BWCC - Marketing Health Check-Up
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Transcript of BWCC - Marketing Health Check-Up
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WHO
WHAT
WHY
are you?
do you do?
does it matter?
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Features Benefits Experience
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5 Most Valuable Brands in the World
$158.8B $148B $107.5B $90.2B $85.7B
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Making it real.
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Align with business goals
Assess the environmentDetermine timing for implementation
Marketing Plan
Consider measurements for success
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$2.3B
2014 Marketing Budgets
$5B$2.9B
$2.5B
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Paid Media Earned Media Owned Media/ /
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Paid Media:
Benefits:
Challenge:
Advertising the brand through a 3rd party channel.
Immediate, scalable, extends your reach
Clutter
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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
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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
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Average cost of :30 advertisement during the Super Bowl
Cost of 1 full page ad in Washington Post for 1 day
$4M
$37,000
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Don’t think about a single channel in isolation.
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{ 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
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All roads lead to convergence.Content Marketing – it’s here and it’s the future.
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We don’t sell cosmetics, we sell hope.”
—Charles RevsonFounder of Revlon
“
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Be heard.