1. “Generating Growth ….
In the ever increasingly complex
world of marketing, social media
and the press, how do I
determine where to spend my
limited marketing budget to
directly grow my business.”

2. About me
 Technology to brand to marketing
 Marketing & the internet fused in 1994!
 Then Marketing Manager for On Australia which become the MSN,
been around for a while 
 Created and ran my own business nationally for 10 years –
Marketing Angels
 Now Outsource to Us – multi-disciplined – marketing, PR and social
media
 Driven the marketing & business development campaigns for many
companies
 Across all disciplines and industries, the rules are the same!

3. Outsource to Us - key people
Jane Patterson
•Marketing Manager (SYD)
Tahlia Edwards
•Marketing Manager (BNE)
Dominique Cassidy
•Digital Marketing Manager
Mark Tull
•Internet & website strategy
Jane Keighley
•PR & Media Manager
Jane Toohey
•Managing Director
Hilary Knights
•Strategic Director
 Plus other Graphic designers, Project Managers and support staff

4. Outline for the next 30 mins
 What is marketing in 2015, how do social and media fit in
the mix?
 How do you match the right tactics to your target
audience to increase conversion?
 What can a business do to increase customer
engagement on a minimum budget?
 How to track and analyse what works and which tactics
deliver the best ROI

5. Marketing in 2015
A complex proposition

6. An increasingly complex media landscape
 Print (magazines, newspapers)
 Online magazines, news
 Outdoor, billboards, cinema
 TV: Free to air, PayTV, Digital, Internet TV
 Radio: there are 100s of stations in
Qld alone and now digital radio
 Aggregate & mobile websites
 Branded YouTube Channel
 Branded iPhone apps
 Forums & blogs - content
 Social media: Facebook, Pintrest,
Google Plus, Linkedin, Twitter

7. Possible tactics = stretching the skills of a
single marketing manager
 Traditional marketing: advertising,
direct mail
 Digital marketing: eNews, Google
adwords, display, remarketing
 PR and media relations
 Telemarketing
 Social media
 Content marketing, blogging and
advocacy

8. Considered integrated marketing drives
business growth.
 With an increasingly complex media landscape any marketing
manager or business leader would be forgiven for jumping on the
latest bandwagon, heralded as the 'be all and end all' of marketing
solutions.
 Be absolutely sure that any new medium is being used by your
target market.
 Marketing is not an exact science and never will be, so test,
measure and revise your strategy as you go.
 Take an integrated approach and meet your customers on their own
playing field.
 The customer now determines the communication method.

9. Marketing planning,
it’s a process!

10. Marketing Planning Process
RESEARCH
Clients
Prospects
Competitors
Staff
BRAND &
POSITIONING
Review/Develop
Brand and
Positioning
Key messages
STRATEGY
Objectives
Activities
Integration with
sales
Budgets
Calendar
IMPLEMENTATION
Develop and
implement a tactical
plan to achieve the
objectives outlined
strategically
REPORTING
Track and Measure Effectiveness
Develop an effective reporting process to
measure effectiveness and assist with
future plans and organisational capacity

11. Matching the right
tactics to the target
audience – who &
why?

12. Define target markets
 There will likely be a number of these
 Define each and profile them
 Understand their hot buttons
 Understand what media they use
 Understand where they ‘hang out’
 Build a detailed picture of their
personality
 Sell into their listening.

13. Your
Target
audience
(market
segments)
What are
they
listening
out for?
What are
their
media
habits
Identify
their
needs and
wants
Social
media
users?
General
online
habits
What is their
language
What is
their style /
status?
Build the profiles

14. Why are you marketing?
 Drive new enquiry into the business?
 Build stronger relationships with
current clients?
 Build the reputation and awareness of
the brand and business?
 Attract new staff to the company?
 ‘Woo’ the media?
 Influence key stakeholder groups?
 Corporate comms - issues
management?

15. Match the medium to
the target audience –
the what?

16. Fashion hair salon
Targeting:
 Fashion conscious women
 Higher net worth
 Localised market – CBD
 Very socially active
 Technically more savvy.

17. Why
 Local brand building
 Driving store traffic
 Customer relationship
marketing, building
regulars
 Long term campaigns

18. Where, when
 Online, interactive web
 Facebook
 Twitter
 Email
 Video blogging
 Public relations in local media.
 on demand, their space, their way
 pull marketing not push
 give offers, engagement, loyalty.

