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Success Stories with  New Marketing Techniques 9/27/2010
Your Guests for this Conversation: <ul><li>Lynda Thomas </li></ul><ul><li>VP, Global Marketing Communications </li></ul><u...
What’s on the Marketing Horizon What’s on the Marketing Horizon?
You Are Standing On It
 
 
OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
NEW MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM
B2C Experiments Used for B2B  Because Social Media is Really About H2H
Join The Playground del.icio.us
Two Premier Brands Delivering innovation  in the most convenient way Technology and  Innovation Brand Choice and  Convenie...
An Important Mission The world leader in serving science Enabling our customers to make the world… Healthier Cleaner Safer
Laboratory Products – Key Capabilities Everything for the laboratory… <ul><li>Consumables </li></ul><ul><li>Liquid handlin...
<ul><li>Bundles and cross selling capabilities to meet customer application needs (instruments, media, consumables and tec...
“ Red noses aside” “ Appearances notwithstanding”
 
Lead Allocation & Measurement Email Search Website Call Me Social ALL WEB Radio TV Brokers  Call Ctr.  Conv.  Referral Dir...
Multichannel Content Marketing Content and Enrollment Platform Syndication Social Context Pages Theme Pages Campaign Pages...
Social Media Engagement Call to Action Communicate Engage Social Networking Sharing Conversation Social Media Sharing Cont...
Digital Strategy in Global Markets Resources for Discussion International Executive Resource Group Foley Hoag EEC, Boston ...
What Metric Does Your Success Depend On?
Business Models Require Different Outcomes.
Getting Brand Clarity for Global Positioning
Humanize the Brand <ul><li>Person </li></ul>Personalization
Central vs. Diversified Control Capability Centralized Diversified Analytics, CRM, CMS Highly Advised Tower of Babble Emai...
Show Some Deeper New Values
Sentiment is an Off Book Asset What’s the value of a  volunteer  advocacy?
At-Scale Marketers: Think About Web3.0 Now Web 1.0 Web 2.0 Web 3.0 Site Structure Site in HTML CMS & Widgets Apps Technolo...
Thank You! David Cutler www.CreativeBusinessDevelopment.com Blogging at  www.EatMedia.com [email_address] 617-331-7852
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IERG Panel on Global Marketing 092710

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David Cutler moderated a panel discussion on Global Marketing at International Exec Resource Group (IERG) on Global Strategy in Digital Marketing.- info at www.bit.ly/IERGsep27 -

Included:

Lynda Thomas
VP, Global Marketing Communications
Laboratory Products
http://www.linkedin.com/pub/lynda-thomas/1/b71/41a

Myles Bristowe
CMO CommCreative,
Immediate Past President of AMA, Boston
http://www.linkedin.com/in/mylesbristowe/

Dave Wieneke
Director of Digital Marketing at Sokolove Law
www.usefularts.us
http://www.linkedin.com/in/wieneke

Moderator: David Cutler
Creative Business Development
Sales Marketing Ideas at www.EatMedia.com
http://www.linkedin.com/in/cutler/

Published in: Business
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  • Total paradigm shift- this is a map of the Internet. It is not linear. It is not a pyramid.
  • All about pushing things out at people. A one way process. Shove, shout, sell.
  • Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
  • People are broadly and publicly sharing more about their lives than ever before. We can learn a lot about what people want and need simply by looking at what they’re sharing…
  • All of these capabilities come to you through two brands Thermo Scientific and Fisher Scientific. The combination of these two brands delivers innovation and does it in the most convenient way. We have our own channel, Fisher Scientific, with unmatched expertise in le-commerce and logistics but if you have selected another channel partner, be assured, we also sell through a number of alternate channel partners as well as on a direct basis.
  • We serve a broad range of customers but if you step back and look at our customers’ goals, it really makes us proud to be able to combine our capabilities to enable our customers to make the world healthier, cleaner and safer.
  • Usually in a cab we focus on a single metric – either cost or time. While tactical metrics are continuously useful, its big, unified strategic metrics that connect social marketing to business strategy.
  • Talk about benefits.
  • Transcript of "IERG Panel on Global Marketing 092710"

