The Holy Grail of Marketing

A recent article by Harvard Business Review very succinctly gets at the heart of marketing success.

“Targeting individuals with perfectly customized offers at the right moment across the right channel is marketing’s holy grail.”

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The article, “Know What Your Customer Want Before They Do,” explores the idea of “next best offers” or NBOs. Supplying your customers with an NBO, even if that “next” offer is a first-time communication is the true key to success.

Once upon a time there were more active salespeople in everyday consumer life, someone who could not only assist the customer with what they wanted but also recommend alternatives and additional products that the customer might not have otherwise thought about. This practice has fallen away with more consumers shopping online, but that doesn’t mean there isn’t something even better to get them to buy more.

Behavioral targeting uses the consumer’s demographics as well as their online and offline history and preferences to predict things they might be interested in even if they don’t know it yet.

Adage had a similarly focused article on how using demographics alone has a disconnect for targeting consumers, because there is no more “average 32-year-old woman”; what consumers say they want or what buckets they might fit into demographically aren’t always the same as what their behavior tells us their actual purchase patterns will lead to.

“Appealing to consumers’ unique needs and concerns enables brands to differentiate their message from irrelevant offers targeting the same demographic. It gives their audience a reason to open an email, engage with the brand and build constructive dialogue that rewards them for engaging.”

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It’s as simple as being able to send the right message at the right time and through the right channel.

Outsell wins awards, augments leadership team and announces 50% growth in 2011

Minneapolis, MN, January 19, 2012 – www.outsell.com – Outsell, a leading digital marketing software company, today announced their annual results for 2011. Outsell had a strong financial year, generating a 50% year-over-year increase in revenue in 2011 along with continued profitability.

“In 2011 Outsell rapidly grew its revenue stream and steadily added clients in the midst of a stagnant economy, which really is a remarkable achievement,” said Mike Wethington, CEO of Outsell. “Outsell’s Digital Engagement Platform is literally the easiest way for distributed sales and marketing organizations to communicate consistently with consumers across their enterprise, while also answering their ‘Big Data’ needs by giving them a really simple and effective way to mine the mountains of consumer data they are generating and actually use it to drive sales outcomes.”

Other Outsell highlights from 2011 are as follows:

– Outsell was recognized by Inc. Magazine’s “Fast 500|5000” in 2011 as one of the fastest growing companies in America, as well as Minnesota. Inc. Magazine’s annual 500|5000 is an exclusive ranking of the nation’s fastest-growing private companies. The list represents a comprehensive look at America’s independent entrepreneurs.

– Outsell won a 2011 Summit Marketing Effectiveness Award. Outsell’s “Mobile Service Club” campaign won a Platinum Award beating out over 600 other entries in its category. The awards competition included entries from the US, UK, Australia, Canada, Croatia, Japan, New Zealand, Ireland, Singapore and the Netherlands.

– Throughout 2011 Outsell continued to roll out the Digital Engagement Platform to Toyota & Chevrolet dealers in conjunction with Saatchi & Saatchi and Agency 720 respectively. The Outsell Digital Engagement Platform is available via exclusive agreement with select manufacturers and their advertising agencies of record.

– Outsell released additional functionality, reporting and content within the Digital Engagement Platform, including a Mobile QR code campaign that allows users to scan imprinted QR codes with their smart-phone in order to receive additional information and discounts for a vehicle or product directly to their mobile device. The first campaign using Mobile QR code technology was executed for a new vehicle model launch. In early July, Outsell also launched a Model Year Wrap-Up QR Code Campaign for Chevrolet, involving the creation of 226 unique dealer mobile microsites that engaged, informed, and entertained dealer customers while they were on the lot.

– In 2011, Outsell’s Campaign Operations sent over 125 Million messages to automotive consumers, while the Outsell Live Chat service engaged 300,000 unique chats and continued to maintain a lead capture rate in excess of 52%. Outsell also executed SMS campaigns to over 13,000 consumers for a select group of client dealers, and generated nearly 35,000 interactions with opt-in SMS subscribers.

– Outsell augmented its Senior Leadership Team with Former IBM Executive Richard Scheig joining the organization as Vice President of Sales & Marketing in May, followed by the appointment of technology and strategic innovation expert Bryan Harwood to the position of Chief Technology Officer in November. Prior to Outsell, Scheig was a Vice President at Unica and a key player when it was acquired by IBM (NYSE:IBM). Harwood has a wealth of experience including roles as an IT Architect at IBM Global Services, Lead Architect at Sun Microsystems, and Fellow & Chief Architect at Galileo/Travelport.

