Sales and Marketing     Bootcamp     27th June 2012
This is me!
This is me!
This is me!
TheThis is    Singleton me!      Consultancy
TheThis is    Singleton me!      Consultancy
We called ita BOOTCAMP   for a  reason!
This is aworkshop!
Structure of presentation• Market Trends• Sales / Marketing Tips• Case study• Interactive element• Summary
Trend No. 1
Realignment of world economy
Trend No. 2
We are at the start  of TheDigital Age
Trend No. 3
Globalisati   on ofmarketing
Trend No. 4
Growth of media channels
Impacts of these trends?
Morecompetition
Pressureoncosts
Morecomplexmediaworld
Speedofchangeisincreasing
If you don’t believe me, listen to              Mary!
It makesyou wantto listento yourINNERCHILD!
It makesyou wantto listento yourINNERCHILD!
Chinese Proverb:“A crisis is an opportunity riding thedangerous wind.”
Tip 1
Think morestrategically about your business…..
A sales approach..Strategy     Execution Marketing    Sales
Ask yourself tough questions
Ask yourself tough questions• What makes you unique?
Ask yourself tough questions• What makes you unique?• Why would someone want to engage with  you?
Ask yourself tough questions• What makes you unique?• Why would someone want to engage with  you?• What are your strengths...
Ask yourself tough questions• What makes you unique?• Why would someone want to engage with  you?• What are your strengths...
Ask yourself tough questions• What makes you unique?• Why would someone want to engage with  you?• What are your strengths...
Taketime to think  anddebate   thefutureoptions
Tip 2
Think morestrategically aboutyour marketing…..
Strategic Marketing FrameworkAsk yourself:
Strategic Marketing FrameworkAsk yourself:Where are we now?(situational analysis)
Strategic Marketing FrameworkAsk yourself:Where do we want     to be?   (strategy)
Strategic Marketing FrameworkAsk yourself:     How do we get        there?       (tactics)
Strategic Marketing FrameworkAsk yourself:How do we knowonce we are there?(measure)
Strategic Marketing FrameworkAsk yourself:And where are wenow (re-assess)
Tip 3
Decide on theright Platforms
Ensure you have a clearunderstanding of all the key social           channels
Tip 4
Set Goals
Tip 5
Learn
We now live in an “knowledge”         economy…
Lots of great online resources
Tip 6
Make sure yourwork isvisible
Improve yoursearch rankings
Tip 7
Be interesting andthen social media is        easy
Tip 8
Make your website the hub of your         digital activity
Tip 9
the steps….• Define a strategy for Twitter & Social Media Platforms• Target audience (creatives, clients, industry people,...
Tip 10
Maximise your online   connections…
Tip 11
Measuremen     t.
Tip 12
If you a strong company culture….
Ensure that it’s online too!!
Tip 13
Integrate social media with the rest     of your marketing activity
Integrate• Include your social links on your website,  newsletter, staff email signature, etc.• Research and find out wher...
Tip 14
Be persistent and keep engaging
• Frequency• Don’t be too repetitive• Don’t spread yourself too thin• Always follow up post  marketing activities
Tip 15
Buildrelationships
Tip 15
Have astrongvisualidentity
Tip 16
Online PR /Directories
Covering the basics!
Getmemedia.com• THE place for brands and their agencies to find media, marketing and  sponsorship ideas• Over 15,000 opted...
• Have your work seen by our  audience of over 15,000  marketers- all of whom regularly  access GMM as a source of ideas  ...
• Have your work seen by our  audience of over 15,000  marketers- all of whom regularly  access GMM as a source of ideas  ...
Tip 17
Assign responsibility either internally orexternally to run the marketing activities
Ensure that company-wide everyone knowswhat you are doing and why
Set a company tone of voice for         consistency
Ensure ongoing, regular and newsworthycontent is issued at least once a month
Tip 18
REACT
React to the results     and data
Re-adjust yourmarketing activitiesbased on the results
Re-adjust communication  based on insight, for example: use the socialmedia comments posted   in your next email    commun...
