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Integrated Marketing for Start-ups and Small Businesses

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Presented at the Social Media Integration Conference at Kennesaw State University in Kennesaw, GA - Sept 2011

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Integrated Marketing for Start-ups and Small Businesses

  1. 1. Integrated Marketingfor Startups + Micro-Businesses #SMIATLIM<br />Integrated Marketing for Start-Ups and Micro-Businesses<br />by Jacqui Chew<br />@jacquichew/ @iFusionMktg<br />jacqui@ifusionmarketing.com<br />
  2. 2. ©2011 iFusion Marketing LLC<br />Concepts & Constructs<br />Case Studies<br />Questions<br />
  3. 3. When it all started…<br />©2011 iFusion Marketing LLC<br />
  4. 4. Better Brand Recognition<br />Photo credit: http://tomberenger.tumblr.com/post/1105728606/lookin-back-cheers-movie-star-tom-berenger<br />
  5. 5. ©2011 iFusion Marketing LLC<br />Better Brand Recognition<br />Photo credit: http://foreverdc.com/tag/gaga/<br />
  6. 6. ©2011 iFusion Marketing LLC<br />Better Brand <br />Credibility<br />
  7. 7. ©2011 iFusion Marketing LLC<br />Better Profitability<br />
  8. 8. ©2011 iFusion Marketing LLC<br />More Competitive<br />
  9. 9. What is Integrated Marketing?<br />©2011 iFusion Marketing LLC<br />
  10. 10. Marketing Tactics<br />
  11. 11. Common Practice<br />Creative <br />Planning <br />3<br />Brand Identity/<br />Message Dev<br />2<br />Marketing Tactics<br />Goal Setting <br />based on<br /> Unique Value <br />Proposition<br />1<br />Communication<br /> Planning<br />2<br />Media<br /> Planning<br />3<br />
  12. 12. ©2008 iFusion Marketing LLC<br />Or is it?<br />Consistent branding and messaging across tactics. Or is there more to it?<br />
  13. 13. IMC = Customer-Centric Marketing<br />Creative <br />Planning <br />Competitors<br />Brand Identity/<br />Message Dev<br />Marketing Tactics<br />Customers<br />Goal Setting <br />based on<br /> Unique Value <br />Proposition<br />Communication<br /> Planning<br />Company<br />Media<br /> Planning<br />
  14. 14. Start with Developing Personas<br />©2008 iFusion Marketing LLC<br />
  15. 15. Encourage the Right User Behavior<br />©2011 iFusion Marketing LLC<br />iPad ads focus on content consumption and very rarely show users typing. <br />Reason: typing is awkward and uncomfortable; a design flaw<br />
  16. 16. Encourage the Right User Behavior<br />©2011 iFusion Marketing LLC<br />Lamborghini Gallardo<br />Base Price: $201,000<br />
  17. 17. Match Persona to Channels<br />©2011 iFusion Marketing LLC<br />Advertising<br /><ul><li>OOH
  18. 18. Online</li></ul>Marie Claire<br />Glamour<br />Promotions<br /><ul><li>Facebook
  19. 19. Brand </li></ul>partnerships<br />Michelle B.<br /><ul><li>Single, 28 year-old paralegal in Minneapolis
  20. 20. Annual income: $49,000
  21. 21. Spends ~ $5,000/year on clothes
  22. 22. Fashion current
  23. 23. Prefers variety over quality
  24. 24. Enjoys bargain shopping with friends
  25. 25. Go-to fashion advisor
  26. 26. Price points: $25 - $75/piece
  27. 27. Active Facebook user; inclined to be vocal about customer service
  28. 28. Very tech savvy; watches no TV</li></ul>PR<br /><ul><li>Similar </li></ul>media list<br /><ul><li>Product </li></ul>reviews<br />Social<br /><ul><li>Blogger </li></ul>Outreach<br /><ul><li>Co-creation</li></ul> via <br /><ul><li>Facebook</li></ul>Mobile<br /><ul><li>Flash sales</li></li></ul><li>Match Persona to Channels<br />©2011 iFusion Marketing LLC<br />Advertising<br /><ul><li>OOH
  29. 29. Print</li></ul>Elle<br />Simple<br />(QR Code)<br />Promotions<br /><ul><li>Partner </li></ul>w/ magazines<br /><ul><li>Brand </li></ul>partnerships<br />Janet M.<br /><ul><li>42 year-old tax consultant in New York City
  30. 30. Mom w/ 2 kids
  31. 31. Annual income: $125,000
  32. 32. Spends ~ $7,000/year on clothes
  33. 33. Likes to be fashion current
