101809 advanced strategies for 1to1 marketing omi

Email + SocialHow to Harness the Most Potent One-to-One Marketing Strategy of our Time

Joel BookExactTarget, Inc.

Blog: EmailMarketingbytheBook.comTwitter: @joelbook

© ExactTarget, All Rights Reserved

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A B O U T E X A C T T A R G E TLEADING PROVIDER OF ON-DEMAND

SOFTWARE, SERVICES & INTEGRATED SOLUTIONS FOR EMAIL MARKETING &

EMERGING ONE-TO-ONE MEDIA

EXACTTARGETinACTION .com

www.

FOUNDED IN

2000FOUNDED IN

2000 500+EMPLOYEES

500+EMPLOYEES

$70MPRIVATE EQUITY FUNDING MAY 09

$70MPRIVATE EQUITY FUNDING MAY 09

7,000+CLIENTS

7,000+CLIENTS

OVER

2B+ MONTHLYEMAIL VOLUME

OVER

2B+ MONTHLYEMAIL VOLUME

We are in the Middle of a

Media Revolution

How Did We Get Here?

<1990 1990s

Direct MailTelephone

1999 2000s 2009TVRadioPrintDisplay

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Display

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

Mobile EmailSMSIMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitter

The Evolution of Media

Media is “The New Creative.”

Message distribution is now as important

as creative execution.

Creating brand

advocates is now just as

important as

creating brand

awareness.

“BRAND FANS” HAVE

BECOME YOUR BEST MARKETERS


www.

Maintaining the Customer Connection

MORE MEDIA

DOLLARS ARE

SHIFTING TO EMAIL

“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research“E-Mail Marketing Comes of Age.”

“50 million U.S. Internet users are active users of social networks.”

Source: USC, “The Digital Future”

MORE THAN 50% OF ALL CONTENT SHARED IS

SHARED USING

EMAIL

Source: Tim Schigel, ShareThis

EMAIL + SOCIAL

ACTION

AMPLIFIED


www.

EMAIL + SOCIAL

USING SOCIAL

FORWARD TO EXPAND

CUSTOMER DATABASE


www.

EMAIL + SOCIAL

CREATINGBRAND

FANS


www.

EMAIL + SOCIAL

Providing Customers a

Voice

EMAIL + SOCIAL

CUSTOMER

EDUCATION


www.

EMAIL + SOCIAL

DRIVING

DEMAND


www.

How Dreamfields

Changed CPG Marketing


Dreamfields Pasta• Introduced in June, 2004• Only great tasting low

carbohydrate pasta on market

• Appeals to diabetics, low carb dieters, and people seeking higher fiber

• Costs about double the retail of regular pasta


Dreamfield’s Marketing Challenges• Attract diabetics and low carb dieters; Encourage trial

• Engage and educate consumers on product benefits

• Build a community of passionate customers that share brand

• Stretch limited budget to augment traditional advertising

• Engage and educate healthcare professionals

• Discover what works best and expand


Brand Fan Development Model

ATTRACT

ENGAGE

CONVERT

EMPOWER

SUPPORT


Dreamfields Multi-Channel Strategy Channels:

• Website• Email• Social Networks

• Twitter • Facebook

• You Tube

Activities (*): Manages 3 websites, 50+ landing pages, and an E-commerce site Does online advertising to attract consumers to the Dreamfields website Sends branding emails 12 times per year, and automated emails daily. Conducts consumer and professional word of mouth programs.(*) All marketing activities are planned

an executed by HyperDrive Interactive


Using Email to Educate Consumers Dreamfields uses SEO, PPC and

Word of Mouth to attract consumers to www.trydreamfields.com

Consumers are invited to register for Dreamfields’ email newsletter and receive a $1 coupon as a “Thank You”

In less than two years, Dreamfields has built an email subscriber database of more than 400,000 consumers, and 18,000 healthcare professionals

http://www.trydreamfields.com/


Email + Social Media to Drive “Word of Mouth”


Engagement Emails Drive Sharing


Dreamfields Professional Influencer Program

Winning Patient Recommendations through

Email and WOM Marketing


Pro Invitation Landing Page


Tools for Talking to Patients

• Technical product materials

−To address skepticism and invite questions

• Product sample to taste, share, use box for demo

• Patient Education Pamphlets

−Explain “how it works” in patient’s language

• Recipe Flyer with coupon

−Provide tangible purchase incentive and reminder for patient


Patient Education Pamphlet and Flyer


Key Metric FY 2005 FY 2009

Web Visits 19,800 728,000

Page Views 98,000 2,389,957

Search Engine Traffic 1,340 176,300

Consumer Permissions 0 317,710

Professional Influencers 0 20,790

Direct Online Sales 3,700 lbs. 323,000 lbs.

Total Volume < 3,000,000 lbs. >8,318,000 lbs.

Profitability No Yes

Confidential DataDo Not Copy

Interactive Marketing Results

As of October 14th, Sales of Dreamfields Pasta are up 13% YTD


1. Design your website and landing pages for engagement

2. Use SEO and PPC to attract “the right” customers

3. Provide relevant value proposition for email opt-in

4. Segment consumers based on behaviors

5. Send relevant, timely, and interesting email content

6. Use Social Forward. Empower brand fans to share email with friends and colleagues

7. Invite email opt-in on social media sites

7 Keys to Interactive Success

Marketing is about the

Conversation

THE FAN-CENTRIC present

s FUTURE

FANMAILMARKETING.com

www.

36

EMAIL

THE CONNECTI

NG

THREADEXACTTARGETin

ACTION .com

www.


s FUTURE


www.

37

1. SERVE INDIVIDUALS


www.


s FUTURE


www.

38

2. HONOR

THEIR PREFERENCES

COMMUNICATION

CONTENTFREQUENCY

CHANNEL EXACTTARGETinACTION .com

www.


s FUTURE


www.

39

3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES


www.


s FUTURE


www.

http://pages.exacttarget.com/in_action


www.



Thank You!

Joel BookExactTarget, Inc.

Phone: 317.275.5444Email: [email protected]

Blog: EmailMarketingbytheBook.com

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