Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Out-Of-The-Box Sales and Marketing Ideas Presented by Cristopher Levy, Managing Partner, Encore Media Partners SISO Executive Conference – Hartford – August 2006 10 Ways To Stretch Your Marketing Budget • Ask media vendors about special deals – think airline business • Ask them about combo buys – think McDonalds • Book media early or book it late • Buy reminant media space • Lock in media contracts – leverage volume Encore Media Partners – SISO 8/06 …continued on next slide 10 Ways To Stretch Your Marketing Budget • Understand media company footprint • Trade – Leverage ALL products + access • Maximize marketing spend in the “sweet spot” • Leverage your exhibitors’ communications channels • Cut out waste by continuously tracking, measuring and optimizing Encore Media Partners – SISO 8/06 Create Custom Corporate Events To Bring Buyers And Sellers Together • Leverage your sales channels to extend • • your brand Increase monetization of your audience Offer heavily-branded, highly-customized solutions which provide 100% control over… – – – – Audience Message Format/content Date, time, location, venue Encore Media Partners – SISO 8/06 Identify Unique Characteristics About Your Audience • Demographics • Psychographics – Why do they come to you show? – What convinced them to attend? – What did they like most about your show? • Media Habits – How do they want to receive info from you? Encore Media Partners – SISO 8/06 Think Niche/Segmentation • Carve out segments within your target audience universe – – – – Industry Function Interest Relationship (Previous attendee, Prospect, etc.) • Correlate marketing dollars to conversion profile • Develop target specific messaging • Use target relevant media Encore Media Partners – SISO 8/06 Know All Media Channels that Are Available – Be Platform Neutral • • • • • • • Newspapers Trade pubs Direct mail Radio TV/Cable Transit Billboard • Moving • • • • • • Billboards Cinema Links Email Online ads Search Blogging Encore Media Partners – SISO 8/06 • Podcasting • Coffee cup • • • • • sleeves Inserts Newsletters POP display Voicemail Events Differentiate Your Message With Radio • Access large audience through the medium’s high penetration • Think frequency • Leverage diversity • Capitalize on targeting • Buy shorter units – 10s, 15s, 30s vs. 60s Encore Media Partners – SISO 8/06 Search! • Do you know where you are ranked… where your competitors are ranked? • Millions of searches • Pull vs. push medium • Optimize organically • Use target relevant keywords/terms Encore Media Partners – SISO 8/06 …continued on next slide Search! • Understand the hit volume and competitiveness of keywords/terms • Focus on more than just the home page • Leverage link popularity • Use paid search where necessary Encore Media Partners – SISO 8/06 Give Value To Get Email Addresses And Customer Data • Be creative in email acquisition – ask yourself why should this visitor give me their email address? – Offer something – Wet their appetite – Use cross-platform acquisition • Start off asking for only a few data points • Offer higher value/content to get more robust data Encore Media Partners – SISO 8/06 Use A/B Testing to Optimize Results From Email • From line • Subject line • Message length • Text vs. HTML • Frequency • Copy points Encore Media Partners – SISO 8/06 Maximize Value Of Your Web Site • Design around the reality that everyone does not visit through the home page – develop strong landing pages • Collect email addresses on all attendee pages – make it visible! • Integrate viral drivers • Design navigation to maximize registration Encore Media Partners – SISO 8/06 Leverage Your Own Media • Show dailies • Ads on the exhibit floor • Badge/registration mailer/packet • Post show communications • On-site Internet stations Encore Media Partners – SISO 8/06 Track All Marketing Touchpoints • Use multiple channels to ensure data quality • Use URL redirects for each activity • Use additional URL differentiation for each list source • Use source codes for offline activities • Ask registrants how they heard about your event Encore Media Partners – SISO 8/06 Develop Actionable Metrics • How many responses/registrations did you get • • • • from a specific activity? How many pieces does it take to achieve conversion by target segment? What is the abandonment rate on your web site registration page? How many single page visits do you have on your web site? What are the top exit pages on your web site? Encore Media Partners – SISO 8/06 Act On This Data And Move Outside Your Comfort Zone • Data is of no value if it just sits in a report • Remember inaction is a decision • Time/speed is essential – Act real-time • Scale into change • Change is inevitable – your events must also evolve to remain in sync with your marketplace Encore Media Partners – SISO 8/06 THANK YOU! Cristopher Levy Managing Partner, Encore Media Partners [email protected]