PROMO magazine is relaunching in May 2007 with a new focus on providing brand marketers the information they need. PROMO conducted research finding marketers want information on topics like ROI measurement and customer relationships. As a result, PROMO will emphasize these topics in its reenergized publication. PROMO is inviting agencies to submit creative entries representing its new strategic focus and positioning it as indispensable for brand marketers.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
It contains the Media Plan as to how Fastrack can plan for the communication of its new product.
It consists of the Marketing Objective, Target Audience and Communication Task.
It also include the measurement of the result of the communication strategy. The measurement is on the basis of Action, Involvement and Communication.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
It contains the Media Plan as to how Fastrack can plan for the communication of its new product.
It consists of the Marketing Objective, Target Audience and Communication Task.
It also include the measurement of the result of the communication strategy. The measurement is on the basis of Action, Involvement and Communication.
Six Essentials for Innovating in Channel Sales & MarketingAllbound, Inc.
Analysts say 2015 is the year of sales automation and machine intelligence. But with innovation now commonplace, why has so little been applied to channel sales and marketing?
If you sell through channel partners and resellers and are frustrated by the same systemic issues day in and out, THERE IS HOPE.
Scott Salkin, Founder and CEO of Allbound, and Michelle Andreas, Director of Business Development & Marketing Solutions at Avnet Technology Solutions, highlight six advancements that can help open your channel and streamline effectiveness...upstream and down.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
Stephanie Rudat, Co-Founder, Movements.org
Twitter Handle: @SRudat
Social media presents new and exciting opportunities for NGOs to advance their missions, raise much-needed funds, and mobilize huge bases of support, but how exactly can NGO leaders harness its potential? Join us for an interactive look at some of the most powerful and effective tactics and tools for making the move online.
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
5 Tips for Leveraging Change in Incentive Compensation Plan ProcessSynygy
In today’s business environment the only constant is rapid change. Sales compensation plans are one of the most powerful tools an organization has to influence sales behaviors and improve sales performance. That is why it is so critical that an enterprise is agile enough to rapidly adapt to changes in the organization, market or competitive landscape.
"60% of organizations will make changes to their incentive compensation plans over the next two years."
"60% of sales representative list Incentive Compensation as the number one impact on their selling behaviors to new customers."
~ Strategic Sales Compensation Survey
The following tips, derived from a long-term study of the incentive compensation management, reflect the best cross-industry practices for profiting from the ability to manage change in the incentive compensation plan process.
As we start to consider what next year’s plan looks like, we must remember to start with the problem we’re trying to solve and exploring the best direction of travel before prioritising tactical activities and allocating budgets
Marketing Your Technical Communication Services Internally and ExternallySaul Carliner
Whether working internally or externally, technical communicators work as service providers. By actively promoting—marketing—our work, we promote strong relationships with our internal and external clients, satisfaction with our work, and build interest in the full range of services that we provide. This session provides an introduction to marketing technical communication processes in services, including reasons for marketing, the effective use of online and social media to make people aware of our services, and the use of well-timed messages to build and maintain relationships with internal and external stakeholders.
In simplified terminologies for ease of understanding, SocialHi5 is an ROI Driven Digital Advertising organization firm that fairly operates under a streamlined workflow pattern i.e., Standard Operating Procedure/Protocol rather in relishing their esteemed clientele business prospects via the stringent techniques of web hosting as well as link building methodical techniques which could be pretty much elucidated in precision to detail that lies as under:
Search Engine Advertising | Pay Per Click
Display Advertising | Double Click Bid Manager
Facebook Advertising
Video Advertising | Youtube Marketing
Retargeting
Search Engine Optimization
A presentation on the creative brief for Maggi India by students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi.
The presentation talks about a creative brief for the potential next campaign for Maggi India.
Six Essentials for Innovating in Channel Sales & MarketingAllbound, Inc.
Analysts say 2015 is the year of sales automation and machine intelligence. But with innovation now commonplace, why has so little been applied to channel sales and marketing?
