Ottawa Business Summit Clearing Muddy Waters

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Presentation delivered at the Ottawa Business Summit Feb 3, 2010. …

Presentation delivered at the Ottawa Business Summit Feb 3, 2010.
"Clearing the Muddy Waters" Marketing Strategy for Small Business.

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  • 1. CLEARING MUDDY WATERS
    MARKETING
    COMMUNICATIONS
    SOCIAL MEDIA
  • 2. THE PANEL
    MODERATOR
    Kathryn SchwabPRceptive Communications
    PANELISTS
    Jim DonnellyOttawa Business Journal
    Arash MahinvdoLIFE
    Kneale MannYouIntegrate | CEPSM
    Karen McNaughtonThe Marketing Hub
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 3. CLEARERWATERS
    CROSS MEDIA MARKETING
    TRADITIONAL ADVERTISING
    EMAIL
    CROSS MEDIA MARKETING
    VIDEO
    MEDIA COVERAGE
    SOCIAL MEDIA
    Interruption vs.Integration
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 4. ENSURE CUSTOMER-CENTRICITY ACROSS ALL CHANNELS
    MKTG
    COLLATERAL
    PRINT
    PUBLIC
    RELATIONS
    CUSTOMER
    RADIO
    / TV
    DIRECT
    MAIL
    TRADE
    SHOWS
    POS
    ONLINE
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 5. Clearing Muddy Waters: Marketing. Communications. Social Media
  • 6. TOP 10 MARKETING CHALLENGES
    FOR SMALL TO MEDIUM SIZED BUSINESSES
    Limited financial and human resources
    Stronger competition
    Crowded marketplace
    Customer loyalty and volatility
    Unclear message(s)/Market confusion
    No internal champion/owner of strategy
    Strong story to tell but nowhere to tell it
    “One-off” marketing/advertising campaigns aren’t working
    Trying to decide between all the new marketing tools
    Where to start?
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 7. Clearing Muddy Waters: Marketing. Communications. Social Media
  • 8. CASE STUDY:EMAIL MARKETING CAMPAIGN
    CLIENT TYPE: Medical/Cosmetic Surgery Clinic
    CLIENT NEED: Customer engagement/loyalty programs
    PROPOSED SOLUTION: Integrated programs using website, email, direct mail, events, incentive/promotional program and case studies
    TIMEFRAME: Engagement over12 months
    APPROX. COST: Less than $1K/month
    RESULT: Increased new business 15%, repeat business 20%
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 9. CASE STUDY:EMAIL MARKETING CAMPAIGN
    Consistent look & feel
    First name personalization
    Feedback form
    Contact Us
    Facebook link
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 10. Clearing Muddy Waters: Marketing. Communications. Social Media
  • 11. CASE STUDY:VIDEO CAMPAIGN
    CLIENT TYPE: TMP Worldwide - Advertising Agency
    CLIENT NEED: Entice a digital call to action among viewers during a targeted ad campaign
    PROPOSED SOLUTION: use a vdoSpokesperson. 6 clips in rotation with targeted 5 second message
    TIMEFRAME: 3 weeks
    APPROX. COST: Confidential to client
    RESULT: 4.96 million views; 35.9% click-thru
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 12. Clearing Muddy Waters: Marketing. Communications. Social Media
  • 13. CASE STUDY:SOCIAL MEDIA CAMPAIGN
    CLIENT TYPE: Real Estate Team
    CLIENT NEED: Increase sales and visibility. To determine what social media channels could best help their efforts.
    PROPOSED SOLUTION: Create a revised business plan, outline roles and responsibilities, scrutinize budget, determine social media channels to best serve the company’s objectives.
    TIMEFRAME: Planning – 2 months. Execution – ongoing.
    APPROX. COST: Confidential to client.
    RESULT: Business Plan with roles and responsibilities has given the company a clearer vision of goals. They have increased sales-to-date, streamlined their database activity, established better processes and focused their social media activities.
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 14. Clearing Muddy Waters: Marketing. Communications. Social Media
  • 15. CASE STUDY:TRADITIONAL/ONLINE MEDIA COVERAGE
    CLIENT TYPE: Software Security Company Startup
    CLIENT NEED: To gain visibility with Technology and Business Media, and achieve consistent momentum in the US and Canada, post launch
    PROPOSED SOLUTION: Launch the company ahead of a major IT Security Trade show held in the US. Offer “sneak peaks” to relevant media. Without customers or partners, keep the media interested in doing stories with Company experts. (company had a number of well known Security gurus inside). Proactive pitching to media for new angles related to eHealth, government, retail security and IT security breaches. Proactive pitching to business media about unique people and activities within the company. Press releases, when there was REAL news!
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 16. CASE STUDY:TRADITIONAL/ONLINE MEDIA COVERAGE
