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Copyright 2012 SomaStream Inc. 1
SomaStream’s Membership Marketing
GPS Intro for AGIA
Leveraging the power ofprospect involvement
Thomas C. SelleckSomaStream Inc.
www.SomaStream.blogspot.com
Copyright 2012 SomaStream Inc. 2
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
Copyright 2012 SomaStream Inc. 3
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
Copyright 2012 SomaStream Inc. 4
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
Copyright 2012 SomaStream Inc. 5
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
Copyright 2012 SomaStream Inc. 6
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
Copyright 2012 SomaStream Inc. 7
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
Copyright 2012 SomaStream Inc. 8
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
Copyright 2012 SomaStream Inc. 9
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 10
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 11
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 12
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 13
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 14
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 15
Membership Marketing GPS
The overall problem is a low commitment to following the path.
Why?
The internet marketing processis often too impersonaland offers the prospectno meaningful engagement.
Copyright 2012 SomaStream Inc. 16
Membership Marketing GPS
Overall a low commitmentto following this path.
Why?
The internet marketing processis often too impersonaland offers the prospectno meaningful engagement.
Copyright 2012 SomaStream Inc. 17
Membership Marketing GPS
Ideal Internet Marketing Process:
What would it look like?
Copyright 2012 SomaStream Inc. 18
Membership Marketing GPS
Ideal Internet Marketing Process:
Emulates a personal, one-on-one conversation with a skilled salesperson
Copyright 2012 SomaStream Inc. 19
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
Copyright 2012 SomaStream Inc. 20
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
Copyright 2012 SomaStream Inc. 21
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
Copyright 2012 SomaStream Inc. 22
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
Copyright 2012 SomaStream Inc. 23
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
Copyright 2012 SomaStream Inc. 24
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
Copyright 2012 SomaStream Inc. 25
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
Copyright 2012 SomaStream Inc. 26
Membership Marketing GPS
Ideal Internet Marketing Processin a nutshell:
• Engagement • Interaction• Personalization
Copyright 2012 SomaStream Inc. 27
Membership Marketing GPS
Ideal Internet Marketing Processin a nutshell:
• Engagement • Interaction• Personalization
Copyright 2012 SomaStream Inc. 28
Membership Marketing GPS
Ideal Internet Marketing Processin a nutshell:
• Engagement • Interaction• Personalization
Copyright 2012 SomaStream Inc. 29
Membership Marketing GPS
Ideal Internet Marketing Processin a nutshell:
• Engagement • Interaction• Personalization
Copyright 2012 SomaStream Inc. 30
Membership Marketing GPS
Ideal Internet Marketing Process: Engagement, Interaction & Personalization
One possible solution is a “wizard”based on an interactive database.
The prospect answers questions or selects options in a sequentialprocess and the “wizard”determines a targeted offer
Copyright 2012 SomaStream Inc. 31
Membership Marketing GPS
Ideal Internet Marketing Process: Engagement, Interaction & Personalization
One possible solution is a “wizard”based on an interactive database.
The prospect answers questions or selects options in a sequentialprocess and the “wizard”determines a targeted offer
Copyright 2012 SomaStream Inc. 32
Membership Marketing GPS
Ideal Internet Marketing Process:
A new problem:
Programming for a wizard can be complex and expensive
Copyright 2012 SomaStream Inc. 33
Membership Marketing GPS
Ideal Internet Marketing Process: Engagement, Interaction & Personalization SomaStream’s Membership Marketing GPS is the
easier & more efficient way
to provide highly personalized
experience with less effort and
much lower programming cost.
Copyright 2012 SomaStream Inc. 34
Membership Marketing GPS
Ideal Internet Marketing Process: Engagement, Interaction & Personalization
Internet Entrepreneurs have increased conversion by 200% or more by
applying similar, but much less sophisticated strategies to achieve on-the-fly market segmentation and personalized targeting.
