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1 MARKETING BENEFIT MARKETING PLATFORMS RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Generate positive impressions / awareness ADVERTISING Need to control the message content/timing/audience Leverage your spend to get PR+ sponsorships Extend visibility and gain credibility PUBLIC RELATIONS Have a unique story to tell, flexibility in timing Publicity can really drive promotions, social, events - it s a must have Generate an immediate response / interaction PROMOTION Willing to invest in incentives and campaign infrastructure Be creative - add value - don t discount + use partners Become more relevant to groups with defined interests SOCIAL MEDIA Time (lots) to learn, develop and manage, loss of control of message Social can extend all marketing efforts Stay top of mind with specific prospects / customers MARKETING Requires specific, measurable leads and actions - lots to talk about Use PR content & promo offers + drive traffic Reach a defined group with an impact + 3D DIRECT MAIL Interest in measurable leads & responses Do testing of offers - use promotion & event Drive web traffic from targeted audiences WEB MARKETING Requires robust site / ecommerce capability Create promotions / offers & share content (help) Create a meaningful brand experience EVENT MARKETING Highly focused - small but quality impact Events have PR value - experiences make good social & promo content Close the sale / take advantage of retail traffic IN-STORE Create prominence in crowded space - best if tied to promotion Utilize in-store for promo & co-branded partnerships Refine the selling message & reposition the company SALES FORCE Education + great tools = strong sales force Create trade promotions that parallel consumer Increase sales velocity on shelf PACKAGING Must be artful and contemporary - not overly promotional Leave space for temporary on- or in-pack promotion 10 11

2 MARKETING BENEFIT ADVERTISING MEDIA RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Seat a positioning, impact and awareness TELEVISION Highest reach (broadcast) best appeal, highest cost media + production Extend spots socially & get added value for your Develop a brand personality & timely targeted sell RADIO Reach targeted audiences multiple times (poor man s TV) Leverage station contacts, talk value and social presence Broad name support and awareness OUT OF HOME Limited message capability Use hashtags to drive social Targeted, high quality impressions MAGAZINE Can be limited audiences, high cost of production Get editorial mentions & subscriber lists Drive promotional offers NEWSPAPER Older audience, shrinking reach, short life Get sponsorships and lists Generate discounted sales INFOMERCIAL Need specialized partner to help buy media + phone bank / ecommerce Drive traffic to web site Generate high impressions WEB DISPLAY Weak click-through rates & so-so imagery - pay for impressions Include promotional offers Target internet shoppers S.E.M. Pay per click means you will get traffic Helps to drive SEO Benefit by assoication with high profile properties SPONSORSHIPS Lose some control of message & risk being lost in clutter Activate with PR, adv., sales, event 12 13

3 MARKETING BENEFIT PUBLIC RELATIONS RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Distribute information about your brand PRESS RELEASES Hard to break through without a relationship or real hard news Builds SEO when posted on site (generate links) Direct calls and s with journalists MEDIA RELATIONS Invest time with no guarantee - will learn & yield more PR eventually Publicity can really drive promotions, social, events - it s a must have Create a sense of importance MEDIA EVENT May not get attendance - must have real hard news Leverage in social media and on site Gain thought leadership and own content WHITE PAPER Preparation time requires access to top players Build SEO via keywords Get contacts and prestige SPEAKERS BUREAU Takes time to develop materials and schedule events Opportunity to seat key positioning and brand messages Merchandise your success CASE STUDIES Must get the clientele to agree Use ads, e-documents & links to drive traffic Stay top of mind and cross-sell NEWSLETTERS Work to prepare content on regular basis Include PR, events, ads, content all Take advantage of PR opportunities - feature execs MEDIA TRAINING Requires committed PR Program Refine selling language & build culture 14 15

4 MARKETING BENEFIT SOCIAL MEDIA RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Gain the recommendation of influential people BLOGGER RELATIONS Must court media and pay many of them - takes time Leverage their endorsement - gain links & SEO Gain thought leadership & build SEO BLOGGING Training bloggers and work to generate good / regular content Can touch on all aspects of the brand Present a corporate culture as responsive, accessible & fun FACEBOOK Be social, not businesslike - create a fun environment Use to promote events, causes, employee activity Publish philosophy and content daily TWITTER Managing the communities takes time Drive people to blogs, web site, Facebook Present an accessible image via web & social YOUTUBE / VIMEO Doing conceptual work takes some skill - adopt a video culture Work video into promotions & PR Monitor key people and position yourself as an industry leader LINKEDIN Participate in group dialog Promote thought leadership on blog 16 17

5 MARKETING BENEFIT WEB MARKETING RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Brand, institutional, educational & promotional messages WEBSITE Design a digital experience that is part of an e-co.system All marketing elements are featured / linked from main site hub Small screens - pads, phones must carry the brand MOBILE SITES Proximity based, text and social marketing to the individual Adapt to how people behave on mobile Specialize functions to make interaction easier for customers APPS Make sure that you are truly adding value Use this to facilitate brand news as well Have consumercentric site for specialized interaction MICRO SITES A way to feature a consumer experience apart from corporate biz Feature content generated in promotions Pushing company / industry information to prospects CONTENT MARKETING Takes specialized application and database + effort Leverage PR white paper & other content Make your site and content list high in search engines SEO Must develop a keyword strategy Keyword strategy ties to all content 18 19

6 MARKETING BENEFIT PROMOTIONS RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Build excitement, gain awareness, spike sales CONTEST / SWEEPS Can be brand builder - but also lots of fraud Leverage media / partner assets Build brand via tag-along image LICENCING / SPOKESPERSON Immediate equity with expense and risk Create social media storm Attract competitors customers COUPONING / ONLINE Requires high-traffic site & campaign Use , social, direct mail, web display Generate trial CO-BRANDING Creates sampling - but takes big commitment Big PR opportunity + event and social Encourage brand loyalty LOYALTY PROGRAM Need to integrate with POS technology - long term commitment Use , social, direct mail, web, mobile 20 21

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