20 Marketing Marvels that Make a Difference
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Transcript of 20 Marketing Marvels that Make a Difference
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Alex d’Archangelo & Kimberly Hardcastle
Marketing Design Group
March 15, 2013
30 MARKETING MARVELS
IN 30 MINUTES!
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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).
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STRATEGIC MARKETING
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OUT WITH THE CREATIVE BRIEF ...
IN WITH THE S.W.O.T.
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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
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IF THEY CRY,
THEY BUY.
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WHAT MAKES THEM CRY?
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WHO
WANTS TO
FALL
BEHIND?
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CREATE AN
EMOTIONAL CONNECTION
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SEMA
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SUPERZOO
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MAC
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Q) WHAT WILL BE THE 3 MOST
IMPORTANT ELEMENTS OF YOUR NEXT
DIRECT MARKETING CAMPAIGN?
A) THE LIST, THE LIST, AND THE LIST
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SEGMENTATION
PERSONALIZATION
• IDEAS• PRESENCE
• OPPORTUNITY• GROWTH
1 2
43
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SEGMENT YOUR DATABASE BY …
Prospective attendees vs. past attendees
Demographics and psychographics
Behavioral data
Recent subscribers
Inactive prospects
Preference surveys
Loyal participants
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PERSONALIZATION
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IS DIRECT MAIL DEAD?
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NO… IT’S JUST MORE
TARGETED
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…REALLY TARGETED:
VDP
{VARIABLE DATA PRINTING}
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VDP
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VDP
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SPRAY IT ON:
MAIL PANEL
CUSTOMIZATION
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Hi Kimberly,
You might be interested in the new Producer Seminars (p. 6) and the Women in Concrete luncheon (p. 2).
MAIL PANEL PERSONALIZATION
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DIVE INTO YOUR DATA:
DYNAMIC CONTENT
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BEHIND THE
SCENES
DYNAMIC
CONTENT
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TEMPLATES WORK:
TARGETED VERSION
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MESSAGE TO THIS MARKET: THIS IS
YOUR SHOW
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BOMA
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BOMA
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STEP BACK
TO THE PAST
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HOPING TO SEE YOU…
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I INVITE YOU
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GET GRANULAR:
MICROSITES
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COMING
RETAIL
BAKERS’
MICROSITE
IBIE
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CONTENT IS KING
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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
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IN FRONT WITH
THE TRENDS
DEFINING YOUR
CUSTOMER’S
BUYING HABITS
AWFS
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SOCIAL BUSINESS
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REACH AND RELATIONSHIPS:
SOCIAL MEDIA
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LISTEN AND LEARN:
SOCIAL MEDIA
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BASIC LISTENING
@YourBrand
“Your Brand”
#YourHashtag
#YourIndustry / #YourMainIndustryChat
@Competitor
#CompetitiveEvent
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FREE AND PAID
MONITORING
AND
ENGAGEMENT
TOOLS
TRACK
SENTIMENT
FOR YOUR
BRAND
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MEMEORABLE
MESSAGES
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CREATE AND
SHARE
BRANDED &
VISUAL POSTS
quickmeme.com
MEMES
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POWERFUL TESTIMONIAL:
VIDEO
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SHARE 7
SECOND GIFS
or 15 SECOND
VIDEO FROM
YOUR
SMARTPHONE…
ATTENDEES
TOO
SEEING IS
BELIEVING
VINE &
TOUT
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ALL TOGETHER NOW:
EMPOWERED
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Market ing
provides too ls
to empower a l l
event
s takeholders
and monitors
resul ts .
HUB &
SPOKE
MODEL
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FIND YOUR
FIRESTARTERS
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FIND YOUR
PARTNERS IN PROMOTION
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LIST OF ACTION
ITEMS SENT TO
EXHIBITORS
CHECKLIST
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SHARE WITH
MEDIA
PARTNERS,
SPONSORS,
SPEAKERS,
EXHIBITORS
AND
SUPPORTING
ORGANIZATION
S
SAMPLE
EDITORIAL
CALENDAR
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LESS ISMORE
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ANOTHER
GREAT SHOW
DAILY RECAP
IDEA!
INFOGRAPHI
C
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JOIN INLEM O N . LY
M AD E THES E
FO R
B LO GWO RLD
/ NM X.
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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
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Alex d’Archangelo & Kimberly Hardcastle
Marketing Design Group
March 15, 2013
30 MARKETING MARVELS
IN 30 MINUTES!