Pardot Elevate 2012 - Integrate Offline Into Your Pardot Campaigns

Download Pardot Elevate 2012 - Integrate Offline Into Your Pardot Campaigns

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We all know Pardot is a powerful tool for managing campaigns using online channels, but what if you want to include direct mail in the mix? Ron Marcus, Marketing Cheerleader at ZUZA, faced this question when planning a promotion to re-engage past customers and prospects. His team created a 12-week campaign including innovative monthly direct mail pieces and bi-weekly emails. The promotion enticed prospects with a weekly giveaway and the chance for a grand prize at the end of the summer, all hand-delivered by the ZUZA sales team to gain valuable face-to-face time. Ron will share how he set up and managed the campaign in Pardot, how he was able to tie direct mail to the online components, lessons learned along the way, and the success of the campaign to date, including ROI figures.

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<ul><li>1.Ron WHO?o Marketing Cheerleader @ ZUZAo Pardot administratoro Campaign managero Bass player10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 1</li></ul> <p>2. Who is ZUZA? o ZUZA offers two services: Marketing Asset Management (MAM) Self-serve online portal enablingon-demand, custom collateral fulfillment High-end offset &amp; digital printing10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 2 3. Summer 2012Campaign10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 3 4. Our Challenge: o Re-engage with dormant printingclients and prospects, a.k.a. Alumni o Get on campus o Rekindle relationships o Get new print orders10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 4 5. Campaign Summer 2012 o Alumni Campaign Multitouch 403 prospects specific, rifle approach Weekly prize giveaway for 12 weeks Monthly calendar mailer Weekly prize reveal &amp; reminder emails Prize claim form required every week Each prize claimed gives prospect another entry into the grand prize drawing Prizes hand-delivered by sales reps Sync to Salesforce to keep sales apprised10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 5 6. Creative10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 6 7. June Mailer: Envelope10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 7 8. June Mailer: Calendar10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 8 9. July Mailer: Envelope10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 9 10. July Mailer: Calendar10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 10 11. August Mailer: Envelope10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 11 12. August Mailer: Calendar10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 12 13. Prize Schedule SUMMER CAMPAIGNRevised 8/10/12 August 24:$10 [to be determined] Gift Card (claimAugust 30)$10 Peets Coffee Gift Card (claim by by June 21) (in a decorative cup) Fridays: Monday 31:50% off mailing services (ordered within two weeks) June 15:$10 Starbucks Gift Card (claim by June 21)(in a decorative cup) June 22:Printing: get 25% additional free (ordered within four weeks) June 29:$10 Rubios Gift Card (claim by July 5)(notepad, light pen, tape measure, digital color/substrate book, mailing template) July 6: 50% off mailing services (ordered within four weeks)(highlight 2% postage discount starting July 1-Aug 31 when using QR or IPR) Wednesday September 5: DRAWING FOR THE NEW iPAD! July 13: $10 Daphnes Gift Card (claim by July 19)(lled with candies and a secret message) July 20:Printing: get 25% additional free (ordered within four weeks) July 27:ZUZA Bottle (claim by August 2) August 3: 50% off mailing services (ordered within four weeks)(highlight 2% postage discount starting July 1-Aug 31 when using QR or IPR ZUZA postal discountexpires Aug 31) August 10: Marketers Relief Kit (claim by August 16)(in rst-aid kit box with label of Lifeguard tower scannable by Documobi which takes the viewer to http://zuzamam.com/documobi) August 17:Printing: get 25% additional free (ordered within four weeks)10/24/12Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 13 14. Prizes10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 14 15. Prizes Hand Delivered10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 15 16. Prizes Hand Delivered10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 16 17. Prizes Hand Delivered10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 17 18. Prizes Hand Delivered 25% MORE FOR NOTHING MORE.Use this certificate to get 25% more printedpieces at no additional cost on a single print order placed with ZUZA by Friday, August 17, 2012.Printing, Mailing &amp; Campaign Support for Marketers zuzaMAM.com | 760.438.9411 25% MORE FOR NOTHING MORE. Use this certificate to get 25% more printed pieces at no additional cost on a singleprint order placed with ZUZA byFriday, September 14, 2012. Printing, Mailing &amp; Campaign Support for MarketerszuzaMAM.com | 760.438.941110/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 18 19. Prizes Hand Delivered10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 19 20. Prizes Hand Delivered Marketers Relief Kit10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 20 21. Prizes Hand DeliveredAll this for acoffee card10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 21 22. Prizes Hand DeliveredGrand PrizeWinner10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 22 