Marketing Tools. September 2014

Transcription

1 Marketing Tools September 2014

2 Ryan Thompson Creative Services Manager

3 What will you learn today? 1. Benefits of using of using marketing 2. Ideas for getting addresses 3. marketing tips and tricks 4. How MACC can help with marketing 5. Marketing mash-up!

4 Trivia round one 1. It s produced by a company headquartered in Austin, MN 2. It s really popular in Hawaii 3. It was first marketed in cans of it are consumed every second in the U.S. 5. It s name is short for spiced ham 6. It s SPAM!!

5 We won t be talking about SPAM! There is a difference

6 The difference Bulk spam Spam is any sent for commercial purposes without permission from the receiver. Opt-in Opt-in is any commercial sent to people who have specifically signed up to receive it. - Benchmark

7

8 Two ways to apply marketing to your business 1. Up-selling new products and services Faster Internet services HD channels to non-hd subscribers Sports packages at the start of each season 2. Customer communications Outage information Availability of new services Community events

9 Why use marketing? 1. Costs 2. Targeting of market segment 3. Ability to track effectiveness 4. It s still effective

10 marketing costs 1. Biggest cost is time 2. Commercial distribution systems 3. address acquisition costs 4. Don t pay for lists ever!

11 Targeting market segments 1. You can really customize your message 2. Messages based on current services 3. Geography 4. Last contact 5. Special messages

12 Tracking effectiveness 1. You can precisely see who opened an 2. You can also see what links he or she clicked 3. Tracking is still available via call to action if needed

13 Tracking effectiveness

14 Tracking effectiveness

15 marketing is effective 1. 44% of recipients made at least one purchase last year based on a promotional . (Convinceandconvert.com) 2. 82% of consumers open s from companies. (Litmus) 3. 7 in 10 people say they made use of a coupon or discount from a marketing in the prior week. (2012 Blue Kangaroo Study) 4. More on Salesforce.com

16 Social media isn t king yet 1. 75% of all adults express as their preferred communication method. 2. Even among the age group, trumps social media for commercial communications. 3. vs. social media link (Get Elastic, January 2014)

17 How to get addresses 1. New customers 2. Ask existing customers Customer interactions Put a link on your website (example) Consider a campaign 3. Give customers benefits exclusive offers 4. Set expectations 5. Give employees an incentive

18 Where to store addresses 1. Customer Master allows you to store and send s 2. Commercial services like Constant Contact or Mail Chimp 3. Multiple lists will likely be needed

19 How MACC can help utilize 1. Store addresses as you gather them 2. Remind staff to ask for addresses from customers 3. Sort s based on a wide variety of criteria 4. Send s directly to customers, including bills 5. Export reports for use with commercial vendors

20 How MACC can help utilize

21 Trivia round two Q. In what year, did the TV series Love Boat first set sail? A. 1977

22 Tips and Tricks - Don t send SPAM 1. Use clean lists! 2. Use addresses customers know for the from address 3. Include contact information for your company

23 Tips and Tricks - Don t be SPAM 4. Include an option to unsubscribe 5. Don t use deceptive subject lines 6. CAN-SPAM Act - Link

24 Tips and Tricks Frequency? 1. You re looking for engagement 2. Frequency and engagement are negatively correlated 3. Study recommended 15 sends per month 4. A better approach may be to send a message when you have something to say Mail Chimp Blog (April 2013)

25 Tips and Tricks Timing 1. Early morning and evening (Ad Week, 2013) 2. These times have the best chance of being near the top of the pile 3. For business customers, try Sunday afternoons (CBS News Money Watch, 2012) 4. Try mixing it up and seeing what works best with your customers

26 Tips and Tricks Get those messages opened! Subject lines play a large role in the success of your campaign 1. Keep them short - 50 characters or less 2. Explain concisely the point of the 3. Include your company name 4. Personalize if you can 5. Avoid spam trigger words (example) (Marketing Profs, 2013)

27 Final take-aways 1. marketing is still an effective and affordable tool for your company 2. Work address collection into your processes 3. Make sure to follow rules to not be spam 4. Create meaningful messages that engage your customers 5. Test for the best timing and frequency of your messages

28 Trivia round three (last chance!) Q. Who is this guy? A. Gopher aka Fred Grandy Q. What state did he represent in Congress? A. Iowa

29 Marketing Mash-up!

30 Don t forget CM s marketing capabilities Marketing Campaign Manager

31 Don t forget CM s marketing capabilities Suggestive Marketing

32 Don t forget CM s marketing capabilities Promotion Tracking

33 Don t forget CM s marketing capabilities Additional CM marketing features 1. Client Relationship Manager 2. Reports, reports, and more reports 3. Quotes and contracts 4. On-bill ads now selective 5. Bill inserts

34 Tips for customer engagement Bill insert bingo an option with proven results Increase Facebook likes Boost Twitter followers More website visits Increase walk-in traffic

35 Tips for customer engagement Additional ideas Photo contests Boost newsletter readership with games/hidden information Reward good customers drawings/loyalty programs Referral programs

36 Tips for marketing new fiber-based services Fiber kits to distribute as homes are passed

37 Tips for marketing new fiber-based services Yard signs for newly installed customers

38 Tips for marketing new fiber-based services Use the USPS Every Door Direct Mail Program Large postcards Reduced postage No mail list needed No CPNI concerns

39 Mobilize your website 1. Almost third of all data passed over the Internet now goes through a mobile device CNET, May More than half use a mobile device to access the Internet and for almost a third, it s the only method Pew and American Life Survey, They truly get used one MACC client picks up nine requests for residential service each month through their mobile site

40 Mobilize your website 1. Mobile sites automatically adjust to all screen sizes 2. Content is designed with the mobile user in mind

41 Questions? Thank you!