Always follow up postmarketing activity
Tip 19
User experience
DESTINATION IMPACT  CALL TO ACTIONWHAT DO WE WANT PEOPLE TO DO?CONSIDER VISITOR   RETENTION  ALL SECTIONS
Tip 20
Insight
Use analytical packagesto gain insight into how  visitors engage with           you
Consider Google Analytics to understandhow many visitors visit your website
Consider social media analyticalpackages to understand how visitors         interact with you
Consider email broadcasting solutions tounderstand what happens after you sendan email and to know who to follow upwith
Case Study
Film production company, SALT.TV    recently employed a digitalmarketing consultancy to develop  and execute its digital s...
In just three months, they achieved thefollowing:
1) There were 3,126 visits to thewebsite of which 50% is due to searchengine optimisation, 34% is directtraffic and 16% is...
2) PR: Monthly homepage and newslettereditorial coverage in Beak Street Bugle,SourceEcreative, Shots, SohoSoho and LittleB...
3) Social Media: 10% increase in re-tweets,followers and mentions across LinkedIn,YouTube, Twitter, Facebook and Pinterest
4) Email Communication: Emailcommunication issued in Mayresulted in 40% clicks from targetaudience resulting in over 100vi...
S.E.O results beforeBefore digital marketing activity              No Visitors
S.E.O results afterAfter three months of digital marketing activity      Marketing Activity
PR exposure           in May 2012SohoSoho  Beak Street Bugle  Little  Black  Book
PR Online Referrals
Social Media Re-tweets
Email Campaign Stats
Video viewer stats driven by digital marketing activities
Results: what it means
Results: what it means• By investing in digital marketing activities – they  have gained industry and market insight into:
Results: what it means• By investing in digital marketing activities – they have  gained industry and market insight into:...
Results: what it means• By investing in digital marketing activities – they have  gained industry and market insight into:...
Results: what it means• By investing in digital marketing activities – they have  gained industry and market insight into:...
•••••
Interactive  Session
Commit to 5 things that you are going to do differently or better in the next 2-3 months?
Summary
The future is already       here, it is justunevenly distributed.               William Gibson
However its still about  relationships….
Success is just around the corner
Thank you!
The       Singleton      Consultancyseansingleton66@gmail.com       @paulpingles
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Apa v5

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Presentation to the APA (Advertising Producers Association) on how to improve their sales and marketing activities.

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  • Define audience and identify influencers Define objectives Set reasonable expectations Measure the results every month Adjust and feedback into the marketing strategy – what are people saying about you? How can you best harness this information in your communication strategy?
  • Define audience and identify influencers Define objectives Set reasonable expectations Measure the results every month Adjust and feedback into the marketing strategy – what are people saying about you? How can you best harness this information in your communication strategy?
  • In the right places (context). Use a medium that your target market uses.
  • And your marketing activity such as PR, email communication etc
  • 15,000 members. 13,000 uniques in May 2012, website used by marketers to uncover new routes to market, helps them do their jobs better.
  • Apa v5

    1. 1. Sales and Marketing Bootcamp 27th June 2012
    2. 2. This is me!
    3. 3. This is me!
    4. 4. This is me!
    5. 5. TheThis is Singleton me! Consultancy
    6. 6. TheThis is Singleton me! Consultancy
    7. 7. We called ita BOOTCAMP for a reason!
    8. 8. This is aworkshop!
    9. 9. Structure of presentation• Market Trends• Sales / Marketing Tips• Case study• Interactive element• Summary
    10. 10. Trend No. 1
    11. 11. Realignment of world economy
    12. 12. Trend No. 2
    13. 13. We are at the start of TheDigital Age
    14. 14. Trend No. 3
    15. 15. Globalisati on ofmarketing
    16. 16. Trend No. 4
    17. 17. Growth of media channels
    18. 18. Impacts of these trends?
    19. 19. Morecompetition
    20. 20. Pressureoncosts
    21. 21. Morecomplexmediaworld
    22. 22. Speedofchangeisincreasing
    23. 23. If you don’t believe me, listen to Mary!
    24. 24. It makesyou wantto listento yourINNERCHILD!
    25. 25. It makesyou wantto listento yourINNERCHILD!
    26. 26. Chinese Proverb:“A crisis is an opportunity riding thedangerous wind.”
    27. 27. Tip 1
    28. 28. Think morestrategically about your business…..
