DIA

:: The Campaign Technology People

Practical Integrated MarketingWrich Printz | CEO & President of L2, IncL2, Inc | Provider of FUSE® Cross Media Technology

:: The Campaign Technology People

Overview:

• Integrated Marketing w/o the “science fiction”

• Assessing Customer Needs – simple solutions for complex problems

• Winning the First Campaign – Win/Loss Strategies.

• Implement & Manage – Keep the Revenue Flowing

• Q&A

:: The Campaign Technology People

Poll:

• How many folks are doing Personalized Landing Pages/URLs?• How many are doing Quick Response Codes?• How many are doing Mobile/SMS Campaigns• How many use Social Media (Facebook/Twitter/Linked In) for themselves

or customer?

• Note: If you are doing all of these things- You may have to give this presentation and let me rest….

:: The Campaign Technology People

Integrated Marketing: Not Science Fiction

:: The Campaign Technology People

Integrated Marketing: Be Practical!

:: The Campaign Technology People

Assessing the Customers Needs:

• Find out what the customer really wants to get out of the campaign– Sales– Branding (leading to sales)– Information (leading to sales)

• Demographics• Geographics• Psychographics

– Other (leading to sales)• Ask about:

– Data– Offer– Budget– Time Line– Creative/Other.

:: The Campaign Technology People

A Tale of Two Toyotas!

• Campaign A- 5000 PostCards To Landing Page w/Follow up Email.• Campaign B- 5000 Email to Landing Page• Campaign A- Post Cleansing – Got less than 100 back• Campaign B- 1000 Bounces (But had a really high open rate)• Campaign A Offered a Free Oil Change• Campaign B Offered a Free Chance to get more Email.• Campaign A Cost $4000.00• Campaign B Cost $1400.00• Campaign A 14 days from ask to launch• Campaign B 21 days from ask to launch• Campaign A Was “Pug Ugly”• Campaign B Was Nicest Design I had seen to that point.

:: The Campaign Technology People

Moral of the Story

• Campaign A generated over $200,000 US for the Customer over 6 weeks.

• Campaign B generated $0.

• Campaign A was repeated.

• Campaign B was not.

:: The Campaign Technology People

Winning the First Campaign:

• Keep the campaign simple– A) Post card to a landing page, with follow up email is simple.– B) 50/50 post card/email split, with A/B testing and reverse response follow up

is not. You are jumping up the complexity ladder for no valid reason.– C) Ask no more than three questions.

• Agree on results for success– A) How many leads do you need to deliver (remember, this is a first campaign)– B) If it is not leads, what is it?

• Agree on metrics for repeat business– A) You have very little control over what they sell– B) You will be blamed if they fail, so what do you get if they win?

:: The Campaign Technology People

Implement & Manage

• Optimize a win, don’t just minimize a loss.

• No Campaign is a failure, unless you stop marketing or-

• Consistently change a campaign- Test and measure

• Send automated results, ask for weekly status meetings

• Give frank, and specific advice.

• Document everything.

:: The Campaign Technology People

Do I really have to?

• 50,000,000 iPad screens have been ordered.

• There are more Cell Phones than there are people on the planet.

• Post Offices- volumes down, prices up

Print is not going away. It is changing. You can drive the change in your customers, and be rewarded for helping them win.

Print is the REWARD for a campaign, the capstone that seals the deal.

:: The Campaign Technology People

Demo Applications:

www.mybluepie.com www.qrcportal.com madmarketing.l2soft.com

web6.l2soft.com/ICIns/WebDemoSignUp fusetrident.web6.l2soft.com

:: The Campaign Technology People

Q&AWrich Printz, President & CEO

[email protected]

www.l2soft.com