Develop campaign strategies by Nylon

Develop Campaign Strategies Marketers can use a wide range of media to communicate with the market. In many B2B companies, a sales team is the primary method for reaching out to the market. Salespeople call prospects and customers, but they can only do so much in a day. Marketing campaigns can dramatically increase your reach. A marketing campaign is a series of touches with your market to communicate a key message. The key word is “series” since it usually takes multiple touches for your audience to recognize your message and respond. Marketing campaigns can include many different media: • • • • • • •

Email, search, banners and other online marketing Publicity Direct mail Publicity Telemarketing Trade shows and events Print, radio and other “traditional” media

Summary EXERCISE SUMMARY

When to Address

Who Should Participate Where to Use the Results

When you’re planning a specific campaign If you’re considering different types of campaigns to hit specific customer goals If you’re creating your annual marketing plan Marketing and sales leaders Marketing coordinators and the creative team Throughout the rest of your campaign planning

Marketing Campaigns  Develop Campaign Strategies

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Why it’s Important

Many inexperienced marketers select campaign media and types based on their previous experience or what’s currently “hot.” In marketing, one size rarely fits all. It’s important to understand what types of campaigns work well for specific business goals.

What Builds Upon it

Your entire campaign

Timeframe to Completion

30 minutes to 2 hours

Potential Business Impact

Medium. Certain campaign types match well to certain business goals. If you select media that isn’t conducive to your business goal, your goal will be difficult to achieve.

Deliverable

You’ll determine your business goal and review various campaign types that match that business goal then you’ll select your campaign media.

Next Steps

After you’ve selected your campaign type, focus your campaign message and offer [532]

Target Completion Date

PARTICIPANTS TASKS

PERSON RESPONSIBLE

DUE DATE

Marketing Campaigns  Develop Campaign Strategies

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TASKS

PERSON RESPONSIBLE

DUE DATE

Notes

Marketing Campaigns  Develop Campaign Strategies

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Develop Campaign Strategies

What to Complete

1. DETERMINE BUSINESS GOALS 2. SELECT CAMPAIGN MEDIA

Where it Fits in Marketing Campaigns Estimate Response Rate Project Sales Process Set Customer Goals Calculate Goal Metrics Determine Business Goals Select Campaign Media Identify Target Step in Buying Process Select Messages and Activities [Jump to Campaign Subject to Plan Details] Determine # of Impressions, Leads and Customers Create Revenue and Profit Projections Create Budget and ROI Analysis Outline Media Plan Metrics Determine How Prospects Will Respond to Your Offer Create Fulfillment Plan Steps Measure Campaign Results Create an Improvement Plan

1. DETERMINE BUSINESS GOALS

The first step is to look at your business goals. What do you need to accomplish? Identify all of the business goals that will need marketing support. You may need campaigns to generate and nurture prospects, sell direct or through a channel, or market to existing customers.

Marketing Campaigns  Develop Campaign Strategies

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Business goals (check yours; # link takes you to the media you can use) 1. Generate new leads 2.

Qualify leads

Nurture existing leads

Direct sales

Branding

Cross-‐sell to existing

customers Up-‐sell existing customers

Nurture existing customers

Generate referrals

10.

Training

Description/purpose of a marketing campaign used to reach this goal To generate new leads To better qualify and rank leads so you can segment them and then follow up based on their timeframe and likelihood of buying To communicate with leads that are in the pipeline but may not be ready to buy or take the next step; a nurturing campaign reminds them of your value and provides information that can help move them along Close deals within a short time period – a campaign to encourage people to “buy now” Increase awareness of your company, product and/or people in your market; communicate the value you provide and what you stand for Encourage current customers to buy related products or services

Encourage current customers to upgrade their existing product or increase the quantity or frequency of their purchases To communicate with existing customers and reinforce the value you provide To encourage customers or prospects to supply you with qualified referrals To train current customers, new customers, or even prospects to use your product; train distributors, channel partners, even your own employees

Business goal

Marketing Campaigns  Develop Campaign Strategies

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2. SELECT CAMPAIGN MEDIA For each goal you checked, move to that section to learn about the different media options available and how you can use them. Evaluate ideas and options: traditional sales activities, internet marketing, telemarketing, direct mail, email, publicity and more. If you’ve already decided that you’re solely focusing on internet campaigns, please jump to Exercise 538 – Internet Marketing Campaigns.

