1. SomaStream’s
Membership Marketing
GPS Intro Part 2
How to apply the process
to increase involvement
and increase conversion
Thomas C. Selleck
SomaStream Inc.
www.SomaStream.blogspot.com
Copyright 2012 SomaStream Inc. 1

2. 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. 2

3. Membership Marketing GPS
As a result, 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. 3

4. Membership Marketing GPS
Why does this increase
involvement & conversion?
Copyright 2012 SomaStream Inc. 4

5. Membership Marketing GPS
Why does this increase
involvement & conversion?
It’s human nature to persist in
seeking closure, and to look for
personalized meaning – as long
as the right stimulus is provided.
Copyright 2012 SomaStream Inc. 5

6. Membership Marketing GPS
Why does this increase
involvement & conversion?
Membership Marketing GPS
leverages the psychological
phenomena known as the
Zeigarnik Effect & the Barnum or
Forer Effect.
More on this later.
Copyright 2012 SomaStream Inc. 6

7. Membership Marketing GPS
Psychological Effects
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
Copyright 2012 SomaStream Inc. 7

8. Membership Marketing GPS
Psychological Effects
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!
Copyright 2012 SomaStream Inc. 8

9. Membership Marketing GPS
Psychological Effects
After following the interactive path of
Q&As provided by the Marketing GPS
system, participants believe the
recommendations are:
• Personalized
• More credible
• More accurate
They believe this even if the sales
message is not personalized!!
Copyright 2012 SomaStream Inc. 9

10. Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor
traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 10

11. Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor
traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 11

12. Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor
traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 12

13. Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor
traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 13

14. Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor
traffic to targeted sales pages
• A series of micro-commitments
from your visitors
• Increased visitors’ receptivity to
your “personalized” sales message
• Increased conversion
Copyright 2012 SomaStream Inc. 14

15. Membership Marketing GPS
SomaStream’s Membership Marketing
GPS system combines leading edge
technologies with the unique direct
marketing skillset of its developer, DR
+
Creator Thomas C. Selleck.
– Strategic insight
– Powerful campaign design
– Compelling copy
– Innovative implementation
– Increased internet marketing success
Copyright 2012 SomaStream Inc. 15

16. Membership Marketing GPS
The SomaStream Membership Marketing
GPS demo uses the example of a sample
travel protection insurance product.
The demo shows how a general prospect
pool is filtered into targeted sales pages
using Membership Marketing GPS.
Copyright 2012 SomaStream Inc. 16

17. Membership Marketing GPS
The Membership Marketing GPS demo
is based on these assumptions:
• 4 different products available:
Individual, Couple, Family & Youth
Traveler
• Initial contact is via email to house list
• List is not specifically targeted
• All emails link to one Gateway page
Copyright 2012 SomaStream Inc. 17

18. Membership Marketing GPS
The Membership Marketing GPS demo
is based on these assumptions:
• Effective email subject lines
• Engaging email body copy that
promises personalized
recommendations
• A “slippery slope” sales landing page/
microsite that leads prospects to
a close
Copyright 2012 SomaStream Inc. 18

19. Membership Marketing GPS
This Membership Marketing GPS demo
shows what happens in the critical inter-
mediate phase of the “Gateway” page:
After a prospect has made the initial click
Before they are exposed to personalized
recommendations and a sales close
Copyright 2012 SomaStream Inc. 19

20. Membership Marketing GPS
On the Gateway page, the Membership
Marketing GPS demo filters prospects
into 4 groups.
Each group is offered a different
product:
6. For business travelers
7. For couples
8. For families
9. For parents of independent
youth travelers 15-25
Copyright 2012 SomaStream Inc. 20

21. Membership Marketing GPS
On the Gateway page, the Membership
Marketing GPS demo filters prospects
into 4 groups. Each group is offered a
different product:
5. For business travelers
6. For couples
7. For families
8. For parents of independent
youth travelers 15-25
Copyright 2012 SomaStream Inc. 21

22. Membership Marketing GPS
On the Gateway page, the Membership
Marketing GPS demo filters prospects
into 4 groups. Each group is offered a
different product:
• Individual Plan (for business travelers)
• Couples Plan
• Family Plan (includes youth travelers)
• Independent youth travelers
Copyright 2012 SomaStream Inc. 22

23. Membership Marketing GPS
The 4 groups of prospects (and
corresponding products) are further
divided into 1 of 3 sub-divisions –
each with its own landing page & offer.
Each landing page appeals directly to the
specific prospect sub-groups:
9. Domestic travelers: Road trips only
10.Domestic travelers: Air travel & road trip
11.International & domestic travelers
Copyright 2012 SomaStream Inc. 23

