H OW TO B ETTER U TILIZE YOUR B RAND S C USTOMER T OUCH P OINTS FOR B UILDING A UDIENCE R ELATIONSHIPS BY C INDY C ARDINAL, P RESIDENT CC C OMMUNICATIONS I NC. K EY PRESENTATION POINTS Brand discussion. How to review your current website flow. Tactics for improving your follow up messages and cross promotion opportunities. Physical touch points. Why do these clean up efforts? W HY IS THE BRAND K EY TO S UCCESS TODAY ? C OMPONENTS OF A M EDIA B RAND Magazines E-newsletters Online Events In-person Events Website Members White Papers Research App downloads Lead Generation Social Media Reprints List Rental W HY SO MANY COMPONENTS OF THE BRAND ? o From push to pull marketplace. Today customers drive our relationship and how they want to get information. o Publishers and advertisers using multiple approaches to reach prospects/customers the way they want. o Databases not inexpensive. Publishers want to MONETIZE names on the database. B 2 B REVENUE, J AN -J UNE $13.3 BILLION Source: ABM Research, totaled $13.1 billion.half-of-2013 C HALLENGES TO INTEGRATE DIFFERENT MEDIA COMPONENTS Media components often owned by a variety of departmentswith different end goals Different platforms and capabilities Budget constraints Need to work together to define standard tone for messages Need upper management buy-in AUDITING WEBSITE FLOW S AMPLE OF W EBSITE F LOW R EVIEW T HANK YOU P AGE N O T HANK YOU E MAIL OR P OP UP MESSAGE S AMPLE OF P AID M AGAZINE F LOW T ABLET O FFER T HANK Y OU P AGE I MMEDIATE E MAIL I NVOICE 24 HRS AFTER SUBSCRIBE R ECEIVED A P APER INVOICE WITHIN A WEEK T IPS FOR R EVIEWING W EBSITE C USTOMER T OUCH POINTS Set up specificaddress, to track follow ups Physically note flow of web pages with screen shots and URLs Things to monitor: Does a thank you message pop up? Any follow ups? How many and timing? Are there promotions for other current offerings webinars, research, events? N OW W HAT ? F OLLOW UP T ACTICS Develop consistent brand message amongst departments Lay out tactics for how to do follow up and cross promotions, as seen below Brand new customer to events or members or subscribe etc Immediate welcomeFollow up1 week later if customer hasnt taken a desired follow up action Such as for member site Follow up1 week later if customer hasnt logged in Note that you will have similar diagram flows for EACH brand channel H INTS AS YOU D ESIGN D ESIRED C USTOMER FLOWS Does your technology platform allow for auto- generated messaging? The flow and messages should be personalized to fit your companys desired goals. Will you have same tactics for brand new name on your database vs. current name that takes a specific action? Does your system allow you to limit the number ofs a person gets in a week? Do you want to use this? S AMPLE OF ORIGINAL THANK YOU P AGE R EVISED T HANK YOU PAGE T O BUILD R ELATIONSHIPS WE N EED TO LEARN MORE ABOUT OUR CUSTOMERS W AYS TO GET ADDITIONAL INFORMATION AND UPDATE FILES Tag and track types of info people are clicking on your website. Ask optional more-detailed demographic questions. Append data. Update older lists like enewsletter subscribers who have not opened anin 6 months, 9 months, 12 months, etc. Test your marketing methods and messages. S AMPLE OF E MAIL TO I NACTIVE E NEWSLETTER SUBSCRIBERS E MBEDDED M ESSAGE TO I NACTIVE E NEWSLETTER R EADERS C ONSUMER S AMPLE OF T HANK YOU T EST, T EST, T EST ! Direct Marketing rules should still apply to todays audience development efforts. What can we test? o Copy o Design osubject line ofrom line o HTML vs. text o Day of weeks sent o Time of days sent o Lists and list segments used o Length of copy o Color o Telemarketing script o Mail packages o Vendors o And the list goes on P HYSICAL C USTOMER T OUCH POINTS Other opportunities to extend brand reach and cross promote. Magazine. House ads/cross promotions. Include flyers in mail packages of research, back issue sales, etc. Premiums and handouts at exhibits and booths. W HY WILL THESE PROCESSES HELP M Y BUSINESS ? Improve communications between internal departments. Allow you to better focus your marketing efforts. Cut down on list fatigue. Hopefully increase response rates. Keep lists current. Keep customers happy. Increase bottom line. T HANK Y OU FOR A TTENDING For more information, please contact Cindy Cardinal, President CC Communications Inc. cccomminc.net