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Integrating Media Conference 9 25 09
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Integrating Media Conference 9 25 09

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A presentation on Integrating Media - Social, Print, and other media - as part of an effective marketing strategy. Recently presented at the SocialCamp Memphis and the Integrating Media Conference on …

A presentation on Integrating Media - Social, Print, and other media - as part of an effective marketing strategy. Recently presented at the SocialCamp Memphis and the Integrating Media Conference on 9-25-09.

Published in Business , News & Politics
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  • INTRO - Social networking has been around since the first handshake. All of the web is social media. Look at it this way, most consumers have been using the web to shop, share photos and music, compare prices and complain about poor service for more than a decade. This isn’t new. Nor is it something that is exclusive to the younger social media users.Many claim to be social media experts, yet most of us are truly students. I am definitely a student of social media. We are excited, and sometimes even obsessed with these new tools. I definitely fall into that category.The new media helps facilitate these relationships. They often create networks that have immediacy, and are measurable/
  • Marketing – it’s used to tell our story. Who we are, what we do. It greats the foundation or launch pad for any media campaign.
  • PR – We use public relations to help tell our story. They do it in a manner that creates a feeling of trust. It is the beginning of establishing a relationship between between two parties.
  • Advertising – after establishing who we are, or what we are all about, we need to get our message out. Advertising is the vehicle to broadcast our message. We using to bombard others if necessary. The repetition of our message then leads us to the next step….
  • Branding – after developing who we are, delivering our message to those who we have established a relationship, our brand is created. Simply, our brand is how others perceive us.
  • Then we want to somehow, roll all these functions together. We’ve said who we are, what we are about. We have developed relationships and people have a perception about us. Hopefully, they do trust what we are saying. But now comes the important part….are we listening to those who we’ve engaged? Social Media Marketing gives us this opportunity.
  • Yet, there is a piece missing….It is still possible that we have the foundation in place. We have the message, we know who we need to get the message to, and we’ve determined the right time to deliver it. But how do we make sure we’ve included all channels for the best results? This is where an intregrated approach, that includes print, comes into play.
  • Print…yes. Print. All we’ve heard this year is that PRINT IS DEAD. Newspapers are folding..print advertising is in sharp decline; the USPS continues to report declining mail volume.
  • Print…yes. Print. All we’ve heard this year is that PRINT IS DEAD. Newspapers are folding..print advertising is in sharp decline; the USPS continues to report declining mail volume.
  • Print has the highest trust quotient of all media surveyed. (Canvas Magazine – 10/08) It drives viewers to the internet most successfully.You can pass print along, it has longevity.It’s no longer the monopoly that it used to be, but it is far from dead. Print can still play an important role in an integrated marketing approach. Most successful marketers are keeping print, and yes, even direct mail, very much in the mix as a primary driver – even if they are using direct mail to drive traffic to a web site or stimulate interest in an electronic offer – Fran Green, American List Counsel
  • So how do we incorporate all this media…all this firepower we now have at our fingertips…including print? As with any marketing plan, we still need a good mix. We need a blend of relationships, building goodwill (PR); providing the customers with what they want, (marketing), and delivering results
  • Today’s successful marketing campaigns evolve out of brainstorming sessions between PR, marketing, communications teams. They look for simple, logical approaches that combine print and digital channels to enhance the physical experiences. For instance, add publications specific URLs to print ads, or embed a key code in event gifts that unlock exclusive content published on the web.In 2006, Mini USA took a novel approach to using multi-channel marketing to sell to their existing customers. They learned that the buyers of this odd little car bonded with each other. Rather than talking about speed or power, they simply identified themselves as Mini Owners. So they decided to market to Mini owners – marketing to your own to help spread “word of mouth” advertising – that is groundswell.The Plan - Direct mail with a secret decoder package. Then created print ads which could only be read using the secret decoders. Invited owners to a series of rallies across the US - Minis Take the States
  • Today’s successful marketing campaigns evolve out of brainstorming sessions between PR, marketing, communications teams. They look for simple, logical approaches that combine print and digital channels to enhance the physical experiences. For instance, add publications specific URLs to print ads, or embed a key code in event gifts that unlock exclusive content published on the web.In 2006, Mini USA took a novel approach to using multi-channel marketing to sell to their existing customers. They learned that the buyers of this odd little car bonded with each other. Rather than talking about speed or power, they simply identified themselves as Mini Owners. So they decided to market to Mini owners – marketing to your own to help spread “word of mouth” advertising – that is groundswell.The Plan - Direct mail with a secret decoder package. Then created print ads which could only be read using the secret decoders. Invited owners to a series of rallies across the US - Minis Take the States
  • Today’s successful marketing campaigns evolve out of brainstorming sessions between PR, marketing, communications teams. They look for simple, logical approaches that combine print and digital channels to enhance the physical experiences. For instance, add publications specific URLs to print ads, or embed a key code in event gifts that unlock exclusive content published on the web.In 2006, Mini USA took a novel approach to using multi-channel marketing to sell to their existing customers. They learned that the buyers of this odd little car bonded with each other. Rather than talking about speed or power, they simply identified themselves as Mini Owners. So they decided to market to Mini owners – marketing to your own to help spread “word of mouth” advertising – that is groundswell.The Plan - Direct mail with a secret decoder package. Then created print ads which could only be read using the secret decoders. Invited owners to a series of rallies across the US - Minis Take the States
  • As with any marketing campaign, whether you use traditional channels or new digital channels, the relevance to the consumer determines a major part of its success. If your message isn’t relevant to it’s intended recipient, it will not succeed, no matter how that message is delivered.
  • Print drives users to other platforms – According to Retail Advertising and Marketing Association – 42.7% of shoppers are most likely to start an online search after viewing a printed ad. But Make it EASY for them. (URL, QR codes, )
  • Print drives users to other platforms – According to Retail Advertising and Marketing Association – 42.7% of shoppers are most likely to start an online search after viewing a printed ad. But Make it EASY for them. (URL, QR codes, )
  • A commercial HVAC contractor in Little Rock wanted to say thank you to its customers by providing an open house…..
  • How many of you have visited the Dixie Café Restaurant chain?
  • A social media presentation next Friday in Little Rock. Used a completely integrated approach to gain marketing momentum.Content CreationEngagementDistributionMeasurement
  • So we’ve introduced some new techniques and tools, and have shown that by integrating these with traditional tools, you gain marketing momentum. Print may be down. But I am inclined to believe that it has a long life ahead, just maybe in a re-incarnated format.
  • Social Media rules from a fellow Little Rock Tweep

