Online Marketing: Theory and Practice

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Online MarketingTheory and Practice

• Integrated Media FellowshipNovember 2001

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Agenda

• Introductions
• Why online
• Marketing strategy
• Marketing mix
• Examples
• Questions and answers

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Internet Users in U.S. (in millions)
Red Internet Users in U.S (Harris Interactive)
Blue Public Radio Listeners (Spring 2001
Arbitron Nationwide)
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Online Marketing Strategy

• Integrated marketing
• Part of overall marketing planning
• Online opportunities
• Clear purpose
• Know what you do well
• Unique selling proposition

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Types of Sites

• Informational www.kera.org
• Selling - www.prms.org
• Service www.wellsfargo.com
• Company/brand sites www.pri.org

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Web Rules

• No field of dreams
• Give first, then sell
• Trust
• Pull and push
• Niche

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Types of Internet Promotion

• Search engines
• Linking strategies
• Viral strategies
• Public relations

• Traditional media
• Email publishing
• Networking
• Paid advertising

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Specific Examples

• 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

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Online Marketing Categories

• Initial Contact
• Return Visits
• Participation
• Loyalty and Trust

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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

lttitlegtMinnesota Public Radio - MPR's Home
Pagelt/titlegt ltmeta 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."gt ltmeta 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"gt
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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

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Online Marketing Categories

• Participation
• Find out what visitors like best
• Use open-ended questions
• Consider a reward mechanism
• Loyalty and trust
• Privacy statement
• Terms of use
• Measuring response
• Use your ISPs statistical package
• Purchase Web traffic analysis software

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Holiday Programming _at_ MPR

• Live concert at the Mall of America
• Online components (postcards, content, calendar)
• Print promotion (member guide, holiday card)
• Membership email (18,000)

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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

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Using the Internet to Market Membership
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Nothing Works In A Vacuum

• All Promotions work together
• On-air
• Online
• Renewals
• Direct Mail, Email
• Telemarketing
• Events, etc.

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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

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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

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MPR Website
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Previous Sign-Up Method

• Average Gift 59

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Current Method

• Average Gift Upon Changeover 93 with new On-air
  strategies 146.

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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

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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

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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

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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.

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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

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