Marketing Private Schools & Camps - Integrated multichannel marketing
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The document discusses the complexities of marketing in a multi-channel environment, emphasizing the importance of relationship-building and understanding customer behavior across various platforms. It highlights the changing nature of consumer interactions, the significance of customer lifetime value, and the necessity of multiple touchpoints for effective sales. Additionally, it stresses the need for measurable outcomes, clear calls to action, and the prioritization of revenue over costs.
Marketing Private Schools & Camps - Integrated multichannel marketing
- 1. MARKETING In a multi-channel world! Agnes Stawicki! @ourkidsnet #MktgAcademy!
- 2. traditional"
- 3. transactional" VISION! closing argument!
- 4. relationship" know! like! trust! try! buy! repeat ! refer! !
- 5. behaviour" SOURCE: Welcome to the era of agile commerce, Forrester research, 2011!
- 6. behaviour" Site visits before a purchase! SOURCE: Beyond last click: Understanding your consumer’s online path to purchase, Google, 2011!
- 7. behaviour" Audience movement in travel market! SOURCE: Beyond last click: Understanding your consumer’s online path to purchase, Google, 2011!
- 8. HOW HAS SEARCH CHANGED"
- 9. search" SOURCE: The evolution of Google’s search results pages and effect on user behaviour. Mediative 2014 !
- 10. search" ! eye scrolls in an ‘i’ pattern ! ! people spend less time, but view more listings! ! #1 result keeps 32.8% of clicks! ! right rail sponsored links drop from 3.16% CTR to 0.7% CTR! ! SOURCE: Google’s algorithm and search results page has changed significantly since 2005, Mediative 2014 !
- 11. mobile" 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% SOURCE: Google analytics for ourkids.net! 2012 2014 tablet mobile desktop
- 12. HOW MUCH IS YOUR CUSTOMER WORTH?"
- 13. lifetime value" SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
- 14. SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
- 15. lifetime value" SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
- 16. lifetime value" SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
- 17. lifetime value" SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
- 18. THE PROCESS"
- 19. path length" 65% of the sale happens without your involvement! ! 5-12: number of touch points required for high involvement ! ! 2: number of interactions after which most sales people give up! ! SOURCE: DMA 2012 direct mail response rate report !
- 20. path length" SOURCE: Google Analytics data for ourkids.net expo registrations, October 2014 !
- 21. search" Why did you attend the ! private school expo?! ! 50% looking for a school for next year! ! 20% researching 2+ years out! ! 30% exploring the opportunity! ! SOURCE: ourkids.net private school expo 2014 parent survey!
- 22. tools" 1.60% 1.40% 1.20% 1.00% 0.80% 0.60% 0.40% 0.20% 0.00% Direct response rates le:er size oversize postcard email display ad SOURCE: DMA 2012 direct mail response rate report !
- 23. tools" ! 94% of conversions do not occur on the first click! ! ! Email marketing has highest ROI at $28.50, compared to $7 for direct mail! ! SOURCE: DMA 2012 direct mail response rate report !
- 24. media overlap" SOURCE: DMA 2012 direct mail response rate report ! organic! direct! referral! email! Banner! paid search! social!
- 25. capture" SEO/SEM! display! referral! Website! events! traditional! social!
- 26. nurture" newsletters! invitations! phone! email! meetings! letters! social!
- 27. convert" call to action! create urgency! demonstrate value! provide exclusivity! ensure credibility!
- 28. measure" cost and value ! views (cpm)! traffic (cpc)! leads (cpl)! applications (cpa)! ! *remember 96% of your leads will convert only after a number of interactions!
- 29. in summary" ! Marketing camps and schools is a complex process and an emotional sale! ! Your customers are connecting with you in various channels! ! Each touch point nurtures your sale! ! Have a clear call to action! ! Measure as much as you can! ! Manage costs, but focus on revenue! !
- 30. " Webinars " Checklists " Case Studies " Tip Sheets