The Spring 2017 issue of Fly Fusion is set to hit newsstands on Feb 21st, 2017.
Fly Fusion is one of the few niche magazines in Canada that has managed to become a top contender in its category in the USA.
For the 10th year in a row, Fly Fusion’s sales in the USA have increased. In 2016, sales were up 6%.
The Spring 2017 issue of Prairies North features an iconic image from Saskatchewan’s rural landscape.
Art Director Lionel Hughes chose this cover image from a short list of winners of a photo contest the magazine sponsored.
Like many regional magazines, images that celebrate the “home land” are often winners.
The cover price has been raised from $6.95 to $7.99. The last time the cover price increased was in 2005, from $5.95 to $6.95.The issue goes on sale March 13th, 2017.
Off the Page is an interview series featuring award-winning Canadian writers, illustrators, photographers, and other creators. Our goal is to peel back the curtain on some of the best and most engaging magazine stories and content, and to learn something about the process of creation, the approach of the creator, and the impact of a great story.
In this interview we chat with freelance journalist Virgil Grandfield, who won the 2016 National Magazine Award for Investigative Reporting. In his award-winning investigative story “The Cage” (Eighteen Bridges) Virgil Grandfield describes one particular day of his multi-year investigation into human trafficking allegedly linked to Red Cross humanitarian efforts in Indonesia, post-tsunami. “Eva” is his assistant; “Mulyo” is a labour agent who may have been involved in human trafficking; “Otong” is a worker who disappeared while working on a Red Cross project and was allegedly murdered while trying to escape.
Virgil Grandfield: I was spokesperson for all Red Cross Red Crescent tsunami relief operations in Aceh in 2005-2006. In that time, I was proud of our work there. Only when I returned to Aceh in 2007-2008 as a delegate for the Canadian Red Cross did I uncover evidence of an epidemic of modern slavery in our housing reconstruction operations.
Before I go on, I should say that when describing the focus of my investigations in Aceh, I never use the term “corruption." That word can sometimes be racially loaded, and too vague, subjective and misleading. As you mentioned, what I found on Red Cross and other tsunami projects in Indonesia was the very specific and clearly-defined crime of human trafficking—a discovery that rocked me to my core, in part because I immediately understood that it was our own fault. We had lost our way.
In short, the British, Canadian, Australian and American Red Cross had decided that rather than working with local people to rebuild, they would take a massive short cut and outsource all of our reconstruction projects to private contractors. Agents working for those contractors brought in tens of thousands of workers to our projects from more than 2,000 km away in Java. The agents and contractors deceived the workers, stole their pay and forced them to work against their will, often as outright slaves in squalid, malaria-ridden labour camps and often provided them little more than one bowl of rice per day.
This happened to virtually all of the thousands of construction workers on Red Cross and other tsunami rebuilding projects. It was the second, secret disaster of Aceh.
What was the breaking point for you, and why did you decide to become a whistle-blower?
Virgil Grandfield: When I first discovered and confirmed the trafficking problem, I was really sad and angry. Another worker had died of malaria in one of our project camps the day before I had arrived there. And yet, management was refusing even to allow us to provide bed nets or spray for mosquitos in our camps, claiming the workers were not our responsibility. They had become so focused on material results—numbers of housing completions—they had totally ignored the humanity of the workers on our projects.
I reported what I had found to management in Aceh and Ottawa. They warned me to drop the issue. One told me that I was “too close to the people,” and said I had a choice: “You can either be with us, or you can be on the side of the workers.”
At the risk of losing my amazing career, I kept investigating and demanding action. Management agreed to look into the issue, but only interviewed the contractors and agents, the very men who had been doing the trafficking. They never spoke with the workers. After an incident where some of our workers were beaten by a local mob accusing them of stealing some jewelry to pawn in order to escape, I broke protocol and informed the Canadian Red Cross board of governors of the trafficking and implied that if we did not act within the month, I would go public. Only then did management approve anti-malarial measures in worker camps. They also promised me they would begin a feeding program for the workers and would hire the Ernst & Young auditing firm to do a more thorough investigation. And, I was offered a new contract and a possibly a promotion, on the condition that I drop the worker issue.