2.1. OBJECTIVE: GENERATE NEW LEADS

Here are the media that are most appropriate for lead generation campaigns – check those that you believe are appropriate for you. SALES FORCE

Cold calling

TELEMARKETING

Outbound calling

INTERNET

OVERVIEW

PROS

CONS

Reps find their own prospects or cold call from lists you purchase

Reps can really engage a prospect on the phone

Extremely time-‐ consuming; takes many hours away from other sales activities

OVERVIEW

PROS

CONS

Use a team of telemarketers to call targeted lists and identify leads

Lets sales team focus on selling, not cold calling; typically more cost-‐effective

Needs good management; needs space and equipment; typically high turnover

OVERVIEW

PROS

CONS You’re driving them to your site and site has to convert; needs compelling message (space limitations) You’re driving them to your site and site has to convert; should be implemented through an email service provider Site needs to be carefully designed and updated regularly; need to use other internet

Online advertising

Run ads on targeted websites or email newsletters

Targeted; measurable; easy to test and improve

Email campaigns

Buy or rent a subscriber list and send a short but compelling email

Targeted; measurable; easy to test and improve

Organic search

“Optimize” your website so it appears on the search engines when prospects look for info

Extremely timely; brings qualified prospects straight to you; can generate a lot

Marketing Campaigns  Develop Campaign Strategies

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you can provide

of traffic to your site

marketing techniques to raise your profile; can be difficult to rank for anything but very targeted words Paid search Buy “paid” or Extremely timely; Competition for high-‐ “sponsored” listings on brings qualified traffic words has driven search engines – they prospects straight to up prices so you have to appear when users type you; can generate a lot focus on converting in the keywords you’ve of traffic to your site those visitors with good bid on ads and a custom landing page Webinars Create an online Can reach many Need to market the seminar and market it as prospects in a short webinar itself – it’s an a great source of timeframe; less offer to get prospects in information for expensive than the door. Need potential prospects travel/live events compelling content and a technology provider to deliver it. Viral campaigns Create an email offer or Can reach a wide Needs to be very story that’s meant to be audience in a short creative; needs a good forwarded; encourage period of time offer and good website; recipients to click technique is more through to your website appropriate for consumer marketers than B2B TRADE SHOWS & EVENTS OVERVIEW PROS CONS Trade show Display in the Business buyers use Need good strategy for exhibits or events convention hall at a shows to find vendors; maximizing your trade show; potentially many prospects and investment; need to hold an invite-‐only or customers in one place; differentiate from your open event offsite your competitors are competitors; lots of there logistics; can be expensive Seminars or events Create a live seminar, Identify prospects who Lots of logistics; can be you create educational breakfast or are in the “research” expensive depending on luncheon, networking or phase so you can scope; need to market fun event to educate engage them early; the event itself; need and identify new face-‐to-‐face is powerful great material for the prospects event Marketing Campaigns  Develop Campaign Strategies

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PUBLICITY

OVERVIEW

PROS

CONS

Better chance of gaining actual coverage; can generate interest among your target audience and encourage them to contact you Easy; search-‐optimized releases can generate very targeted search traffic and help in search rankings; may get some coverage in online or traditional publications Reach a targeted audience; establish credibility; position your company as a leader during an event that draws potential prospects Reach a targeted audience and establish credibility; position your company as a leader in the industry

Need a good creative angle; need to call up reporters with a brief pitch and treat the publicity process as a sales process

OVERVIEW

PROS

CONS

Briefly introduce your solution with a strong call-‐to-‐action. Or use the letter to say you’ll be calling or emailing shortly – you may lift response on the second

Easy to execute; less expensive than other mail options

May not reach the addressee; should be addressed to decision-‐ maker; must be followed up with another touch – doesn’t stand alone when

Product-‐ or solution-‐related stories

Create a compelling story about your new product/service rather than sending out a standard press release; pitch to journalists

Distribute press releases (and optimize for the web)

Write standard and web-‐oriented press releases to announce your news; put them on website and distribute; use in sales materials

Speaking engagements

Give speeches or participate in industry-‐ oriented panels during seminars, trade shows, etc.

