The Power of Personalization

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 /

Questions 33

Personalization 2.0 Leveraging Cross Media to Grow Your Business

XMPie Paul Murphy

April 21-22, 2010  San Antonio, TX