A few months later, I heard from one of my former field officers that our head of mission in Aceh had interfered in the auditors’ investigation when he gave the contractors weeks of advance warning, and had tried to restrict the auditors to only two of our twenty-two housing projects. I also learned that the Red Cross also never implemented the promised feeding program for our workers. And although the auditing firm Ernst & Young confirmed my findings, Red Cross refused to consider compensating the victims.
That was the last straw for me. I resigned my Red Cross Overseas Delegate status and eventually leaked the story to a producer at Radio Canada in Montreal where I had done a graduate program in journalism at Concordia University.
Having made the bold move to resign, you launched your own investigation, returning to Indonesia not as a delegate but as an independent journalist? How did you manage that?
Virgil Grandfield: Radio-Canada said they needed more proof of the trafficking before sending a team to Indonesia to investigate and film a documentary—an investment of at least $100,000. So, a year after I had resigned, I mortgaged my home in Alberta to fund a more thorough, preliminary investigation. I returned to Indonesia in 2009-2010, rented vehicles and equipment and enlisted teams of human rights workers—and at one point, even a local mafia boss—to help me find hundreds of Javanese labourers who had been trafficked on Red Cross tsunami projects in Aceh.
The evidence and video testimonies we took from those victims and scores of witnesses were enough to convince Radio Canada to send their own investigative team to Indonesia. Unfortunately, after their documentary “The Forgotten Workers” was broadcast on Radio Canada and CBC in March 2010, Canadian Red Cross denied all findings and shut the issue down. And it seemed like Canadians just kind of shrugged.
I was devastated, and it took me a long time to recover.
In “The Cage” you describe a second journey you made to Indonesia in the summer of 2015 to meet a man named Mulyo, who may have been a trafficker of slave labour during the Red Cross reconstruction. You put your own life (and that of your assistant, Eva) at risk just to try to gain access to some of the workers who were exploited. What was the significance of that particular journey, and what did you expect to discover that day?
Virgil Grandfield: In 2015, with a little money from a writer’s grant and an income tax rebate, I headed back to Indonesia to try again. This time I could only afford to hire one person to help me, not whole teams. During my first investigation five years before, I had met families of men who had died on Red Cross projects or while trying to escape. I promised some of those families I would try to find the graves of their dead fathers, sons and husbands. So, this time, instead of searching for hundreds of surviving victims, my assistant and I would only search for the dead.
My assistant Eva (not her real name) is a gutsy, smart elementary school teacher about the size of a half sack of potatoes. She started searching for leads in North Sumatra even before I arrived. She found a labour agent named Mulyo (also not his real name) who claimed that 160 of his workers had been forced to work at gunpoint on an American Red Cross tsunami project.
Mulyo had told Eva that one of those workers, a young man named Otong, had been murdered by his guards, likely as a warning after trying to escape the project with a group of 30 other workers. Soon after my first meeting with Mulyo, Eva and I began to suspect that he himself had been a guilty party in the trafficking of Otong and the other men.
We tried to gain Mulyo’s trust, and that meant we had to give him our trust, too. We stayed in his home. We brought him gifts. We even went night fishing with him a few times at a kind of gambler’s pond where everyone treated Mulyo like the Godfather. We kept telling Mulyo we had to meet Otong’s co-workers in order to verify his story and perhaps find a way to meet and help his surviving family. Mulyo kept making excuses for not taking us to the surviving victims. Eventually, though, he said he was ready to take us to meet Otong’s former co-workers. But, he said we would have to go alone with him.
Eva and I knew there were two possibilities: either Mulyo had decided to try to help us, or he had decided to take us out somewhere to get rid of us once and for all—to kill us. If it was the first, we would be that much closer to getting the story that might finally get people to understand and care about this issue, a story that might shock the American public in a way that had not happened in Canada.
I had spent years of my life fighting this battle. I had sacrificed the career I had loved. I felt I had little left to lose and that I had come too far to fail. Getting to the bottom of this particular story about the murder of one worker might be my only way to finally get publishers and readers to care about the bigger story. And because the stakes were so high and there had only been denial on the part of the Red Cross, getting this story second or third-hand was not going to work. I had to meet the eyewitnesses—starting with the men who had also been trafficked—and record their stories. The only way to do that was to trust Mulyo.
