PDF for Download: Presentation given 12/1/10 to the attendees at ACT Chesapeake Chapter's TDM Workshop. PPT Deck gives examples and incites audience participation on three levels: 1) Traditional Media with a Twist; 2) New Media Engagement; and 3) Shift to Mobile.

1. NON-TRADITIONAL MARKETING
TO SPARK RIDERSHIP
J Grant Mizell – Digital + Emerging Media, SPARK Team
Katherine Carlson - Managing Director of D.C. and Kelly Poe - Senior Account Executive

2. Grant Mizell (@G24NT)Grant Mizell (@G24NT)
Digital + Emerging Media |Digital + Emerging Media | PulsarPulsar December 1, 2010December 1, 2010
Market Planning/Research
Brand Development
Public Relations
Advertising
Social Media
Website/Interactive
Media Planning
Media Buying
Multi-Cultural Marketing
Corporate Identity
About Pulsar

3. About Pulsar

4. How can we
ignite a spark?
a spark?

5. Traditional Marketing
Familiarity
Trial
Measure
and
Refine
Awareness
Behavior Change/
Conversion

6. WOR D of MOUTHL

7. WORLD of MOUTH

8. WORLD of MOUTH
Consumer Trust Index
• 90% of consumers trust recommendations
from people they know
• 20% over a brand’s website
• 30% over traditional advertising

9. Evolved Funnel
Familiarity
Relevance
Conversion
Involvement
Ongoing
Engagement
Measure&Refine

10. Sourcing Ridership From Within

11. Direct Messaging

12. Direct Messaging

13. Media Mix
campaign billboardtweet
broadcast
message
youtube
competition
web
banner
bus shelter
message

14. Quick Poll: My company’s
Marketing Strategies include…
 Traditional Media (e.g. print, outdoor, tv, radio)
 PR (e.g. events, press releases, outreach)
 Online (e.g. enewsletters, email mktg, online ads)
 Social Media (e.g. facebook, twitter, blogging)
 Non-traditional (e.g. street teams, point-of-sale, guerilla)
 Mobile (e.g. SMS/text marketing, mobile website,
smartphone app, QRs)

15. Non-traditional Marketing
I. A Twist on Traditional
II. New Media Engagement
III. Shift to Mobile

16. I. A Twist on Traditional
1. Target existing resources
2.
3.

17. I. A Twist on Traditional
Examples

18. I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3.

19. I. A Twist on Traditional
Examples

20. Examples

21. I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3. Crowdsourcing

22. Examples
I. A Twist on Traditional

23. Examples

24. Quick Poll: How is my
agency using Social Media?
 Broadcaster (sending out our message)
 Active Listener (listening to what’s being said)
 Bystander (not participating)
 Conversationalist (listening, interpreting and broadcasting)

25. II. New Media Engagement
1. Transparency
2.
3.
4.

26. Examples

27. Examples

28. II. New Media Engagement
1. Transparency
2. User Generated Content
3.
4.

29. Examples

30. Examples

31. II. New Media Engagement
1. Transparency
2. User Generated Content
3. Geo Social, Loyalty Rewards
4.

32. Examples

33. Examples

34. Examples

35. Examples

36. Examples

37. II. New Media Engagement
1. Transparency
2. User Generated Content
3. Geo Social, Loyalty Rewards
4. Online Advertising (CPC, etc)

38. Examples

39. Examples

40. Examples

41. Examples

42. III. Shift to Mobile
1.
2.

43. Americans who receive news
through their mobile phone26% – USA Today, March 2010
Americans’ mobile data use of text,
email and internet surpasses voice data2009 – CITE (via NYT), May 2010
Months to reach 1 billion downloads
through the App Store.
9 – Apple, April 2009
Mobile Shift

44. Mobile Shift
86 Million iPhone/iTouch users, versus
18 million Netscape users, at Q11.
– Morgan Stanley Research, Q1 2010

45. speaking
Mobile Shift
– Pew Research, July 2010
African-Americans
continue to be the most active mobile web
users because their devices commonly function as the
primary or sole connection to the web
Latinos
&
English-

46. Mobile Shift
2012Smartphone sales will outpace
personal computer sales
– Morgan Stanley Research, Q1 2010
2011US Smartphones will outsell
traditional mobile phones
2010US Mobile browsing and Mobile
App use doubles from Q1 2009

47. III. Shift to Mobile
1. Text/SMS
2.

48. Examples

49. Examples

50. Examples

51. III. Shift to Mobile
1. Text/SMS
2. Smartphone Technology

52. Examples

53. Examples

54. Examples

55. Examples

56. Examples

57. Rules of Engagement
• Provide access
anytime/anywhere
• Make it easy
• Provide tools to
spread the word
• Be authentic
• Tout your USP
• Focus on the
greater good
• Be community
centric
• Listen
• Experiment
• Have fun!

58. Challenge…
Do one thing next week to challenge the status quo of your
current marketing efforts.
i.e. start a mass email of ideas around the office, place a box for
marketing ideas in the break room, take an internal survey of
social strengths/expertise, explore 1 new social site, etc.
Share it.
Email me at gmizell@pulsaradvertising.com; OR
Tweet me @G24NT, ending with the hashtag #acttdm12110

59. Extended.
Extra slides and info to help answer all
your questions.
1. Ford Fiesta lauch through social Case
Study
2. Arlington’s CFD Skeptics integrated
campaign Case Study
3. Live Links for stats and tips for winning
the Boss over to Social and Mobile

60. Ford gave away one hundred,
pre-released Fiestas for six months.
Case Study: Ford

61. And started a Movement…

62. Integrating Social

63. Pre-Launch Awareness
among Millenials
“You can’t just say it. You have to get
the people to say it to each other.”
– James Farley, CMO Ford
2010 - Ford moves 25% of Marketing
Spend to Digital/Social Media
37%

64. Ways to Create Engagement
using UGC & UGC Campaigns
Case Study: CFD Skeptics
5

65. User-Generated Campaign

66. User-Generated Campaign

67. User-Generated Campaign

68. User-Generated Campaign

69. User-Generated Campaign

70. Testimonial Campaign

72. Turn the Boss onto Social & Mobile Marketing
• Suvey internal expertise
• Twitter: Mashable’s Guide, Apps, Lists
• Foursquare: BART, VisitPA
• Multi-updaters: Cotweet, Hootsuite, Ping
• All Socialnomics vids & stats
• What The Heck is Social Media?
• Internet trends
• Can Social Media sell cars?
Explore Potential (Fire power)
Load-Up on Stats (Ammunition)

73. Winning the Boss Over
Other resources.
The Secret Sauce of Social Marketing
5 Tips to Convince the Boss
Adding Blogger Outreach to Your PR Plan
10 Ways to Initiate Social Conversation
Social ROI
Facebook Stats
Social Media Business Tools

74. J. Grant Mizell
Digital + Emerging Media
Ph (410) 922-6600
Fx (804) 225-8347
gmizell@pulsaradvertising.com
www.pulsaradvertising.com
Twitter: @G24NT, @mizellg
Contact Info