Navigating Your Creative Hell on a Shoestring Budget

Ideas for amplifying your campaign’s

success using multi-touch marketing.

You can be effective on a shoestring

Learn to:

Extend your reach

Make your message sticky

Plan and deploy vehicles

Test, track, and tweak

Spend wisely

Measure success (and challenges)

Shoestring budgets

Multi-touch marketing

The simultaneous

deployment of multiple

online and/or offline

marketing vehicles to

promote a single marketing

event.

A good campaign choice

Reach beyond the limits of your company’s assets (e.g.,

customers, mailing lists, etc.)

Meet leads and contacts at their preferred venue

Provide optimum viewing experiences

Enable sharing within networks

Multiple message more sticky through multiple mentions

Get better results, more sales

Extend your marketing dollars

MULTI-TOUCH CAMPAIGNHOW TO BUILD A

The process of driving leads to seek

out your product — a way to earn

the business.

Educate them on the benefits.

Engage with valuable content.

Build a trusting relationship.

Examples:

White papers, video, and social

media

Inbound marketing is

about discovery.

Outbound is….

— B2B Digital

Marketing

Inbound marketing

The process of sending out or

presenting messages that ask for

the business.

Examples:

TV, billboard, direct mail, email,

tradeshow

Outbound marketing is

about interruption.

— B2B Digital

Marketing

Outbound marketing

Marketing and promotional vehicles

that are presented in a digital format

and accessed using an internet

connection.

Examples:

Website, social media, email,

targeted landing pages, YouTube

The top three channels

used for lead nurturing

are: email 65%, phone

calls 44%, and direct

mail 25%.

— Aberdeen Group

Online marketing

Also called traditional marketing, a

marketing message presented in a

non-digital format.

Examples:

Direct mail, signage, vehicle

wraps, brochures and fliers,

tradeshows

30% more dollars are

spent by shoppers

touched by multiple

mediums [vehicles] than

single-medium

shoppers.

— USPS

Offline marketing

Define campaign’s goal (e.g., build an email list)

Define success (e.g., acquire 1,000 emails)

Choose your vehicles (e.g., email, direct mail)

Define each vehicle’s goal (e.g., 27% open rate)

Define measurable metrics (e.g., clicks, visits)

Design multiple versions of creatives and assets so that

you can test and improve (e.g., poster, 3D card)

Establish follow-through (e.g., sales team sends email)

Plan your event

Example: Creative Hell

Depending upon your available skills/resources

Email (~$300)

Social media (free)

Local search (free)

YouTube (free)

SlideShare (free)

Case study (free)

Feature article (free)

Vehicle budgeting

Depending upon your available skills/resources

PR distribution (~$300)

Landing page (free)

Reviews (free)

Blog comments (free)

Testimonials (free)

Co-op marketing (free)

White paper

eBook

Inexpensive/free vehicle ideas

Depending upon your available budget

Direct mail

POS signage

Brochures

Promotional items

Analyst review

Print ad

Tradeshow or event

Other vehicle ideas

TESTINGPRIORITIZING SPEND THROUGH

Until you have tested vehicles and understand their

effectiveness with your audience and your message,

it’s challenging to prioritize spend.

Test — use A/B and multivariate testing to improve

results

Track — choose meaningful metrics to monitor.

Tweak — be prepared to react quickly; have a back-up

plan (design) ready.

Test, track, and tweak

Google Analytics monitors the

activity within your website or

interactions within email. (free)

Email analytics provides visibility

into email interactions. (included)

Heatmap graphically represents

site engagement. Warmer colors

show higher engagement, cooler

indicates less. ($10/mo)

Small businesses do not

measure the success of

their marketing

campaigns. An

astonishing 73% of

respondents fail to

measure their email

marketing metrics, while

80% fail to measure

their direct mail or

transactional mail

metrics.

— Pitney Bowes

Online tracking tools

Dedicated phone numbers (free)

QR codes (free)

Rewards, contests, discounts for

engaging online (free)

Discount codes (free)

POS subscriber lists (free)

33% of consumers go

online to respond to

direct mail and the

response rate is

increased by 20 to 30%

when personalized URL

addresses and landing

pages are used.

— DMA

Offline tracking tricks

DATAWHAT TO DO WITH THE

Not everything is about ROI

Inbound marketing builds trust

and good will — impossible to

measure

With multi-touch, you must look

beyond the last touch point and

consider the campaign as a

whole

If you can't accurately

attribute revenue to a

marketing program, you

can't calculate an

accurate ROI.

— G. David Dodd

Return on investment

The channel that

delivered the strongest

ROI for customer

acquisition for B2C

marketers was direct

mail. Direct mail also

scored the highest among

B2C marketers

for customer contact and

retention.

— Target Marketing

magazine

Profitability per vehicle

Spider Trainers provides online and

offline creative services support to

marketing departments of 1 to 100.

Get our eBooks:

Small-business Guide to Winning

at Web Marketing

Just-in-Time Marketing

The Power of Print (in Marketing)

Marketing Metrics

Contact us:

651 702 3793

spidertrainer@

spidertrainers.com

http://www.spidertrainers.com

PO Box 280487

Lakewood, CO 80228

United States

Spider Trainers