Rapidly Changing Marketing

Rapidly Changing Marketing in a Rapidly Changing Marketplace Phil Morabito Chief Executive Officer Pierpont Communications, Inc.

Situation Analysis
Our behavior is changing the marketplace
Everyone goes to the Web
They want to buy. . . but they don’t want to be sold to
You must have a magnet marketing system

Starting Point
Understand your customers
What do they buy?
How do they make their decisions?
Why would they choose you?
Ask them!

Competitive Analysis
• Check their website
• Search their companies
- LexisNexis
- Library
• Mystery shopping
• Market research

The Tools Have All Changed
• They must find you.
• You must look good when they get there.
It’s all about the web.

This Is What It Means To Look Good
Is professional
Is informative
Is easy to use
Generates leads
Can be found
Is a resource that can be useful to professionals throughout the industry
Is alive

How Do You Keep It Alive?
Clear in
communicating the
brand message?
Well-written?
Easily Understood?
Engaging?
Able to use graphics
to add value?
Endorsed by third
parties?
Enhanced by rich
content?
Updated regularly?
Able to be used for
lead generation?
A dialogue?
Available in multiple
languages?
It’s All About Content

Your Website Is Your Link to Your World Your Website

How Do You Get Them There? Both traditional and non-traditional tactics...

Traditional Tactics
Such as:
• PR
• Direct mail
• Ads
• Brochures
• Sponsorships
• Events

Non-Traditional Tactics
Such as:
• E-mail marketing
• E-mail blasts
• Podcasts
• Social media
• Rich media
• Webinars

Non-Traditional Tactics Energy Ventures Knowledge Center Pierpont SlideShare
Rich media

Paid Search Google Adwords

Define Your System
Frequent contact
Sales and
marketing collide

Must Have Umbrella Strategy
Consistent large scale visibility
Build and grow — be consistent — it takes time

Don’t Let Them Say “No”
Website
Sales presentation
Relationship

Must Do These Things:
Be the thought leader
Be the centerpiece of the conversation
Be necessary to their success

It Only Works if You... Rinse. Cycle. Repeat.

Q & A Phil Morabito Chief Executive Officer Pierpont Communications, Inc. [email_address]

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Rapidly Changing Marketing

by Pierpont Communications on Apr 12, 2010

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