Marketing: Fitting it into YOUR strategy Any marketing initiative is built around goals that will result in a successful relationship with target audiences Marketing Strategy Today's Environment Traditional vs. Electronic (incorporating new tools) Developing a Strategy (Complete Communication Cycle) Questions and Answers

Marketing: Fitting it into YOUR strategy Any marketing initiative is built around goals that will result in a valued relationship with a target audience is Pervasive Global Internet users 400 million + Canada – 16 million + internet users (one of the highest adoption rates in the world) Canada – by 2004 an estimated 19 million + 90% of internet users have tried to send – almost all plan to continue to use Revenue generated by marketing – $1.26 billion (2002 :survey Ipsos-Reid)

Marketing: Fitting it into YOUR strategy Any marketing initiative is built around goals that will result in a valued relationship with a target audiences Environment Today SPAM – what is today’s definition? Between 10-20% of opt-in mail is blocked by ISPs Opt-in programs 81% have deleted opt-in mail before opening (2002 :survey Ipsos-Reid)

Marketing: Fitting it into YOUR strategy Any marketing initiative is built around goals that will result in a valued relationship with a target audiences Environment Today (2002) 6 messages / day 48 messages / week 2184 message /year Estimated to grow to over 3800 / year by 2006 Over ½ are not classified as SPAM ADJUST NUMBERS FOR YOUR INBOX REALITY ( yr:2006 – messages) (Jupiter Media Metrix)

Marketing: Fitting it into YOUR strategy Any marketing initiative is built around goals that will result in a valued relationship with a target audiences Opt-in % of worldwide consumers say they would be more likely to buy products or services from opt-in marketing 50% would likely buy 13% say the same about direct mail Number or Canadian internet users who OPT- IN to receive campaigns 79% Average number of campaigns they subscribe to 5.2 (2002 :survey Ipsos-Reid)

Marketing: Fitting it into YOUR strategy Any marketing initiative is built around goals that will result in a valued relationship with a target audiences Opt-in Number or Canadian internet users who have OPTed -OUT of receiving an campaign after OPTing In 77% -71% opt out because - received was not of interest Imperative: * Ensure your opt-in is not one of the many discarded campaigns. * Deliver – DESIRED, RELEVANT, VALUED information * To deliver valued information you must get to KNOW your Audience (2002 :survey Ipsos-Reid)

Marketing: Fitting it into YOUR strategy Any marketing initiative is built around goals that will result in a valued relationship with a target audience Marketing Mix marketing should compliment existing initiatives. You have already spent resources: learning about your market, customers and competition. You have developed your marketing message, choosing mediums and setting goals and marketing budget. marketing done properly is a powerful addition to the marketing department’s arsenal of tools. What tools are presently used in your marketing strategy? Television Radio Prints Publications Direct mail What corporate messages and guidelines will your initiatives support? Outdoor Point of purchase Tradeshows Website

Marketing: Fitting it into YOUR strategy Any marketing initiative is built around goals that will result in a valued relationship with a target audience Digital Mediums: Website and Support Existing Marketing Initiatives: In combination a website and campaigns are powerful tools to help implement a thought out e-marketing strategy that supports and enhances existing traditional marketing initiatives.

Marketing: Fitting it into YOUR strategy Any marketing initiative is built around goals that will result in a valued relationship with a target audience Digital Mediums: Website and Digital Advantageous: Execution Speed Ability to test Cost Savings Feedback loop – measuring success

Marketing: Fitting it into YOUR strategy A winning combination: Website + Strategy NDP Leadership Candidate Jack Layton Targeted newsletters and bulletins Viral campaign that helped sign up 8,000 + new memberships and record donations 10 different databases online in 48 hours… with call centre integration Sophisticated voter tracking and profiling Strategically timed s help pull Layton’s supporters to polls in massive turnout

