Success Storieswith

New Marketing Techniques

9/27/2010

Your Guests for this Conversation:

Lynda Thomas

VP, Global Marketing Communications

Laboratory Products

http://www.linkedin.com/pub/lynda-thomas/1/b71/41a

Myles Bristowe

CMO CommCreative,

Immediate Past President of AMA, Boston

http://www.linkedin.com/in/mylesbristowe/

Dave Wieneke

Director of Digital Marketing at Sokolove Law

www.usefularts.us

http://www.linkedin.com/in/wieneke

Moderator: David Cutler

Creative Business Development

Sales Marketing Ideas at www.EatMedia.com

http://www.linkedin.com/in/cutler/

What’s on the Marketing HorizonWhat’s on the Marketing Horizon?

You Are Standing On It

OLD MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER

NEW MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

ADVERTISING

CONSUMER

CRM

B2C ExperimentsUsed for B2B

Because Social Media is Really About

H2H

Join The Playground

del.icio.us

Two Premier Brands

Delivering innovation in the most convenient way

Technology and Innovation Brand

Choice and Convenience Brand

An Important Mission

The world leader in serving science

Enabling our customers to make the world…

Healthier Cleaner Safer

Laboratory Products – Key Capabilities

Everything for the laboratory…

Consumables

Liquid handling

Lab plastic andglassconsumables

Specialtylaboratoryconsumables –cell culture, media bottles andchromatography

Equipment Temperature control Fluid handling Centrifuges Cold storage

Incubators andbiosafety cabinets

Water purificationsystems

Lab Workstations

Laboratory furnitureand fume hoods

Bundles and cross selling capabilities to meet customer application needs (instruments, media, consumables and technical support)

Providing support in regional areas

Food Safety- China

Blood banking-ROA

Stem Cells- Europe

Refocus of marketing-push to pull

Driving efficiencies through local manufacturing and access to markets

Key Focus for Success

15

“Red noses aside”

“Appearances notwithstanding”

Lead Allocation & Measurement34 5 71 1 2 3 10 47 10 9 79 2 5   3 29 8 936 5 11     4 8 50 7 7 76   3   15 15 6 1020 2 25   3   11 21 3 17 52   2   8 14 5 953   15 1 2 7 8 36 13 12 76   1   8 9 4 719 6 6   2 3 9 42 6 4 64 1   1 7 6 7 10                                   

46 6 8   4   15 37 5 12 69 2     17 27 5 585 4 22 1 1   11 30 5 11 57 1     9 16 4 1923 8 4   1   10 22 6 9 47 1     8 8 4 9122 7 17     5 7 23 4 11 50       9 19 3 13100 16 16 1 3 11 17 43 6 18 95   2   15 11 2 4

                                   141 6 32   1 7 14 36 11 12 80   2   6 19 19 1155 4 8   1 8 7 29 7 12 63 2     11 12 11 537 2 10   1 12 7 22 4 15 60 3 4   13 9 6 861 1 8   1 7 9 36 7 12 71 2 1   8 12 11 636 7 3 1 1 11 22 43 11 14 101 3     6 8 3 14                                   

31   10   1 3 15 28 7 9 62 4     2 17 5 739 1 4     2 7 26 5 10 50       2 15 5 47   2   1 4 9 16 7 11 47       2 5 3 5                                   4 4       5 14 23 5 13 60       1     2                                   

94 4 8 1 2 2 7 24 12 11 56 4     10 18 6 41,131 88 286 6 27 94 217 634 141 229 1,315 25 20 1 160 269 117 161

Email Search Website Call Me Social ALL WEB Radio TV Brokers Call Ctr. Conv. ReferralDirect Mail WebDM custM WebCM Bill

Multichannel Content Marketing

Content and Enrollment Platform Content and Enrollment PlatformSyndicationSyndication

Social

Context PagesContext Pages Theme PagesTheme PagesCampaign PagesCampaign Pages Mobile SiteMobile Site

MobileSearch DisplayDirect

Call to ActionCall to Action

Social Media Engagement

Communicate

Engage

Communicate

Engage

Social Networking

Sharing ConversationSharing Conversation

Social Media

Sharing ContentSharing Content

Build Communities

Build Credibility

Know, Like, Trust

Build Credibility

Know, Like, Trust

Educate & Inform

Share Value

Educate & Inform

Share Value

Googleable

Be Found

Googleable

Be Found

Digital Strategy in Global MarketsResources for Discussion

International Executive Resource GroupFoley Hoag EEC, Boston

Sept 27,2010

Dave Wienekewww.usefularts.us

@usefularts

20

www.usefularts.us

What Metric Does Your Success Depend On?What Metric Does Your Success Depend On?

21

www.usefularts.us

Business Models Require Different Outcomes.Business Models Require Different Outcomes.

22

www.usefularts.us

Getting Brand Clarity for Global PositioningGetting Brand Clarity for Global Positioning

23

www.usefularts.us

Humanize the BrandHumanize the Brand

Person

24

Personalization

www.usefularts.us

Central vs. Diversified ControlCentral vs. Diversified Control

Capability Centralized Diversified

Analytics, CRM, CMS Highly Advised Tower of Babble

Email Marketing Advised: ESPs Do Intl Sends & Distributed Departments

Asia Filters. Consider Regulation of ALL Mkts.

Design and Translation Avoid: Seek Coordinated Diversification

No Substitute for Local Sensibility

Social Marketing Strongly Avoid Local and Social Work

25

www.usefularts.us

Show Some Deeper New ValuesShow Some Deeper New Values

26

www.usefularts.us

Sentiment is an Off Book AssetSentiment is an Off Book Asset

What’s the value of a volunteer advocacy?

27

www.usefularts.us

At-Scale Marketers: Think About Web3.0 NowAt-Scale Marketers: Think About Web3.0 Now

28

Web 1.0 Web 2.0 Web 3.0

Site Structure Site in HTML CMS & Widgets Apps

Technology HTML Apache

RSSLAMP Stack

XML, RDF, API, OWL, SWRL (Semantic Web)

Challenge Digitization Socialization Integration

Legal Enabler Copyright Fairuse CDA 230 Safe Harbor

Privacy

Primary Unit Page Site Schema

Ethic Info is Free People Connect Do Things

Hierarchy Peer Influence Hierchy

Bogus Measure Hits Followers Downloads

Better Measure Visits, PV, Leads Impact Hours, Rev.

Business Model E-commercePets.com

Search, Ads, ContGoogle + Huffpo.

SubscriptionApple, WSJ?

User Desire Look at Me. Like Me. Doing Something.

Thank You!

David Cutler

www.CreativeBusinessDevelopment.comBlogging at www.EatMedia.com

dcutler@eatmedia.com617-331-7852