June 2011 - Marketing Roundtable - Ashley Aidenbaum
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In many organizations, there's a wide gulf between social media and traditional marketing. This panel of experts will help you understand that buyers don't distinguish, and each medium has distinct advantages and uses. We'll review case studies, and discuss strategies and tactics to help you leverage and integrate your traditional outbound efforts with new tools like Twitter, LinkedIn, YouTube, and Facebook.
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- BostInno offers various advertising and sponsorship opportunities for companies to join the conversation on technology, business, higher education and city news. This includes publishing content directly on the site or sponsoring events and content sections.
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- People read local papers differently from national ones and seem to notice advertising more.
- The regional newspaper owners and media agencies have worked together to offer brands packages that give them a greater potential reach of audience, enhanced targeting, and access to a more receptive consumer – all at a cost which represents value.
- The thinking behind the creation of direct response press ads is much the same as existed in the 1990s.
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1)Mark your focus is very much about creating content and storytelling but how do you manage that? What do you need to consider?
“Over the past four years we have moved from a Ford of Europe communications team focused primarily on media relations and servicing the automotive press to a team focused first and foremost on constant storytelling to a broad spectrum of media and audiences. This was a major strategic shift and required new skills and resources.
We created a content team with writers, photographers, videographers, graphic artists – people with strong backgrounds in print, broadcast and digital journalism. We augmented our Ford team with new talent on the agency side to help us tell more compelling stories and reach new audiences – such as tech, design and lifestyle press, as well as bloggers and digital influencers.”
2)What are the key elements to consider when creating any content or story for Ford and what can other businesses learn from your approach?
“We try to keep it simple and ask ourselves a few questions. Is the story interesting enough that a news editor would just have to have it for their newspaper, TV broadcast or website? Would the average person find it interesting enough to read or view, and share online? Would a husband read it aloud across the breakfast table to his wife, for example?
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This is the power of great storytelling whether you are creating it yourself or working with journalists. So, simple rules but a difficult task. It takes a lot of creativity and hard work to create content that is entertaining, interesting and meaningful.”
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- BostInno provides news coverage focused on innovation in Boston, as traditional media declines and people consume more news online.
- It has a fast-growing audience, with unique visitors surpassing 500k in November. The audience skews male, aged 21-39 and earning $100k-$150k.
- BostInno offers various advertising and sponsorship opportunities for companies to join the conversation on technology, business, higher education and city news. This includes publishing content directly on the site or sponsoring events and content sections.
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Nearhood - Hyperlocal social media for each neighbourhood and village
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News media trends ( norwegian association visting wan ifra, paris april 2016)
News media trends ( norwegian association visting wan ifra, paris april 2016)
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Selling Smart - June 3, 2015 - How to keep your 6-year-old and your mother ou...
The document summarizes an upcoming workshop on selling smartly and keeping personal issues out of sales. The workshop will be led by representatives from Sandler Training Ann Arbor, U.S. Water, and Blue Chip Cleaning Services. It will cover how a person's ego states developed in childhood can negatively influence their selling. It will include a panel Q&A and exercises on transactional analysis and identifying critical parent statements versus what should be said. The goal is to provide practical sales tactics in an encouraging and non-embarrassing way.
Michigan Marketing Minds - May 19, 2015
This document discusses marketing strategies for different languages and cultures. It notes that the South Tyrol region of Italy is bilingual in Italian and German, with bilingual signs and a bilingual city of Bressanone. While getting pizza, the author struggled to communicate effectively due to language barriers, highlighting the importance of understanding audience, core message, language, and context when marketing to different cultures.
Selling Smart Workshop - May 6, 2015 - The Psychology of Building Trust with ...
This document provides information about an upcoming "Selling Smart Workshop" on building trust with prospects. The workshop will feature an interactive training session and panel Q&A on applying the concepts. It will cover Sandler Selling System techniques like building rapport, identifying customer pain points, understanding budgets and decision processes. Attendees are encouraged to write down questions for the panel on how to address specific challenges in their own businesses. The workshop aims to teach attendees how to make prospects feel heard and "OK" in order to build trust and get people to do business with them.
Michigan Marketing Minds - April 14, 2015 - Creating Customers
Great concept. Perceived need. Solid technology.
Now your challenge is: getting people to try it.
How will you identify your best prospects? How will you open the door? How will you get them hooked? How will you keep them engaged? In sum: What’s your plan to find, win, and grow profitable customer relationships?
