An Introduction to Multi-Channel Marketing
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Transcript of An Introduction to Multi-Channel Marketing
Multi-Channel Marketing Storytelling
as told by
You Are Here
You Want To Be Here
1. The Marketing Mind-Set• Priority
• Commitment
• Budget
• Understanding
• Strategy
• Execution
• Measurement
Client
Agency
2. The StoryThis is how your
product goes from ‘I need’ to ‘I want’
in the mind of your customer
3. The Channel Strategy
A path of distribution for your product,
service or message to a desired audienceHOW YOU SELL
RetailSocial Media
TelevisionRadioPrint Ads
Direct Mail
Mobile CouponsDigital
Networking
EmailSponsorship
Groupon
Website
Product PlacementLicensingWord of Mouth
Reality TV
Press Release
What Do You Want ?
New Customers?
(Hint: Think Priority)
Sell More?
Sell More, Faster?
Word of MouthDigital
PrintSponsorship
4 Channels For Small to Medium-Size Business
Digital
• Social Media (Facebook, Twitter, YouTube)
• Search Engine Optimization
• Affiliate Marketing
• PPC - Pay Per Click
• Websites
• Email Marketing
• Mobile
• Blogs
What Is It?C
HA
NN
EL
DigitalHow Do You Use It?
Get Found
Generate & Nurture
Leads
Convert Into
Customers
Analyze
DevelopNew Content In Response
Re-assembleChannels
Get NewCustomers
Sell MoreSell More, Faster
CH
AN
NEL
DigitalWhy Leverage it?
CH
AN
NEL 80%
EMAIL OPENS ON SMARTPHONES AND TABLETS HAVE INCREASED 80% OVER THE LAST SIX MONTHS.
20%20% OF FACEBOOK USERS HAVE PURCHASED SOMETHING BECAUSE OF ADS OR COMMENTS THEY SAW THERE.
3 BILYOUTUBE USERS WATCH MORE THAN 3 BILLION HOURS OF VIDEO PER MONTH.
49%AFTER 3 MONTHS OF USING A INTEGRATED DIGITAL MARKETINGSTRATEGY, TOPPER’S PIZZA TEST STORES SHOWED A 49% INCREASE IN SALES
• Networking
• Referral Programs
• Past Customers
• Associations (BNI, Rotary, Chamber)
• Alumni Groups
• Industry Affiliations & Groups
• PR
What Is It?C
HA
NN
ELWord of Mouth
Word of MouthHow Do You Use It?
CreateThe Story
Get PeopleTo Engage
By Listening
Land TheMeeting
Close
GenerateTestimonialor Referrals
Push ValidatedStory into
Market
Get NewCustomers
Sell MoreSell More, Faster
CH
AN
NEL
Word of MouthWhy Leverage it?
CH
AN
NEL
65%65% of new business comes from referrals
4xPeople are 4 times more likely to purchase when referred by a friend
54%World of Mouth Marketing drives 54% of all Purchase Decisions
59%59% of Americans believe that face-to-face or voice-to-voice) word of mouth to be highly credible
• Sports Events
• Cultural Events
• Charity Events
• Community Events
• Industry Events & Tournaments
• Celebrity Endorsements
• Product Sampling
What Is It?C
HA
NN
ELSponsorship
SponsorshipHow Do You Use It?
Pick YourFan-base
Align
Support &Earn Loyalty
Engage &Influence
Develop CustomizedContent & Follow-up
Evaluate &Increase
Sponsorship
Get NewCustomers
Sell MoreSell More, Faster
CH
AN
NEL
SponsorshipWhy Leverage it?
CH
AN
NEL
Tim Horton’sHow can a donut store own ‘Hockey?’
250mil$250 million is the annual amount that women spend on NASCAR-licensed products
66%66% of fans who are willing to pay more to buy a sponsor’s product (approx 4.9mil people)
Why?Why do most Quick Service Restaurant Franchises encourage their stores to sponsor local minor sports teams?
• Magazine Ads
• Flyers
• Billboards
• Vehicle
• Brochures & Business Cards
• Promotional Pieces
• Direct Mail
What Is It?C
HA
NN
EL
PrintHow Do You Use It?
Purpose
DetermineAudience
DevelopBudget
Execute with a
Professional
Repeat, Repeat, Repeat
Measure & Evaluate
Get NewCustomers
Sell MoreSell More, Faster
CH
AN
NEL
PrintLeveraging it...
CH
AN
NEL
78%78% of Addressed Direct Mail users use it for Acquisition97% of Unaddressed Direct Mail users use it for Acquisition
95%95% of Canadians read the mail the same day it arrives68% read it as soon as it’s received27% review it later on that same day
Evaluating What Channel Mix Is Right For You.
• Priority
• Commitment
• Budget
• Understanding
• Strategy
• Execution
• Measurement
1. Marketing Mind-Set
• New Customer Acquisition
• Sell More
• Sell More, Faster
• Awareness
2. Your Overall Goal(s)
• Brand Focused
• Product Focused
• Service Focused
• Value-Add Focused
3. Message You Want To Tell
4. Where Your CUSTOMERS Are
Word of MouthDigital PrintSponsorship
What Will Be My Primary, Secondary etc; Channels?
What Will Be My Budget for Each Channel?
What kind of expertise do I enlist?
What can I do myself?
What Goal Do I need to achieve from each channel?
Capabilities• Graphic Design• Logo Design• Web Design• Product Design• Packaging & Display Design• Catalogue & Flyer Design• Motorsports Marketing• Brand• Advertising• Customer Loyalty & Retention• Marketing Strategy• Digital Marketing & Engagement
Expertise• Mobile & Telecommunications• Consumer Electronics• Franchise• QSR - Quick Service Restaurants• Toy & Licensing• Retail• Motorsports• Non-Profit• Manufacturing• Sales & Distribution - B2B Marketing
www.theagencywebsite.ca
www.theagencywebsite.ca
Branding + Design + Digital Marketing
The AGENCY11 Peter Street South2nd FloorOrillia, OntarioL3V 6R9
Studio 705.881.1840
Contact:Nicole Norris, Creative [email protected]