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Marketing & PR 2.1
   R. Michael Brown
       Brown Ltd.




                    February 15, 2011
R. Michael Brown
                              •  Brown Ltd: Hybrid Traditional & New Media
                                 Marketing and Public Relations Consultant
                              •  Pulte Homes: Florida Director of Marketing & PR
                                        –  $20 million Annual Budget Cut by $9.8 million w/ Internet
                              •  Motorola: Future Vision Communications Manager
                                        –  Nextel                     - Brand Journalism Group
                                        –  Premier of China           - International Broadcasting
                              •  IBM: First Multimedia Communications Manager
                                        –  1989 NY Film Festival Award for What Web Would Be Like
                                        –  First Professional Blogging Group 1987
                                        –  On Internet Since 1983
MikeBrown@BrownLtd.com	
  	
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Today’s Goal
                                         Marketing 2.1
                                         Technologies & Systems
                                         Can Provide Customers @
                                         Lowest Cost / Customer

                                        •  Snapshot of Marketing in the Middle of
                                           a Full-Court Press

                                        •  Winning Customers (Marketing | PR |
                                           Sales | Service) By Engagement With
 A Systems                                 Content Marketing
Approach with
Measurement                             •  How? Marketing Mix 2.1

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Snapshot of Marketing
         in the Middle
     of a Full-Court Press


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Is Marketing Getting Easier?




Marketing

 2.1
           ?
                   Tom Cunniff
        VP Dir. of Interactive/Assoc.
         Creative Director at Combe




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Traditional Media Content Distribution
                                                               GATEKEEPERS




                                               Content	
  
                                               Producer	
  




Circulation
    1.0




                                          Create for 4 Distinct Channels of Distribution
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Traditional Newspaper Ad Sales




                                            2000	
  -­‐	
  2002	
  
                                               Tech	
                 2005 - 2006
                                              Wreck	
                 Real Estate
Circulation                                  Recession	
                 Peak
    1.0


                                Mike Brown Real Estate Marketing 2.1
                                                               Newspaper
 MikeBrown@BrownLtd.com	
  	
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New Media Content Distribution: FLOW
                                                                  GATEKEEPERS




Circulation
    2.1


                                                        Create Once – Publish Many Places
                                               Evangelize => <= Encourage Evangelism
 MikeBrown@BrownLtd.com	
  	
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                                                             Get Referrers to Get MOMENTUM -­‐	
  	
  8	
  	
  -­‐	
  
Winning Customers
 (Marketing | PR | Sales | Customer Service)

                   Engagement
                       With
                 Content Marketing

MikeBrown@BrownLtd.com	
  	
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New Media Content Conversation




                                                                 Your Inc
                                                                  Online
                                                               Conversation

Circulation
    2.1


                                       Brian Solis
                                       FutureWorks




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Using Technology for Integrated Marketing

                                              All Organizations
                                              Must Now Be Publishers
                                              to Survive & Grow
                                      •  You are Now in the Publishing Biz
                                               –  Websites
                                               –  Blogs
                                               –  Twitter      - PLUS MORE…
                                               –  LinkedIn
                                               –  Facebook
                                               –  Email
 MikeBrown@BrownLtd.com	
  	
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Using Technology for Integrated Marketing


                                              Content Marketing
                                              Publishing in All Media
                                              Is Marketing & PR 2.1

                                      •  Business & Marketing Has Changed
                                      •  Old Business Model
                                               –  Advertising
                                               –  PR –> Primarily Press Releases

                                      •  New Business Model
                                               –  Content Publishing to Engage
                                                  Stakeholders, Influencers,
                                                  Customers
 MikeBrown@BrownLtd.com	
  	
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Content Marketing
                                             Defined
                                               “The science of understanding
                                               exactly what your customers
                                               need to know (all of it), and
                                               delivering it to them, in the
                                               channels they care about, and in
                                               a relevant, layered, and
                                               compelling way to grow your
                                               business.”
                                                                       R. Michael Brown
                                                                       Brown Ltd.

