Posts tagged purls

Personalized Marketing: What You Need to Know!

Personalized Marketing

162819605 250x166 Personalized Marketing: What You Need to Know!Nowadays, life is flying by us all so fast. So many companies, advertisements, and messages – it’s difficult to keep up. However, if companies and organizations knew how to reach the consumer on a personal level, people actually pay attention. You might have the exact product or service a customer desires, but if you do not appeal to their senses and emotions, they may never know it. If you learn to direct your marketing efforts in such a way that creates a spark, even if only briefly, you can create something that grabs a person’s attention enough to focus on your brand. Then, you will have a window of opportunity to take them further into your own brand and connect their emotions and senses to what you have to offer.

Personalized E-Mails

Did you know that “61% of consumers feel more positive about a brand if personalized marketing is used”? When a consumer receives an e-mail related to something they were recently researching they are more likely to engage in that email. For example, if a consumer visited a college website and signed up for courses, they may get an e-mail about purchasing textbook for a discount. They need textbooks and you’ve made it easier for the student to reach the ultimate goal of gaining an education.

SOURCE:Steve Olenski, What Jaws, Brand Managers and Consumers Have in Common.

Mass Marketing

Nearly half (44%) of all consumers are less responsive to non-personalized messages. Think for just a moment: if you receive a marketing piece from a brand you have had a personal experience with, and the piece references your experience, you are more likely to engage that brand than if you receive a mass marketing piece from a brand you have never engaged with.

SOURCE:Steve Olenski, What Jaws, Brand Managers and Consumers Have in Common.

Personalized Discounts

More than half (53%) of all consumers are very likely to purchase something from a company when a brand personalizes marketing through digital communications. If you’ve been shopping at a particular store and you give them your contact information, they will send you coupons to entice your return. You’ve already been there, so chances are, you’ll be back again.

SOURCE:Steve Olenski, What Jaws, Brand Managers and Consumers Have in Common.

Maybe a consumer will get a personalized marketing message that directs them to a website that includes their name in the web address. (Personalized URLs also known as PURLS.) People absolutely love to see their name in lights and companies are well aware of the power of this personalized marketing technique that’s becoming increasingly more popular. Is your company privy to the newest personalized marketing platforms?

From Mail Print’s perspective when we send highly personalized marketing pieces from our company our phones ring the week following the delivery of that mail piece at a rate 25% more than normal.

Brand Trust

If a consumer trusts you, they probably love your company, brand, and products or services and may not even know it. Gain their trust and you will likely gain their business. Are you aware that more than half (52%) of all consumers trust brands that enable them to share their marketing preferences more than brands that do not?

If you can put yourself and your company in your target market’s shoes, then you will know exactly what to create and what to avoid. You will save precious time and lots of money also. It’s a marketers dream. Consumers need to trust your brand, know your logo, and feel good about what you offer to them. If you can accomplish all of that, everything else is cake.

SOURCE:Steve Olenski, What Jaws, Brand Managers and Consumers Have in Common.

Mail Print Expands Facilities in Kansas City, Missouri

bulldozer 250x187 Mail Print Expands Facilities in Kansas City, Missouri Mail Print, a full-service printing and direct marketing company, is nearly doubling its Kansas City, Missouri facility from 40,000 square feet to 70,000 square feet in the Hunt Midwest Subtropolis located in the northeast region of Kansas City. The expansion is designed to support the merger completed earlier this year with Graphic Services Printing and L & L Manufacturing. The firm said its expansion includes a significant investment in equipment and technology and plans to create over 40 full-time jobs.

“We are excited about the future of print and integrated direct marketing services. The merger and addition of Larry Wittmeyer to our ownership group shows our commitment to growth and the future. ”Gina M. Danner, company CEO goes on to share, “Many people think that print is dead, but our experience shows that when print is integrated with online efforts like email, video, mobile and social media, organizations are able to drive more prospect and customer engagement. We know that when done right, integrated direct marketing makes our customers money.”

The state’s Department of Economic Development assisted Mail Print with its expansion plan, the Department of Economic Development and the City of Kansas City authorized a strategic economic incentive package that the company can receive if it meets strict job creation and investment criteria.

Larry Wittmeyer, Vice President of Manufacturing at Mail Print goes on to say, “The EDC and Hunt Midwest were both instrumental in helping us navigate through the expansion plan. We are very excited to participate in the growth of our community.”

