Cottage Homes Demo Site Integrated Direct Marketing Salesperson Talk Track 1) Before going through this script and demonstration with your prospect, you should read and understand the Cottage Homes Case Study that is posted . 2) Print out a copy and give it to your prospect before your scheduled demo meeting. It will help you both better understand the demo scenario, so that you can more effectively walk them through the features of integrated direct marketing that are inherent to the demo site. 3) The scripted words below that are in italics are suggested verbiage for you to use. Once you get comfortable with giving these demonstrations, you will find your own words to tell the story. To get started go to http://cottagehomes.redirectme.net and select the link called, Personalized URL postcard demo, on the right of the screen or select the image of the mountain view. SALESPERSON: As you know from reading the case study, Cottage Homes’ approach to attracting new buyers for this vacation community was to purchase a mailing list and send a customized postcard with a personalized URL. As you can see on this postcard sample, the text on the card includes the recipient’s first name and also has their name in the URL. This approach really personalizes the postcard and makes it more of an invitation. We recommended this integrated direct marking approach so Cottage Homes could develop their database and use it to market some of their other home communities which was one of their goals. This can be done through the online surveys that you’ll see in this program. Click on the link at the bottom of the postcard that reads: Brian, please come and visit us. SALESPERSON: Note that this website landing page includes a beautiful photo and marketing message about the property. It also pre-populates the contact information for this person, which we have from our mailing list. This makes it easier for the prospect to respond and they can edit anything that might need to be updated. The survey questions on the right help to qualify this prospect for the sales staff. We suggest limiting these questions to around five to keep the survey short and more likely to be completed. Click Submit at the bottom of the page. SALESPERSON: The integrated direct marketing tool that we used for this program automatically generates this thank you page. It can be customized to include links to a company’s website for further information. In addition, an automated email can be generated that acts as further followup. Click the link to return to the main Cottage Homes landing page. Then select the second link for the generic URL postcard or select the image of the log cabin. SALESPERSON: This postcard is similar to the previous one but it doesn’t have a person’s name on it. Remember from the case study, this card was used in sales literature packs, as handouts, and for one-off mailings when someone requested information. Click the link at the bottom of the postcard. SALESPERSON: Note that this landing page is very similar to the personalized one, but the contact information fields on the left are blank. Since this card was not mailed as part of a personalized campaign, we don’t have any information in our database about this recipient, so we ask them for this information here, in order to add them to our database. These survey questions are the same, but you could develop a whole different set of questions for this group if you wanted to. Surveys are great ways to gather information about your audience. Data collected from integrated marketing campaigns can help you make better decisions in your future marketing efforts, help you minimize waste and speed up a sales process. Click submit at the bottom of the page. SALESPERSON: Here again, you can see the automated thank you page. Click the link to return to the main Cottage Homes landing page. Then select the third link for the Print Ad Demo or select the image of the forest. SALESPERSON: Remember that Cottage Homes also used the generic URL in a print advertisement. On the screen is a sample of a page of the magazine. The Bear Creek Reserve ad is at the bottom of the page and includes the generic URL. You’ll see that this URL takes us to the same website landing page as the generic postcard allowing readers of this magazine to give us their contact information and let us know their level of interest. Helping customers understand their goals and objectives is key to creating surveys. Most traditional print ads aren’t trackable and can’t be measured unless they include a specific offer or code in them. But with generic URLs in print ads companies and measure the effectiveness of their ad spend on this media. Click through this section by selecting the generic URL at the bottom of the print ad. Then click through the survey page and go back to the main Cottage Homes landing page. SALESPERSON: Now le’ts take a look at the reports you can generate through this integrated direct marketing system. Real-time reporting and analysis are the greatest features of an integrated direct marketing program. You’ll know exactly who responded to your campaign, when and what they said through your surveys. Select the link, Access to Reports, at the bottom of the landing page selections. Then select Marketing Reports from the left. Then select Dashboard. SALESPERSON: This shows an overview of all of your campaigns and is a good starting point for drilling down to more detailed information specific to any one campaign. You can see total number of leads generated from your campaigns, total number of hits per landing page and other top-level information. Select the Cottage Homes link from the Top 5 section at the top. SALESPERSON: I’ve just selected the Cottage Homes campaign and now we can see a more detailed lead summary showing leads from hot to cold. We are able to categorize our leads this way because the survey we created contained some weighted questions that, based on response, helped us determine whether the prospect was looking for a home now or in the future.