MikeBrown@BrownLtd.com	
  	
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Advertising is
                                             Interruption Marketing

                                          •  Ads interrupt you from:
                                                   –          Watching your program
                                                   –          Reading an article
                                                   –          Listening to music
                                                   –          Looking at scenery
                                                   –          Connecting with others


                                          •  Take Your Marketing Back
                                             From Media Companies
MikeBrown@BrownLtd.com	
  	
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Why Do You Want To Do
                     This?
•  90% of Buyers in the USA Go Online
   Before Making a Buying Decision
                                                               Forrester Research



•  Over 100 Million Per Day Read Blogs
                                                               Six Apart



•  People Spend More Time on Social
   Networks than Reading Email
                                                                Nielsen




 MikeBrown@BrownLtd.com	
  	
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Traditional Marketing
                                                              The 4 P’s

   Product or Service                                                Price
   Place (Distribution)                                              Promotion




                                                                             Direct Mail & Mail Order

MikeBrown@BrownLtd.com	
  	
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Traditional AND New Marketing
                               8 P’s
Permission, Proximity, Perception, and Participation

    Product or Service                                         Price
    Place (Distribution)                                       Promotion
               Brick and Mortar Store Fronts                                   + Hundreds More

                                                               Thousands of Websites

              Thousands of Websites                            Thousands of Social Media Channels
                                                               With Sub-Channels Totaling Millions




                                                                    Direct Mail & Mail Order
 MikeBrown@BrownLtd.com	
  	
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Why Take Your Marketing Back?

•  Traditional Marketing Media




MikeBrown@BrownLtd.com	
  	
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Why Take Your Marketing Back?

•  Traditional Marketing Challenges




MikeBrown@BrownLtd.com	
  	
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Your Marketing Is Now About                                                                       I
                                                                        I
                                                                        It



                                                                   I
                                                                        ID
Marketing Used to Be About                                              IQ
Product & Benefits. Now it’s about                                      Ideas
                                                                        Identity
                                                                        Internet
                                                                        Interest
                                                                        Imagery
                                                                        Integrity
                                                                        Influence
                                                                        Ingenious
                                                                        I’m Bored
                                                                        I Love You
                                                                        Ingredient
                                                                        Impression
                                                                        Interaction
 $Advertising is a Luxury$                                              Intelligence
                                                                        Information
   And NOT Believable                                                   Imagination
                                                                        Independence
       [under 40]                                                       Inexperience
                                                                        Inconvenience


                                                                 Now:
                                                                        I Have Dreams
                                                                        The   Search    for What   I Want
   MikeBrown@BrownLtd.com	
  	
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How?
                    Marketing Mix 2.1



MikeBrown@BrownLtd.com	
  	
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How?
 => BECOME THE MEDIA ;)
   •  Don’t Interrupt => ENGAGE
   •  Where Do Your BEST Customers Hang
      Out? Stakeholders? Influencers?
  Events?                                TV?                      Trade
                                                                                     Blogs?
                                   Which Stations?               Websites?
  Malls?
                              Movie
 Radio?                     Theaters?                            Groups Groups
Which Stations?                                                                     Consumer
             Magazines?                                                             Websites?
   Print       Or Websites?
                                                                         News
Newsletters?                                                            Websites?
   MikeBrown@BrownLtd.com	
  	
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How?
           Marketing Mix 2.1
•  What Info Does Your Customer Crave?
•  Create                            Content                     Once
•  Publish & Interact In The Channels
   Where Your Customers Live => Leads
   to:

                              Engagement
                    Create a Flow with Increasing Momentum
MikeBrown@BrownLtd.com	
  	
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The Goal: I Love You

            Engagement
                                                                                                                 More Than My Dog!
                                                                                                                 The stakeholder
                                                                                                                 becomes a brand
                                                                                                                 advocate, evangelist,
                                                                                                                 and will do what it
                                                                                                                 takes to help expand
Layers of                                                                                                        the brand.
 Content
                                     Consideration




