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The Marketing On Demand Story - Brett Knobloch
 

The Marketing On Demand Story - Brett Knobloch

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Brett Knobloch, JG Sullivan Interactive, At the Marketing Innovation Discovery Summit 2009. Blogging event at thedirectmarketingvoice.com, twitter: @quantumdigital

Brett Knobloch, JG Sullivan Interactive, At the Marketing Innovation Discovery Summit 2009. Blogging event at thedirectmarketingvoice.com, twitter: @quantumdigital

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  • After a week of interviews with all areas affected we concluded that a digital collateral system would take that 15 step process and streamline it to just 7 steps . The other steps are controlled by the system and the business rules. For instance, there’s no need to for the field account rep and the inside account rep to approve the ad, because they’re already using an approved template. This will enable the agency to meet the demands of it’s clients and cut days off in the process.
  • And the old adage the “only thing in life that remains constant is change” is true. Competitive pressure forces shorter reaction time in the market. Products are developed faster, and decline faster. Consumers are harder to reach and motivate. We are busier than ever…and Attention spans are shorter. Client and Channel marketing has needed to get more sophisticated as a result. Agencies are increasingly more accountable for their recommendations. We say if you’re doing business the same way as you were 12 months ago, you’re going out of business. In short, Following old methods is not an option.
  • And of course, these systems cross media…ranging from catalogs and brochures to direct mail, print ads, outdoor billboards, radio and email… Clients and the agency control the branding and templates, rules for approval and types of output. One set of business rules can dictate the behavior for all these media.
  • Here’s an example. We were commissioned by a large advertising agency to study their current process for developing print ads as requested by channel partners, and develop a scope of work, and investigate what benefits a digital collateral system would have on their process. The current process contains 15 steps – beginning with the request being generated by the field representative – to sending the ad to the newspaper.
  • After a week of interviews with all areas affected we concluded that a digital collateral system would take that 15 step process and streamline it to just 7 steps . The other steps are controlled by the system and the business rules. For instance, there’s no need to for the field account rep and the inside account rep to approve the ad, because they’re already using an approved template. This will enable the agency to meet the demands of it’s clients and cut days off in the process.
  • After a week of interviews with all areas affected we concluded that a digital collateral system would take that 15 step process and streamline it to just 7 steps . The other steps are controlled by the system and the business rules. For instance, there’s no need to for the field account rep and the inside account rep to approve the ad, because they’re already using an approved template. This will enable the agency to meet the demands of it’s clients and cut days off in the process.
  • After a week of interviews with all areas affected we concluded that a digital collateral system would take that 15 step process and streamline it to just 7 steps . The other steps are controlled by the system and the business rules. For instance, there’s no need to for the field account rep and the inside account rep to approve the ad, because they’re already using an approved template. This will enable the agency to meet the demands of it’s clients and cut days off in the process.
  • After a week of interviews with all areas affected we concluded that a digital collateral system would take that 15 step process and streamline it to just 7 steps . The other steps are controlled by the system and the business rules. For instance, there’s no need to for the field account rep and the inside account rep to approve the ad, because they’re already using an approved template. This will enable the agency to meet the demands of it’s clients and cut days off in the process.
  • IBM has been using digital collateral systems since 1999, primarily to control and protect their brand, one of their most valuable assets. They also wanted to make it easier for Channel partners to sell and promote IBM products. Together with their agency, we’ve helped them develop a system that has been deployed worldwide in 10 languages.
  • I show these screens as an example of a typical way a Channel partner goes through the process of customizing a piece of collateral. These are example screens with test data from a Japanese implementation…and lucky for me I have English titles to help me understand what’s going on. First users sign into the system.
  • They may want to select a previous campaign or create a new one.
  • Users select a campaign piece.
  • See an overview of the steps in the process.
  • Confirm the contact information on file for them.
  • Choose a logo if the rules allow.
  • Add their own copy in the designated areas
  • Generate a proof to review
  • And see the piece they’ve just created.
  • Users may also order and upload a mailing list if it’s a direct mail campaign.
  • After a week of interviews with all areas affected we concluded that a digital collateral system would take that 15 step process and streamline it to just 7 steps . The other steps are controlled by the system and the business rules. For instance, there’s no need to for the field account rep and the inside account rep to approve the ad, because they’re already using an approved template. This will enable the agency to meet the demands of it’s clients and cut days off in the process.
  • And the old adage the “only thing in life that remains constant is change” is true. Competitive pressure forces shorter reaction time in the market. Products are developed faster, and decline faster. Consumers are harder to reach and motivate. We are busier than ever…and Attention spans are shorter. Client and Channel marketing has needed to get more sophisticated as a result. Agencies are increasingly more accountable for their recommendations. We say if you’re doing business the same way as you were 12 months ago, you’re going out of business. In short, Following old methods is not an option.

The Marketing On Demand Story - Brett Knobloch The Marketing On Demand Story - Brett Knobloch Presentation Transcript

  • The Marketing On Demand Story “Are we there yet?” Brett Knobloch, JGSullivan Interactive
  • Agenda Who we are Why companies create online marketing portals Case Study: IBM Summary and Takeaways
  • JGSullivan Interactive Eliminate bad online performance & experiences for brands, their channel and marketing partners
    • Channel support
    • Co-op funding and administration
    • Fulfillment
    • Brand creative and strategy
    • Online local search
    Mission: 320 W. Ohio St. Chicago Integrated with leaders in:
  • Change is Constant
    • Competition forces shorter reaction time
    • Faster product development and decline
    • Consumers harder to reach and motivate
    • Agencies more accountable to reduce spending
    • Manual work is error-ridden /doesn’t scale
    • Following old methods is not an option
  • Leverage One System Across All Media Catalogs Direct Mail Brochures Print Ads Websites/Email Radio / TV Google Search Outdoor Control
    • Branding
    • Templates
    • Approvals
    • Output
  • Old Process Duration: 2-3 weeks
  • New Process: Same day / Next day
  • Better Channel Intelligence
    • Visibility on all pieces created and delivered
      • who, what, where, when
    • Meta data within pieces
      • most/least popular products advertised, offers used, headlines, etc.
    • Trends in media and messaging
    • Ability to selectively test, pilot and rollout
  • Dealer Satisfaction from Better Usability Source: Client Internal Research Dept.
  • Before & After
  • Case Study:
    • Protect IBM’s global brand equity
    • Streamline the process for VAR Partners to promote IBM
    • Allow faster reaction to competitive pressures
    • More economical print buying – better output quality
    • Spanned web banners, brochures, direct mail, POS, telemarketing scripts, event kits and more
    • Deployed in 10 languages – since 1999
  • Sign In
  • Select a Previous Campaign or Create New
  • Pick Your Campaign
  • Campaign Overview
  • Confirm Contact Info
  • Pick Your Logo
  • Add Your Copy
  • Generate Your Proof
  • View PDF
  • Upload List and Order
  • User Stories " I t was so easy and our savings of time and money was huge, just huge with Campaign Designer. We created something in about 15 minutes that could have literally taken months to produce and would have cost a lot more money than we paid. Three days after the mailing we did some telephone follow-up. We uncovered an IBM ThinkPad lead and won a $150,000 sale by being in the right place at the right time thanks to this campaign." Mr. David Gimza Director of Sales and Marketing, SoftSmith Systems, Inc. (IBM Value Added Reseller)
  • Summary and Takeaways
    • Channel Marketing activity can be streamlined
      • faster service at lower costs
      • brand and marketing controls in place
    • Systems conceptually are similar but actual usability results show large differences
    • The days of flying blind are over
    • You’re only as good as your weakest partner
    • Following old methods is not an option