NON-TRADITIONAL MARKETINGTO SPARK RIDERSHIP

J Grant Mizell – Digital + Emerging Media, SPARK Team Katherine Carlson - Managing Director of D.C. and Kelly Poe - Senior Account Executive

Grant Mizell (@G24NT)Grant Mizell (@G24NT)Digital + Emerging Media | Digital + Emerging Media | PulsarPulsar December 1, 2010December 1, 2010

Market Planning/ResearchBrand Development

Public RelationsAdvertising

Social MediaWebsite/Interactive

Media PlanningMedia Buying

Multi-Cultural MarketingCorporate Identity

About Pulsar

About Pulsar

How can weignite a spark?

a spark?

Traditional Marketing

Familiarity

TrialMeasure

and

Refine

Awareness

Behavior Change/Conversion

WOR D of MOUTHL

WORLD of MOUTH

WORLD of MOUTH

Consumer Trust Index

• 90% of consumers trust recommendations from people they know

• 20% over a brand’s website• 30% over traditional advertising

Evolved Funnel

Familiarity

Relevance

Conversion

Involvement

OngoingEngagement

Me

asu

re &

Re

fine

Sourcing Ridership From Within

Direct Messaging

Direct Messaging

Media Mix

campaign billboardtweet

broadcastmessage

youtubecompetition

webbanner

bus sheltermessage

Quick Poll: My company’sMarketing Strategies include…

Traditional Media (e.g. print, outdoor, tv, radio)

PR (e.g. events, press releases, outreach)

Online (e.g. enewsletters, email mktg, online ads)

Social Media (e.g. facebook, twitter, blogging)

Non-traditional (e.g. street teams, point-of-sale, guerilla)

Mobile (e.g. SMS/text marketing, mobile website,smartphone app, QRs)

Non-traditional Marketing

I. A Twist on Traditional

II. New Media Engagement

III. Shift to Mobile

I. A Twist on Traditional

1. Target existing resources

2.

3.

I. A Twist on Traditional

Examples

I. A Twist on Traditional

1. Target existing resources

2. Renew old mediums

3.

I. A Twist on Traditional

Examples

Examples

I. A Twist on Traditional

1. Target existing resources

2. Renew old mediums

3. Crowdsourcing

Examples

I. A Twist on Traditional

Examples

Quick Poll: How is myagency using Social Media?

Broadcaster (sending out our message)

Active Listener (listening to what’s being said)

Bystander (not participating)

Conversationalist (listening, interpreting and broadcasting)

II. New Media Engagement

1. Transparency

2.

3.

4.

Examples

Examples

II. New Media Engagement

1. Transparency

2. User Generated Content

3.

4.

Examples

Examples

II. New Media Engagement

1. Transparency

2. User Generated Content

3. Geo Social, Loyalty Rewards

4.

Examples

Examples

Examples

Examples

Examples

II. New Media Engagement

1. Transparency

2. User Generated Content

3. Geo Social, Loyalty Rewards

4. Online Advertising (CPC, etc)

Examples

Examples

Examples

Examples

III. Shift to Mobile

1.

2.

Americans who receive newsthrough their mobile phone26%

– USA Today, March 2010

Americans’ mobile data use of text,email and internet surpasses voice data2009

– CITE (via NYT), May 2010

Months to reach 1 billion downloadsthrough the App Store.9

– Apple, April 2009

Mobile Shift

Mobile Shift

86 Million iPhone/iTouch users, versus18 million Netscape users, at Q11.

– Morgan Stanley Research, Q1 2010

speaking

Mobile Shift

– Pew Research, July 2010

African-Americans

continue to be the most active mobile webusers because their devices commonly function as the

primary or sole connection to the web

Latinos&

English-

Mobile Shift

2012Smartphone sales will outpacepersonal computer sales

– Morgan Stanley Research, Q1 2010

2011 US Smartphones will outselltraditional mobile phones

2010US Mobile browsing and MobileApp use doubles from Q1 2009

III. Shift to Mobile

1. Text/SMS

2.

Examples

Examples

Examples

III. Shift to Mobile

1. Text/SMS

2. Smartphone Technology

Examples

Examples

Examples

Examples

Examples

Rules of Engagement• Provide access

anytime/anywhere

• Make it easy

• Provide tools tospread the word

• Be authentic

• Tout your USP

• Focus on thegreater good

• Be communitycentric

• Listen

• Experiment

• Have fun!

Challenge…Do one thing next week to challenge the status quo of your

current marketing efforts.

i.e. start a mass email of ideas around the office, place a box formarketing ideas in the break room, take an internal survey ofsocial strengths/expertise, explore 1 new social site, etc.

Share it.Email me at gmizell@pulsaradvertising.com; ORTweet me @G24NT, ending with the hashtag #acttdm12110

Extended.

Extra slides and info to help answer allyour questions.

1. Ford Fiesta lauch through social CaseStudy

2. Arlington’s CFD Skeptics integratedcampaign Case Study

3. Live Links for stats and tips for winningthe Boss over to Social and Mobile

Ford gave away one hundred, pre-released Fiestas for six months.

Case Study: Ford

And started a Movement…

Integrating Social

Pre-Launch Awarenessamong Millenials

“You can’t just say it. You have to getthe people to say it to each other.”

– James Farley, CMO Ford

2010 - Ford moves 25% of MarketingSpend to Digital/Social Media

37%

Ways to Create Engagementusing UGC & UGC Campaigns

Case Study: CFD Skeptics

5

User-Generated Campaign

User-Generated Campaign

User-Generated Campaign

User-Generated Campaign

User-Generated Campaign

Testimonial Campaign

Turn the Boss onto Social & Mobile Marketing

• Suvey internal expertise • Twitter: Mashable’s Guide, Apps, Lists• Foursquare: BART, VisitPA• Multi-updaters: Cotweet, Hootsuite, Ping

• All Socialnomics vids & stats • What The Heck is Social Media?• Internet trends• Can Social Media sell cars?

Explore Potential (Fire power)

Load-Up on Stats (Ammunition)

Winning the Boss Over Other resources.

The Secret Sauce of Social Marketing

5 Tips to Convince the Boss

Adding Blogger Outreach to Your PR Plan

10 Ways to Initiate Social Conversation

Social ROI

Facebook Stats

Social Media Business Tools

J. Grant MizellDigital + Emerging Media

Ph (410) 922-6600Fx (804) 225-8347

gmizell@pulsaradvertising.comwww.pulsaradvertising.comTwitter: @G24NT, @mizellg

Contact Info