pardot elevate 2012 - integrate offline into your pardot campaigns

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Ron WHO? o Marketing Cheerleader @ ZUZA o Pardot administrator o Campaign manager o Bass player 10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 1

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We all know Pardot is a powerful tool for managing campaigns using online channels, but what if you want to include direct mail in the mix? Ron Marcus, Marketing Cheerleader at ZUZA, faced this question when planning a promotion to re-engage past customers and prospects. His team created a 12-week campaign including innovative monthly direct mail pieces and bi-weekly emails. The promotion enticed prospects with a weekly giveaway and the chance for a grand prize at the end of the summer, all hand-delivered by the ZUZA sales team to gain valuable face-to-face time. Ron will share how he set up and managed the campaign in Pardot, how he was able to tie direct mail to the online components, lessons learned along the way, and the success of the campaign to date, including ROI figures.

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Page 1: Pardot Elevate 2012 - Integrate Offline Into Your Pardot Campaigns

Ron WHO?

o  Marketing Cheerleader @ ZUZA

o  Pardot administrator

o  Campaign manager

o  Bass player

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 1

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Who is ZUZA?

o  ZUZA offers two services: •  Marketing Asset Management (MAM)

•  Self-serve online portal enabling on-demand, custom collateral fulfillment

•  High-end offset & digital printing

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 2

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Summer 2012 Campaign

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 3

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Our Challenge:

o  Re-engage with dormant printing clients and prospects, a.k.a. “Alumni”

o  Get “on campus”

o  Rekindle relationships

o  Get new print orders

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 4

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Campaign – Summer 2012

o  “Alumni Campaign” – Multitouch •  403 prospects – specific, rifle approach

•  Weekly prize giveaway for 12 weeks

•  Monthly calendar mailer

•  Weekly prize reveal & reminder emails

•  Prize claim form required every week

•  Each prize claimed gives prospect another entry into the grand prize drawing

•  Prizes hand-delivered by sales reps

•  Sync to Salesforce to keep sales apprised

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 5

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Creative

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 6

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June Mailer: Envelope

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June Mailer: Calendar

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 8

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July Mailer: Envelope

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 9

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July Mailer: Calendar

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 10

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August Mailer: Envelope

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 11

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August Mailer: Calendar

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 12

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• August 24: $10 [to be determined] Gift Card (claim by June 21)(in a decorative cup)

• Monday 31: 50% off mailing services (ordered within two weeks)

Wednesday September 5: DRAWING FOR THE NEW iPAD!

SUMMER CAMPAIGN Revised 8/10/12

Fridays:

• June 15: $10 Starbuckʼs Gift Card (claim by June 21)(in a decorative cup)

• June 22: Printing: get 25% additional free (ordered within four weeks)

• June 29: $10 Rubioʼs Gift Card (claim by July 5)(notepad, light pen, tape measure, digital color/substrate book, mailing template)

• July 6: 50% off mailing services (ordered within four weeks)(highlight 2% postage discount starting July 1-Aug 31 when using QR or IPR)

• July 13: $10 Daphneʼs Gift Card (claim by July 19)(filled with candies and a secret message)

• July 20: Printing: get 25% additional free (ordered within four weeks)

• July 27: ZUZA Bottle (claim by August 2)

• August 3: 50% off mailing services (ordered within four weeks)(highlight 2% postage discount starting July 1-Aug 31 when using QR or IPR – ZUZA postal discount expires Aug 31)

• August 10: Marketerʼs Relief Kit (claim by August 16)(in first-aid kit box with label of Lifeguard tower scannable by Documobi which takes the viewer to http://zuzamam.com/documobi)

• August 17: Printing: get 25% additional free (ordered within four weeks)

Prize Schedule

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 13

$10 Peet’s Coffee Gift Card (claim by August 30)

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Prizes

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 14

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Prizes – Hand Delivered

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 15

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Prizes – Hand Delivered

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 16

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Prizes – Hand Delivered

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 17

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Prizes – Hand Delivered

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 18

Hope you’re having a great summer. We appreciate your [email protected] | 760.438.9411 x210

25% MORE FOR NOTHING MORE.Use this certificate to get 25% more printed

pieces at no additional cost on a singleprint order placed with ZUZA by

Friday, September 14, 2012.

Printing, Mailing & Campaign Support for Marketers

zuzaMAM.com | 760.438.9411

25% MORE FOR NOTHING MORE.Use this certificate to get 25% more printed

pieces at no additional cost on a singleprint order placed with ZUZA by

Friday, August 17, 2012.

Printing, Mailing & Campaign Support for Marketers

zuzaMAM.com | 760.438.9411

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Prizes – Hand Delivered

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 19

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Prizes – Hand Delivered

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 20

Marketer’s Relief Kit

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Prizes – Hand Delivered

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 21

All this for a coffee card

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Prizes – Hand Delivered

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 22

Grand Prize Winner

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Wor k f low

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 23

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Intro Email

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 24

Subject line: It's time for summer fun with ZUZA. From: [email protected]

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Prize Giveaway

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 25

QR Code (also a clickable link)

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Prize Giveaway

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 26

IPR Image (also a clickable link)

http://zuzamam.com/documobi/

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Landing Page

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 27

No navigation

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Congratulations Page

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 28

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Automation

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 29

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Congratulations Email

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 30

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Automation

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 31

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Reminder Email

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Uninvited Guests

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 33

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Automation

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 34

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Oops Email

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 35

For those not on our original invite list.

