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Managing The VendorSelection Process

Daniel Kuperman, MBA PMP, Director of Marketing

Quadrant Software, Inc.Monday, February 25, 2008


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Quadrant Software

Leading document managementsolution provider for the IBM System i(iSeries / AS 400).

Provider of Paperless ProcessManagement Solutions.

Privately held, founded in 1990

HQ in Tampa, FL; Technical dept inBoston, MA.

Marketing dept comprised of 4 full time+ 2 part time employees.


3

Our Challenge

Small department, big ambitionsResponsible for lead generation

In-house development of all collateral,print and online ads, coordination of tradeshows and events and email marketing

Purchased an email solution 5 yearsago and have outgrown it

Need for better segmentation

Need for better reporting

Problems with internal IT

Time-consuming process for creating andsending out emails


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‘Old’ Email Deployment Process

Average Effortper Year:

- 15 hours fornewsletter set up

- 100 hours forwebcast set up

- 12 hours fortrade show emailset up

Start

Email and landing page are developed ,

approved and ready to

be sent

Pre-determined

list segment is re-evaluated

based on recent mailing volume

Table is associated with specific email in

Email Software

Does the list

need to be

refined ?

Yes

No

Table is rerun and/or manually

appended to remove contacts

or segment (s)

Open tracking code is pasted into html source

code and field is selected for proper open rate

reporting

Write back tab is configured in order to

properly track how many emails were sent

2. Each link is then pasted into the

Click Through tab so the clicks can

be tracked

Campaign Name and Features

need to be

selected

HTML source code is

pasted into Email Software

Plain Text is pasted into Email Software

Email address , cc

address , database source, & unique id fields all need to be

selected

Message type , character set, from name , from ,

bounce , and reply to addresses , & subject line fields need to be filled out

Click Through

reporting is set up manually

1. Each hyperlink in the email is

copied to Notepad

Hard & Soft bounce reporting is manually set up , pop server field needs to be

filled out

Bounce POP

Account needs to

be tested

Misc tab needs to be

set up so that

summary report is

sent to specific email

address

Email send status tracked in Email Software

Email is tested and sent to Inbox for

review

Is there a

problem with

the send ?

Send out the email

to the listNO

Yes

Troubleshoot the

problem and retest

email

End


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The Eye-Opening Experience


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Goal for New Email Software

Reduce manual tasks in order toincrease team’s productivity


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Vendors Researched


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Revised Goals for Email Software

Reduce manual tasks in order toincrease team’s productivity

Improve the way in which wesegment our list in order to delivertargeted messages to our customersand prospects

Track responses and generateconcise reports that gives us a 360o

view of marketing campaigns, resultsand ROI


9

‘New’ Email Deployment Process

Average Effortper Year:

