Download - Get Ready for Direct Marketing 3.0
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Get Ready for Direct Marketing 3.0
New technologies integrate the strengths of
offline and online channels for better ROMI
March 23, 2010
A special thank you to:
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Today’s Speakers
Moderator
Hallie Mummert
Editor in Chief
Target Marketing
Megan Talbott
Director of Insight & Strategy
Hawkeye
Larry Zusman
Worldwide Marketing Manager
XMPie Business Unit
Xerox Corp.
Mark Cira
CEO and Founder
PrintSf.com
Jamie Klemcke
Director of Marketing
QuantumDigital
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Please Welcome
Megan Talbott
Director of Insight & Strategy
Hawkeye
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We know personalization works
• 36% to 600% response lift
• 24.5% ave. order size
• 47.6% repeat orders
• 31.6% overall rev/profit
• 33.9% in response time
5
2009 The DMA
2007 InfoTrends/CAP Ventures personalization study
2003 CAPV The Value of Color
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pURLs are a great way to get in the game
• pURL campaigns show 20%-30%
response lift over non-pURL
campaigns*
Increased time on site
Increased site interaction
Higher conversion
Higher repeat and ongoing visits
• Test with personalized postcard +
e-mail + pURL pulled 13X better
response than standard postcard with
no e-mail and no pURL**
3X better conversion
• Other experience shows 10X upside
6
* The Direct Marketing Association
** RISO Inc.
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Cost-effective personalization
• What is a pURL?
• How does it work?
• Features and benefits
7
www.YourWebsite.com/JaneSample
John Sample
Joe Sample Jane Sample
?• Better response rates based
on the promise of relevant
content
• Better conversion because of
relevant content
• Customer insight through Q&A
and tracking and reporting
A Web site address that uses a
familiar name or phrase to
personalize it for each recipient.
The key that unlocks personalized
content for each individual visitor.
Benefits
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HP Education Services: Simple works!
8
Personalized direct mail and e-mail
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Reduce cost, complexity and time to implement
9
Personalized landing page
• 8.7% response to postcard
• 16.5% response to e-mail CTR
• 63% clicked to view
other courses
• 31% purchased a course
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Optimum Lightpath: From lead
generation…
10
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To relevant content
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Education
Healthcare
Financial Services
Government
Personalized contentby vertical industry
Prepopulated lead form
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To closing the loop with 1-to-1 pURLs for
sales: getting personal (Not just personalized)
12
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Please Welcome
Larry Zusman
Worldwide Marketing Manager
XMPie Business Unit
Xerox Corp.
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QR Codes - Demystified
Larry Zusman, WW Marketing Manager, XMPie
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Copyright 2010 XMPie. All Rights Reserved. 15
QR Codes: What are they?
2-dimensional bar codes – for fast decoding (QR=quick response)
Created by Denso Wave – originated in Japan
Initially used for tracking parts by vehicle manufacturers – now
gaining popularity with mobile phone industry
QR Codes bring mobile phone users onto the web – store URL (web
addresses)
Publishers add QR codes to Magazines, Papers, Business Cards,
Buses, Signs
3/23/2010
Position
Markers
Special
feature: Can
be scanned in
any direction due
to position
markers
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Copyright 2010 XMPie. All Rights Reserved. 16
QR versus Standard Bar Codes
The difference is the data handling…
Numeric 7,089 characters
Alphanumeric 4,296 characters
Binary (8 bits) 2,953 bytes
Kanji, full-width Kana 1,817 characters
20 digital maximum
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Copyright 2010 XMPie. All Rights Reserved. 17
How are they delivered and used?
Integrated within a multi-touch,
cross media campaign
QR Code added to direct mail
piece on mail panel
Dynamically generated code
personalized to a specific
recipient
March 23, 2010
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Copyright 2010 XMPie. All Rights Reserved. 18
QR Code in Action
Smartphone scans QR Code
Mobile browser loads RURL
(built with XMPie)
– Part of an integrated,
multi-touch campaign
– Built using same business
rules and data
– Uniform look and feel
– Trackable responses
Consistent, personalized
messaging delivered into the
recipients’ hands
March 23, 2010
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Copyright 2010 XMPie. All Rights Reserved. 19
Easy to Set Up with One Click
Easily programmed in XMPie
(database module) or (design
module)
Data driving QR Code can be
a combination of static and
variable data
Built on the fly during
composition
Lightweight graphics
embedded within InDesign file
March 23, 2010
Just another
selection in the list of
bar code types you
can create in the
software
Need to identify in
InDesign the type of
element that is linked
to the database
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Copyright 2010 XMPie. All Rights Reserved. 20
Prindoz – a Christmas campaign
Personalized diary with RURL and 2D Barcode
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Copyright 2010 XMPie. All Rights Reserved. 21
Prindoz – a Christmas campaign
• Personalized Video (and Audio)
• Image effect in Video
• Data capturing
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Copyright 2010 XMPie. All Rights Reserved. 22
Prindoz – a Christmas campaign
2D Barcode leads to a RURL on mobile phone
2D Barcode
captured by
mobile camera
2D Barcode
interpreted into
RURL
RURL displayed
on mobile
device
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Copyright 2010 XMPie. All Rights Reserved. 23
Prindoz – a Christmas campaign
Personalized SMS and Email triggered by mobile access
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Copyright 2010 XMPie. All Rights Reserved. 24
Business Opportunities
Connect Print to Web – obtain measurement of the print ad value
Advertise with customer-specific promotions
Combine graphics with detailed information (art, signs, etc.)