24. Membership Marketing GPS
The 4 groups of prospects (and
corresponding products) are further
divided into 1 of 3 sub-divisions –
each with its own landing page & offer.
Each landing page appeals directly to the
specific prospect sub-groups:
• Domestic travelers: Road trips only
• Domestic travelers: Air travel & road trips
• International & domestic travelers
Copyright 2012 SomaStream Inc. 24

25. Membership Marketing GPS
Targeted Landing Pages
Domestic Domestic Int’l &
Road Trip Air & Road Trip Domestic
Business Offer 1 Offer 2 Offer 3
Travelers
Couples Offer 4 Offer 5 Offer 6
Families Offer 7 Offer 8 Offer 9
Youth Offer 10 Offer 11 Offer 12
Travelers
Copyright 2012 SomaStream Inc. 25

26. Membership Marketing GPS
This demo showcases only 8 of 12
distinct targeted landing pages that sell
a total of 4 different product variations:
• Individual Plan (for business travelers)
• Couples Plan
• Family Plan (includes youth travelers)
• Independent youth travelers
Copyright 2012 SomaStream Inc. 26

27. Membership Marketing GPS
These 8 targeted landing pages are shown
in the demo in a rough “sketch” form.
In a finished version, these landing pages
would include:
 Graphics and copy that highlight personalized
nature of the sales recommendations
 Additional sales support web pages
 Effective, personalized order form
Copyright 2012 SomaStream Inc. 27

28. Membership Marketing GPS
These 8 targeted landing pages are shown
in the demo in a rough “sketch” form.
In a finished version, these landing pages
would include:
 Graphics and copy that highlight personalized
nature of the sales recommendations
 Additional sales support web pages
 Effective, personalized order form
Copyright 2012 SomaStream Inc. 28

29. Membership Marketing GPS
These 8 targeted landing pages are shown
in the demo in a rough “sketch” form.
In a finished version, these landing pages
would include:
 Graphics and copy that highlight personalized
nature of the sales recommendations
 Additional sales support web pages
 Effective, personalized order form
Copyright 2012 SomaStream Inc. 29

30. Membership Marketing GPS
These 8 targeted landing pages are shown
in the demo in a rough “sketch” form.
In a finished version, these landing pages
would include:
 Graphics and copy that highlight personalized
nature of the sales recommendations
 Additional sales support web pages
 Effective, personalized order form
Copyright 2012 SomaStream Inc. 30

31. Membership Marketing GPS
How to get the most from the demo:
• From the Gateway page, click in the
floater window
• Choose any path
• After you reach one destination page,
click on the “Gateway Page Demo”
menu bar link at the top to return to the
Gateway and re-start the demo
• Start the demo again to follow a
different path to a different destination
Copyright 2012 SomaStream Inc. 31

32. Membership Marketing GPS
How to get the most from the demo:
• From the Gateway page, click in the
floater window
• Choose any path
• After you reach one destination page,
click on the “Gateway Page Demo”
menu bar link at the top to return to the
Gateway and re-start the demo
• Start the demo again to follow a
different path to a different destination
Copyright 2012 SomaStream Inc. 32

33. Membership Marketing GPS
How to get the most from the demo:
• From the Gateway page, click in the
floater window
• Choose any path
• After you reach one destination page,
click on the “Gateway Page Demo”
menu bar link at the top to return to
the Gateway and re-start the demo
• Start the demo again to follow a
different path to a different destination
Copyright 2012 SomaStream Inc. 33

34. Membership Marketing GPS
How to get the most from the demo:
• From the Gateway page, click in the
floater window
• Choose any path
• After you reach one destination page,
click on the “Gateway Page Demo”
menu bar link at the top to return to
the Gateway and re-start the demo
• Start the demo again to follow a
different path to a different destination
Copyright 2012 SomaStream Inc. 34

35. Membership Marketing GPS
Important disclaimer:
This is a rough demo of SomaStream’s
Membership Marketing GPS system.
It is designed to showcase the
process, not the content.
Copyright 2012 SomaStream Inc. 35

36. Membership Marketing GPS
There are many possible variations
& permutations to this process.
Envision how you could apply this
system to your product or service
Copyright 2012 SomaStream Inc. 36

37. Membership Marketing GPS
Use your imagination and …
have fun!
Use your imagination!
Copyright 2012 SomaStream Inc. 37

38. Membership Marketing GPS
All this makes much more sense once
you see an example of the process.
I invite you to view a demo of the
SomaStream Membership Marketing
GPS – call or email me for access.
Thanks for your interest!
Thomas. C. Selleck
SomaStream@gmail.com
203.903.1008
www.SomaStream.blogspot.com
Copyright 2012 SomaStream Inc. 38