Micromarketing How-to for 2010 - SMC New Haven


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February 23, 2010 slides from the Social Media Club New Haven Presentation on How-to Micromarket in 2010.

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  • Talk about tag line - summation point of presentation?? Tagline Brainstorm: microMarketing is HUGE think BIG, act micro How micro is the new BIG Because micro is the next BIG thing
  • List of ATT Channel “Basic Packages” Now these are all TV channels, they share common charactaristics- but would you market each channel the same way? “ According to Nielsen Media Research, the average U.S. household receives 100 TV channels, compared with 27 in 1994.” Oprah example- own network Markets are driven by choice. Take the audience through interests exercise: What is your favorite channel? Brainstorm channels list on whiteboard (have someone else write out- Jaymes?) Pose questions: what is more powerful to you- a general message about all of AT&T’s channesl, or a message about your favorite one? Television as the forbearer to media and marketing as a whole, segmented audiences. From mass appeal to a segmented approach. Does not replace mass communications, which still has its place in brand building and disseminating company information. Customization and diversity paired with consumer choice White noise of traditional message- exposed to so much of it
  • Exercise slide: 1 thing on 3x5 Give examples of differences: Specialty, history, the way you make your product or offer your service, the first, method, standout attribute, a leader, your customers, location, ambience
  • About You Latest success- your hot Solve a Problem/particular goal: Unlocking conversion sales points Recruiting job candidates or volunteers Increasing Event Attendance Support a Cause Answer a Common Question Drive Traffic to Website Raise Funds
  • Adding Value (for audience): What do you do for the consumer?  How do you make a difference?  Differentiation: How are you different? Why does that matter? How are you going to demonstrate the difference? Credibility Call to Action: what do you want the customer to do?
  • Implementation – warm up to the how Fresh- more than 1x a year Authentic- consumers are a lot more savvy then they used to be
  • One customer experience is everyone's experience. Constant updates and fresh contact. Trust, authenticity. Anti-ad age.
  • Start of the year: Sum of campaigns- all those bits and pieces that make it up Bottlenecks: specifically tackling where you’re hurting, solving problems, etc. Web Presence: Having your “feelers” out – instead of one static website, many little campaigns spread out (needle in haystack  many needles) Extraordinary: you’ve given people something to care about in you, something unique and special that’s worth sharing! Character + life to your business. - There is an audience, and now the information age is making them accessible- and they’re waiting for you! (to talk about, share, love or hate)
  • Every Business has at least 100 different things to market. Hopefully through out this presentation you’ve been able to get the ball rolling on identifying all the different ways you can use micromarketing. Once you have that long list, start to pick out the top 10-12 that you are going to use this year (remember fresh- not a 1 time deal). Which ones are most important to your customers? Solve the biggest problems? Open up the most time for you? What benefits, directly or indirectly, your customers or potential customers the most?
  • Micromarketing How-to for 2010 - SMC New Haven

    1. 1. Welcome to   Micromarketing How-to for 2010 Where Small is the new Big
    2. 2. U450 Package includes everything in U300, The Sports Package, and over 110 HD channels, plus these channels:5StarMAX840@MAX846ActionMAX836/837Cinemax832/833HBO802/803HBO Comedy810/811HBO Family806/807HBO Latino814/815HBO Signature808/809HBO Zone812/813HBO2804/805MoreMAX834/835OuterMAX844ThrillerMAX838/839WMAX842HD Channels 5StarMAX HD1840@MAX HD1846A&E HD1166ABC Family HD1178ABC HD*CLLActionMAX HD1836/1837Animal Planet HD1252BET HD1155Big Ten Network HD**1650BIO HD1272Bravo HD1181Cartoon Network HD1325CBS HD*CLLCinemax HD1832/1833CMT HD1525Comedy Central HD1140CNBC HD+1216CNN HD1202Crime & Investigation HD1163Discovery Channel HD1120Disney Channel HD1302Disney XD HD1304E! Entertainment HD1134Encore HD1932ESPN HD**1602ESPN2 HD**1606ESPNews HD1604ESPNU HD1605Food Network HD1452FOX Business