keeping it real
DESCRIPTION
Making marketing personal in a distracted world. Make your online and offline marketing be the most effective it can be with a mix of advertising, marketing PR, and social media.TRANSCRIPT
Keeping It Real Staying personal in a distracted world
Jeff Bunch, Brand + Digital Strategist jeffbunch.com |marketingeq.com
Walking The Walk: About Me Jeff Bunch,
Brand + Digital Strategist • Former Journalist, Digital Editor
• Marketer on Agency, Client Side • Worked in Both B2B/B2C Sectors • Clients have included: Heathman
Hotel, Cupcake Wines, Music & Arts • Business Partner of Marketing EQ
The marketing landscape ! Today’s world isn’t just about the latest shiny object
! Marketing, PR, Advertising, Direct Mail, have roles
! All campaigns need to be coordinated, integrated
! Strategies, tactics are unique to every business ! Key is which ones work best for your brand ! There is no template for what you need to do
! Tailor to industry, segment, audience (B2B or B2C)
It’s about people
Source: http://socialmediatoday.com/
The fundamental shift ! The marketplace is relationally more intimate
! Social media and digital isn’t all about technology
! Consumers have more information, trust peers ! Simply blasting out a message doesn’t work
! They want real conversations with real people
! You need to understand your business ! In relation to the customer, market, prospects ! Customer retention should be a marketing priority
Some things don’t change ! Be honest about your company & employees
! How do you see your customers, treat them?
! Today, your brand is what they say about you
! Good marketing can’t remedy business flaws ! Fix any broken systems, employee morale issues ! Customers, employees are brand ambassadors
! No marketing is free, traditional or digital
Take a closer look: What do you see now?
Start with a brand story ! It’s all about telling your story in authentic way,
reaching the right audience ! What is your brand story?
! What differentiates your company? ! What problem are you solving for the market?
! The answers to the foregoing dictate strategy
! It’s not about you, it’s about your customers
The 3-step process
EVALUATION PLANNING DECIDE
Reaching your objective ! You need to have a goal, plan for everything
! Acquire new customers, retain or both? ! Each may require different strategy, tactics
! Core messages and value propositions universal ! Create pieces that can be utilized cross-channel
! Map out a strategy and assign budgets
! Determine KPI’s, measure ROI, adjust in real-time
Look within, look around ! Start with an assessment of current efforts
! Sales figures, business goals
! Internal marketing spend ! Traditional, digital efforts
! Make decisions based on strategy, data ! What is/isn’t working (based on results)?
! Adjust strategy accordingly, be nimble
Thinking it through
Audience Message Medium
Call to Action Frequency Budget
Source: Julie Gorham, Chief Marketing Architect, MarketingEQ.com | [email protected]
Mixing mediums ! Who are you? It affects your marketing strategy.
! Online merchant: Can you incorporate offline?
! Brick & mortar: What about an online campaign? ! Professional: How do you best target your efforts?
! Manufacturer: How do you make your story exciting? ! Retail: Attract new customers or reward existing ones?
! Diversify – A good marketing mix (offline/online)
The Marketing Matrix
Cost Reach CPM Value
Advertising Medium Relative Value
Source: Julie Gorham, Chief Marketing Architect, MarketingEQ.com | [email protected]
Navigating new media ! Paid media is only half of the story
! Includes offline ads (e.g. newspapers, publications)
! Includes online ads (e.g. Google paid listings)
! Earned media is currency in today’s market ! Brands are publishers and content marketing is key ! Once you create content, publish it out to the world
! Encourage your advocates to share your brand story
Where to focus ! You can’t be on every platform, so be strategic
! Include social media, but it isn’t one-size-fits-all ! If you are B2C, go where you can find consumers
! Facebook, Twitter, Instagram, YouTube
! If you are B2C, go where the decision-makers are ! Advertising, Industry Events, Business Media
! Your website is your best resource in a digital world
Thank You!
[email protected] | jeffbunch.com