2012 IASA Advanced Boot Camp:Mastering the Art of Marketing & Selling to Insurance Companies!

Thursday, March 15th &

Friday, March 16th

Omni Amelia Island Plantation ResortAmelia Island, Florida

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Taming the “Integrated Campaign” BeastTaming the “Integrated Campaign” Beast

Presented By:Presented By:Rob WhitakerRob Whitaker

SVP & Group PublisherSVP & Group PublisherSource MediaSource Media

 

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Taming the “Integrated Campaign” Beast

Rob Whitaker is SVP and Group Publisher of SourceMedia’s Technology & Accounting division, which includes titles such as Insurance Networking News, Health Data Management, Information Management, Traders, Securities Technology Monitor and Accounting Today. In this role he is responsible for all lines of business associated with the brands; including print, online, research, live events, mobile, lead generation and custom marketing services.

Over the last 19 years in media, Whitaker has worn many hats and has always been a driving force behind innovation and new product development. He launched one of the first paid subscription B2B websites, AmericanBanker.com, in 1997 and developed one of the first 24/7 virtual event environments in 1999. He has produced over 250 live events as Source Media’s Managing Director of Conferences and was the architect of much of the company’s new research, video, social and lead generation solutions.

Prior to joining Source Media in 1996, Whitaker worked for Dun & Bradstreet in their business solutions group, building marketing databases for large consumer brands, including Prudential and Mars Inc.

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Taming the “Integrated Campaign” Beast

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Are you a “Connected Brand”?Are you a “Connected Brand”?Are you connecting with your clients & customers . . .

When they want . . .

Where they want . . .

How they want . . .

Taming the “Integrated Campaign” Beast

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What does NOT count as an “integrated” campaignWhat does NOT count as an “integrated” campaign• Adding social media “chiclets” to everything

• Using the same stock art image across online, print and your show booth

• Adding a 75 character URL to your print ad www.YourCompany.com/pubname/superduperoffer/

• Marketing a “white paper” through “email”

• Posting a video to your website

Taming the “Integrated Campaign” Beast

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What are biggest barriers to success?What are biggest barriers to success?

#1 Lack of staff, budget and time*

#2 Lack of ability to stop executing and think strategically*

*Marketing Sherpa 2012 B2B Benchmark Report

““CHASING SHINY”CHASING SHINY”

#3 Lack of ability to develop content*

Taming the “Integrated Campaign” Beast

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““Integrated” Campaigns Build RelationshipsIntegrated” Campaigns Build Relationships

All relationships are built on “understanding”

•Understand where and how your customers look for information

•Understand that your customers consume information from many channels

•Understand how those channels work together and how to best utilize them

•Understand who is really in control in this relationship

Taming the “Integrated Campaign” Beast

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The Tools That CreateThe Tools That CreateConnected BrandsConnected Brands

Taming the “Integrated Campaign” Beast

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Brand Brand BuildingBuilding

Lead Lead GeneratioGeneratio

nn

Thought Thought LeadershiLeadershi

pp

EducationEducation RelationshRelationship Buildingip Building

Print AdsPrint Ads

BannersBanners

EmailEmail

Social Social MediaMedia

Live Live EventsEvents

Mobile / Mobile / HandheldHandheld

Custom Custom ContentContent

VideoVideo

Identify Goals & the Channels to Achieve Those GoalsIdentify Goals & the Channels to Achieve Those Goals

Taming the “Integrated Campaign” Beast

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Where are your peers spending in 2012? Where are your peers spending in 2012?

BtoB Magazine 2012 Marketing Outlook Survey

Taming the “Integrated Campaign” Beast

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What is the primary marketing goal for 2012? What is the primary marketing goal for 2012?

BtoB Magazine 2012 Marketing Outlook Survey

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Where is that online budget going? Where is that online budget going?

BtoB Magazine 2012 Marketing Outlook Survey

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Let’s talk ChannelsLet’s talk Channels

Print: Do people still read print anymore?

Video: Is anyone watching?

Social Media: Feeling overwhelmed?

Lead Gen: Why do my sales people complain about the leads?

