Wake up call The power of your brand lies with your customers –They choose to watch your ad (or not) –They decide to read your collateral (or not) –They.

Slides:

Advertisements

Similar presentations

1 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 1 © Copyright 2013 The Carter Malone Group.

Advertisements

Multichannel Personalization At Scale: Building Incremental Value With #dunnhumby.

The Power of Industry-Specific Business Magazines.

Content Marketing: The engagement Gigantic Power.

Deliver Cosmos Created by the United States Postal Service, the Deliver program has become an integral communications vehicle for corporate marketers.

What is marketing? Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably. Marketing focuses.

The Power of Industry-Specific Business Media. 2 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Overview ABM engaged Forrester Consulting.

Public Relations and Advertising

The Telegraph iPad V2 – launch partner. iPad News app version 1 – an overview  Launched October 2010  Best of Daily and Sunday Telegraph  75k downloads.

The Future of Digital Publishing AAMP Conference 2014 Kevin Kennedy and Shaun Mehr October 3, 2014.

The Power of and Social Media Marketing to Boost your Business presented by:

Marketing What is marketing? Marketing is the art and science of management process through which goods and services move from concept to the customer.

“Why ?” The Case for Marketing. Works Source: Direct Marketing Association.

The Business of Advertising Chapter 03 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Building Data-Driven Marketing Programs Understanding Audience Behavior MARKETING EDUCATION SERIES Building Data-Driven Marketing Programs: Understanding.

Introduction. About Us We, specialize in creating opportunities by delivering Unmatched Quality Services for our clients. Our unique.

INTEGRATED MARKETING COMMUNICATIONS Chapter 1. What’s Happening?

1 1 Ralph Paglia Director – Digital Marketing ADP Dealer Services Cell:

Top 20 Best Practices for Marketing. Your Presenter: The Partner Marketing Group is a marketing consulting resource for Microsoft partner organizations.

Brand Engagement Study - Retail. Brand Engagement Studies To demonstrate the ability of internet advertising to drive engagement To measure the effects.

Mail Marketing Reaching Consumers with direct mail.

An Post Mail Media Unit e-learning Platform InterDirect Rembrandt Group 1.

Sheyantha Abeykoon July 2015 Understanding and Enhancing Customer Experience Using Digital.

How Media Works: Advertising and the Purchase Funnel for Entertainment Advertising A Yankelovich Study for the Television Bureau of Advertising.

+ Content Rich Websites Katie Tomaino. + What is a Content-Rich Website? “Organizes the online personality of your organization to delight, entertain,

Report Prepared for Envision Presented by: Kristen Vargas Rossana Figuera Yinka Osidein.

ADP’s eNewsletter New: Interactive eNewsletter Service from ADP DEALERSHIP AREA All Departments ISSUES Build Awareness of your dealership offerings Drive.

Blaine MilletClay Loges Social Media… The “REVOLUTION” Impacting EVERY BUSINESS …whether you like it or not.

Promotional Mix The combination of promotional activities that an organization uses to communicate its message and sell its products. Possible Activities.

Introduction to Advertising

Marketing 101 for the Small Business Caren M. Parnes

PR and Marketing The University of Edinburgh 31 October 2012.

Social media is no longer a choice but a necessity.

Mike Cunnington Deputy Commissioner Information, Intelligence and Communications.

Direct Marketing Best Practice 5 common mistakes Raewyn Sleeman, Senior Advisor, Direct Marketing, Canada Post.

Four Ways to Leverage Social Media in Your Marketing.

Anonymity of Clickstream data.  Traffic from different countries  People with different intent –Buyers –Browsers –Competitors –Visitors with no apparent.

D. Edmunds Home Furnishings Firstname Lastname | |

Session Outline The Promotion Mix Integrated Marketing Communications

Challenges Communication explosion in all imaginable forms More, more and more... Only quantity; no quality, no value t2t communication Stands for quality,

E-Newsletters or Print? Let’s Ask U of M Alumni Susan Diekman.

Principles of Marketing MKTG 363 Prof. Adriana M. Bóveda-Lambie.

1. 2  Building the brand among the current dealer network. And also attracting potential partners. (B2B)  Building awareness for the ‘branded’ product.

Quality Statement Example We are commited to assuring customer satisfaction by providing quality products. We will perform all activities in a manner,

360 Publishing, Social Media, and Repurposing Content Presented by: Brad Babbitt, CMC Member Amy Davis, CMC Member Alicia Hickok, CMC Cochair.

