Microsoft CRM 3.0 Marketing - 05- 8522A

Chapter 5: Campaign Creation CHAPTER 5: CAMPAIGN CREATION Objectives Actively participating during this lesson helps you: • • • Create a new campaign Create a campaign template Create tasks and activities associated with a campaign Overview This lesson examines the process for creating marketing campaigns and campaign templates in Microsoft® CRM. The lesson also discusses how to create planning tasks and activities to perform, assign, and track campaign tasks. Page 107 Microsoft CRM Marketing Automation Marketing Campaigns When you run a campaign, there are many details that you must implement and manage, including campaign dates, budget constraints, marketing lists, sales literature, and products. For example, you can use Microsoft CRM when you want to run a new campaign to let your customers know about a forthcoming sale on certain products. After you create the campaign, you can change the details of the campaign. For example, if your manager tells you that the shipment of products for the campaign has been delayed, you can change the start and end dates to take into account the delay. You can also apply workflow rules to campaigns to automate campaign processes. For example, you might apply a workflow rule that automatically assigns any leads generated by a campaign to specific sales representatives. When you create a new campaign, some of the information about the campaign is automatically generated by Microsoft CRM. • • • On the General tab, the Campaign Code is generated automatically after you save the new campaign. On the Financials tab, the Total Cost of Campaign Activities and Total Cost of Campaign are automatically calculated. All information on the Administration tab is automatically generated. The Owner and Modified by boxes are populated with the current user's name. Creating a Campaign Microsoft CRM includes all the elements needed to generate a campaign. When planning a campaign determine the following: • • • • • Purpose of the campaign Message to communicate about products Target audience Resources Required Cost Use Microsoft CRM to create a new campaign, or to edit and modify an existing campaign. At a minimum, the following information is required: • • • Name for the campaign Start and end criteria Define any product, service, or promotional details Page 108 Chapter 5: Campaign Creation • • Allocate resources Collateral to include FIGURE 5-1: CAMPAIGN CONSIDERATIONS During all stages of planning and creation, you can take advantage of existing campaign templates to complete most of the information for the campaign. Using a template can greatly reduce the amount of planning time required for a campaign. After you have created the campaign, run a test of the campaign using a small sample of customers to determine if the decisions that you made about the campaign provide you with the responses you expect. Procedure: Create or Edit a Campaign Use the following steps to create a new campaign. You can edit an existing campaign by following step 1 to navigate to the Campaigns area. Then, open the campaign you want to edit. Use the information in this procedure to guide you in entering data or making changes. 1. In the Navigation Pane, click Marketing, and then click Campaigns. 2. On the Actions toolbar, click New. Page 109 Microsoft CRM Marketing Automation 3. On the General tab, you must enter information in the following boxes: – – Name Status Reason: To save the new campaign, you must select a status reason. You can select any status except a blank status. 4. Enter any other information that you have for this campaign. At a minimum, select a price list, which helps you determine the cost of your campaign compared to the revenue generated by the campaign. 5. On the Financials tab, enter any information that you have available in the following sections: – – – Budget Allocated Expected Revenue Other Misc Cost NOTE: You must enter numbers between 0.00 and 1,000,000,000.00. You can use commas and a decimal point, but you cannot use a currency symbol, such as the dollar ($) or euro (€). 6. On the Notes tab, click Click here to enter a new note, and add the information that applies to your record. 7. Click Save or Save and Close. Procedure: Add a List, Sales Literature or a Product to a Campaign After you create a campaign, add items that are associated with this campaign. You can add a target list, products, sales literature, and related campaigns. 1. In the Navigation Pane, click Marketing, and then click Campaigns. 