using integrated marketing techniques to maximize roi
DESCRIPTION
Professional service firms are not generally known for being early adopters of cutting-edge marketing techniques. However, in today’s highly competitive environment, large and small firms alike are recognizing the need to be more strategic in their marketing efforts. The industry faces unique challenges, including long sales cycles, commoditization, high client acquisition costs, and difficult political landscapes, along with a buying culture that is heavily rooted in pre-existing relationships. An integrated marketing strategy can help firms overcome these seemingly insurmountable obstacles. Integrated marketing is a proven methodology designed to unify your firm’s business goals and your firm’s marketing initiatives. The objective of Integrated Marketing is to influence buyer behavior, optimize your marketing spend and ultimately, drive sales. This presentation demonstrates how firms should leverage multiple distribution channels, including social media, traditional advertising and print media, public relations and event activations to generate leads, establish thought leadership, optimize your marketing spend and ultimately, drive revenue.TRANSCRIPT
Using Integrated Marketing Techniques
to Maximize Marketing ROI
STRATEGIC SOLUTIONS FOR THE BUILT ENVIRONMENT
Judy Sparkswww.linkedin.com/in/judysparks
Katie Cashwww.linkedin.com/in/kacash
What is Integrated Marketing?
1989“An approach to achieving the objectives of a marketing campaign through a well-
coordinated use of different promotional methods that are intended to reinforce
each other.”
American Association of Advertising Agencies
“A strategic marketing process specifically designed to ensure that all messaging
and communication strategies are unified across all channels and are centered
around the customer.”
The Journal of Integrated Marketing Communication, Medill School of Journalism
at Northwestern University
“A planning process designed to assure that all brand contacts received by a customer or
prospect for a product, service, or organization are relevant to that person and consistent
over time.”
The American Marketing Association
What does this really mean?
TRADITIONAL / LINEAR MODELLINEAR MARKETING
PUBLIC RELATIONS
TRADESHOWSCONFERENCES
SPONSORSHIPS SALES / LEAD GENERATION
SOCIALPAID ADVERTISING
DIGITAL MARKETING
COLLATERAL
INTEGRATED MODELINTEGRATED MARKETING
D
IGITAL MARTETIN
G
SOCIAL
SALES / LEAD GENERATIO
N
SPONSORSHIPS
TR
AD
ESHOW / CONFERENC
ES
PUBLIC RELATIONS
PAID ADVERTISING
COLLATERAL
WHO DOES THIS APPLY TO?
• All Companies (Large & Small)• Multifaceted Campaign• Single Concept Campaign• Big Budgets• Low Budgets• Long Lead Times• Short Turn-Around
Show Me the Proof
$$$
$
$$
Real Estate DeveloperLaunches New
Mixed-use Project
Heavy Equipment Dealer Celebrates100th Anniversary
Design / Build Firm Expands Market Share
in Student Housing
MEP Firm Named ENR’s MEP Giant
FULL INTEGRATIONONE CONCEPT INTEGRATION
TRADITIONAL
MARKETING MODELSFOUR EXAMPLES
$$$ FULLY INTEGRATEDReal Estate Developer Launches New Mixed-Use Project
Digital Marketing: Website
Housing Bureau
Apps
Video
Retail: Merchandising
$$$ FULLY INTEGRATED
Real Estate Developer Launches New Mixed-Use Project
Social Media: Facebook
YouTube
Public Relations: Television
Radio
Trade
Digital
Speaking
Events
Advertising: Television
Outdoor
RadioD
IGITAL MARTETIN
G
SOCIAL
SALES / LEAD GENERATIO
N
SPONSORSHIPS
TR
AD
ESHOW / CONFERENC
ES
PUBLIC RELATIONS
PAID ADVERTISING
COLLATERAL
Digital Marketing: Website
Housing Bureau
Apps
Video
Retail: Merchandising
$$$ FULLY INTEGRATED
MAXIMIZEROI
