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WPO June Meeting: Marketing and Message

MAB Advertising Inc.
MAB Advertising Inc.

This document outlines 10 things to know for marketing success today and tomorrow. It discusses choosing the right marketing channels based on audience, embracing different media types (POEM), avoiding common mistakes like inconsistent messaging, optimizing for mobile, standing out with unique messaging, using LinkedIn for more than networking, the importance of transparency and trends, email marketing best practices, managing social media, and the importance of measurement to determine meaningful metrics.

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+ Marketing: Message and Measurement: Ten Things You Need to Know to TriumphToday & Tomorrow Mary Bahr & Kate Koziol WPO Special Joint Joint Session 6/20/12
+ Social Media Revolution http://www.youtube.com/watch?v=0eUeL3n7fDs!
+ #1 How to choose the right channels
+ #1 Choose the right channels Depends on your offering Who is your audience? Where do they live, work? What is important to them? Who do they trust? What do the aspire to be? Adapt and achieve
#2 Embrace POEM: The holy trinity of media +
+ #2 Embrace POEM Understanding how your media mix works is critical PR, editorial
+ #2 Learn POEM Understanding how your media mix works is critical
+ #3 The biggest mistakes you can makeand how to avoid them
+ #3 Biggest mistakes And how to avoid them Voice and marketing material doesnt reflect your value proposition Inconsistency of message; reinventing the wheel Not understanding LTV of customer and what that means to your marketing spend and mix Not fully embracing what works Sticking your head in the sand
+ #4 Mobile madness
+ #4 Mobile madness Whats real, whats not, what do you need to do NOW
+ #4 Mobile madness Whats real, whats not, what do you need to do NOW Is your website, email and online advertising optimized for mobile viewing? Have you claimed your location on Google maps, Yelp, Foursquare. Is it correct? Have you considered the importance of location services to your business? Dont get sucked into developing an app. Determine how to monetize it first.
#5 Standing out in a sea of sameness +
+ #5 Standing out Differentiation is critical. Determine your Unique Selling Proposition - USP Make your messaging multi-task. Adapt and use in multiple channels. Break through the clutter (e.g., unique, solution, best) Video enhances everything: YouTube is #2 search engine Use the right tools
+ #6 LinkedIn is more than a networking tool, its a marketing imperative + LinkedIn adds 2 new members per second. +Add LinkedIn URL to your email signoff +Make sure your profile is 100% complete + At end of Q2, LI +Upgrade sales & recruiting staff to paid had 161M members versions +Add an alternate email to your account +Look at LinkedIn integrated apps +Create a company page + 60% of LinkedIn +Follow your targets AND competitors members are +Are you a B2B company with a differentiated outside the US target market or niche service? Consider a LinkedIn advertising campaign
+ #7 transparency and trends
+ #7 Transparency & trends Reflect the true values of your company Have a crisis plan before you have a crisis Trend 1: Video is only going to grow Trend 2: Less is more = give me your best 8 seconds Trend 3: Tell the story
+ #8 Email still matters
+ #8 Email marketing Best performing types of EM
+ #8 Email marketing Best practices Create a process to continually update your database and actually do it (get both business & personal addresses if you can) Keep most important information above the fold, make sure email is optimized for mobile Write a great subject line, keep it under 60 characters, avoid spammy words (e.g. free!). TEST THEM! Include a simple and direct call to action Segment your database and develop messaging relevant to them
+ #9 Manage social media, dont lose sleep over it
+ #9 Manage social media Listen first Wildfires start with a single spark track mentions, competitors, trends Move negative experience resolution offline Spotlight positive interactions discreetly Ask fans and best customers to comment, however be careful about rewarding them for it Negate critical commentary with positive commentary layered atop. Particularly if it creates a thread.
+ #10 you cant manage what you dont measure Half the money I spend on advertising is wasted; the trouble is, I don't know which half. John Wanamaker
+ #10 Measurement Determine whats most meaningful, not just whats easiest Budget isnt measurement; one size doesnt fit all Whats your KPI? (Key Performance Indicator) ROMI: Return on Marketing Investment Total Profit Due to Campaign Activity ROMI: Total Cost of Campaign Look at long term investment vs short term need
Mary Bahr President & Creative Director MAB Advertising Inc. mbahr@mabadinc.com + Kate Koziol President K Squared Communications kkoziol@ksqrd.com
Appendix Defining POEM: Forrester Research http://tinyurl.com/25vv48f Mary Meeker, KPCB, Internet Trends 2012 http://tinyurl.com/cg54423 Free monitoring: google.com/alerts Research hot words for your industry: google.com/adwords Check out hot internet trends: google.com/trends Monitor your website traffic: google.com/analytics US Trademark search: http://tinyurl.com/7l39tw9 Marketing templates: http://www.demandmetric.com/ LinkedIn: Paid Subscription Levels: http://tinyurl.com/7wuddgv How to use LinkedIn: http://tinyurl.com/bcu9p5 + How to use Twitter for business: http://tinyurl.com/8y62oqn Must Read Marketing Books: The Power of Habit, Why We Do What Do in Life and Business, Charles Duhigg Socialnomics: How Social Media Transforms the Way we Live and Do Business, Eric Qualman Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Brian Solis Made to Stick, Chip & Dan Heath Switch: How to Change Things When Change is Hard, Chip & Dan Heath Reality Check, Guy Kawasaki Presentation Zen, Garr Reynolds Dont Make Me Think, Steve Krug

