Keeping It Real Staying personal in a distracted world

Jeff Bunch, Brand + Digital Strategist jeffbunch.com |marketingeq.com

Walking The Walk: About Me Jeff Bunch,

Brand + Digital Strategist •  Former Journalist, Digital Editor

•  Marketer on Agency, Client Side •  Worked in Both B2B/B2C Sectors •  Clients have included: Heathman

Hotel, Cupcake Wines, Music & Arts •  Business Partner of Marketing EQ

The marketing landscape !  Today’s world isn’t just about the latest shiny object

!  Marketing, PR, Advertising, Direct Mail, have roles

!  All campaigns need to be coordinated, integrated

!  Strategies, tactics are unique to every business !  Key is which ones work best for your brand !  There is no template for what you need to do

!  Tailor to industry, segment, audience (B2B or B2C)

It’s about people

Source: http://socialmediatoday.com/

The fundamental shift !  The marketplace is relationally more intimate

!  Social media and digital isn’t all about technology

!  Consumers have more information, trust peers !  Simply blasting out a message doesn’t work

!  They want real conversations with real people

!  You need to understand your business !  In relation to the customer, market, prospects !  Customer retention should be a marketing priority

Some things don’t change !  Be honest about your company & employees

!  How do you see your customers, treat them?

!  Today, your brand is what they say about you

!  Good marketing can’t remedy business flaws !  Fix any broken systems, employee morale issues !  Customers, employees are brand ambassadors

!  No marketing is free, traditional or digital

Take a closer look: What do you see now?

Start with a brand story !  It’s all about telling your story in authentic way,

reaching the right audience !  What is your brand story?

!  What differentiates your company? !  What problem are you solving for the market?

!  The answers to the foregoing dictate strategy

!  It’s not about you, it’s about your customers

The 3-step process

EVALUATION PLANNING DECIDE

Reaching your objective !  You need to have a goal, plan for everything

!  Acquire new customers, retain or both? !  Each may require different strategy, tactics

!  Core messages and value propositions universal !  Create pieces that can be utilized cross-channel

!  Map out a strategy and assign budgets

!  Determine KPI’s, measure ROI, adjust in real-time

Look within, look around !  Start with an assessment of current efforts

!  Sales figures, business goals

!  Internal marketing spend !  Traditional, digital efforts

!  Make decisions based on strategy, data !  What is/isn’t working (based on results)?

!  Adjust strategy accordingly, be nimble

Thinking it through

Audience Message Medium

Call to Action Frequency Budget

Source: Julie Gorham, Chief Marketing Architect, MarketingEQ.com | julie@marketingeq.com

Mixing mediums !  Who are you? It affects your marketing strategy.

!  Online merchant: Can you incorporate offline?

!  Brick & mortar: What about an online campaign? !  Professional: How do you best target your efforts?

!  Manufacturer: How do you make your story exciting? !  Retail: Attract new customers or reward existing ones?

!  Diversify – A good marketing mix (offline/online)

The Marketing Matrix

Cost Reach CPM Value

Advertising Medium Relative Value

Source: Julie Gorham, Chief Marketing Architect, MarketingEQ.com | julie@marketingeq.com

Navigating new media !  Paid media is only half of the story

!  Includes offline ads (e.g. newspapers, publications)

!  Includes online ads (e.g. Google paid listings)

!  Earned media is currency in today’s market !  Brands are publishers and content marketing is key !  Once you create content, publish it out to the world

!  Encourage your advocates to share your brand story

Where to focus !  You can’t be on every platform, so be strategic

!  Include social media, but it isn’t one-size-fits-all !  If you are B2C, go where you can find consumers

!  Facebook, Twitter, Instagram, YouTube

!  If you are B2C, go where the decision-makers are !  Advertising, Industry Events, Business Media

!  Your website is your best resource in a digital world

Thank You!

JeffreyRBunch@gmail.com | jeffbunch.com