NON-TRADITIONAL MARKETING
TO SPARK RIDERSHIP
J Grant Mizell – Digital + Emerging Media, SPARK Team
Katherine Carlson - Man...
Grant Mizell (@G24NT)Grant Mizell (@G24NT)
Digital + Emerging Media |Digital + Emerging Media | PulsarPulsar December 1, 2...
About Pulsar
How can we
ignite a spark?
a spark?
Traditional Marketing
Familiarity
Trial
Measure
and
Refine
Awareness
Behavior Change/
Conversion
WOR D of MOUTHL
WORLD of MOUTH
WORLD of MOUTH
Consumer Trust Index
• 90% of consumers trust recommendations
from people they know
• 20% over a brand’s we...
Evolved Funnel
Familiarity
Relevance
Conversion
Involvement
Ongoing
Engagement
Measure&Refine
Sourcing Ridership From Within
Direct Messaging
Direct Messaging
Media Mix
campaign billboardtweet
broadcast
message
youtube
competition
web
banner
bus shelter
message
Quick Poll: My company’s
Marketing Strategies include…
 Traditional Media (e.g. print, outdoor, tv, radio)
 PR (e.g. eve...
Non-traditional Marketing
I. A Twist on Traditional
II. New Media Engagement
III. Shift to Mobile
I. A Twist on Traditional
1. Target existing resources
2.
3.
I. A Twist on Traditional
Examples
I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3.
I. A Twist on Traditional
Examples
Examples
I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3. Crowdsourcing
Examples
I. A Twist on Traditional
Examples
Quick Poll: How is my
agency using Social Media?
 Broadcaster (sending out our message)
 Active Listener (listening to w...
II. New Media Engagement
1. Transparency
2.
3.
4.
Examples
Examples
II. New Media Engagement
1. Transparency
2. User Generated Content
3.
4.
Examples
Examples
II. New Media Engagement
1. Transparency
2. User Generated Content
3. Geo Social, Loyalty Rewards
4.
Examples
Examples
Examples
Examples
Examples
II. New Media Engagement
1. Transparency
2. User Generated Content
3. Geo Social, Loyalty Rewards
4. Online Advertising (C...
Examples
Examples
Examples
Examples
III. Shift to Mobile
1.
2.
Americans who receive news
through their mobile phone26% – USA Today, March 2010
Americans’ mobile data use of text,
email...
Mobile Shift
86 Million iPhone/iTouch users, versus
18 million Netscape users, at Q11.
– Morgan Stanley Research, Q1 2010
speaking
Mobile Shift
– Pew Research, July 2010
African-Americans
continue to be the most active mobile web
users because ...
Mobile Shift
2012Smartphone sales will outpace
personal computer sales
– Morgan Stanley Research, Q1 2010
2011US Smartphon...
III. Shift to Mobile
1. Text/SMS
2.
Examples
Examples
Examples
III. Shift to Mobile
1. Text/SMS
2. Smartphone Technology
Examples
Examples
Examples
Examples
Examples
Rules of Engagement
• Provide access
anytime/anywhere
• Make it easy
• Provide tools to
spread the word
• Be authentic
• T...
Challenge…
Do one thing next week to challenge the status quo of your
current marketing efforts.
i.e. start a mass email o...
Extended.
Extra slides and info to help answer all
your questions.
1. Ford Fiesta lauch through social Case
Study
2. Arlin...
Ford gave away one hundred,
pre-released Fiestas for six months.
Case Study: Ford
And started a Movement…
Integrating Social
Pre-Launch Awareness
among Millenials
“You can’t just say it. You have to get
the people to say it to each other.”
– James...
Ways to Create Engagement
using UGC & UGC Campaigns
Case Study: CFD Skeptics
5
User-Generated Campaign
User-Generated Campaign
User-Generated Campaign
User-Generated Campaign
User-Generated Campaign
Testimonial Campaign
Turn the Boss onto Social & Mobile Marketing
• Suvey internal expertise
• Twitter: Mashable’s Guide, Apps, Lists
• Foursqu...
Winning the Boss Over
Other resources.
The Secret Sauce of Social Marketing
5 Tips to Convince the Boss
Adding Blogger Out...
J. Grant Mizell
Digital + Emerging Media
Ph (410) 922-6600
Fx (804) 225-8347
gmizell@pulsaradvertising.com
www.pulsaradver...
ACT TDM Workshop 12/1 PDF Presentation for Download
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ACT TDM Workshop 12/1 PDF Presentation for Download

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PDF for Download: Presentation given 12/1/10 to the attendees at ACT Chesapeake Chapter's TDM Workshop.

