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Marketing Has Evolved: Has your Marketing Plan?
 

Marketing Has Evolved: Has your Marketing Plan?

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Matt Dodds of Brandthropology presents his framework for marketing and distinguishing your brand at the June 10 2010 Media Maven Lunch sponsored by Common Good Vermont and CCTV Center for Media & ...

Matt Dodds of Brandthropology presents his framework for marketing and distinguishing your brand at the June 10 2010 Media Maven Lunch sponsored by Common Good Vermont and CCTV Center for Media & Democracy.
Watch the video presentation here: http://www.cctv.org/watch-tv/programs/find-your-zag-branding-fundamentals-brandthropology

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  • “ The biggest problems are on the local level ,” Mr. Coen said, rather than in spending for ads appearing in national media. Mr. Coen attributed that to the shrinking numbers of local retailers like pharmacies and hardware stores as they are bought out or put out of business by big national chains, which is “eliminating a lot of customers that media sell to locally.”Another reason for the slowing local growth, Mr. Coen said, is the migration of local classified advertising to Web sites from newspapers . Although some of those Web sites are owned by newspapers, he added, the lower price of online ads means the gains “are not enough to offset what they’re losing” from higher-priced print ads. The shift in classified ads is evidence of decisions by marketers to spend money in new media rather than traditional media. The medium that will enjoy the most robust growth rate this year, according to Mr. Coen’s forecast, is the Internet, where he expects spending to be up 17 percent from 2006. An Interpublic colleague of Mr. Coen’s, Brian Wieser, followed him with a presentation on emerging media, which includes online video, social networking, online game playing, mobile marketing and video-on-demand. Although ad spending for those alternative media is now “de minimis,” said Mr. Wieser, senior vice president and director for industry analysis at the Magna Global unit of Interpublic, many are growing by double- or even triple-digit percentages. For example, spending on ads on social networks like Facebook and MySpace is expected to increase 148.2 percent this year, Mr. Wieser said, to $685 million, from $276 million in 2006. Another Trim in Spending for ’07; June 27th, NYT Stuart Elliott
  • The overall objective of segmentation is to improve your marketing by analyzing your customers (and potential customers) -- aggregating groups into actionable sub-segments (CLICK) -- understand their behaviors & their value to your business (CLICK) , which allows you to: -- prioritize the groups to address -- use these understandings to most appropriately respond with marketing strategies. (CLICK) , (CLICK) What may seem surprising is that this is not a top down exercise. Great marketers build brands up from customer insights. I’ve been lucky to have had the opportunity to work with P&G in the US & throughout Asia over the years…

Marketing Has Evolved: Has your Marketing Plan? Marketing Has Evolved: Has your Marketing Plan? Presentation Transcript

