Six steps to building effective marketing communications.

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "Six steps to building effective marketing communications."

Transcription

1 Six steps to building effective marketing communications. How You Can Avoid Pitfalls and Improve Marketing ROI. By Dan Patton A BRIEF PERSPECTIVE The marketing communications development process is often challenging even for experts. It can produce gratifying financial returns and acclaimed results, or costly failures and outright embarrassments. Often it s a combination of these costly repercussions. The good news is there are ways to greatly improve the odds for success. Failing to proceed carefully can cause: n LONGER PRODUCTION TIME n INCREASED DEVELOPMENT COSTS n POOR RESPONSE RATES/AWARENESS LEVELS n LOW MESSAGE COMPREHENSION n UNSATISFACTORY ROI

2 In the simplest sense, building effective communications requires business perspective, marketing insight, creativity, inspiration, adherence to sound procedures, and courage to accept new ideas. Are communications pitfalls wasting your organization s resources? STEP #1: PRACTICE BRAND BUILDING CONSISTENCY. Brands that continually look and sound different create confusion. A brand should be a singular idea in the minds of consumers. (And it is not a logo.) Think of it as a promise of what the brand offers. Like any singular idea, it is best recognized and understood when all communications speak with one voice. Brand building does take effort and commitment. Those responsible for communicating it must have a clear understanding of the brand, its identity and a commitment to protecting it. Issue internal guidelines to explain the brand identity and ensure proper usage. By the way, do not be fooled into thinking brand building and creativity are mutually exclusive. What is not required is millions of marketing dollars. What will be required is finding out who your best customers are, where they are and how to make the brand relevant and personal to each of them. But, a brand can t stay static. It has to listen to its audiences and respond with value, relevance and benefits. Picture a brand as a person. The character and personality remain the same regardless of where that person is or how they re dressed. Nike only stood for running shoes at one time, that brand personality is now attached to golf balls, clothing, sport equipment and sunglasses. Identifying a brand image is generally a formal process and there are many good methods to determine a brand s unique identity and then translate it into the communications. The key is to do it and the sooner the better! Is your brand building consistently increasing marketing success? STEP #2: BUILD ON SOLID FOUNDATIONS. Failure to properly prepare for marketing communications needs can be a costly mistake. Confusion or misdirection in the strategic planning stage can render other efforts useless. Following simple, basic project initiation and approval processes saves time, money and careers. Those responsible for developing and/or approving communications need to sign off (literally) on the objectives and strategies up front. These should be prepared for each facet of a complete marketing communications program: advertising, promotion, public relations, Internet and so on. A practical communications strategy sets out goals for the entire marketing department. Here are 10 crucial building blocks for an effective creative strategy: n WHAT IS THE COMPETITION DOING? n WHAT ARE THE CONSUMERS BUYING INCENTIVES? n HOW DOES THE CONSUMER USE YOUR PRODUCT? n HOW WILL COMMUNICATIONS MAKE THE BENEFIT BELIEVABLE? n WHAT IS THE PERSONALITY OF THE BRAND? n WHAT MAIN POINTS SHOULD THE CONSUMER TAKE WAY FROM THE COMMUNICATION? n HOW LONG (WEEKS OR MONTHS) SHOULD IT TAKE TO ESTABLISH THE MESSAGE? n WHAT IS THE BEST MEDIA MIX TO REACH THE TARGET CONSUMER WITH A BELIEVABLE, PERSUASIVE MESSAGE? n WHAT TYPES OF RESEARCH ARE NEEDED TO FURTHER DEVELOP MARKETING COMMUNICA- TIONS STRATEGIES? With this information in-hand and blessed by the stakeholders responsible for results, the strategic foundation is in place. A benefit to this process is that creative approval becomes easier. Since

3 strategy is no longer an issue, the focus shifts to creative and executional issues. How much is improper strategic planning costing your company? STEP #3: LISTEN TO WHAT YOUR CUSTOMERS ARE SAYING. The best way to better meet customer needs is to listen to what they say and watch what they do. The same is true for effective communication. Listening to customers offers insight into resource allocation against various target market segments. It enables a company to treat its customers as individuals and build better relationships with them. It offers the learning needed to adjust various communications messages, strategies and tactics. Accurate customer feedback enables companies to profile their best customers and seek others that match the same profile. Listening to customers is one way to make communications more cost efficient. By using today s better data resources, it s possible to move from mass communication to mass customization. These communications programs involve database marketing, direct response, , event marketing and custom publishing. The goal is to develop a two-way dialogue with customers and progress to a Customer Relationship Management (CRM) phase. CRM focuses on providing value to each customer in order to extend and expand the scope of each relationship thereby increasing the lifetime value of each customer. CRM integrates sales, marketing and customer service. CRM produces more value for both parties. But, it s difficult to achieve without listening to what customers are saying. Could your company benefit from knowing its customers better? STEP #4: EMPOWER CREATIVE TALENT TO BE CREATIVE. The creative process depends on two critical components for success. First is strategy what needs to be conveyed to consumers. Second is creative execution how to say it. We have addressed building the creative strategy or the what component. Just be sure the strategy allows room for creativity. If strategies are too restrictive they can become straightjackets rendering inspired creativity impossible. Time is important! Big ideas come when creative minds have time to think, dream, reflect, find inspirations, or take a totally new approach. If creative comes from an outside resource, it costs no more to provide them extra time. The demands on creative people are extraordinary. They must intimately understand the potential customer how, why and when they buy. They must provide the message that adds perceived value to a brand and differentiates it from all competitors. They are the sparks that can make the difference between having a parity item and enjoying loyal customers. Brilliant executions always: n RESPOND TO REAL CUSTOMER NEEDS. n PROVIDE INFORMATION IN AN INTERESTING MANNER. n REINFORCE BRAND PERSONALITY. n DRAMATIZE THE PRODUCT PROMISE. n INSPIRE CONFIDENCE IN THE BRAND. n EXCITE PEOPLE TO ACT. Use creative resources wisely to maximize your marketing communications ROI. Do your creative efforts leverage the full potential of your resources? STEP #5: INTEGRATE THE COMMUNICATIONS PROGRAM. Integrated Marketing Communications (IMC) is best defined as the process of building relationships with customers. It is achieved by applying appropriate marketing disciplines to create an overall message based on a customer s needs. It is much more than a unified campaign look. IMC is essential today because things have changed so much that traditional approaches to marketing are losing their effectiveness. That is because technology

