pardot elevate 2012 - integrate offline into your pardot campaigns
DESCRIPTION
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.TRANSCRIPT
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
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
Summer 2012 Campaign
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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
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
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Creative
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June Mailer: Envelope
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June Mailer: Calendar
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July Mailer: Envelope
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July Mailer: Calendar
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August Mailer: Envelope
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August Mailer: Calendar
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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)
Prizes
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Prizes – Hand Delivered
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Prizes – Hand Delivered
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Prizes – Hand Delivered
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Prizes – Hand Delivered
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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
Prizes – Hand Delivered
10/24/12 Pardot Elevate 2012 | Online & Offline Media in One Campaign 19
Prizes – Hand Delivered
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Marketer’s Relief Kit
Prizes – Hand Delivered
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All this for a coffee card
Prizes – Hand Delivered
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Grand Prize Winner
Wor k f low
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Intro Email
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Subject line: It's time for summer fun with ZUZA. From: [email protected]
Prize Giveaway
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QR Code (also a clickable link)
Prize Giveaway
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IPR Image (also a clickable link)
http://zuzamam.com/documobi/
Landing Page
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No navigation
Congratulations Page
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Automation
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Congratulations Email
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Automation
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Reminder Email
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Uninvited Guests
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Automation
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Oops Email
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For those not on our original invite list.
Doesn’t know own email
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Automation
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Desktop & Mobile
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Note the size of the graphic.
Weekly Checklist
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Analysis
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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
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.
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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
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Analysis: Documobi
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Analysis: Documobi
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Analysis: Documobi
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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%
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
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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
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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.
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Thank You!
Questions? [email protected]