MARCOM MANAGEMENT

IDG ASEAN, Apr 2014 Presented by: Annie Hoang

FOR SUCCESSFUL EVENTS

1.  MARCOM OBJECTIVES? 2.  MARCOM MIX

3.  DIRECT MARKETING

4.  MASS COMMUNICATION

AGENDA

MARKETING COMMUNICATION OBJECTIVES

1

Reten%on  =  Returned  Customers  

Sa0sfac0on  =  Happy  Customers    

Customers  =  Register  as  Sponsors  

Closure  =  Nego0ates/  Feedback  in  terms  of  price/  benefits  

Quotes  =  Asking  for  quota0ons  

Qualified  Leads  =  Leads  with  budget/  pain  points/  interest  

Lead  Genera0on  =  Websites/  Exis0ng  Customer  Databases    

SPONSORSHIP SALES FUNNEL

Pipe  Line   No.   %  

Leads  

Qualified  Leads  

Quote  

Closure  

Customers  

Sa0sfac0on  

Reten0on  

ANALYSIS •  Conversion rate is High or Low?

How to keep a high conversion rate? •  Understand which stage we losing

most of the leads to identify the Low performing stages

•  Reviewing sales follow-up process of the low performing stage

•  Reviewing marketing process at the low performing stage

SPONSORHISP

SALES

TRACKING SALES FUNNEL TRACKING

CRITICS = Comments/ Rating/ Feedbacks/ Asking Questions/

Answering survey

JOINERS = Register for Facebook/ Linked-In/ Google+/

Following Events

SUBSCRIBERS = Subscribe e-news/ Register to Download

Content

VISITORS = Browsing website

SPECTATORS = Read e-news

RETURNED CUSTOMERS Maintaining membership

SATISFIED CUSTOMERS

MEMBERS = Register for Conference Ticket/

Membership

QUALIFIED LEADS = Asking for quotation/ Show Interest

LEADS

ENG

AGEM

ENT

FUNNEL

SALE

S FU

NNEL

DELEGATE ENGAGEMENT

SALES FUNNEL

Social Media 15 Feb

15 Mar

15 April

15 May

15 June

15 July

15 Aug

15 Sep

15 Oct

15 Nov

15 Dec

Linked-In

Facebook

TRACKING ENGAGEMENT Goal 1: Subscribers

§  Track via URL Goal on Google Analytics §  Number of usable contacts exported from website

Goal 2: Joiners

Goal 3: Critics = Number of Comments on Social Media + Custom Site Search + Polls

•  Feedback Rate •  Conversion Rate

•  Satisfaction Rate •  Retentions Rate

ANALYSIS

Pipe Line eNews1

% eNews 2

% eNews 3

%

Leads

Read

Not Read

Fail

Reply (Qualified)

Quote

Customers

Satisfaction

Retention

TRACKING SALES PROCESS

MARKETING OBJECTIVES

New lead generations

Website Visitors 10.000 per 2

months

Subscribers (downloading

content) = 1000

Joiners: +2000 Linked In: +500

Facebook: +1500

Leads from other marcom activities

= 500

Qualified leads

Conversion Rate = 10%

Total Lead: 4000 Qualified Lead:

