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Fall Release Webinar: Plan a Killer Q4 Using Cross-Media

A review of new features you can use to

generate Q4 revenue.

Joseph Manos

Executive Vice President

David Rosendahl

Co-founder, EVP Client Services

October 28th, 2010

© 2010 MindFireInc

This document is the property of MindFireInc.

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� Ask questions

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If you can’t: Please reference the number and access code

provided to you via email, or call 949-474-4418 x-219 for help.

While we wait …

Introductions

David Rosendahl

Co-founder

EVP Client Services

Joe Manos

Executive Vice President

Michael Dunahee

Client Support Manager

Why Cross-Media?

The World Has Changed� Social Media

500+ million Facebook users, 700+ billion minutes p/mo

65+ million Tweets p/day

� Mobile

3,000+ texts sent by teens p/mo[1]

1 in 2 people w/smart phones by end of ’11 [1]

� Direct Mail

12% drop in mail volume[2]

• Digital Coupons 60% YoY increase, 1% of total coupon utilization[3]

• Increased Interactive Spend $55 billion projected by 2014[4]

[1] Nielsen, 2010[2] United States Postal Service 2010 Annual Report[3] Marx, a Kantor Consumer Promotion Unit[4] Forrester’s “Interactive Advertising Models Report”

“Cross-media is no longer a nice to have

technology, but a must have for serious

marketers.”

Nancy Costopulos, CMOAmerican Marketing Association

Today’s Tour

� Quick-Response (QR) Codes

� Email/SMS

� Reporting

� Campaign Flexibility

� Q & A (15 minutes)

Today’s Approach

� Not “technical”

� Learn about new

features … spark ideas!

� Give you 3+ ideas for Q4

QR Codes

QR Codes

� 2d barcode

� How used:

� Printed

� Scanned with mobile phone

� Leads to content (web page,

videos, coupons …)

Catalogs

Packaging & Labeling

Print Ads

Point of Sale

Clothing

Direct Mail

Business Cards

Public Areas

QR Codes

� Create two kinds of QR codes:

� Personalized, one for each Personalized URL

� For Mass Media (like billboards, print ads)

� Mass Media QR code key take-aways:

� Turn faceless visitors into identifiable profiles

�Capture marketing intelligence for appropriate follow-up

� Speak to respondents on a personal level

�Provide special offers or high-value downloadable content

� Track & measure media effectiveness for ROI

QR Codes: Benefits� Benefits:

� Ties print, web, and mobile together

� Trackable

� Increasingly popular w/marketers

� Must-have for improved results

� How do I make money w/QR Codes?

1. Get close to your Clients, understand marketing objectives

2. Design the right marketing strategy to drive those outcomes

3. Charge for this strategy (it’s custom built to meet their deliverables!)

4. Consider event/tradeshow use-cases – GREAT opportunity

� Remember: Leading edge, still lots of room for innovation

Get creative!

Email/SMS

Email/SMS

� Email: Invaluable in providing additional “lift”

� SMS: Effective at driving activities (e.g., foot-traffic)

� Schedule in advance to:

� Test:

� Day of week

� Time of day

� Coordinate with off-line events

� (…or impress your boss/client)

Email/SMS� What’s the best time & day to send?

� No universal best day/time, but data are helpful

� Analyze performance by Client/campaign

� Test, test, test

� How do I make money with Email/SMS?� Incorporate personalized email w/every applicable campaign

� Leverage SMS when it supports campaign objective; example:

� How many of your clients attend tradeshows?

� Killer app for driving foot traffic

� Provide testing & analysis of best day/time

� Remember: When you develop expertise, you bring value that your Clients need!

Reporting

� DMA Marketer’s feedback:

� Don’t need “cute” reports

� Do need effective reporting – granular in all areas.

� Core email reporting:

� Delivered

� Read

� Hard bounce

� Pending (soft bounce)

Tell Us …

� Are you incorporating email into

your service offering?

� Do you perform time-of-day-and-

week analysis?

Tracking Activity by “Source”

� Track where activity is coming from

� Easily enabled

� Can be used with both:

� off-line (direct mail, QR codes)

� on-line (e.g., email, social media)

Response by Media Type

Email87%

Social Media/Viral12%

Press Release1%

Social Media/Viral Detail

Facebook, 3%

Twitter, 3%LinkedIn, 1%

Email Footers, 4%

Reporting� Benefits:

� Know which touches are “working”

� Optimize/eliminate underperformers

� Focus on what drives results

� How do I make money with Source Tracking?1. Educate the marketer on the areas they’re not tracking

2. Track these sources of activity

3. Present the results in a Dashboard

4. Analyze results by Source, and suggest improvements

� Remember: You can’t be in marketing today – and NOT quantify ROI

Campaign

Flexibility

Campaign Flexibility

� Develop expertise to deploy various scenarios

� Steps:

� Take advantage of Training, offered 3x p/week

� Watch training videos, participate in MindShare

� Execute your Self-Promotional Campaign

� Leverage Professional Services if needed

Campaign Flexibility

� Features for novice or advanced users

� Examples:

� Pass data into landing pages

� Add pages to your campaign flow

� Turn on/off:

� System-generated tables & CSS

� Rich Text Editor (RTE)

Interactive Cross-Media

Demonstration (ICD)

Your newest business development tool

Newest Business Development Tool

Interactive Cross-Media Demonstration

� Flash based

� Interactive

� Customized to your company

� Support your sales presentation

Demo

How do I …

� Configure the features:

Support & Training: 949-474-4418 option 2

� Market & sell the features:

Carrie Driscoll-Hill: 480-626-4957

� Get started:

Joe Manos: 916-284-8112

Reach Us� David Rosendahl

949-474-4418 x208daver@mindfireinc.com@daverosendahl

� Joe Manos916-284-8112 jmanos@mindfireinc.com@jemanos

� Michael Dunahee949-265-1255mdunahee@mindfireinc.com@mindfireinc

David Rosendahl

Co-founder

EVP Client Services

Joe Manos

Executive Vice President

Michael Dunahee

Client Support Manager

Submit your

questions now.

Joe’s Closing Thoughts . . .� Rarely in life do we come across such opportunity

� A projected $55b+ spent in next 4 years

� Leverage reporting … even failures are successes

� Data show cross-media results are significantly

better – when used effectively. No voodoo

magic.

� Embrace the change, or get out of the way

� We are here to help

Q & A

Thank you!