2. Open the campaign to which you want to add a list, product, or sales literature, and then: – – – – If you want to add a list, under Marketing, click Target Lists, and then on the Actions toolbar click Add Existing. If you want to add a product, under Sales, click Target Products, and then on the Actions toolbar click Add Existing. If you want to add sales literature, under Sales, click Sales Literature, and then on the Actions toolbar click Add Existing. If you want to add a related campaign, under Marketing, click Related Campaigns, and then on the Actions toolbar click Add Existing. Page 110 Chapter 5: Campaign Creation 3. In the Look Up Records dialog box, in the Look for list, select the type of record you want to find. 4. Click Save or Save and Close. NOTE: To verify that the list, product, or sales literature was added to your campaign, reopen the campaign and under Marketing, click Target Lists, or under Sales click either Target Products or Sales Literature. The information you added should appear. Campaign Templates Campaign Templates allow you to plan a campaign and then re-use it for any number of actionable campaigns. The benefit of creating a campaign template is that you can add many items to a single template and then use one template for multiple actionable campaigns. This reduces the amount of planning required for actual campaigns. The multiple items you can add include all the: • • • • • • • Associated marketing activities Products Links to collateral Lists List criteria Campaign coding Budgeting This also enables you to ensure that multiple campaigns driven by various staff contain the right activities, product information, or other items that you want to keep consistent. Templates can be modified or published for use by any number of Microsoft CRM users. If you have a centralized marketing team that provides support for staff located in other regions or countries, templates can be made available to sales representatives to modify to suit their local needs and launch unique, target campaigns using their local data. Page 111 Microsoft CRM Marketing Automation Procedure: Create a New Campaign Template 1. In the Navigation Pane, click Marketing, and then click Campaigns. 2. Click New Template. 3. Create the template the same way that a campaign is created, provide a name, save, and add campaign activities and planning tasks. 4. Click Save or Save and Close. Procedure: Create a Template from an Existing Campaign 1. In the Navigation Pane, click Marketing, and then click Campaigns. 2. Open the campaign to use to create the template. 3. Click Actions, select Copy as Template. 4. Provide a name for the template. 5. Edit the tasks, activities and other details as needed to create the template. 6. Click Save or Save and Close. Procedure: Copy a Campaign 1. In the Navigation Pane, click Marketing, and then click Campaigns. 2. Open the campaign to be copied. 3. Click Actions, select Copy. 4. Provide a name for the new campaign and make any necessary edits. 5. Click Save or Save and Close. Procedure: Create a New Campaign from a Template 1. In the Navigation Pane, click Marketing, and then click Campaigns. 2. Open the template to use to create the new campaign. 3. On the Actions menu, select Copy. 4. Provide a name for the new campaign and edit the details. 5. Click Save or Save and Close. Page 112 Chapter 5: Campaign Creation Demonstration: Create a Campaign This demonstration shows you how to create a new marketing campaign from an existing campaign template. NOTE: This demonstration is continued in the Demonstration: Create Planning Tasks and Campaign Activities Scenario The Marketing Manager wishes to initiate a campaign to promote the sales of a new and improved version of an existing product, the FR-M94 series of mountain bikes. The following tasks and information are used for the campaign: • • The target list of prospects is the existing All Retailers List and companies that are in the Entertainment-Retail industry. The existing campaign called Product launch campaign for new mountain bike series WX-1300 is used as the basis to create the new campaign. The campaign will begin on September 1, and end on September 30. • Goals Use Microsoft CRM to accomplish the following: • • Create a new campaign from an existing campaign Review the campaign activities and tasks associated with the campaign Steps Follow these steps to create the campaign: 1. In the Navigation Pane, click Marketing, and then click Campaigns. 2. Open the Product launch campaign for new mountain bike series WX-1300. 3. Click Actions and select Copy as Campaign. 4. On the General tab, in the Name box, type Introduce improved FRM94 series. 5. In Expected Response, type 75. 6. In the Offer box, type Announce new and improved bike series. Page 113 Microsoft CRM Marketing Automation 7. Under Schedule enter the Proposed Begin and End Dates, September 1 and September 30 of the current year. 8. In the Description box, change the bike series to FR-M94. The rest of the description is accurate for the new campaign. FIGURE 5-2: CAMPAIGN 9. Click the Financials tab, the budget for the campaign is $30,000 with expected revenue of $95,000. 