marketing 101 prepared by septa marketing – april 2015 developing a marketing strategy that works...
TRANSCRIPT
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Developing a Marketing Strategy That Works For You
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Entertain Inspire
Educate Convince
Celebrity EndorsementReviews
QuizzesContests
Trivia
InfographicsIndustry Articles
Press ReleasesService Advisories
Nothing But The FactsGreenCost SavingsTestimonials
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• Plan versus Strategy– A marketing plan sets out your goals– A marketing strategy helps you identify ways to
achieve them• Should evolve & change, adapting to what works & what
doesn’t– As marketers, we’re on a mission to track and
measure our efforts and their success• Collect information on almost everything you can think of,
from purchase history and demographics to psychographic data and everything in between• It’s important to know how to find the useful data that
helps us make strategic decisions
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• What To Do First– Your marketing goals• Set goals for each channel you use • If you have several, it may help to put them in order of
priority• By this point, you should have agreed on goals with your
management team; but if you haven’t, now is the time to get on the same page
– The key performance indicators (KPIs) you’ll use to measure marketing effectiveness
– Your plan for gathering this performance information– Who will be responsible for collecting and reporting
this data and how frequent
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• Getting Started– Measurement can be as simple or as complicated as
you make it– Don’t measure simply for the sake of having some
numbers to present to your upper management– If you aren’t certain what you should be measuring,
ask yourself these two questions:• Do these metrics support my key goals?• Can I take action on these metrics (i.e., will they provide
me insight into how I can improve my program)?– Unless you can answer “yes” to the questions above,
you likely don’t need to be collecting the data — at least at first
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• Make It A Priority– Measurement processes are constantly evolving, and
it definitely takes time to track, analyze and report on performance
– But measurement and optimization is essential to being successful and ultimately growing ridership
– Track conversions– Collect actionable metrics– Be ready to adapt
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Month YearPassenger
Traffic % Difference Kiosk Clicks Kiosk CallsAirport Line Ridership % Difference Page Views % Difference
July 2012 2,746,201 NA NA NA 182,550 NA 7,402 NAAugust 2012 2,825,532 NA NA NA 225,526 NA 8,319 NASeptember 2012 2,420,232 NA NA NA 171,035 NA 6,839 NAOctober 2012 2,458,998 NA NA NA 186,633 NA 7,760 NANovember 2012 2,468,814 NA NA NA 214,105 NA 7,913 NADecember 2012 2,391,099 NA NA NA 182,018 NA 6,911 NAJanuary 2013 2,271,998 NA NA NA 179,516 NA 6,871 NAFebruary 2013 2,161,555 NA NA NA 172,868 NA 6,810 NAMarch 2013 2,647,273 NA NA NA 234,906 NA 7,980 NAApril 2013 2,532,684 NA NA NA 176,255 NA 8,101 NAMay 2013 2,700,335 NA NA NA 216,993 NA 10,037 NAJune 2013 2,734,184 NA NA NA 199,780 NA 9,531 NAJuly 2013 2,808,229 2.26% 1,419 172 173,995 -4.69% 10,026 35.45%August 2013 2,860,309 1.23% 1,390 199 233,969 3.74% 10,568 27.03%September 2013 2,423,625 0.14% 1,434 201 186,488 9.03% 9,625 40.74%October 2013 2,581,802 4.99% 1,418 195 178,677 -4.26% 10,162 30.95%November 2013 2,350,691 -4.78% 1,337 188 223,152 4.23% 10,507 32.78%December 2013 2,431,427 1.69% 1,294 238 192,952 6.01% 10,748 55.52%January 2014 2,219,814 -2.30% 1,537 298 188,385 4.94% 11,465 66.86%February 2014 1,991,843 -7.85% 1,039 169 168,226 -2.69% 8,321 22.19%March 2014 2,617,997 -1.11% 1,376 237 241,601 2.85% 10,334 29.50%April 2014 2,667,745 5.33% 1,532 224 176,255 0.00% 9,778 20.70%May 2014 2,804,875 3.87% 1,288 201 216,993 0.00% 10,426 3.88%June 2014 2,780,990 1.71% 1,176 189 195,046 -2.37% 10,312 8.19%FY13 Sub Totals (J ul - J un) 30,358,905 NA NA 2,342,185 94,474FY14 Sub Totals (J ul - J un) 30,539,347 0.59% 16,240 2,511 2,375,739 1.43% 122,272 29.42%
