GRAPHIC ADVISOR
Your logo here
ISSUE THIRTY-FOUR
MOBILE STRATEGY
Is it part of your marketing plan?
also in this issue:
Web-to-Print Saves Time and Money Lead Nurturing: Boost Your Conversion Rate!
MARKETING ADVISOR
Your logo here
ISSUE THIRTY-FOUR
MOBILE STRATEGY
Is it part of your marketing plan?
also in this issue:
Web-to-Print Saves Time and Money Lead Nurturing: Boost Your Conversion Rate!
D
o you have a mobile strategy as part of your marketing plan? If not, maybe it’s time you did. We all know how important email and a Web presence are to customer marketing. Now, according to research by Prosper Mobile Insights, more and more consumers are conducting these activities exclusively on their mobile phones.
For example, more than half of mobile users say they access email only on their mobile phones. Forty-five percent do Internet searches only on their mobile phones. Fortytwo percent access Facebook this way. Think about it—consumers are scrapping their laptops and desktops in favor of their mobile devices. As a marketer, this has powerful implications. As consumers transition their everyday activities to the mobile world, you need to have a strategy for reaching them at that level. You need to go where your
Combining Mobile with Print
customers go.
It’s time to start incorporating mobile marketing into your print marketing mix. This doesn’t need to be complex or overwhelming. Here are a few simple, easy steps to get you started. QR Codes: Add QR codes to your direct mail pieces, your invoices, and your envelopes. Leave the phone numbers, the URLs, and the tear-out forms. Just add QR Codes as an optional way to respond.
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Short Codes: Start using short codes for promotions. For example, “Text ‘SUPERDEAL’ to 0550 and receive your free coupon!” This not only gives your customer a way to respond to the promotion immediately, but it gives you their mobile phone number for
future marketing contacts.
Text Alerts: Offer to send text alerts as a customer service. Restaurants offer to text patrons when their tables are ready. Doctor’s offices offer to text appointment reminders to their patients one day ahead of time. Walmart uses text messaging very effectively to alert customers when their photo lab orders are ready for pick-up.
Mobile Landing Pages: Create a mobile website for your business. Template-based software makes this easy. If you’re not ready to launch a full mobile site, you can still begin to create mobile-friendly landing pages for specific promotions. Especially when using QR codes, be sure that you are sending people to a mobileoptimized page. When you think “mobile,” you don’t necessarily have to think about mobile payments . . . yet. It doesn’t have to be about selling products. The first step is simply getting customers engaged with you on a mobile basis.
photos ©istock.com
Then imagine where that relationship can go over time!
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L
Use Web-to-Print
to Save Time and Money
ooking for ways to reduce waste and make your print ordering more efficient? How about ways to reduce inventory? Better manage your brand? Today’s online print ordering systems do all of these things without costing you a dime.
number, add a new product, or shoot
on every piece that gets ordered from
a new photo, you don’t end up with a
then on. No more mistakes!
These systems go by many names:
simply log in, select the template you
Web-to-print, Web commerce,
wish to use, add your copy and images,
benefits of using Web-to-print for
e-commerce, print commerce, and many
and view your new document in live
managing your printed documents. You
more. No matter what you call them,
preview. You can change images or text
save money, save time, reduce print
these powerful tools serve as online
as often as you like, tweaking until the
errors, slash waste, and maintain much
repositories of your print documents that allow you to login and order what you want, when you want. Many also offer templates that enable you to design and
lot of waste. This frees you to update
You do direct mailings right from
your materials at any time. Especially
your online system, as well. Simply
for companies with high volumes of
upload your mailing list and launch your
forms, brochures, business cards, or other
campaigns right from your chair. If you
documents that change frequently, this
want to personalize your mailing by name,
can save significant amounts of money.
industry vertical, or other variable, you
If you use design templates offered in a Web-to-print system, you can save time
menus provided on the website and
and money on design costs, as well. You
design your own personalized documents. This is only the beginning of the
Web-to-print allows you to manage your brand too. By allowing users to select only from a pre-approved list of images, graphics, and text, you can ensure that only the most recent content is being used.
proof documents online. This saves you
document looks just as you want it to,
tighter control of your brand. What could
money in design costs.
without paying a designer or a customer
be better than that?
service rep for alterations.
Let’s look at how this works.
your brand too. By allowing
into a password-protected area of a
users to select only from a pre-
Web-to-print site. When you want to
approved list of images, graphics,
order documents, you login, select the
and text, you can ensure that only
document(s) you want, and place the
the most recent content is being
order through the site with a credit card.
used (say good-bye to incorrect
You can order anytime, in any quantity,
phone numbers or outdated
and don’t need to order more inventory
promotional offers). If
than you actually need.
you make a change, once
inventory, if you change your phone
Want a demonstration? Just ask!