400

Customers conversion

Conversion rate = 25%

Target no. of customers: 100

Conference Ticket: 200 USD

Customer satisfaction

80% Satisfied

Returned customers

Return Rate = 60%

SALES OBJECTIVES

DELEGATE REGISTRATION TARGET REVENUE

FOR A CONFERENCE PROJECT: 20.000 USD

MARKETING COMMUNICATION MIX

2

MASS

COMMUNICATIONS

Lead Generation

Demand Generation Sales Conversion Satisfaction

Sales Sales + Customer Service + Logistics

LEADS QUALIFIED LEADS

QUOTES

CLOSURE CUSTOMERS SATISFIED

CUSTOMERS

DIRECT

COMMUNICATIONS

LEAD GENERATION DEMAND GENERATION

•  Website •  Social media •  PR

•  Email marketing •  Direct mail •  Tele-marketing •  SMS marketing

Marketing Communication

DIRECT MARKETING

3

•  Generate Awareness •  Generate Interest/

Engagement •  Generate Demand

•  Generate Awareness •  Generate Interest/

Engagement

•  Probe Interest

•  Open Rate •  Click Through Rate

(Drive Website Traffic) •  Email Contact •  Phone Contact

•  Generate Awareness •  Generate Interest/

Engagement •  Generate Demand

•  Reminder •  Offer Discounts

Program

•  Visit Website •  Email Contact •  Phone Contact

•  Check Email •  Check Mail

•  Visit website •  Call Hotline

•  Content Rich •  Text + Image

+ Links

•  Fast to reach •  High rate of unread

•  Not Intrusive •  Active Reading

•  Content Rich •  Text + Image

•  Limited Text

•  Slow to reach •  High rate of unread

•  Not intrusive •  Active Reading

•  Time limit •  Verbal •  Highly

Interactive

•  Fast to reach •  High rate of Reaching

•  Intrusive •  Active Reading

•  Fast to reach •  High rate of Reaching

•  Very Intrusive •  Passive

COMMUNCATION

OBJECTIVES TARGET ACTIONS

INFORMATION REACH

BE INFORMATIVE LOSE THE SALES HYPE

KEEP IT BRIEF

AIM FOR A CLICK

HAVE A COMPELLING OPENING LINE

BE RELIABLE AND

CONSISTENT

Break ups are rough, but would you rather someone break up with you calmly, or unknowingly throw you under a bus?

LET THEM OPT-OUT

EASILY

No  

Yes  

No  

Not  sure  

Explain  core  benefits  

(phone  scripts)    

Ask  for  Reasons  +  Ask  for  Future  Coopera%on  

Yes  

Busy   Number  busy    or  Recipient  is  busy  

Wrong  number  

Check  email/  Ask  for  addi%onal  email  +  Resend    +  Brief  introduce  (if  rep  has  %me)  

Check  Interest  

Check  Receipt    of  marke%ng  info  

I  am  s%ll  thinking/    I  am  wai%ng  for  approval/  I  am  checking  with  my  team  

Yes  I  am  interested,  please  send  me    more  info  on  the  packages  Asking  for  price  quota%on  

Sorry  we  cannot  par%cipate  

Update  databases  

Call  again  later  

Change  account  to  Ha  

Le  

Out  of  budget  

Have  other  schedules  

Target  audience  are    non-­‐relevant    

Have  other    business  priori%es  

Why  should  I  aUend?  

Suggest  to  send  updates  via  email  +  ask  for  permission  to  call  back  later  

Ques%on  the    effec%veness  of    

the  event   Other  reasons  

Why?  

2  

3  

5  

0  

1  

4  

Start  of  Sales  

Process  

UNREACHED  

REACHED    

2ND PHONE CALL + Update Databases

Sending Proposals Close the Deal List of Potential Customers

PHONE SCRIPT •  Introduction •  Check email receipt •  Event benefit briefing •  Ask to call back

LEAD

GENERATION

DATABASE MANAGEMENT

PR

Website Linked-in

Facebook

E-news

SMS

Direct Mail

1ST PHONE CALL + Update

Databases

REVIEW OF DATABASES •  How many contacts are relevant to the event? •  How many A, B, C? •  How many more contacts need to be developed?

PHONE SCRIPT •  Introduction •  Check Interest •  Explain event core values •  Ask to call back/ Why not interested •  Probe for Marketing Budget Planning/ Biz goal / Target segments

SALES KIT •  Marketing Letter •  Event Overview •  Conference Agenda •  Floor Plan •  Attendee Profile •  Attendee List (tentative) •  Event Schedule

GUIDELINES TO DEVELOP CONTACTS?

TELEPHONE SALES PROCESS + PHONE SCRIPT + GUIDELINES FOR ACTION CODING

CUSTOMIZE PACKAGES PRCING NEGOTIATION

INTEGRATING SALES & MARKETING PROCESS

MASS COMMUNICATIONS

3

“Any business that does not have a WEBSITE is missing out on one of the MOST POWERFUL

marketing tools available to them”

GENERATE TRAFFIC  

•  Capture enormous amount of Traffic on the Internet

•  Make your company more accessible to your customers

 GENERATE SALES

•  Products/ Services Information

•  Sales Pitching

EFFECTIVE WEBSITE

If  you  start  with  a  detailed  look  at  the  objec0ves  of  the  user  and  the  business,  you  would  be  able  to  sketch  out  the  various  flows  that  need  to  be  designed  in  order  to  achieve  both  par0es’  goals.  User  objec0ves  could  range  from  finding  a  fact  to  replacing  a  product  to  learning  a  new  skill  to  buying  a  giR  for  someone.  Business  objec0ves  could  be  geTng  a  lead,  a  like,  a  subscriber,  a  buyer,  a  download  or  a  phone  call.  Iden0fying  each  user  and  business  objec0ve  is  the  first  step  to  crea0ng  design  flows  that  meet  all  of  them.   USER GOALS

