The Secret Ingredients to Marketing on a Small Budget

The Secret Ingredients to Marketing on a Small Budget Duluth Area Chamber of Commerce Presented by WestmorelandFlint October 23, 2009

Laura Sieger
Vice President, WestmorelandFlint
My Background
20 years in marketing and public relations
Nonprofits: education, tourism, service organizations
Agency: health care, finance, aviation, retail, tourism, power, manufacturing, nonprofits, economic development
Introduction

Strategic Direction Interactive
Communications Planning Creative Services
Brand Development Public Relations
Media Services Event Planning
Audio Visual Research
Automated Marketing Direct Marketing
Social Media
Core Capabilities

The challenges and opportunities in marketing today
What’s all the hype about social media
Planning ensures best results
Measuring the results
Agenda

The New Media Landscape

It used to be easy… TV a world of LIMITED options PUSHED to mass consumers Radio Print Outdoor

It used to be easy…
In 1965, 80% of adults in the U.S. could be reached with three 60-second TV spots
Day-after recall score for 60-second prime-time commercials was 40%

Now, it’s not so easy
In 2002, it took 117 prime time commercials to produce the same result
In 2005, typical day-after recall score for a 30-second spot was less than 20%

It’s not so easy anymore. 2004 Friends – Series Finale 12.8 Nielsen rating Most-watched show in 4 years 1986 Head of the Class 12.8 Nielsen rating #40 show that year

The Direction of the Relationship Broadcast TV Cable TV DVRs/VOD IPTV Video Search Digital Radio Satellite Radio Podcasting Internet Print Blogs Outdoor Text Messaging Mobile Phones a world of INFINITE options PULLED by individual consumers

The Result = The Ultimate Consumer
Control
Choice
Customization
Collaboration

Advertising has become… digital personal controllable = TARGETED

What’s all the hype about social media?

“ Reliance and trust in nontraditional sources—meaning everyday people, their friends, their networks, the network they’ve created around them—has a much greater influence on their behaviors than traditional advertising.” – Jack McKenzie, Millennials Strategy Group

What is social media?
The technologies and practices that people
use to share content, opinions, insights,
experiences, perspectives and media itself.

By the numbers…
Technorati is currently tracking over 120 million blogs
More than 100 million videos a day are being watched on the video sharing site YouTube
13 hours of video uploaded to YouTube – every minute
If Facebook were a country, it would be the 4th largest in the world

By the numbers…
Google had more than 634 million unique visitors in May of 2008
There are over 20 million active Twitter users in the U.S.

Why should you care?
These are your consumers and this is where they are spending their time.
You need to talk to them (and listen) where they are, not where you want them to be.

Emerging Media Behavior Reinforcing the notion that it is now the consumers’ dialogue, users are creating their own branded content Fueled by near ubiquitous penetration, the mobile phone is taking on new messaging usage and functional applications Driven by a strong need for self-expression and connection with others, social networks have proliferated Online video has proliferated, and users are actively creating, posting and sharing video of all stripes Gaming now dominates the living room and PC, and is making its way into mobile—across nearly all demos Video Sharing Mobile Lifestyle Social Media User-Generated Content Gaming

An Integrated Approach: Communications Planning

Map a Route to Success Without a plan With a plan

Includes
Business objectives and strategies
Key drivers
Brand character and tone
Target audience and insights
Competition
Key messages
Communication objectives, strategies and tactics
Timeline, measurement and budget
Communications Planning

Business Objectives and Strategies
What are the company’s revenue/growth goals? These are measureable targets (3 to 5 is best).
Increasing membership/enrollment by XX% over 12 months
Acquire three new clients in XX months
Increase revenue by XX% in XXX product in 6 months

Key Drivers
What influences the ability to meet business objectives?
Are there barriers to overcome? Internal? External?
Hint: There is no magic marketing solution to overcome poor customer or brand experience.

Brand Character and Tone
What makes your organization unique?
What is the personality of the brand?
What do people think of the brand?
How does your organization want to be seen?
Hint: Your brand is not the best people, best service, best products.

Target Audience and Insights
Who are the primary and secondary audiences?
What are their personalities, ages, likes/dislikes?
What are the key perceptions/misperceptions?
How do current customers make decisions regarding a product/service?
What drives them?
How/why do they choose the product/service?
Hint: Your audience is not everyone. You need to be selective.

Competition
Who is your competition?
How does your product/service differ from that of the competition?

Key Messages
Tone should reflect your brand character.
Humorous, conversational, approachable, thought leader
Need to engage your audience, not speak at them, down to them or threaten them.
What’s the one thing you want people to walk away with?
Hint: People don’t want to hear everything you want to tell them. It’s about what they want.

Communications Objectives, Strategies and Tactics
What is the response the company/organization wants from key constituencies—customers, employees, prospects, shareholders, media?
How will the company/organization communicate to change or create perceptions/beliefs?
What specific tactics will be used to achieve the overall strategy/communicate key messages to defined target audiences?

Plan Implementation
What is the timeline and budget for accomplishing?
Who is responsible for which tactic? What is the timeline for completion?
Are there some tactics that are dependent on others?

Building Your Plan
Identify 3 to 5 measurable targets
Understand your audience; if you don’t know ask current customers or conduct research
Base your measurement on targets
AAU Research
How did you hear about us?
Google analytics

Worry about the tools last, not first.

B2B marketers who focus myopically on the tools—as they contemplate whether to start a blog or advertise on social networking sites—will fail to recognize and follow the practices and disciplines needed to embrace communities.

Where Do I Start?

Listen, Monitor and Understand
Customer feedback and surveys
Analytics – Google and other
Social media monitoring
Primary and/or secondary research

Start with your goals, not the tools.
Develop a plan; access others for perspective
Implement
Review and measure
Hint: It’s about reaching the right people, at the right time, with the right message.

Some Basic Ingredients
Website
SEO, user-centric, interactive, benefits, scannable
Conversation Piece
Brochure, business cards
Advertising
Consider target audience: ages, demographics, geographics, psychographics

Some Basic Ingredients
Public Relations (relationship building)
Earned media, events, loyalty programs
Social Media
Facebook, YouTube, Twitter, LinkedIn, Blog
Automated Email Marketing/Direct Marketing
Campaigns, relationship building

What can you do today?

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The Secret Ingredients to Marketing on a Small Budget

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