I was prepared to risk death. The more important question was whether Eva understood the danger and was willing to make the same gamble. That is the moment at which our story “The Cage” begins, when Eva answers that she also was not afraid to die. It would not be the last time she would say that, in even more dangerous situations.
It felt important that this story reach Eighteen Bridges readers, for two reasons: First, because I felt our audience and the wider audience that might come across the story would greatly enjoy and benefit from Virgil’s mix of compelling storytelling and scrupulous moral inquiry. Second, because we at Eighteen Bridges really do believe in the power of the written word to open eyes and enact change, and it would have been wrong not to publish Virgil’s story.
—Curtis Gillepsie, editor-in-chief, Eighteen Bridges magazine
“The Cage” is now one chapter in a larger book project you have planned about the Red Cross reconstruction in Indonesia. On the one hand, your investigation focuses on the large-scale labour trafficking involving thousands of Indonesians who essentially became slaves to the agents and contractors who pocketed large sums of humanitarian funds. And then you’re also trying to unravel the mystery of the murder of Otong. What is it about his death that you think illuminates a piece of the larger investigation?
Virgil Grandfield: One problem I have had in speaking with literary agents was that they did not think this issue would be relevant to Canadians. They also said the fact I was a former employee of the Canadian Red Cross might create legal problems or doubts about motivations. Also, when I spoke to people in Canada about the trafficked workers, they just didn’t get it. Everyone has that uncle or brother-in-law who has been stiffed on a job. No big deal. And quite frankly, when people hear the numbers—that up to half a million men were trafficked on tsunami projects—they tune out because it sounds like statistics.
So, when I returned to Indonesia in 2015, I decided firstly that I would not look for any more victims from Canadian Red Cross tsunami projects—not even one. I would only look for victims from other Red Cross or UN or other tsunami projects. Americans have not yet heard about this scandal, and neither has the rest of the world..
Secondly, this time I wanted to investigate and tell, as well as I could, the story of just a few victims—people who had died because of the trafficking. I wanted readers to really feel and understand how horrible this thing was, how cruel and deadly it had been for humanitarian agencies to turn their operations over to profiteers and criminals and look the other way and even cover things up.
So, I thought the story of one man—among tens of thousands of tsunami slaves in Aceh—being murdered for trying to escape an American Red Cross tsunami project might get that point across. This was not your uncle being cheated for work he did on someone’s house. It was outright slavery and even murder. And I believed then as I do now that people will care more about one or two or three persons whom they feel they know than they will about thousands they don’t.
“The Cage” ends with a bit of cliffhanger—Mulyo points you towards people who might know about the fate of Otong, but he advises you against speaking to them. Without giving too much away from your forthcoming book, have you since discovered more of the truth about Mulyo and Otong?
Virgil Grandfield: Mulyo eventually did take us to meet Otong’s co-workers, the witnesses to his murder. After telling us the story of their own ordeal as tsunami slaves and their escape from an American Red Cross project, they drew us a map. Eva and I then used the map to go on a kind of “Heart of Darkness” journey to follow the investigation of Otong’s murder to its end. What we experienced and discovered will be thrilling and mind-blowing to readers: a cat-and-mouse story of facing and narrowly escaping death—in typhoons and at gunpoint—in order to investigate and solve a crime implicating those in the “whited sepulchers” of Ottawa, London, Melbourne and Washington D.C. as much as anywhere else..
Eva and I are both currently writing those chapters for a section of the book called “The Map.” Using a mix of narrative and raw transcripts, we have also recently finished putting together an experimental work of literary non-fiction called “The Monument,” about a man and wife who were victims of trafficking on a British Red Cross project.
And, we will soon be writing our third main section of the book about keeping a promise I had made five years earlier to find the grave of one Javanese family’s father and husband who had died because of trafficking on an Australian Red Cross tsunami project. Our two-month search for his grave took us to an island where as many people died because of labour trafficking on tsunami reconstruction projects as died in the tsunami itself.
At the 2016 National Magazine Awards gala, you accepted your award for “The Cage” on stage with a passionate call for critical Canadian attention to humanitarian relief and reconstruction projects, and the gaps in the system that enable corruption and trafficking. Can you talk a bit about your vision for a better system of oversight and implementation of these projects?
