An indepth look at the marketing strategy and process covered by Steve Murphy of PCG Digital Marketing, a full service automotive internet marketing agency.

2. TODAY’S AGENDA:
1. Introduction
2. What is marketing?
3. Examples of current work
4. Conclusion

3. GROUND RULES
1. No phones/computers
2. Everyone participates
3. Save questions til end
4. Have fun!

4. WHAT
EXACTLY IS
MARKETING?

5. MORE THAN
MAD MEN
Advertising and creative are important
components, but are only a small fraction of
marketing your business successfully.

6. OFFICIAL RESPONSE:
"the process by which companies create value for
customers and build strong customer relationships, in
order to capture value from customers in return”

7. STEVE’S RESPONSE:
“Any activities that create opportunities for sales”

8. EXAMPLES OF MARKETING ACTIVITIES:
advertising discounting email events
There are many approaches you can have to marketing, and the methods
are changing as society, media, and consumption habits change.

9. COMPONENTS OF A CAMPAIGN
Strategy
Execution
Analytics
Luck

10. STEP 1: PLANNING
• Why am I doing this?
• Who is this for?
• Do I have the resources?
• How long will it take?
• Can it be measured?
• Etc.
This is why we plan people.

11. STEP 2: EXECUTION
Message: The simplest message is the best.
Creative: Should always support the message.
Media: Find a way to reach the audience with the
most exposure and the lowest cost

12. STEP 3: ANALYTICS
• Can it be measured?
• What makes a successful campaign?
• How do we improve the campaign?
• Back to the drawing board – revisit strategy

13. STEP 4: LUCK
External factors involved
• Timing
• Economy
• Competitors
• Market Shifts
Finally…sometimes the market
just doesn’t react the way you
expect!

14. MARKETING AT PCG
Blessed with excellent reputation, it makes it much
easier for our target audience to accept our message
and convert into leads/customers

15. MAGAZINE ADVERTISING
Branding, Awareness, and mass message appeal

16. BANNER REMARKETING
Cookies website visitors to lure them back to website

17. EMAIL MARKETING
Top of mind – keeps PCG on radar and sends reminders
Dancing clown brigade

18. CONTENT MARKETING
Establish PCG as experts, create SEO opportunities
blogging white papers infographics webinars

19. EVENT/NETWORK MARKETING
Connect with real people – high cost, high close rate

20. ADDITIONAL MARKETING
Many other initiatives based on goals, audience, etc.

21. RUNNING A CAMPAIGN
To have a successful campaign, here’s what we need
from you:
1. Plan, Plan, Plan: The more you detail you give us
about strategy, the better we can create.
2. Creative: Be specific or be open.
3. Deadlines: Give reasonable but specific deadlines.
4. Feedback: Be involved in all phases to make sure
the final product matches your vision.

22. LET’S
BUILD A
CAMPAIGN!

23. SCENARIO:
Brian announces a new self serve SEO monitoring and
analytics tool for dealers. We are launching in 2 months
at Bootcamp and need to build buzz.
1. Strategy
2. Execution
3. Analytics
4. External Factors (what needs to happen externally?)

24. BUSY BEES

25. WHAT IS THE
DEFINITION OF
MARKETING?

26. WHAT FOUR FACTORS
SHOULD YOU
CONSIDER FOR ANY
CAMPAIGN?

27. NAME 3 OF PCG’S
MARKETING
INITIATIVES

28. QUESTIONS?