Integrated Marketing

INTEGRATED MARKETING @jonburgess

INTEGRATED MARKETING Jon Burgess @jonburgess

INTEGRATED MARKETING Challenge• 1,000 of advertisements/messages• Mass Media, Digital Media, Social Media, Direct Marketing, Mobile, Word of Mouth• Competition, Innovation, Global Markets, New Ideas• Chief Marketing Officer – Ave. 22 months on the job SO, HOW DO YOU RISE ABOVE THE NOISE? @jonburgess

eoslny cnuac th p/ oslnyo / /o/ 12ht :/cnuac.cm s l 1 0- t e t ub g 0@jonburgess

INTEGRATED MARKETING MarketingDEFINITION OF BUSINESS The purpose of business is to make a customer. Peter Druker DEFINITION OF MARKETING We believe: marketing is the “process” of matching company core competencies to customer wants and needs . Ronald Burgess @jonburgess

INTEGRATED MARKETING Takeaways • What is your Brand Value? • Does your Organization your niche/crack? • Creating a Marketing Process. @jonburgess

INTEGRATED MARKETING What is Brand? A brand is a "Name, term, design, symbol, or any otherfeature that identifies one sellers good or service as distinct from those of other sellers.“ - Wikipedia @jonburgess

INTEGRATED MARKETING Relationships = BrandPersonal { 1. Hand Shake 2. Hand Shake + Surrogates 3. Hand Shake(s) + Surrogates + Channels = Branding Communications, Aesthetics, People, Quality, Monetary Value, Intrinsic Value, Service @jonburgess

INTEGRATED MARKETING Value Economic Value - the amount (of money or goods or services) that is considered to be a fair equivalent for something elseService + Quality + Price = ValueEmotional Value, Aesthetic Value, Intrinsic Value Value only matters when you compare it to something else. @jonburgess

INTEGRATED MARKETING Niche Executing your branding, communications & resources to your organizations marketing advantage, within a defined market segment. 1. Knowing your Crack NICHE = CRACK 2. Finding a Crack 3. Creating a Crack The word "niche" is derived from the Middle French word nicher, meaning to nest. @jonburgess

INTEGRATED MARKETING Who is in Your Niche? @jonburgess

INTEGRATED MARKETINGMarketingProcess @jonburgess

INTEGRATED MARKETING Marketing Process @jonburgess

INTEGRATED MARKETING 1. Positioning: is C-Level/Board Level 2. Top Down 3. What is your value? 4. Where is your niche? 5. Who is also in your niche? 1. Honest 2. Family 3. Health 4. Vertical Production & Delivery @jonburgess

INTEGRATED MARKETINGHave you ever recommended LDF to a friend? How long have you been a customer? 40.0% 90.0% 2000 80.0% 35.0% 2005 2008 70.0% 30.0% 2011 60.0% 25.0% 50.0% 20.0% 40.0% 15.0% 30.0% 10.0% 20.0% 10.0% 5.0% 0.0% 0.0% Yes 2011 ne s s s s s s s ar ar ar ar ar ar ar 2008 O Ye Ye Ye Ye Ye Ye Ye No an 2005 + 10 1 2 3 4 5 th 10 6- 2000 ss Le @jonburgess

INTEGRATED MARKETING 1. Planning: is Management Level 2. Campaign Planning 3. Communication Tracks 4. Creative Themes/Events/Message @jonburgess

INTEGRATED MARKETING 1. Execute: is Management/Task Level 2. This is where you DO. 3. Hard Dates & Expectations 4. People have tasks as part of their job description @jonburgess

INTEGRATED MARKETING Tools – Schedule, Re-Release Hootsuite, TweetDeck @jonburgess

INTEGRATED MARKETING People FACT: No one person can execute all of the marketing tasks. • Designers are not Writers. • Webmasters are not I.T. • Editors are not Media Buyers •Social Media is not Print Layout. Don’t be afraid to outsource your tasks to agencies, webmasters, copyrighters, designers. @jonburgess

INTEGRATED MARKETING 1. Results? Management/Task Level 2. Report back up the chain 3. Think Measurements: ROI, Clicks, Follows, List Growth, PR, etc. 4. ADJUST Positioning & Planning @jonburgess

INTEGRATED MARKETING Google Analytics @jonburgess

INTEGRATED MARKETINGGoogle Analytics @jonburgess

INTEGRATED MARKETING Chart Beat @jonburgess

INTEGRATED MARKETINGInlandEmpire.US 40-50k PV/mo. @jonburgess

INTEGRATED MARKETING SHARESInlandEmpire.US 40-50k PV/mo. @jonburgess

INTEGRATED MARKETING Riverside Only Calls 0 5 10 15 20 25 30 Press Enterprise Count Previous Customer Count Web Count Referral Count Yellow Pages Count Media P/C Customer Count Saw Truck Count Drive By Count Employee Count @jonburgess

INTEGRATED MARKETING Email Statistics – Constant Contact @jonburgess

INTEGRATED MARKETING THANK YOU J Burgess M .A on .B . Sn r igaC nuat G nr Mngr eio D it osln / ee l aae l t a R duio Md , I . eFs n eia n c 99 9- 02 0- 8 9 7 7 T it r j br s wt : @o ug s e n e L kdn//nugs ine I inobr s : j e @jonburgess

http://www.redfusionmedia.com	459
http://www.jonburgess.com	284
http://jonburgess.com	76
http://inbound.redfusionmedia.com	48
http://redfusionmedia.web13.hubspot.com	10
http://feeds.feedburner.com	5
https://twimg0-a.akamaihd.net	1

Integrated Marketing

by Jon Burgess - RedFusion Media on Jun 21, 2012

Accessibility

Categories

Upload Details

Usage Rights

7 Embeds 883

Statistics

Integrated Marketing Presentation Transcript