Online Marketing:Theory and Practice Integrated Media FellowshipNovember 2001
Agenda Introductions Why online Marketing strategy Marketing mix Examples Questions and answers
Internet Users in U.S. (in millions) Red = Internet Users in U.S (Harris Interactive); Blue = Public Radio Listeners (Spring 2001 Arbitron Nationwide)
Online Marketing Strategy • Integrated marketing • Part of overall marketing planning • Online opportunities • Clear purpose • Know what you do well • Unique selling proposition
Types of Sites • Informational – www.kera.org • Selling - www.prms.org • Service – www.wellsfargo.com • Company/brand sites – www.pri.org
Web Rules No field of dreams Give first, then sell Trust Pull and push Niche
Search engines Linking strategies Viral strategies Public relations Traditional media Email publishing Networking Paid advertising Types of Internet Promotion
Write a title page Use META data (keywords, page description) Submit page to search engines and directories Promote using traditional media Develop a free service Request links Issue news releases Capture visitor email (permission marketing) Email newsletters, signatures, lists Ask visitors to bookmark site, or make it home page Research viral marketing techniques Specific Examples
Online Marketing Categories Initial Contact Return Visits Participation Loyalty and Trust
Online Marketing Categories: Initial Contact • Search Engines • Write a page title; make use of META tags (keywords and description); Submit to search engines and directories <title>Minnesota Public Radio - MPR's Home Page</title> …<meta name="description" content= "Minnesota Public Radio's home page with MPR News, MPR Music, MPR Membership, MPR Talk, radio broadcast schedules, and links to its productions including A Prairie Home Companion with Garrison Keillor, Marketplace, Sound Money, The Savvy Traveler, The Splendid Table, Saint Paul Sunday, Writer's Almanac, American RadioWorks, Classical 24, Pipedreams, Midmorning, Midday, the Morning Show, and more."> <meta name="keywords" content="Minnesota Public Radio, MPR, mpr, www.mpr.org, mpr.org, MPR Membership, ,join MPR,MPR News,news,MPR Music,classical music,MPR Forum,MPR talk,radio broadcasts,radio stations,A Prairie Home Companion,Garrison Keillor,Marketplace,Sound Money,The Savvy Traveler,The Splendid Table,Saint Paul Sunday,Writer's Almanac,American RadioWorks,Classical 24, Pipedreams,Mainstreet Radio,Midmorning,Midday, Morning Show,American Public Media Group,public radio,Minnesota radio,your home for the classics">
Online Marketing Categories • Revisits: On-Air • Forward promotion depends on scope of campaign (two weeks is typical) • Heaviest promotion near deadline of offer • Revisits: Email • Publish an email newsletter • Capture visitor email addresses (request to send updates) • Install a signature in your email program • Buy a text ad in an email newsletter
Holiday Programming @ MPR • Live concert at the Mall of America • Online components (postcards, content, calendar) • Print promotion (member guide, holiday card) • Membership email (18,000)
Stay Informed • E-mail discussion lists - www.clickz.com • Newsletters – www.iconocast.com • Online publications – www.channelseven.com • Search engines – www.searchenginewatch.com • Market research – www.cyberatlas.com • Newsgroups – www.deja.com
Nothing Works In A Vacuum All Promotions work together • On-air • Online • Renewals • Direct Mail, Email • Telemarketing • Events, etc.
MPR On-Air Strategies • Stress the value of the service • No premiums under $120 (as of Nov-00) • Promote $1000 (& above) in almost every break • Continue to mention levels by monthly payment amount ($10 a mo/$20 a mo) • Offer combo thank you gifts at higher levels
Online • Follows On-air lead & uses the pledge form the same way it is used in the phone room • Offers standard premiums with pictures and detailed description • On-air, mail and email drive people to website • Make it as simple as possible and you can lead them to where you want to go • Streaming Audio • Pop-up box
Previous Sign-Up Method • Average Gift $59
Current Method • Average Gift Upon Changeover $93 with new On-air strategies $146.
Renewals • Mailings continue normally around drive • Pledge premiums the same for all – new, renewal or additional gift • Included in any special mailings done for drive • November 2001 – 993 with an average gift of $149.32
Lapsed Mail • Longer lapsed, selected names using Target Analysis • Short term lapsed, sent simple invoice • Mailed before drive with follow-up phone. • 208 responded during drive with an average gift of $160.25
Additional/Challenge Gifts • Additional Gift mailing with follow-up phone • During the drive 218 of those mailed responded with an average gift of $137.90 • Challenge message both in phone and mail
Emailing and Pre-Drive Mail • Gather member Email addresses on pledge form for newsletter • Email to 18,438 members, 621 responded, average gift $155.14 and 4,175 lapsed members, 136 responded, average gift $132.75.
Emailing and Pre-Drive Mail • Pre-drive Keepers postcard. Mailed to 17,779 Morning Show interest listeners and Keepers owners. 686 responders, with average gift of $141.60