Out-Of-The-Box Sales and Marketing Ideas

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Out-Of-The-Box Sales and Marketing Ideas

• Presented by Cristopher Levy, Managing Partner,
  Encore Media Partners
• SISO Executive Conference Hartford August 2006

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10 Ways To Stretch Your Marketing Budget

• Ask media vendors about special deals think
  airline business
• Ask them about combo buys think McDonalds
• Book media early or book it late
• Buy reminant media space
• Lock in media contracts leverage volume

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Encore Media Partners SISO 8/06
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10 Ways To Stretch Your Marketing Budget

• Understand media company footprint
• Trade Leverage ALL products access
• Maximize marketing spend in the sweet spot
• Leverage your exhibitors communications channels
• Cut out waste by continuously tracking, measuring
  and optimizing

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Create Custom Corporate Events To Bring Buyers
And Sellers Together

• Leverage your sales channels to extend
  your brand
• Increase monetization of your audience
• Offer heavily-branded, highly-customized
  solutions which provide 100 control over
• Audience
• Message
• Format/content
• Date, time, location, venue

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Identify Unique Characteristics About Your
Audience

• Demographics
• Psychographics
• Why do they come to you show?
• What convinced them to attend?
• What did they like most about your show?
• Media Habits
• How do they want to receive info from you?

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Think Niche/Segmentation

• Carve out segments within your target audience
  universe
• Industry
• Function
• Interest
• Relationship (Previous attendee, Prospect, etc.)
• Correlate marketing dollars to conversion profile
  
• Develop target specific messaging
• Use target relevant media

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Know All Media Channels that Are Available Be
Platform Neutral

• Podcasting
• Coffee cup sleeves
• Inserts
• Newsletters
• POP display
• Voicemail
• Events

• Newspapers
• Trade pubs
• Direct mail
• Radio
• TV/Cable
• Transit
• Billboard

• Moving Billboards
• Cinema
• Links
• Email
• Online ads
• Search
• Blogging

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Differentiate Your Message With Radio

• Access large audience through the mediums high
  penetration
• Think frequency
• Leverage diversity
• Capitalize on targeting
• Buy shorter units 10s, 15s, 30s vs. 60s

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Search!

• Do you know where you are ranked where your
  competitors are ranked?
• Millions of searches
• Pull vs. push medium
• Optimize organically
• Use target relevant keywords/terms

Encore Media Partners SISO 8/06
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Search!

• Understand the hit volume and competitiveness of
  keywords/terms
• Focus on more than just the home page
• Leverage link popularity
• Use paid search where necessary

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Give Value To Get Email Addresses And Customer
Data

• Be creative in email acquisition ask
  yourself why should this visitor give me their
  email address?
• Offer something
• Wet their appetite
• Use cross-platform acquisition
• Start off asking for only a few data points
• Offer higher value/content to get more
  robust data

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Use A/B Testing to Optimize Results From Email

• From line
• Subject line
• Message length
• Text vs. HTML
• Frequency
• Copy points

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Maximize Value Of Your Web Site

• Design around the reality that everyone does not
  visit through the home page develop strong
  landing pages
• Collect email addresses on all attendee pages
  make it visible!
• Integrate viral drivers
• Design navigation to maximize registration

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Leverage Your Own Media

• Show dailies
• Ads on the exhibit floor
• Badge/registration mailer/packet
• Post show communications
• On-site Internet stations

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Track All Marketing Touchpoints

• Use multiple channels to ensure data quality
• Use URL redirects for each activity
• Use additional URL differentiation for each list
  source
• Use source codes for offline activities
• Ask registrants how they heard about your event

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Develop Actionable Metrics

• How many responses/registrations did you get from
  a specific activity?
• How many pieces does it take to achieve
  conversion by target segment?
• What is the abandonment rate on your web site
  registration page?
• How many single page visits do you have on your
  web site?
• What are the top exit pages on your web site?

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Act On This Data And Move Outside Your Comfort
Zone

• Data is of no value if it just sits in a report
• Remember inaction is a decision
• Time/speed is essential Act real-time
• Scale into change
• Change is inevitable your events must also
  evolve to remain in sync with your marketplace

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THANK YOU!Cristopher LevyManaging Partner,
Encore Media Partnersclevy_at_encoremediapartners.co
m