Posts tagged cross media campaign

Quit Making Up Response Rates – Measure the Right Way or Not at All

160910502 250x166 Quit Making Up Response Rates   Measure the Right Way or Not at All Figuring out how well people are responding to your marketing campaigns is vital if you expect to see a positive return on investment from what you spend on advertising. Too many people create large advertising initiatives, involving different types of media, without having the infrastructure to accurately measure the response rates of cross-media marketing campaigns. When you are able to track what is working and what is not working, you can route your marketing dollars towards what you have had verifiable success with in the past.

Each marketing channel has its own unique challenges which you need to be aware of and have a plan detailing how you are going to get a potential customer to visit your website, make a purchase, request more information, attend a webinar, or setup an appointment.

Direct Mail Marketing

Setting up a direct mailing campaign will get your message in front of your target audience. Generally, you will need to have a special website specifically for direct mailing recipients, or sub-page of your current website which is featured prominently on the card/letter. When someone visits that specific link, you will have your first bit of information to work with.

Every visit you get is from someone looking at what was mailed to them, then actually going to your site. While this is a good start, you still need to convert that visitor. This is where knowing the response rates of cross-media marketing campaigns is crucial since putting something in their mailbox has a cost. Your visitor needs to have their own unique way of making a purchase or generating a lead, distinguishable from any of the other methods you are promoting. If this is for a website, a separate order form should be available for these visitors to use from the link advertised on the mailing material.

Email Marketing

A successful email marketing campaign may look similar to a good direct mail marketing campaign. Getting a good “open” rate is a great metric to keep track of since an unopened email will never result in a sale. Once the customer opens it though they need to be convinced to click a link taking them to your site which identifies them as having come through an email. After they have gotten to your site and they decide they want to buy, they should still be tracked as an email user. They should also be tracked as to how they were first introduced to your organization.

Digital Campaign Marketing

Tracking visitors in a digital campaign is relatively easy since you can specify what link you want a visitor to go to once they click your ad. The important metric here is your (clicks:impressions) rate. If you are paying by the impression, you want as many clicks as you can get. If you are paying by the click, you want to make sure that your ad copy spells out extremely clearly what a visitor should expect on your site. The companies you purchase these ads from will generally keep track of these rates for you, all you need to do is get the visitor to a checkout page or lead generation form that is only easily accessible by clicking one of these ads online, as opposed to your generic checkout page.

Taking all of these metrics together will give you an accurate picture of the response rates of cross-media marketing campaigns, and show you where you should be targeting more heavily in the future.

Stick to Direct Marketing Principles and Increase your R.O.I.

146899919 250x314 Stick to Direct Marketing Principles and Increase your R.O.I.Profitability Isn’t a Guessing Game

Its vital that you have a certainty in numbers through response rates and return on investment estimations when investing in a marketing strategy. You cannot calculate response rates by using the internet to send out SPAM, create advertisements, or create hash tags on Twitter. Sure, these methods of indirect marketing work, but there’s really no way to tell how well they actually drive revenue.

When you have the correct percentages on how well a particular form of direct marketing actually works through response rates of cross-media marketing campaigns, then you will know who to target, and who not to target. Why waste money and time sending out fliers and catalogs to those who will never purchase anything from you.

Time is Money

Time is money, and there may be some really cheap or even free forms of advertising available, but even that is wasting you money if it’s not reaching the right people. When you have lists of who to target, you’ll be more confident in sending out and receiving various forms of direct marketing.

You must communicate directly to the consumer and engage them emotionally. If you aren’t giving them a good reason to donate to your non-profit organization, or if they don’t ‘feel’ like they are getting something out of switching from another company to yours, then you have wasted your time as well as theirs.

