How cross media marketing promotes, measures and improves Kodak Roadshow success. Page 2 of 6
Tactics:
The integrated marketing tactics incorporated the following touch points: PRE EVENT • A roadshow micro site • Variable print direct mail (with an image of the city in which the roadshow was held) and Direct Type motif of the prospect’s name • Personalized landing page (PLP) • Electronic PDF version of the invitation to the seminar • Reminder email to registered attendees
POST EVENT • Post show survey conducted right after the event that was tied to drawing for a camera • Post show e-survey to registrants who did not attend
ADDITIONALLY, specific training for the Kodak sales reps included: • Understanding the personalized landing page responses and how to respond to them • Telemarketing strategies including voice mail scripts. Underlying these tactics were the metrics that tracked and scored the type and amount of interaction the prospect had with the roadshow promotion. In the past, like many companies, Kodak only viewed actual attendees as qualified prospects, archiving those who did not attend for possible future follow up.
Key Takeaway:
By employing this integrated marketing approach, every interaction tracked was put into a lead nurturing campaign designed to help Marketing and Sales better qualify the interests and needs of a prospect. This is important in supporting the sales force to utilize their selling time as efficiently as possible.
Including an offer increased our response rate.