How to

get the most out of your marketing!

ABOUT US

Evolving Integrated Marketing Communications

Company

Multi-Channel Marketing Expertise

Traditional and Digital Production – Design to

Mail

Online Collateral Management

DEFINITIONS

Multichannel marketing Communication through email, print, web

experiences, direct contact, and broadcast media SHOULD be bi-directional – “learn while you go” Communicate with external customers and

internal resources

Personalized web experience Personalized URL Provide specific content to each viewer Track their actions Collect data in real time Use the input data to trigger some activity

OVERVIEW

We focus on delivering campaigns that generate measurable results

We use multi-channel direct marketing to: Generate more qualified, warm leads Cross sell additional products/services to existing

customers Data is at the center of our universe

The data that you have (or can buy) The data that you wish you had

HOW WE DO IT

We use proven database marketing techniques We personalize the communication to enhance

relevance to the prospect Via print, email, web content, etc.

We invite prospects to visit a trackable personalized micro site as the primary (“low-threat”) response mechanism

We learn about the prospect by tracking what they click or asking a few simple questions

Based on existing data and what we’ve just learned, we can immediately tailor the response, offer, and next action step for that individual

HOW WE DO IT (CONT.)

All of the activity inside the campaign is tracked and recorded

The data will be sent to you automatically or integrated into your management system automatically

Sales leads can be distributed immediately to an individual sales rep when a prospect responds

We’ll take what we’ve learned from each campaign to improve the results for the next one

Attract RespondLearn

•TEST!

•Learn before the offer

•Adjust on-the-fly

•Personalize the experience

Outside

Data

Your CRM Syste

m

Decision

Action to

close

Your CRM Syste

m

WAYBETTER MARKETING MODEL

THE DATA-DRIVEN MARKETING PARADIGM

How can we use what we know about a customer or prospect to market to them individually?

That usually starts with determining what you wish you knew about those people…

THE RIGHT WAY TO DO PERSONALIZATION(VS. THE WAY THAT MOST PEOPLE DO IT)

Use what you know

Learn what will make people act

Respond directly to their stated

needs

The Multi-Channel RoadmapBusiness Case

Personalized Web Site

Personalized Electronic Confirmation

Personalized Follow-up

Sweepstakes/Offer

Non-Responder Mailing

Data Modeling Personalized Dimensional Mailing

Lead Sent to Sales Rep

Sales Rep Meeting

Ongoing Monthly E-mail Shouts and Personalized Portal Updates

Telemarketing to Nonresponders

Personalized Follow-up

Brochures and email

Personalized mailing and / or email

Personalized Web Site

Data Collection and variable content per

recipient

Thank You email to the

prospect

Wave 2 Non-

Responders

PERSONALIZE BASED ON

SURVEY

Data Feed to your system

Auto-direct to relevant info on

your site

Another Roadmap

One Solution Does It All!

Attract

Carolyn Sample just responde

Steve Salesperson,

Carolyn Sample just responded to your campaign.

Contact information: 123 Anystreet, USA (555)547-1234

Survey Results: May I call you to discuss? Yes

RespondLearn

PERSONALIZED URLS AND LANDING PAGES

Engage respondent with relevant content in direct marketing, including a personalized URL

Capture online response Continue “personal” conversation online

PERSONALIZED URLS

Unique Recipient ID

Campaign Web Address

May or may not include Recognized Personal ID (like name)

J1P23.Campaign address.com

12345. Campaign address.com

JoePetrucci. Campaign address.com

Automatically triggered follow-up email to respondent Variable email content determined by web activity Continued personalized communication solidifies the

relationship

Automated Follow-up to Respondents

React immediately to leads Distributed via email or PDA/cell phone No need for cold-calling

Automated Lead Distribution

Carolyn Sample just responded to your campaign

All visits and online activities are tracked Reports to help “fine tune” your marketing Automated data delivery

Reporting and Analytics

CASE STUDIES

Challenge:– Generate Web site visits.– Generate leads for telemarketing follow-up.– Increase response rates

Solution:– Multi-touch personalized mail campaign.– Mailed two postcards and a letter with PURL, mailed

every 2nd month

Benefits:– 11% Response rate, up from 1%.– $7,000,000 in sales from first mailing.

Flagstone is a small Mortgage Banker/Broker specializing in home loans.

Lead Generation example:

Existing loan rate and provider comparison

Personalized loan offer

COMPARING PAST WITH OPPORTUNITY

The increased relevance possible with targeted marketing drives increased response rates.

GENERAL INPUT AREA TO DERIVE ROI

Historical Expected

Target Audience Size 40,000 40,000

Responded 1.0% 2.0%

Info Given 10.0% 20.0%

Conversion-Appointment 30.0% 50.0%

Average Order Size $1,500 $1,500

Today's date 9/1/2006 9/1/2006

ROI CALCULATION

$600,000 in quality pipeline leads is a realistic objective.

Triple the previous results.

Campaign ROI

Probabuility of Sale

Historical Campaign Pipeline

Historical Campaign

OpportunityCampaign Pipeline

Campaign Opportunity

Opportunity Value Increase

Responded 10% 240 $36,000 400 $60,000Info Given (Nuture) "B" Lead 25% 40 $15,000 160 $60,000Conversion-Apt. "A Lead" 80% 120 $144,000 400 $480,000Weighted Total $195,000 $600,000 $405,000Un-Weighted Total 400 $600,000 960 $1,440,000 $840,000

Key MetricsCampaign Audience Size 40,000 40,000Response Rate 1.0% 2.0%Info given 10.0% 20.0%Conversion / Appt Rate 30% 50%Average Order Size $1,500 $1,500

Lead Generation CampaignHistorical Results

SERVICES DETAIL

$8.46 in results for every $1 invested.

Campaign Services 1st Campaign Subsequent

Total Services $38,000 $22,500

Production Services

Print Cost 12,000 12,000

Postage 8,800 8,800

Subtotal $32,900 $32,900

Total Campaign $70,900 $55,400

Revenue per dollar spent $8.46 $10.83

List Research and Acquisition, Online Media Placement, Services per drop, & Misc.

$12,100 $12,100

Software License Fee for Campaign, Campaign Brief, Creative and Copywriting, Technical Implementation (Template Creation), Data Processing, Diagnostic Telemarketing, Post-Mortem Analysis, & Project Management