3. Today’s Roadmap
• Why Cross-media?
• Best practices for how to:
– Sell
– Build
– Drive more value
• Q&A
4. • Are you currently offering these services today?
• Planning to launch in 2011?
• Still evaluating the opportunity?
• Offering, but need help?
• No plans to offer?
5. Why Cross-media?
• More than just hype
• Future of the Graphic Arts Industry
• Traditional marketing is undergoing radical change
• The past: primarily print and mass media
• The future: Cross Media Marketing
6. What is Cross-Media?
• More than adding a PURL or email
• Refers utilizing a variety of media formats
• Provides a high level of interactivity
• Is inherently engaging
• Provides improved results
7. Cross-media Drivers
• Social Media
600+ million Facebook users, 700+ billion minutes p/mo
65+ million Tweets p/day
• Mobile
3,000+ texts sent by teens p/mo[1]
1 in 2 people w/smart phones by end of ’11 [1]
• Direct Mail
12% drop in mail volume[2]
• Digital Coupons
60% YoY increase, 1% of total coupon utilization[3]
• Increased Digital Spend
$100 billion projected spend by 2014[4]
[1] Nielsen, 2010
[2] United States Postal Service Annual Report
[3] Marx, a Kantor Consumer Promotion Unit
[4] Forrester Report
8. One Touch Point Is Not Enough
• Study: “Capturing the
Cross Media Direct
Marketing Opportunity”
Infotrends, Oct, 2010
• More electronic/online
marketing + more channels
• Surveyed marketers use
average of 2.7 media
channels p/campaign
10. Direct Email Invite
Mail
Personal
Donation
Site Invite to campaign
Invite to campaign
Invite to join fan page Refer A Friend
Invite to join fan page Guests
Follow Up Email
11. One Touch Point Is Not Enough
• Consumers available on an average of 7.2 channels,
including:
– Landline phone
– Mobile phone (or two if counting voice and text!)
– Skype
– Facebook
– Twitter
– Personal & business e-mail
– Membership in online forums
– A home address for traditional mail
• Need to be combined with mass media like:
– Catalogs
– Magazines
– Signage
– Events
– Traditional broadcast media
12. Why is Cross-Media Important?
• Drive deeper into your accounts
• Generates new + recurring
revenue from existing customers
• Cheap insurance
• Protects your customer base
• If you aren’t offering, a competitor
will be
• Your customers are searching for
partners to help
16. Self-promotion Case Study
Hemlock Printers Limited
Located: British Columbia
Founded: 1968
Business: 79,000 sq/ft facility, 170+ employees
Locations: Victoria, British Columbia;
Seattle, WA
San Francisco, CA
17. Self-promotion Case Study
• Campaign Objective:
– Secure new business by August 31
– Renew relationships with customers
– Bring in business during the slow summer season
– Raise awareness of its cross-media capabilities
• Targets: Cross-section of 1,551 existing
customers, including:
– Graphic designers
– Ad agencies
– Corporations w/little or no business in past 12 months
22. Results
• 473 (30.7%) visited
• 183 (11.7%) entered the contest
• 21 new printing projects = $331,000
• ROI: 25x the amount invested
23. Examine New Opportunity Areas
• Cross Media Marketing Services
• TransPromotional Campaigns
Personalized Statements
Invoices
• Packaging & Label Programs
• Remember: Varying decision makers
24. Develop the Expertise
• It’s a solution sale!
• Focus on improved results
• Established account development processes
• Design a blueprint for sales engagement
• Develop tools and support
40. #4: Optimize Touches
• 91% unsubscribed from opt-in e-mails
• 77% more cautious providing their e-mail
(versus last year)
• 81% “unliked” or removed a brand’s posts
• 71% more selective “liking” a company
(versus last year)
• 41% have “unfollowed” a company
Source: ExtactTarget “The Social Break-Up”
42. #5: Follow Up!
Q: How quickly should companies call
web-generated leads for optimal
contact and qualification ratios?
