New Marketing Summit

Gillette Stadium

Foxboro, MA

 

10/15/08

 

Customer don't want conversations, they want relationships?

 

Four keys:

 

1.  Software must be customer aware, able to tap into all previous interactions

 

2. 

 

3.  Cross channel opportunities, email, txt messages, etc.

 

4.  Behind the scenes, integrate various marketing strategies across channels

 

The New Media Roller Coaster

 

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Todd at Shift Comunications

 

Times are tough, don't read the newspaper

 

Put head in the sand, or get tougher, smarter, louder, market our way through this downturn

 

Why make cuts now when customers need to hear from you MOST -- now!

 

Harvard Business School:  Higher ROI

 

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56 Slides of DOOM from Sequoia Capital

 

Now is the time to nail your marketing message

 

POUND YOUR COMPETITORS weaknesses now

 

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You don't need to reach everybody

 

You need to reach people who can BUY your stuff

 

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Too many Web 2.0 places to network now

 

Focus efforts: GOOGLE will save us!

 

What impacts "findability"?

 

No longer in marketing department, in the CONTENT DEVELOPMENT business!

 

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Videos on YouTube

 

Cheap

 

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TIME IS EXPENSIVE

 

Who is going to listen to those bloggers / podcasters out there!

 

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What to do?

 

Focus on impact

 

KILL

 

PPC?

 

Advertising -- hit or miss and too expensive -- STOP!

 

Layers:  Cut internal staff

 

Events:  Box-up the Booth, visibility = speeches

 

UNLESS you are speaking don't go!

 

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What to do?

 

Double down

 

Listen -- responsiveness scores points

 

Content creation:  THOUGHT LEADER + findability

 

SEO:  Searchability!

 

PR:  THOUGHT LEADERSHIP

 

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Goal: Create VIRTOUS CYCLE

 

Listen > Meet NEEDS with content

 

Don't think of your web site as a PORTAL, think of it as a CANNON!

 

Send content from your web site to social media sites

 

Industry analysts

 

"Edge" work

 

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World of PR today

 

Speaking at the show!

 

Send camera crew along

 

Interview people before and after speech

 

Did you hear what you thought you would hear?

 

Content creates ongoing exposure opportunities

 

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But my Prospects aren't Tweeting

 

Google LOVES social media

 

Fresh content attracts Google

 

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What about PR?

 

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Dude, I need to checklist

 

Focus on SEO

 

Don't advertise

 

Don't PPC

 

Don't attend events unless speak

 

Don't panic

 

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