webinar: prove your value and never lose a client again
TRANSCRIPT
PROVE YOUR VALUE AND NEVER
LOSE A CLIENT AGAIN
APRIL 23, 2015
MindFireInc Educational Webinar Series
Creating marketing that drives results
Ask any Question
AgendaHow to tailor-design and implement, custom
solutions to meet the specific needs of your
clients, making you a true, strategic partner.
Taking an operational nightmare and transforming it
How to take an event program to the next level
Empower a sales organization and you own the customer
for life
Q & A
Today’s Presenters
Jason Quinn Joe Manos
Vice President of Marketing & Fulfillment Services Executive Vice President
EDWARDS MindFireInc
TO MEET THE SPECIFIC NEEDS OF YOUR
CUSTOMERS
Delivering Custom Solutions
About Jason Quinn
Jason QuinnVice President of Marketing Services
EDWARDSDes Moines, Iowa
DELIVERING AN AUTOMATED APPROACH
TURFWERKS CONTACT MGMT
Turfwerk’s Contact Management
ChallengeTo migrate their existing
customer database out of their
antiquated business
management system, in order
for the Director of Marketing to
get a better grasp on how to
categorize and model
customers
SolutionCreate a program that provides
the ability to gather and update
data across multiple levels and
deliver actionable follow-up
avenues to enhance overall
results
Devil is in the Details…
Additional Objectives
Add categorization
and contact
attributes to profile
the contacts
Design ChallengesTo provide easy access to update and maintain all contacts, we constructed a landing page that called up contacts by submitting a unique ID
We simply used the PURL concept to do this, identifying the Account ID as the PURL
We had an issue of not being able to "search" for a contact if the Account ID wasn't known
We used the MindFire API to develop a query page. This page is hosted by EDWARDS, but is viewed as seamless by the end user.
Turfwerks Personalized Page
Enter Account Number
Marketing executive has access to CRM Lite to be able to openly query and
export contacts, as well as visualize all activity on pages
Competitive Differentiation
Based on a successful program
Turfwerks has approached
Edwards for other company needs
– Newsletter
– Direct Mail Programs
– Special Email Programs
NOW, they are more dependent on
Edwards…removed other
competitors from their life!
Joe’s Coaching Tip
I have discussed with some of our customers, their concern that Purls
don’t work as they once did or aren’t registering with their customers?
I say, not true…there are SEVEN High-Value Deliverables for
marketing programs that can only be achieved by leveraging personalized
landing pages!
If you would like my document on the seven deliverables send me an
email…
Additionally, the overall
results of programs
leveraging Purls with
other multi-media, and
multi-touch program
elements, significantly
outperform traditional
marketing approaches
INTEGRATED PROGRAM SOLVES A PROBLEM
WELLNESS BRANDS PORTAL
Wellness Brands
ChallengeTurn an operational
nightmare of manual letter
processing into a fully
automated program that can
be leveraged across all
locations seamlessly
SolutionCreate an automated
marketing program that
simplifies the process and
provides enhanced
capabilities with improved
efficiency
Program Design/Implementation
1. We used a landing page to streamline the ordering process for the client
1. We used triggers to send orders down to Direct Response, a fulfillment solution, receive back order ID info, and then push response info and Order ID data down to a locally hosted process to trigger custom letter printing
3. MindFire's triggers
allow us to eliminate
hours of manual
customer service rep
time, as well as improve
communication with the
client by providing
timely summary of
events via email.
Simplify Program Implementation
Key Requirements
– Flexible platform
– Jason’s philosophy
– What we’ve learned
– Recommendations
ResultsThe automated
marketing program saved our client, a
nutritional supplement marketer, hundreds of
valuable hours and was easy to use for all
participants
Joe’s Coaching Tip
Most of your customers have
multiple platforms in place to
meet their business needs
In most cases, they want the
ability to “link” one platform to
another to optimize program
results and gain critical data,
insight and information from
the integrated solutions
SF Account
Type
Account Status
Timeline for Purchase
Current Need
Pain Points
Contact enters: Timeline for Purchase, Current Need, Pain Points1
Find matching Contact in SF by sfapp_idUpdate: Timeline for Purchase, Current Need, Pain Points2
SF Contact
Timeline for Purchase
Current Need
Pain Points
3
4
5
SF Apex Trigger
Example of SF integration
SF Outbound Msg to PHP
Listener
Find matching Contacts by SF Account (MF Company)
You must have a “platform”
in place, capable of
meeting today’s customer’s
needs
Data Extract Tools, flexible
API’s and a variety of
“Apps” are needed to
facilitate interaction
between various platforms
6 Key Success Factors
10
1
2
3
4
5
6
MORE THAN AN EVENT MARKETING SOLUTION
IOWA IMMUNIZATION COALITION
Iowa Immunization Coalition
The opportunity didn’t come to us
We created it through our
consultative approach to our
prospects and customers
– We seek opportunities to solve
problems or to bring innovative ideas,
programs and tools to the table for
improved results
Iowa Immunization Coalition
Challenge One person department,
resource challenged
Improve the overall registration process for the annual event
Gain critical marketing intelligence and insight on respondents
Solution Create a multi-media,
multi-response,
automated program that
provides increased
capabilities without
zapping the productivity of
the organization
Program
launches with a
direct mail piece
Includes a Purl
and URL
Two channels, Web and Direct Mail
Website for registration
– Access to landing pages
Personalized
log-in Page
Attendee
Registration
Page – which
de-dupes against
existing contacts
Web site
visits link to
program
Campaign
Set-up and
workflow
Contacts in Studio – displaying member attributes such as
“dues” and “member” along with payment information
Results Productivity went up,
costs down
Board loved it
Gained a partner rather
than working with multiple
vendors
Didn’t shop the program
Year 2
Your Plan for 2015
Based on your ongoing success with varied
customer programs, what do you have planned
for this year’s activities?
Program Evolution
Jason, how have your customer programs evolved
over the last several years?
#1 Challenge
When working with your customers what's
the number one challenge you face today?
Q & A Jason and Joe
We are here to help you
Your Hosts
Jason Quinn Joe Manos
Vice President of Marketing Services Executive Vice President
Edwards MindFireInc
