A presentation to the Association of National Advertisers on how to do a cross-media campaign on a budget

1. Attract & Engage – The Top of
the Funnel
Doing More with Less
(subtitled: doing something for nothing)
●
Jeff Julian
●
Global Search Marketing Manager

2. What Does “Less” Mean
1. Less Budget $
• Limited vehicles, limited creative, limited scope
• Can't afford to compete with similar offerings
2. Less Time
• Message has to resonate fast & stand out
• Messages have to hit close together
3. Less Margin for Error
• One shot, no adjustments.
Sun Proprietary/Confidential: Internal Use Only

3. Pick One Thing
Sun Proprietary/Confidential: Internal Use Only

4. Can You Move the Needle?
1. Make an Impact
• Chose a key market for your company and/or customers
• Chose something interesting
2. Measurable & Repeatable
• Define your measurement tools
• Define the lead process (if there is one)
3. Close the Loop
• Make it easy for the customer to engage
• Make it cost effective for follow up
Sun Proprietary/Confidential: Internal Use Only

5. Make the Big Play – NYTimes
Sun Proprietary/Confidential: Internal Use Only

6. Support – Search, Email, Blogs...
Sun Proprietary/Confidential: Internal Use Only

7. Build off of the Message
Sun Proprietary/Confidential: Internal Use Only

8. Close the Loop
Sun Proprietary/Confidential: Internal Use Only

9. Measure the Impact
Sun Proprietary/Confidential: Internal Use Only

10. Measure the Follow Through
Sun Proprietary/Confidential: Internal Use Only

11. Define your Success
1. Did you make an impact?
• Yes, awareness for Sun Cloud Computing went up relative to our
competitors as seen in Google Search Trends.
2. Is the impact measurable and repeatable?
• Yes, over 4,000 leads collected over the length of the campaign and are
now in the sales funnel.
3. Is there follow up?
• Yes, telemarketing and triggered emails will follow to move the customers
along the buying cycle.
Sun Proprietary/Confidential: Internal Use Only

12. Attract & Engage – The Top of
the Funnel
Doing More with Less
(subtitled: doing something for nothing)
●
Jeff Julian
●
Global Search Marketing Manager