outsource to us || presentation to brisbane inner west chamber of commerce
TRANSCRIPT
“Generating Growth ….In the ever increasingly complex
world of marketing, social media
and the press, how do I
determine where to spend my
limited marketing budget to
directly grow my business.”
About me
Technology to brand to marketing
Marketing & the internet fused in 1994!
Then Marketing Manager for On Australia which become the MSN,
been around for a while
Created and ran my own business nationally for 10 years –
Marketing Angels
Now Outsource to Us – multi-disciplined – marketing, PR and social
media
Driven the marketing & business development campaigns for many
companies
Across all disciplines and industries, the rules are the same!
Outsource to Us - key people
Jane Patterson
•Marketing Manager (SYD)
Tahlia Edwards
•Marketing Manager (BNE)
Dominique Cassidy
•Digital Marketing Manager
Mark Tull
•Internet & website strategy
Jane Keighley
•PR & Media Manager
Jane Toohey
•Managing Director
Hilary Knights
•Strategic Director
Plus other Graphic designers, Project Managers and support staff
Outline for the next 30 mins
What is marketing in 2015, how do social and media fit in
the mix?
How do you match the right tactics to your target
audience to increase conversion?
What can a business do to increase customer
engagement on a minimum budget?
How to track and analyse what works and which tactics
deliver the best ROI
Marketing in 2015
A complex proposition
An increasingly complex media landscape
Print (magazines, newspapers)
Online magazines, news
Outdoor, billboards, cinema
TV: Free to air, PayTV, Digital, Internet TV
Radio: there are 100s of stations in
Qld alone and now digital radio
Aggregate & mobile websites
Branded YouTube Channel
Branded iPhone apps
Forums & blogs - content
Social media: Facebook, Pintrest,
Google Plus, Linkedin, Twitter
Possible tactics = stretching the skills of a
single marketing manager
Traditional marketing: advertising,
direct mail
Digital marketing: eNews, Google
adwords, display, remarketing
PR and media relations
Telemarketing
Social media
Content marketing, blogging and
advocacy
Considered integrated marketing drives
business growth.
With an increasingly complex media landscape any marketing
manager or business leader would be forgiven for jumping on the
latest bandwagon, heralded as the 'be all and end all' of marketing
solutions.
Be absolutely sure that any new medium is being used by your
target market.
Marketing is not an exact science and never will be, so test,
measure and revise your strategy as you go.
Take an integrated approach and meet your customers on their own
playing field.
The customer now determines the communication method.
Marketing planning,
it’s a process!
Marketing Planning Process
RESEARCH
Clients
Prospects
Competitors
Staff
BRAND & POSITIONING
Review/Develop Brand and Positioning
Key messages
STRATEGY
Objectives
Activities
Integration with sales
Budgets
Calendar
IMPLEMENTATION
Develop and implement a tactical plan to achieve the objectives outlined
strategically
REPORTING
Track and Measure Effectiveness
Develop an effective reporting process to measure effectiveness and assist with
future plans and organisational capacity
Matching the right
tactics to the target
audience – who &
why?
Define target markets
There will likely be a number of these
Define each and profile them
Understand their hot buttons
Understand what media they use
Understand where they ‘hang out’
Build a detailed picture of their
personality
Sell into their listening.
Your
Target audience
(market segments)
What are they
listening out for?
What are their
media habits
Identify their
needs and wants
Social media users?
General online
habits
What is their language
What is their style /
status?
Build the profiles
Why are you marketing?
Drive new enquiry into the business?
Build stronger relationships with
current clients?
Build the reputation and awareness of
the brand and business?
Attract new staff to the company?
‘Woo’ the media?
Influence key stakeholder groups?
Corporate comms - issues
management?
Match the medium to
the target audience –
the what?
Fashion hair salon
Targeting:
Fashion conscious women
Higher net worth
Localised market – CBD
Very socially active
Technically more savvy.