Use blogs

You can use a company blog to discuss issues in your marketplace

DIRECT MAIL

Simple sales letters or postcards

Need a good story to really gain coverage

Not measurable; need to establish your leadership before being invited to participate

Be CARFUL that you aren’t overtly promoting your company/product /service. Bloggers are savvy and won’t respond well to companies using blogs to sell themselves.

Marketing Campaigns  Develop Campaign Strategies

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“touch”

Special mailpiece for a particular campaign

TRADITIONAL MEDIA Print ads

Develop a brochure or custom piece and mail to targeted prospects

Can be compelling

OVERVIEW Run ads in targeted journals, newspapers and/or magazines

PROS Reach targeted audience; you have more space and a few more seconds to grab their attention than online media Appear before prospects who are actively looking for you

Yellow pages

Run an ad in a yellow pages directory

Radio

Run spots on a talk-‐radio Can be an intriguing or business program way to get your message across in a particular location

Outdoor

Run ads on billboards, buses, or other outdoor signage

Can reach out to a particular geography

you’re sending a cold mailing Postage, production and list costs can be prohibitive; should be followed up with another touch – rarely stands alone when you’re sending a cold mailing CONS More difficult to measure; need to run regularly; must pay for media and the production cost of the ad(s) Only appropriate for reaching a particular location; may not be a good way to reach your prospects Not as targeted as other media; must run regularly to create awareness; needs strong call-‐to-‐action Only targets by geography and the demographic group that sees that particular location

Ideas: Marketing Campaigns  Develop Campaign Strategies

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Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-‐of-‐quarter. Return to list of goals.

2.2. OBJECTIVE: QUALIFY LEADS

Here are good options for qualifying leads you’ve already identified – check those that you believe are appropriate for you. SALES FORCE OVERVIEW PROS CONS Sales activities Reps making calls, Good reps can really If you have a lot of general delivering presentations, engage and qualify a leads coming in, it could etc. to move a prospect prospect; personal be very time-‐consuming forward relationship may be for reps to follow up and critical in your sales qualify process TELEMARKETING OVERVIEW PROS CONS Outbound calling Use a team of Lets sales team focus Needs good management; telemarketers to call on prospects after need space and leads that have come in; they’re fully qualified; equipment; typically high ask qualifying questions sales team is more turnover; need enough and determine next productive training to handle call steps effectively Inbound call Create an incentive to Lets sales team focus Needs good management; handling get prospects to call for on prospects after need space and info, or just use they’re fully qualified; equipment; typically high telemarketing team to sales team is more turnover; need enough handle blind inbound productive training to handle call calls effectively INTERNET OVERVIEW PROS CONS Email campaigns Send an individual email Targeted; relatively low May have to be sent on-‐ or a large campaign to cost; measurable; easy demand, so your system educate current leads; to test and improve will need to do so; large encourage them to click campaigns should be sent Marketing Campaigns  Develop Campaign Strategies

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Webinars

Ongoing email newsletters

through and respond to qualifying questions or take advantage of an offer Encourage prospects to attend or download a webinar to learn more about a subject if they’re ready; can help to further qualify their needs and prioritize them in your pipeline Get prospects to sign up for an ongoing newsletter; make sure there’s content to guide early-‐stage prospects; encourage them to take action and further qualify themselves

TRADE SHOWS & EVENTS OVERVIEW Trade show Encourage prospects to exhibits or events visit you at your booth or set up an event for existing prospects – focus on further qualifying them Seminars or events you create

Create a live seminar, educational breakfast or luncheon, networking or fun event to educate and qualify existing prospects

through an email service provider

Can reach a lot of prospects in a short timeframe; less expensive than live meetings; can educate prospects on their own terms

Need compelling content and a technology provider to deliver it.

