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Old marketing is dead… Only talking TO the audience… Talking LOUDLY through advertising… - PowerPoint PPT Presentation


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Old marketing is dead… Only talking TO the audience… Talking LOUDLY through advertising… Style without substance…. New marketing requires… Talking WITH the audience… B uilding engagement across multiple platforms… Consistently providing value and reasons to engage…. Marketing is not….

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  • Old marketing is dead…

  • Only talking TO the audience…

  • Talking LOUDLY through advertising…

  • Style without substance…

  • New marketing requires…

  • Talking WITH the audience…

  • Building engagement across multiple platforms…

  • Consistently providing value and reasons to engage…


Marketing is not…

Based on any single discipline: Being great on Twitter does not equate to being a successful marketer.

Based solely upon the size of your budget: If you’re buying your audience, you’re not marketing to them.

Separated from the product: Brilliant marketing never covers a flawed product.


Marketing is
Marketing is…

If a young man tells his date she’s intelligent, looks lovely, and is a great conversationalist, he’s saying the right things to the right person -- that’s marketing.

If the young man tells his date how handsome, smart, and successful he is -- that’s advertising.

If someone else tells the young woman how handsome, smart, and successful her date is -- that’s public relations.


Successful marketers…

…use marketing, advertising, and public relations to create a focused, methodical campaign which generates measurable, targeted results.

Susan Boyle’s appearance on Britain's Got Talent generated 86,772,621 views on YouTube, album sales of over 700,000 in the first week, and a soldout concert tour. And she was on Oprah.

Carefully planned and perfectly executed marketing…


Example 1 scottfeldman net
Example #1: ScottFeldman.net

Easy navigation

Featured text

User comments

Homepage teasers

Social Media display

6,500 uniques/month

Ad budget: $0.00


Example 2 berkleegroove com
Example #2: BerkleeGroove.com

Goal: Replace student-run, printed newspaper with online-only edition providing timely, interesting, and engaging news while representing the voice of the Berklee student community.

Featured text

  • Steps TO SITE LAUNCH:

  • Mentor students on proposal and development process.

  • Select designer and developer.

  • Coordinate staff for content. creation and training.

  • Act as intermediary between students, staff, and administration.

  • Launch site on time, on budget, and to acclaim.

Homepage teasers


Example 3 rock com 2004
Example #3: rock.com (2004)

Goal: Build audience for a startup website with no previous connections and partners.

  • STRATEGY:

  • Identify audience (demographic analysis)

  • Solicit unique content from partners matching key demos.

  • Present content in a clear, compelling manner

  • Build “stickiness” through contesting and continual dialogue with userbase.

  • Measure, adapt, repeat…

Established partnerships: Capitol Records/EMI, Universal, Ticketmaster, CBS, and others…

Site Traffic increased 800% in first year peaking at 1.2 million monthlyuniques in ’05.


Example 4 artsboston org
Example #4: ArtsBoston.org

  • Online strategy:

  • Create a “destination” site

  • Optimize for key demo and search

  • Identify partners who enhance message

  • Build mailing list, display signup prominently

No statement of purpose

Too many choices

  • OFFLINE strategy:

  • Answer the question “Why ArtsBoston?”

  • Identify primary audience

  • Remove barriers to participation at events

  • Establish and promote ArtsBoston’s service to the arts community

Page doesn’t “read”

Est. 25-30,000 uniques/month

Marketing budget: Unknown


Example 5 myspace com
Example #5: MySpace.com

  • CONSIDER THIS:

  • Who owns the site?

  • What’s the message intended/received?

  • Do I control this environment sufficiently?

  • What does this presence achieve?

  • Can I keep it fresh?

  • strategy:

  • Create something compelling

  • Design should be accessible

  • Don’t accentuate anything you can’t control

Est. 25-30,000 uniques/month

Marketing budget: Unknown


They say
They say…

“Your take on online presence and marketing was logical, to the point, and most of all … useful.”

--Nicholas Adam Owens, SGA President, Berklee College of Music

“At his essence, Scott Feldman has an innate sense of how to make people feel comfortable and instills a sense of faith that he will deliver on his promises and he does. I am personally in awe of Scott’s writing style (particularly his ad copy work) which is always engaging and compelling.”

--Richard K. Berger, Berkent Legal Services

“Scott’s ability to effectively communicate ideas and execute them with the utmost professionalism allowed for a great working relationship...”

--Leon Lyazidi, John Lennon Songwriting Contest – Assistant Director

“Scott was a pleasure to work with. His innovative ideas, ability to work with the team, and sense of policy make him an effective team member.”

--Desiree Girifalco, HR Consultant & Specialist


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