Delivering Key Buyers through Integrated Marketing Strategies - MTO Summit Chicago

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Roger Hannigan's presentation on Integrated Marketing Strategies at MTO Summit Chicago.

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Delivering Key Buyers through Integrated Marketing Strategies - MTO Summit Chicago

  1. 1. DELIVERING KEY BUYERSTHROUGH INTEGRATEDMARKETING STRATEGIES
  2. 2. Its a •  Fewer People Allowed To Attend Events •  Many Companies Cant Spend As Much OnChanging Space/SponsorshipsWorld •  Online Resources (Industry, Exhibitors) •  Exhibitor Event Marketing •  Lame Conference Program Not An Attraction •  Generational Bias •  Traditional Marketing Techniques Not As Effective •  Decline of Print Media - fewer pages, more expensive •  Direct Mail - Declining ROI, Increasing Costs •  Email Marketing - Digital Overload •  PR/Editorial Coverage - Decline of Print Media •  Questionable ROI of Digital and Social Media
  3. 3. HOW DO WE COPE?
  4. 4. STRATEGICINTEGRATEDSEGMENTATION
  5. 5. Best Practices Strategic Marketing Plan•  Must Create And Follow A Written Strategic Plan Segmented To Target Audiences•  Set Specific, Measurable Goals •  Attract _% More Power Buyers •  Attract More Team Buyers from the Top 25 Companies •  Increase Current Level of Sponsorships by _% •  Attract _% More Attendees From _Marketplace Segment •  Attract _% more non-US buyers •  Target specific countries for growth (exhibitors/buyers)
  6. 6. Plan the Work Develop "Marketing Map” Segmented to Specific Audience Grids Audiences Exhibitors • Segment by Category o  Prospects o  US o  Non US o  Current o  Past Attendees o  Buyers o  Influencers Associations Media
  7. 7. Plan the Work Develop "Marketing Create Specific Map” Segmented to Messages for EachSpecific Audience Grids Segment Audiences MessagingExhibitors• Segment by Category • Reach Key Buyers o  Prospects o  US • Learn New Techniques o  Non US o  Current o  Past • See New Process TechnologiesAttendees o  Buyers • Gain New Members o  InfluencersAssociations • Gain New ReadersMedia
  8. 8. Plan the Work Develop "Marketing Create Specific Create the Techniques Map” Segmented to Messages for Each for Reaching theSpecific Audience Grids Segment Audiences Audiences Messaging TechniquesExhibitors• Segment by Category • Reach Key Buyers •  Direct mail o  Prospects •  Ads o  US • Learn New Techniques o  Non US •  PR o  Current o  Past • See New Process Technologies •  Social mediaAttendees o  Buyers • Gain New Members •  Mobile Marketing o  InfluencersAssociations •  Experiential • Gain New ReadersMedia
  9. 9. Work the Plan Develop "Marketing Create Specific Create the Techniques Map” Segmented to Messages for Each for Reaching theSpecific Audience Grids Segment Audiences Audiences Messaging TechniquesExhibitors• Segment by Category • Reach Key Buyers •  Direct mail o  Prospects •  Ads o  US • Learn New Techniques o  Non US •  PR o  Current o  Past • See New Process Technologies •  Social mediaAttendees o  Buyers • Gain New Members •  Mobile Marketing o  InfluencersAssociations •  Experiential • Gain New ReadersMedia
  10. 10. Strategic Best Practices of BTTC •  Segmented Direct mail (Drive to web) •  Simple, Strategic & Sanguine AT THIS SUMMER’S PREMIER CRAFT INDUSTRY EVENT! INSPIRING AND CONNECTING WITH CONSUMERS 2011 WINTERD IS COVER NEW P RO D UCT S , NEW INNOVAT IO NS A ND NEW IND US T RY T REND S . CONFERENCE & TRADE SHOW S HO P FRO M OVER 2 5 0 O F T HE WO RLD ’S LEA D ING CRA FT IND US T RY M A NUFACT URERS A ND T HE NEW TOY IND US T RY A S S O CIAT IO N PAVILIO N . 