MARKETINGSTRATEGYRYAN HEGRENESS @HEGRENESSMARKETING & ENTERPRISE DEVELOPMENT MANAGER

CITY OF ARLINGTON PARKS & RECREATION DEPARTMENT

INTRODUCTION

ABOUT THE AUDIENCE

• WHO DOES YOUR MARKETING?!

• WHAT ARE YOUR BIGGEST ISSUES??

WHY

• WHY ARE YOU ATTENDING THIS SESSION?!

• WHY IS MARKETING IMPORTANT TO YOUR AGENCY??

WHAT IS MARKETING?

DEFINITIONS• MARKETING:

• ADVERTISING:

• PUBLIC RELATIONS:

• COMMUNICATION:

• CUSTOMER SERVICE:

• CUST. RELATIONSHIP MGMT:

• BRANDING:

promoting and selling products or services, including market research and advertising

producing advertisements for commercial products or services

professional maintenance of a favorable public image the messages and media you deploy to communicate with the market

the provision of service to customers before, during and after a purchasea system for managing interactions with current and future customerscreating a unique name and image for a product, mainly through advertising

THE HISTORY OF MARKETING

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PRE-INDUSTRIAL POST-INDUSTRIAL

PRINTWORD OF MOUTH PRE-DIGITAL DIGITAL

Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for-their-attention

http://www.flickr.com/photos/vaultboy/http://www.flickr.com/photos/ideonexus/

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New York Public Library. http://digitalgallery.nypl.org

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THE HISTORY OF MARKETING

2000190018001700160015001400 1990 2010

PRE-INDUSTRIAL POST-INDUSTRIAL

PRINTWORD OF MOUTH PRE-DIGITAL DIGITAL

Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for-their-attention

• WHAT PERCENTAGE OF YOUR MARKETING/ADVERTISING BUDGET IS PRE-INDUSTRIAL?!

• WHAT PLATFORMS DO YOU THINK YOU WOULD LIKE TO FOCUS MORE ATTENTION ON?!

• WHAT ARE YOUR BIGGEST CONSTRAINTS??APPLICATION

START WITH WHY

http://www.youtube.com/watch?v=IPYeCltXpxw

START WITH WHY

WHY

HOW

WHAT

• WHAT IS THE WHY FOR OUR PROFESSION?!

• HOW SHOULD THE WHY EFFECT OUR PROMOTIONAL MATERIALS?

DISCUSSION

?

EXAMPLE

Mission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.

Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.

EXAMPLE

Mission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.

Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.

PUTTING IT TO USE

We believe that parks and recreational opportunities provide the foundation for the physical, social, economic and environmental viability and well-being of a community….

PUTT

ING I

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PUTT

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SEYMCA FALL VOLLEYBALLAges 8-16, Cooper Street Branch November 1 - December 1

Join us for a fun and exciting recreational volleyball league. No experience necessary. Practice begins October 20. League begins November 1.

The cost is just $19 for full members and $75 for program members. Registration ends September 28.!

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• DIVIDE INTO GROUPS!

• CHOOSE A SPECIFIC PROGRAM OR SERVICE!

• DETERMINE THE WHY, HOW AND WHAT!

• DEVELOP AD COPY THAT FOCUSES ON THE WHY

GROUP ACTIVITY

!

Purple Cow

PURPLE COW

REMARKABLE = WORTH MAKING A REMARK ABOUT!

BEING SAFE IS RISKY!BEING VERY GOOD IS INVISIBLE

http://youtu.be/V82OwyF_vBg

PURPLE COWWHAT WAS YOUR MOST RECENT

REMARKABLE EXPERIENCE?!WHAT MAKES YOUR

DEPARTMENT/FACILITY REMARKABLE?!

WHAT MAKES YOUR PROGRAM(S) REMARKABLE?

• DIVIDE INTO GROUPS!

• COME UP WITH A REMARKABLE PROGRAM OR SERVICE THAT NO OTHER DEPARTMENT IS DOING

GROUP ACTIVITY

!

