Transcript Out of the Box Sales and Marketing Ideas

Out-Of-The-Box Sales and
Marketing Ideas
Presented by Cristopher Levy, Managing Partner, Encore Media Partners
SISO Executive Conference – Hartford – August 2006
10 Ways To Stretch Your
Marketing Budget
• Ask media vendors about special deals –
think airline business
• Ask them about combo buys – think
McDonalds
• Book media early or book it late
• Buy reminant media space
• Lock in media contracts – leverage volume
Encore Media Partners – SISO 8/06
…continued on next slide
10 Ways To Stretch Your
Marketing Budget
• Understand media company footprint
• Trade – Leverage ALL products + access
• Maximize marketing spend in the “sweet
spot”
• Leverage your exhibitors’ communications
channels
• Cut out waste by continuously tracking,
measuring and optimizing
Encore Media Partners – SISO 8/06
Create Custom Corporate Events To
Bring Buyers And Sellers Together
• Leverage your sales channels to extend
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your brand
Increase monetization of your audience
Offer heavily-branded, highly-customized
solutions which provide 100% control over…
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Audience
Message
Format/content
Date, time, location, venue
Encore Media Partners – SISO 8/06
Identify Unique Characteristics
About Your Audience
• Demographics
• Psychographics
– Why do they come to you show?
– What convinced them to attend?
– What did they like most about your show?
• Media Habits
– How do they want to receive info from you?
Encore Media Partners – SISO 8/06
Think Niche/Segmentation
• Carve out segments within your target audience
universe
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Industry
Function
Interest
Relationship (Previous attendee, Prospect, etc.)
• Correlate marketing dollars to conversion profile
• Develop target specific messaging
• Use target relevant media
Encore Media Partners – SISO 8/06
Know All Media Channels that Are
Available – Be Platform Neutral
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Newspapers
Trade pubs
Direct mail
Radio
TV/Cable
Transit
Billboard
• Moving
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Billboards
Cinema
Links
Email
Online ads
Search
Blogging
Encore Media Partners – SISO 8/06
• Podcasting
• Coffee cup
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sleeves
Inserts
Newsletters
POP display
Voicemail
Events
Differentiate Your Message
With Radio
• Access large audience through the
medium’s high penetration
• Think frequency
• Leverage diversity
• Capitalize on targeting
• Buy shorter units – 10s, 15s, 30s vs. 60s
Encore Media Partners – SISO 8/06
Search!
• Do you know where you are ranked…
where your competitors are ranked?
• Millions of searches
• Pull vs. push medium
• Optimize organically
• Use target relevant keywords/terms
Encore Media Partners – SISO 8/06
…continued on next slide
Search!
• Understand the hit volume and
competitiveness of keywords/terms
• Focus on more than just the home page
• Leverage link popularity
• Use paid search where necessary
Encore Media Partners – SISO 8/06
Give Value To Get Email Addresses
And Customer Data
• Be creative in email acquisition – ask
yourself why should this visitor give me their
email address?
– Offer something
– Wet their appetite
– Use cross-platform acquisition
• Start off asking for only a few data points
• Offer higher value/content to get more
robust data
Encore Media Partners – SISO 8/06
Use A/B Testing to Optimize Results
From Email
• From line
• Subject line
• Message length
• Text vs. HTML
• Frequency
• Copy points
Encore Media Partners – SISO 8/06
Maximize Value Of Your Web Site
• Design around the reality that everyone
does not visit through the home page –
develop strong landing pages
• Collect email addresses on all attendee
pages – make it visible!
• Integrate viral drivers
• Design navigation to maximize registration
Encore Media Partners – SISO 8/06
Leverage Your Own Media
• Show dailies
• Ads on the exhibit floor
• Badge/registration mailer/packet
• Post show communications
• On-site Internet stations
Encore Media Partners – SISO 8/06
Track All Marketing Touchpoints
• Use multiple channels to ensure data
quality
• Use URL redirects for each activity
• Use additional URL differentiation for each
list source
• Use source codes for offline activities
• Ask registrants how they heard about your
event
Encore Media Partners – SISO 8/06
Develop Actionable Metrics
• How many responses/registrations did you get
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from a specific activity?
How many pieces does it take to achieve
conversion by target segment?
What is the abandonment rate on your web site
registration page?
How many single page visits do you have on
your web site?
What are the top exit pages on your web site?
Encore Media Partners – SISO 8/06
Act On This Data And Move Outside
Your Comfort Zone
• Data is of no value if it just sits in a report
• Remember inaction is a decision
• Time/speed is essential – Act real-time
• Scale into change
• Change is inevitable – your events must
also evolve to remain in sync with your
marketplace
Encore Media Partners – SISO 8/06
THANK YOU!
Cristopher Levy
Managing Partner, Encore Media Partners
[email protected]