Integrating online and offline marketing for a sports brand

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Integra(ng Online : Offline What’s new in November 2013?

description

Tips and new tools that we're testing out for online marketing. Plus case study of online to offline integration for Rowperfect rowing machines retailer. Talk given to the Online Marketing Meetup Group, Auckland, NZ November 2013

Transcript of Integrating online and offline marketing for a sports brand

Page 1: Integrating online and offline marketing for a sports brand

Integra(ng)Online):)Offline)

What’s'new'in'November'2013?'

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@CartoonsByJim)

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New)tools)we’re)monitoring)

•  Outbrain.com''•  Na;ve'Adver;sing''•  IFTTT'•  Facebook'custom'audiences'•  Wordpress'PageBuilder'•  FollowerWonk'•  NextScripts'autopos;ng'

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Case)Study:)Rowperfect))

•  Business'to'Consumer'•  Sports'equipment'and'advice'•  Long'sales'cycle'•  No'sales'team'•  Online'‘discovery’'•  Global'poten;al'market'

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•  Brochure/collateral'•  Public'rela;ons'•  Adver;sing'•  Directory'lis;ngs'•  Trade'show/conference'•  Christmas'card'list'•  Par;es/hospitality'

Offline) Online)

•  Website'•  Expert'content'•  Email'list/newsleSer'•  Adwords'/'adver;sing'•  Social'media'•  Directory'submissions'•  Online'PR''

Connec(ng)two)worlds)

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Content)drives)&)reinforces)traffic)

Blog'updated'5x'per'week'RSS'feed'drives''NewsleSer'signVup''•  Landing'page'•  Popup'drives'subscribers'with'free'offer'Summary'of'5'blog'posts'mailed'automa;cally''Expert'content'drives'incoming'search'Social'media'amplifies''•  Automa;c'•  Manual''Adver;sing'is'rela;vely'minor'‘signpos;ng’''•  $100'per'month''

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Driving)traffic)to)owned)assets)

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Hub)and)spoke)model)of)integra(on)

Website'blog'is'the'hub'of'everything'•  Blog'posts'originate'nearly'everything'Online'•  Comments'crossVpost'from'social'back'to'blog'Online'to'Online'•  NewsleSer'sends'from'blog'ar;cles'Offline'to'Online'•  But'only'par;al'posts'–'hyperlinked'back'to'blog'Online'

•  Telemarke;ng'to'club'commiSees'Offline'•  Drive'back'to'blog'for'sponsorship'terms'Offline'to'Online'

•  Email'enquiries'Offline'•  Answers'used'to'update'FAQ'and'write'blog'posts'Offline'to'Online'•  Link'back'to'old'ar;cles'in'email'replies''Offline'to'Online'

''

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Next)Scripts)Autopos(ng)

•  Choose'from'Facebook,'TwiSer,'Google+,'Pinterest,'LinkedIn,'Tumblr,'Blogger,'Delicious,'Diigo,'FriendFeed,'Livejournal,'Plurk,'Stumbleupon,'vBulle;n,''YouTube,'Instapaper,'App.net'

•  Features'•  Randomised'pos;ng';mes'•  Limit'speed'and'frequency'to'each'network'•  Include/exclude'categories''•  Choose'start'dates''•  Choose'page'types'

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Analy(cs)shows)1)Year)change)

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NEW)ebook)

Wordpress)social)media)automa(on:)

Building(audiences(across(pla0orms()

)

A)copy)for)everyone)–)give)me)your)card)or)email)

Jonathan@crea(veagencysecrets.com))