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Novom marketing
October, 2005
The Future of Marketing Communications
Charlotte NovomNovom Marketing
8033 Sunset Blvd # 863Hollywood, CA 90046
323.882.8333
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Novom marketing
Marketing Communications
Our practice deals with marketing communications, primarily in the non-paid arena, i.e. editorial coverage in print, broadcast, electronic, and promotions.
Unlike traditional advertising, marketing communications has several distinct advantages; unbiased third party endorsement; cost efficient; and it engenders leveraging and customization.
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Novom marketing
Top 10
The following are our Top Ten Topics for the immediate future
(1) Marcom Valuation - Measurement and Evaluation of Campaigns
(2) Integration and Leveraging
(3) Third-Party Testimonial
(4) New Methods, such as Blogs
(5) On-Line Press Rooms
(6) Advertorial
(7) Retention and ROI
(8) Research
(9) Customization
(10) Interactive Passion
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Novom marketing
Marcom Valuation
• Measurement and Evaluation of a campaign • ROI • Advertising Equivalency • Target Media • Message Content • Coverage Location • Neighboring Real Estate • Retention • Sales • PR Trak
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Novom marketing
Integration and Leveraging
• Touching your audience in multiple media
• TV – website • Print – website • Print – TV • Radio – website • Private access to customers/events • The Resort Channel
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Novom marketing
Third-Party Testimonial
• Celebrity Endorsement • Product Placement/Sponsorship • Creating “word of mouth” • www.tripadvisor.com
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Novom marketing
New Methods
• Blogs; www.hotelchatter.com • Pods • Satellite (XM radio, Sirius) • RSS • Streaming • MMS
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Novom marketing
On-Line Press Rooms
• Superior photography • Video library • Streaming video story telling
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Novom marketing
Research
• Competitior research; • Lexis, • Google alerts• Profnet• Media map • PR Trak
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Novom marketing
Interactive Passion
• Customers will tell you what’s good and bad about your product before even you will know.
• Tap the passion!
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Novom marketing
Public Relations & Marketing Methods
Promotions &
Partnerships
KeyMessages
Media RelationsResulting in Publicity
Broadcast Features/Segments
Press Conferences
Events & Activities
Guidebook & Destination
Oriented Publications