itm - delivering the promise of cross-media with premedia

Delivering the Promise of Cross-Media with Premedia

AGENDA

• Innovation

• The Social-Media Media

• Features of Cross-Media

• Challenges and Solutions

• Show Me

WHO MOVED MY CHEESE?

• Shift Happens

• Media Trends

• Mass Media Bubble

INNOVATION STEPS

SHIFT HAPPENS

INTERACTIVE IS GROWING

BUT OVERALL SPEND IS FLAT

AS TRADITIONAL DECLINES

DIGITAL SPEND OVERTAKES PRINT

MASS MEDIA BUBBLE

AGENDA

• Innovation

• The Social-Media Media

• Features of Cross-Media

• Challenges and Solutions

• Show Me

“THE SOCIAL MEDIA”

MARKETER‟s USE OF SOCIALMEDIA

“I used to be in advertising.

Now I do things”

Razorfish Chairman, Clark Kokich• Customer experience is your brand

INCREASING NUMBERS OF FISH

Q: “ Willie, Why do you rob banks? ”

A: “ „Cause that‟s where the money is. ”

Willie Sutton

WHO DO YOU TRUST?

WHO DO YOU TRUST?A Family Member

WHO DO YOU TRUST?

A Close Friend

WHO DO YOU TRUST?

A Well Known

Celebrity

21

PEOPLE WANT RELATIONSHIPS WITH PEOPLE…NOT BRANDS

“Trust, but verify”

Ronald Reagan

It’s Just

“MEDIA”

Why does 1-to-1 Cross-Media work?

AGENDA

• Innovation

• The Social-Media Media

• Features of Cross-Media

• Challenges and Solutions

• Show Me

FEATURES OF CROSS-MEDIA

• Audience Segmentation

• Personalization / Relevancy

• Multiple Touch, Multiple Channels

• Measurable and Manageable

FROM EVERYONE - AUDIENCE OF ONE

WEB 2 EVERYWHERE

Create Once

Publish Often

FEEDING ALL THE CHANNELS

SOCIAL INFLUENCE

MEASURE THE RESPONSE - WHY?

Dilbert on Marketing

AGENDA

• Innovation

• The Social-Media Media

• Features of Cross-Media

• Challenges and Solutions

• Show Me

CHALLENGES AND SOLUTIONS

• Cross-Discipline

• Reducing Complexity

• Testing & Measurement

• Rinse, Lather, Repeat

• Launch and Learn

CROSS-DICIPLINES

• People

o Graphics Artists, Copywriters, Interactive Designers, Account Managers, Pre-Press Production, Direct Mail Experts, Programmers, Application Architects, Database Experts, System Administrators

• Technology

o Web Sites, Database Servers, Variable Data Print Engines, Workflow Management, Email Systems, Digital Asset Management, Ad Networks, Third Party API’s

USE MESSAGE ROADMAPS

To Reduce

Complexity

DEFINE AND TRACK TOUCHPOINTS

To Generate

Measureable

ROI

“If you can‟t measure it, you

can‟t manage it”

ROI = Return / Investment

• Returno Value of product sold (profit margin)o Value of Qualified Lead (projected sales)o Value of Customer Lifetime Loyalty (historically)

• Investmento Fixed Costs

• Campaign Research and Concept Development• Tactic Design and Implementation • Tracking and Measurement Tools

o Variable Costs• List Acquisition and Cleansing• Printing and Fulfillment• Offline and Online Ad Placement• Operation and Measurement

METRICS

• Cost Per Impression

• Cost Per Click

• Cost Per Conversion

A/B TESTING

Super CrunchersWhy Thinking-by-Numbers Is the New Way to Be Smart

www.bantamdell.com

The End of IntuitionWhy Thinking-by-Numbers Is the New Way to Be Smart

www.bantamdell.com

63% More likely you select Super Crunchers Ad

KEEPING SCORE

Low Value Mid Value High Value All

VDP Design A 2500/500/100

VDP Design B 750/490/195

Email A 5000/1000/250

Email B 5000/800/200 2500/400/150

Banner Ad 1 30000/250/50

Banner Ad 2 25000/250/70

AdWords 45000/500/40

$0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31

$23,210 for 1055 conversions or $22 each

RINSE, LATHER, REPEAT

• The Gilligan Effect

• Continuous Improvement

• Behaviors are A-Changing

• Test, Test and Test Again

LAUNCH & LEARN

• Identify unique segment behavior

• Use test results to refine message and designs

• Calculate individual tactic ROI

• Refine campaign for next cycle

• Or continuously improve midstream

A good player plays where the

ball is.

