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Marketing 3.0: Creating a Faster Path to Innovation and Results
Monday, March 10, 20143:15 – 4:30 pmHashtag: #ideas14 LS5
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Agenda/Format• 5 Problems, 5 Solutions + Overview, Tools & Tips• From 4 AMC panelists representing 124+
associations• Question Break After Each Category• 4 Categories
– Content Marketing/Creation– Storytelling– Digital Presence– Agile Marketing/Management
• More details in handout
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Content Marketing/Creation
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A Chart Identifies Gaps & OpportunitiesProblem: How to expand our market to new segmentsSolution: Understand value via content creators and consumers, identify new member format
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Increasing Exhibitor Value Through Marketing
Campaign Goals:• Added value to exhibitors• Increase Ad revenue in support of NANN’s “WIG” • Provide attendees an early look at new products
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Increasing Exhibitor Value Through Marketing
The Campaign:
• Emails to showcase up to 14 exhibitors’ products • 2 sent before event and 2 sent throughout year• Enhanced visibility for exhibitors/advertisers before and
after event• Additional conference marketing opportunity
53% of exhibitors polled showed interest in
participating in the emails
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Increasing Exhibitor Value Through Marketing
The Results…
Email launch early March - anticipated revenue in year 1 is $50,000 - $75,000.
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The Problem With Pecans
• Product awareness• Geographic boundaries• Editorial gatekeepers
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Solution
• Facebook, Pinterest, Twitter• Engaging Content: Recipes• Advertising
Getting them outside the pie!
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Results
46KFacebook Followers
INCREASEDEngagement
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A Game Adds Buzz to A MeetingProblem: Need to increase interest in meeting programSolution: A keynote quiz, promoted across social media, app and web
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Content Marketing Strategy To mindfully create and share valuable
messaging that attracts a consistent readership, influences mindshare, and accelerates buying decisions in a non-sales way.
Nasheen Liu, VP of marketing at The IT Media Group
Content should do three things: tell a story, speak in your audience's language, and initiate an action.
Three tips:– Don’t forget your internal audience– Insource your content but control the output– Outsource your topics to industry experts
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Content Marketing Strategy Goals Build a thought leadership position within your market Create greater brand awareness Identify potential members interested in what you’re
doing, and Ultimately generate a positive ROI for the association
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Challenges No defined purpose
for each social media platform
Wrong people in charge of the effort
Doing PR the same way you used to five years ago
Confusing content marketing strategy with sales strategy
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Resources & Tools• Animoto – create multimedia shows from photos• Tagxedo – cloud graphics• Evernote’s Skitch – annotations and sketches to make a point• Powtoon – free animated video creation• Piktochart – free infographic creators• Generators – graphics creators• Jing – www.techsmith.com/jing - record how to do something on
screen• Hubspot’s The Marketer’s Crash Course in Visual Content Creation• Helpful websites include:• www.marketingprofs.com• www.contentmarketinginstitute.com• www.ubersuggest.org • http://boostblogtraffic.com/headline-hacks/
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Storytelling
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Humanizing Certification Leads to Success
Marketing Campaign Goals:• Increase participation in CRRN certification• Keep the 30 year-old CRRN certification relevant
in a world of increasing micro-certifications
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Humanizing Certification Leads to Success
Faces of ARN Campaign• Outreach to all CRRN certificate holders to
request photos & quotes• Enthusiastic Response! 70-80 participants
Having my CRRN has enhanced my education and encouraged me to continue to pursue my next degree. I have found that the CRRN has made me more knowledgeable within our specialty practice and has allowed me to share that with others.- Carol Domzalski, CRRN
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Humanizing Certification Leads to Success
Results:• Personalized outreach to
different nurse settings based on info. received. • Examples:
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A Crowd Sourced Solution
Problem: Members need help explaining the value of their work to the public and their institutions. Solution: The “Put A Face On It” program used member-sourced video to tell your story
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What’s Already Out There
Problem: How does a small organization gain traction for its message with no expense? Solution: Use mainstream culture, like television shows, to start a conversation http://www.adec.org/source/blog/archives.cfm/category/
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Did you know…
…that solid waste workers have the 5th highest mortality rate of all occupations in the US?
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Our Solution
• Strategic messaging• Media toolkit • Public awareness
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Results
Saving Lives:Legislation Passed, In Process and Under Consideration
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Storytelling
• According to a recent Stanford study, stories are remembered up to 22 times more than facts alone.
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Positioning & Storytelling
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Products and services “are far more valuable when your prospect is mistaken, confused, or completely clueless about their true problem.”
Daniel Pink, To Sell is Human
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Resources
• Instant Webinar from Corporate VisionsTim Riesterer, Chief Strategy & Marketing Officer
• Storify - create a story by pulling together multiple sources of social media content– Lessen the burden of content curation by pulling
compelling social posts into one cohesive story– Leverage the unlimited uses of technology in
storytelling, – Combine social media and journalism to produce
better quality stories. – Find out more at http://web.livefyre.com/.