23. Workflow10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 23 24. Intro EmailSubject line: Its time forsummer fun with ZUZA.From: care@zuzamam.com10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign24 25. Prize Giveaway QR Code (also a clickable link)10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 25 26. Prize Giveaway IPR Image (also a clickable link) http://zuzamam.com/documobi/10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 26 27. Landing PageNo navigation10/24/12Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 27 28. Congratulations Page10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 28 29. Automation10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 29 30. Congratulations Email10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 30 31. Automation10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 31 32. Reminder Email10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 32 33. Uninvited Guests10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 33 34. Automation10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 34 35. Oops Email For those not on our original invite list.10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 35 36. Doesnt know own email10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 36 37. Automation10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 37 38. Desktop &amp; Mobile Note the size of the graphic.10/24/12Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 38 39. Weekly Checklist10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 39 40. Analysis10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 40 41. Analysis: Week x Week6/15/126/22/12 6/29/127/6/12 7/13/12 7/20/12 7/27/128/3/12 8/10/128/17/128/24/12 8/31/12Emails Sent352347 348341338 336336 331325323320328Email Send Time9:05 AM10:00 AM 9:15 AM 9:00 AM 9:00 AM 9:00 AM 9:00 AM 9:30 AM 9:00 AM 9:00 AM 9:00 AM 9:00 AMTime of First 7:39 AM7:23 AM7:41 AM 6:57 AM 7:29 AM 9:03 AM 9:12 AM 7:31 AM 7:45 AM 7:01 AM 8:49 AM 8:19 AMSubmission# Respondents78 445 00 24243Pre EmailHTML Email Open %21.02% 24.21% 18.39%19.06%16.57%17.26%19.35%18.13%19.38%17.65%16.56%15.55%Click to Open %27.03% 25%29.69%33.85%41.07%48.28% 43.08 46.67 44.44 42.11 39.6249.02%Unique Email20 2119222328282828 24 2125Click-throughsClicks on Mid-Week79 852 43 3223--Reminder EmailsUnique Form69 3846364842443750 35 4733SubmissionsTotal ConfirmedRespondents 54 2941284638413545 32 4130(Segmentation)Response % 15.34%8.36% 11.78%8.21% 13.61%11.31%12.20%10.57%13.85% 9.91%12.81%9.15%$10$10 25% more $10 50% off $1025% moreZUZA 50% off 25% more50% offMarketers PeetsPrizeStarbucks printing Rubiosmailing Daphnes printingwatermailingprinting mailingRelief Kit Coffeecard freecardservicescard freebottle services free servicesCard10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 41 42. Some Conclusions o Some couldnt wait for an email to claimtheir latest prize. o Email open rate ranged from 15 - 21% o Click to open rate ranged 25 49% o Prize claim rate ranged from 9 - 15.3% o There were significantly more prizeclaimers than email clickers. o Clearly, email got some response,but offline sealed the deal for many.10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 42 43. Analysis: Mobileo According to Pardot Visitor Report: 26 people viewed one morelanding pages on their mobile phonesthroughout the summer Four were anonymous but were identified bytheir mobile carrier (Verizon, etc.) One used her mobile for 10 out ofthe 12 weeks to view landing pages10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 43 44. Analysis: Documobi10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 44 45. Analysis: Documobi10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 45 46. Analysis: DocumobiScans iPhoneiPad Android Repeat One-Time Click% Scans Scans Throughs Aug 3, 2012 4747 0 01334 2348.94% Aug 10, 20123534 1 01124 1234.29% Aug 17, 20122222 0 08 14 1568.18% Aug 24, 20122727 0 06 21 2385.19% Aug 31, 20122219 0 35 17 1986.36%10/24/12Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 46 47. Analysis: ROIo Campaign total cost: $25 Ko Attributed won deals: $86.3 Ko In quote submission stage: $156 Ko Positive ROI with won deals alone within two months of the campaigno Significant ROI potential in the pipeline10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 47 48. Anecdotal: Brand o Heightened awareness of ZUZAamong Alumni prospects o Extremely positive reaction tocampaign pieces and prizes o Consistent participationthroughout the summer o Elevated perception that ZUZA is amarketing company, not just a printer10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 48 49. Take-aways10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 49 50. Take-awayso Offline can be tracked with Pardoto Scannable bar codes and images increase engagemento Direct mail, done creatively, greatly increases participation versus email aloneo A fun campaign mitigates campaign fatigue.10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 50 51. Take-aways o We simply could not have conductedthis campaign without a tool like Pardot Automation Metrics o The work involved to conduct athorough campaign is well worth it. o Youll learn a lot as you go along. o Theres much to learn still.Lets share knowledge.10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 51 52. Thank You!Questions?ron.marcus@zuzamam.com10/24/12 Pardot Elevate 2012 | Online &amp; Offline Media in One Campaign 52 </p>