    1. 1. Success Stories with New Marketing Techniques 9/27/2010
    2. 2. Your Guests for this Conversation: <ul><li>Lynda Thomas </li></ul><ul><li>VP, Global Marketing Communications </li></ul><ul><li>Laboratory Products </li></ul><ul><li>http://www.linkedin.com/pub/lynda-thomas/1/b71/41a </li></ul><ul><li>Myles Bristowe </li></ul><ul><li>CMO CommCreative, </li></ul><ul><li>Immediate Past President of AMA, Boston </li></ul><ul><li>http://www.linkedin.com/in/mylesbristowe/ </li></ul><ul><li>Dave Wieneke </li></ul><ul><li>Director of Digital Marketing at Sokolove Law </li></ul><ul><li>www.usefularts.us </li></ul><ul><li>http://www.linkedin.com/in/wieneke </li></ul><ul><li>Moderator: David Cutler </li></ul><ul><li>Creative Business Development </li></ul><ul><li>Sales Marketing Ideas at www.EatMedia.com </li></ul><ul><li>http://www.linkedin.com/in/cutler/ </li></ul>
    3. 3. What’s on the Marketing Horizon What’s on the Marketing Horizon?
    4. 4. You Are Standing On It
    5. 7. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
    6. 8. NEW MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM
    7. 9. B2C Experiments Used for B2B Because Social Media is Really About H2H
    8. 10. Join The Playground del.icio.us
    9. 11. Two Premier Brands Delivering innovation in the most convenient way Technology and Innovation Brand Choice and Convenience Brand
    10. 12. An Important Mission The world leader in serving science Enabling our customers to make the world… Healthier Cleaner Safer
    11. 13. Laboratory Products – Key Capabilities Everything for the laboratory… <ul><li>Consumables </li></ul><ul><li>Liquid handling </li></ul><ul><li>Lab plastic and glass consumables </li></ul><ul><li>Specialty laboratory consumables – cell culture, media bottles and chromatography </li></ul><ul><li>Equipment </li></ul><ul><li>Temperature control </li></ul><ul><li>Fluid handling </li></ul><ul><li>Centrifuges </li></ul><ul><li>Cold storage </li></ul><ul><li>Incubators and biosafety cabinets </li></ul><ul><li>Water purification systems </li></ul><ul><li>Lab Workstations </li></ul><ul><li>Laboratory furniture and fume hoods </li></ul>
    12. 14. <ul><li>Bundles and cross selling capabilities to meet customer application needs (instruments, media, consumables and technical support) </li></ul><ul><li>Providing support in regional areas </li></ul><ul><li>Food Safety- China </li></ul><ul><li>Blood banking-ROA </li></ul><ul><li>Stem Cells- Europe </li></ul><ul><li>Refocus of marketing-push to pull </li></ul><ul><li>Driving efficiencies through local manufacturing and access to markets </li></ul>Key Focus for Success
    13. 15. “ Red noses aside” “ Appearances notwithstanding”
    14. 17. Lead Allocation & Measurement Email Search Website Call Me Social ALL WEB Radio TV Brokers Call Ctr. Conv. Referral Direct Mail WebDM custM WebCM Bill 34 5 71 1 2 3 10 47 10 9 79 2 5   3 29 8 9 36 5 11     4 8 50 7 7 76   3   15 15 6 10 20 2 25   3   11 21 3 17 52   2   8 14 5 9 53   15 1 2 7 8 36 13 12 76   1   8 9 4 7 19 6 6   2 3 9 42 6 4 64 1   1 7 6 7 10                                     46 6 8   4   15 37 5 12 69 2     17 27 5 5 85 4 22 1 1   11 30 5 11 57 1     9 16 4 19 23 8 4   1   10 22 6 9 47 1     8 8 4 9 122 7 17     5 7 23 4 11 50       9 19 3 13 100 16 16 1 3 11 17 43 6 18 95   2   15 11 2 4                                     141 6 32   1 7 14 36 11 12 80   2   6 19 19 11 55 4 8   1 8 7 29 7 12 63 2     11 12 11 5 37 2 10   1 12 7 22 4 15 60 3 4   13 9 6 8 61 1 8   1 7 9 36 7 12 71 2 1   8 12 11 6 36 7 3 1 1 11 22 43 11 14 101 3     6 8 3 14                                     31   10   1 3 15 28 7 9 62 4     2 17 5 7 39 1 4     2 7 26 5 10 50       2 15 5 4 7   2   1 4 9 16 7 11 47       2 5 3 5                                     4 4       5 14 23 5 13 60       1     2                                     94 4 8 1 2 2 7 24 12 11 56 4     10 18 6 4 1,131 88 286 6 27 94 217 634 141 229 1,315 25 20 1 160 269 117 161
    15. 18. Multichannel Content Marketing Content and Enrollment Platform Syndication Social Context Pages Theme Pages Campaign Pages Mobile Site Mobile Search Display Direct
    16. 19. Social Media Engagement Call to Action Communicate Engage Social Networking Sharing Conversation Social Media Sharing Content Build Communities Build Credibility Know, Like, Trust Educate & Inform Share Value Googleable Be Found
    17. 20. Digital Strategy in Global Markets Resources for Discussion International Executive Resource Group Foley Hoag EEC, Boston Sept 27,2010 Dave Wieneke www.usefularts.us @usefularts
    18. 21. What Metric Does Your Success Depend On?
    19. 22. Business Models Require Different Outcomes.
    20. 23. Getting Brand Clarity for Global Positioning
    21. 24. Humanize the Brand <ul><li>Person </li></ul>Personalization
    22. 25. Central vs. Diversified Control Capability Centralized Diversified Analytics, CRM, CMS Highly Advised Tower of Babble Email Marketing Advised: ESPs Do Intl Sends & Distributed Departments Asia Filters. Consider Regulation of ALL Mkts. Design and Translation Avoid: Seek Coordinated Diversification No Substitute for Local Sensibility Social Marketing Strongly Avoid Local and Social Work
    23. 26. Show Some Deeper New Values
    24. 27. Sentiment is an Off Book Asset What’s the value of a volunteer advocacy?
    25. 28. At-Scale Marketers: Think About Web3.0 Now Web 1.0 Web 2.0 Web 3.0 Site Structure Site in HTML CMS & Widgets Apps Technology HTML Apache RSS LAMP Stack XML, RDF, API, OWL, SWRL (Semantic Web) Challenge Digitization Socialization Integration Legal Enabler Copyright Fairuse CDA 230 Safe Harbor Privacy Primary Unit Page Site Schema Ethic Info is Free People Connect Do Things Hierarchy Peer Influence Hierchy Bogus Measure Hits Followers Downloads Better Measure Visits, PV, Leads Impact Hours, Rev. Business Model E-commerce Pets.com Search, Ads, Cont Google + Huffpo. Subscription Apple, WSJ? User Desire Look at Me. Like Me. Doing Something.
    26. 29. Thank You! David Cutler www.CreativeBusinessDevelopment.com Blogging at www.EatMedia.com [email_address] 617-331-7852
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