A: Odds, if called in 30 min versus 5 min, of:
contacting: -100x
qualifying: -21x
Source: LeadResponseManagement.org
44. What Do You Think?
Consider: 39 survey questions, branched to 75
Q: What conversion rate would you expect?
a) <25%
b) 25-50%
c) 50-75%
d) >75%
e) Justin Bieber
A: 88% conversion
• Visit Rate: 15.85%
• Response Rate: 13.94%
45. “Hell, there are no
rules here — we're
trying to accomplish
something!”
-Thomas Edison
47. Case Study: Rider-Dickerson
Dean Petrulakis
Senior Vice President, Business Development
Rider Dickerson | innovation made visible
– In business since 1903
– Transitioning from traditional sheet-fed operation to a total
solutions provider helping clients deliver better marketing
results
– Cross Media offerings through strong partnership with
MindFireInc
– Educate our clients year-round through printForum
48. Let’s Examine an Award
Winning campaign step-by-step
• Clear Objectives
• Targeted Direct Mail Piece
• Great messaging to the individual
• Email touch
• Landing page interactive dynamics
• Redirect to social media
49. Challenge for Robert Morris
• Current approach didn’t deliver
the results they desired
• Key component: targeted
letters and postcard mailings to
prospective high school
students
• During a campaign planning
session, RMU asked Rider
Dickerson for ideas on how to
increase the response rate and
improve campaign ROI
50. Robert Morris University
Campaign Objectives
• Increase Awareness of Robert
Morris University Among
Prospective Students
• Drive Students to Campus Visit
Day
• Encourage Students to Apply on
line with Link to Online
Application
• Encourage Students to Join RMU
Social Media Communities
51. Solution for Robert Morris
• Rider Dickerson consulted
with Robert Morris University
on how to target prospects by
variables:
– including degree preference
– scholarship level (test
scores)
– campus location
– athletic talent
• From this analysis, Rider
Dickerson recommended a
cross-media campaign that
would invite prospective
students to visit a
personalized URL
• An online dashboard would
track all site visits on a daily
basis
63. Results for Robert Morris
• The ability to view
responses on a daily basis
allowed the enrollment
management team to
respond in real time
• Adjusted campaign
messages in successive
rounds of communications
• Increase its lead pool over
the previous year’s
campaign by 79%
64. Reason for Success
• Multiple Channels—Print, • Teamwork between Rider
Email, Social Media, Phone and RMU
Follow up – We analyze data and
response rates after each
campaign
• Incredible Use of Data to
Segment – make adjustments to
outbound creative and
– Variables in campaign landing pages accordingly
include: – Drive added value by
• Male/Female managing campaign from
• major preference start to finish
• campus preference
• athletics vs non athletics • RMU relies on us as a
• in state vs out of state strategic partner
• test score determines
scholarship offer displayed • We drive the success of
on card or letter
their efforts not execute
deliverables
66. Drive More High Value Pages
• Use Cross Media Marketing for more targeted
direct mail campaigns
• 400,000 pieces can grow to 1.6 million pages
• Leverage expertise for you and your customer
• Use tomorrow’s technology today
67. Success in 2011
• Your success is tied to meeting
the marketer’s needs
• Become a critical resource
• Provide new insight and education
• Establish credibility
• Deliver results
68. What’s Required for Success?
1. A flexible, proven technology platform
2. Cross Media Marketing Training for all key team members
• Executive Staff
• Technical Staff
• Sales Team
3. Go-to-Market Business Plan
4. Business Development Tools
• Sales tools, demo sites, marketing programs
• Case Study and Proof Sources
• Business Development Tools
5. Comprehensive support
69. Closing Thoughts…
• 2011 is the year of Cross Media Marketing
• Where else is their similar growth potential?
• If GROWTH is one of your key objectives,
this can’t be ignored!
70. Q&A
Stop by our booth #808 to pick up your copy of
the case study.
Joe Manos: jmanos@mindfireinc.com
@jemanos
916-284-8112
David Rosendahl: drosendahl@mindfireinc.com
@daverosendahl
949-375-4459