Apm Digital Case Study

APM Digital Presentation to:Add Your Name!

30 October 2009

Agenda

Who We Are.What We Do.Case Studies.The Future of Digital Marketing.

APM Digital

• Henley Management School• Formed October 2001.• Gap in Marketplace

• Influencing the ‘C Suite’• Close Co-ordination with Sales• Deep Skillset• From October 1st part of $7M T/O Company• ~ 30 Staff, 90/10 Split

Mission

To Deliver consistent growth for our clientsThrough targeted, measurable and effective marketing.

APM Digital TeamAPM Digital Team

Traditional Engagement

APM Digital Engagement

• eMarketing

• Direct Mail/Telemarketing

• Seminars/Exhibitions/Workshops/Sales Meetings

• Corporate Hospitality

Time

Relationship

L0

L2

L1

L3

L6

L5

L4

Aligning Behaviour with Permission

Communications Plan

Social Media Landscape:

Social News Sites:• Digg• Reddit• Twitter

Social Networking• Facebook• Myspace• Care2

Social Media Sharing• You Tube• Flickr• Tumbir

Social Bookmarking Sites• StumbleUpon• Delicious• Meneame.net

Social Knowledge• Wikipedia• Squidoo• Yahoo answers

Social Media Categories:Analysing key referers to determin traffic flow & interaction

SalesOpportunity

Lead

Lead

Lead

Automated Qualification Process

Creative elements

Copywriting Whitepapers, Case studies, blogs

Integrated themed assets

Hardcopy invite DM postacrd Web ads microsite leaderboard graphics

Html email

Reminder email

Landing Page

email

Blog post Tweet

Case study

Skyscraper

Multi channel

Google analytics

Email metrics tracking tools

Site catalyst

Web analytics

Retail Manager APM Digital Case Study

Simon LinkSales Director

Retail Manager

What is Retail Manager ?

A browser based solution enabling operational excellence in Retailers

Enabling Retailers to effectively manage :-

• Communication• Collaboration• Control• Compliance

Throughout their organisation

Defining Operational Excellence ?“Enabling you to do business better “

Your ability to effectively execute activities into your stores :-

Promotions

Campaigns

Marketing Initiatives

New Process

Sales / Markdowns

Product Launch

New Policy

Change Management

Customers

• 7000 Stores Worldwide• 12 countries• 6 languages• 30,000 users.

Our Challenges

• Engaging at the right level

• Education of the marketplace

• Long sales lead time

• Maximising effectiveness of telemarketing spend

• Selling in a recession !

Objectives• Delivery of regular campaigns to raise awareness,

educate and add value

• Reduce sales lead time

• Obtain more customer meetings with key decision makers

• Maximising effectiveness of telemarketing spend

• Sell more !

Why APM ?

• Proven approach – with me !

• Good Cultural fit

• Excellent value

• Great creative input

• Excellent toolsets.

Campaign Development

• APM Digital creative workshops – defined campaign and Campaign messaging

• Clearly defined targets• Interactive copy writing process

– focus on adding value to recipient• Combined graphics expertise • Data collected jointly and then cleansed by APM

- 1200 senior board contacts in over 400 retailers.

Campaign Deployment• Campaign split into three main mail outs over 6 weeks• Link through to micro site for further information / interaction • Tactical mail outs to responders between main campaign • Pertinent messaging – “resilient retail" focusing on how retailers can significantly increase capability and reduce costs by using Retail Manager.

Results:

Average Open Rate: 36%Average Click thro’: 37%

Campaign results

Results….

• 6 customer meetings – Harvey Nichols, Prêt a Manger, Pasttimes, Thornton's, Hotel Chocolate & Alpha Retail• 4 proposals submitted – hopeful of 3 new deals• Profile raised• Relationships established

Lessons Learnt…

• Only mail with quality information that ‘adds value’ to recipient – take guidance from APM Digital

• Ensure Website is in the loop• Ensure closed loop between telemarketing and APM reporting• Be tactical to reinforce key messages• Plan ahead to ensure regular contact.

Summary

• Proven approach – 6 appointments secured from limited campaign• Right company – culture, approach, design, execution, support• Good results – proven ROI• Great tools• Great people