This document discusses the evolution of media from the 1950s to today and how brand integration is important in today's fragmented media landscape. It provides two case studies of how Front Row Marketing Services helped destinations in North Carolina strengthen their brands through integrated marketing campaigns, including rebranding, websites, social media, contests, and digital advertising. Both campaigns saw increased engagement and website traffic. The document emphasizes how digital integrated campaigns allow for strong measurement of results.
5. Media in the 1950’s
The novelty of TV and radio were compelling forms
of family entertainment.
Radio was a marvel – in its day.
Television was astounding.
6. Media in the 1950’s
Destination & Tourism print advertising – 1950’s style…
7. Media in the 1960’s
TV Ruled. A great tag-line positioned your brand for years…
AVIS Tagline on
back of a match
book
8. Media in the 1960’s
Print Ads from the ‘60s and the early days of direct
response advertising.
9. Media in the 1970’s
• In the 1970’s – we had 3 major TV Networks.
• Weekly magazines gathered wide consensus on what was
interesting and newsworthy.
• Most adults read at least one daily newspaper.
11. Media in the 1990’s
Direct Marketing was the fastest growing part of
marketing in the early 1990’s.
• Understanding the consumer
• Target marketing
• Building prospect databases
• Direct Mail Campaigns
• Outbound Telemarketing
• Eventually, email
marketing…
12. Media in the 1990’s: The Game Changer
Birth of the Internet. Search Engines emerge.
13. Everything Changed.
• Technology and the Internet
created the possibility for
instant gratification.
• Consumers started
demanding they be treated
like individuals.
• Marketing is no longer a
one-sided conversation.
• Consumers are now the
“new media.”
14. Mobile devices like smart phones and tablets …
empower the consumer, challenge marketers
Mobile marketing comes
of age…
17. Shall I read a magazine, surf the net, Facebook with
friends, tweet, Link In, or watch my TV show?
Consumers today literally have thousands
of options…
21. How do you maximize engagement with today’s
media in a strategic way ?
Brand Integration
Proprietary & Confidential
22. Brand Integration: Done Well…
Integration means…
•The identification of a powerful, unifying strategy and
compelling voice for your brand based upon field research with
visitors and internal stakeholders.
•Communicating a consistent identity from message to
message, and medium to medium.
•Interweaving your brand essence into every aspect of your
organization.
Proprietary & Confidential
25. Duplin County TDA: Initial Client Objective -
Expand the “Uncork” Brand
• Area business leaders wanted to focus on the area being
known for more than just wine.
• Research studies conducted to provide insight:
• Visitor Survey
• Board Members Survey
Proprietary & Confidential
31. Duplin County: Rebranding
New positioning of creative assets to match new essence:
•New logo
•New tag line
•Redesigned website & visitor’s guide
•New marketing plan
Proprietary & Confidential
32. Duplin County’s Brand Essence and
Unifying Identity
Old logo
“Uncork. Unwind. Unplug.”
46. Foundational Integration:
Salisbury-Rowan County
Research completed with visitors and board completed resulting
in a 10 year Master Plan called “Completion & Connection.”
•Explore a unified visitor/economic development plan under the “Authentic
North Carolina” brand architecture.
•Extend the “Authentic NC” brand essence throughout all initiatives, such as:
- Local festivals and events.
- Marketing strategy for the arts.
- Digital Visitors Centers versus bricks & mortar.
- Mobile visitors walking app.
- Partner with Downtown Alliance – marketing workshops.
- Integrated social media presence.
- Promotion and packaging of “hot” deals encouraging visitor industry partners
to participate.
Proprietary & Confidential
47. Objective of the Client – Retain Agency to Create and
Implement a Summer Marketing Campaign
Promote the Salisbury-Rowan County area via a edgy and fun
summer marketing effort to drive visitation and engagement.
The campaign elements included….
•A sweepstakes contest that captured email addresses for
future remarketing efforts.
•Both traditional and digital media element.
•The promotion of a variety of local events incorporating the
“Authentic” brand positioning.
53. Custom
Facebook
Cover and
Profile
Photo.
Facebook
Trivia
Contest
Rules in
Notes
Section.
54. Pinterest
• First foray with Pinterest.
• Engagement. Drive traffic to
contest & website
• Showcase the visual aspects of
the county and attractions:
media, groups, venues all
following boards.
55.
56. So what were the results of the campaign for
Salisbury-Rowan County?
