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									                                                                                                                                                       www.dmnews.com | August 9 , 2010 | DMNEWS | 21



        TOOLBOX
        Tips on iPad and e-mail marketing, savings with digital coupons, using testimonials and more
        E-MAIL MARKETING                               MOBILE COUPONS                                  LOYALTY MARKETING                                  TESTIMONIALS
        Has the iPad created new expecta-              How do I leverage smartphones                   How can I improve my company’s                     How do I best use testimonials
        tions for e-mail marketing timing?             for additional retail sales?                    loyalty marketing efforts?                         for marketing purposes?
        Since the iPad takes seconds to get a          “Recently, I was waiting to board a flight      Truly understanding your customers’ life-          The best things that can often be said
        user online, and it feels like a leisure       and was quite proud of myself for printing      style and purchasing needs, and identifying        about your business do not come from
        device with a touch-screen interface and       my barcoded boarding pass prior to arriv-       new incentive and reward programs your             you. They come from your clients. Third-
        ergonomics, it does not have the psy-          ing at the gate. I marveled at how easy the     company has not yet taken advantage of,            party endorsements are valuable, especially
        chological “I am working” connotation          process had become,” says Jim Polowy,           can greatly help marketers customize new           if used well, explains Jason Sherman,
        of turning on a desktop or laptop. This        VP of retail environmental design at TPN,       campaigns for maximum success, says                president of Sherman Communications
        means responder behavior for e-mail            a retail marketing agency. “However,            Kathy Caulta, CMO at Vertis Com-                   and Marketing, an Oak Park, IL-based
        marketing will be easier to come by, and       that moment of temporary euphoria was           munications, a targeted advertising and            PR and integrated marketing firm. “First,
        e-mail marketers can take advantage, says      quickly dashed when the person in front         marketing firm. For example, for a national        be sure to proactively ask your clients to
        Andrew Robinson, VP of full service at         of me presented his mobile phone with           retailer, a simple loyalty card program is         share their experiences in a few sentences.
        Lyris Technologies, an e-mail and online       the barcode on-screen to the agent to be        often just the key to boosting total sales         If possible, create a video testimonial —
        marketing firm. Majority response times        scanned. I had been technologically leap-       revenue. At a minimal one-time cost, they          nothing fancy is needed,” Sherman adds.
        will expand — weekends will be more suc-       frogged.” A similar interesting application     can send direct mail coupon books to tar-          Put the testimonials on your website in
        cessful for send times than they currently     is “direct-to-card” (DTC) digital coupons.      geted consumers with the new loyalty card          prominent and appropriate locations.
        are, early mornings and late nights will       A consumer chooses his coupons through          affixed directly on the back. They require         Incorporate them into your marketing
        also see uplift in e-mail response, he says.   a website, then loads them onto a particu-      consumers to submit an e-mail address to           collateral, including direct marketing,
        “Whatever the iPad is used for, it shows       lar store loyalty card. At the supermarket      join the program, and offer gift coupons           advertising campaigns, internal com-
        on the home page that there is e-mail          checkout, the consumer presents his card        after certain levels of purchase are reached.      munications and social media efforts.
        waiting to be read,” says Robinson. “So        and receives the current store discounts,
								
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