An Introduction to Multi-Channel Marketing

Multi-Channel Marketing Storytelling

as told by

You Are Here

You Want To Be Here

1. The Marketing Mind-Set• Priority

• Commitment

• Budget

• Understanding

• Strategy

• Execution

• Measurement

Client

Agency

2. The StoryThis is how your

product goes from ‘I need’ to ‘I want’

in the mind of your customer

3. The Channel Strategy

A path of distribution for your product,

service or message to a desired audienceHOW YOU SELL

RetailSocial Media

TelevisionRadioPrint Ads

Direct Mail

Mobile CouponsDigital

Networking

EmailSponsorship

Groupon

Website

Product PlacementLicensingWord of Mouth

Reality TV

Press Release

What Do You Want ?

New Customers?

(Hint: Think Priority)

Sell More?

Sell More, Faster?

Word of MouthDigital

PrintSponsorship

4 Channels For Small to Medium-Size Business

Digital

• Social Media (Facebook, Twitter, YouTube)

• Search Engine Optimization

• Affiliate Marketing

• PPC - Pay Per Click

• Websites

• Email Marketing

• Mobile

• Blogs

What Is It?C

HA

NN

EL

DigitalHow Do You Use It?

Get Found

Generate & Nurture

Leads

Convert Into

Customers

Analyze

DevelopNew Content In Response

Re-assembleChannels

Get NewCustomers

Sell MoreSell More, Faster

CH

AN

NEL

DigitalWhy Leverage it?

CH

AN

NEL 80%

EMAIL OPENS ON SMARTPHONES AND TABLETS HAVE INCREASED 80% OVER THE LAST SIX MONTHS.

20%20% OF FACEBOOK USERS HAVE PURCHASED SOMETHING BECAUSE OF ADS OR COMMENTS THEY SAW THERE.

3 BILYOUTUBE USERS WATCH MORE THAN 3 BILLION HOURS OF VIDEO PER MONTH.

49%AFTER 3 MONTHS OF USING A INTEGRATED DIGITAL MARKETINGSTRATEGY, TOPPER’S PIZZA TEST STORES SHOWED A 49% INCREASE IN SALES

• Networking

• Referral Programs

• Past Customers

• Associations (BNI, Rotary, Chamber)

• Alumni Groups

• Industry Affiliations & Groups

• PR

What Is It?C

HA

NN

ELWord of Mouth

Word of MouthHow Do You Use It?

CreateThe Story

Get PeopleTo Engage

By Listening

Land TheMeeting

Close

GenerateTestimonialor Referrals

Push ValidatedStory into

Market

Get NewCustomers

Sell MoreSell More, Faster

CH

AN

NEL

Word of MouthWhy Leverage it?

CH

AN

NEL

65%65% of new business comes from referrals

4xPeople are 4 times more likely to purchase when referred by a friend

54%World of Mouth Marketing drives 54% of all Purchase Decisions

59%59% of Americans believe that face-to-face or voice-to-voice) word of mouth to be highly credible

• Sports Events

• Cultural Events

• Charity Events

• Community Events

• Industry Events & Tournaments

• Celebrity Endorsements

• Product Sampling

What Is It?C

HA

NN

ELSponsorship

SponsorshipHow Do You Use It?

Pick YourFan-base

Align

Support &Earn Loyalty

Engage &Influence

Develop CustomizedContent & Follow-up

Evaluate &Increase

Sponsorship

Get NewCustomers

Sell MoreSell More, Faster

CH

AN

NEL

SponsorshipWhy Leverage it?

CH

AN

NEL

Tim Horton’sHow can a donut store own ‘Hockey?’

250mil$250 million is the annual amount that women spend on NASCAR-licensed products

66%66% of fans who are willing to pay more to buy a sponsor’s product (approx 4.9mil people)

Why?Why do most Quick Service Restaurant Franchises encourage their stores to sponsor local minor sports teams?

Print

• Magazine Ads

• Flyers

• Billboards

• Vehicle

• Brochures & Business Cards

• Promotional Pieces

• Direct Mail

What Is It?C

HA

NN

EL

PrintHow Do You Use It?

Purpose

DetermineAudience

DevelopBudget

Execute with a

Professional

Repeat, Repeat, Repeat

Measure & Evaluate

Get NewCustomers

Sell MoreSell More, Faster

CH

AN

NEL

PrintLeveraging it...

CH

AN

NEL

78%78% of Addressed Direct Mail users use it for Acquisition97% of Unaddressed Direct Mail users use it for Acquisition

95%95% of Canadians read the mail the same day it arrives68% read it as soon as it’s received27% review it later on that same day

Evaluating What Channel Mix Is Right For You.

• Priority

• Commitment

• Budget

• Understanding

• Strategy

• Execution

• Measurement

1. Marketing Mind-Set

• New Customer Acquisition

• Sell More

• Sell More, Faster

• Awareness

2. Your Overall Goal(s)

• Brand Focused

• Product Focused

• Service Focused

• Value-Add Focused

3. Message You Want To Tell

4. Where Your CUSTOMERS Are

Word of MouthDigital PrintSponsorship

What Will Be My Primary, Secondary etc; Channels?

What Will Be My Budget for Each Channel?

What kind of expertise do I enlist?

What can I do myself?

What Goal Do I need to achieve from each channel?

Capabilities• Graphic Design• Logo Design• Web Design• Product Design• Packaging & Display Design• Catalogue & Flyer Design• Motorsports Marketing• Brand• Advertising• Customer Loyalty & Retention• Marketing Strategy• Digital Marketing & Engagement

Expertise• Mobile & Telecommunications• Consumer Electronics• Franchise• QSR - Quick Service Restaurants• Toy & Licensing• Retail• Motorsports• Non-Profit• Manufacturing• Sales & Distribution - B2B Marketing

www.theagencywebsite.ca

www.theagencywebsite.ca

Branding + Design + Digital Marketing

The AGENCY11 Peter Street South2nd FloorOrillia, OntarioL3V 6R9

Studio 705.881.1840

Contact:Nicole Norris, Creative Directornnorris@theagencywebsite.ca