SlideShare une entreprise Scribd logo
1  sur  62
Télécharger pour lire hors ligne
By Karen L. DeWolfe
            VP, Sales
       interlinkONE
Quick Introduction
 interlinkONE – Software
    Enterprise Marketing Management
     Software
    Plan, build, manage, execute and
     measure all marketing activities

 Grow Socially, Inc. – Services         Karen DeWolfe
    Online Marketing/Social Media/SEO      VP, Sales
    Strategy, Consulting, Execution,
     Measurement
Today’s Overview
 The World of Marketing and Communications


 Selling Multi-Channel Marketing Solutions


 Best Practices for Executing and Measuring
 Campaigns

 Preparing For What’s Next
Succeeding With Multi-Channel Marketing: And How to Do It in Today's Economy
Communications Today
 “Kitchen
 Table Effect”

 Generational
 Differences
Marketing Used to Be Easier!
Online & Mobile: Disrupters




             www.yourwebsite.com
Social Media Statistics
                            850 Million Users on Facebook




 250 Million Tweets Sent
 Per Day
NOTE: As of December 2011
Social Media Statistics (cont.)
60+ Hours of Video Uploaded to
YouTube every minute (#2 search
engine)



            90 million users on
             Google+ in 6 months
Why Should You Care?
 Supply and Demand

 Declining Margins

 Communication
 game has changed

 Become MORE valuable

 Move from Commodity to
  Value-Driven
What Does it Mean?
 Instead of just making money on the mail, fulfillment,
  or print…


…. You will start executing these types of efforts:
Measuring Response Rates
                   March Seminar




     Email          SMS / Text                         Print



                                                 Direct Mail
Invitation Email   Invitation Text
                                                 Invitation


     PURL                                 PURL
                     Reply Text                                  Call Center
/ Response Page                      / Response Page                                 Email vs. Text vs. Print


                                                                               Measuring Subject Lines
                   - Week Follow-Up -
                                                                                22% You’re Invited!

                                                                                6%    Win a FREE gift!
                                               Reminder Direct
Reminder Email     Reminder Text
                                                   Mailer
                                                                                47% Check out our March Seminar

                                                                                25% Are you interested in attending?
     PURL                                 PURL
                     Reply Text                                  Call Center
/ Response Page                      / Response Page
How Can You Adjust?
 New Services and Way of Selling


 Be the Best Multi-Channel Marketer Out There


 Prepare For What’s Next
Succeeding With Multi-Channel Marketing: And How to Do It in Today's Economy
It Starts with the Strategy
 Business Plan
 Marketing Plan
 Sales Plan
 Financial Plan
 Organizational Needs
 Measure
Your Business Plan
• Do you have a clear plan?

• Do you have the right
  resources to sell it?

• Do you have the right
  resources to support it?
Your Target Audience
• Can you describe your perfect buyer?
  • Not always your biggest customer


• Do you know who you are and what you sell?
Your Marketing Plan
You need to have a sustainable competitive
advantage that you can explain
• Do you have a clear marketing plan?
• Do you know who you are and what you sell?
• Do you have the right resources to market it?
• Do you have the right resources to support the
  marketing effort?
• How long has it been since you have looked at your
  marketing plan?
Selling Today vs. Yesterday
• Technology has changed the sales process
• Technology has changed the product and service
  offering
• The economy has changed the landscape
• Consumers have changed the world
Sphere of Influence
How to tap in to the enormous Sphere of Influence that technology has helped
become limitless.




       Limited before
No one cares what you do.




Your prospects want to know how you can help them. Your sales should not begin
  with what you have, what you do, what you have done, what you know and or
                    anything else with ME, WE, I, OUR, US!
                                 Focus on YOU
Sales POWER WORDS
1. Absolutely              19. Improve/Improved    36. Secure
2. Accomplish              20. Instant/Instantly   37. Shocked/Shocking
3. Achieve                 21. Love                38. Simple
4. Benefit                 22. Money               39. Solution
5. Best                    23. More                40. Step-by-Step
6. Clear-cut               24. New                 41. Strong
7. Compelling              25. Now                 42. Top
8. Convenient              26. Personalized        43. Uncover
9. Critical                27. Power/Powerful      44. Unique
10. Dependable             28. Private             45. Unleashed
11. Easy/Easily            29. Proven              46. Unlimited
12. Ensure                 30. Quality             47. Unlock
13. Exciting               31. Quick/Quickly       48. Winning
14. Free                   32. Results             49. Yes
15. Fun                    33. Safe/Safely         50. You/Your
16. Guarantee/Guaranteed   34. Save
17. Health/Healthy         35. Secrets
18. How-To

                                                       Jessicaswanson.com
Quotes to Help You Succeed
• Its not your customers job to remember you. It is your
  obligation and responsibility to make sure they don’t
  have the chance to forget you. _Patricia Fripp

• Every sale has five basic obstacles: no need, no money,
  no hurry, no desire, no trust

• Stop Selling. Start helping. _Zig Ziglar
Advice From Experts
for Selling in Today’s Economy
 Sam Sebastian, Google
  Title: National industry director, classifieds and local

 E-mail tip: "I've had meetings where we went in without
  knowing what the expectations are, and we missed the boat. As
  the meeting approaches, I'll send an e-mail laying out our plan
  for the meeting and who we're bringing, just to double-check. It
  seems tiny, but it can save you from totally missing the mark."

 Slow-economy solution: "We have to evangelize a bit more. We'll
  invite executives to our headquarters for a pure education day,
  where they get to ask tons of questions about online advertising."

                 CNN Money How to sell in a lousy economy by Jia Lynn Yang
Advice From the Experts
for Selling in Today’s Economy
 Freddi Vaughn, Xerox
  Title: Account general manager

 How she networks: "I do a lot volunteering - you'd be
  surprised who you meet if you're on this board and that
  board. For example, I work with the University of
  Maryland, Baltimore County, and I went to the UMBC
  president and asked, Who at NASA can you put me in
  touch with who's in charge of a high-level account?"

 Recession survival skill: "Be aware of competitive contracts
  and their expiration dates. If you want to displace that
  competitor, you need to start to work at least a year out."
                     CNN Money How to sell in a lousy economy by Jia Lynn Yang
Advice From the Experts
for Selling in Today’s Economy
 Jeffrey Zyonse, Hartford Financial Services Group
  Title: Regional sales director

 How he deals with rejection: "I learned early on, selling
  books door-to-door in college, that your next success is
  literally only a door away. You'll be in tears one minute, and
  behind the next door may be a big sale."