Kiosk Cost (Jul - J un) $13,593Incremental Riders (Jul - J un) 33,554Incremental Revenue ($8 per ride) $268,432
Clear Channel Airport Kiosk AdvertisingJ uly 2013 through J une 2014
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
10
PHILADELPHIA EAGLES HOME GAMESBROAD STREET LINE RIDERSHIP
AVERAGE REGULAR SEASON TOTALS
2007: 7,900(+55%)
2008: 8,200 2009: 7,900 2010: 8,600 2011: 8,440 2012: 8,500 2013: 10,200
(+20%) 2014: 12,240
9/7/14 @ 1PM
9/21/14 @ 1PM
10/5/14 @ 1PM
10/12/14 @ 8:30PM
11/10/14 @ 8:30PM
11/23/14 @ 1PM
12/7/14 @ 4:25PM
12/14/14 @ 8:30PM
5,000
6,000
7,000
8,000
9,000
10,000
11,000
12,000
13,000
14,000
15,000
11,087
13,027 12,171
13,808
12,162
11,199 11,891
12,573
2014 SEASON - GAME-BY-GAME BROAD STREET LINE RIDERSHIP
ENTR
IES
@ A
T&T
STA
TIO
N
PREPARED BY SEPTA MARKETING – APRIL 2015
Source: SEPTA Revenue & Ridership Department
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• Be Original– Use original content to keep customers interested
and engaged with your brand– Allows you to directly track reactions from potential
customers to certain ideas or offerings• On Social Media, you can measure the number of likes,
retweets and shares you receive and use analytics to see which items generate the most interest and response• See which content encourages users to explore your
website and product offerings, and where they look when they visit your site in response to these posts• Google Analytics are great ways to see where your content
travels and how it’s shared
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• More Traffic– Great content can inspire people to visit your
website, but it won’t necessarily convince them to act
– You could have the greatest marketing strategy in the world, but if your website is hard to navigate users might tend to think so is your system
– If you’re getting a lot of additional traffic — but that traffic isn’t converting — it’s a sign that you need to give your website an honest assessment - can open your eyes to issues you never knew existed
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Month YearPassenger
Traffic % Difference Kiosk Clicks Kiosk CallsAirport Line Ridership % Difference Page Views % Difference
July 2012 2,746,201 NA NA NA 182,550 NA 7,402 NAAugust 2012 2,825,532 NA NA NA 225,526 NA 8,319 NASeptember 2012 2,420,232 NA NA NA 171,035 NA 6,839 NAOctober 2012 2,458,998 NA NA NA 186,633 NA 7,760 NANovember 2012 2,468,814 NA NA NA 214,105 NA 7,913 NADecember 2012 2,391,099 NA NA NA 182,018 NA 6,911 NAJanuary 2013 2,271,998 NA NA NA 179,516 NA 6,871 NAFebruary 2013 2,161,555 NA NA NA 172,868 NA 6,810 NAMarch 2013 2,647,273 NA NA NA 234,906 NA 7,980 NAApril 2013 2,532,684 NA NA NA 176,255 NA 8,101 NAMay 2013 2,700,335 NA NA NA 216,993 NA 10,037 NAJune 2013 2,734,184 NA NA NA 199,780 NA 9,531 NAJuly 2013 2,808,229 2.26% 1,419 172 173,995 -4.69% 10,026 35.45%August 2013 2,860,309 1.23% 1,390 199 233,969 3.74% 10,568 27.03%September 2013 2,423,625 0.14% 1,434 201 186,488 9.03% 9,625 40.74%October 2013 2,581,802 4.99% 1,418 195 178,677 -4.26% 10,162 30.95%November 2013 2,350,691 -4.78% 1,337 188 223,152 4.23% 10,507 32.78%December 2013 2,431,427 1.69% 1,294 238 192,952 6.01% 10,748 55.52%January 2014 2,219,814 -2.30% 1,537 298 188,385 4.94% 11,465 66.86%February 2014 1,991,843 -7.85% 1,039 169 168,226 -2.69% 8,321 22.19%March 2014 2,617,997 -1.11% 1,376 237 241,601 2.85% 10,334 29.50%April 2014 2,667,745 5.33% 1,532 224 176,255 0.00% 9,778 20.70%May 2014 2,804,875 3.87% 1,288 201 216,993 0.00% 10,426 3.88%June 2014 2,780,990 1.71% 1,176 189 195,046 -2.37% 10,312 8.19%FY13 Sub Totals (J ul - J un) 30,358,905 NA NA 2,342,185 94,474FY14 Sub Totals (J ul - J un) 30,539,347 0.59% 16,240 2,511 2,375,739 1.43% 122,272 29.42%
