Presentation by R. Michael Brown of Brown Ltd. on Marketing and Public Relations 2.1 using technologies and systems to provide the lowest marketing cost per customer. First delivered to the Independent Bakers Association, a trade association conference, at The Breakers in the Town of Palm Beach. The presentation covers ntegrated marketing using Internet based technologies, content marketing, and brand journalism.
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
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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
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4. Snapshot of Marketing
in the Middle
of a Full-Court Press
MikeBrown@BrownLtd.com
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5. Is Marketing Getting Easier?
Marketing
2.1
?
Tom Cunniff
VP Dir. of Interactive/Assoc.
Creative Director at Combe
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6. Traditional Media Content Distribution
GATEKEEPERS
Content
Producer
Circulation
1.0
Create for 4 Distinct Channels of Distribution
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7. Traditional Newspaper Ad Sales
2000
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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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Advertising Cuts -‐
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8. 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 -‐
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10. New Media Content Conversation
Your Inc
Online
Conversation
Circulation
2.1
Brian Solis
FutureWorks
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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
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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
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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
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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
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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
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16. Traditional Marketing
The 4 P’s
Product or Service Price
Place (Distribution) Promotion
Direct Mail & Mail Order
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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
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18. Why Take Your Marketing Back?
• Traditional Marketing Media
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19. Why Take Your Marketing Back?
• Traditional Marketing Challenges
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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
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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
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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
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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
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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
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26. Putting It All
Together
A Systems Approach
With
Measurement
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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
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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
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