 Recession survival skills: "The last thing a client wants to
  feel from you is that things aren't going well. Even in a slow
  sales cycle, they want to deal with someone they feel is
  successful. I make sure my attitude is right."
                       CNN Money How to sell in a lousy economy by Jia Lynn Yang
Succeeding With Multi-Channel Marketing: And How to Do It in Today's Economy
Why Some Avoid Multi-Channel
 They don’t know if they have the technology


 They’re not sure if they have the resources


 They’re not sure what it should cost
First Step: Do it Yourself!
 Learn what it takes to
 Build, Manage,
 Execute, and Measure

 Demonstrate Your
 Solutions to Internal
 Staff… and Prospects &
 Customers!
Case Study – Recent Event
 What did the plan look like?
   Who – Biz Owners, Marketers
   Why? Feedback. What the audience told us before
   How – Multi-Channel, Internet, Print, Video
   Medias – Email, DM, Txt, Social, Blog, Lpage



  GOAL? – 40 attendees

  Result? =        60!
Case Study – Examples
              Personalized
Case Study – Examples
    Personalized Envelope / Letter




  Email                              Email Thank you
Case Study – Examples
                   Mobile Optimized Program for Event!
     Text Alert!
Define Your Audience: Choose your target audience.




What’s the
 Goal?               Pick A Channel: Choose which channel would be the most effective way to contact your audience.

                                                                                                               Repeat: Repeat the
                                                                                                               cycle for more effect.



                     Pick A Media: Choose which media to contact your audience.




                     Response Channel: Give your audience a way to respond.
                                                                                                               Measure: Marketing
                                                                                                               Reports & Dashboards
                                                                                                               automatically generated.




                                             Lead Database:
                                   All responses collect in one database.
                                  Real Time, Centralized, Online, Qualified.
  Sales       Lead                                                                  Response
 Reports   Distribution                                                             Fulfillment: Kitting,
                                                                                    Email, Electronic, VDP,
                                                                                    POD, Mail, ect.
Campaign 101
        What is a Campaign
         Cam paign – (noun) An
        entire series of marketing
           efforts to one event,
         customer, organization,
                 priority.
Define the Goal/Objective
          Step #1 My Goal
       Goal: Increase sales by 15%

           How: Increase our
           # of inquiries with
           marketing efforts
Define the Target Audience
          Step# 2: Identify &
           Understand Your
              Audience
Define the Channels You’ll Use
      How will your deliver?
          Step #3 Choose
        Channels & Medias
           Newsletter
                        E-mail with
                        PURL

           E-mail       Newspaper
           Promotion    Insert


           Postcard
Define Response Options
        Step#4 Choose response
                 type
     (how will the audience contact you about your message/offer)




     PURLS             Phone           BRC     Trade Show Booth
Multi-Channel Campaign
                                                  July Seminar




                                 Customers             Prospects         Associates         Target Audience Data



                         Print     internet              Web             Print         Mobile          Channel




                                 Invitation   Social                     Direct Mail
Media    Postcard       Flyer                                Banner Ad                 Mobile Ad     SMS/Text
                                   Email      Media                      Invitation



                                  Landing     Landing          Landing      Inbound      Landing
        PURL           QR Code                                                                        Reply Text
                                   Page        Page             Page          Calls       Page

 Response Mechanisms
Why Multi-Channel?
 Increase the Reach of Your Message

 It’s their world – communicate in the ways
 they want to be communicated in

 Generate greater responses

 Increase Your Value – Find out what works!
Keys to Success
 Must be “More than One”: Email, Direct Mail, Letters,
 Web Pages, Social media, etc.

 Consistent Branding, Graphics, Messaging

 Targeted and Relevant Offer

 Attention Grabbing Call-to-Action

 Measure Everything
Resources: What You Need
 Marketing Passion!

 Website Development (HTML)

 Ability to manage data

 Basic Understanding of Web
  Security

 Not Afraid to Communicate with
  Sales & Management



                                   Photo Credit
Measure Channel Success
Landing Page Responses




 Who visited the page?
 Who responded?
 Who did not?
E-Mail Marketing Results
Succeeding With Multi-Channel Marketing: And How to Do It in Today's Economy
How Fast is Mobile Web Growing?




   Source: Microsoft
Mobile Barcode Options
Best Practice: Mobilize!
Coming Fast: NFC
 “Near field communication, or NFC,
 allows for simplified transactions, data
 exchange, and connections with a touch”.




       Source: http://en.wikipedia.org/wiki/Near_field_communication
What Do You Need
 An NFC-enabled phone:
 Most vendors all over this

 Still need: greater adoption
 by hardware in US
Application: Museum of London




         Watch the video:
         http://ilnk.me/NFCLondon
Stickers and more
NFC on Business Card
NFC Posters for Contests
 Customers simply need to
 touch their Quick Tap phone to
 posters.

 Posters are located in EAT
 restaurants

 Tapping their phone lets them
 play a game to win prizes
Succeeding With Multi-Channel Marketing: And How to Do It in Today's Economy
Remember
 The world is changing, you have to change with it
 Understand the trends in data consumption
 Having a PLAN is the single most important thing you
    can do.
   Today’s economy forces us all to sell differently
   The sale is not about you
   Diversifying can only help you
   By the time I leave here today, more changes are
    happening.
Key Steps to Success
 Plan, Plan, Plan              Constantly Review

 Get Marketing Expertise on    Self-promote
  your Staff
                                Measure
 Get close with Customers
                                Get Started Now!

