Integrating Media Conference 9 25 09
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Merging Cross Media Marketing and Print Paul Strack CustomXM - President September 25, 2009
description
A presentation on Integrating Media - Social, Print, and other media - as part of an effective marketing strategy. Recently presented at the SocialCamp Memphis and the Integrating Media Conference on 9-25-09.
Transcript of Integrating Media Conference 9 25 09
Merging Cross Media Marketing and Print
Paul StrackCustomXM - President
September 25, 2009
“I’M A GREAT LOVER.”
MARKETING
Source: Neutron, LLC
“TRUST ME.HE’S A GREAT
LOVER.”
PUBLIC RELATIONS
Source: Neutron, LLC
“I’M A GREAT LOVER.I’M A GREAT LOVER.I’M A GREAT LOVER.”
ADVERTISING
Source: Neutron, LLC
“I UNDERSTAND YOU ARE A GREAT
LOVER.”
BRANDING
Source: Neutron, LLC
“MY PEERS TELL ME YOU’RE A GREAT LOVER.
ALSO, HERE’S SOME FEEDBACK TO IMPROVE.”
“I’M LISTENING....”
SOCIAL MEDIA MARKETING
Source: Neutron, LLC
“I UNDERSTAND YOU ARE A GREAT
LOVER.”
“YES, AND HERE IS MY BROCHURE FOR YOU TO
REVIEW.”
PRINTING
1450 – 2009
4900 Printing jobs lost in August ’09
YTD – 78,900 jobs lost
July was the 2nd worst printing month
since January of ‘95
Print Travels
Print is the Most Intimate Medium
Print has Longevity
Print is a Lead-Generation Tool
Print readers are focused
Print makes introductions
Distribution
MeasurementEngagement
Content Creation
Marketing Momentum
Direct Mail, PRSocial MediaSMSE-mailPrint AdsTrade Shows
Direct Sales/LeadsBrand Lift/Campaign LiftResponse to PURLsAnalytics/ DashboardHigh Value Interactions: Mentions, content, speaking engagements, meetings
Customer Service &SupportContestsSM events – TweetupBlogsMarketing eventsFace-to-face engagement
EducationProducts – “how to”CampaignsWhite PaperCase studiesEvent Based
Integrating Media = Marketing Momentum
Source: Kodak
2,100 photos on Flickr
3,000+ attendance
38,000 cars sold
Integrated Approach – B2B
Objectives:
Invite Clients to Open House
Learn interest in educational opportunities
Encourage Sales Reps to meet more clients
Have personalized gifts available to distribute during event
DistributionContent
Engagement
Measurement
Integrated Approach - Retail
DistributionContent
Engagement
Integrated Approach - Retail
Distribution Content
Engagement
Integrated Approach - Retail
Distributed 1000 cards at each location
Over 2800 responses – 12.20%
Added over 2500 e-mail address to eCafe Club
Bounce back coupon rate in excess of 13%
Measurement
Integrated Approach - Retail
58%25%
5% 12%
Main Source for News
TelevisonInternetRadioNewspaper
38%
14%
48%
Newspaper Subscriptions
DailySundayNone
Complete Integration: FSI – Arkansas Business
Direct Mail
pURLS
Integrating Media Conference
Integrating Media Conference
Social Media Apps Used in Marketing0
5
10
15
20
25
30
35
40
45
LinkedInFacebookTwitterOther
Measurement
Integrating Media Conference
Source of in-formation for Conference
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Direct MailE-MailAB InsertTwitterOther
Measurement
Distribution
MeasurementEngagement
Content Creation
MarketingMomentum
Integrating Media = Marketing Momentum
InteractiveExperience
Advertising
PR DM
Staff
RetailPerson
Person
Person
Person
Brand Community
Transmedia Planning
Sources: Bryan Jones; Faris Yakob
1450 –
