Transcript Developing a Marketing Strategy That Works For You

Marketing 101
Developing a Marketing Strategy
That Works For You
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
Quizzes
Contests
Trivia
Infographics
Industry Articles
Press Releases
Service Advisories
Celebrity Endorsement
Reviews
Entertain
Educate
Inspire
Convince
Nothing But The Facts
Green
Cost Savings
Testimonials
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Marketing 101
• Plan versus Strategy
– A marketing plan sets out your goals
– A marketing strategy helps you identify ways to
achieve them
• Should evolve & change, adapting to what works & what
doesn’t
– As marketers, we’re on a mission to track and
measure our efforts and their success
• Collect information on almost everything you can think of,
from purchase history and demographics to
psychographic data and everything in between
• It’s important to know how to find the useful data that
helps us make strategic decisions
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Marketing 101
• What To Do First
– Your marketing goals
• Set goals for each channel you use
• If you have several, it may help to put them in order of
priority
• By this point, you should have agreed on goals with your
management team; but if you haven’t, now is the time to
get on the same page
– The key performance indicators (KPIs) you’ll use to
measure marketing effectiveness
– Your plan for gathering this performance information
– Who will be responsible for collecting and reporting
this data and how frequent
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Marketing 101
• Getting Started
– Measurement can be as simple or as complicated as
you make it
– Don’t measure simply for the sake of having some
numbers to present to your upper management
– If you aren’t certain what you should be measuring,
ask yourself these two questions:
• Do these metrics support my key goals?
• Can I take action on these metrics (i.e., will they provide
me insight into how I can improve my program)?
– Unless you can answer “yes” to the questions above,
you likely don’t need to be collecting the data — at
least at first
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Marketing 101
• Make It A Priority
– Measurement processes are constantly evolving, and
it definitely takes time to track, analyze and report
on performance
– But measurement and optimization is essential to
being successful and ultimately growing ridership
– Track conversions
– Collect actionable metrics
– Be ready to adapt
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Marketing 101
Clear Channel Airport Kiosk Advertising
July 2013 through June 2014
Month
July
August
September
October
November
December
January
February
March
April
May
June
July
August
September
October
November
December
January
February
March
April
May
June
FY13 Sub Totals (Jul - Jun)
FY14 Sub Totals (Jul - Jun)
Kiosk Cost (Jul - Jun)
Incremental Riders (Jul - Jun)
Incremental Revenue ($8 per ride)
Year
2012
2012
2012
2012
2012
2012
2013
2013
2013
2013
2013
2013
2013
2013
2013
2013
2013
2013
2014
2014
2014
2014
2014
2014
Passenger
Traffic
2,746,201
2,825,532
2,420,232
2,458,998
2,468,814
2,391,099
2,271,998
2,161,555
2,647,273
2,532,684
2,700,335
2,734,184
2,808,229
2,860,309
2,423,625
2,581,802
2,350,691
2,431,427
2,219,814
1,991,843
2,617,997
2,667,745
2,804,875
2,780,990
30,358,905
30,539,347
% Difference
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
2.26%
1.23%
0.14%
4.99%
-4.78%
1.69%
-2.30%
-7.85%
-1.11%
5.33%
3.87%
1.71%
0.59%
Kiosk Clicks
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
1,419
1,390
1,434
1,418
1,337
1,294
1,537
1,039
1,376
1,532
1,288
1,176
NA
16,240
Kiosk Calls
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
172
199
201
195
188
238
298
169
237
224
201
189
NA
2,511
Airport Line
Ridership
182,550
225,526
171,035
186,633
214,105
182,018
179,516
172,868
234,906
176,255
216,993
199,780
173,995
233,969
186,488
178,677
223,152
192,952
188,385
168,226
241,601
176,255
216,993
195,046
2,342,185
2,375,739
% Difference
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
-4.69%
3.74%
9.03%
-4.26%
4.23%
6.01%
4.94%
-2.69%
2.85%
0.00%
0.00%
-2.37%
1.43%
Page Views
7,402
8,319
6,839
7,760
7,913
6,911
6,871
6,810
7,980
8,101
10,037
9,531
10,026
10,568
9,625
10,162
10,507
10,748
11,465
8,321
10,334
9,778
10,426
10,312
94,474
122,272
% Difference
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
35.45%