 Set Expectations
Action Items
 Soul Search
 Business Plan Review
 Marketing/Sales Plan
 Find the Right Resources
 Self Promotion
 Research. Read. Experience.
    Business Transformation
    MFSA National
    Mashable. DM News. Marketing Sherpa. B2B Magazine
Learn More / Contact Me
 http://interlinkONE.com


 http://GrowSocially.com


 Karend@interlinkONE.com


 Twitter: @KarenLoueez
Succeeding With Multi-Channel Marketing: And How to Do It in Today's Economy

Contenu connexe

Tendances

Week 5 - Media Briefing
Week 5 - Media BriefingWeek 5 - Media Briefing
Week 5 - Media BriefingBen Shepherd
 
Re-Activation Razorfish
Re-Activation RazorfishRe-Activation Razorfish
Re-Activation Razorfishnich_marketing
 
The Perfect Agent: Tools and Technology for Coaching Your Support Team
The Perfect Agent:  Tools and Technology for Coaching Your Support TeamThe Perfect Agent:  Tools and Technology for Coaching Your Support Team
The Perfect Agent: Tools and Technology for Coaching Your Support Teamtodd.lewis
 
Spark A Sales Conversation
Spark A Sales ConversationSpark A Sales Conversation
Spark A Sales ConversationSFM Traduction
 
Teaching lean startup capital enterprise
Teaching lean startup   capital enterpriseTeaching lean startup   capital enterprise
Teaching lean startup capital enterpriseFounder-Centric
 
Email Marketing Crash Course Markedu 2015
Email Marketing Crash Course Markedu 2015Email Marketing Crash Course Markedu 2015
Email Marketing Crash Course Markedu 2015Satish Mishra
 
EyeMagnetWords_WhitePaper
EyeMagnetWords_WhitePaperEyeMagnetWords_WhitePaper
EyeMagnetWords_WhitePaperMikeAtwood
 
Optimizing Your Broadcast Communications
Optimizing Your Broadcast CommunicationsOptimizing Your Broadcast Communications
Optimizing Your Broadcast CommunicationsPaula Cassin
 
Recapturing Employees Attention
Recapturing Employees AttentionRecapturing Employees Attention
Recapturing Employees AttentionPaula Cassin
 

Tendances (11)

MPF Week 1 b
MPF  Week 1 bMPF  Week 1 b
MPF Week 1 b
 
Week 5 - Media Briefing
Week 5 - Media BriefingWeek 5 - Media Briefing
Week 5 - Media Briefing
 
Lowenstein Webcast
Lowenstein  WebcastLowenstein  Webcast
Lowenstein Webcast
 
Re-Activation Razorfish
Re-Activation RazorfishRe-Activation Razorfish
Re-Activation Razorfish
 
The Perfect Agent: Tools and Technology for Coaching Your Support Team
The Perfect Agent:  Tools and Technology for Coaching Your Support TeamThe Perfect Agent:  Tools and Technology for Coaching Your Support Team
The Perfect Agent: Tools and Technology for Coaching Your Support Team
 
Spark A Sales Conversation
Spark A Sales ConversationSpark A Sales Conversation
Spark A Sales Conversation
 
Teaching lean startup capital enterprise
Teaching lean startup   capital enterpriseTeaching lean startup   capital enterprise
Teaching lean startup capital enterprise
 
Email Marketing Crash Course Markedu 2015
Email Marketing Crash Course Markedu 2015Email Marketing Crash Course Markedu 2015
Email Marketing Crash Course Markedu 2015
 
EyeMagnetWords_WhitePaper
EyeMagnetWords_WhitePaperEyeMagnetWords_WhitePaper
EyeMagnetWords_WhitePaper
 
Optimizing Your Broadcast Communications
Optimizing Your Broadcast CommunicationsOptimizing Your Broadcast Communications
Optimizing Your Broadcast Communications
 
Recapturing Employees Attention
Recapturing Employees AttentionRecapturing Employees Attention
Recapturing Employees Attention
 

En vedette

Multi-Channel Lead Nurturing
Multi-Channel Lead NurturingMulti-Channel Lead Nurturing
Multi-Channel Lead NurturingHubSpot
 
Webinar: Understanding the challenges of the multi-channel travel booker
Webinar: Understanding the challenges of the multi-channel travel bookerWebinar: Understanding the challenges of the multi-channel travel booker
Webinar: Understanding the challenges of the multi-channel travel bookerKevin May
 
BuzzFeed Travel Channel Case Study
BuzzFeed Travel Channel Case StudyBuzzFeed Travel Channel Case Study
BuzzFeed Travel Channel Case StudyJessica Engs
 
創新與創業精神個案分享 趨勢科技專家服務
創新與創業精神個案分享 趨勢科技專家服務創新與創業精神個案分享 趨勢科技專家服務
創新與創業精神個案分享 趨勢科技專家服務Brian Chang
 
Multi-Channel Effective Strategies - Sagittarius Travel Marketing Masterclass
Multi-Channel Effective Strategies - Sagittarius Travel Marketing MasterclassMulti-Channel Effective Strategies - Sagittarius Travel Marketing Masterclass
Multi-Channel Effective Strategies - Sagittarius Travel Marketing MasterclassSagittarius
 
Hubspot Sales Report: 12 Telling Facts About Sales and Data
Hubspot Sales Report: 12 Telling Facts About Sales and DataHubspot Sales Report: 12 Telling Facts About Sales and Data
Hubspot Sales Report: 12 Telling Facts About Sales and DataRingLead
 
Adobe Marketing Cloud
Adobe Marketing CloudAdobe Marketing Cloud
Adobe Marketing Cloudedynamic
 
Adobe Digital Roadblock Report 2015 - UK
Adobe Digital Roadblock Report 2015 - UKAdobe Digital Roadblock Report 2015 - UK
Adobe Digital Roadblock Report 2015 - UKAdobe Marketing Cloud
 
Building the HubSpot Sales Machine
Building the HubSpot Sales MachineBuilding the HubSpot Sales Machine
Building the HubSpot Sales MachineHubSpot
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startupsa16z
 

En vedette (11)

Multi-Channel Lead Nurturing
Multi-Channel Lead NurturingMulti-Channel Lead Nurturing
Multi-Channel Lead Nurturing
 
Advandced B2B Lead Nurturing - Reading Hubspot User Group
Advandced B2B Lead Nurturing - Reading Hubspot User GroupAdvandced B2B Lead Nurturing - Reading Hubspot User Group
Advandced B2B Lead Nurturing - Reading Hubspot User Group
 
Webinar: Understanding the challenges of the multi-channel travel booker
Webinar: Understanding the challenges of the multi-channel travel bookerWebinar: Understanding the challenges of the multi-channel travel booker
Webinar: Understanding the challenges of the multi-channel travel booker
 
