MadMen for the rest of us, without all of the scotch
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How to generate great marketing campaigns based on smart strategic insights. A simple formula to follow with some cool tools you can try.
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MadMen for the rest of us, without all of the scotch
- 1. FOR THE REST OF US HOW TO CREATEADS THAT WORK – WITHOUT ALL THE SCOTCH Diane Myer / Diane@icre8t.com
- 2. Go Ahead: Reinvent the Wheel
- 4. The Secret Formula to Great Ads Research Insights Idea Campaign Tactics Follow these steps to advertising that gets results without busting your budget
- 5. The Secret Formula: Smart Research Research Insights Idea Campaign Tactics What RESEARCH is most effective? OR Talking to your neighborsIndustry Data
- 6. The Secret Formula: Great Insights Research Insights Idea Campaign Tactics Great INSIGHTS come from your knowledge about the community you serve – and the people in it
- 7. The Secret Formula: The Best Ideas Research Insights Idea Campaign Tactics What do the best IDEAS do? Connect with your neighbors on their terms Make them think twice about you Turn them into customers Inspire them to recommend you to others
- 8. The Secret Formula: The Campaign Research Insights Idea Campaign Tactics Great CAMPAIGNS target your most qualified customers where they live, work and play
- 9. The Secret Formula: Tactics Research Insights Idea Campaign Tactics Bring your campaign to life with creative and targeted TACTICS on affordable channels: Traditional: print, radio, TV, outdoor Digital: website, partner sites, social channels, blogger sites and content partnerships
- 10. Great Ads in Action
- 11. IDEAS FOR DIGITAL SUCCESS
- 12. Ideas for Digital Success: Search Oops! These consumers can’t get replacement coverage now, but a little how-to content can connect them with eSecuritel for their next phone
- 13. Ideas for Digital Success: Content Popular Mechanics created this infographicshowi ng phone owners how to safely dry out their devices
- 14. Ideas for Digital Success: Tools No CRM program? Create a SurveyMonkey tab on Facebook to collect customer research
- 16. Ideas for Digital Success
- 17. IT’S POOL SEASON! LET’S GET TO WORK!
- 18. You Can Do This! 1. Identify a key INSIGHT from RESEARCH you’ve conducted in your community
- 19. You Can Do This! 1. Identify a key INSIGHT from RESEARCH you’ve conducted in your community 2. Brainstorm IDEAS for a campaign
- 20. You Can Do This! 1. Identify a key INSIGHT from RESEARCH you’ve conducted in your community 2. Brainstorm IDEAS for a campaign 3. Flesh out the CAMPAIGN
- 21. You Can Do This! 1. Identify a key INSIGHT from RESEARCH you’ve conducted in your community 2. Brainstorm IDEAS for a campaign 3. Flesh out the CAMPAIGN 4. Identify 3-5 TACTICS for reaching and converting your audience into customers
- 22. HOW TO NEGOTIATE MEDIA BUYS
- 23. Buy (Affordable) Media, Get Results • Pick up the phone • Sponsor or participate in local events • Connect with media influencers • Consider new media advertising opportunities • Not all media is as expensive as you think!
- 25. Geography and Segmentation Use smart research tools to better understand your most qualified customers: • Claritas: Evaluate local market segments • Google Trends: Discover what your customers are talking about • Spyfu: Get search marketing data for your competition and keyword research for you
- 26. Geography and Segmentation Also ask these questions: • Who is your most qualified consumer? • What are they searching for? • Where are you most likely to get their attention? • How can you use their preferred channels to reach, engage and influence them?
- 27. TOOLS FOR DIGITAL SUCCESS
- 28. Content Syndication Tools OutBrainAmplify An affordable way to distribute your own content across a large network.
- 29. Media-Buying Tools Rocket Fuel Programmatic Media- buying platform with “artificial intelligence” that allows even small businesses to affordably place brand advertising in display, video, mobile and social media spots
- 30. Alternative Types of Media
- 31. Video Content-Creation Tools Animoto Animoto allows you to use photo and video clips to create authentic- style, branded videos – without paying big bucks for professional video production services
- 32. Visual Content-Creation Tools Visual.ly Create visual content, such as infographics, easily so you can share interesting info across the web.
- 33. THE NEW SECRET WEAPON
- 34. Content: The New Secret Weapon Done well, great content can help your business to attract customers through search, engage them, convert them, and turn them into evangelists for your brand
- 35. Content for Every Purpose Marketing Content • Includes transactional copy and product descriptions • Commonly found in copy for sales events, promotions Editorial Content • Includes high-quality, brand-agnostic content, such as “How To Dry Out Your Mobile Phone,” that can also be used for mainstream media partnerships • Used to garner search traffic, engage site visitors and build brand affinity Social Content • Content developed for social campaigns, blogger partnerships and for use on specific channels, such as LinkedIn • Editorial content may also be promoted and distributed on social channels
- 36. Great Content is Discoverable
- 37. Great Content is Actionable
- 38. Other Rules of Engagement • Make it Relevant: Know your customers and create content that matters to them • Make it Timely: Keep your content up to date, and update social content frequently • Make it Engaging: Write with style, trigger those emotions, and include photos, videos
- 39. Before We Part…
Editor's Notes
- In this clip from Mad Men, Don Draper delivers the ultimate pitch to Kodak, and reminds us that extraordinary advertising comes from the heart.http://youtu.be/cT0d-ISXH5Q
- No speaker’s notes // Stole it: http://www.slideshare.net/toddchandler/12-of-my-favorite-mad-men-quotes
- Being involved in your community and knowing your neighbors – and their needs – gives you an edge over bigger insurance groups and cell phone carriers. Survey Monkey is a great tool for getting a sense of your local market and their needs.
- Here’s where you can talk about Geico’s advertising and The Secret Formula
- Big budget or small, all brands run into bad press or customer complaints. Successful brands who face negative talk turn these events into opportunities to re-connect with customers or even to start a new conversation. Here’s one example that will get your blood pumping: Pepsi put Jeff Gordon behind the wheel in a test drive to promote Pepsi Max. When that campaign was met with skepticism by an auto industry blogger, Pepsi decided to make lemonade from lemons.
- Ask for participation
- Ask for participation
- Ask for participation
- Ask for participation
- Pick up the phone and talk to advertising reps (share a brief that outlines what you want to accomplish, ask for ideas, negotiate for ad time)Sponsor or participate in local events (offer products / services for auctions and giveaways)Use Twitter to connect with media influencers, such as DJs and local journalistsConsider new advertising opportunities that allow for geo-targeting, such as Pandora.Pandora, for a smaller than average fee, will record your ad and promote it in specific ZIP codes
- Simplydigitalmarketing.com
- Simplydigitalmarketing.comUse websites and tools to understand your geography and segments - Claritas / Prizm code examples, Google Trends, Keyword Tools & Planners (SEM rush and Spyfu)
- Editorial Content builds search authority with the most qualified potential customersCompelling Content engages visitors, andinfluences them to interact with the content itselfMarketing Content influences visitors to take a specific action that delivers on business goals Editorial, Marketing and Social Content increases brand loyalty and retains customersSocial Content expands a brand’s reach through social networks’ 3Rs: rankings, reviews and recommendations
- This goes for search as well as on your site. (PLAY VIDEO)
- By actionable, we mean that the content influences customers to take some action.
- Just a laugh for the cellphone crowd – or anyone who’s ever been on a conference call. Sometimes it isn’t the technology – but our culture – that fails us. http://www.youtube.com/watch?v=DYu_bGbZiiQ&list=PLNSjt3DE_yWwDlaSqUCZqSuEIT6DS7kDF&feature=share