                                                                                                                  “By delivering content
                        Awareness




                                                                   Transaction
                                                     Interaction




                                                                                                      Advocacy
                                                                                                                  that is vital and relevant




                                                                                            Bonding
                                                                                 Purchase
                                                                                  Repeat
                                                                                                                  to your target market,
                                                                                                                  you will begin to take
                                                                                                                  on an important role in
                                                                                                                  their lives.”     Joe Pulizzi




                                                     Customer Journey

What is Engagement? Brand and Consumer Connection
   MikeBrown@BrownLtd.com	
  	
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You can deliver tangible

Content                                                       benefits to prospects and
                                                              customers by providing
                                                              relevant content that helps

Development                                                   provide solutions to some of
                                                              the toughest problems they
                                                              are facing.


•  You Are the Publisher & Broadcaster
•  Brand Journalism
         –  Character Driven Stories
         –  News & Features
         –  Editorials
         –  Commenting
•  Harnessing the stakeholder
   environment to get them to engage
   with your brand is managed chaos
MikeBrown@BrownLtd.com	
  	
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Putting It All
                                   Together
          A Systems Approach
                                                              With
                                    Measurement
MikeBrown@BrownLtd.com	
  	
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Putting It All Together: Publishing & Broadcasting


                                                                                   Analy&cs	
  
                                                                               Web/Email/Networking	
  
                                                                                      800#	
  
                                                                                                              Email	
  
                                                     Online	
  PR	
                                          MarkeKng	
  



  Tradi&onal	
  
                                                                                Your	
  2.1	
  	
               Social	
  
  Marke&ng	
                                    Natural	
  
    Brochures	
  
                                                                               Website-­‐Blog	
               Networking	
  
                                            Search/SEO	
  
Signage/Outdoor	
                                                                Traffic	
  
   Direct	
  Mail	
  
   Newspaper	
  
   Magazines	
  
                                            Link	
  
      Events	
                                                                                            Paid	
  Search	
  
      Radio	
                             Building	
  
           TV	
                                                  Affiliate	
  
 Public	
  RelaKons	
  
                                                                                          SMS/Txt	
  
                                                                MarkeKng	
                MarkeKng	
  
  MikeBrown@BrownLtd.com	
  	
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Using Technology for Integrated Marketing

                                             Customer Relationship
                                             Management (CRM) Systems
                                                                                       Your	
  2.1	
  	
  
                                                Natural	
                                                     Email	
         Social	
  
                                                                   Online	
  PR	
     Website-­‐Blog	
  
                                              Search/SEO	
                                                   MarkeKng	
     Networking	
  
                                                                                        Traffic	
  
                               Paid	
  
                              Search	
  


  Tradi&onal	
                                                           Analy&cs	
  
  Marke&ng	
  
    Brochures	
  
                                                                Web/Email/Networking	
  
Signage/Outdoor	
                                                      800#	
  
   Direct	
  Mail	
  
   Newspaper	
  
   Magazines	
  
      Events	
  
      Radio	
  
           TV	
  
 Public	
  RelaKons	
  


  MikeBrown@BrownLtd.com	
  	
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Questions?
        Copy of Presentation?
              MikeBrown@BrownLtd.com
                                                561-756-1674
Web: www.BrownLtd.com
LinkedIn: www.LinkedIn.com/in/MarketingAndPR
Freelance Writing & Producing: www.RMichaelBrown.WordPress.com
Marketing Works Today Blog: www.BrownLtd.Wordpress.com
Twitter: @RMikeBrown
Twitter: @BrandJournalism
  MikeBrown@BrownLtd.com	
  	
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Integrated Marketing and PR 2.1

