HRAMA Event: Put the "Mmmmm" Back in Marketing

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Speaker: Nancy Porter, SR VP of Marketing & Sales, Monarch Bank …

Speaker: Nancy Porter, SR VP of Marketing & Sales, Monarch Bank

In this Hampton Roads American Marketing Association (HRAMA) session on September 13th, attendees learned about some of the key approaches that Nancy Porter has used to build successful campaigns from scratch based on the measurement of opportunity. Attendees observed the life cycle of a campaign, including organizing your marketing efforts with the following functions:message, money, medium and measurement. Whether attendees were a creative, suit, client or in sales, by the end, they had a fresh perspective into the journey of creating a campaign, and how to improve marketing to deliver better efficiencies and bottom-line results.

Nancy Porter’s 20 years of marketing experience is unique….having held positions as Art Director, Creative Director, Agency President and Vice President of Marketing. Building her career in national and local advertising agencies in creative and strategic positions, she honed her business acumen as Vice-President of Marketing at Chartway FCU and Monarch Bank. Nancy has received over 100 awards by some of the most prestigious marketing associations, including AAF, HSMA and Credit Union National Association Marketing & Business Development Council. She holds a bachelor’s degree in advertising from Virginia Commonwealth University and is a former Adjunct Professor to undergraduates in VCU’s School of Art’s, Department of Communication Arts & Design advertising curriculum.

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  • 1. Nancy  Porter  Senior  Vice  President   Marketing  and  Sales   Monarch  Bank  
  • 2. •  A  group  decision  
  • 3. •  Detective  •  Storyteller  •  Cheerleader  •  Therapist  •  Anthropologist  •  Jester  
  • 4. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. 5  main  ingredients   Marketing  is  comprised  of:   1.  Money   2.  Medium   3.  Message   4.  Measurement   5.  Ministration  
  • 5. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Recipe  to  Mmmmm  Success   1.  Own  the  decisions:  target,  research,  improve   2.  Budget/money  should  never  be  your  excuse     3.  Create  a  unique  message  from  strategy     4.  No  silver  bullet,  think  in  terms  of  3-­‐month     and  3-­‐year  medium  plan   5.  Spend  $$  that  you  can  measure     6.  Ensure  sales  buy-­‐in  and  accountable  ministration  
  • 6. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. MONEY   Define  your  target  audience   Where  are  we  now?     Research     Where  should  we  be?       Improve  what  you’re  all  ready  doing   How  are  we  going  to  get  there?      
  • 7. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Money  scenario:   —  Redefined  target:    Hampton  Roads  Families   —  Research  into  classical  music  trends   Result,  the  “Mozart  Effect”   —  Reconstruct  existing  budget:     Divide  seasonal  catalog  into  three  pieces:  BRC  direct   mail,  season  poster,  and  subscription  brochure   —  Reconstruct  existing  budget:     BRC  mailing  received  a  10%  return  in  the  first  3-­‐months,   thus  fulfilling  a  key  marketing  parameter  …  interest  on   single  ticket,  season  subscription  and  family  events  
  • 8. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 9. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 10. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 11. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 12. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 13. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 14. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 15. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 16. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. MEDIUM   Choose  the  methods  that  will:     —  Improve  what  you’re  all  ready  doing   —  Stimulate  enquiries  from  your     target  audience   —  Is  affordable  enough  to  be  used     for  3-­‐months  
  • 17. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Medium  scenario:   —  Budget  reduced  by  80%   —  Would  people  travel  after  horrors  of  Sept.  11?   —  Maximize  database  of  previous  guests  with  postcard   mailing  and  use  of  “free”  public  calendar  listings   —  Success  of  New  Years  gala  would  determine  plans     to  celebrate  upcoming  75th  Anniversary   —  A  sold-­‐out  success!      
  • 18. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 19. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 20. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 21. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. MESSAGE   Creating  the  Message:     — Does  it  fit  the  strategy  to  perfection?   — Is  it  unique?   — Do  I  wish  I  had  thought  of  it  myself?   — Could  it  be  used  for  3-­‐years?  
  • 22. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Message  scenario:   Write  one  sentence   —   Your  sentence  should  describe  one  fact      or  argument   —   Your  sentence  should  develop  a  personal     relationship  with  the  reader   —   Your  sentence’s  primary  function  is  to  draw     the  reader  into  the  rest  of  the  marketing  
  • 23. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Write  one  sentence:     Introducing  the  first  locally-­‐owned  bank  on  the  Outer  Banks.  
  • 24. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 25. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 26. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 27. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 28. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 29. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. MEASUREMENT   Set  up  basic  tools  to  evaluate  response.     —  Helps  not  to  waste  time  trying  to  make      a  specific  medium  work   —   Determines  which  message  makes  the     biggest  contribution   —   Accounts  for  buy-­‐in  from  sales  team   —   Assists  in  Return-­‐On-­‐Investment  concerns  
  • 30. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Measurement  scenario:   —   Target  audience:  Affluent  families  with  small  children   —   Focused  message  and  medium  to  promote     “two-­‐hour  drive”  strategy     —   Strategic  “insert”  ad  placement  into  national  network     of  magazines    (Elle  Décor,  Food  &  Wine,  Bon  Appetit,  Real  Simple,   Town  &  Country,  Travel  +  Leisure)  distributed  only  in  the     NYC,  Northern  NJ  and  Philadelphia  markets   —   Reservation  call  volume  was  tracked  and  increased     within  3  market  areas  
  • 31. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 32. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 33. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. MINISTRATION   What  functions  should  be  fulfilled  by  internal     and  outsourced  help?     —  Overlapping  of  roles  or  lack  of  experience  hurts  the   efficiency  of  marketing  efforts   —   Ensure  sales  team  buy-­‐in  and  accountability     to  aid  in  success  of  campaign   —   Get  flexibility   —   Save  money  
  • 34. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Ministra2on  scenario:   —  Unique  campaign   —  Position  bank  as  strong,  growing  business  leader   —  Own  local  philanthropic  cause   —  Partner  with  community  experts   —  Give  employees  and  community  a  reason  to  talk   verses  conversation  on  products  or  earnings  release   —  Doubled  business  checking  balances  over  18-­‐months  
  • 35. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 36. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 37. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 38. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 39. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 40. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 41. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 42. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 43. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Recipe  to  Mmmmm  Success   1.  Own  the  decisions:  target,  research,  improve   2.  Budget/money  should  never  be  your  excuse     3.  Create  a  unique  message  from  strategy     4.  No  silver  bullet,  think  in  terms  of  3-­‐month     and  3-­‐year  medium  plan   5.  Spend  $$  that  you  can  measure     6.  Ensure  sales  buy-­‐in  and  accountable  ministration  
  • 44. Nancy  Porter   Senior  Vice  President   Marketing  and  Sales   Monarch  Bank    nporter@monarchbank.com