Mktg350 lecture 10022013

Online & New MediaClass Introduction

SNC-MKTG350October 2, 2013

Tonight’s Agenda: Marketing Plans• Review Persuasion Ch. 12: Communication

Campaigns• 0 blog posts to review• Defining the scope of your plan:– We are in marketing, not Operations– We are in digital marketing: manage the scope of

your plan

Reading Recap: Ch 12, Communication Campaigns • Public health campaigns as examples– Ad campaigns vs. public health?

• Consistent components:– Purposeful– Goal to inform, persuade, change behavior– Well-defined audience– Specific time period

Reading Recap: Ch 12, Communication Campaigns • People move through change in steps:– Pre-contemplation– Contemplation– Modify behavior

Reading Recap: Ch 12, Communication Campaigns

http://www.youtube.com/watch?v=c4xmFcrJexk

Reading Recap: Ch 12, Communication Campaigns • Metrics for success:– Remember the ad?– Communicate the point– Change behavior– Inquiries– Social media engagement/chatter– Sales

• The more compatible the idea is with someone’s beliefs and values, the more likely it will diffuse into society.

Marketing Plan Assignment• Prep: Turn in 150-word company description you will

write plan for, including size, revenue, product, key audience, scope of marketing plan (by 10/9/13)

1. Turn in written 3-page plan2. Post slide deck to online link: Powerpoint via

SlideShare or Prezi3. Post to blog before class with 100-word description

of your plan, link to presentation4. 5-minute presentation

Grade value: 35%

Scope of the Plan:

• Marketing (not Operations)• Digital Marketing – How that does integrate with other media– How that does not include plans on other media

• Costs• Goals• Timeframe

7-Point Plan Structure

• PLAN. Create a digital marketing strategy• REACH. Grow your audience online• ACT. Encourage brand interactions and leads• CONVERT. Increase sales through optimization• ENGAGE. Build customer loyalty and advocacy• RESOURCES. Tools to help you create and

implement your plans• MEASUREMENT. How will you gauge your plan’s

success?

7-Point Plan: Planning

• PLAN. Create a digital marketing strategyShould include:– Description of your company– Problem statement– Overview of the tools you’ll use– May include some justification for why these specific

tools (ie., mothers are short on time and value reviews of peers so we will use Yelp…)

– Indicate budget– Indicate timeline

7-Point Plan: Reach

• REACH. Grow your audience onlineShould include:– Establish a baseline of where your company or

project is in their online marketing today– Project goals for key digital media metrics such as:• Site visits/pageviews * Social likes or reviews• Online sales * Newsletter signups• Online sales, revenue/sale * Inquiries• Phone calls * New appointments

7-Point Plan: Act

• ACT. Encourage brand interactions and leadsShould include:– What actions you want users to take– What value will that create for the company?– What has to happen for users to take this action?

• Do they need to be qualified or try things on or buy another thing to be able to use your thing?

– Can be multiple steps such as “sign up for a newsletter and then within 3 months buy and thing from us or sign up for a conference…”

7-Point Plan: Convert• CONVERT. Increase sales through optimization

Should include:– What you want someone to do: buy, signup, like, refer,

comment, and WHERE they will do that– What might have to change in the new year to make

this possible: tactical steps indicated here, but detailed in the Resources section.

– Any obstacles?– Are you looking for a different kind of consumer or

different kinds of sales than previous years? If so, what might enable this group to convert better?

7-Point Plan: Engage

• ENGAGE. Build customer loyalty and advocacyShould include:– What happens after the sale?– What happens after conversion but BEFORE sale?– What’s expected from this customer?– How will you encourage more business?– What does a good second engagement look like?

Could be another sale, or testimonial or review or a like or … what do you want from them?

7-Point Plan: Resources• RESOURCES. Tools to help you create and implement

your plansShould include:– Does a site or FB page need to be built?– Do new people need to be hired?– Do you need analytics setup in the backend of your site or

the sales process smoothed out?– Do you need to gather a baseline of sales numbers and

customer opinion?– Can you estimate how many hours are needed to

implement and manage the plan?

7-Point Plan: Measurement

• MEASUREMENT. How will you know if you achieved your goals?Should include:– What metrics will you watch?– How often will you report out?– How will you decide if changes are needed? Is

there a minimum performance you can’t continue program if you don’t meet goals?

How might we evaluate success?

• Sales volume• Pre-sales inquiries• Social media chatter/engagement• Surveys• Clickthroughs, site traffic volume• Customer interviews• Performance against your plan’s goals

7 Points of the Plan

• Plan• Reach• Action• Engage• Convert• Resources• Measurement

Next week:• No class on Monday• Quiz on Wednesday, Oct 9th

• Company descriptions due– Post to blog before class

• Discussion:– Ecommerce and payment tools: Paypal, online

payment options, Bitcoin• Reading: Ch. 14, Analytics: Launching a New

Product