Virgil Grandfield: I was so utterly shocked and grateful to win the award at the NMA gala. I had originally written “The Cage” as a chapter for my book, so, I felt it was a fragment at best. Other stories in my category were more complete, I thought, and more polished, and by excellent and well-known journalists. But, I also figured that in the very remote case I did win, I had better be ready to speak. I told myself: “You carry a lot of responsibility, Virgil. You have fought for a long time to uncover and get the truth out. And you might have only this one chance to say some important things.”
In my speech, I thanked Eva and other people like her who have over the years risked their lives with me to investigate this story for little or no reward. I acknowledged the pain the family members of the victims had to endure in opening old wounds to tell me their stories. I spoke of the trust those families put in me, and through me, the trust they were putting in Canadians to finally make things right.
I also reminded my colleagues at the NMA gala that Aceh was not the first tragic misadventure the Red Cross has had in outsourcing its humanitarian responsibilities. Thousands of Canadians lives were ruined or lost because of the HIV or Hepatitis they contracted from the tainted blood bought by the Red Cross from American prisons in the 1980s. Not only did the Canadian Red Cross deny that problem and refuse to take responsibility for its victims in the Tainted Blood Scandal. It also refused to clean house after it was censured by the Krever Report.
What do you think Canadians should expect of the money and goodwill that they and their government contribute overseas?
Virgil Grandfield: At certain times, even our most noble institutions fail.. Yes, there is something very broken in the world now, and that was and is the deeper problem. Neo-liberal organizations like the WTO and World Bank have been forcing the poorest countries to do away with protections for their most vulnerable workers. So they share responsibility for what happened in Aceh.
But the labour trafficking scandal in the Aceh reconstruction was also due to a massive failure of humanitarian leadership. The directors of the Red Cross, for example, deliberately chose—against all of our stated principles—to use a deeply-flawed and inhumane outsourcing system, instead of working with local people to rebuild. And they chose to continue to do so, even when they became aware of the trafficking. The agencies had too much money, their boards were in too much of a hurry, and their managers acted in ways that were ambitious, heartless or blind.
The great danger for humanitarian organizations—especially the large, well-funded ones—is that they work in places where institutional corruption and failures of leadership can have immense and deadly consequences. Even at the field level, professional aid workers can also let themselves become divided from their own compassion and humanitarian principles and responsibilities. They focus on careers and promotions and perks, and because there is no job security in humanitarian work, they don’t rock the boat. They turn the other way, or compromise with corruption, or cover things up.
And meanwhile, the media give them a free pass, as if they are somehow better than normal, flawed humans. Reporters never ask hard questions, don’t investigate, and when told the truth, like most Canadians, they don’t want to believe. But the stakes are so high and the dangers and consequences of failure so prevalent and drastic, especially for vulnerable people like Otong and countless others.
That is why the press must be far, far more curious, independent and critical. You must seek out the powerless, the voiceless workers and others in our projects, and ask them for the truth. You will only help prevent more human-made disasters and save more lives.
As for oversight and implementation, the so-called “Aceh Model” of privatizing humanitarian work has been touted as a huge success to be emulated in other disaster zones. That is an outrageous and inestimably dangerous lie that must be refuted at every level and opportunity. Everyone living in Aceh saw the disaster we caused there by outsourcing our projects; we caused far more harm and pain than would have been if we had never gone there. Only smaller, community-minded organizations refused to take the easy, outsourcing path, and only they avoided the trafficking disaster.
Unfortunately, after disasters, Canadians give the vast majority of their donations to the Red Cross—an organization which at its best only handles first stage relief work. There are other organizations which specialize in actual reconstruction work which is done with communities, and I am certain that some have better leadership than the Red Cross, at least right now. Canadians must demand that the Red Cross clear out anyone involved in the Aceh or the Tainted Blood scandals. Our government must legislate open-book auditing requirements for any agencies receiving public funds, diversify disaster funding to include small organizations through a national umbrella funding agency, and establish a related but fully-independent unit of anti-trafficking investigators and project evaluators, as well as independent ombudspersons for humanitarian sector whistleblowers.
