nathan winstanley, president winstanley associates & lenox softworks getting interactive
TRANSCRIPT
Nathan Winstanley, PresidentWinstanley Associates & Lenox Softworks
Getting Interactive
The Medium is Meaningless.
The Message is the Thing.
Interactive Technology
[Quote to end the debate about relevance.]
It’s not if, it’s how.
Interactive Technology
Interactive technology is not an end in itself.
It is simply an additional set of tools.
Interactive Marketing
Adapt technology to enhance the best of what you do today and improve the areas where you’re least effective.
Technology vs. Functionality
Do you want 1.4 ghz CPU with 512 mb of RAM?
vs.Do you want to use graphics programs?
Interactive MediaInteractive technology is simply an extension of the media spectrum.
Interactive
Webcasts
BLOG
External
Interactive
Webcasts
Instant
Message
BLOG
PrintDirect
Mail Broadcast
Internal
Newsletters
Intranet Surveys Discussions
Web E-Mail E-Marketing
Interactive MediaLike all media choices, interactive has its own unique strengths and weaknesses.
Interactive Weaknesses
New set of vendors, language & optionsCan be detachedPoorly integrated w/other message
componentsFeatures technology, not messageNuisance potentialTechno overkill/accessConstantly changing
Interactive Strengths
Two-way communication/intimateData gathering potentialEasy/cost-effective to update,
changeFast, hip, modern/reflects well on
providerIntegration potentialPortal to vast information resourcesReusable assetsCost effective
Interactive Cost Analysis
Think in terms of cost offset and higher perceived brand value
Print Cost Analysis Postage Printing Development/handling Impact value
Interactive MarketingInteractive marketing is a marketing communications function.
The Strategic Communications Plan
Define overall strategyWhat to whom—The MessageSequence of relationship
developmentDesired outcomes
FocusedE-mail
FocusedE-mail
PRINT/MAIL
The Strategic Media Plan
“Couch to counter” metaphorApply media analysis/usage trends to objectivesDevelop individual media goal setsDevelop media matrix
First Inquiry(if E-mailed)First Inquiry(if E-mailed)
Second Inquiry
(get E-mail)
Second Inquiry
(get E-mail)
E-MAIL RESPONSE
E-MARKETING
Building The Interactive Strategy
Set goalsWebsite as hub Add functionality to add
value/meet goalsMaintain: Somebody’s job!Know the rules
The Rules of Interactive
Make it easyKeep it simpleEverything’s expected to be
freeEngage, don’t demandHonor the privacy of your
customersGood technology is invisible
Interactive Tools: The Website
Hub, mothership, information gateway, repository, library
The highest potential cost/value implementation
Interactive Tools: Data Collection
Cost effective system to build base of interested consumers
Active qualification system to help you more clearly target through self-selection
Are you interested in…ABC
Hey Bs, what would you like to learn more about?123
B2? Thought you might be interestedin speaking to another B2…
Interactive Tools: Database Management
The life’s blood of your effortOpt-in strongly encouragedOpen-source/extensibleNeeds maintenance
Interactive Tools: E-mail Marketing
NewslettersSurveysThreaded discussions/message boardsCouponsOffers
Always have an active response ready to more fully engage and solidify the relationship
Interactive Tools: Active/Realtime
WebcastsInstant MessagingBlogs
Interactive Technology Options
Store-Bought
Custom-Built
Vended-Service
Most Expensive
Usually Perfect
MaximumEffectiveness
Need Resources
Less Expensive
Not Always Perfect
ThingsChange
NeedResources
Expensive/Ongoing
Can be Tweaked
PrettyEffective
Fewest InternalResources Needed
Store-Bought vs. Custom-Built vs. Vended-Service.
Interactive Technology Options
Best Practices: Jiminy Peak
Daily E-mail snow reportsPromotion system web/E-mailE-coupon program to build listBLOG
Best Practices: Jiminy Peak
Many client-controlled, updatable web sections: Home page banner announcements Prices Press releases Web cam
Best Practices: Landmark Volunteers
E-mail marketingShifted print costs to on-line downloadsCommunity-building alumni referralsFull on-line registrationShifted $s from print ads to SEO
Best Practices:Simon’s Rock College of Bard
E-mail qualification systemParents E-mail
2. Specific Areas Of Interest:a)Mathb)Languagesc) Scienced)Art/Theatre
Want to talk to Student?
2. Specific Areas Of Interest:a)Mathb)Languagesc) Scienced)Art/Theatre
Want to talk to Student?
Set up direct personal contact with Student
Set up direct personal contact with Student
3. Auto E-mails
a)Generalb)Discovery Daysc) Events
Always ask for reply with areas of interest.
3. Auto E-mails
a)Generalb)Discovery Daysc) Events
Always ask for reply with areas of interest.
1. General Overviewa)E-mail asking for
areas of interest
1. General Overviewa)E-mail asking for
areas of interest
YES
E-mail Address CollectedE-mail Address Collected
Simon’s Rock College of Bard
NO
The Pitfalls of Interactive
The part-time job syndromeMarketing/IT tug-of-warThe technology purchaseResponse silence/under constructionDazzling nonsense/chasing technology
Getting Started
Build communications plansLook for goal sets where interactive can deliverAssess cost/value of “interactive upgrade”Don’t forget internal needs/uses
Remember
Don’t squeeze it in – do it – shift the resources, make it pay for itselfWalk, don’t runBe ready for change – accept it – but stay one step behind “the wet edge”
Interactive Marketing
Adapt technology to enhance the best of what you do today and improve the areas where you’re least effective.
The Medium is Meaningless.
The Message is the Thing.