Why
Local brand building
Driving store traffic
Customer relationship
marketing, building
regulars
Long term campaigns
Where, when
Online, interactive web
Video blogging
Public relations in local media.
on demand, their space, their way
pull marketing not push
give offers, engagement, loyalty.
Essence property development
Targeting:
High net-worth
SMSF owners
Investor market
Baby boomers
Empty nesters.
Why
Only one reason
Sell property
focus specific catchment
national target
media for recognition &
broad coverage
Where, when
Print advertising, Fin Review,
Courier Mail Property liftout,
Domian –Sunshine Coast
Magazines – My Property
Preview, Brisbane News
Online brochures
Billboards Bruce Highway.
Highly emotive & engaging, one
chance to connect.
Now, what to say,
when and where?
Increasing
engagement
What sets you apart?
Your brand
Your positioning is your promise to the market…
Sustainable Buildings Bringing the built environment to life
Pure Heaven Creating a peace of heaven for everyone
Practical Systems Improving the Business of Farming
Rehab Options Work Injury Management Protecting Business, Their People, and Profits
What are you saying…?
What is your
brand image?
Who are your
customers?
Do they match?
If they don’t,
change it…..e.g.
McDonalds
unhealthy to
healthy
A brand will attract buyers whose actual or desired self images
match the brand’s image
Consistent Messages
Map the customer journey
What do you want to be known for?
What are the needs of the target market?
Then what do you need to say?
When and where do you need to say it?
How will you create engagement
Flow of a customer journey – O2U
Touchpoint1
• Brand engagement
• Print, banner ad, website view
Touchpoint2
• Initial contact
• Telephone, online form, meeting
Touchpoint3
• Confirm brief
• Proposal
Flow cont./
Touchpoint4
• Answer questions
• Make revisions
Touchpoint5
• Confirm Ts&Cs and pricing
• Acceptance of contract
Touchpoint6
• Initial kick off
Growth from brand
engagement
Engagement
Engagement - don’t preach or sell.
A two way communication
Always respond
Speak into a listening
Understand what they are listening
for!
So know the brief, know the target
market.
Engagement creates trust in the brand
or business.
The Nike+ product provides
a community which:
• Links to other users
• Links to friends
• Provides personalised
coaching programs
and more!
= Brand Engagement.
Growing organisations are
demonstrating their
understanding of their
customers and how to
communicate with them…
Growth through Engagement
Small business Know their audience
Cyclists
Workers until 2pm
Locals in evening
Create engaging content daily across
social platforms
Facebook images are totally enticing
Regular relevant updates on specials
Adapt to the environment e.g. Friday
night turn into a pizzeria
Customers engage and provide the
community feedback, 2wheels
engage.
Tracking and analysis
What’s working?
Understanding what element of marketing is working is more important
than ever in this complex environment
Become more data-driven
Develop a specific mechanisms to know what works and what
doesn’t across your marketing platforms
Integrate analytics with conversion tracking
Use social analytics and feedback
If there are no new leads resulting in sales, the marketing is not
working!
