1.
Understanding The Marketing
Mix for Growth
Date: Aug. 15, 2014
Dawn Marie Yankeelov
Founder & President, Aspectx
dawny@aspectx.com

2.
What We Will Cover
“In the beginning, God logged on,”….
The CirculatingTXT Joke--
TECHNOLOGY impact
Year 2025:
Father angrily to his little kid:
“Why don't u trust me...
I told u a hundred times that you were really born, not
downloaded.”
http://www.zedge.net/txt/272456/?pos=8&search=technology&cep=8

3.
Public Relations
>Useful in a Call to Action
>Building a Brand
>Expert Status
>Launch of Product or Service
*Event Planning
Trade Shows, Seminars
*Media Relations
*Incentive Programs
The art of
communicating
with specific
groups to inform
and educate
effectively to
create a positive
opinion.

4.
Marketing
>ASPectx believes that solid
marketing plans begin with
defining your target audiences
and reviewing sales objectives.
>Research aka Competitive
Intelligence.
>Strategic Planning.
>Tactics.
>Execution.
Defined activities
designed to
support specific
strategy for an
organization or
corporation with
purposeful tactics
to produce
tangible results

5.
Competitive Intelligence
The action of defining,
gathering, analyzing, and
distributing intelligence about
products, customers,
competitors….any aspect of
the environment needed to
support executives and
managers in making strategic
decisions for an organization.
>Connections are
Accessible in Niche
Groups
>Ability to Be Found
Has Increased
>Still Work to Make
Sense of Data Out
There
>Data Needs to Be
Intelligence

6.
Timing of Initiatives
“That Depends.” Tell Me More.
Answer basic questions:
>Target Market?
>How Does This Target Market Receive Info?
>Uniqueness or Value of What You Are Selling?
What Business Phase are You In?
Startup New Product Rebranding

7.
Moving from Strategy to Tactics
--Know Your Competition
--Know Your Target Audiences
--Determine Your Budgets—3,6,12
Mths.
--Plan a Review/Measurement
Cycle
--Plan a Multi-Channel, Marketing
Mix for HyperEngagement

8.
Get Focused: Ask Questions
Focus Groups—Live
Video Discussion Groups—Google Hangouts
Skype, Ooo Voo etc … for Key Customer Gatherings
FreeConferenceCall.com (records all the dialogue/intl.
possibilities)
Online Surveys— Surveymonkey.com, GoPollGo.com
FB Fan Page—Dialogue and Incentivize
Linked In Groups
Pinterest (only 7% of retailers in)

9.
The Press Release is Not Dead
Content is King—Could be a Pic; Could be Video
Think of a press release as a piece of content.
A blog entry
Pressroom
Article ….Emarketing….Newsletter (yours or someone else’s)
Testimonial/Case Study
Video testimonial
How-To Information
Forums
Social Media Posts

10.
Content Form Matters
Wire Services Give You a Quick Hit for SEO
PR Web
MarketWire
PR Newswire
Business Wire

11.
“A Picture is Worth a Thousand
Words”
Growth of visual content going up over last 12 months
• Photos are liked 200% more than text updates
• Videos are shared 1,200% more than links and text posts combined
Video
• In 2016, video will be responsible for 70% of
mobile data traffic
Infographics show complex info in a
simple, visual format
• Compiled statistics and graphs, charts have high value in web content
http://www.jeffbullas.com/2012/08/27/the-facts-and-figures-about-the-power-of-visual-content-
infographic/

12.
Best Video Campaigns: Will It
Blend? For Blendtec
http://www.youtube.com/watch?v=USiaeXzYk
OE
Ranked by Advertising Age as the No.
1 viral ad in the history of the Internet -
- 2011

13.
“ I Want to be in Mashable”
• What does your management team look like?
• How much have you raised?
• Does the product work/is it stable? Are you out of beta
development?
• Can we show more than one case study of an ROI?
• Is anyone big really using your software, app, website?
>>>>>One Possible Strategy: Infographic approach.

