Media in the 1990’sDirect Marketing was the fastest growing part ofmarketing in the early 1990’s. • Understanding the consumer • Target marketing • Building prospect databases • Direct Mail Campaigns • Outbound Telemarketing • Eventually, email marketing…
Media in the 1990’s: The Game ChangerBirth of the Internet. Search Engines emerge.
Everything Changed.• Technology and the Internet created the possibility for instant gratification.• Consumers started demanding they be treated like individuals.• Marketing is no longer a one-sided conversation.• Consumers are now the “new media.”
Mobile devices like smart phones and tablets … empower the consumer, challenge marketersMobile marketing comes of age…
Power has shifted from the marketer to the consumer. Engage Me.
Media TODAY…2012-2013The Era of Digital Media and Consumer Engagement.
How do you maximize engagement with today’s media in a strategic way ? Brand Integration Proprietary & Confidential
Brand Integration: Done Well…Integration means…•The identification of a powerful, unifying strategy andcompelling voice for your brand based upon field research withvisitors and internal stakeholders.•Communicating a consistent identity from message tomessage, and medium to medium.•Interweaving your brand essence into every aspect of yourorganization. Proprietary & Confidential
Integrated MarketingTwo Case Studies for Destinations in North Carolina Proprietary & Confidential
Duplin County TDA: Initial Client Objective - Expand the “Uncork” Brand• Area business leaders wanted to focus on the area being known for more than just wine.• Research studies conducted to provide insight: • Visitor Survey • Board Members Survey Proprietary & Confidential
Foundational Integration: Salisbury-Rowan CountyResearch completed with visitors and board completed resultingin a 10 year Master Plan called “Completion & Connection.”•Explore a unified visitor/economic development plan under the “AuthenticNorth Carolina” brand architecture.•Extend the “Authentic NC” brand essence throughout all initiatives, such as: - Local festivals and events. - Marketing strategy for the arts. - Digital Visitors Centers versus bricks & mortar. - Mobile visitors walking app. - Partner with Downtown Alliance – marketing workshops. - Integrated social media presence. - Promotion and packaging of “hot” deals encouraging visitor industry partners to participate. Proprietary & Confidential
Objective of the Client – Retain Agency to Create and Implement a Summer Marketing CampaignPromote the Salisbury-Rowan County area via a edgy and funsummer marketing effort to drive visitation and engagement.The campaign elements included….•A sweepstakes contest that captured email addresses forfuture remarketing efforts.•Both traditional and digital media element.•The promotion of a variety of local events incorporating the“Authentic” brand positioning.
Branding the Promotional Campaign: “Get Real. Go Real.”
Custom Landing Page For Contest Entry & Data Capture
Post Entry Messaging,More Ways to Win, Social Sharing
Integrated Outreach: Media - Digital Advertising“Pay Per Click” advertising & Local Radio
Outbound Integrated Campaign Element: Email to Existing Database .
Custom Facebook Cover and Profile Photo.FacebookTriviaContestRules inNotesSection.
Pinterest• First foray with Pinterest.• Engagement. Drive traffic to contest & website• Showcase the visual aspects of the county and attractions: media, groups, venues all following boards.
So what were the results of the campaign for Salisbury-Rowan County?• Created awareness for the area with new potential visitors.• Built the email list for future offers.• Increased consideration to visit the area.• On-going social media engagement with visitors. Metric Description – getrealgoreal.com Total Total impressions (online marketing 5,092,803 display ads and Pay Per Click through Reach Local ) Unique Visitors to getrealgoreal.com 6,510 Total Visits 7,092 Page views 10,103 Total Contest Entries 900
Digital Integrated Campaigns are Measurable• Google Analytics• Facebook and Social Media Monitoring• Engagement Proprietary & Confidential
Duplin - Website Traffic Comparison: 2011/2012 Comparing the same period of time to last year: Visits to the site are up 21%, Unique Visitors are up 23%, Page Views are up 13%. The average length of time spent on the website has increased by 28%.
Reach Local – Display Awareness 9/19/2012 – 10/14/2012 Total Impressions to date: 361,089 Total Spent: $543.53 Cost Per Impression: $.001
Social Referrals to uncorkduplin.comYear over Year: September – October 2011/2012
Front Row Marketing ServicesDigital, Website Research, Insight Social Media Integrated Day- Creative & Brand & Conversion Training, to-Day Services Assessments, Studies Coaching, Marketing Rebranding Management Plans We are your Marketing “Solution Architects” Proprietary & Confidential 61
Our Team Jack Yager Larry LynnResearch Director Creative Director Angel Lebak Social Media Analyst Angela Risko Copy Writer/Brand Journalist
Thank You Questions…and would you fill out our survey?