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GRAPHIC ADVISOR

Your logo here

ISSUE THIRTY-FOUR

MOBILE STRATEGY

Is it part of your marketing plan?

also in this issue:

Web-to-Print Saves Time and Money Lead Nurturing: Boost Your Conversion Rate!

MARKETING ADVISOR

Your logo here

ISSUE THIRTY-FOUR

MOBILE STRATEGY

Is it part of your marketing plan?

also in this issue:

Web-to-Print Saves Time and Money Lead Nurturing: Boost Your Conversion Rate!

D

o you have a mobile strategy as part of your marketing plan?

If not, maybe it’s time you did.

We all know how important email and a Web presence are to customer marketing. Now, according to research by Prosper Mobile Insights, more and more consumers are conducting these activities exclusively on their mobile phones.

For example, more than half of mobile users say they access email only on their mobile phones. Forty-five percent do Internet searches only on their mobile phones. Fortytwo percent access Facebook this way.

Think about it—consumers are scrapping their laptops and desktops in favor of their mobile devices.

As a marketer, this has powerful implications. As consumers transition their everyday activities to the mobile world, you need to have a strategy for reaching them at that level. You need to go where your

Combining Mobile with Print

customers go.

It’s time to start incorporating mobile marketing into your print marketing mix. This doesn’t need to be complex or overwhelming. Here are a few simple, easy steps to get you started.

QR Codes: Add QR codes to your direct mail pieces, your invoices, and your envelopes. Leave the phone numbers, the URLs, and the tear-out forms. Just add QR Codes as an optional way to respond.

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Short Codes: Start using short codes for promotions. For example, “Text ‘SUPERDEAL’ to 0550 and receive your free coupon!” This not only gives your customer a way to respond to the promotion immediately, but it gives you their mobile phone number for

future marketing contacts.

Text Alerts: Offer to send text alerts as a customer service. Restaurants offer to text patrons when their tables are ready. Doctor’s offices offer to text appointment reminders to their patients one day ahead of time. Walmart uses text messaging very effectively to alert customers when their photo lab orders are ready for pick-up.

Mobile Landing Pages: Create a mobile website for your business. Template-based software makes this easy. If you’re not ready to launch a full mobile site, you can still begin to create mobile-friendly landing pages for specific promotions. Especially when using QR codes, be sure that you are sending people to a mobileoptimized page.

When you think “mobile,” you don’t necessarily have to think about mobile payments . . . yet. It doesn’t have to be about selling products. The first step is simply getting customers engaged with you on a mobile basis.

photos ©istock.com

Then imagine where that relationship can go over time!

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L

Use Web-to-Print

to Save Time and Money

ooking for ways to reduce waste and make your print ordering more efficient?

How about ways to reduce inventory? Better manage your brand? Today’s online print ordering systems do all of these things without costing you a dime.

number, add a new product, or shoot

on every piece that gets ordered from

a new photo, you don’t end up with a

then on. No more mistakes!

These systems go by many names:

simply log in, select the template you

Web-to-print, Web commerce,

wish to use, add your copy and images,

benefits of using Web-to-print for

e-commerce, print commerce, and many

and view your new document in live

managing your printed documents. You

more. No matter what you call them,

preview. You can change images or text

save money, save time, reduce print

these powerful tools serve as online

as often as you like, tweaking until the

errors, slash waste, and maintain much

repositories of your print documents that allow you to login and order what you want, when you want. Many also offer templates that enable you to design and

lot of waste. This frees you to update

You do direct mailings right from

your materials at any time. Especially

your online system, as well. Simply

for companies with high volumes of

upload your mailing list and launch your

forms, brochures, business cards, or other

campaigns right from your chair. If you

documents that change frequently, this

want to personalize your mailing by name,

can save significant amounts of money.

industry vertical, or other variable, you

If you use design templates offered in a Web-to-print system, you can save time

menus provided on the website and

and money on design costs, as well. You

design your own personalized documents.

This is only the beginning of the

Web-to-print allows you to manage your brand too. By allowing users to select only from a pre-approved list of images, graphics, and text, you can ensure that only the most recent content is being used.

proof documents online. This saves you

document looks just as you want it to,

tighter control of your brand. What could

money in design costs.

without paying a designer or a customer

be better than that?

service rep for alterations.

Let’s look at how this works.

your brand too. By allowing

into a password-protected area of a

users to select only from a pre-

Web-to-print site. When you want to

approved list of images, graphics,

order documents, you login, select the

and text, you can ensure that only

document(s) you want, and place the

the most recent content is being

order through the site with a credit card.

used (say good-bye to incorrect

You can order anytime, in any quantity,

phone numbers or outdated

and don’t need to order more inventory

promotional offers). If

than you actually need.

you make a change, once

inventory, if you change your phone

Want a demonstration? Just ask!

Web-to-print allows you to manage

You upload your print documents

Because you don’t maintain excess

photos ©istock.com

can do that too. Just use the drop-down

you update your template or the options available in your content repository, that change will be reflected

3

I

f so, you’re not alone. Fortunately, there is good news. Let’s look at one large international company that took the time to integrate its lead generation and lead nurturing programs, creating a holistic view of the customer, and by doing so, boosted its conversion rate by 400%!

