The webinar provided an overview of new cross-media marketing features that can help generate revenue in the fourth quarter. These included using QR codes in print advertising, catalogs, and direct mail to link physical and digital content. Email and SMS were discussed as effective ways to provide additional engagement, and the importance of analyzing performance by time of day and day of week was highlighted. Reporting features allow tracking activity and ROI by media source. The webinar concluded with a demonstration of an interactive tool for customized cross-media presentations and a Q&A session.

1. Thanks for joining us.
The webinar will begin
shortly.
Join the pre-show chatter on
Twitter using hashtag: #mindfireinc

2. Fall Release Webinar:
Plan a Killer Q4 Using
Cross-Media
A review of new features you can use to
generate Q4 revenue.
Joseph Manos
Executive Vice President
David Rosendahl
Co-founder, EVP Client Services
October 28th, 2010
© 2010 MindFireInc
This document is the property of MindFireInc.

3. Housekeeping
We’re recording!
Today’s hashtag:
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4. Housekeeping
Submit questions/comments
during the session via chat

5. You should hear us now.
If you can’t:
Please reference the number and access code
provided to you via email,
or call 949-474-4418 x-219 for help.

6. While we wait …

7. Introductions
David Rosendahl
Co-founder
EVP Client Services
Joe Manos
Executive Vice President
Michael Dunahee
Client Support Manager

8. Why Cross-Media?

9. The World Has Changed
Social Media
500+ million Facebook users, 700+ billion minutes p/mo
65+ million Tweets p/day
Mobile
3,000+ texts sent by teens p/mo[1]
1 in 2 people w/smart phones by end of ’11 [1]
Direct Mail
12% drop in mail volume[2]
• Digital Coupons
60% YoY increase, 1% of total coupon utilization[3]
• Increased Interactive Spend
$55 billion projected by 2014[4]
[1] Nielsen, 2010
[2] United States Postal Service 2010 Annual Report
[3] Marx, a Kantor Consumer Promotion Unit
[4] Forrester’s “Interactive Advertising Models Report”

10. “Cross-media is no
longer a nice to have
technology, but a must
have for serious
marketers.”
Nancy Costopulos, CMO
American Marketing Association

11. Today’s Tour
Quick-Response (QR) Codes
Email/SMS
Reporting
Campaign Flexibility
Q & A (15 minutes)

12. Today’s Approach
Not “technical”
Learn about new
features … spark ideas!
Give you 3+ ideas for Q4

13. QR Codes

14. QR Codes
2d barcode
How used:
Printed
Scanned with mobile phone
Leads to content (web page,
videos, coupons …)

15. Catalogs

16. Packaging & Labeling

17. Print Ads

18. Point of Sale

19. Clothing

20. Direct Mail

21. Business Cards

22. Public Areas

23. QR Codes
Create two kinds of QR codes:
Personalized, one for each Personalized URL
For Mass Media (like billboards, print ads)
Mass Media QR code key take-aways:
Turn faceless visitors into identifiable profiles
Capture marketing intelligence for appropriate follow-up
Speak to respondents on a personal level
Provide special offers or high-value downloadable content
Track & measure media effectiveness for ROI

28. QR Codes: Benefits
Benefits:
Ties print, web, and mobile together
Trackable
Increasingly popular w/marketers
Must-have for improved results
How do I make money w/QR Codes?
1. Get close to your Clients, understand marketing objectives
2. Design the right marketing strategy to drive those outcomes
3. Charge for this strategy (it’s custom built to meet their
deliverables!)
4. Consider event/tradeshow use-cases – GREAT opportunity
Remember: Leading edge, still lots of room for innovation

29. Get creative!

30. Email/SMS

31. Email/SMS
Email: Invaluable in providing additional “lift”
SMS: Effective at driving activities (e.g., foot-traffic)
Schedule in advance to:
Test:
Day of week
Time of day
Coordinate with off-line events
(…or impress your boss/client)

33. Email/SMS
What’s the best time & day to send?
No universal best day/time, but data are helpful
Analyze performance by Client/campaign
Test, test, test
How do I make money with Email/SMS?
Incorporate personalized email w/every applicable campaign
Leverage SMS when it supports campaign objective; example:
How many of your clients attend tradeshows?
Killer app for driving foot traffic
Provide testing & analysis of best day/time
Remember: When you develop expertise, you bring value that
your Clients need!

34. Reporting

35. DMA Marketer’s feedback:
Don’t need “cute” reports
Do need effective reporting – granular in all areas.
Core email reporting:
Delivered
Read
Hard bounce
Pending (soft bounce)

40. Tell Us …
Are you incorporating email into
your service offering?
Do you perform time-of-day-and-
week analysis?

41. Tracking Activity by “Source”
Track where activity is coming from
Easily enabled
Can be used with both:
off-line (direct mail, QR codes)
on-line (e.g., email, social media)

42. Response by Media Type
Press Release
1%
Social Media/Viral
12%
Email
87%

43. Social Media/Viral Detail
Facebook, 3%
Email Footers, 4%
LinkedIn, 1% Twitter, 3%

47. Reporting
Benefits:
Know which touches are “working”
Optimize/eliminate underperformers
Focus on what drives results
How do I make money with Source Tracking?
1. Educate the marketer on the areas they’re not tracking
2. Track these sources of activity
3. Present the results in a Dashboard
4. Analyze results by Source, and suggest improvements
Remember: You can’t be in marketing today – and
NOT quantify ROI

48. Campaign
Flexibility

49. Campaign Flexibility
Develop expertise to deploy various scenarios
Steps:
Take advantage of Training, offered 3x p/week
Watch training videos, participate in MindShare
Execute your Self-Promotional Campaign
Leverage Professional Services if needed

50. Campaign Flexibility
Features for novice or advanced users
Examples:
Pass data into landing pages
Add pages to your campaign flow
Turn on/off:
System-generated tables & CSS
Rich Text Editor (RTE)

51. Interactive
Cross-Media
Demonstration
(ICD)
Your newest business development tool

52. Newest Business Development Tool

53. Interactive Cross-Media Demonstration
Flash based
Interactive
Customized to your company
Support your sales presentation

54. Demo

55. How do I …
Configure the features:
Support & Training: 949-474-4418 option 2
Market & sell the features:
Carrie Driscoll-Hill: 480-626-4957
Get started:
Joe Manos: 916-284-8112

56. Reach Us
David Rosendahl
949-474-4418 x208 David Rosendahl
Co-founder
daver@mindfireinc.com EVP Client Services
@daverosendahl
Joe Manos Joe Manos
916-284-8112 Executive Vice President
jmanos@mindfireinc.com
@jemanos
Michael Dunahee
Michael Dunahee
949-265-1255 Client Support Manager
mdunahee@mindfireinc.com
@mindfireinc

57. Submit your
questions now.

58. Joe’s Closing Thoughts . . .
Rarely in life do we come across such opportunity
A projected $55b+ spent in next 4 years
Leverage reporting … even failures are successes
Data show cross-media results are significantly
better – when used effectively. No voodoo
magic.
Embrace the change, or get out of the way
We are here to help

59. Q&A

60. Thank you!