About Outsell LLC

Outsell (www.outsell.com) is a digital marketing software as a service (SaaS) company that is transforming the way that brands engage with consumers. Recognized by the Inc. 500|5000 as one of the fastest growing companies in America, Outsell’s award winning Digital Engagement Platform offers clients the ability to consistently engage with consumers across distributed sales networks from the national to local level. Working with leading organizations like ADP, Omnicom and Saatchi & Saatchi, Outsell’s platform has created the fastest path to drive measurable incremental sales for leading brands by delivering great consumer experiences online.

Optimize Opens & Clicks!

Testing is important for campaign and newsletter optimization, and once we know what works, it is important to implement the most effective methods.

Navigation Sections allow the customer to easily access important areas of the dealer website that should be linked through the newsletter. Most dealer newsletters do not feature a navigation section, or at least not one that is clear and easy for the customer to use. A lower number of links should be included to keep the customer focused on Key Buying Activities, service, and useful information.

It’s best to have a combination of sales, service, and lifestyle content in the newsletter. We can simultaneously create interest for current buyers, but also provide value to those who are not currently in the market. It can also be more effective to create shorter, more focused newsletters that do not require excessive scrolling or cause information overload.

While content is key, having robust and actionable reporting tools that allow us to see granular click activity, and the resulting purchase and service results, is just as important. Through such reporting, we can more effectively retarget campaigns to people who’ve clicked through the newsletter. If someone who was looking to purchase already bought a vehicle but then clicked on service specials, we should be able to see this change in our reporting, and, in return, send them service coupons or an oil change reminder the next time they receive new content.

A/B testing is important for seeing what works as far as placement of navigation, text for article headings, and content in general. Once we know what works, we need to use it, and remember these important tips on optimizing a newsletter for the best open and click rates.

More Clicks and Opens!

Continually performing A/B tests to optimize the effectiveness of email campaigns helps maximize the number of clicks and opens received. Testing is low-risk, determines which creative and campaign structure works best, and can uncover incorrect assumptions about what works and what doesn’t. Over half of all marketers are not testing even though it leads to more opens, more clicks, and more sales.

In order to conduct effective tests, first we must define the question we are trying to answer, such as, “Which placement of campaign navigation is most effective for generating clicks, horizontal across the top or vertical along the left-hand side?” We predict the results we expect to get, select a statistically significant sample size, choose a random split of participants, make sure to take into account factors that could skew results, run the test, and then evaluate the results and determine how to improve based upon our findings. Sometimes our assumptions are proven wrong, but a “failed” test is just as valuable as a “successful” test, because we learn something we didn’t know before.

Testing strengthens intelligence about consumer preferences, allowing us to create messages that resonate and engage customers.

At Outsell, we continually test and optimize email campaigns to make sure our clients get the highest return on investment. Testing is especially important to consider as we head into the New Year, because now is the time to improve practices and start off strong to maintain a loyal customer base for 2012.

Merry Christmas & Happy New Year from Outsell!

The Outsell Campaign Operations department celebrated in style with an Ugly Sweater Day (it would have been far too difficult a decision if it had been a contest) and wanted to wish everyone a Happy Holidays on behalf of all of us at Outsell. Good luck in the New Year!

Happy Holidays!

Donating to the Marine Toys for Tots Foundation each holiday season is tradition at Outsell, and one that we happily continued this year. Each employee was allocated $20 to purchase a toy/gift from our Target.com registry that was then purchased and delivered to Outsell to be readied for pickup.

With a deadline of 5:00pm set for Monday, December 12th, to get items purchased, the gifts arrived and were sent off to help with our local community Toys for Tots last week. You can see more photos at our Facebook page.

Check back for more events from The Outsell Caring Committee and HAPPY HOLIDAYS!

This is the last full business week before Christmas, and for many businesses it won’t even be a full week with Christmas Eve and Christmas Day falling on the weekend. Besides preparing for the holidays and their own family traditions, car dealers are gearing up for that magical week between Christmas and New Year’s that oftentimes brings in some of their best sales of the year.

This has been an interesting year for the automotive world. Coming off of a year of recalls in 2010, dealers were prepared to hit 2011 strong, but unforeseen events like the devastating earthquake and tsunami in Japan hurt production and vehicle availability in ways no one could have predicted.

Joel Weinberger, owner of Continental Mazda, Audi, and Acura of Naperville dealerships, said buyers should expect dealers “to be very aggressive once customers hit the sales floor the week after Christmas.”

