interlinkONE's VP of Sales Karen DeWolfe delivered this presentation at the 2012 MFSA Southwest Conference.
The content was specifically tailored during mailing and fulfillment service providers.
Karen covered items such as:
- Challenges Faced by Service Providers in Today’s World of Marketing and Communications
- Selling Multi-Channel Marketing Solutions
- Best Practices for Managing, Executing, and Measuring Marketing Campaigns
- Emerging Technologies and Getting Ready for What’s Next
3. Today’s Overview
The World of Marketing and Communications
Selling Multi-Channel Marketing Solutions
Best Practices for Executing and Measuring
Campaigns
Preparing For What’s Next
8. Social Media Statistics
850 Million Users on Facebook
250 Million Tweets Sent
Per Day
NOTE: As of December 2011
9. Social Media Statistics (cont.)
60+ Hours of Video Uploaded to
YouTube every minute (#2 search
engine)
90 million users on
Google+ in 6 months
10. Why Should You Care?
Supply and Demand
Declining Margins
Communication
game has changed
Become MORE valuable
Move from Commodity to
Value-Driven
11. What Does it Mean?
Instead of just making money on the mail, fulfillment,
or print…
…. You will start executing these types of efforts:
12. Measuring Response Rates
March Seminar
Email SMS / Text Print
Direct Mail
Invitation Email Invitation Text
Invitation
PURL PURL
Reply Text Call Center
/ Response Page / Response Page Email vs. Text vs. Print
Measuring Subject Lines
- Week Follow-Up -
22% You’re Invited!
6% Win a FREE gift!
Reminder Direct
Reminder Email Reminder Text
Mailer
47% Check out our March Seminar
25% Are you interested in attending?
PURL PURL
Reply Text Call Center
/ Response Page / Response Page
13. How Can You Adjust?
New Services and Way of Selling
Be the Best Multi-Channel Marketer Out There
Prepare For What’s Next
14.
15. It Starts with the Strategy
Business Plan
Marketing Plan
Sales Plan
Financial Plan
Organizational Needs
Measure
16. Your Business Plan
• Do you have a clear plan?
• Do you have the right
resources to sell it?
• Do you have the right
resources to support it?
17. Your Target Audience
• Can you describe your perfect buyer?
• Not always your biggest customer
• Do you know who you are and what you sell?
18. Your Marketing Plan
You need to have a sustainable competitive
advantage that you can explain
• Do you have a clear marketing plan?
• Do you know who you are and what you sell?
• Do you have the right resources to market it?
• Do you have the right resources to support the
marketing effort?
• How long has it been since you have looked at your
marketing plan?
19. Selling Today vs. Yesterday
• Technology has changed the sales process
• Technology has changed the product and service
offering
• The economy has changed the landscape
• Consumers have changed the world
20. Sphere of Influence
How to tap in to the enormous Sphere of Influence that technology has helped
become limitless.
Limited before
21. No one cares what you do.
Your prospects want to know how you can help them. Your sales should not begin
with what you have, what you do, what you have done, what you know and or
anything else with ME, WE, I, OUR, US!
Focus on YOU
23. Quotes to Help You Succeed
• Its not your customers job to remember you. It is your
obligation and responsibility to make sure they don’t
have the chance to forget you. _Patricia Fripp
• Every sale has five basic obstacles: no need, no money,
no hurry, no desire, no trust
• Stop Selling. Start helping. _Zig Ziglar
24. Advice From Experts
for Selling in Today’s Economy
Sam Sebastian, Google
Title: National industry director, classifieds and local
E-mail tip: "I've had meetings where we went in without
knowing what the expectations are, and we missed the boat. As
the meeting approaches, I'll send an e-mail laying out our plan
for the meeting and who we're bringing, just to double-check. It
seems tiny, but it can save you from totally missing the mark."
Slow-economy solution: "We have to evangelize a bit more. We'll
invite executives to our headquarters for a pure education day,
where they get to ask tons of questions about online advertising."