BuzzFeed Travel Channel Case Study
BuzzFeed Travel Channel Case StudyBuzzFeed Travel Channel Case Study
BuzzFeed Travel Channel Case Study
 
創新與創業精神個案分享 趨勢科技專家服務
創新與創業精神個案分享 趨勢科技專家服務創新與創業精神個案分享 趨勢科技專家服務
創新與創業精神個案分享 趨勢科技專家服務
 
Multi-Channel Effective Strategies - Sagittarius Travel Marketing Masterclass
Multi-Channel Effective Strategies - Sagittarius Travel Marketing MasterclassMulti-Channel Effective Strategies - Sagittarius Travel Marketing Masterclass
Multi-Channel Effective Strategies - Sagittarius Travel Marketing Masterclass
 
Hubspot Sales Report: 12 Telling Facts About Sales and Data
Hubspot Sales Report: 12 Telling Facts About Sales and DataHubspot Sales Report: 12 Telling Facts About Sales and Data
Hubspot Sales Report: 12 Telling Facts About Sales and Data
 
Adobe Marketing Cloud
Adobe Marketing CloudAdobe Marketing Cloud
Adobe Marketing Cloud
 
Adobe Digital Roadblock Report 2015 - UK
Adobe Digital Roadblock Report 2015 - UKAdobe Digital Roadblock Report 2015 - UK
Adobe Digital Roadblock Report 2015 - UK
 
Building the HubSpot Sales Machine
Building the HubSpot Sales MachineBuilding the HubSpot Sales Machine
Building the HubSpot Sales Machine
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startups
 

Similaire à Succeeding With Multi-Channel Marketing: And How to Do It in Today's Economy

Follow the Money: Growing Your Business in a Multi-Channel World
Follow the Money: Growing Your Business in a Multi-Channel WorldFollow the Money: Growing Your Business in a Multi-Channel World
Follow the Money: Growing Your Business in a Multi-Channel WorldinterlinkONE
 
New lead campaign dee allomong
New lead campaign   dee allomongNew lead campaign   dee allomong
New lead campaign dee allomongInfusionsoft
 
Social and email marketing IOETI Cairo by Michael Leander
Social and email marketing IOETI Cairo by Michael LeanderSocial and email marketing IOETI Cairo by Michael Leander
Social and email marketing IOETI Cairo by Michael LeanderMichael Leander
 
Customers Content Context and Success Gilbane Workshop
Customers Content Context and Success  Gilbane WorkshopCustomers Content Context and Success  Gilbane Workshop
Customers Content Context and Success Gilbane WorkshopThe Content Advisory
 
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...Fusion Marketing Partners
 
Plan a Killer Q4 Using Cross-Media
Plan a Killer Q4 Using Cross-MediaPlan a Killer Q4 Using Cross-Media
Plan a Killer Q4 Using Cross-Mediamindfireinc
 
25 steps-fundraising-guide (1)
25 steps-fundraising-guide (1)25 steps-fundraising-guide (1)
25 steps-fundraising-guide (1)Jose Gonzalez
 
Direct & Digital Marketing Power Up webinar
Direct & Digital Marketing Power Up webinarDirect & Digital Marketing Power Up webinar
Direct & Digital Marketing Power Up webinarMichael Leander
 
How to tell your story without advertising
How to tell your story without advertisingHow to tell your story without advertising
How to tell your story without advertisingSocialmatica
 
Topic 2- Modules 1 to 4
Topic 2- Modules 1 to 4Topic 2- Modules 1 to 4
Topic 2- Modules 1 to 4rheaverma
 
Today and tomorrow in the world of email
Today and tomorrow in the world of emailToday and tomorrow in the world of email
Today and tomorrow in the world of emailPhillip Smith
 
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCB2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCAllFacebook.de
 
GITA - Startup Coaching Master Class - Customer Dev, Value Proposition Canvas...
GITA - Startup Coaching Master Class - Customer Dev, Value Proposition Canvas...GITA - Startup Coaching Master Class - Customer Dev, Value Proposition Canvas...
GITA - Startup Coaching Master Class - Customer Dev, Value Proposition Canvas...Jean-Luc Scherer
 
Email Expo Email Marketing Presentation Frankfurt
Email Expo Email Marketing Presentation FrankfurtEmail Expo Email Marketing Presentation Frankfurt
Email Expo Email Marketing Presentation FrankfurtMichael Leander
 
March BG DIG: Marketing Planning 101
March BG DIG: Marketing Planning 101March BG DIG: Marketing Planning 101
March BG DIG: Marketing Planning 101Werkshop Marketing
 

Similaire à Succeeding With Multi-Channel Marketing: And How to Do It in Today's Economy (20)

Follow the Money: Growing Your Business in a Multi-Channel World
Follow the Money: Growing Your Business in a Multi-Channel WorldFollow the Money: Growing Your Business in a Multi-Channel World
Follow the Money: Growing Your Business in a Multi-Channel World
 
New lead campaign dee allomong
New lead campaign   dee allomongNew lead campaign   dee allomong
New lead campaign dee allomong
 
Social and email marketing IOETI Cairo by Michael Leander
Social and email marketing IOETI Cairo by Michael LeanderSocial and email marketing IOETI Cairo by Michael Leander
Social and email marketing IOETI Cairo by Michael Leander
 
Marketing Planning for 2011
Marketing Planning for 2011Marketing Planning for 2011
Marketing Planning for 2011
 
Customers Content Context and Success Gilbane Workshop
Customers Content Context and Success  Gilbane WorkshopCustomers Content Context and Success  Gilbane Workshop
Customers Content Context and Success Gilbane Workshop
 
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...
 
