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Lunch and Learn: 7 Ways to Drive Results With Your Website, Print, and Email Marketing
Lunch and Learn: 7 Ways to Drive Results With Your Website, Print, and Email Marketing
Allen Hammer Business Development Mgr Delivra
Kevin Kennedy VP Marketing & Professional Services Marketpath
Today’s Speakers
Mark Leggio President The Jackson Group
WIIFM
WHY are we
HERE?
Email Marketing
The IMPORTANCE of EMAIL MARKETING
Website Marketing
The IMPORTANCE of WEB MARKETING
Print Marketing
The IMPORTANCE of PRINT MARKETING
Meet Jackson…(Group)
The IMPORTANCE of PRINT MARKETING
Print Marketing
“Papa – This is what I think about Email and Websites”
Importance of Print
Print is Everywhere!
Local Communications Provider with the Major
resources of rrd.
Sheet Fed with UV Digital
Direct Mail Fulfillment
Large Format Data Management
Email - Delivra
WE ARE ACROSS THE STREET AND AROUND THE
WORLD.
OUR GLOBAL CAPABILITIES ALLOW US
TO WORK WITH YOU – WHEREVER YOU ARE.
5 continents, 34 countries, 12 different
time zones.
7 WAYS to Drive Results With Your Website, Print, and Email Marketing
#1: Have a Goal
Have a Goal! 1.
What a Goal Does
Who? First time donors What? An educational infographic that reminds them how important their donation has been to solving a problem in your cause sector. Where? Send email recipients to a blog post or a video that elaborates on the information in the infographic. When? Within a week of their donation. Why? Demonstrate a donors’ value to your mission and motivate them to reengage with your organization.
Shapes Content and Design
Determines Your Call to Action
Determines the Audience (or Segment)
What Are Your Goals?
What Are Your Goals?
Budget?
Are you using Data to Drive
Print?
What are you wanting to
Accomplish?
Time!
Who are you Targeting?
Involve us
Early
#2: Brand It
Keep Branding Consistent! 2.
#2: Brand It
Communication today involves many audiences — customers, consumers, employees, prospects, and investors. It takes place in more ways than ever before — social, email, text, video, web, print and more.
Communications must be synchronized over a complex maze of communication channels and everything must work together.
Does the inbox connect with the mailbox? Does the in-store signage match the website? Does the brochure or package advance the brand? Does the direct mail piece sync with the mobile message?
#2: Brand It
Print is Tangible, Take Advantage of it!
Paper, Ink Configuration (color) Coatings , Special Processes and Embellishments are part of your Brand.
Delivery – Packaging / Mailing
Different Printing Processes and Multiple Printers
#2: Brand It
Your site and communication become the face and voice of your company.
• Voice • Images • Color • Text
#2: Brand It
BEFORE AFTER
#2: Brand It
#2: Brand It
Provide Valuable Content 3.
#3: Valuable Content
Organizational Goals for B2B Content Marketing
Top Priorities for B2C Content Creators
#3: Valuable Content
#3: Valuable Content
#3: Valuable Content
Using Data + Technology to Create Valuable Print Content
Incorporate QR Codes and
Augmented Reality to link your printed
piece to video, interactive
materials, web and social medial sites.
Utilize your CRM, Company databases and other relevant
information to drive targeted messages.
Use print in conjunction with email and your
website to gather needed information,
engage in conversation and
grow your database.
Understand your data, make sure its accurate and clean – We can help!
If data is driving the print – Talk data up front
#3: Valuable Content
Think in SERIES, not BLASTS
Avoid Blasting All Participants. Engage in a
Conversation
#3: Valuable Content
#4: Make it Personal
Make it Personal 4.
#4: Make it Personal
Getting Into the Inbox
Avoiding the Trash
Getting Opened
Getting Engagement
Creating a 1:1 Conversation
#4: Make it Personal
#4: Make it Personal
Personalization Matters!
#4: Make it Personal
Personalization Matters!
#5: Be Visible
Be Visible 5.
#5: Be Visible
Be Large…Format
#5: Be Visible
Optimize your website to encourage email sign ups
• Above the fold • Every page • Options when taking other
actions
#5: Be Visible
FACT: Google is the new Yellow Pages
Worldwide, we conduct 100,000,000,000
searches per month in Google
#5: Be Visible
Multi-channel
6.
#6: Multi-channel
#6: Multi-channel
Website
Mobile
Advertising & PR
Social Media
Video
Blogging
SEO
Make Your Site Your Marketing Hub
#6: Multi-channel
Saves Money
Maximizes Visibility
Enhances Brand Perception
Saves Time
Better Customer Experience
#6: Multi-channel
#6: Multi-channel
Every communication — from an electronic message to a delivered package — is a critical touch point that reflects on a company’s brand and reputation.
#6: Multi-channel
Utilize Your Existing Audience to Promote Other Means to Engage
Work Smart- Create Content Once and Cross Post to Many Vehicles
Put in automation flow that starts with a website submit form, transitions into an email campaign and spits out a CSV integrated with
THE JACKSON GROUP
#6: Multi-channel
Wanted 5,000 new subscribers
Developed an adaptation of Text 2 Subscribe (Text 2 Win) at NFL Camp pop-up stores
• After the first day of the contest, the contest was promoted on the NFL’s official team Facebook pages. Within 24 hours of posting, MainGate gained over 5,000 subscribers
• A total of 31,997 new subscribers were added as a result of this text-to-win promotion, with an overall subscriber increase of 8% across the board
#6: Multi-channel
Drive Subscribers Towards Your Goal!
#7: Measure Your Success
Measure Your Success 7.
#7: Measure Success
#7: Measure Success
#7: Measure Success
What is your ROI?
Post Project Reviews
QBR’s
Closing
Closing
Allen Hammer Sr. Business Development Mgr Delivra [email protected] 317.348.3151
Kevin Kennedy VP Marketing & Professional Services Marketpath [email protected] 317.660.0213
Questions?
Mark Leggio President The Jackson Group [email protected] 317.614.2500
Thank You
