Case Study: Integrated Marketing

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Erin Johns
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Case Study: Integrated Email Marketing David Kreitzer, Director of Marketing Bella Pictures Friday, April 21, 2006 10:15-10:45am The Bride s Dilemma Where do I turn to get beautiful and personal

1 Case Study: Integrated Marketing David Kreitzer, Director of Marketing Bella Pictures Friday, April 21, :15-10:45am The Bride s Dilemma Where do I turn to get beautiful and personal wedding photography, guaranteed? 2 million couples get married each year Beautiful wedding photography is a major priority There s no trusted brand that can guarantee beautiful and personal wedding photography 2 1

2 Bella Pictures Overview Vision: To capture and deliver beautiful and personal wedding memories to as many people as possible By building an innovative, high-performance team that delivers exceptional quality, service and value, creating the #1 brand in wedding photography. How we do it: Select and train the best photographers in country Our personal photography consultants match our brides with their ideal photographer We offer a money back guarantee for every wedding we cover 2,000 weddings covered since % client referral rate 12 major cities nationwide 3 Where does technology fit in? We wanted to approach our business like a sole proprietor Must understand the customer Interaction must be personal Our challenges A virtual company we have team members all over the country Freelance sales team whose time needs to be spent meeting with clients, not sending s High lead volume and wide ranging lead types Operational excellence and communication are vital to our success Solution lies in finding technology that allows us to send the right message to the right person at the right time 4 2

3 The Customer Funnel - then Impressions to Brides Brides visit website Brides fill out form on website or call 800# Brides meet with salesperson Brides reserve with Bella 10% 54% 4.3% 80% Brides complete contract with Bella Brides wedding shot by Bella 5 Home Page 6 3

4 Contact Us 7 Lead Scoring 8 4

5 Communication Matrix Type Score Send if Send from Reply To Content 1 Content 2 Browser <50 Score<50 - Lead Nurturing program Bella Pictures bella@bellapictures.com Browser 1 Browser 2 Appointment Maker Rating = Warm, Pre-Sales Meeting = 100 Unsubscribe= no, Created Date > Bella Pictures Account Owner - Buyer 1 Buyer 2 Buyer Rating = Warm, Pre-Sales Meeting = Unsubscribe= no, Created Date > 95 1/9/2006 Bella Pictures Account Owner - Buyer 1 Buyer 2 Shopper 60 Rating = Warm, Pre-Sales Meeting = Unsubscribe= no, Created Date > 1/9/2006 Bella Pictures Account Owner - Shopper 1 Shopper 2 Declined Market = OOM Bella Pictures bella@bellapictures.com Out of Market Old Gold Rating = Cold, Pre-Sales Meeting = Any Unsubscribe= no, Created Date < Bella Pictures Account Owner - Stay in touch bi monthly Newsletter 9 Web Analytics By integrating web analytics with our marketing software we re able to track the behavior of known visitors Eloqua notifies account owner Undecided couple visits website Salesperson gets appointment 10% of our monthly bookings come from revived accounts 10 5

6 The Customer Funnel Impressions to Brides Brides visit website Brides fill out form on website or call 800# Brides meet with salesperson Brides reserve with Bella 14% 58% 6.9% 86% Brides complete contract with Bella Brides wedding shot by Bella 11 across the business marketing doesn t end when the client signs the contract Using our CRM integration, we can automatically send targeted messages to key people throughout the process Better communication leads to better service and happier customers Over 90% of our customers say they would recommend us (75% industry standard) 12 6

7 Summary Web based software applications (Eloqua, Salesforce, Netsuite, etc.) that open their APIs can allow smaller companies to do sophisticated real-time marketing Using web analytics and scoring processes to segment different customer types is a great way to deliver the most relevant message From sales to customer-service to recruiting, automated communications will make you more efficient and ultimately reinforce your brand 13 Thank You! David Kreitzer Director of Marketing Bella Pictures 580 Market St. Suite 300 San Francisco, CA davidk@bellapictures.com 14 7

How to Increase Sales With Personalized Website Visitor Engagement. How to Increase Sales With Personalized Website Visitor Engagement

How to Increase Sales With Personalized Website Visitor Engagement 1 What is personalized website visitor engagement? The first impression visitors have about products or services is through your company