Integrating online and offline marketing for a sports brand

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Tips and new tools that we're testing out for online marketing. Plus case study of online to offline integration for Rowperfect rowing machines retailer.

Talk given to the Online Marketing Meetup Group, Auckland, NZ November 2013

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Integrating online and offline marketing for a sports brand

  1. 1. Integra(ng)Online):)Offline) What’s'new'in'November'2013?'
  2. 2. @CartoonsByJim)
  3. 3. •  •  •  •  •  •  •  New)tools)we’re)monitoring) Outbrain.com'' Na;ve'Adver;sing'' IFTTT' Facebook'custom'audiences' Wordpress'PageBuilder' FollowerWonk' NextScripts'autopos;ng'
  4. 4. Case)Study:)Rowperfect)) •  •  •  •  •  •  Business'to'Consumer' Sports'equipment'and'advice' Long'sales'cycle' No'sales'team' Online'‘discovery’' Global'poten;al'market'
  5. 5. Connec(ng)two)worlds) Offline) •  •  •  •  •  •  •  Brochure/collateral' Public'rela;ons' Adver;sing' Directory'lis;ngs' Trade'show/conference' Christmas'card'list' Par;es/hospitality' Online) •  •  •  •  •  •  •  ' Website' Expert'content' Email'list/newsleSer' Adwords'/'adver;sing' Social'media' Directory'submissions' Online'PR'
  6. 6. Content)drives)&)reinforces)traffic) Blog'updated'5x'per'week' RSS'feed'drives'' NewsleSer'signVup'' •  Landing'page' •  Popup'drives'subscribers'with'free'offer' Summary'of'5'blog'posts'mailed'automa;cally'' Expert'content'drives'incoming'search' Social'media'amplifies'' •  Automa;c' •  Manual'' Adver;sing'is'rela;vely'minor'‘signpos;ng’'' •  $100'per'month' '
  7. 7. Driving)traffic)to)owned)assets)
  8. 8. Hub)and)spoke)model)of)integra(on) Website'blog'is'the'hub'of'everything' •  Blog'posts'originate'nearly'everything'Online' •  Comments'crossVpost'from'social'back'to'blog'Online'to'Online' •  NewsleSer'sends'from'blog'ar;cles'Offline'to'Online' •  But'only'par;al'posts'–'hyperlinked'back'to'blog'Online' •  Telemarke;ng'to'club'commiSees'Offline' •  Drive'back'to'blog'for'sponsorship'terms'Offline'to'Online' •  Email'enquiries'Offline' •  Answers'used'to'update'FAQ'and'write'blog'posts'Offline'to'Online' •  Link'back'to'old'ar;cles'in'email'replies''Offline'to'Online' ' '
  9. 9. Next)Scripts)Autopos(ng) •  Choose'from'Facebook,'TwiSer,'Google+,'Pinterest,'LinkedIn,'Tumblr,'Blogger,' Delicious,'Diigo,'FriendFeed,'Livejournal,'Plurk,'Stumbleupon,'vBulle;n,'' YouTube,'Instapaper,'App.net' •  Features' •  Randomised'pos;ng';mes' •  Limit'speed'and'frequency'to'each'network' •  Include/exclude'categories'' •  Choose'start'dates'' •  Choose'page'types'
  10. 10. Analy(cs)shows)1)Year)change)
  11. 11. NEW)ebook) Wordpress)social)media)automa(on:) Building(audiences(across(pla0orms( ) ) A)copy)for)everyone)–)give)me)your)card)or)email) Jonathan@crea(veagencysecrets.com))

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