How to Implement Integrated (pURL) Campaigns

PURLS – PURLS –

What are They? What are They?

And How Do We Implement And How Do We Implement Them? Them?

And why should we care?And why should we care?

Our Background & History with pURLs:

•First began campaigns in 2006 – JFM Concepts•Purchased Mindfire license in 2008•Initially, I was the primary producer of the campaigns•Staff of 11; no “true” HTML programmer•Implemented more campaigns the past two years than we have the previous 4.

What is a pURL?What is a pURL?

Is it a cross media Is it a cross media campaign?campaign?

Is it an integrated Is it an integrated marketing marketing campaign?campaign?

Is it a multi-Is it a multi-channel marketing channel marketing campaign?campaign?

Is it VDP?Is it VDP?

Is it one-to-one Is it one-to-one marketing?marketing?

What is a pURL?What is a pURL?

What is a pURL?What is a pURL?

What is a pURL?What is a pURL?

What is a pURL?What is a pURL?

A pURL is a personalized web page (or landing page) customized for the person visiting it. AND IT IS MUCH MORE!

DATA is critical. Good data = better results.In-house data is generally outperforms purchased data.

TRACK & MEASURE responses in real time.

How do we implement them?How do we implement them?

Source: http://www.testdrivetools.com/integrated-marketing-solutions

VDP Web

How do we implement them?How do we implement them?

Crawl before you Crawl before you walkwalk

Try before you buyTry before you buy

Internal educationInternal education

Client educationClient education

Longer sales Longer sales cyclecycle

How do we implement them?How do we implement them?

Variable Variable data data printingprinting

How do we implement them?How do we implement them?

Determine the project

Planning & ArchitectureDefine objectives/goalsDevelop the scope

Design Review & Approval

Develop the creative & media strategy

Create the Campaign

Test, Review & Revise

Produce & Execute

Analysis

Determine the project

Planning & ArchitectureDefine objectives/goalsDevelop the scope

Design Review & Approval

Develop the creative & media strategy

Create the Campaign

Test, Review & Revise

Produce & Execute

Analysis

How do we implement them?How do we implement them?

Implementation is a slow process. Test drive products before purchasing.

There is a learning curve – internally and for your clients as well.

Database skills, VDP capabilities and minimal HTML skills are needed.

Planning is critical.

Test. Test. Test.

Why do we care?Why do we care?

Real-time Real-time response response notification!notification!

Real-time Real-time response response notification!notification!

Why do we care?Why do we care?

Why do we care?Why do we care?

Why do we care?Why do we care?

Email 66 (42%)

Direct Mail 93(58%)

Email 53% open rate Two week “shelf life”

Why do we care?Why do we care?

Total records in database – 269

Total completed responses – 164

Response rate – 60.97%

74% of attendees responded

51% of non-attendees responded

Why do we care?Why do we care?

Why do we care?Why do we care?In other words, can this stuff be In other words, can this stuff be profitable?profitable?(95% said ‘Profits’ were most appealing!)(95% said ‘Profits’ were most appealing!)

Selling Price Costs

Design & Development $ 750.00 $ 550.00

Hosting Fee (3 months) $ 500.00 $ 237.00

Dashboard (3 Months) $ 350.00

URL Registration $ 100.00 $ 25.00

$ 1,700.00 $ 812.00

Postcard Printing $ 1,500.00 $ 975.00

$ 3,200.00 $ 1,787.00

Why do we care?Why do we care?

Integrated campaigns are not a Integrated campaigns are not a commodity – few are doing them, and commodity – few are doing them, and even fewer are doing them well.even fewer are doing them well.

They open the doors to new industry They open the doors to new industry vertical markets – higher ed, non-profit, vertical markets – higher ed, non-profit, engineering, restaurant & hospitality & engineering, restaurant & hospitality & more.more.

Establishes your organization as forward Establishes your organization as forward thinking, thought leader & part of the thinking, thought leader & part of the marketing environment.marketing environment.

Why do we care?Why do we care?

They give us the ability to TRACK & MEASURE results for our clients.

We can use this information to help clients REPEAT successes and ELIMINATE failures.

They can drive new business, including new PRINT business.

They set us apart from the competition. Takes us out of the commodity business.

They are PROFITABLE.

Thank you!Thank you!

Questions?Questions?

Paul Strack501-590-6569pstrack@customxm.com@pstrack

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