Plan a Killer Q4 Using Cross-Media
Plan a Killer Q4 Using Cross-MediaPlan a Killer Q4 Using Cross-Media
Plan a Killer Q4 Using Cross-Media
 
Pet expo slides 2013
Pet expo slides 2013Pet expo slides 2013
Pet expo slides 2013
 
25 steps-fundraising-guide (1)
25 steps-fundraising-guide (1)25 steps-fundraising-guide (1)
25 steps-fundraising-guide (1)
 
Power Up Your Direct & Digital Marketing with Michael Leander
Power Up Your Direct & Digital Marketing with Michael LeanderPower Up Your Direct & Digital Marketing with Michael Leander
Power Up Your Direct & Digital Marketing with Michael Leander
 
Direct & Digital Marketing Power Up webinar
Direct & Digital Marketing Power Up webinarDirect & Digital Marketing Power Up webinar
Direct & Digital Marketing Power Up webinar
 
How to be Strategic with your Marketing
How to be Strategic with your MarketingHow to be Strategic with your Marketing
How to be Strategic with your Marketing
 
How to tell your story without advertising
How to tell your story without advertisingHow to tell your story without advertising
How to tell your story without advertising
 
Topic 2- Modules 1 to 4
Topic 2- Modules 1 to 4Topic 2- Modules 1 to 4
Topic 2- Modules 1 to 4
 
Today and tomorrow in the world of email
Today and tomorrow in the world of emailToday and tomorrow in the world of email
Today and tomorrow in the world of email
 
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCB2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
 
GITA - Startup Coaching Master Class - Customer Dev, Value Proposition Canvas...
GITA - Startup Coaching Master Class - Customer Dev, Value Proposition Canvas...GITA - Startup Coaching Master Class - Customer Dev, Value Proposition Canvas...
GITA - Startup Coaching Master Class - Customer Dev, Value Proposition Canvas...
 
Email Expo Email Marketing Presentation Frankfurt
Email Expo Email Marketing Presentation FrankfurtEmail Expo Email Marketing Presentation Frankfurt
Email Expo Email Marketing Presentation Frankfurt
 
March BG DIG: Marketing Planning 101
March BG DIG: Marketing Planning 101March BG DIG: Marketing Planning 101
March BG DIG: Marketing Planning 101
 
Facebook Marketing by Michael Leander
Facebook Marketing by Michael LeanderFacebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
 

Plus de interlinkONE

The Cloud and Mobile Demystified: Good For Your Business?
The Cloud and Mobile Demystified: Good For Your Business?The Cloud and Mobile Demystified: Good For Your Business?
The Cloud and Mobile Demystified: Good For Your Business?interlinkONE
 
The Future of the Channel [Global Channel Partners Summit]
The Future of the Channel [Global Channel Partners Summit]The Future of the Channel [Global Channel Partners Summit]
The Future of the Channel [Global Channel Partners Summit]interlinkONE
 
Channel Success: Is Your Organization Ready? [Global Channel Partners Summit]
Channel Success: Is Your Organization Ready? [Global Channel Partners Summit]Channel Success: Is Your Organization Ready? [Global Channel Partners Summit]
Channel Success: Is Your Organization Ready? [Global Channel Partners Summit]interlinkONE
 
Wide Format Printers: A Hidden Profit Pool [Global Channel Partners Summit]
Wide Format Printers: A Hidden Profit Pool [Global Channel Partners Summit]Wide Format Printers: A Hidden Profit Pool [Global Channel Partners Summit]
Wide Format Printers: A Hidden Profit Pool [Global Channel Partners Summit]interlinkONE
 
The Digital Engine Opportunity [Global Channel Partners Summit]
The Digital Engine Opportunity [Global Channel Partners Summit]The Digital Engine Opportunity [Global Channel Partners Summit]
The Digital Engine Opportunity [Global Channel Partners Summit]interlinkONE
 
The State of the Channel 2012: Does it Matter? [Global Channel Partners Summit]
The State of the Channel 2012: Does it Matter? [Global Channel Partners Summit]The State of the Channel 2012: Does it Matter? [Global Channel Partners Summit]
The State of the Channel 2012: Does it Matter? [Global Channel Partners Summit]interlinkONE
 
Business Development to Drive Growth [Global Channel Partners Summit]
Business Development to Drive Growth [Global Channel Partners Summit]Business Development to Drive Growth [Global Channel Partners Summit]
Business Development to Drive Growth [Global Channel Partners Summit]interlinkONE
 
How Social Media Works for the Channel [Global Channel Partners Summit]
How Social Media Works for the Channel [Global Channel Partners Summit]How Social Media Works for the Channel [Global Channel Partners Summit]
How Social Media Works for the Channel [Global Channel Partners Summit]interlinkONE
 
Content marketing world_mobile and tablet content distribution_8_17_2012
Content marketing world_mobile and tablet content distribution_8_17_2012Content marketing world_mobile and tablet content distribution_8_17_2012
Content marketing world_mobile and tablet content distribution_8_17_2012interlinkONE
 
Marketing Ideas for Print Association Leaders
Marketing Ideas for Print Association LeadersMarketing Ideas for Print Association Leaders
Marketing Ideas for Print Association LeadersinterlinkONE
 
Using Inbound Marketing To Build Your Business
Using Inbound Marketing To Build Your BusinessUsing Inbound Marketing To Build Your Business
Using Inbound Marketing To Build Your BusinessinterlinkONE
 
Saving Time and Money in Warehouse Operations (MFSA Annual Conference)
Saving Time and Money in Warehouse Operations (MFSA Annual Conference)Saving Time and Money in Warehouse Operations (MFSA Annual Conference)
Saving Time and Money in Warehouse Operations (MFSA Annual Conference)interlinkONE
 
Making Money with Mobile (2012 MFSA Annual Conference)
Making Money with Mobile (2012 MFSA Annual Conference)Making Money with Mobile (2012 MFSA Annual Conference)
Making Money with Mobile (2012 MFSA Annual Conference)interlinkONE
 
What's New in ilinkONE Version 8 (June 2012)
What's New in ilinkONE Version 8 (June 2012)What's New in ilinkONE Version 8 (June 2012)
What's New in ilinkONE Version 8 (June 2012)interlinkONE
 
Growing Your Business with Social Media
Growing Your Business with Social MediaGrowing Your Business with Social Media
Growing Your Business with Social MediainterlinkONE
 
How To Strategically Transform and Grow Your Print Business (PIASC)
How To Strategically Transform and Grow Your Print Business (PIASC)How To Strategically Transform and Grow Your Print Business (PIASC)
How To Strategically Transform and Grow Your Print Business (PIASC)interlinkONE
 
Tips on How to Integrate Print with other Channels
Tips on How to Integrate Print with other ChannelsTips on How to Integrate Print with other Channels
Tips on How to Integrate Print with other ChannelsinterlinkONE
 
A New Path To Sustainable Growth
A New Path To Sustainable GrowthA New Path To Sustainable Growth
A New Path To Sustainable GrowthinterlinkONE
 
How to Strategically Transform and Grow Your Business
How to Strategically Transform and Grow Your BusinessHow to Strategically Transform and Grow Your Business
How to Strategically Transform and Grow Your BusinessinterlinkONE
 
How Social Media Can Help You Grow Your Tag and Label Printing Business
How Social Media Can Help You Grow Your Tag and Label Printing BusinessHow Social Media Can Help You Grow Your Tag and Label Printing Business
How Social Media Can Help You Grow Your Tag and Label Printing BusinessinterlinkONE
 

Plus de interlinkONE (20)

The Cloud and Mobile Demystified: Good For Your Business?
The Cloud and Mobile Demystified: Good For Your Business?The Cloud and Mobile Demystified: Good For Your Business?
The Cloud and Mobile Demystified: Good For Your Business?
 