27.03%
40.74%
30.95%
32.78%
55.52%
66.86%
22.19%
29.50%
20.70%
3.88%
8.19%
29.42%
$13,593
33,554
$268,432
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Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
PHILADELPHIA EAGLES HOME GAMES
BROAD STREET LINE RIDERSHIP
AVERAGE REGULAR SEASON TOTALS
2014 SEASON - GAME-BY-GAME
BROAD STREET LINE RIDERSHIP
15,000
13,808
ENTRIES @ AT&T STATION
14,000
13,027
13,000
12,000
12,171
12,573
12,162
11,891
11,199
11,087
11,000
10,000
9,000
8,000








2007:
2008:
2009:
2010:
2011:
2012:
2013:
2014:
7,900
8,200
7,900
8,600
8,440
8,500
10,200
12,240
(+55%)
(+20%)
7,000
6,000
5,000
12/14/14 @ 8:30PM
12/7/14 @ 4:25PM
11/23/14 @ 1PM
11/10/14 @ 8:30PM
10/12/14 @ 8:30PM
10/5/14 @ 1PM
9/21/14 @ 1PM
9/7/14 @ 1PM
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Source: SEPTA Revenue & Ridership Department
10
Marketing 101
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Marketing 101
• Be Original
– Use original content to keep customers interested
and engaged with your brand
– Allows you to directly track reactions from potential
customers to certain ideas or offerings
• On Social Media, you can measure the number of likes,
retweets and shares you receive and use analytics to see
which items generate the most interest and response
• See which content encourages users to explore your
website and product offerings, and where they look when
they visit your site in response to these posts
• Google Analytics are great ways to see where your content
travels and how it’s shared
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Marketing 101
• More Traffic
– Great content can inspire people to visit your
website, but it won’t necessarily convince them to
act
– You could have the greatest marketing strategy in the
world, but if your website is hard to navigate users
might tend to think so is your system
– If you’re getting a lot of additional traffic — but that
traffic isn’t converting — it’s a sign that you need to
give your website an honest assessment - can open
your eyes to issues you never knew existed
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
Clear Channel Airport Kiosk Advertising
July 2013 through June 2014
Month
July
August
September
October
November
December
January
February
March
April
May
June
July
August
September
October
November
December
January
February
March
April
May
June
FY13 Sub Totals (Jul - Jun)
FY14 Sub Totals (Jul - Jun)
Kiosk Cost (Jul - Jun)
Incremental Riders (Jul - Jun)
Incremental Revenue ($8 per ride)
Year
2012
2012
2012
2012
2012
2012
2013
2013
2013
2013
2013
2013
2013
2013
2013
2013
2013
2013
2014
2014
2014
2014
2014
2014
Passenger
Traffic
2,746,201
2,825,532
2,420,232
2,458,998
2,468,814
2,391,099
2,271,998
2,161,555
2,647,273
2,532,684
2,700,335
2,734,184
2,808,229
2,860,309
2,423,625
2,581,802
2,350,691
2,431,427
2,219,814
1,991,843
2,617,997
2,667,745
2,804,875
2,780,990
30,358,905
30,539,347
% Difference
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
2.26%
1.23%
0.14%
4.99%
-4.78%
1.69%
-2.30%
-7.85%
-1.11%
5.33%
3.87%
1.71%
0.59%
Kiosk Clicks
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
1,419
1,390
1,434
1,418
1,337
1,294
1,537
1,039
1,376
1,532
1,288
1,176
NA
16,240
Kiosk Calls
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
172
199
201
195
188
238
298
169
237
224
201
189
NA
2,511
Airport Line
Ridership
182,550
225,526
171,035
186,633
214,105
182,018
179,516
172,868
234,906
176,255
216,993
199,780
173,995
233,969
186,488
178,677
223,152
192,952
188,385
168,226
241,601
176,255
216,993
195,046
2,342,185
2,375,739
% Difference
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
-4.69%
3.74%
9.03%
-4.26%
4.23%
6.01%
4.94%
-2.69%
2.85%
0.00%
0.00%
-2.37%
1.43%
Page Views
7,402
8,319
6,839
7,760
7,913
6,911
6,871
6,810
7,980
8,101
10,037
9,531
10,026
10,568
9,625
10,162
10,507
10,748
11,465
8,321
10,334
9,778
10,426
10,312
94,474
122,272
% Difference
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
NA
35.45%
27.03%
40.74%
30.95%
32.78%
55.52%
66.86%
22.19%
29.50%
20.70%
3.88%
8.19%
29.42%
$13,593
33,554
$268,432
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
• Be Social
– No matter what industry you’re in and who your
target audience is, original, relevant content will
establish you as a legitimate expert
– Provide insight, solutions and answers that your
target audience desperately needs that encourages
follows on Facebook, Twitter, Instagram, etc.
