1. +
Marketing: Message and Measurement:
Ten Things You Need to Know to Triumph—Today & Tomorrow
Mary Bahr & Kate Koziol
WPO Special Joint Joint Session
6/20/12

2. + Social Media Revolution
 http://www.youtube.com/watch?v=0eUeL3n7fDs!

3. +
#1
How to choose the
right channels

4. +
#1 Choose the right channels
 Depends on your offering
 Who is your audience?
 Where do they live, work?
 What is important to them?
 Who do they trust?
 What do the aspire to be?
 Adapt and achieve

5. #2
Embrace POEM: The holy trinity of media
+

6. +
#2 Embrace POEM
Understanding how your media mix works is critical
PR, editorial

7. +
#2 Learn POEM
Understanding how your media mix works is critical

8. + #3
The biggest mistakes you can
make—and how to avoid them

9. +
#3 Biggest mistakes
And how to avoid them
 Voice and marketing material
doesn’t reflect your value proposition
 Inconsistency of message;
reinventing the wheel
 Not understanding LTV of customer
and what that means to your marketing
spend and mix
 Not fully embracing what works
 Sticking your head in the sand

10. + #4
Mobile madness

11. +
#4 Mobile madness
What’s real, what’s not, what do you need to do NOW

12. +
#4 Mobile madness
What’s real, what’s not,
what do you need to do NOW
 Is your website, email and online
advertising optimized for
mobile viewing?
 Have you claimed your location on
Google maps, Yelp, Foursquare.
Is it correct?
 Have you considered the importance of
location services to your business?
 Don’t get sucked into developing an app.
Determine how to monetize it first.

13. #5
Standing out in a sea of sameness
+

14. +
#5 Standing out
Differentiation is critical.
 Determine your Unique
Selling Proposition - USP
 Make your messaging multi-task.
Adapt and use in multiple
channels.
 Break through the clutter
(e.g., unique, solution, best)
 Video enhances everything:
YouTube is #2 search engine
 Use the right tools

15. +
#6
LinkedIn is more than a
networking tool, it’s a
marketing imperative
+ LinkedIn adds 2
new members per
second.
+Add LinkedIn URL to your email signoff
+Make sure your profile is 100% complete
+ At end of Q2, LI
+Upgrade sales & recruiting staff to paid
had 161M members
versions
+Add an alternate email to your account
+Look at LinkedIn integrated apps
+Create a company page + 60% of LinkedIn
+Follow your targets AND competitors members are
+Are you a B2B company with a differentiated outside the US
target market or niche service? Consider a
LinkedIn advertising campaign

16. + #7
transparency and trends

17. + #7 Transparency
& trends
 Reflect the true values of your company
 Have a crisis plan before you have
a crisis
 Trend 1: Video is only going to grow
 Trend 2: Less is more =
give me your best 8 seconds
 Trend 3: Tell the story

18. + #8
Email still matters…

19. +
#8 Email marketing
Best performing types of EM

20. +
#8 Email marketing
Best practices
 Create a process to continually update
your database and actually do it (get both
business & personal addresses if you can)
 Keep most important information “above the fold”, make sure
email is optimized for mobile
 Write a great subject line, keep it under 60 characters, avoid
“spammy” words (e.g. “free!). TEST THEM!
 Include a simple and direct call to action
 Segment your database and develop messaging relevant to
them

21. + #9
Manage social media,
don’t lose sleep over it

22. + #9 Manage social media
 Listen first
 Wildfires start with a single spark –
track mentions, competitors, trends
 Move negative experience resolution offline
 Spotlight positive interactions discreetly
 Ask fans and best customers to comment, however be careful
about “rewarding” them for it
 Negate critical commentary with positive commentary
layered atop. Particularly if it creates a thread.

23. + #10
you can’t manage
what you don’t measure
“Half the money I spend on advertising is wasted;
the trouble is, I don't know which half.”
John Wanamaker

24. + #10 Measurement
Determine what’s most meaningful,
not just what’s easiest
 Budget isn’t measurement;
one size doesn’t fit all
 What’s your KPI? (Key Performance Indicator)
 ROMI: Return on Marketing Investment
Total Profit Due to Campaign Activity
ROMI: Total Cost of Campaign
 Look at long term investment
vs short term need

25. Mary Bahr
President & Creative Director
MAB Advertising Inc.
mbahr@mabadinc.com
+ Kate Koziol
President
K Squared Communications
kkoziol@ksqrd.com

26. Appendix
Defining POEM: Forrester Research http://tinyurl.com/25vv48f
Mary Meeker, KPCB, Internet Trends 2012 http://tinyurl.com/cg54423
Free monitoring: google.com/alerts
Research hot words for your industry: google.com/adwords
Check out hot internet trends: google.com/trends
Monitor your website traffic: google.com/analytics
US Trademark search: http://tinyurl.com/7l39tw9
Marketing templates: http://www.demandmetric.com/
LinkedIn:
Paid Subscription Levels: http://tinyurl.com/7wuddgv
How to use LinkedIn: http://tinyurl.com/bcu9p5
+
How to use Twitter for business: http://tinyurl.com/8y62oqn
Must Read Marketing Books:
The Power of Habit, Why We Do What Do in Life and Business, Charles Duhigg
Socialnomics: How Social Media Transforms the Way we Live and Do Business, Eric
Qualman
Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure
Success in the New Web, Brian Solis
Made to Stick, Chip & Dan Heath
Switch: How to Change Things When Change is Hard, Chip & Dan Heath
Reality Check, Guy Kawasaki
Presentation Zen, Garr Reynolds
Don’t Make Me Think, Steve Krug