Industry: Govt., education & non-profit
Solution: eCatalog
Challenges:
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Show table of contents and book excerpts online |
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Display text-intensive catalogs in a dynamic, easy-to-use format |
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Provide value-added content to customers |
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Increase online and offline sales |
Best Practices:
CPA2Biz, the exclusive marketing provider of the American Institute of Certified Public Accountants (AICPA), is using Scene7 eCatalogs to post page excerpts from its books and manuals. To enhance the readability of its text-intensive catalogs CPA2Biz initially leveraged Scene7’s full-service team to create a custom viewer that is ideal for B2B marketers. CPA2Biz moved from Scene7’s full-service eCatalog option to self-serve, which offers the organization the ability to use internal resources to implement Scene7 technology across a variety of products.
CPA2Biz has an extensive direct marketing program designed to drive catalog sales, both online and offline. It will not replace traditional print catalogs and brochures with eCatalogs; rather it plans to use Scene7’s interactive solution in various ways to incrementally increase sales and provide value-added content to customers. Examples include:
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Showing page excerpts for publications – e.g., ‘See Inside the Book’ |
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Expanding the reach of its print catalogs by making available electronic dynamic versions online, which leverages all the intellectual capital and design work that went into the print version |
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Offering previews from table of contents for publications so users can easily distinguish between slightly different versions of books and products |
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Cost-effectively delivering segmented eCatalogs—a direct marketing capability CPA2Biz was not able to leverage prior with its print mailers |
Results:
In a recent email campaign sent to more than 7,000 prospects for a popular AICPA publication, the Accountant’s Business Manual, recipients could “test drive” the publication by clicking and viewing actual pages from the publication via Scene7’s eCatalog solution. The clickthrough-to-purchase conversion rate for this campaign was over 13 percent – a significantly higher conversion rate compared to similar campaigns that did not offer page excerpts and a 2.5X higher rate than the industry average according to Emailcenter’s 2006 benchmarking data. Based on this data, CPA2Biz is expected to execute similar campaigns leveraging Scene7 eCatalogs in the near future.
“With our in-house team using Scene7’s solution, we have the flexibility to create unique, custom campaigns that leverage Scene7 eCatalogs to effectively promote multiple publications and offerings through email and other direct marketing channels,” said Melissa Rothchild, vice president of marketing services at CPA2Biz, Inc.
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