    29. 29. A sales approach..Strategy Execution Marketing Sales
    30. 30. Ask yourself tough questions
    31. 31. Ask yourself tough questions• What makes you unique?
    32. 32. Ask yourself tough questions• What makes you unique?• Why would someone want to engage with you?
    33. 33. Ask yourself tough questions• What makes you unique?• Why would someone want to engage with you?• What are your strengths, weaknesses, opportunities and threats?
    34. 34. Ask yourself tough questions• What makes you unique?• Why would someone want to engage with you?• What are your strengths, weaknesses, opportunities and threats?• Is there an opportunity to reinvent the business?
    35. 35. Ask yourself tough questions• What makes you unique?• Why would someone want to engage with you?• What are your strengths, weaknesses, opportunities and threats?• Is there an opportunity to reinvent the business?• Can you focus on a specialism?
    36. 36. Taketime to think anddebate thefutureoptions
    37. 37. Tip 2
    38. 38. Think morestrategically aboutyour marketing…..
    39. 39. Strategic Marketing FrameworkAsk yourself:
    40. 40. Strategic Marketing FrameworkAsk yourself:Where are we now?(situational analysis)
    41. 41. Strategic Marketing FrameworkAsk yourself:Where do we want to be? (strategy)
    42. 42. Strategic Marketing FrameworkAsk yourself: How do we get there? (tactics)
    43. 43. Strategic Marketing FrameworkAsk yourself:How do we knowonce we are there?(measure)
    44. 44. Strategic Marketing FrameworkAsk yourself:And where are wenow (re-assess)
    45. 45. Tip 3
    46. 46. Decide on theright Platforms
    47. 47. Ensure you have a clearunderstanding of all the key social channels
    48. 48. Tip 4
    49. 49. Set Goals
    50. 50. Tip 5
    51. 51. Learn
    52. 52. We now live in an “knowledge” economy…
    53. 53. Lots of great online resources
    54. 54. Tip 6
    55. 55. Make sure yourwork isvisible
    56. 56. Improve yoursearch rankings
    57. 57. Tip 7
    58. 58. Be interesting andthen social media is easy
    59. 59. Tip 8
    60. 60. Make your website the hub of your digital activity
    61. 61. Tip 9
    62. 62. the steps….• Define a strategy for Twitter & Social Media Platforms• Target audience (creatives, clients, industry people, etc)• Objectives• Tie-in to overall social media strategy• How does it relate to your company?• Tie-in to overall marketing strategy• Twitter policies?• Twitter persona?• Measure the outcome and continuously adjust
    63. 63. Tip 10
    64. 64. Maximise your online connections…
    65. 65. Tip 11
    66. 66. Measuremen t.
    67. 67. Tip 12
    68. 68. If you a strong company culture….
    69. 69. Ensure that it’s online too!!
    70. 70. Tip 13
    71. 71. Integrate social media with the rest of your marketing activity
    72. 72. Integrate• Include your social links on your website, newsletter, staff email signature, etc.• Research and find out where your target audience is• Shout about your recommendations• Engage with your audience
    73. 73. Tip 14
    74. 74. Be persistent and keep engaging
    75. 75. • Frequency• Don’t be too repetitive• Don’t spread yourself too thin• Always follow up post marketing activities
    76. 76. Tip 15
    77. 77. Buildrelationships
    78. 78. Tip 15
    79. 79. Have astrongvisualidentity
    80. 80. Tip 16
    81. 81. Online PR /Directories
    82. 82. Covering the basics!
