Traditional marketing is still one of the most popular advertising methods, even here in 2016. But, all of us recognize social media as an important aspect to a well-rounded marketing effort for a company in the 21st Century. So, how do we integrate traditional and social together to make one seamless campaign that fits the best of both worlds? That’s the beauty of “Trasocial Marketing” and the science behind campaigns that go across mediums and reach target audiences everywhere they look.
This presentation was given at the BizBuzz Social Media Conference in Syracuse, NY on 2/25/16.
3. #TrasocialMarketing
• About us
• What is Marketing?
• Evaluating the “Why” of Your Business
• Picking Platforms
o Goal Setting
o Target Audiences
o Creative Concepts
• 4 Ways to Integrate Social & Traditional
• Q & A
AGENDA
7. #TrasocialMarketing
MARKETING BY DEFINITION IS…
marketing • noun • mär-kǝ-tiƞ
Source: Merriam-Webster’s Dictionary
The process or technique of promoting, selling,
and distributing a product or service.
8. #TrasocialMarketing
MARKETING BY DEFINITION IS…
marketing • noun • mär-kǝ-tiƞ
Source: Merriam-Webster’s Dictionary
The process or technique of promoting, selling,
and distributing a product or service.
9. #TrasocialMarketing
MARKETING BY DEFINITION IS…
marketing • noun • mär-kǝ-tiƞ
Source: Merriam-Webster’s Dictionary
The process or technique of promoting, selling,
and distributing a product or service.
10. #TrasocialMarketing
MARKETING BY DEFINITION IS…
marketing • noun • mär-kǝ-tiƞ
Source: Merriam-Webster’s Dictionary
The process or technique of promoting, selling,
and distributing a product or service.
11. #TrasocialMarketing
MARKETING BY DEFINITION IS…
marketing • noun • mär-kǝ-tiƞ
Source: Merriam-Webster’s Dictionary
The process or technique of promoting, selling,
and distributing a product or service.
12. #TrasocialMarketing
MARKETING SUCCESS TAKES A HOLISTIC APPROACH
• Customer Insights
• Product/Service Strength
• Talent Management
• Systematic Sales Process
• Brand Strategy
• Employee Communication
• Advertising + Public Relations
• Digital/Online Strategy
28. #TrasocialMarketing
EVERY MARKETING CAMPAIGN NEEDS GOALS
GOALS
Why are you doing the campaign?
• Brand awareness
• Drive sales
• Generate leads
• Increase Followers/Like/Signups
Everything needs a purpose
29. #TrasocialMarketing
SPECIFY THE PEOPLE YOU’RE TRYING TO REACH
Who are you trying to reach?
• Gender
• Age
• Job Title
• Location
Build customer personas
AUDIENCE
30. #TrasocialMarketing
CREATIVE HELPS DRIVE DELIVERY
How are you going to say key messages?
• Video based?
• Photo based?
• Combination?
• This idea would look great on…
Decide how the idea translates into mediums
CONCEPT
33. #TrasocialMarketing
4 TRIED AND TRUE WAYS TO INTEGRATE
CREATE A
HASHTAG
CONTINUING
THE STORY
CREATING A
DIALOUGE
JUST
SHARING IT
34. #TrasocialMarketing
HASHTAGS CAN UNITE PEOPLE
CREATE A
HASHTAG
Your #hashtag should be:
• Short
• Memorable
• On Topic
• Everywhere
Example: Esurance Save 30
35. #TrasocialMarketing
OFFER MORE CONTENT ONLINE
To continue the story you should:
• Put more content digitally than traditionally
• Make it easy to find the remaining content
• Have an interesting topic
Example: Dove Real Beauty
CONTINUING
THE STORY
36. #TrasocialMarketing
OFFER MORE CONTENT ONLINE
Creating a dialogue should have:
• A purposeful topic
• Strong messaging
• Infrastructure to handle the conversation
• Back up plans
Example: Colgate, Every Drop Counts
CREATING A
DIALOUGE
37. #TrasocialMarketing
OFFER MORE CONTENT ONLINE
To share ads, you should:
• Pick relevant platforms
• Keep messaging consistent
• Spend money on promoting it
JUST
SHARING IT