20 marketing marvels that make a difference

63
Alex d’Archangelo & Kimberly Hardcastle Marketing Design Group March 15, 2013 30 MARKETING MARVELS IN 30 MINUTES!

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Nora Johnson / Market Research Analyst Marketing Design Group

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Page 1: 20 Marketing Marvels that Make a Difference

Alex d’Archangelo & Kimberly Hardcastle

Marketing Design Group

March 15, 2013

30 MARKETING MARVELS

IN 30 MINUTES!

Page 2: 20 Marketing Marvels that Make a Difference

TODAY’S OBJECTIVES

I will present 20 strategic and tactical ideas with a focus on

increasing delegate participation so that …

YOU will leave with at least 5 ideas to use for your next

event. (And, ideally, I will inspire you to think of at least 1

more).

Page 3: 20 Marketing Marvels that Make a Difference

STRATEGIC MARKETING

Page 4: 20 Marketing Marvels that Make a Difference

OUT WITH THE CREATIVE BRIEF ...

IN WITH THE S.W.O.T.

Page 5: 20 Marketing Marvels that Make a Difference

IBIE SWOT

ANALYSIS

WEAKNESS

STEADILY DECLINING ATTENDANCE

NO MOMENTUM

THREAT

INDUSTRY CONSOLIDATION

SEVERAL NICHE COMPETITORS

POOR ECONOMY

STRENGTH

LOYAL CORE AUDIENCE

GROWING NICHE MARKETS

OPPORTUNITIES

PURSUE NICHE AUDIENCES

BE THE ONE EVENT THAT UNITES ALL INDUSTRY

SEGMENTS

CAPTURE MORE INTERNATIONAL MARKET SHARE

Page 6: 20 Marketing Marvels that Make a Difference

IF THEY CRY,

THEY BUY.

Page 7: 20 Marketing Marvels that Make a Difference

WHAT MAKES THEM CRY?

Page 8: 20 Marketing Marvels that Make a Difference

WHO

WANTS TO

FALL

BEHIND?

Page 9: 20 Marketing Marvels that Make a Difference

CREATE AN

EMOTIONAL CONNECTION

Page 10: 20 Marketing Marvels that Make a Difference

SEMA

Page 11: 20 Marketing Marvels that Make a Difference

SUPERZOO

Page 12: 20 Marketing Marvels that Make a Difference

MAC

Page 13: 20 Marketing Marvels that Make a Difference

Q) WHAT WILL BE THE 3 MOST

IMPORTANT ELEMENTS OF YOUR NEXT

DIRECT MARKETING CAMPAIGN?

A) THE LIST, THE LIST, AND THE LIST

Page 14: 20 Marketing Marvels that Make a Difference

SEGMENTATION

PERSONALIZATION

• IDEAS• PRESENCE

• OPPORTUNITY• GROWTH

1 2

43

Page 15: 20 Marketing Marvels that Make a Difference

SEGMENT YOUR DATABASE BY …

Prospective attendees vs. past attendees

Demographics and psychographics

Behavioral data

Recent subscribers

Inactive prospects

Preference surveys

Loyal participants

Page 16: 20 Marketing Marvels that Make a Difference

PERSONALIZATION

Page 17: 20 Marketing Marvels that Make a Difference

IS DIRECT MAIL DEAD?

Page 18: 20 Marketing Marvels that Make a Difference

NO… IT’S JUST MORE

TARGETED

Page 19: 20 Marketing Marvels that Make a Difference

…REALLY TARGETED:

VDP

{VARIABLE DATA PRINTING}

Page 20: 20 Marketing Marvels that Make a Difference

VDP

Page 21: 20 Marketing Marvels that Make a Difference

VDP

Page 22: 20 Marketing Marvels that Make a Difference

SPRAY IT ON:

MAIL PANEL

CUSTOMIZATION

Page 23: 20 Marketing Marvels that Make a Difference

Hi Kimberly,

You might be interested in the new Producer Seminars (p. 6) and the Women in Concrete luncheon (p. 2).

MAIL PANEL PERSONALIZATION

Page 24: 20 Marketing Marvels that Make a Difference

DIVE INTO YOUR DATA:

DYNAMIC CONTENT

EMAIL

Page 25: 20 Marketing Marvels that Make a Difference

BEHIND THE

SCENES

DYNAMIC

CONTENT

Page 26: 20 Marketing Marvels that Make a Difference
Page 27: 20 Marketing Marvels that Make a Difference

TEMPLATES WORK:

TARGETED VERSION

Page 28: 20 Marketing Marvels that Make a Difference

MESSAGE TO THIS MARKET: THIS IS

YOUR SHOW

Page 29: 20 Marketing Marvels that Make a Difference

BOMA

Page 30: 20 Marketing Marvels that Make a Difference

BOMA

Page 31: 20 Marketing Marvels that Make a Difference

STEP BACK

TO THE PAST

Page 32: 20 Marketing Marvels that Make a Difference

HOPING TO SEE YOU…

Page 33: 20 Marketing Marvels that Make a Difference

I INVITE YOU

Page 34: 20 Marketing Marvels that Make a Difference

GET GRANULAR:

