nhma disruptive marketing
TRANSCRIPT
Evolution - Revolution - Disruption
• Fax machine 1982
• Prodigy (Marketing for Sears) – Late 80’s (1988 in Hartford) only
possible with dial up modem.
• Evolution from 2,400 baud to high speed
• Disruptive USPS
• Holiday Cards vs. Holiday Emails and Video messages
Evolution - Revolution - Disruption
3D Printing/Additive Manufacturing
Disruptive Marketing
Finding the Right Mix
The right mix includes:Traditional marketing, including direct mail. Online marketingSocial media marketingVideo
To implement the right mix you must understand:Who is your audience?How do you market?Does your marketing fit your audience?
Traditional Marketing
Advertising/Branding – Today everything is integrated with online marketing where “call to action” can be far more immediate rather than ONE WAY with strictly traditional.
Trade publication advertising (branding)Trade press - publicity, press releasesMail packs/postcard decksPrinted LiteratureDirect snail mail: CatalogsPremiums – value of premiums, not just giveaways
Integrated Marketing
Become an expert in your field - provides many marketing opportunities
Source for articlesWriting articlesSeminarsWebinars (data collection)Example - www.combustibledustinfo.comAll helps for SEO – Search Engine Optimization
Digital Marketing - Overview
Digital MarketingWebsiteEmailSocial Media
Mobile Devices/Smart PhonesAppsQR Codes free marketing toolWebinars
• Branding• Marketing/Advertising• Lead Generation• Ultimately Sales• SEO• DATA COLLECTION
Digital Marketing – Why we do it
Source of images: http://www.freeimages.com/
Digital Marketing - Website
• Can be a very effective marketing tool• Email – NO free email like @aol.com, @gmail and
@yahoo.com not taken serious by business professionals. • Email Signature…free marketing tool• Email Marketing: Constant Contact (+ social media interface)
Digital Marketing - Email
Source of images: http://www.freeimages.com/
SPAM
Digital Marketing - Email
Digital Marketing - Social Media
It can ALL be disruptive if you are not aware of what marketing tools your competition is using!
Social Media not as powerful without… …Mobile Devices/Smart Phones
• Importance of smart phone (vs. old fashion cell phones) to enhance social media.
• How many have smart mobile device? Tablet?– How many had one five years ago?• Apps, Apps and more Apps (Advertising)• QR Codes (link to videos, tech data)
Social Media is Social Interaction…
Source of images: http://www.freeimages.com/
Or how disruptive is Social media???• 61% of US marketers use social media to increase lead
generation• 67% more leads per month are generated by companies who
blog• IBM saw an increase of 400% in sales in a social selling pilot
program• 55% of buyers search for information on social media• 75% of buyers likely to use social media in the purchase
processSource: http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/
Social Media – How Social is B2B?
• LinkedIn: Contacts, Groups, Recommendations, Networking: Combustible dust case study
• Twitter: As well as tools: Tweetdeck or Hootsuite – what’s trending , track competition and industry news.
• Facebook: Still a valuable tool for local business and branding• Pinterest : Great for telling visual story via images & infographics. • Picasa Web/Google Images• YouTube: Comdust, Manifold Video
Social Media – What we use
All are FREE marketing tools disrupting the traditional marketing methods with
multi-directional communication.
Social Media – What we use
Initiate, engage, and nurture relationships that are important to your business. With LinkedIn’s authentic, accurately targeted content solutions, marketers can actively influence purchase.
Social Media – Linkedin
Understanding YOUR own customer will determine whether facebook will work for your B2B business.
Infographic Source: easyeMerge.com
Social Media – facebook
Twitter is not only an information network, but also a valuable marketing tool for you business. Whether you want more customers, website traffic, app installs or sales, our suite of resources will help you plan for the new year and build momentum to achieve your goals. Source: twitter.com
Social Media – Twitter
While popular with recipes, children’s activities, and much more. Many manufacturers have a board customer base and this is just one more tool to reach the customer…
Social Media – Pinterest
Online marketing tool…visual storytelling for B2B marketing
Infographics
• Google – why focus on Google? Data…
• Google+
• Google Adwords* and display ads and remarketing opportunities
• Google Analytics: website traffic analysis
• Google News Alert: track news on company, competitors or industry topics
• Google Picasa: Images and SEO by tagging images
• Google Local/Maps: Good for local business, restaurants, B2C and B2B.
• YouTube (owned by Google): Viral Social Media Marketing.
• Google Translate
• 14 more Google tools you didn’t know existed
All are FREE marketing tools disrupting the traditional marketing.*Free other than Adwords
Disruptive Google….
The Future
Technology is reshaping and in many cases DISRUPTINGmarketing for manufacturers and beyond.
Jamison Scott
VP/Corporate Officer
Air Handling Systems5 Lunar Dr., Woodbridge CT 06525
203.389.9595 x 105 [email protected]
www.airhand.com
Combustible Dust Info
FACEBOOK LINKEDIN TWITTER
Thank you