Expansion and reinvestment are not new to the company. In 2012 Mail Print underwent a $3 million round of equipment and technology investment and is looking at an investment round this year of similar size. Wittmeyer shares the vision, “Our goal is to create a leading edge organization that redefines the printed page in this region. By building on the vision set forth over the last 25 years by the Danner family, we are creating a company that drives customer engagement and delivers value to clients and team members.”

Mail Print is owned by Eric C. Danner, Gina M. Danner and Larry Wittmeyer, and today employs 90 team members.

About Mail Print

Mail Print specializes in the execution and delivery of complex, data-driven multi-channel direct marketing. Mail Print is a premier partner and test site for a number of equipment manufacturers and a variety of software providers. The company is also an industry leader in the latest direct marketing technologies, including Variable Data Printing, Personalized URLs, Web-to-Print and Print Automation workflows. Mail Print owns and operates a state of the art integrated technology and production facility and has served the direct mail and printing needs of the Midwest for over 25 years.

 

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.

Get Your Message Across the Right Way – Print that Makes Sense

166578139 250x182 Get Your Message Across the Right Way   Print that Makes SenseYou may be questioning your general approach to your print marketing campaigns in light of the fact that there are so many new ways consumers are being bombarded with information. Response rates of cross-media marketing campaigns are proving cross-media is not only successful but measurable meaning you can benefit from print in a traditional way by adding the benefits of personalized marketing in less traditional ways.
Personalized marketing campaigns are seeing solid results compared to standard, flat or static campaigns. Response of cross-media marketing campaigns are successful as they combine online and offline marketing. This allows you to use an initial small response rate to eventually drive a higher response.
By speaking to your audience numerous times in numerous ways allows you to maintain contact and remain top of mind. You are using repetition in a more innocuous way because the consumer is not being hit over the head with the exact same method. Cross-media marketing offers a constant reminder using direct marketing to invite the consumer to visit your website with a personalized URL that leads them to personalized information and messaging tailored directly to them.
This is far more valuable than a general message that may or may not apply to them. A personalized survey can then collect information that is saved in a general customer data base that alerts your sales team via email that a potential client is on the radar screen. They then have a legitimate reason to contact the lead with good background to get things started. At the same time, the information is tracked and stored for future CRM use in your system.
Response rates of cross-media marketing campaigns continue to show solid results. An analysis done by MindFireInc of 1,856 cross media campaigns in 30 cross vertical markets showed that an average visit rate of 6.5 percent and an average response rate of 4.5 percent. Results for some markets included:

  • Education: 3.3 percent visit rate and a 2.1 percent response rate
  • Non-profit: 5.3 percent visit rate and 3.5 percent response rate
  • Financial: 4.6 percent  visit rate and 3.1 percent response rate
  • Insurance: 5.6 percent vist rate and 3.6 percent response rate
  • Arts, Media and Entertainment: 7.3 percent visit rate and  5.9 response rate

As you can see despite the varying vertical markets the response rates of cross-marketing media show solid results. The visit rate also demonstrates the opportunity to collect information for future CRM campaigns.
Marketing firm Epsilon Targeting found that 6 out of 10 Americans preferred to get information via direct mail. Response rates of cross-media marketing campaigns demonstrate success and direct mail plays a role. The findings of Epsilon detailed that regardless of preference through email or post, the reason people enjoyed either was due to the ability to refer back to the info when convenient. However, of those citing this reason 73 percent were pro postal versus 45 percent for email. This means that direct mail as an initial contact will impact the response rates of cross-media marketing campaigns in a positive manner. Further proof of this was reflected in these findings:

  • 62 percent enjoy checking their mail box for mail
  • 59 percent enjoy getting mail about new services and products
  • 73 percent found they were getting email they never open
  • 67 percent said they get too many emails each day

Cross-media marketing campaigns are making marked progress in customer response compared to traditional means. Cross-media marketing also allows you to use the response rates of cross-marketing media as a way of saving money for future print campaigns by allowing you to focus only on those with proven interest.

 

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.

 

Keep Your Marketing Strategy Alive as B2B is Proclaimed Dead

B2B, Business to Business, Business to Consumer, B2C, business, marketingWhen marketing icon Rick Segal argued B2B marketing is “dead” in his speech at a B2B conference in Berlin over a year ago, those in the industry were stunned. How could the president of the global marketing firm gyro make this statement? After all, his entire business of the past 30 years has been founded on business-to-business (B2B) marketing, a concept he’s helped cultivate since 1981.