• Created awareness for the area with new potential visitors.
• Built the email list for future offers.
• Increased consideration to visit the area.
• On-going social media engagement with visitors.
Metric Description – getrealgoreal.com Total
Total impressions (online marketing 5,092,803
display ads and Pay Per Click through
Reach Local )
Unique Visitors to getrealgoreal.com 6,510
Total Visits 7,092
Page views 10,103
Total Contest Entries 900
57. Digital Integrated Campaigns are Measurable
• Google Analytics
• Facebook and Social Media Monitoring
• Engagement
Proprietary & Confidential
58. Duplin - Website Traffic Comparison: 2011/2012
Comparing the same period of time to last year:
Visits to the site are up 21%, Unique Visitors are up
23%, Page Views are up 13%. The average length of
time spent on the website has increased by 28%.
59. Reach Local – Display Awareness 9/19/2012 – 10/14/2012
Total Impressions to date: 361,089
Total Spent: $543.53
Cost Per Impression: $.001
60. Social Referrals to uncorkduplin.com
Year over Year: September – October 2011/2012
61. Front Row Marketing Services
Digital, Website Research, Insight Social Media Integrated Day- Creative
& Brand & Conversion Training, to-Day Services
Assessments, Studies Coaching, Marketing
Rebranding Management Plans
We are your Marketing “Solution Architects”
Proprietary & Confidential 61
62. Our Team
Jack Yager Larry Lynn
Research Director Creative Director
Angel Lebak
Social Media Analyst
Angela Risko
Copy Writer/Brand Journalist
63. Thank You
Questions
…and would you fill out our survey?
Hinweis der Redaktion
Amanda introduces us
So what is contributing to this “Marketing Revolution” we are in…. It’s partly about The Evolution of Media…
LET’s take us back….to the 50’s The 1950’s was the Golden Age of radio. TV was in black and white. We had programs like the Ed Sullivan Show & Ozzie & Harriet. This was a time when families gathered around together…. the novelty of it all captured their imagination….
Here are some examples of some Destination & Tourism ads during that time. Print ads during the 50’s were very much about awareness advertising…. College gal telling someone…“We’re seeing Canada by Train” – ….this is like the 1950s version of today’s social media.
Color TV’s were a standard in every household by the late 60’s. Basically, TV ruled. The US Television industry received $2 billion in advertising, twice that of radio's . A great tag-line could position your brand for decades! Loreal…Because you’re worth it – still being used today… As is Avis – “We try harder”. Tagline is printed on the back of a match book.
Here are some print ads from the 1960’s. Found an ad for The Battery Park and The George Vanderbuilt hotels in Asheville The ad for Miami beach has a tear off section in the corner. This was likely how you could mail it and receive a visitors guide an example of the early days of direct response advertising…
In the 1970’s – we had 3 major networks. TIME Magazine was huge. Weekly magazines were very much considered a source for all things interesting and newsworthy. Most adults were reading at least one “printed” newspaper daily.
Cable television brought with it the “grouping” of specific kinds of shows on one channel. As the industry emerged…. CNN- they were first on the scene. 24 hour news channel. ESPN- sports network for you guessed it sports fans. MTV – Music Television - beginning of music videos. And LOTS of cable networks and channels have been created since then. There are literally thousands to watch now…
Direct marketing was the fastest growing part of marketing in the early 1990’s. Understanding the consumer Target marketing Building your database, etc. Direct mail campaigns Outbound telemarketing And eventually, email marketing
Then, we had the “game changer”. The birth of the Internet, and the emergence of Search Engines are central to the rapid changes that happened SINCE that time - to what is happening today….
From there – EVERYTHING changed…. Instant gratification. E-Commerce was born. I can make purchases from my computer at home. People don’t just think it’s nice to get targeted messages…they demand to be treated like individuals. We have our iconic example of this with Apple distinguishing between the “I’m a Mac”, and “I’m a PC”. Now, marketing is no longer a “one-sided” conversation… Social media has changed that. Consumers are now the “new media”. They are now looking to each other for information.
We have yet MORE technology…. – like “smart phones” and tablets, further empowering the consumer., and creating another challenge for the marketer. Statistic: Mobile marketing comes of age….
So the Media is what we would call “fragmented”. We now have social media channels Radio Phone – telemarketing and mobile marketing for smart phones Email marketing Billboards Television Print There are now endless options for marketers to determine the right media mix and the correct strategy.
