Building an Effective Marketing Plan

Wednesday, September 11, 13

Building an Effective Marketing PlanStrategic, ROI-focused and covers these four core activities:

• Brand IdentityMuch more than a logo

• The Power of the PublicPress relations, public relations & social media Differs from paid ads

• Effective Web MarketingSite development

• Promotions that ProduceEngageCut through

SEO strategieseCommerce


Marketing Communications Planning: What are you selling?

Problem was . . .that’s NOT what they were selling

• Features, advantages and benefits, right?

• Classic example: UltraVisionCompany leader in ultra wide-band technologyProduct one: found people in trapped buildings, under avalanches, mudslides etc.Product two: perimeter protection for extremely high-value business targets Product three: protection for municipal officers


Marketing Communications Plan:You’re selling the solutions!

• UltraVision was selling:The emotions of saving a lifeThe confidence of a businessman whose assets are protectedA policeman who who knows his fellow officer AND his tech “have his back”

• Under the umbrella of a leader in the future of motion detection technologies


Can You Name These Brands?


A Brand Is Much More Than A Logo• When you think brand, think…o Logoo Color palleto Tone (verbal / wri<en)o Company personalityo Company cultureo Mascots or representaBveso What you do best for your customerso Events you put ono What differenBates you

Other things you’re known for (How someone would describe you)


A Brand Is Much More Than A Logo• Keys to Branding Longterm then are to…

o Commit to the direcBon

o PosiBon against the compeBBon

o Remain consistent across all touch-‐points

o Use exact color pallets (PMS, CMYK, RGB values)

o Create branding guidelines for all your vendors


• The power of the “objective” endorsement

• Inform about features, advantages, and benefits

In-context of understandable storyEducate the media and, subsequently, your public

• Requires careful consideration of strategy and timing

• “Free” but not without cost

Three key vehicles: traditional press, social media and community/corporate relations

Public relations, what is it?


• PRESS: best friend/worst enemy, know it

• Critical to bring them news, not product promotions

Respect their timeKnow their profile and interests

• Three times more likely to be read, seen and believed than an ad

17 secs of a news story is worth more than a 60-second ad

• Don’t hesitate to be creative

Public relations: Traditional Press


• Your blogContent management is kingEngage, don’t pander• Offer help, ask for help• Create interaction

• BloggersAll bloggers are writers, not all bloggers are journalists

• Social media: it’s all about trendingEndorsements from those driving trends is keyThink outside the box

Public Relations: Social Media


• Don’t “act” good, be good

• Two examplesWalmartAXIS

Public Relations: Corporate Social Responsibility (CSR)


Web Design

• Planning:

What's the purpose?What's the goal?Anticipated result?

• Process:Concept artWire framesProgrammingTestingLaunch


User Interface

• Planning:Who will see it?What mood will be created?What do you want them to do? What is a successful visit? How long will the site exist?

• Process:Research• Trends• DemographicsAnticipate user needsPlan user flowDesign concept art


Search Engine Optimization (SEO)The process of increasing traffic to your site using a search engine’s natural (unpaid or organic) listings.

• The best way to get organic traffic from SEO is to follow these 3 steps:

Technical

Onsite SEO

Offsite SEO


Pay-Per-Click (PPC)DEFINITION: Internet ads where you pay each time a user clicks through to your site from the ad.

• PPC Fundamentals

Choose the right keywords

Write and test strong ad copy

Create strong landing pages

Audit your keyword bids


eCommerceeCommerce is the art & science behind selling online

eCommerce is the 2nd fastest growing industry in the world

• Answer these questions before selling online

What are you selling?

Who is you audience?

Is there demand for the product online?


Promotions That Produce

• Top Secret Neuro-Disruptive example!

• Engage in Neuro-Disruptive promotions

Be the purple elephant, flying pig, or red rocketEXAMPLE: The AFLAC “problem” and the fix

Commercial parts online resourceTarget audience: male, at least 80% or moreA start-up, so missed major trade show on-floor opportunitySOLUTION: Guerrilla marketing campaign• EMOTION: Amusement• ENGAGEMENT: contest, photos,

“be in the know”


Building a Marketing Communications Plan: The takeaways

• BRAND: Your brand is your face in the public eye

You’re always selling the solution

• PR: Connect to the FABs you are selling and engage your audience

• WEB AND DIGITAL MEDIA: An attractive and well planned website creates credibility

• PROMOTIONS: There is no box – disrupt peoples neuro-transmissions and engage


Building an Effective Marketing Plan

Marketing

Transcript of Building an Effective Marketing Plan