1. 1 © 2011 MindFireInc. This document is the property of MindFireInc. It is provided as a tool for educational purposes. It may not be used for any other purposes nor delivered to a third party for other purposes. Rider Dickerson presents… printforum Cross Media Marketing Success in a Marketing Cluttered World Joseph E. Manos Executive Vice President

2. Today’s Roadmap  Why Cross Media?  What you can learn from leading marketers!  Best Practices for improved Marketing Results & ROI in 2011:  Key Strategies & Tactics  Deliver more effective campaigns  Drive significantly higher results  Q & A

3. The Cross Media Journey  More than just hype  The New Marketing “Results” Engine  Traditional marketing is undergoing radical change  The future: Cross Media Marketing in a fully integrated fashion

4. Are you Hitting the mark?  According to research firm Marketing Sherpa, 80% of business decision-makers who made a recent purchase said they found the product vendor  While just 20% said the product vendor found them!

5. Fact of life… “ 78% of all people read their mail over a trash can. ” - USPS/DMA Survey

6. 66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says. Source: Jupiter Research

7. Cross Media Marketing Basics  What is Cross Media Marketing?  The use of data for more personal and relevant messaging to the individual across multi-media touches  leveraging important “unique” data about the person  across multi-media and online interactions  to deliver an increase in “high quality” responses

8. How to improve response rates?  Step 1 - Basic Personalization - Attract the interest of the reader  (Personalization) – Design the mail piece as though it were sent only to the addressee using specific reference to something you already know about the individual.  E.g. names, personal facts and graphics within the piece  Step 2 - Personalized URLs - Obtain a response  (Purl) – Response channel that is printed on the direct mail piece that drives the recipient to their personalized landing page.

9. Leverage your database  What you know about your target:  David Scott  Businessman  38, married, father  Has leased a SUV 3 years ago  Loves outdoor activities David Scott Operations Manager 123 Highway, Suite 456 Irvine, CA USA

10. Visit www.starcars.com to schedule a test drive Basic Personalization Leverage your data Use Personalized URLs Customized Images Basic Personalization Generic URL Generic Image

11. Personalized URLs and Microsites  Engage respondent with relevant content in direct mail, including a personalized URL  Capture online response  Continue “personal” conversation online  Generate highly qualified leads WWW.DaveScott.StarCars.com

12.  Refers to utilizing a variety of media formats  Provides a high level of interactivity  Is inherently engaging  Provides improved results Today’s Cross Media?

13.  Social Media 600+ million Facebook users, 700+ billion minutes p/mo 65+ million Tweets p/day  Mobile 3,000+ texts sent by teens p/mo [1] 1 in 2 people w/smart phones by end of ’11 [1]  Direct Mail 12% drop in mail volume [2] Digital Coupons 60% YoY increase, 1% of total coupon utilization [3] Increased Digital Spend $100 billion projected spend by 2014 [4] [1] Nielsen, 2010 [2] United States Postal Service Annual Report [3] Marx, a Kantor Consumer Promotion Unit [4] Forrester Report Cross Media Drivers

14. Cross Media Capabilities Include  Personalized Direct Mail (Purl)  Personalized E-Mail (Purl)  QR Codes  Social Media  Mobile Marketing  SMS  Intelligent Mail Bar Code  All Mass Media with Gurl and Curl  Thank you email for responders  Real time lead to sales team by territory

15.  Study: “Capturing the Cross Media Direct Marketing Opportunity” Infotrends, Oct, 2010  More electronic/online marketing + more channels  Surveyed marketers use average of 2.7 media channels p/campaign One Touch Point Is Not Enough

16. Best of Breed Results

17. Direct Mail Personal Donation Site Email Invite Invite to join fan page Invite to campaign Refer A Friend Follow Up Email Invite to join fan page Guests Cross-media campaigns are designed to engage respondents and get them more actively involved

18.  Consumers available on an average of 7.2 channels, including:  Landline phone  Mobile phone (or two if counting voice and text!)  Skype  Facebook  Twitter  Personal & business e-mail  Membership in online forums  A home address for traditional mail  Need to be combined with mass media like:  Catalogs  Magazines  Signage  Events  Traditional broadcast media Today: More Relevant Channels

19. Quantify Marketing Results  When asked how they tracked and measured ROMI:  nearly 20 percent of marketers said they did not  34 percent said they were planning to introduce a formal ROI tracking system.  Typical measures included  Revenue  Profits  Market share  Volume, caliber and conversion of leads  direct response metrics

20. Tracking & Measurement  In addition to selecting the right marketing mix  Marketers need the ability to compare and contrast their activities based on performance data  It must be “Real Time” results data

27. Better Technology Will Mature Online Marketing  A Forrester Research study stated that marketers must make better use of technology to mature their online marketing capabilities  The study recommended that they maximize the cost efficiencies and direct customer relationships that online tools allow  Tie all online technologies together through open standard API’s

29. Marketers Get It!  The increased use of multi-media in a single campaign represents a clear understanding by marketers of the need  Improved results utilizing print, mobile, Web, and social media in an integrated and targeted fashion  Studies show improved response and conversion results across all vertical market areas, B2B & B2C

30. “Not many companies are measuring very well what they are doing,” According to Nancy Costopolis, CMO for the American Marketing Association (AMA) “Marketers need to get serious about metrics.”

31.  Simply stated… Marketers have to improve the results of their direct marketing programs…  The industry average for direct response marketing is 1.3% response rate

32. Conversion Levels Are Still Too Low  Forty-seven percent of B2B marketer say that sales closes less than 4% of all marketing- generated leads… “That’s all?”

