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$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS

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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+ sponsorships

Have 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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(2)

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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(3)

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

(4)

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 & SEO

Training 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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(5)

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 hub

Proximity 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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(6)

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 assets

Immediate 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

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References

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