creating an integrated marketing campaign for impact and results
DESCRIPTION
-What is an integrated marketing campaign? -What are the foundational elements that must be addressed? -How do you know you've succeeded?TRANSCRIPT
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Marketing to EngineersHow To Create an Integrated Marketing Plan
….painlessly
Maryanne Steidinger, Dir. Software Marketing, Schneider Electric
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What I’ll Cover
What is an integrated marketing campaign?
What are the foundational elements?
How do you know you’ve succeeded?
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All aspects of getting your message/product to market
ConsistentlyEffectivelyMeasurably
Integrated Marketing
Plan
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Driving Guidance: the “4 P’s” of Marketing
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Elements of an Integrated Marketing Plan (from 4P’s)
• Establish the prices• Understand the product (positioning/value
statements)• Who are your customers?• Develop or prepare your channels• Promote it!
– Understand who your influencers are– Direct & indirect– Consistent look/feel/images throughout campaign
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What are you selling & who are you selling it to?
Understand your buyer: habits, info gatheringGo there & create your materials to reach themSupport the buying cycle
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Prepare Your Channels
• Pricing strategy• Packaging• How to sell• Education• Promotions
• Over-communicate
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Who can influence your sale?
Be presentBe activeUse for thought leadership & promotional activities
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How do you get your plan done?
• Make it measurable• Socialize it• Get it bought off• EXECUTE WHILE YOU CAN things
change• Iterate
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What makes it “integrated”• Consistent look & feel across all venues• Consistent messaging & call to actions• Using all elements to build to goal
Email signaturesBanner adsWeb adsPrinted adsSales decksSocial
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Social Media
Imperative
“Cheap”
Simple
Effort
What you need:•Content experts•Social knowledge•Commitment to the process
What you get:•Followers/Community•Dialogue•Thought leadership
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Example: “Blog Central”
Subject Matter Experts
Separate Communities
Share ideas, concepts
Repost industry news with commentary
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Have You Succeeded?
• Sales are one measure • But what about…external
– Thought leadership– ROI’s/RFP’s/inquiries– Invites by analysts/media/events– Social chatter– Becoming the norm
• Internal– Sales force/s are educated & selling– Your “ecosystem” (partners, etc.) are engaged– Pipeline/mindshare is building– It becomes natural vs an afterthought to offer
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Thank [email protected]