4 is making it possible to quickly duplicate many marketing variables (product design, price efficiency, distribution, or low margin). The result is greater perceived parity among many products. In a parity marketplace, the real differentiating features are what consumers believe about the company, product/ service and their relationship with the brand. So brand relationship is taking on new importance to marketers, as is IMC. IMC disciplines are defined to clarify the role each plays in the IMC process. They are: n ADVERTISING paid commercial messages disseminated via broadcast, print, and interactive media to increase awareness, create traffic and establish preference. n PUBLIC RELATIONS the process of generating editorial messages in media to build awareness and credibility for a company s product or service. n PROMOTIONS make specific offers to target buyers to simultaneously build brand image and create immediate sales incentives. n DIRECT MARKETING delivering messages (mail, , infomercial, fax, etc.) that motivate a person to take prompt action to call, , visit, write, or buy. n CUSTOM MEDIA any vehicle such as a newspaper, flyer, magazine, brochure, website, or T-shirt etc. to provide editorial content along with subtle marketing messages. n ALLIANCE MARKETING the process of creating marketing partnerships to produce new opportunities for pursuing a mutually beneficial target audience. n CRM focuses on providing value via all areas that touch each customer in order to profitably extend customer relationships. To maximize the ROI for each marketing communication dollar, IMC requires a keen understanding of customers and sensitivity to their likes and dislikes. That means understanding what needs the market wants satisfied. When properly implemented, IMC produces tailored media and messages to reach specific segments and sub-segments of the target audience. This is usually based on their association with the brand or product for example, Loyal, Competitive, and Swing users. The benefit is that companies can speak to each sub-segment in the manner that is most effective, efficient and persuasive to them. Some segments may require infomercials while others are driven effectively by coupons. As communication messages become more effective and delivery more efficient, marketing ROI increases. Done well, IMC produces stronger customer relationships that last longer and increase the size and frequency of purchases. Is IMC increasing the value of your relationships? STEP #6: BUILD A DATABASE AND TEST TO GET BETTER. About learning, Confucius is said to have quipped Either you are a very wise man or a fool before. Since much wisdom is gained through trial and error, it is vital to track and evaluate results. The knowledge gained can be used to refine techniques and avoid ineffective tactics. Each segment has differing needs and

5 will respond differently to the marketing message. Not understanding this means repeatedly paying to go up the same learning curve. The way to learn what works best with which segment is to test and track result. What to learn first? n VALIDATE THE TARGET AUDIENCE AND ITS SEGMENTS. n DETERMINE DIFFERENT OFFER STRENGTHS. n UNDERSTAND THE PRODUCT S PRICE SENSITIVITY. n ASSESS THE BRANDING STRENGTH OF MARKETING MATERIALS. Learning can come from different monitoring tactics, surveys, tracking, secondary sources or a company s own primary research. However, the best learning will likely come from a wellmanaged in-house customer database. Make your database become an information base. Begin with the basics: name, address, date of purchase, item, etc. But add the facts that will reveal your customers ongoing relationships with your company purchase frequency, size, quantity, and category. Know if a specific ad, promotion, or activity prompted a response or purchase. With a database of about 1000 customers, begin overlaying information from various data collection agencies and credit bureaus. It won t take long to discover that information is power. As clear profiles emerge, customers will begin to fall into categories or clusters. When it becomes obvious who the best customers are, it s easy to target them and others like them. For example, what would you do if you discovered 80% of your profits came from only 20% of your customers? If you said Find out who they are and look for more like them, you re among a growing number of marketers who are becoming aware of the value of information database analysis. Try to learn from each marketing communication project and build a base of customer knowledge at the same time. It will go a long way in making communications an investment rather than an expense. Are you learning how to improve your communications success? Each of these six steps will contribute to more effective communications. However, the whole is greater than the sum of its parts. These activities enrich each other as the communications building process continues. It s like earning compound interest on your investments. ABOUT THE AUTHOR: Dan Patton has an extensive background in integrated marketing communications, advertising, and marketing. He has worked with major national ad agencies such as Saatchi & Saatchi and Grey, as well as integrated marketing communications firms like Gage Marketing Group. He has worked with BofA, Westin, Crystal Cruises, Minit-Lube, Conroy Flowers, Honda, Physicians Formula Cosmetics, Secure Horizons, Yonex Golf, and Silo Stores among others. Dan Patton can be reached via at

Successful Steps and Simple Ideas to Maximise your Direct Marketing Return On Investment

Successful Steps and Simple Ideas to Maximise your Direct Marketing Return On Investment Successful Steps and Simple Ideas to Maximise your Direct Marketing Return On Investment By German Sacristan, X1 Head of Marketing and Customer Experience, UK and author of The Digital & Direct Marketing

More information

How to Audit Your. Marketing Strategy. The Purpose of an Audit. How to Conduct an Audit. Audit Topics and Questions. Applying Your Insights

How to Audit Your. Marketing Strategy. The Purpose of an Audit. How to Conduct an Audit. Audit Topics and Questions. Applying Your Insights How to Audit Your Marketing Strategy The Purpose of an Audit How to Conduct an Audit Audit Topics and Questions Applying Your Insights @ @ Boost Your Marketing ROI with a Marketing Audit What s the best

More information

How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity?

