Integrated Marketing and PR 2.1

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Presentation by R. Michael Brown of Brown Ltd. on Marketing and Public Relations 2.1 using technologies and systems to provide the lowest marketing cost per customer. First delivered to the Independent Bakers Association, a trade association conference, at The Breakers in the Town of Palm Beach. The presentation covers ntegrated marketing using Internet based technologies, content marketing, and brand journalism.

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Integrated Marketing and PR 2.1

  1. 1. Marketing & PR 2.1 R. Michael Brown Brown Ltd. February 15, 2011
  2. 2. R. Michael Brown •  Brown Ltd: Hybrid Traditional & New Media Marketing and Public Relations Consultant •  Pulte Homes: Florida Director of Marketing & PR –  $20 million Annual Budget Cut by $9.8 million w/ Internet •  Motorola: Future Vision Communications Manager –  Nextel - Brand Journalism Group –  Premier of China - International Broadcasting •  IBM: First Multimedia Communications Manager –  1989 NY Film Festival Award for What Web Would Be Like –  First Professional Blogging Group 1987 –  On Internet Since 1983MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    2    -­‐  
  3. 3. Today’s Goal Marketing 2.1 Technologies & Systems Can Provide Customers @ Lowest Cost / Customer •  Snapshot of Marketing in the Middle of a Full-Court Press •  Winning Customers (Marketing | PR | Sales | Service) By Engagement With A Systems Content MarketingApproach withMeasurement •  How? Marketing Mix 2.1 MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    3    -­‐  
  4. 4. Snapshot of Marketing in the Middle of a Full-Court PressMikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    4    -­‐  
  5. 5. Is Marketing Getting Easier?Marketing 2.1 ? Tom Cunniff VP Dir. of Interactive/Assoc. Creative Director at Combe MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    5    -­‐  
  6. 6. Traditional Media Content Distribution GATEKEEPERS Content   Producer  Circulation 1.0 Create for 4 Distinct Channels of Distribution MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    6    -­‐  
  7. 7. Traditional Newspaper Ad Sales 2000  -­‐  2002   Tech   2005 - 2006 Wreck   Real EstateCirculation Recession   Peak 1.0 Mike Brown Real Estate Marketing 2.1 Newspaper MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   Advertising Cuts -­‐    7    -­‐  
  8. 8. New Media Content Distribution: FLOW GATEKEEPERSCirculation 2.1 Create Once – Publish Many Places Evangelize => <= Encourage Evangelism MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   Get Referrers to Get MOMENTUM -­‐    8    -­‐  
  9. 9. Winning Customers (Marketing | PR | Sales | Customer Service) Engagement With Content MarketingMikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    9    -­‐  
  10. 10. New Media Content Conversation Your Inc Online ConversationCirculation 2.1 Brian Solis FutureWorks MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    10    -­‐  
  11. 11. Using Technology for Integrated Marketing All Organizations Must Now Be Publishers to Survive & Grow •  You are Now in the Publishing Biz –  Websites –  Blogs –  Twitter - PLUS MORE… –  LinkedIn –  Facebook –  Email MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    11    -­‐  
  12. 12. Using Technology for Integrated Marketing Content Marketing Publishing in All Media Is Marketing & PR 2.1 •  Business & Marketing Has Changed •  Old Business Model –  Advertising –  PR –> Primarily Press Releases •  New Business Model –  Content Publishing to Engage Stakeholders, Influencers, Customers MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    12    -­‐  
  13. 13. Content Marketing Defined “The science of understanding exactly what your customers need to know (all of it), and delivering it to them, in the channels they care about, and in a relevant, layered, and compelling way to grow your business.” R. Michael Brown Brown Ltd.MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    13    -­‐  
  14. 14. Advertising is Interruption Marketing •  Ads interrupt you from: –  Watching your program –  Reading an article –  Listening to music –  Looking at scenery –  Connecting with others •  Take Your Marketing Back From Media CompaniesMikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    14    -­‐  
  15. 15. Why Do You Want To Do This?•  90% of Buyers in the USA Go Online Before Making a Buying Decision Forrester Research•  Over 100 Million Per Day Read Blogs Six Apart•  People Spend More Time on Social Networks than Reading Email Nielsen MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    15    -­‐  
