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Driving LoyaltyOnline and OfflineSandra Zoratti
VP, Global Solutions, InfoPrint Solutions Company
Lee Gallagher
Direct Marketing Solutions, InfoPrint Solutions Company
agenda
• economy• making it happen on a shoestring
budget• connecting online with offline• examples and case studies
sossos
Today, it’s all about the
sossos
Economy(e)merging media, (c)ustomer
retention, (o)nline tactics, (n)egligible budgets, (o)ffline tactics, social
(m)edia, and lo(y)alty
Loyal customers buy more
.
Loyal Customers spend more and
buy more than non- loyal
customers
mandate: keep customer’s loyal, re-energize past customer’s, and acquire new customers…within budget.
Direct Mail1:1Marketi
ng
Advertising
TV
BLOGS
Newsletters
Step 1
measure, measure, and measure
ROI is everything
If you can’t measure your marketing success,
good luck.
Know your business impact.
ROI
Email, website, search engine, direct mail, social media, mobile marketing,
etc.
Step 2Know your customers
Turn purchasing behavior into profitwith highly-targeted marketing which builds loyalty
© 2009 Valeria Maltoni, Conversation Agent
this is what marketers seethis is what marketers seeslide coutesy of www.conversationagent.com
© 2009 Valeria Maltoni, Conversation AgentPhoto: unaesthetic – slide from
http://www.flickr.com/photos/unaesthetic/22725413/
this is what your this is what your customers seecustomers see
slide coutesy of www.conversationagent.com
So Y2K: One message to everyone
Very 2009 and beyond: More
targeted messages to one
60%* of marketers are introducing better segmentation, profiling, and targeted strategies to better engage core audiences.
Know exactly who to target
along with marketing analytics and data base marketing systems*Routes to Revenue ®
• Understand your existing customer data
• Decide a target segment• Look to predictive
analytics and modeling• Develop the business
rules based on behavior• Link tactic’s to data• Test vs. Control (Pilot)• Measure
• Repeat
Start with what you have which may be a combination of CRM, Data Bases,
lists, monthly transactions.
it’s okay to get help here
data = customer insight
Step 3
Join the conversation
It’s about the conversation – not the delivery channel
Engage in relevantpersonalized
2-Way Conversationswith your customers.
Personalization and relevancy grow communities, and
communities grow loyalty.
Connect to the conversation
www.
Summary of steps1. ROI2. Data3. Connect4. Measure, adjust, measure 5. Repeat
Proof Points
connecting online with offline.
Integrating the new with the old
• Social bookmarking• Social networking• Integration LinkedIn• Integration with print publication
My Magazine, My Way
• Online to offline• Based on Data
Analytics• Delivery, less than
two weeks
TransPromo
Loyalty
Brand
Promo
DM
Data Analytics
Online
Business Rules
Personaloffer
Up sell
278 % ROI15% Program Registrations
39% Number of Stays
34% Number of Nights Stayed
30% Revenue Generated
500% Applications, Best Western Rewards MasterCardand40% savings in paper
ccess to the data necessary to personalize their marketing to grow loyalty
Results of making your offline – more relevant and “conversational” – like your
online
27%
TransPromo
Brand
Promo
DM
Data Analytics
Online
Business Rules
Regional offer
Upsell
Summary
1. Loyalty is important, especially today visit www.loyaltyleaders.org for inspiration
2. Know your customer3. Leverage your data to deliver more targeted promo’s and
build loyalty4. Test and measure5. Get into the conversation – link your online and offline6. Leverage new Routes to Revenue ® or download at
www.precisionpromotion.org or (pick up the executive summary here)*
Thank YouLee [email protected]/transpromo_liveSkype: glee.gallagherblog: www.transpromo-live.comwww.infoprint.com
Sandra [email protected]/sandrazSkype:Sandraz27blog:www.onlinemarketingconnect.comwww.infoprint.com