Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

Marketing Workshop - Email Marketing

VIEWS: 35 PAGES: 100

									  Please answer the first four
questions prior to the beginning
       of the workshop


      (Yes, you can guess, make
          it up, and/or lie….)
Creating Marketing Programs
        that Engage!




      As shared by Lynn Strand
  President, Creative Director, and Behavioral
  Marketing Specialist, Positive Impact Partner
What We’re Going to Answer Today…

• How do you get data about your market?
• Who are you targeting, really?
• What do they want to hear?
• How do you develop and use your
  primary benefit and proof points?
• How do you create marketing programs
  that generate positive experiences and
  results?
• How do you apply it to your plan?
Your Questions


• Marketing for an online business
• Marketing for a social benefit
  organization
• What is the importance of primary
  market research in developing the
  marketing plan and positioning
  statement?
Let’s look at
    your
 answers…
Get Data on Your Industry and Market

• Find the central points for market‐specific data:
   • Industry Associations (IEEE, IAnano, various local orgs)
   • Third‐Party Research Organizations (GartnerGroup, Lux
     Research, etc.)
   • Trade Journals (EE Times, Sustainable Industries, etc)
   • Online Forums, Blogs, and Communities (VERY specific)


• Which are most influential in your industry?
   •   Quarterly and Annual Reports
   •   Larger competitor press releases
   •   Sponsors of major trade shows
   •   PageRank
             Who’s Covering Your Market
              Tidbits found in Evergreen Solar, Inc.’s Annual Report (10k)
     According to Solarbuzz, the global solar power market. . . increased from 427 MW
     in 2002 to 1,744 MW in 2006, representing a CAGR 42.2%, while solar power
     industry revenues grew to approximately $10.6 billion in 2006 . . . Solarbuzz
     projects that annual solar power industry revenue could reach between $18.7
     billion and $31.4 billion by 2011.

          Worldwide demand for electricity is expected to nearly double from 14.3 billion MW
          hours in 2002 to 25.0 billion MW hours in 2025, according to the U.S. Department of
          Energy. Additionally, according to International Energy Agency 2006 estimates, over 60%
          of the world’s electricity is generated from fossil fuels such as coal, natural gas and oil.

      Sales to our five largest distribution partners accounted for approximately 74% of
      our total product revenues. In that period our largest distribution partner,
      PowerLight accounted for approximately 31% of our total product revenues.

The solar power market is intensely competitive and rapidly evolving.. . . our main competitors are.
. . BP Solar International Inc., First Solar, Inc., Kyocera Corporation, Mitsubishi, RWE Schott Solar,
Inc., Sanyo Corporation, Sharp Corporation, Solar World AG, SunPower Corporation and SunTech
Power Holdings Co., Ltd. . . . We may also face competition from semiconductor manufacturers,
several of which have already announced their intention to start production of solar cells.
How Can They Help You?
Most referenced source = SolarBuzz
Information At Your Fingertips
Information At Your Fingertips
Identify Who You’re Targeting
  Who Are You Really Marketing to?

             Decision Makers
Prospects                                 Press
            Influencers

                                     Investors &
                                    Shareholders
                      Existing
                     Customers

       Referral &                  Product /
        Channel                  Service Users
        Partners
            Decision Makers
Prospects
            Influencers
Press


  Investors &
 Shareholders
Save Time, $$$$$$ and Frustration…
Confirm It with Research
• Secondary Research: Information that’s
  already available and just takes a little time or
  money to assemble
• Primary Research: Customized research

• Quantitative: Online, Paper, Telephone,
  E‐Mail‐based surveys. Sample sizes generally
  >100
• Qualitative: Real‐time interviews, focus
  groups, ethnography. Sample sizes generally
  8‐100
Lessons Learned…
College Students & Securing Mobile Devices
• Quantitative: Survey of college-bound students AND parents of
  college-bound students (online recruit)
• Qualitative: In-person focus groups in college-friendly settings
  (hybrid telephone/email recruit)


