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

4.
Communications Today
 “Kitchen
Table Effect”
 Generational
Differences

5.
Marketing Used to Be Easier!

6.
Online & Mobile: Disrupters
www.yourwebsite.com

7.
Social Media Statistics
850 Million Users on Facebook
 250 Million Tweets Sent
Per Day
NOTE: As of December 2011

8.
Social Media Statistics (cont.)
60+ Hours of Video Uploaded to
YouTube every minute (#2 search
engine)
 90 million users on
Google+ in 6 months

9.
Why Should You Care?
 Supply and Demand
 Declining Margins
 Communication
game has changed
 Become MORE valuable
 Move from Commodity to
Value-Driven

10.
What Does it Mean?
 Instead of just making money on the mail, fulfillment,
or print…
…. You will start executing these types of efforts:

11.
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

12.
How Can You Adjust?
 New Services and Way of Selling
 Be the Best Multi-Channel Marketer Out There
 Prepare For What’s Next

13.
It Starts with the Strategy
 Business Plan
 Marketing Plan
 Sales Plan
 Financial Plan
 Organizational Needs
 Measure

14.
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?

15.
Your Target Audience
• Can you describe your perfect buyer?
• Not always your biggest customer
• Do you know who you are and what you sell?

16.
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?

17.
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

18.
Sphere of Influence
How to tap in to the enormous Sphere of Influence that technology has helped
become limitless.
Limited before

19.
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

20.
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

21.
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

22.
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

23.
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

24.
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

25.
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

26.
First Step: Do it Yourself!
 Learn what it takes to
Build, Manage,
Execute, and Measure
 Demonstrate Your
Solutions to Internal
Staff… and Prospects &
Customers!

27.
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!

28.
Case Study – Examples
Personalized

29.
Case Study – Examples
Personalized Envelope / Letter
Email Email Thank you

30.
Case Study – Examples
Mobile Optimized Program for Event!
Text Alert!

31.
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.

32.
Campaign 101
What is a Campaign
Cam paign – (noun) An
entire series of marketing
efforts to one event,
customer, organization,
priority.

33.
Define the Goal/Objective
Step #1 My Goal
Goal: Increase sales by 15%
How: Increase our
# of inquiries with
marketing efforts

34.
Define the Target Audience
Step# 2: Identify &
Understand Your
Audience

35.
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

36.
Define Response Options
Step#4 Choose response
type
(how will the audience contact you about your message/offer)
PURLS Phone BRC Trade Show Booth

37.
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

38.
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!

39.
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

40.
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

41.
Measure Channel Success

42.
Landing Page Responses
Who visited the page?
Who responded?
Who did not?

43.
E-Mail Marketing Results

44.
How Fast is Mobile Web Growing?
Source: Microsoft

45.
Mobile Barcode Options

46.
Best Practice: Mobilize!

47.
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

48.
What Do You Need
 An NFC-enabled phone:
Most vendors all over this
 Still need: greater adoption
by hardware in US

49.
Application: Museum of London
Watch the video:
http://ilnk.me/NFCLondon

50.
Stickers and more

51.
NFC on Business Card

52.
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

53.
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.

54.
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

55.
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

56.
Learn More / Contact Me
 http://interlinkONE.com
 http://GrowSocially.com
 Karend@interlinkONE.com
 Twitter: @KarenLoueez