19. Essence property development
Targeting:
 High net-worth
 SMSF owners
 Investor market
 Baby boomers
 Empty nesters.

20. Why
Only one reason
 Sell property
focus specific catchment
national target
media for recognition &
broad coverage

21. Where, when
 Print advertising, Fin Review,
Courier Mail Property liftout,
Domian –Sunshine Coast
 Magazines – My Property
Preview, Brisbane News
 Online brochures
 Billboards Bruce Highway.
Highly emotive & engaging, one
chance to connect.

22. Now, what to say,
when and where?
Increasing
engagement

23. What sets you apart?
 Your brand
 Your positioning is your promise to the market…
Sustainable Buildings
 Bringing the built environment to life
Pure Heaven
 Creating a peace of heaven for everyone
Practical Systems
 Improving the Business of Farming
Rehab Options Work Injury Management
 Protecting Business, Their People, and Profits

24. What are you saying…?
 What is your
brand image?
 Who are your
customers?
 Do they match?
 If they don’t,
change it…..e.g.
McDonalds
unhealthy to
healthy
A brand will attract buyers whose actual or desired self images
match the brand’s image

25. Consistent Messages
 Map the customer journey
 What do you want to be known for?
 What are the needs of the target market?
 Then what do you need to
say?
 When and where do you
need to say it?
 How will you create
engagement

26. Flow of a customer journey – O2U
Touchpoint
1
• Brand engagement
• Print, banner ad, website view
Touchpoint
2
• Initial contact
• Telephone, online form, meeting
Touchpoint
3
• Confirm brief
• Proposal

27. Flow cont./
Touchpoint
4
• Answer questions
• Make revisions
Touchpoint
5
• Confirm Ts&Cs and pricing
• Acceptance of contract
Touchpoint
6
• Initial kick off

28. Growth from brand
engagement

29. Engagement
 Engagement - don’t preach or sell.
 A two way communication
 Always respond
 Speak into a listening
 Understand what they are listening
for!
 So know the brief, know the target
market.
 Engagement creates trust in the brand
or business.

30. The Nike+ product provides
a community which:
• Links to other users
• Links to friends
• Provides personalised
coaching programs
and more!
= Brand Engagement.
Growing organisations are
demonstrating their
understanding of their
customers and how to
communicate with them…
Growth through Engagement

31. Small business
 Know their audience
 Cyclists
 Workers until 2pm
 Locals in evening
 Create engaging content daily across
social platforms
 Facebook images are totally enticing
 Regular relevant updates on specials
 Adapt to the environment e.g. Friday
night turn into a pizzeria
 Customers engage and provide the
community feedback, 2wheels
engage.

32. Tracking and analysis

33. What’s working?
Understanding what element of marketing is working is more important
than ever in this complex environment
 Become more data-driven
 Develop a specific mechanisms to know what works and what
doesn’t across your marketing platforms
 Integrate analytics with conversion tracking
 Use social analytics and feedback
 If there are no new leads resulting in sales, the marketing is not
working!