10. Click Save. Page 114 Chapter 5: Campaign Creation Managing Campaign Activities and Planning Tasks Part of planning and creating campaigns requires that you complete several tasks and activities. Planning tasks are performed during the planning phase of a campaign. For example, putting together brochure packets and researching information are planning tasks. Campaign Activities are activities that result in contacting a customer through one of the channels, such as sending an e-mail or making a phone call. Using Microsoft CRM, you can create and track the various activities that you have to complete for your campaign to be successful. The Campaign Activity form, which you can access from the Campaign form, lets you create and track all the activities that you or others in your organization need to complete. This form lets you capture basic activity information along with detailed data about budgeted costs. You can also specify the work that is required, such as drafting a letter, to complete the activity, the vendor you are working with, scheduled start and end dates, priorities, and anti-spamming tracking. As the campaign progresses, you can update the activity with actual start and end dates and budget information. If the campaign that the activity is associated with has a marketing list, you can add the list to the activity. Additionally, you can designate how many days must pass before members on the list can be sent additional literature or correspondence. This is particularly useful in businesses that have separate sales and marketing departments. Distributing a Campaign Activity After you have created a campaign activity, you can distribute it if you have a marketing list associated with the campaign. If a marketing list exists when you distribute the campaign activity, the specific activity (such as phone call) will be created. For example, if you want your sales staff to personally contact each of their customers on the list and invite them to your opening night, you can create a phone call campaign activity and distribute it. When you distribute an activity, you can designate if you or the owners of the targeted list records will complete the activity. Therefore, in this situation, if you want the sales staff to make the phone calls, distribute the campaign activity and have the activity owned by the existing owners of the targeted list records. The result would be that a new activity is created for each member of the list. The salesperson who owns the customer record would see a new activity listed when they selected the view from the Workplace area. The scheduled end date for the activity appears in the Due Date column so the salesperson can see when they must have the activity completed. To track the progress, success, failures, and completion status of a distributed campaign activity, just open the campaign activity record. Page 115 Microsoft CRM Marketing Automation Budgeting and Prioritizing Campaign Activities You can specify the amount of budget your organization wants to allocate to the activity and its priority. This information will help you determine the overall value of your campaign. Also, if there are several activities associated with a campaign and you run short on time or have to launch your campaign sooner to beat a competitor, you will know which activities are the most critical to the success of your campaign. When the campaign activity is completed, you can update the form with the actual costs, which can help guide you in planning future campaign activities. Quickly View All Activities Associated with a Campaign If a campaign has activities associated with it, you can view the following information by selecting Campaign Activities under Details: • The subject of the activity, such as purchase list from vendor. This information provides a brief description of what work has to be completed. The person who is responsible for completing the activity. The vendor that has been selected to perform the task. This information will only appear if you have linked the vendor record to the activity. A vendor can be either an account or contact. The method in which the activity will be conducted. For example, this might be phone call if your sales staff has to contact customers by phone or e-mail if you plan to send electronic messages. The status of the activity. This can be proposed, canceled, or closed. • • • • Performing Tasks on Campaign Activities Depending on whether you are on the list page or form for a campaign activity, there are different tasks you can perform. Some tasks can only be performed on a single campaign activity such as create; whereas others can be performed on multiple campaign activities at the same time. For example, you can assign multiple campaign activities to another user. Some campaign activity tasks are: • • • • • Create or edit a campaign activity Close or delete a campaign activity Assign a campaign activity to another user or queue Add a workflow rule to the campaign activity Print a single campaign activity or a list of campaign activities NOTE: You can only use the Microsoft CRM client for Outlook to complete fax, letter, and e-mail quick campaigns via mail merge. Page 116 Chapter 5: Campaign Creation Procedure: Add a Task to a Campaign 1. In the Navigation Pane, click Marketing, and then click Campaigns. 2. Open the campaign you want to add a task to. 3. Under Details, click Planning Tasks, and then on the Actions toolbar, click New. 4. In the Subject box, enter text that describes the task. In the box below, you can add specific details about how to complete the task. 5. If needed, specify a new owner for the record in the Owner box. This box is automatically filled with the name of the user who is creating the record. You can select a record from a filtered list in the Form Assistant pane, or you can click Lookup to search for other records. 