Download - Darwill october 2010
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October 21, 2010
The Gage
Chicago, IL
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Agenda
1.Who are you?
2.Marketing Challenges
3.Marketing Opportunities: Solving the Marketing Puzzle
4.Q&A
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Who Are You?
1. Staff size
2. Staff role
3. Centralized or decentralized
4. Trade or individual
5. Membership size
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• How do I get my piece(s) opened?
• How do I decide what medium/tactic to use?
• How do I get people to pay attention?
• How do I improve my ROI?
Marketing Challenges
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• Marketing is a puzzle with lots of moving pieces– Audience– Messages – Products– Tactics– Budgets– Staff resources
Solving the Marketing Puzzle
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• What result are you looking for?– Increased Awareness
• Organization-wide• Products and services
– Orders/ROI• Membership renewal• New members
– Audience Engagement
Solving the Marketing Puzzle
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• How Do I Improve My Marketing ROI?– Know your audience
• Who are primary targets?• What do they look like and feel like?• What do they have in common?• How are they different?• How do they like to be communicated with?
– Develop your messages by audience• Focus on benefits not features• Keep as much the same as you can• Speak their language
Solving the Marketing Puzzle
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Solving the Marketing Puzzle
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Solving the Marketing Puzzle
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• Consider all possible sources– Internal
• Newsletters• Publications• Customer service calls• Website• Outgoing products• Trade shows• Volunteers/Components• Partnerships
Solving the Marketing Puzzle
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• Consider all possible sources– External
• Direct mail• Advertising• Email• Web advertising• SEO/SEM• Trade shows• Partnerships• Social Media
Solving the Marketing Puzzle
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• Review past results in detail– What is working?– What isn’t?– What did work but is seeing a drop?
• What is your budget?– What can you spend?– Do you have some $ for R&D (testing budget)
• Prioritize your source mix– Highest ROI/Lowest CPO– Don’t become a one source marketer
• Schedule, implement and return to start
Solving the Marketing Puzzle
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• Four quick tips:1. Be prepared
2. Proceduralize and set processes
3. Go for the ROI
4. Be creative
Solving the Marketing Puzzle
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Questions and Answers
Contact information:Scott D. Oser
President
Scott Oser Associates
Ph: 301-279-0468
Email: [email protected]
Website: www.scottoserassociates.com