1.Painting the Big Picture:The Power of a Holistic and Integrated Marketing Approach

2. About Me - Rebecca TannGlobal Marketing StrategistFortune 500 BrandsTraditional, Digital & Emerging TacticsManaging Budgets in Excess of $30 millionB2B and B2C Experience 3. What we doWorlds largest provider of flexible workspace solutionsMore than a million customers a dayLocations spread across 100 countriesWhere we do itWho we do it forGlobal organization with more than 1,500 business centres across some 600 citiesFounded in Brussels in 1989Currently headquartered in LuxembourgMore than half of Fortune 500sStart-ups and medium-sized companies across every sectorAbout Regus 4. About YouCorporation or Agency?B2B or B2C?Budget Size?What do you want to get out of this session?$250k or less $10m$50m$500k$1m $100m+ 5. AgendaWhat is Holistic & Integrated MarketingSetting Goals & ObjectivesThe Ecosystem of MarketingMessage & The MediumMeasurementRegus Case StudyKey TakeawaysQ&A 6. Holistic & Integrated MarketingUtilizing all of the intimately interconnected channelsthat make up the entire ecosystem of marketingMessageChannelMarketingDigital/OnlineDirectMarketingAdvertisingPubicRelationsSocial Media 7. Holistic & Integrated MarketingPerfect Marketing Mix: Recipe for SuccessRight MessageRight CreativeRight Channels/ExecutionRight Measurement 8. Setting Goals & ObjectivesMarketing to what matters to your InternalStakeholders / Sr. LeadershipWhat are the Key Performance Indicators (KPIs)that you/your team are measured by?How will you earn your bonus? 9. What matters most? Inquiries/Leads Conversion Revenue/Sales OccupancyDesigning a program that influences thesemetrics is critical for success!Sample Regus Key Metrics 10. Setting Goals & Objectives: Business LevelGoals:Big PictureObjectives:Specific, Finite and Time ConstrainedIncrease Revenue Increase Revenue by 25% by December 31, 2013Drive More SalesLeadsGenerate 1,500 Sales Leads in Q1, 2,000 in Q2,2,500 in Q3 and 3,000 in Q4Penetrate NewMarketsOpen 25 Locations in Latin American by 2014 11. Setting Goals & Objectives: Campaign LevelGoals:Big PictureObjectives:Specific, Finite and Time ConstrainedIncrease Engagementon Facebook Increase Likes by 25% in Q1 Increase unique visits to website 10% each Quarter Post 5 updates per week Deliver 500 incremental leads by end of Q4 12. Ecosystem of Marketing Media Relations Analyst Relations Investor Relations SEO/SEM Retargeting Social Media Websites/Microsites Direct Mail Email Events Onsite/POS Webinars Broadcast Online Mobile Print Out of HomeAdvertisingDirectMarketingPublicRelationsDigitalMarketing 13. Maximize your resources Human Financial PartnersStretch your assets to provide the most ROI, butdontoverstretch to the point that it weakens your infrastructure.Ecosystem of Marketing 14. Marketing DiversificationNo single failure pointStrength of multichannel/multiple sensesFreedom of experimentationSafety net (with tried & true programs)Ecosystem of Marketing 15. Clear Calls to ActionRegisterDownloadPurchaseCallMessage & the MediumContent CountsProvide ValueExclusive AccessCreative (Messaging & Design) is KingGood creative can propel a project to successBad creative/wrong message can sink the ship 16. MeasurementSocialmediaROI.Especially in theB2B world, thebudget to run thecampaign doesntalways stretch tomethods ofmonitoring, aswell.Does themarketingcampaign shortenthe selling cycle,by how much &how does thattranslate into lowercost of sales?We tend to viewmeasurement asan add-on thatcan be easilyeliminated..Measurementneeds to bethought aboutin the planningstages of thecampaign. 17. Building your program with the end in mind.Measurement What do you need to put in place to measure your success?Operational changesTechnology/toolsDashboardsCRM/Sales tools integration 18. Build a self-learning programMeasurement Adapt and optimize based on resultsA/B TestingPre/Post-Market SurveysPilot ProgramsMeasure, Rinse, Repeat! Dont let old marketing methods constrain you Take calculated risks 19. Regus TV Commercials - A 20. Regus TV Commercials - B 21. Email with two creative executions sent to same audience to test Opens Click thru RSVPs UnsubscribeRegus Email A/B Tests 22. Regus Case Study: Manhattan Market 23. Regus Case StudyGoals & Objectives Increase average monthly inquiries in the Manhattan market to reach100% occupancy by Q4 Assist sales efforts with local events/sales tools/SM guidanceStrategy Develop multi-tiered marketing campaign promoting office product 24. Regus Case StudyTactics TV Radio Online OOH DM/eDM PR/Social Media Events Sales Tools Target Channels Brokers/Partners Campaign Results 25. Regus Case StudyPhone Kiosks & StreetBanners 26. Regus Case StudyCaptivate ElevatorsTaxi TV 27. Regus Case StudyEmailsDirect Mail 28. Regus Case StudyCBS Times Square Super ScreenPrint Ad: NY Times 29. Regus Case StudySignage at ground levellocations Scan for aFree Day Pass 30. Regus Case StudyEvents, PR and Social Media 31. Key TakeawaysDifferent channels map to different KPIs But they all need to lead back to business metricsGlobal vs. National vs. Local One size does not fit allReporting to Internal Clients/Stakeholders and Sr. Leadership If you never tell them, they wont know Speak the CEOs language (i.e. Tweets Dollars) 32. Q&ALets tweet.Lets connect. 33. Thank you!