Transform historical buildings or places into history lessons
Turn living exhibits – botanical or zoos – into educational centers
Change outdoor signs to much stronger marketing
Think “out of the box” – turn packaging applications into customer
centers of information
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Copyright 2010 XMPie. All Rights Reserved. 25
QR Code Additional Resources
www.denso-wave.com/qrcode/index-e.html
www.google.com/help/maps/favoriteplaces/business/barcode.html
net.educause.edu/ir/library/pdf/ELI7046.pdf
news.cnet.com/8301-17939_109-10412329-2.html
www.mobile-barcodes.com/qr-code-software
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Copyright 2010 XMPie. All Rights Reserved. 26
Thank you for listening.
For more information on XMPie solutions,
please visit us at www.xmpie.com
or just QR-it!
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Please Welcome
Mark Cira
CEO and Founder
PrintSf.com
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Closed Loop Direct Mail within CRMPresented by:
Mark Cira, CEO & Founder
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Salesforce.com – World’s Most Popular
CRM
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#1 Print & Mail Solution in
“AppExchange”
Installed into CRM in moments,
similar to installing an “iPhone”
application..
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Personalize & Send
Capture
Response
Track & Trigger
SalesforceCRM
Closed Loop, 1-to-1 Direct Mail within
CRM
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Two Example Scenarios..
Scenario A: Marketing
Team
Goal: Booth visit
Target: Mix of professionals
likely to attend the annual
Dreamforce conference.
Scenario B: Sales
Team
Goal: Follow up to call
Target: The prospect I
just finished speaking
with by phone.
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Step 1: Easily prepare & clean your campaign data
Define your
Campaign &
Campaign
Members in CRM
Clean mail list to
maximize
deliverability &
ROMI
Each mailer
references a
campaign &
recipient
Lonnie Wills
CloudTrigger Consulting
267 Northside Lane
North Adams, MA 01247-3941
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Step 2: Personalize, proof & mail from
CRM
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Step 3: Mailing History Logged to CRMCampaign promptly printed and
fulfilled “hands free” with
mailing history visible in CRM
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Step 4: Response by PURL or QR Code
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Step 5: Response updated to CRM
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CRM workflow
rules trigger lead
assignment,
follow up &
emails.
Step 6: CRM workflow rules trigger
follow up
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Personalize & Send
Capture
Response
Track & Trigger
SalesforceCRM
Closed Loop, 1-to-1 Direct Mail within
CRM
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Scenario B: Daily sales team
correspondence
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Step 1: Personalize & Send to Single
Person
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Step 3: Response Triggers CRM Workflow
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Personalize & Send
Capture
Response
Track & Trigger
SalesforceCRM
Closed Loop, 1-to-1 Direct Mail within
CRM
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Please Welcome
Jamie Klemcke
Director of Marketing
QuantumDigital
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NEW DIRECT MAIL
TECHNOLOGY
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Real Estate Example: MLS Automation Solution
QuantumDigital receives a daily feed of MLS
listings.
The listing agent receives an email
stating “You have a new listing! Would
you like to activate a mailing within
that neighborhood?”
Just listed cards are then printed and
mailed with a URL and unique recipient
code.
1
2
3
AG
EN
T
NO
TIF
IED
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The recipient goes online to the URL provided on
the card and enters the unique code to view the
property details on a web landing page.
While on the landing page they can view house
photos, learn more about the property, and also fill out
a questionnaire with their information and receive a
call from the agent and/or an automated Market
Report for their local area.
The leads are emailed to the agent in real time,
providing for an immediate follow-up opportunity.
AG
EN
T
NO
TIF
IED
AG
EN
T
NO
TIF
IED
4
5
6
Real Estate Example: MLS Automation Solution
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Weichert Case Study
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Who is it for?
Service Related Organizations
Needing to Increase
Neighborhood Reach
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Lawn Service Provider Example
Postcard is sent to
recipient with unique
code and call to
action.
Recipient visits a landing
page to enter information
and receive their promo
code.
Service provider
receives real-time lead
alert via email.
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Key Benefits
Automates lead generation efforts and increases
productivity
Allows Businesses to Initiate Direct Mail Pieces via a
PDA
Serves Real time leads to a business via email
Provides tracking at the local and corporate level
Normalizes marketing messages delivered to prospects
Allows deeper penetration into a neighborhood
Allows for brand consistency and credibility
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Question & Answer Session
If you haven’t done so already, please take
this time to submit questions to our speakers
using the “Ask a Question” box on your
console.
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Thank You
Thank you for taking the time to attend our webinar today.
For additional information about our webinar series,
check out the following Web site:
www.targetmarketingmag.com
Please take a moment to fill out our feedback survey.