Painting the Big Picture:The Power of a Holistic and Integrated Marketing Approach
About Me - Rebecca TannGlobal Marketing StrategistFortune 500 BrandsTraditional, Digital & Emerging TacticsManaging Budget...
What we doWorld’s largest provider of flexible workspace solutionsMore than a million customers a dayLocations spread acro...
About YouCorporation or Agency?B2B or B2C?Budget Size?What do you want to get out of this session?$250k or less $10m$50m$5...
AgendaWhat is Holistic & Integrated MarketingSetting Goals & ObjectivesThe Ecosystem of MarketingMessage & The MediumMeasu...
Holistic & Integrated MarketingUtilizing all of the intimately interconnected channelsthat make up the entire ecosystem of...
Holistic & Integrated MarketingPerfect Marketing Mix: Recipe for SuccessRight MessageRight CreativeRight Channels/Executio...
Setting Goals & ObjectivesMarketing to what matters to your InternalStakeholders / Sr. LeadershipWhat are the Key Performa...
What matters most?• Inquiries/Leads• Conversion• Revenue/Sales• OccupancyDesigning a program that influences thesemetrics ...
Setting Goals & Objectives: Business LevelGoals:Big PictureObjectives:Specific, Finite and Time ConstrainedIncrease Revenu...
Setting Goals & Objectives: Campaign LevelGoals:Big PictureObjectives:Specific, Finite and Time ConstrainedIncrease Engage...
Ecosystem of Marketing• Media Relations• Analyst Relations• Investor Relations• SEO/SEM• Retargeting• Social Media• Websit...
Maximize your resources• Human• Financial• PartnersStretch your assets to provide the most ROI, but…don’toverstretch to th...
Marketing DiversificationNo single failure pointStrength of multichannel/multiple sensesFreedom of experimentationSafety n...
Clear Calls to ActionRegisterDownloadPurchaseCallMessage & the MediumContent CountsProvide ValueExclusive AccessCreative (...
Measurement“SocialmediaROI.”“Especially in theB2B world, thebudget to run thecampaign doesn’talways stretch tomethods ofmo...
Building your program with the end in mind.Measurement• What do you need to put in place to measure your success?Operation...
Build a self-learning programMeasurement• Adapt and optimize based on resultsA/B TestingPre/Post-Market SurveysPilot Progr...
Regus TV Commercials - A
Regus TV Commercials - B
Email with two creative executions sent to same audience to test• Opens• Click thru• RSVPs• UnsubscribeRegus Email A/B Tests
Regus Case Study: Manhattan Market
Regus Case StudyGoals & Objectives• Increase average monthly inquiries in the Manhattan market to reach100% occupancy by Q...
Regus Case StudyTactics• TV• Radio• Online• OOH• DM/eDM• PR/Social Media• Events• Sales Tools• Target Channels – Brokers/P...
Regus Case StudyPhone Kiosks & StreetBanners
Regus Case StudyCaptivate ElevatorsTaxi TV
Regus Case StudyEmailsDirect Mail
Regus Case StudyCBS Times Square Super ScreenPrint Ad: NY Times
Regus Case StudySignage at ground levellocations – Scan for aFree Day Pass
Regus Case StudyEvents, PR and Social Media
Key TakeawaysDifferent channels map to different KPIs…• But they all need to lead back to business metricsGlobal vs. Natio...
Q&ALet’s tweet.Let’s connect.
Thank you!
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The Power of a Holistic and Integrated Marketing Approach

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The Power of a Holistic and Integrated Marketing Approach