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Doesn’t know own email

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Automation

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 37

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Desktop & Mobile

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Note the size of the graphic.

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Weekly Checklist

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Analysis

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 40

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Analysis: Week x Week

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6/15/12 6/22/12 6/29/12 7/6/12 7/13/12 7/20/12 7/27/12 8/3/12 8/10/12 8/17/12 8/24/12 8/31/12

Emails SentEmail Send TimeTime of First Submission# Respondents Pre Email

HTML Email Open %

Click to Open %

Unique Email Click-throughsClicks on Mid-Week Reminder EmailsUnique Form SubmissionsTotal Confirmed Respondents (Segmentation)Response %

Prize

352 347 348 341 338 336 336 331 325 323 320 328

9:05 AM 10:00 AM 9:15 AM 9:00 AM 9:00 AM 9:00 AM 9:00 AM 9:30 AM 9:00 AM 9:00 AM 9:00 AM 9:00 AM

7:39 AM 7:23 AM 7:41 AM 6:57 AM 7:29 AM 9:03 AM 9:12 AM 7:31 AM 7:45 AM 7:01 AM 8:49 AM 8:19 AM

7 8 4 4 5 0 0 2 4 2 4 3

21.02% 24.21% 18.39% 19.06% 16.57% 17.26% 19.35% 18.13% 19.38% 17.65% 16.56% 15.55%

27.03% 25% 29.69% 33.85% 41.07% 48.28% 43.08 46.67 44.44 42.11 39.62 49.02%

20 21 19 22 23 28 28 28 28 24 21 25

7 9 8 5 2 4 3 3 2 2 3 --

69 38 46 36 48 42 44 37 50 35 47 33

54 29 41 28 46 38 41 35 45 32 41 30

15.34% 8.36% 11.78% 8.21% 13.61% 11.31% 12.20% 10.57% 13.85% 9.91% 12.81% 9.15%

$10 Starbucks

card

25% more printing

free

$10 Rubio’s

card

50% off mailing services

$10 Daphne’s

card

25% more printing

free

ZUZA water bottle

50% off mailing services

Marketer’s Relief Kit

25% more printing

free

$10 Peet’s Coffee Card

50% off mailing services

Page 42: Pardot Elevate 2012 - Integrate Offline Into Your Pardot Campaigns

Some Conclusions

o  Some couldn’t wait for an email to claim their latest prize.

o  Email open rate ranged from 15 - 21%

o  Click to open rate ranged 25 – 49%

o  Prize claim rate ranged from 9 - 15.3%

o  There were significantly more prize claimers than email clickers.

o  Clearly, email got some response, but offline sealed the deal for many.

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 42

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Analysis: Mobile

o  According to Pardot Visitor Report: •  26 people viewed one more

landing pages on their mobile phones throughout the summer

•  Four were anonymous but were identified by their mobile carrier (Verizon, etc.)

•  One used her mobile for 10 out of the 12 weeks to view landing pages

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 43

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Analysis: Documobi

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 44

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Analysis: Documobi

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Analysis: Documobi

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 46

Scans iPhone iPad Android Repeat Scans

One-Time Scans

Click Throughs

%

Aug 3, 2012Aug 10, 2012Aug 17, 2012Aug 24, 2012Aug 31, 2012

47 47 0 0 13 34 23 48.94%35 34 1 0 11 24 12 34.29%22 22 0 0 8 14 15 68.18%27 27 0 0 6 21 23 85.19%22 19 0 3 5 17 19 86.36%

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Analysis: ROI

o  Campaign total cost: $25 K

o  Attributed won deals: $86.3 K

o  In quote submission stage: $156 K

o  Positive ROI with won deals alone within two months of the campaign

o  Significant ROI potential in the pipeline

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 47

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Anecdotal: Brand

o  Heightened awareness of ZUZA among Alumni prospects

o  Extremely positive reaction to campaign pieces and prizes

o  Consistent participation throughout the summer

o  Elevated perception that ZUZA is a marketing company, not just a printer

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 48

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Take-aways

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Take-aways

o  Offline can be tracked with Pardot

o  Scannable bar codes and images increase engagement

o  Direct mail, done creatively, greatly increases participation versus email alone

o  A fun campaign mitigates “campaign fatigue.”

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Take-aways

o  We simply could not have conducted this campaign without a tool like Pardot

•  Automation

•  Metrics

o  The work involved to conduct a thorough campaign is well worth it.

o  You’ll learn a lot as you go along.

o  There’s much to learn still. Let’s share knowledge.

10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 51

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10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 52

Thank You!

Questions? [email protected]