Aid organizations must establish an international convention on standards for payment and living conditions for all workers on humanitarian projects and must ban outsourcing in all relief and reconstruction work. I mean, why use the worst, least-humane business practices for what is supposed to be the noblest of human endeavors--to help others?
And finally, it is my personal hope that we find and compensate at least some of the families of those men and women who died because of our gross negligence in Indonesia. We cannot fix the huge mess we created, but at least we can try to help those most harmed by our mistakes. It is our unfinished business.
Can you talk a bit about the process of having Eighteen Bridges publish this story and help it gain a larger audience? And what has been the significance to you of winning the National Magazine Award?
Virgil Grandfield: At the NMA Gala, I also thanked Curtis Gillespie for his faith and support as an editor and mentor, and for his uncommon courage in publishing a story others would be afraid to touch. Without Curtis and his terrific team and the supporters of Eighteen Bridges, you and I would not be doing this interview.
As for the award’s significance, I think it will help me get over a huge wall that has blocked me and my work for years. People have called me a “whistleblower”; there is even a Wikipedia entry to that effect about me. It is something that can be a badge of honour, but in my case, the label is not quite right, not anymore, at least.
A whistleblower is someone who tells the public what he or she learned while on “the inside.” I did discover the tsunami slave trafficking scandal while employed by the Red Cross, but 99 percent of what I know about the story is what I dug up often at extreme effort and cost—only after I resigned.
Before I worked for the Red Cross, I was a journalist. The skills I had learned as a reporter helped me to first sniff out the problem in Aceh, and I have relied on those skills in all my work in the region since. I have done hundreds of interviews and asked thousands of questions. I have done endless research. I have triple-checked every fact and cross-verified every story. I have geo-tagged photos with victims and witnesses, gotten signed affidavits, recorded and transcribed interviews. I have had to treat every case as if it would go before a judge, and so, I have put aside scores of unverifiable stories for every solid one that I am reporting. I have also had to take unbelievable risks to follow stories to their rock bottom.
After the NMA Gala, a couple of the judges in my category came to shake my hand and to commend me for having done all that of that work. Their congratulations, and the award from the NMA, and the kind reception I received from my journalist colleagues at the gala were a terrific validation and homecoming. And when I introduce myself to publishers, from now on I can and will do so not as a whistleblower but as an award-winning investigative journalist.
I was thrilled for Virgil winning the National Magazine Award. I don’t think there are many writers who have suffered—literally suffered, physically and spiritually—as much as Virgil did for this story. On a different plane, I was pleased to see him win because it reinforces our overall message to Virgil, which is that he has a unique talent he is meant to pursue. And so when he won I could only say, Bravo, but this is just the beginning!
—Curtis Gillepsie, editor-in-chief, Eighteen Bridges magazine
When will we be able to read the entire story in your book? Have you been able to complete your journey that you started all those years ago, to finally illuminate the truth about Indonesia’s reconstruction?
Virgil Grandfield: To paraphrase a saying from Texas, where I grew up, “It’s all over but the writin’.”
On the very last day of my search in Indonesian in 2015, by a series of investigative miracles, I found a family I had been searching for half a decade. They told me the heartbreaking tale that will form the first and last chapters of the book.
I am now finishing coursework for a graduate program at the University of Lethbridge, with a research focus in Narrative and Social Justice. After that, I will get right to work full-time on the book. I don’t know if it is possible, but I would like to publish the book in early 2018. That will be the 10-year anniversary of a crucial moment in my life when I had to decide whether or not I was in the Red Cross for the career or to help people. It was also when I had to answer whose side I was going to be on—that of the powerful or that of the powerless.
In the decade since then, I have learned the hard way that I cannot force a resolution. I am too small. What I can do, however, is investigate and try to tell the whole story of what really happened in Aceh. I must do that.
What comes afterwards will be up to the rest of you.
Virgil Grandfield is a National Magazine Award-winning investigative journalist and a former overseas delegate for the Red Cross. He is doing graduate work in social justice and literary non-fiction at the University of Lethbridge and is writing a book about labour trafficking in Indonesia during Red Cross post-tsunami reconstruction work.
