The new reality of marketing is that it's more than strategy, analytics and tactics. But how do we define and encapsulate marketing in the age of real-time analytics, mobile, social and viral strategies and tactics. Our information highway has become a twisting, turning toll way that will take more than a GPS to navigate. Let's explore the new realities of marketing in this interactive session because like Dorothy and Toto, we're not in Kansas anymore.

1. The New Reality of Marketing
Bart Foreman
Group 3 Marketing
Wayzata, MN
www.group3marketing.com

2. An introduction
Group 3 Marketing
• Founded in 1988
• Pioneer in database and
loyalty Marketing
• Full service marketing
agency focusing on helping
specialty retailers and B2B
marketers maximize their
marketing (and sales)
growth potential

3. Three Truths
Change is Change is You can’t
inevitable constant keep up
• It always • It always • But you can
has been has been and manage the
(From Gutenberg will be process and we
to Zuckerberg) can help

4. Reality 101
Author and marketing guru
Seth Godin said it best…

5. The New Reality
Technology
• Multi-dimensional
• Rollercoaster ride
• Light Speed
Marketing Consumers
(B2B & B2C)
• Multi-dimensional
• Rollercoaster ride • Multi-dimensional
• Light Speed • Rollercoaster ride
• Light Speed

6. Your Real World Marketing Reality
Greatest Failure to Failure to
Points of
Marketing look under grasp the
Pain
Opportunities the rug situation

7. Let’s Define MARKETING

8. #1 Takeaway

9. Takeaway #2: It’s Complicated – It’s Personal
Marketing’s four primary
challenges in 2012
• Determine what motivates consumers
to buy in our categories
• How to build the story
• How to deliver the story
• How to prove the business case –
measuring results

10. Why Marketing Channels Matter
They do different things
to influence the next sale
• Website
They are ALL important • E-mail
• Mobile & Social Marketing
• E-commerce
• Direct Mail
• Mass Media
They meet specific They meet the customer
marketing needs where she or he wants to
• Acquisition be met
• Retention • It’s a complicated marketplace
• Growth • It’s personal
• Defections

11. Database Driven – Now it gets personal
Data mining is the cornerstone of brand
and store marketing campaigns
POS system tracks customers’
store sales
Every customer is tracked based on total
sales, brand sales and SKU sales
• Every customer has an RFM and decile ranking
• Marketing knows the value of every customer
Promotions are created based on the
insights we learn from sales data

12. Segmentation – The art of database management
• At Risk Groups
• Potential
Customer Defectors
Marketing • Declining sales
• Welcome Groups Brand Marketing
• High Value Groups
• Who’s buying
• Underperforming • Who’s not buying
stores • Who should be buying
Store
• Competitive
Marketing pressures
• New distribution

13. Takeaway #3
 Data is KING  Content is QUEEN
 Marketing initiatives will  The message is critical
not succeed without data  Not product focused
about every customer  Not service focused
 Personal demographics  Customer focused
 Sales history  Segmentation creates
 Data that is relevant messages
 Knowledge based  Up close and personal
 Insightful  Specific triggers that
 Actionable influence the next sale
 Timely

14. Takeaway #4 – A Freebee
 Focus on your customers
 Where are they in their lifecycle
with your brand
 Active and growing
 Active but not growing
 Inactive – a lost cause?
 Almost all are
“underperforming”
 Here’s the opportunity
to influence
ORGANIC GROWTH
 Almost all are Hungry
 They want information
 They want knowledge

15. Takeaway #5 – Another Freebee
 MOT - A P&G Concept
 FMOT
 SMOT
 ZMOT – A Google Concept
 Zero Moment of Truth
 Critical new concept
 First step of engagement
 Old Media
 The first ZMOT
(and printing is there)
 New Media
 The buying decision journey has changed R e me mb e
 What once was a message is now a conversation
r t h e G 3M
 Word of mouth is stronger than ever and it’s digital
 No MOT is too small De f i n i t
i on of
Ma r k e t i

16. Dangerous Curves Ahead – Takeaway #6
The New Reality of Marketing
 Resist temptation to do everything
 All these channels do not
always apply to your business
 Be in “Their Space”
 Know your customers
 Know where they are
 Where they want YOU to be
 Be relevant
 To your business
 To your customers
 It’s not about you
 It’s about your customers
 Meet their needs
 Satisfy their wants
 Pay attention to change