Making the Case for Brand Integration in the Midst of Today’s Marketing Re…

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Front Row Communications co-owners, Anne Marie Bass and Marni Blythe Borelli presented to North Carolina's Coast Host, a membership organization made up of tourism partners located along North …

Front Row Communications co-owners, Anne Marie Bass and Marni Blythe Borelli presented to North Carolina's Coast Host, a membership organization made up of tourism partners located along North Carolina’s 300-mile coastline.
This presentation focuses on how integration for today's marketer can lead to measurable success in creation of awareness and consideration for your destination. We have included information about where marketers have been, where we are now and what marketers need to know today to maximize marketing budgets.
Anne Marie and Marni welcome your feedback by emailing us at marni@frontrowcom.com.

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  • Amanda introduces us
  • So what is contributing to this “Marketing Revolution” we are in…. It’s partly about The Evolution of Media…
  • LET’s take us back….to the 50’s The 1950’s was the Golden Age of radio. TV was in black and white. We had programs like the Ed Sullivan Show & Ozzie & Harriet. This was a time when families gathered around together…. the novelty of it all captured their imagination….
  • Here are some examples of some Destination & Tourism ads during that time. Print ads during the 50’s were very much about awareness advertising…. College gal telling someone…“We’re seeing Canada by Train” – ….this is like the 1950s version of today’s social media.
  • Color TV’s were a standard in every household by the late 60’s. Basically, TV ruled. The US Television industry received $2 billion in advertising, twice that of radio's . A great tag-line could position your brand for decades! Loreal…Because you’re worth it – still being used today… As is Avis – “We try harder”. Tagline is printed on the back of a match book.
  • Here are some print ads from the 1960’s. Found an ad for The Battery Park and The George Vanderbuilt hotels in Asheville The ad for Miami beach has a tear off section in the corner. This was likely how you could mail it and receive a visitors guide an example of the early days of direct response advertising…
  • In the 1970’s – we had 3 major networks. TIME Magazine was huge. Weekly magazines were very much considered a source for all things interesting and newsworthy. Most adults were reading at least one “printed” newspaper daily.
  • Cable television brought with it the “grouping” of specific kinds of shows on one channel.  As the industry emerged…. CNN- they were first on the scene.  24 hour news channel. ESPN- sports network for you guessed it sports fans. MTV – Music Television - beginning of music videos. And LOTS of cable networks and channels have been created since then. There are literally thousands to watch now…
  • Direct marketing was the fastest growing part of marketing in the early 1990’s. Understanding the consumer Target marketing Building your database, etc. Direct mail campaigns Outbound telemarketing And eventually, email marketing
  • Then, we had the “game changer”. The birth of the Internet, and the emergence of Search Engines are central to the rapid changes that happened SINCE that time - to what is happening today….
  • From there – EVERYTHING changed…. Instant gratification. E-Commerce was born. I can make purchases from my computer at home. People don’t just think it’s nice to get targeted messages…they demand to be treated like individuals. We have our iconic example of this with Apple distinguishing between the “I’m a Mac”, and “I’m a PC”. Now, marketing is no longer a “one-sided” conversation… Social media has changed that. Consumers are now the “new media”. They are now looking to each other for information.
  • We have yet MORE technology…. – like “smart phones” and tablets, further empowering the consumer., and creating another challenge for the marketer. Statistic: Mobile marketing comes of age….
  • So the Media is what we would call “fragmented”. We now have social media channels Radio Phone – telemarketing and mobile marketing for smart phones Email marketing Billboards Television Print There are now endless options for marketers to determine the right media mix and the correct strategy.
  • Consumer attention is fragmented. A person is literally receiving hundreds and thousands of impressions a day in a variety of ways….
  • The savvy consumer can be thinking….
  • Power shifted from marketer to the consumer – and consumers want to be ENGAGED.
  • Consumer live in an online/offline world – they are sharing their “offline” experiences online – through testimonials and images on social media channels. We now have “FANS” and “Followers” to our brands…. Websites are the central component to inbound marketing effort. Without someone actually being at your destination or property – this is your “brick & mortar” equivalent. It might as well be your “store front”. Trip Advisor and social media channels are now your “word of mouth” advertising. Consumers rely heavily on the Internet to research and they book travel online. Having a managed and consistent presence across all media. Vital to the health of your business. Consumers are not just relying on you to tell them about your destination or attraction. They now search for other endorsements and testimonials from other people on-line. This is what I mean when I said earlier, “People are the new media.”
  • What is Brand Integration? It involves “Taking a step back….” We are going to talk more about why we propose taking a fresh look…
  • Integration means… Creating a unifying strategy, and compelling “brand voice” Based on field research – visitors AND internal stakeholders. communicating a  consistent identity  from message to message, and medium to medium. Interweaving that consistent identity and “brand essence ” into every aspect of your organization…
  • In implementing “Brand Integration”…..Having the right foundation is everything. When you have this down – you are in great shape. it doesn’t matter what new media comes around – you are always in position to take full advantage of all the new media opportunities available.
  • Here are 2 NC Destinations that WE work with that are doing this really well…… For purposes of what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… We’ve worked with both of these destinations…
  • ----- Meeting Notes (10/25/12 09:03) ----- We worked with Jack Yager, our vendor partner who is an expert on research and branding to help Duplin complete this research
  • ----- Meeting Notes (10/25/12 09:03) ----- What does the competition look like what do we compete on - 1. what do consumer want? what they think is important. 2. what do they have that they can offer? comes out of research - almost like a SWOT analysis. some are emotional and some are logical.
  • Comfortable entertained – visitors will be entertained from the basic of dining to demonstration – comfortable, relaxing and convenient Hospitably friendly – the people of duplin recognize and enjoy the warmth and friendship they can share with guests. Suprisingy sophisticated – visitors will find an unexpected degree of elegance and sophistication for a destination the size of duplin -
  • Here are 2 NC Destinations that WE work with that are doing this really well…… what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… Shift from what they have been to what is more representative of the area…
  • Beyond the Vine is a giveaway Visitors can register to win one of two Duplin County Getaway Prize Packages valued up to $1,000.00, including overnight getaway accommodations, winery tours, restaurant gift cards, attraction passes and a free iPod Touch simply at  http://www.uncorkduplin.com/contest.  This contest communicates to visitors that Whether it’s a day spent hiking Cabin Lake County Park, a relaxing tour back in time at the grand Liberty Hall Plantation, or a romantic retreat to the Murray House Country Inn & Gardens, it’s all here -- beyond the vine in Duplin County -- ready for you to uncork, unwind, and unplug. 
  • Here are 2 NC Destinations that WE work with that are doing this really well…… what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… Shift from what they have been to what is more representative of the area…
  • Here are 2 NC Destinations that WE work with that are doing this really well…… what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… Shift from what they have been to what is more representative of the area…
  • Digital photography is key – each photo represent a facet of the area – they were carefully selected.
  • Here are 2 NC Destinations that WE work with that are doing this really well…… what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… Shift from what they have been to what is more representative of the area…
  • Here are 2 NC Destinations that WE work with that are doing this really well…… what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… Shift from what they have been to what is more representative of the area…
  • Salisbury – Rowan County recently completed a 10-Year “Master Plan” aligned to growing the Visitor Economy in Salisbury-Rowan County. Within it are many elements of “integration”
  • The promotion name utilizes the “ authentic ” branding for Salisbury by inviting visitors to have an “ real ” vacation experience. The name also doubles as an invitation to the giveaway for “ real ” prizes. Invite future visitors to have a “ real ” vacation experience in Salisbury, NC and enter to win in the “ Get Real. Go Real, ” Summer Giveaway.
  • ----- Meeting Notes (10/25/12 10:19) ----- Radio spot here
  • We don’t just do this alone. This is the Team of people that along with Marni and I that play a part in delivering these campaigns….

Transcript

  • 1. Making the Case for Brand Integration inthe Midst of Today’s Marketing Revolution October 25, 2012
  • 2. Introductions Anne Marie Bass Marni Blythe Borelli
  • 3. Agenda• Where we’ve been• Where we are now• What marketers need to know today• Case studies• Questions
  • 4. The Evolution of Media .
  • 5. Media in the 1950’sThe novelty of TV and radio were compelling forms of family entertainment. Radio was a marvel – in its day. Television was astounding.
  • 6. Media in the 1950’sDestination & Tourism print advertising – 1950’s style…
  • 7. Media in the 1960’sTV Ruled. A great tag-line positioned your brand for years… AVIS Tagline on back of a match book
  • 8. Media in the 1960’sPrint Ads from the ‘60s and the early days of directresponse advertising.
  • 9. Media in the 1970’s• In the 1970’s – we had 3 major TV Networks.• Weekly magazines gathered wide consensus on what was interesting and newsworthy.• Most adults read at least one daily newspaper.
  • 10. Media in the 1980’sCable Television emerged.
  • 11. Media in the 1990’sDirect Marketing was the fastest growing part ofmarketing in the early 1990’s. • Understanding the consumer • Target marketing • Building prospect databases • Direct Mail Campaigns • Outbound Telemarketing • Eventually, email marketing…
  • 12. Media in the 1990’s: The Game ChangerBirth of the Internet. Search Engines emerge.
  • 13. Everything Changed.• Technology and the Internet created the possibility for instant gratification.• Consumers started demanding they be treated like individuals.• Marketing is no longer a one-sided conversation.• Consumers are now the “new media.”
  • 14. Mobile devices like smart phones and tablets … empower the consumer, challenge marketersMobile marketing comes of age…
  • 15. The Media is Fragmented: Endless Options
  • 16. Consumer Attention is Fragmented
  • 17. Shall I read a magazine, surf the net, Facebook with friends, tweet, Link In, or watch my TV show? Consumers today literally have thousands of options…
  • 18. So what do I need to know as a marketer?
  • 19. Power has shifted from the marketer to the consumer. Engage Me.
  • 20. Media TODAY…2012-2013The Era of Digital Media and Consumer Engagement.
  • 21. How do you maximize engagement with today’s media in a strategic way ? Brand Integration Proprietary & Confidential
  • 22. Brand Integration: Done Well…Integration means…•The identification of a powerful, unifying strategy andcompelling voice for your brand based upon field research withvisitors and internal stakeholders.•Communicating a consistent identity from message tomessage, and medium to medium.•Interweaving your brand essence into every aspect of yourorganization. Proprietary & Confidential
  • 23. The Foundation is Everything
  • 24. Integrated MarketingTwo Case Studies for Destinations in North Carolina Proprietary & Confidential
  • 25. Duplin County TDA: Initial Client Objective - Expand the “Uncork” Brand• Area business leaders wanted to focus on the area being known for more than just wine.• Research studies conducted to provide insight: • Visitor Survey • Board Members Survey Proprietary & Confidential
  • 26. Snapshot Visitor Survey
  • 27. Snapshot Visitor Survey
  • 28. Snapshot: Board Interviews
  • 29. Brand Territory
  • 30. Brand Positioning
  • 31. Duplin County: RebrandingNew positioning of creative assets to match new essence:•New logo•New tag line•Redesigned website & visitor’s guide•New marketing plan Proprietary & Confidential
  • 32. Duplin County’s Brand Essence and Unifying Identity Old logo“Uncork. Unwind. Unplug.”
  • 33. Revised Welcome Guide
  • 34. Old Website
  • 35. New Website Launched to Visually Convey New Brand Image Proprietary & Confidential
  • 36. Branding the Promotional Campaign: “Beyond the Vine.”Fall ‘12: Campaign - Part 1 Spring ‘13: Campaign – Part 2 Proprietary & Confidential
  • 37. Contest Entry developed on New Website – Further Visually Convey New Brand Image Proprietary & Confidential
  • 38. Post Entry Messaging for “double opt-in” on Contest Entry Page
  • 39. Outbound Integrated Campaign Element: Email to Existing Database
  • 40. Integrated Outreach: Digital Advertising“Pay per Click” advertising Examples of Digital Banner Ads Proprietary & Confidential
  • 41. Integrated Outreach: Digital Advertising“Comfortably Entertained” “Hospitality Friendly” “Surprisingly Sophisticated” .
  • 42. Proprietary & Confidential
  • 43. CustomFacebookCover andProfilePhoto.FacebookTriviaContestRules inNotesSection.
  • 44. Proprietary & Confidential
  • 45. Foundational Integration: Salisbury-Rowan CountyResearch completed with visitors and board completed resultingin a 10 year Master Plan called “Completion & Connection.”•Explore a unified visitor/economic development plan under the “AuthenticNorth Carolina” brand architecture.•Extend the “Authentic NC” brand essence throughout all initiatives, such as: - Local festivals and events. - Marketing strategy for the arts. - Digital Visitors Centers versus bricks & mortar. - Mobile visitors walking app. - Partner with Downtown Alliance – marketing workshops. - Integrated social media presence. - Promotion and packaging of “hot” deals encouraging visitor industry partners to participate. Proprietary & Confidential
  • 46. Objective of the Client – Retain Agency to Create and Implement a Summer Marketing CampaignPromote the Salisbury-Rowan County area via a edgy and funsummer marketing effort to drive visitation and engagement.The campaign elements included….•A sweepstakes contest that captured email addresses forfuture remarketing efforts.•Both traditional and digital media element.•The promotion of a variety of local events incorporating the“Authentic” brand positioning.
  • 47. Branding the Promotional Campaign: “Get Real. Go Real.”
  • 48. Custom Landing Page For Contest Entry & Data Capture
  • 49. Post Entry Messaging,More Ways to Win, Social Sharing
  • 50. Integrated Outreach: Media - Digital Advertising“Pay Per Click” advertising & Local Radio
  • 51. Outbound Integrated Campaign Element: Email to Existing Database .
  • 52. Custom Facebook Cover and Profile Photo.FacebookTriviaContestRules inNotesSection.
  • 53. Pinterest• First foray with Pinterest.• Engagement. Drive traffic to contest & website• Showcase the visual aspects of the county and attractions: media, groups, venues all following boards.
  • 54. So what were the results of the campaign for Salisbury-Rowan County?• Created awareness for the area with new potential visitors.• Built the email list for future offers.• Increased consideration to visit the area.• On-going social media engagement with visitors. Metric Description – getrealgoreal.com Total Total impressions (online marketing 5,092,803 display ads and Pay Per Click through Reach Local ) Unique Visitors to getrealgoreal.com 6,510 Total Visits 7,092 Page views 10,103 Total Contest Entries 900
  • 55. Digital Integrated Campaigns are Measurable• Google Analytics• Facebook and Social Media Monitoring• Engagement Proprietary & Confidential
  • 56. Duplin - Website Traffic Comparison: 2011/2012 Comparing the same period of time to last year: Visits to the site are up 21%, Unique Visitors are up 23%, Page Views are up 13%. The average length of time spent on the website has increased by 28%.
  • 57. Reach Local – Display Awareness 9/19/2012 – 10/14/2012 Total Impressions to date: 361,089 Total Spent: $543.53 Cost Per Impression: $.001
  • 58. Social Referrals to uncorkduplin.comYear over Year: September – October 2011/2012
  • 59. Front Row Marketing ServicesDigital, Website Research, Insight Social Media Integrated Day- Creative & Brand & Conversion Training, to-Day Services Assessments, Studies Coaching, Marketing Rebranding Management Plans We are your Marketing “Solution Architects” Proprietary & Confidential 61
  • 60. Our Team Jack Yager Larry LynnResearch Director Creative Director Angel Lebak Social Media Analyst Angela Risko Copy Writer/Brand Journalist
  • 61. Thank You Questions…and would you fill out our survey? 