I thought I might remind you marketers on the different ideas for running a PURL campaign. Enjoy and call me if anything sparks your fancy and want more information on this exciting innovative way to increase your ROI.

· Lead generation (Gaining new customers, introduce new service or product to existing clients)
· Distribute coupons
· Invitation to attend an event (tradeshow, seminar etc.)
· Announce a special offer / sale
· Gain Email addresses/Opt-in campaign
· Clean house list (Update info page)
· Drive prospects to your website or redirect them to another website
· Drive traffic to a tradeshow booth to continue the 1:1 conversation started online
· Secure appointments
· Perform customer satisfaction surveys and marketing surveys
· Seminar/Event Registration
· Campaign testing (which performs better mail piece A, B, or C; which email performed better, etc)
· Increase retail traffic
· Product Announcements (can do several at one time, based on the data)
· Qualify leads (these are hot leads, no cold leads like other methods)
· CRM marketing integration (gain leads and then data is sent to CRM program for sales lead distribution or Database updating))
· Product Warranty registration
· Gain knowledge of customer behavior
· Increase sales conversion rates (this often happens as the lead is so hot after going through LWC)
· Increase marketing response rates (personalization in print and online increases results over traditional methods)
· Accurately track response rates and ROI in real time.
· Service Contract Renewals
· Academic/Alumni Recruiting and Campaigns
· The only way to deliver a cross media Flash Movie, now available with variable data in the movie!

Earl

With Netfire1to1 personalized URL campaigns you will be able to consistently EMPOWER your agents and sales representatives a TATICAL JUMP-START by enabling them to make timely and “WARM” calls to prospective customers…  You will be giving them the information and tools that will help them to convert these “ACTIVE” leads into real sales…

The opportunity to immediately give the sales team a lead 24/7 is an important part of our program.  You and your managers will be able to track and confirm any prospect or sale within the “Control Center”.  This enables the website to be fluid for immediate changes necessary to trouble shoot and make changes to make sure your campaign is a success.  We feel you need to EMPOWER your team for a true successful PURL campaign.  We believe in the definition of “empowerment” below is a very good example of what Netfire1to1 relationship marketing is about.

EMPOWERMENT

Definition

Management practice of sharing information, rewards, and power with employees so that they can take initiative and make decisions to solve problems and improve service and performance. It is based concept of giving employees the skills, resources, authority, opportunity, motivation, as well holding them responsible and accountable for outcomes of their actions.

Earl

1.    Begin with the Desired Action: Each campaign starts by defining a desired action for a specific audience within the industry and plan backward from there.

2.    Make it Highly Relevant: Deliver the message that appears “natural” from the audience’s perspective. Offer compelling benefit exchange and appeal to their values.

3.    Make it Inescapable: Deliver the message by Postcards, by Landing Pages and by Emails. Nothing can replace the power of “Reach and Frequency”.

4.    Stake Out a Unique Competitive Position: The marketing campaign must be designed to reinforce the unique competitive position of your product. The messaging must be uniquely positioned in order to stands apart from the crowd.

5.    Extend the Brand: Project why your product or service offering is the best option over the alternatives.

6.    Make it Viral: Try to encourage recipients to help spread the word and reward them for making referrals that results in leads or conversions.

7.       Test, Optimize and Test Again: Version the campaigns as appropriate and track the responses. Fine-tune as needed on the fly and measure the results. Repeat as necessary.

Why send just an ordinary email message, when you can send a “Personalize eCard”?  We have this perfect creative new email invitation that adds a personal touch to your 1to1 marketing campaign.   It is called “Invite 1to1“.  This is great for event announcements, email marketing campaigns and more…  This is a new and exciting way to reach customers, keep their attention and get great responses from your PURL campaign.  Imagine getting a classy invitation like this when you open your email.  Click on invite to see example.

Earl

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