AIM Open House WHICH MEDIUMS IN THE MARKETING MIX AUG 3 2011

my experience

•  marketing & the internet fused in 1994

•  generated more than $1m leads online in 5 years nationally

•  driven the marketing & business development for many companies

•  worked across all mediums

•  the rules are the same for any business!

an increasingly complex media landscape

•  Print (magazines, newspapers) •  Online magazines, news •  Outdoor, billboards, cinema •  TV: Free to air, PayTV, Digital,

Internet TV •  Radio: there are 100s of stations

in Qld alone and now digital radio •  Branded website •  Aggregate websites •  Branded YouTube Channel •  Branded iPhone apps •  Forums 7 blogs •  Social media such as

–  Facebook (fan Page or Business Page), MySpace, Google Plus

–  Linkedin, Twitter

integrated marketing drives business growth

•  an increasingly complex media landscape

•  you’d be forgiven for jumping on the latest bandwagon

•  but don't throw the baby out with the bathwater!

•  is the new medium actually being used by your brand's target market?

•  marketing is not an exact science - test, measure and revise

•  take an integrated approach

•  meet your customers on their own playing field.

profiling WHO ARE YOUR CUSTOMERS?

target audience

•  women 16 to 35 in Qld is not enough!

•  what are their preferences, needs, perceptions, habits, aspirations?

•  what is their language?

•  how do they communicate?

•  where do they search?

•  what jobs do they do?

•  what are their groups, sports, tribes?

•  what are their values?

brand WHO ARE YOU?

your brand

•  what is your brand personality?

•  what are your brand values?

•  what are the benefits of being in relationship with your brand?

•  what is your brand promise?

•  what makes it unique?

objectives of the brand

•  product / service differentiation •  relevance in chosen markets •  effective consistent communication •  creating brand loyalty •  build business growth •  build equity.

•  define what is most relevant •  consistent brand experiences •  create value in the exchange.

define your objectives WHY MARKET?

why are you marketing?

•  drive new enquiry into the business?

•  build stronger relationships?

•  build the reputation?

•  attract new staff to the company?

•  ‘woo’ the media?

•  influence key stakeholder groups?

•  issues management?

•  Is it all these things?

integrated marketing WHY MARKET, WHO TO AND WHERE?

marketing is a process, there is no magic pill!

RESEARCH •  Clients •  Prospects •  Competitors •  Staff

BRAND Develop the brand & positioning, then build reputation through effective brand management

STRATEGY

•  Create a marketing strategy •  Define your audience •  Set your media plan

IMPLEMENTATION Develop and implement a tactical plan to achieve the objectives & generate leads, build the business and grow

SALES Develop effective sales processes to convert leads and opportunities created by marketing activities

REPORTING Develop an smart reporting process to measure effectiveness, feed mgt decisions & assist with future plans and organisational capacity

strategy is important

•  who are you marketing to? •  why market? •  where are your customers? •  when are they there? •  how much and how often? •  do they care? •  have you listened? •  now, what are you going to

say?

some examples

global professional services firm

cardno offer advice across many industries: •  building & property •  environmental and natural

resources •  mining & resources •  transportation •  focus is on CEOs, CFOs,

high level decision makers

why

•  awareness in a global market

•  build & PROTECT the brand

•  shareholder confidence •  necessary to be highly

targeted •  C level decision makers

who are time poor and bombarded with marketing, smart, focused and less technically dependent.

where, when

•  print is still important e.g. fin review •  annual reporting •  website as a profile •  direct communications •  board presentations •  corporate relations •  clubs e.g. Brisbane Club, Polo •  networking - AIM, AICD •  by appointment, business hours •  Facebook is irrelevant at this stage.

fashion hair salon

targeting: •  fashion conscious

women •  higher net worth •  localised market •  very socially active •  technically more savvy.

why

•  local brand building •  driving store traffic •  customer relationship

marketing

•  focus on local catchment

•  CBD workers •  media – awards.

where, when

•  online, interactive web •  Facebook •  Twitter •  email •  video blogging •  public relations •  local media

•  on demand, their space •  pull marketing •  offers, engagement, loyalty.

essence property development

targeting: •  high net-worth •  SMSF owners •  investor market •  baby boomers •  empty nesters.

why

•  only one reason •  sell property •  focus specific catchment •  national target •  media for recognition & awards

where, when

•  print advertising •  magazines •  online brochures •  billboards Bruce Highway

•  push campaign •  express an experience •  highly emotive & engaging.

old & new INTEGRATION IS KEY

radio still relevant?

•  100s of stations just in Qld •  for broad reach •  single simple message •  must repeat to incite action •  study the demographic •  does it match your brand image and focus? •  consider digital stations •  drive listeners to an offer, to a website, to a

competition.

future websites

•  no more brochure sites

•  built to be found •  become a marketing tool •  content tailored to the user

•  takes clever software that learns about the user on each click and presents only relevant content

•  remembers users when they return & makes suggestions based on past behaviour.

personalised content website

are you a

•  time consuming •  has to be interesting

& engaging •  be relevant •  have personality •  regular & up-to-date •  search engine friendly •  not for everyone.

best blog

to tweet or not to tweet?

•  short sharp single line 140 character message •  engage followers •  don’t tweet about your breakfast •  link to blogs, websites, news feed •  become the authority •  target - tech savvy, socially

active users with constant access to the internet.

back to the tele?

•  increasingly more targeted •  creative has to be really

engaging •  drive viewers to take action •  integrate with other mediums •  the lines are blurred.

mobile advertising

•  2010 was finally the year of mobile advertising •  mobile display is a necessary component of every

brand’s marketing strategy •  app ads alone are expected to reach $8m in revenue

by 2015

•  mobile advertising is about audience and engagement

•  content rich creative developed across platforms

•  don’t underestimate the importance of the mobile web •  multiple apps for multiple devices vs a single, mobile-

optimized website

•  the number of users accessing the mobile web is growing faster (8.2 percent from May to August) than apps (7.7 percent)

•  ensure that you’re engaging your audience everywhere

•  Meerman Scott’s 4 E’s

You-Tube

•  for online junkies •  very visual •  must be quality

filming! •  & worth going viral •  you must be open

to comments

nab repeat their TV ads…..

billboards go digital

•  no more than 7 words

•  tell a story

•  eye catching image •  link to take action •  seen 3 to 7 times

by audience

best outdoor campaign

a single board location was booked in Buffalo USA and every monday for 9 weeks….a new board went up.

this is story-telling at it’s best and digital billboards allow for this with so much ease….

week 1

week 2

week 3

week 4

week 5

week 6

week 7

week 8

week 9

tells a story

can’t you see all of Buffalo being completely caught up in this story?

can you imagine how many people showed up at Garcia’s on Fridays to see if Angel made an appearance!

so in conclusion

•  who are your customers?

•  how do they like to communicate?

•  speak their language •  speak into their

listening •  keep your brand

evolving but don’t loose sight of who you are!

print

radio

PR

outdoor

thank you