The Future of the Channel [Global Channel Partners Summit]
The Future of the Channel [Global Channel Partners Summit]The Future of the Channel [Global Channel Partners Summit]
The Future of the Channel [Global Channel Partners Summit]
 
Channel Success: Is Your Organization Ready? [Global Channel Partners Summit]
Channel Success: Is Your Organization Ready? [Global Channel Partners Summit]Channel Success: Is Your Organization Ready? [Global Channel Partners Summit]
Channel Success: Is Your Organization Ready? [Global Channel Partners Summit]
 
Wide Format Printers: A Hidden Profit Pool [Global Channel Partners Summit]
Wide Format Printers: A Hidden Profit Pool [Global Channel Partners Summit]Wide Format Printers: A Hidden Profit Pool [Global Channel Partners Summit]
Wide Format Printers: A Hidden Profit Pool [Global Channel Partners Summit]
 
The Digital Engine Opportunity [Global Channel Partners Summit]
The Digital Engine Opportunity [Global Channel Partners Summit]The Digital Engine Opportunity [Global Channel Partners Summit]
The Digital Engine Opportunity [Global Channel Partners Summit]
 
The State of the Channel 2012: Does it Matter? [Global Channel Partners Summit]
The State of the Channel 2012: Does it Matter? [Global Channel Partners Summit]The State of the Channel 2012: Does it Matter? [Global Channel Partners Summit]
The State of the Channel 2012: Does it Matter? [Global Channel Partners Summit]
 
Business Development to Drive Growth [Global Channel Partners Summit]
Business Development to Drive Growth [Global Channel Partners Summit]Business Development to Drive Growth [Global Channel Partners Summit]
Business Development to Drive Growth [Global Channel Partners Summit]
 
How Social Media Works for the Channel [Global Channel Partners Summit]
How Social Media Works for the Channel [Global Channel Partners Summit]How Social Media Works for the Channel [Global Channel Partners Summit]
How Social Media Works for the Channel [Global Channel Partners Summit]
 
Content marketing world_mobile and tablet content distribution_8_17_2012
Content marketing world_mobile and tablet content distribution_8_17_2012Content marketing world_mobile and tablet content distribution_8_17_2012
Content marketing world_mobile and tablet content distribution_8_17_2012
 
Marketing Ideas for Print Association Leaders
Marketing Ideas for Print Association LeadersMarketing Ideas for Print Association Leaders
Marketing Ideas for Print Association Leaders
 
Using Inbound Marketing To Build Your Business
Using Inbound Marketing To Build Your BusinessUsing Inbound Marketing To Build Your Business
Using Inbound Marketing To Build Your Business
 
Saving Time and Money in Warehouse Operations (MFSA Annual Conference)
Saving Time and Money in Warehouse Operations (MFSA Annual Conference)Saving Time and Money in Warehouse Operations (MFSA Annual Conference)
Saving Time and Money in Warehouse Operations (MFSA Annual Conference)
 
Making Money with Mobile (2012 MFSA Annual Conference)
Making Money with Mobile (2012 MFSA Annual Conference)Making Money with Mobile (2012 MFSA Annual Conference)
Making Money with Mobile (2012 MFSA Annual Conference)
 
What's New in ilinkONE Version 8 (June 2012)
What's New in ilinkONE Version 8 (June 2012)What's New in ilinkONE Version 8 (June 2012)
What's New in ilinkONE Version 8 (June 2012)
 
Growing Your Business with Social Media
Growing Your Business with Social MediaGrowing Your Business with Social Media
Growing Your Business with Social Media
 
How To Strategically Transform and Grow Your Print Business (PIASC)
How To Strategically Transform and Grow Your Print Business (PIASC)How To Strategically Transform and Grow Your Print Business (PIASC)
How To Strategically Transform and Grow Your Print Business (PIASC)
 
Tips on How to Integrate Print with other Channels
Tips on How to Integrate Print with other ChannelsTips on How to Integrate Print with other Channels
Tips on How to Integrate Print with other Channels
 
A New Path To Sustainable Growth
A New Path To Sustainable GrowthA New Path To Sustainable Growth
A New Path To Sustainable Growth
 
How to Strategically Transform and Grow Your Business
How to Strategically Transform and Grow Your BusinessHow to Strategically Transform and Grow Your Business
How to Strategically Transform and Grow Your Business
 
How Social Media Can Help You Grow Your Tag and Label Printing Business
How Social Media Can Help You Grow Your Tag and Label Printing BusinessHow Social Media Can Help You Grow Your Tag and Label Printing Business
How Social Media Can Help You Grow Your Tag and Label Printing Business
 

Dernier

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First RespondersBPOQe
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 

Dernier (20)

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First Responders
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 