How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity? How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity? Prepared by: Edmond Saadah Marketing & Training Consultant Contents 1. IMC 2. Brand Equity 3. How IMC Build Brand Equity? 4.

More information

The Top 5 Mobile App. Marketing Mistakes And How to Avoid Them

The Top 5 Mobile App. Marketing Mistakes And How to Avoid Them The Top 5 Mobile App Marketing Mistakes And How to Avoid Them 2 Even the most experienced marketers agree that marketing mobile apps is one of their most difficult challenges. The top reasons cited are:

More information

avoiding the top 10 recruiting mistakes BeaconFey

avoiding the top 10 recruiting mistakes BeaconFey avoiding the top 10 recruiting mistakes BeaconFey Better thinking. Better results. market situation The future is now! >Experts say that the country s nursing corps is aging faster than nearly any other

More information

Fresh Edge Services CORPORATE IDENTITY

Fresh Edge Services CORPORATE IDENTITY Fresh Edge Services»Page 1 Fresh Edge can collaborate with you to develop and execute public relations and marketing strategies that will build relationships with your key stakeholders and enhance the

More information

Push & Pull Marketing

Push & Pull Marketing Push & Pull Marketing As we face the new year, foremost in the minds of business owners are how they will increase revenues in the current economic environment. This paper discusses two specific types

More information

A BearingPoint Accelerator

A BearingPoint Accelerator > Media and Marketing Optimization A BearingPoint Accelerator Combining our strong industry and marketing expertise with our unique HyperCube analytical tool, we will work with you to build a truly independent

More information

A Model for Making Sense Out of Marketing ROI Measurements

A Model for Making Sense Out of Marketing ROI Measurements A Model for Making Sense Out of Marketing ROI Measurements M easuring and improving marketing ROI is a process. It's not a one-shot deal. It's an ongoing effort, an integral part of well-oiled marketing

More information

Best in Class Referral Programs

Best in Class Referral Programs Take your business to the next level Best in Class Referral Programs Lower cost per sale, Higher Retention, Increased Profits Free Sales and Marketing Audit Call 410-977-7355 Best in Class Customer Referral

More information

How to Brief an Agency

How to Brief an Agency How to Brief an Agency Contents: Introduction - Introduction - What makes a good brief? - Important Steps to take - Finalising the Brief - Evaluating the Agency's proposal Giving a thorough brief to your

More information

How to increase Marketing Efficiency to Gain and Retain Customers

How to increase Marketing Efficiency to Gain and Retain Customers How to increase Marketing Efficiency to Gain and Retain Customers How marketing automation and CRM can help a midsized business consolidate data, improve customer information, streamline marketing efforts,

More information

The 4 Ways To Grow Your Business

The 4 Ways To Grow Your Business The 4 Ways To Grow Your Business 4 WAYS TO GROW YOUR BUSINESS It may sound simplistic but basically there are four ways to create a more profitable and valuable business: Increase the number of customers

More information

Why Automation Should Drive Your Marketing Engagement, Starting Now

Why Automation Should Drive Your Marketing Engagement, Starting Now Why Automation Should Drive Your Marketing Engagement, Starting Now Do we need a marketing automation system? If you re planning on marketing in 2016 and beyond, the answer is Yes. The truth of the matter

More information

HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET

HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET 02920 224 111 info@semaphoredisplay.co.uk JUNE 2016 HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET In today s challenging business landscape, companies often find themselves striving to shrink expenses

More information

TEXT SUCCESS. 5 Dangerous Trends in Mobile Marketing

TEXT SUCCESS. 5 Dangerous Trends in Mobile Marketing 5 Dangerous Trends in Mobile Marketing 5 Dangerous Trends in Mobile Marketing After a combined 14 plus years in the online lead generation business and now mobile, we have observed and even partaken in

More information

Multichannel Direct Marketing. 515 North State Street Suite 1700 Chicago, IL 60654-4776 tel 312-894-3000 fax 312-894-3005 www.jacobsclevenger.

Multichannel Direct Marketing. 515 North State Street Suite 1700 Chicago, IL 60654-4776 tel 312-894-3000 fax 312-894-3005 www.jacobsclevenger. Multichannel Direct Marketing 515 North State Street Suite 1700 Chicago, IL 60654-4776 tel 312-894-3000 fax 312-894-3005 www.jacobsclevenger.com About the Author Sheera Eby Executive Vice President, Strategy

More information

MARKETING. The right technology can help your business increase sales by increasing consumer awareness.

MARKETING. The right technology can help your business increase sales by increasing consumer awareness. BIG IDEAS FOR Small business: MARKETING The right technology can help your business increase sales by increasing consumer awareness. 02 To make every marketing dollar count, consider: Small business drives

More information

Powering Performance with Customer Intelligence. Are you ready to make Customer Intelligence your performance advantage to outpace the competition?

