How do you craft a modern digital marketing strategy? LEE GORDON: MERCURY MARINE

Size: px

Start display at page:

Download "How do you craft a modern digital marketing strategy? LEE GORDON: MERCURY MARINE"

Lawrence Webster
8 years ago
Views:

1 How do you craft a modern digital marketing strategy? LEE GORDON:

2 QUESTION 1 How many of you have run an marketing campaign? This means more than just a one-off ?

3 Question 2

10 This is what we do know No one has an infinite budget for marketing or campaigns We all get WAY too many s Most s we get today suck I don t have time to read s from my mother let alone from a brand

11 This much we know to be true No one has an infinite budget for marketing or campaigns We all get WAY too many s Most s we get today suck I don t have time to read s from my mother let alone from a brand

12 You ve Got Mail!

13 ABOUT MERCURY MARINE Founded in 1939 in Cedarburg, Wisconsin Acquired by Brunswick Corporation in 1961 Largest division of Brunswick Corporation, founded in facilities in 22 countries World s largest developer and manufacturer of a broad range of marine propulsion systems for recreational and commercial applications

14 CASE STUDY: 2015 MIAMI INTERNATIONAL BOAT SHOW

15 IN FEBRUARY 2015, MERCURY MARINE UNVEILED TWO NEW OUTBOARD ENGINES & TWO NEW STERNDRIVE ENGINES AT THE MIAMI INTERNATIONAL BOAT SHOW

16 THE MARCH TO MIAMI Primary Objective: Create a campaign using all of our digital assets that will help create buzz, shape consumer mindset, increase global brand exposure, create rich and engaging content, communicate with current and future customers and create a link from digital marketing efforts to leads and potential sales. Reason for doing this: Bring Miami to those that were not at the show MISSION ACCOMPLISHED!!!!!

18 THE MARCH TO MIAMI Primary Objective: Create a campaign using all of our digital assets that will help create buzz, shape consumer mindset, increase global brand exposure, create rich and engaging content, communicate with current and future customers and create a link from digital marketing efforts to leads and potential sales. How did we do it? marketing campaign that incorporated PR, social media, video, engaging content, contests and more

20 OUTLINING THE IF/THEN PLAN What is our goal? What assets do we have & what do we need to create? How are we going to measure the success of the initiative? Do we have the right people or enough people to be successful? Can we benchmark other companies who have done this correctly? What does success look like? How much will this cost?

22 THE PRE- LAUNCH EFFORT Progressive set of four s sent prior to launch strategically spaced out (2 weeks, 1 week, 1 day and day-of event) Heavy promotion on social media with teaser videos, free ticket offers and other buzz generating content Utilized partners to help promote event

23 CALL TO ACTION Each should have a specific call to action such as: Watch a video Download a whitepaper or piece of content Share social experience Promotional offer Link to an up-sell opportunity, dealer locator, finance offer etc.

24 Pre-Game s January 29 th February 5th February 11th 1: Video Teaser 1 MIBS Ticket Giveaway FOX Business article Distribution: End consumers (309,941) Dealers/OEM s (6,374) MM Global employees Social Media 2: Video Teaser 2 MIBS Ticket Winners FOX Business Video Distribution: End Consumers (24,334) Dealers/OEM s (6,596) MM Global employees Social Media 3: Video Teaser 3 PDF Layout of Booth MJS Pfeifer article Distribution: End Consumers & Dealers/OEM s (17,830) MM Global employees Social Media Traditional Media

25 GAME DAY Launched products at 10:30am supported by social media promotions. By Noon, the video was streamed on our website and YouTube sent out to entire B2B and B2C data-base More than 10,000 views by the end of the show from around the world

26 Quick Note Don t forget about your employees they are some of your best brand advocates

27 THIS IS NOT OUR BRAND THIS IS

28 Game day (February 12 th ) Pre-Launch Launch Post-Launch Social media promos beginning at 8am Created hashtag #Mercuryunleashed Video posted to MM.com and YT at Noon EST Press release #Mercury350 Viewings scheduled at MM for employees Continued push in booth and on social channels Generating anticipation, inquiry and building fans We brought Miami to those who couldn t be there CALLS TO ACTION!!! Employees are able to see the launch Engagement increases to MM.com Gaining new social followers

29 Quick Note Make sure you have measurable metrics in place ahead of time if not, you ll regret it later

30 Are you measuring success?

32 SOCIAL MEDIA FAN GROWTH From Feb (unveiling week), Mercury gained 1,748 new social media fans / followers Mentions traffic increased by nearly 780% on Feb. 12, day of unveiling From Feb , there were a combined 23,791 views on the unveiling video and product feature video.

33 TURNING MARKETING SUCCESS INTO SALES Increased visits to the dealer locator on MercuryMarine.com Changing the mindset of consumers to buy Mercury in SW Global recognition for new engines Increased sales and market share 33

36 FIRST RULE OF CLUB:

37 WHAT HAVE WE LEARNED TODAY? If you are not telling your brand story someone else is You will not solve all of the worlds problems with one successful campaign Start small, think strategic and plan for everything Don t just exist in the digital space, be a part of the conversation Content informs, storytelling inspires Subject lines will make or break your entire campaign

38 THANK YOU!

Email + Social = Success

Email + Social = Success How to grow your business and attract new customers with an email + social strategy 2014 Copyright Constant Contact, Inc. 14-3931 v1.0 Helping Small Business Do More Business Email and social media have