Real Estate Developer Launches New Mixed-Use Project
Social Media: Facebook
YouTube
Public Relations: Television
Radio
Trade
Digital
Speaking
Events
D
IGITAL MARKETIN
G
SOCIAL
PAID ADVERTISING
SALES / LEAD GENERATIO
N
SPONSORSHIPS
TR
AD
ESHOW / CONFERENC
ES
PUBLIC RELATIONS
Advertising: Television
Outdoor
Radio
$$$ FULLY INTEGRATEDReal Estate Developer Launches New Mixed-Use Project
GOVERNOR APPEARANCE GROUND BREAKING CEREMONY
CELEBRITY RADIO SPOTS ACTIVATIONS WEBSITE
SOCIAL MEDIA CONTESTS
COMMEMORATIVE SIGNAGE
MERCHANDISE LIVE SPORTSCASTS E-BLASTS
$$$ FULLY INTEGRATED - RESULTSReal Estate Developer Launches New Mixed-Use Project
50,000+
Hotel room nights booked
~1 MILLION
Social Reach (June – Aug 2014)
250,000
Athletes
1MILLION
Visitors
350+
Media Outlets
$$ FULLY INTEGRATEDHeavy Equipment Dealer Celebrates 100th Anniversary
Advertising: Television
Trade
BookPublic Releations: Television
Trade
Book
Events
Digital Marketing: Centennial Website
E-Book
Video
Retail:
POS
Book
Merchandising
$$ FULLY INTEGRATED
MAXIMIZEROI
Heavy Equipment Dealer celebrates 100th Anniversary
Social Media: Facebook Campaign
D
IGITAL MARTETIN
G
SOCIAL
PAID ADVERTISING
SALES / LEAD GENERATIO
N
SPONSORSHIPS
TR
AD
ESHOW / CONFERENC
ES
PUBLIC RELATIONS
Digital Marketing: Website
Housing Bureau
Apps
Video
Retail: Merchandising
$$$ FULLY INTEGRATED
Real Estate Developer Launches New Mixed-Use Project
Social Media: Facebook
YouTube
Public Relations: Television
Radio
Trade
Digital
Speaking
Events
Advertising: Television
Outdoor
RadioD
IGITAL MARTETIN
G
SOCIAL
SALES / LEAD GENERATIO
N
SPONSORSHIPS
TR
AD
ESHOW / CONFERENC
ES
PUBLIC RELATIONS
PAID ADVERTISING
COLLATERAL
Building Georgia Together
AProgressof
Century
WE CELEBRATE 100 YEARS OF SERVICES
OUR FIRST WEBUILD GEORGIA WINNERS
LEtter from jim stephenson
ALSO INSIDE:2014 Safety Summit
CAT Hispanic Conference New Dump Hunger Campaign
YANCEY BROS. CO. NEWSLETTERCELEBRATING 100 YEARS OF SERVICE march 2014
1914 marked the beginning of World War Iwhen Woodrow Wilson was President. American homes had no
electricity and no indoor plumbing. Few people had motorized
automobiles. The median annual income was less than $700, and
the average hourly rate for workers was $0.33.
When brothers Goodloe and Earle Yancey started Yancey Hardware
Company in 1914 in the heart of what is now downtown Atlanta,
hardly any roads in Georgia were paved beyond town limits.
County roads consisted of clay, dirt or shell and were maintained
by convict crews from the state prison. The population of the
Atlanta metro area was just over 1/2 million, with 2.7 million
people living throughout the state.
Goodloe and his wife Charm lived on Ponce de Leon Avenue less
than a hundred yards from the construction site for the new Atlanta
Ford Assembly Plant. Goodloe watched the plant’s construction
progress each day, as he and Earle built the family’s business to
provide the infrastructure these automobiles would require. When
the plant was completed, it produced 22,000 vehicles annually via
the assembly line and sold cars to Georgia residents for about
$500 each in the front showroom.
Goodloe and Earle’s business thrived. Yancey Hardware Company
served as the country’s only dealer of the Adams Mule Grader,
an early version of the motorgrader – a piece of earthmoving
equipment that was pulled by eight mules. The Yancey brothers’
100 Years of Building Georgia
Part One
Continued on Page 3
$$ FULLY INTEGRATEDHeavy Equipment Dealer Celebrates 100th Anniversary
PRINT ADS VIDEO MICROSITE HARD BOUND BOOK
NEWSLETTER FACEBOOK CONTESTS COMMUNITY PROJECTS STATEWIDE EVENTS
All purely organic social media with NO paid support.
