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The Secret Ingredients to Marketing on a Small Budget


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How do you prioritize and make marketing decisions that will have an impact on your business if you have limited funds? This presentation will walk you through the steps to identify goals, develop strategies, and determine best uses of your marketing dollars.

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The Secret Ingredients to Marketing on a Small Budget

  1. 1. The Secret Ingredients to Marketing on a Small Budget Duluth Area Chamber of Commerce Presented by WestmorelandFlint October 23, 2009
  2. 2. <ul><li>Laura Sieger </li></ul><ul><li>Vice President, WestmorelandFlint </li></ul><ul><li>My Background </li></ul><ul><li>20 years in marketing and public relations </li></ul><ul><li>Nonprofits: education, tourism, service organizations </li></ul><ul><li>Agency: health care, finance, aviation, retail, tourism, power, manufacturing, nonprofits, economic development </li></ul>Introduction
  3. 3. <ul><li>Strategic Direction Interactive </li></ul><ul><li>Communications Planning Creative Services </li></ul><ul><li>Brand Development Public Relations </li></ul><ul><li>Media Services Event Planning </li></ul><ul><li>Audio Visual Research </li></ul><ul><li>Automated Marketing Direct Marketing </li></ul><ul><li>Social Media </li></ul>Core Capabilities
  4. 4. <ul><li>The challenges and opportunities in marketing today </li></ul><ul><li>What’s all the hype about social media </li></ul><ul><li>Planning ensures best results </li></ul><ul><li>Measuring the results </li></ul>Agenda
  5. 5. The New Media Landscape
  6. 6. It used to be easy… TV a world of LIMITED options PUSHED to mass consumers Radio Print Outdoor
  7. 7. It used to be easy… <ul><li>In 1965, 80% of adults in the U.S. could be reached with three 60-second TV spots </li></ul><ul><li>Day-after recall score for 60-second prime-time commercials was 40% </li></ul>
  8. 8. Now, it’s not so easy <ul><li>In 2002, it took 117 prime time commercials to produce the same result </li></ul><ul><li>In 2005, typical day-after recall score for a 30-second spot was less than 20% </li></ul>
  9. 9. It’s not so easy anymore. 2004 Friends – Series Finale 12.8 Nielsen rating Most-watched show in 4 years 1986 Head of the Class 12.8 Nielsen rating #40 show that year
  10. 10. The Direction of the Relationship Broadcast TV Cable TV DVRs/VOD IPTV Video Search Digital Radio Satellite Radio Podcasting Internet Print Blogs Outdoor Text Messaging Mobile Phones a world of INFINITE options PULLED by individual consumers
  11. 11. The Result = The Ultimate Consumer <ul><ul><li>Control </li></ul></ul><ul><ul><li>Choice </li></ul></ul><ul><ul><li>Customization </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul>
  12. 12. Advertising has become… digital personal controllable = TARGETED
  13. 13. What’s all the hype about social media?
  14. 14. “ Reliance and trust in nontraditional sources—meaning everyday people, their friends, their networks, the network they’ve created around them—has a much greater influence on their behaviors than traditional advertising.” – Jack McKenzie, Millennials Strategy Group
  15. 15. What is social media? <ul><li>The technologies and practices that people </li></ul><ul><li>use to share content, opinions, insights, </li></ul><ul><li>experiences, perspectives and media itself. </li></ul>
  16. 16. By the numbers… <ul><li>Technorati is currently tracking over 120 million blogs </li></ul><ul><li>More than 100 million videos a day are being watched on the video sharing site YouTube </li></ul><ul><li>13 hours of video uploaded to YouTube – every minute </li></ul><ul><li>If Facebook were a country, it would be the 4th largest in the world </li></ul>
  17. 17. By the numbers… <ul><li>Google had more than 634 million unique visitors in May of 2008 </li></ul><ul><li>There are over 20 million active Twitter users in the U.S. </li></ul>
  18. 18. Why should you care? <ul><li>These are your consumers and this is where they are spending their time. </li></ul><ul><li>You need to talk to them (and listen) where they are, not where you want them to be. </li></ul>
  19. 19. Emerging Media Behavior Reinforcing the notion that it is now the consumers’ dialogue, users are creating their own branded content Fueled by near ubiquitous penetration, the mobile phone is taking on new messaging usage and functional applications Driven by a strong need for self-expression and connection with others, social networks have proliferated Online video has proliferated, and users are actively creating, posting and sharing video of all stripes Gaming now dominates the living room and PC, and is making its way into mobile—across nearly all demos Video Sharing Mobile Lifestyle Social Media User-Generated Content Gaming
  20. 20. An Integrated Approach: Communications Planning
  21. 21. Map a Route to Success Without a plan With a plan