3M CORP., ANNA GRIFFIN, BEADALON, BOBUNNY PRESS INC., CRAFT-N-DOODLE, CRAFTWELL INC., CREATIVE CRAFTS GROUP, DARICE INC., EK SUCCESS BRANDS, GLITZ DESIGN, ILOVETOCREATE, JUSTRITE STAMPERS, MIDWEST PRODUCTS CO., PLAIDENTERPRISES INC., PLANO MOLDING CO., RANGER INDUSTRIES, REMINISCE, SILHOUETTE AMERICA, THERESA COLLINS DESIGNS 2010 Summer Convention & Trade Show July 27-29, 2010 Rosemont, IL Education Opens July 26th Register Today! www.chashow.org Elmwood Park, NY 07407 319 E. 54th Street L.A. Live Entertainment Campus & Convention Center DON’T MISS THE CRAFT & January 29 – February 1, 2011 Conference Begins January 28th HOBBY EVENT OF THE YEAR! Printed in USA with soy-based ink on FSC-certified 10% consumer-recycled paper. Los Angeles Convention Center The CHA Winter Show is more than just a show! It’s where the world of crafting comes together to experience all that is new, innovative and exciting! Los Angeles, California This is your best opportunity to meet with more than 600 exhibitors from around the INNOVATION world who will be featuring thousands of new products. WWW.CHASHOW.ORG Come to the craft and hobby event of the year to: REGISTER ONLINE AT REGISTER TODAY AT • See innovative new products you won’t see anywhere else ADVANTAGE • • Find new suppliers and manufacturers Learn new craft ideas & techniques WWW.CHASHOW.ORG • Meet with current suppliers and manufacturers • Evaluate & compare products for future purchase • Network with over 10,000 craft & hobby professionals from some 55 countries YOUR REGISTER ONLINE TO ORDER YOUR BADGE TODAY AT WWW.CHASHOW.ORG INSPIRING AND CONNECTING WITH CONSUMERS
  11. 11. Strategic Best Practices of BTTC•  Segmented Direct mail (Drive to web) •  Targeted and personalized can be effective
  12. 12. Strategic Best Practices of BTTC•  Segmented Direct mail (Drive to web) •  Targeted Landing Pages
  13. 13. Strategic Best Practices of BTTC•  E-mail (Link To Web) •  Must be strategic and targeted •  Graphics, animation and/or video links •  QR Codes
  14. 14. Strategic Best Practices of BTTC•  PR/Editorial •  Segment by Audience/Target
  15. 15. Strategic Best Practices of BTTC•  PR/Editorial •  Digital Coverage Growing in Importance
  16. 16. Strategic Best Practices of BTTC•  PR/Editorial •  Tie-in with social media – blog
  17. 17. Strategic Best Practices of BTTC•  PR/Editorial •  Bylined Columns
  18. 18. Strategic Best Practices of BTTC CHA Preview 30/5/08 12:51 Page 27 EVENTS CHA•  PR/Editorial Take Five learn how to Make Money, Not These programmes will also help Excuses...Even in a Recession! from manufacturers and retailers network, keynote speaker, nationally recognised build stronger business practices and •  Feature Articles financial expert and author of Make create an open dialogue to address the Money, Not Excuses, a Wall Street needs of this market. Journal and New York Times bestseller One exciting educational Looking for a reason to attend the Jean Chatzky. In her presentation Jean will provide valuable financial insights opportunity is CHA’s Retailing with Excellence Programme, which •  Use coverage as CHAs summer show? Tony Lee, for the international craft and hobby continues this successful track of industry. Jean is scheduled to present customised education for independent vice president of meetings and her address to the CHA membership on Thursday, July 17th. and scrapbook retailers. Focusing on key business basics including a multi-purpose expositions at CHA, gives his top five As one of the nation’s leading personal financial experts, Jean is the financial editor for NBC’s Today marketing, sales, and inventory, the goal of this program is to encourage continued success and growth among A s the largest summer trade General Crafts: CHA study shows that industry Show, serves as AOLs official money CHA’s independent retailer members marketing tool show for the craft and hobby industry, the Craft and Hobby Association’s 2008 craft kits, beads, jewellery, containers, storage and adhesive The new show sections will further segments that largely focused on children and family-related activities are also among the most popular and the Coach, and was editor for Money magazine. She frequently hosts a series of money minutes; Talking Money with with simple take-home business lessons retailers can immediately put to use. Summer Convention and Trade Show is expected to draw over 5,000 craft designers, broaden the scope of the CHA Summer Show, help attendees identify new growth areas, and demonstrate fastest growing segments in the industry, namely art materials, scrapbooking and paper crafts. Jean Chatzky, on CNBC in addition to a daily show on Oprah & Friends radio. 