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

FOCUS LESS ON COMPETITORS AND MORE ON ALTERNATIVES

BLUE OCEAN STRATEGY

• Which of the factors that the industry takes for granted should be eliminated?!

• Which factors should be reduced well below the industry’s standard?!

• Which factors should be raised well above the industry’s standard?!

• Which factors should be created that the industry has never offered?

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

REFLECTION

WRITE DOWN YOUR ANSWERS TO THE FOLLOWING:!

• HOW DO YOUR PROGRAMS DIFFER FROM YOUR COMPETITION?!

• WHAT IS YOUR UNIQUE SELLING PROPOSITION?

?

WHY THINGS CATCH ON

• SOCIAL CURRENCY!

• TRIGGERS!

• EMOTION!

• PUBLIC!

• PRACTICAL VALUE!

• STORIES

SOCIAL CURRENCY

PEOPLE SHARE THINGS THAT MAKE THEM LOOK GOOD

• Find inner remarkability.!

• Make people feel like insiders.

TRIGGERS

TOP OF MIND, TIP OF TONGUE

• Consider the context.!

• Grow your habitat.

EMOTION

WHEN WE CARE, WE SHARE

• Focus on feeling rather than function.!

• Emotional = more likely to go viral.

PUBLIC

BUILT TO SHOW, BUILT TO GROW

• Public = more likely to be imitated.!

• Design products that advertise themselves.

PRACTICAL VALUE

NEWS YOU CAN USE

• Useful things get shared.!

• Highlight knowledge and package value.

STORIES

INFORMATION TRAVELS UNDER THE GUISE OF IDLE CHATTER

• Build a story that people want to tell(and carries your idea along for the ride).

BEHAVIORAL ECONOMICS

ANCHORING

Anchoring occurs when individuals use an initial piece of information to make subsequent judgments.

RELATIVITY

Given three choices: A, B (distinct, but equally attractive) and A- (similar, but !inferior), we will almost always choose A because it is clearly superior to A-.

THE POWER OF FREE

ZERO/FREE IS A SOURCE OF IRRATIONAL EXCITEMENT

SOCIAL NORMS

Money is often the most expensive way to motivate

people. Social norms are cheaper and often more

effective.

THE PRICE OF OWNERSHIP

The “Endowment Effect” means that when we own something, we begin to value it more than

other people do.

EXPECTATIONS

The mind gets what it expects.

THE POWER OF PRICE

Price has an impact on efficacy.

PERSUASION

RECIPROCITY

People tend to return a favor.

SCARCITY

Scarcity generates demand.

AUTHORITY

People tend to obey authority figures.

CONSISTENCY

Once someone commits they are more likely to do it.

LIKING

People are more easily persuaded by people they like.

CONCENSUS

People want to fit in.

CONSUMER BEHAVIOR MODELS

AIDA

• ATTENTION

• INTEREST

• DESIRE

• ACTION

THE MARKETING/SALES FUNNEL(ONE VERSION OF MANY)

THE ZERO MOMENT OF TRUTH

PERMISSION / INBOUND MARKETING

PERMISSION MARKETING

Permission marketing requires that a customer has given

explicit permission or implicit permission for you to send a

promotional message.

INBOUND MARKETING

Inbound marketing attempts to earn attention through

interesting content.

INTERRUPTION MARKETING

Interruption marketing involves promoting through continued advertising, promotions, PR

and sales.

FOR EACH PLATFORM MENTIONED, DETERMINE WHETHER THE PLATFORM IS PERMISSION / INBOUND MARKETING OR INTERRUPTION / OUTBOUND MARKETING

GROUP ACTIVITY

!

INTEGRATED MARKETING

InTEGRATED MARKETING

Coordinated use of different promotional methods that

reinforce each other.

InTE

GRAT

ED M

ARKE

TING

NATURALLY.ORG & NF FUN NEWS

SKETCH THE MARKETING PLATFORMS/TOOLS USED BY YOUR DEPARTMENT,

DRAW ARROWS TO SHOW RELATIONSHIPS

INDIVIDUAL ACTIVITY

!

REVIEW

QUESTIONS?