Transcript Cooking Up Marketing Ideas For Your Association

Cooking Up Marketing Ideas
For Your Association
By Cassandra Johnson
Five-Star Campaigns
• HP: Everybody On
• Barilla: Share The
Table
• Bubble Wrap: 50th
Anniversary
HP
Everybody On
Print
Broadcast
YouTube videos
Social media
Celebrities
Barilla: Share The Table
Print
Television
Website
Celebrity
endorsements
Sweepstakes
Website, consumer
content
Charitable donation
Bubble Wrap
Pop Heard Around The World
Product giveaways
Website
Facebook
Online game
Custom App
Integrated Marketing
What Makes These Campaigns
Impressive?
• Right blend of Ingredients
– Individually serve their
purpose
• Mixed with the proper
balance
• Create a much more
delicious and impressive
dish
Let’s Look
At AHello,
Few More
Favorites
TARGET:
Manhattan
Print
Outdoor advertising
Media coverage
Use of celebrity designers
Special event: Target
Kaleidoscopic Fashion
Spectacular
Facebook
Streaming video
Old Spice: Smell Like a Man, Man
YouTube
Television
Twitter
Social Media response
campaign
Media coverage
100% Cork Campaign
Website
Print ads
PR campaign
Facebook / Twitter
Special events
Integrated Marketing:
Tactics That Are Trending
• Like-gating
• Consumer
Platforms
• Integrated
Video
Like-gating
The practice of trading gifts or exclusive content
for a “like” on a brand’s page
Consumer Platforms
Give your best customers a platform allows
them to share their experience with others
Integrated Video
Traditional Tactics Are Still Relevant
•
•
•
•
Direct mail
Advertising
Public Relations
Email and
Website
Integration & Interaction
Your Integrated Marketing Campaign
First: Ask These Questions
• What Is My Brand Strategy?
• Who Are My Audiences?
• What final outcome do I want to
achieve?
• What can I Build On That I Already
Have?
• What Is Reasonable To Achieve Within
My Timeframe and Within My
Resources and budget?
• Where/ How can I pull in industry
“celebrities”?
• How can I give my members a platform
to share their real-world expertise?
Your Integrated Marketing Campaign
Next: Look In The Pantry
Offline
Online
Advertising
Direct Mail
Flyers
Brochures
Coupons
Speaking
engagements
Media relations
Video
Testimonials
Email
Website
Facebook
Twitter
LinkedIn
YouTube
OVERALL MESSAGE
Your Integrated Marketing Campaign
Finally: Start Cooking!
Audience
Tactic
Message
Date of Delivery/
Implementation
Measurement
Your Integrated Marketing Campaign
Five-Star Results!
• Integration
• Interaction
• Increased
marketshare
Cassandra Johnson
Regional Affiliate Marketing Manager
[email protected]
972-258-3027