Integrated Marketing and PR 2.1
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Presentation by R. Michael Brown of Brown Ltd. on Marketing and Public Relations 2.1 using technologies and systems to provide the lowest marketing cost per customer. First delivered to the Independent Bakers Association, a trade association conference, at The Breakers in the Town of Palm Beach. The presentation covers ntegrated marketing using Internet based technologies, content marketing, and brand journalism.
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Integrated Marketing and PR 2.1
- 1. Marketing & PR 2.1 R. Michael Brown Brown Ltd. February 15, 2011
- 2. R. Michael Brown • Brown Ltd: Hybrid Traditional & New Media Marketing and Public Relations Consultant • Pulte Homes: Florida Director of Marketing & PR – $20 million Annual Budget Cut by $9.8 million w/ Internet • Motorola: Future Vision Communications Manager – Nextel - Brand Journalism Group – Premier of China - International Broadcasting • IBM: First Multimedia Communications Manager – 1989 NY Film Festival Award for What Web Would Be Like – First Professional Blogging Group 1987 – On Internet Since 1983 MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 2 -‐
- 3. Today’s Goal Marketing 2.1 Technologies & Systems Can Provide Customers @ Lowest Cost / Customer • Snapshot of Marketing in the Middle of a Full-Court Press • Winning Customers (Marketing | PR | Sales | Service) By Engagement With A Systems Content Marketing Approach with Measurement • How? Marketing Mix 2.1 MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 3 -‐
- 4. Snapshot of Marketing in the Middle of a Full-Court Press MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 4 -‐
- 5. Is Marketing Getting Easier? Marketing 2.1 ? Tom Cunniff VP Dir. of Interactive/Assoc. Creative Director at Combe MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 5 -‐
- 6. Traditional Media Content Distribution GATEKEEPERS Content Producer Circulation 1.0 Create for 4 Distinct Channels of Distribution MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 6 -‐
- 7. Traditional Newspaper Ad Sales 2000 -‐ 2002 Tech 2005 - 2006 Wreck Real Estate Circulation Recession Peak 1.0 Mike Brown Real Estate Marketing 2.1 Newspaper MikeBrown@BrownLtd.com | 561-‐756-‐1674 Advertising Cuts -‐ 7 -‐
- 8. New Media Content Distribution: FLOW GATEKEEPERS Circulation 2.1 Create Once – Publish Many Places Evangelize => <= Encourage Evangelism MikeBrown@BrownLtd.com | 561-‐756-‐1674 Get Referrers to Get MOMENTUM -‐ 8 -‐
- 9. Winning Customers (Marketing | PR | Sales | Customer Service) Engagement With Content Marketing MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 9 -‐
- 10. New Media Content Conversation Your Inc Online Conversation Circulation 2.1 Brian Solis FutureWorks MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 10 -‐
- 11. Using Technology for Integrated Marketing All Organizations Must Now Be Publishers to Survive & Grow • You are Now in the Publishing Biz – Websites – Blogs – Twitter - PLUS MORE… – LinkedIn – Facebook – Email MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 11 -‐
- 12. Using Technology for Integrated Marketing Content Marketing Publishing in All Media Is Marketing & PR 2.1 • Business & Marketing Has Changed • Old Business Model – Advertising – PR –> Primarily Press Releases • New Business Model – Content Publishing to Engage Stakeholders, Influencers, Customers MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 12 -‐
- 13. Content Marketing Defined “The science of understanding exactly what your customers need to know (all of it), and delivering it to them, in the channels they care about, and in a relevant, layered, and compelling way to grow your business.” R. Michael Brown Brown Ltd. MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 13 -‐
- 14. Advertising is Interruption Marketing • Ads interrupt you from: – Watching your program – Reading an article – Listening to music – Looking at scenery – Connecting with others • Take Your Marketing Back From Media Companies MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 14 -‐
- 15. Why Do You Want To Do This? • 90% of Buyers in the USA Go Online Before Making a Buying Decision Forrester Research • Over 100 Million Per Day Read Blogs Six Apart • People Spend More Time on Social Networks than Reading Email Nielsen MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 15 -‐