    83. 83. Getmemedia.com• THE place for brands and their agencies to find media, marketing and sponsorship ideas• Over 15,000 opted-in members encompassing marketers at brands and media, creative and PR agencies• Media owners, sponsorship rights holders and many others use GMM as a way to get their offering in front of our highly targeted audience
    84. 84. • Have your work seen by our audience of over 15,000 marketers- all of whom regularly access GMM as a source of ideas for their brand activity• 13,000 unique visitors in May 2012. Solely used by people responsible for UK marketing budgets• Our communications are received by over 15,000 marketers- perfect way to get your work in front of decision makers• 12mth packages start from as little as £850 + VAT. 20% discount for all APA members
    85. 85. • Have your work seen by our audience of over 15,000 marketers- all of whom regularly access GMM as a source of ideas for their brand activity• 13,000 unique visitors in May 2012. Solely used by people responsible for UK marketing budgets• Our communications are received by over 15,000 marketers- perfect way to get your work in front of decision makers• 12mth packages start from as little as £850 + VAT. 20% discount for all APA members
    86. 86. Tip 17
    87. 87. Assign responsibility either internally orexternally to run the marketing activities
    88. 88. Ensure that company-wide everyone knowswhat you are doing and why
    89. 89. Set a company tone of voice for consistency
    90. 90. Ensure ongoing, regular and newsworthycontent is issued at least once a month
    91. 91. Tip 18
    92. 92. REACT
    93. 93. React to the results and data
    94. 94. Re-adjust yourmarketing activitiesbased on the results
    95. 95. Re-adjust communication based on insight, for example: use the socialmedia comments posted in your next email communication
    96. 96. Always follow up postmarketing activity
    97. 97. Tip 19
    98. 98. User experience
    99. 99. DESTINATION IMPACT CALL TO ACTIONWHAT DO WE WANT PEOPLE TO DO?CONSIDER VISITOR RETENTION ALL SECTIONS
    100. 100. Tip 20
    101. 101. Insight
    102. 102. Use analytical packagesto gain insight into how visitors engage with you
    103. 103. Consider Google Analytics to understandhow many visitors visit your website
    104. 104. Consider social media analyticalpackages to understand how visitors interact with you
    105. 105. Consider email broadcasting solutions tounderstand what happens after you sendan email and to know who to follow upwith
    106. 106. Case Study
    107. 107. Film production company, SALT.TV recently employed a digitalmarketing consultancy to develop and execute its digital strategy.
    108. 108. In just three months, they achieved thefollowing:
    109. 109. 1) There were 3,126 visits to thewebsite of which 50% is due to searchengine optimisation, 34% is directtraffic and 16% is due to onlinereferrals
    110. 110. 2) PR: Monthly homepage and newslettereditorial coverage in Beak Street Bugle,SourceEcreative, Shots, SohoSoho and LittleBlack Book has resulted in 16% new visitorsdirected to their website
    111. 111. 3) Social Media: 10% increase in re-tweets,followers and mentions across LinkedIn,YouTube, Twitter, Facebook and Pinterest
    112. 112. 4) Email Communication: Emailcommunication issued in Mayresulted in 40% clicks from targetaudience resulting in over 100views globally
    113. 113. S.E.O results beforeBefore digital marketing activity No Visitors
    114. 114. S.E.O results afterAfter three months of digital marketing activity Marketing Activity
    115. 115. PR exposure in May 2012SohoSoho Beak Street Bugle Little Black Book
    116. 116. PR Online Referrals
    117. 117. Social Media Re-tweets
    118. 118. Email Campaign Stats
    119. 119. Video viewer stats driven by digital marketing activities
    120. 120. Results: what it means
    121. 121. Results: what it means• By investing in digital marketing activities – they have gained industry and market insight into:
    122. 122. Results: what it means• By investing in digital marketing activities – they have gained industry and market insight into: – Which company and individuals are reviewing what portfolio of work to strategically engage with
    123. 123. Results: what it means• By investing in digital marketing activities – they have gained industry and market insight into: – Which company and individuals are reviewing what portfolio of work to strategically engage with – Which types of company visit the website by sector to enable them to identify new opportunities for future growth
    124. 124. Results: what it means• By investing in digital marketing activities – they have gained industry and market insight into: – Which company and individuals are reviewing what portfolio of work to strategically engage with – Which types of company visit the website by sector to enable them to identify new opportunities for future growth – Which marketing activity is driving prospects to the website to continuously re-invest in effective digital marketing activities
    125. 125. •••••
    126. 126. Interactive Session
    127. 127. Commit to 5 things that you are going to do differently or better in the next 2-3 months?
    128. 128. Summary
    129. 129. The future is already here, it is justunevenly distributed. William Gibson
    130. 130. However its still about relationships….
    131. 131. Success is just around the corner
    132. 132. Thank you!
    133. 133. The Singleton Consultancyseansingleton66@gmail.com @paulpingles

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