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Marketing Message and Measurement

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Balancing what to say, when and where, with measurement of what is effective, co-presenters Mary Bahr and Kate Koziol deliver this customized best practice presentation for the Chicago chapters of the …

Balancing what to say, when and where, with measurement of what is effective, co-presenters Mary Bahr and Kate Koziol deliver this customized best practice presentation for the Chicago chapters of the Women President\'s Organization.


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  • 1. + Marketing: Message and Measurement: Ten Things You Need to Know to Triumph—Today & Tomorrow Mary Bahr & Kate Koziol WPO Special Joint Joint Session 6/20/12
  • 2. + Social Media Revolution   http://www.youtube.com/watch?v=0eUeL3n7fDs!
  • 3. +#1How to choose theright channels
  • 4. + #1 Choose the right channels   Depends on your offering   Who is your audience?   Where do they live, work?   What is important to them?   Who do they trust?   What do the aspire to be?   Adapt and achieve
  • 5. #2Embrace POEM: The holy trinity of media +
  • 6. + #2 Embrace POEM Understanding how your media mix works is critical PR, editorial
  • 7. + #2 Learn POEM Understanding how your media mix works is critical
  • 8. + #3 The biggest mistakes you can make—and how to avoid them
  • 9. + #3 Biggest mistakes And how to avoid them   Voice and marketing material doesn’t reflect your value proposition   Inconsistency of message; reinventing the wheel   Not understanding LTV of customer and what that means to your marketing spend and mix   Not fully embracing what works   Sticking your head in the sand
  • 10. + #4 Mobile madness
  • 11. + #4 Mobile madness What’s real, what’s not, what do you need to do NOW
  • 12. + #4 Mobile madness What’s real, what’s not, what do you need to do NOW   Is your website, email and online advertising optimized for mobile viewing?   Have you claimed your location on Google maps, Yelp, Foursquare. Is it correct?   Have you considered the importance of location services to your business?   Don’t get sucked into developing an app. Determine how to monetize it first.
  • 13. #5Standing out in a sea of sameness +
  • 14. + #5 Standing out Differentiation is critical.   Determine your Unique Selling Proposition - USP   Make your messaging multi-task. Adapt and use in multiple channels.   Break through the clutter (e.g., unique, solution, best)   Video enhances everything: YouTube is #2 search engine   Use the right tools
  • 15. +#6LinkedIn is more than anetworking tool, it’s amarketing imperative + LinkedIn adds 2 new members per second.+Add LinkedIn URL to your email signoff+Make sure your profile is 100% complete + At end of Q2, LI+Upgrade sales & recruiting staff to paid had 161M membersversions+Add an alternate email to your account+Look at LinkedIn integrated apps+Create a company page + 60% of LinkedIn+Follow your targets AND competitors members are+Are you a B2B company with a differentiated outside the UStarget market or niche service? Consider aLinkedIn advertising campaign
  • 16. + #7 transparency and trends
  • 17. + #7 Transparency & trends   Reflect the true values of your company   Have a crisis plan before you have a crisis   Trend 1: Video is only going to grow   Trend 2: Less is more = give me your best 8 seconds   Trend 3: Tell the story
  • 18. + #8 Email still matters…
  • 19. + #8 Email marketing Best performing types of EM
  • 20. + #8 Email marketing Best practices   Create a process to continually update your database and actually do it (get both business & personal addresses if you can)   Keep most important information “above the fold”, make sure email is optimized for mobile   Write a great subject line, keep it under 60 characters, avoid “spammy” words (e.g. “free!). TEST THEM!   Include a simple and direct call to action   Segment your database and develop messaging relevant to them
  • 21. + #9 Manage social media, don’t lose sleep over it
  • 22. + #9 Manage social media   Listen first   Wildfires start with a single spark – track mentions, competitors, trends   Move negative experience resolution offline   Spotlight positive interactions discreetly   Ask fans and best customers to comment, however be careful about “rewarding” them for it   Negate critical commentary with positive commentary layered atop. Particularly if it creates a thread.
  • 23. + #10 you can’t manage what you don’t measure “Half the money I spend on advertising is wasted; the trouble is, I dont know which half.” John Wanamaker
  • 24. + #10 Measurement Determine what’s most meaningful, not just what’s easiest   Budget isn’t measurement; one size doesn’t fit all   What’s your KPI? (Key Performance Indicator)   ROMI: Return on Marketing Investment Total Profit Due to Campaign Activity ROMI: Total Cost of Campaign   Look at long term investment vs short term need
  • 25. Mary Bahr President & Creative Director MAB Advertising Inc. mbahr@mabadinc.com+ Kate Koziol President K Squared Communications kkoziol@ksqrd.com
  • 26. Appendix Defining POEM: Forrester Research http://tinyurl.com/25vv48f Mary Meeker, KPCB, Internet Trends 2012 http://tinyurl.com/cg54423 Free monitoring: google.com/alerts Research hot words for your industry: google.com/adwords Check out hot internet trends: google.com/trends Monitor your website traffic: google.com/analytics US Trademark search: http://tinyurl.com/7l39tw9 Marketing templates: http://www.demandmetric.com/ LinkedIn: Paid Subscription Levels: http://tinyurl.com/7wuddgv How to use LinkedIn: http://tinyurl.com/bcu9p5+ How to use Twitter for business: http://tinyurl.com/8y62oqn Must Read Marketing Books: The Power of Habit, Why We Do What Do in Life and Business, Charles Duhigg Socialnomics: How Social Media Transforms the Way we Live and Do Business, Eric Qualman Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Brian Solis Made to Stick, Chip & Dan Heath Switch: How to Change Things When Change is Hard, Chip & Dan Heath Reality Check, Guy Kawasaki Presentation Zen, Garr Reynolds Don’t Make Me Think, Steve Krug