But if B2B is dead, does this mean businesses will no longer do transactions with each other?

“It’s not that salespeople or sales support have become irrelevant, it’s that so many of the messages they are carrying to the marketplace are humanly irrelevant,” Segal says. “The myth that has been busted is that business decision making is entirely rational. It’s not. It’s exceedingly emotional, and as living, breathing human beings have been empowered with computing and telecommunications technology on their persons, their emotional needs matter more than ever.”

The view of B2B being based on logic and selling to a faceless company is dead; instead, B2B is shifting to be more about selling products to the people in a company, seeing the company as not one uniform entity, but as a being comprised of individuals with individual needs and emotions. Segal’s approach emphasizes tapping into the human need, igniting emotions in the business decision makers, to create effective marketing.

B2B Revived with a B2C Approach

B2C (business-to-consumer) has always focused on the human relevance aspect of marketing, especially understanding testimonial selling, to keep up with a fast-paced market and keep consumers engaged. The B2B world also is moving with network velocity, and to keep its professional consumers engaged, it needs to integrate B2C concepts.

Billy Mitchell, president and senior creative director for B2B marketing agency MLT Creative, believes B2B marketers can gain a lot by utilizing B2C marketing tools, including design standards, production values, storytelling techniques, creativity, and smart examples of social media marketing. So should B2B marketers transform into B2C marketers? Mitchell says no: “I don’t think a company should do that. In fact, they should embrace an enthusiasm and passion for B2B marketing. B2B can be just as creative and engaging as B2C.”

A recent example of engaging B2B with B2C flair was General Electric’s 2012 Super Bowl Ad.  GE boasts, “We make the power that makes the beer.” The commercial speaks to both consumers (the beer lovers) and businesses (the beer brewers), as both benefit from GE’s services. By saying we’re all in this together, GE shows the human relevance to their business.

“B2B marketers can certainly learn from and be inspired by B2C, but they must deeply understand B2B,” Mitchell says. “If you don’t enjoy meeting with your inside and field sales teams, understanding your customers’ businesses and your customers’ customers, etc., you may not belong in B2B marketing.”

B2B + B2C = H2H

The key element in both B2B and B2C marketing is connecting and building relationships with both current and prospective customers. Again, it comes down to selling to a person with a unique face rather than just a company name.

At many social media conferences, Mitchells says the current word is that it’s not about B2B or B2C, it’s about H2H, human-to-human.

“It seems that world-class marketers everywhere have awakened to the fact that, today, we are communicating with living, breathing human beings with aspirations, spirits and emotions,” Segal, president of gyro, says. “We’ve always known that business-to-business, at the end of the day, was person-to-person.”

This is where marketing tools such as direct mail, email, and variable data printing come into play, personalizing messages that will speak on a professional level but include the needs of the individual business buyer. Or perhaps creating pURLs or QR codes designed specifically for the B2B customers, using elements of the ones created for B2C audience but with different elements, which customize the interaction to be specifically B2B.

Or tell a story, like GE’s commercial, showing how our company helps your company helps the customer. By showing how each business positively affects the other, how each contributes to a bigger picture to help the consumer, the focus is on the human aspect, not just making a sale. Combine both B2B and B2C perspectives in your social media content, and your marketing will be more effective.

Segal agrees, “…what the world’s savviest marketers seem to have appreciated quickly is that personalization was the last best practice. No longer is it enough to understand the requirements of a person in a job title to be successful in influencing him to make a purchase consideration. No longer is it enough for an advertising planner to get into the head of a business decision-maker. With the amplified voices and the new organizational empowerment of these humans at work, successful marketers must get into their hearts.”

B2B Reborn

Whether or not you agree B2B is dead, it’s critical to note that the industry and its consumers are changing – and so are their needs.

“Change brings unexpected opportunities. With so many tools now available from B2B marketers, I can’t imagine why any business wouldn’t always be looking for opportunities to improve their marketing,” advises Mitchell. B2B marketers must adapt a “never quit learning, always be testing” mindset to keep up with an industry that never sleeps.