Network HD1211FOX HD*CLLFOX News Channel HD1210FOX Sports Midwest HD1748FOX Sports North HD1744FOX Sports Southwest HD1753FOX Sports West HD1772FX HD**1128G4 HD1149Golf Channel HD1641 Hallmark Movie Channel HD1794HBO Comedy HD1810/1811HBO Family HD1806/1807HBO HD1802/1803HBO Latino HD1814/1815HBO Signature HD1808/1809HBO Zone HD1812/1813HBO2 HD1804/1805HDNet**1105HD Theater1102HGTV HD1405HI HD1274History HD1270Investigation Discovery HD1260Lifetime HD1360Lifetime Movie Network HD1362MoreMAX HD1834/1835msnbc HD1215MT VHD1502National Geographic Channel HD1265NBC HD*CLLNESN HD1312NFL Network HD**1630Nickelodeon HD1314The NHL Network HD1638Outdoor Channel HD1680OuterMAX HD1844Planet Green HD1465QVC HD1420Syfy HD1151Science Channel HD1258Showtime 2 HD1854/1855Showtime Extreme HD1858/1859Showtime HD1852/1853Showtime Showcase HD1856/1857SPEED HD**1652Spike TV HD1145SportsTime Ohio HD702Starz Comedy HD1910Starz Edge HD1904Starz HD1902/1903Starz Kids & Family HD1912Style Network HD1380TBN HD1560TBS HD**1112The Weather Channel HD1225ThrillerMAX HD1838TLC HD1250The Movie Channel HD1882/1883The Movie Channel Xtra HD1884TNT HD**1108TV One HD1157Travel Channel HD1254Universal HD1104USA HD**1124VERSUS HD**1640VH1 HD1518Wealth TV HD1470WGN Superstation HD**1180WMAX HD1842YES HD1702The Sports PackageComcast SportsNet California*767FOX College Sports - Atlantic*647FOX College Sports - Central*648FOX College Sports - Pacific*649FOX Sports en Español*655/3303FS Arizona*762FS Detroit*737FS Florida*720FS Midwest - St. Louis*748FS North*744FSN Northwest*764FS Ohio - Cincinnati*732FS Ohio - Cleveland*734FSN Pittsburgh*730FSN Rocky Mountain*760FS South*724FS Southwest*753FS West*772GolTV656/3304HorseRacing TV672The NHL Network638Outdoor Channel*680Prime Ticket*774Sportsman Channel642SportsNet New York*704SportSouth*729SportsTime Ohio702Sun Sports*722TV Games Network670YES*702U300 Package includes everything in U200, plus The Movie Package:BET Gospel516Centric515CMT Pure Country527CNBC World217CNN International205Encore932/933Encore Action938Encore Drama942Encore Love934Encore Mystery936Encore WAM944Encore Westerns940FitTV466FLIX890FOX Business Network211FOX Soccer***654Hallmark Movie Channel794IndiePlex914Investigation Discovery260ION Life468MTV Jams508MTV Tr3s506/3505mtvU510PBS Kids Sprout337Planet Green465Qubo Channel328RetroPlex916Showtime852/853Showtime 2854/855Showtime Beyond860Showtime Extreme858Showtime Family Zone862Showtime Next864Showtime Showcase856Showtime Women866Starz902/903Starz Cinema906Starz Comedy910Starz Edge904Starz in Black905Starz Kids & Family912The Movie Channel882/883The Movie Channel Xtra884VH1 Soul521U200 Package includes everything in U100, plus 48 digital music channels and more:BBC America818BIO272Bloomberg Television222C-SPAN 3232CCTV-93602Chiller153Crime & Investigation Network163Current TV189Discovery Health256/257Discovery Kids335DIY Network454Fine Living456Fox Movie Channel792Fox Reality Channel130FUEL TV536fuse**535G4149GAC529Galavision3003Golf Channel641GSN173History International274IFC**797Lifetime Real Women364LOGO183/184Military Channel259Military History Channel276MTV Hits509mun2192/3009NFL Network***630Nicktoons316SíTV194Sleuth161Soundtrack Channel538Style Network380Sundance Channel798TCM790TV One157Urge 1 - TRL5101Urge 2 - Todays Top 405102Urge 3 - Urban POP5103Urge 4 - Modern POP5104Urge 5 - Cover to Cover5105Urge 6 - Soft POP5106Urge 7 - I Love the 70s5107Urge 8 - I Love the 80s5108Urge 9 - I Love the 90s5109Urge 10 - Solid Gold Oldies5110Urge 11 - Discotech5111Urge 12 - Dance Club5112Urge 13 - Electronica5113Urge 14 - MTV25114Urge 15 - Rock Legends5115Urge 16 - Arena Rock5116Urge 17 - Alternative Rock5117Urge 18 - Adult Rock5118Urge 19 - MTV2 HB5119Urge 20 - R&B hits5120Urge 21 - Classic R&B5121Urge 22 - Classic Rap (uncensored)5122Urge 23 - Modern Rap5123Urge 24 - Modern Soul5124Urge 25 - CMT Radio5125Urge 26 - Bluegrass5126Urge 27 - Classic Country5127Urge 28 - Wide Open Ctry5128Urge 29 - Reggae5129Urge 30 - Latin Jazz5130Urge 31 - Radio Alterna5131Urge 32 - Tejano5132Urge 33 - Smooth Jazz5133Urge 34 - Reggae5134Urge 35 - Blues5135Urge 36 - Easy Listening5136Urge 37 - Classical5137Urge 38 - Christian5138Urge 39 - Gospel5139Urge 40 - POP Standards5140Urge 41 - Jazzup Broadway5141Urge 42 - Cinema5142Urge 43 - Noggin5143Urge 44 - Nick Kids5144Urge 45 - Dream Sequence5145Urge 46 - Swing5146Urge 47 - Showcase5147Urge 48 - Comedy5148VERSUS***604VH1 Classic520WealthTV470WeTV**372/373U100 Package (with locals) includes