paul doran communications landscape 2014_tea
TRANSCRIPT
Innovation Norway Brand, marketing & communications planning 2014
Paul Doran, Switch Communications
agenda 0900/0930 Welcome and introductions
Collective focus – agree key outcomes for today
0930/1015 The London landscape – an innovation hub The new communications landscape
1015/1030 Coffee break
1030/1115 Building a sales pipeline 1115/1200 The role of the CEO in brand storytelling
1200/1230 Lunch
1230/1315 CEO’s story – Frank Kelcz
1315/1600 Practical workshops
housekeeping Confidential
There are no wrong answers or questions not worth asking
Open platform to share learning
Test us, question us and challenge us
INTRODUCTIONS
WHY ARE WE HERE?
you and your business Describe your business
Tells us why you are here: why London, why today…are you seeking customers, investment, growth all the above…
What do you want to take away from today
THE LONDON LANDSCAPE
LONDON BUSINESS STATISTICS
387,611 new businesses started this year in the UK
#2 Financial centre in the world (NY)
Tech & innovation clusters in Brighton, Cambridge and now Manchester
No other city provides such global reach
INNOVATION CENTRE
The start up story
Tech City is booming
Supported by Government
Driven by innovation
CROWDED
Competition
New entries
Hype and hyperbole
YOUR STORY: THE CLARITY & CONSISENTCY OF YOUR COMMUNICATIONS HAVE NEVER BEEN MORE IMPORTANT
THE NEW COMMUNICATIONS LANDSCAPE
Once upon a time…life was simple
Brand Audience Media
NEW SOCIAL CHANNELS
THE AGE OF OWNED, EARNED & PAID: WE NEED TO BLEND
Owned Newsletters Website Blog Branded social Own events
Paid Advertising
Promoted social Trade events
Earned News media
Bloggers Comment on social pages
Speaking opps
THE MEDIA IS DYING AS WE KNOW IT
DEEP VS WIDE REACH
Niche channels Reach is not everything
REAL-WORLD MARKETING
Networking, niche groups and resources: The Fetch (Every day, every part of London) Techcrunch, Tech-City News, The Guardian, BBC Online Crunchbase Le Web (Paris & London) The Drum (Live London July 2015) Finovate Europe (London Feb 2015)
IN HOUSE VS AGENCY When is the right time and when is the wrong time….
THE RISE OF THE CMTO
New marketing has spawned Listening technologies Marketing automation Inbound marketing Programmatic advertising Mobile (location)
THE POWER OF PURPOSE
Not just marketing to dress a product or service
Make a promise which the brand delivers on
Not simply external ‘messaging’
SO……
TAKEAWAY ACTIONS…
PURPOSE, PRODUCT, PASSION Start with purpose/passion
AUDIENCES Define, define, refine audiences – listen after engaging
CHANNELS Build a blend of engagement: owned, earned and paid routes
EXPERIMENT – CHEAP & FAST Remain in touch with new communications innovations
OPEN FLOOR - QUESTIONS