The Nature and Types of Advertising

Driving Value through Customer Engagement Srinivas Gopal Jan 16 th, 2009.

Integrated Marketing Communication Strategy

12 3 Electrolux + Hanley Wood: The Strategy for an Accountable Business Partnership.

The Marketing Plan ProductPromotionPlacePrice. Product What products will you sell? 1.Research the competition to determine what products customers want.

Creating content to attract and retain customers MARK 430 WEEK 4.

Online Marketing Tim Rose - ZingPR. Overview  Introduction & Overview  What is online marketing?  Some do’s and don’t  Social Media – what’s the fuss.

Advertising An Element of Promotion Lesson Objectives Explain the concept and purpose of advertising Identify the types of advertising media Discuss.

Social Media and First Financial Bankshares Dave Hogan September 21, 2009.

Outline Editorial Content Readership ProfilePenetrationConclusion.

Laymen’s Guide to Lead Generation through Content Marketing Chris Wilson

Focus on trust (with branded websites). April saw the latest release of Nielsen’s study into trust The survey took place in 56 global markets with 28,000.

Brief Intro to Promotion & Promotional Mix Objectives Explain the role of promotion in business and marketing Identify the various types of promotion.

Del Galloway, APR Partner Husk Jennings Galloway + Robinson.

Get Creative designing services to impress your online visitors and turn them into your potential customers

Print Sources Considerations when choosing an article…

PORTAL OF OPPORTUNITY. A CONTENT (R)EVOLUTION Information + Browsing 1990s Distribution + Content Communication + Searching Networking.

Click to start Improve Your Response Rates Dawn Sims MARKETING:

Welcome to How to Build Your Business and Win Clients Session 2 Marketing Approaches That Work for You Presented By: Ken Hablow KH Graphics.

Maximizing Marketing Success. marketing is directly marketing a commercial message to a group of people using . In its broadest sense,

Adding a Publication Entrepreneurship.

Internet marketing.

Content Marketing i.

UNIVERSITY OF ZULULAND Department of Communication Science

Presentation transcript:

Wake up call The power of your brand lies with your customers –They choose to watch your ad (or not) –They decide to read your collateral (or not) –They may speak positively about you (or not) –They hold the money we all so desperately want

And resistance to traditional advertising is cresting “… direct experiences drive brand perceptions more than traditional advertising…partly due to flagging consumer confidence in advertising messages.” 93% of Americans surveyed by Yankelovich “do not have great confidence in the advertising messages of large corporations.” The KISS mantra

What is success? The advertising age –2% conversion The post-advertising age –100% engagement Engagement

Rich content gets engagement Relevance

Because it rates high for relevance… Entertainment

…and for entertainment Saved & filed

And, good news for B2B marketers, such content gets saved and used. Independent

June 14, 2006 What keeps Brown up?

The creative problem 2005: Stuffy 1950s-style graphics Focus on UPS: We did this and we did that… No engaging story. No thought to the audience. 2006: New approach

The creative solution Modern business-magazine design Focus on the customer: Fortune-style profiles of success Switch from illustration to photography to make it real Engaging stories about what Brown did for its customers. The bigger problem

2006: Multiple overlapping magazines delivering uncoordinated messages Some 2mm+ copies printed and mailed 2-6x per year The bigger problem The bigger solution

2007: Reduce to one magazine delivering coordinated, versioned stories to carefully defined audience segments Under 1mm copies printed and mailed 4x per year The bigger solution Compass web

Metrics A survey of 5,000 reader-customers determined that: 92% enjoy reading the customer profiles 35% have been prompted to try a specific UPS product or service after reading an article 69% pass their copy to others in their company to read 87% would prefer to continue to receive their magazine in the mail versus electronically Metrics

A survey of 5,000 reader-customers determined that: 92% enjoy reading the customer profiles 35% have been prompted to try a specific UPS product or service after reading an article 69% pass their copy to others in their company to read 87% would prefer to continue to receive their magazine in the mail versus electronically

2007: Using the 7-figure savings on paper and printing, create new customer-facing web site, monthly newsletter Total new content: Up 300% The even bigger solution Drive to web tactics

Needed brand platform

Needed a brand platform to unify B2B communications Workshop

Two-day workshop revealed: It was too late for newspapers – written yesterday, printed last night, read today While the competition is instantaneous: Bloomberg, CNN, Sky, etc. Reality had shifted

Epic 2015 Viewspaper

Two-day workshop revealed: A Viewspaper, not a newspaper Brand platform

Movie

UPS

Thank you