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Out-Of-The-Box Sales and Marketing Ideas

Out-Of-The-Box Sales and Marketing Ideas

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Out-Of-The-Box Sales and Marketing Ideas

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  1. Out-Of-The-Box Sales and Marketing Ideas Presented by Cristopher Levy, Managing Partner, Encore Media Partners SISO Executive Conference – Hartford – August 2006

  2. 10 Ways To Stretch Your Marketing Budget • Ask media vendors about special deals – think airline business • Ask them about combo buys – think McDonalds • Book media early or book it late • Buy reminant media space • Lock in media contracts – leverage volume Encore Media Partners – SISO 8/06 …continued on next slide

  3. 10 Ways To Stretch Your Marketing Budget • Understand media company footprint • Trade – Leverage ALL products + access • Maximize marketing spend in the “sweet spot” • Leverage your exhibitors’ communications channels • Cut out waste by continuously tracking, measuring and optimizing Encore Media Partners – SISO 8/06

  4. Create Custom Corporate Events To Bring Buyers And Sellers Together • Leverage your sales channels to extend your brand • Increase monetization of your audience • Offer heavily-branded, highly-customized solutions which provide 100% control over… • Audience • Message • Format/content • Date, time, location, venue Encore Media Partners – SISO 8/06

  5. Identify Unique Characteristics About Your Audience • Demographics • Psychographics • Why do they come to you show? • What convinced them to attend? • What did they like most about your show? • Media Habits • How do they want to receive info from you? Encore Media Partners – SISO 8/06

  6. Think Niche/Segmentation • Carve out segments within your target audience universe • Industry • Function • Interest • Relationship (Previous attendee, Prospect, etc.) • Correlate marketing dollars to conversion profile • Develop target specific messaging • Use target relevant media Encore Media Partners – SISO 8/06

  7. Know All Media Channels that Are Available – Be Platform Neutral • Podcasting • Coffee cup sleeves • Inserts • Newsletters • POP display • Voicemail • Events • Newspapers • Trade pubs • Direct mail • Radio • TV/Cable • Transit • Billboard • Moving Billboards • Cinema • Links • Email • Online ads • Search • Blogging Encore Media Partners – SISO 8/06

  8. Differentiate Your Message With Radio • Access large audience through the medium’s high penetration • Think frequency • Leverage diversity • Capitalize on targeting • Buy shorter units – 10s, 15s, 30s vs. 60s Encore Media Partners – SISO 8/06

  9. Search! • Do you know where you are ranked… where your competitors are ranked? • Millions of searches • Pull vs. push medium • Optimize organically • Use target relevant keywords/terms Encore Media Partners – SISO 8/06 …continued on next slide

  10. Search! • Understand the hit volume and competitiveness of keywords/terms • Focus on more than just the home page • Leverage link popularity • Use paid search where necessary Encore Media Partners – SISO 8/06

  11. Give Value To Get Email Addresses And Customer Data • Be creative in email acquisition – ask yourself why should this visitor give me their email address? • Offer something • Wet their appetite • Use cross-platform acquisition • Start off asking for only a few data points • Offer higher value/content to get more robust data Encore Media Partners – SISO 8/06

  12. Use A/B Testing to Optimize Results From Email • From line • Subject line • Message length • Text vs. HTML • Frequency • Copy points Encore Media Partners – SISO 8/06

  13. Maximize Value Of Your Web Site • Design around the reality that everyone does not visit through the home page – develop strong landing pages • Collect email addresses on all attendee pages – make it visible! • Integrate viral drivers • Design navigation to maximize registration Encore Media Partners – SISO 8/06

  14. Leverage Your Own Media • Show dailies • Ads on the exhibit floor • Badge/registration mailer/packet • Post show communications • On-site Internet stations Encore Media Partners – SISO 8/06

  15. Track All Marketing Touchpoints • Use multiple channels to ensure data quality • Use URL redirects for each activity • Use additional URL differentiation for each list source • Use source codes for offline activities • Ask registrants how they heard about your event Encore Media Partners – SISO 8/06

  16. Develop Actionable Metrics • How many responses/registrations did you get from a specific activity? • How many pieces does it take to achieve conversion by target segment? • What is the abandonment rate on your web site registration page? • How many single page visits do you have on your web site? • What are the top exit pages on your web site? Encore Media Partners – SISO 8/06

  17. Act On This Data And Move Outside Your Comfort Zone • Data is of no value if it just sits in a report • Remember inaction is a decision • Time/speed is essential – Act real-time • Scale into change • Change is inevitable – your events must also evolve to remain in sync with your marketplace Encore Media Partners – SISO 8/06

  18. THANK YOU!Cristopher LevyManaging Partner, Encore Media Partnersclevy@encoremediapartners.com