The document discusses traditional and non-traditional marketing methods to spark customer engagement. It begins by outlining the traditional marketing funnel and how it has evolved, then discusses three approaches to non-traditional marketing: 1) putting a twist on traditional methods by targeting existing resources, renewing old mediums, and using crowdsourcing; 2) engaging customers through new media like social networks using user generated content, transparency, and geo-social features; and 3) shifting marketing efforts to mobile through text messaging and smartphone technology. The document provides examples for each approach and emphasizes adapting to changing consumer behaviors and new technologies.

1. Start

2. The Honorable Jennifer L. McClellan
Virginia House of Delegates, 71st District
Welcome

3. Grant Intro
Non-traditional MarketingNon-traditional Marketing
to Spark Customer Engagementto Spark Customer Engagement
Grant Mizell (@G24NT)Grant Mizell (@G24NT)
Digital + Emerging Media |Digital + Emerging Media | PulsarPulsar
October 20, 2010October 20, 2010

4. About Pulsar

5. About Pulsar

6. Traditional Marketing
Familiarity
Trial
Measure
and
Refine
Awareness
Behavior Change/
Conversion

7. Evolved Funnel Familiarity
Relevance
Conversion
Involvement
Ongoing
Engagement
Measure&Refine

8. Direct Messaging

9. Direct Messaging

10. Media Mix
campaign billboardtweet
broadcast
message
youtube
competition
web
banner
bus shelter
message

11. Your company’s media mix

12. Non-traditional Marketing
I. A Twist on Traditional
New Media Engagement
Shift to Mobile

13. I. A Twist on Traditional
1. Target existing resources
2.
3.

14. I. A Twist on Traditional
Examples

15. I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3.

16. I. A Twist on Traditional
Examples

17. Examples
I. A Twist on Traditional

18. I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3. Crowdsourcing

19. Examples
I. A Twist on Traditional

20. Your company’s social channels

21. II. New Media Engagement
1. Transparency
2.
3.
4.

22. II. New Media Engagement
1. Transparency
2. User Generated Content
3.
4.

23. II. New Media Engagement
Examples

24. II. New Media Engagement
1. User Generated Content
2. Transparency
3. Geo Social
4.

25. Examples

26. II. New Media Engagement
Examples

27. II. New Media Engagement
Examples

28. II. Shift to Mobile
Examples

29. II. New Media Engagement
1. User Generated Content
2. Transparency
3. Geo Social
4. SEO & CPC Advertising

30. II. New Media Engagement
Examples

31. II. New Media Engagement
Examples

32. II. New Media Engagement
Examples

33. III. Shift to Mobile
1.
2.

34. Americans who receive news
through their mobile phone26% – USA Today, March 2010
Americans’ mobile data use of text,
email and internet surpasses voice data2009 – CITE (via NYT), May 2010
Months to reach 1 billion downloads
through the App Store.
9 – Apple, April 2009
Mobile Shift

35. Mobile Shift
86 Million iPhone/iTouch users, versus
18 million Netscape users, at Q11.
– Morgan Stanley Research, Q1 2010

36. Mobile Shift
– Pew Research, July 2010
African-Americans
continue to be the most active mobile web
users because their devices commonly function as the
primary or sole connection to the web
Latinos
&
English-
speaking

37. Mobile Shift
2012Smartphone sales will outpace
personal computer sales
– Morgan Stanley Research, Q1 2010
2011US Smartphones will outsell
traditional mobile phones
2010US Mobile browsing and Mobile
App use doubles from Q1 2009

38. III. Shift to Mobile
1. Text/SMS
2.

39. II. Shift to Mobile
Examples

40. II. Shift to Mobile
Examples

41. II. Shift to Mobile
Examples

42. III. Shift to Mobile
1. Text/SMS
2. Smartphone Technology

43. II. Shift to Mobile
Examples

44. II. Shift to Mobile
Examples

45. II. Shift to Mobile
Examples

46. WOR D of MOUTHL

47. Extended.
Extra slides and info to help
answer all your questions.
1. Ford Fiesta lauch through
social Case Study
2. Links for winning the Boss
over to Social and Mobile

48. Ford gave away one hundred,
pre-released Fiestas for six months.
Case Study: Ford

49. And started a Movement…

50. Integrating Social

51. Pre-Launch Awareness
among Millenials
“You can’t just say it. You have to get
the people to say it to each other.”
– James Farley, CMO Ford
2010 - Ford moves 25% of Marketing
Spend to Digital/Social Media
37%

