TODAY’S AGENDA:1. Introduction2. What is marketing?3. Examples of current work4. Conclusion

GROUND RULES1. No phones/computers2. Everyone participates3. Save questions til end4. Have fun!

WHAT EXACTLY IS MARKETING?

MORE THANMAD MEN

Advertising and creative are important components, but are only a small fraction of marketing your business successfully.

OFFICIAL RESPONSE:"the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return”

STEVE’S RESPONSE:“Any activities that create opportunities for sales”

EXAMPLES OF MARKETING ACTIVITIES:

advertising discounting email events

There are many approaches you can have to marketing, and the methods are changing as society, media, and consumption habits change.

COMPONENTS OF A CAMPAIGN

StrategyExecutionAnalyticsLuck

STEP 1: PLANNING•Why am I doing this?•Who is this for?•Do I have the resources?•How long will it take?•Can it be measured?•Etc.

This is why we plan people.

STEP 2: EXECUTIONMessage: The simplest message is the best. Creative: Should always support the message. Media: Find a way to reach the audience with the most exposure and the lowest cost

STEP 3: ANALYTICS•Can it be measured?•What makes a successful campaign? •How do we improve the campaign?•Back to the drawing board – revisit strategy

STEP 4: LUCKExternal factors involved•Timing•Economy•Competitors•Market Shifts

Finally…sometimes the market just doesn’t react the way you expect!

MARKETING AT PCGBlessed with excellent reputation, it makes it much easier for our target audience to accept our message and convert into leads/customers

MAGAZINE ADVERTISINGBranding, Awareness, and mass message appeal

BANNER REMARKETINGCookies website visitors to lure them back to website

EMAIL MARKETINGTop of mind – keeps PCG on radar and sends reminders

Dancing clown brigade

CONTENT MARKETINGEstablish PCG as experts, create SEO opportunities

blogging white papers infographics webinars

EVENT/NETWORK MARKETINGConnect with real people – high cost, high close rate

ADDITIONAL MARKETINGMany other initiatives based on goals, audience, etc.

RUNNING A CAMPAIGNTo have a successful campaign, here’s what we need from you:

1. Plan, Plan, Plan: The more you detail you give us about strategy, the better we can create.

2. Creative: Be specific or be open. 3. Deadlines: Give reasonable but specific deadlines.4. Feedback: Be involved in all phases to make sure

the final product matches your vision.

LET’SBUILD ACAMPAIGN!

SCENARIO:Brian announces a new self serve SEO monitoring and analytics tool for dealers. We are launching in 2 months at Bootcamp and need to build buzz.

1. Strategy2. Execution 3. Analytics4. External Factors (what needs to happen externally?)

BUSY BEES

WHAT IS THE DEFINITION OF MARKETING?

WHAT FOUR FACTORS SHOULD YOU CONSIDER FOR ANY CAMPAIGN?

NAME 3 OF PCG’S MARKETING INITIATIVES

QUESTIONS?