Often the process starts with highly targeted prospecting – that is: Choose who you want to do business with. And get the conversation started.
Successful entrepreneurs will tell how they tightly focused on strategic beachheads – then grew out from them – to establish market leadership.
Balancing BEMS - April 2, 2015 - Michigan Energy Forum
This document discusses building energy management systems (BEMS). It provides information on:
- Why BEMS are used to realize significant energy waste reduction in commercial and residential structures through energy visualization, analysis, and business growth opportunities.
- How BEMS balance data collection and budgets. The document outlines presentations from energy management specialists on topics like BEMS, data mining and distribution, dashboards, and mobile access.
Selling Smart Workshop - April 1, 2015 - People Buy Emotionally, Justify Inte...
In this session, you will learn how to define a prospect’s needs, wants, challenges, and/or problems, or “pain.” You will learn the three components of pain and how to use specific questioning techniques to prompt the prospect’s internal motivation. Additionally, you will learn how to qualify or disqualify the opportunity based on whether your product or service could solve the problems identified.
Michigan Marketing Minds - March 10, 2015 - Field notes on brand positioning ...
Discover, explore and learn new ways to position your brand for customer engagement and advocacy. Session leader Scott Hauman will share and review real world brand definition methods and strategies that will help you shape your company, product or service brand for success.
Michigan Marketing Minds - February 10, 2015 - Entrepreneur's Workshop
Mike Suman is an inventor and entrepreneur who has created 54 patents and numerous products. He hosts a weekly NPR radio show on innovation and has authored a textbook on turning ideas into businesses. In this workshop document, he provides advice on various stages of taking an idea from concept to commercial product, including prototyping ideas cheaply, testing the market and product with industry experts, trying not to hard tool until a customer is committed, and partnering with people who have complementary skills. He emphasizes the importance of testing ideas, having evidence of distribution, and selling like a passionate 14 year old to convince potential partners and customers.
Selling Smart Workshop - Why Have a System for Selling?
This document summarizes workshops from the Selling Smart Workshop Series. The first workshop discusses why having a systematic sales process is important. The second workshop features a panel on applying sales processes to different business contexts. The third workshop outlines the agenda which includes a training session on common sales challenges, a panel Q&A, and small group discussions. Key topics discussed include the need for trust-based relationships with customers, understanding customer emotions, and using a systematic approach tailored to each unique situation.
Michigan Marketing Minds - January 13, 2015 - Marketing 101: Your Marketing Plan
One of the keys to success for any business is to develop a strategic marketing plan. It can be a comprehensive, integrated plan or a one-pager. Pavan Muzumdar of PSI Insight kicks off this session by presenting a strategic framework that will help you align your thinking for the year. Don Hart then follows up to help you with a homework assignment of crafting your own One-Pager 2015 Plan.
Michigan Marketing Minds - December 9, 2014 - Joy, Inc.: Building your Brand ...
The document is from Menlo Innovations and promotes building a brand with joy. It discusses creating a workplace people love by adding joy. It provides tips for organizations such as seeing teamwork, embracing learning, daily stand-ups, and running experiments to fight fear and embrace change. The document encourages downloading a free chapter of the book "Joy, Inc." and registering for upcoming tours or workshops from Menlo Innovations.
Selling Smart - December 3, 2014 - Identifying Personality Styles and Adaptin...
The document summarizes an upcoming workshop on selling smart and identifying personality styles. The workshop will have a morning session from 9-10 am on identifying personalities and adapting sales approaches. This will be followed by a panel Q&A from 10-11 am where attendees can ask the panel of sales experts questions about applying the techniques in their own businesses. The workshop will provide practical sales strategies and exercises to help sellers identify different personality types and tailor their approach using proven DISC communication methods.
Michigan Marketing Minds - November 11, 2014 - Maximizing your Data
The document summarizes an event hosted by Michigan Marketing Minds called "Maximize Your Data". The event featured a panel discussion on harnessing the power of data with panelists from Envision Health, Eastern Michigan University, and Siemens PLM Software. The objective of the event was to discuss how organizations can use data through trends, dashboards, and other tools to help grow their business. The format included an open panel discussion and Q&A with the audience.
