Integrated Campaign Management Next Generation Variable Data

Transcription

1 Integrated Campaign Management Next Generation Variable Data Barbara A. Pellow Director, Business Development Service InfoTrends Hosted by WhatTheyThink Sponsored by Mindfire Inc.

2 Topics The Integrated Campaign Market Challenge Panelist Introductions Rod Key President and CEO, R and R Images, Phoenix Arizona Al Schnell Owner AlphaGraphics, LaGrange Park, Illinois Bob Pease - Vice President, Sales and Marketing Landmark Impressions, Woburn, Massachusetts Integrated Campaign Management Examples Your Questions

3 The Challenge of the CMO in a Multi- Channel World Market reach Inability to acquire an integrated view of the customer The need to compress the campaign designto-execution cycle to improve time to market The need to leverage low cost Web and e- mail media Inability to measure results from marketing campaigns Inability to measure and justify marketing ROI

4 The Time is NOW! Marketers are confused What tool fits my needs? Marketers are hungry Marketers are actively seeking technology and partners to make their lives easier and improve productivity and ROI of their marketing efforts Marketers need a blueprint Marketers need help identifying the right solution for improving marketing performance

5 And There is a Continuum of Marketing Solutions Available to the Graphic Communications Service Provider Marketing Automation Investment/Skill Level Entry Level Desktop Applications Web To Print Data Driven Business Communications Trans Promo Communications Market Focus/Customer Value

6 Integrated Marketing Campaign Management 5 Direct Sales Call Database Sales & Marketing 1 Postcard or Campaign 4 Alert! To Sales Responses Saved in Database Dashboard for Response Tracking Thank You or Letter 3 Personalized Survey Page With Info Filled In 2 Campaign Leads to Personalized URL

7 And It s More Than the Tool Set Target market identification Good prospect and customer data A valuable offer strategy Creative execution coordinated across multiple media channels Interactivity that engages the prospect in a dialogue Test, test, test Define success metrics Communicate and share results

8 Introducing Our Panelists Rod Key, R&R Images Al Schnell, AlphaGraphics Bob Pease, Landmark Impressions Hosted by WhatTheyThink Sponsored by Mindfire Inc.

9 R and R Images.Delivering Digital Solutions

10 R and R Images A Marketing Solutions Company Established as a Commercial Photography Studio Based in Phoenix, Arizona Understand Clients needs so we can do things better Current Services Marketing Services Creative Services Commercial Photography Online print collateral Automated marketing solutions 30,000 SQ FT Studio 50 Employees 24/7 Operations

11 AlphaGraphics Helping Customers Communicate

12 Landmark Impressions Landmark Impressions Providing Innovative Digital Print Solutions, Cross- Media Marketing Tools and Customer Service that Define the Market.

13 Integrated Marketing Campaigns Why Did You Invest? Hosted by WhatTheyThink Sponsored by Mindfire Inc.

14 Integrated Marketing Campaigns Real-World Successes Hosted by WhatTheyThink Sponsored by Mindfire Inc.

15 Automated Marketing The Taser Challenge: Automated Marketing and Measured Results

16 The Approach: Automated Marketing Drive Leads to Website via Direct Mail utilizing personalized URL Capture relevant data, number of offices, interests, etc 4 random calls to action on Direct Mail Print Ads utilizing unique web address for Magazine tracking Customized

17 Variable Data Direct Mail Direct Mail with 4 Different Call to Actions

18 Personalized URL Personalized URL Web Experience

19 Automated Marketing: Additional Touch Points Personalized 32 Page Report Personalized PowerPoint Presentation Personalized Letter and Quotation

20 Results The Results: Response rates and subsequent sales have exceeded any campaign to date. Data collected has enabled Taser to achieve shorter sales cycles and better understand their prospects ahead of time. Data analytics is providing more information than anticipated, which is then used to reiterate follow-up communications.

21 Making Direct Mail Work at AlphaGraphics

22 Landmark Impressions Drives Results for GlobalCerts an Encryption Security Solutions Provider

23 Program Objectives Attack four verticals Test four features Retrieve market data Lower cost of customer acquisition

24 Keys to a Successful Program 1. Design 2. Data 3. Offer

25 Design/Technology Simple design Simple webpages

26 Compliance - cover

27 Compliance - inside

28 Compliance - address

29 Welcome

30 Data is King Identify decision makers Quality data source

31 Market Data Build a features/verticals with matrix Test market four features, 3-4 job titles within four verticals Confirm customer s needs, buying cycle and decision makers Update or confirm current data

32 Verticals/Features Matrix Simple ROI Comp. Risk Total Titles Healthcare , ,742 3 Financial ,553 4 Government ,921 4 e-business ,288 4 Total 1,934 1,934 3,702 1,934 9,504

33 Closing the Communication Loop

34 Offer Relevant is good Value is coveted Protect your clients exposure RSA USB Mobile Security Stick

35 Questions??????

36 Key Discussion Topics Why did you decide to migrate into the world of integrated campaign management? What types of customers do you serve? Who is the decision maker in the organization? What is the unique value proposition that you deliver? What are the key implementation considerations in making the migration to integrated campaign management? What has the impact been on your business with the implementation of Integrated Campaign Management (i.e. revenue growth, ability to attract new customers, with some level of quantification) What measurable results have you delivered for customers?

37 A special thanks to Rod Key, Al Schnell and Bob Pease Hosted by WhatTheyThink Sponsored by Mindfire Inc.