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Marketing Roundtable MeetupApril 26, 2011

Real World Marketing in an Online World

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What’s Real?

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Direct Mail

Guerrilla Marketing

EventsTV

Direct Mail

Radio

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Who’s Your Target?•Business or individual?

•DemographicAge

Education

What else?

•Mindset

•Social characteristics

•Location

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Target Matrix

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Target 1 Target 2 Target 3

Characteristic 1

Characteristic 2

Characteristic 3

Characteristic 4

Characteristic 5

Characteristic 6

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What do they see/hear/read/go to?

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Direct Mail•Targeted

•ExpensivePrint

Post

•Expect 1 - 3% response rate.

•Follow up

•Look at ROI

•Must haveCall to action

Relevance

Catch my eye in under five seconds

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Radio/TV•Broad audience

•TrustMy station

Hear voice

•Fire--aim--ready or...

•Most decide to act with 1 - 3 impressions

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Events•Establish relationships

•Understand needs

•Target carefully

•Time

•Audience

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Guerrilla Marketing

•What is it?Signage in unexpected places

Time...energy...imagination

Generates buzz

Street giveaways

•Tissue pack marketing

•Fun & creative

•We’re all on the inside

•Examples???

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Follow up...Follow up...Follow up

•List Management

•Introductions

•Salesforce

•Callback System

•Email

•Multiple communication methods

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PR

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Good Marketing...•is Targeted

•is Measurable

•has Clear Call to Action

•builds Relationship

•offers Value

•is Matched to your business

•Gets above the noise

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The Satellite is...

•Neighborhood-based

•Membership system

•Staffed 8 - 5

•24/7 access

•Community focused

•Varying usage/varying plans

•AutomatedWhich means...

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How Can We Help?

•Events

•Classes

•Partnerships

•Offer services

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Quality of

Life

IncreasedProductivity

Reduced Carbon

Footprint

Enhanced Community/

Local Business