Powering Performance with Customer Intelligence. Are you ready to make Customer Intelligence your performance advantage to outpace the competition? Powering Performance with Customer Intelligence Are you ready to make Customer Intelligence your performance advantage to outpace the competition? Frequently Asked Questions (FAQs) PNT Marketing Services

More information

the employee-customer connection

the employee-customer connection the employee-customer connection Insight Newsletter No 4: 2007 Through the Looking Glass: How the Employee Experience Mirrors (and drives) the Customer Experience By Rodger Stotz, Vice President, Managing

More information

A Current Look At Direct Mail and Advertising To Generate Local LTCi Leads. Defining Directions: The 7th Annual Intercompany LTCi Conference

A Current Look At Direct Mail and Advertising To Generate Local LTCi Leads. Defining Directions: The 7th Annual Intercompany LTCi Conference A Current Look At Direct Mail and Advertising To Generate Local LTCi Leads Defining Directions: The 7th Annual Intercompany LTCi Conference Direct Mail and Advertising To Generate Local LTCi Leads Presenters

More information

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management.

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. September 2012 OptifiNow September 2012 Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead

More information

BRAND BUILDING THROUGH SEARCH ENGINE OPTIMIZATION: AN IMC TOOL

BRAND BUILDING THROUGH SEARCH ENGINE OPTIMIZATION: AN IMC TOOL BRAND BUILDING THROUGH SEARCH ENGINE OPTIMIZATION: AN IMC TOOL Author s Name: Swati Gupta Author s Name: Geetanjali Gulati Department: Amity School of Business Name of Organization: Amity University, Uttar

More information

MARKETING Market research market strategy target market market mix Market Research

MARKETING Market research market strategy target market market mix Market Research MARKETING Marketing is the management process for identifying and anticipating customer requirements profitably. All company policies and activities should be directed toward satisfying customer needs.

More information

11 Things You Should Know About Influencer Marketing

11 Things You Should Know About Influencer Marketing 11 Things You Should Know About Influencer Marketing Table of Contents 1 2 Introduction Influencer Programs Must Have Clear Goals 13 15 Niche Influencers Often Create the Most Engagement Authentic Content

More information

PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM

PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM 01 02 03 04 05 06 WHY IT MATTERS GETTING STARTED STRATEGY CONCEPT PLAN TYPICAL INVESTMENT AND TIMEFRAME 01. WHY IT MATTERS When you re revamping a marketing

More information

SAP Thought Leadership SAP Customer Relationship Management. Strengthen the Brand and Improve

SAP Thought Leadership SAP Customer Relationship Management. Strengthen the Brand and Improve SAP Thought Leadership SAP Customer Relationship Management Enhancing the Customer Experience with Loyalty Management Strengthen the Brand and Improve Customer Retention Executive Summary Satisfying Customers,

More information

LOYALTY PROGRAMS: BUILDING CUSTOMER LOYALTY TO BUILD PROFITS

LOYALTY PROGRAMS: BUILDING CUSTOMER LOYALTY TO BUILD PROFITS LOYALTY PROGRAMS: BUILDING CUSTOMER LOYALTY TO BUILD PROFITS Loyalty is one of the great engines of business success. Frederick F. Reicheld, author of The Loyalty Effect Today s successful businesses recognize

More information

Sales Coaching Achieves Superior Sales Results

Sales Coaching Achieves Superior Sales Results Sales Coaching Achieves Superior Sales Results By Stu Schlackman Sales Coaching Achieves Superior Sales Results Why Sales Coaching? As a sales leader your days go by quickly. You are constantly multi-tasking,

More information

CHANGES IN THE PROFESSIONAL SERVICES MARKETING MIX: Traditional vs. Online Marketing

CHANGES IN THE PROFESSIONAL SERVICES MARKETING MIX: Traditional vs. Online Marketing CHANGES IN THE PROFESSIONAL SERVICES MARKETING MIX: Traditional vs. Online Marketing BY SYLVIA S. MONTGOMERY Over 20 years ago, Phillip Kotler, recognized by many as the father of marketing, warned that

More information

Uncover the Best Ideas

Uncover the Best Ideas Uncover the Best Ideas Table of Contents: overview 2-4 [INNOVATION] overview 5 picture this 6 roi metrics 7-8 [EMPLOYEE NETWORKS] overview 9 picture this 10 roi metrics 11-12 [CITIZEN RELATIONSHIPS] overview

More information

THE STATE OF Social Media Analytics. How Leading Marketers Are Using Social Media Analytics

THE STATE OF Social Media Analytics. How Leading Marketers Are Using Social Media Analytics THE STATE OF Social Media Analytics May 2016 Getting to Know You: How Leading Marketers Are Using Social Media Analytics» Marketers are expanding their use of advanced social media analytics and combining

More information

Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans

Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans By Karlene Lukovitz Industry Report by Exclusive Sponsor Introduction Marketers are keenly aware of the tremendous potential

More information

Written by: Francois Muscat, Digital Marketing Expert

Written by: Francois Muscat, Digital Marketing Expert Written by: Francois Muscat, Digital Marketing Expert Copyright 2013 WSI. Each WSI franchise office is an independently owned and operated business. In the past, businesses could get away with sending

More information

Cloud Analytics Where CFOs, CMOs and CIOs Need to Move To

Cloud Analytics Where CFOs, CMOs and CIOs Need to Move To Cloud Analytics Where CFOs, CMOs and CIOs Need to Move To IN PARTNERSHIP WITH Analytics and the Speed Advantage Introduction Three recent workplace trends the growth of the mobile revolution, the emergence

More information

Real-Time Marketing, Dynamic Creative Optimization. Understanding the Intersection of Data, Media and Big Creative

Real-Time Marketing, Dynamic Creative Optimization. Understanding the Intersection of Data, Media and Big Creative ` Real-Time Marketing, Dynamic Creative Optimization & the Empowered Marketer Understanding the Intersection of Data, Media and Big Creative Online media, paired with an influx of data sources, has made

More information

The Sales Lead System

The Sales Lead System The Sales Lead System Contents Intro... 3 Network Marketing Ad Basics... 3 Blogging... 4 Article Marketing... 4 Video Marketing... 5 E-mail Marketing... 6 Pay Per Click... 7 Banner Ads... 8 Social Marketing...