- 15 hours fornewsletter set up

- 100 hours forwebcast set up

- 12 hours fortrade show emailset up

3

23

2


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Email Marketing Project

Problem

CurrentProcess

FutureProcess

FeaturesList

ROI

Sales Buy-in

PresentVendor

Selection


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Feature Comparison

Assign a weight for each feature

Must Have = 3

Nice to Have = 2

Don’t Care = 0

Compare each vendor’s featureagainst your usage of the feature

Doesn’t Comply = 0

Complies with modifications or additionalcustomization = 1

Complies fully = 2

Complies fully and beyond = 3


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VENDORSTOTAL

SCORE

TOTAL

WEIGHTED

SCORE

Vendor 1 16 26

Vendor 2 15 30

Vendor 3 11 24

Comparison Matrix

VENDORSA/B

Testing

Weighted

Score

Creation

of HTML

Emails

Weighted

Score

Auto-

creation of

Text emails

Weighted

Score

Reports on

Bounces

Weighted

Score

Segmentation

based on

multiple criteria

Weighted

Score

Conversi

on

Tracking

Weighted

Score

SPAM

index

W eighted

Score

TOTAL

SCORE

TOTAL

WEIGHTED

SCORE

Vendor 1 1 2 2 6 3 0 2 6 3 6 2 6 3 0 16 26

Vendor 2 2 4 3 9 3 0 2 6 1 2 3 9 1 0 15 30

Vendor 3 2 4 2 6 1 0 2 6 1 2 2 6 1 0 11 24

Weights

2

3

0

3

2

3

0

0 = Don't Care

2 = Nice to Have

3 = Must Have

Segmentation based on

multiple criteria

Conversion Tracking

SPAM index

Features

A/B Testing

Creation of HTML Emails

Auto-creation of Text

emails

Reports on Bounces


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Lessons Learned

Often times vendors do not know howto sell

YOU have to take control of theprocess and requirements

Clear requirements is imperative

Make sure you understand whatfeatures are must vs. nice to have

Get your team onboard – especially ifthey will be using the software

Get references and speak to them


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Additional Thoughts

Getting buy-in from Sales or otherdepartments may help build your caseAsk questions and get details from thevendors – make sure you match the answersto your processEven if using a ‘matrix’ to compare features,use good judgment and take intoconsideration the ‘soft’ characteristics of aproduct/companyTake control of the vendor selection processby:

Knowing what you wantAsking what you needUnderstanding how it all fits with your goals andprocesses


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Credits/Thank You

Daniel Kuperman, MBA PMP

Director of Marketing

Quadrant Software

[email protected]

813-971-9500 ext. 320


24,000 Leads in 24 Days!

Niche Affiliate PartnershipMarketing Tactics

Chip Cummings, CEO

Northwind Financial Corp.

Monday, February 25, 2008


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Creating Successful Campaigns

Key to success in email marketing:


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Creating Successful Campaigns

Integrate online & offline strategies

Use audio and video techniques

Set up DEDICATED landing pagesand sites

Get specific “niche-affiliates” involved


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Case Study #1

Client:

Coldwell Banker Real Estate

Situation:

New development – Golf Course

Goal:

12 new sales in 21 days


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Case Study #1

Marketing Plan:

Event campaign with nearby Country Club

Niche Affiliates:

Country Club

Real Estate Agents

Mortgage Lenders

Golf Shops


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Case Study #1

Results:


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Case Study #2

Client:

Sprint Communications

Situation:

International Auto Show

Goal:

4000 Leads During Show


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Case Study #2

Marketing Plan:

Event Campaign

NASCAR Party

Online/Offline Campaign

Niche Affiliates:

Sprint Representatives

Automotive Companies

NASCAR Suppliers

Local Dealers


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Case Study #2

© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.


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Case Study #2


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Case Study #2


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Case Study #2

Results:


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Case Study #3

Client:

Large National Bank – Mortgage Division

Situation:

New Mortgage Leads – First-timeHomebuyers

Goal:

2000 Leads in 21 days


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Case Study #3

Marketing Plan:

Target Rental Communities

Use affiliate providers for access

Combine offline/online promotion


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Case Study #3

Grocery Store Campaign:

Niche Affiliates:

Grocery Store

Nearby Retail

Newspaper

Radio

Rental

Complex


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Case Study #3

Results:


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Affiliate Partner Strategies

Use creative text/html email

Dedicated landing pages

Custom landing pages for affiliatepartners

Use audio and video


33


INTEGRATE campaign with:

CD’s and/or DVD’s

Targeted Direct Mail

Conference Calls

Webinars

Specialized Events


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Key to successful marketingcampaigns:


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Do You Stand Out From The Crowd?

© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.


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Credits/Thank You

Chip Cummings

Northwind Financial Corp.

616-977-7900

[email protected]


Managing & IntegratingMultiple Vendors

Cori Mozilo, Interactive Marketing Manager

Cold Stone Creamery



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About Us – Kahala Corp

Portfolio includes 13diversified brands

Generating $1.1billion in system-wide sales

Nearly 3,000franchisees

More than 4,600retail locations inthe United Statesand worldwide


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About Us – Cold Stone Creamery

Founded in 1988 in Tempe, AZ, byDon and Susan Sutherland to offer theUltimate Ice Cream Experience®

#3 largest ice cream concept in theUnited States

More than 1,400 stores operating inthe U.S. and worldwide

Over 11.5 MILLION possibleCreation™ combinations


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Vendors – Why More Than One?

