Keynote presentation to Gold\' Gym franchise owners at 2011 Gold\'s Gym Convention in Las Vegas

1. How Smart Marketers are Using Digital Media
to Attract, Engage, & Retain Customers
2011 Gold’s Gym Convention
Presented by Joel Book, ExactTarget
July 13, 2011

2. Join the
Conversation!
Email+Socialis fueling customer engagement!
@JoelBook of @ExactTarget
Joel Book
ExactTarget
Joel Book: @joelbook
ExactTarget: @ExactTarget

3. More Than 4,500 Companies Use ExactTarget

5. Media [R]evolution Mobile Email
SMS
Mobile Email
SMS + MMS
IM IM IM IM
Email Email Email Email
Fax Fax Fax Fax Fax
Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail
Telephone Telephone Telephone Telephone Telephone
<1990 1990s 1999 2000s 2011
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display Display Display Display
Website Website Website Website
Search
Search Search Search
Online Display
Online Display Online Display Online Display
Paid Search
Paid Search Paid Search Landing Pages
Landing Pages Landing Pages Microsites
Microsites Microsites Online Video
Online Video Online Video Affiliate Marketing
Webinars Affiliate Marketing Webinars
Affiliate Marketing Webinars Blogs
Blogs RSS
RSS Podcasts
Podcasts Wikis
Wikis Social Networks
Social Networks Mobile Web
Behavioral
Mobile Web
Social Media Ads
Virtual Worlds
Apps
QR Codes

6. More Budget for Digital Marketing
In 2011, 72% of marketers will increase
spending on digital marketing.
Source: The DMA
“Digital Marketing Practices in the U.S. and
Canada: Navigating the Digital Labyrinth”
Research conducted by Ipsos Reid Marketing,
and the Canadian Marketing Association (CMA)
February, 2011

8. • Aids the Buying Process
• Improves Service
• Maximizes Retention

9. How Online Consumers Begin Their Day
58% of Online
Consumers Begin
the Day With Email.
Source: ExactTarget
SUBSCRIBERS, FANS, & FOLLOWERS
Report #1, Digital Morning
Full report available at
www.exacttarget.com/sff

10. “Those who buy
products
marketed through
email spend 138%
more than non-
readers of email.”
Source: Forrester Research
“E-Mail Marketing Comes of Age.”

11. Email Keeps You Connected with the Customer
The Customer Life Cycle
Product Product Product Product Repurchase/ Brand
Awareness Evaluation Purchase Usage Renewal Loyalty
Business Getting Business Keeping
Once a person gives you permission . . .
• Email aids the buying process.
• Email drives repeat purchase, referrals.
• Email keeps customers connected to your company.

12. EMAIL FUELS WORD OF
MOUTH MARKETING
93% of internet users turn to
email to share content.
Source: “Content is the Fuel of the Social Web”
AOL and Nielsen Online, April 2011

13. PAPA JOHN’S USES
EMAIL TO DRIVE
REPEAT PURCHASE

14. BEST BUY STAYS
CONNECTED WITH
CUSTOMERS WELL
AFTER THE SALE

15. THE GOLD’S GYM
“STRONG START”
CAMPAIGN GETS NEW
Dear Joel,
MEMBERS ENGAGED

16. • Amplifies Your Message
• Fuels the Conversation
• Attracts New Customers

17. Social Media Users
Facebook: 620M Worldwide / 116.8M U.S. (1) (2)
Twitter: 190M Worldwide / 16.4M U.S. (1) (2)
LinkedIn: 100M Worldwide / 49.0M U.S. (3) (3)
YouTube: 2B Views/Day; Avg. View: 15 Min. (4)
Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube

18. Social Media has Revolutionized the Way
Brands are Defined

20. Whole Foods Leverages Twitter
• 1,804,829 Followers
• Tweets respond to customer questions,
and invite customers to opt-in to Whole
Foods’ email newsletter

21. Why Twitter?
Whole Foods Chicago Uses Twitter Too!
• 5,473 Followers100 @WholeFoodsCHI
66% of Fortune for companies engage
customers via Twitter
• Tweets highlight in-store events, promote
• Twitter usersand answer customer engage
special offers, are 2X more likely to
with brands than users of other social
questions
networks

24. Meet & Greet Promotion
Merchandise Promotion
Race Tune-In Reminder
Fan Alert Promotion

25. Andretti Autosport will combine the speed of
IZOD IndyCar Series racing and the real-time
engagement of social media with the #27 Team
car, driven by Mike Conway, at the Honda Indy
Toronto and Edmonton Indy races on July 10 and
July 24.
Featuring the team's Twitter handle
@FollowAndretti, the car is a first in the series to
prominently invite fans to interact with team
drivers, strategists and crew on and off the track
via Twitter.

26. • Engages Consumers
• Delivers Exclusive Offers
• A Service Differentiator

27. Smartphones Accelerate Mobile Marketing
Smartphones such as the
iPhone from Apple are now
outselling personal computers!
Source: The Huffington Post
(Based on IDC Report)
February 8, 2011
65.8 million people in the U.S.
now own smartphones. Of
these, 35.3% use apps.
Source: comScore MobiLens
2011 U.S. Mobile Subscriber Market Share
March , 2011

