Archive

Posts Tagged ‘email summit 2013’

Social Media Marketing: Can you compete with your customer’s mom?

June 11th, 2013
Share

At MarketingSherpa Email Summit 2013, I interviewed our keynote speaker – Jay Baer, President, Convince&Convert – about the book he was writing. Youtility: Why Smart Marketing is about Help not Hype will be released in two weeks, so we’re sharing that interview with you now …

 

A few key takeaways from Jay …

1:00 – Brands have to compete with customers’ friends and family on social media and in email.

1:27 – So how are you going to compete with friends and family? Just be useful.

1:41 – Make your marketing a benefit, not a burden.

2:16 – Hilton Worldwide’s instruction to employees monitoring social media – “Pay attention to Twitter. If you can find a place you can help, just help.”

3:02 – The difference between helping and selling makes all the difference.

To register to win your very own shiny new copy of Youtility, sign up this week for the MarketingSherpa Weekly Book Giveaway.

 

Related Resources:

B2B Social Media: Jay Baer discusses social media ROI and Facebook likes [Video]

5 Ways to Deliver B2B Marketing Content that Sells (Without Sabotaging Sales) (via Convince&Convert)

Value Proposition: How to use social media to help discover why customers buy from you

Mining Gold through Email Integration: 3 lessons from MarketingSherpa Email Awards 2013 winners

February 19th, 2013
Share

On the first day of MarketingSherpa Email Summit 2013 in Las Vegas, I’ll be interviewing the Best-in-Show winner of MarketingSherpa’s Email Marketing Awards 2013, sponsored by Responsys. In this session, our winner, The National Football League, will discuss its fantastic NFL.com newsletter campaign.

However, there were several outstanding, winning campaigns from this year’s awards deserving of recognition as well.

Note: If you want to see the entire collection of winning entries, download the free Email Awards 2013 Special Report. There’s no squeeze page – just download, learn and share.

As the lead editor on this year’s Email Awards, I found it interesting that, of the myriad submissions we received, email integration played a part in many, if not all, of our winning campaigns.

In fact, as we’ll likely learn from our upcoming Summit sessions, one of the reasons email has been such a venerable channel throughout the years is because of the creative, strategic ways marketers have evolved the tactic to include elements of social media, PPC and website integration.

So, before we head west to the glitter of Las Vegas, let’s pull a few nuggets from these campaigns, seeing what you can learn from other Email Awards 2013 winners’ use of effective integration to find pure gold.

 

Lesson #1: Facebook contests don’t all have to look alike

Ritos GmbH, a consumer electronics company, submitted the OSRAM Innovation Store “Light ‘n’ Style” contest for Email Awards 2013. It was the one entrant in its category that bridged the gap between creativity and results, as it successfully tied together three key factors of an efficient, integrated email campaign:

  • Personalized emails as a support to the contest
  • A fan-gating tab on Facebook
  • A unique contest mechanism that created a viral response

The fan-gating tab on Facebook ensured only persons who were already fans of the OSRAM Innovation Store on Facebook could enter the contest. Contact with all participants was maintained throughout the contest through highly personalized emails.

The emails were personalized through use of the recipient’s name, an image of their favorite lighting product and the product’s current place in the real-time voting. The unusual contest mechanism also made the campaign go viral.

In the end, this creativity paid off handsomely, with the campaign achieving high rates of customer interaction, significantly increased social sharing and a tremendous boost (39%) in newsletter opt-ins – a “side effect” that wasn’t even a focus of the initial campaign.

  • 1,583 people participated in the contest, more than 10% of the existing newsletter mailing list.
  • 1,761,614 people were reached through Facebook ads and made aware of the new products – 119 times more than the size of the newsletter mailing list.
  • Facebook page increased its fan base by 18%.

Additionally, 582% more people posted on the Facebook page during the campaign run, while email open rates about the contest were between 55% and 70%.

Read more…

Email Marketing: The 5 goals of a successful program

January 8th, 2013

Marketing Video: How to deliver relevant marketing based on different personality types

December 4th, 2012
Share

With our content creation for February’s Email Summit 2013 in Las Vegas now in full swing, we wanted to take one last, loving look at our previous Summit – B2B Summit 2012.

Keynote Sally Hogshead was insightful and inspiring. After she stepped off the stage and the crowd headed out to the cocktail hour, Luke Thorpe threw his camera on his shoulder, I grabbed my mic, and we asked her a few questions to help the MarketingSherpa blog audience understand how to market to different personality types …

 

 

For those impatient and busy types, here are a few timestamps if you’d like to jump ahead in the video …

0:50 – Segment content using personality triggers

2:39 – Identify which triggers to use with different prospects

3:50 – You don’t need to talk to a lot of people, you need to talk to the right people

4:45 – A look at Sally’s $2-per-piece business card

 

Related Resources:

Event Recap: MarketingSherpa B2B Summit 2012

Customer-centric Marketing: 7 triggers to engage customers and build loyalty

HowToFascinate.com – Sally’s website

Email Summit 2013 – February 19-22, 2013, Las Vegas

Marketing Career: How to get budget approval to build your skills

October 5th, 2012
Share

What challenges undermine your marketing department’s potential? When we asked that question to 1,646 marketers while researching for the MarketingSherpa 2012 Executive Guide to Marketing Personnel, here’s how they responded …

 

Click to enlarge

 

So today’s MarketingSherpa blog post is aimed at helping you overcome challenges #1 and #3: to help you get budget approval to build your skills. With Email Summit 2013 coming up in February, we’ll use a MarketingSherpa Summit as the example for this blog post to show you the factors you should consider when conducting a little internal marketing of your own.

  Read more…