If you sell through channel partners and resellers and are frustrated by the same systemic issues day in and out, THERE IS HOPE.
Scott Salkin, Founder and CEO of Allbound, and Michelle Andreas, Director of Business Development & Marketing Solutions at Avnet Technology Solutions, highlight six advancements that can help open your channel and streamline effectiveness...upstream and down.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
Stephanie Rudat, Co-Founder, Movements.org
Twitter Handle: @SRudat
Social media presents new and exciting opportunities for NGOs to advance their missions, raise much-needed funds, and mobilize huge bases of support, but how exactly can NGO leaders harness its potential? Join us for an interactive look at some of the most powerful and effective tactics and tools for making the move online.
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
5 Tips for Leveraging Change in Incentive Compensation Plan ProcessSynygy
In today’s business environment the only constant is rapid change. Sales compensation plans are one of the most powerful tools an organization has to influence sales behaviors and improve sales performance. That is why it is so critical that an enterprise is agile enough to rapidly adapt to changes in the organization, market or competitive landscape.
"60% of organizations will make changes to their incentive compensation plans over the next two years."
"60% of sales representative list Incentive Compensation as the number one impact on their selling behaviors to new customers."
~ Strategic Sales Compensation Survey
The following tips, derived from a long-term study of the incentive compensation management, reflect the best cross-industry practices for profiting from the ability to manage change in the incentive compensation plan process.
As we start to consider what next year’s plan looks like, we must remember to start with the problem we’re trying to solve and exploring the best direction of travel before prioritising tactical activities and allocating budgets
Marketing Your Technical Communication Services Internally and ExternallySaul Carliner
Whether working internally or externally, technical communicators work as service providers. By actively promoting—marketing—our work, we promote strong relationships with our internal and external clients, satisfaction with our work, and build interest in the full range of services that we provide. This session provides an introduction to marketing technical communication processes in services, including reasons for marketing, the effective use of online and social media to make people aware of our services, and the use of well-timed messages to build and maintain relationships with internal and external stakeholders.
In simplified terminologies for ease of understanding, SocialHi5 is an ROI Driven Digital Advertising organization firm that fairly operates under a streamlined workflow pattern i.e., Standard Operating Procedure/Protocol rather in relishing their esteemed clientele business prospects via the stringent techniques of web hosting as well as link building methodical techniques which could be pretty much elucidated in precision to detail that lies as under:
Search Engine Advertising | Pay Per Click
Display Advertising | Double Click Bid Manager
Facebook Advertising
Video Advertising | Youtube Marketing
Retargeting
Search Engine Optimization
A presentation on the creative brief for Maggi India by students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi.
The presentation talks about a creative brief for the potential next campaign for Maggi India.
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Marketing And Its Future Metrics Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Marketing And Its Future Metrics Proposal PowerPoint Presentation Slides.Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/2Serrsm
Hi, I'm Colin, a hugely experienced Strategy Director with a proven track record in shaping and executing award-winning brand, communications and digital strategies. freelance UX & Strategy.
I have a diverse background, spanning client-side, creative and media agency roles, which enables a consultative approach, joined-up strategic thinking and ensures the customer is placed at the heart of the solution. I have specialisms in Automotive, B2B, Financial Services, Behavioural Economics, CRM and integrated marketing strategies
360 Degree Marketing: How to benefit from online and offline marketing commun...Browne & Mohan
With advent of online and mobile platforms, marketing managers now have both offline and online marketing assets to increase their brand reach and customer engagement. However, many companies do not plan and execute a marketing strategy that meshes assets available on different media. Moreover, companies do not use an extensive embellished strategy to keep in continuous touch with customers. In this white paper, Browne & Mohan consultants show how to integrate offline and online marketing assets systematically and build a strong extensive content strategy to develop from low cost low information intensive assets to costly high information intensive assets.
If your company needs to submit a Marketing Proposal Template PowerPoint Presentation Slides look no further.Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/3bsDLfU
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
Visual Communication Planner: Communication made easyGabriele Carboni
Please refer to the v 3.0 slides.
