Above/Below The Line Marketing Strategies and Campaigns. 11 June 2009

Transcription

1 How to Develop Effective Above/Below The Line Marketing Strategies and Campaigns 11 June 2009 JouJou Jabbour

2 Is there a difference?

3 Marketing vs. Advertising If you think advertising is the same thing as marketing, you have just tlimited it yourself lfto only using the most expensive way to market your business.

4 What is Advertising?

5 What is Marketing? Distribution Advertising Sales & Pricing strategy Research Customer Service

6 Right vs. Wrong way

7 The Marketing Process RESEARCH BRAND & POSITIONING STRATEGY IMPLEMENTATION Customers/Clients Competitors Staff Review/Develop Brand and Positioning i Develop a plan outlining Objectives Activities Budgets Calendar Implement the Plan REPORTING Track and Measure Effectiveness

8 1. Invest in Research Prospects come in all shapes and sizes

9 What s going on in the Market in General?

10 Your Staff: A wealth of Knowledge!

11 2. Getting the Brand Right Does it say what you do? Does it say how you are different? Does it reflect what customers say? Does it say what people want to hear? Will it work hard enough for you?

12 Case Study: Contractors Debt Recovery Background Payment Claims Network Proactive in marketing approach Results were consistently disappointing Key challenges Company name put clients off The business couldn t get the attention of key industry influencers

13 Case Study: Contractors Debt Recovery Results Now a regular contributor on 'Building Contractor' magazine Have been included in the pilot TV show 'Trade TV Business is experiencing significant growth

14 Branding Tool CI = Corporate Identity = brand + positioning Brand Positioning

15 Examples of Positioning VB for a hard earned thirst Aussie Home Loans all the right loans, under one roof Hungry Jacks the burgers are better at Hungry Jacks Avis we try harder L Oreal because you re worth it

16 Case Study: Cake Lingerie Personality (brand values) Values of customer (values of the Target Clients) Brand Essence uncompromising quality and luxury maternity lingerie for modern t d j women classic, elegant, strong, proud, joy, beautiful, fun, uncompromising discerning, feminine, proud, successful, fashion conscious Emotional rewards (to being in relationship with brand) Functional benefits (of the brand to clients) confident, empowered support, comfort, ease when breastfeeding Attributes (of the brand) small, flexible, professional, efficient, creative, uncompromising

17 CI = brand + positioning statement CAKE LINGERIE CAKE LINGERIE Celebrating Motherhood

18 Brand Building

19 3. Marketing Strategy Define your business goals Set some targets Identify your Critical No

20 Marketing Tactics Above the line advertising Vs. Below the line advertising

21 Marketing Tactics Above The Line Television Radio Cinema Outdoor Advertising Magazines/Newspapers Online: SEM, Internet banners This type of communication is considered impersonal to customers

22 Marketing Tactics Below The Line Social networking Public Relations/Sponsorship Direct marketing Events/Speaking opportunities Visual Merchandising Online In-store Promotions This type of communication is considered d personal to customers

23 Integrated Marketing Campaign Integrated Communication Approach: is a campaign that employs both above the line and below the line marketing tactics.

24 CALL TO ACTION CTA = CALL TO ACTION = CLOSING THE DEAL A call to action is what you want someone to do after they ve read your content. Most common call to actions are contact us or click here to purchase.

25 Case Study: CROP SMART Background - Provide fertilizers & pesticides to agriculture, - Unique distribution model allows competitive pricing on high quality generic product, - Adhoc Marketing Approach and low brand awareness. Key Objectives - Increase brand awareness, - Differentiation based on price without jeopardising quality, - Increase Sales.

26 Challenge Case Study: CROP SMART - Only known for low price, - Need to increase value of brand, - Highly competitive environment. Methodology - Research: - Identify differentiators/motivators, - Define current perception and perceived benefits. - Branding Exercise: - Strengthen the brand benefits i.e. We re on Your Side, - Create consistency via Unique Selling Proposition.

27 Methodology Continued Case Study: CROP SMART - Develop Marketing Plan: - Booked media in key industry publications identified through research, - Created series of Advertising concepts with consistent themes, messages, look & feel, - Reviewed website to include key messages and provide promotional platform, - Developed an newsletter and alert for special offers (based on rain fall, weather changes and available stock), - Developed Direct Mail pack for letterbox drop in key areas (advertising specific template), - Faxed out templates with order forms.

28 Case Study: CROP SMART

29 Case Study: CROP SMART

30 Case Study: CROP SMART

31 Case Study: CROP SMART Results - In one year, Client based increased from 300 to 500, - Reported increased Brand Awareness from word of mouth sales. Learning's - Research unlocked the brand potential, - Clear consistent messages based on research allowed client to build brand awareness that impacted sales, - Targeted messages resonated with target market and aligned with the customer experience, - Client was totally committed to the Brand.

32 Most important Marketing Tool

33 Network!

34 Use Social Media

35 4. Implementation Define a budget and implementation plan. Be Realistic! It s better to have a strategic plan that s 80% of what s possible but 100% implemented, than 100% of what s possible and only 80% implemented.

36 5. Tracking & Reporting Leads & sales by channel Leads & sales by region Type of lead (e.g. SME vs Corporate) Stage in the sales cycle Client satisfaction Review monthly with a view to understanding cost of each lead and sale

37 In Conclusion Do your research Make sure your branding is consistent and meaningful Develop ppractical realistic strategies Measure, report and improve It is a daily task

38 Questions Thank you & Happy Marketing!