Virgil Grandfield's National Magazine Award-winning story "The Cage" in Eighteen Bridges magazine was a work of first-person, narrative journalism which does not customarily bear the same requirements as standard news reporting for obtaining official replies from all concerned parties. Nonetheless, Virgil has emphasized that although in November, 2008, the secretariat of the Canadian Red Cross officially terminated all communication with him concerning the tsunami slave trafficking scandal, the organization has been offered multiple opportunities to respond to his findings and those of other journalists. Virgil has also said that he continues to welcome any initiative by Canadian Red Cross to reverse its decision not to communicate with him about the findings of his and others' investigations.
More Off the Page interviews on the MagAwards blog.
In recent years media planning has fallen victim to absolutism in the form of micro-targeting via digital media. The data can locate precise prospects in the moment they’re ready to buy, the thinking goes, which makes advertising broadly across media a waste of time and money.
Last year, two news events spat in the face of this “new normal.” First, the largest and most comprehensive study on ROI and media impact ever fielded, the Advertising Research Foundation’s (ARF) How Advertising Works, concluded that abandoning legacy media (where the committed, predictable reach lives) causes sales to drop. Second, Procter & Gamble CMO Marc Pritchard announced that his brands were stagnating due to targeting too narrowly on Facebook.
Other advertisers are coming to similar conclusions. We recently recorded the biggest spike to date in marketer confidence (intention to increase spending) for more traditional, homogeneous media. Specifically, increases of 25 percent for broadcast TV, 26 percent for cable TV and 18 percent for audio/radio—gains of 16, 11 and 19 points, respectively, over a year ago.
Tellingly, the spending optimism gap has narrowed significantly since the beginning of the decade. In 2011, there was nearly a 100-point difference in net “plan to spend” optimism between the highest and lowest media. Last year, this difference compressed to only 42 points.
Why? Advertisers are awakening from the big digital hyper-targeting party to remember three sustaining realities of media.
It takes big reach to make big sales.
The bigger the brand, the more customers, shopping visits and purchases it needs to stay in business, let alone expand. The biggest staple products need to reach tens of millions of real people (read: not bots) every week to set that equation in motion, and they need to do it predictably.
There’s a natural momentum for audiences that have something in common.
The finer you target audiences online, the more places they come from—like a patchwork quilt of the ideal consumer. Beyond the sum of characteristics captured in a data profile, there’s nothing to connect one to the others repeatedly and reliably. With established media like radio and TV programs that air on a schedule, a regular audience builds. And, thanks to social media, builds on itself, using what the characters did or what the DJs and TV hosts said as the rallying point.
Media won’t work in isolation.
Audiences don’t draw the divides that advertisers do. People just attend, listen, read and watch what they like. And today, they’re merging media in the moment more than ever before. The real power is in the intersection, whether that’s the growing connection between TV programs and social media or the awareness lift that ads in multiple media give each other—as evidenced by TV and Twitter increasingly promoting their interdependence and Nielsen studies showing that radio ads lift awareness of a brand’s TV ads substantially. The more roads you drive into the consumer’s mind, the bigger your presence there.
“AM/FM radio’s daytime presence is definitely getting more attention,” says Pierre Bouvard, chief insights officer at Cumulus Media, which operates the Westwood One radio network. “Advertisers now tell us they want to reach the greatest number of in-the-market consumers on the go.”
So what’s a marketer to do? Leave the hyper-targeting party and return to the media mix.
For its part, the ARF, arguably a media-neutral authority, recommends three “smart-spending action steps” for advertisers. First, invest in multiple platforms rather than shifting dollars from platform to platform. Second, spend smart by adding back traditional media to your digital investments to maximize ROI. Third, spend to reach millennials on traditional and new media—not just mobile.
“AM/FM radio's daytime presence is definitely getting more attention. Advertisers now tell us they want to reach the greatest number of in-the-market consumers on the go.”— Pierre Bouvard, chief insights officer at Cumulus Media
ARF took the average of category verticals and recommended an optimized mix for a $15 million advertiser: 78 percent traditional and 22 percent digital for people 18 and older, and 71 percent traditional and 29 percent digital for people 18-34.
Just because you can doesn’t mean you should, in data and targeting. However you slice it, there’s a predictable unpredictability in hyper precision. It’s impractical to identify and connect individually with all of the people who are in the market for a product at any given moment in time. The surer route is to reach the most customers possible. That means building the bedrock of a media plan on channels with reliable mass.