CNN Money How to sell in a lousy economy by Jia Lynn Yang
25. Advice From the Experts
for Selling in Today’s Economy
Freddi Vaughn, Xerox
Title: Account general manager
How she networks: "I do a lot volunteering - you'd be
surprised who you meet if you're on this board and that
board. For example, I work with the University of
Maryland, Baltimore County, and I went to the UMBC
president and asked, Who at NASA can you put me in
touch with who's in charge of a high-level account?"
Recession survival skill: "Be aware of competitive contracts
and their expiration dates. If you want to displace that
competitor, you need to start to work at least a year out."
CNN Money How to sell in a lousy economy by Jia Lynn Yang
26. Advice From the Experts
for Selling in Today’s Economy
Jeffrey Zyonse, Hartford Financial Services Group
Title: Regional sales director
How he deals with rejection: "I learned early on, selling
books door-to-door in college, that your next success is
literally only a door away. You'll be in tears one minute, and
behind the next door may be a big sale."
Recession survival skills: "The last thing a client wants to
feel from you is that things aren't going well. Even in a slow
sales cycle, they want to deal with someone they feel is
successful. I make sure my attitude is right."
CNN Money How to sell in a lousy economy by Jia Lynn Yang
27.
28. Why Some Avoid Multi-Channel
They don’t know if they have the technology
They’re not sure if they have the resources
They’re not sure what it should cost
29. First Step: Do it Yourself!
Learn what it takes to
Build, Manage,
Execute, and Measure
Demonstrate Your
Solutions to Internal
Staff… and Prospects &
Customers!
30. Case Study – Recent Event
What did the plan look like?
Who – Biz Owners, Marketers
Why? Feedback. What the audience told us before
How – Multi-Channel, Internet, Print, Video
Medias – Email, DM, Txt, Social, Blog, Lpage
GOAL? – 40 attendees
Result? = 60!
32. Case Study – Examples
Personalized Envelope / Letter
Email Email Thank you
33. Case Study – Examples
Mobile Optimized Program for Event!
Text Alert!
34. Define Your Audience: Choose your target audience.
What’s the
Goal? Pick A Channel: Choose which channel would be the most effective way to contact your audience.
Repeat: Repeat the
cycle for more effect.
Pick A Media: Choose which media to contact your audience.
Response Channel: Give your audience a way to respond.
Measure: Marketing
Reports & Dashboards
automatically generated.
Lead Database:
All responses collect in one database.
Real Time, Centralized, Online, Qualified.
Sales Lead Response
Reports Distribution Fulfillment: Kitting,
Email, Electronic, VDP,
POD, Mail, ect.
35. Campaign 101
What is a Campaign
Cam paign – (noun) An
entire series of marketing
efforts to one event,
customer, organization,
priority.
36. Define the Goal/Objective
Step #1 My Goal
Goal: Increase sales by 15%
How: Increase our
# of inquiries with
marketing efforts
37. Define the Target Audience
Step# 2: Identify &
Understand Your
Audience
38. Define the Channels You’ll Use
How will your deliver?
Step #3 Choose
Channels & Medias
Newsletter
E-mail with
PURL
E-mail Newspaper
Promotion Insert
Postcard
39. Define Response Options
Step#4 Choose response
type
(how will the audience contact you about your message/offer)
PURLS Phone BRC Trade Show Booth
40. Multi-Channel Campaign
July Seminar
Customers Prospects Associates Target Audience Data
Print internet Web Print Mobile Channel
Invitation Social Direct Mail
Media Postcard Flyer Banner Ad Mobile Ad SMS/Text
Email Media Invitation
Landing Landing Landing Inbound Landing
PURL QR Code Reply Text
Page Page Page Calls Page
Response Mechanisms
41. Why Multi-Channel?
Increase the Reach of Your Message
It’s their world – communicate in the ways
they want to be communicated in
Generate greater responses
Increase Your Value – Find out what works!
42. Keys to Success
Must be “More than One”: Email, Direct Mail, Letters,
Web Pages, Social media, etc.
Consistent Branding, Graphics, Messaging
Targeted and Relevant Offer
Attention Grabbing Call-to-Action
Measure Everything
43. Resources: What You Need
Marketing Passion!
