MarketingManagement 101 Elizabeth Kulin www.KulinMarketing.com
The RoleIn my experience as a Marketing Manager, I did the following:
Step 1: Branding Strategy • Do a Positioning Map: • Research competitors positions and find an available positioning. • Must be something that your target audience cares about. • Do a Brand Audit: • Make sure at least 1 element is likable, at least 1 is memorable, and at least 1 is meaningful.Note: Find and Choose an available positioning to establish POD and a competitive advantage in your Market. Try to become an indirect competitor to powerful industry leaders. Communicate your POD to the target market segment via your brand elements.
Example of Re-brandingIn 2010 I helped a company improve its brand equity and become an indirect competitor to the industry leader Google by strategically alerting its: from online adverting to: advertising technology provider. from an ad server with other products to: A company with multiple products and services, ad serving being one of them. from just internet publishers to: including a target segment of premium internet publishers, specifically newspapers (the new target segment vertical). from low price to “a menu of options for its customers to choose from and use seamlessly together”. from having no specific understanding for what they stood for to: innovative, supportive, smart, competent, and complete.
Example of a Brand Audit Memorable Meaningful Likeable name ZEDO url www.ZEDO.com logo bubbles slogan Adv. Tech Partner tagline More. More. More. spokesperson packaging 1. Alert the brand elements if they not include the brand identity, positioning, or brand personality 2. Create new brand elements if at least 1 does not get a check in “likeable”, “Memorable” or “Meaningful”. In 2010 I helped a company re-brand, and create a new slogan and tagline.. I alsoconducted marketing research for potential new names of the company via an online survey that I created.
Step 2: The Strategic Marketing PlanThis plan will:• Help you determine your goal(s), objective(s), and benchmark goals for the year• Establish a strategy to meet goals and objective(s) • How to segment you product (via your positioning and target market segment) so you are an indirect competitor to the category leader and not a direct competitor. • Which marketing channels/tactics will be the most effective • Which market to target
Step 3: Establish a Mission for the Year x Example: • To have #1 top of mind for you category among your target audience. • Grow brand equity • Win new customers • Retain wins • Increase 2010 inbound leads by XX • Increase 2010 sales wins by XX • Increase 2010 Revenue by XX
Step 4: Strategize to Reach Objective(s)1. At this point, your initial brand strategy should have helped to establish a positioning for your brand that highlight products/services benefits, and enable you to potentially segment in a way that you are are an indirect competitor to the category leader and not a direct competitor.2. Use marketing channels that grow brand equity, can generate new leads, and retain past wins.3. Target the market, or market segment that would be most interested in your product/service or positioning, that is under met by competition, and that would generate the most for your product/service • either by paying a high price for your product/service, repeat purchases, or up sell potential.
Step 5: Choose Marketing ChannelsChose channels inline with objectives and reach target markets. EXAMPLE: Content can target newspapers, Can increase brand equity and target sources that newspapers trust, generate new sales leads. and include a response method (email address and phone #). Can strengthen brand image, reach Can increase brand awareness and larger volume of audience, include a acquire new leads response method (email address) and url link to increase SEO. Can strengthen brand image, reach larger volume of audience, include a Can increase brand awareness. response method (email address) and url link to increase SEO Can promote new products and Retain customers and active sales. include call to action to up sell and increase revenue. Can target content to newspaper, Can increase brand equity, acquire use keywords to increase SEO, and new leads, and retain customers include response methods and call to action. Can target content to newspaper, Can increase brand equity, acquire use keywords to increase SEO, and new leads, and retain customers. include response methods and call to action.
Example of Press ReleaseSee http://www.zedo.com/press/pressrelease-0211-2010.htm for examples of press releases that I wrote and published.
