marketing has evolved: has your marketing plan?
DESCRIPTION
Matt Dodds of Brandthropology presents his framework for marketing and distinguishing your brand at the June 10 2010 Media Maven Lunch sponsored by Common Good Vermont and CCTV Center for Media & Democracy. Watch the video presentation here: http://www.cctv.org/watch-tv/programs/find-your-zag-branding-fundamentals-brandthropologyTRANSCRIPT
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Marketing Has Evolved… Has Your Marketing Plan?A Presentation for CCTV, As presented June 17th, 2010
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Our Clients:
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“It is not the strongest of the species that survives, nor the most intelligent. It is the one
that is the most adaptable to change.”- Charles Darwin
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3
Matt Anne Erika NickJonathan L.
macromarketing strategies
development
accountmedia planning
buying &posting
graphicdesign &
productionmanagement
web design,keyword
acquisitionppc, ppa
web developer;joomla, css,
php, asp, mysqljava scripting
Justin
public relationsonline PR,
blogging, SEO press releases
Jonathan W.
online search strategies,
social media, video
production
Who we are:
Chris
coding god,flash junky,viral contentdevelopment
Corey
SEO,CPC, PPC
administration,e-commerce
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How Has Marketing Changed?
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Flashback: Marketing Then…
(http://www.youtube.com/watch?v=e3N_skYSGoY)
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… And Marketing Now:
http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone
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How Has Marketing Changed?
THEN
• Mass Marketing
• Limited Media Channels
• Broadcast Messaging• Inculcate• ROI via CPM & R/F
• Manufacturer Control
• Poster Children: • P&G• McDonald’s• Budweiser
NOW
• Database Marketing
• Limitless Media Channels
• Interactive Messaging• Invite• ROI via: Engagement & Conversion
• Consumer Control
• Poster Children:• Amazon• Starbucks• Seventh Generation
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National Media Spending
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Media
Network TVSpot TVCable TV
Syndicated TV
Radio
MagazinesNewspapers
Direct MailYellow Pages
Internet
Other National Media
2006
2007
So What’s All the Fuss About?
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"The future is here. It’s just not widely distributed yet.”
- William Gibson
So What’s All the Fuss About?
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ReviewMarketing Strategy
CreateBrand
Strategy
Confirm IT MarketingInfrastruct
ure
DevelopThe WebsiteAround Them
Integrate & Orchestrate with an eye onSocialNetworkMarketing
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ReviewMarketing Strategy
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Marketing: What Hasn’t Changed
If we get these wrong, we’ll be
aiming in the wrong direction at the
outset.
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Process Hints: Marketing is an Internal Event Before It’s an External Event
June 24th, 2009 9:00 AM Kelly Shull Development Officer Sally Trigg Hospital Foundation Executive Director Cindy Goodman Graphic Designer 10:00 AM Anna Abeyta Chief Clinical Officer 11:00 AM Kelly Shull Development Officer 12:00 PM Alden Cockburn MD – Urologist 1:30 PM Cindy Goodman Graphic Designer 2:00 PM Dan Guttman Orthopedic Surgeon 4:30 PM Tim Moore MD – OB/GYN
June 25th, 2009 8:00 AM Kathy Namba Director of Community Programs 10:00 AM Linda Chase Director of Quality/Education 11:00 AM Ron Burnham Chairman of the Holy Cross Hospital Board 1:00 PM Sally Trigg Hospital Foundation Executive Director 2:00 PM Ric Eisenring Chief Financial Officer 4:00 PM Steve Fuhlendorf Taos Chamber of Commerce 6:30 PM Hospital Foundation
DinnerToast of Taos
June 26th, 2009
9:30 AM Chris Baker Taos News Editor 1:30 PM Gelian Ismai MD, Chief of Staff
Internal & External Interviews Conducted
3
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Brand Stewardship: Why Should Someone Choose You?
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Response from Survey
• Survey Monkey results. Polling conducted March 5th-18th, 2009. 61 respondents via e-mail.
The name plays a role in confusing people about what you do.
And plays a strong role in obscuring all the things you do to serve people.
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ReviewMarketing Strategy
CreateBrand
Strategy
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Brand Stewardship: Why Should Someone Choose You?
”
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Target Audience Segmentation:
Weddings Conferences & Functions Golf Updates Member Updates Weekly Newsletter
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“Where Great Care Comes Together”
Key Segment
How WeCome
Together to Provide Great Care
SegmentValuation
SegmentMedia
Positioning & Segmentation Proof of Concept
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ReviewMarketing Strategy
CreateBrand
Strategy
Confirm IT MarketingInfrastruct
ure
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Your business software needs to work with marketing!
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New Technologies Change the Game:
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New Technologies Change the Game:
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ReviewMarketing Strategy
CreateBrand
Strategy
Confirm IT MarketingInfrastruct
ure
DevelopingThe WebsiteAround Them
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Some Keys to Website Development: Lack of Prioritized Messaging
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Some Keys to Website Development: Thinking from the Target
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Keys to Website Development:
First, ask yourself these (seemingly) simple questions:
• “Why do I have a website?”• “How does this integrate with my marketing plan?”
Get over yourself! (Think from the black pieces)• “Who is visiting?• “Why would they visit?”• “What are they looking for?”
Make Priorities:• What’s most important? Why?
Create Conversion Funnels:• Ask for an action!• Walk people logically through the sale
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Using Google Analytics
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Driving Traffic via Search Engine Optimization: Off-Site Punch List
Organic:
Local Optimization:• Google Maps• Mapquest• Directories
Back-linking Strategies:• Long term: build over time• Directories• Orgs You’ve Joined
Site Submission:• Upload XML sitemap• Review Google webmaster tools
Paid:
Paid Search:• Adwords (Google)• AdCenter (Microsoft)• Yahoo Advertising
Directory Listings:• Yahoo• Business.com• Best of the web
Banner Ads:• Context relevant sites• Ad networks
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ReviewMarketing Strategy
CreateBrand
Strategy
Confirm the IT
MarketingInfrastruct
ure
Develop the Website
Around Them
Integrate & Orchestrate with an eye onSocialNetworkMarketing
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Keys to Social Media:
Think about the nodes… and woo them:
• Bloggers are your friends• PR can be very cost effective tool• Facebook• LinkedIn• Twitter’s now coming on…• Actively pursue ‘network effects’
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Some Keys to Social Media:
Give people a reason to participate.
Resist the temptation to “Sell, Sell, Sell”
Resist the desire to overcontrol.
Use social media to engage back to your website.
Peter & Maria Hoey
Adapted in part from: http://online.wsj.com/article/SB122884677205091919.html?
mod=dist_smartbrief
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20 x $795 = $15,900
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E-mail Marketing Engine:
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“It is not the strongest of the species that survives, nor the most intelligent. It is the one
that is the most adaptable to change.”- Charles Darwin