This document discusses modern marketing strategies and provides examples. It makes the following key points: 1. Modern marketing campaigns are built to be nimble and fueled by a strategic mix of PR and paid media behind compelling content or social objects. 2. A key model for modern marketing campaigns involves three aspects: developing quality content, planning targeted channels, and strategically distributing and amplifying messaging through paid, owned and earned media. 3. Examples are provided of successful modern marketing campaigns from brands like REI, Art Institute of Chicago, and Briggs & Stratton that leveraged content, strategic channels, and real-time distribution.

1. MODERN
MARKETING
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2. HI.
1 @TODDLABEAU
2
LINDSAY, STONE &
BRIGGS
3
4
DIGITAL & SOCIAL
FAMILY GUY WHO
SWIMS, BIKES & RUNS

3. WHAT
WE’LL
COVER
TODAY
1
MODERN MARKETING2
SOME MAGIC
3 EXAMPLES
4
11
16

4. The world is full of information.
There’s tons of marketing and
advertising going on all around
people and it’s a mess. But there
are also a lot of brands that are
able to cut through this clutter.
These brands have one thing in
common.
They matter.

5. MAKE IT

6. THEY STAND
FOR SOMETHING
MEANINGFUL

7. THEY HELP US
EXPRESS WHO
WE ARE

8. THEY HELP US
BE WHO WE
ASPIRE TO BE

9. THEY STRIKE
AN EMOTION

10. EMOTIONS DRIVE DECISIONS
Brands that matter can connect with people in an emotional way.
Emotions have been proven to drive decisions at a subconscious level

11. MODERN
MARKETING

12. So how can you start to make your
brand matter?
1 Have a solid brand. (This presentation is not about that. That’s over here:
www.lsb.com/branding-emotion) Once you have the basic emotional brand
components in place and ready to go, you need a way to bring that brand alive in
the market. Enter The Modern Marketing Campaign.
2 Modern Marketing Campaigns are built to be nimble and are often fueled by
a highly strategic and planned mix of PR and paid media behind a piece of
content of social object that is placed in the marketplace. But what does
that actually look like as a model?
3 The model on the next slide demonstrates the 3 key issues that are critical to a
modern marketing campaign’s success. You can learn more about modern
marketing campaigns on our LSB Marketing Toddcast here:
www.lsb.com/toddcast-ep-1

13. CONTENT
MODERN
M AR K E T I N G

14. CHANNEL PLAN
The channel plan is a unique way to overlap
media and messaging touch points with
consumer sentiment.

15. DISTRIBUTE & AMPLIFY
The distribution strategy is a real-
time optimization loop designed
to engage only the most
successful touch points in the
paid, owned and earned media
framework.

16. EXAMPLES

17. REI Opt Outside

18. SOMETIMES
THE THING
IS NOT
THE THING

19. Art Institute of Chicago Van Gough BNB

20. Briggs & Stratton You.Powered.

21. 190 MILLION
EARNED IMPRESIONS
$86,000 SHATTERS
$2,500 FUNDRAISING
GOAL
RAISING MEN LAWN
CARE EXPANDS TO 7
STATES
ALL IN 4 MONTHS

22. Tomb Raider Survival Billboard

23. MODERN
MARKETING
TAKES
MODERN THINKING

24. THE
GOODS
1 MAP THE JOURNEY
2 PLAN YOUR CHANNELS
3
4
DISTRIBUTION
LISTEN & AMPLIFY
Want more? Reach out to us at
info@lsb.com.

25. THANK YOU.
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