MindFireInc Spotlight
Fast Fact
MarketFire, MindFireInc®'s new product, was a proud recipient of "Must See' ems" designation, announced in this year's Executive Outlook Conference at Print09.
The Must See 'ems product and technology recognition program is a key element of the industry recognized Executive Outlook Conference, designed to focus the spotlight and printers’ attention on the most unique, innovative and compelling products and services at Print 09.
Sales Tip
One to one communication is continuing to evolve, and clients are demanding more advanced solutions for their cross media campaigns. One area that marketers' requirements have changed the most is online. Now many marketing professionals demand more than just a personalized URL; they want a more robust microsite with the personalization of a purl.
What is the difference between a personalized URL and a microsite? In the simplest terms, a personalized URL (purl) is often a personalized website that has a fixed blue print that guides responders through the experience. A microsite may still be personalized, but there is often a more organic approach to the user's experience. Rather than forcing a respondent from a landing page to a survey page, then to a profile page, a microsite will allow the user to explore and move through the experience as they like. Often times a marketer will include content on a microsite that would not normally be hosted on just a personalized URL. This may be information like product information or on-line demos.
Behind the scenes, a microsite has all the benefits of a personalized URL. It can track response, conduct a survey, update information and have advance business rules that can enhance the user's experience. The difference is the user feels much more like they are in control. The newest product introduction from MindFireInc® is known as MarketFire. This game changing advance in cross media technology now allows MindFireInc partners to create robust microsites that blend the best of regular web sites and personalized URLs into one powerful marketing tool. MindFireInc partners can view this new functionality by logging into the FastLaunch Resource Center and watching the on demand webinar. In addition, MindFireInc will be hosting another webinar on October 9 where you can learn about this innovative new technology.
Tech Tip
You talked, we listened. MindFireInc is known for our focus on our partners' success; we achieve this by listening to what you want and delivering it. Here are just a few of the innovations that made our latest release, known as MarketFire, a "Must See" at Print09.
More powerful microsite authoring. Novice or advanced, we have you covered. We know that many clients want a user interface that is easy to use, so we improved upon our already best in class interface. Then we took it one step further: for advance users we reengineered our workflow to allow you to create sites in programs like Dreamweaver and upload all of your assets, CSS, and JavaScript right into the MarketFire platform, thus allowing you to create microsites as any way you want.
Browser compatibility. In creating the new architecture for MarketFire, we heard from many of you that you wanted a broader range of compatibilities. When the new control panel is deployed to the field, you will have the ability to work on either Mac or PC. Additionally, you will have the option of using all major browsers such as Internet Explorer, Safari, Chrome, or Firefox.
Flexibility in triggers. We heard from many of you that you wanted to have more advanced control of triggers. With the new MarketFire technology you will now be able to configure both rules-based and event-based triggers. These triggers can be programmed on any page of the microsite experience, not just the Thank You page.
This ongoing focus on our clients' success has become the trademark of MindFireInc. In September, MindFireInc attended Print09 and was selected as one of only four technology companies as a "Must See 'Em." Media, prospects, and clients alike were all impressed with the live demos hosted in the MindFireInc booth at this event. The excitement around the new product launch has proven to be a good strategy for MindFireInc as well. Even during these tough economic times a record number of licenses were sold at Print09 showing a continuing industry trend toward the demand for cross media.
Data Management
In today's environment, marketers demand visibility to business intelligence for their campaigns. For years MindFireInc has provided best in class reporting, but the new MarketFire launch will take reporting to a whole new level.
Traditionally, personalized URLs have been excellent at tracking responses to a specific campaign. But how do you know how one prospect has interacted across multiple campaigns? MarketFire’s innovative data architecture now allows marketers to track a respondent's activity across multiple campaigns. This new prospect-centric architecture will significantly increase the value that cross media has for savvy marketers.
MarketFire's improved reporting dashboard will allow you to easily track and measure a wide variety of success indicators. This improved analytical tool can help drive decisions at every level of a marketing strategy. You will have visibility at the prospect level to help drive decisions about whether to market to an individual. Also, you will have reporting at a single campaign level to measure such things as how specific offers or creative elements perform. Finally, you can aggregate this data to an account level and look at marketing ROI across all prospects, and all campaigns. This improved reporting can easily be used as a business intelligence tool.
For existing MindFireInc partners, a preview webinar of the new MarketFire technology will be held on October 9th.
Case Study
MindFireInc Solution Partners continue to innovate new ways to improve marketing communication. A MindFireInc partner was recently engaged to create a multi-channel marketing campaign for a software company. The primary goals of the campaign were:
- Attract customers to upgrade their software packages
- Track online marketing effectiveness
- Track print advertising effectiveness
The campaign was developed to have multiple components including print advertising, web advertising, and email. A series of communications were sent to try and attract customers to upgrade. Through this five wave process, a total of 22% of customers responded and are actively engaged in the sales process. By using the MindFireInc solution to collect information, the client was able to provide respondents specific information about their area of interest. This detailed information was then passed to the sales team. By being armed with client specific information, the sales team was able to generate more effective conversations that should result in increased revenue.
While the response was outstanding, that is only part of the benefit. By using the MindFireInc solution the Solution Partner was able to create unique URLs for print advertising in several publications. Each of these unique URLs provided visibility to the marketing team about the performance of the individual publication.
Additionally, a similar process was used to track the effectiveness of online advertising. The intent of the measurement was to determine which print and online properties produced the requisite results to justify further funding. The outcome of this performance driven process has been a change in ad spending. It was discovered that only a few of the advertising channels were producing results. This allowed the client to reduce spending by hundreds of thousands of dollars annually with no decline in response.