Expertise

Best in breed

Focused skill sets

Resources

Limited internal team

Budget and time limitations

Innovation & flexibility

Multiple perspectives

Combined abilities and experiences


41

Vendors – Who They Are


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Vendors – What They Do

Santy

Promotion development

Creative direction

Cold Stone In-House Agency

Design support

Asset development

Asset management/trafficking

ExactTarget

Email creation

Email delivery


43

Vendors – What They Do

Targetscope

Email design

Website design

Website maintenance

TopLine

CMS development

Systems integration

Technical management


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Process – How It Works

Ideation

Santy develops promotion

Design

Cold Stone creates overall design

Cold Stone creates supporting assets

Email/Interactive

TargetScope develops email

Supporting website elements created

Delivery

Email loaded into ExactTarget for delivery


45

Process – Key Factors

Distributed project management

Internal project manager

• Cold Stone

• Vendor

Communication path

Single-point communication

Road maps and timelines

Scope determined at onset

Clear process and timeline

• Define requirements and deadlines


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Process – Internal Tracking

2008 CALENDAR SNAPSHOT

Month JANUARY FEBRUARY MARCH APRIL

Promotion CAKESFOR THE LOVE OF CHOCOLATE 02/06 - 04/29

Ghirardelli Promotion

Promotion Level* LEVEL 2 LEVEL 1

Homepage N/AFlash banner update with Ghirardelli productsHeader update with Chocolate Fantasy theme

My Cold Stone N/A Banner teasing online offers

Product Page(s) N/ACakes - Update for Ghirardelli cake, banner? (LTO)

Shakes - Update for Ghirardelli shake, banner? (LTO)Creation - Update for Ghirardelli creation, banner (LTO)

Coupon Page(s) N/A No National Offer

Landing Page N/A N/A

Promotions Page N/A Ghirardelli Product & Promo Information, Links to Coupon Page

About Us Page N/A Ghirardelli Promo Teaser

Press RoomCalendar

N/A Update w/Ghiradelli Promo Info

Email N/A February - Vday & Ghirardelli product


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Campaigns – Promotions


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Campaigns – Promotions


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Campaigns – Birthday Club

Launched January 2006

1.6M+ Subscribers & 2M+ BirthdayClub Members

Birthday Emails

60-70% open rates

40-50% CTR

Promotional Campaigns

40% open rates

10% CTR


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Campaigns – Birthday Club


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Campaigns – My Cold Stone

Collecting key dataName

Email Address

Password

Favorite Store

Phone Number

Mailing Address

Preferences

150,000+ newaccounts sinceJuly 2007

50% conversionrate for members


52

Campaigns – My Cold Stone

Data to drivedynamic content

Favorites

Regional events &offers

Local store events &offers

Ultimate personalexperience for ColdStone ice creamlovers


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Future – Microsoft CRM Integration

Database driven messaging

Tie CRM database with email content

Automation

Reduce maintenance and redundancies


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Future – Microsoft CRM Integration

ExactTarget

Integrate current subscriber managementwith CRM database

TopLine

Manage technical integration of MS CRMand ExactTarget system

Santy and Cold Stone Creamery

Develop more personalized promotions

TargetScope

Create email elements for dynamiccontent


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Credits/Thank You

Kelly Morales and the ExactTarget team

Scott Johnson and the TopLine team

Lindsay Sullivan and the TargetScope team

Steve Koch and the Santy team

Heather Dorr and the Cold Stone Crew

And of course…

Ice Cream Lovers Everywhere!

Cori Mozilo, Cold Stone Creamery

[email protected]

480-362-4966


Effective Strategies forMobile Messaging

Scott Pearson, VP Business Development

Nokia Interactive



58© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

4th screen or 1st screen?

Today:3.3bn mobile phones

1.5bn TVs

1.1bn PCs

2015:

5bn internet devices

Majority mobile


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‘The single most important medium thatpeople have is their wireless device … itis genuinely the convergence box thateveryone has been talking about for so

many years’

‘Agencies must create content so thatmobile phone users will be willing to seek

it out’

Andrew Robertson, CEO BBDO/Omnicom


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Need to resistseeing as just

a small PC


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Being mobile…

O F F L I N E E N G A G E M E N T

M O B I L E C O N T E N T


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WIDER REACH

TIGHTER

TARGETING

MORE

INTERACTIVE

INFORMATION

ENTERTAINMENT

PURCHASE

DEVICE

SOCIAL

PERSONAL

EXPRESSIVE

EVER

ACCESSIBLE

STORED ON

PERSON

ACT ON

IMPULSE

Mobile capabilities

ESSENTI

AL


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Messaging constraints

MORE INTRUSIVE

SMALL FORMAT

MOSTLY TEXT ONLY

LIMITED ATTENTION


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Channels

SMS: 160 characters, same font text

SMS WEB PUSH: Text link to an internet site

SHORT CODES: 4/5 digit numbers for user text in

MMS: Multimedia messaging, inc. animation, videoand long text (Carrier limitations)

