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DeepTarget’s New Targeted List Feature

Have you ever wanted to create a new campaign in DeepTarget and have it instantly begin showing without having to wait for DeepTarget to encode new rules? If so, you’ll be excited to hear about one of the new features we recently added.

With the most recent software release, DeepTarget Omni Engagement Cloud, users of DeepTarget now have the ability to import a list of online bankers and target a campaign to them.

In order to use this feature effectively, you need to know which ID to use in your list. Follow the instructions below to the point where you click the “Upload List” button on the campaign menu. On the upload list form, you will see the name of the ID you should use in your lists. If you have any questions about this, please contact us at support@deeptarget.com.

Once you know which ID to pull, then use your MCIF or core report generator to create a file that contains one ID per line, separated by a carriage return, line feed.

Next, open DeepTarget OEC (https://apps.deeptarget.com/oec/) and create a new campaign, selecting the Audience Type of “Targeted by List”.

Using the menu for your newly created campaign, select “Upload List” and then load the list you created. Finally, when you publish this campaign, it will show only to those IDs contained on your list.

If you have any comments or suggestions regarding this feature, or any other feature you’d love to see in DeepTarget, please contact our support staff at support@deeptarget.com or feel free to drop me a note directly at jeremy@deeptarget.com.

Newsletter … Anyone … Anyone?

One of the best ways you can communicate with your customers is with a newsletter, but yet it is one of the most underutilized tools in our marketing plans. A Newsletter gives us a captive audience and it can cut out the noise that a website, Facebook page, or Twitter can sometimes create. There are four steps to creating a powerful email newsletter, building your email address list, creating content, designing an attractive look and feel for all screen sizes, and determining the right frequency.

First up, with today’s technology, it’s easy to build an email list for your newsletter. How, you ask? Look to your website. You should have a sign up form front and center, you can even have it be a landing page that comes up when visitors visit your website. You may even consider offering an incentive for people to sign up. Incentives can be anything from a service, like three months free for a lockbox, to a freebee like a t-shirt. Just make sure you use a double opt-in method to gather these contacts, to ensure you do not damage your relationship with your customers.

So, now that you have your list, what kind of content should your newsletter contain? The obvious answer is your product. And of course, promoting your products is important. But it is also important that you don’t only push your product. Offer helpful tips and advice. Entertain them. We all love to be entertained. You don’t need to be a comedian, but humor can go a long way.

What about design?  Think mobile and tablets. Your newsletter should be mobile friendly. No one in their right mind is going to want to read your full blown newsletter on a tiny three inch screen or smaller. Your design should also have some continuity and should reflect your brand. Invest some time and money in a good template and header. It will be well worth the cost.

Last, but not least, let’s talk about frequency. This is dependent on what you have to say. Don’t feel like you have to send out a monthly newsletter. It can be quarterly. Again, do what works best for your institution. And remember, people don’t like their inbox to be inundated, but don’t go so long in between that they forget about you.

Now go forth and create greatness, or at least a fabulous newsletter. Believe me, you’ll be glad you did.

Elements of the Perfect Targeted Marketing Campaign

Targeted Marketing Works! It’s something we all know now, right?

But then we try it, and we just don’t feel like it’s as effective as the research seems to suggest. The problem with targeted marketing, like almost anything in life that brings great value, is that there are easy ways to do it and there are hard ways. And usually, the most effective ways are in the “hard” category.

In order to target effectively, we cannot just take our customer base, maybe purchase some demographic data to give us additional insights, segment and target our customers based on what we know about them and our products … and then call it done.

In order to effectively use targeted marketing, we must find the right target audience for our product and then intelligently separate that audience into subsegments based on attributes like age, gender, marital status, family status, etc. and then design messages and visual presentations that are targeted to each of those subsegments.

First and foremost, effective targeted marketing requires that we find the right audience for the product we want to market. We can use data we have, demographic data we’ve purchased, statistical analysis, and last but not least, our own personal understanding and intuition.

Once we have identified the right audience, the next step is to separate them into meaningful subsegments, based on attributes like age, gender, marital and family status, etc. and design a targeted message for each. A very young audience might get a message that focuses on product features that appeal to a young audience and use language that is young and fun. An older audience might get a message that focuses on different product features and uses language that is more formal and informative. These targeted messages will result in the maximum level of interest.

But wait, we’re not done. We’ve found the right audience, created the right targeted messages, but it’s still true that we as human beings are very visual creatures. We’ve heard our whole lives that we can’t judge a book by its cover, but we can’t help ourselves, because that is how our brains work. We make many of our judgements about the world around us based on what we see. The visual appeal of an ad is probably even more important than finding the right audience and creating the right targeted message, because our audience may never read the message and find out this product is perfect for them if our ad doesn’t visually grab them.

