Best Marketing Practices by L. Turin


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Learn about marketing projects that got the results you are looking for and find out how they were achieved.

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Best Marketing Practices by L. Turin

  1. 2. Partial List of Services: Point-of-Purchase Displays Trade Show Event Coordination Event Management Sales Presentations Direct Mail Campaigns Project Management E-Newsletter Publishing Email Campaigns Public Relations Activities Web Design Advertising Strategic Marketing Consultation Media Buying Copywriting Web-centric Campaigns Vendor and Print Management Collateral Design and layout Channel Marketing Management
  2. 3. Web Design and Content Management 503.351.8292
  3. 4. <ul><li>Project : Distributor internet portal web site. </li></ul><ul><li>Objective: To create one web site for ten distributors. </li></ul><ul><li>Procedure: </li></ul><ul><li>Collaborated with in-house web team to host a mini-web site for distributors. </li></ul><ul><li>Each distributor linked to our web site. Background coding automatically populated the entire content to their web pages. </li></ul><ul><li>Created look-n-feel for site and all content including web copy for promotions and products, web banners and other artwork as needed. </li></ul><ul><li>Managed all content, updates and maintenance. </li></ul><ul><li>Results: Controlled content, timing of updates, and the look-n-feel. The time to update one web site over ten web sites decreased ten-fold. The quality and accuracy of communication increased dramatically. The number of links we could drove them to increased as measured by the click-throughs and sales data. </li></ul>
  4. 5. <ul><li>Project: Create an in-depth interactive, ecommerce website. </li></ul><ul><li>Objective: To establish a new product with new distributor for residential medical market. </li></ul><ul><li>Procedure: </li></ul><ul><li>Design web schematic and objectives </li></ul><ul><li>Write and edit copy, create graphics, and revise and get client approval. </li></ul><ul><li>Work with yahoo to create e-commerce and promotional activities, post and promote web site. Update as needed. </li></ul><ul><li>Results : A web presence that lent credibility and enabled new markets to open for a new product and distributorship. </li></ul>
  5. 6. <ul><li>Project : A bi-lingual training web site for professional landscapers on the safety, maintenance, & use of outdoor power equipment. </li></ul><ul><li>Objective : To showcase Shindaiwa as a leading expert in outdoor power equipment. </li></ul><ul><li>Procedure: </li></ul><ul><li>Collaborated with leading trade publication to host web site on their home page. </li></ul><ul><li>Wrote all copy and worked with translator. </li></ul><ul><li>Acquired certification credits from association for those who passed the on-line tests. </li></ul><ul><li>Managed updates and sent certificates. </li></ul><ul><li>Results: Increased visibility to a larger customer base. Elevated the image of Shindaiwa as a leader. Over 400 registrations in first month. </li></ul>
  6. 7. Trade Show Event Management 503.351.8292
  7. 8. <ul><li>Project : Tradeshow Event Coordination </li></ul><ul><li>Objective: To introduce our company to the </li></ul><ul><li>smoke detector market and announce our </li></ul><ul><li>purchase of the smoke detector business. </li></ul><ul><li>Procedure: </li></ul><ul><li>Travel to the East Coast company where the acquisition was located and sort out what booth property to keep and what to send to show. </li></ul><ul><li>Find new Booth Design House and Warehousing to make repairs, modifications and ship booth property to show. </li></ul><ul><li>Coordinate all logistics of the show including preparing press packets </li></ul><ul><li>and booth schedules. </li></ul><ul><li>Attended the show and serve as press contact. </li></ul>Results: Successfully transitioned, updated, and shipped newly acquired booth property in a very short time period.
