the secret ingredients to marketing on a small budget
DESCRIPTION
How do you prioritize and make marketing decisions that will have an impact on your business if you have limited funds? This presentation will walk you through the steps to identify goals, develop strategies, and determine best uses of your marketing dollars.TRANSCRIPT
The Secret Ingredients to
Marketing on a Small Budget
Duluth Area Chamber of Commerce
Presented byWestmorelandFlint
October 23, 2009
Laura Sieger
Vice President, WestmorelandFlint
My Background• 20 years in marketing and public relations• Nonprofits: education, tourism, service organizations• Agency: health care, finance, aviation, retail, tourism,
power, manufacturing, nonprofits, economic development
Introduction
Strategic Direction Interactive
Communications Planning Creative Services
Brand Development Public Relations
Media Services Event Planning
Audio Visual Research
Automated Marketing Direct Marketing
Social Media
Core Capabilities
• The challenges and opportunities in marketing today
• What’s all the hype about social media
• Planning ensures best results
• Measuring the results
Agenda
The New Media Landscape
It used to be easy…
TVa world of
LIMITED
options
a world of
LIMITED
options
PUSHED to mass consumers
Radio
PrintOutdoor
It used to be easy…
• In 1965, 80% of adults in the U.S. could be reached with three 60-second TV spots
• Day-after recall score for 60-second prime-time commercials was 40%
Now, it’s not so easy• In 2002, it took 117 prime time commercials to
produce the same result• In 2005, typical day-after recall score for a 30-
second spot was less than 20%
It’s not so easy anymore.
2004
Friends – Series Finale
12.8 Nielsen rating
Most-watchedshow in 4 years
1986
Head of the Class
12.8 Nielsen rating
#40 show that year
The Direction of the Relationship
Broadcast TV
Cable TV
DVRs/VOD
IPTV
Video Search
Digital Radio
Satellite Radio
Podcasting
Internet
Blogs
Outdoor
Text Messaging
Mobile Phones
a world of
INFINITE
options
PULLED
by individual
consumers
a world of
INFINITE
options
PULLED
by individual
consumers
The Result = The Ultimate Consumer
Control
Choice
Customization
Collaboration
Advertising has become…
digital personal controllable
= TARGETED
What’s all the hype about social media?
“Reliance and trust in nontraditional sources—meaning everyday
people, their friends, their networks, the network they’ve created around
them—has a much greater influence on their behaviors than
traditional advertising.”
–Jack McKenzie, Millennials Strategy Group
What is social media?
The technologies and practices that people
use to share content, opinions, insights,
experiences, perspectives and media itself.
By the numbers…
• Technorati is currently tracking over 120 million blogs
• More than 100 million videos a day are being watched on the video sharing site YouTube
• 13 hours of video uploaded to YouTube – every minute
• If Facebook were a country, it would be the 4th largest in the world
By the numbers…
• Google had more than 634 million unique visitors in May of 2008
• There are over 20 million active Twitter users in the U.S.
Why should you care?
• These are your consumers and this is where they are spending their time.
• You need to talk to them (and listen) where they are, not where you want them to be.
Emerging Media
BehaviorReinforcing the notion that it is now the consumers’ dialogue, users are creating their own branded content
Fueled by near ubiquitous penetration, the mobile phone is taking on new messaging usage and functional applications
Driven by a strong need for self-expression and connection with others, social networks have proliferated
Online video has proliferated, and users are actively creating, posting and sharing video of all stripes
Gaming now dominates the living room and PC, and is making its way into mobile—across nearly all demos
Video Sharing
Mobile Lifestyle
Social Media
User-Generated Content
Gaming
An Integrated Approach: Communications Planning
Map a Route to Success
Without a plan With a plan
Includes– Business objectives and strategies– Key drivers– Brand character and tone – Target audience and insights – Competition– Key messages – Communication objectives, strategies and tactics– Timeline, measurement and budget
Communications Planning
Business Objectives and Strategies
•What are the company’s revenue/growth
goals? These are measureable targets
(3 to 5 is best).– Increasing membership/enrollment by XX%
over 12 months– Acquire three new clients in XX months– Increase revenue by XX% in XXX product in 6
months
Key Drivers
•What influences the ability to meet
business objectives?•Are there barriers to overcome?
Internal? External?
Hint: There is no magic marketing solution
to overcome poor customer or brand
experience.
Brand Character and Tone
•What makes your organization unique?•What is the personality of the brand?•What do people think of the brand?•How does your organization want to be
seen?
Hint: Your brand is not the best people,
best service, best products.
Target Audience and Insights
•Who are the primary and secondary audiences?
•What are their personalities, ages, likes/dislikes? •What are the key perceptions/misperceptions?•How do current customers make decisions
regarding a product/service? •What drives them? •How/why do they choose the product/service?
Hint: Your audience is not everyone.
You need to be selective.
Competition
•Who is your competition?•How does your product/service differ from
that of the competition?
Key Messages
•Tone should reflect your brand character.•Humorous, conversational, approachable,
thought leader
•Need to engage your audience, not speak
at them, down to them or threaten them.•What’s the one thing you want people to
walk away with?Hint: People don’t want to hear everything you
want to tell them. It’s about what they want.
Communications Objectives, Strategies and Tactics
•What is the response the company/organization
wants from key constituencies—customers,
employees, prospects, shareholders, media?•How will the company/organization communicate
to change or create perceptions/beliefs?•What specific tactics will be used to achieve the
overall strategy/communicate key messages to
defined target audiences?
Plan Implementation
•What is the timeline and budget for
accomplishing?•Who is responsible for which tactic? What is the
timeline for completion?•Are there some tactics that are dependent on
others?
Building Your Plan
• Identify 3 to 5 measurable targets
• Understand your audience; if you don’t know ask current customers or conduct research
• Base your measurement on targets– AAU Research– How did you hear about us?– Google analytics
Worry about the tools last, not first.
B2B marketers who focus myopically on the tools—as they contemplate whether to
start a blog or advertise on social networking sites—will fail to recognize and
follow the practices and disciplines needed to embrace communities.
Where Do I Start?
Listen, Monitor and Understand
• Customer feedback and surveys
• Analytics – Google and other
• Social media monitoring
• Primary and/or secondary research
Start with your goals, not the tools.
• Develop a plan; access others for perspective
• Implement
• Review and measure
Hint: It’s about reaching the right people, at
the right time, with the right message.
Some Basic Ingredients
• Website– SEO, user-centric, interactive, benefits, scannable
• Conversation Piece– Brochure, business cards
• Advertising– Consider target audience: ages, demographics,
geographics, psychographics
Some Basic Ingredients
• Public Relations (relationship building)– Earned media, events, loyalty programs
• Social Media– Facebook, YouTube, Twitter, LinkedIn, Blog
• Automated Email Marketing/Direct Marketing– Campaigns, relationship building
What can you do today?