Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Assessing Your Brand Architecture August 2015Carol Phillips
THIS PRESENTATION IS OLD. SEE UPDATED VERSION 2019.
Learn more about how to optimize Brand Architecture to provide a clear and leverage able ‘face’ for your business strategy.
What is consumer insights? Most of people dont really understand what this concept really means. It seems that everybody (planners, marketers, psychologists and creative guys) has their own definition. In that sense It appears to me very interesting to reveal the consumer insights truth.
The deck I presented is the result of all that intense search (desk research basically complemented with my last 4 years of academic & profesional expertise in the market research and consumer insights fields).
As you know, I have been working on the market research field for about 13 years, and recently in the consumer insights area (as Kraft Foods Consumer Insights Manager for Perú and Western Andean Region).
Nowadays I am working as an independent consultant and researcher and found very interesting to share and promote consumer insights vision thorough psychology, marketing, advertising and professional community.
I truly believe in insights as I truly believe on consumer psychology. I think that a consumer centered organization fueled by consumer insights is the best solution for marketing and business success. Do you agree with me? I would appreciate your comments!!! More information: www.consumer-insights.blogspot.com
Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Assessing Your Brand Architecture August 2015Carol Phillips
THIS PRESENTATION IS OLD. SEE UPDATED VERSION 2019.
Learn more about how to optimize Brand Architecture to provide a clear and leverage able ‘face’ for your business strategy.
What is consumer insights? Most of people dont really understand what this concept really means. It seems that everybody (planners, marketers, psychologists and creative guys) has their own definition. In that sense It appears to me very interesting to reveal the consumer insights truth.
The deck I presented is the result of all that intense search (desk research basically complemented with my last 4 years of academic & profesional expertise in the market research and consumer insights fields).
As you know, I have been working on the market research field for about 13 years, and recently in the consumer insights area (as Kraft Foods Consumer Insights Manager for Perú and Western Andean Region).
Nowadays I am working as an independent consultant and researcher and found very interesting to share and promote consumer insights vision thorough psychology, marketing, advertising and professional community.
I truly believe in insights as I truly believe on consumer psychology. I think that a consumer centered organization fueled by consumer insights is the best solution for marketing and business success. Do you agree with me? I would appreciate your comments!!! More information: www.consumer-insights.blogspot.com
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
We had the pleasure of presenting at the Opportunity Green (http://opportunitygreen.com) conference this year about Guerilla Marketing. Given our stance and emphasis at Mark & Phil on making sure that all good causes don’t spend their time, energy, and budgets wastefully – we put together a pretty comprehensive workshop that defines Guerilla Marketing, outlines its ingredients, provides real-world examples.
Digital Marketing Medium Powerpoint Presentation SlidesSlideTeam
“You can download this product from SlideTeam.net”
Discuss online marketing channels with ready to use Digital Marketing Medium PowerPoint Presentation Slides. This exclusive internet marketing PPT would be of great use for web marketing professionals. Showcase ways to promote business through digital marketing. The online marketing channels PowerPoint complete deck includes a set of content ready templates such as key statistics and elements of digital marketing, email marketing strategy, and statistics, budget, dashboard, pay per click advertising, PPC statistics, strategies, budget, dashboard, SEO strategy statistic and budget, display advertising statistics, strategies, budget, dashboard, social media marketing statistics, strategies, budget, dashboard, content marketing strategies, budget, dashboard, social media marketing statistics, strategies, budget, dashboard, online marketing channels, return on investment, strategy framework, roadmap to internet marketing, summary, etc. Plan, manage and optimize your digital marketing strategy using this internet marketing channels PPT visuals. Download online marketing medium presentation design to demonstrate methods of digital marketing for your products and services. Analyze their intentions with our Digital Marketing Medium Powerpoint Presentation Slides. Give folks an insight into what the competition can do. https://bit.ly/30kOgkM
Peter Field on maximising campaign efficiency using the IPA Effectiveness Dat...The_IPA
Marketing consultant Peter Field talks about maximising campaign efficiency in advertising using key learnings from the treasure trove of knowledge that is the IPA Effectiveness Databank. This presentation was shown at the IPA's Performance Adaptathon in London on 8th July 2014. Find out more at http://www.ipa.co.uk/effectiveness and join in the conversation on Twitter using #IPAEff.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Halifax HubSpot User Group Meetup - Dec 9, 2014Kula Partners
On December 9th, 2014 as a part of our quarterly HubSpot User Group Meetup Mike Ewing, Author of "Inbound Commerce, How to Sell Better Than Amazon" delivered a presentation to a packed crowd at the Kula Partners office.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
We had the pleasure of presenting at the Opportunity Green (http://opportunitygreen.com) conference this year about Guerilla Marketing. Given our stance and emphasis at Mark & Phil on making sure that all good causes don’t spend their time, energy, and budgets wastefully – we put together a pretty comprehensive workshop that defines Guerilla Marketing, outlines its ingredients, provides real-world examples.