5 Profit from a Steadily Growing Industry As many industry retailers know, manufacturers and retailers to see the latest products and industry trends. The Summer Show more clearly the diversity of products on display. “With the four new show sections, the CHA Summer Convention The show will also feature the kids creation station, showcasing manufacturer end-user projects and 4 Learn from Insightful Educational Sessions CHA will offer an extensive educational crafting represents a large and steadily growing segment of retail sales. According to the 2007 CHA Attitude is established as a key buying event of and Trade Show has evolved into a designer kids crafting display, programme, including dozens of and Usage Study, sales of crafting the season, with 97% of buyers very product-driven marketplace. The highlighting the innovative skills of hands-on workshops as well as products in general have shown purchasing products as a direct result improved show format will attract CHA designer members that further business building seminars and events constant growth over the last several of what they see displayed. A truly new attendees and allow them to demonstrate the possibilities and value designed to provide retailers with the years, and despite the challenging international event, about 20% of the easily navigate the show floor and of kid’s crafting. insights needed to compete more economic outlook, the future looks attendance is composed of quickly discover the latest products and successfully in the increasingly bright for the craft and hobby industry. international vendors from more than 15 different countries that travel to shop the Summer Show. The favorable trends per industry segment,” explains Steve Berger, CEO of the Craft and Hobby Association. 3 Learn How to Make Money, Not Excuses CHA Summer Show attendees will competitive industry. Educational workshops and seminars begin on July 17th and run throughout the show. This year’s study demonstrates that craft spending has maintained relatively constant growth over the US dollar exchange rate is also sure to past three years, and 2007 showed a bring even more international attendees to the show this summer. However, seeing hundreds of new 2 Tap Into the Lucrative Kids Crafting Market The show’s theme, Kids Crafting: healthy increase of 7.6%. By attending the CHA Summer 2008 Show, retailers will see firsthand the newest products craft products isn’t the only reason Inspiring Growth and Creativity, will and trends that will help them why thousands will be flocking to the provide attendees with an opportunity successfully capture a share of this $31 Donald E. Stephens Convention Centre to focus on the latest products, billion dollar annual crafting market. from July 18th to 20th. In fact, there educational programs, and workshops are five major reasons why craft that will help increase awareness of To learn more about the retailers and manufacturers will be needs and trends related to this upcoming show, including making an appearance in Rosemont, emerging demographic. Kids crafting a complete schedule of all Illinois, this summer. represents an enormous opportunity to programs and events, a map expand sales across all segments of the of the show floor, exhibitor 1 Experience Four Exciting New Show Sections For the first time, the Summer Show craft and hobby industry. According to the U.S. Bureau of the Census, there are over 73 million children under the listings, travel discounts and other key highlights, visit www.chashow.org. will be divided into four exciting new age of 18 living in the U.S. and by show sections: 2010 about 40% of all U.S. households Scrapbooking & Paper Crafts: will have at least one child under the stationery, stencils, rubber stamps, age of 18. Combine those statistics supplies and tools with the CHA Attitude and Usage Study, Fabric/Quilting/Needlecrafts: which showed 57% of U.S. households fabrics, notions, sewing machines, participated in crafting in 2007 and the embroidery, knitting and crochet craft and hobby industry is suddenly Art Materials: brushes, paints, frames courting an emerging market and the and framing supplies next generation of crafters. The same
