Transcript Taming the “Integrated Campaign” Beast

2012 IASA Advanced Boot Camp:
Mastering the Art of Marketing &
Selling to Insurance Companies!
Thursday, March 15th
&
Friday, March 16th
Omni Amelia Island Plantation Resort
Amelia Island, Florida
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Taming the “Integrated Campaign” Beast
Presented By:
Rob Whitaker
SVP & Group Publisher
Source Media
Taming the “Integrated Campaign” Beast
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Rob Whitaker is SVP and Group Publisher of SourceMedia’s Technology & Accounting division,
which includes titles such as Insurance Networking News, Health Data Management,
Information Management, Traders, Securities Technology Monitor and Accounting Today. In
this role he is responsible for all lines of business associated with the brands; including print,
online, research, live events, mobile, lead generation and custom marketing services.
Over the last 19 years in media, Whitaker has worn many hats and has always been a driving
force behind innovation and new product development. He launched one of the first paid
subscription B2B websites, AmericanBanker.com, in 1997 and developed one of the first 24/7
virtual event environments in 1999. He has produced over 250 live events as Source Media’s
Managing Director of Conferences and was the architect of much of the company’s new
research, video, social and lead generation solutions.
Prior to joining Source Media in 1996, Whitaker worked for Dun & Bradstreet in their business
solutions group, building marketing databases for large consumer brands, including Prudential
and Mars Inc.
Taming the “Integrated Campaign” Beast
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Taming the “Integrated Campaign” Beast
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Are you a “Connected Brand”?
Are you connecting with your clients & customers . . .
When they want . . .
Where they want . . .
How they want . . .
Taming the “Integrated Campaign” Beast
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What does NOT count as an “integrated” campaign
• Adding social media “chiclets” to everything
• Using the same stock art image across online, print and your show
booth
• Adding a 75 character URL to your print ad
www.YourCompany.com/pubname/superduperoffer/
• Marketing a “white paper” through “email”
• Posting a video to your website
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What are biggest barriers to success?
#1 Lack of staff, budget and time*
#2 Lack of ability to stop executing and think strategically*
#3 Lack of ability to develop content*
“CHASING SHINY”
*Marketing Sherpa 2012 B2B Benchmark Report
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“Integrated” Campaigns Build Relationships
All relationships are built on “understanding”
•
Understand where and how your customers look for information
•
Understand that your customers consume information from many channels
•
Understand how those channels work together and how to best utilize them
•
Understand who is really in control in this relationship
Taming the “Integrated Campaign” Beast
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Print
Custom
Content
The Tools That Create
Connected Brands
Website
Customer
Mobile
Live
Events
Email
Social
Media
Video
Taming the “Integrated Campaign” Beast
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Identify Goals & the Channels to Achieve Those Goals
Brand
Building
Print Ads
Banners
Email
Social Media
Live Events
Mobile /
Handheld
Custom
Content
Video
Lead
Generation
Thought
Leadership
Education
Relationship
Building
Taming the “Integrated Campaign” Beast
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Where are your peers spending in 2012?
BtoB Magazine 2012 Marketing Outlook Survey
Taming the “Integrated Campaign” Beast
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What is the primary marketing goal for 2012?
BtoB Magazine 2012 Marketing Outlook Survey
Taming the “Integrated Campaign” Beast
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Where is that online budget going?
BtoB Magazine 2012 Marketing Outlook Survey
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Let’s talk Channels
Print: Do people still read print anymore?
Video: Is anyone watching?
Social Media: Feeling overwhelmed?
Lead Gen: Why do my sales people complain about the leads?
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Print Advertising: Separating Fact from Fiction
Business Executives are Still Engaged with Print
Readex Research Survey of Media Usage
( survey of 2,000 business executives to understand their media usage conducted Sept 2011)
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Print Ads: Connecting the experience with other channels
• 20 Million mobile phone users scan QR codes every
month
• 49% were scanned from a print ad/publication
CAUTION: Majority of QR code
experiences disappoint due to poor
implementation
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Give Them a Reason to Interact Using QR Codes
• DO NOT simply link to your website. Create an experience that is optimized
for mobile
• Link to something interactive and custom that plays off your full campaign,
such as an app, video, social channel or offer
• Be practical. Add some copy on how and why they should scan
TEST . . .
TEST . . .
TEST AGAIN!
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Video Viewing Heads to the C-Suite
•
Video is becoming a critical information source for senior executives
• More than 80% said they are watching more online video today than they were a year
ago.
•
Senior executives are also turning to video more frequently
• Three-quarters (75%) of executives surveyed said they watch work-related videos on
business-related websites at least weekly; more than half (52%) watch work-related
videos on YouTube at least weekly.
•
Work-related video can drive senior executives to take action.
• Overall, 65% have visited a vendor’s website after watching a video.
•
The social element of online video is strong in the executive suite.
• More than half of senior executives share videos with colleagues at least weekly, and
receive work-related videos as often.
Forbes / Google Video Usage Study of 300 C-Level
executives at companies with $500M+ in revenue
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Are you adding value with your Social Media efforts?
Taming the “Integrated Campaign” Beast
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Your customers want to know: WHY SHOULD I?
•
Start with a manageable stream (Facebook, LinkedIn, Twitter)
•
Understand how each channel engages with their users, and their purpose.
•
Remember to be “social”, customize the message for each outlet.
•
Needs to be viewed as a “marketing component” for all campaigns, same as
email or direct mail.
•
Be creative and have some fun
Taming the “Integrated Campaign” Beast
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What is the social media impact?
Less than 1% of website visits come directly
from a social media URL
18% of website viewers acknowledge being
influenced by social media to visit the site
They come for social interaction but can be influenced
by companies with solid social media marketing
Foresee Social Media Impact on Web traffic Study
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Approaching Leads from a BEHAVIOR Point of View
1) Building integrated programs that create behavior
paths for prospects
2) Providing interaction that is appropriate for at
various stages in the cycle
Scoring Leads like an ACE
A - “Action”: Lead sent right to the sales force
C - “Cultivate”: Early in the sales process
E – ‘Educate”: Leads should be kept in marketing
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Campaign Examples
Dataflux: Video, Social and Live Event
ADP: Research, Video, Whitepaper, Online, Print
Mainstay Investments: Research, Print, Video, Online,
Live Events
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Dataflux: Launch of Dataflux Insights
Taming the “Integrated Campaign” Beast
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ADP: Accountants Confidence Index
• Monthly Research
• Research developed into white
papers and web seminars
• Monthly print and online branding
of results
• Email promotion of the data
• Video to promote launch
• Monthly sell sheets created from
Index data for ADP sales force
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Mainstay Investments: Branch Managers Awards
• Annual Awards
Ranking: Promoted
across print, video,
online, and social
channels
• Over 100 research
interviews
• Annual Awards Dinner
• Regional Award
Luncheons
Taming the “Integrated Campaign” Beast
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QUESTIONS?
Taming the “Integrated Campaign” Beast
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If you have questions specific to this presentation, please
feel free to email:
Rob Whitaker
SVP & Group Publisher
Source Media
[email protected]
Thank you for your time and attention.
Now, ……………………LUNCH! Poll? Mark?