Copyright 2012 SomaStream Inc. 35
Membership Marketing GPS
Ideal Internet Marketing Process: Engagement, Interaction & Personalization
The core strategy of on-the-fly market segmentation has been proven highly effective.
Now SomaStream’s Membership Marketing GPS takes these strategies and technologies to a higher level.
Copyright 2012 SomaStream Inc. 36
Membership Marketing GPS
SomaStream’s Membership Marketing GPS guides the prospect along a rewarding interactive path of discovery towards a personalized offer.
Copyright 2012 SomaStream Inc. 37
Membership Marketing GPS
• Innovative way to guide your prospects to a personalized offer
• Leads prospects through a series of interactions to a “destination” that meets their specific needs
Copyright 2012 SomaStream Inc. 38
Membership Marketing GPS
• Innovative way to guide your prospects to a personalized offer
• Leads prospects through a series of interactions to a “destination” that meets their specific needs
Copyright 2012 SomaStream Inc. 39
Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of engagement
• Deepening commitment to finding out more
• An enjoyable self-discovery process• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 40
Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of engagement
• Deepening commitment to finding out more
• An enjoyable self-discovery process• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 41
Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of engagement
• Deepening commitment to finding out more
• An enjoyable self-discovery process• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 42
Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of engagement
• Deepening commitment to finding out more
• An enjoyable self-discovery process• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 43
Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of engagement
• Deepening commitment to finding out more
• An enjoyable self-discovery process• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 44
Membership Marketing GPS
Why does this increaseinvolvement & conversion?
Copyright 2012 SomaStream Inc. 45
Membership Marketing GPS
Why does this increaseinvolvement & conversion?
It’s human nature to persist in seeking closure, and to look forpersonalized meaning – as long as the right stimulus is provided.
Copyright 2012 SomaStream Inc. 46
Membership Marketing GPS
Why does this increaseinvolvement & conversion?
Membership Marketing GPS leverages the psychological phenomena known as the Zeigarnik Effect & the Barnum or Forer Effect.
Copyright 2012 SomaStream Inc. 47
Membership Marketing GPSPsychological Effects
After following the interactive path of Q&As provided by the Marketing GPS system, participants believe the recommendations are:
• Personalized • More credible• More accurate
They believe this even if the sales message is not personalized!
Copyright 2012 SomaStream Inc. 48
Membership Marketing GPSPsychological Effects
After following the interactive path of Q&As provided by the Marketing GPS system, participants believe the recommendations are:
• Personalized • More credible• More accurate
They believe this even if the sales message is not personalized!
Copyright 2012 SomaStream Inc. 49
Membership Marketing GPSPsychological Effects
After following the interactive path of Q&As provided by the Marketing GPS system, participants believe the recommendations are:
• Personalized • More credible• More accurate
They believe this even if the sales message is not personalized!!
Copyright 2012 SomaStream Inc. 50
Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor traffic to targeted sales pages
• A series of micro-commitments from your visitors
• Increased visitors’ receptivity to your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 51
Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor traffic to targeted sales pages
• A series of micro-commitments from your visitors
• Increased visitors’ receptivity to your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 52
Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor traffic to targeted sales pages
• A series of micro-commitments from your visitors
• Increased visitors’ receptivity to your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 53
Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor traffic to targeted sales pages
• A series of micro-commitments from your visitors
• Increased visitors’ receptivity to your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 54
Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor traffic to targeted sales pages
• A series of micro-commitments from your visitors
• Increased visitors’ receptivity to your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 55
Membership Marketing GPS
The result is an increase in theprospect’s involvement … and acorresponding increase in conversion.
Continue on to Part 2 to explore why this happens, what it has to dowith P.T. Barnum, and to see how this strategy can be implemented.
Copyright 2012 SomaStream Inc. 56
Membership Marketing GPS
Just click on the screen below to view Part 2.
Copyright 2012 SomaStream Inc. 57
Membership Marketing GPS
Thanks for your interest!Thomas. C. SelleckSomaStream@gmail.com203.903.1008www.SomaStream.blogspot.com
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