Website Development (HTML)
Ability to manage data
Basic Understanding of Web
Security
Not Afraid to Communicate with
Sales & Management
Photo Credit
51. Coming Fast: NFC
“Near field communication, or NFC,
allows for simplified transactions, data
exchange, and connections with a touch”.
Source: http://en.wikipedia.org/wiki/Near_field_communication
52. What Do You Need
An NFC-enabled phone:
Most vendors all over this
Still need: greater adoption
by hardware in US
56. NFC Posters for Contests
Customers simply need to
touch their Quick Tap phone to
posters.
Posters are located in EAT
restaurants
Tapping their phone lets them
play a game to win prizes
57.
58. Remember
The world is changing, you have to change with it
Understand the trends in data consumption
Having a PLAN is the single most important thing you
can do.
Today’s economy forces us all to sell differently
The sale is not about you
Diversifying can only help you
By the time I leave here today, more changes are
happening.
59. Key Steps to Success
Plan, Plan, Plan Constantly Review
Get Marketing Expertise on Self-promote
your Staff
Measure
Get close with Customers
Get Started Now!
Set Expectations
60. Action Items
Soul Search
Business Plan Review
Marketing/Sales Plan
Find the Right Resources
Self Promotion
Research. Read. Experience.
Business Transformation
MFSA National
Mashable. DM News. Marketing Sherpa. B2B Magazine
61. Learn More / Contact Me
http://interlinkONE.com
http://GrowSocially.com
Karend@interlinkONE.com
Twitter: @KarenLoueez
Notas del editor
People at your dinner table all react to different medias. Your children most likely if they are teens are easy to get on text, impossible via email or phone. Your parents might start emailing, but barely text.
There were fewer ways to get a message out. There were not as many options. And most marketing was PUSH marketing, meaning the content was controlled by the company delivering it. Now, marketing is increasingly PULL which means we decide what marketing messages we want to see how often and what content.
Let’s talk for a second about one of the ways that Marketing and Communications has changed…. Certainly, it’s the web. Whether it’s our corporate website, social media pages, Google… these sites have changed everything we do. The way we search, the way we consume information, the way we communicate, the way we shop.800 Million Users on Facebook250 Million Tweets Sent Per Day36+ Hours of Video Uploaded to YouTube every minute (#2 search engine)50 million users on Google+ in 3 months
Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
Do you have a clear planCan you describe your perfect buyer?Not always your biggest customerDo you know who you are and what you sellDo you have the right resources to sell itDo you have the right resources to support itHow long has it been since you have looked at your plan
Point 1, be prepared. Know what problem you are there to solve and what your prospect expects to get out of your meeting. Stress the importance of education of your prospect base. The importance of thought leadership. The importance of being a resource of knowledge
Point 1 Increase that Sphere of Influence. Volunteering, Associations, Crafts, Golf, etc. Point 2 Stay involved with prospects who are with competitors. Don’t stop the conversation
Point 2 When it comes to attitude, never let your prospect hear anything but positive. You don’t want to give any indication that your sales have slowed, that the economy has affected revenues. Even if it seems politely conversational.
Let’s talk about campaigns… what does it mean? What is NOT. It is not mail job, Nor is it a 2000 piece print run. Those are only individual efforts that support the marketing campaign. A marketing campaign will have a variety of efforts and actions. Lets take a look.
Next: identify who you are going to target… do you have an existing customer list? Do you want to buy a list?Are you targeting all universities and colleges in your state?
Yes, there are different ways to reach your prospects. We will talk about each of these later too.. But the key is to understand that you need to be able to reach people in different methods
Next… define how people will respond… we will talk about these in more detail later as well… But not everyone likes responding online… a lot of people throw away BRCs.. The goal is to find the preferred method of contact for each person.
Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure
Measurement, revising, repeating Develop a Vision and Business PlanDevelop the Organization ChartCreate a Marketing Strategy and PlanCreate Sales Strategy and PlanOperational PlanFinance – pro forma financial statementsEducate Internally and ExternallyConsistently Self-PromoteExecuteMeasure