multi touch marketing presentation slide show
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TRANSCRIPT
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Trends of Internet Usage
Trends of Internet Sales
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Trends…
65% of US population will have internet access in 200578% - 80% of US population will have internet access in 2010
Statistics From: US Department of Commerce, Nielsen/Net Ratings, Pew Internet and American Life Research Project: National Survey
An effective website is essential for your future success
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Trends…
2004 expected US web transactions of all kinds...$33.0 B (7% of US GDP) 2010 expected US web transaction of all kinds...$313 B
Statistics from: American Banker Inc., Business & Company Resource Center
The internet is an established force in your market and growing
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Internet Sales
75% of Internet users buy online 25% - 50% of all online purchase were personal consumables
Statistics from: National Survey: Ernst & Young, 2002
Internet use is an integral part of American life and commerce
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Internet shopping is established and growing because...
Online shopping is • convenient• easy to gather information • results in more options with
less hassle• reduces travel• puts the customer in control
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Brandingis your target
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Branding
The public’s recall of the touch points
about your photography
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• Direct Mail• Displays• Publicity• Ambassadors• Telemarketing
• Email• Networking• Studio visits• Packaging & more!
MTM builds your brandMTM exposes prospects and customers to multiple touch points
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• consistent impression• relationship with the
customer• brand loyalty• response rates…more
sessions• more sales
The greater the number ofClear, concise, inviting messages
Builds…
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• get information• more choices• establish a relationship• save time• buy
MTM is about…
How the customer wants to:
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Multi-touch Marketing
WORKS!
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• messages from speakers in the store
• TV ads• direct mail pieces• flyers• bills• statements• Email• Website
Home Depot:
“You can do it. We can help.”
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• 11% of customers purchase items online
• 61% of online purchasers do so to avoid store shopping
• 44% of the online customers spend more than the average customer
Best Buy / Circuit City:
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• 2003: 72 page catalogue
• 2003: 15% of total gross sales was via catalogue / website
• 66% of website customers sited convenience as reason for their purchase.
StorehouseAtlanta based full line furniture storeFounded in 1969… 16 page catalogue
(New Zealand Marketing Magazine, May 2003)
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• Target...busy urban professional
• Worked with an ad agency to develop brand style
• Opened• within 10 days business projections expanded 3
times• within 30 days kitchen staff expanded 16-28,
c/sale $• delivery area expanded, expenses increased• menu items decreased, expenses decreased
GobbleNew Zealand food deliver service start-up
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• Channels:• Call center, website, e-mail, direct mail, fax, ads
GobbleNew Zealand food deliver service start-up
Conclusion: Website is vital for establishing name recognition and
establishing brand loyalty
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• Preparing to launch a new wireless Internet service...planned to test with 400+ market prospects
• Weekly e-mail updates informed all prospects of the test progress requested referral to other clients
• Weekly e-mail delivered an on-line survey to all prospects
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• Results:• After 4 months many trial customers had signed
up...switched ISP• Developed a database of customer leads greater
than original 400+ prospects
• Channels: Telemarketing, Survey Information, Website, E-mail
Conclusion:E-mail communication is both cost effective
and accurate with very different clientsE-mail can be automated and personalized
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• 96.6% Internet users have email services (PIALRP)
• 94% of wired seniors send or receive emails (PIALRP)
• 91% of all Internet users send or receive emails within the last 30 days (PIALRP, March 2004)
Email Use
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Email subscribers spend 33% more than non-email subscribers
Email Subscribers:
• Email subscribers, on average, receive 16.4 permission based emails / day
• Email subscribers, on average, open 57% permission based email
• Non-email subscribers receive 12.6 permission based emails / day
• Non email subscribers open 50% permission based emails
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Email Marketing
Statistics from: (National Survey: Quris, Inc., September 2003)
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Email Marketing
Statistics from: (National Survey: Quris, Inc., September 2003)
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• Brand - look, feel, must be consistent across all communication channels
• Email – personalized, predictable, relevant• Email has developed Proven Techniques
• Subject Lines• “To” and “From” headings• Brief, clear, direct email format• Call to action• Privacy Policy clearly stated
Principles of MTM
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Principles of MTM
• Provide automated personalized acknowledgement of initial response
• Timing of each communication channel is vital
• Offer something valuable and unique with each channel
• Use a good Opt-in email list and build an in-house email client file
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Increasing ROI ofMarketing Expenditures…
• Target Your Channels to Targeted Prospects
• Target Your Touches to Targeted Prospects
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Increasing ROI of Marketing Expenditures…• Target Your Channels to Targeted Prospects• Target Your Touches to Targeted Prospects
Select your preferred customer demographics
• Consumer with incomes > $50,000• Cosumers with children, ages 0-14
years
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Increasing ROI of Marketing Expenditures…• Target Your Channels to Targeted Prospects• Target Your Touches to Targeted Prospects• Select your preferred customer demographics
Select ZIP Codes for direct mail and email speculation
• HHs with incomes > $50,000• HHs with children, ages 0-14
Selection is not a precise definition, but is a best
available market estimate.
