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Secrets of integrated marketing

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This is a presentation I gave yesterday to the Calgary Marketing Meetup Group. …

This is a presentation I gave yesterday to the Calgary Marketing Meetup Group.

I'm not sure how to make these videos active on Slideshare, if anyone has advice, I'd appreciate it.

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  • how to build a marketing plan
  • how to build a marketing plan
  • canadian media usage trends study...has 8 years data
  • content rules.
  • Transcript

    • 1.
      • Marc Binkley
      • Rogers Media Consultant
      • www.marcbinkleymarketing.blogspot.com
      SECRETS OF  INTEGRATED  MARKETING
    • 2.
        • marketing is about communication & influence
        • the social media train just arrived
        • advertising can be measurable
    • 3. 2009 world series - Yankees 27th Victory - 6/7 games - 116 million viewers.   total.  for all 6 games. Charlie Bit My Finger - 229 million views on YouTube - 102,000 subscribers - joined May 2007
    • 4.  
    • 5. http://www.anecdote.com.au/elephant.jpg
    • 6. Marketing is an integrated process through which companies build strong  customer relationships   and create value for their customers and for themselves. Mass media denotes a section of the media specifically designed to reach a  Large audience .
    • 7. USE MASS MEDIA
    • 8. The perception of marketing models 
    • 9. Reality of these models
    • 10.  
    • 11. social media is word of mouth on steroids
    • 12. “ Selling to people who actually want to hear from you is more effective than interrupting strangers who don't,”   Seth Godin
    • 13. Mass Media Video Platforms
      • TV
      • Overnight ratings for Monday Aug 30, 2010.   
      • 5.31 million views in the US
      • YOUTUBE
      • Pervert : Ray WIlliam Johnson
      • posted Aug 20, 2010 views to date
      •   4,463,435  
      • as of Sept 13, 2010
      TV America’s Got Talent Overnight Ratings for Aug 30, 2010   5.31 million US viewers
    • 14. so, where is the consumer?
    • 15. media usage by canadians - cmust study 2010 "The internet now stands third - just behind TV and radio - in terms of total weekly time spent by all adults with all media."
    • 16. "Because the high levels of internet usage exhibited by 18-24 and 25-34 year-olds today will become high levels of usage for the 35-54 year-old age group eight years from now, advertisers whose target market is in that range, have only a short time to learn how to use online media channels such as video and social Media to drive results for their brands." cmust study conclusion
    • 17. SCOIL MDEIA IS CNOFUSNIG EH?
    • 18. ISN'T TRADITIONAL MEDIA?
    • 19. TRADITIONAL "PUSH" MARKETING
    • 20. NEW "PULL" MARKETING…TWITTER
    • 21. http://www.worldhealth.ca/ LOCAL CALGARY EXAMPLES http://dinnerwithjulie.com/
    • 22.
        • Goal(s)  - What is the goal of your marketing efforts? What do you want to accomplish? Make your goals specific and measureable.
        • Strategies  - In a general sense, how do you plan to reach your goals? These shouldn't be specific tactics (like send a weekly newsletter), but should be broad in nature (such as increasing repeat visitor traffic, if your goal were to grow to 100,000 pageviews per day while marketing your website).
        • Yearly Marketing Budget  - Simply include your predetermined marketing budget, so you know what you have to work with when planning out your marketing tactics.
        • Marketing Mix  - Here's where you'll tackle the 4 Ps of Marketing.
          • KEEP IT SIMPLE.  
          • CARE. ENGAGE.  LISTEN.
          • COUNT THE STORIES
          • Price  - How will the pricing model of your products/services factor into your marketing? Will you sell with a low price on a value principle? A high price to target a luxury market?
          • Placement (also referred to as  
          • http://twitter.com/marcbinkley 
          • you will physically or figuratively "place" your products or services, to make them visible to your target market. Will you sell through special in-store displays? What kind of stores? Will you sell through a catalog? Your own website? Online through affiliates? etc.
          • Promotion -  Give a very general overview of how you intend to promote your products or services. How will you build your brand?
        • Top 3 Competitors  - Who are the top three competitors that you need to position yourself against? For example, if you're an online book seller focusing on a niche of selling mysteries, Amazon.com won't be one of your top three competitors. You'll need to position yourself against other online booksellers in your specific niche before trying to go after the "big guys". Keep things as realistic as possible. Who's competing against you in the most direct sense?
        • Your Strengths  - What are your particular strengths which might help you position yourself against your competitors?
      • Read more at Suite101:  One Page Marketing Plan Template: Easy Marketing Plan: Free One Page Marketing Plan Template   http://marketing-plans.suite101.com/article.cfm/one_page_marketing_plan_template#ixzz0xUvCqB00