EMAIL: Short format access to Web email


65

Mechanics


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Best practices

Be relevant: person, time, place, purchasehistory


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Day before appointment

Opt-in and number collected when

appt made

UK NHS loses $800m+ peryear through missedappointments

Enpocket/Nokia trialsacross numerous officesshow text appointmentreminders reduce wastage8–40%

NHS challenge is internalimplementation


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Details of a meeting or event to have in hand


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Directions Approaching from London

2.

Directions

1.

From: Travelodge

Thanks for booking Travelodge Brighton. Arr: 9-06-06 Dep: 10-06-06Yr ref: BD9805Please click on the linkto view map/directions. Any queries call01273 56990.

Confirmation

From: Travelodge

Thank you for visiting TRAVELODGE. We value your feedback. How warmly do you feel about your stay? Please textback using a 0-10 scale (cold-hot).Thank you.

3.

Thank you/research

Hotel bookings and timely satisfaction monitoring


70

Best practices


Be brief: not a ‘reading’ medium, a‘snacking’ medium


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Best practices

Be Relevant: person, time, place, purchasehistory

Be brief: not a ‘reading’ medium, a ‘snacking’medium

Capture impulses: response, voting, text to win


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‘Text in’ is the simplest mechanic,capturing customer impulse forresponse off other media

All types of engagement and datacapture opportunities

ExamplesText to winText to voteText to registerText for detailsText your viewText to joinText for couponText for WAP URL


73

Best practices



Capture impulses: response, voting, text towin

Instantly reward: provide simple, quickgratification


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Super Bowl promotion to help launch 15new Pepsi can designs

4 mobile banner ads on Sprint portal in 5day lead up to Super Bowl

Ad mechanics:>click to download branded wallpaper>click to win tickets>click to view video of new can designs>click for live video updates of the game

4.65% average CTR (peak 11.5% CTR)

Wallpaper download more popular thanclick to win tickets (175,000 downloads)

More than 50% of clicks downloadedwallpaper

More than 60% of clicks viewed video

Pepsi

Goal

Solu

tion

Results


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Many ways to deliver instant customer reward/engagement

Examples

Click to view a video

Click to call a representative

Click to find your nearest store

Click for a gift idea

Click to download mobile content

Click for a coupon

Click to do a quiz

Click to enter a sweepstake

Click to spec out your new car


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Best practices



Capture impulses: response, voting, text towin

Instantly reward: provide simple, quickgratification

Exploit unique features of mobile:always accessiblecall devicestored on personpersonally expressivecameragames and music on the go


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Use camera to upload picturesand/or video to screen or web site

Ideal for blogs, competitions,enhancing event sponsorships


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Drive traffic to BP gas stations via WildBean Café offer

Raise awareness of coffee offering

Build database for future activity

Text in to short code for unique SMScoupon

Go to any BP/Wild Bean Café and usecoupon to receive free coffee

Largest secure mobile coupon schemeto date (1,000 enabled stores)

Tens of thousands of voucher requeststo date

Response rates <10%

Redemption rates 5–10%

BP/Wild Bean Café

Goal

Solu

tion

Results

InboxThanks 4 yourentry. Readvoucher no. 123456to Wild Bean Cafécashier to get a freecoffee. Valid once,only ‘til Nov. 1,2006.Options Reply


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Vodafone MMS push

- 50% uplift in January games salesover December

- Almost doubled clicks on gameshome page the day MMS was sent

Campaign Aim: Increase traffic to,and sales of, games downloads onVodafone live!


