ICS In-Touch June 2009

With the combination of warmer weather and unrelenting challenges in your business world, you may be finding it hard to stay focused – or even know exactly what you should focus on first – given more responsibilities, tighter budgets and higher stakes.

This issue of InTouch distills the latest marketing buzz down to what actually gets results and what should be the center of your attention.  At the risk of sounding like a broken record, integration of your offline and online marketing efforts still tops the priority list.  We continue to see more integration – and results -- with digital marketing in areas of paid search, web analytics and email marketing.

To help you stay on task in these priority areas, all of the industry articles break down each topic into easy-to-follow steps.  Ultimately, all of your marketing efforts should focus on growth potential based on the clearest possible view of your customers and prospects.

Please don’t hesitate to contact ICS to help you clarify your focus, sharpen your overall marketing aim, find time- and cost-efficiencies while targeting and converting high-value prospects.

Wishing you a personally and professionally successful summer.

Kevin Harlow

 Kevin Harlow
 SVP Sales and Marketing, ICS

  News in Your Industry

Six Ways to Support Your Direct Mail – The most successful direct mail pieces are part of an integrated, multi-channel marketing plan…which inevitably includes a Web site as a major component.  Click here to learn how your Web site can best support your direct mail (and vice versa).  (Source:  Target Marketing Magazine)

Seven Tips for Marketing Events with Paid Search – For promoting events, paid search may not instantly come to mind.  However, paid search empowers you to target geographically AND connect with people who are already actively interested in your event, product, service and/or brand.  Click here to learn how to use paid search in your event marketing strategy.  (Source:  MarketingProfs.com)

  •  ICS Webinar:  Tips & Tactics for Launching a Google AdWord Campaign – ICS and its strategic partner, Netvantage Marketing, will be co-hosting this informative Webinar on June 18 at 1:30 p.m.  Learn how to use paid search to generate qualified sales leads.  Click here for information or to register. 

Email Optimization:  How Simple Changes Increase Open Rates, Click-through, Response & ROI – Because email is such an effective marketing tool, it is also the most abused.  Click here to learn four steps to avoid a mass exodus from your subscriber list.  (Source:  MarketingProfs.com)

Your Data Holds the Key for Successful Online Up-sells and Cross-sells – The first and most important step in your online marketing is an integrated approach with your offline marketing.  From there, Web analytics, which includes traditional analytics , is critical to making relevant up-sell and cross-sell offers.  Click here for the five steps in getting started. (Source:  Target Marketing)

  News in Your Sector

CASE STUDY – SERVICE SECTOR: ICS Helps Two Men And A Truck Improve Survey Process and Web Portal – Click here to learn how ICS simplified Two Men And A Truck's survey process, increased response rates and enhanced customer service with franchisees and end-customers (while saving costs in postage and printing).

STUDY: Big 3's Struggles NOT Impacting Most Car Buyers' Intentions – According to Cars.com, almost three-fifths of U.S. consumers claim that the economy and the auto industry's challenges won't impact whether they buy from American automakers. Click here for additional study results. (Source: AutoRemarketing)

Customized Mailings Help New England Car Dealership Nudge Sales Higher – Prime Motor dealerships get their messages in front of a customer within days of a dealership visit via a cutting-edge, highly personalized mailing. While others are cutting-back on marketing spend, Prime Motor is taking advantage and reaping rewards. Click here for details on their “Thank You for Visiting” campaign. (Source: Deliver Magazine)

CASE STUDY – EDUCATION SECTOR: The ICS-Netvantage Marketing Team Improves Michigan State University's SEO – Click here to learn about the MSU project that improves the University's Web site rankings on popular search engines while increasing qualified Web site traffic and program registrations.

 News at ICS

Campbell-Ewald Wins Major U.S. Navy Contract, Keeps Business Local – We all need a little good news these days, particularly for those in Michigan. One of ICS's clients, Campbell-Ewald, received some great news on the renewal of the U.S. Navy account. We help them in several areas, including data and analytical support, list strategy, list procurement, email marketing services and direct mail production. This $800 million, five-year contract is not only a major win for the agency, but also for ICS and Michigan's local economy. Great job, team! Click here for more details.

ICS InfoNetsm Expands Our List Management Properties Offering New Job Seeker Site – ICS now provides marketers postal and email access to Groovejob.com, the largest job board for part-time, seasonal and hourly jobs and is used by thousands of visitors everyday. Click here to learn about list applications and rates.

CASE STUDY – AUTOMOTIVE SECTOR: ICS Provides Targeted In-market Shoppers and Technical Support for Ford Division / Wunderman Email Marketing Program – ICS provides targeted, in-market shoppers to Wunderman on a bi-weekly basis, as well as technical support for email design, programming, transmission and analytics. Click here to learn more about this program, Ford's rebate offer and expansion plans.