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