day in the life of marketing
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A Day in the Life of MarketingGlenn Laudenslager, Marketing Director, Reed Medical EducationAugust 24, 2009
The Life of Marketing Various skills Strategy vs. tactical Types of projects
Adaptability
Adaptability Technology evolves
Software, channels, media, data Standards change
Laws, costs, privacy, customer behavior Prioritization is key
Projects, schedules, resources Marketing is fluid
Customer behavior, competitors, data & metrics
Willingness to Learn
Willingness to Learn Read
Enewsletters, blogs, magazines, reports, whitepapers
Marketing Resources Blogs
Seth Godin, Chris Brogan, ADMAVEN Enewsletters
B2B Daily, MM&M, MarketingProfs RSS
CNN, WSJ Health, MedPage, Ars Technica, Mashable Social Media
Twitter, Facebook, Digg, Sermo, Technorati
Willingness to Learn Talk
Customers, prospects, competitors, experts Measure
Research, marketing data, trends Engage
Social media, customers, experts
Skills Sales Time management Manage expectations Networking Planning Copywriting Creative
Skills Sales
What are you selling? Yourself, your ideas, your events, your budget
decisions, your investments Your event and value proposition
Skills Networking
Not just “meeting people,” it’s “engaging people” Who are you engaging? Customers, attendees, competitors, experts Listening is a key skill, so is asking questions
Skills Copywriting
How do I inspire people to act? Writing copy is different depending on the medium
Email vs. direct mail vs. billboard vs. banner ad Challenges
How to be concise, when to use humor, how to put yourself in your audience’s shoes
Ultimate Goals Drive revenue Drive and grow attendance Build customer relationships Drive and grow customer loyalty and retention Create strong brands
Drive Revenue Where are the revenue streams? How can provide a strong value proposition? How do we become a must-attend? How can we make customers happier?
Drive and Grow Attendance Who is the target audience? Where can you reach them? What do attendees want to see/learn? What exhibitors do attendees want to see/meet?
Build Customer Relationships How can you foster interaction with customers? What are customers passionate about? How can we create the best experience?
Build and Grow Customer Loyalty and Retention How do we:
Get attendees to return? Ensure exhibitors find enough value? Create Brand Ambassadors?
Create Strong Brands How do we:
Deliver a unique value proposition? Deliver a consistent message? Deliver a consistent experience?
Strategic Projects Develop a Budget Create a Marketing Campaign Create the Contact Plan
Develop a Budget Zero-Based Budget = financial and strategic
breakdown of marketing budget This process details:
How your target audience breaks down Cost per Acquisition (CPA) for each channel Key objectives/challenges for marketing efforts How you invest vs. how people register How you leverage customer insights, best practices
Develop a Budget Key questions to answer
What are the most cost-effective ways to reach customers?
How can we do more with the same budget? If we invest more, how & where will we grow? What can we change to do better?
Examples: send more/less email, test different lists, use new channels/tactics, test different direct mail formats
Strategic Projects Develop a Budget Create a Marketing Campaign Create the Contact Plan
Create a Marketing Campaign Step 1: Review feedback
Attendee, exhibitor and other surveys & research DRA – Direct Response Analysis Email surveys, focus groups
Step 2: Listen Talk to external customers, partners, thought leaders Talk to show team, S&T, other internal experts
Create the Marketing Campaign Step 3: Develop the message
Consult with agency or designer Create a concept to answer strategic questions Write copy to match concept Think about how message:
Fits in different media Changes for different customers
Strategic Projects Develop a Budget Create a Marketing Campaign Create the Contact Plan
Create the Contact Plan Step-by-step schedule of all communications to all
stakeholders Provides a guide and schedule for everyone on
your team Central Marketing, Production, S&T, Directories, etc.
The plan is fluid and evolves as campaign unfolds Adjust plans based on real-time results
Tactical Projects Direct Mail Email SEM/SEO Advertising Public relations Partner outreach Website Directories On-site materials
Close Working Partners Sales
How to drive revenue, how to engage customers Finance
How we’re spending money, where we can invest Segmentation & Targeting
Who our attendees are, where can we find more Production
What can we use to get our message out Ebusiness
How can we engage our audience beyond live events
Close Working Partners Client Services
How can we meet customer expectations Registration
How can we get our audience into our events, what do we need to find out about our audience
Operations Where should we hold our event, what will it look like, how can we
ensure it goes smoothly Directories
What information does our audience need to find where, what and who they need
A Day in the Life of MarketingGlenn Laudenslager, Marketing Director, Reed Medical EducationAugust 24, 2009
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