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1 Marketing Basics

2 Marketing Basics

3 Background Since 1994, Visual Data Systems has been a leader in: Website Design Software Integration Search Engine Optimization & Marketing Technology Consultation Marketing and more

4 Housekeeping Please use the Go-To-Webinar Toolbar to ask questions we cannot nor can any of the other participants hear you. We will be asking several polls during our Webinar you will have 15 seconds to answer them on your screen Please use your phone (access number provided on your invitation) or your computer speakers to listen.

5 Today s Panelists Kelly Hurley is the COO and Executive Vice President for Visual Data Systems Kristin Grue is the Research, Development, and Measurement Manager for Visual Data Systems Marketing Basics

6 Webinar Goals To understand the different components of marketing and how they work together. To gain some practical understanding of campaign creation and optimization. To take away some fundamental dos and don ts of marketing. To define and/or redefine your own steps and strategy moving forward in terms of marketing.

7 What is Marketing? marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience. In its broadest sense, every sent to a potential or current customer could be considered e- mail marketing. However, the term is usually used to refer to the following actions: sending s with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business. sending s with the purpose of acquiring new customers or convincing current customers to purchase something immediately. What is permission-based marketing?

8 Benefits of Marketing Brand Extension. Extending your company brand creates familiarity with your prospect or guest. The more comfortable an recipient is with your company, the more likely they will be open to your invitation to take action. Cost Effective direct marketing with (usually) excellent returns when done properly. Guest/Prospect engagement. The more touch points you have, the more likely you ll gain a guest and keep them for a long time. Congruence of information. In no other way, will you know more about someone to target them specifically. Create Customer Loyalty and increase reach of new customers.

9 List Building 53% of all marketers rank developing a qualified list as their top Marketing challenge. 21% annual churn rate Bounces Change of address Opt-outs (as much as 2% per month) Statistics courtesy of Silverpop, List Growth Survey

10 Where to get Members? Website Signups Past Guest Lists Website Inquiries Address as Currency -a-friend Advanced website features Advertisement Inquiries 3 rd party lists XXXXXXXXXX More details in Part II

11 You ve got a list, now what? Market Segmentation dividing your recipients into groups of people to whom a particular message is most suited. Fishing Tournament Info Golf Special Packages Shoulder season bookers Last minute dealers.stay Tuned for Part II!!!

12 Anatomy of a Campaign

13 Anatomy of a Campaign II

14

15

16 Testing, Tracking and Reporting Test new ideas, every list is different Track results to know what works Know your Metrics: Opens Bounces Opt-Outs Clickthroughs Conversion! Opens Bounces The Opt-Outs Clickthroughs Conversion are are occur the s number represent is when the which pre-determined a of person the people do number not has who get of opened delivered, action received times which a your link the rather in an marketer the and saw taken was would server the clicked, an like action sends a images. Bounce the to leading remove recipient the Message Does themselves recipient to not take. include explaining to from a landing people your why mailing page who the do message Purchase list. where not download they was can not get images. delivered. more information Mailbox Sign Unsubscribe and can up for full take a contest action. Account Facebook Contact Unknown you fans directly Not Click receiving SPAM button s from you but none of it makes a difference if

17 Spammity-SPAM! The CAN-SPAM Act: Divides into Transactional, Commercial, and Noncommercial. Commercial is the most restricted. Sender s Physical Address required in (P O Boxes recently allowed) A Clear and Conspicuous Unsubscribe message Removal in 10 business days One page or one reply May not require more than address and subscription preferences No login needed CAN-SPAM compliance is required by law... It does NOT mean your will be delivered if you are compliant.

18 Compliance!= Delivery Service Providers (ESPs) are the ultimate gatekeepers between you and your subscribers. Content Analysis Blacklists, Blocklists Honey pots IP Reputation-based filtering Feedback Loops (use of the This is SPAM button) Whitelisting Each ESP has their own way of defending against SPAM

19 POLL 21 percent believe it (clicking the SPAM button) will notify the sender that the recipient did not find that specific useful so the sender will "do a better job of mailing me" in the future. (courtesy of Q Interactive)

20 Dos and Don ts Do create clear calls-to-action Do get creative in building your list Do use incentives Don t use images for any strong calls Do track your campaign performance Do test new ideas and market segments Don t to 3rd party lists, no matter how tempting! Take time to create and constantly review your marketing strategy If possible, partner with a certified marketing company

21 Visual Data Systems 3 Certified Marketers on staff Pioneer in the Marketing arena Campaigns generating $200k in reservations and ROIs up to $120 earned for each dollar spent

22 Questions & Answers

23 Future Webinars 9/09/09: Marketing II Advanced Techniques for Lead Capture & Market Segmentation Visit:

24 This Webinar will be posted on our website: As soon as possible

25 Thank You! For More Information:

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