"the game has changed, have you?"
TRANSCRIPT
The Game Has Changed, Have You?
Tina Young & Susan YostMarketWave
MarketWave Overview
Tina Young
• President/Owner
• 8-Year history with Oncor
• 15 years in energy sector
• Corporate branding expertise
Susan Yost
• Vice President
• 15 years in marketing
• Extensive energy experience
• PR/Social Media expertise
MarketWave
• Founded in 1998
• National integrated marketing communications (IMC) firm
• Deep knowledge of:– Smart meters
– Energy efficiency
– Deregulation
– Renewable energy
– Smart Grid technology
Agenda
Your Brand Experience
Print marketing
– Billboards
– Flyers
– Advertising
– Direct mail
Online marketing
– Texting
– Social media
Public Relations
Community Connections
Data capture
– Tracking/measuring progress
Questions
1. What sort of time and budget did you dedicate to marketing this year?
2. How many of you have a marketing plan?
3. What are some marketing strategies and/or tactics that have worked?
4. Have you been able to tie your marketing to results? New business, increased sales?
Your Brand Experience
Brand:
• A promise
• An experience
• A personality
Why do you recognize these top brands?
Your Brand Experience – Some Examples
• Tagline: America Runs on Dunkin’• Where consumers go for donuts• Simple and no frills• Start your day right
• Tagline: Love your mattress• Christine Cook – owner/president• Love your mattress guarantee• Exceptional customer service
• Reliable and fast service• Local expert plumber• Prompt, on-time service• Plumbers you can trust
Your Brand Experience – Customer Service
Customer Service Guidelines
• Commit to quality service
• Know your products/services
• Know your customers
• Treat people with courtesy and respect
• Don’t leave customers in limbo
• Always provide what you promise
• Make it easy to buy
Print Advertising
• Print isn’t dead• Highly local• Eyeballs
Direct Mail
Online direct mail stats:• Average of 19.47% open rate to house• 6.64% click-through rate• 1.73% conversion rate• Bounce-back rate of 3.72%• Unsubscribe rate of 0.77%
Print direct mail stats:• Letter-sized envelopes had a response rate of
3.42% for a house list and 1.38% for a prospect list
• Inserts had at $47.69 cost per lead• Postcards $75.32 cost per lead
Website as a Marketing Tool
Texting Campaigns
Red Cross Text Message Marketing Campaign“Text ‘Haiti’ to 90999… “
This simple call to action, which was broadcasted on television, the radio and across social networking sites, helped the American Red Cross raise more than $32-million for Haitian earthquake relief in January. To date, it is the most successful mobile-giving campaign; and therefore, has sparked much interest from other nonprofits looking to emulate the Red Cross’ success.
Cantina LaredoWeekly specials and happy hour discounts texted to high-valued customers.
Customer Referrals
Establish a Referral Program
• Consider branding it
• Customers become extension of your sales force
• 3rd party credibility
• Track it
• Build in “thank you” step
Public Relations
Benefits of PR• Expertise• 3rd party credibility• Thought leadership/POV• Ties you to trends, current conversations
What’s news and what isn’t• Criteria for newsworthy story: timing, significance, proximity, prominence, human interest • It’s not news that you’re still here
Community Connections
• Non-traditional outlets• Church directory
• PTA directory
• Chamber of Commerce publications
• Realtor brochures
• Insurance agents
• HOAs
• Social Media• Facebook
• YouTube
Data Capture and Tracking/Measuring Progress
Q & A