And despite the fact that we’ve all grown up with one size fits all marketing imagery, where marketers just try to make an image that will appeal to everyone, including elements for as many segments as they can, we know that what appeals to a nineteen year old female is likely going to be very different than what appeals to a forty-five year old mother of two, not to mention what will appeal to the sixty-nine year old retired man.

Creating a visual presentation that is targeted to each segment will dramatically increase the odds that our target audience actually reads the targeted message we’ve created for them and finds out how perfect our product is for them.

*Including all of these elements in your targeted marketing campaign takes effort, but in the end, this is how effective targeted marketing is done.

Try it.

Your bottom line will thank you.

*One word of warning. You will want to ensure you avoid being too heavy handed in your targeting and personalization. Going overboard will, instead of resonating with your target audiences, feel like you’re stalking them. Create messages and visual presentations that will appeal to them, based on what you know about them, but maintain a professional distance.  

Marketing for Retention

In designing your marketing strategies most everyone wants to talk about winning that new customer, which is important, but let’s talk, in my opinion, about one of the most important parts of marketing – How do we retain the customers we have?

Customer retention is more than giving the customer what they expect, it’s about exceeding their expectations. Retention is often times the most important part of our marketing and the most overlooked. If we are doing all the right things to bring that new customer in but not doing the right things to retain them we are creating a revolving door. Retention allows us the opportunity to service our customers and meet their needs. It is also our opportunity to make “fans” out of our existing customers; so that they tell their friends about the awesome place they shop or bank. Customer retention has a direct impact on profitability. Some research has indicated that engaged customers generate 1.7 times more revenue than normal customers, while having engaged employees and engaged customers returns a revenue gain of 3.4 times the norm. Retention with both employees and customers is vital. Marketing for retention is marketing outside the BIG box. For a financial institution it might look like serving in your local school system teaching young people how to devise a household budget and the importance of saving or setting up classes or online webinars for newlyweds – teaching them ways to work together financially or working with your local community college teaching young adults how important setting up an IRA can be. 

Lastly, are we educating our customers on ALL the services we offer? If someone is doing business with you already, they are the prime customer to market your additional services to; they trust you! Marketers should now see customer retention as a priority instead of a secondary strategy. The key to effective retention lies in understanding and anticipating the needs of our customers and your employees. Setting a strategy for successful customer retention is the first step.

Get Upgraded!

If you haven’t heard yet, we are really excited about the release of the DeepTarget OmniEngagement Cloud!  You can read about it in our press release or check out a demo here.

If you are a current DeepTarget OLB customer and have heard about it but  have not yet signed up to be upgraded, we are taking requests from now through May 8th.  We perform the upgrades on Tuesdays or Thursdays and will be glad to get you on the schedule beginning Tuesday, May 12 or after (our upgrade queue is already full through that date).

After May 8th, we will add all remaining unscheduled customers to the upgrade queue and let you know as soon as the upgrade has been completed.

There is no additional cost and no effort required on your part for the upgrade.  The process of upgrading your DeepTarget instance will only take a couple of hours on our part, so the entire upgrade can be started and completed on the same day.  The user interface is all new, so you will likely want training to become familiar with that, and we will be hosting group webinar trainings in May.  You can register for one of those here:

https://attendee.gotowebinar.com/rt/4504271795002307073

Don’t hesitate to let us know if you have any questions, and we look forward to hearing what you think of the new upgrade!

Taking Flight

I’m heading into a unique time period in my life–the time where our children are leaving the nest and becoming adults. This is all well and good, and apparently it is the natural order of things. I remember what seemed like a millennia ago, when I did the same thing, but it was a lot more exciting than watching my own children do it. Don’t get me wrong, I’m excited for my children. They will do wonderful things in life, of that I have no doubt, but as a mom, it is hard to let go. It is hard to realize that I no longer call the shots (at least most of them).

I guess what I’m trying to say is, sometimes, or a lot of times, we have to let go. We have to let those around us fly. Yes, there will be crashes and burns, but that’s when we learn and grow and when great things end up happening. We have to remember that though we have great experience and wisdom to pass on, that they have to gain their own. We can still be that safe landing, if needed, but remember that landings don’t get in the way.

Not only does this apply personally, but applies professionally too. I think it’s easy to get caught up in experience. We don’t want to let go of the way things have always been done. Or we don’t want to give up control. There can be good reasons for those decisions, but ask yourself, are there new ideas that could be successful that you’re ignoring? Or are you discounting others’ ideas because of your own experiences, not realizing that others have different experiences or perhaps need to gain experience?

So perhaps for you, like me, it’s time to let go a little. Let others around us take flight. Be the safe landing place when perhaps things don’t go as planned (they often don’t). You never know, you could have the next Steve Jobs on your hands.

Stepping Aside

This past week my kids had spring break. I find the older my kids get, the more I look forward to their school breaks. I enjoy the less structured and casual days. I had to work most of the week, but decided to take Friday off to enjoy with them. And on a whim I decided to take my daughter to Nashville while my husband took our son camping. Nashville isn’t a huge getaway from where we live in Alabama, but it is a place we really enjoy and it was a break from the mundane. It gave me the opportunity to step out of “real” life for just a day and recharge my batteries.