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First music fansreceived messagesabout the gigs & howto win tickets

Then winners receivedscanable SMS barcodetickets for entry at thevenue


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Credits/Thank You

Scott Pearson, Nokia AdBusiness

[email protected]


Dynamic Content for IncreasedLoyalty and Lower Costs

Marc Constantineau, Manager eCRM

Air Canada



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Introduction to Air Canada

Canada’s largest full-service airline

Largest provider of scheduledpassenger services in the Canada-UStrans-border market

Serves over 32 Million customers/Year

Over 170 destinations on 5 continents

A founding member of Star AllianceTM– the world’s most comprehensive airtransportation network


84

Background to webSaver® email Program

3 yrs sending offers/collecting data

Weekly electronic newsletter

Canadian/French & Canadian/US

Growth in 2006 from 500K to morethan 1,000,000 subscribers

Key Metrics: Activity, Revenue – viaemail Beacons, Cost of Production


85

Challenges

Allocating resources efficiently forproduction and deployment

Collecting complete and consistentsubscriber data

Integrating with other databases



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Special Considerations

Audience web-savvy

Audience skilled at usingnumerous online travel andtourism options



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Email Re-Design Objectives

1) Increase new process/technologyefficiencies – reduce time to create emails

2) Increase customer activity

Click-throughs by 10% at a time whenactivity is typically low

The number of visitors toAirCanada.com

Implement true “customer choice”


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Email Re-Design Objectives

3) Increase customer retention

Reduce unsubscribes by 20%


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Email Program Philosophy

Extension of Air Canada’s brandimperative:

“Customers need to have a choiceabout their flying experience”

The flying experience happens longbefore and long after the actual flight


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Email Program Philosophy

So…

Target product offerings for eachsubscriber

Provide each subscriber withcontrol

Maintain an ongoing dialogue withsubscribers

Learn and adapt to subscribers’evolving preferences


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Email Program Solutions

Fully dynamic template for modularpersonalized content

Targeted emails with increasedsubscriber relevancy and usability

Scalable template to evolve as theprogram gains complexity


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Email Program Solutions

Online creation toolset to speed upcreation process

A database that continually collects,analyzes and re-configures emailsbased on subscribers’ preferences


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Email Re-design

Integratedsubscribers’clickthrough andconversion patternsWire-framed to mapout designarchitecturePaper prototype toensure alignmentwith programobjectivesEmail designed tomaximize visualengagement andcomply with C.I.standards


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Email Re-design

Developed highlyintuitive “customerchoice tools”

Embedded in thenewsletter

Serve to bridgeto web-basedpreference centre

Subscribers cancontinuouslyrefine the type ofinformation theyreceive

EnlargedTop Portion

of webSaver®


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Email Re-design

Customers canCustomizeImmediately

Anchors based oneach subscriber’sprofile choice

Only the applicableanchors aredisplayed

“Edit mypreferences” linkeddirectly to onlinePreference Centre Top Header and Navigation


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Email Re-design

Further Adaptability

Contains up to 4

destination sections

Sections based on a

subscriber’s chosen

preferences

Subscribers can

choose sections

they want in email

Subscribers served

offers that match

their ‘preferred’

home airport


97

Email Re-design

Collect Information

Submit Feedback…

• Subscribersprovide generaland specificcomments oncontent and userexperience

• Has identifiedactionable tasks

Did You Know…

• Provides generalinformation


98

Email Re-design

Relevant Offers

Capability forads to reflectunderstanding ofkey segments

Ad area shrinksor expandsdepending onthe number of adspaces sold

Ad Placements


99

Email Re-design

Configuring Email to

Subscribers

Configuration is

based on content

most valued – e.g. Up

to 4 preferred Air

Canada destinations

Text/offers not valued

are not shown

Demonstrates

understanding of each

subscriber’s

preferences

4 Preferred Destinations


100

Dealing with Challenges

How to accomplish more emailmarketing success with the following:

Fewer people?

Increased volume of email?

Increased variation of messages?


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Dealing with Challenges

Easy-to-Use Back-End AdministrationTools

No HTML codingrequired…marketers can assembleand deploy

Designed in modules…easyadministration

Optimized coding…the time betweendeployment and delivery isdramatically decreased


102

Results

Increase new process/technologyefficiencies

Target: Reduce time to createemails

Result #1: Reduced time to createemails by 50%

Result #2: Streamlinedresponsibilities for creating emailwithout additional hires


103

Results

Objective: Increase customer activity

Target: Increase click-throughs by10% at a time when activity istypically low

Result #1: Increased click-throughsby 21% during low activity

Result #2: Dramatically increasedthe number of visitors toAirCanada.com


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Results

Objective: “Live the brand”