Let’s see how it did it.

was interacting. Communications were

information to

The company was highly successful. In

also more precisely targeted based on a

develop a more

fact, it was generating a very high volume

holistic view of that customer.

effective lead

of leads. Its challenge wasn’t that its marketing was ineffective—it wasn’t. The

implemented a comprehensive lead

company’s challenge was that it was not

qualification and distribution process

qualifying those leads and distributing

that put qualified leads into the hands of

them appropriately to the right

the right salespeople at the right time.

salespeople to follow up on a timely and

For “warm” leads (people who showed

effective basis.

an interest in the company’s products but

The company began to channel all

who were not necessarily ready to buy),

of its customer information—customer

the company developed a lead nurturing

service contacts, transactional data,

process that communicated with those

marketing data, Web data—into a single,

leads in relevant and timely ways until

comprehensive database. This gave it

they became sales-ready.

a 360-degree view of its customers’

Case Study:

efficiency of its campaign execution

process, but from the lead generation

and setting up an automated process

all the way to conversion. Then the

for nurturing leads until they are ready

company de-duped its data, cleansed it,

to be distributed to a sales channel,

and standardized it.

the company has increased its lead-

one centralized location, the company was able to improve the effectiveness

photos ©istock.com

Are you missing sales opportunities because your direct mail or other print marketing is generating leads but your salespeople aren’t able to sift through them, qualify them, and act on the most qualified leads quickly enough? Is the effectiveness of your marketing campaigns being impacted by a limited view of the customer?

The results? By increasing the

behavior. Not just during the sales

With its data clean, accurate, and in

Lead Nurturing Boosts Conversion Rate by 400%!

Using this information, the marketer

generation and distribution process.

Want to improve your lead nurturing? Contact us. We can help!

Don't have a limited view of your customer. Boost the effectiveness of your lead generation efforts by channeling all of your customer information into one database and put qualified leads into the hands of the right salespeople.

to-opportunity conversion rate by a whopping 400%!

Not every marketer will have the

of its lead generation efforts. It was

level of sophistication or the economies

able to deploy multi-channel campaigns

of scale as this one, but this example

using information and knowledge

illustrates the power of centralizing your

about the customer gained from other

data, creating a more comprehensive

channels through which that customer

view of your customers, and using that

5

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H

ow do you evaluate the success of your personalized printing campaigns? Response rates? That’s a good first measure, but it is a very limited measure of your marketing efforts. To properly 3 Cost per Sale. Not every lead converts to a sale, so if the campaign is evaluate the performance of a direct selling effort, you might want to your 1:1 campaigns, you should see how much it costs to land each sale. be using some or all of the With higher conversion rates, 1:1 printing following methods.

Ho wD oY ou Me asu re

campaigns tend to excel here.

1 Conversion Rate. This is the

customers who purchase from a company over and over have enormous lifetime customer value (LCV). Customers gained through 1:1 printing tend, not just to purchase more, but to be more loyal than those gained through static methods. As a

percentage of people who not only

4 Revenues per Sale. Better-matched

result, LCV can play heavily into the cost-

respond to the campaign, but who follow

products and services and more engaged

benefit equation.

through and convert to sales. You can

respondents are more likely to generate

have a 38% response rate to a campaign,

higher revenues than static campaigns.

7 Internet Components. If your

but if only 6% of those convert to sales,

One children’s charity, for example,

campaign will include an Internet

that’s only 2.3% of the original list. If, on

switched to 1:1 campaigns and discovered

component, such as with integrated

the other hand, you get a 12% response

that its average donation increased 168%.

e-mail and print campaigns and with

rate but a 60% conversion rate, that’s 7.2%

photos ©istock.com

6 Lifetime Customer Value. Loyal

personalized URL campaigns, there are

of the original list. That is nearly four

5 Return on Investment. As with other

other measures that you might want to

times higher.

measures, return on investment (ROI)

consider. These include e-mail open rate,

for well-executed 1:1 printing campaigns

e-mail “click-through” rate and form fill

2 Cost per Lead. Forget cost per piece.

is often exponentially higher than for

or survey completion rate.

How much did it cost to get each person

traditional campaigns. Why? When you

to respond? For example, if you print

take into consideration all of the other

Many of these are fuzzy terms. Different

100,000 mailers and get a 0.5% response

metrics, including higher conversion rates

marketers use different terms for the same

rate (or 1,000 leads), at $0.36 per mailer,

and dollars per sale, even a small lift can

strategies. The point is simply to be aware

each lead cost you $36. If, you print 10,000

translate into huge gains in ROI.

that there are different ways to calculate

mailers and get a 12% response rate, that’s

response, and in evaluating the success

1,200 leads. At $1.26 per mailer, each lead

of your campaign, you need to pick the

costs you $10.50. If you are measuring by

measures that are most appropriate for

cost per lead, 1:1 printing costs one-third less.

that campaign.

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