Emarketing

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E-marketing

• Chuck Connelly CFPIM, CIRM, CSCP, CPA
• APICS Houston Chapter

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3 Key Elements
Medium
Audience
Message
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Classic Blunder

• Four hundred RadioShack employees received these
  e-mails "Unfortunately your position is one that
  has been eliminated."
• The e-mails said workers would meet with their
  managers that day at 915 a.m. to discuss their
  severance packages. Those managers "reiterated
  why the reduction took place and extended
  appreciation for their employees' service," Wendy
  Dominguez, a spokeswoman, said by e-mail.
• Source Washington Post September 10, 2006 by
  Amy Joyce
• Found May 29, 2008 Top Entry on Google Search
  using fired by email

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Key Steps

• Define Your Audience
• Detailed, laser sharp
• Know what they want
• Craft Your Message
• Be clear what you want
• State it up front
• Its NOT about you WIIFM
• Tone, Texture, Urgency
• Select Your Medium Carefully
• Must match the message
• Must match the audience
• Dont forget the personal touch

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Define Your Current Audience

• Age group
• Ethnic Group
• Sex
• Family
• Large, Medium, Small Company
• Years of Professional Experience
• Degreed / Certified
• What ONE thing do they want from APICS

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Define Your New Target Audience

• Age group
• Ethnic Group
• Sex
• Family
• Large, Medium, Small Company
• Years of Professional Experience
• Degreed / Certified
• What ONE thing they would want from APICS

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Message

• Compelling Attention Getting
• Drive the desired action!!!
• Correct tone
• Form and style

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Communication Mediums

• Current Customers
• What Do You Use Today? How effective is it?
• Does the medium match the message?
• New Customers
• What Should You Use? How effective is it?
• Medium match the message

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Mediums

• Objective of message
• Active or Passive
• Well thought out or slapped together
• Conducive to message purpose
• Urgency

• Brochure
• Letter
• Newsletter
• Email
• Website
• Text Message
• Phone call
• Presentation

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Google Adwords
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Google Adwords
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Google Adwords Summary

• Very questionable payback for 6 Packed
• What is the real value of an impression
• Very quick payback
• Has had some positive impact on my company
• Much better click through

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Lessons from the trenches

• We are in the habit of communicating with only
  those that know us
• Mass emails do NOT replace personal touch
• WIIFM
• Mailing lists have a purpose follow-up calls
• Google Adwords