The document outlines key marketing strategies for success in the contemporary landscape, emphasizing the importance of understanding your audience, choosing the right channels, and avoiding common pitfalls. It highlights the critical role of social media, especially LinkedIn, along with the significance of measurement and adaptability in marketing efforts. Additionally, it discusses trends like video content and the necessity of transparency in communications.

1. +
Marketing: Message and Measurement:
Ten Things You Need to Know to Triumph—Today & Tomorrow
Mary Bahr & Kate Koziol
WPO Special Joint Joint Session
6/20/12

2. + Social Media Revolution
 http://www.youtube.com/watch?v=0eUeL3n7fDs!

3. +
#1
How to choose the
right channels

4. +
#1 Choose the right channels
 Depends on your offering
 Who is your audience?
 Where do they live, work?
 What is important to them?
 Who do they trust?
 What do the aspire to be?
 Adapt and achieve

5. #2
Embrace POEM: The holy trinity of media
+

6. +
#2 Embrace POEM
Understanding how your media mix works is critical
PR, editorial

7. +
#2 Learn POEM
Understanding how your media mix works is critical

8. + #3
The biggest mistakes you can
make—and how to avoid them

9. +
#3 Biggest mistakes
And how to avoid them
 Voice and marketing material
doesn’t reflect your value proposition
 Inconsistency of message;
reinventing the wheel
 Not understanding LTV of customer
and what that means to your marketing
spend and mix
 Not fully embracing what works
 Sticking your head in the sand

10. + #4
Mobile madness

11. +
#4 Mobile madness
What’s real, what’s not, what do you need to do NOW

12. +
#4 Mobile madness
What’s real, what’s not,
what do you need to do NOW
 Is your website, email and online
advertising optimized for
mobile viewing?
 Have you claimed your location on
Google maps, Yelp, Foursquare.
Is it correct?
 Have you considered the importance of
location services to your business?
 Don’t get sucked into developing an app.
Determine how to monetize it first.

13. #5
Standing out in a sea of sameness
+

14. +
#5 Standing out
Differentiation is critical.
 Determine your Unique
Selling Proposition - USP
 Make your messaging multi-task.
Adapt and use in multiple
channels.
 Break through the clutter
(e.g., unique, solution, best)
 Video enhances everything:
YouTube is #2 search engine
 Use the right tools

15. +
#6
LinkedIn is more than a
networking tool, it’s a
marketing imperative
+ LinkedIn adds 2
new members per
second.
+Add LinkedIn URL to your email signoff
+Make sure your profile is 100% complete
+ At end of Q2, LI
+Upgrade sales & recruiting staff to paid
had 161M members
versions
+Add an alternate email to your account
+Look at LinkedIn integrated apps
+Create a company page + 60% of LinkedIn
+Follow your targets AND competitors members are
+Are you a B2B company with a differentiated outside the US
target market or niche service? Consider a
LinkedIn advertising campaign

16. + #7
transparency and trends

17. + #7 Transparency
& trends
 Reflect the true values of your company
 Have a crisis plan before you have
a crisis
 Trend 1: Video is only going to grow
 Trend 2: Less is more =
give me your best 8 seconds
 Trend 3: Tell the story

18. + #8
Email still matters…

19. +
#8 Email marketing
Best performing types of EM

20. +
#8 Email marketing
Best practices
 Create a process to continually update
your database and actually do it (get both
business & personal addresses if you can)
 Keep most important information “above the fold”, make sure
email is optimized for mobile
 Write a great subject line, keep it under 60 characters, avoid
“spammy” words (e.g. “free!). TEST THEM!
 Include a simple and direct call to action
 Segment your database and develop messaging relevant to
them

21. + #9
Manage social media,
don’t lose sleep over it

22. + #9 Manage social media
 Listen first
 Wildfires start with a single spark –
track mentions, competitors, trends
 Move negative experience resolution offline
 Spotlight positive interactions discreetly
 Ask fans and best customers to comment, however be careful
about “rewarding” them for it
 Negate critical commentary with positive commentary
layered atop. Particularly if it creates a thread.

23. + #10
you can’t manage
what you don’t measure
“Half the money I spend on advertising is wasted;
the trouble is, I don't know which half.”
John Wanamaker

24. + #10 Measurement
Determine what’s most meaningful,
not just what’s easiest
 Budget isn’t measurement;
one size doesn’t fit all
 What’s your KPI? (Key Performance Indicator)
 ROMI: Return on Marketing Investment
Total Profit Due to Campaign Activity
ROMI: Total Cost of Campaign
 Look at long term investment
vs short term need

25. Mary Bahr
President & Creative Director
MAB Advertising Inc.
mbahr@mabadinc.com
+ Kate Koziol
President
K Squared Communications
kkoziol@ksqrd.com

26. Appendix
Defining POEM: Forrester Research http://tinyurl.com/25vv48f
Mary Meeker, KPCB, Internet Trends 2012 http://tinyurl.com/cg54423
Free monitoring: google.com/alerts
Research hot words for your industry: google.com/adwords
Check out hot internet trends: google.com/trends
Monitor your website traffic: google.com/analytics
US Trademark search: http://tinyurl.com/7l39tw9
Marketing templates: http://www.demandmetric.com/
LinkedIn:
Paid Subscription Levels: http://tinyurl.com/7wuddgv
How to use LinkedIn: http://tinyurl.com/bcu9p5
+
How to use Twitter for business: http://tinyurl.com/8y62oqn
Must Read Marketing Books:
The Power of Habit, Why We Do What Do in Life and Business, Charles Duhigg
Socialnomics: How Social Media Transforms the Way we Live and Do Business, Eric
Qualman
Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure
Success in the New Web, Brian Solis
Made to Stick, Chip & Dan Heath
Switch: How to Change Things When Change is Hard, Chip & Dan Heath
Reality Check, Guy Kawasaki
Presentation Zen, Garr Reynolds
Don’t Make Me Think, Steve Krug