34. Example Monthly KPI Report Social
Monthly Social Media KPIs
for Oktoberfest Brisbane
May
13
Jun
13
Monthly
Varianc
e
Ju
l
13
May
2013/
May 2014
Jun 14
Monthly
Variance
June
2013/
June
2014
Jul 14
Monthl
y
Varian
ce
Aug
14
Monthl
y
Varian
ce
Sep
14
Monthl
y
Varian
ce
Sept
2013/
Sept 2014
Oct
14
Monthl
y
Varian
ce
Oct
2013/
Oct 2014
Nov
14
Monthl
y
Varian
ce
Dec
14
Monthl
y
Varian
ce
Dec
2013/
Dec 2014
FACEBOOK
Fans end of month Facebook 6,114 6,220 2% # 60% 9,949 2% 60% 10,191 2% 10,591 4% 12,250 16% 53% 14,011 14% 46% 13,989 0% 13,976 0% 46%
10 Facebook post shares / mth 1) 2 29 1350% # 1950% 15 -63% -48% 70 367% 104 49% 266 156% 8% 333 25% 38% 7 -98% 7 0% 17%
Traffic to the website from
Facebook 1) 11 100 809% # 2673% 263 -14% 163% 338 29% 682 102% 2,880 322% 37% 5,354 86% 50% 87 -98% 26 -70% 550%
TWITTER
Followers end of month Twitter 162 181 12% # 65% 276 3% 52% 292 6% 303 4% 330 9% 52% 374 13% 50% 378 1% 384 2% 51%
Mentions 1) 1 2 100% # 200% 1 -67% -50% 1 0% 11 1000% 27 145% 125% 92 241% 6% 5 -95% 1 -80% -67%
Favourited 1) 0 1 100% # 4 100% 300% 4 0% 24 500% 41 71% 720% 41 0% 64% 2 -95% 1 -50% 0%
Retweeted 1) 0 1 100% # 8 700% 700% 5 -38% 27 440% 58 115% 480% 64 10% 137% 2 -97% 1 -50% 0%
Traffic to the website from Twitter 1) 0 0 # 13 2 -85% 31 1450% 46 48% 667% 26 -43% -32% 1 -96% 1 0%
GOOGLE+
Followers end of month Google+ 19 58% 26 37% 34 31% 50 47%
No data
Sept 13 51 2%
No data
Oct 13 54 6% 55 2%
Plus 1 or shares from followers 1 0% 4 300% 10 150% 25 150%
No data
Sept 13 13 -48%
No data
Oct 13 11 -15% 4 -64%
Traffic to the website from Google+
1) 3 200% 45 1400% 28 -38% 33 18%
No data
Sept 13 8 -76%
No data
Oct 13 3 -63% 0 -100%
PINTEREST
Followers end of month Pinterest 0 16 # 625% 123 6% 669% 130 6% 142 9% 158 11% 172% 163 3% 126% 165 1% 167 1% 90%
Number of Repins 1) 0 16 # 94% 38 23% 138% 38 0% 57 50% 61 7% -10% 41 -33% -44% 17 -59% 15 -12% -6%
Traffic to the website from Pinterest
1) 0 35 # -100% 7 -80% 3 -57% 3 0% 9 200% 0% 0 -100% -100% 1 0 -100%
LINKEDIN
Traffic to the website from LinkedIn 13 1200% 5 -62% 1 -80% 1 0%
No data
Sept 13 0 -100%
No data
Oct 13 0 1
INSTAGRAM
Followers end of month Instagram 0 25 # 940% 277 7% 1008% 290 5% 304 5% 566 86% 258% 772 36% 206% 766 -1% 744 -3% 196%

35. 5,000
6,000
7,000
8,000
9,000
10,000
11,000
May
13
Jun
13
Jul
13
Aug
13
Sep
13
Oct
13
Nov
13
Dec
13
Jan
14
Feb
14
Mar
14
Apr
14
May
14
Facebook (May 2013 - May 2014)
F…
-
50
100
150
200
250
300
May 13Jun 13Jul 13Aug 13Sep 13Oct 13Nov 13Dec 13Jan 14Feb 14Mar 14Apr 14May 14
Twitter / Instagram / Pinterest / Google+
(May 2013 - May 2014)
Twitter
Instagr
am
Pintere
st
Google
+

36. What drives traffic?

37. 10
12
14
16
18
20
22
24
26
28
30
Nov-14 Dec-14 Jan-15 Feb-15
Regional Media Clippings
Media Clippings
eNewsletters
Overview
2014
N
o.
Day
Dat
e
eNewsletter Title Sent
Deliver
ed
Opened Clicks Bounces
Unsubscri
be
No. % No. % No. % No. %
Sat 19/4
1
Thur
s 30/5
Wilkommen Oktoberfest Brisbane
2014
12,64
8 11,763 3,905 33.2% 568 4.8% 885 7.5% 94 0.8%
2
Thur
s 24/6
Get the group together and
practice your ‘Schunkel’
11,90
8 11,652 3,051 26.2% 289 2.5% 256 2.2% 107 0.9%
3
Thur
s 17/7
It’s a Foodie’s Paradise at
Oktoberfest Brisbane!
11,78
9 11,516 2,954 25.7% 169 1.5% 273 2.4% 90 0.8%
4Tues 12/8
The Fliegerlied is coming to
Brisbane! Are your dance moves
up to scratch?
11,57
5 11,415 2,914 25.5% 357 3.1% 160 1.4% 85 0.7%
4.
2
Thur
s 21/8
NOW OPEN: Early-bird ticket sales
| Pork Knuckle of Destiny bids!
11,43
3 11,324 2,753 24.3% 360 3.2% 109 1.0% 70 0.6%
5Tues 2/9
Fun, follicles, fashion and first-
timers all welcome!
11,35
3 11,215 2,403 21.4% 279 2.5% 138 1.2% 62 0.6%
6
Thur
s 18/9
OFB's Top 10 reasons why
11,19
4 11,105 2,365 21.3% 158 1.4% 89 0.8% 68 0.6%
7Tues
7/10
A German Wunderland is just
across the bridge
11,11
3 11,036 2,784 25.2% 231 2.1% 77 0.7% 44 0.4%
8Wed
16/1
0
Last weekend coming up! Don't
missout!
11,04
6 10,985 2,047 18.6% 222 2.0% 61 0.6% 49 0.4%
Thur 30/1Danke from the Oktoberfest 10,99