Targeted; relatively low cost; measurable; easy to test and improve

Drives users to your website – you’ll need special landing pages and a good content management system; newsletters must have strong content; you typically send one newsletter to everyone on your email list, so it isn’t focused on qualifying prospects CONS Need good strategy for maximizing your investment; need to differentiate from your competitors; lots of logistics; can be expensive Lots of logistics; can be expensive depending on scope; need to market the event itself; need great material for the event

PROS Business buyers use shows to find vendors; many prospects and customers in one place; your competitors are there Identify prospects who are in the “research” phase so you can engage them early; face-‐to-‐face is powerful

Ideas: Marketing Campaigns  Develop Campaign Strategies

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2.3. OBJECTIVE: NURTURE EXISTING LEADS

Here are good options for nurturing leads that are already in your pipeline – check those that you believe are appropriate for you. SALES FORCE OVERVIEW PROS CONS Sales activities Reps making calls, In most B2B companies, None, but using other delivering presentations, a direct sales force marketing vehicles in etc. to move a prospect needs to drive the sales addition to the sales forward process team’s activity can shorten the sales cycle Relationship Sometimes sales reps Can be critical in When they’re out having activities just need to focus on establishing trust for a fun, reps can lose sight of relationship-‐building big deal the goal – to close the with their prospects deal; using other marketing vehicles in addition to the sales team’s activity can shorten the sales cycle TELEMARKETING OVERVIEW PROS CONS Outbound calling Use a team of Can be more cost-‐ Needs good management; telemarketers to call effective than using need space and existing prospects using high-‐powered outside equipment; typically high a script to try to move sales reps; a trained turnover; need enough them along in the sales telemarketer can training to handle call process usually sell better than effectively a generic marketing campaign Marketing Campaigns  Develop Campaign Strategies

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INTERNET Email campaigns

Webinars

Ongoing email newsletters

PUBLICITY Product-‐ or solution-‐related stories

Distribute press releases (and optimize for the web)

OVERVIEW Send an individual email or a large campaign to educate current leads; encourage them to click through and respond to qualifying questions or take advantage of an offer Encourage prospects to attend or download a webinar to learn more about a subject if they’re ready; can help to further qualify their needs and prioritize them in your pipeline Get prospects to sign up for an ongoing newsletter; make sure there’s content to guide early-‐stage prospects; encourage them to take action and further qualify themselves

OVERVIEW Create a compelling story about your new product/service rather than sending out a standard press release; pitch to journalists

Write standard and web-‐oriented press releases to announce your news; put them on

PROS Targeted; relatively low cost; measurable; easy to test and improve

CONS Need to offer compelling content and a reason for them to read; campaigns should be sent through an email service provider

Can reach a lot of prospects in a short timeframe; less expensive than live meetings; can educate prospects on their own terms

Need compelling content and a technology provider to deliver it

Targeted; relatively low cost; measurable; easy to test and improve

Drives users to your website – you’ll need special landing pages and a good content management system; newsletters must have strong content; you typically send one newsletter to everyone on your email list, so it isn’t focused on qualifying prospects PROS CONS Better chance of Difficult to measure the gaining actual impact of these stories; coverage; builds good need a good creative credibility with existing angle; need to call up prospects; may help reporters with a brief them take the next step pitch and treat the publicity process as a sales process Easy; search-‐optimized Need a good story to releases can generate really gain coverage very targeted search traffic and help in

Marketing Campaigns  Develop Campaign Strategies

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website and distribute; can send to existing prospects if it’s relevant

Speaking engagements

Give speeches or participate in industry-‐ oriented panels during seminars, trade shows, etc TRADE SHOWS & EVENTS OVERVIEW Trade show Encourage prospects to exhibits or events visit you at your booth or set up an event for existing prospects – focus on moving them forward

Seminars or events Create a live seminar, you create educational breakfast or luncheon, networking or fun event to educate and qualify existing prospects DIRECT MAIL OVERVIEW Special mailpiece Develop a brochure or custom piece and mail to targeted prospects to keep them engaged and provide info

search rankings; may get some coverage in online or traditional publications Position your company as a leader; builds credibility with existing prospects

PROS Good way to keep in touch with existing prospects; can be compelling

Offer valuable information to prospects who need it; face-‐to-‐face is powerful

PROS Can be compelling

Not measurable; need to establish your leadership before being invited to participate

CONS Need good strategy for maximizing your investment; need to differentiate from your competitors; lots of logistics; can be expensive Lots of logistics; can be expensive depending on scope; need to market the event itself; need great material for the event

CONS Postage, production and list costs can be prohibitive; should be followed up with another touch – rarely stands alone

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Return to list of goals.

