Deep Dive into Cross Media Applications

Deep Dive Into Cross Media Applicationspresented by:Wrich Printz – President & CEO L2, Inc.

Sponsored by:The Printing Industries of America

Overview:

• What is a cross media application?

• 5 step process:1. Know your clients and their business2. Construct the application3. Launch the application4. Utilize the results5. Duplicate the process

• Example Cross Media Applications

Cross Media Applications?

Cross Media Applications?

-- A marketing application designed to, at the right time(s), engage targets with relevant messaging through relevant channels --• when does the target check their emails?

• does the target own a smart phone?

• who sorts through the mail?

• etc...

Building an application (5 step process):

know your client & their

business

construct the application

launch the application

utilize the results

duplicate the process

1

2

34

5

Step1: Know your client & their business:• What type of business are they in?

• Who is the target?– end customers vs. sales channel– demographics

• Data on the target?– name, contact, gender etc...

• What is the objective?– awareness, conversion, collecting data etc...

• What plan best accommodates their needs?– objective, budget, involvement etc...

• Get their “buy in”

Step 2: Constructing the application:• Timeline

– mock up, completion, testing etc...

• Creative assets– in house, 3rd party vendor, provided by client? etc...

• Organizing your data– tracking, reporting, VDP etc...

• Tracking & reporting– response actions, customer data, analytics etc...

• Technology / Software solutions– modules, single platform, channel integration etc...

• Personnel– in house or outsource?

• Fulfillment

Step 3: Launching the application:

• Always test, test and test again before launching– internal and external– response properly tracked?

• Refinement– tweak, tweak, tweak... perfection is your goal!

• follow up mechanism– anticipate variables (e.g. spam filters, out of office etc...)– trigger-based communication (e.g. reminder email)

• The Launch– when, how and why?

Step 4: Utilizing the results:

• Reporting– presenting back to the client– analyze...

• Assessment:– who responded?– when did they respond?– how did they respond?– what information was captured?

• Adjustment:– how can more responses be generated?– follow up campaign(s)– conversion

Step 5: Duplicating the process:

• Seek out other opportunities for your client

• Think about what problems you can solve – not what you can sell

• Reassess the process – can you make the process more efficient? What else can you improve?

• Broadcast your success to other clients and prospects

Want to see an example

Cross Media Application?

http://fusetrident.web6.l2soft.com

Q&AHave questions about cross media applications?

Send them to:

[email protected]