Succeeding With Multi-Channel Marketing: And How to Do It in Today's Economy

  • 1. By Karen L. DeWolfe VP, Sales interlinkONE
  • 2. Quick Introduction  interlinkONE – Software  Enterprise Marketing Management Software  Plan, build, manage, execute and measure all marketing activities  Grow Socially, Inc. – Services Karen DeWolfe  Online Marketing/Social Media/SEO VP, Sales  Strategy, Consulting, Execution, Measurement
  • 3. Today’s Overview  The World of Marketing and Communications  Selling Multi-Channel Marketing Solutions  Best Practices for Executing and Measuring Campaigns  Preparing For What’s Next
  • 5. Communications Today  “Kitchen Table Effect”  Generational Differences
  • 6. Marketing Used to Be Easier!
  • 7. Online & Mobile: Disrupters www.yourwebsite.com
  • 8. Social Media Statistics 850 Million Users on Facebook  250 Million Tweets Sent Per Day NOTE: As of December 2011
  • 9. Social Media Statistics (cont.) 60+ Hours of Video Uploaded to YouTube every minute (#2 search engine)  90 million users on Google+ in 6 months
  • 10. Why Should You Care?  Supply and Demand  Declining Margins  Communication game has changed  Become MORE valuable  Move from Commodity to Value-Driven
  • 11. What Does it Mean?  Instead of just making money on the mail, fulfillment, or print… …. You will start executing these types of efforts:
  • 12. Measuring Response Rates March Seminar Email SMS / Text Print Direct Mail Invitation Email Invitation Text Invitation PURL PURL Reply Text Call Center / Response Page / Response Page Email vs. Text vs. Print Measuring Subject Lines - Week Follow-Up - 22% You’re Invited! 6% Win a FREE gift! Reminder Direct Reminder Email Reminder Text Mailer 47% Check out our March Seminar 25% Are you interested in attending? PURL PURL Reply Text Call Center / Response Page / Response Page
  • 13. How Can You Adjust?  New Services and Way of Selling  Be the Best Multi-Channel Marketer Out There  Prepare For What’s Next
  • 15. It Starts with the Strategy  Business Plan  Marketing Plan  Sales Plan  Financial Plan  Organizational Needs  Measure
  • 16. Your Business Plan • Do you have a clear plan? • Do you have the right resources to sell it? • Do you have the right resources to support it?
  • 17. Your Target Audience • Can you describe your perfect buyer? • Not always your biggest customer • Do you know who you are and what you sell?
  • 18. Your Marketing Plan You need to have a sustainable competitive advantage that you can explain • Do you have a clear marketing plan? • Do you know who you are and what you sell? • Do you have the right resources to market it? • Do you have the right resources to support the marketing effort? • How long has it been since you have looked at your marketing plan?
  • 19. Selling Today vs. Yesterday • Technology has changed the sales process • Technology has changed the product and service offering • The economy has changed the landscape • Consumers have changed the world
  • 20. Sphere of Influence How to tap in to the enormous Sphere of Influence that technology has helped become limitless. Limited before
  • 21. No one cares what you do. Your prospects want to know how you can help them. Your sales should not begin with what you have, what you do, what you have done, what you know and or anything else with ME, WE, I, OUR, US! Focus on YOU
  • 22. Sales POWER WORDS 1. Absolutely 19. Improve/Improved 36. Secure 2. Accomplish 20. Instant/Instantly 37. Shocked/Shocking 3. Achieve 21. Love 38. Simple 4. Benefit 22. Money 39. Solution 5. Best 23. More 40. Step-by-Step 6. Clear-cut 24. New 41. Strong 7. Compelling 25. Now 42. Top 8. Convenient 26. Personalized 43. Uncover 9. Critical 27. Power/Powerful 44. Unique 10. Dependable 28. Private 45. Unleashed 11. Easy/Easily 29. Proven 46. Unlimited 12. Ensure 30. Quality 47. Unlock 13. Exciting 31. Quick/Quickly 48. Winning 14. Free 32. Results 49. Yes 15. Fun 33. Safe/Safely 50. You/Your 16. Guarantee/Guaranteed 34. Save 17. Health/Healthy 35. Secrets 18. How-To Jessicaswanson.com
  • 23. Quotes to Help You Succeed • Its not your customers job to remember you. It is your obligation and responsibility to make sure they don’t have the chance to forget you. _Patricia Fripp • Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust • Stop Selling. Start helping. _Zig Ziglar
  • 24. Advice From Experts for Selling in Today’s Economy  Sam Sebastian, Google Title: National industry director, classifieds and local  E-mail tip: "I've had meetings where we went in without knowing what the expectations are, and we missed the boat. As the meeting approaches, I'll send an e-mail laying out our plan for the meeting and who we're bringing, just to double-check. It seems tiny, but it can save you from totally missing the mark."  Slow-economy solution: "We have to evangelize a bit more. We'll invite executives to our headquarters for a pure education day, where they get to ask tons of questions about online advertising." CNN Money How to sell in a lousy economy by Jia Lynn Yang
  • 25. Advice From the Experts for Selling in Today’s Economy  Freddi Vaughn, Xerox Title: Account general manager  How she networks: "I do a lot volunteering - you'd be surprised who you meet if you're on this board and that board. For example, I work with the University of Maryland, Baltimore County, and I went to the UMBC president and asked, Who at NASA can you put me in touch with who's in charge of a high-level account?"  Recession survival skill: "Be aware of competitive contracts and their expiration dates. If you want to displace that competitor, you need to start to work at least a year out." CNN Money How to sell in a lousy economy by Jia Lynn Yang
  • 26. Advice From the Experts for Selling in Today’s Economy  Jeffrey Zyonse, Hartford Financial Services Group Title: Regional sales director  How he deals with rejection: "I learned early on, selling books door-to-door in college, that your next success is literally only a door away. You'll be in tears one minute, and behind the next door may be a big sale."  Recession survival skills: "The last thing a client wants to feel from you is that things aren't going well. Even in a slow sales cycle, they want to deal with someone they feel is successful. I make sure my attitude is right." CNN Money How to sell in a lousy economy by Jia Lynn Yang
  • 28. Why Some Avoid Multi-Channel  They don’t know if they have the technology  They’re not sure if they have the resources  They’re not sure what it should cost
  • 29. First Step: Do it Yourself!  Learn what it takes to Build, Manage, Execute, and Measure  Demonstrate Your Solutions to Internal Staff… and Prospects & Customers!
  • 30. Case Study – Recent Event  What did the plan look like?  Who – Biz Owners, Marketers  Why? Feedback. What the audience told us before  How – Multi-Channel, Internet, Print, Video  Medias – Email, DM, Txt, Social, Blog, Lpage GOAL? – 40 attendees Result? = 60!
  • 31. Case Study – Examples Personalized
  • 32. Case Study – Examples Personalized Envelope / Letter Email Email Thank you
  • 33. Case Study – Examples Mobile Optimized Program for Event! Text Alert!
  • 34. Define Your Audience: Choose your target audience. What’s the Goal? Pick A Channel: Choose which channel would be the most effective way to contact your audience. Repeat: Repeat the cycle for more effect. Pick A Media: Choose which media to contact your audience. Response Channel: Give your audience a way to respond. Measure: Marketing Reports & Dashboards automatically generated. Lead Database: All responses collect in one database. Real Time, Centralized, Online, Qualified. Sales Lead Response Reports Distribution Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.
  • 35. Campaign 101 What is a Campaign Cam paign – (noun) An entire series of marketing efforts to one event, customer, organization, priority.
  • 36. Define the Goal/Objective Step #1 My Goal Goal: Increase sales by 15% How: Increase our # of inquiries with marketing efforts
  • 37. Define the Target Audience Step# 2: Identify & Understand Your Audience
  • 38. Define the Channels You’ll Use How will your deliver? Step #3 Choose Channels & Medias Newsletter E-mail with PURL E-mail Newspaper Promotion Insert Postcard
  • 39. Define Response Options Step#4 Choose response type (how will the audience contact you about your message/offer) PURLS Phone BRC Trade Show Booth
  • 40. Multi-Channel Campaign July Seminar Customers Prospects Associates Target Audience Data Print internet Web Print Mobile Channel Invitation Social Direct Mail Media Postcard Flyer Banner Ad Mobile Ad SMS/Text Email Media Invitation Landing Landing Landing Inbound Landing PURL QR Code Reply Text Page Page Page Calls Page Response Mechanisms
  • 41. Why Multi-Channel?  Increase the Reach of Your Message  It’s their world – communicate in the ways they want to be communicated in  Generate greater responses  Increase Your Value – Find out what works!
  • 42. Keys to Success  Must be “More than One”: Email, Direct Mail, Letters, Web Pages, Social media, etc.  Consistent Branding, Graphics, Messaging  Targeted and Relevant Offer  Attention Grabbing Call-to-Action  Measure Everything
  • 43. Resources: What You Need  Marketing Passion!  Website Development (HTML)  Ability to manage data  Basic Understanding of Web Security  Not Afraid to Communicate with Sales & Management Photo Credit
  • 45. Landing Page Responses Who visited the page? Who responded? Who did not?
  • 48. How Fast is Mobile Web Growing? Source: Microsoft
  • 51. Coming Fast: NFC  “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”. Source: http://en.wikipedia.org/wiki/Near_field_communication
  • 52. What Do You Need  An NFC-enabled phone: Most vendors all over this  Still need: greater adoption by hardware in US
  • 53. Application: Museum of London Watch the video: http://ilnk.me/NFCLondon
  • 56. NFC Posters for Contests  Customers simply need to touch their Quick Tap phone to posters.  Posters are located in EAT restaurants  Tapping their phone lets them play a game to win prizes
  • 58. Remember  The world is changing, you have to change with it  Understand the trends in data consumption  Having a PLAN is the single most important thing you can do.  Today’s economy forces us all to sell differently  The sale is not about you  Diversifying can only help you  By the time I leave here today, more changes are happening.
  • 59. Key Steps to Success  Plan, Plan, Plan  Constantly Review  Get Marketing Expertise on  Self-promote your Staff  Measure  Get close with Customers  Get Started Now!  Set Expectations
  • 60. Action Items  Soul Search  Business Plan Review  Marketing/Sales Plan  Find the Right Resources  Self Promotion  Research. Read. Experience.  Business Transformation  MFSA National  Mashable. DM News. Marketing Sherpa. B2B Magazine
  • 61. Learn More / Contact Me  http://interlinkONE.com  http://GrowSocially.com  Karend@interlinkONE.com  Twitter: @KarenLoueez