Digital Marketing Medium Powerpoint Presentation SlidesSlideTeam
“You can download this product from SlideTeam.net”
Discuss online marketing channels with ready to use Digital Marketing Medium PowerPoint Presentation Slides. This exclusive internet marketing PPT would be of great use for web marketing professionals. Showcase ways to promote business through digital marketing. The online marketing channels PowerPoint complete deck includes a set of content ready templates such as key statistics and elements of digital marketing, email marketing strategy, and statistics, budget, dashboard, pay per click advertising, PPC statistics, strategies, budget, dashboard, SEO strategy statistic and budget, display advertising statistics, strategies, budget, dashboard, social media marketing statistics, strategies, budget, dashboard, content marketing strategies, budget, dashboard, social media marketing statistics, strategies, budget, dashboard, online marketing channels, return on investment, strategy framework, roadmap to internet marketing, summary, etc. Plan, manage and optimize your digital marketing strategy using this internet marketing channels PPT visuals. Download online marketing medium presentation design to demonstrate methods of digital marketing for your products and services. Analyze their intentions with our Digital Marketing Medium Powerpoint Presentation Slides. Give folks an insight into what the competition can do. https://bit.ly/30kOgkM
Peter Field on maximising campaign efficiency using the IPA Effectiveness Dat...The_IPA
Marketing consultant Peter Field talks about maximising campaign efficiency in advertising using key learnings from the treasure trove of knowledge that is the IPA Effectiveness Databank. This presentation was shown at the IPA's Performance Adaptathon in London on 8th July 2014. Find out more at http://www.ipa.co.uk/effectiveness and join in the conversation on Twitter using #IPAEff.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Halifax HubSpot User Group Meetup - Dec 9, 2014Kula Partners
On December 9th, 2014 as a part of our quarterly HubSpot User Group Meetup Mike Ewing, Author of "Inbound Commerce, How to Sell Better Than Amazon" delivered a presentation to a packed crowd at the Kula Partners office.
Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.
The purpose of content strategy is to facilitate the consistent delivery of interesting stories. The end result is that you will attract and retain the attention of the targeted audience that you want to reach.
Inbound marketing is the combination of techniques that allows you to attract visitors, convert leads, close customers, and delight promoters.
One of the greatest benefits of inbound marketing is that it’s continuous and compounding. Inbound marketing offers a profound opportunity to connect with and help your leads succeed with your product on their terms.
Using tools and applications that help you create and deliver content that will appeal to precisely the right people (your buyer personas) in the right places (marketing & sales channels) at just the right times (lifecycle stages).
An introduction to inbound marketing (inbound marketing, content marketing, search engine optimization, seo, social media, lead generation, blogging, analytics, etc.).
The growth of the Internet has changed sales processes dramatically. Up to 80 percent of the business to business (B2B) purchase process is completed before the buyer considers contacting the vendor. Yet companies have been slow to adapt their marketing and sales strategy to this changing environment. Inbound marketing is the solution. In this white paper, you’ll get an introduction to the fundamental methodology of inbound marketing and learn how your company can utilize it to meet your sales and revenue goals.
https://runfrictionless.com/b2b-white-paper-service/
Inbound Marketing: Don’t buy your customers’ attention. Earn it.Alex Rascanu
Marketing means communicating true value and significance to your audience.
If you want to succeed with marketing, don't buy your customers' attention. Earn it.
More on this presentation: http://www.alexrascanu.com/inbound-marketing-earn-customer-attention/
Det er mange ting, der skal gå op i en højere enhed, når man skal vælge de rigtige influenter. Hvordan sikrer man det bedste match mellem brand og influencer? Hvor langt kan man gå for at sikre den bedste eksponering? Og hvor får man mest for pengene? Få gode råd og mød en ægte influencer, når vi sætter fokus på det rette mix af krav, forventninger og relationsopbygning mellem influencer og kunde.
Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!Content Marketing Norge
Michael Brenner, forfatter av boken The Content Formula og CEO i Marketing Insider Group, snakket under Epic Content Marketing 2016 om hvordan du kan måle avkastningen på din innholdsmarkedsføring.
I følgende artikkel er en handlingsplan på 10 steg og 10 kalkulasjoner som vil gi deg de tallene du trenger for å overbevise bedriften til å satse på Content Marketing: http://contentmarketing.no/kalkulere-avkastning-og-roi/
In life and in business, preparation is a critical discipline in improving future outcomes and performance, but in a world of uncertainty and risk, preparation does not guarantee ultimate success. In the inevitable failures that we will encounter along our journey, we must learn how to fail fast, fail cheaply and succeed faster. This presentation will focus on practical and proven inbound techniques to help you develop flexible, responsive, and innovative strategies to quickly overcome obstacles and stay on track to transform your marketing results and your competitive advantage.
The Inbound Marketing Certification acknowledges the recipients proficiency in Inbound Marketing principals and best practices. These principles include: blogging, social media, search engine optimization (SEO) lead conversion, lead nurturing, and closed-loop analysis. In order to receive the Inbound Marketing Certification, the recipient must pass a comprehensive certification exam with a score of 75% or higher.
Is revenue growth a top priority for HubSpot in 2015? Are you confident that your strategy is strong enough to deliver that growth? Grow With HubSpot was an exclusive workshop to teach Sydney marketers how to use inbound marketing to increase their businesses' market share and make this a year of remarkable growth.
The year was 1741, a magazine in Philadelphia publishes one of the first known advertisements for a product, and it was for coffee.
Over the years businesses have continually looked for new ways to grow an audience for their product or service. Direct mail, online banner ads, excessive email, content marketing, the tactics have changed as technology has evolved.
In this presentation we’ll cover a product driven growth framework. We’ll go through 3 key areas and give examples of how some of the fastest growing companies in the world are leveraging them to scale up their businesses at record speeds.
It’s no secret HubSpot are really big fans of inbound marketing. We’re also obsessed with finding opportunities that will help us to grow quicker across our inbound channels.
In 2015 we started a growth team who were set a challenge, find ways to deliver a greater return from some of our best performing inbound channels.
This presentation will go through how we approached that challenge, the growth team we created and real results from initiatives they’ve implemented.
How do some businesses manage to grow and scale like rocket ships and other companies can barely get someone to share their content?
This presentation will go through the key components of a growth strategy that are leveraged by some of the most successful brands online.
It will discuss audience acquisition tactics that businesses of all sizes can use to ensure the work they're doing leads to continual growth spurts.
Great content marketing is not just about creating the best content. The secret to successful content marketing is being able to promote that content to the right people. Too many marketers think their job is complete once they hit the publish button. For the best marketers, this is when the majority of the work begins. This session is going to be packed full of amazing tips on how you can grow both your traffic and leads by learning the art and science of content promotion. It will include a content promotion framework, a formula to work out the right goals for your content and a whole bunch of content promotion tips.
Inbound Marketers Depend on their Wits not WalletsKieran Flanagan
Inbound marketers are different from your typical marketer. They don't just rely on having the biggest budget to beat their competitors. They're able to set the right goals at the right time. They experiment to find creative solutions to hit those goals and they are very data driven.
Any marketer who is focused on scaling a business has scrappiness built into their core. They hustle to make results happen. They are very clear goals, a great understanding of how to stack rank these goals using levers and an obsession with experimentation to continually improve upon their results.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Inbound Marketing The Art of Not Sucking - The Content Marketing Show
1. INBOUND
INBOUND
MARKETING:
MARKETING:
THE ART OF
THE ART OF
NOT SUCKING.
