Modern Marketing Campaigns Cut Through Clutter
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This document discusses modern marketing strategies and provides examples. It makes the following key points: 1. Modern marketing campaigns are built to be nimble and fueled by a strategic mix of PR and paid media behind compelling content or social objects. 2. A key model for modern marketing campaigns involves three aspects: developing quality content, planning targeted channels, and strategically distributing and amplifying messaging through paid, owned and earned media. 3. Examples are provided of successful modern marketing campaigns from brands like REI, Art Institute of Chicago, and Briggs & Stratton that leveraged content, strategic channels, and real-time distribution.
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Modern Marketing Campaigns Cut Through Clutter
- 2. HI. 1 @TODDLABEAU 2 LINDSAY, STONE & BRIGGS 3 4 DIGITAL & SOCIAL FAMILY GUY WHO SWIMS, BIKES & RUNS
- 3. WHAT WE’LL COVER TODAY 1 MODERN MARKETING2 SOME MAGIC 3 EXAMPLES 4 11 16
- 4. The world is full of information. There’s tons of marketing and advertising going on all around people and it’s a mess. But there are also a lot of brands that are able to cut through this clutter. These brands have one thing in common. They matter.
- 5. MAKE IT
- 7. THEY HELP US EXPRESS WHO WE ARE
- 8. THEY HELP US BE WHO WE ASPIRE TO BE
- 10. EMOTIONS DRIVE DECISIONS Brands that matter can connect with people in an emotional way. Emotions have been proven to drive decisions at a subconscious level
- 11. MODERN MARKETING
- 12. So how can you start to make your brand matter? 1 Have a solid brand. (This presentation is not about that. That’s over here: www.lsb.com/branding-emotion) Once you have the basic emotional brand components in place and ready to go, you need a way to bring that brand alive in the market. Enter The Modern Marketing Campaign. 2 Modern Marketing Campaigns are built to be nimble and are often fueled by a highly strategic and planned mix of PR and paid media behind a piece of content of social object that is placed in the marketplace. But what does that actually look like as a model? 3 The model on the next slide demonstrates the 3 key issues that are critical to a modern marketing campaign’s success. You can learn more about modern marketing campaigns on our LSB Marketing Toddcast here: www.lsb.com/toddcast-ep-1
- 13. CONTENT MODERN M AR K E T I N G
- 14. CHANNEL PLAN The channel plan is a unique way to overlap media and messaging touch points with consumer sentiment.
- 15. DISTRIBUTE & AMPLIFY The distribution strategy is a real- time optimization loop designed to engage only the most successful touch points in the paid, owned and earned media framework.
- 16. EXAMPLES
- 17. REI Opt Outside
- 18. SOMETIMES THE THING IS NOT THE THING
- 19. Art Institute of Chicago Van Gough BNB
- 20. Briggs & Stratton You.Powered.
- 21. 190 MILLION EARNED IMPRESIONS $86,000 SHATTERS $2,500 FUNDRAISING GOAL RAISING MEN LAWN CARE EXPANDS TO 7 STATES ALL IN 4 MONTHS
- 22. Tomb Raider Survival Billboard
- 24. THE GOODS 1 MAP THE JOURNEY 2 PLAN YOUR CHANNELS 3 4 DISTRIBUTION LISTEN & AMPLIFY Want more? Reach out to us at info@lsb.com.