                    <- What Parents Want




                What Students Want ->
What people say they
      will do…



What they really do…
What They Want to Hear

  Developing an Impactful
  Message that Results in
          Action
“What’s in it
 for me?”
    -Your Potential Customer
 “Make it
easy for me
to get it…”
   -Your Potential Customer
Developing a Clear, Impactful Message
Target Audience             Chief security officers at healthcare
Describe these people.      companies. On the job, they are concerned
                            about leaked information & HIPAA
                            compliance deadline. Most are men with
                            school age children. Most of the mail they
                            receive is serious and dull.
Primary Benefit             Relief in knowing I’ve secured my email fast
What’s in it for them, from with ZixVPM.
their perspective?
Proof Points              •HIPAA deadline coming.
Prove the benefit!        •Fast deployment within a day.
                          •Easy to administer. (stats)
                          •Easy on your bottom line. (stats)
What Do You Want          It would be nice to get this HIPAA
Them to Say and Do?       compliance done! I’ll go to their website to
Ask for what you want.    download the white paper. (And the pen’s
                          cute too!)
Elements of a good marketing piece
                Clear offer

               Generate a laugh/interest

               Primary benefit is headline;
               Proof points are subheads
Elements of a good marketing campaign
Organic Market Example
                  Sample                              Target Audience #1
Target Audience (Hint: What problems to they          Empty nesters and families
Describe these    have that need solving? Where       with young children who want
people.           do they spent their time? What      to eat healthy who live in
                  do they do? Do they have kids?      Redwood City, Atherton,
                  Do they go to the local gym?....)   Menlo Park and Palo Alto.
                   Sample                              Target Audience #1
Target Audience (Hint: What problems to they           Empty nesters and families
Describe these     have that need solving? Where       with young children who want
people.            do they spent their time? What      to eat healthy who live in
                   do they do? Do they have kids?      Redwood City, Atherton,
                   Do they go to the local gym?....)   Menlo Park and Palo Alto.
Primary Benefit    (Hint: health, money,               Feel good by eating healthy,
What’s in it for   usefulness, convenience,            tasty food that’s local and
them, from their   altruism…in that order usually)     affordable.
perspective?
                     Sample                              Target Audience #1
Target Audience (Hint: What problems to they             Empty nesters and families
Describe these       have that need solving? Where       with young children who want
people.              do they spent their time? What      to eat healthy who live in
                     do they do? Do they have kids?      Redwood City, Atherton,
                     Do they go to the local gym?....)   Menlo Park and Palo Alto.
Primary Benefit      (Hint: health, money,               Feel good by eating healthy,
What’s in it for     usefulness, convenience,            tasty food that’s local and
them, from their     altruism…in that order usually)     affordable.
perspective?

Proof Points         (Hint: use statistics, case studies, •Featured, tasty local produce
Prove the benefit!   quotes, to prove the benefit)        •Sale items
                                                          •Local farmer highlights
                                                          •Tips to eat healthy
                     Sample                               Target Audience #1
Target Audience (Hint: What problems to they              Empty nesters and families
Describe these       have that need solving? Where        with young children who want
people.              do they spent their time? What       to eat healthy who live in
                     do they do? Do they have kids?       Redwood City, Atherton,
                     Do they go to the local gym?....)    Menlo Park and Palo Alto.
Primary Benefit      (Hint: health, money,                Feel good by eating healthy,
What’s in it for     usefulness, convenience,             tasty food that’s local and
them, from their     altruism…in that order usually)      affordable.
perspective?

