INTEGRATED MARKETING CAMPAIGNS - MODC Marketing INTEGRATED MARKETING CAMPAIGNS On a Tight Budget. GOALS

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  • we are

    INTEGRATED MARKETING CAMPAIGNS

    On a Tight Budget

  • GOALS FOR TODAY

    CHECKLIST

    STATE OF LOCAL MARKETING

    STRATEGIC MARKETING PLAN + Research + Budget and Creation + Deployment + Measurement

    COST-SAVING TOOLS AND TIPS

  • STATE OF LOCAL MARKETING

  • 5 TRENDS 1. Online Reviews and Ratings1

    + 86% of consumers read reviews for local businesses

    + 57% of consumers will only use a business if it has 4 or more stars

    2. Customer reviews = Search Engine Optimization Tactic2

    + Google appears to be using high ratings and positive reviews as important signals to determine which mapped local business results get displayed most prominently.

    3. Mobile Site Speed2

    + This is extremely important and will be used as a factor in determining search ranking.

    4. Location, location, location2

    + Smartphones and built-in GPS capabilities make ad targeting more sophisticated.

    + Location-targeted mobile ad spend is expected to nearly double in the next four years.

    5. Effectiveness of In-Person Events2

    + Local events (fairs, trade shows, etc.) and hosted events (seminars, classes and showcases) - high reward, although high effort.

    1. Bright Local, 2018 Local Consumer Review Survey, 12/7/18 2. MDG Advertising, 9 Local Marketing Trends to Watch in 2019, 1/21/19

  • STRATEGIC MARKETING

    PLAN

  • HOW TO BE SUCCESSFUL?

    STRATEGY + PLANNING

    ESTABLISH THREE GOALS

    CONNECT + ANALYZE

  • STEP ONE RESEARCH

    EXTERNAL, INTERNAL, COMPETITION

  • HOW TO SURVEY

    CASUAL CONVERSATIONS

    FOCUS GROUPS ONLINE SURVEY (distribute via e-mail,

    social media etc.)

  • INTERNAL

    ENGAGE YOUR STAFF

    + Ask the same company-driven questions about messaging, competitors and competitive edge.

    INQUIRE ABOUT

    + What is working?

    + What isn’t working?

    + What issues are you seeing?

    + What would help you do your job better?

    + What tools do you need immediately?

    WHETHER YOU ARE SELLING A PRODUCT OR SERVICE ...

    Your people are the brand. Involve them in the process.

  • EXTERNAL

    + Demographic information.

    + How long have they been a customer?

    + How do they want to communicate with you?

    + How do they like to learn?

    + Where do they source their educational materials? Print, Video, Websites?

    + What social media channels matter?

    + What radio stations do they listen to?

    + What words do they use to describe you?

    + What conferences/industry events do they attend?

    + What coupon sources do they tap into? (ValPak, Groupon, Living Social, Others?)

    + How do they want to receive general information from you? Mail, Email, Text?

    + Are they willing to provide a testimonial?

    + How should you improve? What should we do differently?

    WHAT DO WE NEED TO LEARN?

  • COMPETITION

    LET’S LOOK AT THE COMPETITION

    How do they look?

    How do they sound?

    Where will you overlap in marketing efforts?

    What services do they offer that you don’t?

    FIND YOUR COMPETITIVE ADVANTAGE

  • BUDGET + CREATION

  • BACKGROUND

    + Started as an online

    brochure

    + The blog was added for

    content / storytelling

    + Today, it is all of the above

    plus a data collection and

    measurement tool

    WHAT IT SHOULD INCLUDE

    + Brand Recognition

    + Responsive (mobile/tablet)

    + Overview: Outline what the

    company stands for, its

    services and how it is

    differentiated in the

    marketplace

    + Quality: Content and imagery

    + Contact information on the

    home page

    + Blog

    + Links to social media channels

    + Google Analytics

    THE PERKS

    + Video

    + Reviews (Trustpilot, Yotpo)

