cooking up marketing ideas for your association by cassandra johnson
TRANSCRIPT
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Cooking Up Marketing Ideas For Your Association
By Cassandra Johnson
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Five-Star Campaigns
• HP: Everybody On• Barilla: Share The
Table• Bubble Wrap: 50th
Anniversary
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PrintBroadcastYouTube videosSocial mediaCelebrities
HP Everybody On
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Barilla: Share The Table
PrintTelevisionWebsiteCelebrity endorsementsSweepstakesWebsite, consumer contentCharitable donation
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Bubble WrapPop Heard Around The World
Product giveawaysWebsiteFacebookOnline gameCustom App
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Integrated Marketing
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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
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Let’s Look At A Few More FavoritesTARGET: Hello, Manhattan
Print Outdoor advertisingMedia coverageUse of celebrity designersSpecial event: Target Kaleidoscopic Fashion SpectacularFacebookStreaming video
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Old Spice: Smell Like a Man, Man
YouTubeTelevisionTwitterSocial Media response campaignMedia coverage
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100% Cork Campaign
WebsitePrint ads
PR campaignFacebook / Twitter
Special eventsViral videos
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Integrated Marketing:Tactics That Are Trending
• Like-gating• Consumer
Platforms• Integrated
Video
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Like-gatingThe practice of trading gifts or exclusive content
for a “like” on a brand’s page
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Consumer Platforms
Give your best customers a platform allows them to share their experience with others
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Integrated Video
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Traditional Tactics Are Still Relevant
• Direct mail• Advertising• Public Relations• Email and
Website
Integration & Interaction
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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?
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Your Integrated Marketing CampaignNext: Look In The Pantry
OfflineAdvertisingDirect MailFlyersBrochuresCouponsSpeaking engagementsMedia relationsVideoTestimonials
OnlineEmailWebsiteFacebookTwitterLinkedInYouTube
OVERALL MESSAGE
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Your Integrated Marketing CampaignFinally: Start Cooking!
AudienceTacticMessageDate of Delivery/
Implementation
Measurement
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Your Integrated Marketing CampaignFive-Star Results!
• Integration• Interaction• Increased
marketshare
Cassandra JohnsonRegional Affiliate Marketing [email protected]