  1. 1. Painting the Big Picture:The Power of a Holistic and Integrated Marketing Approach
  2. 2. About Me - Rebecca TannGlobal Marketing StrategistFortune 500 BrandsTraditional, Digital & Emerging TacticsManaging Budgets in Excess of $30 millionB2B and B2C Experience
  3. 3. What we doWorld’s largest provider of flexible workspace solutionsMore than a million customers a dayLocations spread across 100 countriesWhere we do itWho we do it forGlobal organization with more than 1,500 business centres across some 600 citiesFounded in Brussels in 1989Currently headquartered in LuxembourgMore than half of Fortune 500sStart-ups and medium-sized companies across every sectorAbout Regus
  4. 4. About YouCorporation or Agency?B2B or B2C?Budget Size?What do you want to get out of this session?$250k or less $10m$50m$500k$1m $100m+
  5. 5. AgendaWhat is Holistic & Integrated MarketingSetting Goals & ObjectivesThe Ecosystem of MarketingMessage & The MediumMeasurementRegus Case StudyKey TakeawaysQ&A
  6. 6. Holistic & Integrated MarketingUtilizing all of the intimately interconnected channelsthat make up the entire ecosystem of marketingMessageChannelMarketingDigital/OnlineDirectMarketingAdvertisingPubicRelationsSocial Media
  7. 7. Holistic & Integrated MarketingPerfect Marketing Mix: Recipe for SuccessRight MessageRight CreativeRight Channels/ExecutionRight Measurement
  8. 8. Setting Goals & ObjectivesMarketing to what matters to your InternalStakeholders / Sr. LeadershipWhat are the Key Performance Indicators (KPIs)that you/your team are measured by?How will you earn your bonus?
  9. 9. What matters most?• Inquiries/Leads• Conversion• Revenue/Sales• OccupancyDesigning a program that influences thesemetrics is critical for success!Sample Regus Key Metrics
  10. 10. Setting Goals & Objectives: Business LevelGoals:Big PictureObjectives:Specific, Finite and Time ConstrainedIncrease Revenue Increase Revenue by 25% by December 31, 2013Drive More SalesLeadsGenerate 1,500 Sales Leads in Q1, 2,000 in Q2,2,500 in Q3 and 3,000 in Q4Penetrate NewMarketsOpen 25 Locations in Latin American by 2014
  11. 11. Setting Goals & Objectives: Campaign LevelGoals:Big PictureObjectives:Specific, Finite and Time ConstrainedIncrease Engagementon Facebook• Increase Likes by 25% in Q1• Increase unique visits to website 10% each Quarter• Post 5 updates per week• Deliver 500 incremental leads by end of Q4
  12. 12. Ecosystem of Marketing• Media Relations• Analyst Relations• Investor Relations• SEO/SEM• Retargeting• Social Media• Websites/Microsites• Direct Mail• Email• Events• Onsite/POS• Webinars• Broadcast• Online• Mobile• Print• Out of HomeAdvertisingDirectMarketingPublicRelationsDigitalMarketing
  13. 13. Maximize your resources• Human• Financial• PartnersStretch your assets to provide the most ROI, but…don’toverstretch to the point that it weakens your infrastructure.Ecosystem of Marketing
  14. 14. Marketing DiversificationNo single failure pointStrength of multichannel/multiple sensesFreedom of experimentationSafety net (with tried & true programs)Ecosystem of Marketing
  15. 15. Clear Calls to ActionRegisterDownloadPurchaseCallMessage & the MediumContent CountsProvide ValueExclusive AccessCreative (Messaging & Design) is KingGood creative can propel a project to successBad creative/wrong message can sink the ship
  16. 16. Measurement“SocialmediaROI.”“Especially in theB2B world, thebudget to run thecampaign doesn’talways stretch tomethods ofmonitoring, aswell.“Does themarketingcampaign shortenthe selling cycle,by how much &how does thattranslate into lowercost of sales?“We tend to viewmeasurement asan add-on thatcan be easilyeliminated..”“Measurementneeds to bethought aboutin the planningstages of thecampaign.”
  17. 17. Building your program with the end in mind.Measurement• What do you need to put in place to measure your success?Operational changesTechnology/toolsDashboardsCRM/Sales tools integration
  18. 18. Build a self-learning programMeasurement• Adapt and optimize based on resultsA/B TestingPre/Post-Market SurveysPilot ProgramsMeasure, Rinse, Repeat!• Don’t let old marketing methods constrain you• Take calculated risks
  19. 19. Regus TV Commercials - A
  20. 20. Regus TV Commercials - B
  21. 21. Email with two creative executions sent to same audience to test• Opens• Click thru• RSVPs• UnsubscribeRegus Email A/B Tests
  22. 22. Regus Case Study: Manhattan Market
  23. 23. Regus Case StudyGoals & Objectives• Increase average monthly inquiries in the Manhattan market to reach100% occupancy by Q4• Assist sales efforts with local events/sales tools/SM guidanceStrategy• Develop multi-tiered marketing campaign promoting office product
  24. 24. Regus Case StudyTactics• TV• Radio• Online• OOH• DM/eDM• PR/Social Media• Events• Sales Tools• Target Channels – Brokers/Partners• Campaign Results
  25. 25. Regus Case StudyPhone Kiosks & StreetBanners
  26. 26. Regus Case StudyCaptivate ElevatorsTaxi TV
  27. 27. Regus Case StudyEmailsDirect Mail
  28. 28. Regus Case StudyCBS Times Square Super ScreenPrint Ad: NY Times
  29. 29. Regus Case StudySignage at ground levellocations – Scan for aFree Day Pass
  30. 30. Regus Case StudyEvents, PR and Social Media
  31. 31. Key TakeawaysDifferent channels map to different KPIs…• But they all need to lead back to business metricsGlobal vs. National vs. Local• One size does not fit allReporting to Internal Clients/Stakeholders and Sr. Leadership• If you never tell them, they won’t know• Speak the CEO’s language (i.e. Tweets ≠ Dollars)
  32. 32. Q&ALet’s tweet.Let’s connect.
  33. 33. Thank you!

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