PPT Deck gives examples and incites audience participation on three levels: 1) Traditional Media with a Twist; 2) New Media Engagement; and 3) Shift to Mobile.

Published in: Travel, Business, Technology
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ACT TDM Workshop 12/1 PDF Presentation for Download

  1. 1. NON-TRADITIONAL MARKETING TO SPARK RIDERSHIP J Grant Mizell – Digital + Emerging Media, SPARK Team Katherine Carlson - Managing Director of D.C. and Kelly Poe - Senior Account Executive
  2. 2. Grant Mizell (@G24NT)Grant Mizell (@G24NT) Digital + Emerging Media |Digital + Emerging Media | PulsarPulsar December 1, 2010December 1, 2010 Market Planning/Research Brand Development Public Relations Advertising Social Media Website/Interactive Media Planning Media Buying Multi-Cultural Marketing Corporate Identity About Pulsar
  3. 3. About Pulsar
  4. 4. How can we ignite a spark? a spark?
  5. 5. Traditional Marketing Familiarity Trial Measure and Refine Awareness Behavior Change/ Conversion
  6. 6. WOR D of MOUTHL
  7. 7. WORLD of MOUTH
  8. 8. WORLD of MOUTH Consumer Trust Index • 90% of consumers trust recommendations from people they know • 20% over a brand’s website • 30% over traditional advertising
  9. 9. Evolved Funnel Familiarity Relevance Conversion Involvement Ongoing Engagement Measure&Refine
  10. 10. Sourcing Ridership From Within
  11. 11. Direct Messaging
  12. 12. Direct Messaging
  13. 13. Media Mix campaign billboardtweet broadcast message youtube competition web banner bus shelter message
  14. 14. Quick Poll: My company’s Marketing Strategies include…  Traditional Media (e.g. print, outdoor, tv, radio)  PR (e.g. events, press releases, outreach)  Online (e.g. enewsletters, email mktg, online ads)  Social Media (e.g. facebook, twitter, blogging)  Non-traditional (e.g. street teams, point-of-sale, guerilla)  Mobile (e.g. SMS/text marketing, mobile website, smartphone app, QRs)
  15. 15. Non-traditional Marketing I. A Twist on Traditional II. New Media Engagement III. Shift to Mobile
  16. 16. I. A Twist on Traditional 1. Target existing resources 2. 3.
  17. 17. I. A Twist on Traditional Examples
  18. 18. I. A Twist on Traditional 1. Target existing resources 2. Renew old mediums 3.
  19. 19. I. A Twist on Traditional Examples
  20. 20. Examples
  21. 21. I. A Twist on Traditional 1. Target existing resources 2. Renew old mediums 3. Crowdsourcing
  22. 22. Examples I. A Twist on Traditional
  23. 23. Examples
  24. 24. Quick Poll: How is my agency using Social Media?  Broadcaster (sending out our message)  Active Listener (listening to what’s being said)  Bystander (not participating)  Conversationalist (listening, interpreting and broadcasting)
  25. 25. II. New Media Engagement 1. Transparency 2. 3. 4.
  26. 26. Examples
  27. 27. Examples
  28. 28. II. New Media Engagement 1. Transparency 2. User Generated Content 3. 4.
  29. 29. Examples
  30. 30. Examples
  31. 31. II. New Media Engagement 1. Transparency 2. User Generated Content 3. Geo Social, Loyalty Rewards 4.
  32. 32. Examples
  33. 33. Examples
  34. 34. Examples
  35. 35. Examples
  36. 36. Examples
  37. 37. II. New Media Engagement 1. Transparency 2. User Generated Content 3. Geo Social, Loyalty Rewards 4. Online Advertising (CPC, etc)
  38. 38. Examples
  39. 39. Examples
  40. 40. Examples
  41. 41. Examples
  42. 42. III. Shift to Mobile 1. 2.
