Archives For Nurture Marketing

Leveraging Twitter as a channel to participate and market during an offline event.

Case Study – ExactTarget GSSK

  • Goal – Increase visibility to for Optify during a trade show where we did not have a physical presence except for a person networking. (How do you stand out in a crowd 800+ attendees?)
  • Objective – Have people recognize that Optify is in attendance at the conference to talk with Optify in real life and drive people to our website to learn more about Optify+ET integration
  • Plan – create a custom TPP campaign targeting conference hashtag (#gssk) and associated ET twitter handles
  • Tweet about the presence of Optify teams members at the event so attendees can meet with them in real life

Optify ET Tweet Continue Reading…

nexuscafeThe ExactTarget Nexus team hosts #NexusCafe Twitter chat every Thursday from 11am-12pm ET, to discuss emerging topics and trends from across the digital marketing world. This week I was excited to be ExactTarget’s #NexusCafe featured guest, chatting about Tracking Digital Marketing ROI from Offline Marketing Channels.

Today, marketers have the ability to easily track online return on investment (ROI). However, even with the emergence of recent techological advances, this is still difficult to do for offline campaigns. For example let’s say you spend $15K every quarter to exhibit at a trade show and another $5K on printed marketing and other promotional material; how do you measure the effectiveness of your offline marketing efforts? How do you know which of your offline marketing channels works better and what value those efforts brought (if any) to an online sale?

Coordinating and tracking your offline and online efforts are an important practice marketers need to get good at if they are running offline and online campaigns. Successfully accomplishing so could yield many benefits including amplified results and a better understanding of your return on investment for your integrated marketing activity.

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While talking with Matt Heinz, from Heinz Marketing, he shared an interesting marketing tip with me to leverage Foursquare as a marketing strategy for trade shows.

When Optify was announced as a DMA 2011 Early Stage Innovation Award Semi-Finalist, it was a great opportunity to try out Matt’s marketing tip.

Foursquare Merchant Special Continue Reading…