52. Turn the Boss onto Social & Mobile Marketing
• Suvey internal expertise
• Twitter: Mashable’s Guide, Apps, Lists
• Foursquare: BART, VisitPA
• Multi-updaters: Cotweet, Hootsuite, Ping
• All Socialnomics vids & stats
• What The Heck is Social Media?
• Internet trends
• Can Social Media sell cars?
Explore Potential (Fire power)
Load-Up on Stats (Ammunition)
Two Steps to

53. Winning the Boss Over
Other resources.
The Secret Sauce of Social Marketing
5 Tips to Convince the Boss
Adding Blogger Outreach to Your PR Plan
10 Ways to Initiate Social Conversation
Social ROI
Facebook Stats
Social Media Business Tools

54. Rules of Engagement
• Provide access
anytime/anywhere
• Make it easy
• Provide tools to
spread the word
• Be authentic
• Tout your USP
• Focus on the
greater good
• Be community
centric
• Listen
• Experiment
• Have fun!

55. Challenge…
Do one thing next week to challenge the status quo of your
current marketing efforts.
i.e. start a mass email of ideas around the office, place a box for
marketing ideas in the break room, take an internal survey of
social strengths/expertise, explore 1 new social site, etc.
Share it.
Email me at gmizell@pulsaradvertising.com; OR
Tweet me @G24NT, ending with the hashtag #capitol102010

56. Michelle Intro
Market Research Methods:
Oldies & New Goodies
Michelle Finzel
VP, Full Service Research
October 20, 2010

57.  Today we’ll discuss:
 Company Info
 Market Research Roots – “Oldies”
 Market Research on the Rise – “New Goodies”
 Applications
Agenda

58.  MMS Established in 1986 / Acquired BAR in 2002
 Full-service market research company
 Specializes in qualitative and quantitative market research
Company Info

59.  State-of-the-art CATI (computer assisted telephone interviewing) call center
 Modern and comfortable focus group facility
 Certifications include: MBE, WBE, SBE, SWaM, DBE, LBDE
Company Info

60.  Note: “Oldies” does not mean “old”!
 Just because something came first, doesn’t mean it’s archaic.
 AKA “Traditional Research Methods”
 Then again, some methods have been put out to pasture.
“Oldies” &“New Goodies”

61.  Quantitative
 Telephone surveys
 Internet surveys
 Mail Surveys
 Intercept Interviewing
“Oldies”

62.  Qualitative
 Focus groups
 In depth interviews
 Ethnographies
“Oldies”

63.  Lines between Quantitative and Qualitative research
have begun to blur as tools are created to help
researchers reach out via internet, social media, and cell
phones.
 Research can be text
based or audio/video,
real-time or chronicled.
“New Goodies”

64.  Online bulletin boards
Credit:
“New Goodies”

65.  Web-cam focus groups
Credit:
“New Goodies”

66.  Text message research
Credit:
“New Goodies”

67.  Market Research Online Communities…
 …MROCs utilize a private social networking platform/website
to conduct qualitative marketing research.
 A group of community members (from 50-300) who meet
specific recruiting criteria are invited to become members.
 Once active, members hold discussions with each other, as
well as engage in client-directed activities (polls, forums, etc.).
 MROCs are typically 3 months, but can be longer.
Credit:
“New Goodies”

68.  Social Media Market Research is…
 …the application of scientific marketing research principles to
the collection and analysis of social media data such that valid
and reliable results are produced.
 Qual, not Quant
Credit:
“New Goodies”

69.  Social Media market research tools
 Embedding surveys into social networking applications
and communities.
Find out who’s talking the most about you and
understand/compare your brand’s share of voice
Utilizes proprietary automated content analysis process
to provide an in-depth evaluation of your brand on more
than 600 different measures.
“New Goodies”

70.  “New Goodies”
 Allow us to reach audiences while crossing zip codes, time zones,
and continents.
 Provide a range of market research services for a range of
budgets
 Anonymity = comfort and security = more forthcoming participants
Applications

71.  “Oldies”
 Tried-and-true: not fads or a struggle to keep up with
 KISS
 “Barometer, not just Thermometer”
Applications

72.  What’s the right market research method for you?
Big Question

73. Big Answer

74. Michelle Finzel
VP, Full Service Research
(410) 922-6600 x109
(410) 922-6675 (fax)
mfinzel@mdmarketingsource.com
www.mdmarketingsource.com
Twitter: @MDMktingSource
J. Grant Mizell
Digital + Emerging Media
Ph (410) 922-6600
Fx (804) 225-8347
gmizell@pulsaradvertising.com
www.pulsaradvertising.com
Twitter: @G24NT, @mizellg
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