Communication strategy doesn’t have to be complicated. Analyse, outline & create a visual plan of your web communication strategy with our free download
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
Is social media the new direct marketing - 3 march 2011 -- slideshareRon Jacobs
No one believes that Social Media Marketing is the new Direct Marketing, but it is making an impact everything that we do. Social Media Marketing's ability to capture huge amounts of data, is something that every marketer should be aware of, no matter if they choose to take advantage of it or not. This presentation was given to the Detroit Direct Marketing Association on 3 March 2011.
If your company needs to submit a Website Launch Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/37hqBPB
Microsoft’s solution is to offer partners the
opportunity to adopt and embrace the
magazines as their own, providing all of the
benefits associated with customer magazines but
at a fraction of the cost and effort of producing a
publication themselves. If the return is proven,
costs and resources can be justified. What makes
this solution unique is the opportunity to benefit
from the collective power and impact of a
number of successful brands.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
1. Creative Brief for
PROMO’s 2007 “Reenergized Relaunch” Agency Contest
(This document describes all the changes we’re making at PROMO – and gives you the background you
need on the reenergized focus of the PROMO brand)
Issued By Glenn Laudenslager, Marketing Director, PROMO magazine
Address 11 River Bend Drive South City, State ZIP Stamford, CT 06907
Email glenn.laudenslager@penton.com Phone (203) 358-4166 Fax (913) 514-7062
Project Title
PROMO’s 2007 “Reenergized Relaunch”
Brief Background/Description
The PROMO brand is nearly 20 years old – it first published in December 1987. Throughout the years,
PROMO has evolved along with the industry. When the need to share best practices and meet with peers
grew, the PROMO Live conference (formerly PROMO Expo) was born and is now a robust educational
environment. When the need for timely news emerged, PROMO Xtra enewsletter quickly gained a following
and now has 30,000 subscribers. When the need arose to recognize leaders in promotion marketing, PROMO
launched the PRO Awards and now receives hundreds of entries. PROMO’s franchise also includes a robust
website that gets more than 100,000 unique visitors each month; a P&I enewsletter that covers trends in the
incentive business; and a host of other customized information products, from frequent Webinars and targeted
email reports, to a robust Sourcebook and online JobZone.
Now, PROMO has identified another evolution in what the industry needs, and has developed a new focus to
address it. In research conducted in August 2006, PROMO asked marketers to identify subject areas most
important to their jobs – topics like ROI/Performance Measurement and Customer Relationships ranked high.
Marketers were also asked what tactics and programs are most important – Email Marketing, Direct Marketing
and Event Marketing scored high. Finally, marketers answered dozens of questions about their spending, use
of agencies, purchasing processes and more.
In addition to the research study, the PROMO staff had countless conversations over the last six months with
marketers from top brands, and qualitatively explored what kind of ideas, insights and information they need to
stay ahead. Plus, the PROMO Live conference relaunched in October 2006, with content stronger than ever
and an all-new layout for the exhibit floor that encourages interaction and the exchange of ideas.
PROMO took all that input – the research, conversations, feedback from the show – and collectively identified
critical information needs. So, as a result, this Creative Brief summarizes PROMO’s 2007 Reenergized
Relaunch – the plan to deliver a product to brand marketers that is second-to-none in the world of marketing
publications. PROMO’s May 2007 issues will be its relaunch issue.
Each agency in PROMO’s 2006 PROMO 100 ranking is receiving a copy of this creative brief, and is invited to
submit an entry into PROMO’s Reenergized Relaunch Agency Contest. The purpose of the contest is to select
the online creative that most accurately represents the new focus, energy and feel of the PROMO brand, as
described in this Creative Brief – and as interpreted by our most valued partners, the PROMO 100 agencies,
where the most creative ideas and individuals in the marketing world reside.
2. 2
Situation Analysis (why the Reenergized Relaunch is taking place)
PROMO conducted quantitative and qualitative research among marketers, and recognized a need to evolve in
order to provide new and specific information marketers need to do their jobs. PROMO created a strategy –
the PROMO Reenergized Relaunch – to guide its evolution, and will relaunch its print publication in May 2007.