  16. 16. Traditional Marketing The 4 P’s Product or Service Price Place (Distribution) Promotion Direct Mail & Mail OrderMikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    16    -­‐  
  17. 17. Traditional AND New Marketing 8 P’sPermission, Proximity, Perception, and Participation Product or Service Price Place (Distribution) Promotion Brick and Mortar Store Fronts + Hundreds More Thousands of Websites Thousands of Websites Thousands of Social Media Channels With Sub-Channels Totaling Millions Direct Mail & Mail Order MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    17    -­‐  
  18. 18. Why Take Your Marketing Back?•  Traditional Marketing MediaMikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    18    -­‐  
  19. 19. Why Take Your Marketing Back?•  Traditional Marketing ChallengesMikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    19    -­‐  
  20. 20. Your Marketing Is Now About I I It I IDMarketing Used to Be About IQProduct & Benefits. Now it’s about Ideas Identity Internet Interest Imagery Integrity Influence Ingenious I’m Bored I Love You Ingredient Impression Interaction $Advertising is a Luxury$ Intelligence Information And NOT Believable Imagination Independence [under 40] Inexperience Inconvenience Now: I Have Dreams The Search for What I Want MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    20    -­‐  
  21. 21. How? Marketing Mix 2.1MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    21    -­‐  
  22. 22. How? => BECOME THE MEDIA ;) •  Don’t Interrupt => ENGAGE •  Where Do Your BEST Customers Hang Out? Stakeholders? Influencers? Events? TV? Trade Blogs? Which Stations? Websites? Malls? Movie Radio? Theaters? Groups GroupsWhich Stations? Consumer Magazines? Websites? Print Or Websites? NewsNewsletters? Websites? MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    22    -­‐  
  23. 23. How? Marketing Mix 2.1•  What Info Does Your Customer Crave?•  Create Content Once•  Publish & Interact In The Channels Where Your Customers Live => Leads to: Engagement Create a Flow with Increasing MomentumMikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    23    -­‐  
  24. 24. The Goal: I Love You Engagement More Than My Dog! The stakeholder becomes a brand advocate, evangelist, and will do what it takes to help expandLayers of the brand. Content Consideration “By delivering content Awareness Transaction Interaction Advocacy that is vital and relevant Bonding Purchase Repeat to your target market, you will begin to take on an important role in their lives.” Joe Pulizzi Customer JourneyWhat is Engagement? Brand and Consumer Connection MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    24    -­‐  
  25. 25. You can deliver tangibleContent benefits to prospects and customers by providing relevant content that helpsDevelopment provide solutions to some of the toughest problems they are facing.•  You Are the Publisher & Broadcaster•  Brand Journalism –  Character Driven Stories –  News & Features –  Editorials –  Commenting•  Harnessing the stakeholder environment to get them to engage with your brand is managed chaosMikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    25    -­‐  
  26. 26. Putting It All Together A Systems Approach With MeasurementMikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    26    -­‐  
  27. 27. Putting It All Together: Publishing & Broadcasting Analy&cs   Web/Email/Networking   800#   Email   Online  PR   MarkeKng   Tradi&onal   Your  2.1     Social   Marke&ng   Natural   Brochures   Website-­‐Blog   Networking   Search/SEO  Signage/Outdoor   Traffic   Direct  Mail   Newspaper   Magazines   Link   Events   Paid  Search   Radio   Building   TV   Affiliate   Public  RelaKons   SMS/Txt   MarkeKng   MarkeKng   MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    27    -­‐  
  28. 28. Using Technology for Integrated Marketing Customer Relationship Management (CRM) Systems Your  2.1     Natural   Email   Social   Online  PR   Website-­‐Blog   Search/SEO   MarkeKng   Networking   Traffic   Paid   Search   Tradi&onal   Analy&cs   Marke&ng   Brochures   Web/Email/Networking  Signage/Outdoor   800#   Direct  Mail   Newspaper   Magazines   Events   Radio   TV   Public  RelaKons   MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    28    -­‐  
  29. 29. Questions? Copy of Presentation? MikeBrown@BrownLtd.com 561-756-1674Web: www.BrownLtd.comLinkedIn: www.LinkedIn.com/in/MarketingAndPRFreelance Writing & Producing: www.RMichaelBrown.WordPress.comMarketing Works Today Blog: www.BrownLtd.Wordpress.comTwitter: @RMikeBrownTwitter: @BrandJournalism MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    29    -­‐  

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