 

Wine Sales, Weddings, and Other Wonderful Ways to Use QR Codes

Quick response codes (QR Codes®) are making their ways onto new mediums and usages every day that increase interest, engagement, and sales.QR Codes

Take concert ticket sales for instance. A concert merchandiser could run an ad in an entertainment guide, send postcards to patrons who have signed up to follow the band, and in addition they could be creative by posting “bills” on telephone poles like the one shown on the right for Jessica Lea Mayfield.

Using a QR Codes® to take music fans to an audio or video clip is brilliant engagement of the potential customer. Concert bookers can instantly increase pre-concert ticket sales through such a means of promotion. Any avid music lover walking by could scan the code and decide immediately if he or she would attend the event and place it on their smart phone calendar then and there on the spot.

I enjoyed viewing the You Tube video of Jessica Lea Mayfield singing that this QR Code® led me too. Seeing concert flyers is common when walking in any city but actually being able to familiarize yourself with the singer or band is not.

Qr Code (QR)Tell Me More Before I Take a Pour

QR Codes® on the side of wine bottles are becoming both hip and useful. Vineyards can’t possibly get all the information they want to share on the label. So using a QR Codes® to take wine lovers to reviews, wine ratings, varietal information, or even a tour of the vineyard makes good sense.

QR code

Sacre Bleu utilized QR Codes® as an additional means of social media marketing. They added QR codes to their bottle labels that when scanned, direct the consumer to a mobile-friendly site filled with promotions, information about the brand, special offers and even tips for matching the wine to food.

Sacre Bleu did not have the budget to run ads in Wine Spectator or Food and Wine magazine. So after studying up on the influence of wine labels and marketing avenues, it learned that its highest buying consumers were millennials who said they didn’t read those magazines anyways. They used social media.

Sacre Bleu uses QR Codes® to direct millennials to its Facebook page for various offers.

weddinginvite Wine Sales, Weddings, and Other Wonderful Ways to Use QR Codes“I Do” Plan to Attend Your Wedding Ceremony

Brides and grooms are leveraging QR codes® to keep their wedding invitations clean and show they are socially “hip.” With QR codes®, there’s no need to clutter the invitation with maps and additional details, which can instead be posted at a personalized URL (PURL) for attendees to find and save.

Graphic designers love it because it allows them the flexibility to create a white-space rich invite without trying to cram all the information into an undersized envelope. Brides like it because they can achieve the look and feel they want while giving details about wedding registry locations, wedding service location, and so much more on a landing page instead of the scrapbook worthy wedding invite.

Couples who register their wedding receptions on Foursquare and create Twitter hashtags for the event are using QR codes® for a range of tasks. These include sending guests to an R.S.V.P website and even automatically adding the ceremony to guests’ electronic calendars. Besides having the “cool” factor, it makes a bride’s life easier by not having to spend hours manually counting reply cards.

Weddings, wine bottles, and concert bills make good sense for QR applications. However, before you go too crazy with QR codes®, watch this slide show showing the 10 biggest what-not-to-dos when integrating quick response codes.

 

QR Codes® are a registered trademark of Denso Wave.

 

New Marketing Metrics for Hotshot Marketers.

marketing managementWhile quantum physics deals with discrete, indivisible units of energy called quanta, marketing programs deal with concrete, divisible units of measurements called metrics. It’s a rabbit hole all folks in marketing need to know how to go down to pull out what they need.

No organization can continue to spend on a marketing effort without knowing what’s working and what’s not. Measuring marketing program successes or product launch failures give organizations the metrics to control marketing spend so they can continue to invest in what’s working and adjust what’s not.

Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, lead generation to loyalty, and new product launch to Internet marketing. In 1990 Gary Lilien and Philip Kotler came up with the ROMI marketing model (return on marketing investment). The term became main stream in 2002 when Gary Powell wrote the book, The Return on Marketing Investment.

The formula for ROMI is:

[Incremental Revenue Attributable to Marketing ($) * Contribution Margin (%) - Marketing Spending ($)] /Marketing Spending ($)

Still confused about how to calculate ROMI? Microsoft Office now has a ROMI template to assist you in this calculation.

 

New Marketing Metrics

As marketing campaigns have become more technologically sophisticated and digitally measurable so have the metrics to prove or disprove them. Four new marketing metrics are being touted in the book, Data-Driven Marketing, which was voted the best marketing book in 2011 by the American Marketing Association.

To shine in the eyes of your CEO and CFO, integrate these metrics and formulas into your day-to-day marketing practices.