38. Case Study –
Basketball Queensland
Need
- Increase media coverage across
South East Queensland
- Develop strategy for social
media.
- Increase female participation.
Approach
- Fully integrated PR and media
campaign
- Workshop staff to provide
information and training across
all social media platforms
- Set up a fortnightly coaching
program for the Marketing
Manager
Results across 2014
- 50% increase in media mentions across
all channels
- 63% increase in Facebook followers
- 49% increase in Twitter followers
- 589% increase in Google+ followers
(from March 2014)
- 262% increase in LinkedIn followers
- 1217% increase in Instagram followers
(from March 2014)

39. Case Study - Tile Wizards
 Double income new home
owners
 Source all info online
 Heavy use of social media
 Very little traditional media
 Very little TV esp free to air
 Empty nesters downsizing
 Traditional media
 Direct mail
 Radio
 Pay TV
Consider 12 locations!
Tactics that work in Coffs don’t
work in Springwood!!
 Renters
 Free media
 Online
 Realestate.com
 Tradies
 Radio
 Direct
 WOM

40. Tracking & analysis focus the
budget on leads!
 2013 - $130,000 on mass media (TV & radio) but impossible to track
 12 stores each with different target markets
 As budgets come under scrutiny, focus on conversion is important
 Now there is no mass media and all marketing is online
 Track marketing tactics to stores and customer who bring vouchers
into specific stores
 Marketing is accountable.

41. Limited budget?
 Analyse where your customers are looking
 Listen for how they want to be communicated with
 Develop 2-way communications
 Engage at every step of the customer journey, consistent
messages
 Test, track and analyse conversion
 Revise your plan constantly.

42. Our Services
Research, workshops &
facilitation
Smart strategy
development & planning
Marketing management
with training & coaching
internal staff
Experienced PR, media
relations & copywriting
Social media strategy &
management delivering
results
Digital marketing,
SEO & SEM creating
leads
Project management
e.g. website builds
with no headaches
Lead generation &
sales training for
effective conversion.

43. What Sets O2U Apart?
 Story Tellers – fundamentally we tell your story to your chosen market in a
way that engages and sells
 Transparency – we demystify the jargon, simplify the process and explain
the detail
 Collaboration – successful strategy needs continual iteration and being
upfront from the outset often sees clients as partners
 Communication – means you are kept abreast of progress, challenges and
results
 People – we have a team of the finest strategists, marketers, designers and
content editors. We only look good when you look good
 Service – A well thought out strategy and comprehensive implementation
are the key differentiators in a highly competitive market place and
imperative to achieve maximum return on investment.

44. Thank you for listening
janetoohey@outsourcetous.com.au

46. Media coverage
2013 40 articles, 2014 100 articles

47. 2014 introduced AdWords & remarketing

48. 0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Year
64,677
92,067
114,124
143,652
No.WesbiteVisits
Website Visits
2011
2012
2013
2014
Note: 2011 figures not for whole year
- only available from 01/08/2011
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
No.WebsiteVisits
Month
Website Visits per Month
2011
2012
2013
2014

49. 2013 2014
Facebook Year-on-year Increase+
Likes 10,191 13,585 62%
Twitter
Followers 293 356 45%
Instagram
Followers 271 658 219%
Pinterest
Followers 130 161 348%
Google+
Followers 26
Social Media Platforms