More information

How to Write a Marketing Plan

How to Write a Marketing Plan How to Write a Marketing Plan A Cowley Associates ebook Marketing is like all things in life. You can just wing it and be spontaneous. Or, you can plan things out ahead of time and have control over what

More information

Lindner College of Business MS Marketing Capstone Project - Prospectus and Application-

Lindner College of Business MS Marketing Capstone Project - Prospectus and Application- Lindner College of Business MS Marketing Capstone Project - Prospectus and Application- During January April 2015, 30 graduate students pursuing a Masters in Science (MS) degree in Marketing will engage

More information

Small Business CRM; Who Can Leverage it & is it Affordable?

Small Business CRM; Who Can Leverage it & is it Affordable? Small Business CRM; Who Can Leverage it & is it Affordable? Salesboom.com Are you running a successful SMB (small to medium sized business)? If you are, the need for Customer Relationship Management CRM

More information

INSIGHT WHITE PAPERS PLAN FOR PROFIT

INSIGHT WHITE PAPERS PLAN FOR PROFIT INSIGHT WHITE PAPERS PLAN FOR PROFIT A Marketing and Promotion Guide for Photographers & Illustrators When business is good, it pays to advertise; when business is bad, you ve got to advertise! An old

More information

EVP The foundation of a strong Employer Brand. HR Swiss Congress 2014, Bern

EVP The foundation of a strong Employer Brand. HR Swiss Congress 2014, Bern HR Swiss Congress 2014, Bern Employer Branding in 1913 2 Influence your Employer Brand in the right direction ALL EMPLOYERS HAVE AN EMPLOYER BRAND. Even if employers don t actively control the brand, it

More information

Crafting an Integrated Content Marketing Strategy

Crafting an Integrated Content Marketing Strategy Crafting an Integrated Content Marketing Strategy Pace Perspectives By: Kevin Briody Senior Vice President, Content Marketing Objectives Content Optimization Platform Engagement Pace 2013 paceco.com Greensboro,

More information

The Impact of Digital Media on Lead Quality:

The Impact of Digital Media on Lead Quality: The Impact of Digital Media on Lead Quality: Guide to Using Toll-free Vanity Numbers as Response Tools in Advertising to Get Higher Quality Leads Published March 2013 Table of Contents The Channels of

More information

How Not to Nurture Your Leads Ten Mistakes Manufacturers Make in Marketing Automation

How Not to Nurture Your Leads Ten Mistakes Manufacturers Make in Marketing Automation 1 How Not to Nurture Your Leads Ten Mistakes Manufacturers Make in Marketing Automation Contents What is Marketing Automation?... 3 Why Do You Need Marketing Automation?... 4 Marketing Automation Technology

More information

PAST PRESENT FUTURE YoU can T TEll where ThEY RE going if YoU don T know where ThEY ve been.

PAST PRESENT FUTURE YoU can T TEll where ThEY RE going if YoU don T know where ThEY ve been. PAST PRESENT FUTURE You can t tell where they re going if you don t know where they ve been. L everage the power of millions of customer transactions to maximize your share of customer travel spend. Vistrio

More information

THE NEW RULES OF RECRUITING. Capturing the attention and loyalty of today s job seeker

THE NEW RULES OF RECRUITING. Capturing the attention and loyalty of today s job seeker THE NEW RULES OF RECRUITING Capturing the attention and loyalty of today s job seeker Brought to you by: 2011 Survey Report Employees today As the U.S. recovers from its latest recession, the national

More information

Top 10 best practices that savvy marketers know about

Top 10 best practices that savvy marketers know about Top 10 best practices that savvy marketers know about Includes your three FREE bonus exercises courtesy of Sherry Prescott-Willis, author, Market This! www.marketthisbook.com Top 10 best practices that

More information

How to increase Marketing Efficiency to Gain and Retain Customers

How to increase Marketing Efficiency to Gain and Retain Customers How to increase Marketing Efficiency to Gain and Retain Customers A White Paper by Soffront Software, Inc. Abstract Marketing departments in mid-sized businesses face a myriad of challenges such as how

More information

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS MARKETING BENEFIT MARKETING PLATFORMS RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Generate positive impressions / awareness ADVERTISING Need to control the message content/timing/audience

More information

CHAPTER 18: DIRECT MARKETING: THE DIALOGUE BUILDER

CHAPTER 18: DIRECT MARKETING: THE DIALOGUE BUILDER CHAPTER 18: DIRECT MARKETING: THE DIALOGUE BUILDER Chapter Objective To explain the role that direct marketing can play in an overall IMC program, and to identify the strengths and weaknesses of various

More information

Acquiring new customers is 6x- 7x more expensive than retaining existing customers

Acquiring new customers is 6x- 7x more expensive than retaining existing customers Automated Retention Marketing Enter ecommerce s new best friend. Retention Science offers a platform that leverages big data and machine learning algorithms to maximize customer lifetime value. We automatically

More information

6 Steps to creating a Cross Channel Communications Roadmap

6 Steps to creating a Cross Channel Communications Roadmap 6 Steps to creating a Cross Channel Communications Roadmap Identifying the Road Ahead to Cross Channel Marketing Success Darcy Bevelacqua Darcy@Succcess-works.com 917 520-061 6 Steps to Creating a Successful

More information

A planned approach. to achieving your marketing goals.