Goals (what are the desired results of the online ad?)
Show an evolution in the PROMO brand to focus on meeting marketers’ current information needs. Position
PROMO as second-to-none in the world of marketing publications. Position PROMO as cool and cutting-edge.
Communication Objective (what are we trying to communicate, why might the target audience believe it?)
Inform brand marketers – in an impactful, visual way – that PROMO delivers the information, ideas, insights,
case studies, ROI and measurement guidance, and research data they need to do their jobs better.
Purpose (why is the online ad being developed, why is it important?)
PROMO’s online audience primarily consists of non-print subscribers – a whole new audience of brand
marketers that don’t receive the print publication. It’s important to extend a consistent brand meaning and
image to this audience. It’s important to inform them about the array of products in the PROMO franchise, to
take them beyond just the website. It’s also important to engage them and interest them in becoming print
and/or digital edition subscribers.
Target Audience
Primary Audience Secondary Audience
--- Brand marketers at companies with annual
revenues of $20MM/year or greater
--- Brand marketers with annual marketing
budgets of $1MM/year or greater
--- Agency professionals
--- Brand marketers at companies with smaller annual
revenues and smaller marketing budgets
Tonality/Image (specific visual requirements, needs)
Required: Usage of PROMO logo, link to PROMO subscription page
Optional: Usage of other PROMO franchise logos & images (issue covers, PROMO Live, enewsletters, etc.)
Optional: Your agency logo, no larger than 10% of the total overall message, and no larger than 10% of the
total area of any particular banner, window, frame, etc. of the creative unit
Rational End Benefit/Call to Action (what do we want the target audience to learn/do?)
Learn about PROMO’s reenergized print publication, learn about PROMO’s multimedia franchise, link to
subscription page
Emotional End Benefit (what do we want the target audience to feel once they’ve seen the online ad)
Trust and credibility for the information contained in PROMO, that it helps them do their job. Recognition that
PROMO is evolving, is cutting-edge, and is making changes to its focus. Interest in subscribing to PROMO.
Implementation/Usage (where will online ad be used?)
The winning online ad will be hosted on the home page of PROMO’s website, promomagazine.com, for a
minimum period of 60 days. All entries will be posted for live viewing on a separate, dedicated page of the
PROMO website, for an undetermined period.
Other Important Information (other project notes)
The online ad creative can be any kind of online ad unit that falls within accepted Creative Guidelines (see that
document for more details). Creative execution, flow, copy, size, format and overall design is open to
interpretation by your agency, using this Creative Brief and the Creative Guidelines as reference.
3. 3
Detailed Background Information (information that supports, influences and helps form the strategy for PROMO’s
Reenergized Relaunch)
Relaunch Strategy: (what PROMO plans to do to evolve)
1. Significantly enhance PROMO’s editorial content
• Larger focus on ROI, performance measurement, reporting results, and analysis to give context to
campaign, media, budget and spending decisions
• Larger focus on the people who create the campaigns, including a monthly profile on a marketer from a
top brand
• More in-depth analysis of specific media channels – email, direct mail, Internet, TV, and other media
• Large spotlight on creative, including large images of various campaign creative elements
• Greater focus on interactive promotions, new technology, social media, mobile marketing and more
• Coverage of back-end issues – fulfillment, customer service, post-campaign challenges
• Insights and best practices that are easy-to-find – case histories will contain a score box that lists the
campaign name, budget, agency, vendors, tactics and media used, and results
• Monthly section on retail promotion, all aspects of in-store marketing, and relationships between brands
and retailers
• Coverage of cutting edge B2B and trade promotions
• Vertical Market Reports on categories like automotive, beverages, health and beauty, travel, financial
services and more
2. Completely reenergize PROMO’s design, layout and feel
• Boost PROMO’s physical size slightly larger, to provide greater visual space and impact – new size is
called plus standard, and measures 8 ” x 10 7/8”
• Invest in a glossy, high-quality paper stock for the covers and all internal pages – a sophisticated feel to
match PROMO’s strategic-level content
• Create a new, reenergized design that has the look of a high-end consumer magazine, and reflects the
creativity and “zaniness” of the promotion industry
• Create a user-friendly format that’s easy-to-navigate, and directs users to other areas of the franchise
for related or complementary information (website, Webinars, enewsletters, etc.)