Proof Points         (Hint: use statistics, case studies, •Featured, tasty local produce
Prove the benefit!   quotes, to prove the benefit)        •Sale items
                                                          •Local farmer highlights
                                                          •Tips to eat healthy

What Do You          (Hint: Be specific and ask for       •Come in more often
                     what you want…even if it sounds      •Buy more groceries here
Want Them to
                     funny. Do you want them to sign      •Try new things
Say and Do?                                               •Refer your friends
                     up online? Take a sticker and
Ask for what you
                     place it on their water heater?
want.
                     Recycle with gusto? Tell 2 friends
                     and so on, and so on…)
               Benefits, proof points and asks




We’re ASKING
readers to:
•Come in more often
•Buy more groceries
here
•Try new things
•Refer your friends
                     Target Audience #1   Target Audience #2
Target Audience
Describe these
people.


Primary Benefit
What’s in it for
them, from their
perspective?

Proof Points
Prove the benefit!



What Do You
Want Them to
Say and Do?
Ask for what you
want.
                     Sample                               Target Audience #1
Target Audience (Hint: What problems to they              Empty nesters and families
Describe these       have that need solving? Where        with young children who want
people.              do they spent their time? What       to eat healthy who live in
                     do they do? Do they have kids?       Redwood City, Atherton,
                     Do they go to the local gym?....)    Menlo Park and Palo Alto.
Primary Benefit      (Hint: health, money,                Feel good by eating healthy,
What’s in it for     usefulness, convenience,             tasty food that’s local and
them, from their     altruism…in that order usually)      affordable.
perspective?

Proof Points         (Hint: use statistics, case studies, •Featured, tasty local produce
Prove the benefit!   quotes, to prove the benefit)        •Sale items
                                                          •Local farmer highlights
                                                          •Tips to eat healthy

What Do You          (Hint: Be specific and ask for       •Come in more often
                     what you want…even if it sounds      •Buy more groceries here
Want Them to
                     funny. Do you want them to sign      •Try new things
Say and Do?                                               •Refer your friends
                     up online? Take a sticker and
Ask for what you
                     place it on their water heater?
want.
                     Recycle with gusto? Tell 2 friends
                     and so on, and so on…)
Creating Marketing Programs
   that Generate Positive
  Experiences and Results
Secrets…revealed…



• Use your strong benefit and proof points,
  consistently
• Develop a plan that’s easy to use and
  follows the flow to the desired behavior
  each step of the way
• Use multiple senses and marketing
  activities – hence “integrated campaign”
Secrets…revealed…



• Ask for what you want potential
  customers to do each step of the way and
  make it easy for them to do it
• Use multiple senses and marketing
  activities – hence “integrated campaign”
• Get filed in the happy part of the brain!
Flow to Targeted Behavior


Increase Awareness & Credibility.
Who you are, what you offer and what’s
the primary benefit

Increase Contacts & Leads.
Ask the person to contact you


Increase Sales / Commitment / Action.
Ask the person for a sale


Increase Further Sales / Commitment /
Action.
Ask the person for an additional sale

Increase Referrals / Pass Along /
Champions.
Ask “Who do you know that would also
benefit from this?”
Increase Awareness &
      Credibility
Marketing Activities
(Flow toward targeted behavior)
Increase Awareness & Credibility.   Logos, Useful or Funny Promotional Items, PR,
Who you are, what you offer and     Stunts, Advertising, Car Wraps, Private Events,
what’s the primary benefit          Trade and Industry Events, Speaking
                                    Engagements, Banner Ads, Newsletter
                                    Sponsorships, Blog or Article Distribution.
Start-Up Toolkit for Awareness &
Credibility
• Project/Company/Product Name*
• Your name*, email, phone
• The short answer to “What do you do?” and/or
  “What are you looking for?”
• The long answer to the above (AKA: elevator pitch)
• Mini website with team member biographies
• LinkedIn profile*
• Plain business card with contact info, tag, link to
  profile, invite to see your work, or offer
• Email signature with contact info, tag, link to profile,
  invite to see your portfolio, or offer
* And do check what comes up if someone does a search for your
   name online
Simple Name, Logo, Brand Elements
Use Consistent Colors
Print Ad to Increase Awareness
                     Tasting Tours with
             Carmelo Sigona this Saturday 1 p.m.
              Join us for a one-hour tour of the market,
                    coolers, back areas and then get a
                     private tasting of the best of this
                           season's fruit. You'll:
                • Hear stories about the local farmers who bring
                  us these tasty gems
                • Learn the difference between conventional,
                  California Clean and organic options
                • Learn tips from Carmelo Sigona about the best
                  ways to select, store and enjoy fruit
                • See how to prepare a pineapple in 3 minutes
                  or less
                • Savor Carmelo's favorite fruit combinations –
                  and learn about his secret ingredient.
Websites - $$$$$ Saving Tips