2.4. OBJECTIVE: DIRECT SALES Here are the media that are most appropriate for a direct sales campaign – check those that are appropriate for you. SALES FORCE OVERVIEW PROS CONS Phone call or Reps call on prospects Skilled reps may be Labor-‐intensive; limited by meeting to ask for with a very specific offer needed to close deals; the size of your sales force the order measurable, tractable, good market feedback TELEMARKETING OVERVIEW PROS CONS Outbound calling Use a team of Using telemarketers Hard sales technique may telemarketers to call a rather than sales reps not be appropriate for list with a special offer; can be more cost-‐ your offer; needs good list can be the house list, effective, particularly if management; need space purchased or rented there’s already a and equipment; typically relationship with the high turnover prospect Inbound call Create a direct-‐response Live reps can do the It’s critical to project your handling offer in another media; best job of cross-‐selling, call volume and staff prospects call to place up-‐selling and appropriately so you order and reps can up-‐ answering questions won’t drop calls and lose sell or cross-‐sell NOW sales; need space, equipment and people INTERNET OVERVIEW PROS CONS Online advertising Run ads on targeted Targeted; measurable; Need compelling message (if your site offers websites or email easy to test and in your campaign; need a e-‐commerce) newsletters improve special landing page for the promotion Email campaigns Buy or rent a subscriber Targeted; measurable; You’re driving them to (if your site offers list or send the easy to test and your site and site has to e-‐commerce) campaign to your house improve convert; should be list; compel them to implemented through an click to your website to email service provider learn and buy Marketing Campaigns  Develop Campaign Strategies

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Organic search (if “Optimize” your website your site offers e-‐ so it appears on the commerce) search engines when prospects are searching for products/services you sell Paid search (if your Buy “paid” or site offers e-‐ “sponsored” listings on commerce) search engines – they appear when users type in the keywords you’ve bid on Viral campaigns Create an email offer (if your site offers that’s meant to be e-‐commerce) forwarded; encourage recipients to click through to your website PUBLICITY OVERVIEW Create a story Write standard and specifically web-‐oriented press designed to help releases to announce sell; distribute a your sale (but make press release (and them newsworthy and optimize for the interesting); put them web) on website and distribute Use blogs Use a blog to discuss issues in the marketplace DIRECT MAIL Simple sales letters or postcards

Special mailpiece for a particular campaign

OVERVIEW Use mail to grab prospects and encourage them to buy via your website or phone call Develop a brochure or custom piece to drive sales on your site, an

Extremely timely; brings qualified prospects straight to you; can generate a lot of traffic to your site

Can’t depend on ranking for specific keywords; can’t specifically focus on particular offers or timeframes

Extremely timely; brings qualified prospects straight to you; can generate a lot of traffic to your site

Competition for high-‐ traffic words has driven up prices so you have to focus on converting those visitors with good ads and a custom landing page

Can reach a wide audience in short period of time

Technique is more appropriate for consumer marketers than B2B; need a good offer

PROS If you get coverage, it could drive a lot of traffic; search-‐ optimized releases can generate very targeted search traffic and help in search rankings;

CONS Need a good newsworthy story to gain coverage

Reach a targeted audience quickly

Be careful that you aren’t overtly promoting your product CONS May not reach the addressee; should be addressed to decisionmaker; may need tracking

PROS Easy to execute; less expensive than other mail options

Can be compelling

Postage, production and list costs can be prohibitive; should be

Marketing Campaigns  Develop Campaign Strategies

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TRADITIONAL MEDIA Print ads

Radio

inbound call or a follow up call OVERVIEW Run ads in targeted journals, newspapers and/or magazines

followed up with another touch PROS Reach targeted audience; you have more space and a few more seconds to grab their attention than online media

Run spots on a talk-‐radio Can be an intriguing or business program way to get your message across in a particular location