3. Significantly invest in PROMO’s circulation to reach entirely large-company, large-budget marketers
• Increase circulation reach to a broader array of companies, markets and professionals – an intense
telemarketing campaign carefully screens new subscribers
• Deliver a pinpointed audience of job titles that research, implement and approve actual buying
decisions for promotional products and services
• Expand reach among marketers who work for key large companies – the largest CPGs, retailers,
automotive, hi-tech and service companies
4. Launch a digital edition of PROMO to provide a complement to the print publication
• Digital edition offers same content in easy-to-access format, delivered direct to inboxes
• Target subscribers are smaller-budget CPG and retail marketers
5. Transition leadership of PROMO to reenergized, experienced publishing team
• The new team will develop a long-term strategy to evolve with the industry, develop products that
connect buyers with sellers, and deliver content to marketers across all media channels
• New editor-in-chief, Larry Jaffee, started in February 2007 and brings years of proven creativity and
experience
• Ray Schultz, Editorial Director of Penton Media’s Marketing Media Group, has worked on PROMO
since Fall 2006
• Leslie Bacon, Group Publisher of Penton Media’s Marketing Media Group, took leadership of PROMO
in Fall 2006
• Bryan Benjamin, Associate Publisher, joined PROMO in January 2007
4. 4
Research Data: (from study in August 2006 sent to thousands of PROMO print subscribers)
1. Top 5 most important programs, products or services to promotion strategies over the next 2 years:
• Brand Marketers – Email marketing, Advertising-specific marketing, Direct marketing/Database
services, Advertising/Media placement, Event marketing
• Retailers – Email marketing, Direct marketing/Database services, Giftcards, Interactive/Online
promotions, Loyalty marketing programs
2. Top five most important topics subscribers need to obtain information on:
• Brand Marketers – ROI/Performance measurement, CRM/Loyalty, Creative, Branding, Target
Marketing
• Retailers – Creative, CRM/Loyalty, Branding, ROI/Performance measurement, Target Marketing
3. 14% of subscribers who do not currently use an agency expect to begin using one within the next 24
months
4. The typical purchase process for programs, products and services take an average of 7 weeks
• 30% of subscribers purchase on monthly basis, 35% on a quarterly basis, and 18% on an annual basis
5. Marketers use a variety of sources to locate information that helps with purchase decisions:
• 65% websites, 62% trade publications, 55% online magazines/enewsletters, 52% trade shows
PROMO Franchise Stats: (the basics on all the products in the PROMO franchise.)
PROMO magazine
• Growing to 28,000 subscribers in May 2007
PROMO Xtra enewsletter
• Enewsletter delivered three times each week that covers news and trends; 30,000+ subscribers
•
P&I enewsletter
• Biweekly newsletter that covers news and trends in the incentive business; 40,000+ subscribers
Promomagazine.com
• Robust website with case studies, interactive and sourcing tools, content on promotion research and
tactics; 124,000+ unique visitors and 280,000+ page views each month
PROMO Live Conference and Tradeshow
• Strong conference program led by top brand and agency minds; interactive, idea-filled exhibit hall;
thousands of attendees
PROMO Sourcebook
• Print and online supplier guide to all categories of promotion products and services; accessible to all
print subscribers and online users
PRO Awards
• The promotion industry’s most prestigious awards program; winners are recognized in a gala awards
ceremony during PROMO Live
Interactive Marketing Awards
• Exciting awards program that recognizes cutting-edge interactive marketing campaigns; winners are
recognized during the Interactive Promotion Summit in Las Vegas
Webinars, white papers, E-special reports, Ask the Experts
• Targeted content on promomagazine.com about specific promotion tactics, issues and best practices