Effective Marketing Strategies and Campaigns During a Recession Save Money, Enhance Your Exposure

Cost-Effective Tools Press releases Articles Newsletters (HTML or PDF) Website Social media Email Video/Audio Advertising

Press releases

Articles

Newsletters (HTML or PDF)

Website

Social media

Email

Video/Audio

Advertising

Press release uses Work with the media for placements Leadership (positions) Credibility (builds) Create story ideas for feature articles Create testimonials Create newsletter content Create website content (press section) Create content for social media channels

Work with the media for placements

Leadership (positions)

Credibility (builds)

Create story ideas for feature articles

Create testimonials

Create newsletter content

Create website content (press section)

Create content for social media channels

Article Advantages Work with the media for placements Positions as leader Enhances credibility Member case studies (educate) How to… (educate) Features (prominence) Profiles (prominence) Q&A (educate) Opinion/Editorial (educate)

Work with the media for placements

Positions as leader

Enhances credibility

Member case studies (educate)

How to… (educate)

Features (prominence)

Profiles (prominence)

Q&A (educate)

Opinion/Editorial (educate)

Newsletter Benefits Create a community with members Become an educator (resource) Creates conversation with members Enhances brand Adhere to consistent release dates Rewrite press releases and articles for content Leverage online technology for distribution HTML (email) PDF (post to website to download) To enhance member interactivity, be sure to include links to videos, podcasts, blogs, Twitter, graphics, etc.

Create a community with members

Become an educator (resource)

Creates conversation with members

Enhances brand

Adhere to consistent release dates

Rewrite press releases and articles for content

Leverage online technology for distribution

HTML (email)

PDF (post to website to download)

To enhance member interactivity, be sure to include links to videos, podcasts, blogs, Twitter, graphics, etc.

Website Activity Leverage cost-effective online presence Push message out to members, pull ‘em back! Keep it fresh! Post member/staff testimonial videos weekly Post member/staff testimonial podcasts weekly Post news and educational articles weekly Post educational and member service blogs daily (try!) Tweet about events, product benefits, milestones, etc. and link to website (use www.tinyurl.com) Updating site and blogging frequently enhances search engine performance

Leverage cost-effective online presence

Push message out to members, pull ‘em back!

Keep it fresh!

Post member/staff testimonial videos weekly

Post member/staff testimonial podcasts weekly

Post news and educational articles weekly

Post educational and member service blogs daily (try!)

Tweet about events, product benefits, milestones, etc. and link to website (use www.tinyurl.com)

Updating site and blogging frequently enhances search engine performance

Social Media Tools What is social media? (Not just blogs!) Twitter (grown 1,989% in 1 year - 1 mil to 21 mil) Facebook (#1 social networking site - 87 mil June) My Space (Gen Y audience) YouTube (post videos and embed to website) Two-way communication with members — immediate! “ It’s not a campaign, it’s a relationship.”

What is social media? (Not just blogs!)

Twitter (grown 1,989% in 1 year - 1 mil to 21 mil)

Facebook (#1 social networking site - 87 mil June)

My Space (Gen Y audience)

YouTube (post videos and embed to website)

Two-way communication with members — immediate!

“ It’s not a campaign, it’s a relationship.”

Email Strategies Be relevant Design for the preview pane Show me you know me Don’t be HTML-centric Be free from attachments Go mobile DON’T SCREAM!!! Shorter is better (for subject lines) Get permission! Segmentation sells ( And don’t forget to test!)

Be relevant

Design for the preview pane

Show me you know me

Don’t be HTML-centric

Be free from attachments

Go mobile

DON’T SCREAM!!!

Shorter is better (for subject lines)

Get permission!

Segmentation sells

( And don’t forget to test!)

Online Audio/Video Adds another dimension to website Creates interest Keep recordings short (2-minute rule) Be consistent about posting new pieces Production steps for Audio/Video pieces

Adds another dimension to website

Creates interest

Keep recordings short (2-minute rule)

Be consistent about posting new pieces

Production steps for Audio/Video pieces

Advertising Possibilities Don’t quit, be smart! SEG publication SEG website Community newspapers Sponsor charity events (give back!) T-shirt Leverage an education message in ad Use anecdotes Remove “salesy” talk

Don’t quit, be smart!

SEG publication

SEG website

Community newspapers

Sponsor charity events (give back!)

T-shirt

Leverage an education message in ad

Use anecdotes

Remove “salesy” talk

Putting it all together Find out where your members are Use a multi-pronged approach to hit your targets Not every member will see your message in one channel, so leverage each one with the same message Retain the same message in each channel, but tailor it according to the channel Cross-market your channels Encourages audience to discover and see same message in different channels Enhances usage and/or visibility of other channels Ultimately enhances opportunity for increased product or service adoption from members Get members to become your ambassadors!

Find out where your members are

Use a multi-pronged approach to hit your targets

Not every member will see your message in one channel, so leverage each one with the same message

Retain the same message in each channel, but tailor it according to the channel

Cross-market your channels

Encourages audience to discover and see same message in different channels

Enhances usage and/or visibility of other channels

Ultimately enhances opportunity for increased product or service adoption from members

Get members to become your ambassadors!

Campaign Announce new service or product: Press release to local press Educational article placed in local publication (post on website) Blog about it and encourage feedback from members Tweet about it (include link) Produce audio or video member usage testimonials Post on website Place in credit union newsletter (email) Ad in SEG publication, statement, community newspaper, etc. Don’t forget to cross-market message in each channel!

Announce new service or product:

Press release to local press

Educational article placed in local publication (post on website)

Blog about it and encourage feedback from members

Tweet about it (include link)

Produce audio or video member usage testimonials

Post on website

Place in credit union newsletter (email)

Ad in SEG publication, statement, community newspaper, etc.

Don’t forget to cross-market message in each channel!

Tracking Results Website Social Media sites Google Alerts, Technorati, Jodange, Trendrr, Lexicon, etc. Media placements Email responses (clicked on links) Inbound calls (“Where did you hear about this product?”)

Website

Social Media sites

Google Alerts, Technorati, Jodange, Trendrr, Lexicon, etc.

Media placements

Email responses (clicked on links)

Inbound calls (“Where did you hear about this product?”)

Questions? Mike Lawson DML Communications 760/845-8146 [email_address] www.dmlcommunications.com www.twitter.com/dmlcomm http://dmlcomm.blogspot.com

Mike Lawson

DML Communications

760/845-8146

[email_address]

www.dmlcommunications.com

www.twitter.com/dmlcomm

http://dmlcomm.blogspot.com