Example of Blog Outreach/Article CommentingArticle: Comment box Published comments Always leave a url link to your brands website to increase SEO inbound links
Example of GuestBlogger/Article Writer My colleague at ZEDO, Inc as the author of this article in our industry online newspaper iMedia Connection
Example of Email MarketingSee examples of emails that I created in 2010 at: http://www.slideshare.net/ekulin/email-marketing2010
Example of Internal BlogUse twitter to create a “tweet this” button and add the html code to each blog entry when publishing
Example of Successful Social Network Marketing Click on: http://www.slideshare.net/ekulin/marketing -via-rss-feeds-twitter to learn how to improve your twitter profile and presenceUse a hootsuite to log tweet, schedule tweets, shorten links,manage mentions, retweet, view click rates, and much much moreSee http://www.slideshare.net/ekulin/social-networking-101-2701390 to learn about linkedin and facebook marketing
Step 6: Make a Campaign Calendar• The overall theme of the promotion• A promise or claim that creates a interest or emotional reaction• Topics support the theme, claim and help to create the interest and/or emotional response from the desired audience.• Campaign: “We help you make more revenue”• Topic: “This new product of ours helps you make more revenue in this way, buy it now”• Campaign: We are a hero• Topic: We helped to save # of lives last year• Campaign: Dare To Be Different• Topic By doing XX with our help, you can be different
Example of a Campaign Calendar Month Campaign Claim TopicSeptember More Options With us, you get Promote more options product/service that enables our customers to get more optionsOctober More Visibility With us, you get Promote more Visibility product/service that enables our customers to get more visibilityNovember More Revenue With us, you can Promote make more revenue product/service that enables our customers to make more revenue
Step 7: Make a Marketing Calendar Common Content: campaigns, new 2-4 / month, publish on Monday or Must give ~10 days between direct products/services, partnerships, Tuesday. emails to reporters. industry news responses, brand news. Search daily and post when Related comment to industry, brand, appropriately products, and target audience. Sent drafts of write ups to sources 1-2 Pick sources/placement that receive per month and encourage them to traffic from your target audience. publish. Depending on list size and time necessary to compete a email, you Make sure to not send emails to the could plan a monthly newsletter with same email addresses to often; various information included in it, or common best practices is every 15 send more monotopic emails and days. segment your list. You can blog as much or as little as you want. I would recommend at least once a month. Every company must Comment Content: campaigns, helpful analyze who the blog writers) and tips, publications, partnerships, authors) will be, how much time they industry news responses, brand news. can dedicate to blogging and how much time it will take to execute blogs. Twitter, facebook, linkedin group, Common Content: campaigns, helpful and/or vertical social networks tips, publications, partnerships, (example: Ning). industry news responses, brand news.
Example of a Marketing Calendar Using Google Calendar
Step 8: Measurement Plan Throughout the year, track and record qualitative and quantitative analytics of each marketing tactic. • Press Relations • Track, record and analyze: impressions of coverage, press release open rates, click rates on embedded links, response rates (and tone of comment responses) to each campaign, topic, and provided response method. • Email Marketing • Track, record and analyze: open rate of subject lines, click rates of hyperlinks, response rates (and tone of comment responses) to each campaign, topic, and provided response method. • Social Media • Track, record and analyze: impressions, fan volumes, retweets, likes, # of comments, tone of comments, clicks on hyperlinks, and response rates (inbound emails to sales team) to each campaign, topic, and provided response method. Are your chosen strategies, tactics, content, and frequencies reaching your objectives and benchmarknot, make a list of potential weaknesses, strengths, and then alter the marketing plan with corrective act
Step 9: Integrative Marketing Communications Use similar messaging, pertaining to the campaign topic, in each promotional method/tactic. Blog links to twitter Tweet blog and email Email highlights blog entry Note: Generate a list of keywords that your target audience would use to find a company like yours, and usethese keywords throughout all of your copy (within all of your tactics) to increase your SEO ranking of said keywords.
Step 9: Manage Your Online CommunityAlways response to the necessary online comments about your brand, whether it is on twitter, facebook, your blog, or in another blog or article. • Always be on the customers side, or for B2B – your customer’s customer side. • Always be the solution, be honest, and provide ways that the community can respond to you.
Step 10: Be Innovative & Work Together x In marketing, an army of 1 is never as strong as an army of 2. Always talk to your colleagues, specifically the ones that have the most direct contact with your customers. They will offer you ideas for: • For future • Keywords • Channels • Provide a campaigns and that enable sense of if methods to you to most you are better effectively reaching attract and reach your your connect audience. objectives with your and goals. target audience