  34. 34. Prefers quality over quantity
  35. 35. Buys a few pieces each season to update wardrobe
  36. 36. Price points: $50 - $100 per piece
  37. 37. Uses Facebook to connect with family
  38. 38. Watches certain TV dramas
  39. 39. Moderately tech savvy</li></ul>PR<br /><ul><li>Similar </li></ul>media list<br /><ul><li>Product </li></ul>reviews<br />Social<br /><ul><li>Facebook</li></ul> offers <br />Mobile<br /><ul><li>Mobile</li></ul> coupons<br /><ul><li>QR code-centric</li></ul> contests<br /> in OOH<br />
  40. 40. ©2011 iFusion Marketing LLC<br />Customer-Centric IMC Virtuous Cycle<br />Ongoing Monitoring<br />Ongoing Monitoring<br />
  41. 41. Case Studies<br />©2011 iFusion Marketing LLC<br />
  42. 42. Case Study #1Direct Response w/ purl<br />©2011 iFusion Marketing LLC<br />
  43. 43. Case Study: Nissan Dealership<br /><ul><li>Target Audience: 4850 customers (not visited dealership for > 24 months)
  44. 44. Objective: motivate customers to schedule service appointment
  45. 45. Offer: free oil change/discounted rates</li></ul>©2011 iFusion Marketing LLC<br />
  46. 46. Campaign Elements<br />©2011 iFusion Marketing LLC<br />1<br />4<br />Customers<br />3<br />2<br />
  47. 47. The Postcard<br />©2011 iFusion Marketing LLC<br />
  48. 48. The pURL<br />©2011 iFusion Marketing LLC<br />
  49. 49. The Offer<br />©2011 iFusion Marketing LLC<br />
  50. 50. The Results<br /><ul><li>Sent:
  51. 51. 4850 (postcards)
  52. 52. 3089 (emails)
  53. 53. Visited pURL: 161
  54. 54. Appointments made: 61 (first 2 weeks)
  55. 55. 35.6% of those who visited pURL scheduled an appointment
  56. 56. Total revenue generated from parts/labor sales:
  57. 57. If last visit > 9 months - $27,878 (655% ROI)
  58. 58. If last visit >12 months - $19,882 (467% ROI)</li></ul>Total ROI > 485%<br />©2011 iFusion Marketing LLC<br />
  59. 59. Best Practices<br />Plan who, what channels, which offers + how to capture response<br />Relevant Message/Offer<br />Test different offers<br />Follow up reminder emails sent to non-responders 3 days after postcard drop<br />Track and Reporting response actions<br />Enhancements?<br />
  60. 60. Add-Ons<br />Satisfaction survey sent after service visit<br />All who completed pURL but didn’t schedule visited should be invited via email to join social community, newsletter list etc. <br />All who completed pURL should be entered to a nurture campaign<br />What else?<br />
  61. 61. Case study #2integrated digital<br />©2011 iFusion Marketing LLC<br />
  62. 62. ©2011 iFusion Marketing LLC<br /><ul><li>Target Audience: males 18 – 32 (hardcore – avid gamers w/ 10 – 25 hrs/wk); competitive, internet savvy and top 15% are content creators
  63. 63. Objective: increase traffic and sales conversions
  64. 64. Strategy: draft off game publishers’ media spend and utilize contest and promotions to build community + database</li></li></ul><li>The 6-Month Game Plan<br />©2011 iFusion Marketing LLC<br />
  65. 65. Results <br />©2011 iFusion Marketing LLC<br />
  66. 66. Case study #3B2B Content Marketing<br />©2011 iFusion Marketing LLC<br />
  67. 67. ©2011 iFusion Marketing LLC<br /><ul><li>Target Audience: supply chain executives, plant managers
  68. 68. Objective: </li></ul>Drive traffic, engagement and conversions<br /><ul><li>Strategy:content marketing</li></li></ul><li>Content Marketing <br />©2011 iFusion Marketing LLC<br />1<br />engagement<br />content assets<br />influencers<br />channels<br />i<br />2<br />engagement<br />end users<br />economic buyers<br />online<br />offline<br />3<br />speaking engagements<br />
  69. 69. Results<br />
  70. 70. Connect with me:<br />@jacquichew @iFusionMktg<br />jacqui@ifusionmarketing.com<br />http://jacquichew.com<br />http://www.facebook.com/iFusionMarketing<br />http://www.linkedin.com/in/jacquichew<br />http://gplus.to/jacqui<br />©2010 iFusion Marketing LLC<br />

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