Target: Implement true “customerchoice” into the program

Result: Customer choice shaped –and continues to shape – emaildesign and offerings


105

Results

Objective: Increase customerretention

Target: Reduce the number ofunsubscribes by 20%

Result: Reduced the number ofunsubscribes by 60%


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Key Lessons/Imperatives


107


Increase activity and engagement bygiving control to subscribers

Value is defined by relevance

Make every communication relevant

Relevance is different for eachsubscriber/user

Every interaction – or piece ofinteraction – can yield insights into atarget audience


108


Bottom Line:

A fully interactive email offering

requires a commitment to balancing

Technology, Brand Values and

Design.


109

Credits/Thank You

Marc Constantineau, Air Canada

Program Re-Design Team

John VavaroutsosVP, Account Mgmt

Minaz NoormohamedDirector, Accounts

Denis ChernyavskyMgr, Development

Lisa KupovetskyAccount Mgr

Mark SnidermanMgr, Marketing

Communications

Maggie SimonettiMerchandising & email Mgr

Bobby DupontWeb Developer


Information Security Proceduresand Privacy Protection

Michele Dow, Associate Marketing Consultant

Eli Lilly & Company



111

CAN SPAM

Increased Privacy Needs

Technology has enabled customization toreach precise customer groups and elevatetargeting strategies

Consensual or permission marketing isbecoming more main stream and arequirement of CAN SPAM. Consumersexpect it.

Consumer information is personal and private

Email Environment Today


112

Legal Environment

FTC Podium Speeches“Do what you say.”

“Must disclose all material uses of personal data orcould be deceptive.”

“Failing to have a privacy notice - could beprosecuted for ‘unfairness.’”

State Attorneys General

“What steps have you taken with vendors?” – NY

“We use the “ignorant consumer” standard – NY, CA


113

Private – not known or intended tobe known publicly; intended for orrestricted to the use of a particularperson, group or class

Privacy – freedom fromunauthorized intrusionSource: Webster’s Dictionary, 10th edition


114

Choice/NoticeAccessSecurity

Legal Environment

Many people/entities are telling companiesthat handle personal information how theymust do this

Attempting to respond to each varyingrequirement is extremely difficult and willbecome almost impossible

Key = establishing a program that setspolicy and operations at a level that willallow for agility


115

Privacy Programand Email Marketing

Partnership-based

Drives compliance and“doing the right thing”

A greater understandingand ability to make

decisions

Required & important

Compliance

Stick CarrotVS.

How does this work at Lilly?Boards, stewards, formal and informal educationforums; 2-way consulting and conversation;making each other better


116

Making It Personal

The Lilly Precedent:

FTC in the matter of Eli Lilly andCompany,

Docket No. c-4047, May 8, 2002

Eli Lilly and Company Assurance of Voluntary Compliance and Discontinuance with Attorneys General

of Eight States, July, 2002

The Disclosure:

Email sent to 669 individuals with email addresses of the addressees in the “to:” line

The Privacy Notice Claim:

“We respect the privacy of individuals whovisit this site.”


117

Making It REALLY Personal

Commissioner Swindle during his meetingwith Lilly in January, 2002:

“Lilly is a fine and ethical Company and I

hold you in the highest regard. Because

of that, I have high expectations: that you

will treat consumers fairly, not just

because the law says you have to and

not just because it makes good business

sense, but because it is the right thing to

do . . . “


118

Lilly’s Consent Decree

Lilly Precedent:

FTC Settlement – 20 years; StateSettlement – no termination

Make no misrepresentations

Create formal privacy program withappropriate oversight• 5 year retention of records

Create appropriate policies and proceduresto protect personal consumer information• Discipline is expected if policies are violated

Provide appropriate annual training

Audit privacy program annually - externalconsultant

Should sound very similar to OIG/HHSguidance


119

Promises to Consumers

Each of the following claims from privacynotices should be supported by a “program”:

“We recognize the importance of protecting theprivacy of the users of our web sites”

“Any such information is held on a secure serveroperated by X company”

“We will not sell or rent personally identifiableinformation to any other third party without yourpermission”

“Personally identifiable information will not be sold,rented or exchanged outside of X Company unless theuser is first notified and expressly consents to suchtransfer”

“We will limit access to this information to those XCompany personnel with a need to know”

These apply to all operations unless explicitly limited – perFTC.