A great player plays where the

ball is going to be.

SHOW ME

• TrekkMaps.com

• Nordstrom Sign Shop

• Sheffield Bio-Science

• Shoup Manufacturing

TrekkMaps.com Campaign

TrekkMaps.com Web Site

TrekkMaps.com Direct Mail & Email

TrekkMaps.com RSS Feed

TrekkMaps.com Mobile

TrekkMaps.com Twitter

TrekkMaps Creating Buzz

TrekkMaps.com Facebook

TrekkMaps.com AdWords

TrekkMaps.com Banner Ads

TrekkMaps.com Google Analytics

Trekkmaps Quantcast

SHOW ME

• TrekkMaps.com

• Nordstrom Sign Shop

• Sheffield Bio-Science

• Shoup Manufacturing

SHOW ME

• TrekkMaps.com

• Nordstrom Sign Shop

• Sheffield Bio-Science

• Shoup Manufacturing

CAMPAIGN ROADMAP

LUMPY

• Personalized tablet bottle

• Invitation to visit URL

• Personalized QR Code

• Brief product teaser

DIRECT MAIL

• Personalized mailer

• Invitation to visit PURL

• Personalized QR Code

• Brief product benefits

HIGH VALUE

• Register for a Webinar• Request a sample• Request a meeting• Refer-a-friend

LOW VALUE

• Less likely to attend • Request a sample• Meet with us• Refer a Colleague

MOBILE VERSION

• Full working version of the micro-site• Accessible with the QR CODE• Many referrals to friends

SHOW ME

• TrekkMaps.com

• Nordstrom Sign Shop

• Sheffield Bio-Science

• Shoup Manufacturing

1. Photo

2. Thumbnail

3. Title/Headline

4. Subhead/Status

5. Summary/Miniblog

6. Part #

7. Price

3. Universal High-Back Seat

4. Black, water resistant cordura fabric is

suitable for both cap and non-cab

environment.

5. Features: Lumbar support, adjustable

armrests and upper backrest,

adjustable ball bearing slides, backrest

reclines and folds forward. Accepts

operator pressure switches

6. TS4270

7. $219.95

1.

2.

CONTENT IS STRUCTURED…

AND RESUABLE

WEB PAGE FEATURED PRODUCT

DIRECT MAIL

DIRECT EMAIL

RSS FEED

GOOGLE ADWORD

Shoup Featured Product

TS4270 - Universal High-Back Seat: Black, water

resistant cordura fabric $219.95 ea.

ShoupParts.com/TS4270

FACEBOOK

TWEET

PRODUCT PAGE

MOBILE ECOMMERCE

TAKE AWAYS

• Shift Happens – Keep Up

• Multi-Touch and Multi-Channel Works

• Cross Discipline Processes and Teams

• Continuous Improvement - Launch & Learn

Tomorrow

• What assets do we have and where is it?

• Establish a Structured Data Model

• Normalization and Cleansing Plan

• Create Prioritized Message Roadmaps

• List People and Tool Options (Internal/External)

• Discuss Build, Buy or Rent Decision

• Plan to Change Faster

"Technology will never replace people. People who use technology will replace people who don't."

NETWORK WITH ME

Jeffrey StewartPartner/Chief Technical OfficerTrekk Cross-Media

Email: stew@trekk.comTwitter Handle: JeffreyAStewartFacebook: JAStewartLinkedIn: jeffreyastewartTumblr: jastewart.tumblr.com