A planned approach. to achieving your marketing goals. A planned approach to achieving your marketing goals. 1 2 3 Are you Our happy Goal: with the We quality want to build a and long-term quantity relationship. Dental Branding was designed to build synergy

More information

Trends in HR Marketing: HR Buyers Behavior 2007

Trends in HR Marketing: HR Buyers Behavior 2007 Trends in HR Marketing: HR Buyers Behavior 2007 Abstract This research report, conducted by HRmarketer.com, covers the latest trends and best practices for marketing to human resource (HR) and employee

More information

WHITE PAPER. Social media analytics in the insurance industry

WHITE PAPER. Social media analytics in the insurance industry WHITE PAPER Social media analytics in the insurance industry Introduction Insurance is a high involvement product, as it is an expense. Consumers obtain information about insurance from advertisements,

More information

ANALYTICS. Acxiom Marketing Maturity Model CheckPoint. Are you where you want to be? Or do you need to advance your analytics capabilities?

ANALYTICS. Acxiom Marketing Maturity Model CheckPoint. Are you where you want to be? Or do you need to advance your analytics capabilities? ANALYTICS Analytics defined Analytics is the process of studying data to identify potential trends, evaluate decisions, or assess the performance of a tool, event, or scenario. The process should include

More information

Best Practices for Relationship Marketing

Best Practices for Relationship Marketing WebTrends 851 SW 6th Ave., Suite 600 Portland, OR 97204 1.503.294.7025 1.503.294.7130 fax US Toll Free 1-877-WebTrends (1-877-932-8736) WebTrends Sales 1.888.932.8736 sales@webtrends.com Europe, Middle

More information

THE B2B FULL-FUNNEL MARKETER S HANDBOOK

THE B2B FULL-FUNNEL MARKETER S HANDBOOK THE B2B FULL-FUNNEL MARKETER S HANDBOOK Brand Awareness Content Engagement & Education Lead Generation & Sales Conversions The B2B Full-Funnel Marketer s Handbook For business-to-business marketers, the

More information

IS YOUR MARKETING INVESTMENT DELIVERING EXPECTED RETURNS? October 2009

IS YOUR MARKETING INVESTMENT DELIVERING EXPECTED RETURNS? October 2009 IS YOUR MARKETING INVESTMENT DELIVERING EXPECTED RETURNS? October 2009 Is your marketing investment delivering expected returns? Just ask Nielsen by Chang Park, Executive Director, Nielsen Analytic Consulting,

More information

Sponsorship & Social/ Digital Media Brent Barootes May 28, 2013. WHITE PAPER Presented by Partnership Group Sponsorship Specialists

Sponsorship & Social/ Digital Media Brent Barootes May 28, 2013. WHITE PAPER Presented by Partnership Group Sponsorship Specialists Sponsorship & Social/ Digital Media Brent Barootes May 28, 2013 WHITE PAPER Presented by Partnership Group Sponsorship Specialists SPONSORSHIP AND SOCIAL / DIGITAL MEDIA HOW THESE NEW MEDIUMS CAN MAXIMIZE

More information

Chapter 15: Integrated Marketing Communications

Chapter 15: Integrated Marketing Communications Chapter 15: Integrated Marketing Communications Pride/Ferrell Foundations of Marketing Fourth Edition Prepared by Milton Pressley University of New Orleans Objectives 1. Discuss the nature of integrated

More information

BRIDGING THE DIGITAL DISCONNECT:

BRIDGING THE DIGITAL DISCONNECT: BRIDGING THE DIGITAL DISCONNECT: HOW OUTSOURCING DIGITAL MARKETING CREATES A UNIFIED MARKETING STRATEGY In today s fragmented digital landscape, marketing executives must bridge the gap between instant,

More information

The Art & Science of Buyer Personas

The Art & Science of Buyer Personas The Art & Science of Buyer Personas What is a buyer persona? is a question we often field at D Custom. Buyer persona development is shaping the future of content marketing today. However, many CMOs and

More information

>>> SOCIAL MEDIA MARKETING ROI CHEATSHEET 40 WAYS TO MEASURE YOUR SOCIAL MEDIA ROI. we inspire people to take action

>>> SOCIAL MEDIA MARKETING ROI CHEATSHEET 40 WAYS TO MEASURE YOUR SOCIAL MEDIA ROI. we inspire people to take action >>> SOCIAL MEDIA MARKETING ROI CHEATSHEET 40 WAYS TO MEASURE YOUR SOCIAL MEDIA ROI we inspire people to take action OBJECTIVE KPI METRIC + REVENUE SALES LEADS CUSTOMERS WEBSITE CONVERSIONS - COSTS STAFF

More information

UNIVERSITY OF MIAMI SCHOOL OF BUSINESS ADMINISTRATION MISSION, VISION & STRATEGIC PRIORITIES. Approved by SBA General Faculty (April 2012)

