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Ana Presentation  Doing More With Less
 

Ana Presentation Doing More With Less

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

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

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    Ana Presentation  Doing More With Less Ana Presentation Doing More With Less Presentation Transcript

    • Attract & Engage – The Top of the Funnel Doing More with Less (subtitled: doing something for nothing) ● Jeff Julian ● Global Search Marketing Manager
    • 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
    • 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 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
    • 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 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
    • Attract & Engage – The Top of the Funnel Doing More with Less (subtitled: doing something for nothing) ● Jeff Julian ● Global Search Marketing Manager