More Related Content

WPO June Meeting: Marketing and Message

  • 1. + Marketing: Message and Measurement: Ten Things You Need to Know to TriumphToday & Tomorrow Mary Bahr & Kate Koziol WPO Special Joint Joint Session 6/20/12
  • 2. + Social Media Revolution http://www.youtube.com/watch?v=0eUeL3n7fDs!
  • 3. + #1 How to choose the right channels
  • 4. + #1 Choose the right channels Depends on your offering Who is your audience? Where do they live, work? What is important to them? Who do they trust? What do the aspire to be? Adapt and achieve
  • 5. #2 Embrace POEM: The holy trinity of media +
  • 6. + #2 Embrace POEM Understanding how your media mix works is critical PR, editorial
  • 7. + #2 Learn POEM Understanding how your media mix works is critical
  • 8. + #3 The biggest mistakes you can makeand how to avoid them
  • 9. + #3 Biggest mistakes And how to avoid them Voice and marketing material doesnt reflect your value proposition Inconsistency of message; reinventing the wheel Not understanding LTV of customer and what that means to your marketing spend and mix Not fully embracing what works Sticking your head in the sand
  • 10. + #4 Mobile madness
  • 11. + #4 Mobile madness Whats real, whats not, what do you need to do NOW
  • 12. + #4 Mobile madness Whats real, whats not, what do you need to do NOW Is your website, email and online advertising optimized for mobile viewing? Have you claimed your location on Google maps, Yelp, Foursquare. Is it correct? Have you considered the importance of location services to your business? Dont get sucked into developing an app. Determine how to monetize it first.
  • 13. #5 Standing out in a sea of sameness +
  • 14. + #5 Standing out Differentiation is critical. Determine your Unique Selling Proposition - USP Make your messaging multi-task. Adapt and use in multiple channels. Break through the clutter (e.g., unique, solution, best) Video enhances everything: YouTube is #2 search engine Use the right tools
  • 15. + #6 LinkedIn is more than a networking tool, its a marketing imperative + LinkedIn adds 2 new members per second. +Add LinkedIn URL to your email signoff +Make sure your profile is 100% complete + At end of Q2, LI +Upgrade sales & recruiting staff to paid had 161M members versions +Add an alternate email to your account +Look at LinkedIn integrated apps +Create a company page + 60% of LinkedIn +Follow your targets AND competitors members are +Are you a B2B company with a differentiated outside the US target market or niche service? Consider a LinkedIn advertising campaign
  • 16. + #7 transparency and trends
  • 17. + #7 Transparency & trends Reflect the true values of your company Have a crisis plan before you have a crisis Trend 1: Video is only going to grow Trend 2: Less is more = give me your best 8 seconds Trend 3: Tell the story
  • 18. + #8 Email still matters
  • 19. + #8 Email marketing Best performing types of EM
  • 20. + #8 Email marketing Best practices Create a process to continually update your database and actually do it (get both business & personal addresses if you can) Keep most important information above the fold, make sure email is optimized for mobile Write a great subject line, keep it under 60 characters, avoid spammy words (e.g. free!). TEST THEM! Include a simple and direct call to action Segment your database and develop messaging relevant to them
  • 21. + #9 Manage social media, dont lose sleep over it
  • 22. + #9 Manage social media Listen first Wildfires start with a single spark track mentions, competitors, trends Move negative experience resolution offline Spotlight positive interactions discreetly Ask fans and best customers to comment, however be careful about rewarding them for it Negate critical commentary with positive commentary layered atop. Particularly if it creates a thread.
  • 23. + #10 you cant manage what you dont measure Half the money I spend on advertising is wasted; the trouble is, I don't know which half. John Wanamaker
  • 24. + #10 Measurement Determine whats most meaningful, not just whats easiest Budget isnt measurement; one size doesnt fit all Whats your KPI? (Key Performance Indicator) ROMI: Return on Marketing Investment Total Profit Due to Campaign Activity ROMI: Total Cost of Campaign Look at long term investment vs short term need
  • 25. Mary Bahr President & Creative Director MAB Advertising Inc. mbahr@mabadinc.com + Kate Koziol President K Squared Communications kkoziol@ksqrd.com
  • 26. Appendix Defining POEM: Forrester Research http://tinyurl.com/25vv48f Mary Meeker, KPCB, Internet Trends 2012 http://tinyurl.com/cg54423 Free monitoring: google.com/alerts Research hot words for your industry: google.com/adwords Check out hot internet trends: google.com/trends Monitor your website traffic: google.com/analytics US Trademark search: http://tinyurl.com/7l39tw9 Marketing templates: http://www.demandmetric.com/ LinkedIn: Paid Subscription Levels: http://tinyurl.com/7wuddgv How to use LinkedIn: http://tinyurl.com/bcu9p5 + How to use Twitter for business: http://tinyurl.com/8y62oqn Must Read Marketing Books: The Power of Habit, Why We Do What Do in Life and Business, Charles Duhigg Socialnomics: How Social Media Transforms the Way we Live and Do Business, Eric Qualman Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Brian Solis Made to Stick, Chip & Dan Heath Switch: How to Change Things When Change is Hard, Chip & Dan Heath Reality Check, Guy Kawasaki Presentation Zen, Garr Reynolds Dont Make Me Think, Steve Krug