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The Marx Group - Marketing Synergy Seminar SEMA 2011

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How to Build Synergy Between Your Advertising, Marketing, PR and Social Media Campaigns

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The Marx Group - Marketing Synergy Seminar SEMA 2011

  1. 1. MARKETINGHow to Build Synergy Between YourAdvertising, Marketing, PR and SocialMedia Campaigns SEMA Show 2011 Education Days Monday Oct 31, 2011 Presenter: Tom Marx CEO, The Marx Group 1
  2. 2. Synergy? 2
  3. 3. MARKETING SYNERGY = Marketing that integrates different marketingtools and channels collectively and in a process to arrive at a desired customer response. 3
  4. 4. WHERE TO BEGIN…• Ready-Aim-Fire• Value Proposition• Internal & External Alignment 4
  5. 5. READY-AIM-FIRE 5
  6. 6. READY, AIM, FIRE • Strategy • Practical Goal Setting • Audience & Messages • Product Launch Plan • Timeline and Budget • Metrics • Collaboration 6
  7. 7. READY, AIM, FIRE • Tactical Plan • Funding • The Right Creative • Media Plan • PR, Blog, Newsletter Writing • Website • Training 7
  8. 8. READY, AIM, FIRE • Launch • Measure • Reassess • Adjust • And do it again-and-again 8
  9. 9. VALUE PROPOSITION 9
  10. 10. VALUEPROPOSITION BUILDING BLOCKS 10
  11. 11. VALUE PROPOSITION• Provides consistent and clear communication about your company, its purpose, products and brand• Defines your brand• Creates your company’s internal and external perception• Sets you apart from competitors 11
  12. 12. • What does your company have to offer?• Is it a great place to work?• Are you visible within the business and local community?• Are you focused on green products?• Are you the category leader?• How do you want people to perceive your company? 12
  13. 13. Value proposition…do you have one? 13
  14. 14. INTERNAL ALIGNMENT 14
  15. 15. DEATH BY SILO Product Sales Marketing Manufacturing Finance Development 15
  16. 16. INTERNAL COMPANYALIGNMENT 16
  17. 17. CREATING SYNERGY 17
  18. 18. LINEAR THINKING Branding ↓ Value Proposition ↓ Advertising ↓ Collateral ↓ Public Relations ↓ Social Media 18
  19. 19. SYNERGETIC CollateralTHINKING Advertising Public Relations Branding Value Proposition Social Media 19
  20. 20. PR TYPICAL News Releases Editorial OpportunitiesSYNERGETIC THINKING• Releases match media buy and editorial calendar• Distributed to media AND prospects, customers, internal team, investors, bloggers, supplier/partners• Releases placed on social media sites and other PR websites• Releases added to your website• News emphasizes your value proposition• Use Google Alerts to track and Analytics to measure traffic• …and ties to promotion, media your or event 20
  21. 21. ADVERTISINGTYPICALDesign and Place AdsSYNERGETIC THINKING• Media buy planning – really understand your audience• QR Codes – directed to landing page for specific information• Value proposition is clear• Tied to news releases, events, promotions• Customers, prospects, and internal staff informed and trained about campaign 21
  22. 22. MARKETINGTYPICALCollateral – Website – Stationary – Signs – etc.SYNERGETIC THINKING• Overarching concept carried through the campaign• Website is current and frequently updated• Collateral designed to work both in print and digital• Co-Marketing programs support sell-through; partner with suppliers to leverage broader marketing strategy and budgets• Promotions integrated with all marketing and kept current – winners announced (testimonials) 22
  23. 23. SOCIAL MEDIATYPICALPages and Current UpdatesSYNERGETIC THINKING• Plan is developed…and followed• Target and speak to the right audience• Your marketing/advertising/public relations efforts showcased• Updates are done almost daily• Customers, internal team, suppliers are aware you participate• Social media icons are on all marketing materials 23
  24. 24. COMPANY A BE THE LEADING PERFORMANCE EXHAUST SUPPLIER Social Media Marketing Publicrelations Advertising 24
  25. 25. Company BBE THE TOP CAR CARE PRODUCT IN THE MARKET 25
  26. 26. Company CBE THE LEADING PERFORMANCE CYLINDER HEAD PROVIDER 26
  27. 27. Company DBE THE AFTERMARKETS LEADING AXLE SUPPLIER 27
  28. 28. HOW• READY - AIM - FIRE• Create checklist• Internal communication• Step out of your comfort zone• Keep the gears moving• Buckle up and enjoy the ride 28
  29. 29. How doyou createSynergy? 29
  30. 30. THANK YOU!Give me your business card or email me for your Synergy Checklist The Marx Group TOM MARX CEO/President tmarx@themarxgrp.com 415.453.0844 ext. 106 www.themarxgrp.com 30

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