apa v5
TRANSCRIPT
Sales and Marketing
Bootcamp27th June 2012
This is
me!
This is
me!
This is
me!
This is
me!
The
Singleton
Consultancy
This is
me!
The
Singleton
Consultancy
We called it
a BOOTCAMP
for a
reason!
This is a
workshop!
Structure of presentation
• Market Trends
• Sales / Marketing Tips
• Case study
• Interactive element
• Summary
Trend No. 1
Realignmen
t of world
economy
Trend No. 2
We are at
the start
of The
Digital Age
Trend No. 3
Globalisati
on of
marketing
Trend No. 4
Growth of media channels
Impacts of these trends?
More competition
Pressure on costs
More complex media world
Speed of change is increasing
If you don’t believe me, listen to Mary!
It makes
you want
to listen
to your
INNER
CHILD!
It makes
you want
to listen
to your
INNER
CHILD!
Chinese Proverb:
“A crisis is an opportunity riding the
dangerous wind.”
Tip 1
Think more strategically about your business…..
Sales Marketing
A sales approach..
Strategy Execution
Ask yourself tough questions
Ask yourself tough questions
• What makes you unique?
Ask yourself tough questions
• What makes you unique?
• Why would someone want to engage with you?
Ask yourself tough questions
• What makes you unique?
• Why would someone want to engage with you?
• What are your strengths, weaknesses, opportunities and threats?
Ask yourself tough questions
• What makes you unique?
• Why would someone want to engage with you?
• What are your strengths, weaknesses, opportunities and threats?
• Is there an opportunity to reinvent the business?
Ask yourself tough questions
• What makes you unique?
• Why would someone want to engage with you?
• What are your strengths, weaknesses, opportunities and threats?
• Is there an opportunity to reinvent the business?
• Can you focus on a specialism?
Take
time to
think
and
debate
the
future
options
Tip 2
Think more strategically about your marketing…..
Strategic Marketing Framework
Ask yourself:
Strategic Marketing Framework
Ask yourself:
Where are we now? (situational analysis)
Strategic Marketing Framework
Ask yourself:
Where do we want to be?
(strategy)
Strategic Marketing Framework
Ask yourself:
How do we get there?
(tactics)
Strategic Marketing Framework
Ask yourself:
How do we know once we are there? (measure)
Strategic Marketing Framework
Ask yourself:
And where are we now (re-assess)
Tip 3
Decide on the
right Platforms
Ensure you have a clear understanding of all the key social
channels
Tip 4
Set Goals
Tip 5
Learn
We now live in an “knowledge” economy…
Lots of great online resources
Tip 6
Make
sure
your
work is
visible
Improve your
search rankings
Tip 7
Be interesting and
then social media is
easy
Tip 8
Make your website the hub of your digital activity
Tip 9
the steps….
• Define a strategy for Twitter & Social Media Platforms
• Target audience (creatives, clients, industry people, etc)
• Objectives
• Tie-in to overall social media strategy
• How does it relate to your company?
• Tie-in to overall marketing strategy
• Twitter policies?
• Twitter persona?
• Measure the outcome and continuously adjust
Tip 10
Maximise your online connections…
Tip 11
Measuremen
t.
Tip 12
If you a strong company culture….
Ensure that it’s online too!!
Tip 13
Integrate social media with the rest of your marketing activity
Integrate
• Include your social links on your website, newsletter, staff email signature, etc.
• Research and find out where your target audience is
• Shout about your recommendations
• Engage with your audience
Tip 14
Be persistent and keep engaging
• Frequency
• Don’t be too repetitive
• Don’t spread yourself too thin
• Always follow up post marketing activities
Tip 15
Build relationships
Tip 15
Have a
strong
visual
identity
Tip 16
Online PR /
Directories
Covering the basics!
