Provide value. Be relevant. That's what the mobile prospect wants. They don't have time to waste, so they want to be served content, offers, surveys, etc., that matters to them. The concept of using the phone to get something in return is not new, as "text to win!" SMS campaigns have been very successful. It's the same trigger for QR codes.
Perhaps QR Codes are that new bridge for consumers for offers, as they can be more personalized and relevant through mobile devices. "Right now, these devices are smarter than we are," says Susan Kelly, vice president of communciation management services for Xerox. "How do I use a QR Code to really connect [for prospects] when they really want to know something? How can I connect it with my product, my service, and be able to leverage that? It's very compelling."
Can you say "involvement device"? This package uses that old direct mail trick to the max!To market its digital printing solutions, Xerox uses an inventive, full-dimensional package for this high-end B-to-B mailing. DirectMarketingIQ's Chief Content Officer Ethan Boldt takes you through the package.
An Internet information company seeking to boost response rates and drive traffic to its website was reluctant to use direct mail. After the campaign generated so-so results in numerous online channels, however, a direct mail test produced the highest response rates and the most stickiness of any medium they used—even for the coveted new-media generation of 18- to 35-year-olds. The moral: "Sometimes you find a role for print in the areas you least expect it."
A pre-populated Web form pops up with a frame directing John Grady, president of Woburn, Mass.-based Ninety Nine Restaurants, to submit his information to treat his "inner dessertivore" to "a sumptuous selection" of the Cheesecake Factory Bakery's "dynamic cheesecakes." Clicking on this PURL indeed yields dynamic results—in more ways than one.
In this session, originally broadcast as part of the 2011 Direct Marketing Day @ Your Desk Virtual show, we asked if you remember the opening line from Tony Soprano on that hit series, "It's good to be in something from the ground floor. I came too late for that, I know. But lately I'm getting the feeling that I came in at the end."
Rest assured that with personalized URLs, you're not too late. In fact, you're at the beginning! In this session you're going to learn that PURLs are key to both direct mail's and email's future because of their inherent smarter targeting, data-driven communications and integrated marketing.
- How PURLs fit into your overall media strategy
- Which PURLs catch the prospect's eye in the mailbox or email inbox with the right design and format
- How to manage the integration between the mail piece and/or email with the PURL landing page
- What data do you need and how much should you use
- How to enhance the prospects' online experience for maximum results
- What is the one thing you must TEST when using PURLs
Click here to view this session today.
Visit the DirectMarketingIQ eLearning page to get more information on archived and upcoming webinars and virtual shows.
This virtual trade show featuring the latest in marketing tools and know-how will be held on Tuesday, March 15. Xerox customers Anderson Direct Marketing, Print Three and EU Services will share their broad experience in generating cross-media campaigns via live chat.
I saw this phrase pop up here and there over the past couple days at Graph Expo 2010, which opened yesterday, October 3, at McCormick Place in Chicago. The reference, of course, is to Bo Jackson, former ball player and a 20-year-old ad campaign that spotlight Jackson's proficiency in several different sports.
E-mail marketing is one powerful tool, if you know how to use it. Small companies with meager marketing budgets have no choice but to get crafty, but too many still don't know how. Five top executives share their secrets. Two hints: Get personal and test, test, test.