  19. 19. Strategic Best Practices of BTTC Total _lice nsing _cha _ad 4/28/1 0 1:15 AM Page 1 CHA 201•  Segmented Print Ads (Drive To Web) CON VEN TIO 0 S UMM N & TRA DE ER SHO •  Low Budget Priority W THE PRE •  Shift Dollars to Digital or Social Media MIER CRA FT I Q NDU Q Part STR icipa Y EV and ENT hand te in in THIS Q s-on dust SUM Q Shop work ry le •  Use as bargaining chip with media shop ading MER from thousa s semin ! TER more nds o ars Q Q Oppo than f new 250 prod W&ITNDE SHOW of c rtun lead u raft ity to n ing e cts 2 011ENCE RA prof e xhib essiotwork w Q Q New itor •  QR Codes ith t s feat Toy Indu nals hous urin stry ands g ex Asso citin g ne ciation FER w se P gmen avilion CON Rose July mont , IL t opp 27 - ortu Educ 29, 2 nitie atio 010 s n op en Visit s Ju cha ly 26 to r sho th egis ter w.or bec ome to g a CH attend A me or mbe r r n Cente nventio us & Co ent Camp tainm e Enter L.A. Liv ter n Cen ventio s Con ngele rnia Los A eles, Califo n g 2 011 Los A ary 1, Febru ry 28th ry 29 – Janua Janua ce Begins nce! onfere n onfere vents C CHA C grams and e e New ors th ce pro xhibit r 600 e ucing confe ren m ove ow.org Introd c ess to all ducts fro t www .chash ed ac ew pro ents a nlimit tive n E njoy u f innova h ours rrangem E R S nds o show avel a U M thousa nt new your tr N S Shop make C O nvenie and to I T H t from co e W Benefi r badg I N G er you E C T to ord N N 8 -line 0561)7 ter on C O 310)))1 11340 Regis N D I N G A P I R I N S )))1 2%&-- /011 %&$#") +),-). $%&()*$ !"##
  20. 20. Strategic Best Practices of BTTC•  Sponsorships •  Be Creative - Cyber Cafe, Media Lunch, Media Room Wi-Fi, Flash Mob
  21. 21. Strategic Best Practices of BTTC•  Media & Association Partnerships Are Critical •  Banner ads •  E-mail blasts •  Social media •  Direct Mail •  Webinars •  Awards
  22. 22. Strategic Best Practices of BTTC•  Digital Marketing (Videos)
  23. 23. Strategic Best Practices of BTTC•  Digital Marketing (Contextual) •  SEO/SEM critical •  Banner ads •  Contextual ads
  24. 24. Strategic Best Practices of BTTC•  Social Media (Critical) •  Blog •  Facebook •  LinkedIn •  Twitter •  YouTube •  Mobile
  25. 25. Strategic Best Practices of BTTC•  Social Media (Critical) •  Blog •  Facebook •  LinkedIn •  Twitter •  YouTube •  Mobile
  26. 26. Strategic Best Practices of BTTC•  Guerilla Marketing •  experiential, sampling, flash mobs
  27. 27. Develop "Marketing Create Specific Create the Techniques Map” Segmented to Messages for Each for Reaching theSpecific Audience Grids Segment Audiences Audiences Key Messages Techniques •  New Innovation Awards Plumbing Category AddedHeating & Air • Worlds Largest •  Had UA Green Trailer at the Show Plumbing Expo •  Ads (print & digital) in PlumbingConditioning magazines focused on plumbing engineers (QR code)Professionals • Hundreds of Products •  Personalized direct mail focusing on o  Plumbing Engineers You Wont See At plumbing issues Association Events •  Segmented E-mail blasts to plumbing engineers • Seminars Focused on •  Had well-known plumbing experts promote their sessions via direct mail, Plumbing Issues mail and social media •  Leading trade magazines ran editorial • Plumbing Innovations and bylined columns •  Social media effort focused to plumbing engineer groups (guest bloggers) • Green Trailer •  Special Section (landing page) on the website with plumbing news and issues •  Special Plumbing Innovations Section On Show Floor in 2012 •  Webinar with leading trade magazine •  Contextual banner ads •  Plumbing competition on the Show Floor
  28. 28. BESTRATEGICALLYCREATIVE
  29. 29. GROUPDISCUSSION

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