Office Genuine Supplies campaign guide

Transcription

1 Office Genuine Supplies campaign guide May 2010 Page 1

2 Background Xerox have created some marketing materials for you to use to promote the benefits of genuine Xerox supplies to your customers These marketing materials are: An template (fully customisable which can be sent from the Xerox Marketing Store tool or your own product) copy and photographs (which can be inserted in your own templates) Online advertisements (to upload onto your website) All assets are available on the Xerox Marketing Store Channel training on the Xerox Marketing Store and tool is available on request Genuine Supplies Genuine Supplies online advertisement Page 2

3 Xerox Marketing Store homepage campaign banner A promotional homepage banner will link to page showing all campaign materials (except template) to ease access Page 3

4 Online flash advertisements MPU 300x250 Banner 468x60 Leaderboard 728x90 Note: These are not actual size Skyscraper 160 x 600 Page 4

5 Downloading the online advertisements The flash online advertisements are hosted on the Xerox Marketing store under the Advertising section Click on the heading entitled online advertising, then click on the link entitled Office Genuine Supplies. The various online advertisements are posted here Click on the download now link to download a specific ad For information on how to upload online ads and where best to place them on your website see slides of this presentation Page 5

6 Accessing the copy and images The copy is hosted on the Xerox Marketing Store in the Advertising section. Click online advertising, then office genuine supplies, then Genuine Supplies: The word document is called: Genuine Supplies Advertising Copy The image is hosted on the Xerox Marketing Store under the Photography section. Click office printers, then office colour, then Phaser 8560, then product. Its the last image displayed There is one resolution which is designed for online/ use only Other supplies photography also available in the Photography section Page 6

7 Customisable HTML template HTML template which can be customised with the reseller logo and company contact details Is available on the Xerox Marketing Store in the following languages: English French Italian German Swedish Dutch Page 7

8 Step by step guide to using the Genuine Xerox Supplies template and the tool Page 8

9 The Xerox Marketing Store tool Accessed through the Xerox Marketing Store and now hosts a selection of Xerox created channel s and newsletters It s a third party owned solution, Xerox cannot access any channel data uploaded to the tool Provides a high level of customisation, campaign automation and reporting Allows you to send s direct from this tool or to your own marketing software to send to your databases Registration required via the Xerox Marketing Store Page 9

10 New easy to use channel tool - five steps Build, send and report on a complete marketing campaign in just five steps 1. Create Newsletter Select template, customise and save 2. Send a Test Send yourself a test to check customisations before mailing 3. Edit Newsletter Edit if required 4. Send to Mailing List Select and / or amend mailing list, then send 5. Reports and statistics View and measure results of mailing campaign opens, clicks, forwards Page 10

11 Accessing the tool Log onto the extranet for access to the Xerox Marketing Store Log onto the Xerox Marketing Store and navigate to the Direct Marketing section Login link only visible to users who have registered for the tool Non-registered users will see link to registration page instead (see following page) Page 11

12 Registering to use the tool Click on Register link Enter name and address, select interface language Read terms and conditions and tick acceptance box User acknowledges European data legislation for marketing Click submit Your tool account will be created within 24 hours Page 12

13 Support tools Xerox Marketing Store Training presentation Updated Help section with FAQs Detailed tool help manuals Express mode Advanced mode Simple how to guides covering key topics How do I customise and send s from the Xerox Marketing Store? How to be successful with marketing Why every business should include in the marketing mix The practical and legal implications of marketing tool FAQs Video help files Page 13

14 Finding the Genuine Supplies template To begin select create newsletter Give your a name and choose which folder to save it in Select the Genuine supplies March template Once selected, you ll see the template in the preview pane below Press Next to edit your chosen template Page 14

15 Customising the template Legally you have to add your company logo (top left) and customise the unsubscribe details in the footer before sending We also recommend you: Add a link to your webpage which promote your Genuine Xerox Supplies here Add your phone number and website URL here Don t forget to save your changes before exiting the editor Page 15

16 Customisation cont d Insert image (re-size before importing) Clean up HTML Insert personalisation Insert hyperlink Remove hyperlink The image above shows the customisation toolbar which is designed to work like a Microsoft word editing interface We have highlighted some of the key tools you will need to upload logos insert links to your web pages and add any personalisation you may require These are all covered in detail in the next three slides Page 16

17 Uploading your company logo First click on the insert image icon Upload your company logo on the left and your Xerox accredited partner logo on the right If you don t have the accredited partner logo click on the grey box and delete it You can download the Xerox accredited partner logo from the partner extranet To upload your logo, click upload to browse your desktop, click on the image then click on upload The logo will then appear in the box on the right Then select the required image and click upload You can alter the size to fit the space here Page 17

18 Adding a link to your genuine Xerox supplies page Highlight see our latest prices Firstly click on the remove link icon in the toolbar Then click on the insert hyperlink icon Then type the URL for the web page which promotes your genuine Xerox supplies Then click the type drop down box and choose from the list of options Then click ok Page 18