120

Setting the bar and driving business –

but how?

61% feel that the amount of marketing and advertising isout of control and 65% feel constantly bombarded withtoo much marketing and advertising.

Press release, Yankelovich, Consumer resistance to Marketing reaches an all time high(April 15 2004)

80% (of consumers) believe corporations are tooconcerned about profits and not concerned enoughabout responsibilities to “environment” – employees,consumers, surroundings.

66% believe corporations will take advantage of thepublic if they believe they won't get caught.

63% believe even "well-known, long-establishedcompanies” cannot be trusted to make safe, durableproducts without government setting industry standards.


121

Trust – the good news

The promise

More “information” about our customers will leadto delivery of goods and services targeted to theirindividual needs.

VS.

The realityCorporations have simply used the additionalinformation to do "more of the same" – “wehaven't changed anything, we've just increasedthe rate at which we're saying it” (more spam,more advertising, more emails, more sales calls,etc.).


122

Email Marketing – Why?

Defining of a relationship:A state involving mutual dealings betweenpeople or parties or countries or a state ofrelatedness or connection

Source: Webster's Dictionary, 10th Edition

Definition of Relationship Marketing:A form of marketing that puts particular emphasison building a more intimate bond between anorganization and its individual customers.

Pearson Education


123

Step 1: Define consumer lifecycle phases

Determine consumer’s “Moments of Truth” Step 2:

Align business objectives with consumer lifecycle phases Step 3:

Develop RM objectives that support the business objectives Step 4:

Align program tactics with RM objectives Step 5:

Consumers will want your information and give youconsent if you offer value to them……


124

Know your customers needs first andforemost!!!

Understand the customer lifecycle and keypurchase decision/retention moments andinfluencers

Leverage breakthrough insights and create areason to drive engagement

Treat customers differentially – message,channel, investment

Understand economic drivers

Optimize through a test-and-learn discipline


125

Relationship/Email Marketing –Start Backwards

What customers needs and insights are necessary for the campaign?

Does the program set the rightexpectations with the customer?

Are customers seeingvalue from the relationship

Can you optimizethe program? test

and learn is inaction –

enhancements areevolutionary andgrounded in data

and customerfeedback

Definepreferencesand value forthe targetaudience

Did program generatepositive ROI andbrand equity


126

Email

Strategy

Email tactics andAnalytics

Putting together your tactics is just the tipof the iceberg

Database structure, Registrationprocess, Data entry process, Email andDirect Mail fulfillment, IVR, Data entry,

sending engine, analytics

Database vendors, Web vendors, Email vendors,

Exhibit or Event marketing vendors, Marketresearch facilitators, IT support companies


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Develop and follow standard operatingprocedures

Centralize your Email Database and Provider's)

The Database is the powerhouse tool at the core ofgood Email Program

Nothing can run on auto pilot

Ensure data integrity and accuracy - TEST

Process opt out requests

Hold all parties (especially outside vendors)accountable for data security and integrity

Build trust and clear business rules

Operations – Living up to our end of

the deal


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Have staff and vendors sign off on SOPreview

Draft interface agreements with all yourvendors

Password protect where there is data

Make sure all connections are secure

Be explicit with how data should be passed• – have data transfer guidelines

Create escalation paths and incidentresponse team

Detail timing and events like “0” records

Bring vendors up to speed-documentcertification process

Devil is in the details…..


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Keep it safe

Secure Collection

Secure Storage

Secure Transfer

Includes secure channel and/or dataencryption.


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Be fair and put yourself as a consumerBe fair and put yourself as a consumer

oftenoften

Be clear and upfrontBe clear and upfront

Have senior representation on privacyHave senior representation on privacy

policies and standard operating procedurespolicies and standard operating procedures

Everyone, not just certain representatives,Everyone, not just certain representatives,

should embrace the spirit of a patients should embrace the spirit of a patients

privacy because privacy because ““itit’’s the right thing to dos the right thing to do””

Be transparent and allow for choiceBe transparent and allow for choice

Ensure your data integrity and accuracyEnsure your data integrity and accuracy

ChecklistChecklist


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The Fix

Do what you say, saywhat you mean

One Thing leads toanother


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Credits/Thank You

Michele Dow, Eli Lilly & Company

[email protected]

317-651-6184


Strategy and Procedures for GlobalEmail Operations

Jeff Kosiorek, Sr. Manager, Corporate CommunicationsTACMonday, February 25, 2008


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About TAC

TAC is a leading provider of building automation solutions thatmanufactures and delivers HVAC control systems, securitysystems and energy efficiency programs.

- $2 billion in revenues- 7,500+ people worldwide- Partners and branches in 80 countries- Localized marketing personnel

TAC's parent company, Schneider Electric, is the worldleader in electrical distribution and automation and control with112,000 employees worldwide and operations in 190countries. Other business units include:


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Email Program Goals and Objectives

Centralized Email

Communications

Platform

• Proven and secure

• Maintain brand integrity

• Share across all regions

• Cost effective

• Superior reporting

• Central repository of emailcontent, documents and images

• Integrate surveys

• Region, user flexibility

• Comply SPAM laws

• System scalability

• Easy to Use

• Dedicated support

• Little or no IT dependency


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Before: No Brand and MessageContinuity

Americas

Europe

Corporate


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After:Branding Integrity. Regionalized Content

Americas

PolandAustralia

Singapore

UK


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Global Email CommunicationsWorkflow at TAC

Product MarketingField Devices

Business DevelopmentSolutions Team / Tech Support

Senior Management

TAC Corporate Marketing

Global Marketing, Product Management, others (~350 people)

Americas Singapore Poland UK Sweden

Partners(2,218 emails)

Branches(1,661emails)

. . . . . . . . .

Internal

Types of announcementsinclude: Product Releases,Product Announcements,Marketing Announcements,TPIs, Tech Bulletins, more.


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How TAC’s globalemail marketingstrategy works

-- Denmark --


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How TAC Denmark Does It

A Web Collect form is placed on the TAC Denmarkwebsite where visitors can subscribe to one of foureNewsletters which are based on company subjectmatter (HVAC Systems, Energy, Security, etc.)


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- Prospects are nowsubscribed to theireNewsletter(s) ofchoice.

- These eNewslettersare deliveredquarterly in locallanguage andprovide informationand links to only theinformation that thesubscriber isinterested in.

- Results and clicks aretracked for businessdevelopmentpurposes.


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- Example of anEnergy SolutionseNewsletter .

- Forward to a Friendfeature allows foradditional leadgenerationpossibilities withinthat country.

- Recipients canrespond or ask formore information atany time.

- eNewsletter carriesthe brand of theorganization.

Energy eNewsletter


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The ability to automate thedelivery of relevant and timelyinformation through email is anindispensable component ofour communication strategy asglobal marketers at TAC.

Is Global Email Marketing Worthwhile?


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Because of our centralized emailcommunications platform, we are able to:

• Standardize and increase global brand awareness

• Communicate with a unified message, regardless ofcountry or region

• Report on delivery statistics which leads to improvedperformance on an enterprise basis

Plus . . .We now have more educated partners and dealerswho have the tools and knowledge necessary to sellmore products and services.

Is Global Email Marketing Worthwhile?


145

What we learned thatcan help you:

Critical Do’s & Don’ts


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What Did We Learn?

1. Remember that relationships are builtand developed at the local level. Givechannel partners and dealers the toolsand materials they need to succeed.

2. Know what you are dealing with. Surveyand communicate to gather and reportthe proper metrics.

3. As global marketers, it is easy to getoverwhelmed. Base your approach on aself-service model to free up resourcesand time.


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The Do’s:

• Think it Through. Develop a vision of howyou want to do email marketing on a globalscale. Design your plan to achieve thatvision.

• Select an email service provider that hasthe platform and experience to support yourglobal email strategy.

• Get local buy-in to the plan. Explain “what’sin it for you” to key stakeholders globally.

The Do’s & Don’ts for Global EmailMarketing


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The Don’ts:

• Hope is not a strategy – use metrics to builda case for change and improvement.

• Don’t rely on people who are not informedor trained on delivering emailcommunications.

• Make sure your email technology supportsglobal character sets, global SPAMregulations, etc.

The Do’s & Don’ts for Global EmailMarketing


149

Credits/Thank You

ExactTarget

Jeff Kosiorek, TACDirect: (978) 975-9671Email: [email protected]: www.tac.com

Copyright © TAC

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