The Secret Ingredients to

Marketing on a Small Budget

Duluth Area Chamber of Commerce

Presented byWestmorelandFlint

October 23, 2009

Laura Sieger

Vice President, WestmorelandFlint

My Background• 20 years in marketing and public relations• Nonprofits: education, tourism, service organizations• Agency: health care, finance, aviation, retail, tourism,

power, manufacturing, nonprofits, economic development

Introduction

Strategic Direction Interactive

Communications Planning Creative Services

Brand Development Public Relations

Media Services Event Planning

Audio Visual Research

Automated Marketing Direct Marketing

Social Media

Core Capabilities

• The challenges and opportunities in marketing today

• What’s all the hype about social media

• Planning ensures best results

• Measuring the results

Agenda

The New Media Landscape

It used to be easy…

TVa world of

LIMITED

options

a world of

LIMITED

options

PUSHED to mass consumers

Radio

PrintOutdoor

It used to be easy…

• In 1965, 80% of adults in the U.S. could be reached with three 60-second TV spots

• Day-after recall score for 60-second prime-time commercials was 40%

Now, it’s not so easy• In 2002, it took 117 prime time commercials to

produce the same result• In 2005, typical day-after recall score for a 30-

second spot was less than 20%

It’s not so easy anymore.

2004

Friends – Series Finale

12.8 Nielsen rating

Most-watchedshow in 4 years

1986

Head of the Class

12.8 Nielsen rating

#40 show that year

The Direction of the Relationship

Broadcast TV

Cable TV

DVRs/VOD

IPTV

Video Search

Digital Radio

Satellite Radio

Podcasting

Internet

Print

Blogs

Outdoor

Text Messaging

Mobile Phones

a world of

INFINITE

options

PULLED

by individual

consumers

a world of

INFINITE

options

PULLED

by individual

consumers

The Result = The Ultimate Consumer

Control

Choice

Customization

Collaboration

Advertising has become…

digital personal controllable

= TARGETED

What’s all the hype about social media?

“Reliance and trust in nontraditional sources—meaning everyday

people, their friends, their networks, the network they’ve created around

them—has a much greater influence on their behaviors than

traditional advertising.”

–Jack McKenzie, Millennials Strategy Group

What is social media?

The technologies and practices that people

use to share content, opinions, insights,

experiences, perspectives and media itself.

By the numbers…

• Technorati is currently tracking over 120 million blogs

• More than 100 million videos a day are being watched on the video sharing site YouTube

• 13 hours of video uploaded to YouTube – every minute

• If Facebook were a country, it would be the 4th largest in the world

By the numbers…

• Google had more than 634 million unique visitors in May of 2008

• There are over 20 million active Twitter users in the U.S.

Why should you care?

• These are your consumers and this is where they are spending their time.

• You need to talk to them (and listen) where they are, not where you want them to be.

Emerging Media

BehaviorReinforcing the notion that it is now the consumers’ dialogue, users are creating their own branded content

Fueled by near ubiquitous penetration, the mobile phone is taking on new messaging usage and functional applications

Driven by a strong need for self-expression and connection with others, social networks have proliferated

Online video has proliferated, and users are actively creating, posting and sharing video of all stripes

Gaming now dominates the living room and PC, and is making its way into mobile—across nearly all demos

Video Sharing

Mobile Lifestyle

Social Media

User-Generated Content

Gaming

An Integrated Approach: Communications Planning

Map a Route to Success

Without a plan With a plan

Includes– Business objectives and strategies– Key drivers– Brand character and tone – Target audience and insights – Competition– Key messages – Communication objectives, strategies and tactics– Timeline, measurement and budget

Communications Planning

Business Objectives and Strategies

•What are the company’s revenue/growth

goals? These are measureable targets

(3 to 5 is best).– Increasing membership/enrollment by XX%

over 12 months– Acquire three new clients in XX months– Increase revenue by XX% in XXX product in 6

months

Key Drivers

•What influences the ability to meet

business objectives?•Are there barriers to overcome?

Internal? External?

Hint: There is no magic marketing solution

to overcome poor customer or brand

experience.

Brand Character and Tone

•What makes your organization unique?•What is the personality of the brand?•What do people think of the brand?•How does your organization want to be

seen?

Hint: Your brand is not the best people,

best service, best products.

Target Audience and Insights

•Who are the primary and secondary audiences?

•What are their personalities, ages, likes/dislikes? •What are the key perceptions/misperceptions?•How do current customers make decisions

regarding a product/service? •What drives them? •How/why do they choose the product/service?

Hint: Your audience is not everyone.

You need to be selective.

Competition

•Who is your competition?•How does your product/service differ from

that of the competition?

Key Messages

•Tone should reflect your brand character.•Humorous, conversational, approachable,

thought leader

•Need to engage your audience, not speak

at them, down to them or threaten them.•What’s the one thing you want people to

walk away with?Hint: People don’t want to hear everything you

want to tell them. It’s about what they want.

Communications Objectives, Strategies and Tactics

•What is the response the company/organization

wants from key constituencies—customers,

employees, prospects, shareholders, media?•How will the company/organization communicate

to change or create perceptions/beliefs?•What specific tactics will be used to achieve the

overall strategy/communicate key messages to

defined target audiences?

Plan Implementation

•What is the timeline and budget for

accomplishing?•Who is responsible for which tactic? What is the

timeline for completion?•Are there some tactics that are dependent on

others?

Building Your Plan

• Identify 3 to 5 measurable targets

• Understand your audience; if you don’t know ask current customers or conduct research

• Base your measurement on targets– AAU Research– How did you hear about us?– Google analytics

Worry about the tools last, not first.

B2B marketers who focus myopically on the tools—as they contemplate whether to

start a blog or advertise on social networking sites—will fail to recognize and

follow the practices and disciplines needed to embrace communities.

Where Do I Start?

Listen, Monitor and Understand

• Customer feedback and surveys

• Analytics – Google and other

• Social media monitoring

• Primary and/or secondary research

Start with your goals, not the tools.

• Develop a plan; access others for perspective

• Implement

• Review and measure

Hint: It’s about reaching the right people, at

the right time, with the right message.

Some Basic Ingredients

• Website– SEO, user-centric, interactive, benefits, scannable

• Conversation Piece– Brochure, business cards

• Advertising– Consider target audience: ages, demographics,

geographics, psychographics

Some Basic Ingredients

• Public Relations (relationship building)– Earned media, events, loyalty programs

• Social Media– Facebook, YouTube, Twitter, LinkedIn, Blog

• Automated Email Marketing/Direct Marketing– Campaigns, relationship building

What can you do today?