UNIVERSITY OF MIAMI SCHOOL OF BUSINESS ADMINISTRATION MISSION, VISION & STRATEGIC PRIORITIES. Approved by SBA General Faculty (April 2012) UNIVERSITY OF MIAMI SCHOOL OF BUSINESS ADMINISTRATION MISSION, VISION & STRATEGIC PRIORITIES Approved by SBA General Faculty (April 2012) Introduction In 1926, we embarked on a noble experiment the creation

More information

To Increase Sales to Boomer+ Customers Consider Developing a Customer Loyalty Club

To Increase Sales to Boomer+ Customers Consider Developing a Customer Loyalty Club To Increase Sales to Boomer+ Customers Consider Developing a Customer Loyalty Club By Jim Gilmartin The Beginnings Today many companies are spending significant dollars to develop relationships with their

More information

Raising the Bar of Customer Loyalty Programs

Raising the Bar of Customer Loyalty Programs Raising the Bar of Customer Loyalty Programs Identifying Your Best Customers and Driving Their Most Profitable Behavior by Carlos Dunlap, Vice President, Strategic Services, Maritz Loyalty Marketing A

More information

EXECUTIVE MASTER IN. Increasing corporate value in today s complex digital world through reputation management and communication with stakeholders.

EXECUTIVE MASTER IN. Increasing corporate value in today s complex digital world through reputation management and communication with stakeholders. EXECUTIVE MASTER IN CORPORATE COMMUNICATION Increasing corporate value in today s complex digital world through reputation management and communication with stakeholders. COURSE DESCRIPTION At a Glance

More information

Strategic Media Planning with Out of Home Ratings

Strategic Media Planning with Out of Home Ratings Strategic Media Planning with Out of Home Ratings Using the New Numbers 2012 TAB OAAA Out of Home Media Conference & Marketing Expo Traffic Audit Bureau for Media Measurement, Inc. 212-972-8075 www.tabonline.com

More information

What is Market Research? Why Conduct Market Research?

What is Market Research? Why Conduct Market Research? What is Market Research? Successful businesses have extensive knowledge of their customers and their competitors. Market research is the process of gathering information which will make you more aware

More information

OPTIMIZING SALES EFFECTIVENESS THROUGH VALUE AND DIFFERENTIATION

OPTIMIZING SALES EFFECTIVENESS THROUGH VALUE AND DIFFERENTIATION OPTIMIZING SALES EFFECTIVENESS THROUGH VALUE AND DIFFERENTIATION UNDERSTANDING CUSTOMER NEEDS Most sales organizations strive to preserve their margins during the sales process; but even the savviest salesperson

More information

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements Chapter 17 Promotional Concepts and Strategies

More information

Best Practices: Customer Relationship Management By Ian Gordon

Best Practices: Customer Relationship Management By Ian Gordon I M P R O V I N G T H E P R A C T I C E O F M A N A G E M E NT Best Practices: Customer Relationship Management By Ian Gordon Reprint # 9B02TF08 IVEY MANAGEMENT SERVICES NOVEMBER/DECEMBER 2002 COPYRIGHT

More information

what is Interactive Content & why it works

what is Interactive Content & why it works what is Interactive Content & why it works About SnapApp SnapApp s content marketing platform gives companies the power to drive engagement, generate leads and increase revenue by easily creating, publishing,

More information

Driving greater loyalty in Europe. What consumers want and where brands are failing to deliver

Driving greater loyalty in Europe. What consumers want and where brands are failing to deliver Driving greater loyalty in Europe What consumers want and where brands are failing to deliver Research commissioned with consumers in France, Germany and Switzerland Executive summary Fast-changing technology,

More information

Benefits of Customer Lifecycle Management (CLM)

Benefits of Customer Lifecycle Management (CLM) Benefits of Customer Lifecycle Management (CLM) Salesboom.com Customer Lifecycle Management, or CLM, is often misunderstood to be the same principle idea as Customer Relationship Management, or CRM. Customer

More information

A Technology Roadmap for Smarter Sourcing. Jim McCoy Vice President, Practice Lead ManpowerGroup Solutions, North America

A Technology Roadmap for Smarter Sourcing. Jim McCoy Vice President, Practice Lead ManpowerGroup Solutions, North America A Technology Roadmap for Smarter Sourcing Jim McCoy Vice President, Practice Lead ManpowerGroup Solutions, North America Every day we hear about hot trends in sourcing technology. Tools evolve continuously,

More information

CREATIVE MARKETING PUBLIC RELATIONS EVENTS CELEBRITY

CREATIVE MARKETING PUBLIC RELATIONS EVENTS CELEBRITY CREATIVE MARKETING PUBLIC RELATIONS EVENTS CELEBRITY mission statement We fully utilise the impact of our celebrity clients to boost the brands we work with, continually raising the profile of your brands

More information

Return on Investment and Social Media

Return on Investment and Social Media Connect with us. Return on Investment and Social Media Measuring your impact FLOW20.C0M Contact us Streatham Business Center1 Empire Mews, London, SW16 6AG 0208 1500 294 create@flow20.com Getting Started

More information

Report on the Agency-Advertiser Value Survey

Report on the Agency-Advertiser Value Survey Report on the Agency-Advertiser Value Survey Study conducted by Ignition Consulting Group on behalf of American Association of Advertising Agencies Association of National Advertisers August 2007 Results

More information

SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) IN INDIAN RETAIL INDUSTRY

SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) IN INDIAN RETAIL INDUSTRY SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) IN INDIAN RETAIL Dr. A.R. Annadurai* INDUSTRY Abstract: Social CRM is an advanced form of customer relationship management that uses social media services,