Example Monthly KPI Report Social Monthly Social Media KPIs
for Oktoberfest Brisbane
May
13
Jun
13
Monthly
Varianc
e
Ju
l
13
May
2013/
May 2014Jun 14
Monthly
Variance
June
2013/
June
2014
Jul 14
Monthl
y
Varian
ce
Aug
14
Monthl
y
Varian
ce
Sep
14
Monthl
y
Varian
ce
Sept
2013/
Sept 2014
Oct
14
Monthl
y
Varian
ce
Oct
2013/
Oct 2014
Nov
14
Monthl
y
Varian
ce
Dec
14
Monthl
y
Varian
ce
Dec
2013/
Dec 2014
Fans end of month Facebook 6,114 6,220 2% # 60% 9,949 2% 60% 10,191 2% 10,591 4% 12,250 16% 53% 14,011 14% 46% 13,989 0% 13,976 0% 46%
10 Facebook post shares / mth 1) 2 29 1350% # 1950% 15 -63% -48% 70 367% 104 49% 266 156% 8% 333 25% 38% 7 -98% 7 0% 17%
Traffic to the website from
Facebook 1) 11 100 809% # 2673% 263 -14% 163% 338 29% 682 102% 2,880 322% 37% 5,354 86% 50% 87 -98% 26 -70% 550%
Followers end of month Twitter 162 181 12% # 65% 276 3% 52% 292 6% 303 4% 330 9% 52% 374 13% 50% 378 1% 384 2% 51%
Mentions 1) 1 2 100% # 200% 1 -67% -50% 1 0% 11 1000% 27 145% 125% 92 241% 6% 5 -95% 1 -80% -67%
Favourited 1) 0 1 100% # 4 100% 300% 4 0% 24 500% 41 71% 720% 41 0% 64% 2 -95% 1 -50% 0%
Retweeted 1) 0 1 100% # 8 700% 700% 5 -38% 27 440% 58 115% 480% 64 10% 137% 2 -97% 1 -50% 0%
Traffic to the website from Twitter 1) 0 0 # 13 2 -85% 31 1450% 46 48% 667% 26 -43% -32% 1 -96% 1 0%
GOOGLE+
Followers end of month Google+ 19 58% 26 37% 34 31% 50 47%
No data
Sept 13 51 2%
No data
Oct 13 54 6% 55 2%
Plus 1 or shares from followers 1 0% 4 300% 10 150% 25 150%
No data
Sept 13 13 -48%
No data
Oct 13 11 -15% 4 -64%
Traffic to the website from Google+
1) 3 200% 45 1400% 28 -38% 33 18%
No data
Sept 13 8 -76%
No data
Oct 13 3 -63% 0 -100%
Followers end of month Pinterest 0 16 # 625% 123 6% 669% 130 6% 142 9% 158 11% 172% 163 3% 126% 165 1% 167 1% 90%
Number of Repins 1) 0 16 # 94% 38 23% 138% 38 0% 57 50% 61 7% -10% 41 -33% -44% 17 -59% 15 -12% -6%
Traffic to the website from Pinterest
1) 0 35 # -100% 7 -80% 3 -57% 3 0% 9 200% 0% 0 -100% -100% 1 0 -100%
Traffic to the website from LinkedIn 13 1200% 5 -62% 1 -80% 1 0%
No data
Sept 13 0 -100%
No data
Oct 13 0 1
Followers end of month Instagram 0 25 # 940% 277 7% 1008% 290 5% 304 5% 566 86% 258% 772 36% 206% 766 -1% 744 -3% 196%
5,000
6,000
7,000
8,000
9,000
10,000
11,000
May13
Jun13
Jul13
Aug13
Sep13
Oct13
Nov13
Dec13
Jan14
Feb14
Mar14
Apr14
May14
Facebook (May 2013 - May 2014)
F…
-
50
100
150
200
250
300
May 13Jun 13Jul 13Aug 13Sep 13Oct 13Nov 13Dec 13Jan 14Feb 14Mar 14Apr 14May 14
Twitter / Instagram / Pinterest / Google+ (May 2013 - May 2014)
InstagramPinterestGoogle+
What drives traffic?
10
12
14
16
18
20
22
24
26
28
30
Nov-14 Dec-14 Jan-15 Feb-15
Regional Media Clippings
Media Clippings
eNewsletters Overview
2014
N
o.Day
Dat
eeNewsletter Title Sent
Deliver
edOpened Clicks Bounces
Unsubscribe
No. % No. % No. % No. %
Sat 19/4
1Thurs 30/5
Wilkommen Oktoberfest Brisbane
2014
12,648 11,763 3,905 33.2% 568 4.8% 885 7.5% 94 0.8%
2Thurs 24/6
Get the group together and
practice your ‘Schunkel’
11,908 11,652 3,051 26.2% 289 2.5% 256 2.2% 107 0.9%
3Thurs 17/7
It’s a Foodie’s Paradise at
Oktoberfest Brisbane!
