Cooking Up Marketing Ideas For Your Association

By Cassandra Johnson

Five-Star Campaigns

• HP: Everybody On• Barilla: Share The

Table• Bubble Wrap: 50th

Anniversary

PrintBroadcastYouTube videosSocial mediaCelebrities

HP Everybody On

Barilla: Share The Table

PrintTelevisionWebsiteCelebrity endorsementsSweepstakesWebsite, consumer contentCharitable donation

Bubble WrapPop Heard Around The World

Product giveawaysWebsiteFacebookOnline gameCustom App

Integrated Marketing

What Makes These Campaigns Impressive?

• Right blend of Ingredients– Individually serve their

purpose

• Mixed with the proper balance

• Create a much more delicious and impressive dish

Let’s Look At A Few More FavoritesTARGET: Hello, Manhattan

Print Outdoor advertisingMedia coverageUse of celebrity designersSpecial event: Target Kaleidoscopic Fashion SpectacularFacebookStreaming video

Old Spice: Smell Like a Man, Man

YouTubeTelevisionTwitterSocial Media response campaignMedia coverage

100% Cork Campaign

WebsitePrint ads

PR campaignFacebook / Twitter

Special eventsViral videos

Integrated Marketing:Tactics That Are Trending

• Like-gating• Consumer

Platforms• Integrated

Video

Like-gatingThe practice of trading gifts or exclusive content

for a “like” on a brand’s page

Consumer Platforms

Give your best customers a platform allows them to share their experience with others

Integrated Video

Traditional Tactics Are Still Relevant

• Direct mail• Advertising• Public Relations• Email and

Website

Integration & Interaction

Your Integrated Marketing CampaignFirst: Ask These Questions

• What Is My Brand Strategy?• Who Are My Audiences?• What final outcome do I want to

achieve?• What can I Build On That I Already Have?• What Is Reasonable To Achieve Within

My Timeframe and Within My Resources and budget?

• Where/ How can I pull in industry “celebrities”?

• How can I give my members a platform to share their real-world expertise?

Your Integrated Marketing CampaignNext: Look In The Pantry

OfflineAdvertisingDirect MailFlyersBrochuresCouponsSpeaking engagementsMedia relationsVideoTestimonials

OnlineEmailWebsiteFacebookTwitterLinkedInYouTube

OVERALL MESSAGE

Your Integrated Marketing CampaignFinally: Start Cooking!

AudienceTacticMessageDate of Delivery/

Implementation

Measurement

Your Integrated Marketing CampaignFive-Star Results!

• Integration• Interaction• Increased

marketshare

Cassandra JohnsonRegional Affiliate Marketing Managercassandraj@ppai.org972-258-3027