6. On the Notes tab, click Click here to enter a new note, and add the information that applies to your record. 7. Click Save or Save and Close. Procedure: Add an Activity to a Campaign An activity can have a particular Marketing List associated with it. For example, a campaign might have three different marketing lists for various groups of customers and it might be desirable to send different messaging to each group. Separate activities can be created for each message and the appropriate list associated only with that task. By default, all marketing lists are associated with all activities. 1. In the Navigation Pane, click Marketing, and then click Campaigns. 2. Open the campaign you want to add an activity to. 3. Under Details, click Campaign Activities, and then on the Actions toolbar, click New. 4. Select the Channel, or type of activity, that you are creating. 5. In the Subject box, enter text that describes the activity. In the box below, you can add specific details about how to complete the task. 6. In the Type box, select the option that describes the activity. 7. If needed, specify a new owner for the record in the Owner box. Click Lookup to search for another owner. Page 117 Microsoft CRM Marketing Automation 8. In the Outsource Vendors box, click Lookup to select a vendor that is involved in the activity. 9. In the Scheduled Start and Scheduled End boxes, select the start and end dates for the activity. The end date that you select is displayed in the Due Date column in Activities in the Workplace. 10. In the Budget Allocated ($) box, enter the amount designated for the campaign activity. 11. Select the appropriate priority level in the Priority box. 12. Under the Anti-Spam Setting, select the number of days you want to pass before a marketing list member is contacted again. 13. Click Save or Save and Close. Testing a Campaign Before launching a full campaign, as a best practice, you may want to execute the planned campaign in a test market. By copying a campaign, a marketing manager can create and run a smaller campaign to test media, messaging, or an offer before launching a full campaign. To run a test campaign, follow these steps: 1. Copy the campaign you are planning to run 2. Select a new target list or a subset of the target list 3. Choose media 4. Run the campaign The campaign can be tested multiple times with either different subsets of the target list or different types of media. Then, based on responses, the campaign is perfected to ensure the best results and then a full campaign is launched with the right target market and media. Page 118 Chapter 5: Campaign Creation Demonstration: Create Planning Tasks and Campaign Activities This demonstration shows you how to create a new marketing campaign from an existing campaign template. NOTE: This is a continuation of the demonstration started in Demonstration: Create a Campaign Scenario The Marketing Manager wishes to initiate a campaign to promote the sales of a new and improved version of an existing product, the FR-M94 series of mountain bikes. The following tasks and information are used for the campaign: • The activities and tasks that defaulted from the template are reviewed for appropriateness. The campaign activities are acceptable. The following is needed for the tasks: – – – • • Remove the task to collect E-mail ids Create a task to prepare the list of Entertainment Retailers. The list needs to be available by August 28. Create a task to review e-mail template for the reminder e-mail. This task should be done by August 25. A sales literature piece called Rider Testimonials has been prepared for this campaign. When approval is received from management, prepare to launch the campaign. Goals Use Microsoft CRM to accomplish the following: • • • • • Review the campaign activities and tasks associated with the campaign Remove a task and create new tasks Attach sales literature to the campaign Associate products with the campaign Prepare the campaign for launch Page 119 Microsoft CRM Marketing Automation Steps Follow these steps to create Planning Tasks and review Campaign Activities: 1. Open the Introduce Improved FR-M94 Series campaign 2. Click Campaign Activities. 3. Review the existing activities. 4. Click Planning Tasks. 5. Click the Collect E-mail ids task and on the Actions bar click Delete to remove this item. 6. Click New. Type the Subject: Prepare list of Entertainment Retailers. Type a Description. Set the Due date to August 28 of the current year. 7. Click Save and New 8. Type the Subject: Review e-mail template. Type a Description. Set the Due date to August 25 of the current year. 9. Click Save and Close. FIGURE 5-3: CAMPAIGN FORM Page 120 Chapter 5: Campaign Creation Steps to associate sales literature: 10. Click Sales Literature. 11. Click Add Existing. 12. Type Rider in the Look For field and click Find. Select the Rider Testimonials literature and click the arrow to move it to Selected Records. Click OK. Steps to associate products: 13. Click Target Products. 14. Click Add Existing. 