  • Marketing Has Evolved… Has Your Marketing Plan? A Presentation for CCTV, As presented June 17 th , 2010
  • Our Clients:
  • “ It is not the strongest of the species that survives, nor the most intelligent. It is the one that is the most adaptable to change.” - Charles Darwin
  • 3 Matt Anne Erika Nick Jonathan L. macro marketing strategies development account media planning buying & posting graphic design & production management web design, keyword acquisition ppc, ppa web developer; joomla, css, php, asp, mysql java scripting Justin public relations online PR, blogging, SEO press releases Jonathan W. online search strategies, social media, video production Who we are: Chris coding god, flash junky, viral content development Corey SEO, CPC, PPC administration, e-commerce
  • How Has Marketing Changed?
  • Flashback: Marketing Then… (http://www.youtube.com/watch?v=e3N_skYSGoY)
  • … And Marketing Now: http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone
  • How Has Marketing Changed?
    • THEN
    • Mass Marketing
    • Limited Media Channels
    • Broadcast Messaging
      • Inculcate
      • ROI via CPM & R/F
    • Manufacturer Control
    • Poster Children:
      • P&G
      • McDonald’s
      • Budweiser
    • NOW
    • Database Marketing
    • Limitless Media Channels
    • Interactive Messaging
      • Invite
      • ROI via: Engagement & Conversion
    • Consumer Control
    • Poster Children:
      • Amazon
      • Starbucks
      • Seventh Generation
  • So What’s All the Fuss About?
  • "The future is here. It’s just not widely distributed yet.” - William Gibson So What’s All the Fuss About?
  • Review Marketing Strategy Create Brand Strategy Confirm IT Marketing Infrastructure Develop The Website Around Them Integrate & Orchestrate with an eye on Social Network Marketing
  • Review Marketing Strategy
  • Marketing: What Hasn’t Changed If we get these wrong, we’ll be aiming in the wrong direction at the outset.
  • Process Hints: Marketing is an Internal Event Before It’s an External Event Internal & External Interviews Conducted 3 June 24th, 2009           9:00 AM   Kelly Shull Development Officer     Sally Trigg Hospital Foundation Executive Director     Cindy Goodman Graphic Designer   10:00 AM   Anna Abeyta Chief Clinical Officer 11:00 AM   Kelly Shull Development Officer   12:00 PM   Alden Cockburn MD – Urologist   1:30 PM   Cindy Goodman Graphic Designer   2:00 PM Dan Guttman Orthopedic Surgeon   4:30 PM   Tim Moore MD – OB/GYN               June 25th, 2009           8:00 AM   Kathy Namba Director of Community Programs   10:00 AM   Linda Chase Director of Quality/Education 11:00 AM   Ron Burnham Chairman of the Holy Cross Hospital Board 1:00 PM   Sally Trigg Hospital Foundation Executive Director 2:00 PM   Ric Eisenring Chief Financial Officer   4:00 PM   Steve Fuhlendorf Taos Chamber of Commerce   6:30 PM   Hospital Foundation Dinner Toast of Taos           June 26th, 2009           9:30 AM   Chris Baker Taos News Editor 1:30 PM   Gelian Ismai MD, Chief of Staff
  • Brand Stewardship: Why Should Someone Choose You?
  • Response from Survey
    • Survey Monkey results. Polling conducted March 5 th -18 th , 2009. 61 respondents via e-mail.
    The name plays a role in confusing people about what you do. And plays a strong role in obscuring all the things you do to serve people.
  • Review Marketing Strategy Create Brand Strategy
  • Brand Stewardship: Why Should Someone Choose You? ”
  • Target Audience Segmentation: Weddings Conferences & Functions Golf Updates Member Updates Weekly Newsletter
  • “ Where Great Care Comes Together” Key Segment How We Come Together to Provide Great Care Segment Valuation Segment Media Positioning & Segmentation Proof of Concept
  • Review Marketing Strategy Create Brand Strategy Confirm IT Marketing Infrastructure
  • Your business software needs to work with marketing!
  • New Technologies Change the Game:
  • New Technologies Change the Game:
  • Review Marketing Strategy Create Brand Strategy Confirm IT Marketing Infrastructure Developing The Website Around Them
  • Some Keys to Website Development: Lack of Prioritized Messaging
  • Some Keys to Website Development: Thinking from the Target
  • Keys to Website Development:
    • First, ask yourself these (seemingly) simple questions:
      • “ Why do I have a website?”
      • “ How does this integrate with my marketing plan?”
    • Get over yourself! (Think from the black pieces)
      • “ Who is visiting?
      • “ Why would they visit?”
      • “ What are they looking for?”
    • Make Priorities:
      • What’s most important? Why?
    • Create Conversion Funnels:
      • Ask for an action!
      • Walk people logically through the sale
  • Using Google Analytics
  • Driving Traffic via Search Engine Optimization: Off-Site Punch List
    • Organic:
      • Local Optimization:
        • Google Maps
        • Mapquest
        • Directories
      • Back-linking Strategies:
        • Long term: build over time
        • Directories
        • Orgs You’ve Joined
      • Site Submission:
        • Upload XML sitemap
        • Review Google webmaster tools
    • Paid:
      • Paid Search:
        • Adwords (Google)
        • AdCenter (Microsoft)
        • Yahoo Advertising
      • Directory Listings:
        • Yahoo
        • Business.com
        • Best of the web
      • Banner Ads:
        • Context relevant sites
        • Ad networks
  • Review Marketing Strategy Create Brand Strategy Confirm the IT Marketing Infrastructure Develop the Website Around Them Integrate & Orchestrate with an eye on Social Network Marketing
  • Keys to Social Media:
    • Think about the nodes… and woo them:
      • Bloggers are your friends
      • PR can be very cost effective tool
      • Facebook
      • LinkedIn
      • Twitter’s now coming on…
      • Actively pursue ‘network effects’
  • Some Keys to Social Media: Give people a reason to participate. Resist the temptation to “Sell, Sell, Sell” Resist the desire to overcontrol. Use social media to engage back to your website. Peter & Maria Hoey Adapted in part from: http://online.wsj.com/article/SB122884677205091919.html?mod=dist_smartbrief
  •  
  • 20 x $795 = $15,900
  • E-mail Marketing Engine:
  • “ It is not the strongest of the species that survives, nor the most intelligent. It is the one that is the most adaptable to change.” - Charles Darwin