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Interdependent Marketing

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by

Bart Caylor

on 29 September 2013

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Transcript of Interdependent Marketing

Valuable Interdependent
Marketing Fuel = Content
Heat = Call to Action
Oxygen = Context Fuel | Heat | Oxygen Bart Caylor
Caylor Solutions
Indianapolis

caylor-solutions.com
caylor@caylor-solutions.com
317.985.7375 Typical Marketing Programs Email Social Media Website Many Means/Tools
Silo Approach
Shotgun Style Digital
Advertising Video Online Direct
Mail Response Cards Brochure Premiums Letters Print Fairs Events Telemarketing Concerts
Festivals Miscellaneous Other Email Social Media Website Digital
Advertising Video Direct
Mail Response Cards Premiums Letters Fairs Events Telemarketing Concerts
Festivals Miscellaneous Brochures What is Needed: Interdependent
Marketing Plan Approach Needs to be all inclusive, print, digital, events, premiums, etc. Potential Student
Parents
Influencers Timely Relevant T-Shirt
Devotional
Discount
10 Things Is it desired? Helpful
Caring
Rigorous
Progressive Demonstrate Brand Contact Info
Next Step Commitment
Referrals Willing to Trade? Helpful/Caring
Rigorous
Thought Provoking
Progressive Context: Physical School
College Fair
Youth Group
Concert Festival Google Search
Email Message: Calendar
Twitter: Birthday Context: Digital College Decision Private vs. Public
Christian vs. Secular
Cross-Apps
Majors & Activities Private vs. Public
Financial Aid and How it Works
Resources
Testimonials College Cost Demonstrate Brand Helpful/Caring
Rigorous
Thought Provoking
Progressive Cross-Media Plan every aspect: Name, Inquiry, Applicant, Accepted, Deposited, Matriculated, Retained, Graduated Cross-Funnel Prospective Student
Parent (Mom & Dad)
Influencers: Guidance Counselors, Youth Group,
Alumni, Peers Cross-Audience Call to Action Personalized Automated Fuel | Heat | Oxygen Fuel = Content
Heat = Call to Action
Oxygen = Context Communication is personal across all audiences Marketing
Automation Lead
Generation Metrics Create a Road Map Interdependent
Marketing Plan Execution On Ramps Proactive Pay Per Click
Search
Email Marketing
Direct Mail
Event Reactive SEO
Social Media
Static Print
Website Passive SEO
Social Media
Static Print
Website Concert Festival INPUTS Festival Registration (Demographic Data, Contact Information, Parent Data) Incentives for Premiums (Facebook Likes, Instagram Photos, preferences for etc.) Hashtags for Social Follow Twitter, Instagram/Communicate User Generated Content Upload to Instagram or Twitter Hashtag OUTPUTS Festival Registration Email Confirmation Opt In, Parental Email Confirmation, Opt In
With CTA Incentives for Premiums T-Shirts with QR Code to Landing Page, URL to Landing Page
With CTA Hashtags for Social Announcements, During Concert, Follow Up, Relevant Year
With CTA User Generated Content Push through Twitter, Email, Data Variable Print
With CTA CTA Festival Registration Students: Watch Testimonial from Band XX on YY
Parents: Watch testimonial from Parent XX on Christian College Incentives for Premiums Landing Page with offer: Download Devotional Guide or MP3 album with branded intro. Hashtags for Social Follow Twitter, Instagram/Communicate User Generated Content Upload to Instagram or Twitter Hashtag Marketing
Automation Decisions Apply Now
Campus Visit
Deposit
Registration
Matriculation
Recommendation
Retention
Recommendation
Graduation Direct Messaging Next Bridge Crossed Interdependent
Marketing
Example Road Trip Drip Regular Intervals
Regular Messaging
Next Step CTA
Email, Brand Ads, Etc. Relationship
Building Long Term Goals
Brick-by-Brick
Demonstrate Brand Deferred Fuel | Heat | Ignition Fuel = Content
Heat = Call to Action
Ignition = Context, Where Goal: Move users to engagement inbound - outbound Access Points Long Term Goals Will Not Affect
Current Numbers
Investment Rest Areas Drip Regular Intervals
Regular Messaging
Next Step CTA
Email, Brand Ads, Etc. Relationship
Building Long Term Goals
Brick-by-Brick
Demonstrate Brand Deferred Gathering Points Will Not Affect
Current Numbers
Investment Review: Remove the Silos Where Does Audience Enter?
What is the Access Point?
What to Say, How to Say it? Where Can You Participate?
Message Customized?
Value Add...Context.
Provide Value. What is Next Step?
What Should I Do Next?
Where to Go? Reviews...what do others think?
How can I get third-party Info? Long Term Play
Relationship Building
Brand Demonstration Sprint...Convert Now.
Incentives. Motivate.
Value. Timely. Relevant. Blog Post Content is added to Blog Post Automated Email Sent out via Email Update Sent to Twitter Link with Hashtag Sent to Facebook Link with Compelling Graphic CTA Drive to next step Look for Cross Opportunities
Media, Funnel, Audience Always have CTA
Valuable, Timely, Relevant Always Personalize Message Leverage Automation Remember the 3 Elements
Content, CTA, Context Plan Your Road Map Next Steps: Listen, Learn, Discuss Strategically Think Build Comprehensive Plan Build Infrastructure Execute
Full transcript