Marketing Communication Training

Transcription

1 Marketing Communication Training

2 Introduction... Ed Sander 15+ years of experience in Direct Marketing, Database Marketing, CRM, On-line Marketing Pet Food, Tissue Products, Mail Order Office Supplies, Pharmaceuticals, Financial Services. (B2B & B2C) Docent Beeckestijn Business School Event Driven Marketing Accountability & Marketing Metrics Co-author & editor of Event Driven Marketing (Kluwer, 2004/06) Follow That Customer! (USA, Racom, 2010) Author of various columns & articles (publicaties.failsafe.nl) Marketing Consultant / International Volunteer for Shaanxi Western Development Foundation / VSO

3 Contents Who, Why, How? Awareness and AIDA Online Communication Social Media Marketing Communication Planning

4 Who, Why, How?

5 Who do we communicate with?

6 Why communicate? Maintaining contact with your relations is essential because of: (Top of Mind) Brand Awareness become and stay well-known Transparency (show what your organisation accomplishes and does with donations) Maintaining contact will lead to: Repeat donations & purchases Word of mouth: new donors Possibly more attention from third-parties (press)

7 How do we communicate?

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9 Cross-Channel Communication

10 Cross-Channel Communication

11 Going Mobile

12 Awareness & AIDA

13 Brand Awareness Spontaneous

14 AIDA - 爱达公式 A - Attention (or Awareness): attract the attention of the customer. A 注意 ( 或意识 ): 吸引客户的注意 I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). I 兴趣 : 通过侧重展示好处和优势来提升客户的兴趣 ( 而不是像传统广告那样侧重于功能 D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. D 期望 : 说服客户他们需要你的产品或服务, 你的产品或服务会满足他们的需求 A - Action: lead customers towards taking action and/or purchasing. A 行动 : 引导客户采取行动和 / 或购买

15 Online Communication

16 Reversed Initiative

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19 Online Media Mix Traffic Drivers

20 Online Media Mix Traffic Drivers

21 Social Media

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23 Online Media Mix Outside China Inside China Task Google Baidu, Qihoo Search Engine optimization Facebook, Google + RenRen, Qzone, Kaixin001, Gongyi Social Network Twitter Sina Weibo, Tencent Weibo Informing Followers MSN Tencent QQ Contacting Supporters Youtube Youku, Tudou, Ku6 Uploading Videos Linkedin Ushi, Tianji Professional Networking Mailchimp Marketing Whatsapp Weixin Mobile

24 Weibo Do you have Weibo? How many people/organisations do you follow? Do you read every post on Weibo? If not, how do you decide what to read and what not? Are you constantly checking Weibo? What times do you read posts most? Conclusion: do not assume that all your followers have read your post. Stimulate reading by: Right timing Interesting content (don t overflow) Repetition (don t overflow)

25 Frequency

26 How not to use social media

27 How to use online media

28 marketing

29 Marketing

30 marketing Tips Do not put all content in newsletter. Provide teasers and links to content on the website. People don t like to scroll a lot. Measurable (Google Analytics, Mailchimp) what people find interesting. Frequently share news, results, stimulate repeat donations. Create transparency.

31 Shorter s; less scrolling Teaser text in the newsletter Link to full article on website

32 Visit other parts of the website Crosslinking to interesting stories Extra invitations to follow on social media Stimulate visitors to share the news

33 Measurement

34 Measurement

35 Communication Planning

36 Quarterly Newsletter Aim for 3-4 major news items per quarter Try to include a personal story Mention important grants (they establish trust) Mention major accomplishments/projects 2013 Q1 Launch Website Opening Warrior House Sponsorship Rabobank Share4More Wedding Yang Ju

37 Quarterly Newsletter Make a planning for the rest of the year. Approximately when to publish Fill in topics when known Management to provide input and possibly approval for topics Individual departments/projects to provide input to communication coordinator (Bunny) Try to include multimedia (video, pictures, etc)

38 Publication Schedule Quarter Topics Publication 2013 Q1 Launch Website Opening Warrior House Sponsorship Rabobank Share4More Wedding Yang Ju 2013 Q2 Agape Volunteer interviewed on Xi an TV Topic 2 Topic 3 Topic Q3 Topic 1 Topic 2 Topic 3 Topic Q4 Topic 1 Topic 2 Topic 3 Topic 4 Week 7 Week 20 Week 33 Week 46

39 Website and Social Media Publication Publish the news items on the Chinese and English websites as soon as they are available Announce them through Chinese and foreign social media as soon as they are published. Maybe keep one exclusive item for the newsletter (e.g. personal story) Facebook (auto-posting from Mailchimp) Twitter (auto-posting from Mailchimp)

40 Contact Ed Sander Failsafe Marketing T E ed@failsafe.nl W