Innovation Norway Brand, marketing & communications planning 2014

Paul Doran, Switch Communications

agenda 0900/0930 Welcome and introductions

Collective focus – agree key outcomes for today

0930/1015 The London landscape – an innovation hub The new communications landscape

1015/1030 Coffee break

1030/1115 Building a sales pipeline 1115/1200 The role of the CEO in brand storytelling

1200/1230 Lunch

1230/1315 CEO’s story – Frank Kelcz

1315/1600 Practical workshops

housekeeping Confidential

There are no wrong answers or questions not worth asking

Open platform to share learning

Test us, question us and challenge us

INTRODUCTIONS

WHY ARE WE HERE?

you and your business Describe your business

Tells us why you are here: why London, why today…are you seeking customers, investment, growth all the above…

What do you want to take away from today

THE LONDON LANDSCAPE

LONDON BUSINESS STATISTICS

387,611 new businesses started this year in the UK

#2 Financial centre in the world (NY)

Tech & innovation clusters in Brighton, Cambridge and now Manchester

No other city provides such global reach

INNOVATION CENTRE

The start up story

Tech City is booming

Supported by Government

Driven by innovation

CROWDED

Competition

New entries

Hype and hyperbole

YOUR STORY: THE CLARITY & CONSISENTCY OF YOUR COMMUNICATIONS HAVE NEVER BEEN MORE IMPORTANT

THE NEW COMMUNICATIONS LANDSCAPE

Once upon a time…life was simple

Brand Audience Media

NEW SOCIAL CHANNELS

THE AGE OF OWNED, EARNED & PAID: WE NEED TO BLEND

Owned Newsletters Website Blog Branded social Own events

Paid Advertising

Promoted social Trade events

Earned News media

Bloggers Comment on social pages

Speaking opps

THE MEDIA IS DYING AS WE KNOW IT

DEEP VS WIDE REACH

Niche channels Reach is not everything

REAL-WORLD MARKETING

Networking, niche groups and resources: The Fetch (Every day, every part of London) Techcrunch, Tech-City News, The Guardian, BBC Online Crunchbase Le Web (Paris & London) The Drum (Live London July 2015) Finovate Europe (London Feb 2015)

IN HOUSE VS AGENCY When is the right time and when is the wrong time….

THE RISE OF THE CMTO

New marketing has spawned Listening technologies Marketing automation Inbound marketing Programmatic advertising Mobile (location)

THE POWER OF PURPOSE

Not just marketing to dress a product or service

Make a promise which the brand delivers on

Not simply external ‘messaging’

SO……

TAKEAWAY ACTIONS…

PURPOSE, PRODUCT, PASSION Start with purpose/passion

AUDIENCES Define, define, refine audiences – listen after engaging

CHANNELS Build a blend of engagement: owned, earned and paid routes

EXPERIMENT – CHEAP & FAST Remain in touch with new communications innovations

OPEN FLOOR - QUESTIONS

PAUL DORAN MANAGING DIRECTOR SWITCH COMMUNICATIONS

07768 373 100 PAUL@SWITCHCOMS.COM @DORANDO