Marketing - Lead Capture, Market Segmentation and ROD

Transcription

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2 Marketing II: Advanced Techniques for Lead Capture & Market Segmentation

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 Panelist Kristin Grue the Research, Development, and Measurement Manager for Visual Data Systems

6 Webinar Goals To profile different types of capture points used to grow your marketing list. To review ways to turn online leads from Basic to Premium. To identify ideal market segments for use in your marketing campaigns. To take away some dos and don ts of Lead Capture and Market Segmentation. First, some definitions

7 Cost-per-lead Basic lead: address and permission to mail them. Might include a name. Premium lead: includes things such as phone number, Twitter username, user preferences and buying habits.

8 POLL What is the Average Cost for a Basic Lead in the Travel Industry?

9 Travel Industry: $1.40 Basic $2.50 Premium

10 Sources of Leads Traditional sources: Industry Magazines and Groups Transactions New sources: Website Social Media Sites Viral Marketing Guerilla Marketing Cibu!

11 Website = Lead Wonderland Visitors to your website: have been introduced to your brand are probably in the market for your services already know you are legitimate So how do you get their address??

12 Quick, Easy, CLEAR Home and Interior Pages of Websites Blog pages Facebook MySpace Anywhere it fits! Presto! A Basic Lead. Worth: $1.40 Now to make that Lead Premium!

13 From Basic to Premium: Send an right away! Encourage Whitelisting Introduce Branding Bookmarked! Offer Updating

14 From Basic to Premium: Include profile call outs in general messages

15 From Basic to Premium: Use a system that can correlate leads into Member Profiles. Chamber List Fall Purchaser Likes Skiing Opened j.doe@test.com j.doe@test.com j.doe@test.com j.doe@test.com j.doe@test.com Chamber List Fall Purchaser Likes Skiing Opened

16 Address as $$$! People will to give you information in return for something. Contests Extra features Special Treatment Careful make sure to attract the right prospects!

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18 Live Example!

19 POLL Roughly what percentage of Leads get squandered? 1000 Leads at $1.40 per Lead is $ % of $1400 is $1120

20 Online Memory = Short Memory People quickly forget that they signed up for your mailings if they do not see evidence right away. Thank you transaction s Relevant messages delivered when the prospect is listening.

21 POLL What percentage of people name irrelevant content as their main reason for unsubscribing from an list. sent too often is the second largest reason at 40% -Jupiter Research

22 Relevancy through Personalization Fulfillment of Capture Offer Excellent Branding Connection to recipient Missing: Instructions! Website Info Trackability Friends Update Profile Includes a From

23 Segmentation For Relevancy

24 Campaign Comparison: Strong Summer Season Vacation Rental Home Client Looking to Drive Fall Shoulder-Season Bookings

25 Targeted list: 2 Lists Created People who answered Fall to In what seasons are you most likely to visit? Past Guests who have reserved in Fall but had not reserved for this year. Control list: Everyone else.

26 13.8% Clickthrough Rate

27 18.4% Clickthrough Rate

28 Dos and Don ts Do capture addresses everywhere you can. Do use the right incentives to get prospects. Do establish an immediate connection. Don t squander those $2.50 leads! Do segment your prospects into marketable groupings. Do get creative in finding relevant content. Don t forget to test, test, test! Take time to create and constantly review your marketing strategy If possible, partner with a certified marketing company

29 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

30 Questions & Answers

31 Future Presentations VRMA Conference, Washington DC: October 26, 2009: 1:30 PM Marketing - From Lead Capture to Conversion October 27, 2009: 2:55 PM Measuring Online Success: Following the Metrics that Matter Visit:

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

33 Thank You! For More Information: