1. We Share Ideas Front of Mind Better, Faster, Cheaper Terry Weaver

2. We Share Ideas Front of Mind – What is it? Someone* remembers you (your company) Someone* remembers what you do Someone* is thinking about whether you can solve his/her problem Someone* would call you (not someone else) first if he thought you could * Insert: “A Prospect” or “A Customer”

3. We Share Ideas Front of Mind With whom do you want to be Front of Mind? What’s the penalty for failure? How do you stay there? –Active –Passive

4. We Share Ideas Time Likelihood of Recall % 100 25 50 0 75 1 2 3 4 Front of Mind Declines with Time Your Competitor Prospect’s “time of need”

5. We Share Ideas Front of Mind Refresh = “Touch” Likelihood of Recall % 100 25 50 0 75 1 2 3 4 Time Prospect’s “time of need”

6. We Share Ideas “Touches” – What Kind? F-o-M MetricRange Type:ActivePassive Frequency:FrequentSeldom Cost per “touch”:LowHigh Measurability: (feedback loop) LowHigh

7. We Share Ideas An Active, Frequent, Low Cost, High Measurability “Touch”? Trackable Email

8. We Share Ideas Email Marketing --The Good Targeted (customers, prospects) Inexpensive Renews Front of Mind Reinforces your “Brand” & your message Drives traffic to your website –Builds credibility –Provides a reason to come back (honey pot) Not technically challenging

9. We Share Ideas Email Marketing – The Bad & The Ugly Requires content (from somewhere) Has to provide value to the audience –Knowledge (ideas, applications, tips & tricks) –Events (industry events) –Links to other information resources Requires repetition Needs to be regular (consistent interval) Needs to be “someone’s job”

10. We Share Ideas

14. Does this really work?

15. We Share Ideas CEBI Site Visits March 2009 Newsletter Economic Survey

16. We Share Ideas CEBI Site Visits April 2009 Newsletter Economic Survey 2

17. We Share Ideas What’s “Trackable” Email? Wouldn’t you like to know – Who’s reading? Who’s clicking through? On what? When? How many times?

18. We Share Ideas

23. How would I use this data?

24. We Share Ideas 1.Export Clickthroughs & Opens to Excel 2.Import into CRM or Prospect Database 3.Query to find “engaged” prospects 4.Prioritize “engaged” prospects

25. We Share Ideas 4 3 2

26. E-Newsletter Samples

27. We Share Ideas

35. Front of Mind Refresh = “Touch” Likelihood of Recall % 100 25 50 0 75 1 2 3 4 Time

36. We Share Ideas Email Marketing --The Good Targeted (customers, prospects) Inexpensive Renews Front of Mind Reinforces your “Brand” & your message Drives traffic to your website –Builds credibility –Provides a reason to come back (honey pot) Not technically challenging Is Trackable – who, what, when, how many