11,789 11,516 2,954 25.7% 169 1.5% 273 2.4% 90 0.8%
4 Tues 12/8
The Fliegerlied is coming to
Brisbane! Are your dance moves
up to scratch?
11,575 11,415 2,914 25.5% 357 3.1% 160 1.4% 85 0.7%
4.2
Thurs 21/8
NOW OPEN: Early-bird ticket sales
| Pork Knuckle of Destiny bids!
11,433 11,324 2,753 24.3% 360 3.2% 109 1.0% 70 0.6%
5 Tues 2/9Fun, follicles, fashion and first-
timers all welcome!
11,353 11,215 2,403 21.4% 279 2.5% 138 1.2% 62 0.6%
6Thurs 18/9
OFB's Top 10 reasons why11,19
4 11,105 2,365 21.3% 158 1.4% 89 0.8% 68 0.6%
7Tues7/10
A German Wunderland is just
across the bridge
11,113 11,036 2,784 25.2% 231 2.1% 77 0.7% 44 0.4%
8 Wed16/1
0Last weekend coming up! Don't
missout!
11,046 10,985 2,047 18.6% 222 2.0% 61 0.6% 49 0.4%
9Thurs
30/10
Danke from the Oktoberfest
Brisbane family!
10,992 10,950 2,012 18.4% 235 2.1% 42 0.4% 73 0.7%
Case Study –
Basketball Queensland
Need
- Increase media coverage across South East Queensland
- Develop strategy for social media.
- Increase female participation.
Approach
- Fully integrated PR and media campaign
- Workshop staff to provide information and training across all social media platforms
- Set up a fortnightly coaching program for the Marketing Manager
Results across 2014
- 50% increase in media mentions across all channels
- 63% increase in Facebook followers
- 49% increase in Twitter followers
- 589% increase in Google+ followers (from March 2014)
- 262% increase in LinkedIn followers
- 1217% increase in Instagram followers (from March 2014)
Case Study - Tile Wizards
Double income new home owners
Source all info online
Heavy use of social media
Very little traditional media
Very little TV esp free to air
Empty nesters downsizing
Traditional media
Direct mail
Radio
Pay TV
Consider 12 locations!
Tactics that work in Coffs don’t work in Springwood!!
Renters
Free media
Online
Realestate.com
Tradies
Radio
Direct
WOM
Tracking & analysis focus the
budget on leads!
2013 - mass media (TV & radio) but impossible to track
12 stores each with different target markets
As budgets come under scrutiny, focus on conversion is important
Now there is no mass media and all marketing is online
Track marketing tactics to stores and customer who bring vouchers
into specific stores
Marketing is accountable.
Limited budget?
Analyse where your customers are looking
Listen for how they want to be communicated with
Develop 2-way communications
Engage at every step of the customer journey, consistent
messages
Test, track and analyse conversion
Revise your plan constantly.
Our Services
Research, workshops & facilitation
Smart strategy development & planning
Marketing management with training & coaching
internal staff
Experienced PR, media relations & copywriting
Social media strategy & management delivering
results
Digital marketing, SEO & SEM creating
leads
Project management e.g. website builds with no headaches
Lead generation & sales training for
effective conversion.
What Sets O2U Apart?
Story Tellers – fundamentally we tell your story to your chosen market in a
way that engages and sells
Transparency – we demystify the jargon, simplify the process and explain
the detail
Collaboration – successful strategy needs continual iteration and being
upfront from the outset often sees clients as partners
Communication – means you are kept abreast of progress, challenges and
results
People – we have a team of the finest strategists, marketers, designers and
content editors. We only look good when you look good
Service – A well thought out strategy and comprehensive implementation
are the key differentiators in a highly competitive market place and
imperative to achieve maximum return on investment.
