1. FOR THE REST OF US HOW TO CREATEADS THAT WORK WITHOUT ALL THE SCOTCH Diane Myer / Diane@icre8t.com

2. Go Ahead: Reinvent the Wheel 3. THE SECRET FORMULA 4. The Secret Formula to Great Ads Research Insights Idea Campaign Tactics Follow these steps to advertising that gets results without busting your budget 5. The Secret Formula: Smart Research Research Insights Idea Campaign Tactics What RESEARCH is most effective? OR Talking to your neighborsIndustry Data 6. The Secret Formula: Great Insights Research Insights Idea Campaign Tactics Great INSIGHTS come from your knowledge about the community you serve and the people in it 7. The Secret Formula: The Best Ideas Research Insights Idea Campaign Tactics What do the best IDEAS do? Connect with your neighbors on their terms Make them think twice about you Turn them into customers Inspire them to recommend you to others 8. The Secret Formula: The Campaign Research Insights Idea Campaign Tactics Great CAMPAIGNS target your most qualified customers where they live, work and play 9. The Secret Formula: Tactics Research Insights Idea Campaign Tactics Bring your campaign to life with creative and targeted TACTICS on affordable channels: Traditional: print, radio, TV, outdoor Digital: website, partner sites, social channels, blogger sites and content partnerships 10. Great Ads in Action 11. IDEAS FOR DIGITAL SUCCESS 12. Ideas for Digital Success: Search Oops! These consumers cant get replacement coverage now, but a little how-to content can connect them with eSecuritel for their next phone 13. Ideas for Digital Success: Content Popular Mechanics created this infographicshowi ng phone owners how to safely dry out their devices 14. Ideas for Digital Success: Tools No CRM program? Create a SurveyMonkey tab on Facebook to collect customer research 15. Powerful Tool: SurveyMonkey 16. Ideas for Digital Success 17. ITS POOL SEASON! LETS GET TO WORK! 18. You Can Do This! 1. Identify a key INSIGHT from RESEARCH youve conducted in your community 19. You Can Do This! 1. Identify a key INSIGHT from RESEARCH youve conducted in your community 2. Brainstorm IDEAS for a campaign 20. You Can Do This! 1. Identify a key INSIGHT from RESEARCH youve conducted in your community 2. Brainstorm IDEAS for a campaign 3. Flesh out the CAMPAIGN 21. You Can Do This! 1. Identify a key INSIGHT from RESEARCH youve conducted in your community 2. Brainstorm IDEAS for a campaign 3. Flesh out the CAMPAIGN 4. Identify 3-5 TACTICS for reaching and converting your audience into customers 22. HOW TO NEGOTIATE MEDIA BUYS 23. Buy (Affordable) Media, Get Results Pick up the phone Sponsor or participate in local events Connect with media influencers Consider new media advertising opportunities Not all media is as expensive as you think! 24. GEOGRAPHY AND SEGMENTATION 25. Geography and Segmentation Use smart research tools to better understand your most qualified customers: Claritas: Evaluate local market segments Google Trends: Discover what your customers are talking about Spyfu: Get search marketing data for your competition and keyword research for you 26. Geography and Segmentation Also ask these questions: Who is your most qualified consumer? What are they searching for? Where are you most likely to get their attention? How can you use their preferred channels to reach, engage and influence them? 27. TOOLS FOR DIGITAL SUCCESS 28. Content Syndication Tools OutBrainAmplify An affordable way to distribute your own content across a large network. 29. Media-Buying Tools Rocket Fuel Programmatic Media- buying platform with artificial intelligence that allows even small businesses to affordably place brand advertising in display, video, mobile and social media spots 30. Alternative Types of Media 31. Video Content-Creation Tools Animoto Animoto allows you to use photo and video clips to create authentic- style, branded videos without paying big bucks for professional video production services 32. Visual Content-Creation Tools Visual.ly Create visual content, such as infographics, easily so you can share interesting info across the web. 33. THE NEW SECRET WEAPON 34. Content: The New Secret Weapon Done well, great content can help your business to attract customers through search, engage them, convert them, and turn them into evangelists for your brand 35. Content for Every Purpose Marketing Content Includes transactional copy and product descriptions Commonly found in copy for sales events, promotions Editorial Content Includes high-quality, brand-agnostic content, such as How To Dry Out Your Mobile Phone, that can also be used for mainstream media partnerships Used to garner search traffic, engage site visitors and build brand affinity Social Content Content developed for social campaigns, blogger partnerships and for use on specific channels, such as LinkedIn Editorial content may also be promoted and distributed on social channels 36. Great Content is Discoverable 37. Great Content is Actionable 38. Other Rules of Engagement Make it Relevant: Know your customers and create content that matters to them Make it Timely: Keep your content up to date, and update social content frequently Make it Engaging: Write with style, trigger those emotions, and include photos, videos 39. Before We Part