tips on how to integrate print with other channels
DESCRIPTION
John Foley, Jr., CEO of interlinkONE and Grow Socially, delivered this presentation at a CEO Peer Group on June 9th 2012. During "Tips on How to Integrate Print with Other Channels", attendees received a variety of practical information on how they can effectively incorporate print in their marketing efforts. John covers items such as: - Integrating Print with mobile - Integrating Print with social media - Integrating Print with email - Integrating Print with websites and landing pages John provides strategies, tips, case studies, best practices, and more. Among the tactics discussed are QR Codes, mobile websites, personalized URLs, variable data printing, and near field communication (NFC).TRANSCRIPT
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TIPS ON HOW TO INTEGRATE PRINT WITH OTHER CHANNELSPresented by John Foley, Jr.
Your Host:
Your Host for this CEO Peer Group:
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Copyright 2012, interlinkONE and Grow Socially
JOHN FOLEY, JR.
Grow Socially Online Marketing/Social
Media Plan, Manage, Execute and
Measure
interlinkONE Enterprise Marketing
Management Software Plan, build, manage, execute
and measure all marketing activities
I love Mar(H)keting!
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THE BOOK
Printers – Business Transformation
Mailers, Fulfillment providers– Business Transformation
All Businesses – Untethered Communications
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ACCOLADES
• Jetsetter Status on FourSquare
• Ranked #14 #12 as a Top CMO on Twitter in 2012
• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category
• One of the 50 most influential people in Sales Lead Management by SLMA in 2011
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TODAY’S OVERVIEW The Changing Marketing
Landscape
Overview: Integrated, Multi-Channel Marketing
How You Can Integrate Print with: Mobile Social Networks Email Your Website
Final Thoughts / Q & A
Photo Credit: http://www.flickr.com/photos/rpenalozan/5170104100/sizes/m/in/photostream/
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THE CHANGINGMARKETING LANDSCAPE
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MARKETING AND COMMUNICATIONS: TODAY
“Kitchen Table Effect”
Generational Differences
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ONLINE MARKETING STATISTICS
900 Million Users on Facebook
NOTE: As of June 2012
400 Million Tweets Sent Per Day72+ Hours of Video Uploaded every minute
170 million users
18 million users… and it’s addictive!
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HARDWARE IS DRIVING CHANGES
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THE BIG QUESTION IS…
With all of these changes, how can Service Providers succeed?
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FINDING SUCCESS IN MARKETING
Take an integrated, multi-channel approach
Utilize a mix of offline and online medias
Focus on: Right Content, Right Audience, Right Format, Right Time!
Measure and test everything!
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OVERVIEW: INTEGRATED, MULTI-CHANNEL MARKETING
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Lead Database:All responses collect in one database.
Real Time, Centralized, Online,
Qualified.
Define Your Audience: Choose your target audience.
Sales Reports
Lead Distribution
Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.
Measure: Marketing Reports & Dashboards automatically generated.
Repeat: Repeat the cycle for more effect.
Pick A Channel: Choose which channel would be the most effective way to contact your audience.
Pick A Media: Choose which media to contact your audience.
Response Channel: Give your audience a way to respond.
What’s the
Goal?
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CAMPAIGN 101
Campaign – (noun) An entire series of
marketing efforts to one event, customer,
organization, priority.
What is a Campaign
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DEFINE THE GOAL/OBJECTIVE
Step #1 My Goal
Goal: Increase sales 15%
How: Increase our # of inquiries with marketing efforts
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Step# 2: Identify & Understand Your
Audience
DEFINE THE TARGET AUDIENCE
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DEFINE THE CHANNELS YOU’LL USE
How will your deliver?
Newsletter
E-mail Promotion
Postcard
E-mail with PURL
Newspaper Insert
Step #3 Choose Channels & Medias
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DEFINE RESPONSE OPTIONS
Step#4 Choose response type
(how will the audience contact you about your message/offer)
PURLS Phone BRC Trade Show Booth
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Direct Mail Invitation
Reply TextLanding Page
Inbound Calls
MULTI-CHANNEL CAMPAIGN
Prospects
Postcard
PURL QR Code
Flyer
Landing Page
July Seminar
Associates
Banner Ad
internetPrint Web
Invitation Email SMS/Text
Landing Page
Social Media
Mobile
Customers
Landing Page
Mobile Ad
Target Audience Data
Channel
Media
Response Mechanisms
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KEYS TO SUCCESS
Variety of Mass medias, Email, Direct Mail, Letters, Web pages, etc.
Branding, Graphics, Messaging Offer Call to action Measure it
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BENEFITS
Increase the Reach of Your Message
It’s their world – communicate in the ways they want to be communicated in
Generate greater responsesEasy to Measure
– Find out what works!
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BUT… YOU MAY BE ASKING
With smartphones, social media, email, etc., does print still have a place ?