CONS If your offer is time-‐ sensitive, some print publications aren’t a good fit; must pay for media and the production cost of the ad(s); should track response with unique phone numbers and URLs Not as targeted as other media; must run regularly to create awareness; needs strong call-‐to-‐action

2.5. OBJECTIVE: BRANDING

Here are the media that are most appropriate for a B2B branding campaign – check those that are appropriate for you. INTERNET OVERVIEW PROS CONS Online advertising Run ads on targeted You can create ads with Even though it’s a brand-‐ websites or email high impact and good oriented campaign, you newsletters targeting should still create landing Marketing Campaigns  Develop Campaign Strategies

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Organic search

“Optimize” your website so it appears on the search engines when prospects look for info you can provide

Appearing high in search results helps keep your name in front of your market

Viral campaigns

Can reach a wide audience in short period of time

Ongoing email newsletters

Create a story or material that’s meant to be forwarded; encourage recipients to click through to your website Send useful information to your market

TRADE SHOWS & EVENTS OVERVIEW Trade show Display in the exhibits or events convention hall at a trade show; potentially hold an invite-‐only or open event offsite

Seminars or events Create a live seminar, you create educational breakfast or luncheon, networking or fun event to educate and identify new prospects Events you sponsor PUBLICITY OVERVIEW Product-‐ or Create a compelling solution-‐related story about your new stories product/service rather than sending out a standard press release; pitch to journalists

Useful content will help support your brand PROS Business buyers use shows to find vendors; many prospects and customers in one place; your competitors are there Identify prospects who are in the “research” phase so you can engage them early; face-‐to-‐face is powerful

PROS Better chance of gaining actual coverage; can generate interest among your target audience and encourage them to

pages to convert visitors into prospects Need to use other internet marketing techniques to raise your profile; can be difficult to rank for anything but very targeted words Needs to be very creative; need a good campaign theme and good website

Good content is necessary to add value and not always easy to obtain. CONS Need good strategy for maximizing your investment; need to differentiate from your competitors; lots of logistics; can be expensive Lots of logistics; can be expensive depending on scope; need to market the event itself; need great material for the event

CONS Need a good creative angle; need to call up reporters with a brief pitch and treat the publicity process as a sales process

Marketing Campaigns  Develop Campaign Strategies

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Distribute press releases (and optimize for the web)

Write standard and web-‐oriented press releases to announce your news; put them on website and distribute; use in sales materials

Speaking engagements

Give speeches or participate in industry-‐ oriented panels during seminars, trade shows, etc.

DIRECT MAIL Special mail-‐piece for a particular campaign

OVERVIEW Develop a brochure or custom piece and mail to targeted prospects

TRADITIONAL MEDIA Print ads

OVERVIEW Run ads in targeted journals, newspapers and/or magazines

Radio

Outdoor

contact you Easy; search-‐optimized releases can generate very targeted search traffic and help in search rankings; may get some coverage in online or traditional publications Reach a targeted audience; establish credibility; position your company as a leader during an event that draws potential prospects PROS Can be compelling

PROS Reach targeted audience; you have more space and a few more seconds to grab their attention than online media Run spots on a talk-‐radio Can be an intriguing or business program way to get your message across in a particular location Run ads on billboards, buses, or other outdoor signage

Can reach out to a particular geography

Need a good story to really gain coverage

Not measurable; need to establish your leadership before being invited to participate

CONS Postage, production and list costs can be prohibitive; should be followed up with another touch – rarely stands alone when you’re sending a cold mailing CONS More difficult to measure; need to run regularly; must pay for media and the production cost of the ad(s) Not very targeted; must run regularly to create awareness; needs strong call-‐to-‐action Only targets by geography and the demographic group that sees that particular location

Marketing Campaigns  Develop Campaign Strategies

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2.6. & 2.7.OBJECTIVES: CROSS-‐SELL OR UP-‐SELL TO YOUR EXISTING CUSTOMERS