NOT SUCKING.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot
Kieran Flanagan, Marketing Director (EME) @ HubSpot
@searchbrat kflanagan@hubspot.com
@searchbrat kflanagan@hubspot.com
2. MARKETERS ARE NOT LOVED.
car salespeople
stockbrokers
Polticians
lawyers
marketers
Less Lovable
More Lovable
13. MARKETING MARY
•
•
•
•
•
Primary
Professional marketer (VP, Director, Manager)
Mid-sized company (25-200 employees)
Small marketing team (1-5 people)
BComm (BU), MBA (Babson)
42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life
easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO
14. OWNER OLLIE
•
•
•
•
•
Secondar
y
Business owner (Founder, President, Partner)
Small business (1-10 employees)
Industry expert with no marketing experience
BA History (University of Illinois)
44, Married, 3 Kids (20, 16, and 11)
Goals:
• Deliver on past sales
• Generate new sales
• Keep the business running
Challenges:
• Lack of marketing expertise
• No control over marketing assets
• No time or budget for marketing
Loves HubSpot because:
• Get more sales and leads
• Get control over marketing assets
• Learn Inbound Marketing
15. ENTERPRISE ERIN
•
•
•
•
•
Secondar
y
Director of Marketing Operations
(VP Marketing , Product Marketing)
Large company (200-2,000 employees)
Marketing team of 15+
BS (Merrimack), MBA (Bentley)
30, Married recently
Goals:
• Demand/pipeline generation
• Campaign execution and coordination
Challenges:
• Working with sales
• Data & technlogy overload
• Selling use cases to IT, Legal,
Sales, Execs
•
•
•
•
Loves HubSpot because:
Integration with all of her systems
Homebase for marketing with takeaways
Easy to execute on campaigns
Stay at the forefront of marketing
16. 23%
of European marketers
are focused on reaching
the right audience, and
converting them into
leads.
Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe
17. @ tweet this
A successful
Inbound Marketing
strategy is
anchored around
your different buyer
personas
@Searchbrat
48. Get in Contact.
Twitter: @searchbrat
LinkedIn:
linkedin.com/in/kieranjflanagan
Google+: Search for “Kieran
Flanagan:
Editor's Notes
My name is Kieran Flanagan and I am the marketing director for HubSpot in Europe. HubSpot are a Boston based company, our international HQ is in Dublin and we sell a marketing platform. I’m here today to talk about inbound marketing and how it can help us to suck a little less at marketing
But first I am going to talk about a problem us Marketers have, and that’s we’re not very loveable. Based on a poll run by a company in the US called Gallup politics, marketers are trusted less than stockbrokers and lawyers. That’s pretty bad considering what’s happened over the past 5 years. We managed to stay ahead of politicians and care salespeople. I think the day we are trusted less than politicians is the day we might need to find new careers. This poll really got me thinking about marketing. It’s a career I am deeply passionate about. But it’s obviously a profession a lot of other people find annoying.
I think other people find it annoying because we often create experiences that suck. Good marketing shouldn’t feel like marketing at all. It should add value to our audience so they don’t even think of it as marketing.
I obviously can’t turn up at a marketing conference and say marketing can sometimes suck without bringing out a few examples.
We don’t make enough of an effort to understand our audience. We just create generic experiences for everyone in the hope someone will like it. I am sure everyone gets emails like this all the time. Email is the easiest channel to personalise around our different audiences. It’s the easiest channel for us to deliver the right content to the right people. Personalised emails get a 14% higher click through rate. But marketers still fail to even personalise their email communication. I love the fact this person thinks I am HubSpot, it plays to my giant ego and they got my job title right. But this isn’t’ relevant to me. When we fail to understand our audience, all of marketing is going to feel like spam, not just our email.
We create really bad experiences by interrupting what people are doing online. I love this example from Toyota. It’s a great example of a pop up ad placement gone wrong. Not the best news article for their ad to be appearing under. Everyone on this planet finds pop up ads annoying, but marketers keep creating them. We need to create things our audience choose to engage with, not more pop up ads
As marketers we think about our needs a lot and promote ourselves pretty shamelessly at the wrong times. This is another great example from Toyota, who created multiple twitter accounts to spam the superbowlhashtag with their competition We need to find the right moments and opportunities to promote ourselves.
For the rest of this presentation, I am going to talk about how we can take an inbound approach to these 3 areas of marketing and
Turn them into something that sucks a lot less.
At the heart of any successful inbound marketing strategy is a well thought out & understood buyer persona. A great inbound marketer should be able to figure out who their different buying personas are, what type of goals they have, their different pain points and what are their challenges. This is going to help us create content that’s of real value to each of our personas.