  8. 9. <ul><li>Project: Tradeshow Event </li></ul><ul><li>Objective: To introduce to the Security </li></ul><ul><li>industry that GE acquired our company. </li></ul><ul><li>Procedure: </li></ul><ul><li>1. Change all signage on booth and create </li></ul><ul><li>new hanging banners within one </li></ul><ul><li>month following acquisition </li></ul><ul><li>2. Hired two stage performances and prepared PowerPoint for speaker. </li></ul><ul><li>3. Coordinated all logistics, traveled to show </li></ul><ul><li>and coordinated booth set-up, tear- </li></ul><ul><li>down and shipments. </li></ul><ul><li>Results: People were lined up all day to get their picture taken with the chimpanzee. The GE people were impressed on how fast and how good the booth looked given the short time frame. </li></ul>
  9. 10. Project: Tradeshow Event Objective: To introduce new products to the outdoor hand-held power equipment industry. Procedure: 1. Arrange tradeshow logistics 2. Worked with vendors to make product displays and demo units 3. Prepare press packets and booth schedule 4. Serve as booth press contact and workshop presenter. Results: Successfully updated the booth with new product demo displays and increased sales leads.
  10. 11. <ul><li>Project: Create Booth-In-A-Bag tradeshow materials, instructions, and coordinate warehousing and distribution. </li></ul><ul><li>Objective: To facilitate an easy and correct method of ordering multi-part booth materials for a variety of different tradeshow requirements. </li></ul><ul><li>Procedure: </li></ul><ul><li>Worked with Exhibit Firm to develop materials. </li></ul><ul><li>Worked with warehousing and shipping facility to set-up item numbers and fulfillment process. </li></ul><ul><li>Developed the instruction booklet shown to the right and trained sales on how to order materials. </li></ul><ul><li>Results: The on-line item tracking numbers expedited ordering and the instruction booklet made it easier for sales to order. Resulting in less confusion and materials being returned and shipped more expediently. </li></ul>
  11. 12. Collateral Design …with a web-centric approach 503.351.8292
  12. 13. <ul><li>Project : A direct mail brochure, CD, and web site. </li></ul><ul><li>Objective: To target customers who have purchased one of the top 20 products and renew loyalty to the brand of past commercial product customers. </li></ul><ul><li>Procedure: </li></ul><ul><li>Created idea for ” Top 20 Hits” campaign. </li></ul><ul><li>Produced brochure with CD that took recipient to a unique URL address to learn about products while playing a “game” to win a Bose Wave Radio TM . </li></ul><ul><li>Tipped brochure into trade publication and sent to existing customer list. </li></ul><ul><li>Self-registered web leads sent to sales. </li></ul><ul><li>Results: Provided trackable, verifiable hot leads to sales which turned into renewed sales for top products. </li></ul>Below is an e-newsletter article sent to sales describing in detail the campaign, the brochure, and how the contest worked .
  13. 14. <ul><li>Project : A large format 8.5 x 11 color brochure </li></ul><ul><li>Objective: To develop a brochure about a couple to send to adoption agencies. </li></ul><ul><li>Procedure: </li></ul><ul><ul><li>1. Developed several designs for client’s approval. </li></ul></ul><ul><ul><li>2. Wrote and edited copy. </li></ul></ul><ul><ul><li>3. Laid out brochure and created PDF for adoption web sites. </li></ul></ul><ul><li>Results: Printed brochures and PDFs were sent to adoption agencies and the couple successfully adopted not one but two girls from the same mother. </li></ul>FRONT BACK INSIDE
  14. 15. Project: E-Newsletter, An update from Marketing Communications Objective: To Communicate with Internal customer interfacing groups about all the latest Marketing Communication activities, promotions, sales materials available, etc. Procedure: 1. Create and send html email with brief summary of e-newsletter content and link to e-newsletter. 2. Create e-newsletter on intranet. Edit copy and create links. 3. Links include downloadable PDFs of brochures that sales can send to customers in email. Part numbers link to product web pages, names link to product manager’s email, etc. Results: A very educated sales force that gives sales the tools to serve the customer with better quality service.
