how to organize/integrate and implement successful...
TRANSCRIPT
How to Organize/Integrate and Implement a
Successful Marketing Program
• Boutique PR agency• 15+ years in business• Specialize in travel/tourism• Special events, community relations, national
promotions, major media announcements • Founding Principle: Love what you do and do it well
• Roots in tourism• Raised with Southern principles• It’s business – not personal• I love...
GAME ON!
Marketing is...
...the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.
American Marketing Association (July 2013)
Identify the Situation- We have a problem- We have a need - We have an opportunity- We have a crisis
Use what you know to define goals- Research- Look at the bottom line- Analyze the competition
Marketing is... Activity
Opportunity: Presidential Debate at Lynn University- Influx of national and international press- Exposure to a younger audience- Leverage major brands coming into the market- Pool resources with local entities
Marketing is... Activity
Goals- Increase awareness among younger audience that
The Palm Beaches offers hip/cool experiences- Generate reach (with limited budget - $35,000)- Grow database- Create social chatter
Marketing is... Activity
- Largest non-partisan voter registration campaign- Proven track-record- 85% of 18–29 year olds are more likely to use a product or
service based on its partnership with Rock the Vote
Marketing is... Activity
- Host a FREE concert with a well-known band- Recent platinum hit “Everybody Talks”- #1 on Hot AC at time of debate- Live screening of last presidential debate- Engage audience around the world- More than 40 million members worldwide- Interact in real time
Marketing is... Activity
Define Marketing Disciplines (think of the customer)- Advertising - Public Relations - Social & Mobile - Promotions- Owned Assets - Community Relations- Special Events/Stunts
Assign Roles- Identify Lead Project Manager
• It’s business, not personal• Deflect distractions• Keep team on task
Marketing is... Institutions
Marketing Disciplines- Advertising - Public Relations - Social/Mobile/Online- Promotions- Owned Assets- Special Events- Collateral- “Broadcast”
It’s Business, Not Personal- CVB & Rock the Vote
Marketing is... Institutions
Integrated Marketing Communications Plan- Not platform specific
• Leveraging strength of various platforms to achieve greater combined impact
• Used to buy rating points to earn reach and power• Then…
Marketing is... Creating
Technology Happened- Search, SEO, PPC, Social, Mobile, etc.- Not a linear path to purchase/discovery anymore
• 38% shoppers use mobile device to help make final purchase decision
• Guests read 6-12 reviews before booking• Tweets, Google, email, water cooler
Marketing is... Creating
Start with $0 Budget- Create ideal scenarios- Adjust as necessary
Communicate Internally- Give presentation- Create flow chart- Deliver what’s promised
It’s Business, not Personal- Does it pass the litmus test
Marketing is... Creating
Marketing is... Creating
Marketing is... Creating
Dedicated Social Media Efforts- Facebook, Twitter and YouTube through Palm Beach CVB,
Rock the Vote, City of Boca Raton and Mizner Park
Rock the Vote 70,000 27,500
Palm Beach CVB 4,150 4,731
Mizner Park 3,489 545
Marketing is... Creating
Marketing is... Creating
Marketing is... Creating
Marketing is... Creating
Marketing is... Creating
Marketing is... Creating
Marketing is... Creating
Dying to ask @NeonTrees something? Tweet your question with #XboxPoll#RTVNeonTrees & they may answer on stage at 10/22 @Rockthevote event!
What have u always wanted to know abt @NeonTrees? Tweet it w/ #XboxPoll#RTVNeonTrees & they may answer on stage at 10/22 @Rockthevote show!
Tweet yr question to @NeonTrees w/ #XboxPoll #RTVNeonTrees & they may answer on stage at @Rockthevote debate concert on 10/22 at 7:30 ET
Tweet yr question to @NeonTrees w/ #XboxPoll #RTVNeonTrees & they may answer on stage at @Rockthevote 10/22 debate event streaming on @Xbox
Marketing is... Creating
- Refer to research• How does the customer get/want to receive message
- Create message that’s consistent in tone – doesn’t have to say the same thing
• Nike’s “Just Do It” – blood, sweat , tears of hard work• London Olympics “Find Your Greatness” – not just for
elite athletes, something to which we all can aspire
- Message communicated externally and, more importantly, internally
Marketing is... Executing
Consumers want integration
Survey by MyBuys and e-tailing
Marketing is... Executing
Push Message and Pull Call-to-Action- Wrap communication around consumer and help move
them through the buying process
It’s Business, Not Personal- Everyone performs 110%- If it’s not working, fix it/kill it
Marketing is... Executing
Research/Analyze- Did we boost sales?- Did we create competitive advantage?- Did we gain attention or increase audience/database?- Did we cement loyal bond with our customers?- Did we reverse the negative situation/perception?- Were we cost effective?
Marketing is... Value
Goals- Increase awareness among younger audience that The
Palm Beaches offers hip/cool experiences
Marketing is... Value
Goals- Generate reach (budget - $35k/actual - $17k)- More than 14 million consumer impressions- $642,000 Media Value- ROI 38:1
Marketing is... Value
Goals- Grow database
• RSVPs (online and mobile)• Twitter• Facebook Likes• Enter-to-Win Contest
Marketing is... Value
Goals- Encourage social sharing- Facebook, Twitter, YouTube
Marketing is... Value
Other Examples
Comprehensive PR and promotional effort built around the phenomenon popularly known as the “Mozart Effect”
- World-renowned scientist- Special concert/pre-concert talk- Seminars- Book signing- 2-4-1 tickets- Free CDs- Family discount
We have a problem: New Audience
Comprehensive PR and promotional effort built around the phenomenon popularly known as the “Mozart Effect”
- World-renowned scientist- Special concert/pre-concert talk- Seminars- Book signing- 2-4-1 tickets- Free CDs- Family discount
We have a problem: New Audience
Results- Concert Sell-out- Book Signing – SRO- Expanded Database- National Publicity
We have a problem: New Audience
Best Buy rolls out app to support “Despicable Me” movie launch
We have a need: Remain Relevant
“The Minionator”
We have a need: Remain Relevant
5.7 million page views
We have a crisis: Toyota Recall
X Activity - Season’s AnnouncedO Institutions - Coaches, PlayersX Creating - Set the Game PlanO Executing - Game on!X Value - Crowd-Pleaser?
X’s and O’s
Go Big or Go Home