This is one of HubSpots real buyer personas. We call her Marketing Mary. This is the one page buyer persona. What usually happens is you start out with a far longer version and condense it into a one pager. You can see we add things like biographic & demographic information. Plus we add things like her goals, challenges and why she would buy HubSpot. All of this information is going to help us develop the right kind of content for her, at each stage of the buying process. When starting out, most companies will start with a primary buying persona. Marketing Mary is our primary persona. That’s our sweet spot.
As the company evolves they usually end up with secondary personas. For example Owner Ollie used to be our primary persona, before we created Marketing Mary as our tools became more sophisticated.
Enterprise Erin was added 18 months ago as we added a lot more functionality that appealed to Enterprise marketers and we began selling a lot more in that space. These buyer personas help us to produce the right content for our different audience segments
From our state of inbound marketing report this year, where we surveyed over 3500 marketers, the top goal for European marketers was reaching the right audience and converting them to leads. That’s not going to be possible unless you have the right content to attract those people to your site and the right content for them to download so they become a lead. You need to understand what your audience needs
A successful inbound marketing strategy is anchored around your different buyer personas.
The second part of this is aiming to be remarkable. Now I know a lot of people roll their eyes at words like this. For me, being remarkable is a mindset.
It’s how do I create content that adds real value,
That solves a real pain point for my audience
Or simply entertains them
When creating content for people to download, I’m thinking what my audience currently pay for that I can give to them for free.
Luckily for me, there are lots of places I can find this information out.
Have content that offers real value, beyond just text. For example, our Owner Ollie knows great looking call to actions are important, but often doesn’t have the resources to get them done, so we gave him customisable call to actions. He can just download them and customise them himself in powerpoint.
Marketing Mary has to spend money on stock photos for her presentations, so we gave her 250 for free. This has been one of our best performing offers this year. Think about the things your audience are currently paying for and figure out if you can provide them for free
Being remarkable helps you to create content assets that your audience chooses to engage with, rather than having to depend on interruptive techniques. Being remarkable is something you strive to be, it’s a mindset, it means you are going to create content that adds value your audience, solve a real pain point for them.
You want to find the right time and opportunities to promote things of real value you create.
Most marketers will obsess over the question of how they produce more content or better quality content. The right question to ask is how do we distribute this content to the right people
When we put a lot of time and effort into a piece of content, what is my potential audience for that piece of content and what type of engagement can I expect
I obsess over this a lot. This is from one of my whiteboards at home. For each piece of content, I want to know what is my potential audience, my expected engagement rate and from that I can figure out my expected engaged audience
For example, you look at the things you can do to influence the engaged audience. I can advertise this across my blog, to my email list, across my Facebook and Twitter profiles and maybe this is a co-branded piece of content so another company is going to promote it to their list.From this I can put a number against the engaged audience I can generate for this piece of content.This is the potential engaged audience before we add in things like it taken off in social or ranking well in Google.What I want, is to increase all of these things. I want more distribution channels, I want to increase my available audience, I want a better engagement CTR
Creating the content is only the starting point of the process. You want to invest just as much time in distributing it to the right audience.
I really think companies will start to hire people to just focus on content distribution.
To grow that engaged audience figure. We want more people to see the valuable content we produce.
The great thing is, the more you build up your available audience, the more you can do things to grow your engaged audience.For example, when we email our database about our latest content piece, we can simply include a lazy tweet for them to share it with their network.
People will do this and it helps to attract people from their networks back to our site.
Another example of this is, the thank you pages people get to after they download a piece of content from us our personalised towards them. We use the information we have to create tailored messaging and we provide the option for them to forward that offer to a friend. It’s crazy the amount of people who do this.
You want to find people with the right interests to seed your content to. It’s like creating a mini PR campaign for every piece of content
On Facebook you can upload that email list you have and retarget them with your content offer. You can use lookalike audiences to expand that reach. You can target by interests or right down to individuals. If there are particular journalists or known bloggers on Facebook, you can target them with a personalised message.
You can do the same on Twitter, target groups of people by interests and seed your content
Paid content discovery is going to be big. As more and more companies up the stakes in content, we will have to pay to get initial eyeballs. The important thing to remember is the money spend to acquire those eyeballs will be wasted if the quality of the content isn’t good.