15. Type HL Mtn Frame in the Look For field and click Find. Select the ten items that contain this description. Click the arrow to move the items to Selected records. 16. Click OK. 17. Click Save. Page 121 Microsoft CRM Marketing Automation Summary In this lesson we looked at how to create a new campaign and also create a campaign to save as a template and use for future campaigns. Campaigns can also be copied to create a new campaign. Workflow rules can be used to provide consistency in campaign tasks. A new campaign can be tested before it is launched. Page 122 Chapter 5: Campaign Creation Test Your Knowledge 1. Which of the following are required when creating a campaign? Select all that apply a. Use a campaign template b. Set the start date c. Set the end date d. Name the campaign 2. Which of the following are involved in campaign decisions? Select all that apply. a. The purpose of the campaign b. The message of the campaign c. The target audience d. The members of the list 3. Which is an advantage of using a campaign template? a. Required for every campaign b. Reduces the time setting up the campaign c. Mandated when a product is involved d. Dependent on the collateral to be sent 4. What are some of the items that can be associated with a campaign template? Select all that apply. a. Marketing Activities b. Campaign results c. Products d. Collateral 5. What functionality from Microsoft CRM can be utilized to test a campaign prior to launching? a. Campaign Templates b. Advanced Find c. Add Related d. Lead Source reporting Page 123 Microsoft CRM Marketing Automation Lab 5.1: Create a Campaign In this lab you will create a new campaign by copying an existing campaign. As you perform the instructions use the information in the Scenario and Goal Description to complete the lab. See the Introduction to Training lesson for information about the two levels of lab instruction and the lab solution in Appendix B. Scenario The Marketing Manager is planning an event to promote the company’s products. The following tasks and information are used for the campaign: • • • • The target list of prospects is the existing All Retailers List and existing customer Accounts that are in the Wholesale industry. The event will be held on February 14 of next year. The budget for the event is $50,000, the revenue is not known. Planning tasks involve: – – – – • Prepare the invitations by December 31 of the current year Prepare the target list by December 31 of the current year Book guest speaker for the event by June 1 of the current year Book event location by October 1 of the current year The campaign activities are: – – Send invitations in the form of letters by February 1 Promotional event on February 14. • When the activities and tasks are created, the campaign is ready to launch. Goal Description Use Microsoft CRM to accomplish the following: • • • • • • Create a new campaign Add planning tasks to the campaign Add campaign activities to the campaign Prepare a target list for existing customers in the Wholesale industry Associate target lists with the campaign Prepare the campaign for launch Page 124 Chapter 5: Campaign Creation Challenge Yourself! Instructions Use the information in the Scenario and Goal Description to complete the lab. Need a Little Help? Instructions Follow these steps to create the campaign: 1. Create a new campaign, refer to Procedure: Create or Edit a Campaign on page 109 2. To add planning tasks to the campaign, refer toProcedure: Add a Task to a Campaign on page 117. 3. To add campaign activities to the campaign, refer to Procedure: Add an Activity to a Campaign on page 117. 4. Prepare a target list for existing customers in the Wholesale industry. Refer to the Planning Marketing Campaigns lesson for steps. 5. To associate a target list with the campaign refer to the Planning Marketing Campaigns lesson for steps. 6. Prepare the campaign for launch. Set the campaign status to Ready to Launch. Page 125 Microsoft CRM Marketing Automation Lab 5.2: Campaign Tasks and Activities In the list of campaign tasks and activities, indicate which type should be used to create the item in the Marketing Automation module: Description Research awareness of your brand at retail chains. Book a conference room for an event. Order catering for an event. Book celebrity for advertisement endorsement. Take photos of new products for brochure. Schedule studio time for customer testimonials. Send personalized email to target customers. Send advertisement to major newspapers Put banners on web sites Print brochures Contract outsource firm to manage campaign. Create the target list for a campaign Hire an agency to run a direct mail campaign. Create a phone call activity for each target customer for follow-up by sales. Circle the appropriate record type: Activity Activity Activity Activity Activity Activity Activity Activity Activity Activity Activity Activity Activity Activity Task Task Task Task Task Task Task Task Task Task Task Task Task Task Page 126 Chapter 5: Campaign Creation Quick Interaction: Lessons Learned Take a moment and write down three Key Points you have learned from this chapter: 1. 2. 3. Page 127 Microsoft CRM Marketing Automation Page 128