Challenge: Increase new donor acquisition; Solution: Integrated marketing, including rich media, e-mail blasts and retail partnerships; Results: E-mail opens totalled 40.5 percent, and the clickthrough rate was between 16.3 percent and 20.7 percent. The end result was $100,000 raised.
We’ve all seen them, Web sites for B-to-B firms that are little more than the pages of the corporate brochure transformed into Web pages. Good Web site design and navigation isn’t predicated on having video demos, thousands of content pages or even a live chat feature. What’s at stake is presenting information on what your company sells, how your company can be reached and other key parts of the seller/customer relationship in a clear and compelling fashion. This week, Target Marketing Tipline talks with Linda Rigano, director of strategic alliances and business development at ThomasNet, about best practices in Web design for B-to-B firms.
According to David Perez, co-founder and CEO of the New York-based marketing intelligence provider Latin Force Group, there is a new, ethnic American mainstream waiting to receive direct mail. At the Direct Marketing Association’s DM Days New York Conference & Expo, Perez indicated that because this segment tends to view mail as a source of information, direct mailers have a distinct advantage when marketing to this segment. Here, Perez details three tips for reaching the Hispanic market. 1. Identify Latinos Within Your Customer Base According to Perez, most companies are unsure of their ability to accurately identify Hispanics or other cultural segments in their
For marketers who provide seasonal products, driving off-season sales is often challenging. However, by using predictive analytics, Billie Phillips, vice president of marketing at the Salem, Mass.-based candy company Harbor Sweets, was able to identify “at-risk” customers and market to them without risking valuable marketing budget dollars. Phillips used Portsmouth, N.H.-based Loyalty Builders’ Longbow analytics software to analyze customers with an order history that indicated they were buying less frequently and then apply this insight to a targeted mail campaign. With a response rate of nearly 40 percent, Harbor Sweets was able to increase results from a market that, previously, the company was slowly
When zeroing in on distinct marketplace segments, it pays to do your research. Within each segment there are data layers that provide the key to more effective targeting. Taking care to understand how to effectively speak to these segments within a segment can boost your ROI significantly, according to Guilherme Ambros, digital solutions director of the New York-based Hispanic marketing agency, Bravo Group. Here, Ambros discusses studying your target market, choosing a channel, creating effective messages and how to choose a language for your offer when marketing to Hispanics. Target Marketing: How can marketers layer data to create more segmented and effective lists
Search engine marketing, both paid and natural varieties, is an ever-changing landscape. Not in the least, because as more people go online to search out solutions for their challenges, marketers are shifting ad dollars to better their products’ and services’ chances of being found and purchased. According to the 2007 State of the Market survey developed by the Search Engine Marketing Professional Organization (SEMPO), spending on SEM in North America is projected to reach $25.2 billion by 2011; this follows a banner year in 2007, during which the North American SEM industry grew more than 20 percent to hit $12.2 billion in spending. Because
For marketers struggling to keep the prospecting process organized, a marketing automation system can help eliminate the time-consuming need to coordinate lead management manually—an outdated approach that usually results in missed opportunities. By integrating an automation system from San Mateo, Calif.-based marketing automation solutions firm Marketo with contact management/CRM tool Salesforce.com, Eleanor Bowman, director of marketing communication at Austin, Texas-based, educational services provider CompassLearning, was able to increase efficiency and return for her company’s lead generation and lead nurturing activities. Target Marketing: What were your goals in automating your lead management process? Eleanor Bowman: We really wanted to develop a pipeline for our sales
According to Dave Greves, founder and principle of the Denver-based digital marketing agency Faction Media, working closely with designers and copy writers is an essential part of creating an effective Web site design. “The conversation of a usable Web design supersedes the graphical execution(s) of a site. Often the taxonomy of a Web site is the impetus for success or failure and best practices suggest that the two should work in tandem focusing on the user(s) at all times,” he says. Metrics Matter He encourages marketers to remember that metrics are important, and that “it’s critical to develop key performance metrics that can
When you sell something that’s a little more complicated to explain than, say, dresses or books, your Web site design cannot complicate matters. Pete Burgeson, marketing director for Chicago-based crowdSPRING, a startup that offers businesses and creative professionals a transparent process for freelance creative projects, faced the challenge of developing a site that not only introduces a new business concept, but that also must induce visitors to transact online. Target Marketing: What were crowdSPRING’s goals for its Web site? Pete Burgeson: Our goals for the Web site were to have a very simple, streamlined design that could accommodate future changes well. Because we’re just
In business, the saying “It’s all about the customer” is touted as the driving force behind customer relationship management. For direct marketers in particular, it’s all about how to effectively reach your best customer at the right time with an offer that sets the tone for your future CRM efforts. Here, Target Marketing caught up with Jackie Heitman, senior vice president of marketing for Purchase, N.Y.-based broadband telecommunications provider Bresnan Communications, to discuss the company’s revamped customer acquisition program. Bresnan recently partnered with Framingham, Mass.-based Pluris Inc., a CRM software and solutions provider, to implement a new, coordinated analytics approach. Since then, it has
As marketers develop creative ways to maximize ROI using existing customer lists to help offset increased postage and paper costs, e-mail appending offers a solution. Focusing on the quality, not the quantity, of your e-mail append can help make the most of this approach by leading to better response rates. Dave Fallon, Internet marketing strategist at North Andover, Mass.-based L-com Connectivity Products, recently partnered with Newton, Mass.-based e-mail hygiene provider FreshAddress and achieved a 22 percent lift in response to his company’s e-mail programs. Here, Fallon discusses who should consider e-mail appending, best practices for choosing an e-mail appending provider and how to follow
Effectively reaching small business owners is, sometimes, challenging for marketers. Because every business owner is also a consumer, cross-segmentation is almost essential in creating campaigns that will speak to each niche under the broad small business umbrella. To that end, Experian recently conducted a marketing study about the topic and has released its report, “The Small Business Owner,” detailing tactics for B-to-B marketers to reach micro-segments. The report looks at the small business owner from the consumer perspective, providing a more detailed picture of an audience that is commonly difficult to reach. According to Denise Hopkins, vice president of marketing and product development for
Through increased media coverage over the last year, “going green,” is now more widely understood as not only a trend, but also as a last-ditch effort necessary to help reduce the landslide environmental damage that industrialized nations have caused over the past 50 years. Green living, marketing and product development have become more accepted and encouraged forms of social responsibility, and direct marketers are following suit. This emphasis is helping drive some organizations to push for do-not-mail legislation, and marketers are working to go green—without greenwashing— and prepare for possible do-not-mail demands while still maintaining the bottom line. Here, Sid Liebenson, Draftfcb executive vice
As marketers develop creative ways to maximize ROI using existing customer lists to help offset increased postage and paper costs, e-mail appending offers a solution. Focusing on the quality, not the quantity, of your e-mail append can help make the most of this approach by leading to better response rates. Dave Fallon, Internet marketing strategist at North Andover, Mass.-based L-com Connectivity Products, recently partnered with Newton, Mass.-based e-mail hygiene provider FreshAddress and achieved a 22 percent lift in response to his company’s e-mail programs. Here, Fallon discusses who should consider e-mail appending, best practices for choosing an e-mail appending provider and how to follow e-mail appending etiquette.
Establishing a brand image that is fluid, one that can flex to move with the marketplace and "that consumers can adapt to their own individuality," according to fashion icon Ralph Lauren, is a worthy goal for any marketer.