Kiosk Cost (Jul - J un) $13,593Incremental Riders (Jul - J un) 33,554Incremental Revenue ($8 per ride) $268,432
Clear Channel Airport Kiosk AdvertisingJ uly 2013 through J une 2014
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• Be Social– No matter what industry you’re in and who your
target audience is, original, relevant content will establish you as a legitimate expert
– Provide insight, solutions and answers that your target audience desperately needs that encourages follows on Facebook, Twitter, Instagram, etc.
– Even just one high-quality piece of content can make your follower list bigger, but if you can keep the great content flowing, you’ll see your social media presence grow by leaps and bounds!
Marketing 101
PREPARED BY SEPTA MARKETING –APRIL 2015
• Tools of the Trade– Google Analytics are great
ways to see where your content travels and how it’s shared
– Platforms like Twitter offer analytics for your social updates• Tweetreach
– Facebook Insights– Foursquare– Hootsuite, TweetDeck
Marketing 101
PREPARED BY SEPTA MARKETING –APRIL 2015
Marketing 101
PREPARED BY SEPTA MARKETING –APRIL 2015
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• Tools of the Trade– Timing Messages/Posts• Reviewing usage by day and time • Make sure you’re posting within 30 minutes of your
users’ peak activity times• Sometimes one day of the week offers a 50-100% larger
audience; These are opportunities you don’t want to overlook
– Track Format Preferences• Over the past few years, there’s been a shift toward more
visual content (photos & videos)• It’s important to base your strategy on what your
fans/customers prefer
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• Tools of the Trade– Sort Your Posts • By going through your top-performing posts in the page’s
entire history (relative to your strategy and KPIs), you can start to identify some qualitative factors you might not have thought about before.– Is there a visual or contextual theme that has consistently
performed well over time? Maybe your fans have a soft spot for Star Wars references.
– Are there sentence structures that consistently outperform others? Copy length, personality nuances and literary devices can be a factor.
– Is there something consistent in the imagery you’ve been using? Bright colors, 3D styling or photography might outperform illustration.
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• The True Test – More Riders– This is, obviously, the biggest measuring stick you’ve
got– After all, if you’re not getting more money out of all
the content you’re slaving away at (or paying someone to slave away at for you), your strategy isn’t working!
– OK, so you’re not going to see the money train pull up after one ad, tweet, post or spot, but if your content has had time to “make the rounds” and your bottom line still isn’t getting a boost, it’s time to re-think your strategy
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
• 10 Reasons Your Strategy Isn’t Working1. You haven’t refined your strategy2. You don’t spend enough money and/or time3. You aren’t promoting your content4. Your content…just isn’t very good5. You’re in a tough niche6. You’re up against a goliath of a competitor7. You haven’t waited long enough8. You have horrible SEO9. Your expectations are too high10. You’re not having any fun with it
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Entertain Inspire
Educate Convince
Celebrity EndorsementReviews
QuizzesContests
Trivia
InfographicsIndustry Articles
Press ReleasesService Advisories
Nothing But The FactsGreenCost SavingsTestimonials
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
26
Thank you!