Quintessence

The Physics of Great E-Marketing

The Natural Laws That Govern Effective Marketing

Philanthropy International / March of Dimes ConferencePresented by

Quintessence

May 12, 2005

Quintessence

The Physics of Great E-Marketing

What We’ll Cover Today

• Physics and marketing?

• Affinity Marketing and Powerful Brands

• Using E-Marketing To Generate Large Gifts for the March of Dimes

• Questions & Answers

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The Physics of Great E-Marketing

• The greatest scientific minds in the world are driving toward a singular unifying theory that governs our universe

• Several physical laws are applicable to marketing and human behavior

• Blueshift marketing delivers better results and will result in more donors for the March of Dimes

• Atomic stability principles tell us why affinity marketing works

• Let’s get started…

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The Physics of Great E-Marketing

• Blueshift marketing … what is it?

• Light is a form of energy and is composed of a bunch of waves

• Red light …longer, lower energy waves …cooler

• Blue light …shorter, higher energy waves … hotter

• Key physical law… movement and action affects wave perception

- A lower energy wave can appear to be of higher energy through movement and action

• The same wave appears different based on its direction and movement

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The Physics of Great E-Marketing

• Redshifting means moving away … cooling off …lower energy

• Blueshifting means moving toward … heating up … higher energy

• Create higher energy marketing by blueshifting …deliver your message multidimensionally (more movement and action)…

• And under favorable circumstances (permission based and open for discussion)

• But why is higher energy even important?

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The Physics of Great E-Marketing

• Why higher energy marketing is important

• Einstein gave us the answer

• E=MC²

- Energy and Mass are linked and can be transformed

• As your energy increases, your mass can grow

• Buy why is larger mass important?

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The Physics of Great E-Marketing

• Why larger mass is important

• Another physical law tells us that mass and force are connected

• F=MA

• Higher mass means greater force

• Laws of gravity tell us that bodies of higher mass have higher levels of attraction

• As your mass grows, you will attract other bodies of equal mass and force

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The Physics of Great E-Marketing

• Mass = success … as you expand your success and presence (mass) in charitable planning, you will be more attractive to other large donors for the benefit of the March of Dimes

• A quick summary of what we’ve learned Higher energy is desirableBlueshift marketing delivers higher energyHigher energy delivers higher mass (success)Higher mass creates more force (your market presence)Larger mass and force attracts other large bodies (more donors)More success breeds even more success…self-propagation

• A new law: force and attraction are inversely proportional to distance… the importance of staying close to donors and their source of stability and trust

• Which leads us to atomic stability principles and affinity marketing

Quintessence

The Physics of Great E-Marketing

• Atoms always seek the greatest stability

• Hydrogen really prefers to be helium or part of water!

• Human beings – and large donors – also prefer stability

- Marriage and family

- Attraction to strong brands

• The March of Dimes is one of the most prestigious brands in the world … stability and trust … an inherent unspoken promise

• Strong brands have a powerful gravitational pull

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The Physics of Great E-Marketing

• Branding goes back almost 5,000 years

• Great brands like the March of Dimes dramatically lower purchase risk and uncertainty

Your clients will be naturally attracted to the March of Dimes

“March of Dimes will do great things with my money”

• Brands establish preference and emotional attachment

• Brand importance is inversely related to the intangible nature of the product or service (Zyman Institute of Brand Science)

• Charitable planning is an intangible and directing gifts to the March of Dimes will be easier because of the strong brand …

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The Physics of Great E-Marketing

• Brand = trust and trust is the only enduring and sustainable competitive advantage in an increasingly skeptical world

• You must reinforce the brand and the trust at every opportunity and deliver the March of Dimes brand experience to your clients

• Reinforce the affinity and stability and make your clients happy

• Using e-marketing to reach clients, generate interest and find donors for the March of Dimes

Quintessence

The Physics of Great E-Marketing

• Blueshift marketing requires movement and action

• E-marketing is proving to be a powerful platform for energizing, expanding and augmenting results

• The Law of IG … Instant Gratification- People increasingly want instant gratification in all walks of life- And so are you!- E-marketing uniquely delivers mutual instant gratification

• Affinity e-marketing delivers results 20x – 50x better than mass market e-marketing- 30% - 50% open rates- 3% - 5% click through rates

• If you can’t deliver the IG or track results at the individual level, don’t start

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The Physics of Great E-Marketing

• E-marketing allows for easy, efficient testing of your message and multiple versions of your message

• Allows you to appeal to multiple senses to create more energy

- Text, audio, video … smell is coming!

• Not single dimensional like direct mail

• Let’s take a look…

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Multiple response options embedded in the e-mail

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Offering special reports is classic direct mail delivered via the web…but more efficiently

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Timely offers to address concerns

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Easily pinpoint your target offer and offer a specific solution

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Using E-Mail To Support and Augment A Magazine Article

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Online Surveys Represent Reciprocal Marketing At Its Best

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Be Sure To Offer The Survey Results!

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Deadline Specific Marketing

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E-Mail Seminar Invitation … Pulled Better Than Direct Mail

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The Physics of Great E-Marketing

A Look At The Process For Developing, Executing and Tracking An E-Marketing Campaign

The iQ Engine

Identify & Qualify

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Accessing The iQ Engine

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Creating A Subscriber List

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Voila! A Subscription List

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Select A Target Audience For Your E-Mail By Choosing A Subscriber List

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Create a Graphical E-Mail

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Schedule Your E-mail Broadcast

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Track Your Results

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Track Requests For Information

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Track Individual Subscribers

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Quintessence

The Physics of Great E-Marketing

Summary

• Increase the energy of your marketing by being multidimensional …send waves to every touchpoint

• Move toward your target or bring your target to you to create a blueshift effect for better results

• Don’t ever distance yourself and your marketing from the source of stability and attraction

• Remember that the earth orbits the sun and the March of Dimes is the sun!