$$ FULLY INTEGRATED - RESULTSHeavy Equipment Dealer celebrates 100th Anniversary
150
Entries
30,000
Reached
Over15,000
Votes
Over700
Comments
$$ FULLY INTEGRATED - RESULTSHeavy Equipment Dealer celebrates 100th Anniversary
4
TV Markets Broadcasting
Coverage Around the State
3,300
Books Distributed
5,800
Page Views on 100th Anniversary
Microsite
11
Unique Press Releases
57
Unique MediaPlacements
30
Point-of-Sale Displays
20,000+
Hard Hat Stickers Distributed
$$ ONE CONCEPT INTEGRATEDDesign/Build Firm Increases Market Share in Student Housing
$$ ONE CONCEPT INTEGRATED
MAXIMIZEROI
Design / Build Firm Increases Market Share in Student Housing
Public Relations
D
IGITAL MARTETIN
G
SOCIAL
PAID ADVERTISING
SALES / LEAD GENERATIO
N
SPONSORSHIPS
TR
AD
ESHOW / CONFERENC
ES
PUBLIC RELATIONS
PRE-SHOW:
Exhibit
Market Research
Lead Generation
DURING SHOW:
Sales Calls
Published Findings
POST SHOW:Digital Marketing: Website
Housing Bureau
Apps
Video
Retail: Merchandising
$$$ FULLY INTEGRATED
Real Estate Developer Launches New Mixed-Use Project
Social Media: Facebook
YouTube
Public Relations: Television
Radio
Trade
Digital
Speaking
Events
Advertising: Television
Outdoor
RadioD
IGITAL MARTETIN
G
SOCIAL
SALES / LEAD GENERATIO
N
SPONSORSHIPS
TR
AD
ESHOW / CONFERENC
ES
PUBLIC RELATIONS
PAID ADVERTISING
COLLATERAL
$$ ONE CONCEPT INTEGRATION RESULTSDesign/Build Firm Increases Market Share in Student Housing
300Surveys
30Qualified Leads
$60M
New Projects
$ ONE CONCEPT INTEGRATIONMEP Firm Ranks Among ENR’s MEP Giants
$ ONE CONCEPT INTEGRATED
MAXIMIZEROI
MEP firm ranks among ENR’s MEP Giants
D
IGITAL MARTETIN
G
SOCIAL
PAID ADVERTISING
SALES / LEAD GENERATIO
N
SPONSORSHIPS
TR
AD
ESHOW / CONFERENC
ES
PUBLIC RELATIONS
Public Releations: Print Publication
Digital Marketing: Website
E-Blast
Marketing Collateral: Brochures
RFQ/P’s
Print Publication
Social Media: Facebook
YouTube
Digital Marketing: Website
Housing Bureau
Apps
Video
Retail: Merchandising
$$$ FULLY INTEGRATED
Real Estate Developer Launches New Mixed-Use Project
Social Media: Facebook
YouTube
Public Relations: Television
Radio
Trade
Digital
Speaking
Events
Advertising: Television
Outdoor
RadioD
IGITAL MARTETIN
G
SOCIAL
SALES / LEAD GENERATIO
N
SPONSORSHIPS
TR
AD
ESHOW / CONFERENC
ES
PUBLIC RELATIONS
PAID ADVERTISING
COLLATERAL
Getting Social
I like buildings.
I am sitting in a #building.
I’m a professional builder.
I’m hanging out with people who build buildings.
Here is a pinboard of cool buildings.
Here’s a vintage photoof my favorite building.
Watch me build a building.
This is where I built my building.
Now listening to JeffersonStarship’s “We Built this City”
This is how I built my building in greater detail.
THE ARCHITECTURE OF SOCIAL MEDIA
I like buildings.
I am sitting in a #building.
I’m a professional builder.
I’m hanging out with people who build buildings.
Here is a pinboard of cool buildings.
Here’s a vintage photoof my favorite building.
Watch me build a building.
This is where I built my building.
Now listening to JeffersonStarship’s “We Built this City”
This is how I built my building in greater detail.
THE ARCHITECTURE OF SOCIAL MEDIA
Why It’s Important• 300M+ professionals are on LinkedIn.
• 87% of B2B marketers are active on LinkedIn, making it the top social media site.
• Over 60% of B2B companies have acquired new customers through LinkedIn.
• More than 33.4M professionals visit LinkedIn each month to build and maintain professional contacts, bounce ideas off industry experts, and generate sales leads.
• Over half of LinkedIn members are business decision makers.
• LinkedIn sends 64% of referrals to company’s homepages versus Facebook (17%) and Twitter (14%).
*Stats from Social Media Today
• Lead Generation• Market Research/
Competitive Intelligence
• Research• Networking• Thought Leadership• Brand Awareness
How to Use Social Media to Integrate
Critical Success Factors
• Strategic Planning• Budget Allocation• Training• Responsiveness• Risk Assessment• On-Going Evaluation
CLOSING EXAMPLE
ALS Ice Bucket Challenge
Click here for Video
ALS CHALLENGE REACHALS CHALLENGE REACH
6
28
84
242
1,125 Likes
243 Shares
90% Participants: Businesses
Got questions or simply want to continue
the discussion on integrated marketing?
Join our LinkedIn Discussion Group: Marketing for AEC Firms
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www.linkedin.com/company/smartegies-llcwww.twitter.com/smartegiesww.facebook.com/smartegies
STRATEGIC SOLUTIONS FOR THE BUILT ENVIRONMENT