WHO

WHAT

WHY

are you?

do you do?

does it matter?

Features Benefits Experience

5 Most Valuable Brands in the World

$158.8B $148B $107.5B $90.2B $85.7B

Making it real.

Align with business goals

Assess the environmentDetermine timing for implementation

Marketing Plan

Consider measurements for success

$2.3B

2014 Marketing Budgets

$5B$2.9B

$2.5B

Paid Media Earned Media Owned Media/ /

Paid Media:

Benefits:

Challenge:

Advertising the brand through a 3rd party channel.

Immediate, scalable, extends your reach

Clutter

Earned Media:

Benefits:

Challenge:

Publicity gained through promotional efforts other than advertising. Influencers increase awareness about a brand.Credible, transparent, extends your reach

Can’t control, difficult to measure and scale

Owned Media:

Benefits:

Challenge:

Communications channels that are within your control. Owned by the brand.

You control, focus on niche, cost efficiency

Extended reach, takes time

Average cost of :30 advertisement during the Super Bowl

Cost of 1 full page ad in Washington Post for 1 day

$4M

$37,000

Don’t think about a single channel in isolation.

{ Paid }

{ Owned }

{ Earned }

Create Facebook only discounts using Facebook Advertising

Drive audiences to your Facebook page

When they “Like” and “Share” your page you begin to form a relationship

All roads lead to convergence.Content Marketing – it’s here and it’s the future.

We don’t sell cosmetics, we sell hope.”

—Charles RevsonFounder of Revlon

“

Be heard.