Some basic tasks, questions and responsibilities that are involved in a marketing professional's typical day.

1. A Day in the Life of Marketing
Glenn Laudenslager, Marketing Director, Reed Medical Education
August 24, 2009

2. The Life of Marketing

Various skills

Strategy vs. tactical

Types of projects

3. Adaptability

4. Adaptability

Technology evolves

Software, channels, media, data

Standards change

Laws, costs, privacy, customer behavior

Prioritization is key

Projects, schedules, resources

Marketing is fluid

Customer behavior, competitors, data & metrics

5. Willingness to Learn

6. Willingness to Learn
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Read

Enewsletters, blogs, magazines, reports, whitepapers

8. Marketing Resources

Blogs

Seth Godin, Chris Brogan, ADMAVEN

Enewsletters

B2B Daily, MM&M, MarketingProfs

RSS

CNN, WSJ Health, MedPage, Ars Technica, Mashable

Social Media

Twitter, Facebook, Digg, Sermo, Technorati

9. Willingness to Learn

Talk

Customers, prospects, competitors, experts

Measure

Research, marketing data, trends

Engage

Social media, customers, experts

11. Skills

Sales

Time management

Manage expectations

Networking

Planning

Copywriting

Creative

12. Skills

Sales

What are you selling?

Yourself, your ideas, your events, your budget
decisions, your investments

Your event and value proposition

13. Skills

Networking

Not just “meeting people,” it’s “engaging people”

Who are you engaging?

Customers, attendees, competitors, experts

Listening is a key skill, so is asking questions

14. Skills

Copywriting

How do I inspire people to act?

Writing copy is different depending on the medium

Email vs. direct mail vs. billboard vs. banner ad

Challenges

How to be concise, when to use humor, how to put yourself in
your audience’s shoes

15. Ultimate Goals

Drive revenue

Drive and grow attendance

Build customer relationships

Drive and grow customer loyalty and retention

Create strong brands

16. Drive Revenue

Where are the revenue streams?

How can provide a strong value proposition?

How do we become a must-attend?

How can we make customers happier?

17. Drive and Grow Attendance

Who is the target audience?

Where can you reach them?

What do attendees want to see/learn?

What exhibitors do attendees want to see/meet?

18. Build Customer Relationships

How can you foster interaction with customers?

What are customers passionate about?

How can we create the best experience?

19. Build and Grow Customer
Loyalty and Retention

How do we:

Get attendees to return?

Ensure exhibitors find enough value?

Create Brand Ambassadors?

20. Create Strong Brands

How do we:

Deliver a unique value proposition?

Deliver a consistent message?

Deliver a consistent experience?

23. Strategic Projects

Develop a Budget

Create a Marketing Campaign

Create the Contact Plan

24. Develop a Budget

Zero-Based Budget = financial and strategic
breakdown of marketing budget

This process details:

How your target audience breaks down

Cost per Acquisition (CPA) for each channel

Key objectives/challenges for marketing efforts

How you invest vs. how people register

How you leverage customer insights, best practices

25. Develop a Budget

Key questions to answer

What are the most cost-effective ways to reach
customers?

How can we do more with the same budget?

If we invest more, how & where will we grow?

What can we change to do better?

Examples: send more/less email, test different lists, use new
channels/tactics, test different direct mail formats

27. Strategic Projects

Develop a Budget

Create a Marketing Campaign

Create the Contact Plan

28. Create a Marketing Campaign

Step 1: Review feedback

Attendee, exhibitor and other surveys & research

DRA – Direct Response Analysis

Email surveys, focus groups

Step 2: Listen

Talk to external customers, partners, thought leaders

Talk to show team, S&T, other internal experts

29. Create the Marketing Campaign

Step 3: Develop the message

Consult with agency or designer

Create a concept to answer strategic questions

Write copy to match concept

Think about how message:

Fits in different media

Changes for different customers

30. Strategic Projects

Develop a Budget

Create a Marketing Campaign

Create the Contact Plan

31. Create the Contact Plan

Step-by-step schedule of all communications to all
stakeholders

Provides a guide and schedule for everyone on
your team

Central Marketing, Production, S&T, Directories, etc.

The plan is fluid and evolves as campaign unfolds

Adjust plans based on real-time results

33. Tactical Projects

Direct Mail

Email

SEM/SEO

Advertising

Public relations

Partner outreach

Website

Directories

On-site materials

34. Close Working Partners

Sales

How to drive revenue, how to engage customers

Finance

How we’re spending money, where we can invest

Segmentation & Targeting

Who our attendees are, where can we find more

Production

What can we use to get our message out

Ebusiness

How can we engage our audience beyond live events

35. Close Working Partners

Client Services

How can we meet customer expectations

Registration

How can we get our audience into our events, what do
we need to find out about our audience

Operations

Where should we hold our event, what will it look like,
how can we ensure it goes smoothly

Directories

What information does our audience need to find
where, what and who they need

36. A Day in the Life of Marketing
Glenn Laudenslager, Marketing Director, Reed Medical Education
August 24, 2009