Michigan Energy Forum - November 6, 2014 - Energy Jobs and Education
The document summarizes a presentation on energy jobs and education in Michigan. It discusses how the energy cluster is an important part of Michigan's economy, currently employing 89,000 people and expected to grow by 7.1% by 2020. It faces challenges in attracting new and more diverse talent as the current workforce ages, and keeping skills up to date. In-demand jobs include mechanical engineers and construction laborers, which require degrees or on-the-job training respectively. Data on job postings and skills are also presented.
Selling Smart - November 5, 2014 - Verbal Up Front Contracts to Shorten the S...
This document outlines an agenda for a Selling Smart Workshop featuring an interactive training session on using Up Front Contracts (UFC) in sales, followed by a panel Q&A. The workshop will teach attendees how to verbally set ground rules for healthy business relationships through UFCs, which involve agreeing with prospects on purpose, agenda, expectations, time, and outcomes before interactions. Attendees will then have a chance to ask the sales expert panelists questions. The goal is for attendees to learn a skill to gain more momentum in sales by using UFCs to avoid dangers like free consulting or being asked all the questions.
Business Law & Order - October 20, 2014 - Financing your Startup
This document provides an overview of considerations for financing a startup, including sources of funds, goals, and types of financing. It discusses equity financing versus debt financing, noting that equity financing involves giving up ownership stake, control, and founder equity in exchange for investment, while convertible financing allows retaining full equity initially. The document recommends leveraging networks to find investors, educating oneself on industry trends, being prepared for a lengthy fundraising process, prioritizing good long-term partners over specific terms, and utilizing resources like blogs and books to learn about pitching investors.
Selling Smart Workshop - September 10, 2014 - Pitching Your Business for Emot...
Most people blather-on to prospective customers about all of the stuff they love about their product or service, and then wonder why the prospect doesn’t “get it”. This session will demonstrate and then help you to state your business in a brief, targeted way so a prospective customer will appreciate your value, and get emotionally involved enough to want to know more about your offerings.
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
This document summarizes a presentation about content marketing strategies. It discusses Atomic Object's use of content marketing to build its brand and attract clients and employees. Atomic Object publishes a company blog called Atomic Spin with various types of content related to software development. The blog aims to provide useful information even to non-clients. Managing the blog requires substantial time from employees for content creation, editing, promotion and more. However, the blog has helped Atomic Object attract prospective clients and employees and has received recognition from peers.
Selling Smart Workshop - August 6, 2014 - Selling Services by a Proven Process
This document summarizes a workshop on selling services with a proven process. It includes:
- An interactive training session in the morning addressing common challenges in selling services.
- A panel discussion in the afternoon where professionals discuss applying the tactics in their real-world businesses and answer questions about specific challenges.
- The workshop teaches a 5-step proven process for selling services: opportunity identification, qualification, solution development, proposing, and service delivery. It aims to help "accidental salespeople" overcome common problems through establishing a new systematic approach.
Selling Smart Workshop - July 9, 2014 - Get to More Customers by High Finesse...
The document outlines an agenda for a networking workshop. The workshop will provide coaching and tools to help attendees achieve their networking goals and feel more comfortable asking for referrals. It will include an interactive training session in the morning followed by a panel Q&A in the afternoon where attendees can ask the panelists questions about applying networking strategies to their specific business challenges. The panelists are professionals in the fields of sales, networking and business coaching. The workshop will cover topics like identifying referral opportunities, effectively sharing requests, and following up to build relationships. The overall goal is to help attendees get more customers through high-finesse networking.
More from AnnArborSPARK (20)
Selling Smart - June 3, 2015 - How to keep your 6-year-old and your mother ou...
Selling Smart - June 3, 2015 - How to keep your 6-year-old and your mother ou...
Selling Smart Workshop - May 6, 2015 - The Psychology of Building Trust with ...
Selling Smart Workshop - May 6, 2015 - The Psychology of Building Trust with ...
Michigan Marketing Minds - April 14, 2015 - Creating Customers
Michigan Marketing Minds - April 14, 2015 - Creating Customers
Balancing BEMS - April 2, 2015 - Michigan Energy Forum
Balancing BEMS - April 2, 2015 - Michigan Energy Forum
Selling Smart Workshop - April 1, 2015 - People Buy Emotionally, Justify Inte...
Selling Smart Workshop - April 1, 2015 - People Buy Emotionally, Justify Inte...
Michigan Marketing Minds - March 10, 2015 - Field notes on brand positioning ...
