D. Edmunds Home Furnishings Firstname Lastname | [email protected] | 08.26.2013.
Jan 01, 2016
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2
The Challenge
3
Just 10 years ago…
FACEBOOK was nonexistent,
TWITTER was a sound from outside the window,
THE CLOUD was something floating in the sky,
4G was a parking space,
LINKEDIN was a prison,
and SKYPE was a typo.
(Thomas Friedman)
4
The Old Consumer Journey
Awareness Interest Desire Action
5
Today’s Multi-channel Journey
Source: Google ZMOT
Awareness
TV, Radio, Outdoor
Social
Point of Purchase
Online
6
“The marketing communications landscape is like a puzzle — I spend each day trying to achieve our goals and maximize our budget while trying to incorporate all the various options.”
– Furniture Store Owner
Gannett 2013 market research study
7
Over-the-air Radio
Digital Billboards
Cinema
Satellite
TV
Online Videos
Viral Video
Online Radio
Sponsorship
Mobile
Apps
Direct
Mobile PhoneAdvertising
Public Relations
Online Banners
Email Marketing
Posters
Microblogging
More Puzzle Pieces Than Ever
Social Network Profiles
Microsites
Search
Ads
In-game Advertising
8
The challenge
Gannett 2013 market research study
– Furniture Store Owner
“Ultimately we are all challenged by trying to get the media mix right—and what is ‘right’ now might not work or be ‘right’ even six months from now.”
9
The Solution
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Media/Marketing
Integration
Over-the-air Radio
Digital Billboards
SearchMicrosites
Cinema
Satellite
TV
In-game
Advertising
Video
Online Radio
Sponsorship
Mobile
Apps
Direct
Mobile Phone
Online Banners
Marketing
Posters
Micro
blogging
As both a media and marketing services provider, we have a unique perspective. We know how all “the pieces” fit together to drive results.
Social Networks
Public Relations
11
Our Unique Advantages
Integrated Marketing Expertise
Marketing “Toolbox”
EngagedAudiences
12
Valued Content
13
Local News
Print Edition
.com Edition
Mobile Edition
SpecificInterest
Social Networks
Engaged
Audiences.com Edition
14
Local News
Print Edition
.com Edition
Mobile Edition
SpecificInterest
Social Networks
Engaged
Audiences Print Edition
15
Local News
Print Edition
.com Edition
Mobile Edition
SpecificInterest
Social Networks
Engaged
Audiences
Mobile Edition
16
Lots of properties, lots of audiences — but that’s only the beginning…
Engaged
Audiences
17
Tools & Services
Search Engine Optimization
Pay-Per-Click
Mobile Advertising
Email Marketing
Social Publishing
Web Development
Retargeting
Maps/Reputation Management
Video
Loyalty Card App
Display Advertising (print and web editions)
Sophisticated Ways to Reach Audiences
Marketing “Toolbox”
18
Unparallel Access to Research
Research
Data
Marketing “Toolbox”
19
Engaged
Audiences
Engaged consumers -- and the means to reach them.
But we are still not done. It requires the know how to combine them in ways that drive customers to act.
Marketing “Toolbox”
20
Strategy
Objective Setting & Success Metrics
Brand, Business, Customer Analysis
Segmentation
Primary & Secondary Research
Program Strategy (The Big Idea)
Test Design
Budgeting & Allocation
Execution
Creative Development
Media Implementation
Project Management
ContinuousImprovement
Measurement
Analysis / Implications
Refinement
Integrated Marketing Expertise
21
Strategy
Objective Setting & Success Metrics
Brand, Business, Customer Analysis
Segmentation
Primary & Secondary Research
Program Strategy (The Big Idea)
Test Design
Budgeting & Allocation
Execution
Creative Development
Media Implementation
Project Management
ContinuousImprovement
Measurement
Analysis / Implications
Refinement
Integrated Marketing Expertise
22
Strategy
Objective Setting & Success Metrics
Brand, Business, Customer Analysis
Segmentation
Primary & Secondary Research
Program Strategy (The Big Idea)
Test Design
Budgeting & Allocation
Execution
Creative Development
Media Implementation
Project Management
ContinuousImprovement
Measurement
Analysis / Implications
Refinement
Integrated Marketing Expertise
23
Bringing It All Together
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We've re-imagined what a local media company can be to help you solve the puzzle and grow your business.
Engaged
Audiences
Integrated Marketing Expertise
Marketing “Toolbox”+ + = ROI
Democrat and Chronicle Media Group
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Testimonial
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Testimonial
27
Now Let’s Talk About You
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