April 21-22, 2010 San Antonio, TX

Personalization 2.0Leveraging Cross Media to Grow Your Business

XMPiePaul Murphy

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XMPie Introduction

Started in year 2000 – Spun off from ScitexOwned by Xerox - a Fortune 100 company

2,000 customers world-wideLargest OEM of the Adobe InDesign CS5 Server

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The Challenge with Reaching Customers

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every communication is a marketing message

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— Traditional Channels(Passive)

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every communication is a marketing message

— New Media Channels(Interactive)

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message and media overload

• Mediaeverywhere

• Always on• Too muchcontent

What Can Be Done to Allow You to Stand Out and Better Reach

Customers?

Cross Media MarketingAKA Multi-Channel Marketing

cross-media - personalization 2.0

Campaign Leads to Response URL (RURL)www.domain.com/JohnSmith

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Personalized Survey Page with Info Filled In

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Alert Email To Sales

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Direct Sales Call

ResponseTracking

Dashboard

Responses Saved inDatabase

Grab Attention

Catch the Customer and Get More Information

PrecisionTargeting

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IntegratedIntegratedMarketingMarketingDatabaseDatabase

Postcard or Email Campaign

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Postcard or Email Campaign

cross-media - personalization 2.0

Personalized Survey Page with Info Filled In

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Alert Email To Sales

4

Direct Sales Call

ResponseTracking

Dashboard

Responses Saved inDatabase

Catch the Customer and Get More Information

PrecisionTargeting

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Campaign Leads to Response URL (RURL)www.domain.com/JohnSmith

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Grab Attention

IntegratedIntegratedMarketingMarketingDatabaseDatabase

Postcard or Email Campaign

Campaign Leads to Response URL (RURL)www.domain.com/JohnSmith

2

cross-media - personalization 2.0

Alert Email To Sales

4

Direct Sales Call

ResponseTracking

Dashboard

PrecisionTargeting

1

5

Grab Attention

Personalized Survey Page with Info Filled In

3

Catch the Customer and Get More Information

Responses Saved inDatabase

IntegratedIntegratedMarketingMarketingDatabaseDatabase

Postcard or Email Campaign

Personalized Survey Page with Info Filled In

3

Catch the Customer and Get More Information

Responses Saved inDatabase

Campaign Leads to Response URL (RURL)www.domain.com/JohnSmith

2

cross-media - personalization 2.0

1

Grab Attention

Alert Email To Sales

4

Direct Sales Call

ResponseTracking

Dashboard

PrecisionTargeting

5

IntegratedIntegratedMarketingMarketingDatabaseDatabase

Postcard or Email Campaign

Personalized Survey Page with Info Filled In

3

Catch the Customer and Get More Information

Responses Saved inDatabase

Campaign Leads to Response URL (RURL)www.domain.com/JohnSmith

2

cross-media - personalization 2.0

1

Grab Attention

Alert Email To Sales

4

Direct Sales Call

ResponseTracking

Dashboard

PrecisionTargeting

5

IntegratedIntegratedMarketingMarketingDatabaseDatabase

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“Its not about publishing to your

customer, its about creating a dialog

with your customer.”

Dr. Jacob AizikowitzCEO XMPie

cross media marketing

Some Industry Statistics

what is driving the need?

more response

Value and Benefits of Cross Media Campaigns

bottom-line value to cross media

• Uplift in Response Rates• Improved Conversion Rates/Profitability (3X)• Leverages Opportunity for Viral Marketing

– Refer a Friend / Integration to Social Media

• Immediate Feed Back Response• Highly Granular Tracking and Reporting• Rapid Testing and Tweaking - On the Fly• Higher ROI

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Case Study / Success Story

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Elixia : a real strong case for cross-media

• Client: Elixia– Fitness-Center chain, in Norway– 30 different locations– 85,000 members

• Challenge: – Improve on poor previous campaign

performance • Only 39 new members from past

programs– Maintain customers– Increase membership

• Strategy: – Refer a Friend program to encourage

membership – “Get a good friend to become a healthy friend”

“ Get a good friend to become a healthy friend.”

Elixia: cross-media campaign components— females 35-40

Touch point A: Personalized Printed Postcard (Outbound) — Female/35–40

Direct mail postcard personalized by gender and age with uImage effect on name

Touchpoint B: Follow-up email (outbound) Touchpoint C: RURL (Interactive) Touchpoint D: Refer-a-Friend

Refer-a-friend and get 2 months free membership

Elixia: cross-media campaign components— Males 30-35

Touch point A: Personalized Printed Postcard (Outbound) — Male/30–35

Direct mail postcard personalized by gender and age with uImage effect on name

Touchpoint B: Follow-up email (outbound) Touchpoint C: RURL (Interactive) Touchpoint D: Refer-a-Friend

Refer-a-friend and get 2 months free membership

Interactive Phase

27.5%Outbound Phase

• Outbound Phase (campaign initiation)– Personalized direct mail and e-mail– Response URL– Personalized imaging

• Interactive Phase (Response URL) – Update member personal data– Refer-a-Friend – Tracking of friends who responded to

campaign• Offer

– 2 months free membership for new member recruitment

Elixia: viral campaign methodology

Viral Marketing Campaign Refer a

friend

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Elixia : a real strong case for cross-media

• Results:

– 2,500 new members were recruitedvs. 39 in previous campaign – 1.5 M Euro additional annual

revenue

IntegratingSocial Media(Cross Media 2.0)

why twitter?

• Twitter is one of the rapidly growing social media sites on the planet

• Average user of Twitter:– 25 45– Male– No kids– Graduate– Browsing from work

• Whereas Facebook is about sharing with those that you know – Twitter is more directed at following others

• Facebook is more consumer use than business – whereas Twitter has a higher percentage of business / brand conversations

why twitter?

• Within Twitter I ‘Follow’ people / companies that I am interested in listening to or conversing with.– Therefore by ‘following’ I am expressing an interest in that account

• XMPie is about developing conversational marketing campaigns– However you either have to already know your audience or ask

someone to refer another that might be interested.

• Combining Twitter and XMPie offers a real-advantage– People can bring themselves into a campaign by simple expressing ‘interest’– Those following someone that brought themselves into the campaign can

also follow the leader – as we promote the fact that the user has brought themselves into the campaign.

– We spread virally to ‘followers’ of ‘followers’

twitter XMPie campaign stages

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review - value to cross media

• Uplift in Response Rates• Improved Conversion Rates/Profitability (3X)• Leverages Opportunity for Viral Marketing

– Refer a Friend / Integration to Social Media

• Immediate Feed Back Response• Highly Granular Tracking and Reporting• Rapid Testing and Tweaking - On the Fly• Higher ROI /

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Questions

April 21-22, 2010 San Antonio, TX

Personalization 2.0Leveraging Cross Media to Grow Your Business

XMPiePaul Murphy