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Increasing ROI of Marketing Expenditures…• Target Your Channels to Targeted Prospects• Target Your Touches to Targeted Prospects• Select your preferred customer demographics• Select ZIP Codes for direct mail and email speculation
Optimize your website
• Search Engine friendly• Email address capabilities
• Opt-in• Privacy policy clearly stated• Opt-out• Subscription offer… to receive notices
of future specials to receive newsletter
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Increasing ROI of Marketing Expenditures…• Target Your Channels to Targeted Prospects• Target Your Touches to Targeted Prospects• Select your preferred customer demographics• Select ZIP Codes for direct mail and email speculation• Optimize your website
Use an Opt-in Email list which can be selected by:
• preferred ZIP codes• preferred demographics
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Increasing ROI of Marketing Expenditures…• Target Your Channels to Targeted Prospects• Target Your Touches to Targeted Prospects• Select your preferred customer demographics• Select ZIP Codes for direct mail and email speculation• Optimize your website• Use an Opt-in Email list
Research your email list options• Questions to ask when researching list• Type of permission used in formulating the list?• When was the last update…names current?• How often is the list mailed…weekly, monthly?• Who is using the list?• Who has tested the list and then rolled out a campaign?• Can my mailing be personalized…first name?• Charges…total list or CPA, Cost per Action?• May I attach my signature file to my mailing?
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Increasing ROI of Marketing Expenditures…• Target Your Channels to Targeted Prospects• Target Your Touches to Targeted Prospects• Select your preferred customer demographics• Select ZIP Codes for direct mail and email speculation• Optimize your website• Use an Opt-in Email list• Research your email list options
Evaluate possible ROI with your studio metrics
• Cost of email list to targeted prospects
• Good, better, best response rates with your metrics
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Increasing ROI of Marketing Expenditures…• Target Your Channels to Targeted Prospects• Target Your Touches to Targeted Prospects• Select your preferred customer demographics• Select ZIP Codes for direct mail and email speculation• Optimize your website• Use an Opt-in Email list• Research your email list options
Evaluate possible ROI with your studio metrics
15,000 email prospects10% click through response rate = 1,5005% conversion rate = 75 customersMinimum sales/client = $150Minimum gross sales = $11,2501,500 email prospects with targeted demographics1,500 new snail mail prospects
EXAMPLE:
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• email to targeted prospects and client file• direct mail to targeted prospects and client file• telemarketing to direct mail prospects• referral from an in-studio visit / consultation
Design a Multi-Touch promotion campaignfor 4th or 1st quarter
Include all channels of communication
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• email prospects… their choice of appointments if they vote by a certain date (call to action)
• direct mail prospects… gift certificates for complete on-location session fee
• direct mail customers… 50% off session fee• referral prospect… free desk size canvas of their choice
Design a Multi-Touch promotion campaignfor 4th or 1st quarter
Include special offer of value for each target segment…
• Include all channels of communications
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Design a Multi-Touch promotion campaignfor 4th or 1st quarter
Each channel of communication follows the preceding within 7-10 days
• Include all channels of communications• Include special offer of value for each target segment
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Design a Multi-Touch promotion campaignfor 4th or 1st quarter
Total campaign provides a 30 daylead time… 30 days only… extend by demand
• Include all channels of communications• Include special offer of value for each target segment• Each channel of communication follows the preceding within 7-10 days
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Measure your responses… how did you hear about us?
Build your email and snail mail address client file… “may we have your email
address?”
Execute your MTM Campaign
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