Notes de l'éditeur

  1. People at your dinner table all react to different medias. Your children most likely if they are teens are easy to get on text, impossible via email or phone. Your parents might start emailing, but barely text.
  2. There were fewer ways to get a message out. There were not as many options. And most marketing was PUSH marketing, meaning the content was controlled by the company delivering it. Now, marketing is increasingly PULL which means we decide what marketing messages we want to see how often and what content.
  3. Let’s talk for a second about one of the ways that Marketing and Communications has changed…. Certainly, it’s the web. Whether it’s our corporate website, social media pages, Google… these sites have changed everything we do. The way we search, the way we consume information, the way we communicate, the way we shop.800 Million Users on Facebook250 Million Tweets Sent Per Day36+ Hours of Video Uploaded to YouTube every minute (#2 search engine)50 million users on Google+ in 3 months
  4. Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
  5. Do you have a clear planCan you describe your perfect buyer?Not always your biggest customerDo you know who you are and what you sellDo you have the right resources to sell itDo you have the right resources to support itHow long has it been since you have looked at your plan
  6. Point 1, be prepared. Know what problem you are there to solve and what your prospect expects to get out of your meeting. Stress the importance of education of your prospect base. The importance of thought leadership. The importance of being a resource of knowledge
  7. Point 1 Increase that Sphere of Influence. Volunteering, Associations, Crafts, Golf, etc. Point 2 Stay involved with prospects who are with competitors. Don’t stop the conversation
  8. Point 2 When it comes to attitude, never let your prospect hear anything but positive. You don’t want to give any indication that your sales have slowed, that the economy has affected revenues. Even if it seems politely conversational.
  9. Let’s talk about campaigns… what does it mean? What is NOT. It is not mail job, Nor is it a 2000 piece print run. Those are only individual efforts that support the marketing campaign. A marketing campaign will have a variety of efforts and actions. Lets take a look.
  10. Next: identify who you are going to target… do you have an existing customer list? Do you want to buy a list?Are you targeting all universities and colleges in your state?
  11. Yes, there are different ways to reach your prospects. We will talk about each of these later too.. But the key is to understand that you need to be able to reach people in different methods
  12. Next… define how people will respond… we will talk about these in more detail later as well… But not everyone likes responding online… a lot of people throw away BRCs.. The goal is to find the preferred method of contact for each person.
  13. Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
  14. http://www.nfcworld.com/2012/02/24/313725/orange-uk-announces-quick-tap-treats-for-200000-nfc-customers/
  15. There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure
  16. Measurement, revising, repeating Develop a Vision and Business PlanDevelop the Organization ChartCreate a Marketing Strategy and PlanCreate Sales Strategy and PlanOperational PlanFinance – pro forma financial statementsEducate Internally and ExternallyConsistently Self-PromoteExecuteMeasure