The Magic of Marketing

Transcription

1 The Magic of Marketing October 6, 2015 Michelle Novak

2 AGENDA M: Mobile Best Practices A: Acquisition Growing Your Database G: Generate Revenue Using Your Database to Make Money I: Information The Right Information To Collect C: Content Use to Drive Audience To Your Content

3 Michelle Novak -

4 M: Mobile A: Acquisition G: Generate Revenue I: Information C: Content

5 Why ? There are nearly 3 times as many accounts as there are Facebook and Twitter accounts combined.

6 Why is Mobile Important? Mobile has overtaken desktop. Marketingland.com

7 Activity on Smartphones 91% of consumers check their at least once per day on their smartphone, making it the most used functionality ExactTarget. Mobile Behavior Report (2014)

8 Why is Mobile Design Important? BlueHornet Consumer Views of Marketing (2012)

9 How s Are Read? 2.7 Seconds Amount of time users take to decide if they ll read, forward, delete your (Exact Target) 51 seconds The average time people spend reading an 19 Percent The average amount of an that s read Jakob Neilsen

10 Design Tips Make sure your font isn t too big or small A good rule of thumb is to use pt. for body text and pt. for headlines.

11 Design Tips Prepare for fat-finger syndrome. Make clickable areas a minimum of 29x44 pixels with a 10 pixel pad. Also avoid using a traditional navigation menu bar. The buttons would be too small and un-clickable. happy-finger-friends/

12 Design Tips Images: - May be blocked/use Alt Text - Images are eye-candy. - There are still a number of clients that block images by default, including older versions of Outlook, Yahoo and many mobile clients. - Some spam filters still "ding" you for low text/image ratio. Single-image s will more likely land you in the spam folder. - If marketers optimized their s for image blocking, ROI would increase 9%.

13 Design Tips

14 CANSPAM Guidelines Physical Street address in every Ability to opt-out in every Indicate it s a Promotional Message

15 M: Mobile A: Acquisition G: Generate Revenue I: Information C: Content

16 DON T Buy Lists

17 Find Your Data Newsletters Site Registrants e-edition Registrants Advertisers Facebook Fans Subscribers Classifieds Contest Participants On-Site Events Deals Subscribers Where else??

18 Unify Your Data Your Data Circulation Newsletters Contests Classifieds eedition Facebook Fans Advertisers Registered Users On Site Event Registrants 1Comprehensive Powerful Lucrative Database Your Opportunity Triggered s for Circulation Retention Subscriber Loyalty Programs Contests & Surveys to Collect Data and Qualified Leads Automated Newsletters Data Collection & Targeted s on Behalf of Advertisers Data Segmentation for Sales & Marketing

19 Promote Registration On Your Site

20 Promote Registration Where You Interact On The Phone On Site Events Social Media

21 Growth Through Contesting

22 Contesting (and make money too!)

23 Contesting (and make money too!)

24 Contesting (and make money too!)

25 Steps For Growth Build Your Database Dedicate a position on your site for registration/login Focus on benefits of registering. keep in touch get exclusive offers win (prize) Promote opportunities on your site (banner positions, etc.) Ensure registration is visible above the fold on the website When attending an on-site event with register-to-win prize, ensure that optin language is on any registration forms or better yet, have them enter directly through an ipad/url to a dedicated contest link they can enter via smartphone Promotion in Print, on Social Media Through Contesting Bribery always works

26 M: Mobile A: Acquisition G: Generate Revenue I: Information C: Content

27 Value of

28 Gets Results

29 Is Effective! is the second most effective digital channel for acquiring customers.

30 Savings & Special Offers Send s on behalf of your advertisers

31 Advertiser Offer Categories Some rich categories for special offer s: Recruitment Healthcare Home Services Automotive Tickets/Events Education Real Estate/Developments/Vacation Homes Gift retailers Florists, Chocolatiers, etc.

32 Sales Sheets Selling Campaigns

33 Creating Effective s: For Advertisers - and you! 1 What s The Message your advertiser wants to get across? 2 Does the include a Call to Action? 3 Does the have a Sense of Urgency? 4 Would you open an with that Subject Line? 5 How does that look on a mobile device?