Here are the media that are most appropriate for a direct sales campaign – check those that are appropriate for you. SALES FORCE OVERVIEW PROS CONS Phone call or Reps call on their Skilled reps may be Limited by the size of your meeting(s) customers to personally needed to close deals; sales force cross-‐ or up-‐sell measurable, trackable, good market feedback TELEMARKETING OVERVIEW PROS CONS Outbound calling Use a team of Using telemarketers Not appropriate unless telemarketers to call rather than sales reps you don’t have a personal your customers with a can be more cost-‐ relationship via a sales rep special offer effective or account manager; needs good management; need space and equipment; typically high turnover Inbound call Create a direct-‐response Live reps can do the It’s critical to project your handling offer in another media best job of cross-‐selling, call volume and staff (email, mail) and up-‐selling and appropriately so you encourage your answering questions won’t drop calls and lose customers to call sales; need space, equipment and people Marketing Campaigns  Develop Campaign Strategies

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INTERNET Email campaigns

Website

DIRECT MAIL Simple sales letters or postcards

Special mailpiece for a particular campaign

OVERVIEW Email your customers with a special incentive to place an order; OR use an existing email newsletter

PROS Measurable; easy to test and improve

Put your offer on your website if customers visit regularly OVERVIEW Let your customers know the benefits and offer via a personalized letter or a quick postcard; you can encourage them to buy via your website or phone call Develop a brochure or custom piece to drive sales on your site, an inbound call or a follow up call

Measurable; easy to test and improve

CONS You’re driving them to your site and site has to convert; should be implemented through an email service provider Site just needs to convert

PROS Easy to execute; less expensive than other mail options

CONS Make sure it sends the right message to your customers

Can be compelling

Postage, production and list costs can be prohibitive

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Return to list of goals.

2.8. OBJECTIVE: NURTURE CUSTOMERS Here are good options for nurturing your current customers – check those that you believe are appropriate for you. SALES FORCE OVERVIEW PROS CONS Relationship Sometimes sales reps Very important in a lot Can take a lot of time activities just need to focus on of industries; sales reps relationship-‐building can glean a lot of with customers important information about the account TELEMARKETING OVERVIEW PROS CONS Outbound calling Use a team of Good if you don’t have Needs good management; telemarketers to call a personal relationship need space and customers, touch base, with a large customer equipment; typically high ask questions, and base; a trained turnover; need enough provide some valuable telemarketer can training to handle call info that they think will usually sell better than effectively help the customer’s a generic marketing business campaign INTERNET OVERVIEW PROS CONS Email campaigns Develop an email Targeted; relatively low Make sure the content is campaign to announce cost; good way to touch truly relevant; campaigns something relevant current customers; should be sent through an that’s happening in your measurable; easy to email service provider industry – just to keep test and improve your customers up on the latest and greatest, as long as it’s completely relevant to their own business Webinars Create a webinar just for Can reach a large group Need compelling content current customers – it of customers in a short and a technology provider could focus on training timeframe; provides to deliver it. or education that will great value if well-‐ help them in their done; less expensive business than live meetings; can improve their use of your product and help you up-‐sell and cross-‐ sell in the future Marketing Campaigns  Develop Campaign Strategies

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Ongoing email newsletters

PUBLICITY Speaking engagements

Develop a regular newsletter for your current customers; make sure there’s intriguing content that will encourage them to read OVERVIEW Give speeches or participate in industry-‐ oriented panels during seminars, trade shows, etc. – particularly those that are well-‐attended by your customers

TRADE SHOWS & EVENTS OVERVIEW Trade show Create special events exhibits or events during trade shows, or sponsor arts/sporting events and enjoy the events with your customers Seminars or events Create a live seminar, you create educational breakfast or luncheon, networking or fun event to bring customers together

Great way to keep in front of your customers regularly; good way to keep your database updated (if email changes, call them) PROS Reinforces your message to your current customers; lets them see your company as an industry leader and innovator; good opportunity to mingle afterward PROS Good way to bond with customers; can be compelling

Offers valuable information to customers who need it; face-‐to-‐face is powerful

Needs to be integrated with your website – you’ll need a good content management system.

CONS Not measurable; need to establish your leadership before being invited to participate

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Return to list of goals.