MICROSITES

Page 35: 20 Marketing Marvels that Make a Difference

COMING

RETAIL

BAKERS’

MICROSITE

IBIE

Page 36: 20 Marketing Marvels that Make a Difference

CONTENT IS KING

Page 37: 20 Marketing Marvels that Make a Difference

RELEVANT CONTENT IS KING

Think like an industry expert

Focus on

Trends

Key industry players

Legislation

Industry opportunities

Use

White papers

Webinars

Blogs

Video

Traditional marketing channels

Page 38: 20 Marketing Marvels that Make a Difference

IN FRONT WITH

THE TRENDS

DEFINING YOUR

CUSTOMER’S

BUYING HABITS

AWFS

Page 39: 20 Marketing Marvels that Make a Difference

SOCIAL BUSINESS

Page 40: 20 Marketing Marvels that Make a Difference

REACH AND RELATIONSHIPS:

SOCIAL MEDIA

Page 41: 20 Marketing Marvels that Make a Difference
Page 42: 20 Marketing Marvels that Make a Difference
Page 43: 20 Marketing Marvels that Make a Difference

LISTEN AND LEARN:

SOCIAL MEDIA

Page 44: 20 Marketing Marvels that Make a Difference

BASIC LISTENING

@YourBrand

“Your Brand”

#YourHashtag

#YourIndustry / #YourMainIndustryChat

@Competitor

#CompetitiveEvent

Page 45: 20 Marketing Marvels that Make a Difference

FREE AND PAID

MONITORING

AND

ENGAGEMENT

TOOLS

TRACK

SENTIMENT

FOR YOUR

BRAND

Page 46: 20 Marketing Marvels that Make a Difference

MEMEORABLE

MESSAGES

Page 47: 20 Marketing Marvels that Make a Difference

CREATE AND

SHARE

BRANDED &

VISUAL POSTS

quickmeme.com

MEMES

Page 48: 20 Marketing Marvels that Make a Difference

POWERFUL TESTIMONIAL:

VIDEO

Page 49: 20 Marketing Marvels that Make a Difference

SHARE 7

SECOND GIFS

or 15 SECOND

VIDEO FROM

YOUR

SMARTPHONE…

ATTENDEES

TOO

SEEING IS

BELIEVING

VINE &

TOUT

Page 50: 20 Marketing Marvels that Make a Difference

https ://vine.co

/v/btbAB1lar9g

Page 51: 20 Marketing Marvels that Make a Difference

ALL TOGETHER NOW:

EMPOWERED

Page 52: 20 Marketing Marvels that Make a Difference

Market ing

provides too ls

to empower a l l

event

s takeholders

and monitors

resul ts .

HUB &

SPOKE

MODEL

Page 53: 20 Marketing Marvels that Make a Difference

FIND YOUR

FIRESTARTERS

Page 54: 20 Marketing Marvels that Make a Difference

FIND YOUR

PARTNERS IN PROMOTION

Page 55: 20 Marketing Marvels that Make a Difference

LIST OF ACTION

ITEMS SENT TO

EXHIBITORS

CHECKLIST

Page 56: 20 Marketing Marvels that Make a Difference

SHARE WITH

MEDIA

PARTNERS,

SPONSORS,

SPEAKERS,

EXHIBITORS

AND

SUPPORTING

ORGANIZATION

S

SAMPLE

EDITORIAL

CALENDAR

Page 57: 20 Marketing Marvels that Make a Difference

LESS ISMORE

Page 58: 20 Marketing Marvels that Make a Difference
Page 59: 20 Marketing Marvels that Make a Difference

ANOTHER

GREAT SHOW

DAILY RECAP

IDEA!

INFOGRAPHI

C

Page 60: 20 Marketing Marvels that Make a Difference

JOIN INLEM O N . LY

M AD E THES E

FO R

B LO GWO RLD

/ NM X.

Page 61: 20 Marketing Marvels that Make a Difference

20 {+} IDEAS

WHICH IDEAS WILL YOU IMPLEMNT?

1 - Start with the SWOT

2 - If they CRY, they BUY

3 - Create an Emotional Connection

4 - LIST, LIST, LIST

5 - Targeted Direct Mail

6 - Variable Data Printing

7 - Mail Panel Customization

8 - Dynamic Content Email

9 - Targeted Email

10 - TEXT is Back

11 - Microsites

12 - RELEVANT CONTENT

13 - Social Media

14 - Listen

15 - MEMEorable Posts

16 - Video

17 - Structural Changes

18 - Firestarters

19 - Partners in Promotion

20 - Less IS More

Page 62: 20 Marketing Marvels that Make a Difference

Nora Johnson

[email protected]

GRACIAS

Page 63: 20 Marketing Marvels that Make a Difference

Alex d’Archangelo & Kimberly Hardcastle

Marketing Design Group

March 15, 2013

30 MARKETING MARVELS

IN 30 MINUTES!