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REASONS TO STILL USE PRINT
Tangible pieces can leave a deep impact
When integrated with multiple channels, it can increase your ROI
Variable data technology enables you to deliver targeted, personalized pieces
As more and more people use social media, email, etc., and mail volumes drop, using print can actually help you get noticed more easily!
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PRINT WORKS BEST WITH OTHER CHANNELS
“More Channels Equals Better Response for Marketers ”
Source: InfoTrends
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PERSONALIZED PRINT:IT STARTS WITH THE DATA
Name Interest Status $$ Spent Yearly
Jaclyn Smith Food Silver 5K
Mike Jones Card Games Gold 20K
Frank Stafford
Shows Platinum 50K
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IDENTIFY AREAS OF PERSONALIZATION
Relevant Content that Appeals to Them
Images based on InterestPersonalized URL
Membership Level
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PERSONALIZED MESSAGING
This customer: Loves the races … Thinks the food is expensive…
Is a Silver member
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DIRECT MAIL WITH PURLS
Personalized MessagingTextImagesOffers
Track WHO is responding to your mail/print
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NEXT SECTION….
Let’s see how print can be successfully integrated with specific channels:
MobileSocial NetworksEmailYour Website
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PRINT + MOBILE
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THE GAME-CHANGER: SMARTPHONES!
http://blog.nielsen.com/nielsenwire/?p=28790
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STATS ON MOBILE DEVICES POINT UP
In 2012, 657 million smartphones predicted to be sold , up from 459 million in 2011 (JP Morgan)
Worldwide tablet sales expected to reach 118.9 million units this year (Gartner)
19% of adults now own a tablet computer (Pew Research Center)
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PRINT AND MOBILE:BETTER TOGETHER
Increased Value to Print
TrackabilityInteractivity Media Extension
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6.9%
9.1%
8.0%
6.9%
22.5%
17.0%
12.3%
13.3%
10.8%
32.3%
25.1%
26.3%
30.1%
37.0%
56.8%
0% 20% 40% 60% 80%
Direct mail
Brochures
Catalogs
Product packaging
Magazines
Augmented Reality Mobile Messaging Mobile Codes
MOBILE TECHNOLOGY IS INTEGRATED ACROSS A VARIETY OF MEDIA TYPES
Multiple Responses Permitted
N = 591 818 1,008
Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011N = Consumers who are familiar with the respective technology types
On which of the following types of media have you seen these technologies used in the past 12 months?
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MAKING PRINT INTERACTIVE: QR CODES
2D barcode, invented in 1994
Mainstream adoption is happening quickly in the United States
Great for reaching the mobile audience and making print interactive.
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PROPRIETARY VS. NON- PROPRIETARY
Microsoft Tag Snap Tag
ScanLife QR Code
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BIG BRANDS GET QR CODES!
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QR = “QUICK RESPONSE”
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USE: REGISTRATION VIA DIRECT MAIL
QR Codes make it easier for people to respond to your direct mail pieces! And the USPS is offering a discount if you add one.
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CASE STUDY: CUSTOMXM / LITTLE ROCK
31% accessed landing page via QR Code.
24% of the submissions came via the QR code.
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EXAMPLE: QR CODE ON PRODUCT CARDS
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EXAMPLE: QR CODES TO DIRECT PEOPLE TO CUSTOMER REVIEWS
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EXAMPLE: QR CODES TO SEEK FEEDBACK
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EXAMPLE: QR CODES TO MAKE YOUR CUSTOMER’S LIVES EASIER!
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WIDE-FORMAT BANNERS
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FOR COUPONS
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EXAMPLE: FOR USER-GENERATED CONTENT
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ON PRODUCT/DISPLAY LABELS
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CONNECTING TO VIDEOS
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BEST PRACTICES: SHORTEN THE URL!
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BEST PRACTICE: PROVIDE CLEAR DIRECTIONS
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BEST PRACTICE: MOBILIZE YOUR CONTENT
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BEST PRACTICE: INCLUDE PADDING
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BEST PRACTICE: TRACK, MEASURE, TEST
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AND… YOU CAN CUSTOMIZE THE LOOK
How? Go to: http://ilnk.me/QRPattern
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WANT MORE QR CODE TIPS?
TheQRToolKit.com
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WHAT ELSE? AUGMENTED REALITY It’s predicted that 1.4 billion annual
downloads of AR apps will happen world wide by 2015.
Source: Juniper Research
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WHAT’S NEXT: NEAR FIELD COMMUNICATION
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NFC: LOTS OF POTENTIAL USES!
“Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.
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NFC AND LOCATION-BASED MARKETING
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PRINT + SOCIAL NETWORKS
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CREATE AWARENESS & DRIVE TRAFFIC
More and more noise is happening online.
Print can help people cut through the clutter to find your online message.
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PRINT FOR MOBILE/SOCIAL
Print can increase success of location-based promotions and other mobile/social opportunities.
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CASE STUDY: GENERATION SMILE
Small Business Well-Known in the Community Needs to Grow!
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THEY BUILT IT…HOW WOULD PEOPLE KNOW?