Types of Direct Marketing

Let’s review those direct marketing principles that can be measured in order to receive an abundance of response rates of cross-media marketing campaigns:

  • Cell Phone Text Messaging – This type isn’t as ‘direct’, but you will be able to calculate your return on investment because of who uses the promotion or coupon when they tell you they are using the coupon from their cell phone.
  • E-Mail - Generating e-mail lists is simple with a great web site. When you know how many e-mail addresses you are targeting, then you will know who is buying and who isn’t.
  • Fliers – small fliers that have specific information listed on them that is personalized to each individual and sent to their homes is more powerful than general fliers that are sent out to everyone in a particular community or city.
  • Catalog Distribution – Once again, with catalogs, you are sending them out to those target customers, and if they order, you can calculate the percentage of people that are purchasing versus those who aren’t.
  • Personalized URL’s - Normally we wouldn’t admonish our clients to use personalized URL’s, but they are obtaining momentum and can be used as a direct marketing tool. Using a potential clients name as a response channel on a direct mail piece that takes them to a specific landing page will create curiosity and cause them to click on it because they see their names.

Everyone has a preference when it comes to purchasing materials and services. Colleges send out a variety of advertisements, but they can easily cut costs by using our tried and true methods of calculating response rates of cross-media marketing campaigns. Some students will never pay attention to mail they receive, but they just might be wiling to open it if it’s a simple flier or a promotional letter.

A direct advertising campaign that is executed correctly with a concise call to action can guarantee a positive return on investment. Why invest in indirect marketing whether it’s the time you spend on Facebook or Twitter, or the money you spend on hiring someone to do it for you? Only invest in those techniques that provide a serious return on your investment.

Integrate Direct Mail into your Marketing and Increase Response

1007487371 250x187 Integrate Direct Mail into your Marketing and Increase ResponseThe growth of modern online marketing and its integration with traditional advertising has created a communications overload, in which the average consumer may hear or see as many as several thousand marketing messages every day. Marketers and business owners looking to overcome this ground noise must develop effective cross-media strategies. Cross-media marketing campaigns use different products and properties to promote each other by way of multiple media. This might include direct mail, email marketing, radio, television, podcasts, social media posts, print ad campaigns, landing pages, and more.

The use of direct mail has shown significant positive feedback when it comes to measuring the response rates of cross-media marketing campaigns. According to a recent statistic in Deliver magazine, customers who were sent a printed catalog to the magazine’s website not only logged more time on the website, but also purchased 28% more of the product on average than customers who were not mailed a printed catalog.

This is not to say that direct mail should replace online marketing, but rather that the two should be integrated into a combined marketing campaign. Direct mail is most effective when it drives the customer to a website or landing page. Online marketing is most effective when the customer interacts with an online entity like filling out a form, giving the marketer or business owner product or service leads, or by sharing the site through social media. The key to the successful cross-media marketing campaign is that integration.

Increasing response rates of cross-media marketing campaigns does not have to be expensive or time-consuming. Something as simple as direct mail postcards can help build a business when integrated with online marketing tools.

Two great ways to integrate:

1. Use a postcard campaign to collect email addresses and basic information
Email addresses are a cost-effective way to keep tabs on your current and potential customers and clients. Several popular email services, such as Mailchimp, even allow the user to track email openings and clicks, so the sender can better understand a campaign’s effectiveness. However, you can’t track email responses without obtaining emails and a postcard campaign is a great way to reach out to potential customers who would otherwise never know how or where to register.

2. Have postcards point potential consumers to a landing page
Landing pages are critically different than a website’s homepage in that a landing page lists only the information necessary for your selling point, whether it’s an offer, special, or product promotion, whereas a homepage often lists more products and information that might be otherwise distracting. Websites allow browsing, landing pages are a direct sales pitch; they guide the customer through a sale or intended interaction

The two major benefits of direct mail:

1. Ability to target the ideal consumer
Few products and services are attractive to everyone. By outlining the characteristics of a company’s best customers, a model of who best to target in a direct mail campaign can be achieved. This could mean targeting by gender, age, income level, and more, allowing a mailing campaign to reach the people who might be most receptive.

2. Increase your responses
While yes online marketing strategies are awesome, great response rates of cross-media marketing campaign consistently point to the necessity of direct mail. This is because direct mail continues to be opened at greater rates than email advertisements.

Whether you are in the marketing business or are a business owner looking to increase company marketing effectiveness, integrating direct mail and online advertising is the best way to influence response rates of cross-media marketing campaigns.