    + Site Intercept

    WEBSITE: THE CORE

  • MARKETING MODEL

    Ads Digital/

    Print

    PR, Events,

    Associations

    Other, Internal,

    Sales Materials

    MyWebsite.com Google

    Remarketing

    pages

    pagespages

    pages

    Google Ad Network

    sites

    sitessites

    sites

    Social Media

    Incoming Traffic External Marketing

    Remarketing Traffic Recycled Traffic

    FEED YOUR WEBSITE

  • GROSS REVENUE $500,000

    MARKETING 8% = $40,000

    WEBSITE $10,000

    EVENT/AWARDS $5,000

    BALANCE $25,000 / Roughly $2K a Month Digital Investment Per Month + Google Advertising: $500

    + Social Advertising: $300

    + Email Marketing: $100 + Banner Ads: $100

    Other + Printed Materials

    (Postcards, Apparel): $300

    + Memberships: $100

    + External Advertising (strategic partnerships): If necessary: $300

    + Video Development: $150

    + Other Misc.: $150

    BUDGETING “According to the U.S. Small Business Administration, they've suggested 7% to 8% of your gross revenue should be spent on marketing. 50% of that marketing budget should be dedicated to digital marketing in 2019.”

  • HOW IT WILL LOOK

    + Consistency: Continuity Across all Channels

    + Content: Storytell with Tight Grammar

    + Command Attention: What is your offer or call-to-action?

  • STEP THREE DEPLOYMENT

  • TIMELINE

    2019 1 2 3 4 5 6 7 8 9 10 11 12My Brand Internal Preparation

    Design: Marketing Components

    Social Media

    MODC Silver Gull

    E-Blast/Newsletter

    Advertising: Local

    Advertising: Google

    MODC Monthly Events

  • STEP FOUR MEASUREMENT

  • REFER BACK TO YOUR GOALS:

    + Growth in Inquiries, Calls, Requests

    for Proposals, and Sales

    + Google Analytics

    + Social Media Engagement

    + Coupon Redemptions

    + Front Desk: How Did You Hear About Us?

    ANALYZE + ADJUST

  • TOOLS + TIPS FOR ANY BUDGET

  • DESIGN + Hire a freelancer or contact

    the closest University to get the students involved or hire an intern at a lower hourly rate.

    WEBSITE + If you can’t hire a design

    team, utilize WordPress, Wix, or Squarespace to purchase a templated, content manageable, and responsive (resizes automatically for mobile, tablet and desktop) design to customize.

    PRINTING + Use online printing services

    like Vistaprint.com or Moo.com to produce quality pieces at a low cost.

    ADVERTISING: DIGITAL AND PRINT + Identify the publications

    that fit your needs, negotiate, and request the 4X insertion rate.

    EMAIL CAMPAIGNS + Keep branding consistent.

    + Use a cost effective email marketing platform such as MailChimp.

    + Grow your list. Make it part of your sales process.

    + Do not add names to the list without consent. Blacklisting is the consequence.

    STRETCH YOUR SPEND

  • SOCIAL MEDIA + Keep messages short. Put

    additional information on the website blog and create a link.

    + Use URLs + Unique URLs (MyWebsite.com/Service) to drive end users to specific messages. Use Bitly.com if they are to long.

    + If you don’t have a sales team, start an ambassador program.

    + Like-for-like campaigns with industry partners.

    PHOTOGRAPHY: STOCK VS. CUSTOM + Unlimited usage rights via

    iStock.com for reasonable prices or free at Canva.com or Pexels.com

    + Do not swipe images and use them without paying for usage rights

    MEMBERSHIPS

    + Maximize the value:

    • Get engaged at the committee level.

    • Request mailing/contact lists regularly.

    • Sponsor an event.

    • Post content on social channels.

    REFERRAL PROGRAMS

    + Establish a referral program with incentives for friends and existing clients to refer business.

    + Ask existing clients to provide 3-5 names of people who could use your services.

    + Never forget the value of “Please” and “Thank You,” and a handwritten note still goes a long way!

    STRETCH YOUR SPEND

  • QUESTIONS

  • Debra Rizzi Rizco Partner/President Debra@Rizco.com

    Rizco.com/hello

    CONNECT WITH US

    THANK YOU