I came home from our short, yet very fun trip and found myself being able to conquer a task that had been looming and I wasn’t sure how to approach it. My creative energy had been restored by just that small step outside of my regular life.

So what does all of this mean to you? Perhaps nothing, but for what it’s worth, here’s my take:

Sometimes instead of just pushing through, we need to take a step back, or maybe just to the side. This allows us to look at problems and situations with new eyes, instead of the tired ones we’ve been using to focus so hard at the task at hand. Don’t get me wrong, sometimes we just have to push through to the finish, but we should learn to recognize those times when we need to step aside for just a moment; especially if we are stuck on a problem.

I’m not saying this is a cure-all and it will solve every issue, but I can say I don’t think it would hurt to give it a try. And if anything, those around you may appreciate a happier, recharged you.

4 Questions to Keep You Focused

Looking for a fun way to waste some time (how’s that for a start to a post about focusing?)  Then check out www.nationaldaycalendar.com where you can see official and not-so-official holidays for every day and month of the year.  March is diverse being both National Peanut Month and National Umbrella Month and includes Dr. Suess Day (March 2nd), Pi Day (March 14), St. Patrick’s Day (March 17), and World Backup Day (March 31), just to name a few.  Some people love Dr. Suess, some love pi(e), some love both.  Some people like walking in the rain, some cannot be in the same room as a peanut, some couldn’t care less about St. Patrick.

Your customer base is the same, and even more diverse than the ever-growing list of national days.  If your marketing efforts are always trying to connect with everybody  at once you are almost certainly bound to connect with nobody.  Campaigns should be focused and targeted to the appropriate audience with an offer that will benefit them in a way they want to benefit.  On March 2nd, my campaign will be tailored to Dr. Suess fans, but on March 25, it will be targeted to Tolkien fans.

So as you run through the spring cleaning of your current and upcoming campaigns, ask the following 4 questions to be sure they are as focused and targeted as they can be:

1. Who? 

  • Who are you trying to reach?  Who would benefit from this product/service?  Who is qualified?  Who is not?

2. Why?

  • Why do you want to target this group/individual?  Why would they care?  Why do you?

3. What?

  • What do you want them to do?  What steps should they take?  Is it simple?  Is it clear?  What incentive do they have to respond?  What’s in it for them?  What’s in it for you?

4. How? 

  • How do they accomplish what you are asking them?  Is it simple?  Is it clear?  How will you follow up?  How will you measure the success of the campaign?

Focus on your customers as individuals, target your campaigns to them based on their needs, and you will earn their respect, their trust, and very likely their business.  And that is something worth celebrating.

A Little Song and Dance

What if every time a problem came your way you sang a little song and did a little dance?  What if you smiled your biggest and thanked the universe?  What if you ran instead of walked, skipped instead of slouched, laughed instead of cried?  The snow is going to fall anyway, the temperature will drop regardless, some customers will complain no matter what, so come what may and love it.

There is a whole lot outside of your control, and more than enough reasons to feel like shouting, or fighting, or throwing a fit and throwing in the towel.  But a little song and a little dance could make all the difference.

(H/T Seth Godin)

What’s your Badger?

Last summer I lost one of the greatest, most influential men in my life, my grandfather. The following quote by James Earl Jones sums him up quite nicely – “More and more, when I single out the person who inspired me the most, I go back to my grandfather.”

He was the kind of man that never met a stranger and he would give you the shirt off his back and his last coin if you needed it. Not only was he kind, but he was funny. He also had his trademarks. For years and years he was known as the candy man. He never left the house without pockets full of candy. Every kid and even adult knew this. His candy of choice was Tootsie Rolls. All you had to do to get a piece was say the magic word, “Badger.” It sounds strange I know, but you wouldn’t believe how many people in Denver, Colorado that knew the magic word. Again, he never met a stranger.

One particular memory I will never forget was a couple of summers of ago when we were visiting, he was so sick from the cancer that was ravaging his body and he could barely eat. I asked him what I could get for him. He requested a chocolate milk shake from Jim’s Burger Haven (they make the best by the way). I hurried on my way to get him one, but before I could leave, he handed me a handful of Tootsie Rolls and told me to pass them out to those that would serve me there. I felt I little strange doing it, but I couldn’t deny him his request. Once my order was taken, I held out my hand with the candy and immediately the server knew who they were from and she asked how he was. She also said, “Badger.“

Those small pieces of candy and his kindness were his trademarks. He wasn’t a man of fortune or fame, but he left his mark. And believe me, he is sorely missed.

So my question to you is, what is your trademark? Do you have one personally or professionally? How do you make your customers feel? If you no longer provided your services, would they be missed? When they interact with you, do they leave feeling better for it?

Just some things to think about. Now go find your “Badger.”