1. SomaStream’s
Membership Marketing
GPS Intro Part 1
Leveraging the power of
prospect involvement
Thomas C. Selleck
SomaStream Inc.
www.SomaStream.blogspot.com
Copyright 2012 SomaStream Inc. 1

2. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 2

3. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 3

4. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 4

5. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 5

6. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 6

7. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 7

8. Membership Marketing GPS
The internet marketing path
should be simple and direct:
• Targeted prospect or house list
• A subject line in the prospect’s in-box
• Compelling email copy
• Click-through to squeeze / landing page
• A specific sales offer page
• The prospect buys
Copyright 2012 SomaStream Inc. 8

9. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 9

10. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 10

11. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 11

12. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 12

13. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 13

14. Membership Marketing GPS
The internet marketing path
should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened
• Prospect doesn’t read the email
• Click-through link is never clicked
• Prospect bails at the landing page
• Sales offer is ignored
• Conversion rates stay low.
Copyright 2012 SomaStream Inc. 14

15. Membership Marketing GPS
The overall problem is a
low commitment to
following the path.
Why?
The internet marketing process
is often too impersonal
and offers the prospect
no meaningful engagement.
Copyright 2012 SomaStream Inc. 15

16. Membership Marketing GPS
Overall a low commitment
to following this path.
Why?
The internet marketing process
is often too impersonal
and offers the prospect
no meaningful engagement.
Copyright 2012 SomaStream Inc. 16

17. Membership Marketing GPS
Ideal Internet Marketing Process:
What would it look like?
Copyright 2012 SomaStream Inc. 17

18. Membership Marketing GPS
Ideal Internet Marketing Process:
Emulates a personal,
one-on-one conversation
with a skilled salesperson
Copyright 2012 SomaStream Inc. 18

19. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 19

20. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 20

21. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 21

22. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 22

23. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 23

24. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 24

25. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 25

26. Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs
• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close SomaStream Inc.
Copyright 2012 26

27. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
Copyright 2012 SomaStream Inc. 27

28. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
Copyright 2012 SomaStream Inc. 28

29. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
Copyright 2012 SomaStream Inc. 29

30. Membership Marketing GPS
Ideal Internet Marketing Process
in a nutshell:
• Engagement
• Interaction
• Personalization
Copyright 2012 SomaStream Inc. 30

31. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
One possible solution is a “wizard”
based on an interactive database.
The prospect answers questions
or selects options in a sequential
process and the “wizard”
determines a targeted offer
Copyright 2012 SomaStream Inc. 31

32. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
One possible solution is a “wizard”
based on an interactive database.
The prospect answers questions
or selects options in a sequential
process and the “wizard”
determines a targeted offer
Copyright 2012 SomaStream Inc. 32

33. Membership Marketing GPS
Ideal Internet Marketing Process:
A new problem:
Programming for a wizard
can be complex and expensive
Copyright 2012 SomaStream Inc. 33

34. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
SomaStream’s Membership Marketing
GPS is the easier & more efficient
way to provide highly personalized
experience with less effort and
much lower programming cost.
Copyright 2012 SomaStream Inc. 34

35. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
Internet Entrepreneurs have increased
conversion by 200% or more by
applying similar, but much less
sophisticated strategies to achieve
on-the-fly market segmentation and
personalized targeting.
Copyright 2012 SomaStream Inc. 35

36. Membership Marketing GPS
Ideal Internet Marketing Process:
Engagement, Interaction
& Personalization
The core strategy of on-the-fly market
segmentation has been proven highly
effective.
Now SomaStream’s Membership
Marketing GPS takes these strategies
and technologies to a higher level.
Copyright 2012 SomaStream Inc. 36

37. Membership Marketing GPS
SomaStream’s Membership Marketing
GPS guides the prospect along a
rewarding interactive path of discovery
towards a personalized offer.
Copyright 2012 SomaStream Inc. 37

38. Membership Marketing GPS
• Innovative way to guide your prospects
to a personalized offer
• Leads prospects through a series of
interactions to a “destination” that
meets their specific needs
Copyright 2012 SomaStream Inc. 38

39. Membership Marketing GPS
• Innovative way to guide your prospects
to a personalized offer
• Leads prospects through a series of
interactions to a “destination” that
meets their specific needs
Copyright 2012 SomaStream Inc. 39

40. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 40

41. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 41

42. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 42

43. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 43

44. Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of
engagement
• Deepening commitment to
finding out more
• An enjoyable self-discovery process
• The satisfaction of getting personalized
recommendations
Copyright 2012 SomaStream Inc. 44

45. Membership Marketing GPS
The result is an increase in the
prospect’s involvement … and a
corresponding increase in
conversion.
Continue on to Part 2 to explore
why this happens and to see how
this strategy can be implemented.
Copyright 2012 SomaStream Inc. 45

46. Membership Marketing GPS
The result is an increase in the
prospect’s involvement … and a
corresponding increase in
conversion.
Continue on to Part 2 to explore
why this happens and to see how
this strategy can be implemented.
Copyright 2012 SomaStream Inc. 46

47. Membership Marketing GPS
The result is an increase in the
prospect’s involvement … and a
corresponding increase in
conversion.
Continue on to Part 2 to explore
why this happens, what it has to do
with P.T. Barnum, and to see how
this strategy can be implemented.
Copyright 2012 SomaStream Inc. 47

48. Membership Marketing GPS
Just click on the video screen
below to view Part 2.
Copyright 2012 SomaStream Inc. 48

49. Membership Marketing GPS
Thanks for your interest!
Thomas. C. Selleck
SomaStream@gmail.com
203.903.1008
www.SomaStream.blogspot.com
Copyright 2012 SomaStream Inc. 49