1. What business purpose do you want it
   to serve?
  •   Credibility?
  •   Online store?
  •   Engage in conversation?
  •   Generate a list?
  •   Increase subscriptions?
  •   Generate leads?
  •   Move people through the sales cycle?
Websites - $$$$$ Saving Tips


2. What would you like people to do on the
   site?
3. Develop what’s needed to achieve your
   business purpose in the following order:
  •   Site structure and zones
  •   Technologies/ plug ins required
  •   Content
  •   Design
Bad
Good
Usability Research

• Required if your site is for:
   • Online Transactions
   • Lead Generation that involves user
     interaction with your Website


• Start with best practices in site design
   • www.usability.gov
   • The Design of Sites: Patterns for Creating
     Winning Websites, VanDuyne, Landay, Hong
Usability Research: Before
Usability Research: Before
Usability Research: After
Usability Research: After
Increase Contacts & Leads
Marketing Activities
Flow toward targeted behavior
Increase Awareness & Credibility.   Useful or Funny Promotional Items, PR, Stunts,
Who you are, what you offer and     Advertising, Car Wraps, Private Events, Trade
what’s the primary benefit          and Industry Events, Speaking Engagements,
                                    Banner Ads, Newsletter Sponsorships, Blog or
                                    Article Distribution.
Increase Contacts & Leads.          Ask for the person’s info! Collect names on
Ask the person to contact you       your website, direct mail, promotional offers.
                                    Email with the ask “Contact us to get more
                                    info and receive x”
Increasing the Size of Your Contacts List


• Ask people if they’d like to receive…..
   • “So great to meet you…As per your request,
     I’ve added you to our newsletter list. Here’s
     your first issue.”
• Offer useful information that people
  need to sign up for.
• Increase traffic to your website for an
  offer through targeted search engines,
  social media and partners.
People Who Attend Get Added to the
Preferred Customer Email List
                    Tasting Tours with
            Carmelo Sigona this Saturday 1 p.m.
             Join us for a one-hour tour of the market,
                   coolers, back areas and then get a
                    private tasting of the best of this
                          season's fruit. You'll:
               • Hear stories about the local farmers who bring
                 us these tasty gems
               • Learn the difference between conventional,
                 California Clean and organic options
               • Learn tips from Carmelo Sigona about the best
                 ways to select, store and enjoy fruit
               • See how to prepare a pineapple in 3 minutes
                 or less
               • Savor Carmelo's favorite fruit combinations –
                 and learn about his secret ingredient.
Increasing contacts, loyalty and visits
Here’s the valuable info they receive
Bribes….
Seminars…
Hero Sandwiches…
Bongers… (really!)
eCups of Coffee…
Local Food Items…
Other Offers that Work!



• Custom report
• Wallet reference card
• Phone app
• Useful stickers that will be placed as a
  reminder of the behavior you want to see
• Demos, videos, seminars
Increase Sales, Commitment or
            Action
Marketing Activities
Flow toward targeted behavior
Increase Awareness & Credibility.   Useful or Funny Promotional Items, PR, Stunts,
Who you are, what you offer and     Advertising, Car Wraps, Private Events, Trade
what’s the primary benefit          and Industry Events, Speaking Engagements,
                                    Banner Ads, Newsletter Sponsorships, Blog or
                                    Article Distribution.
Increase Contacts & Leads.          Ask for the person’s info! Collect names on
Ask the person to contact you       your website, direct mail, promotional offers.
                                    Email with the ask “Contact us to get more
                                    info and receive x”
Increase Sales / Commitment /       Ask for commitment! Telephone campaign,
Action.                             direct mail, promotions.
Ask the person for a sale           Postcard with the ask “Call now and get 10%
                                    off your purchase”
The Telephone Is Not Evil….




