The fragmentation of internet marketing, lead gen, client acquisition and branding

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Gene McCubbin's breakout session presentation from EO NERVE 2011: The Next Level

Gene McCubbin's breakout session presentation from EO NERVE 2011: The Next Level

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  • 1. Pop Labs, Inc.
    1
    Brilliant Minds, Inc - Confidential
    Pop Labs, Inc. ©
  • 2. Fragmentation & Disruption
    2
    John has an idea.
    John sees an opportunity.
    John needs a website.
    John has limited knowledge of digital media.
    John needs guidance and expertise.
    John & his team can’t keep up with online fragmentation.
    Fragmentation of content platforms.
    Fragmentation of software technology.
    Fragmentation of hardware technology.
    Fragmentation of client & prospect adoption.
    Fragmentation of behavioral paradigms.
    Disruption of industry & vendor models.
    Disruption of marketing standards.
    John needs help.
  • 3. Holy Crap!
    Media is transforming and touch points are converging.
    Companies are engaging in 6.5 different media platforms on avg. in their overall marketing mix.
    Many agencies have not developed the competencies necessary to serve this fragmented medium.
    Individual consultants and small providers do not have the bandwidth in I.P. or resources.
    $26 billion of advertising and marketing spend:
    http://ow.ly/50lYM
    Pop Labs, Inc. © /// The above graphic was created by Scott Graves, please see this link for more awesome data: http://ow.ly/50ok6
  • 4. 4
    Do you have ANY idea what is being said about you online?
    Your brands, executives, employees , and clients are engaging this medium…LIKE IT OR NOT!
    Pop Labs, Inc. © /// The above graphic was created by Scott Graves, please see this link for more awesome data: http://ow.ly/50ok6
  • 5. Interactive Now Includes…
    • Web Design / Usability – ecomm, database, B2B, B2C
    • 6. Search Optimization– consulting & application
    • 7. PPC & DisplayAdvertising – clients ranging from $1k - $1mm p/month
    • 8. Mobile Site Dev / UI /App Dev/ Text Campaigns
    • 9. Local Search/ Retail Search/ Industrial & Vertical Search
    • 10. App Development – iphone,Facebook, Twitter (all platforms)
    • 11. Social Media – consulting, white-label staffing, trafficdeployment
    • 12. Gaming – MMORPG, Facebook, in-game advertising and promotions
    • 13. Online & Offline Press Release Optimization
    • 14. Reputation Monitoring / Consulting
    • 15. Brand Development/ Management / Integration / Logo Work
    • 16. Graphic design – trade show, print, digital
    • 17. Domain Leasing / Management/ Hosting
    • 18. Email Marketing / Pay-Per-Call / List Management
    • 19. Call Center / Lead Qualification
    • 20. Tracking / Analytics/ Site Audits / Microsites / Landing Pages
    • 21. Affiliate Marketing
    • 22. Viral Video Promotion / Video Creation– YouTube, Vimeo, etc.
    • 23. Blogging & Podcasting
    and much more….
    Brilliant Minds, Inc - Confidential
  • 24. SMB & Mid-Market Needs
    SMB = Owner-Operated Biz
    5- 100 Employees (revenues $1mm to $25mm)
    Monthly budget is $500 - $15,000
    Chasing “ideas”
    Primarily looking for a targeted lead
    Mid-Market = Enterprise Biz Problems / SMB Processes
    100+ Employees (revenues $25m to $300 mm)
    Monthly budget is $15,000 - $500,000
    Media awareness and interest
    Lacking holistic strategy
    Chasing geographic or brand expansion.
    Struggling to hold onto existing regional success or ‘uniqueness’ of brand
    note: this includes “Mid-Market-Like” Large & Gov’t Business Units
    6
    Pop Labs, Inc. ©
  • 25. What Your Fears are Ignoring
    Digital services accounted for $26 billion of national advertising dollars spent in 2010.
    Six in 10 digital dollars -or $15.6 billion - went to digital specialty agencies.
    Despite a ‘recession,’ digital advertising increased by 15% from 2009 to 2010.
    43% of target market plans to increase their interactive budgets for 2011.
    7
    Pop Labs, Inc. ©
    (Source: Ad Age 2010)
  • 26. Why You Need This…
    8
    B/c your clients, prospects, and employees EXPECT you to create, manage, and deliver on the PROMISE of YOUR brand
  • 27. At a Bare Minimum
    Web Site - Search Engine Optimization / Usability / Visual Impact.
    Brand Development / Client and Prospect Demographic Study and Analytics.
    Technology to Enable Management and Comprehension of Data.
    Email Marketing and List Development.
    Minimal PPC and / or Display Advertising.
    9
    The basics - if you are NOT doing this, no matter what kind of business… you are failing.
    Pop Labs, Inc. ©
  • 28. What You Need to Do This…
    An extra 40 hours a week.
    A brilliant developer / graphic designer / project manager / day trader / communications & marketing expert / superman or superwoman.
    Someone to manage the aforementioned rock star.
    10
    …or maybe you need … TO FOCUS ON CREATING REVENUES FOR YOUR BUSINESS - AND - LET THE EXPERTS DO WHAT THEY DO BEST!!
    We create a customized package of services that are specific to the marketing needs and sales objectives of our client.
    Instead of heavy-weighted, up-front billing for a one-time service, we offer most services on an annual retainer-based contract over a specific term.
    Pop Labs, Inc. ©
  • 29. Basic Analysis of Budget Break-down
    11
    Services Quadrant
    Your agency should provide relationship based services and products that scale with their client’s maturity (i.e. your growth).
    Your agency relationship should solidify and permeate as new technologies, platforms, and paradigms evolve.
    Pop Labs, Inc. ©
  • 30. What Works Best? – A Holistic Approach
    Brand Management & Consulting
    Interactive Identity, Web Design & Mobilization
    Search Engine Optimization & Content Development
    Search Engine Marketing & Media Buying
    Social Media & Interactive Strategy
    Communication Strategy
    Email Marketing
    Public Relations & Reputation Management
    12
    THIS WORKS !!!
    Pop Labs, Inc. ©
  • 31. Decision Funnel
    Pop Labs, Inc. ©
    13
  • 32. Step by Step
    Step 3 - Attack
    Step 4 - Assimilate
    Step 1- Study
    Step 2 - Build
    Analyze your current efforts & results… creating a customized campaign plan, targeting your HIGHEST VALUED PROSPECTS at their MOMENT OF NEED.
    Establish bulkheads & positions of defense…. creating safety zones for continued GROWTH as well as DEFENSE of NEW & EXISTING REVENUES.
    Launch advertising and branding efforts…. across multiple platforms, synergizing all ONLINE & OFFLINE marketing efforts.
    Analyze daily results…. Creating an easily understood LEARNING PLATFORM for continued PERFORMANCE IMPROVEMENT.
    Pop Labs, Inc. ©
    14
  • 33. Getting Started
  • 34. Others Have Seen the Light
    16
    16
    Pop Labs, Inc. © /// The above client list is represented by Pop Labs and entities currently under LOI to be acquired.
  • 107. Refreshing Results
    17
    Gene McCubbin
    gene@poplabs.com     
    direct: 713-243-4540
    cell: 832-646-9741
    www.poplabs.com
    www.genemccubbin.com
    http://blog.poplabs.com
    @gopoplabs
    @genemccubbin
    Recognized and Awarded for Leadership
    Pop Labs, Inc. ©
    17