IERG Panel on Global Marketing 092710
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Success Stories with New Marketing Techniques 9/27/2010
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David Cutler moderated a panel discussion on Global Marketing at International Exec Resource Group (IERG) on Global Strategy in Digital Marketing.- info at www.bit.ly/IERGsep27 - Included:Lynda ThomasVP, Global Marketing CommunicationsLaboratory Productshttp://www.linkedin.com/pub/lynda-thomas/1/b71/41aMyles BristoweCMO CommCreative, Immediate Past President of AMA, Bostonhttp://www.linkedin.com/in/mylesbristowe/Dave WienekeDirector of Digital Marketing at Sokolove Law www.usefularts.us http://www.linkedin.com/in/wienekeModerator: David CutlerCreative Business DevelopmentSales Marketing Ideas at www.EatMedia.com http://www.linkedin.com/in/cutler/
Transcript of IERG Panel on Global Marketing 092710
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
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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
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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