Andy Sippel is svp at Advertiser Perceptions, a business intelligence firm serving the global advertising industry.
( This article was originally posted on Adweek and posted with permission from the author)
Marketing automation is on the rise as 55% of B2B companies have adopted the technology into their strategies. Although the most common use of marketing automation is email marketing, James Morgan, senior VP of global sales at SharpSpring stresses that using marketing automation to its fullest will allow you to do three things very well:
Drive leads by learning about their behaviours and interests
Use this information to create hyper-personalized communications
Learn from your actions and apply these learnings to future campaigns
Here’s how you can get the most of your marketing automation system:
All leads are not created equally, making lead scoring fundamental to every nurture program. Some prospects need to be fast-tracked to sales, while others may need some nurturing before they are ready to make a purchase. Lead scoring identifies these prospects by ranking their level of interest and sales readiness. Marketo explains that developing a good lead scoring framework will shorten sales cycles and improve win rates because the sales team have the right customer at the right time.
A marketing automation platform can house a number of interactions with your audience: a form on a landing page can capture when they download a white paper or click a call-to-action within an email. Collecting these interactions in one place allows you to paint a more complete picture of a lead’s interest in your company or brand. Working with the sales team, you can create a scoring system that converts more leads and wins more business.
“For instance, when it comes to lead scoring, a CMO would receive more points than someone on the IT team because they are the decision makers,” explains Morgan. “They would also receive more points if they had downloaded a white paper and if they were looking at the pricing page of our website, they would receive an even higher score. When they reach a certain score, the Sales team receive a notification to let them know that this lead is hot.”
Monetate’s Intelligent Email Marketing that Drives Conversions study found that segmented email campaigns produce 30% more open rates than undifferentiated messages. Unless your prospect list is very small, it is impossible to personalize each marketing email, so having a marketing automation system lets you personalize on a large scale. It helps to segment a large list into smaller groups to better target your communications to these groups.
The email marketing experts at Marketo, suggest two main ways to segment your list:
a) Segment by demographic attributes such as gender, age, job title, industry, geography or interests
b) Segment by behavioral and past transactional data
Once your list is divided, you can then send personalized and relevant emails to each segment; these are known as dynamic emails. With a marketing automation system, you can make use of the dynamic content feature and create one email template with content that varies based on the recipient’s segment. With no coding necessary, even the most technologically challenged can create a hyper-personalized email to help convert leads to sales.
FitForMe segmented customers using the subscriber’s year of birth, adjusting the tone of the writing and the images to ensure that their messages were relevant to each group.
Create landing pages
Use your marketing automation platform to create customized landing pages; no web design skills required! The technology allows you to create a form on a landing page to capture lead information and support demand generation. Using a dynamic content feature will customize how different segments will see a landing page, for a personal experience. For example, the diagram below illustrates how a handbag store can add blocks of dynamic content to a landing page to show different content to different segments, depending on which lead is viewing it.
Marketing automation tools not only allow you to create landing pages, you can track them too. Glean insights from the data collected to better understand your customers and their behaviours.
Never miss an opportunity to test your campaigns. Optimize your strategy by testing features such as the subject line, the email template and the even the day and time that you send emails. Use your marketing automation platform to add A/B testing. This means that a small group will get the test while the rest will get the winning template; that is the template that receives the most opens, clicks or the highest engagement level, as defined by you.
Kissmetrics outline a few things to keep in mind when testing to ensure accurate and reliable results:
Test just one variable at a time for best results
Test early and often - you should always be testing to optimize your email sends
The larger the sample, the more accurate the results
Email marketing, with the right system in place, is one of the most measurable marketing tactics. Open rates, call-to-actions, link and attachment opens can all be tracked within a marketing automation platform.
Campaign Monitor explains that it’s important to track these metrics for a number of reasons:
Proves the ROI of your efforts
Improves your results
A marketing automation system allows you to quickly and easily build reports to view key analytics on a dashboard. This data can then be used to optimize and power your future campaigns. “In order to create successful campaigns, you need to concentrate on what is working and get rid of what isn’t,” says Morgan. “That’s how you drive revenue.”
Amy-Louise Tracey, Communications Manager, CNW
|Marty Seto says:|