Ana Presentation Doing More With Less

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A presentation to the Association of National Advertisers on how to do a cross-media campaign on a budget

Technology Business

Attract & Engage – The Top of
the Funnel
Doing More with Less
(subtitled: doing something for nothing)

●
Jeff Julian
●
Global Search Marketing Manager

What Does “Less” Mean
1. Less Budget $

• Limited vehicles, limited creative, limited scope

• Can't afford to compete with similar offerings

2. Less Time

• Message has to resonate fast & stand out

• Messages have to hit close together

3. Less Margin for Error

• One shot, no adjustments.

Sun Proprietary/Confidential: Internal Use Only

Pick One Thing

Sun Proprietary/Confidential: Internal Use Only

Can You Move the Needle?
1. Make an Impact

• Chose a key market for your company and/or customers

• Chose something interesting

2. Measurable & Repeatable

• Define your measurement tools

• Define the lead process (if there is one)

3. Close the Loop

• Make it easy for the customer to engage

• Make it cost effective for follow up

Sun Proprietary/Confidential: Internal Use Only

Make the Big Play – NYTimes

Sun Proprietary/Confidential: Internal Use Only

Support – Search, Email, Blogs...

Sun Proprietary/Confidential: Internal Use Only

Build off of the Message

Sun Proprietary/Confidential: Internal Use Only

Close the Loop

Sun Proprietary/Confidential: Internal Use Only

Measure the Impact

Sun Proprietary/Confidential: Internal Use Only

Measure the Follow Through

Sun Proprietary/Confidential: Internal Use Only

Define your Success
1. Did you make an impact?

• Yes, awareness for Sun Cloud Computing went up relative to our
competitors as seen in Google Search Trends.

2. Is the impact measurable and repeatable?

• Yes, over 4,000 leads collected over the length of the campaign and are
now in the sales funnel.

3. Is there follow up?

• Yes, telemarketing and triggered emails will follow to move the customers
along the buying cycle.

Sun Proprietary/Confidential: Internal Use Only

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Ana Presentation Doing More With Less

1. Attract & Engage – The Top of the Funnel Doing More with Less (subtitled: doing something for nothing) ● Jeff Julian ● Global Search Marketing Manager

2. What Does “Less” Mean 1. Less Budget $ • Limited vehicles, limited creative, limited scope • Can't afford to compete with similar offerings 2. Less Time • Message has to resonate fast & stand out • Messages have to hit close together 3. Less Margin for Error • One shot, no adjustments. Sun Proprietary/Confidential: Internal Use Only

3. Pick One Thing Sun Proprietary/Confidential: Internal Use Only

4. Can You Move the Needle? 1. Make an Impact • Chose a key market for your company and/or customers • Chose something interesting 2. Measurable & Repeatable • Define your measurement tools • Define the lead process (if there is one) 3. Close the Loop • Make it easy for the customer to engage • Make it cost effective for follow up Sun Proprietary/Confidential: Internal Use Only

5. Make the Big Play – NYTimes Sun Proprietary/Confidential: Internal Use Only

6. Support – Search, Email, Blogs... Sun Proprietary/Confidential: Internal Use Only

7. Build off of the Message Sun Proprietary/Confidential: Internal Use Only

8. Close the Loop Sun Proprietary/Confidential: Internal Use Only

9. Measure the Impact Sun Proprietary/Confidential: Internal Use Only

10. Measure the Follow Through Sun Proprietary/Confidential: Internal Use Only

11. Define your Success 1. Did you make an impact? • Yes, awareness for Sun Cloud Computing went up relative to our competitors as seen in Google Search Trends. 2. Is the impact measurable and repeatable? • Yes, over 4,000 leads collected over the length of the campaign and are now in the sales funnel. 3. Is there follow up? • Yes, telemarketing and triggered emails will follow to move the customers along the buying cycle. Sun Proprietary/Confidential: Internal Use Only

12. Attract & Engage – The Top of the Funnel Doing More with Less (subtitled: doing something for nothing) ● Jeff Julian ● Global Search Marketing Manager

Ana Presentation Doing More With Less

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