More information

Guerilla Marketing Tactics for Retailers

Guerilla Marketing Tactics for Retailers A Randall Data Systems White Paper Guerilla Marketing Tactics for Retailers 14 high-powered methods you can implement TODAY! By Randy Overly Randall Data Systems, Inc. 138 E. Ann Arbor Trail Plymouth,

More information

How to Measure the Performance of Your Outreach Programs

How to Measure the Performance of Your Outreach Programs How to Measure the Performance of Your Outreach Programs April 2006 About DeHavilland Associates DeHavilland Associates is a consulting and communications firm that helps its corporate, nonprofit, and

More information

Marketing 101: A Guide to Winning Customers

Marketing 101: A Guide to Winning Customers Marketing 101: A Guide to Winning Customers Text File Slide 1 Marketing 101: A Guide to Winning Customers Welcome to SBA s online training course, Marketing 101: A Guide to Winning Customers. This program

More information

RADIO & BEVERAGE (ALCOHOL) EFFECTIVE SECTOR COMMUNICATION

RADIO & BEVERAGE (ALCOHOL) EFFECTIVE SECTOR COMMUNICATION RADIO & BEVERAGE (ALCOHOL) EFFECTIVE SECTOR COMMUNICATION In the wine market, the competition between New Zealand and Australian brands has became intense. Research suggests that the selection process

More information

e M a r k e t S e r v i c e s m a k e s i t e a s i e r f o r y o u t o u s e e l e c t r o n i c m a r k e t p l a c e s f o r i n t e r n a t i o n a l b u s i n e s s E-BUSINESS MARKETING e Business

More information

GUIDE Wealth Management. 9 Social Media Guidelines for Wealth Management Firms

GUIDE Wealth Management. 9 Social Media Guidelines for Wealth Management Firms GUIDE Wealth Management 9 Social Media Guidelines for Wealth Management Firms Wealth Management 9 Social Media Guidelines for Wealth Management Firms Wealth management firms that embrace social media can

More information

Persuasive and Compelling

Persuasive and Compelling Win More Business With Persuasive and Compelling Author: Greg Roworth B Bus (Acc) MBA What is the purpose of your website? For most businesses, a website has a number of objectives that may include generating

More information

Targeted measurable marketing

Targeted measurable marketing Targeted measurable marketing Plan, execute, and measure your campaigns An invaluable tool for marketers, Sage CRM enables your marketing teams to plan, execute, and measure the success of every marketing

More information

w h i t e pa p e r How Strategic Internal Communications Can Positively Affect Your Business by Janet Chihocky and Melissa Bullard, APR

w h i t e pa p e r How Strategic Internal Communications Can Positively Affect Your Business by Janet Chihocky and Melissa Bullard, APR w h i t e pa p e r How Strategic Internal Communications Can Positively Affect Your Business by Janet Chihocky and Melissa Bullard, APR white paper How Strategic Internal Communications Can Positively

More information

Managing the Lead Lifecycle. Getting the Most from Your Leads

Managing the Lead Lifecycle. Getting the Most from Your Leads Managing the Lead Lifecycle Getting the Most from Your Leads Leads are the lifeblood of marketing and sales, the raw material every marketer hopes to turn into gold. Just as marketing technologies have

More information

Advertising and Marketing Overview Part 1. Learning Objectives. Business has only two functions - marketing and innovation. Milan Kundera 2/20/15

Advertising and Marketing Overview Part 1. Learning Objectives. Business has only two functions - marketing and innovation. Milan Kundera 2/20/15 Advertising and Marketing Overview Part 1 Paul A Kiewiet MAS+ Learning Objectives Pt 1 focuses on Overview Pt.2 on Promotional Products role The 4 P s + 1 Marketing Advertising Branding Differences between

More information

It s the Relationship, Stupid: Plugging the Gap between Lead Generation and Marketing Automation

It s the Relationship, Stupid: Plugging the Gap between Lead Generation and Marketing Automation It s the Relationship, Stupid: Plugging the Gap between Lead Generation and Marketing Automation 1 In B2B marketing, there is widespread agreement about the need for demand generation. But marketers don

More information

Key Accounts How to Maximize Opportunities and Minimize Disappointments

Key Accounts How to Maximize Opportunities and Minimize Disappointments Key s How to Maximize Opportunities and Minimize Disappointments Key Key accounts represent a larger and larger share of the market and are becoming more demanding Many companies create some form of a

More information

Top Marketing Tips to Grow Your Specialist Business. For use by professional intermediaries only

Top Marketing Tips to Grow Your Specialist Business. For use by professional intermediaries only Top Marketing Tips to Grow Your Specialist Business For use by professional intermediaries only 2 Top Marketing Tips to Grow Your Specialist Business Contents More effective communications for a new world

More information

Sizzling Website Copy

Sizzling Website Copy Sizzling Website Copy FOR: Gavin Sloan www.whitelabelseo.com.au Home Page: An SEO Partner You Can Trust. Pure Results. Experience the Power of our White Label SEO.

More information

LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process.

LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process. LECTURE 1 Introduction To Integrated Marketing Communications Marketing satisfying needs and wants through the exchange process. The Marketing Management Process 1. Situation analysis (PESTL). 2. Objectives.

More information

Social Media and Content Marketing.

Social Media and Content Marketing. Social Media and Content Marketing. A Guide for B2B Marketing Managers. On the Internet, marketing trends come and go faster than ever. Do you remember frames, flash intros, and even visitor counters?

More information