these channels:A & E166/167ABC Family178/179ABC News Now243AMC***795/796Animal Planet252/253AT&T Online Photos from Flickr91AT&T U-verse Buzz300AT&T U-verse Customer Notification400AT&T U-verse Front Row100AT&T U-verse Pay Per View102AT&T U-verse Theatre200AT&T Yahoo! Games92AT&T YELLOWPAGES.COM TV97BET155/156Big Ten Network650Bravo181/182BYU567C-SPAN230C-SPAN 2231Cartoon Network325/326CMT525/526CNBC World217CNN202CNN Headline News203Comedy Central140/141Daystar563Discovery Channel120/121Disney Channel302/303Disney XD304E! Entertainment134/135ESPN***602ESPN Classic***603ESPN2***606ESPNews604ESPNU***605EWTN562FamilyNet566Food Network452/453FOX News Channel210FX**128/129Hallmark Channel176HGTV450/451History270/271HSN422INSP564ION196JCTV570Jewelry TV428Lifetime360Lifetime Movie Network362MSNBC**215MTV502/503MTV2504National Geographic Channel265Nick Jr.320Nick2315Nickelodeon314Oxygen368QVC420Science Channel258ShopNBC424Smile of a Child340SOAPnet365/366SPEED***652Spike TV145/146Syfy Channel151/152TBN560TBS***112/113TeenNick322Telemundo3007The Church Channel565The Weather Channel225The Word Network575TLC250/251TNT***108/109Travel Channel254/255TruTV164/165TV Land138/139Univision***3002USA Network***124/125VH1518/519WGN Superstation***180World Harvest Television578Recorded TV Channel9999Help On Demand411Video On Demand Storefront1 1 Bianco, Anthony - Lowry, Tom - Berner, Robert - Arndt, Michael. The Vanishing Mass Market. Business Week, 2004. “ Cable continues to nibble away at its broadcast rivals by adding highly specialized channels and such services as video-on- demand. .” 1
    3. 3. Not Just Like You Write down 1 thing about your business that makes you different. <ul><li>Specialty or Expertise </li></ul><ul><li>Company History </li></ul><ul><li>The way you make your product </li></ul><ul><li>You’re the first to… </li></ul><ul><li>Standout Attribute </li></ul><ul><li>Location </li></ul><ul><li>Ambience </li></ul><ul><li>Management Team or Employees </li></ul><ul><li>Special Type of Customer </li></ul>http://www.ripple100.com/blog/2009/08/100-ways-to-ripple-professional-services/
    4. 4. Selecting Your Campaigns <ul><li>What are the most important parts of your business for customers to know about? </li></ul><ul><li>How can you open up the most time for yourself? </li></ul><ul><li>What problems does your company face in converting sales? </li></ul>
    5. 5. Marketing Campaigns <ul><li>Identify Target Audience </li></ul><ul><li>- Who are you marketing to? </li></ul><ul><li>2.  Solutions or Gap Filling </li></ul><ul><li>        - What do you do for the customer? </li></ul><ul><li>3. Determine Added Value </li></ul><ul><li>         - How does that make a difference? </li></ul><ul><li>4. Your Differentiation Point </li></ul><ul><li>          - What makes you different? </li></ul><ul><li>5. Call to Action </li></ul><ul><li>         - What do you want the audience to do? </li></ul><ul><li>  </li></ul>
    6. 6. What makes it micro? <ul><li>Focused – one audience, one Problem, one Solution, one message </li></ul><ul><li>Fresh – frequently revitalizing your marketing </li></ul><ul><li>Authentic – genuine connection with target audience </li></ul>http://www.ripple100.com/blog/2009/11/micro-marketing-in-2010-9-reasons-why-small-is-the-new-big/
    7. 7. Social Media Makes Micro Accessible <ul><ul><li>Twitter & Micro-blogging </li></ul></ul><ul><ul><li>Email Campaigns </li></ul></ul><ul><ul><li>Facebook & Social Networks </li></ul></ul><ul><ul><li>Mobile Applications </li></ul></ul><ul><ul><li>Ripple100 Micromarketing </li></ul></ul>
    8. 8. 2010: A Year of Micromarketing <ul><li>Impact of 1 Campaign per Month </li></ul><ul><li>Sum of Campaigns = Brand </li></ul><ul><li>Unlock Your Bottlenecks </li></ul><ul><li>Numerous Conversion Points </li></ul><ul><li>Growing Web Presence </li></ul><ul><li>Ordinary to Extraordinary </li></ul>
    9. 9. What are your 100 ?
    10. 10. Ripple100 Happenings Ripplecast 2010: Ideas + App in Action ##MM2010: How to Start Micromarketing in 2010 Micromarketing for Marketers, Wed 03 March @ 1:00 http://www.ripple100.com/microsites/mm2010/
    11. 11. Demo: https://www.ripple100.com/microsite/ <ul><ul><li>Visual, Elevator, FAQs, About US </li></ul></ul><ul><ul><li>Short & Actionable </li></ul></ul><ul><ul><li>Easy to Share </li></ul></ul><ul><ul><li>Search Engine Optimized </li></ul></ul><ul><ul><li>Simple Read-Write Form </li></ul></ul><ul><ul><li>Location Based </li></ul></ul><ul><ul><li>Unlimited </li></ul></ul>