Web-to-print allows you to manage
You upload your print documents
Because you don’t maintain excess
photos ©istock.com
can do that too. Just use the drop-down
you update your template or the options available in your content repository, that change will be reflected
3
I
f so, you’re not alone. Fortunately, there is good news. Let’s look at one large international company that took the time to integrate its lead generation and lead nurturing programs, creating a holistic view of the customer, and by doing so, boosted its conversion rate by 400%! Let’s see how it did it.
was interacting. Communications were
information to
The company was highly successful. In
also more precisely targeted based on a
develop a more
fact, it was generating a very high volume
holistic view of that customer.
effective lead
of leads. Its challenge wasn’t that its marketing was ineffective—it wasn’t. The
implemented a comprehensive lead
company’s challenge was that it was not
qualification and distribution process
qualifying those leads and distributing
that put qualified leads into the hands of
them appropriately to the right
the right salespeople at the right time.
salespeople to follow up on a timely and
For “warm” leads (people who showed
effective basis.
an interest in the company’s products but
The company began to channel all
who were not necessarily ready to buy),
of its customer information—customer
the company developed a lead nurturing
service contacts, transactional data,
process that communicated with those
marketing data, Web data—into a single,
leads in relevant and timely ways until
comprehensive database. This gave it
they became sales-ready.
a 360-degree view of its customers’
Case Study:
efficiency of its campaign execution
process, but from the lead generation
and setting up an automated process
all the way to conversion. Then the
for nurturing leads until they are ready
company de-duped its data, cleansed it,
to be distributed to a sales channel,
and standardized it.
the company has increased its lead-
one centralized location, the company was able to improve the effectiveness
photos ©istock.com
Are you missing sales opportunities because your direct mail or other print marketing is generating leads but your salespeople aren’t able to sift through them, qualify them, and act on the most qualified leads quickly enough? Is the effectiveness of your marketing campaigns being impacted by a limited view of the customer?
The results? By increasing the
behavior. Not just during the sales
With its data clean, accurate, and in
Lead Nurturing Boosts Conversion Rate by 400%!
Using this information, the marketer
generation and distribution process. Want to improve your lead nurturing? Contact us. We can help!
Don't have a limited view of your customer. Boost the effectiveness of your lead generation efforts by channeling all of your customer information into one database and put qualified leads into the hands of the right salespeople.
to-opportunity conversion rate by a whopping 400%! Not every marketer will have the
of its lead generation efforts. It was
level of sophistication or the economies
able to deploy multi-channel campaigns
of scale as this one, but this example
using information and knowledge
illustrates the power of centralizing your
about the customer gained from other
data, creating a more comprehensive
channels through which that customer
view of your customers, and using that
5
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H
ow do you evaluate the success of your personalized printing campaigns? Response rates? That’s a good first measure, but it is a very limited measure of your marketing efforts. To properly 3 Cost per Sale. Not every lead converts to a sale, so if the campaign is evaluate the performance of a direct selling effort, you might want to your 1:1 campaigns, you should see how much it costs to land each sale. be using some or all of the With higher conversion rates, 1:1 printing following methods.
Ho wD oY ou Me asu re
campaigns tend to excel here.
1 Conversion Rate. This is the
customers who purchase from a company over and over have enormous lifetime customer value (LCV). Customers gained through 1:1 printing tend, not just to purchase more, but to be more loyal than those gained through static methods. As a
percentage of people who not only
4 Revenues per Sale. Better-matched
result, LCV can play heavily into the cost-
respond to the campaign, but who follow
products and services and more engaged
benefit equation.
through and convert to sales. You can
respondents are more likely to generate
have a 38% response rate to a campaign,
higher revenues than static campaigns.
7 Internet Components. If your
but if only 6% of those convert to sales,
One children’s charity, for example,
campaign will include an Internet
that’s only 2.3% of the original list. If, on
switched to 1:1 campaigns and discovered
component, such as with integrated
the other hand, you get a 12% response
that its average donation increased 168%.
e-mail and print campaigns and with
rate but a 60% conversion rate, that’s 7.2%
photos ©istock.com
6 Lifetime Customer Value. Loyal
personalized URL campaigns, there are
of the original list. That is nearly four
5 Return on Investment. As with other
other measures that you might want to
times higher.
measures, return on investment (ROI)
consider. These include e-mail open rate,
for well-executed 1:1 printing campaigns
e-mail “click-through” rate and form fill
2 Cost per Lead. Forget cost per piece.
is often exponentially higher than for
or survey completion rate.
How much did it cost to get each person
traditional campaigns. Why? When you
to respond? For example, if you print
take into consideration all of the other
Many of these are fuzzy terms. Different
100,000 mailers and get a 0.5% response
metrics, including higher conversion rates
marketers use different terms for the same
rate (or 1,000 leads), at $0.36 per mailer,
and dollars per sale, even a small lift can
strategies. The point is simply to be aware
each lead cost you $36. If, you print 10,000
translate into huge gains in ROI.
that there are different ways to calculate
mailers and get a 12% response rate, that’s
response, and in evaluating the success
1,200 leads. At $1.26 per mailer, each lead
of your campaign, you need to pick the
costs you $10.50. If you are measuring by
measures that are most appropriate for
cost per lead, 1:1 printing costs one-third less.
that campaign.
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