  15. 16. <ul><li>Project : Photo Shoot and Sales Brochure </li></ul><ul><li>Objective: To develop a proposal for a sports sponsorship. </li></ul><ul><li>Procedure: </li></ul><ul><ul><li>Took client photo shown above for his sports press promotions. </li></ul></ul><ul><ul><li>Created sales material shown at right for client to pitch a sports contract. </li></ul></ul><ul><li>Results: Client won a large sports announcing contract. </li></ul>
  16. 19. Channel Marketing Management 503.351.829 2
  17. 20. <ul><li>Project: Distributor Sales Promotions </li></ul><ul><li>Objective: To increase sales </li></ul><ul><li>Procedure: </li></ul><ul><li>Created theme and html email (samples pictured here) for themed promotions. </li></ul><ul><li>Created games and acquired prizes. </li></ul><ul><li>Identified target baseline and goals for sales bonus </li></ul><ul><li>Worked closely with sales to run promotion, track results and report the ROI. </li></ul><ul><li>Results: The excitement of the games and prizes increased sales. </li></ul>
  18. 21. <ul><li>Project: Distributor Floor Day Promotion with games and prizes. </li></ul><ul><li>Objective: To increase sales at Tech Data Distribution for specific SKUs. </li></ul><ul><li>Procedure: </li></ul><ul><li>Created html email (pictured at right) for themed promo. </li></ul><ul><li>Created games and acquired prizes. </li></ul><ul><li>Identified target baseline and goals for sales bonus </li></ul><ul><li>Went to Tech Data to run promotion on the sales floor. </li></ul><ul><li>Results: The excitement of the games and prizes increased sales. </li></ul>
  19. 22. <ul><li>Project: Create frequent communication using a variety of vehicles to reach distributors and resellers. </li></ul><ul><li>Objective: Grab attention and “mind share” of sales so they are excited and understand clearly the promotions, pricing, new products, and other marketing programs running. </li></ul><ul><li>Procedure: </li></ul><ul><li>Worked with Channel Marketing team to create quarterly promotion with theme and contest </li></ul><ul><li>Created web copy, html emails, web banners, floor days, and e-newsletters, etc. </li></ul><ul><li>Results: Increased sales! </li></ul>E-NEWSLETTERS SALES CONTESTS WEB BANNERS
  20. 23. <ul><li>Project: HTML Emails </li></ul><ul><li>Objective: To promote sales of products through a themed promotion. </li></ul><ul><li>Procedure: </li></ul><ul><li>Wrote copy </li></ul><ul><li>Created promotion along with visual scheme and laid out html email. </li></ul><ul><li>Worked with outside sales and distributor to coordinate promotion approvals. </li></ul><ul><li>Results: The email was sent to distributor sales people that incented them to sell products to win a home theatre package. The email linked to product pages and InFocus web site to track sales. Sales were so strong the promotion was extended and another home theater was given away. </li></ul>
  21. 24. Advertising… Creation and Media Management 503 . 351 . 8292
  22. 25. <ul><li>Project: Advertising Campaign using co-op funding </li></ul><ul><li>Objective: To promote Intel network product and various Distributors using distributor/Intel co-op funding. </li></ul><ul><li>Procedure: </li></ul><ul><li>Sought approval for ad campaign. The idea of Intel creating ads for distributors was not tried before to protect Intel’s branding policies. However, approval was given because the ads looked like they came from the distributors. </li></ul><ul><li>Worked closely with outside ad agency in approving concepts, editing copy, and attending photo shoots. </li></ul><ul><li>Results: Intel controlled the quality, content, and placement of Distributor ads for the first time using co-op dollars. </li></ul>
  23. 26. <ul><li>This partial client list shows broad experience in marketing products and services for security, high-tech, manufacturers, government, hospitality, industrial and retail. </li></ul>
  24. 27. <ul><li>Turin Communications provides complete marketing communication services. We help to define your marketing needs and develop attainable goals. We are committed to great quality and service aimed at getting the results you require. </li></ul>