Presented at the National Conference for Database Marketing, where Harland Clarke was presented with the Gold Award for their work with Zions Bank in developing the Rapid Deployment Intelligent Onboarding Program.

1. Multichannel Marketing:
The New Black

2. Multichannel Marketing:
The New Black
Offline
Web Mobile
Social Email

3. Why Multichannel Marketing?
• People search before they
buy
• People want buying options
• Your best customers are
multichannel Retain Acquire
• Multichannel marketing
delivers better results:
– Improved retention Grow Engage
– Increase revenue per
purchase
– Increase in products sold per
customer

4. First,
A bit about what‟s happening
in the multichannel world.

5. How Big is Multichannel Marketing?

6. The New Marketing Mix
Source: SAS 2011

7. Budget Distribution is Changing
Source: SAS 2011

8. Media Emphasis is Shifting
Source: SAS 2011

9. Skills Gap Still Remains in ‘New’ Media
Source: SAS 2011

10. Multichannel Competence Falls Short
Source: SAS 2011

11. Measurement is a Challenge
Source: SAS 2011

12. New AIDA Continuum
Old Media
New Media
Reach Engagement Conversion Buzz
(Awareness) 40% (Interest and 10%
Desire)
(Action) 1% (Satisfaction)
Social Media

13. So,
what was your last great
multichannel experience?

14. Was it Something You Bought?

15. Or Someplace You Went?
Web Couponing Digital – iPhone App
Search Engine Ads
Best Buy Express
Facebook - Ideagiftr
Event - NASCAR Twitter - Twelpforce

16. Was it a Bank?
Twitter
Interactive Website
Interactive Billboard
iPhone App
YouTube Product Demonstrations

17. Was it Even Product Marketing?
Web Video
Checkbox Message
Direct Mail
ATM Screen
Statement Insert

18. What‟s Consistent With The Best
Multichannel Experiences?
It‟s About YOU!

19. You,
It‟s About YOU!
The Customer

20. Most of what we know about the consumer is
driven by data:
Source: SAS 2011

23. “It ain’t like it used to be…”

24. New Channels Redefine How We
Look at Data

25. Are you listening?

26. Tools: Track, Trend, Test . . . Do it again

27. “Your biggest marketing
channel is your customers.”
Who they are
What are their needs
Who do they influence
What makes them happy

28. Magazines, SMS, Face-to-Face,
Social Media Call Centers,
online
Mail, Social
Media
Face-to-Face,
NO MAIL!
Websites, Radio Television, Radio

29. Connect the Tangible and Emotional

30. Know Your Target . . . And Who
Influences Them

31. So What Can You
Do With This
Insight?

32. The Power of Listening and Observing

33. Louis Vuitton
(Integrated Digital Media)

34. Louis Vuitton
(Integrated Digital Media)

35. Chase Freedom (Social Media)

36. Chase understands the importance of retention, not just
acquisition. They are teasing fans of things to come (884 likes on
this post alone).

37. FI Multichannel Integration

38. Campaign Development
• There’s more to it than
most think
• Focus on the basics
• Leverage the
opportunities
• It’s what you DON’T
see that can hurt you

39. Who is the Target
Audience?
• Develop a
communications
strategy that is
steeped into the
lives and experience
of those you want to
reach.

40. But Don‟t Get Fooled by „Gut Instinct‟

41. Stick to
“One Thing”

43. Aggregate and
Build…
but be wary of
“Paralysis by Analysis”

45. Test and Learn
• There are no
magic silver bullets
• Continue to test
combinations over
time
• Insight,
Interaction,
Improve
Source: SAS, 2010

46. Track and Analyze
• Measure ROI to Opened Email Messages TOTAL Industry Benchmark Open %
Develop Strategic 300000 18.0%
16.0%
250000
Directions 200000
14.0%
12.0%
10.0%
150000
8.0%
Total Email Messages Sent 100000 6.0%
ABT CBT NBAZ NSB VBC ZFNB TOTAL % Change 4.0%
50000
SEP 10 2.0%
OCT 10
0 0.0%
NOV 10
DEC 10
Industry Source:
JAN 11 105,889 20 459 649 0 658,715 765,732 100.0% Forrester
FEB 11 5,706 5,332 835 344,435 0 446,913 803,221 4.9%
MAR 11 13,945 4,609 39,565 326,404 0 418,030 802,553 -0.1%
APR 11 17,370 7,084 440 338,238 993 728,094 1,092,219 36.1%
MAY 11 43,849 3,325 970 240,877 5,397 332,335 626,753 -42.6%
JUN 11 22,503 6,944 1,409 422,723 5,500 550,123 1,009,202 61.0%
JUL 11 9,725 6,850 79,883 352,364 14,902 631,427 1,095,151 8.5%
AUG 11 13,386 3,304 42,062 517,223 3,153 526,345 1,105,473 0.9%
SEP 11 68,919 4,778 3,787 457,579 9,568 1,007,296 1,551,927 40.4%
13-M CHANGE 68,919 4,778 3,787 457,579 9,568 1,007,296 1,551,927 100.0%

47. • Measure Engagement to
Develop Strategies to
Social Media Engagement
Better Interact with 350 80
Consumers 300
250
70
60
50
200
40
150
Social Media Awareness 100
30
20
14,000
50 2,000 10
1,800
12,000 0 0
1,600
10,000 1,400
8,000 1,200
1,000 Interactions Admin Posts
6,000 800
4,000 600
400
2,000
200
0 0
Social Page Views Facebook Fans Twitter Followers

48. Stay Focused.
Don‟t Chase the Shiny Object

49. Where We’ve Been

50. Multi-Touch Program Overview
• Integrate both e-mail and offline direct messaging to our
clients
• Goal: Increase share of wallet by focusing on the client’s next
most likely product
– Once successful (acquisition of a new product), the
program will repeat itself with a systematic up-sell/cross-
sell strategy

51. Key Program Results
• The Multi-Touch campaign drove impressive lifts over the
non-mailed control group in terms of both account response
rate (130%) and average balance (241%).
• About 84% of new accounts and 95% of balance dollars were
in deposit-related product lines.
• Onboarding program has reduced attrition by approximately
5%.
• Increase in traffic to PURLs.

52. Where We’re Going

54. 7 Best Multichannel Practices
• Maintain your brand throughout ALL executions
• Live the journey from your customer’s perspective
• Don’t forget ‘old’ media
• Balance mix – Be great in 1 channel, good in many
• Leverage the benefits of each channel
• Do it better, or differently, preferably both
• Test – Measure - Test

55. Contact Info
James.marous@harlandclarke.com
818-297-0268
Jimmarous.blogspot.com
Matthew.Wilcox@zionsbancorp.com
801-316-1664
Mattwilcoxpro.com
tharry@richter7.com
801-303-1538
blog.richter7.com