  • 1. Marketing & PR 2.1 R. Michael Brown Brown Ltd. February 15, 2011
  • 2. R. Michael Brown •  Brown Ltd: Hybrid Traditional & New Media Marketing and Public Relations Consultant •  Pulte Homes: Florida Director of Marketing & PR –  $20 million Annual Budget Cut by $9.8 million w/ Internet •  Motorola: Future Vision Communications Manager –  Nextel - Brand Journalism Group –  Premier of China - International Broadcasting •  IBM: First Multimedia Communications Manager –  1989 NY Film Festival Award for What Web Would Be Like –  First Professional Blogging Group 1987 –  On Internet Since 1983 MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    2    -­‐  
  • 3. Today’s Goal Marketing 2.1 Technologies & Systems Can Provide Customers @ Lowest Cost / Customer •  Snapshot of Marketing in the Middle of a Full-Court Press •  Winning Customers (Marketing | PR | Sales | Service) By Engagement With A Systems Content Marketing Approach with Measurement •  How? Marketing Mix 2.1 MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    3    -­‐  
  • 4. Snapshot of Marketing in the Middle of a Full-Court Press MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    4    -­‐  
  • 5. Is Marketing Getting Easier? Marketing 2.1 ? Tom Cunniff VP Dir. of Interactive/Assoc. Creative Director at Combe MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    5    -­‐  
  • 6. Traditional Media Content Distribution GATEKEEPERS Content   Producer   Circulation 1.0 Create for 4 Distinct Channels of Distribution MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    6    -­‐  
  • 7. Traditional Newspaper Ad Sales 2000  -­‐  2002   Tech   2005 - 2006 Wreck   Real Estate Circulation Recession   Peak 1.0 Mike Brown Real Estate Marketing 2.1 Newspaper MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   Advertising Cuts -­‐    7    -­‐  
  • 8. New Media Content Distribution: FLOW GATEKEEPERS Circulation 2.1 Create Once – Publish Many Places Evangelize => <= Encourage Evangelism MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   Get Referrers to Get MOMENTUM -­‐    8    -­‐  
  • 9. Winning Customers (Marketing | PR | Sales | Customer Service) Engagement With Content Marketing MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    9    -­‐  
  • 10. New Media Content Conversation Your Inc Online Conversation Circulation 2.1 Brian Solis FutureWorks MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    10    -­‐  
  • 11. Using Technology for Integrated Marketing All Organizations Must Now Be Publishers to Survive & Grow •  You are Now in the Publishing Biz –  Websites –  Blogs –  Twitter - PLUS MORE… –  LinkedIn –  Facebook –  Email MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    11    -­‐  
  • 12. Using Technology for Integrated Marketing Content Marketing Publishing in All Media Is Marketing & PR 2.1 •  Business & Marketing Has Changed •  Old Business Model –  Advertising –  PR –> Primarily Press Releases •  New Business Model –  Content Publishing to Engage Stakeholders, Influencers, Customers MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    12    -­‐  
  • 13. Content Marketing Defined “The science of understanding exactly what your customers need to know (all of it), and delivering it to them, in the channels they care about, and in a relevant, layered, and compelling way to grow your business.” R. Michael Brown Brown Ltd. MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    13    -­‐  
  • 14. Advertising is Interruption Marketing •  Ads interrupt you from: –  Watching your program –  Reading an article –  Listening to music –  Looking at scenery –  Connecting with others •  Take Your Marketing Back From Media Companies MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    14    -­‐  
  • 15. Why Do You Want To Do This? •  90% of Buyers in the USA Go Online Before Making a Buying Decision Forrester Research •  Over 100 Million Per Day Read Blogs Six Apart •  People Spend More Time on Social Networks than Reading Email Nielsen MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    15    -­‐  
  • 16. Traditional Marketing The 4 P’s Product or Service Price Place (Distribution) Promotion Direct Mail & Mail Order MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    16    -­‐  