1.  Profit – calculated by taking gross sales minus expenses (standard on a P&L statement)

2.  Net Profit Value (NPV) — NPV is a way to decide whether or not to invest in a project by looking at the projected cash inflow and outflow. See the example below.

Suppose we’d like to make 10% profit on a three-year project that will initially cost $10,000.

a) In the first year, we expect to make $3,000
b) In the second year, we expect to make $4,300
c) In the third year, we expect to make $5,800

So the NPV is $3,100 because your company would make $13,100 off a $10,000 investment.

3.  Internal Rate of Return (IRR) — Determines the value of cash returns with cash invested. Considers the application of compound interest factors. Here’s the formula:

The formula is n periodic cash flow Σ _______________ = investment amount t = 1 (1 + it where i = internal rate of return t = each time interval n = total time intervals Σ = summation

An example would be if you received $3,000 per year for 5 years on a $10,000 investment. The internal rate of return was about 15%.

4.  Payback – Helps you determine the costs of the project, above what you would otherwise be expending if you hadn’t done the project at all. For a detailed guide of how determine the payback follow Money’s guide to determining project payback.

Tracking results is really nothing new, but the formulas have changed and perhaps gotten a bit more sophisticated. Instead of looking at tracking as a chore; change your thought process that these elements are key indicators of your success. Remember the quote from Bill Hewlett cofounder of Hewlett-Packard, “You cannot manage what you cannot measure, and what gets measured gets done.”

Now we can hedge our bets by nurturing our customers in thorough steps and tracking how far down the rabbit’s hole they go via QR Codes®, landing pages, PURLs, coupons cashed, tickets purchased, donations given, and on, and on, and on.

Don’t let the power of numbers and formulas scare you. It’s not quantum physics, it’s just good business.

 

Are You Sticking Your Landing?

landing pages, PURLS, purlA gymnast who dismounts off the balance beam and sticks her landing—no bobbles, wobbles, or falls—usually earns a perfect score. In the world of marketing, the marketing officer who finishes his campaign effort with a well-constructed landing page that encourages customers to sign up and stick around, usually earns up to 40% more email captures than marketing officers who don’t point prospects to a landing page.

A landing page (also known as a squeeze page, jump page, PURL or a microsite) is relatively simple to build. Most companies should have at least one landing page for every product or service. A landing page should serve a purpose— to gain customer information so you can develop a relationship with him or her over time so they will trust you and buy your products. The cardinal rule is never send ad traffic to your home page where they might get lost and never return.

Building a landing page that gives the prospect clear value increases the likelihood of getting their contact information. But here’s the rub, you only get 56 seconds to persuade them to do this, according to data from Nielson. To optimize your chances of success, here’s a simple checklist to follow:

  • Make sure the call to action is clear
  • Make sure the headline is strong and matches your advertising promise
  • Put the important content at the top, so there is no need to scroll
  • Make sure your landing page loads easily and quickly so you don’t lose your prospects
  • Include links to your contact page and privacy policy in the footer
  • Don’t ask for too much information in your opt-in form (name and email are standard)
  • Give clear details of what they’re getting, when they’re getting it, and what to expect next
  • Include the copy, pictures, and when applicable, video, necessary to earn their trust
  • Testimonials that reinforce the benefit to opting in work wonders

Building strong landing pages has enough curriculum online to be parlayed into a college degree. However, if you don’t have time to go back to night school, just watch The Art of Crafting Effective Landing Pages by Daniel Johnston.

In case you don’t have time to watch all of Dan Johnston’s presentation, let me point out the four worst things you can try to do with your landing pages.

1.  Throw in the Kitchen Sink. Trying to cram as much as possible onto one page puts the burden on the respondent to sift through it. Stay focused on the one action you want them to take and why they should take it.

2.  Rush to get their number. Landing pages that immediately ask a visitor to complete a form, fail. Build up to it, then ask for their email or number.

3.  Optimize too much. Test which combination of headline, image, and offer button works best, but don’t waste a lot of time on minutia or microscopic tweaks.

4.  Not honoring brand. Just because landing pages are quick and cheap to build doesn’t mean they should look cheap. Make sure the image your page presents is professional and matches your brand.

We hope this gives you plenty of ideas to run and execute in the New Year with your landing pages. Build many, attract many, measure always, and remember to stick your landing for the best direct marketing results.