• Most people just needed to be asked for
  the sale….
• A telephone follow up call after a direct
  mail or email will SIGNIFICANTLY increase
  your positive results.
Increasing Sales During the Tour…
Increase Further Sales,
Commitment or Action
Marketing Activities
Flow toward targeted behavior
Increase Awareness & Credibility.     Useful or Funny Promotional Items, PR, Stunts,
Who you are, what you offer and       Advertising, Car Wraps, Private Events, Trade
what’s the primary benefit            and Industry Events, Speaking Engagements,
                                      Banner Ads, Newsletter Sponsorships, Blog or
                                      Article Distribution.
Increase Contacts & Leads.            Ask for the person’s info! Collect names on
Ask the person to contact you         your website, direct mail, promotional offers.
                                      Email with the ask “Contact us to get more
                                      info and receive x”
Increase Sales / Commitment /         Ask for commitment! Telephone campaign,
Action.                               direct mail, promotions.
Ask the person for a sale             Postcard with the ask “Call now and get 10%
                                      off your purchase”
Increase Further Sales / Commitment Ask for more! Promotions, telephone
/ Action.                             campaign, user groups, customer appreciation.
Ask the person for an additional sale Telephone call with the ask “As a thank you
                                      for your purchase of x, we’d like to offer you
                                      10% off y.”
Customer Cross & Up-Sell Programs


• ASK for the next sale…

   • If they bought a book, follow up with CD
     offer.
   • If they bought a book, follow up with training
     offer.


• Often, they just need to be asked nicely…
Increase Further Sales: Bag Stuffers
Email Coupons to Increase Frequency of
Visits
Increase Referrals, Pass-Alongs,
          Champions
Marketing Activities
Flow toward targeted behavior
Increase Awareness & Credibility.     Useful or Funny Promotional Items, PR, Stunts,
Who you are, what you offer and       Advertising, Car Wraps, Private Events, Trade
what’s the primary benefit            and Industry Events, Speaking Engagements,
                                      Banner Ads, Newsletter Sponsorships, Blog or
                                      Article Distribution.
Increase Contacts & Leads.            Ask for the person’s info! Collect names on
Ask the person to contact you         your website, direct mail, promotional offers.
                                      Email with the ask “Contact us to get more
                                      info and receive x”
Increase Sales / Commitment /         Ask for commitment! Telephone campaign,
Action.                               direct mail, promotions.
Ask the person for a sale             Postcard with the ask “Call now and get 10%
                                      off your purchase”
Increase Further Sales / Commitment Ask for more! Promotions, telephone
/ Action.                             campaign, user groups, customer appreciation.
Ask the person for an additional sale Telephone call with the ask “As a thank you
                                      for your purchase of x, we’d like to offer you
                                      10% off y.”
Increase Referrals / Pass Along /     Ask, incent and reward.
Champions.
Ask “Who do you know that would       “Forward this coupon to share with a friend.”
also benefit from this?”
Referral Programs – Ask and Reward!


• Make it a habit to ask “Who do you know
  that would also benefit from…..”
• Get comfortable with a phrase to respond
  to compliments, that asks for a referral
• Thank you gifts
• Referral fees
• Co-marketing arrangements
Email Coupons to Increase Tell-a-Friend
Bonus!
Marketing Activities                     Community Based          What Senses?
Flow toward targeted behavior             Social Marketing
                                             Activities
Increase Awareness & Credibility.        Activities that ask   Can you see it, hear
Who you are, what you offer and what’s   for commitment         it, smell it, taste it,
the primary benefit                                             touch it?
                                         Prompts at the
Increase Contacts & Leads.               places action will     Can you play with
Ask the person to contact you            most likely take place it?

