Attract & Engage – The Top of
the Funnel
                  Doing More with Less
                  (subtitled: doing someth...
What Does “Less” Mean
  1. Less Budget $

  • Limited vehicles, limited creative, limited scope

  • Can't afford to compe...
Pick One Thing




             Sun Proprietary/Confidential: Internal Use Only
Can You Move the Needle?
  1. Make an Impact

  • Chose a key market for your company and/or customers

  • Chose somethin...
Make the Big Play – NYTimes




             Sun Proprietary/Confidential: Internal Use Only
Support – Search, Email, Blogs...




              Sun Proprietary/Confidential: Internal Use Only
Build off of the Message




              Sun Proprietary/Confidential: Internal Use Only
Close the Loop




             Sun Proprietary/Confidential: Internal Use Only
Measure the Impact




             Sun Proprietary/Confidential: Internal Use Only
Measure the Follow Through




             Sun Proprietary/Confidential: Internal Use Only
Define your Success
  1. Did you make an impact?

  • Yes, awareness for Sun Cloud Computing went up relative to our
  com...
Attract & Engage – The Top of
the Funnel
                  Doing More with Less
                  (subtitled: doing someth...
Upcoming SlideShare
Loading in …5
×

Ana Presentation Doing More With Less

691 views

Published on

A presentation to the Association of National Advertisers on how to do a cross-media campaign on a budget

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
691
On SlideShare
0
From Embeds
0
Number of Embeds
17
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ana Presentation Doing More With Less

  1. 1. Attract & Engage – The Top of the Funnel Doing More with Less (subtitled: doing something for nothing) ● Jeff Julian ● Global Search Marketing Manager
  2. 2. What Does “Less” Mean 1. Less Budget $ • Limited vehicles, limited creative, limited scope • Can't afford to compete with similar offerings 2. Less Time • Message has to resonate fast & stand out • Messages have to hit close together 3. Less Margin for Error • One shot, no adjustments. Sun Proprietary/Confidential: Internal Use Only
  3. 3. Pick One Thing Sun Proprietary/Confidential: Internal Use Only
  4. 4. Can You Move the Needle? 1. Make an Impact • Chose a key market for your company and/or customers • Chose something interesting 2. Measurable & Repeatable • Define your measurement tools • Define the lead process (if there is one) 3. Close the Loop • Make it easy for the customer to engage • Make it cost effective for follow up Sun Proprietary/Confidential: Internal Use Only
  5. 5. Make the Big Play – NYTimes Sun Proprietary/Confidential: Internal Use Only
  6. 6. Support – Search, Email, Blogs... Sun Proprietary/Confidential: Internal Use Only
  7. 7. Build off of the Message Sun Proprietary/Confidential: Internal Use Only
  8. 8. Close the Loop Sun Proprietary/Confidential: Internal Use Only
  9. 9. Measure the Impact Sun Proprietary/Confidential: Internal Use Only
  10. 10. Measure the Follow Through Sun Proprietary/Confidential: Internal Use Only
  11. 11. Define your Success 1. Did you make an impact? • Yes, awareness for Sun Cloud Computing went up relative to our competitors as seen in Google Search Trends. 2. Is the impact measurable and repeatable? • Yes, over 4,000 leads collected over the length of the campaign and are now in the sales funnel. 3. Is there follow up? • Yes, telemarketing and triggered emails will follow to move the customers along the buying cycle. Sun Proprietary/Confidential: Internal Use Only
  12. 12. Attract & Engage – The Top of the Funnel Doing More with Less (subtitled: doing something for nothing) ● Jeff Julian ● Global Search Marketing Manager

×