  43. 43. Americans who receive news through their mobile phone26% – USA Today, March 2010 Americans’ mobile data use of text, email and internet surpasses voice data2009 – CITE (via NYT), May 2010 Months to reach 1 billion downloads through the App Store. 9 – Apple, April 2009 Mobile Shift
  44. 44. Mobile Shift 86 Million iPhone/iTouch users, versus 18 million Netscape users, at Q11. – Morgan Stanley Research, Q1 2010
  45. 45. speaking Mobile Shift – Pew Research, July 2010 African-Americans continue to be the most active mobile web users because their devices commonly function as the primary or sole connection to the web Latinos & English-
  46. 46. Mobile Shift 2012Smartphone sales will outpace personal computer sales – Morgan Stanley Research, Q1 2010 2011US Smartphones will outsell traditional mobile phones 2010US Mobile browsing and Mobile App use doubles from Q1 2009
  47. 47. III. Shift to Mobile 1. Text/SMS 2.
  48. 48. Examples
  49. 49. Examples
  50. 50. Examples
  51. 51. III. Shift to Mobile 1. Text/SMS 2. Smartphone Technology
  52. 52. Examples
  53. 53. Examples
  54. 54. Examples
  55. 55. Examples
  56. 56. Examples
  57. 57. Rules of Engagement • Provide access anytime/anywhere • Make it easy • Provide tools to spread the word • Be authentic • Tout your USP • Focus on the greater good • Be community centric • Listen • Experiment • Have fun!
  58. 58. Challenge… Do one thing next week to challenge the status quo of your current marketing efforts. i.e. start a mass email of ideas around the office, place a box for marketing ideas in the break room, take an internal survey of social strengths/expertise, explore 1 new social site, etc. Share it. Email me at gmizell@pulsaradvertising.com; OR Tweet me @G24NT, ending with the hashtag #acttdm12110
  59. 59. Extended. Extra slides and info to help answer all your questions. 1. Ford Fiesta lauch through social Case Study 2. Arlington’s CFD Skeptics integrated campaign Case Study 3. Live Links for stats and tips for winning the Boss over to Social and Mobile
  60. 60. Ford gave away one hundred, pre-released Fiestas for six months. Case Study: Ford
  61. 61. And started a Movement…
  62. 62. Integrating Social
  63. 63. Pre-Launch Awareness among Millenials “You can’t just say it. You have to get the people to say it to each other.” – James Farley, CMO Ford 2010 - Ford moves 25% of Marketing Spend to Digital/Social Media 37%
  64. 64. Ways to Create Engagement using UGC & UGC Campaigns Case Study: CFD Skeptics 5
  65. 65. User-Generated Campaign
  66. 66. User-Generated Campaign
  67. 67. User-Generated Campaign
  68. 68. User-Generated Campaign
  69. 69. User-Generated Campaign
  70. 70. Testimonial Campaign
  71. 71. Turn the Boss onto Social & Mobile Marketing • Suvey internal expertise • Twitter: Mashable’s Guide, Apps, Lists • Foursquare: BART, VisitPA • Multi-updaters: Cotweet, Hootsuite, Ping • All Socialnomics vids & stats • What The Heck is Social Media? • Internet trends • Can Social Media sell cars? Explore Potential (Fire power) Load-Up on Stats (Ammunition)
  72. 72. Winning the Boss Over Other resources. The Secret Sauce of Social Marketing 5 Tips to Convince the Boss Adding Blogger Outreach to Your PR Plan 10 Ways to Initiate Social Conversation Social ROI Facebook Stats Social Media Business Tools
  73. 73. J. Grant Mizell Digital + Emerging Media Ph (410) 922-6600 Fx (804) 225-8347 gmizell@pulsaradvertising.com www.pulsaradvertising.com Twitter: @G24NT, @mizellg Contact Info

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