Making marketing personal in a distracted world. Make your online and offline marketing be the most effective it can be with a mix of advertising, marketing PR, and social media.

1. Keeping It Real
Staying personal in a distracted world
Jeff Bunch, Brand + Digital Strategist
jeffbunch.com |marketingeq.com

2. Walking The Walk: About Me
Jeff Bunch,
Brand + Digital Strategist
• Former Journalist, Digital Editor
• Marketer on Agency, Client Side
• Worked in Both B2B/B2C Sectors
• Clients have included: Heathman
Hotel, Cupcake Wines, Music & Arts
• Business Partner of Marketing EQ

4. The marketing landscape
! Today’s world isn’t just about the latest shiny object
! Marketing, PR, Advertising, Direct Mail, have roles
! All campaigns need to be coordinated, integrated
! Strategies, tactics are unique to every business
! Key is which ones work best for your brand
! There is no template for what you need to do
! Tailor to industry, segment, audience (B2B or B2C)

5. It’s about people
Source: http://socialmediatoday.com/

6. The fundamental shift
! The marketplace is relationally more intimate
! Social media and digital isn’t all about technology
! Consumers have more information, trust peers
! Simply blasting out a message doesn’t work
! They want real conversations with real people
! You need to understand your business
! In relation to the customer, market, prospects
! Customer retention should be a marketing priority

7. Some things don’t change
! Be honest about your company & employees
! How do you see your customers, treat them?
! Today, your brand is what they say about you
! Good marketing can’t remedy business flaws
! Fix any broken systems, employee morale issues
! Customers, employees are brand ambassadors
! No marketing is free, traditional or digital

8. Take a closer
look: What do
you see now?

9. Start with a brand story
! It’s all about telling your story in authentic way,
reaching the right audience
! What is your brand story?
! What differentiates your company?
! What problem are you solving for the market?
! The answers to the foregoing dictate strategy
! It’s not about you, it’s about your customers

10. The 3-step process
EVALUATION PLANNING DECIDE

11. Reaching your objective
! You need to have a goal, plan for everything
! Acquire new customers, retain or both?
! Each may require different strategy, tactics
! Core messages and value propositions universal
! Create pieces that can be utilized cross-channel
! Map out a strategy and assign budgets
! Determine KPI’s, measure ROI, adjust in real-time

12. Look within, look around
! Start with an assessment of current efforts
! Sales figures, business goals
! Internal marketing spend
! Traditional, digital efforts
! Make decisions based on strategy, data
! What is/isn’t working (based on results)?
! Adjust strategy accordingly, be nimble

13. Thinking it through
Audience Message Medium
Call to
Action
FrequencyBudget
Source: Julie Gorham, Chief Marketing Architect,
MarketingEQ.com | julie@marketingeq.com

14. Mixing mediums
! Who are you? It affects your marketing strategy.
! Online merchant: Can you incorporate offline?
! Brick & mortar: What about an online campaign?
! Professional: How do you best target your efforts?
! Manufacturer: How do you make your story exciting?
! Retail: Attract new customers or reward existing ones?
! Diversify – A good marketing mix (offline/online)

15. The Marketing Matrix
Cost Reach CPM Value
Advertising Medium Relative Value
Source: Julie Gorham, Chief Marketing Architect,
MarketingEQ.com | julie@marketingeq.com

16. Navigating new media
! Paid media is only half of the story
! Includes offline ads (e.g. newspapers, publications)
! Includes online ads (e.g. Google paid listings)
! Earned media is currency in today’s market
! Brands are publishers and content marketing is key
! Once you create content, publish it out to the world
! Encourage your advocates to share your brand story

17. Where to focus
! You can’t be on every platform, so be strategic
! Include social media, but it isn’t one-size-fits-all
! If you are B2C, go where you can find consumers
! Facebook, Twitter, Instagram, YouTube
! If you are B2C, go where the decision-makers are
! Advertising, Industry Events, Business Media
! Your website is your best resource in a digital world

18. Thank You!
JeffreyRBunch@gmail.com | jeffbunch.com