Nathan Winstanley, President Winstanley Associates & Lenox Softworks Getting Interactive.

transcript

Nathan Winstanley, PresidentWinstanley Associates & Lenox Softworks

Getting Interactive

The Medium is Meaningless.

The Message is the Thing.

Interactive Technology

[Quote to end the debate about relevance.]

It’s not if, it’s how.

Interactive Technology

Interactive technology is not an end in itself.

It is simply an additional set of tools.

Interactive Marketing

Adapt technology to enhance the best of what you do today and improve the areas where you’re least effective.

Technology vs. Functionality

Do you want 1.4 ghz CPU with 512 mb of RAM?

vs.Do you want to use graphics programs?

Interactive MediaInteractive technology is simply an extension of the media spectrum.

Interactive

Webcasts

External

Interactive

Webcasts

Instant

Message

PrintDirect

Mail Broadcast

Internal

Newsletters

Intranet Surveys Discussions

Web E-Mail E-Marketing

Interactive MediaLike all media choices, interactive has its own unique strengths and weaknesses.

Interactive Weaknesses

New set of vendors, language & optionsCan be detachedPoorly integrated w/other message

componentsFeatures technology, not messageNuisance potentialTechno overkill/accessConstantly changing

Interactive Strengths

Two-way communication/intimateData gathering potentialEasy/cost-effective to update,

changeFast, hip, modern/reflects well on

providerIntegration potentialPortal to vast information resourcesReusable assetsCost effective

Interactive Cost Analysis

Think in terms of cost offset and higher perceived brand value

Print Cost Analysis Postage Printing Development/handling Impact value

Interactive MarketingInteractive marketing is a marketing communications function.

The Strategic Communications Plan

Define overall strategyWhat to whom—The MessageSequence of relationship

developmentDesired outcomes

FocusedE-mail

PRINT/MAIL

The Strategic Media Plan

“Couch to counter” metaphorApply media analysis/usage trends to objectivesDevelop individual media goal setsDevelop media matrix

First Inquiry(if E-mailed)First Inquiry(if E-mailed)

Second Inquiry

(get E-mail)

Second Inquiry

(get E-mail)

E-MAIL RESPONSE

E-MARKETING

Building The Interactive Strategy

Set goalsWebsite as hub Add functionality to add

value/meet goalsMaintain: Somebody’s job!Know the rules

The Rules of Interactive

Make it easyKeep it simpleEverything’s expected to be

freeEngage, don’t demandHonor the privacy of your

customersGood technology is invisible

Interactive Tools: The Website

Hub, mothership, information gateway, repository, library

The highest potential cost/value implementation

Interactive Tools: Data Collection

Cost effective system to build base of interested consumers

Active qualification system to help you more clearly target through self-selection

Are you interested in…ABC

Hey Bs, what would you like to learn more about?123

B2? Thought you might be interestedin speaking to another B2…

Interactive Tools: Database Management

The life’s blood of your effortOpt-in strongly encouragedOpen-source/extensibleNeeds maintenance

Interactive Tools: E-mail Marketing

NewslettersSurveysThreaded discussions/message boardsCouponsOffers

Always have an active response ready to more fully engage and solidify the relationship

Interactive Tools: Active/Realtime

WebcastsInstant MessagingBlogs

Interactive Technology Options

Store-Bought

Custom-Built

Vended-Service

Most Expensive

Usually Perfect

MaximumEffectiveness

Need Resources

Less Expensive

Not Always Perfect

ThingsChange

NeedResources

Expensive/Ongoing

Can be Tweaked

PrettyEffective

Fewest InternalResources Needed

Store-Bought vs. Custom-Built vs. Vended-Service.

Interactive Technology Options

Best Practices: Jiminy Peak

Daily E-mail snow reportsPromotion system web/E-mailE-coupon program to build listBLOG

Best Practices: Jiminy Peak

Many client-controlled, updatable web sections: Home page banner announcements Prices Press releases Web cam

Best Practices: Landmark Volunteers

E-mail marketingShifted print costs to on-line downloadsCommunity-building alumni referralsFull on-line registrationShifted $s from print ads to SEO

Best Practices:Simon’s Rock College of Bard

E-mail qualification systemParents E-mail

2. Specific Areas Of Interest:a)Mathb)Languagesc) Scienced)Art/Theatre

Want to talk to Student?

2. Specific Areas Of Interest:a)Mathb)Languagesc) Scienced)Art/Theatre

Want to talk to Student?

Set up direct personal contact with Student

3. Auto E-mails

a)Generalb)Discovery Daysc) Events

Always ask for reply with areas of interest.

3. Auto E-mails

a)Generalb)Discovery Daysc) Events

Always ask for reply with areas of interest.

1. General Overviewa)E-mail asking for

areas of interest

1. General Overviewa)E-mail asking for

areas of interest

E-mail Address CollectedE-mail Address Collected

Simon’s Rock College of Bard

The Pitfalls of Interactive

The part-time job syndromeMarketing/IT tug-of-warThe technology purchaseResponse silence/under constructionDazzling nonsense/chasing technology

Getting Started

Build communications plansLook for goal sets where interactive can deliverAssess cost/value of “interactive upgrade”Don’t forget internal needs/uses

Remember

Don’t squeeze it in – do it – shift the resources, make it pay for itselfWalk, don’t runBe ready for change – accept it – but stay one step behind “the wet edge”