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Whitemyer Advertising- AEM Integrated Marketing Communications Presentation

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Slides from Integrated Communications Breakout session at AEM Conference May 2010

Slides from Integrated Communications Breakout session at AEM Conference May 2010

Published in: Business, News & Politics

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  • The idea of integrating marketing communications channels into a single , focused strategic plan is not a new concept for most people who have been involved with business-to-business marketing communications for many years.



    Our agency’s focus on business-to-business, utilizing various tools integrated into a cohesive plan, goes back about 40 years, which is one of the reasons we’ve been able to sustain a business relationship with at least a client in the equipment industry for more than 30 years.



    The concept has always required the discipline to establish and maintain focus on specific goals, and then to use different tactics to try to achieve those goals with a series of angular approaches - all the while adhering to an established budget, which typically is very tight.
    The process has always required a lot of up-front planning, negotiating and budgeting, and at least for us, it has never allowed for that extra bargain basement trade magazine page here and there that wasn’t in the plan.


  • The campaign goals - while they would include specific challenges, could nevertheless be traced back to four primary objectives:



    1.Brand positioning/maintenance
    2.Lead generation
    3.Cross-selling/up-selling
    4.Customer retention



    Nothing really new here
  • The campaign goals - while they would include specific challenges, could nevertheless be traced back to four primary objectives:



    1.Brand positioning/maintenance
    2.Lead generation
    3.Cross-selling/up-selling
    4.Customer retention



    Nothing really new here
  • With established goals, over the years we would convey cohesive, goal-oriented messages using an array of integrated marketing options including the following:



    • Print Advertising
    • Direct Mail
    • Publicity
    • Sales Promotion
    • Sales Support Collateral
    • Trade Shows and Events
    • Videos & Powerpoint Presentations
    • Etc.
  • With established goals, over the years we would convey cohesive, goal-oriented messages using an array of integrated marketing options including the following:



    • Print Advertising
    • Direct Mail
    • Publicity
    • Sales Promotion
    • Sales Support Collateral
    • Trade Shows and Events
    • Videos & Powerpoint Presentations
    • Etc.
  • Then, around 1989, everything started to change.



    That year marked the commercialization of a thing called the World Wide Web, and within 5 years, a system designed to network university research and government information suddenly had 50 million users.



    You can compare that with the telephone, which took 75 years to get 50 million users
    Or television which didn’t hit that level for 13 years.



    This Internet thing spread like wildfire and everyone here knows it hasn’t stopped yet.
  • Then, around 1989, everything started to change.



    That year marked the commercialization of a thing called the World Wide Web, and within 5 years, a system designed to network university research and government information suddenly had 50 million users.



    You can compare that with the telephone, which took 75 years to get 50 million users
    Or television which didn’t hit that level for 13 years.



    This Internet thing spread like wildfire and everyone here knows it hasn’t stopped yet.
  • Then, around 1989, everything started to change.



    That year marked the commercialization of a thing called the World Wide Web, and within 5 years, a system designed to network university research and government information suddenly had 50 million users.



    You can compare that with the telephone, which took 75 years to get 50 million users
    Or television which didn’t hit that level for 13 years.



    This Internet thing spread like wildfire and everyone here knows it hasn’t stopped yet.
  • Then, around 1989, everything started to change.



    That year marked the commercialization of a thing called the World Wide Web, and within 5 years, a system designed to network university research and government information suddenly had 50 million users.



    You can compare that with the telephone, which took 75 years to get 50 million users
    Or television which didn’t hit that level for 13 years.



    This Internet thing spread like wildfire and everyone here knows it hasn’t stopped yet.
  • Then, around 1989, everything started to change.



    That year marked the commercialization of a thing called the World Wide Web, and within 5 years, a system designed to network university research and government information suddenly had 50 million users.



    You can compare that with the telephone, which took 75 years to get 50 million users
    Or television which didn’t hit that level for 13 years.



    This Internet thing spread like wildfire and everyone here knows it hasn’t stopped yet.
  • It was around 1994 that I approached the vice president of sales & marketing for one of our longtime clients - a construction equipment manufacturer - and asked him to allocate about $12,000 in his budget to build a web site.



    A lot of you may have a similar story. The vice president suggested I was out of my mind.



    I told him the Internet had promise, and might be a big thing someday. We needed to grab a URL with his company’s name ... right now.



    He asked me what a URL was.



    I told him some of the big names in the industry were already launching web sites and we should at least be paying attention.



    When he continued to press me, I suggested that people might go to his web site to learn about his construction machines and check specifications. When that didn’t seem to work, I suggested people might even buy service parts on his web site.
  • And he said... Remember this was about 1994 ... and I remember this answer clearly:
    “You must be crazy. Contractors don’t use computers.”



    Nevertheless, he let us build a web site shortly after that, and a lot more in the years to follow.
  • The next challenge for the proponents of business-to-business web sites was to wrest control of them from corporate IT people. Web sites quickly became an IT powerbase, and whereas they had the technical know how, let’s face it - they are not marketers. Very soon, marketers began to realize the vast potential of Internet activities that would become crucial, integral components of the marketing mix.



    At the time, no one fully understood the real potential of the Internet in a business-to-business marketing environment ... and I’m not sure we’re altogether sure today.



    Which is why we are all intrigued enough to attend this session.
  • The next challenge for the proponents of business-to-business web sites was to wrest control of them from corporate IT people. Web sites quickly became an IT powerbase, and whereas they had the technical know how, let’s face it - they are not marketers. Very soon, marketers began to realize the vast potential of Internet activities that would become crucial, integral components of the marketing mix.



    At the time, no one fully understood the real potential of the Internet in a business-to-business marketing environment ... and I’m not sure we’re altogether sure today.



    Which is why we are all intrigued enough to attend this session.
  • We all now acknowledge the immense usefulness of web sites. Even promotional mini sites. A lot of us are getting better at promotional email marketing and using the resulting data. We’ve at least delved into the website advertising arena, placing banners and buttons on targeted web sites, or using Pay-Per-Click Advertising such as Google AdWords.



    But now along comes social and viral media. It’s been a hit with the general public, especially the younger generations. But how does it fit into the B-to-B marketing mix?
  • We all now acknowledge the immense usefulness of web sites. Even promotional mini sites. A lot of us are getting better at promotional email marketing and using the resulting data. We’ve at least delved into the website advertising arena, placing banners and buttons on targeted web sites, or using Pay-Per-Click Advertising such as Google AdWords.



    But now along comes social and viral media. It’s been a hit with the general public, especially the younger generations. But how does it fit into the B-to-B marketing mix?
  • We all now acknowledge the immense usefulness of web sites. Even promotional mini sites. A lot of us are getting better at promotional email marketing and using the resulting data. We’ve at least delved into the website advertising arena, placing banners and buttons on targeted web sites, or using Pay-Per-Click Advertising such as Google AdWords.



    But now along comes social and viral media. It’s been a hit with the general public, especially the younger generations. But how does it fit into the B-to-B marketing mix?
  • What do you do when your boss tells you that his friends at the club are saying Twitter is now critical for his effective marketing communications. And you don’t know what Twitter is. And neither does your boss, other than to have recently discovered that his nephew follows Tweets from Shaquille O’Neill.



    Your boss also mentions Facebook... because his kids and his wife spend a lot of time with Facebook, and his business friends are also saying it should be a part of the mix. The only thing he knows for sure is that his company prohibits employees from wasting time by visiting Facebook on company computers.



    On any given day, you can encounter - on the Internet - dozens of articles that pretend to understand the full capabilities of social media. New revelations are emerging constantly. By the time this presentation is over, there is likely to be broadcast or published, some new study that contradicts a lot of what we’re discussing here. As a matter of fact, as we speak, I guarantee there have been hundreds of new posts by bloggers on the subject.
  • What do you do when your boss tells you that his friends at the club are saying Twitter is now critical for his effective marketing communications. And you don’t know what Twitter is. And neither does your boss, other than to have recently discovered that his nephew follows Tweets from Shaquille O’Neill.



    Your boss also mentions Facebook... because his kids and his wife spend a lot of time with Facebook, and his business friends are also saying it should be a part of the mix. The only thing he knows for sure is that his company prohibits employees from wasting time by visiting Facebook on company computers.



    On any given day, you can encounter - on the Internet - dozens of articles that pretend to understand the full capabilities of social media. New revelations are emerging constantly. By the time this presentation is over, there is likely to be broadcast or published, some new study that contradicts a lot of what we’re discussing here. As a matter of fact, as we speak, I guarantee there have been hundreds of new posts by bloggers on the subject.
  • What do you do when your boss tells you that his friends at the club are saying Twitter is now critical for his effective marketing communications. And you don’t know what Twitter is. And neither does your boss, other than to have recently discovered that his nephew follows Tweets from Shaquille O’Neill.



    Your boss also mentions Facebook... because his kids and his wife spend a lot of time with Facebook, and his business friends are also saying it should be a part of the mix. The only thing he knows for sure is that his company prohibits employees from wasting time by visiting Facebook on company computers.



    On any given day, you can encounter - on the Internet - dozens of articles that pretend to understand the full capabilities of social media. New revelations are emerging constantly. By the time this presentation is over, there is likely to be broadcast or published, some new study that contradicts a lot of what we’re discussing here. As a matter of fact, as we speak, I guarantee there have been hundreds of new posts by bloggers on the subject.
  • What do you do when your boss tells you that his friends at the club are saying Twitter is now critical for his effective marketing communications. And you don’t know what Twitter is. And neither does your boss, other than to have recently discovered that his nephew follows Tweets from Shaquille O’Neill.



    Your boss also mentions Facebook... because his kids and his wife spend a lot of time with Facebook, and his business friends are also saying it should be a part of the mix. The only thing he knows for sure is that his company prohibits employees from wasting time by visiting Facebook on company computers.



    On any given day, you can encounter - on the Internet - dozens of articles that pretend to understand the full capabilities of social media. New revelations are emerging constantly. By the time this presentation is over, there is likely to be broadcast or published, some new study that contradicts a lot of what we’re discussing here. As a matter of fact, as we speak, I guarantee there have been hundreds of new posts by bloggers on the subject.
  • What do you do when your boss tells you that his friends at the club are saying Twitter is now critical for his effective marketing communications. And you don’t know what Twitter is. And neither does your boss, other than to have recently discovered that his nephew follows Tweets from Shaquille O’Neill.



    Your boss also mentions Facebook... because his kids and his wife spend a lot of time with Facebook, and his business friends are also saying it should be a part of the mix. The only thing he knows for sure is that his company prohibits employees from wasting time by visiting Facebook on company computers.



    On any given day, you can encounter - on the Internet - dozens of articles that pretend to understand the full capabilities of social media. New revelations are emerging constantly. By the time this presentation is over, there is likely to be broadcast or published, some new study that contradicts a lot of what we’re discussing here. As a matter of fact, as we speak, I guarantee there have been hundreds of new posts by bloggers on the subject.
  • What do you do when your boss tells you that his friends at the club are saying Twitter is now critical for his effective marketing communications. And you don’t know what Twitter is. And neither does your boss, other than to have recently discovered that his nephew follows Tweets from Shaquille O’Neill.



    Your boss also mentions Facebook... because his kids and his wife spend a lot of time with Facebook, and his business friends are also saying it should be a part of the mix. The only thing he knows for sure is that his company prohibits employees from wasting time by visiting Facebook on company computers.



    On any given day, you can encounter - on the Internet - dozens of articles that pretend to understand the full capabilities of social media. New revelations are emerging constantly. By the time this presentation is over, there is likely to be broadcast or published, some new study that contradicts a lot of what we’re discussing here. As a matter of fact, as we speak, I guarantee there have been hundreds of new posts by bloggers on the subject.
  • What do you do when your boss tells you that his friends at the club are saying Twitter is now critical for his effective marketing communications. And you don’t know what Twitter is. And neither does your boss, other than to have recently discovered that his nephew follows Tweets from Shaquille O’Neill.



    Your boss also mentions Facebook... because his kids and his wife spend a lot of time with Facebook, and his business friends are also saying it should be a part of the mix. The only thing he knows for sure is that his company prohibits employees from wasting time by visiting Facebook on company computers.



    On any given day, you can encounter - on the Internet - dozens of articles that pretend to understand the full capabilities of social media. New revelations are emerging constantly. By the time this presentation is over, there is likely to be broadcast or published, some new study that contradicts a lot of what we’re discussing here. As a matter of fact, as we speak, I guarantee there have been hundreds of new posts by bloggers on the subject.
  • What do you do when your boss tells you that his friends at the club are saying Twitter is now critical for his effective marketing communications. And you don’t know what Twitter is. And neither does your boss, other than to have recently discovered that his nephew follows Tweets from Shaquille O’Neill.



    Your boss also mentions Facebook... because his kids and his wife spend a lot of time with Facebook, and his business friends are also saying it should be a part of the mix. The only thing he knows for sure is that his company prohibits employees from wasting time by visiting Facebook on company computers.



    On any given day, you can encounter - on the Internet - dozens of articles that pretend to understand the full capabilities of social media. New revelations are emerging constantly. By the time this presentation is over, there is likely to be broadcast or published, some new study that contradicts a lot of what we’re discussing here. As a matter of fact, as we speak, I guarantee there have been hundreds of new posts by bloggers on the subject.
  • What do you do when your boss tells you that his friends at the club are saying Twitter is now critical for his effective marketing communications. And you don’t know what Twitter is. And neither does your boss, other than to have recently discovered that his nephew follows Tweets from Shaquille O’Neill.



    Your boss also mentions Facebook... because his kids and his wife spend a lot of time with Facebook, and his business friends are also saying it should be a part of the mix. The only thing he knows for sure is that his company prohibits employees from wasting time by visiting Facebook on company computers.



    On any given day, you can encounter - on the Internet - dozens of articles that pretend to understand the full capabilities of social media. New revelations are emerging constantly. By the time this presentation is over, there is likely to be broadcast or published, some new study that contradicts a lot of what we’re discussing here. As a matter of fact, as we speak, I guarantee there have been hundreds of new posts by bloggers on the subject.
  • But what it isn’t going to contradict are some basic truths:
    •Most of the so-called social media tools are shiny objects that are hard to resist
    •They are unique suited to consumer marketing or to enable teenagers to maximize their opportunities with the opposite sex
    •Some social media tools actually do have a place in business-to-business marketing. If you can find that place, and if it’s a cohesive fit, it can pay measurable dividends while also keeping your boss at bay.
    •Social media is not the “new holy grail” of marketing communications. But it does offer another tool for the marketing communications tool box.
  • But what it isn’t going to contradict are some basic truths:
    •Most of the so-called social media tools are shiny objects that are hard to resist
    •They are unique suited to consumer marketing or to enable teenagers to maximize their opportunities with the opposite sex
    •Some social media tools actually do have a place in business-to-business marketing. If you can find that place, and if it’s a cohesive fit, it can pay measurable dividends while also keeping your boss at bay.
    •Social media is not the “new holy grail” of marketing communications. But it does offer another tool for the marketing communications tool box.
  • B to B Magazine reported last year that 46.2% of business-to-business marketers intended to increase their social media budgets dramatically - in part because they say there must be something to the articles they’re reading.



    It’s also because the economic downturn has cut into their budgets, driving more acceptance of lesser expensive e-marketing experimentation - and social media and some of its interactive counterparts - is a lot cheaper than conventional print advertising and direct mail.
  • B to B Magazine reported last year that 46.2% of business-to-business marketers intended to increase their social media budgets dramatically - in part because they say there must be something to the articles they’re reading.



    It’s also because the economic downturn has cut into their budgets, driving more acceptance of lesser expensive e-marketing experimentation - and social media and some of its interactive counterparts - is a lot cheaper than conventional print advertising and direct mail.
  • B to B Magazine reported last year that 46.2% of business-to-business marketers intended to increase their social media budgets dramatically - in part because they say there must be something to the articles they’re reading.



    It’s also because the economic downturn has cut into their budgets, driving more acceptance of lesser expensive e-marketing experimentation - and social media and some of its interactive counterparts - is a lot cheaper than conventional print advertising and direct mail.
  • The same study also reports that 43% of b-t-b marketers plan to use blogs in their mix during the next year.


  • The same study also reports that 43% of b-t-b marketers plan to use blogs in their mix during the next year.


  • The same study also reports that 43% of b-t-b marketers plan to use blogs in their mix during the next year.


  • The same study also reports that 43% of b-t-b marketers plan to use blogs in their mix during the next year.


  • and 21% plan to use some form of social media.



    They may not know how, but they have a tremendous inclination to at least try something.
  • and 21% plan to use some form of social media.



    They may not know how, but they have a tremendous inclination to at least try something.
  • and 21% plan to use some form of social media.



    They may not know how, but they have a tremendous inclination to at least try something.
  • and 21% plan to use some form of social media.



    They may not know how, but they have a tremendous inclination to at least try something.
  • As Mark Wilson, Vice President of Corporate Marketing for Sybase Inc., a business software company, told a marketing conference last fall:



    “This stuff is so cheap to do; you want to go out and experiment and do a lot and see what sticks.”



    Not necessarily a sound strategy, but yes, why not incorporate it into a solid integrated communications plan?



    Today, we’re going to give you some advice - hopefully a little more substantive than “let’s throw it up the flag pole and see if anyone salutes”. Again, nothing’s beyond constant updating or serious challenge.



    However, before we do that, we’ve been asked to share the results of the AEM survey conducted over the industry to gauge acceptance and usage of various forms of marketing communications in equipment markets - which hits even closer to home for all of you.
  • As Mark Wilson, Vice President of Corporate Marketing for Sybase Inc., a business software company, told a marketing conference last fall:



    “This stuff is so cheap to do; you want to go out and experiment and do a lot and see what sticks.”



    Not necessarily a sound strategy, but yes, why not incorporate it into a solid integrated communications plan?



    Today, we’re going to give you some advice - hopefully a little more substantive than “let’s throw it up the flag pole and see if anyone salutes”. Again, nothing’s beyond constant updating or serious challenge.



    However, before we do that, we’ve been asked to share the results of the AEM survey conducted over the industry to gauge acceptance and usage of various forms of marketing communications in equipment markets - which hits even closer to home for all of you.
  • As we’ve been driving home, before making any rash decisions, it is important to know where your potential customers are and what communications tools might reach them most effectively.



    Is it traditional print media and promotional collateral?
    Maybe it’s web marketing with banner ads and listings, or sponsorship or respected e-newsletters in the field



    Or proprietary, promotional email blasts



    Then again, what about the Social Media Wave? Should you catch it?
  • As we’ve been driving home, before making any rash decisions, it is important to know where your potential customers are and what communications tools might reach them most effectively.



    Is it traditional print media and promotional collateral?
    Maybe it’s web marketing with banner ads and listings, or sponsorship or respected e-newsletters in the field



    Or proprietary, promotional email blasts



    Then again, what about the Social Media Wave? Should you catch it?
  • To help address these questions, AEM conducted a survey recently over attendees of trade shows they own or manage...



    Key prospects for all of you sitting here today.



    A total of 36,243 surveys were sent out via email and fax
  • To help address these questions, AEM conducted a survey recently over attendees of trade shows they own or manage...



    Key prospects for all of you sitting here today.



    A total of 36,243 surveys were sent out via email and fax
  • To help address these questions, AEM conducted a survey recently over attendees of trade shows they own or manage...



    Key prospects for all of you sitting here today.



    A total of 36,243 surveys were sent out via email and fax
  • Based on the universe of surveys sent out, the results can be considered statistically significant, and at the least, present a snapshot in time, of how your key prospects are using various media and marketing channels.



    861 usable responses
    Covering the Equipment owning/using universe


  • Based on the universe of surveys sent out, the results can be considered statistically significant, and at the least, present a snapshot in time, of how your key prospects are using various media and marketing channels.



    861 usable responses
    Covering the Equipment owning/using universe


  • Demographically, the sample provides a good cross-section of the industry, with many respondents active in more than one sector, but construction accounting for the vast majority.



    86% involved in Construction
    38% involved in Utility
    31% involved in Mining
    17% involved in Agriculture
    17% involved in Forestry
  • Demographically, the sample provides a good cross-section of the industry, with many respondents active in more than one sector, but construction accounting for the vast majority.



    86% involved in Construction
    38% involved in Utility
    31% involved in Mining
    17% involved in Agriculture
    17% involved in Forestry
  • Demographically, the sample provides a good cross-section of the industry, with many respondents active in more than one sector, but construction accounting for the vast majority.



    86% involved in Construction
    38% involved in Utility
    31% involved in Mining
    17% involved in Agriculture
    17% involved in Forestry
  • Demographically, the sample provides a good cross-section of the industry, with many respondents active in more than one sector, but construction accounting for the vast majority.



    86% involved in Construction
    38% involved in Utility
    31% involved in Mining
    17% involved in Agriculture
    17% involved in Forestry
  • Also is reflective of the “heavy construction” segment of the industry.



    Nearly 1/2 are doing excavating, earthmoving and grading work.
    31% are involved in paving, asphalt and concrete work.
    30% are involved in sewer, water, gas and other utility work



    They are also involved to a great extent in other types of work, such as building, demolition and recycling and various public sector type projects.



    You will, or already have, the results in your handouts that you can review more closely.
  • Also is reflective of the “heavy construction” segment of the industry.



    Nearly 1/2 are doing excavating, earthmoving and grading work.
    31% are involved in paving, asphalt and concrete work.
    30% are involved in sewer, water, gas and other utility work



    They are also involved to a great extent in other types of work, such as building, demolition and recycling and various public sector type projects.



    You will, or already have, the results in your handouts that you can review more closely.
  • Also is reflective of the “heavy construction” segment of the industry.



    Nearly 1/2 are doing excavating, earthmoving and grading work.
    31% are involved in paving, asphalt and concrete work.
    30% are involved in sewer, water, gas and other utility work



    They are also involved to a great extent in other types of work, such as building, demolition and recycling and various public sector type projects.



    You will, or already have, the results in your handouts that you can review more closely.
  • Also is reflective of the “heavy construction” segment of the industry.



    Nearly 1/2 are doing excavating, earthmoving and grading work.
    31% are involved in paving, asphalt and concrete work.
    30% are involved in sewer, water, gas and other utility work



    They are also involved to a great extent in other types of work, such as building, demolition and recycling and various public sector type projects.



    You will, or already have, the results in your handouts that you can review more closely.
  • First off, from all of our own experience, we know that we are spending more time on the Internet for business purposes.



    And remember the equipment manufacturer who didn’t want a web site because “contractors don’t use computers”?



    Well times have changed. According to this survey your prospects are using the Internet for business for a significant part of their day.



    Virtually all are using the Internet for business:
    Nearly 60% use it more than 1 hour per day, while 28% use it more than 2 hours a day for business.
  • First off, from all of our own experience, we know that we are spending more time on the Internet for business purposes.



    And remember the equipment manufacturer who didn’t want a web site because “contractors don’t use computers”?



    Well times have changed. According to this survey your prospects are using the Internet for business for a significant part of their day.



    Virtually all are using the Internet for business:
    Nearly 60% use it more than 1 hour per day, while 28% use it more than 2 hours a day for business.
  • First off, from all of our own experience, we know that we are spending more time on the Internet for business purposes.



    And remember the equipment manufacturer who didn’t want a web site because “contractors don’t use computers”?



    Well times have changed. According to this survey your prospects are using the Internet for business for a significant part of their day.



    Virtually all are using the Internet for business:
    Nearly 60% use it more than 1 hour per day, while 28% use it more than 2 hours a day for business.
  • First off, from all of our own experience, we know that we are spending more time on the Internet for business purposes.



    And remember the equipment manufacturer who didn’t want a web site because “contractors don’t use computers”?



    Well times have changed. According to this survey your prospects are using the Internet for business for a significant part of their day.



    Virtually all are using the Internet for business:
    Nearly 60% use it more than 1 hour per day, while 28% use it more than 2 hours a day for business.
  • First off, from all of our own experience, we know that we are spending more time on the Internet for business purposes.



    And remember the equipment manufacturer who didn’t want a web site because “contractors don’t use computers”?



    Well times have changed. According to this survey your prospects are using the Internet for business for a significant part of their day.



    Virtually all are using the Internet for business:
    Nearly 60% use it more than 1 hour per day, while 28% use it more than 2 hours a day for business.
  • First off, from all of our own experience, we know that we are spending more time on the Internet for business purposes.



    And remember the equipment manufacturer who didn’t want a web site because “contractors don’t use computers”?



    Well times have changed. According to this survey your prospects are using the Internet for business for a significant part of their day.



    Virtually all are using the Internet for business:
    Nearly 60% use it more than 1 hour per day, while 28% use it more than 2 hours a day for business.
  • First off, from all of our own experience, we know that we are spending more time on the Internet for business purposes.



    And remember the equipment manufacturer who didn’t want a web site because “contractors don’t use computers”?



    Well times have changed. According to this survey your prospects are using the Internet for business for a significant part of their day.



    Virtually all are using the Internet for business:
    Nearly 60% use it more than 1 hour per day, while 28% use it more than 2 hours a day for business.
  • First off, from all of our own experience, we know that we are spending more time on the Internet for business purposes.



    And remember the equipment manufacturer who didn’t want a web site because “contractors don’t use computers”?



    Well times have changed. According to this survey your prospects are using the Internet for business for a significant part of their day.



    Virtually all are using the Internet for business:
    Nearly 60% use it more than 1 hour per day, while 28% use it more than 2 hours a day for business.
  • So, we know they are using the Internet for business. But have they adapted to Social Media use for business?



    The vast majority have not yet.



    Only 17% say they are using social media for business.
  • So, we know they are using the Internet for business. But have they adapted to Social Media use for business?



    The vast majority have not yet.



    Only 17% say they are using social media for business.
  • Of those who are using Social Media for business, most are using LinkedIn and Facebook.
    YouTube is also a player, while Twitter is not as popular.



    Others were mentioned but these are the top four.
  • Of those who are using Social Media for business, most are using LinkedIn and Facebook.
    YouTube is also a player, while Twitter is not as popular.



    Others were mentioned but these are the top four.
  • Of those who are using Social Media for business, most are using LinkedIn and Facebook.
    YouTube is also a player, while Twitter is not as popular.



    Others were mentioned but these are the top four.
  • So, is Social Media worth considering as a part of your integrated communications program?



    40% believe it is here to stay
    40% are not sure
    20% believe it’s a passing fad



    But, even if it is a fad, it likely will be here in some form for the foreseeable future.
  • So, is Social Media worth considering as a part of your integrated communications program?



    40% believe it is here to stay
    40% are not sure
    20% believe it’s a passing fad



    But, even if it is a fad, it likely will be here in some form for the foreseeable future.
  • So, is Social Media worth considering as a part of your integrated communications program?



    40% believe it is here to stay
    40% are not sure
    20% believe it’s a passing fad



    But, even if it is a fad, it likely will be here in some form for the foreseeable future.
  • They also asked which Social Media were believed to be for real, or just a passing fad.



    YouTube seems to have the most solid footing in terms of staying power - probably because of its truly functional benefits
    Facebook ranked second, followed by Linked In and Twitter. Somehow, MySpace keeps hanging in there.
  • They also asked which Social Media were believed to be for real, or just a passing fad.



    YouTube seems to have the most solid footing in terms of staying power - probably because of its truly functional benefits
    Facebook ranked second, followed by Linked In and Twitter. Somehow, MySpace keeps hanging in there.
  • They also asked which Social Media were believed to be for real, or just a passing fad.



    YouTube seems to have the most solid footing in terms of staying power - probably because of its truly functional benefits
    Facebook ranked second, followed by Linked In and Twitter. Somehow, MySpace keeps hanging in there.
  • AEM asked what promotional methods respondents are most likely to review and respond to.



    Digital and Email promotions are most likely to be reviewed and responded to.
    And traditional Promotional Direct Mail is still a force, with nearly 1/2 saying they are likely to review and respond.
    However, if you put Direct Mail and Direct Mail Guiding to a Website together, you can see that Traditional Direct Mail actually surpasses Digital/Email promotions slightly.








  • AEM asked what promotional methods respondents are most likely to review and respond to.



    Digital and Email promotions are most likely to be reviewed and responded to.
    And traditional Promotional Direct Mail is still a force, with nearly 1/2 saying they are likely to review and respond.
    However, if you put Direct Mail and Direct Mail Guiding to a Website together, you can see that Traditional Direct Mail actually surpasses Digital/Email promotions slightly.








  • AEM asked what promotional methods respondents are most likely to review and respond to.



    Digital and Email promotions are most likely to be reviewed and responded to.
    And traditional Promotional Direct Mail is still a force, with nearly 1/2 saying they are likely to review and respond.
    However, if you put Direct Mail and Direct Mail Guiding to a Website together, you can see that Traditional Direct Mail actually surpasses Digital/Email promotions slightly.









  • So, let’s review - so much of marketing and advertising really is common sense. In this new age of trackability and accountability, many have become frozen by “analysis paralysis”. Let’s make it easy:







    1. We know usage of the Internet for business is high and will continue to grow in importance


    2. We know social media is engaging and is here to stay in one form or the other


    3. We know that business is just plain being done differently today than 10 years ago


    4. There is information overload in terms of content and channels -









  • So, let’s review - so much of marketing and advertising really is common sense. In this new age of trackability and accountability, many have become frozen by “analysis paralysis”. Let’s make it easy:







    1. We know usage of the Internet for business is high and will continue to grow in importance


    2. We know social media is engaging and is here to stay in one form or the other


    3. We know that business is just plain being done differently today than 10 years ago


    4. There is information overload in terms of content and channels -








  • So how do you reach your target markets with your message
    Are the old traditional methods gone?
    I mean, look online, and it’s tough to find research readily available on usage of traditional media - everyone’s so caught up in the e-marketing world.


  • Well, according to this survey, which was just conducted a few months ago, your customers are still turning to Industry related print magazines for their information.



    86% use trade publications as a resource
    80% turn to Trade Shows and Conferences
    Dealers and Manufacturers Reps were mentioned by 72% and Peers and Consultants were listed as an important source as well (so personal communication is not dead either)
    The New “Social Media” tools bring up the bottom. Not to say it is not important and shouldn’t be used.


  • Well, according to this survey, which was just conducted a few months ago, your customers are still turning to Industry related print magazines for their information.



    86% use trade publications as a resource
    80% turn to Trade Shows and Conferences
    Dealers and Manufacturers Reps were mentioned by 72% and Peers and Consultants were listed as an important source as well (so personal communication is not dead either)
    The New “Social Media” tools bring up the bottom. Not to say it is not important and shouldn’t be used.


  • Well, according to this survey, which was just conducted a few months ago, your customers are still turning to Industry related print magazines for their information.



    86% use trade publications as a resource
    80% turn to Trade Shows and Conferences
    Dealers and Manufacturers Reps were mentioned by 72% and Peers and Consultants were listed as an important source as well (so personal communication is not dead either)
    The New “Social Media” tools bring up the bottom. Not to say it is not important and shouldn’t be used.


  • Well, according to this survey, which was just conducted a few months ago, your customers are still turning to Industry related print magazines for their information.



    86% use trade publications as a resource
    80% turn to Trade Shows and Conferences
    Dealers and Manufacturers Reps were mentioned by 72% and Peers and Consultants were listed as an important source as well (so personal communication is not dead either)
    The New “Social Media” tools bring up the bottom. Not to say it is not important and shouldn’t be used.


  • Well, according to this survey, which was just conducted a few months ago, your customers are still turning to Industry related print magazines for their information.



    86% use trade publications as a resource
    80% turn to Trade Shows and Conferences
    Dealers and Manufacturers Reps were mentioned by 72% and Peers and Consultants were listed as an important source as well (so personal communication is not dead either)
    The New “Social Media” tools bring up the bottom. Not to say it is not important and shouldn’t be used.


  • VACALL



    • Brand of machines for sewer cleaning, heavy-duty sweeping and vacuuming and other applications
    • Variations in ownership, reputation, products, brand names
    • Customers are contractors and governments, sold through distributors
    • Sales primarily in US
    • Many competitors





  • VACALL



    • Brand of machines for sewer cleaning, heavy-duty sweeping and vacuuming and other applications
    • Variations in ownership, reputation, products, brand names
    • Customers are contractors and governments, sold through distributors
    • Sales primarily in US
    • Many competitors





  • Primary Goals:
    • Brand positioning
    • Customer retention
    • Sales leads to fuel distributor network
  • Primary Goals:
    • Brand positioning
    • Customer retention
    • Sales leads to fuel distributor network


















































  • GRADALL



    • Legendary brand since the 1940s, under many different owners
    • Known mostly for dominating segment of hydraulic excavator market
    • Sold mostly to governments and contractors for road and right-of-way maintenance as well as road construction
    • Machines also sold into mining, railway, transit system, metal mill and firefighting markets
    • Dominate niche market
    • Majority of sales in U.S., but experiencing growing global sales





  • GRADALL



    • Legendary brand since the 1940s, under many different owners
    • Known mostly for dominating segment of hydraulic excavator market
    • Sold mostly to governments and contractors for road and right-of-way maintenance as well as road construction
    • Machines also sold into mining, railway, transit system, metal mill and firefighting markets
    • Dominate niche market
    • Majority of sales in U.S., but experiencing growing global sales





  • Primary Goals:
    • Broaden brand expectations
    • Customer retention
    • Sales leads to fuel distributor network
  • Primary Goals:
    • Broaden brand expectations
    • Customer retention
    • Sales leads to fuel distributor network










  • SEAMAN CORPORATION



    • Privately held by same family for over 60 years
    • Manufacturer of branded industrial fabrics for many applications, including:
    Roofing Membranes
    Landfill Liners and Baffles
    Truck Tarps
    Military Tents and Fuel Tanks
    Architectural
    Inflatable Boats
    • Sold through distributors in various markets to installers and fabricators, with a lot of end-user specification
    • Global sales, but majority in U.S.
    • Several major U.S. competitors in various categories
    • Growing pricing challenges from off-shore manufacturers





  • SEAMAN CORPORATION



    • Privately held by same family for over 60 years
    • Manufacturer of branded industrial fabrics for many applications, including:
    Roofing Membranes
    Landfill Liners and Baffles
    Truck Tarps
    Military Tents and Fuel Tanks
    Architectural
    Inflatable Boats
    • Sold through distributors in various markets to installers and fabricators, with a lot of end-user specification
    • Global sales, but majority in U.S.
    • Several major U.S. competitors in various categories
    • Growing pricing challenges from off-shore manufacturers





  • Primary Goals:
    • Maintain quality brand reputation
    • Retain and widen preference among installers, fabricators and end-users
    • Sales leads to fuel distributor network
  • Primary Goals:
    • Maintain quality brand reputation
    • Retain and widen preference among installers, fabricators and end-users
    • Sales leads to fuel distributor network




























































































  • Transcript

    • 1. Integrated Communications Presented by Tom Simmelink, President and Lisa Geers, VP Interactive Media Whitemyer Advertising, Inc. Sponsored by AEM Marketing Council
    • 2. Integrated Marketing a New Concept?
    • 3. Campaign Goals with Primary Objectives
    • 4. Campaign Goals with Primary Objectives • Brand positioning / maintenance • Lead generation • Cross-selling / up-selling • Customer retention
    • 5. The Traditional Toolbox
    • 6. The Traditional Toolbox • Print media advertising • Direct mail • Publicity • Sales promotion • Sales-support collateral • Trade shows and events • Video and Powerpoint presentations
    • 7. 1989 Everything Changed
    • 8. 1989 Everything Changed • World Wide Web Commercialization
    • 9. 1989 Everything Changed • World Wide Web Commercialization • Within 5 years: 50 million users
    • 10. 1989 Everything Changed • World Wide Web Commercialization • Within 5 years: 50 million users • Telephone took 75 years
    • 11. 1989 Everything Changed • World Wide Web Commercialization • Within 5 years: 50 million users • Telephone took 75 years • Television took 13 years
    • 12. 1994 Embracing New Strategies
    • 13. “You must be crazy. Contractors don’t use computers.”
    • 14. Web Sites Become Part of the Marketing Mix
    • 15. Web Sites Become Part of the Marketing Mix • IT Departments quickly took web sites into their domain • Technical know-how but not marketing savvy • Marketing wins out and web sites become another element of the marketing mix
    • 16. The Web Today
    • 17. The Web Today A full arsenal of marketing tools • Web sites • Micro promotional sites • Web marketing / advertising • Pay Per Click advertising • Email marketing • Social marketing
    • 18. Social Media The “Splinternet”* * Emily Riley, Research Director - Interactive Marketing Forrester Research
    • 19. Social Media Basic Truths
    • 20. Social Media Basic Truths • Social media tools are “shiny objects” • Uniquely suited to consumer marketing • Should not be overlooked by b-t-b marketers > Cohesive fit to strategy > Another tool in the marketing tool box
    • 21. Social Media Basic Truths
    • 22. Social Media Basic Truths • 46.2% of b-t-b marketers will increase social media budgets > It is so prevalent, and there’s so much written about the subject, I should be there > Economic downturn cut into marketing budgets severely, driving more acceptance of lesser expensive e-marketing experimentation Source: BtoB’s 2009 Marketer’s Outlook Survey
    • 23. Social Media Basic Truths 43% The percentage of b-t-b marketers who plan to use blogs in the coming year as part of their integrated marketing communications program. Source: BtoB’s 2009 Marketer’s Outlook Survey
    • 24. Social Media Basic Truths 21% The percentage of b-t-b marketers who plan to use social networks / social media in the coming year Source: BtoB’s 2009 Marketer’s Outlook Survey
    • 25. “This stuff is so cheap to do; you want to go out and experiment and do a lot and see what sticks.” – Mark Wilson, VP corporate Marketing, Sybase Inc. ANA / BtoB Marketing in a New World Conference
    • 26. Where to Begin?
    • 27. Where to Begin? • Before making any rash decisions, what are your potential customers using? • Traditional, web marketing, email • Social media wave - should you catch it?
    • 28. Integrated Communications Survey
    • 29. Integrated Communications Survey • Conducted by AEM • 36,243 surveys sent via email and fax • Attendees of trade shows owned and managed by AEM
    • 30. Survey Sample
    • 31. Survey Sample • 861 total usable responses • ± 3% at 95% confidence level • Equipment owning / using universe • Snapshot in time of current media usage and attitudes
    • 32. Demographics: In which sectors do you operate? 90 80 86.0 70 60 Percent 50 40 38.2 30 30.7 20 10 17.2 16.7 0 Construction Utility Mining Agriculture Forestry
    • 33. Demographics: What kind of business do you do? 50 45 45.7 40 35 30 Percent 30.8 29.9 25 26.5 20 22.1 21.9 21.8 15 10 5 0 Earthmoving Paving Utilities Dist/Rental Building Demo/Recycling Producers
    • 34. Time Spent on Internet for Business
    • 35. Time Spent on Internet for Business 2 to 3 Hours 1 to 2 Hours 13% 28% 3 Hours or More 15% Never Use 1% Less than 30 Minutes 30 to 59 Minutes 16% 27%
    • 36. Do You Use Social Media For Business?
    • 37. Do You Use Social Media For Business? Yes 17% No 83%
    • 38. Top 4 Social Media Used 70 60 63.91 50 51.13 Percent 40 30 31.58 20 21.05 10 0 LinkedIn Facebook YouTube Twitter
    • 39. Is Social Media Worth Considering? • 40% believe social media is here to stay • 40% are not sure • 20% believe it’s a passing fad Even if a fad, will be here in some form for the foreseeable future.
    • 40. What’s Here to Stay? 70 60 65.6 50 51.1 Percent 40 40.4 30 20 25.8 10 15.3 0 YouTube Facebook LinkedIn Twitter MySpace
    • 41. What promotional methods are you most likely to respond to? 70 67.8 60 50 48.2 Percent 40 30 26.0 20 10 13.0 0 Digital / Email Direct Mail Direct Mail Guiding to Website Voicemail
    • 42. Common Sense Facts
    • 43. Common Sense Facts • Usage of the Internet for business purposes is high and will continue to increase • Social media is engaging and is here to stay in one form or another • Business is just plain being done differently today than 10 years ago • There is information overload both in terms of content and channels
    • 44. How Do You Really Reach Your Target Markets?
    • 45. Resources Used by Business to learn about new products, equipment, education Industry-related print magazines 86 Industry trade shows/confs 80 Dlr/mfr reps 72 Industry websites* 63 Dlr/mfr websites 62 Industry digital pubs 55 Colleagues 47 Other contractors 36 Consultants 13 Ind. Blogs, forums, social 12 0 10 20 30 40 50 60 70 80 90 Percent *Associations, publications, etc.
    • 46. Use of Integrated Communications
    • 47. • Brand positioning • Customer retention • Sales leads to fuel distributor network
    • 48. Print Ads
    • 49. Print Ads
    • 50. Direct Mail
    • 51. Direct Mail
    • 52. Email Marketing
    • 53. Email Marketing
    • 54. Email Marketing
    • 55. Email Marketing
    • 56. Posters
    • 57. Posters
    • 58. Distributor Communications
    • 59. Distributor Communications
    • 60. Web Marketing
    • 61. Web Marketing
    • 62. Social Media
    • 63. Social Media
    • 64. Trade Show Promotional Email
    • 65. Trade Show Promotional Email
    • 66. Trade Show Activity
    • 67. Trade Show Activity
    • 68. Trade Show Coordinated Signage
    • 69. Trade Show Coordinated Signage
    • 70. Trade Show Interactive Demo
    • 71. Trade Show Interactive Demo
    • 72. Use of Integrated Communications
    • 73. Use of Integrated Communications
    • 74. • Broaden brand expectations • Customer retention • Sales lead generation
    • 75. Trade Show Email Marketing
    • 76. Trade Show Email Marketing
    • 77. Trade Show Social Media
    • 78. Trade Show Social Media
    • 79. Trade Show Social Media
    • 80. Trade Show Social Media
    • 81. Distributor Communications
    • 82. Distributor Communications
    • 83. Use of Integrated Communications
    • 84. Use of Integrated Communications
    • 85. • Maintain quality brand reputation • Retain and widen preference among installers, fabricators and end-users • Sales lead generation
    • 86. Trade Show Email Marketing
    • 87. Trade Show Email Marketing
    • 88. Trade Show Activity
    • 89. Trade Show Activity
    • 90. Trade Show Event Email
    • 91. Trade Show Event Email
    • 92. Trade Show Event Direct Mail
    • 93. Trade Show Event Direct Mail
    • 94. Trade Show Event Email
    • 95. Trade Show Event Email
    • 96. Trade Show Event Twitter
    • 97. Trade Show Event Twitter
    • 98. Trade Show Event Web Site
    • 99. Trade Show Event Web Site
    • 100. Trade Show Event Web Site RSVP
    • 101. Trade Show Event Promotional Items
    • 102. Trade Show Event Promotional Items
    • 103. Trade Show Event Signage
    • 104. Trade Show Event Signage
    • 105. Trade Show Event
    • 106. Trade Show Event
    • 107. Trade Show Event Follow-Up Email
    • 108. Trade Show Event Follow-Up Email
    • 109. Trade Show Event Follow-Up Web Site
    • 110. Trade Show Event Follow-Up Web Site
    • 111. Trade Show Event Follow-Up Web Site
    • 112. 2010 Marketing Trends
    • 113. 2010 Marketing Trends Marketing budgets continue to move online • Lower cost. More measurability. • Cannibalizing traditional media. Forrester Research • 60% are moving $$ from traditional budgets to interactive • 84% feel importance to shift online • 92% are using (or will use) email marketing this year • Experimentation will continue into new channels including mobile & social media
    • 114. Six Things You Can Try If You Haven’t Already
    • 115. #1 Email Promotions With landing page, incentive, etc.
    • 116. #1 Email Promotions With landing page, incentive, etc. • Good for instant accountability • Potential leads • May encourage traffic to web site
    • 117. #2 Facebook Page With regular updates, emphasis on getting signups, focused messages
    • 118. #2 Facebook Page With regular updates, emphasis on getting signups, focused messages • Sales force communication • Distributor communication • Customer communication • Promotional exposure including cross-selling opportunity
    • 119. #3 Do Not Scrap Print Advertising But be strategic, coordinated in media selection
    • 120. #3 Do Not Scrap Print Advertising But be strategic, coordinated in media selection • Still ranks No. 1 in reaching broad b-2-b markets • Plan should fit into overall strategy • Insist on publisher packaging involvement in putting together an integrated strategy
    • 121. #4 Vigorous Publicity Effort Case histories, product announcements and enhancements, overall brand promotion
    • 122. #4 Vigorous Publicity Effort Case histories, product announcements and enhancements, overall brand promotion • Broad-based brand exposure beyond paid media • Many internet opportunities emerge all the time • On-line media provides relatively rapid exposure • Many time, stories cycle through preferred placement positions regularly
    • 123. #5 Measure, Measure, Measure ...and then adjust
    • 124. #5 Measure, Measure, Measure ...and then adjust • Drop what doesn’t contribute to the success of the strategic plan • Be prepared to adjust integrated media strategy to take advantage of viable new b-2-b tools • Be true to your central strategy, including proven tactics, while avoiding “shiny objects” with no real value
    • 125. #6 If You Have Success With Twitter... I’d Like To Know About It
    • 126. #6 If You Have Success With Twitter... I’d Like To Know About It • Send me an email (tom@whitemyer.com) • Everybody can learn something new about integrated media developments every day

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