33. Your Challenge: Marketing Clutter Daily we encounter 2904 media messages… We may remember 52 of them… But 4 of them we will positively remember! How do YOU cut through the noise to engage your customers more effectively?

34. Cut Through the Noise and Clutter!  Cross Media Marketing is connecting with prospects! 56% - 275%  The results that are being achieved with relevance are outstripping those of traditional static communications by an average of 56% - 275%

35. More Importantly – Improved ROI 7-34%  Well executed Cross Media Marketing campaigns generate a sales lift of 7-34% versus traditional marketing approaches Internet Advertising Bureau How can I accelerate my growth?

36. Real-time Response Delivers Better Conversion Results!  The odds of contacting a lead if called in 5 minutes versus 30 minutes increase 100 times  The odds of qualifying a lead if called in 5 minutes versus 30 minutes increase 21 times MIT & Marketing Sherpa Study

37. Additional Key Findings  You Know Where They Are  At their computer desk, probably right near their phone  We call this “presence”. If you call them immediately, they answer. If you wait, they move on to something else, often away from their phone.  Highest Interest or Need  People search the Internet because they want things now  Interest and need wane quickly  A few days later they often don’t even remember they submitted a lead  Immediacy of response hits the respondent at their highest point of interest or need.

38. The “WOW” Effect  Our sales representatives often experience the “wow effect” when our web-form call back technology contacts a person who submitted a lead in less than 3 seconds.  The respondent quite often reacts with, “wow, that was fast!  You are impressive  ” We have been told that they feel that the sales representative must be really on top of things, and that is the kind of person and company they want servicing their – account”  First impressions continue to have a strong influence on trust and relationships.

39. Connecting With Your Audience Connecting With Your Audience  Your strategy must leverage the best blend of media to support:  Generating new leads  Qualifying leads  Nurturing existing leads  Direct selling  Branding  Cross-selling to existing customers  Up-selling to existing customers  Nurturing existing customers  Generating referrals  Education on product and service offerings

40. Messaging Matters!  Does your messaging reflect the campaign objectives  CLEARLY????  How do you test and confirm?  Does it position sales for a win???

41. The Six Must Haves for Improved Marketing Results & ROI in 2011

42. 22,170

44. The Plan is Key Set clear objectives Leverage the Six Must Haves Learn and implement the process

46. Tip: Half a plan beats no plan. Get crystal clear on objectives.

47. Was This Planned?

48. #1: Invest in Data GIGO: must have good data Not always easy Requires discipline and time #1 Failure point of most campaigns

49. Tip: Take a step at a time. How about cleaning up email addresses?

50. #2: The Offer Offers Matter!

51. Which offer increases likelihood prospective buyer clicks? Source: IDG Connect & Marketing Sherpa, 2010

52. Tip: Test and challenge assumptions.

53. #3: The Creative  Less is more!  Common mistake: too much information  Prospect can’t process it

54. #4: Relevance is King

55. Personas

56. Tip: Use personas to craft compelling creative, the right messaging & content.

57. #5: Optimize Touches Consumers available on an average of 7.2 channels. But …

58. #5: Optimize Touches  91% unsubscribed from opt-in e-mails  77% more cautious providing their e-mail (versus last year)  81% “unliked” or removed a brand’s posts  71% more selective “liking” a company (versus last year)  41% have “unfollowed” a company Source: ExtactTarget “The Social Break-Up”

59. Tip: Wisely use multiple channels, leveraging the strengths of each.

60. #6: Follow Up! Q: How quickly should companies call web- generated leads for optimal contact and qualification ratios? A: Odds, if called in 30 min versus 5 min, of: contacting:-100x qualifying: -21x Source: LeadResponseManagement.org

61. Tip: Leverage the percentages and don’t neglect the follow-up! Put a process in place.

62. What Do You Think? Consider: 39 survey questions, branched to 75 Q: What conversion rate would you expect? a)<25% b)25-50% c)50-75% d)>75% e)Justin Bieber A: 88% conversion  Visit Rate: 15.85%  Response Rate: 13.94%

63. Multi-Channel Marketing GSACP – Support The Sash Campaign

64. Campaign Objectives  Objective 1  Engage Girl Scout Alumni to begin to develop future donors.  Objective 2  Collect donations for current financial needs.

65. Direct Mail Campaign Flowchart Personal Donation Site Email Invite Invite to join fan page Invite to campaign Refer A Friend Follow Up Email Invite to join fan page

66.  Multi-channel Campaign to Engage Donors  VDP/ Direct Mail  Email  Personalized Donation Site  Social Media  (Twitter & Facebook) The Campaign

67.  Multi-channel Campaign to Engage Donors  VDP/ Direct Mail  Email  Personalized Donation Site  Social Media  (Twitter & Facebook) The Campaign

68.  Multi-channel Campaign to Engage Donors  VDP/ Direct Mail  Email  Personalized Donation Site  Social Media  (Twitter & Facebook) The Campaign

69.  Multi-channel Campaign to Engage Donors  VDP/ Direct Mail  Email  Personalized Donation Sites  Social Media  (Twitter & Facebook) The Campaign

70. Campaign Results  4.9% unique response rate  31% of respondents donated  Increased average donation to $250  Grew Facebook page to 141 members  Received 68 referrals

71.  You can drive improved marketing results for your organization!  The first step is leveraging more targeted methodologies Cross Media Marketing Methodologies Drive Improved Results and ROI

72. Thanks for your time! Joseph E Manos MindFireInc 916-284-8112 mobile jmanos@mindfireinc.com