M3 Final Presentation, Cole Bremer
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M3 is utilizing a mix of Google AdWords, print advertising, and an optimized social media presence to increase awareness and drive customers to their website and blog. They are tracking the effectiveness of these efforts through Google Analytics, website and blog traffic, customer feedback from salespeople, and increased sales.
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M3 Final Presentation, Cole Bremer
- 6. By utilizing a new mix of Google AdWord, highly focused print advertising as well as maximizing the impact of M3’s newly optimized and focused social media presence
- 7. Google Analytics, blog and website activity, feedback and following as well as salespeople orally surveying incoming customers
Editor's Notes
- In 2002 Tiffany Dowling founded Motion Marketing and Media after resigning as the Director of Marketing and Public Relations for the Michigan Department of Career Development. M3 provides a number of services including Band Development, Collateral Design and Production, Exhibits and Displays, Marketing and Advertising, Market Research, PR and Writing services. M3's main en devour is its publication Capital Area Women's Lifestyle Magazine which is highly successful. M3 is constantly expanding and attracting more prominent clientele including marketing and media for companies as prominent as Michigan State Credit Union.
- M3's overall goal is more community driven than profit oriented. Founder Tiffany Dowling hopes to “Move local business forward” in our local Lansing area. Ms. Dowling is constantly pomoting the Lansing area, even nicknaming it “The biggest small town in America”. As a company M3 is focused on gaining new clientele and exposure to its full range of media and marketing services.
- M3 already has social marketing in almost all major venues including Twitter. LinkedIn, an interactive website, as well as a blog. What our focus would be is to streamline these elements into having one unified message as well as increasing their exposure. Increasing exposure will be achieved through the combination of mediums and strategies.
- As M3 is already involved in social media quite thoroughly, but they are lacking in a strong unifying overall message. I believe a theme that would suit their image is one of close customer relations and intimate relationships with their customers. I hope to build off their preexisting themes of offbeat creativity and unique ideas and especially M3’s local Lansing flavor as well as giving them more direction in their social media. Once the companies message is focused and consistent I will go on to gain exposure of the M3 brand across the state.
- Firstly a Google AdWords campaign will allow nationwide exposure specifically oriented towards potential customers due to AdWords advanced search functions. AdWords also has the advantage of not charging for ads that do not provide results as well as excellent feedback. Secondly We will run a series of ads banners in local Lansing websites to focus specifically on improving our brand image in the Lansing and surrounding areas where new business opportunities are most likely to originate from. And finally and maybe most importantly we will let our new focused and unified social media to make sure M3 is utilizing all potential avenues to success.
- The measuring the success of this strategy is fairly straightforward. Metrics from increased blog and website hits as well as increased feedback and following are immediately available and measurable through the blog itself and by monitoring website activity. More in depth metrics of the demographics of visitors to the website could be tracked via Google Analytics, allowing M3 to see geographic location, times as well as a plethora of other information about blog visitors to website access. Oral surveys given by salespeople to incoming clients will determine which form of advertisement attracted their attention and will offer feedback on effectiveness of the banner advertisements.
- M3 has the abilities to do the overhaul work necessary to focus the message of the blog, website, Twitter and LinkedIn in-house allowing the entirety of the budget to be allocated to advertising the brand and not creative work. As far as Google AdWord is concerned if we budget for a month long run of $2000 a day this would allow us a cost per click bid of $2.41 according Google's traffic estimator. This figure is based on the keyword “Lansing Marketing” as was shown to be most effective based on Google's Keyword Tool. A run of $2000 for 30 days or $60,000 would be our total AdWord budget. Our banner advertisements for local Lansing websites will be allotted a $5000 budget to cover a number of popular sites for the 30 day period we run our ads.
- To maximize the effectiveness of this new media campaign M3 will need to run its advertisements between December and March according to Google Trends for marketing related searches. According to this data I would spread out my Lansing local banner ads throughout December and March while delaying the begging of the month long Google AdWords campaign until March. This coincides with the most search activity for this category as well as having the effect of giving a final push to gain exposure.
- M3 has all the tools it needs to gain serious exposure across Lansing and the state of Michigan. With the right focus and advertising M3 can seize this opportunity and elevate itself to the new level that founder Tiffany Dowling is constantly striving towords.