What is PURL?
Welcome the first post for Netfire1to1 blog.
I believe there is a new technology that lends itself to all types of media. It is called “PURL” (personalized URL), and this type of 1 to 1 marketing lets a company or organization communicate with the customer or prospect just like they are sitting across the table face to face.
Let’s go back a few years in business-to-business sales. When making a sales call, you would set an appointment with the buyer, go visit and give them information about your product or service and maybe take them to lunch. That is one way you would build a personal relationship to maintain future sales with that company. Gone are those days to make that face-to-face first contact so easily. Now, with the computer you can do this. We call it “1 to 1 marketing”.
Recently, there was a big buzz on VDP (variable data printing). Each piece would have a different picture or phrase directed to target the individual receiving a mailing piece. It can be a postcard, self-mailer or letter mailing. This technology increased the response rate substantially. The person getting the piece would think it was just for them because it had their name in big letters or maybe a picture of the salesperson or themselves. Some companies use this type of 1 to 1 marketing now without the next step.
Now, add a URL behind the first and last name and direct them to their own website based on a specific marketing campaign. This type of 1 to 1 marketing is called PURL. Ones the buyer goes to their PURL, they will now begin to take action on different web pages just as if you were sitting right across the table from them. There might be a flash video or a welcome page followed with some survey questions to answer, profile page and thank you pages too. There are many different 1 to 1 marketing versions of PURL we can show you.
In a typical campaign a buyer will answer questions on the survey page, the answers to those questions can have any different number of solutions. It might send them to a product page on your website or better yet the order form to buy over the Internet. If you are seeking donation for a fundraising event, it can direct them to the donation page or event page if you are looking for appointments or reservations to an event. If you are in the service business, you can direct them to your website or take a survey too. There are many different ways to use “PURL’s” and we can help with a “Discovery Audit”.
The personalization can come from a list you provide or one we can get. There are many keys to a successful campaign and we can help you get there to increase your ROI. PURL’s will work with different media type like billboards, television spots, magazine ads, radio spots, newspaper ads. Don’t forget direct mail is one of the best ways too. The Internet is growing and this trend will make it advisable to look into this new way of doing business. It is called “PURL’s”
Earl Jeremy
3 comments
Optimum Return on Your Marketing Investment
Today’s consumers, are more savvy, diverse and empowered than ever before. In order for
businesses to stay competitive in this environment, business owners and marketers must make
concerted efforts to understand their consumer’s unique purchasing behavior and deliver products
and services that meet their individual expectations.
Towards this, NETFIRE1TO1TM offers an emerging data-driven technology known as “PURL” or
Personalized URL. By including PURLs to personalized direct mail pieces (utilizing Variable Data
Printing), marketers can extend the life-cycle of the campaign and allow recipients to continue their
personalized experience online. The built-in features of the “Landing Page” enable the marketer to
Analyze, Motivate and Connect with their customers. This interactive approach is proving to be
one of the most cost-effective solutions available for increasing sales, building customer loyalty
and improving the ROI.
NETFIRE1TO1TM Campaign Process
Our client’s situation determines the scope of the campaign. The campaign development process
begins with “Discovery Audit”, a process that combines research and interviews of key people in
order to assimilates our clients’ unique selling propositions and their marketing terrain. Once we
are clear of all the important objectives, we work closely with our Database Profiling Experts to
learn everything we can about the target audience. Based on these combined knowledgebase, we
plan and develop timely and relevant direct marketing campaigns designed to generate leads and
convert prospects into customers.
Are we direct marketing strategists or creative consultants? Our skill sets overlap. Our strategic
and creative thinking reinforce each other, so the client-approved blueprint directly drives the
creative communications that go into the marketplace. Above all, NETFIRE1TO1TM is committed
to delivering optimum Return On Investment on behalf of our clients.
Harushi Tetsuka
P.S. Of course, another huge reason for stepping up to digital solutions is to become a better Green Steward. There is a justifiable business cass for this reason alone. More on that later.
How can Purl help a photographer market his historical Museum Quality images.
He is yet unknown as an upcoming famous artist.
Dan
Dan,
I can think of a couple of great ways you can use PURLs to market your photographic images.
1) Start by establishing a highly targeted database. Make sure to “hygiene” the list as clean and updated as possible. This will give you a great head-start by reaching only those recipients that appreciate Museum Quality images.
2) You can entice your audience to your personalized landing page by appealing to their good taste and letting them know that you appreciate and welcome their artistic input. Present your album to them to solicit their evaluation rather than to purchase your prints or commission your services.
In other words, get your recipients engaged as your champion rather than treat them as your prospective customers. After that, allow the follow-up features such as automatic “thank you” page and emails to establish deeper bonds by communicating with them on a personal level.
PURL is more about establishing relationships
Earl Jeremy
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