Search for update market info

Seek idea for a gift

Learn a new skill

Seek a marketing initiative

BUSINESS GOALS WEB CONTENT FLOWS

A Like Useful Content

Product Information

Product Testimonials

Product Benefit Arguments

A Download

A Subscriber

A Lead

A Phone Call

A Buyer

EFFECTIVE WEBSITE

STOP DESIGNING PAGES

START DESIGNING FLOWS

Design  flows  that  are  0ed  to  clear  objec0ves  allow  us  to  create  a  posi0ve  user  experience  and  a  valuable  one  for  the  business  we’re  working  for.  

Too  oRen,  we  prematurely  turn  our  focus  to  page  design  and  informa0on  architecture,  when  we  should  focus  on  the  user  flows  that  need  to  be  supported  by  our  designs.      It’s  0me  to  make  the  user  flows  a  bigger  priority  in  our  design  process.  

EFFECTIVE

PR

Building good relationship with key media agencies

Attracting participation of local and international

media agencies

Maximize Media Coverage and Enhance

Brand Image

PR OPERATIONAL

OBJECTIVES

PROJECT TIMELINE

•  Media Hospitality •  Handle all media requests on site •  Coordinate for maximum TV and print coverage •  Organize for one-on-one interviews for sponsors/ speakers

•  Press conference •  PR campaign on newspaper and online, television (to announce the event) •  Video clip production •  Seek publication sponsors •  Update Media center of each event website

POST-EVENT

EFFECTIVE

PR

•  Thank you Letter •  Press Follow up •  Press Clipping/ Media Report •  Report to IDG World Updates

PRE-EVENT ONSITE

BUILDING RELATIONSHIPS WITH MEDIA

Source: MIC report - 6/2012

784 Media

agencies

25 daily newspapers

564 magazines

67 TV channels

62 online news-papers

17.000 journalists

EFFECTIVE

PR

•  LOCAL PRESS •  SPECIALIST PRESS = Industrial sector •  SPECIALIST PRESS = Reader Profile •  CONSUMER PRESS •  NATIONAL PRESS

Press . Television . Radio .

PR vs. MEDIA RELATIONSHIP

EFFECTIVE

PR

BE A EXPERT – SHARE INSIGHTS •  Provide news

•  Provide in-depth analysis and comment on a topical or relevant subject

•  Connect journalists with industrial experts •  Always associate the news with the brand

name, slogan and messages

•  BE A FRIEND – OPEN & HONEST

•  Journalists like stories that present something NEW

•  Journalists like stories that include the RESULTS OF RESEARCH

•  Journalists like stories that are linked to ANNIVERSARIES

MEDIA CONSIDERS PR AS CONVENIENT, QUICK AND RELIABLE INFORMATION SOURCES

PR CONSIDERS MEDIA AS COMMUNICATION CHANNEL

WITH THEIR DIVERSIFIED TARGET AUDIENCES

SHORT . STIMULATING . GET TO THE POINT. AUDIENCE FOCUSED. CATCHY HEADLINE.

EFFECTIVE

PR

WRITING A PRESS RELEASE

WHO? Who are the key players — your company, anyone else involved with the product? Who does your news affect/who does it benefit?

WHAT? What is new?

WHY? Why is this important news — what does it provide that is different?

WHERE? Where is this happening/is there a geographical angle/is the location of business relevant?

WHEN? What is the timing of this? Does this add significance?

HOW? How did this come about?

EFFECTIVE

PR

WRITING A PRESS RELEASE

FIRST PARAGRAPH All the information should be included into the first paragraph TEST: Can the story can be understood in its entirety if only the first paragraph was reproduced in print?

SECOND Expansion on 1st paragraph information. Give a bit more details.

THIRD Provides a quote

FOURTH Final Information: Company Profile, Referencing websites, Contact Info, etc.

Keep the copy as tight as possible. Less than three pages.

Less than 25 words per sentence.

PRESS RELEASE

CHECKLIST  •  Assess if the story has news

value and if a release is appropriate

•  Research the target press and media. Review publications to get a feel for the tone and style. Identify deadlines.

•  Identify the key facts – ask who, what, why, where, when, how?

•  Draft a template structure for your story.

•  Decide who should be quoted from your organization and if third-party quotes would be useful.

•  Check whether a photo can support the release.

THANK YOU