34 The Message Does The Inform Remind Teach Solve a Problem Reduce Risk Extend the Conversation Ask for Participation Entertain

35 Make your Call to Actions clear, and make the clickable areas obvious.

36 The Call to Action Call to Action must be clear User should immediately understand what you want them to do Make it obvious where to click. Links should click-through to a landing page that supports the offer in the . Include as: Text Image Link Make it Stand Out Put above the fold (and below) Use color to highlight Make it big

37 3 Sense of Urgency Print Call Buy Register Enter Words to Use: Subscribe Donate Watch Read Apply

38 Sense of Urgency

39 Subject Lines A good subject line: Makes an announcement or shares news Makes the reader curious Creates a sense of urgency Emphasizes the benefit from opening your Uses Title Case 50 characters or less A bad subject line: Is misleading (and therefore out of compliance with CAN SPAM regulations) USES ALL CAPS Excessively punctuates!!!!

40 Subject Lines Mobile Devices have smaller screens, so recipients see even shorter subject lines. Android truncates at 24 characters and Apple truncates at 31. Put the action words/important info first. Think: Would YOU open an with that subject line? mequoda.com

41 7 Additional Revenue Streams Through Your Database

42 Birthday s, With Gifts

43 Multi-Sponsor Contests With Coupons to Drive Store Traffic Nearly 800 entrants 12 advertisers Increased profile data on subscribers Leads for advertisers

44 Multi-Sponsor Contests With Coupons to Drive Store Traffic

45 M: Mobile A: Acquisition G: Generate Revenue I: Information C: Content

46 Collect The Right Information And Don t Ask for it Over and Over again 1) First Name 2) Last Name 3) Gender 4) Date of Birth 5) Zip Code 6) Address 7) Opt In Optional: Categories of Interest

47 Registration Information

48 Turn Your Data into Dollars Use the data you collect to target relevant marketing messages... and generate more revenue. Zip Code Targeted s List Size: 41k Revenue: $40k Birthday s $1,200-$18k Contests Newsletter Lead Generating Surveys List Size: 13k Revenue: $30k Special Offers Newsletter List Size: 40k Revenue: $250k

49 Research Your Readers

50 What Rewards Do THEY Want?

51 What Rewards Do THEY Want?

52 Survey Shopping Habits

53 Show the Advertiser the Value

54 Make Money with Data

55 Advanced Data Collection: Lead Generating/Multi-Sponsor Contests

56 Lead Generating/Multi-Sponsor Contests Promoted Across All Channels

57 Lead Generating/Multi-Sponsor Contests Sponsor Survey Follow-up Savings s to Survey Participants

58 M: Mobile A: Acquisition G: Generate Revenue I: Information C: Content

59 What s It All About? Filtered Messages NOT batch and blast Permission Based NOT SPAM Design for All NOT one big image The right messages. To the right people. At the right time.

60 Weekly Headlines

61 Breaking News Sponsored

62 Sports News Business News

63 Renew Your Subscribers

64 Promote Your Events/Products

65 Community Connection

66 Drive Site Traffic Business Newsletter doubles site visits to Business web pages on Fridays

67 Revenue from Contests & Generate Editorial Content Submit their Love Story for a chance to win a bundle of prizes from 9 advertiser sponsors = $2,000 Revenue. Entrants Receive savings offers.

68 Revenue from Contests & Generate Editorial Content

69 MAKE YOUR OWN MAGIC

70 MAKE YOUR OWN MAGIC Unify Your Lists Make s Mobile-Friendly Acquire New Addresses - Organically Generate Revenue through s & Lead Generating Contests Collect the Right Information Create & Deliver Compelling Content

71 How Are These Paper s Doing It? Presslaff Interactive s Dat-e-Base Platform to Unify, Grow, Engage & Monetize The Database Marketing Promote Your Print and Digital Content Acquire/Re-acquire Subscribers Send Campaigns on Behalf Of Advertisers Contests Build The Database Identify Prospective Subscribers Generate Advertising Revenue Surveys Learn more about audience interests Generate Qualified Leads for Advertisers Acquire data to support marketing and advertising sales Presslaff s Ongoing Support Strategy Development Sales Training Pre-Packaged Sales Campaigns

72 Questions? Michelle Novak (203)