Marketing: Fitting it into YOUR strategy Any marketing initiative is built around goals that will result in a valued relationship with a target audience Toronto Mayoralty Candidate Barbara Hall Viral campaign takes traffic from 200 users per month to 6,000 users per month in less than 3 months Targeted volunteer coordination via cements lead in online polls throughout Toronto generates 10% of campaign’s operational budget

Marketing: Fitting it into YOUR strategy Winning Combination: Website + Strategy Our work with Toronto Raptors Star Jerome Williams (JYD)... From 3,000 users total… to 100,000 users in less than three months Targeted event draws 150 people to press conference in less than 48 hours… ThinData forges campaign partnerships with: Krispy Kreme, UNICEF, White Ribbon Campaign and Barbara Hall Campaign

Any marketing initiative is built around goals that will result in a value relationship with target audiences Marketing: Complete Communication Cycle

ASK YOUR TEAM: 1)What are our recipients goal(s) and motivation to establish an based relationship with us? 2)What need/desire are we fulfilling? ASK YOUR AUDIENCE: 1)What exact service/information are you interested in receiving? 2)How do they want to receive this information? (frequency, format etc.) Marketing: Complete Communication Cycle The answers to these questions are the basis of a commitment you are making to your market. Your relationship will be judge on how well you deliver

You create content that will speak to the people you are building a relationship with. This content can exist in many forms: web, print, television are a few examples. Marketing: Complete Communication Cycle

Marketers segment their audiences according to the profiles they have constructed. And, then they find interactive ways to discover more about these audience profiles. Set Relationship Parameters Centralize Data Marketing: Complete Communication Cycle

You create content that will speak to the people you are building a relationship with. This content can be delivered/displayed in many forms: web, print, television are a few examples. Set Relationship Parameters: The information your audience has requested to receive via should be stored with all other available information regard this individual in a living growing profile. Centralize Data: This data must be collected and centralized through many touch points over the course of the client lifecycle. Marketing: Complete Communication Cycle

Marketers find interactive ways to discover more about these audience profiles. Profiles Web purchases Membership form Through these on-line and off-line touch points a profile holding the desired services and other demographics is created. The desired service should indicate: Content choice, desired Format, desired frequency Web Survey Feedback formWeb Poll Subscribe form Web Contests Off-line equivalents existing Databases Marketing: Complete Communication Cycle

Marketing: Fitting it into YOUR strategy

Marketing: Complete Communication Cycle

Before Broadcasting: Segment: Sending Relevant Identify the target Audience Through filtering your centralized database of profiles using appropriate demographics Create insert your ‘creative’ into system, applying proper personalization – (including subject line, from line, insert token personalization) Test Choose test group and test your s effectiveness –(multiple formats, subject line, from line, personalization) Marketing: Complete Communication Cycle

After Broadcasting: Access Reports: Access reports and web statistics generated by linking the recipient back to webpages Analyze Results: Interpret the reports and web statistics and hold them up against pre-determined success markers. - Open Rates - CTRs - Purchases - Traffic Spikes Refine Message: The results of the broadcast will provide insight that helps refine future communications to this target audience based on their reaction to this broadcast Marketing: Complete Communication Cycle

After Broadcasting: Analyze Results: Interpret the reports and web statistics and hold them up against pre-determined success markers. 66% of US direct Marketers DO NOT measure the effectiveness of their interactive media campaigns (Direct Marketing association, April 2002) - CTRs – 64% - Unsubscribe Rates – 61% - Open Rates - 47% - Conversion Rates (website) – 46% - Unique CTR – 43% - Direct Revenue – 38% Refine Message: The results of the broadcast will provide insight that helps refine future communications to this target audience based on their reaction to this broadcast Marketing: Complete Communication Cycle

Marketing: Fitting it into YOUR strategy If the ‘Practical Know- How’ section of this newsletter consistently rates far and away the highest CTR –Perhaps it deserves more prominence in this newsletter

Marketing: Complete Communication Cycle