Learn best practices for developing integrated multichannel marketing campaigns using social media, email, creative design and direct mail. Integrating these channels into the marketing mix will produce meaningful results that will keep your customers coming back for more.

1. JANUARY 5, 2011

2. Create a strategic
1 plan for success.
Make the shift from just having a “social presence” to supporting
actual business objectives and engaging customers.
Companies have
Companies who have profited
GAINED REAL VALUE
from social media are
from significant strategic
twice as likely to have a efforts.
FORMAL STRATEGY.
Companies who have
gained value from just
“experimenting.”
52%
13%
2010 Customer Insight Group, Inc. All rights reserved.

3. Build Your list at Every Opportunity &
2 ALWAYS by Permission
Think Through Possible Customer Touchpoints:

4. 3 Direct Mail
• Testing – Why, when and how much

5. Ask the big questions before you
4 go live with the customer.
1. Who will “own” it?
2. How many hours per week can you allocate to support your strategy?
3. Is the budget adequate to do the job?
4. What role do you need outside of your existing resources to fill to
help implement your strategy?
5. Will your content updates depend on any other resource or person?
6. Who will be responsible for monitoring and moderating customer’s
comments?
7. What is the response time you expect of that person?
8. Who will address customer service issues that need moderated?
9. Do you want your voice to be an individual person or a group of
people at the company?
10. Are your legal, HR and IT teams clear on the limitations and risks that
may be associated with a social media initiative?
201 Customer Insight Group, Inc. All rights reserved.

6. Creative Brief — Starting a
5 Project Launch Off Well
• Company Brand Checklist
• Communication Objectives
• Competition
• Target Audience
• Offer
• Key Message
• Call to Action
• Other requirements
• Schedules
2011 Serff Creative Group, Inc. All rights reserved.

7. Brainstorming and the Power
6 of Putting ALL Ideas on the Table
• There are many ways to brainstorm
when coming up with new and innovative
ways to sell to your customers.
• One way — “Mind Mapping”
– Write ALL ideas down
– Decide on the strong ones, then focus on what concepts
could come out of those words

8. 6 Brainstorming — Mind Mapping
2011 Serff Creative Group, Inc. All rights reserved.

9. 7 Direct Mail
• You are only as good as your metrics
– RSP Rate
– CPL
– CPS
• Are you using other metrics?
• Are they “Real Time”?
– Can you make spend decisions any time/any day

10. Measure success based on the
8 objectives you want to achieve.
Visitors,
Brand
Source of PR
Metrics
traffic
Search
Customer
Interaction Engine
Engagement
Marketing
Virality Leads Retention
Network
Sales Profits
Size
2010 Customer Insight Group, Inc. All rights reserved.

11. 9 Consistency of Your Brand
• Create consistency in ALL a customer sees of your
company, regardless of where they see it.
– Application of color
– Usage of fonts
– Style of imagery conveys
your personality
– Tone of your message
2011 Serff Creative Group, Inc. All rights reserved.

12. Target your audience first, pick
10 your tools later.
• Who do you want to
engage?
• What do they have in
common?
• How do they use your
product?
• Where can you connect and
interact with them?
Your connecting with
people, not tools.
2010 Customer Insight Group, Inc. All rights reserved.

13. 11 Direct Mail
• Testing new data – do you hotlist?
• Newer data ‐ less quantity ‐ more data sources
Most Recent Records Added
Existing Database

14. Email Marketing is NOT Advertising –
12 It Is Dialog
“It’s time to fully understand that your
customers are living, breathing,
creatures who want one-to-one
relationships with your company,
not just
one-way rhetoric.”
---- Don Peppers, The One-to-One Future

15. 13 Direct Mail
• Use focus groups to improve your campaign

16. Where’s the Value? Entertain, Inform, &
14 Instruct While Building Relationships
Example: Entertain/Instruct
Company Background:
2‐person recruiting/
consulting firm
Email Costs:
1st year’s email license and
strategic/design services:
$15k
1st Year Return on
Investment:
$200k as a direct result of
their monthly newsletter to
6,000 recipients
Used With Permission

17. Where’s the Value? Entertain, Inform,
14 Instruct While Building Relationships
Example: Inform/Instruct
Timely Gardening Tips from
Miracle‐Gro eNewsletter
Rose gardeners receive different
advice than vegetable gardeners.
Gardeners in the North receive
different advice than those in the
South.

18. Growing the Relationship:
15 Be Creative
• Be Unique. There are many ways to
keep in touch with your customers by
multi‐touch marketing in email, direct mail
or other means. Keep it creative to make
those touches count.
– Send personal cards or letters
– Direct mail campaigns with
special offers for your top customers
– Referral email campaigns
• Remind them how much you value
their business and trust

19. 16 Listen to your customers.
SOURCE IDEAS.
FOSTER INNOVATION.
REALIZE PAIN POINTS.
LEARN FIRST HAND WHAT YOUR CUSTOMERS WANT.
2010 Customer Insight Group, Inc. All rights reserved.