Consumer attention is fragmented. A person is literally receiving hundreds and thousands of impressions a day in a variety of ways….
The savvy consumer can be thinking….
Power shifted from marketer to the consumer – and consumers want to be ENGAGED.
Consumer live in an online/offline world – they are sharing their “offline” experiences online – through testimonials and images on social media channels. We now have “FANS” and “Followers” to our brands…. Websites are the central component to inbound marketing effort. Without someone actually being at your destination or property – this is your “brick & mortar” equivalent. It might as well be your “store front”. Trip Advisor and social media channels are now your “word of mouth” advertising. Consumers rely heavily on the Internet to research and they book travel online. Having a managed and consistent presence across all media. Vital to the health of your business. Consumers are not just relying on you to tell them about your destination or attraction. They now search for other endorsements and testimonials from other people on-line. This is what I mean when I said earlier, “People are the new media.”
What is Brand Integration? It involves “Taking a step back….” We are going to talk more about why we propose taking a fresh look…
Integration means… Creating a unifying strategy, and compelling “brand voice” Based on field research – visitors AND internal stakeholders. communicating a consistent identity from message to message, and medium to medium. Interweaving that consistent identity and “brand essence ” into every aspect of your organization…
In implementing “Brand Integration”…..Having the right foundation is everything. When you have this down – you are in great shape. it doesn’t matter what new media comes around – you are always in position to take full advantage of all the new media opportunities available.
Here are 2 NC Destinations that WE work with that are doing this really well…… For purposes of what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… We’ve worked with both of these destinations…
----- Meeting Notes (10/25/12 09:03) ----- We worked with Jack Yager, our vendor partner who is an expert on research and branding to help Duplin complete this research
----- Meeting Notes (10/25/12 09:03) ----- What does the competition look like what do we compete on - 1. what do consumer want? what they think is important. 2. what do they have that they can offer? comes out of research - almost like a SWOT analysis. some are emotional and some are logical.
Comfortable entertained – visitors will be entertained from the basic of dining to demonstration – comfortable, relaxing and convenient Hospitably friendly – the people of duplin recognize and enjoy the warmth and friendship they can share with guests. Suprisingy sophisticated – visitors will find an unexpected degree of elegance and sophistication for a destination the size of duplin -
Here are 2 NC Destinations that WE work with that are doing this really well…… what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… Shift from what they have been to what is more representative of the area…
Beyond the Vine is a giveaway Visitors can register to win one of two Duplin County Getaway Prize Packages valued up to $1,000.00, including overnight getaway accommodations, winery tours, restaurant gift cards, attraction passes and a free iPod Touch simply at http://www.uncorkduplin.com/contest. This contest communicates to visitors that Whether it’s a day spent hiking Cabin Lake County Park, a relaxing tour back in time at the grand Liberty Hall Plantation, or a romantic retreat to the Murray House Country Inn & Gardens, it’s all here -- beyond the vine in Duplin County -- ready for you to uncork, unwind, and unplug.
Here are 2 NC Destinations that WE work with that are doing this really well…… what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… Shift from what they have been to what is more representative of the area…
Here are 2 NC Destinations that WE work with that are doing this really well…… what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… Shift from what they have been to what is more representative of the area…
Digital photography is key – each photo represent a facet of the area – they were carefully selected.
Here are 2 NC Destinations that WE work with that are doing this really well…… what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… Shift from what they have been to what is more representative of the area…
Here are 2 NC Destinations that WE work with that are doing this really well…… what we can show you today – we’d like to show you what integration CAN look like, expressed as a promotional marketing campaign… Shift from what they have been to what is more representative of the area…
Salisbury – Rowan County recently completed a 10-Year “Master Plan” aligned to growing the Visitor Economy in Salisbury-Rowan County. Within it are many elements of “integration”
The promotion name utilizes the “ authentic ” branding for Salisbury by inviting visitors to have an “ real ” vacation experience. The name also doubles as an invitation to the giveaway for “ real ” prizes. Invite future visitors to have a “ real ” vacation experience in Salisbury, NC and enter to win in the “ Get Real. Go Real, ” Summer Giveaway.
----- Meeting Notes (10/25/12 10:19) ----- Radio spot here
We don’t just do this alone. This is the Team of people that along with Marni and I that play a part in delivering these campaigns….