• THE place for brands and their agencies to find media, marketing and sponsorship ideas
• Over 15,000 opted-in members encompassing marketers at brands and media, creative and PR agencies
• Media owners, sponsorship rights holders and many others use GMM as a way to get their offering in front of our highly targeted audience
Getmemedia.com
• Have your work seen by our
audience of over 15,000
marketers- all of whom regularly
access GMM as a source of ideas
for their brand activity
• 13,000 unique visitors in May
2012. Solely used by people
responsible for UK marketing
budgets
• Our communications are
received by over 15,000
marketers- perfect way to get
your work in front of decision
makers
• 12mth packages start from as
little as £850 + VAT. 20% discount
for all APA members
• Have your work seen by our
audience of over 15,000
marketers- all of whom regularly
access GMM as a source of ideas
for their brand activity
• 13,000 unique visitors in May
2012. Solely used by people
responsible for UK marketing
budgets
• Our communications are
received by over 15,000
marketers- perfect way to get
your work in front of decision
makers
• 12mth packages start from as
little as £850 + VAT. 20%
discount for all APA members
Tip 17
Assign responsibility either internally or externally to run the marketing activities
Ensure that company-wide everyone knows what you are doing and why
Set a company tone of voice for consistency
Ensure ongoing, regular and newsworthy content is issued at least once a month
Tip 18
REACT
React to the results and data
Re-adjust your marketing activities based on the results
Re-adjust communication based on insight, for
example: use the social media comments posted
in your next email communication
Always follow up post marketing activity
Tip 19
User experience
DESTINATION IMPACT
CALL TO ACTION
WHAT DO WE WANT
PEOPLE TO DO?
CONSIDER VISITOR
RETENTION
ALL SECTIONS
Tip 20
Insight
Use analytical packages to gain insight into how
visitors engage with you
Consider Google Analytics to understand how many visitors visit your website
Consider social media analytical packages to understand how visitors
interact with you
Consider email broadcasting solutions to understand what happens after you send an email and to know who to follow up with
Case Study
Film production company, SALT.TV recently employed a digital
marketing consultancy to develop and execute its digital strategy.
In just three months, they achieved the following:
1) There were 3,126 visits to the website of which 50% is due to search engine optimisation, 34% is direct traffic and 16% is due to online referrals
2) PR: Monthly homepage and newsletter editorial coverage in Beak Street Bugle, SourceEcreative, Shots, SohoSoho and Little Black Book has resulted in 16% new visitors directed to their website
3) Social Media: 10% increase in re-tweets, followers and mentions across LinkedIn, YouTube, Twitter, Facebook and Pinterest
4) Email Communication: Email communication issued in May resulted in 40% clicks from target audience resulting in over 100 views globally
S.E.O results beforeBefore digital marketing activity
No Visitors
After three months of digital marketing activity
S.E.O results after
Marketing Activity
PR exposurein May 2012
SohoSoho
Beak Street Bugle
Little Black Book
PR Online Referrals
Social Media Re-tweets
Email Campaign Stats
Video viewer stats driven by digital marketing activities
Results: what it means
Results: what it means
• By investing in digital marketing activities – they have gained industry and market insight into:
Results: what it means
• By investing in digital marketing activities – they have gained industry and market insight into:
– Which company and individuals are reviewing what portfolio of work to strategically engage with
Results: what it means
• By investing in digital marketing activities – they have gained industry and market insight into:
– Which company and individuals are reviewing what portfolio of work to strategically engage with
– Which types of company visit the website by sector to enable them to identify new opportunities for future growth
Results: what it means
• By investing in digital marketing activities – they have gained industry and market insight into:
– Which company and individuals are reviewing what portfolio of work to strategically engage with
– Which types of company visit the website by sector to enable them to identify new opportunities for future growth
– Which marketing activity is driving prospects to the website to continuously re-invest in effective digital marketing activities
Interactive
Session
Commit to 5 things that you are going to do differently or better in the next 2-3 months?
Summary
The future is already
here, it is just
unevenly distributed.William Gibson
However its still about relationships….
Success is just around the corner
Thank you!