  22. 22. <ul><li>Includes </li></ul><ul><ul><li>Business objectives and strategies </li></ul></ul><ul><ul><li>Key drivers </li></ul></ul><ul><ul><li>Brand character and tone </li></ul></ul><ul><ul><li>Target audience and insights </li></ul></ul><ul><ul><li>Competition </li></ul></ul><ul><ul><li>Key messages </li></ul></ul><ul><ul><li>Communication objectives, strategies and tactics </li></ul></ul><ul><ul><li>Timeline, measurement and budget </li></ul></ul>Communications Planning
  23. 23. Business Objectives and Strategies <ul><li>What are the company’s revenue/growth goals? These are measureable targets (3 to 5 is best). </li></ul><ul><ul><li>Increasing membership/enrollment by XX% over 12 months </li></ul></ul><ul><ul><li>Acquire three new clients in XX months </li></ul></ul><ul><ul><li>Increase revenue by XX% in XXX product in 6 months </li></ul></ul>
  24. 24. Key Drivers <ul><li>What influences the ability to meet business objectives? </li></ul><ul><li>Are there barriers to overcome? Internal? External? </li></ul><ul><li>Hint: There is no magic marketing solution to overcome poor customer or brand experience. </li></ul>
  25. 25. Brand Character and Tone <ul><li>What makes your organization unique? </li></ul><ul><li>What is the personality of the brand? </li></ul><ul><li>What do people think of the brand? </li></ul><ul><li>How does your organization want to be seen? </li></ul><ul><li>Hint: Your brand is not the best people, best service, best products. </li></ul>
  26. 26. Target Audience and Insights <ul><li>Who are the primary and secondary audiences? </li></ul><ul><li>What are their personalities, ages, likes/dislikes? </li></ul><ul><li>What are the key perceptions/misperceptions? </li></ul><ul><li>How do current customers make decisions regarding a product/service? </li></ul><ul><li>What drives them? </li></ul><ul><li>How/why do they choose the product/service? </li></ul><ul><li>Hint: Your audience is not everyone. You need to be selective. </li></ul>
  27. 27. Competition <ul><li>Who is your competition? </li></ul><ul><li>How does your product/service differ from that of the competition? </li></ul>
  28. 28. Key Messages <ul><li>Tone should reflect your brand character. </li></ul><ul><ul><ul><li>Humorous, conversational, approachable, thought leader </li></ul></ul></ul><ul><li>Need to engage your audience, not speak at them, down to them or threaten them. </li></ul><ul><li>What’s the one thing you want people to walk away with? </li></ul><ul><li>Hint: People don’t want to hear everything you want to tell them. It’s about what they want. </li></ul>
  29. 29. Communications Objectives, Strategies and Tactics <ul><ul><ul><li>What is the response the company/organization wants from key constituencies—customers, employees, prospects, shareholders, media? </li></ul></ul></ul><ul><ul><ul><li>How will the company/organization communicate to change or create perceptions/beliefs? </li></ul></ul></ul><ul><ul><ul><li>What specific tactics will be used to achieve the overall strategy/communicate key messages to defined target audiences? </li></ul></ul></ul>
  30. 30. Plan Implementation <ul><li>What is the timeline and budget for accomplishing? </li></ul><ul><li>Who is responsible for which tactic? What is the timeline for completion? </li></ul><ul><li>Are there some tactics that are dependent on others? </li></ul>
  31. 31. Building Your Plan <ul><li>Identify 3 to 5 measurable targets </li></ul><ul><li>Understand your audience; if you don’t know ask current customers or conduct research </li></ul><ul><li>Base your measurement on targets </li></ul><ul><ul><li>AAU Research </li></ul></ul><ul><ul><li>How did you hear about us? </li></ul></ul><ul><ul><li>Google analytics </li></ul></ul>
  32. 32. Worry about the tools last, not first.
  33. 33. B2B marketers who focus myopically on the tools—as they contemplate whether to start a blog or advertise on social networking sites—will fail to recognize and follow the practices and disciplines needed to embrace communities.
  34. 34. Where Do I Start?
  35. 35. Listen, Monitor and Understand <ul><li>Customer feedback and surveys </li></ul><ul><li>Analytics – Google and other </li></ul><ul><li>Social media monitoring </li></ul><ul><li>Primary and/or secondary research </li></ul>
  36. 36. Start with your goals, not the tools. <ul><li>Develop a plan; access others for perspective </li></ul><ul><li>Implement </li></ul><ul><li>Review and measure </li></ul><ul><li>Hint: It’s about reaching the right people, at the right time, with the right message. </li></ul>
  37. 37. Some Basic Ingredients <ul><li>Website </li></ul><ul><ul><li>SEO, user-centric, interactive, benefits, scannable </li></ul></ul><ul><li>Conversation Piece </li></ul><ul><ul><li>Brochure, business cards </li></ul></ul><ul><li>Advertising </li></ul><ul><ul><li>Consider target audience: ages, demographics, geographics, psychographics </li></ul></ul>
  38. 38. Some Basic Ingredients <ul><li>Public Relations (relationship building) </li></ul><ul><ul><li>Earned media, events, loyalty programs </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Facebook, YouTube, Twitter, LinkedIn, Blog </li></ul></ul><ul><li>Automated Email Marketing/Direct Marketing </li></ul><ul><ul><li>Campaigns, relationship building </li></ul></ul>
  39. 39. What can you do today?