Marketing: Leveraging media April 11, 2012

1. Marketing: Leveraging media April 11, 2012

5. Agenda What media are we talking about? Contextual marketing model Leveraging the media: strategies & tactics

6. What media are we talking about?

7. 0 MEDIA CATEGORIES For most small, medium and private businesses, three categories of media matter

8. 0 MASS MEDIA Mass media can be more important for B2C’s, and generally is over-emphasized

9. 0 MASS MEDIA Mass media can be more important for B2C’s, and generally is over-emphasized

10. 0 SOCIAL MEDIA Social media can be very effective in building engagement, but can be a time drain

11. 0 SOCIAL MEDIA Social media can be very effective in building engagement, but can be a time drain

12. 0 TRADE PUBS Trade publications can be more important for B2B’s, and are often the ‘best’ media to secure

13. 0 TRADE PUBS Trade publications can be more important for B2B’s, and are often the ‘best’ media to secure

14. Contextual marketing model

15. 0 MARKETING PLANNING MODEL Leveraging media should take place in the context of the overall marketing plan Environment / Market Customers / Segmentation Value Prop Design CX Design Marketing Planning Model Mktg Strategy Marketing Plan Programs / Campaigns Marketing Tactics

16. 0 MARKET UNDERSTANDING Significant, thoughtful work must be done ahead of time or the opportunity will be lost What is our market reality, what are our important channels and who are we trying to beat? Environment / Market Customers / Segmentation Who are we trying to reach/appeal to? Value Prop Design What, very specifically, is our value proposition? How do we communicate it? What customer experience do we want to reinforce? CX Design Have a point of view Have a boiler plate Train all market-facing staff Mktg Strategy Planning Process Programs / Campaigns Marketing Tactics

17. 0 STRATEGY AND PLAN Apart from opportunistic circumstances, the marketing plan should direct media activities Environment / Market Customers / Segmentation Have a plan Know what is media worthy Use the right tactics Value Prop Design CX Design What role does PR/media play in our overall marketing strategy? Mktg Strategy Which media are we targeting, and how often/when? Marketing Plan Which program or campaign are we trying to action/emphasize? What tactics will work well in attraction the media we are seeking? Programs / Campaigns Marketing Tactics

18. Leveraging the media: strategies & tactics

19. 0 MEDIA MOTIVATORS Strategic strategy is my favourite form of strategy. Except for innovative innovation.

20. 0 MEDIA MOTIVATORS To build a media strategy, the motivators must be understood – what do they care about?

21. Mass media

22. 0 MASS MEDIA STRATEGIES Remember: mass media is about brand building, not landing new business that day S T R A T E G Y 1. Make friends with reporters and editors 2. Get known as an expert with a POV 3. Hire a PR shop if necessary

23. 0 MASS MEDIA TACTICS There are established tactics for engaging the mass media 1. Develop a great culture, win an award 2. Host or sponsor an event* (trade publication cross-over tactic) 3. Do research, publish the results * (trade publication cross-over tactic) 4. Connect the story of your company or key product to EHES 5. Tie-in: to current events 6. Emphasize benefits, not features 7. Target your pitch (generic press releases don’t work very well) T A C T I C S

24. Social media

25. 0 SOCIAL MEDIA STRATEGIES Remember: social media is about in-context customer engagement S T R A T E G Y 1. Choose your SM platform(s) wisely 2. Have a pre-defined voice and aesthetic 3. Hire a digital shop if necessary

26. 0 SOCIAL MEDIA TACTICS Best-in-class tactics for engaging in social media are still emerging 1. Connect your brand to popular content and/or trending topics 2. Viral videos are not dead yet, but the value is in pushing them out 3. Facebook: act like a person, not a brand 4. Twitter: be interesting, not salesy - only on-brand tweets, 1x/day 5. LinkedIn: start of join a group, post a job, keep all employees up to date 6. YouTube: act like an expert, not a salesperson or commercial 7. Use SM as a bridge – direct mass media and trade pubs to SM T A C T I C S

27. Trade publications

28. 0 TRADE PUBLICATION STRATEGIES Remember: trade publications are about lead generation S T R A T E G Y 1. Shift mindset to specificity 2. Imagine speaking directly to customers 3. Actively join an industry association or editorial board

29. 0 TRADE PUBLICATION TACTICS There are established tactics for engaging trade publications 1. Host or sponsor an event* (mass media cross-over tactic) 2. Do research, publish the results * (mass media cross-over tactic) 3. Earn your way in: participate in an industry association 4. Buy your way in: purchase an ad in a trade publication 5. Emphasize features and processes: invent or innovate 6. Hire an industry recognized expert 7. Buy or sell a company/division T A C T I C S

30. About Satov

31. Satov helps companies focus their business, better target their customers, operate more efficiently and ultimately make more money For Satov Consultants Inc. (Satov) clients only; No portion of this presentation is to be distributed to other parties without prior express written consent from Satov [Introduction to Satov Consultants]

32. What we do Corporate strategy • Business definition • Growth opportunity identification • Mergers and acquisitions • Post-merger integration • Corporate restructuring Customer strategy • Customer segmentation • Value proposition development • Product and pricing strategy • Go-to-market strategy • Customer loyalty Operations • Back office • Supply chain • Sales and marketing operation • Service delivery Strategy implementation • Strategic change management • Organizational alignment and effectiveness • Organization and people development For Satov Consultants Inc. (Satov) clients only; No portion of this presentation is to be distributed to other parties without prior express written consent from Satov [Introduction to Satov Consultants]

33. Firm Leaders Mark Satov Firm founder and leader MBA Duke, BComm Concordia Corporate and operations strategy in industries such as retail and financial services Mark Healy Partner MBA Ivey, B.Eng Queen’s, P.Eng Research and customer strategy in industries such as telecom, health care and retail For Satov Consultants Inc. (Satov) clients only; No portion of this presentation is to be distributed to other parties without prior express written consent from Satov [Introduction to Satov Consultants]