                                         Norms that build      Is the message
Increase Sales / Commitment / Action.    community support      communicated both
Ask the person for a sale                                       in written words and
                                         Clear, effective
                                                                in visual concepts?
                                         communication
Increase Further Sales / Commitment /                           Does the activity
                                         Incentives to
Action.                                                         create a positive
                                         enhance motivation
Ask the person for an additional sale                           experience with the
                                                                targeted behavior?
Increase Referrals / Pass Along /
Champions.
Ask “Who do you know that would also
benefit from this?”
Marketing Activities                      Target Audience #1 Target Audience #2
Flow toward targeted behavior
Increase Awareness & Credibility.
Who you are, what you offer and
what’s the primary benefit

Increase Contacts & Leads.
Call to action that asks the person to
contact you

Increase Sales.
Call to action that asks the person for
a sale

Increase Further Sales.
Call to action that asks the person for
an additional sale

Increase Referrals.
Call to action that asks “Who do you
know that would also benefit from
this?”
Marketing Activities
Flow toward targeted behavior
Increase Awareness & Credibility.     Useful or Funny Promotional Items, PR, Stunts,
Who you are, what you offer and       Advertising, Car Wraps, Private Events, Trade
what’s the primary benefit            and Industry Events, Speaking Engagements,
                                      Banner Ads, Newsletter Sponsorships, Blog or
                                      Article Distribution.
Increase Contacts & Leads.            Ask for the person’s info! Collect names on
Ask the person to contact you         your website, direct mail, promotional offers.
                                      Email with the ask “Contact us to get more
                                      info and receive x”
Increase Sales / Commitment /         Ask for commitment! Telephone campaign,
Action.                               direct mail, promotions.
Ask the person for a sale             Postcard with the ask “Call now and get 10%
                                      off your purchase”
Increase Further Sales / Commitment Ask for more! Promotions, telephone
/ Action.                             campaign, user groups, customer appreciation.
Ask the person for an additional sale Telephone call with the ask “As a thank you
                                      for your purchase of x, we’d like to offer you
                                      10% off y.”
Increase Referrals / Pass Along /     Ask, incent and reward.
Champions.
Ask “Who do you know that would       “Forward this coupon to share with a friend.”
also benefit from this?”
Review: Secrets and Tips


• Know your market
• Know your top target audiences and
  what they care about
• Use your strong benefit and proof points,
  consistently
• Develop a plan that’s easy to use and
  follows the flow to the desired behavior
  each step of the way
Review: Secrets and Tips



• Ask for what you want potential
  customers to do each step of the way
  and make it easy for them to do it
• Use multiple senses and marketing
  activities – hence “integrated
  campaign”
• Get filed in the happy part of the brain!
Of course, if you’re a Big Bang! Team,
I’ll give you an hour for free…
1.   View my work at:
     http://www.positiveimpactpartner.com/results/
2.   Then email me to set up a time to talk by phone. Please
     include your availability over a two week period, plus a
     phone number to reach you at. Include your specific
     questions and attach all your marketing materials and
     links to websites, profiles, etc.
3.   I’ll email you a confirmed time and call you then!


Lynn Strand
President, Creative Director and Behavioral Marketing
Specialist, Positive Impact Partner
+1 (650) 636-9320 direct
Lynn@PositiveImpactPartner.com
Green Messages that Resonate:


• Optimism outperforms doom-and-gloom
• “My environment” is a bigger motivator
  than “the world’s environment”
• Religion is becoming an important driver
• Key motivators for a purchase include:
   •   Personal health and safety
   •   Cost savings
   •   Status
   •   Altruism

								
To top