Online Marketing:
Theory and Practice
Integrated Media Fellowship
November 2001
Agenda
Introductions
Why online
Marketing strategy
Marketing mix
Examples
Questions and answers
Internet Users in U.S.
(in millions)
127
121
113
70
59
10.7
14.1
17.8
25
7.6
1997
1998
1999
2000
2001
Red = Internet Users in U.S (Harris Interactive);
Blue = Public Radio Listeners (Spring 2001 Arbitron Nationwide)
Online Marketing Strategy
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Integrated marketing
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Part of overall marketing planning
Online opportunities
Clear purpose
Know what you do well
Unique selling proposition
Types of Sites
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Informational – www.kera.org
Selling - www.prms.org
Service – www.wellsfargo.com
Company/brand sites – www.pri.org
Web Rules
No field of dreams
Give first, then sell
Trust
Pull and push
Niche
Types of Internet Promotion
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Search engines
Linking strategies
Viral strategies
Public relations
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Traditional media
Email publishing
Networking
Paid advertising
Specific Examples
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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
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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
Online Marketing Categories
Initial Contact
Return Visits
Participation
Loyalty and Trust
Online Marketing Categories:
Initial Contact
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Search Engines
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Write a page title; make use of META tags (keywords and
description); Submit to search engines and directories
<title>Minnesota Public Radio - MPR's Home Page</title>
…<meta 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.">
<meta 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">
Online Marketing Categories
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Revisits: On-Air
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Forward promotion depends on scope of campaign
(two weeks is typical)
Heaviest promotion near deadline of offer
Revisits: Email
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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
Online Marketing Categories
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Participation
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Loyalty and trust
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Find out what visitors like best
Use open-ended questions
Consider a reward mechanism
Privacy statement
Terms of use
Measuring response
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Use your ISP’s statistical package
Purchase Web traffic analysis software
Holiday Programming @ MPR
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Live concert at the Mall of America
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Online components (postcards, content, calendar)
Print promotion (member guide, holiday card)
Membership email (18,000)
Stay Informed
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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
Using the Internet
to Market Membership
Nothing Works In A Vacuum
All Promotions work together
 On-air
 Online
 Renewals
 Direct Mail, Email
 Telemarketing
 Events, etc.
MPR On-Air Strategies
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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
Online
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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
MPR Website
Previous Sign-Up Method
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Average Gift $59
Current Method
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Average Gift Upon Changeover $93 with new
On-air strategies $146.
Renewals
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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
Lapsed Mail
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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
Additional/Challenge Gifts
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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
Emailing and Pre-Drive Mail
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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.
Emailing and Pre-Drive Mail
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Pre-drive Keepers postcard. Mailed to 17,779
Morning Show interest listeners and Keepers
owners. 686 responders, with average gift of
$141.60