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PRINTED SIGNS TO DRIVE TRAFFIC!
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CREATED HANDOUT CARDS
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RESULTS (ON-GOING)
Increased the # of fans/LIKES
Increased engagement with their customer-base
Reaching new prospects through channels that they are on
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HOW ELSE CAN PRINT BE INTEGRATED WITH SOCIAL MEDIA?
TO CREATE AWARENESS OF PERSONAL PROFILES!
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Copyright 2012, interlinkONE and Grow Socially
PRINT CAN EXTEND “SOCIAL” MOMENTS
In addition to sharing photos on your social networks, create and send printed versions to key contacts to increase impact!
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TIP: POST PRINT ADS ON PINTEREST!
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Copyright 2012, interlinkONE and Grow Socially
TIP: PRINT CAN GENERATE ONLINE FEEDBACK
Online feedback forms are convenient for users… but Print Ads can be used to direct them there!
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PRINT + EMAIL
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Copyright 2012, interlinkONE and Grow Socially
SHOULD YOU DUMP PRINT FOR EMAIL? NO!!!
Multi-touch, multi-channel is key in order to attract attention
Print can help you cut through the clutter.
Print adds credibility & trust.
You can’t hide from print.
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Copyright 2012, interlinkONE and Grow Socially
PRINT + EMAIL: TO BUILD A DATABASE
Integrate to Build your Marketing Database of Email Newsletter Subscribers.
Tip: Include a URL and a QR Code to make it easy for people to sign up!
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Copyright 2012, interlinkONE and Grow Socially
COORDINATED MULTI-CHANNEL CAMPAIGNS
Marketing success requires multiple touches and multiple channels
Plan your email efforts to drop soon after the mailing is sent out to increase awareness and impact!
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Copyright 2012, interlinkONE and Grow Socially
March Seminar
Email SMS / Text Print
Invitation Email Invitation Text Direct Mail Invitation
PURL / Response Page Reply Text PURL
/ Response Page Call Center
- Week Follow-Up -
Reminder Email Reminder Text Reminder Direct Mailer
PURL / Response Page Reply Text PURL
/ Response Page Call Center
Measuring Response Rates
Email vs. Text vs. Print
22% You’re Invited!
6% Win a FREE gift!
47% Check out our March Seminar
25% Are you interested in attending?
Measuring Subject Lines
MULTI-CHANNEL CAMPAIGN: EXAMPLE
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Copyright 2012, interlinkONE and Grow Socially
TIPS FOR CROSS-MEDIA CAMPAIGNS
Utilize consistent branding on direct mail and email! (and other channels as well)
Use multiple touches to increase ROI!
Track the effectiveness of each channel individually
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PRINT + YOUR WEBSITE
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Copyright 2012, interlinkONE and Grow Socially
USING PRINT TO ACHIEVE WEBSITE GOALS
First, what should your website goals be?
To increase traffic
To create awareness of new features and pages
To generate leads for your sales team
Boost SEO
And more!
Let’s talk about how print can help…
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Copyright 2012, interlinkONE and Grow Socially
WHY USE PRINT TO PROMOTE YOUR WEBSITE?
Website traffic is great, but you want the right people visiting your website!
Thus, print enables you to deliver targeted messages to the right folks in your audience.
Photo Creidt: http://www.flickr.com/photos/87857621@N00/156052003/
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Copyright 2012, interlinkONE and Grow Socially
TIP #1: PRINT + WEBSITE INTEGRATION
Measure your print efforts to see what’s actually driving website traffic:
Use a custom URL that points people to a specific landing page.
Photo Credit: http://mediameasurement.yolasite.com/resources/measureTape.jpg
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Copyright 2012, interlinkONE and Grow Socially
TIP #2: PRINT + WEBSITE INTEGRATION
Provide a strong call-to-action!
Print often delivers BIG results when it creates a sense of urgency.
Provide a time-sensitive offer that drives people to your website.
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Copyright 2012, interlinkONE and Grow Socially
TIP #3: PRINT + WEBSITE INTEGRATION
Use Variable Data Printing to Get Personal!
Take advantage of variable data printing services to deliver custom messages to your audience.
Possible ways to personalize: Custom text, different products & services mentioned, picture of Sales Rep, and more!
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Copyright 2012, interlinkONE and Grow Socially
TIP 4: POST YOUR PRINT ADS ON YOUR BLOG!
Extends the life of your creative designs and printed materials
Provides users that may only know you via your online presence the chance to get to know your physical location.
Distribute images of your printed materials through your social media channels as well!
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FINAL THOUGHTS
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Copyright 2012, interlinkONE and Grow Socially
KEY TAKEAWAYS
The marketing mix continues to evolve --- multi-channel and integration is key!
QR Codes: best way to integrate print + mobile today.
Social Media = Use print to create awareness
Email: Use print to build your database
Website: Use print to drive targeted traffic!
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Q & A / CONTACT ME!: HTTP://ILINK.ME/JR
iFlyMobi.com
Scan It!
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THANK YOU