“With our brands, there were some supply problems earlier in the year because of the tsunami in Japan and also some flooding in Thailand that effected supplies of electronic components. Manufacturers still have sales targets they want to hit, and they are throwing everything they’ve got to make those goals.”

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As with most years, it is expected that many people are waiting for the year end sales to make vehicle purchases. In an article from Forbes, however, while the week between Christmas and New Year’s Day is usually a strong time for deals on closeout models, Jesse Toprak, Vice-President of Industry Trends for TrueCar.com, cautions consumers that dealer inventory may be lacking if they wait too long.

To counter this, dealers need to do their best to promote what models they do have in stock and carefully consider their competitive offers. 2011 year end sales need to be attacked even more aggressively than previous years to come out ahead.

In Ward’s “2011 Year in Review” for North America, Mark Fields, Ford’s president (The Americas), said:

“We are seeing signs of growth in the U.S. market. It’s moderate growth, ramping up more slowly than any of us would like or, in fact, expected earlier this year, but it is growth, and it leads us to believe that the U.S. economy remains in recovery mode.”

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Good luck with your year end sales, and Happy Holidays from all of us at Outsell!

Photo by: Chris Jupin

Health of a company culture is important internally, but also in how others, particularly consumers, view your brand. Healthy companies have values and follow these values in their everyday practices. Involvement in charity organizations can be a great way to facilitate healthy company values and promote teamwork, and also allows for a successful company to give back.

The holidays are an ideal time for giving, a time when decorating the office and letting your hair down at the company Christmas party can easily be supplemented with charitable giving.

This year, Lexus is teaming up with the Marine Toys for Tots Foundation as part of its “December to Remember” sales event, and will be donating $5 to Toys for Tots for every big red bow shared via Facebook and Twitter.

“As a follower of Lexus online, you can help Lexus reach its goal well before the deadline, even before Christmas. On Facebook, fans make the donation through one simple click on the ‘December to Remember’ tab at facebook.com/lexus. Twitter users can make a difference by using the #lexusbigredbow hash tag. This initiative represents a first for Lexus, using social media channels to advance a charitable drive.”

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The Lexus “December to Remember” program has existed for many years, but turning to social media to spread the word may prove to be their most beneficial tactic yet. Lexus is giving a great example of how to use the digital world in a positive way for both their brand and a worthy cause.

The Outsell Caring Committee participated in the Volunteers of America “Adopt a Family” program for one of our December holiday events. We sponsored three families who are in need this holiday season. By purchasing items recommended on each family’s wishlist, Outsell participants brought in and wrapped Christmas presents for families who otherwise might not have had much under their trees this year.

What are you doing to support local and national charities this holiday season?

Outsell “adopts” 3 families for the holidays

After our successful Thanksgiving food drive for the Joyce Uptown Food Shelf, Outsell participated in the Volunteers of America’s “Adopt a Family” program. We sponsored three families in need this year to help fulfill their Christmas wishlists, providing gifts such as household items, clothing, toys, and grocery gift cards.

Wrapping parties were held Thursday and Friday to prepare the gifts, before being placed temporarily under the Outsell Christmas tree and then delivered this afternoon.

To learn more about the “Adopt a Family” program, please visit the Volunteers of America website.

Stay tuned for more from The Outsell Caring Committee and our next December caring event with Toys for Tots.

ExtremeJohn.com, a site for small business advice in social media, said:

“I always run a month long promotion in my small business. I have a new feature every single day leading up until Christmas. I really feel like my clients enjoy the surprise factor, not knowing what tomorrow’s special offer will be, and it keeps them coming back for more every time!”

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Volkswagen Christmas Card

Several blog entries on the site lately have been about holiday deals and their importance in making customers feel both appreciated and as if your business is offering something unique and worthy of their attention. Countdowns can create a sense of limited supply, and is a great addition for holiday specials since consumers are counting down the days anyway.

PlumberSurplus.com, the ecommerce and entrepreneurship blog, gave these four tips for running a successful holiday promotion:

1. Embrace the Season
2. Give People What They Want
3. Be Original
4. Find Your Advantage

Offer discounts on oil changes before consumers start going off on those long family trips. Find your niche and reap the benefits.

A few ideas from Under30CEO are to offer contests, gift certificates specifically for the holidays, and consider hosting Santa Claus. Nothing brings in customers like the chance for their children to sit on Santa’s lap, especially if it means avoiding the long line at the mall. And check out the Volkswagen Christmas Card, a true holiday innovation.