leveraging digital media for trade show marketing joel_book
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Leveraging Digital Marketing for Trade Show Promotion
Joel BookPrincipal, Marketing Research & Education GroupTwitter: @joelbook / #ExactTarget
Fuel the Conversation!
<1990 1990s
Direct MailTelephone
1999 2000s 2010TVRadioPrintDisplay
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
Marketing Media Evolution
“The mix of media channels has shifted from a one-way broadcast model to a set of dynamic two-way media forums.”Source: Booz Allen HamiltonHD Marketing 2010: Sharpening the Conversation
Serving customersby delivering content that is: Personal Relevant Timely
Marketing to a Segment of One
Marketers are Increasing Spending on Mobile, Email, Search, Social Marketing
• 28% of marketers are shifting budgets to digital channels. • 54% plan to increase budgets for email marketing. • 66% plan to increase investments in social media. • 56% plan to increase budgets for mobile marketing. • 64% of companies plan to increase budgets in SEO.• 51% plan to increase budgets for paid search.
Marketing Budgets 2010: Effectiveness, Measurement and AllocationProduced by: ExactTarget and eConsultancySurvey Sample: 1,000+ Marketing Professionals, B2B and B2C
# 1 Business Getting
& Business Keeping
The Customer Life Cycle
Website Visit
Product Evaluation
Product Purchase
Product Usage
Brand Loyalty
Repurchase/Renewal
Once a person gives you permission . . . • Email aids the buying process.• Drives repeat usage.• Keeps the customer connected to your company.
Business Getting Business Keeping
Email: The Backbone of Customer Engagement
In 2009, more than 50% of consumers made a purchase due to email.
Source: ExactTarget
“Email X-Factors, 2010”
TEACH CONSUMERS HOW TO USE YOUR PRODUCTS
INVITE CUSTOMERS TO SHARE THEIR
EXPERIENCE
EMAIL + CRM$58MM IN NEW EQUIPMENT
SALES IN 2009!
EXACTTARGETinACTION.com
www.
EMAIL + SOCIALFUELING THE
CONVERSATION
Social Media Usage (Worldwide)Facebook: 500M active users
Twitter: 190M active users
LinkedIn: 70M active usersSource: Jake Hird, eConsultancy, July, 2010
75% of social media users say email is the best way for companies to communicate with them.
MarketingSherpa, 2010
USE EMAIL+SOCIAL MEDIA TO ATTACT NEW CUSTOMERS
FUEL THE CONVERSATION WITH EMAIL & TWITTER
Whole Foods Leverages Twitter• 1,804,829 Followers • Tweets respond to customer questions, and invite customers to opt-in to Whole Foods’ email newsletter
Whole Foods Chicago Uses Twitter Too!
• 5,473 Followers for @WholeFoodsCHI• Tweets highlight in-store events, promote special offers, and answer customer questions
Why Twitter?
• 66% of Fortune 100 companies engage customers via Twitter• Twitter users are 2X more likely to engage with brands than users of other social networks
EMAIL + MOBILEDIRECT RESPONSE
“By 2014, Smartphoneswill comprise 37% of global handset sales.”Source: Pyramid Research
34% of all US mobile subscribers used email on their phone in May 2010.Source: Pew Research Center, 2010
EMAIL + MOBILE
EMAIL DOMINATES MOBILE WEB TIME
USE DIRECT RESPONSE TEXT TO ATTRACT NEW SUBSCRIBERS
Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT [email protected]) 2 complete sign-up. H help Std rates apply
Redemption rates for mobile coupons are between 5 and 20 %.Source: Cellfire, 2010
EMAIL + MOBILE
RETAIL SALES ACCELERATOR
How Marketers Use Digital Media to Maximize Event & Trade Show ROI
USE EVENTS TO ATTRACT CUSTOMERS. USE EMAIL TO DRIVE CONVERSION.
Landing Page
Billy PayneFormer CEO
Atlanta Olympic Games
EMAIL + VIDEO IS A POWERFUL COMBINATION
Email Link
Video Player
EMAIL + VIDEOLET TRADE SHOW
ATTENDEES DO THE TALKINGEmail
Website
USE MOBILE TO ACQUIRE NEW EMAIL SUBSCRIBERS
SEND PERSONALIZED FOLLOW-UP EMAILS TO TRADE SHOW LEADS
Email is the backbone of Hitachi Data Systems’ customer engagement strategy.
How Hitachi Data Systems’ Uses Email
Webinar Invite Product News Newsletter Product Launch Event Invite
Executive Forum Invitations are sent “on behalf” of the customer’s HDS Rep
Hitachi Conference Invitations
Webinar Series
• 35 webinars per year
• Up to 200 attendees per event
Hitachi WebTech Events
Leveraging Social Media
Event invitations are now designed to encourage recipients to forward and share with colleagues.
Social Forward
Social Sharing
How to Improve
Marketing Performance
1. Use SEO (Search Engine Optimization) to attractprospective email subscribers to your site.
2. Design your websites(s) to engage the visitor. Provide multiple opportunities on site to subscribe to email.
3. Use direct response text (SMS) at events to make it easy for customers to opt-in to your email program.
4. Create a Subscriber Preference Center. Use it to identify customer needs and interests.
5. Plan! Determine what information and offers are relevant to the customer. Define when to deliver each.
10 Tips for Effective Digital Marketing
6. Pre-Sale. Use email to aid the customer’s decision-making process. Deliver content that “serves” the customer.
7. Post-Sale. Use email to enhance the product usage experience. Invite customers to share their knowledge and experience.
8. Enable subscribers to share email content with their social networks. This extends message distribution.
9. Develop processes for Lead Qualification/Lead Scoring, Lead Nurturing, and Cross-Sell/Repurchase.
10. Automate email communications by integrating email technology with customer database or CRM systems.
10 Tips for Effective Digital Marketing
A 6-part research series that provides useful insights into how adults use Email, Facebook & Twitter. Based on interviews with 1,500+ consumers.
Whether you’re a savvy designer, a marketer, or an executive, our new Design Toolkit has everything you need to improve your interactive design.
In this three-part kit, we’ll help you master three important facets of interactive design:1. Design Philosophy. Seven Design Principles
That Will Drive Customer Engagement
2. Taking Design Beyond Email. 5 Easy Ways to Improve Conversions Across All Interactive Channels
3. Designing for Today. Eight Tips on Designing for Outlook 2007 and 2010
Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com
ExactTarget’s New Design Toolkit
ExactTarget’s New Digital Marketing Resource Guide
• Websites and Blogs• eNewsletters• Books and Whitepapers• Industry Organizations / Associations• Conferences
Stay Current!!
Thank You!Joel BookExactTarget, Inc.Phone: 317.275.5444Email: [email protected]: EmailMarketingbytheBook.comTwitter: @joelbook