How to Use Direct Mail to Kick Emails Butt

1223972861 250x235 How to Use Direct Mail to Kick Emails ButtFor years, companies have been capitalizing on the power of print advertising to attract customers in cross-media marketing campaigns. Cross-media marketing helps companies take advantage of the variety of different media formats that are available for modern advertising: of these media components, print media is supreme in many regards. Although email marketing is popular today, there are key areas where print mail is still much more effective at helping a company increase response rates of cross-media marketing campaigns.

Improved Response Rate And More Competitive Costs

Because print media provides a physical piece of advertising that buyers can hold in their hands, it enjoys a better rate of response than email. According to a study conducted by the Direct Marketing Association, direct mail campaigns to existing customers have a response rate of 3.4%. Similar email campaigns had a response rate of only 0.12%.

In the same study, the DMA showed that printed media also had a better cost per lead or order. Print mail campaigns had a cost of $51.40, while e-mail campaigns had a cost of $55.24 for each lead. This is especially important for businesses that have a set budget for their cross-media campaign and want to ensure that they stay inside of this budget, an issue that is paramount in the minds of today’s business professionals that want to raise response rates of cross-media marketing campaigns while keeping costs down in a struggling economy.

Advantages In B2C Marketing

For B2C marketing, an arena in which many organizations both small and large operate in, print media has many advantages over email marketing. According to a survey performed by Target Marketing, 34% of direct response marketers reported that printed mail campaigns delivered the best ROI in terms of customer acquisition, compared to email, which was selected by just 25% of those marketers as being best for B2C. This is in part because of the ability to personalize printed media through handwritten notes or signatures, something that email cannot do.

Printed media is also effective to improve response rates of cross-media marketing campaigns because of how many people still rely on printed materials mailed to them to either decide where they will go for a purchase or actually make the purchase. Integris marketing cites a study by the U.S. Post Office, which reports that 80% of consumers view and/or read their direct mail, and 50% of households have ordered products from catalogs. Conversely, many people have spam filters that keep out marketing emails, or simply do not even bother opening these types of digital messages and just move them right to the trash.

More Resonance Among The Highest Earners

Even for companies that do not market B2C, they are often targeting a specific business owner or high level executive for B2B media marketing campaigns. For these top-earning Americans, print media is extremely important. Adage.com reports that 93% of this population read hard copy magazines, while less than 30% read them online. Similar statistics were shown for the reading of newspapers. This means that if you are targeting wealthy business owners or financial officers, you are more likely to increase response rates of cross-media marketing campaigns using print media than digital media.

Sales professionals and business owners have numerous options when it comes to pursuing new business through media. Despite its age, print media remains a hugely vital aspect of any advertising effort. Use print media wisely in tandem with other media elements today so that you can grow your sales by improving the response rates of cross-media marketing campaigns.

 

Why Marketing Artists and Marketing Scientists Need One Another

v. man 250x250 Why Marketing Artists and Marketing Scientists Need One Another

Mark McGuinness of Lateral Action guest posted a terrific blog at Copyblogger: Are You a Marketing Artist or Scientist? In it he describes two distinct tribes that most marketers fall into (1) the right-brain types that like to create and find inspiration in coffee shops journaling and brainstorming about their next blog, podcast, video or creation or (2) the left-brain types that are most on fire when they get to use gadgets to crunch numbers, run split tests or compare data sets.

McGuinness explains it matters not which camp you fall into. What matters is that both camps work closely together to achieve optimum marketing outcomes for your organization. While ethereal writers can create magnetic content in itself it isn’t marketing until the scientists optimize it to be found and shared on the web.

And while marketing scientists are terrific at setting up variable data projects,analysis models and optimizing content to be keyword and SEO rich and for capturing names and IP addresses via landing pages and micro sites, they aren’t good at creating copy or content that screams read me, share me, and use me to make your buying decision right now!

You Need Both Disciplines to Succeed

McGuinness goes on to say that while at one time you could succeed with just killer content or killer PPC, now you need a mixture of the art and science to succeed. Dave Reibstein, co-author of Marketing Metrics, agrees.