2.9. OBJECTIVE: GENERATE REFERRALS Here are good options for nurturing your current customers – check those that you believe are appropriate for you. SALES FORCE OVERVIEW PROS CONS Relationship Have reps only ask for Easy and effective None activities referrals; create a plan to make sure they do it on a regular basis (perhaps once per quarter) INTERNET OVERVIEW PROS CONS Email campaigns Create an email Relatively low cost; Less personal than asking campaign asking for measurable; easy in person; need to set up referrals; provide an the fulfillment procedure incentive for doing so on your website; send email campaigns through an email service provider Ongoing email Use your ongoing Relatively low cost; Less effective than a newsletters newsletter to promote a measurable; easy specific email or asking in referral campaign person; need to set up the fulfillment procedure on your website TRADE SHOWS & EVENTS OVERVIEW PROS CONS Trade show Create a VIP event at a Nurture customers and You’ll need to figure out exhibits or events trade show, a sporting gain new prospects at how to get new prospects or arts event, then invite the same time to come, not just friends current customers and and family; lots of their guests – use the logistics; can be expensive event to gather names and develop relationships with new prospects Seminars or events Create a live seminar, Creative way to Lots of logistics; can be you create educational breakfast/ generate new prospects expensive depending on Marketing Campaigns  Develop Campaign Strategies

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luncheon or net-‐ if you have valuable scope; need to market the working event. Let your content for the seminar event; need great material current customers refer for the event their colleagues or other companies to participate at no cost Ideas: Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-‐of-‐quarter. Return to list of goals.

2.10. OBJECTIVE: TRAINING

Here are good options for training current customers, distribution channel partners, employees or prospects – check those that you believe are appropriate for you. INTERNET OVERVIEW PROS CONS Webinars Create an online Can reach many people Can’t do one-‐on-‐one seminar to train your in a short timeframe; coaching; need a group; deliver it live and audience can technology provider to put an archive on your participate; less deliver it and create the website so people can expensive than travel/ archive file. access it on-‐demand live events Ongoing email Use your ongoing Relatively low cost; Not effective if people newsletters newsletter to provide measurable; easy have different training educational and training needs at different times tips Use blogs If you have a company Good for providing Not appropriate if you blog, use it to post ongoing tips and need serious training and training tips and have building a community; coaching in one sitting Marketing Campaigns  Develop Campaign Strategies

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your audience comment and participate

can help you rank more highly in search engines; can reach beyond your current customers TRADE SHOWS & EVENTS OVERVIEW PROS Seminars or events Deliver your training live Face-‐to-‐face is you create powerful; two-‐way feedback; easier to build relationships OTHER OVERVIEW PROS Traditional Develop a printed Easily to reference; training guide manual, online tutorial doesn’t require an or other static piece event

CONS Lots of logistics; can be expensive depending on scope

CONS Impersonal; needs to be engaging to be effective; production costs; must be updated

Ideas: Which months (if any) are most important for these campaigns? For example, there’s typically a lot of marketing activity around big industry events, preparing for holidays, or end-‐of-‐quarter. Return to list of goals. Campaign list & calendar Now that you’ve identified your business goals and reviewed media options and potential timing, start creating a master list. BUSINESS GOAL (lead CAMPAIGN CONCEPT: Media to use and any ideas START DATE generation, direct sales, for the campaign etc.) Marketing Campaigns  Develop Campaign Strategies

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Now that you have a list of ideas, your next step is to think about your message and offer for each campaign.

Marketing Campaigns  Develop Campaign Strategies

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Develop Campaign Strategies

Report

1. DETERMINE BUSINESS GOALS 2. SELECT CAMPAIGN MEDIA This report summarizes our results from completing Exercise 531 – Marketing Campaigns: Develop Campaign Strategies. Campaign Name

1. DETERMINE BUSINESS GOALS Business Goal

Business Goal

2. SELECT CAMPAIGN MEDIA Bases on our business goals, here’s a list of potential campaign concepts: BUSINESS GOAL (lead CAMPAIGN CONCEPT: Media to use and any ideas generation, direct sales, for the campaign etc.)

START DATE

Marketing Campaigns  Develop Campaign Strategies

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Marketing Campaigns  Develop Campaign Strategies

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