Michigan Marketing Minds - March 10, 2015 - Field notes on brand positioning ...
Michigan Marketing Minds - February 10, 2015 - Entrepreneur's Workshop
Michigan Marketing Minds - February 10, 2015 - Entrepreneur's Workshop
Selling Smart Workshop - Why Have a System for Selling?
Selling Smart Workshop - Why Have a System for Selling?
Michigan Marketing Minds - January 13, 2015 - Marketing 101: Your Marketing Plan
Michigan Marketing Minds - January 13, 2015 - Marketing 101: Your Marketing Plan
Michigan Marketing Minds - December 9, 2014 - Joy, Inc.: Building your Brand ...
Michigan Marketing Minds - December 9, 2014 - Joy, Inc.: Building your Brand ...
Selling Smart - December 3, 2014 - Identifying Personality Styles and Adaptin...
Selling Smart - December 3, 2014 - Identifying Personality Styles and Adaptin...
Michigan Marketing Minds - November 11, 2014 - Maximizing your Data
Michigan Marketing Minds - November 11, 2014 - Maximizing your Data
Michigan Energy Forum - November 6, 2014 - Energy Jobs and Education
Michigan Energy Forum - November 6, 2014 - Energy Jobs and Education
Selling Smart - November 5, 2014 - Verbal Up Front Contracts to Shorten the S...
Selling Smart - November 5, 2014 - Verbal Up Front Contracts to Shorten the S...
Business Law & Order - October 20, 2014 - Financing your Startup
Business Law & Order - October 20, 2014 - Financing your Startup
Selling Smart Workshop - September 10, 2014 - Pitching Your Business for Emot...
Selling Smart Workshop - September 10, 2014 - Pitching Your Business for Emot...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Selling Smart Workshop - August 6, 2014 - Selling Services by a Proven Process
Selling Smart Workshop - August 6, 2014 - Selling Services by a Proven Process
Selling Smart Workshop - July 9, 2014 - Get to More Customers by High Finesse...
Selling Smart Workshop - July 9, 2014 - Get to More Customers by High Finesse...
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before the computed tomography, it had been widely used.
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5th LF Energy Power Grid Model Meet-up Slides
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June 2011 - Marketing Roundtable - Ashley Aidenbaum
- 1. Ashley Aidenbaum, Group Publisher
- 2. 19 Weekly Local Publications | 10 Monthly Custom Publications 9 Publications in Michigan Issue Media Group www.modeldmedia.com www.popcitymedia.com www.bmoremedia.com www.thelinemedia.com www.yongestreetmedia.ca www.soapboxmedia.com www.freshwatercleveland.com www.83degreesmedia.com www.flyingkitemedia.com
- 4. | traditional media loss-oriented
- 5. – help people see places differently –
- 7. – help people see places differently –
- 8. Diversity Innovation Talent Environment – Editorial Framework | T I D E –
- 9. Places with the highest levels of community attachment have the highest rates of local economic growth -Knight Foundation Soul of the Community Research – building community affinity to promote prosperity –
- 10. focus on neighborhoods and city building core coverage –
- 11. core coverage –
- 12. – Long Tail | filling the coverage gap –
- 13. – Editorial Framework | Innovation – June 2010: start-up covered in IMG publication November 2010: CognoVision sold for $17m to Intel targeting influencers: media about the 8%
- 15. – branding sponsors with growth stories and relevant topics –
- 18. – COPE | CityNews leverages Yonge Street stories as media partner –
- 19. – COPE | partners leverage content – Story runs in Yonge Street Story runs on TCF website, Facebook and Twitter
- 20. Ashley Aidenbaum, Group Publisher [email_address] - Tell us your growth stories! Jeff Meyers, Managing Editor for Concentrate [email_address] – Contact –
Editor's Notes
- Help ppl see places differently
- Help ppl see places differently
- Kevin CM 330-some regions in the US only 29 were growing = meaning over 90% shrinking or stagnating Also began assign journalists to cover stories around TIDE
- Help ppl see places differently
- Cover physical investments being made in the city Down to neighborhood level Help people understand emerging neighborhoods
- We cover new economy job growth
- Traditional media covers “big things” very well
- Head Gear animation – award winning etc
- So we create online magazines Not trying to replace the daily news Help create demand for cities- talk about what’s working Fast Company
- Ways out content gets out beyond the pub itself
- Ways out content gets out beyond the pub itself