  • 17. Traditional AND New Marketing 8 P’s Permission, Proximity, Perception, and Participation Product or Service Price Place (Distribution) Promotion Brick and Mortar Store Fronts + Hundreds More Thousands of Websites Thousands of Websites Thousands of Social Media Channels With Sub-Channels Totaling Millions Direct Mail & Mail Order MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    17    -­‐  
  • 18. Why Take Your Marketing Back? •  Traditional Marketing Media MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    18    -­‐  
  • 19. Why Take Your Marketing Back? •  Traditional Marketing Challenges MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    19    -­‐  
  • 20. Your Marketing Is Now About I I It I ID Marketing Used to Be About IQ Product & Benefits. Now it’s about Ideas Identity Internet Interest Imagery Integrity Influence Ingenious I’m Bored I Love You Ingredient Impression Interaction $Advertising is a Luxury$ Intelligence Information And NOT Believable Imagination Independence [under 40] Inexperience Inconvenience Now: I Have Dreams The Search for What I Want MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    20    -­‐  
  • 21. How? Marketing Mix 2.1 MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    21    -­‐  
  • 22. How? => BECOME THE MEDIA ;) •  Don’t Interrupt => ENGAGE •  Where Do Your BEST Customers Hang Out? Stakeholders? Influencers? Events? TV? Trade Blogs? Which Stations? Websites? Malls? Movie Radio? Theaters? Groups Groups Which Stations? Consumer Magazines? Websites? Print Or Websites? News Newsletters? Websites? MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    22    -­‐  
  • 23. How? Marketing Mix 2.1 •  What Info Does Your Customer Crave? •  Create Content Once •  Publish & Interact In The Channels Where Your Customers Live => Leads to: Engagement Create a Flow with Increasing Momentum MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    23    -­‐  
  • 24. The Goal: I Love You Engagement More Than My Dog! The stakeholder becomes a brand advocate, evangelist, and will do what it takes to help expand Layers of the brand. Content Consideration “By delivering content Awareness Transaction Interaction Advocacy that is vital and relevant Bonding Purchase Repeat to your target market, you will begin to take on an important role in their lives.” Joe Pulizzi Customer Journey What is Engagement? Brand and Consumer Connection MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    24    -­‐  
  • 25. You can deliver tangible Content benefits to prospects and customers by providing relevant content that helps Development provide solutions to some of the toughest problems they are facing. •  You Are the Publisher & Broadcaster •  Brand Journalism –  Character Driven Stories –  News & Features –  Editorials –  Commenting •  Harnessing the stakeholder environment to get them to engage with your brand is managed chaos MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    25    -­‐  
  • 26. Putting It All Together A Systems Approach With Measurement MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    26    -­‐  
  • 27. Putting It All Together: Publishing & Broadcasting Analy&cs   Web/Email/Networking   800#   Email   Online  PR   MarkeKng   Tradi&onal   Your  2.1     Social   Marke&ng   Natural   Brochures   Website-­‐Blog   Networking   Search/SEO   Signage/Outdoor   Traffic   Direct  Mail   Newspaper   Magazines   Link   Events   Paid  Search   Radio   Building   TV   Affiliate   Public  RelaKons   SMS/Txt   MarkeKng   MarkeKng   MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    27    -­‐  
  • 28. Using Technology for Integrated Marketing Customer Relationship Management (CRM) Systems Your  2.1     Natural   Email   Social   Online  PR   Website-­‐Blog   Search/SEO   MarkeKng   Networking   Traffic   Paid   Search   Tradi&onal   Analy&cs   Marke&ng   Brochures   Web/Email/Networking   Signage/Outdoor   800#   Direct  Mail   Newspaper   Magazines   Events   Radio   TV   Public  RelaKons   MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    28    -­‐  
  • 29. Questions? Copy of Presentation? MikeBrown@BrownLtd.com 561-756-1674 Web: www.BrownLtd.com LinkedIn: www.LinkedIn.com/in/MarketingAndPR Freelance Writing & Producing: www.RMichaelBrown.WordPress.com Marketing Works Today Blog: www.BrownLtd.Wordpress.com Twitter: @RMikeBrown Twitter: @BrandJournalism MikeBrown@BrownLtd.com    |    561-­‐756-­‐1674   -­‐    29    -­‐