with Dana Teague, Vice President Informa, Global Exhibitions

Transcription

1 with Dana Teague, Vice President Informa, Global Exhibitions

2 People think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising. ~ Howard Schultz, CEO & Chairman, Starbucks

3 Closer Look at Marketing Branding Niche-Specific Marketing Partnership Marketing E-Marketing / Social Marketing Content Marketing H

4 BRANDING: Dispelling the Myths H

5 So What Exactly Is A Brand? H

6 So What Exactly Is A Brand? It s NOT what YOU say It s what THEY say!

7 Buying Choices S

8 BUILD A CHARISMATIC BRAND Definition: Any product, organization believe service or that people there is NO substitute S

9 Who Are You? What Do You Do? Why Does It Matter?

10 Innovate How Do You Know When An Idea is Innovative? When it scares the HECK out of everybody! H

11 Validate Include Your Audience Old Model = Monologue Sender Message Receiver New Model = Dialogue Sender Message Receiver

12 Validate Include Your Audience Better a rough question to the right answer than a detailed answer to the wrong question! S

13 What Is Niche Marketing? Niche - Subset of the market on which a specific product is focusing - Small segment of a larger audience - More targeted customers - Less competition S

14 Niche Marketing 1. Find your niche 2. Understand your niche 3. Create find product 4. Build marketing campaign 5. Make $$$$ S

15 DON T TRY TO BE EVERYTHING TO EVERYBODY!! Make yourself valuable Stay focused Gain trust of audience Be seen as an industry expert H

16 Marketing Alliances Partnerships A SMART COLLABORATION of two or more to develop a mid-term or long-term campaign to meet respective business goals. Brings companies that may not normally compete together each with its own brand equity and distribution. Leverage each others assets to realize a greater return. S

17 STRATEGIC ALLIANCES Would Microsoft be where they are today without the marketing partnership with IBM back in the day?? More than 1-in-4 Fortune 500 companies use NASCAR as part of their marketing package. The number of Fortune 500 companies invested in NASCAR increased 7% year over year. "We're expanding our investment into the motor sports industry," Brian Lamb, president and CEO of Fifth Third Bank in North Florida, said. "It's a $6 billion industry and we feel we're a natural fit for that. NASCAR brands rope in technology companies like Microsoft and Oracle. This is not your granddaddy's NASCAR any more! S

18 E-MARKETING SOCIAL MARKETING

19 E-MARKETING SOCIAL MARKETING As of May 2015 there are around 858 million registered host names. As of the third quarter of 2015, there were 152 million blogs 307 million monthly active blog users. The total Facebook audience in the U.S. amounted to million users. U.S. users spend an average of 39 minutes on the site every day. With over 380 million members worldwide, LinkedIn is one of the most popular social networks in terms of active users..

20 E-MARKETING SOCIAL MARKETING The time crunch nation is flocking to on-line platforms BENEFITS: Fast 24/7 Global Smart relevant Time is the only cost MARKETING STRATEGY: Web Social media Facebook LinkedIn You Tube Twitter Pinterest Instagram

21 THE MEAT OF THE MATTER CONTENT MARKETING Content marketing has taken off! 9 out of 10 B2B marketers will be producing more content next year than they did this year. S

22 THE MEAT OF THE MATTER CONTENT MARKETING What makes good content? Entertains as well as informs Helps people do their job Blows people s socks off, then sells them slippers Bad content will result in diminishing returns. Less traffic Greater number of unsubsribes Fewer page views Fewer opens click throughs downloads Fewer leads Less $$$$ S

23 THE MEAT OF THE MATTER CONTENT MARKETING People who consume your content really like it. And what happens when they really like it? THEY SHARE IT! S

24 Thank You!