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Digital Presence
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MCA Eliminates Brand Confusion
The Problem:• Two websites causing brand confusion• Market development initiative unsuccessful due
to lack of brand clarity
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MCA Eliminates Brand Confusion
The Process:
• Board decided to digitally clean house - scrap both websites and start fresh!
• Developed mission driven tagline and new brand guidelines • Launched Facebook & Linkedin presences
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MCA Eliminates Brand Confusion
The Results
• New website and other presences = brand clarity
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Not So Sweet Talk ….
• Vast online dialogue• Misinformation• Lack of balanced information
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Solution
• Identify key influencers• Retain credentialed advocates• Transparent commentary and
redirection
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Results
4%Increase in Net Sentiment
during key periods of controversy
37%Increase in reachvs. previous year
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Board Calls for Conference Innovation
Campaign Goals:
• Create an innovative conference strategy• Allow more people to obtain educational value
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Board Calls for Conference Innovation
Virtual Conference Information:• Held concurrently with in-person event• Marketed to non-registrants after early bird deadline• Worked with A/V vendor to provide technology
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Board Calls for Conference Innovation
The Results:• 200 Virtual Attendees • Equal in-person attendance experience• Increased exposure to conference content• Virtual event revenue double goal in year 1
THANKS for this option and opportunity. I am VERY pleased with the experience and HAPPY I participated. While I would have liked to attended the conference, recent surgery and other events prevented that. The
virtual conference was PERFECT for me. THANK YOU!!
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Your Digital Presence
The sum of engagement and interactivity across all touchpoints
Deliver web, mobile and tablet touchpoints that align with core brand attributes and support established objectives– Strategic Plan– Integrated Marketing Plan
Create a unified member experience
Enjoyable, Easy and Useful Analytics and Operational
Data
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The 4 Building Blocks of a Strong Digital Presence
• Tom Cochran, an Entrepreneur contributor, breaks down a good digital presence into four areas: content, strategy, design and technology.
• You’ll find the full article here.
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Top 10 Digital Experience Improvement Techniques 1. Analytics & Operational Data2. Scenario reviews3. Integrate input from actual members on an ongoing basis4. User-centered design process5. One size doesn’t fit all – interface, size, responsive6. Get outside help when and where you need it7. Plan for the post-launch reality8. Bolster your association’s brand – don’t work against existing brand positioning
statements9. Measure against objectives10. Unify the Overall Member Experience
Use recognizable visual design patternsMake it easy to channel hopCross channel governance practices
Forrester Research, Inc. Top 10 Ways To Improve Digital ExperiencesKerry Bodine, July 2012
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Agile Marketing/Management
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New York Women in Communications
Aging profile of its membership base
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Solution
• Pricing strategies• Career conference• Special
programming
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Results
20%
of NYWIC members are
now students or YPs
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What’s the WIG Idea?
Focus on the Wildly ImportantGrowth RetainRecruit
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What’s the WIG Idea?
• Steven Covey’s Four Disciplines of Execution
• ResearchNeeds Assessment
• Magnet Hospitals
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What’s the WIG Idea?
• Discounts• Toolkit• Focus• Word of Mouth
Success!
Result: 7,921 members – 9% increase in 9 Months
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It’s Engagement, Not SellingProblem: Too many new members are not renewing 2nd yearSolution: Automate and build engagement
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Chicago Ad Federation
• Underproduced • Not attracting the right
audience• Reflecting poorly on the
organization
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Solution
• Branding and theme• Sponsorships• Keep it short
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Results
• Excellent press coverage• Strong word of mouth• Doubling of attendance
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Agile Marketing• Derived from the agile software
development• Culture of flexible, rapid change• Improves the speed, predictability,
transparency, and adaptability to change of the marketing function
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Agile Marketing Process
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The 2020 Association Marketing Department
Marketing DepartmentMission
and Vision
Strategic PlanIntegrated Marketing Platform
Creative Data Expert
Membership
Events Education Technology
Mobile Expert
Content Creator
Subject Matter Experts
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Resources• Forrester Research• MarketingProfs.com
• Trello
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Contact UsFACILITATORSteve Drake, presidentSCD Group Inc.Fort Myers, [email protected] PRESENTERS Debra A. Berliner, Vice PresidentKellen CompanyAtlanta, [email protected] Marilyn Jansen. Director Marketing and Business DevelopmentAssociation Management CenterChicago, [email protected]
Greg Schultz, Vice PresidentThe Sherwood GroupDeerfield, [email protected] Jeanne Sheehy, VP and Chief Marketing OfficerThe Bostrom GroupChicago, [email protected]