19 Adding personalisation if required The new tool allows you to personalise your s which should generate higher click through and response rates First add some text to be Personalised i.e. Dear [personalised] Then click the insert personalisation icon Then click first name to import the first name of your contact from your database into the Page 19

20 Sending a test 1. Click send a test to send yourself a test and check the links work and you are happy with the customisation 2. Type in your address and your name 3. Then type in your subject header: this is vital in order to encourage the recipient to open the and to ensure it is not blocked as spam. Legally your subject line must be a fair representation of the content of the For this campaign we recommend using: UK: Get beautiful results every day IT: Splendidi risultati, giorno dopo giorno FR: Un résultat impeccable, jour après jour DE: Tolle Druckergebnisse - Tag für Tag SWE: Vackra resultat varje dag. NTL: Elke dag prachtige resultaten 4. To check whether your chosen subject line will be identified as spam click on the check spam score button A spam score below 5 is good over 5 you need to change the subject line 5. Then press send to complete the test Page 20

21 Receiving/checking your test 1. Once you receive your test do the following: Check your logo is the right size Check the link to your genuine Xerox supplies web page works Check for typos Check you have added your contact details Check you have customised the legal text 2. If you are happy with your you are now ready to send it to your mailing list (see next page) 3. If you are unhappy with your go back to the edit newsletter part of the tool, select your customised template and amend it Page 21

22 Uploading your database 1. Click Mailing List in the left hand menu 2. If this is the first time you have done this then you will need to upload your mailing list to the tool Enter the name of your mailing list in the field called Create a new mailing list. Then click next The you can either copy and paste your addresses or import an existing list to form your new mailing list Page 22

23 Uploading your database If you want to use an existing mailing list you have already uploaded to the tool click here You can then copy across addresses from a previous list into your current list Page 23

24 Sending your campaign 1. Once you have an you are happy with and have uploaded your database you are ready to send your out Click send to mailing list in the left hand menu this brings up the screen opposite Choose the mailing list to send your from the options in the drop down box Then add your from address and name Then complete the subject line You can check again whether your will be spam 3. Select the you want to send by going to the folder where you saved it and then selecting the template you recently customised 3. Then click send Page 24

25 Reporting on your campaign Select Reports and Statistics from the left hand menu to see most recent and top level overview statistics on each campaign number sent, delivered and opened number of links clicked number of times an was forwarded by a recipient Number of recipients opting-out (unsubscribing) Page 25

26 Guide to uploading the Genuine Xerox Supplies online ads Page 26

27 Uploading the flash online advertisements and animated gifs to your website Download the most appropriate sizes from the Xerox Marketing Store and save the Flash.swf file(s) to your web development platform Insert the Flash.swf file into the desired location on the page using your Flash placement conventions Ensure the Flash.swf is referenced as below with the target destination as shown: xerox_creative_file.swf?targeturl= The name of the Flash creative download The destination on your website. Ensure is included after the = Animated gifs can be easily inserted as another other image on a web page, such as a.jpg or.gif. Simply insert and code the hyperlink to point to the relevant web page. It is wise to add alt text here that summarises the banner message. Page 27

28 Best practice advice on where to place the online advertisements on your website. Typical placements Leaderboards should always be positioned here for maximum exposure Banners can be embedded within the content of a web page This is a great place to position MPUs for maximum Click through rates Page 28

29 Best practice advice on where to place the online advertisements on your website Leaderboards and banners. Typically 728x90 / 468x60 pixels Ideal for the placement at the very top of web pages or the top of sections of copy. Sometimes useful to break up sections of content. Banners have the advantage of sitting within the margins of typical content. Leaderboard 768x90 Banner 468x60 MPUs (Mid page units). Typically 300x250 pixels These are typically best suited to sit within web content. So whilst a user is browsing it s sat within the copy / content to capture attention. MPUs are ideal for placement in articles of specific interest and work well when the web content matches the subject of the ad Skyscrapers. Typically 160x600 / 120x600 pixels Skyscrapers are ideal for placement where long listings or comparisons are made. They are ideal in that they can sometimes we positioned well both inside or outside the gutter of the webpage. MPU 300x250 Sky 160 x 600 Sky 120 x 600 Page 29

30 Managed marketing services If you would like support with your campaigns, we can help you: Managed marketing services are available for partner campaigns Services delivered by third-party agencies so channel partner data security is assured Service includes partner liaison, data, logo and contact detail collection, database upload, customisation, campaign testing, delivery and reporting Partners can engage independently or as part of a coordinated country campaign Prices from $325 ( 230) for 500 managed s For more information download the managed marketing services guide from the getting started section on the home page of the Xerox Marketing Store (see visual opposite) Note: Prices correct as of 5 May 2010 Page 30

31 Security of partner data Where the partner provides end-user data for managed marketing services the following applies: Data held in accordance with European Data Protection laws Data not held by Xerox, but by a third party agency High security third party hosting centre Data not available for any other promotional or contact activity There will be no data re-use after the campaign Page 31

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