deep dive into cross media applications
DESCRIPTION
Learn how to build effective cross media marketing applications for you clients!TRANSCRIPT
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Deep Dive Into Cross Media Applicationspresented by:Wrich Printz – President & CEO L2, Inc.
Sponsored by:The Printing Industries of America
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Overview:
• What is a cross media application?
• 5 step process:1. Know your clients and their business2. Construct the application3. Launch the application4. Utilize the results5. Duplicate the process
• Example Cross Media Applications
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Cross Media Applications?
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Cross Media Applications?
-- A marketing application designed to, at the right time(s), engage targets with relevant messaging through relevant channels --• when does the target check their emails?
• does the target own a smart phone?
• who sorts through the mail?
• etc...
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Building an application (5 step process):
know your client & their
business
construct the application
launch the application
utilize the results
duplicate the process
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2
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Step1: Know your client & their business:• What type of business are they in?
• Who is the target?– end customers vs. sales channel– demographics
• Data on the target?– name, contact, gender etc...
• What is the objective?– awareness, conversion, collecting data etc...
• What plan best accommodates their needs?– objective, budget, involvement etc...
• Get their “buy in”
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Step 2: Constructing the application:• Timeline
– mock up, completion, testing etc...
• Creative assets– in house, 3rd party vendor, provided by client? etc...
• Organizing your data– tracking, reporting, VDP etc...
• Tracking & reporting– response actions, customer data, analytics etc...
• Technology / Software solutions– modules, single platform, channel integration etc...
• Personnel– in house or outsource?
• Fulfillment
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Step 3: Launching the application:
• Always test, test and test again before launching– internal and external– response properly tracked?
• Refinement– tweak, tweak, tweak... perfection is your goal!
• follow up mechanism– anticipate variables (e.g. spam filters, out of office etc...)– trigger-based communication (e.g. reminder email)
• The Launch– when, how and why?
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Step 4: Utilizing the results:
• Reporting– presenting back to the client– analyze...
• Assessment:– who responded?– when did they respond?– how did they respond?– what information was captured?
• Adjustment:– how can more responses be generated?– follow up campaign(s)– conversion
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Step 5: Duplicating the process:
• Seek out other opportunities for your client
• Think about what problems you can solve – not what you can sell
• Reassess the process – can you make the process more efficient? What else can you improve?
• Broadcast your success to other clients and prospects
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Want to see an example
Cross Media Application?
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Q&AHave questions about cross media applications?
Send them to: