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Making An Impact: It's Not What, But When
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Making An Impact: It's Not What, But When

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There are no lack of ways to invest in marketing and advertising. We’ve all heard smart speakers talk about how to design the perfect email, craft just the right print advertisement or optimize your …

There are no lack of ways to invest in marketing and advertising. We’ve all heard smart speakers talk about how to design the perfect email, craft just the right print advertisement or optimize your website for search. But what they don’t tell you is that timing the deployment of marketing executions is equally important as doing them in the first place. This lightning session won’t focus on the HOW, but on the WHEN. Join Method Savvy’s CEO, Jake Finkelstein, as he explores how to time your communications and advertising activities to maximize marketplace impact.

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  • 1. MAKING AN IMPACT IT’S NOT WHAT, BUT WHEN PRESENTER: JAKE FINKELSTEIN (@TUNDRO) FOUNDER/CEO OF METHOD SAVVY (@METHODSAVVY / METHODSAVVY.COM) FEBRUARY 27, 2014
  • 2. METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 3. METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 4. METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 5. METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 6. The process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 7. Retweets: 83,961 Favorited: 48,800 New Followers: 6,000+ Media Value: Worth Millions METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 8. DOES IT MAKE YOU MONEY? METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 9. CAN YOU PROVE IT? METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 10. METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 11. METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 12. METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 13. DECISION MAKING PROCESS HYPOTHESIS Advertising and Promotion: An Integrated Marketing Communications Perspective By: George Belch, Michael A. Belch, Gayle Kerr, Irene Powell (2008)
  • 14. Credibility Discoverability ACTION Timeliness METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 15. The decision-making process is now a circular journey with four phases: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and postpurchase, when consumers experience them. http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
  • 16. Faced with a plethora of choices and communications, consumers tend to fall back on the limited set of brands that have made it through the wilderness of messages. http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
  • 17. Two-thirds of the touch points during the active-evaluation phase involve consumer-driven activities such as Internet reviews and wordof-mouth recommendations from friends and family. http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
  • 18. INITIAL CONSIDERATION (DISCOVERABILITY) Content Marketing METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 19. INITIAL CONSIDERATION (DISCOVERABILITY) METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 20. ACTIVE EVALUATION (CREDIBILITY) METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 21. ACTIVE EVALUATION (CREDIBILITY) METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 22. Order today and get Free Shipping. <coupon code> YOUR PREVIOUS ORDER: ORDER DATE: ORDER NUMBER: PRODUCT: PURCHASE (TIMELINESS) The US has one of the safest public drinking water supplies in the worldbut there are still over 300 pollutants in the tap water we drink. More than 200 contaminants with no enforceable safety limits can found in the nation’s drinking water. up to 99% of common contaminants. All refrigerator manufacturers recommend that you change your Filtered tap water is just as clean and just as safe as bottled water... fridge filters t 800.683.8353 / 2031 f production dr 800.683.5784 / apex , nc 27539 w w w.f r i d ge f i lt e r s .c om METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 23. PURCHASE (TIMELINESS) METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 24. POST- PURCHASE (LOYALTY) METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 25. http://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/
  • 26. TAKE A DATA-DRIVEN APPROACH COLLECT DATA ANALYZE DATA INFORMED MEASURE RESULTS DEPLOY CAMPAIGN STRATEGY INTEGRATE DATA OPTIMIZE TACTICS METHODSAVVY.COM - TWITTER.COM/METHODSAVVY - FACEBOOK.COM/METHODSAVVY - 919.627.1305
  • 27. METHOD SAVVY 502 RIGSBEE AVENUE, STE 205 DURHAM, NC 27701 CONACT US: 919-627-1305 | JAKE@METHODSAVVY.COM | METHODSAVVY.COM