Transcript

  • 1. Merging Cross Media Marketing and Print 
    Paul Strack
    CustomXM - President
    September 25, 2009
  • 2. “I’M A GREAT LOVER.”
    MARKETING
    Source: Neutron, LLC
  • 3. “TRUST ME.
    HE’S A GREAT LOVER.”
    PUBLIC RELATIONS
    Source: Neutron, LLC
  • 4. “I’M A GREAT LOVER.
    I’M A GREAT LOVER.
    I’M A GREAT LOVER.”
    ADVERTISING
    Source: Neutron, LLC
  • 5. “I UNDERSTAND YOU ARE A GREAT LOVER.”
    BRANDING
    Source: Neutron, LLC
  • 6. “MY PEERS TELL ME YOU’RE A GREAT LOVER.
    ALSO, HERE’S SOME FEEDBACK TO IMPROVE.”
    “I’M LISTENING....”
    SOCIAL MEDIA MARKETING
    Source: Neutron, LLC
  • 7. “YES, AND HERE IS MY BROCHURE FOR YOU TO REVIEW.”
    “I UNDERSTAND YOU ARE A GREAT LOVER.”
    PRINTING
  • 8. PRINT
    1450 – 2009
  • 9. 4900 Printing jobs lost
    in August ’09
    YTD – 78,900 jobs lost
    July was the 2nd worst
    printing month
    since January of ‘95
  • 10.
  • 11. Print Travels
    Print has Longevity
    Print is a Lead-Generation Tool
    Print is the Most Intimate Medium
    Print makes introductions
    Print readers are focused
  • 12.
  • 13. Integrating Media = Marketing Momentum
    Education
    Products – “how to”
    Campaigns
    White Paper
    Case studies
    Event Based
    Direct Mail, PR
    Social Media
    SMS
    E-mail
    Print Ads
    Trade Shows
    Distribution
    Content Creation
    Marketing Momentum
    Engagement
    Direct Sales/Leads
    Brand Lift/Campaign Lift
    Response to PURLs
    Analytics/ Dashboard
    High Value Interactions:
    Mentions,
    content,
    speaking engagements,
    meetings
    Customer Service &
    Support
    Contests
    SM events – Tweetup
    Blogs
    Marketing events
    Face-to-face engagement
    Measurement
    Source: Kodak
  • 14. 2,100 photos on Flickr
  • 15. 3,000+ attendance
  • 16. 38,000 cars sold
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. IntegratedApproach – B2B
    Objectives:
    Invite Clients to Open House
    Learn interest in educational opportunities
    Encourage Sales Reps to meet more clients
    Have personalized gifts available to distribute during event
    Distribution
    Content
    Engagement
  • 23. Measurement
  • 24. IntegratedApproach - Retail
    Distribution
    Content
    Engagement
  • 25. IntegratedApproach - Retail
    Distribution
    Content
    Engagement
  • 26. IntegratedApproach - Retail
    Distributed 1000 cards at each location
    Over 2800 responses – 12.20%
    Added over 2500 e-mail address to eCafe Club
    Bounce back coupon rate in excess of 13%
    Measurement
  • 27. IntegratedApproach - Retail
  • 28. Integrating Media Conference
    Complete Integration:
  • Integrating Media Conference
    Measurement
  • 33. Integrating Media Conference
    Measurement
  • 34. Integrating Media = Marketing Momentum
    Content Creation
    Distribution
    Marketing
    Momentum
    Engagement
    Measurement
  • 35. Transmedia Planning
    Person
    Person
    Person
    Person
    Brand Community
    Sources: Bryan Jones; FarisYakob
  • 36. PRINT
    1450 –
  • 37.
  • 38. Thank You! 
    501-590-6569
    pstrack@customxm.com
    @pstrack
    www.customxm.com