- 16. Traditional Marketing The 4 P’s Product or Service Price Place (Distribution) Promotion Direct Mail & Mail Order MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 16 -‐
- 17. Traditional AND New Marketing 8 P’s Permission, Proximity, Perception, and Participation Product or Service Price Place (Distribution) Promotion Brick and Mortar Store Fronts + Hundreds More Thousands of Websites Thousands of Websites Thousands of Social Media Channels With Sub-Channels Totaling Millions Direct Mail & Mail Order MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 17 -‐
- 18. Why Take Your Marketing Back? • Traditional Marketing Media MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 18 -‐
- 19. Why Take Your Marketing Back? • Traditional Marketing Challenges MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 19 -‐
- 20. Your Marketing Is Now About I I It I ID Marketing Used to Be About IQ Product & Benefits. Now it’s about Ideas Identity Internet Interest Imagery Integrity Influence Ingenious I’m Bored I Love You Ingredient Impression Interaction $Advertising is a Luxury$ Intelligence Information And NOT Believable Imagination Independence [under 40] Inexperience Inconvenience Now: I Have Dreams The Search for What I Want MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 20 -‐
- 21. How? Marketing Mix 2.1 MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 21 -‐
- 22. How? => BECOME THE MEDIA ;) • Don’t Interrupt => ENGAGE • Where Do Your BEST Customers Hang Out? Stakeholders? Influencers? Events? TV? Trade Blogs? Which Stations? Websites? Malls? Movie Radio? Theaters? Groups Groups Which Stations? Consumer Magazines? Websites? Print Or Websites? News Newsletters? Websites? MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 22 -‐
- 23. How? Marketing Mix 2.1 • What Info Does Your Customer Crave? • Create Content Once • Publish & Interact In The Channels Where Your Customers Live => Leads to: Engagement Create a Flow with Increasing Momentum MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 23 -‐
- 24. The Goal: I Love You Engagement More Than My Dog! The stakeholder becomes a brand advocate, evangelist, and will do what it takes to help expand Layers of the brand. Content Consideration “By delivering content Awareness Transaction Interaction Advocacy that is vital and relevant Bonding Purchase Repeat to your target market, you will begin to take on an important role in their lives.” Joe Pulizzi Customer Journey What is Engagement? Brand and Consumer Connection MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 24 -‐
- 25. You can deliver tangible Content benefits to prospects and customers by providing relevant content that helps Development provide solutions to some of the toughest problems they are facing. • You Are the Publisher & Broadcaster • Brand Journalism – Character Driven Stories – News & Features – Editorials – Commenting • Harnessing the stakeholder environment to get them to engage with your brand is managed chaos MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 25 -‐
- 26. Putting It All Together A Systems Approach With Measurement MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 26 -‐
- 27. Putting It All Together: Publishing & Broadcasting Analy&cs Web/Email/Networking 800# Email Online PR MarkeKng Tradi&onal Your 2.1 Social Marke&ng Natural Brochures Website-‐Blog Networking Search/SEO Signage/Outdoor Traffic Direct Mail Newspaper Magazines Link Events Paid Search Radio Building TV Affiliate Public RelaKons SMS/Txt MarkeKng MarkeKng MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 27 -‐
- 28. Using Technology for Integrated Marketing Customer Relationship Management (CRM) Systems Your 2.1 Natural Email Social Online PR Website-‐Blog Search/SEO MarkeKng Networking Traffic Paid Search Tradi&onal Analy&cs Marke&ng Brochures Web/Email/Networking Signage/Outdoor 800# Direct Mail Newspaper Magazines Events Radio TV Public RelaKons MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 28 -‐
- 29. Questions? Copy of Presentation? MikeBrown@BrownLtd.com 561-756-1674 Web: www.BrownLtd.com LinkedIn: www.LinkedIn.com/in/MarketingAndPR Freelance Writing & Producing: www.RMichaelBrown.WordPress.com Marketing Works Today Blog: www.BrownLtd.Wordpress.com Twitter: @RMikeBrown Twitter: @BrandJournalism MikeBrown@BrownLtd.com | 561-‐756-‐1674 -‐ 29 -‐