1. SomaStream’s
Membership Marketing
GPS Intro for AGIA
Leveraging the power of
prospect involvement
Thomas C. Selleck
SomaStream Inc.
www.SomaStream.blogspot.com
Copyright 2012 SomaStream Inc. 1

2. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 2

3. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 3

4. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 4

5. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 5

6. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 6

7. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 7

8. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 8

9. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 9

10. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 10

11. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 11

12. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 12

13. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 13

14. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 14

15. Membership Marketing GPS
The overall problem is a
low commitment to
following the path.
Why?
The internet marketing process
is often too impersonal
and offers the prospect
no meaningful engagement.
Copyright 2012 SomaStream Inc. 15

16. Membership Marketing GPS
Overall a low commitment
to following this path.
Why?
The internet marketing process
is often too impersonal
and offers the prospect
no meaningful engagement.
Copyright 2012 SomaStream Inc. 16

17. Membership Marketing GPS
Ideal Internet Marketing Process:
What would it look like?
Copyright 2012 SomaStream Inc. 17

18. Membership Marketing GPS
Ideal Internet Marketing Process:
Emulates a personal,
one-on-one conversation
with a skilled salesperson
Copyright 2012 SomaStream Inc. 18

19. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 19

20. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 20

21. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 21

22. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 22

23. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 23

24. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 24

25. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 25

26. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
Copyright 2012 SomaStream Inc. 26

27. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
Copyright 2012 SomaStream Inc. 27

28. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
Copyright 2012 SomaStream Inc. 28

29. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
Copyright 2012 SomaStream Inc. 29

30. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
One possible solution is a “wizard”
based on an interactive database.
The prospect answers questions
or selects options in a sequential
process and the “wizard”
determines a targeted offer
Copyright 2012 SomaStream Inc. 30

31. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
One possible solution is a “wizard”
based on an interactive database.
The prospect answers questions
or selects options in a sequential
process and the “wizard”
determines a targeted offer
Copyright 2012 SomaStream Inc. 31

32. Membership Marketing GPS
Ideal Internet Marketing Process:
A new problem:
Programming for a wizard
can be complex and expensive
Copyright 2012 SomaStream Inc. 32

33. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
SomaStream’s Membership Marketing GP
is the easier & more efficient way
to provide highly personalized
experience with less effort and
much lower programming cost.
Copyright 2012 SomaStream Inc. 33

34. Membership Marketing GPS
SomaStream’s Membership Marketing GP
guides the prospect along a
rewarding interactive path of discovery
towards a personalized offer.
Copyright 2012 SomaStream Inc. 34

35. Membership Marketing GPS
• Innovative way to guide your prospects
to a personalized offer
• Leads prospects through a series of
interactions to a “destination” that
meets their specific needs
Copyright 2012 SomaStream Inc. 35

36. Membership Marketing GPS
• Innovative way to guide your prospects
to a personalized offer
• Leads prospects through a series of
interactions to a “destination” that
meets their specific needs
Copyright 2012 SomaStream Inc. 36

37. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 37

38. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 38

39. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 39

40. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 40

41. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 41

42. Membership Marketing GPS
Why does this increase
involvement & conversion?
Copyright 2012 SomaStream Inc. 42

43. Membership Marketing GPS
Applies the Zeigarnik Effect
& the Forer Effect
The Zeigarnik Effect applies to
sequential tasks begun by a subject,
such as a series of exercises or
questions
• Ensures involvement
• Induces commitment to task
completion
• Increases interest in outcome
Copyright 2012 SomaStream Inc. 43

44. Membership Marketing GPS
Zeigarnik Effect
The Zeigarnik Effect applies to
sequential tasks begun by a subject,
such as a series of exercises or
questions
• Ensures involvement
• Induces commitment to task
completion
• Increases interest in outcome
Copyright 2012 SomaStream Inc. 44

45. Membership Marketing GPS
Zeigarnik Effect
The Zeigarnik Effect applies to
sequential tasks begun by a subject,
such as a series of exercises or
questions
• Ensures involvement
• Induces commitment to task
completion
• Increases interest in outcome
Copyright 2012 SomaStream Inc. 45

46. Membership Marketing GPS
Zeigarnik Effect
The Zeigarnik Effect applies to
sequential tasks begun by a subject,
such as a series of exercises or
questions
• Ensures involvement
• Induces commitment to task
completion
• Increases interest in outcome
Copyright 2012 SomaStream Inc. 46

47. Membership Marketing GPS
Zeigarnik Effect
The Zeigarnik Effect applies to
sequential tasks begun by a subject,
such as a series of exercises or
questions
• Ensures involvement
• Induces commitment to task
completion
• Increases interest in outcome
Copyright 2012 SomaStream Inc. 47

48. Membership Marketing GPS
Uses the Forer Effect
(Or “Barnum Effect”)
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and credible
Copyright 2012 SomaStream Inc. 48

49. Membership Marketing GPS
Uses the Forer Effect
(Or “Barnum Effect”)
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and credible
Copyright 2012 SomaStream Inc. 49

50. Membership Marketing GPS
Uses the Forer Effect
(Or “Barnum Effect”)
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and credible
Copyright 2012 SomaStream Inc. 50

51. Membership Marketing GPS
Uses the Forer Effect
(Or “Barnum Effect”)
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and credible
Copyright 2012 SomaStream Inc. 51

52. Membership Marketing GPS
Uses the Forer Effect
(Or “Barnum Effect”)
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and credible
Copyright 2012 SomaStream Inc. 52

53. Membership Marketing GPS
Uses the Forer Effect
(Or “Barnum Effect”)
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and
credible
Copyright 2012 SomaStream Inc. 53

54. Membership Marketing GPS
Uses the Forer Effect
(Or “Barnum Effect”)
Combines the persuasive power of
• Subjective validation
• Respect for authority
Positions a general statement as
• Highly personalized
• Therefore accurate and credible
Copyright 2012 SomaStream Inc. 54

55. Membership Marketing GPS
Forer Effect
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
Copyright 2012 SomaStream Inc. 55

56. Membership Marketing GPS
Forer Effect
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
Copyright 2012 SomaStream Inc. 56

57. Membership Marketing GPS
Forer Effect
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
Copyright 2012 SomaStream Inc. 57

58. Membership Marketing GPS
Forer Effect
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
Copyright 2012 SomaStream Inc. 58

59. Membership Marketing GPS
Forer Effect
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
Copyright 2012 SomaStream Inc. 59

60. Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor
traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 60

61. Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor
traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 61

62. Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor
traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 62

63. Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor
traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 63

64. Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor
traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 64

65. Membership Marketing GPS
Integrated into SomaStream’s
Membership Marketing GPS system is
the skill and experience of its developer.
Seasoned Direct Response Creator
+
Thomas C. Selleck provides:
– Strategic insight
– Powerful campaign design
– Compelling copy
– Innovative implementation
All to serve your marketing success!
Copyright 2012 SomaStream Inc. 65

66. Membership Marketing GPS
All this makes much more sense once
you see an example of the process.
I invite you to view a demo of
SomaStream’s Membership Marketing
GPS – call or email me for access.
Thanks for your interest!
Thomas. C. Selleck
SomaStream@gmail.com
203.903.1008
www.SomaStream.blogspot.com
Copyright 2012 SomaStream Inc. 66