    TIMEFRAME: First year in business (of a three year engagement)
    APPROX. COST: First year $ 30,000, which ramped up significantly over the following two years as company acquired customers and partners
    RESULT: First two months of company’s existence coverage in Top IT Security magazines, business press, and top analyst firms. Through continued outreach, company became the de facto source for media to call upon for stories about security breaches, hackers, best practices in eHealth, government, IT infrastructure. Over 50 media hits and mentions in the first year.
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 17. Clearing Muddy Waters: Marketing. Communications. Social Media
  • 18. Clearing Muddy Waters: Marketing. Communications. Social Media
  • 19. TOP 8 THINGS TO KEEP IN MIND WHEN
    PITCHING TO TRADITIONAL MEDIA
    Is your story about? Why do people care? Does it have news value?
    Figure out which medium makes the most sense for your story. What is your target audience? Does it jive with that of the outlet?
    Determine whom to contact and address your email/call to them.
    Write a succinct note – no long paragraphs or generic language.
    Follow up by phone within 24-48 hours.
    The more you can offer, the better. Think of visual aspects of your story, suggest a supplementary interview along with context facts and figures.
    Media people are busy people. Don’t be pushy. But if you have yet to received a “no” the be persistent – with respect.
    Don’t think your story is special, it because it is not. You want to go in to this process as if you are pitching to an investor. You have got to show them the money.
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 20. TOP 5 WAYS TO WORK WITH THE MEDIA
    AS A SMALL-MEDIUM SIZED BUSINESS
    Determine core strengths as a company – and your people – and, from that, what you can offer media types hungry for content
    If you have a story that's worth telling, pitch it – this is of course the most direct method of working with media
    Offer up your expertise as a third-party source for stories – though this isn't done by many SMEs, it is probably the #1 method of keeping your business in the media consistently
    Pick up the phone and call a reporter/editor/producer/publisher, to establish a relationship
    Invite media people to your events, but make sure the events are relevant to them
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 21. Clearing Muddy Waters: Marketing. Communications. Social Media
  • 22. TOP 10 QUICK TAKEAWAYS FOR BUSINESSES
    WITH A MARKETING BUDGET
    Start with a Go-To-Market Plan (short term and long term)
    Plan with your audience/customer in mind – how do you create that dialogue?
    Examine your human and financial resources
    Consider shifting budget allocation past campaigns didn’t give good results
    Start collecting customer testimonials – written, video, audio – every little bit counts!
    Basic formula= use SEO to attract, website to engage, email to nurture, CRM (database) to monitor/convert
    Do not try to do EVERYTHING
    Expect a “wait time” for new strategies and tactics, most results do not happen overnight!
    Find your experts within your company (for ANYTHING) and offer them to the appropriate media as “sources”
    Join Social Networks appropriate to your business and start participating
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 23. Clearing Muddy Waters: Marketing. Communications. Social Media
  • 24. TOP 10 QUICK TAKEAWAYS FOR
    BUSINESSES WITH NO OR LITTLE BUDGET
    Plan along the way, get ready to spend marketing dollars later
    Start building a database of customers – think about who you can reach when you’re ready
    Start monitoring your competition online, replicate and differentiate
    Start “appearing” at more free or low cost events
    Start collecting customer testimonials – written, video, audio – every little bit counts!
    Join online conversations – Social Networks appropriate to your business
    Reach out to media directly if you have content expertise and offer to be a source for a story
    Become a thought leader in your space/market – talk to who will listen
    Offer a promotion/incentive at low cost to you/high value to your prospects/clients
    Reward your evangelists
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 25. STAY OUT OF THE MUD
    Clearing Muddy Waters: Marketing. Communications. Social Media
  • 26. CLEARING MUDDY WATERS
    MARKETING
    COMMUNICATIONS
    SOCIAL MEDIA
    Kathryn Schwab prceptive.com
    Jim Donnelly obj.ca
    Arash Mahin vdolife.com
    Kneale Mann onemann.blogspot.com
    Karen McNaughton themarketinghub.ca
    Photo Credits: Microsoft | Bill Pugliano |Getty Images | ArtistsWhoThrive