cooking up marketing ideas for your association by cassandra johnson
Post on 25-Dec-2015
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Cooking Up Marketing Ideas For Your Association
By Cassandra Johnson
Five-Star Campaigns
• HP: Everybody On• Barilla: Share The
Table• Bubble Wrap: 50th
Anniversary
PrintBroadcastYouTube videosSocial mediaCelebrities
HP Everybody On
Barilla: Share The Table
PrintTelevisionWebsiteCelebrity endorsementsSweepstakesWebsite, consumer contentCharitable donation
Bubble WrapPop Heard Around The World
Product giveawaysWebsiteFacebookOnline gameCustom App
Integrated Marketing
What Makes These Campaigns Impressive?
• Right blend of Ingredients– Individually serve their
purpose
• Mixed with the proper balance
• Create a much more delicious and impressive dish
Let’s Look At A Few More FavoritesTARGET: Hello, Manhattan
Print Outdoor advertisingMedia coverageUse of celebrity designersSpecial event: Target Kaleidoscopic Fashion SpectacularFacebookStreaming video
Old Spice: Smell Like a Man, Man
YouTubeTelevisionTwitterSocial Media response campaignMedia coverage
100% Cork Campaign
WebsitePrint ads
PR campaignFacebook / Twitter
Special eventsViral videos
Integrated Marketing:Tactics That Are Trending
• Like-gating• Consumer
Platforms• Integrated
Video
Like-gatingThe practice of trading gifts or exclusive content
for a “like” on a brand’s page
Consumer Platforms
Give your best customers a platform allows them to share their experience with others
Integrated Video
Traditional Tactics Are Still Relevant
• Direct mail• Advertising• Public Relations• Email and
Website
Integration & Interaction
Your Integrated Marketing CampaignFirst: Ask These Questions
• What Is My Brand Strategy?• Who Are My Audiences?• What final outcome do I want to
achieve?• What can I Build On That I Already Have?• What Is Reasonable To Achieve Within
My Timeframe and Within My Resources and budget?
• Where/ How can I pull in industry “celebrities”?
• How can I give my members a platform to share their real-world expertise?
Your Integrated Marketing CampaignNext: Look In The Pantry
OfflineAdvertisingDirect MailFlyersBrochuresCouponsSpeaking engagementsMedia relationsVideoTestimonials
OnlineEmailWebsiteFacebookTwitterLinkedInYouTube
OVERALL MESSAGE
Your Integrated Marketing CampaignFinally: Start Cooking!
AudienceTacticMessageDate of Delivery/
Implementation
Measurement
Your Integrated Marketing CampaignFive-Star Results!
• Integration• Interaction• Increased
marketshare
Cassandra JohnsonRegional Affiliate Marketing Managercassandraj@ppai.org972-258-3027
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