MARKETING BENEFIT
CONSTRAINTS & LIMITATIONS
INTEGRATION STARTERS
Generate positive impressions / awareness ADVERTISING
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Need to control the message content/timing/audience Leverage your spend to get PR+ sponsorshipsHave a unique story to tell, flexibility in timing Publicity can really drive promotions, social, events - it’s a must have PUBLIC RELATIONS
Extend visibility and gain credibility
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Willing to invest in incentives and campaign infrastructure Be creative - add value - don’t discount + use partners PROMOTION
Generate an immediate response / interaction
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Time (lots) to learn, develop and manage, loss of control of message Social can extend all marketing efforts SOCIAL MEDIA
Become more relevant to groups with defined interests
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Requires specific, measurable leads and actions - lots to talk about Use PR content & promo offers + drive traffic EMAIL MARKETING
Stay top of mind with specific prospects / customers
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Interest in measurable leads & responses Do testing of offers - use promotion & event DIRECT MAIL
Reach a defined group with an impact + 3D
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Requires robust site / ecommerce capability Create promotions / offers & share content (help) WEB MARKETING
Drive web traffic from targeted audiences
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Highly focused - small but quality impact Events have PR value - “experiences” make good social & promo content EVENT MARKETING
Create a meaningful “brand experience”
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Create prominence in crowded space - best if tied to promotion Utilize in-store for promo & co-branded partnerships IN-STORE
Close the sale / take advantage of retail traffic
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MARKETING BENEFIT
CONSTRAINTS & LIMITATIONS
INTEGRATION STARTERS
Seat a positioning, impact and awareness TELEVISION
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Highest reach (broadcast) best appeal, highest cost media + production Extend spots socially & get added value for your $Reach targeted audiences multiple times (poor man’s TV) Leverage station contacts, talk value and social presence RADIO
Develop a brand personality & timely targeted sell
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Limited message capability Use hashtags to drive social OUT OF HOME
Broad name support and awareness
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Can be limited audiences, high cost of production Get editorial mentions & subscriber lists MAGAZINE
Targeted, high quality impressions
Older audience, shrinking reach, short life Get sponsorships and lists NEWSPAPER
Drive promotional offers
Need specialized partner to help buy media + phone bank / ecommerce Drive traffic to web site INFOMERCIAL
Generate discounted sales
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Weak click-through rates & so-so imagery - pay for impressions Include promotional offers WEB DISPLAY
Generate high “impressions”
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Pay per click means you will get traffic Helps to drive SEO S.E.M.
Target internet shoppers
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MARKETING BENEFIT
CONSTRAINTS & LIMITATIONS
INTEGRATION STARTERS
Distribute information about your brand PRESS RELEASES
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Hard to break through without a relationship or real hard news Builds SEO when posted on site (generate links)Invest time with no guarantee - will learn & yield more PR eventually Publicity can really drive promotions, social, events - it’s a must have MEDIA RELATIONS
Direct calls and emails with journalists
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May not get attendance - must have real hard news Leverage in social media and on site MEDIA EVENT
Create a sense of importance
Preparation time requires access to top players Build SEO via keywords WHITE PAPER
Gain thought leadership and “own” content
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Takes time to develop materials and schedule events Opportunity to seat key positioning and brand messages SPEAKERS BUREAU
Get contacts and prestige
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Must get the clientele to agree Use ads, e-documents & links to drive traffic CASE STUDIES
Merchandise your success
Work to prepare content on regular basis Include PR, events, ads, content… all NEWSLETTERS
Stay top of mind and cross-sell
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Requires committed PR Program Refine selling language & build culture MEDIA TRAINING
Take advantage of PR opportunities - feature execs
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PUBLIC RELATIONS
RELATIVE COST
MARKETING BENEFIT
CONSTRAINTS & LIMITATIONS
INTEGRATION STARTERS
Gain the recommendation of influential people BLOGGER RELATIONS
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Must court media and pay many of them - takes time Leverage their endorsement - gain links & SEOTraining bloggers and work to generate good / regular content Can touch on all aspects of the brand BLOGGING
Gain thought leadership & build SEO
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Be social, not businesslike - create a fun environment Use to promote events, causes, employee activity FACEBOOK
Present a corporate culture as responsive, accessible & fun
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Managing the communities takes time Drive people to blogs, web site, Facebook TWITTER
Publish philosophy and content daily
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Doing conceptual work takes some skill - adopt a video culture Work video into promotions & PR YOUTUBE / VIMEO
Present an accessible image via web & social
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Participate in group dialog Promote thought leadership on blog LINKEDIN
Monitor key people and position yourself as an industry leader
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MARKETING BENEFIT
CONSTRAINTS & LIMITATIONS
INTEGRATION STARTERS
Brand, institutional, educational & promotional messages WEBSITE
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Design a digital experience that is part of an e-Co.System All marketing elements are featured / linked from main site hubProximity based, text and social marketing to the individual Adapt to how people behave on mobile MOBILE SITES
Small screens - pads, phones must carry the brand
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Make sure that you are truly adding value Use this to facilitate brand news as well APPS
Specialize functions to make interaction easier for customers
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A way to feature a consumer experience apart from corporate biz Feature content generated in promotions MICRO SITES
Have consumercentric site for specialized interaction
Takes specialized email application and database + effort Leverage PR white paper & other content CONTENT MARKETING
Pushing company / industry information to prospects
Must develop a keyword strategy Keyword strategy ties to all content SEO
Make your site and content list high in search engines
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MARKETING BENEFIT
PROMOTIONS
RELATIVE COST
CONSTRAINTS & LIMITATIONS
INTEGRATION STARTERS
Build excitement, gain awareness, spike sales CONTEST / SWEEPS
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Can be brand builder - but also lots of fraud Leverage media / partner assetsImmediate equity with expense and risk Create social media storm LICENCING / SPOKESPERSON
Build brand via tag-along image
Requires high-traffic site & campaign Use email, social, direct mail, web display COUPONING / ONLINE
Attract competitors customers
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Creates sampling - but takes big commitment Big PR opportunity + event and social CO-BRANDING
Generate trial
Need to integrate with POS technology - long term commitment Use email, social, direct mail, web, mobile LOYALTY PROGRAM
Encourage brand loyalty