Build, Engage, Monetize - Lessons We've Learned

Starting a New Year allows time to reflect on what worked, what did not and where the market is trending toward in each line of business you choose to be in. Here at e10 we feel like 2011 , though only a year, had a decade worth the lessons. Each Drum campaign provided us valuable data and learnings to better execute and improve on the next campaign

We are big fans of learning from other’s mistakes and successes in life. So we look to the broad community for lessons as well.

The e10 Lessons of 2014

1) We are talking to individuals - to people - not demographic target groups. Consumers are active and engaged.  The more we treated and spoke to them as an individual, the more they responded. We must find a way to crush corporate-speak forever. It just does not work on the Internet.There are many great reasons for lawyers (?) but writing for social media content is definitely not on that list.

2) Brand Influencers are a marketers best friend. They are another fine exampleo of the 80:20 rule - 20% of your customers represent 80% of your business. This past year, through our campaigns, people have displayed their influenece rather than talk about it. They brought significant numbers of people to a promotion. We believe 2011 will witness marketers uniquely engaging and rewarding their influencers, to increase reach and add new customers.

3) Camapign ROI took on a whole new meaning with the ability to funnel all mediums into one microsite for enhanced tracking and analytics. If the objective of the campaign was to drive sales using a variety of media, we saw some impressive analytics. We were ability to see which mediums brought in customers and converted clicks to leads.

4) Analytics do not lie and businesses wanted the proof that their dollars turned into customers and sales. What do your numbers tell you about your campaigns, investments, and ROI? 2010 revealed the do’s and don’ts for social media sharing. Having access to analytics that covered campaign statistics, demographic information and breakdowns, poll results, sharing activity and lead list provided answers and results in real-time.

5) With the ability to engage consumers through various marketing outreaches (direct mail, email, digital, etc) and motivate them to action through offers and sweepstakes our clients learned a valuable lesson about rewarding the customer. Tell the consumer the value of your offer and what they need to do to get it. When they engage….respond back. Reward them for sharing the offer or being an influencer, thank them for participating in the campaign, remind them to come in-store to redeem the offer, etc. Campaigns that were successful from start to finish did not just start off strong but the marketers were active throughout the life of the campaign, taking a proactive approach to fostering the leads that were generated.

Here are a few tips to make 2012 a successful marketing year.

Customer retention is just as important as lead generation. Do not leave the back door open while you are herding new propsects in the front door.

Don’t be afraid of viral campaigns. Multiply your customers, your sales increase. Just always be sure your offer is profitable - this is not a channel for lost leaders.

Use every tool avalaible, everytime you go to market. Direct mail should be supported with other media and vice versa.

Above all else engage motivate and reward your customers.

If it isn’t working, change it. Test. Test. Test.