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Print Advertising: Separating Fact from FictionPrint Advertising: Separating Fact from Fiction

Readex Research Survey of Media Usage Readex Research Survey of Media Usage

( survey of 2,000 business executives to understand their media usage conducted Sept 2011( survey of 2,000 business executives to understand their media usage conducted Sept 2011 ))

Business Executives are Still Engaged with Print

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Print Ads: Connecting the experience with other channelsPrint Ads: Connecting the experience with other channels

• 20 Million mobile phone users scan QR codes every month

• 49% were scanned from a print ad/publication

CAUTION: CAUTION: Majority of QR code experiences disappoint due to poor implementation

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Give Them a Reason to Interact Using QR Codes Give Them a Reason to Interact Using QR Codes

• DO NOT simply link to your website. Create an experience that is optimized for mobile

• Link to something interactive and custom that plays off your full campaign, such as an app, video, social channel or offer

• Be practical. Add some copy on how and why they should scan

TEST . . .TEST . . .

TEST AGAIN!

Taming the “Integrated Campaign” Beast

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Video Viewing Heads to the C-SuiteVideo Viewing Heads to the C-Suite• Video is becoming a critical information source for senior executives

• More than 80% said they are watching more online video today than they were a year ago.

• Senior executives are also turning to video more frequently• Three-quarters (75%) of executives surveyed said they watch work-related videos on

business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.

• Work-related video can drive senior executives to take action. • Overall, 65% have visited a vendor’s website after watching a video.

• The social element of online video is strong in the executive suite. • More than half of senior executives share videos with colleagues at least weekly, and

receive work-related videos as often.

Forbes / Google Video Usage Study of 300 C-Level executives at companies with $500M+ in revenue

Taming the “Integrated Campaign” Beast

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Are you adding value with your Social Media efforts?Are you adding value with your Social Media efforts?

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Your customers want to know: WHY SHOULD I?

• Start with a manageable stream (Facebook, LinkedIn, Twitter)

• Understand how each channel engages with their users, and their purpose.

• Remember to be “social”, customize the message for each outlet.

• Needs to be viewed as a “marketing component” for all campaigns, same as email or direct mail.

• Be creative and have some fun

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What is the social media impact?What is the social media impact?

Foresee Social Media Impact on Web traffic Study

Less than 1% of website visits come directly from a social media URL

18% of website viewers acknowledge being influenced by social media to visit the site

They come for social interaction but can be influenced by companies with solid social media

marketing

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Approaching Leads from a BEHAVIOR Point of ViewApproaching Leads from a BEHAVIOR Point of View

1) Building integrated programs that create behavior paths for prospects

2) Providing interaction that is appropriate for at various stages in the cycle

Scoring Leads like an ACEAA - “Action”: Lead sent right to the sales forceCC - “Cultivate”: Early in the sales processEE – ‘Educate”: Leads should be kept in marketing

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Campaign ExamplesCampaign Examples

Dataflux: Video, Social and Live Event

ADP: Research, Video, Whitepaper, Online, Print

Mainstay Investments: Research, Print, Video, Online, Live Events

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Dataflux: Launch of Dataflux InsightsDataflux: Launch of Dataflux Insights

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ADP: Accountants Confidence IndexADP: Accountants Confidence Index

• Monthly Research • Research developed into white

papers and web seminars• Monthly print and online branding

of results• Email promotion of the data• Video to promote launch• Monthly sell sheets created from

Index data for ADP sales force

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Mainstay Investments: Branch Managers AwardsMainstay Investments: Branch Managers Awards

• Annual Awards Ranking: Promoted across print, video, online, and social channels

• Over 100 research interviews

• Annual Awards Dinner• Regional Award

Luncheons

Taming the “Integrated Campaign” Beast

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QUESTIONS?

Taming the “Integrated Campaign” Beast

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If you have questions specific to this presentation, please feel free to email:

Rob WhitakerSVP & Group PublisherSource MediaRobert.whitaker@sourcemedia.com

Thank you for your time and attention.

Now, ……………………LUNCH! Poll? Mark?

Taming the “Integrated Campaign” Beast