presenters - res. · pdf file• full-service marketing communications firm with wide...
TRANSCRIPT
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Pete BairdMedia Director
Jorge PuronSenior Art Director
PRESENTERS
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• Full-service marketing communications firm with wide range of services
• 23 years of documented results in engaging and motivating consumers
• Expertise across brand, digital and integrated marketing communications
• Deep experience in destination branding and marketing in PA market.
• Recognized for creative product excellence
• Award-winning, collaborative teams
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• The Current Marketing Landscape• Creative Impact• Media Convergence• How It Can Work For You
AGENDA
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• TV is dead• It takes big budgets to play• The click leads to the sale• We drove more website
traffic – the work is done
MYTHS THAT SHOULD BE DISCARDED
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IS ‘DIGITAL MARKETING’ A DATED TERM?
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IS ‘DIGITAL MARKETING’ A DATED TERM?
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IS ‘DIGITAL MARKETING’ A DATED TERM?
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YOUTUBE – BUMPER ADS
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YOUTUBE – BUMPER ADS
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OREO –DAILY TWIST CAMPAIGNOreo designed 100 different cookies to release a new one each day.
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OREO – EXAMPLES
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AMERICAN IDOLAll of the judges are active on Twitter and as well as most of the contestants.
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KIA MOTORS“Television is like rain and we catch the rain in buckets and re-deploy it to the social channels to make our sales opportunity and brand grow.”– George Haynes, Kia’s Social & Digital Media Manager
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KRYLON YARD SALE
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FIRST EVER PINTEREST YARD SALE
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CALL OF DUTY
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CHARMIN – TWEET FROM THE SEAT
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CHARMIN
On Valentines Day, Charmin sent personalized valentines to some of their fans.
#Charminlovenotes
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GO PROGoPro encourages people to share their videos that they made by using the hashtag #gopro on Instagram.
Helps promote the brand and showcases their product.
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GO PRO VIDEO – USER GENERATED
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PINTEREST HIJACK
• 100 people simultaneously pinning
• No paid media• 55 million impressions• 6,000 mentions on Twitter
UNIQLO – NEW PRODUCT ANNOUNCEMENT
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TOMS SHOESEvery time a customer purchases a pair, TOMS donates a pair to a child in need.
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#WITHOUTSHOES
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#WITHOUTSHOESWeb page dedicated to keeping track.
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• Device shift – PC to mobile• Communications shift – voice to
data/video• Content shift – bundled to fragmented• Social shift – growth to monetization• Video shift – programmed to user driven
MEDIA STRATEGY CONSIDERATIONS
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• Awareness - establish strong presence first
• Mediums• Markets• Timing
• Digital Convergence - match consumption
• We live in a ‘layered’ digital/social world• Devices and channels where majority of time is
spent• Same creative everywhere, but adapt message to
vehicle
APPROACH TO MEDIA
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• Right message• Right time• Right place• Event driven
THE CONVERSATION AS A STREAM
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NETFLIX
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Businesses capitalized on the popularity of Pokemon Go –ex. they offered discounts or incentives to customers who shared their location in the hopes of attracting more people.
POKEMON GO
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• Ad creation – desktop, mobile• Self-service platforms• Geofencing• Media cost – in the hundreds• Google Analytics – free
CONVERGENCE ON A SHOESTRING
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• #LHSummit hashtag
CONVERGENCE ON A SHOESTRING
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IN SUMMARY• The Current Marketing Landscape• Creative Impact• Media Convergence• How It Can Work For You
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SOURCE MATERIAL• McKinsey Insights• Mashable• eMarketer• Pew Research Center
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