20. Pick the right social media
17 tool for the job.
Entertainment Techie Influential Dads Influential Boomers
Review Sites
Review Sites
Blogs
Twitter Creator Faceboo Creator Blogger Critic
k
Digg Critic MySpace Joiner YouTube Spectator
• 2.6MM influencers • 2.3MM influencers • 3.7MM influencers
• 18.5MM in social media • 30.2MM in social media • 55.9MM in social media
• Prefer blogs, forums & • Prefer blogs & social nets • Prefer Review Sites
review sites
Source: 360i analysis of Nielsen @Plan; Fall 2009
2010 Customer Insight Group, Inc. All rights reserved.

21. 18 Looking Good in All Mediums
• Your brand must carry across its brand effectively in
any medium, such as email, direct mail,
print collateral and social media.
2011 Serff Creative Group, Inc. All rights reserved.

22. 19 Direct Mail
• Track your mail to integrate with other mediums
(Television, E‐mail and Telemarketing)

23. 20 Make it POP! Step out of the box
for creative formats in Direct mail
• Look at ways to stand out from your competition and
other means of clutter.
– Unique formats:
• oversized
postcards
• Multiple‐fold
formats
• Specialty shapes
and promotional
products
– Create a piece that will jump to top and
get that customer to open your piece.

24. 21 Beat Inbox Competition
Your email communications
MUST
stand out!
ARE YOU 1
OF THE 14?

25. Integrate social media into your
22 existing communication plan.
U.S. Companies’
Social Media Tactics
35% December, 2009
RUN AS SILOED
CAMPAIGNS
41%
Identify where social
media can be integrated.
Messages should be
17% mirrored through your
7% RUN AS
social media campaigns.
INTEGRATED
CAMPAIGNS
DON’T
KNOW
RUN AS AD-HOC
PROGRAMS
2010 Customer Insight Group, Inc. All rights reserved.

26. The 3 “C’s” of Email Marketing:
23 1 - Consistency
Email
format
consistent
from issue
to issue

27. The 3 “C’s” of Email Marketing:
23 2 - Continuity

28. The 3 “C’s” of Email Marketing:
23 3 - Commitment
• Test, test, test and monitor response rates
• Send to a portion of your list and at different times
• Move content elements

29. 24 Follow the 6 C’s of Social Media
Content
Conversion Conversation
Listen,
Learn,
Act.
Collaboration Community
2010 Customer Insight Group, Inc. All rights reserved.

30. 25 Direct Mail
• Hard copy prospect to online customer

31. 26 Personalize for Increased Response
Email Response Rates by
Number of Personalization Elements

32. 26 Personalize for Increased Response
Email Response Rates by
Number of Personalization Elements

33. 26 Personalize for Increased Response
Email Response Rates by
Number of Personalization Elements

34. Directing Creative to Your
27 Customers Effectively
• Tone of message
• Use of imagery
• Collect data from
your customer
• Personalize with
variable data for
following up
campaigns, or
second touch

35. 28 Direct Mail
• Modeling – how to do it and why?
• Pull a segment of your current customers
• Find more prospects like your customers

36. Promote the Relationship
29 Online and Offline
• Grow your relationship with your customers
through branding and creative execution
• Create unique value through social media
and other personalized venues

37. 30 Direct Mail
• Postal Standards Continue to Change – do your
research and ask your postal experts

38. Set objectives to “be” social rather
31 than to “do” social.
SMART Objectives
Set objectives to “BE”
Quantity and quality of traffic social, rather than
Sales revenue “DO” social.
Interaction
Sales leads Align social media
Profits objectives with
business objectives.
Foster brand advocacy
Search marketing
Gather customers insight Determine how
you will measure
Brand metrics success.
Customer retention
Customer engagement
2010 Customer Insight Group, Inc. All rights reserved.

39. 32 The 80-20 Rule Applies Here, Too!
Emails Should
Contain at Least
80% Value‐Added
Content to
20% Promotion

40. 33 The Golden Rule of Email Marketing:
“Send unto others
as you would have others
send unto you.”
Steve Miller/NetNewsdesk
Copyright 1997‐2010
Used with permission

41. 34 Today’s Speaker Panel
Sallie Burnett – Customer Insight Group
sallie@customerinsightgroup.com
Ian Serff – Serff Creative – ian@serffcreative.com
Deb Daufeldt – Second Story Solutions, LLC
deb@secondstorysolutions.com
Ryan Hartman – Wiz Bang Solutions – ryan@wizbangsolutions.com