Read Reibstein’s full excerpt here about blending the art and science of marketing.

Allen Weiner of Gartner for Marketing Leaders shares three companies that he feels is blending the art and science of content marketing marvelously well. In his blog post, Understanding the Art and Science of Content Marketing, Weiner gives the thumbs up to Home Depot, Nike’s Better World micro-site and The Waffle Shop.

He says all three think like publishers in blending their content with proper workflow and outcomes. Home Depot succeeded by driving 29 million DIY-ers to a YouTube video on the forgotten art of whiskey barrel making. Many showed up in the store to buy materials and give it a go.

Nike’s Better World succeeded with its content by using HTML5 to present a scrolling storyboard explaining its company’s green initiatives and The Waffle Shop doubled connects with its customers through a live stream of customers sharing comments good or bad live at a Pittsburgh restaurant.

Is your marketing organization set up so the scientists can teach the artists and vice versus? Tell us in the comments section below.

VDP Allows Bridal Service Companies and Brides to Get Personal

When Savvi Formalwear, a group of 35 independent formal wear retailers, wanted to connect with more soon-to-be brides, it chose the print and digital trifecta — direct mail, email and personalized landing pages.

All of Savvi Formalwear’s direct mail pieces were personalized using variable data printing (VDP), with coupons or incentives such as the two free airline tickets shown in the postcard in this post and a PURL that drives brides to a landing page with a store locator and Savvi Formalwear branding.

Savvi Formalwear is using the campaign to capture more of the $1 billion formal wear industry, that like other industries, has suffered because of the 2009-2011 recession.

wedding VDP Allows Bridal Service Companies and Brides to Get Personal

 

Not coincidentally the majority of Savvi Formalwear stores are located on the west coast where nearly 20% of the formal wear transactions occur. In these 35 stores, Savvi Formalwear is trying to lure as many of the two million brides that get married every year to their stores and services as possible.

SOURCE: IBIS World Report, Formal Wear and Costume Rental in the U.S., May 2012

 

pam VDP Allows Bridal Service Companies and Brides to Get Personal

 

Savvi Formalwear’s campaign, named SavviOne, included weekly mail drops across the U.S. and Canada to promote formal wear to couples planning their weddings. Using the power of personalization, Savvi Formalwear significantly increased the engagement and conversions in its multi-channel promotional campaign, according to Mark Morrow, president of Savvi Formalwear.

SOURCE: Case Studies, www.montagedigital.com

Bride Puts Money Toward Print Pieces Not Cake or Dress

While most brides can spend the majority of their wedding budget on elaborate centerpieces, cakes and designer dresses, bride Robin Nelson, who works in the printing industry, invested her wedding dollars in a cross-media wedding campaign.

Nelson used XMPie solutions to personalize each piece of her wedding communications from engagement announcements to her wedding invitations which included QR Codes®*

Nelson said the campaign enabled her to gather more information about each of her guests to organizing the wedding to taking advantage of technologies that count RSVPs and help brides budget for dinner, drinks, the rehearsal dinner and after-ceremony reception.

SOURCE: “Happily Ever After: A Cross-Media Wedding Campaign” by Robin Nelson, XMPie Blog, Oct. 12, 2011

invitations VDP Allows Bridal Service Companies and Brides to Get Personal

 

 

 

With the use of variable data printing, there was no confusion on head count at Nelson’s wedding. Nelson attributes this to her guests who updated their RURL (Response URL also called PURL for personalized URL) especially in regards to how many children who would be coming with them).

The information Nelson got from her guests through the landing page they responded to allowed her to stay within budget, update her guest list and create a seating chart.

Nelson also downloaded the XMPie Marketing Console iPhone app that allowed her to provide final head counts and meal preferences to her caterer and vendors through report on-the-fly report technology.

So while some brides like the visual trimmings (cakes, bridesmaid’s gifts, etc.), savvy brides are tapping into VDP and digital technology to make their wedding planning less stressful and more personalized to all involved.

*QR Codes are a registered trademark of Denso Wave.