14.
Where to Target: Pay to
Play or Look for Opps
•Mobile APP Review Sites—HMMMM…
“iOS developer Andrew Smith has
accused several mobile sites of
demanding money in exchange for timely
reviews. A number of outlets are allegedly
demanding anywhere between $5 and
$150 for the privilege of their summaries.
Smith has decided to create an ever-
updating list of sites that engage in this
practice. So far he's made a note of
AppCraver, Tapscape, Best 10 Apps,
The iPhone App Review, iPhone
Toolbox, and iPhone Footprint. Each
one has a different method of soliciting
money from developers. ”—Aug. 30,
2012, Destructiod

15.
“Email is Dead; Long Live Email”
Emarketing Still Works
Rev Up Your Business Card Stack
ExactTarget.com Pingg.com
ConstantContact.com LinkedIn – Recommendations,
Groups
Evite.com Groupon
>>>Search and email remain the two online activities
that are nearly universal among adult internet users,
as 92% of online adults use search engines to find
information on the Web, and the same number use
email.

16.
Web 3.0>Mobile Engagement
>Web 1.0 was about web connectivity, the giants
of that epoch catalyzed by Netscape were
companies like AOL, Yahoo, and Google.
>Web 2.0 was social, with Facebook, LinkedIn,
Zynga, Twitter…as the foundational creators of
the web’s ‘social layer.’
>Now we’re entering Web 3.0, which is mobile, and
we are in the thick of it.
-- http://techcrunch.com/2012/08/11/analysis-web-3-0-the-mobile-
era/

17.
Goodbye Laptop
• The Number Of Mobile Devices In Use
Exceeded World’s Population By End of
2012
• In 2011, mobile data traffic was 8 times the
size of the entire global Internet in 2000
(597 petabytes vs. 75 petabytes)

18.
7 Game Changers
• A No. 1: Mobile Payments/Pay by Phone
•#2: Healthcare Choices by Phone
•#3: Education on Mobile
•#4: Govt. Gone Mobile
•#5: Localization of Everything Continues
•#6: Video & Chat With the Multitudes (and Siri)
•#7: The Next Really Important Social Network, And the
Answer is….

19.
Hospital Marketing
Got Started Early
•Indiana’s Columbus Regional Hospital
• Added mobile version of site 2010—See that more
than 13% now connect that way routinely
•Athen’s-GA-based Regional Health Services
• QR Codes for Mammogram Appts.—Appts. up
15% on request forms from QR Code
•Baltimore’s MedStar Harbor Hospital
• GeoTargeted Mobile Ad Display Campaign with
Emergency Care door-to-door directions
•HealthLeadersMedia 3/2012

20.
Mobile App Trajectory
Get the App Ranked:
•Run an intensive CPI (cost per install) Campaign (days)
•SEO/Keyword search optimization
•PR
•Discounting
•Reviews in Blogs of Interest
•Time Release at Trade Shows
•To be in Top 50 of Category: 25,000 downloads per day on the
app store (as of June 2012). 10,000 to be top in China. 5,000 in
UK and South Korea.

21.
Over the Rainbow

22.
Mobile Metrics
Flurry.com

23.
Mobile Metrics Reading

24.
Takeaways
•Be Collaborative
•Define Strategy
•Find Call to Action in the App Or Hold on Build
•Determine Audiences in Advance
•Use Metrics
•Do Targeted, Intense Promotions to Drive Up Usage
•Experiment with Other NEW social paths
•HyperLocal is Useful so Leverage

25.
Links of Interest
•See embedded video—SF Speakers on Mobile for the City
http://insiderlouisville.com/news/2012/10/15/listening-in-how-
technology-will-make-a-smarter-louisville/
•CDC’s Social Media Toolkit
http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolk
it_bm.pdf
•Mobilize Your Website http://gigaom.com/mobile/google-wants-to-
mobilize-your-web-site-for-free/
•9 Businesses Using Pinterest Contests
•http://www.socialmediaexaminer.com/pinterest-contest/
•Fatfinger Factor
http://www.nypost.com/p/news/business/fatfinger_factor_M6tlkx9itnD
bdoLl2cui6M

26.
All-Time Best Aspectx PR
Campaign
2002 – Kentucky’s Tax Amnesty Campaign.
$20 Mil Goal. $100 Mil Raised. Most
activities took place in 90 days.
Startups That Became Multi-Nationals That
Used Aspectx: Genscape; Brox
(Germany); Intellon (now Atheros) (home
and commercial automation)

27.
Contact
Aspectx, 7003 Harrods Landing Dr., Prospect, KY 40059
W: 502-292-2351; Cell: 502-548-1304
dawny@aspectx.com
Twitter: dawnyaspectx
Find me on Linked In, FB, Google+
Skype: dawny1962