Presentation given by Jeff Bartlett (Incisive Marketing) at the seminar on 02/07/2009.

1. We b , PR & S o c ial Me dia Marke ting
Pulling the Marke ting Plan To g e the r
Je ff Bartle tt

2. Introduction
 Marke t Tre nds & Co nditio ns
 Traditio nal Marke ting

On -line Marke ting

De vis ing 21 s t Ce ntury Marke ting Plans

3. Market Trends & Conditions

On -line has be c o me pre tty muc h c o mmo n plac e
– De fac to to have a we bs ite ; ris e o f s o c ial me dia ; mo bile s & iPho ne s

Ec o no mic Pre s s ure s
– Re c e s s io n ; s c rutinis ing o f Budg e ts ; “no c o s t” marke ting pro mis e
– Glo bal e c o no my ; g re ate r c ho ic e fo r B 2 B & B 2 C

Inte rac tio n & dialo g ue
– S c e ptic al c us to me rs ; marke ting pro mis e s no t be ing me t; c us to me r
o pt-in
 Gre e n ag e nda
– Pre s s ure o n print me dia , trave l, exhibitio ns e tc

4. Traditional Marketing
Marketing
Planning Advertising Promotional
Telemarketing Gifts
Events & Exhibitions Hospitality
Public Relations Literature
& Brand
Market Research Direct Marketing Product Management Web & New Media

5. Traditional Marketing

Adve rtis ing Campaig n
– Mag azine adve rts …….PR s uppo rt…….S ale s Co llate ral…… Po S

Dire c t Marke ting
– Dire c t Mail…….Te le marke ting …… S ale s Co llate ral…….S pe c ific Offe r

Exhibitio n /Eve nt
– Eve nt its e lf…… Dire c t mail…..adve rtis ing
 Is s ue s ………
– Co s ts & Re s o urc e s
– Me as uring Effe c tive ne s s is Diffic ult
– Inte rac tio n & Dialo g ue is “c o ld”

6. On-Line Marketing
WEBSITE
Search Engine On-line
Pay Per Click
Optimisation Directories
Advertising
Business Social Consumer Social
On-line Public
Media (LinkedIn) Media (Facebook)
Relations Broadcast Social
Media (Twitter)
Customer Insight
(Market Research) Email Marketing Viral (YouTube) Banner Advertising

7. On-line Marketing

We bs ite is the “c o re ” to all yo ur ac tivity
– Ce ntral re po s ito ry …… g athe rs info rmatio n …… g ive s ins ig ht to
c us to me rs
 Mo re e le me nts c an be linke d to g e the r fo r g re ate r impac t
– Email/ne ws le tte r… o ffe r… we bs ite do wnlo ad … c apture info rmatio n
– Re s e arc h …..inte g rate s with CRM…..pic ture o f c us to me r

S o c ial Me dia & PR
– Gro ups …..Inte re s ts …… Marke t re s e arc h & c us to me r ins ig ht
– Whe re e ls e to “adve rtis e ”…… plac e PR artic le s …....ho w to c o mbine
o ffe rs
 Cus to me r “o pts -in” & le ads the dialo g ue

8. Sales Funnel (Sales Pipeline)

9. Sales Funnel – Tracking the Sales Process

10. Sales Funnel – Measuring Website Activity

11. S ale s Funne l S tag e s and Traditio nal Marke ting
Me tho ds
S ale s Adve rtis ing PR Eve nts Dire c t Mail Te le marke ti S ale s
Funne l ng Co llate ral
S tag e s
Aware ne s s 4 4 2 2 2 1
Enquirie s 3 2 4 4 4 2
Dialo g ue 2 1 3 3 3 2
Lo ng Lis t 2 2 3 3 3 2
Pro po s al 1 1 2 2 1 3
S ho rt Lis t 1 3 2 2 2 4
ORDER 1 2 1 1 1 4
Manag e & 2 2 2 2 2 2
Re tain
www .inc is ive - © Inc is ive Marke ting Limite d
marke ting .c o m 2009

12. S ale s Funne l S tag e s and On -line Marke ting
Me tho ds
S ale s We bs ite On -line PR Email On -line S o c ial S e arc h
Funne l Adve rtis ing Me dia Eng ine s
S tag e s
Aware ne s s 4 4 3 3 3 3
Enquirie s 4 3 4 4 4 4
Dialo g ue 3 3 4 3 3 4
Lo ng Lis t 2 2 3 3 3 3
Pro po s al 2 2 2 2 2 2
S ho rt Lis t 2 2 2 2 2 2
ORDER 4 1 4 3 1 2
Manag e & 3 3 3 2 4 2
Re tain
www .inc is ive - © Inc is ive Marke ting Limite d
marke ting .c o m 2009

13. S ale s Funne l S tag e s and S OCIAL MEDIA
S ale s Fac e bo o k Linke dIn Twitte r MyS pac e Yo uTube Be bo
Funne l
S tag e s
Aware ne s s
Enquirie s
Dialo g ue
Lo ng Lis t
Pro po s al
S ho rt Lis t
ORDER
Manag e &
Re tain
www .inc is ive - © Inc is ive Marke ting Limite d
marke ting .c o m 2009

14. Benefits of On-line Marketing

Re duc e d Co s ts ……….but s till ne e d pe o ple ’s time
 Initiate a dialo g ue in a le s s intrus ive fas hio n

Give s yo u re al ins ig ht into c us to me rs like s , inte re s ts
 Me as ure & trac k
 S pe e d to marke t with ne ws , o ffe rs e tc

Influe nc e audie nc e s far & wide
 Co mbine diffe re nt e le me nts quite e as ily

S c o re s mo re hig hly o n mo re e le me nts than Traditio nal

15. Integrating On & Off-line Marketing
PR On &
Off-line
Adve rtis ing SEO & PPC
& S po ns o rs hip Advertising
WEBSITE
Events &
S o c ial Me dia
Networking
Direct Marketing Sales
Email & Literature,
Telemarketing & Proposals

16. Summary

On -line Marke ting
– De fac to s tandard …… inc re as e furthe r with iPho ne e tc
– Me as ure ….trac k…..inte rac t….dialo g ue
– Co s t e ffe c tive ….fle xible …… quic k

Inte g rating Traditio nal Marke ting
– Email ove rlo ad …… dire c t mail c an s till be e ffe c tive
– Adve rts as pro mo tio ns & with a c all to ac tio n …… us e yo ur we bs ite

S ale s Funne l as a Marke ting Planning to o l
– Me as ure the o utc o me s & adjus t