code so your landing page is fast loading Logo Click Content Main image We make your logo clickable on the landing page. When clicked, they get taken to your website s homepage. All clicks are tracked and get included in your campaign stats. Personalisation We can be smart with your landing page by extracting bits of information from our database such as; Name, Location, Industry, Job Position This can dramatically improve your response rates. The text on your landing page should be just enough to encourage the visitor to act upon the campaign, whether it s to; Request more information Download a specific document Make appointment etc. Phone Number Your special phone number gets added here as well as on your eshot. Again, call quantities and durations are tracked and included in you campaign stats. This can be an exact clone of your eshot image or be the same but an animated version created as a high quality flash file. 6 Additional Info Grabber When your recipient acts upon a call to action, it can be a vital time for you to grab further info from them. Call to action Once clicked, the brochure will be downloaded and a thank you message displayed. 0

6 . eshot Split Testing Campaign Split Testing Split testing is simply a way of benefitting from trial and error. You make one creative, duplicate it and change 1 maybe small intricate details. You run both creatives seperately and record the results... Whichever creative returns the best results stays and the loser gets discarded. The process is then repeated always changing things, aiming to beat the winning creative. Case Study We sent out 0,000 s for Digital Edge. By staggering the broadcast, it makes it easier for Digital Edge to manage the leads coming in and gives us a chance to split test multiple times in one campaign, in this case, we divided the campaign into stages. What this means to you is that your campaigns will only ever keep on getting better, almost guaranteeing you consistant and reliable results and return on investment. eshot 1 Phone Number We tested the phone number on all campaigns and tried various positions, sizes and text content. The phone calls received doubled on the eshot shown here, to the calls from the original and other creatives. Call to action The first eshot had just the button Get Brochure displayed, but didn t achieve many clicks (perhaps due to some clients disabling images by default). We tried to rectify this issue by optimising the image alt tag for the button and received an immediate increase of clicks. In the third test we added a text link which once again increased the click rates. The final creative, shown here, we used both methods... text and an image button. This was the winning test but interestingly enough, the text link was clicked more than the button. What happens next? As you can see, in our first campaign for Digital Edge we learnt from each broadcast and have an eshot that was much more successful than the original creatives. When Digital Edge return for their second campaign, we will continue testing to further raise results. We want you to count on us to make each and every campaign successful. Accountability, transparency and ROI is our main focus... Results from our eshot testing Phone Calls First 000 batch Second 000 batch Third 000 batch Fourth 000 batch 0 (0.8%) 60 (1.%) 80 (1.6%) 9 (1.9%) 8 06 Total (1.%)

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