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Laurence Dunn "bolt on marketing manager" member of CIM is able to come to your offices daily and prepared to work part-time and odd hours should the need arise. From running the media scanning workshops a few key points surfaced that will make you do things differently in the future. There is a little confusion about who the competitor companies & brands are regarding their trading names and brand names. This makes data very collection difficult. How do you avoid this issue? You make a new SEO chart and put it on the wall. The use of QR Codes in photos with more web links to information. The use of more product performance data graphing images on all your literature. Key competitors do this to good effect. If you don’t have an actual required case study on a campaign we create a PERSONA case study which is an imaginary one. Media Scanning/arrays of your competitors for THREAT LEVELS. The primary goal is NEW CONTACTS for NEW BUSINESS. Secondary goal is AWARENESS (you are still here). Ends with the delivery of sales leads. Study of the cost incurred. Performance metrics. Return on investment. Adding to the bottom line. Conclusion. The marketing planning you now undertake needs to:- Focus on each of the business departments forward planning of integrated activities at least 2 years ahead. Only deviate from the plan if you all agree good reasons. Follow an agreed agile and simple process to ensure that you have the correct resource in place to execute the planning. Be practical and the get the results you need. So what this and my advertising past, I’m used to the industrial and marketing style challenges of the nature of your products and services. Plus of course I come from industrial background myself having started my work life as an apprentice printer and I’m mad about cars and like to get my hands dirty. I’ve been a fully experienced Marketing & Advertising Project Manager for the last 24 years, previously responsible for very large budgets of up to £10 million GBP. With a large emphasis on Sarbanes Oxley SOX. I am expert at scoping complex projects and managing both internal staff and external suppliers. Definition documents, taxonomy, swot analysis, mind maps, marketing strategy, lead funnel, sales pipeline, benefits realisation decision frameworks, segmentation, customer profiling, user journeys, arrays, competitor analysis, media scanning, technical specifications, performance reporting, fast track planning & implementation, business hierarchy, media planning, campaign process and data manipulation. Once we have these basics we can put some numbers into plans and define the rules part. We can create and implement a marketing plan that dovetails with your central business plan. I tend to use tools like. Google Docs, AdWords and Analytics, BRAD, Agile Scrum, Waterfall Prince 2, Hitwise, Alexa, Basecamp plus Pen & Paper. Each system come’s with its own methodology or set of rules, which I tend to follow closely, otherwise you tend to get into a nasty mess. The systems are all supposed to be formulated to improve efficiency. I however believe that hybrid systems work better. Google Docs is streamlining of online collaboration with remote project partners. Plus Analytics for speed of graphing and reporting for SEO work. Agile is the cutting down of unnecessary discussions and documentation to enable faster lead times. Everyone like’s this. Pen and paper is sometimes the answer, you may just need to talk face to face and write things down and draw pictures to speed the process of unravelling misunderstood ideas. What will be interesting is the prospect of launching new products into the market. That must always form part of your growth strategy. This is a campaign that I did in 2006. The Hotpoint/Indesit – Aqualtis Washing Machine Launch (2006) ALTAVIA MILAN. £250k GBP. Films originally made in Turkey for all European markets. To enable DVD, Website and Broadcast deployment plus Adapts for Out of Home. All new UK Versions required for a major trade launch of Aqualtis. This was a press launch event to bring a new consumer product “Aqualtis” and rebrand it from Indesit to Hotpoint for the launch in the UK domestic market. The key part of this activity was a press and trade launch (Charing Cross Hotel London). This event required the creation and production of many items from the key event film to be shown on the 50-foot video screen including the training films. Other collateral included the interactive self-launching CD ROM, all of the printed items from brochures to POS permanent retail washing machine stands with DVD players. This was especially difficult for me, as I had to source all of the material from Turkey and Italy for the films and commission English voiceovers of Turkish movie footage. This was all done to professional transcreation standards and is still in use. Full customer facing account management, supply chain selection, project management and budgetary P & L responsibility. I have a lot of new media and web experience plus transcreation which is the adaption of foreign language advertising. My software skills, MS Business Contact Manager 8 years, Salesforce & Goldmine 2 years, Experian Hitwise 1 year, plus many other systems like AWS Edity SAP Netweaver 3 years. Adobe Creative Suite 5 years, Constant Contact 4 years. Experian Hitwise is used or SEO to analyse your competitors online activity. Salesforce and Goldmine enable you to understand your clients and give everyone who has permission access to a pool of information. This is a key segmentation tool. It also enables tactical activities that have high impact. A complex package. MS Business Contact Manager is a simple tool that enables import and export of data enabling data processing to be handled in Excel and it easily slots in with many large email marketing platforms like Constant Contact, that all offer a host of functionality that is beyond most companies ability. Having worked in every media channel you can imagine since 1988, it’s all in my Credentials. But direct marketing is very strong for me. One of my key areas of experience is mainly concerned with Analytics and Behavioural data. This data has to be processed very carefully to extract the information required based on the particular need at the time. Such as User Stories or Advertising Performance. These 2 things tend to drive any marketing strategy. Another area of my experience is the use of multi-language and non-English data processing for customers such as Shell EMEA and Mars EMEA from retail purchase information and the sourcing of new data from list brokers. Data driven strategy for me is all about segmentation from data-capture and the inclusions of Rogers Theory to build some sense into faceless data. They key rules are dictated by the data protection acts and they make it harder for marketers all the time depending from where you trade. Analysis Consideration Execution. SEO is my strongest area. ROI (Return on Investment) becomes obvious with increased relevant web traffic. The large increase of back links and reputation of the websites in general. I’m also able to monitor ROI any websites performance using free online tools. A low ROI generally seen with this type of work in the short term, but in the long term it snowballs.The new MWBEX.com website where SEO will be shown to have worked for the longer term. Email marketing is on the way out as it has a SPAM issue. But I still think it has a place. I have run and personally designed many campaigns. Another strong area for me, but ROI has always been lower than expected, as the level of Internet trust has gradually reduced over the last 10 years thanks to phishing and scammers. GETTHERE.com for travel and business bookings was introduced by my email campaign templates. Social Media is also very strong for me and the ROI (Return on Investment) is very good. Groups are brilliant on Linked In. Good Blogs and Forums punch well above their weight in ROI. But businesses have a hard job to not look too desperate which can frighten people off. A You Tube video of a demonstration for MWBEX was a good one, 22,000 views within a week. Affiliate Marketing is an area that is heavily contested and notoriously hard to manage. But if you get it right, it’s better than all the others put together. As it involves the human touch of recommendation from a trusted source. Very high ROI (Return on Investment). What was my most effective ever-marketing campaign? The launch of Lakesure in 1991 achieved a 170:1 ROI (Return on Investment) and lasted for at least 18 years. I know as I did the launch in 1991 and the relaunch in 2009 on a tiny budget. Never say never. Social media campaigns. Email campaigns - Fax campaigns - Out of Home (free media) - Piggy back postal mail shots - Word of mouth - Educational Activity – Grants - You Tube and other Viral Media - EBay - Blogs and Forums. It all works. My son and I personally delivered 6000 Journeys marketing packs by hand in 2010 to 6000 businesses in South/Mid Essex. That took us 6 weeks - at the weekends, a father-son activity with a lot of extra pocket money earned! ROI (Return on Investment) to date 8:1 on expense and time spent. |
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