Marketing Has Evolved: Has your Marketing Plan?

Marketing Has Evolved… Has Your Marketing Plan?A Presentation for CCTV, As presented June 17th, 2010

Our Clients:

“It is not the strongest of the species that survives, nor the most intelligent. It is the one

that is the most adaptable to change.”- Charles Darwin

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Matt Anne Erika NickJonathan L.

macromarketing strategies

development

accountmedia planning

buying &posting

graphicdesign &

productionmanagement

web design,keyword

acquisitionppc, ppa

web developer;joomla, css,

php, asp, mysqljava scripting

Justin

public relationsonline PR,

blogging, SEO press releases

Jonathan W.

online search strategies,

social media, video

production

Who we are:

Chris

coding god,flash junky,viral contentdevelopment

Corey

SEO,CPC, PPC

administration,e-commerce

How Has Marketing Changed?

Flashback: Marketing Then…

(http://www.youtube.com/watch?v=e3N_skYSGoY)

… And Marketing Now:

http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone

How Has Marketing Changed?

THEN

• Mass Marketing

• Limited Media Channels

• Broadcast Messaging• Inculcate• ROI via CPM & R/F

• Manufacturer Control

• Poster Children: • P&G• McDonald’s• Budweiser

NOW

• Database Marketing

• Limitless Media Channels

• Interactive Messaging• Invite• ROI via: Engagement & Conversion

• Consumer Control

• Poster Children:• Amazon• Starbucks• Seventh Generation

National Media Spending

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

Media

Network TVSpot TVCable TV

Syndicated TV

Radio

MagazinesNewspapers

Direct MailYellow Pages

Internet

Other National Media

2006

2007

So What’s All the Fuss About?

"The future is here. It’s just not widely distributed yet.”

- William Gibson

So What’s All the Fuss About?

ReviewMarketing Strategy

CreateBrand

Strategy

Confirm IT MarketingInfrastruct

ure

DevelopThe WebsiteAround Them

Integrate & Orchestrate with an eye onSocialNetworkMarketing

ReviewMarketing Strategy

Marketing: What Hasn’t Changed

If we get these wrong, we’ll be

aiming in the wrong direction at the

outset.

Process Hints: Marketing is an Internal Event Before It’s an External Event

June 24th, 2009         9:00 AM  Kelly Shull Development Officer   Sally Trigg Hospital Foundation Executive Director   Cindy Goodman Graphic Designer  10:00 AM  Anna Abeyta Chief Clinical Officer 11:00 AM  Kelly Shull Development Officer  12:00 PM  Alden Cockburn MD – Urologist  1:30 PM  Cindy Goodman Graphic Designer  2:00 PM Dan Guttman Orthopedic Surgeon  4:30 PM  Tim Moore MD – OB/GYN           

June 25th, 2009         8:00 AM  Kathy Namba Director of Community Programs  10:00 AM  Linda Chase Director of Quality/Education 11:00 AM  Ron Burnham Chairman of the Holy Cross Hospital Board 1:00 PM  Sally Trigg Hospital Foundation Executive Director 2:00 PM  Ric Eisenring Chief Financial Officer  4:00 PM  Steve Fuhlendorf Taos Chamber of Commerce  6:30 PM  Hospital Foundation

DinnerToast of Taos

        June 26th, 2009       

  9:30 AM  Chris Baker Taos News Editor 1:30 PM  Gelian Ismai MD, Chief of Staff

Internal & External Interviews Conducted

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Brand Stewardship: Why Should Someone Choose You?

Response from Survey

• Survey Monkey results. Polling conducted March 5th-18th, 2009. 61 respondents via e-mail.

The name plays a role in confusing people about what you do.

And plays a strong role in obscuring all the things you do to serve people.

ReviewMarketing Strategy

CreateBrand

Strategy

Brand Stewardship: Why Should Someone Choose You?

”

Target Audience Segmentation:

Weddings Conferences & Functions Golf Updates Member Updates Weekly Newsletter

“Where Great Care Comes Together”

Key Segment

How WeCome

Together to Provide Great Care

SegmentValuation

SegmentMedia

Positioning & Segmentation Proof of Concept

ReviewMarketing Strategy

CreateBrand

Strategy

Confirm IT MarketingInfrastruct

ure

Your business software needs to work with marketing!

New Technologies Change the Game:

New Technologies Change the Game:

ReviewMarketing Strategy

CreateBrand

Strategy

Confirm IT MarketingInfrastruct

ure

DevelopingThe WebsiteAround Them

Some Keys to Website Development: Lack of Prioritized Messaging

Some Keys to Website Development: Thinking from the Target

Keys to Website Development:

First, ask yourself these (seemingly) simple questions:

• “Why do I have a website?”• “How does this integrate with my marketing plan?”

Get over yourself! (Think from the black pieces)• “Who is visiting?• “Why would they visit?”• “What are they looking for?”

Make Priorities:• What’s most important? Why?

Create Conversion Funnels:• Ask for an action!• Walk people logically through the sale

Using Google Analytics

Driving Traffic via Search Engine Optimization: Off-Site Punch List

Organic:

Local Optimization:• Google Maps• Mapquest• Directories

Back-linking Strategies:• Long term: build over time• Directories• Orgs You’ve Joined

Site Submission:• Upload XML sitemap• Review Google webmaster tools

Paid:

Paid Search:• Adwords (Google)• AdCenter (Microsoft)• Yahoo Advertising

Directory Listings:• Yahoo• Business.com• Best of the web

Banner Ads:• Context relevant sites• Ad networks

ReviewMarketing Strategy

CreateBrand

Strategy

Confirm the IT

MarketingInfrastruct

ure

Develop the Website

Around Them

Integrate & Orchestrate with an eye onSocialNetworkMarketing

Keys to Social Media:

Think about the nodes… and woo them:

• Bloggers are your friends• PR can be very cost effective tool• Facebook• LinkedIn• Twitter’s now coming on…• Actively pursue ‘network effects’

Some Keys to Social Media:

Give people a reason to participate.

Resist the temptation to “Sell, Sell, Sell”

Resist the desire to overcontrol.

Use social media to engage back to your website.

Peter & Maria Hoey

Adapted in part from: http://online.wsj.com/article/SB122884677205091919.html?

mod=dist_smartbrief

20 x $795 = $15,900

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“It is not the strongest of the species that survives, nor the most intelligent. It is the one

that is the most adaptable to change.”- Charles Darwin