– Even just one high-quality piece of content can make
your follower list bigger, but if you can keep the great
content flowing, you’ll see your social media
presence grow by leaps and bounds!
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Marketing 101
• Tools of the Trade
– Google Analytics are great
ways to see where your
content travels and how it’s
shared
– Platforms like Twitter offer
analytics for your social
updates
• Tweetreach
– Facebook Insights
– Foursquare
– Hootsuite, TweetDeck
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Marketing 101
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Marketing 101
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Marketing 101
• Tools of the Trade
– Timing Messages/Posts
• Reviewing usage by day and time
• Make sure you’re posting within 30 minutes of your
users’ peak activity times
• Sometimes one day of the week offers a 50-100% larger
audience; These are opportunities you don’t want to
overlook
– Track Format Preferences
• Over the past few years, there’s been a shift toward more
visual content (photos & videos)
• It’s important to base your strategy on what your
fans/customers prefer
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Marketing 101
• Tools of the Trade
– Sort Your Posts
• By going through your top-performing posts in the page’s
entire history (relative to your strategy and KPIs), you can
start to identify some qualitative factors you might not
have thought about before.
– Is there a visual or contextual theme that has consistently
performed well over time? Maybe your fans have a soft spot for
Star Wars references.
– Are there sentence structures that consistently outperform
others? Copy length, personality nuances and literary devices
can be a factor.
– Is there something consistent in the imagery you’ve been using?
Bright colors, 3D styling or photography might outperform
illustration.
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Marketing 101
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Marketing 101
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Marketing 101
• The True Test – More Riders
– This is, obviously, the biggest measuring stick you’ve
got
– After all, if you’re not getting more money out of all
the content you’re slaving away at (or paying
someone to slave away at for you), your strategy isn’t
working!
– OK, so you’re not going to see the money train pull
up after one ad, tweet, post or spot, but if your
content has had time to “make the rounds” and your
bottom line still isn’t getting a boost, it’s time to rethink your strategy
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Marketing 101
• 10 Reasons Your Strategy Isn’t Working
1. You haven’t refined your strategy
2. You don’t spend enough money and/or time
3. You aren’t promoting your content
4. Your content…just isn’t very good
5. You’re in a tough niche
6. You’re up against a goliath of a competitor
7. You haven’t waited long enough
8. You have horrible SEO
9. Your expectations are too high
10. You’re not having any fun with it
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
Quizzes
Contests
Trivia
Infographics
Industry Articles
Press Releases
Service Advisories
Celebrity Endorsement
Reviews
Entertain
Educate
Inspire
Convince
Nothing But The Facts
Green
Cost Savings
Testimonials
PREPARED BY SEPTA MARKETING – APRIL 2015
Marketing 101
Thank you!
PREPARED BY SEPTA MARKETING – APRIL 2015
26