Personalization 2.0 Leveraging Cross Media to Grow Your Business
XMPie Paul Murphy
April 21-22, 2010 San Antonio, TX
XMPie Introduction Started in year 2000 – Spun off from Scitex Owned by Xerox - a Fortune 100 company 2,000 customers world-wide Largest OEM of the Adobe InDesign CS5 Server
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The Challenge with Reaching Customers
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every communication is a marketing message — Traditional Channels (Passive)
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every communication is a marketing message — New Media Channels (Interactive)
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message and media overload
• Media everywhere • Always on • Too much content
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What Can Be Done to Allow You to Stand Out and Better Reach Customers?
Cross Media Marketing AKA Multi-Channel Marketing
cross-media - personalization 2.0
Response Tracking Dashboard
1 Postcard or Email Campaign
5 Direct Sales Call
Precision Targeting Grab Attention
4 Alert Email To Sales Responses Saved in Database
3 Personalized Survey Page with Info Filled In
Integrated Marketing Database
Catch the Customer and Get More Information
2 Campaign Leads to Response URL (RURL) www.domain.com/JohnSmith
cross-media - personalization 2.0
Response Tracking Dashboard
1 Postcard or Email Campaign
5 Direct Sales Call
Precision Targeting Grab Attention
4 Alert Email To Sales Responses Saved in Database
3 Personalized Survey Page with Info Filled In
Integrated Marketing Database
Catch the Customer and Get More Information
2 Campaign Leads to Response URL (RURL) www.domain.com/JohnSmith
cross-media - personalization 2.0
Response Tracking Dashboard
1 Postcard or Email Campaign
5 Direct Sales Call
Precision Targeting Grab Attention
4 Alert Email To Sales Responses Saved in Database
3 Personalized Survey Page with Info Filled In
Integrated Marketing Database
Catch the Customer and Get More Information
2 Campaign Leads to Response URL (RURL) www.domain.com/JohnSmith
cross-media - personalization 2.0
Response Tracking Dashboard
1 Postcard or Email Campaign
5 Direct Sales Call
Precision Targeting Grab Attention
4 Alert Email To Sales Responses Saved in Database
3 Personalized Survey Page with Info Filled In
Integrated Marketing Database
Catch the Customer and Get More Information
2 Campaign Leads to Response URL (RURL) www.domain.com/JohnSmith
cross-media - personalization 2.0
Response Tracking Dashboard
1 Postcard or Email Campaign
5 Direct Sales Call
Precision Targeting Grab Attention
4 Alert Email To Sales Responses Saved in Database
3 Personalized Survey Page with Info Filled In
Integrated Marketing Database
Catch the Customer and Get More Information
2 Campaign Leads to Response URL (RURL) www.domain.com/JohnSmith
cross media marketing “Its not about publishing to your customer, its about creating a dialog with your customer.” Dr. Jacob Aizikowitz CEO XMPie
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Some Industry Statistics
what is driving the need?
more response
Value and Benefits of Cross Media Campaigns
bottom-line value to cross media • Uplift in Response Rates • Improved Conversion Rates/Profitability (3X) • Leverages Opportunity for Viral Marketing –
• • • •
Refer a Friend / Integration to Social Media
Immediate Feed Back Response Highly Granular Tracking and Reporting Rapid Testing and Tweaking - On the Fly Higher ROI
Case Study / Success Story
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Elixia : a real strong case for cross-media • Client: Elixia – Fitness-Center chain, in Norway – 30 different locations – 85,000 members • Challenge: – Improve on poor previous campaign performance • Only 39 new members from past programs – Maintain customers – Increase membership • Strategy: – Refer a Friend program to encourage membership – “Get a good friend to become a healthy friend”
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“ Get a good friend to become a healthy friend.”
Elixia: cross-media campaign components — females 35-40 Touch point A: Personalized Printed Postcard (Outbound) — Female/35–40 Direct mail postcard personalized by gender and age with uImage effect on name Touchpoint B: Follow-up email (outbound)
Touchpoint C: RURL (Interactive)
Touchpoint D: Refer-a-Friend
Refer-a-friend and get 2 months free membership
Elixia: cross-media campaign components — Males 30-35 Touch point A: Personalized Printed Postcard (Outbound) — Male/30–35 Direct mail postcard personalized by gender and age with uImage effect on name
Touchpoint B: Follow-up email (outbound)
Touchpoint C: RURL (Interactive)
Touchpoint D: Refer-a-Friend
Refer-a-friend and get 2 months free membership
Elixia: viral campaign methodology
Viral Marketing Campaign
ra Refe d frien
27.5%
• Outbound Phase (campaign initiation) – Personalized direct mail and e-mail – Response URL – Personalized imaging • Interactive Phase (Response URL) Outbound Phase – Update member personal data – Refer-a-Friend – Tracking of friends who responded to campaign Interactive Phase • Offer – 2 months free membership for new member recruitment
Elixia : a real strong case for cross-media
• Results: – 2,500 new members were recruited vs. 39 in previous campaign – 1.5 M Euro additional annual revenue
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Integrating Social Media (Cross Media 2.0)
why twitter? • Twitter is one of the rapidly growing social media sites on the planet • Average user of Twitter: – 25 45 – Male – No kids – Graduate – Browsing from work
• Whereas Facebook is about sharing with those that you know – Twitter is more directed at following others • Facebook is more consumer use than business – whereas Twitter has a higher percentage of business / brand conversations
why twitter? • Within Twitter I ‘Follow’ people / companies that I am interested in listening to or conversing with. – Therefore by ‘following’ I am expressing an interest in that account
• XMPie is about developing conversational marketing campaigns – However you either have to already know your audience or ask someone to refer another that might be interested.
• Combining Twitter and XMPie offers a real-advantage – People can bring themselves into a campaign by simple expressing ‘interest’ – Those following someone that brought themselves into the campaign can also follow the leader – as we promote the fact that the user has brought themselves into the campaign. – We spread virally to ‘followers’ of ‘followers’
twitter XMPie campaign stages
review - value to cross media • Uplift in Response Rates • Improved Conversion Rates/Profitability (3X) • Leverages Opportunity for Viral Marketing –
• • • •
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Refer a Friend / Integration to Social Media
Immediate Feed Back Response Highly Granular Tracking and Reporting Rapid Testing and Tweaking - On the Fly Higher ROI /
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Personalization 2.0 Leveraging Cross Media to Grow Your Business
XMPie Paul Murphy
April 21-22, 2010 San Antonio, TX