28. How Consumers Use their Smartphones
www.ExactTarget.com/sff

29. Belk Uses Mobile Updates to Promote Special
In-Store Events and Sales

30. SCOTTS USES TEXT ALERTS
TO REMIND CUSTOMERS
WHEN IT’S TIME TO APPLY
SCOTTS PRODUCTS

31. THE GOLD’S GYM
iPHONE APP KEEPS
MEMBERS FOCUSED
ON ACHIEVING THEIR
FITNESS OBJECTIVE

33. Best Use of Digital Media
for Consumer Packaged
Goods Marketing

34. THE GRASS IS GREENER
IF YOU’RE A SCOTTS CUSTOMER

35. At Scotts, it’s all about a
Consistent Customer
Experience!
• All website content - articles,
forums, videos, and product
information - is regionalized
• One preference center drives
website content, email
content and text alerts
• One Content Management
System (CMS) is used to
personalize web and email
content
Scotts.com Home Page

36. Lawn Care Update
• Started in Spring 2000
• Subscribers: 1,500,000+
• 355 unique geo-demographic versions
Scotts Uses Lawn Care Update. . .
• To Educate Consumers
• To Drive Traffic to Channel Partners
• To Create Brand Advocates
Content is Personalized based on:
• Consumer’s Grass Type
• Consumer’s Zip Code (Climate Zone)
• Weed and Insect Problems

37. WHAT MAKES LAWN CARE
UPDATE SO EFFECTIVE?
• Relevant Content
• Exclusive offers
• Links to Product Usage Tutorials
• Personalized Recommendations
• Social Sharing (Forward to a Friend)
• It works! (*)
(*)Lawn Care Update subscribers
apply 1.1 more applications/year
than non-subscribers

38. SCOTTS INVITES
FACEBOOK FANS TO
BECOME SUBSCRIBERS.
( And 50% Convert! )

39. SCOTTS SALUTES MLB GROUNDSKEEPERS;
INVITES FANS TO BECOME EMAIL SUBSCRIBERS
Thx 4 ur interest in
Scotts Lawn Care
monthly email. Reply
LAWN [space] email
address (ex:LAWN
mlb@mlb.com) 2
complete signup. H help
Std rates apply

40. “This is the largest
program partnership
we have ever done.
The program helped
drive double-digit
growth for the
category.”
– Sr. Executive, Lowes

41. Best Use of Digital Media
for Local Franchise or
Retailer Sales Support

42. GYMBOREE USES EMAIL TO
STAY CONNECTED WITH
MOMS & DADS
Elisabeth Rohm reads for Jumpstart’s Read
Carmel
12524 N. Gray Road for the Record at Gymboree Play & Music
in Los Angeles
Carmel ,Indiana 46033 Map and Driving Directions
(317) 574-9626
carmelin@gymboreeclasses.com

43. Gymboree Monthly Email Gymboree Blog: “Gymbo Buzz”

44. “We use our email newsletter to encourage Moms
and Dads to visit our blog, “Gymbo Buzz.”
Our blog provides direct access to information
about Gymboree Play & Music classes, including
videos and comments from parents. This enables
Moms and Dads to see the benefits of our classes
on child development.”
Kathleen McFerrin
Gymboree Play & Music
Regional Field Consultant

45. Best Use of Email + Social
Media to Promote Retail
Product Sales

47. Website visitors are invited
to sign up for membership in
the Heavy Duty Club

48. Milwaukee Tools created its
own social network, the
“Heavy Duty Club,” to
provide members access to
product information,
videos, tips from users,
rebates and promotions.

49. Heavy Duty News
keeps Milwaukee
Electric Tool
connected with its
customers

50. “Heavy Duty Club”
members are
passionate about
Milwaukee Tools .

51. Milwaukee Tools
Since Milwaukee
Launched using
Tools began
METToolTV onits
video to show
tools in action,
YouTube in
website traffic has
November 2008
increased 36%!
To Date:
• 76 Videos Uploaded
• 381,165 Videos Viewed

53. VOLVO USES EMAIL TO HELP
DEALERS SELL NEW EQUIPMENT

54. The Monthly eMail Newsletter delivers
latest news on Volvo products and
services to 85,000 customers.
1. Dynamic Content – Volvo designed the email
template to allow for dynamic content. Through
integration with Microsoft CRM, Volvo changes
articles and product news articles based on user
interests.
2. Interactive Functionality – Adding video links has
allowed Volvo to attract customers to product
microsites, educate the buyer and generate leads.
3. Analytics – The analytics from this eMail are used for
to capture customer insight and interests and aid re-
design.
4. Performance Metrics
– Average 12% Open Rate
– Average a 7% Click Through Rate

55. VOLVO USES EMAIL TO HELP
DEALERS SELL USED EQUIPMENT

56. The Remarketing Email is for
select customers who request
used equipment alerts.
1. Navigation – In its new design, Volvo added a Table
of Contents section with links to articles and
product news updates. These links have increased
website traffic 30% and generated thousands of
leads.
2. Content Syndication – Volvo dynamically displays
used equipment based on subscriber preferences.
Content syndication has reduced eMail build time
by approximately 60% by automatically capturing
content from websites.
3. Performance Metrics –
– 75% Email Open Rate
– 11% Click Through Rate
– 20% increase in speed of equipment sales

57. Volvo Construction
Equipment’s e-marketing
strategy helps dealers sell
millions of dollars of
equipment, parts, and service
each year.

59. Times Have Changed
Marketing has
shifted from a slow
One Size one-way broadcast
to a high-speed
Fits All interactive
conversation.

60. Cross-Channel Integration is a Must
Managing the Customer Conversation
Requires Integration of Outbound & Inbound Channels

61. Engaged Customers Buy More and Stay Longer

62. Thank You!
Joel Book
ExactTarget, Inc.
jbook@exacttarget.com
EmailMarketingbytheBook.com
@JoelBook
http://www.linkedin.com/in/joelbook