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Presented by:
MARKETING
TRASOCIAL
GAIL COWLEY
Executive VP
ZACHARY CLARK
Dir. of Business
Development
INTERWEAVING SOCIAL MEDIA INTO
YOUR TRADITIONAL CAMPAIGNS
#TrasocialMarketing
GETTING A PULSE
Go To: www.kahoot.it
#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
#TrasocialMarketing
WHO ARE GAIL & ZACH?
GAIL COWLEY
Executive VP
ZACHARY CLARK
Dir. of Business
Development
#TrasocialMarketing
ABOUT COWLEY
COWLEY ASSOCIATES WAS
FOUNDED IN 1975 AS A
FULL-SERVICE MARKETING
AND ADVERTISINGAGENCY.
Paul Cowley
Founder,President,
& Creative Director
WHAT IS
?
#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.
#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.
#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.
#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.
#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.
#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
#TrasocialMarketing
GETTING A PULSE
Go To: www.kahoot.it
ARE YOU IN
BUSINESS
#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
THE RESULT
#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
THE PROCESS
#TrasocialMarketing
SIMON SINEK’S GOLDEN CIRCLE
THE PURPOSE
#TrasocialMarketing
GETTING A PULSE
Go To: www.kahoot.it
WHICH
ARE BEST?
#TrasocialMarketing
THERE’S NO SHORTAGE OF OPTIONS
#TrasocialMarketing
THERE’S NO SHORTAGE OF OPTIONS
1,876 VENDORS
#TrasocialMarketing
HOW ABOUT JUST SOCIAL MEDIA?
If you ask Wikipedia…
#TrasocialMarketing
HOW ABOUT JUST SOCIAL MEDIA?
If you ask Wikipedia…
There’s 209 platforms
#TrasocialMarketing
LET’S FOCUS OUR EFFORTS
#TrasocialMarketing
GETTING A PULSE
Go To: www.kahoot.it
#TrasocialMarketing
HOW TO PICK YOUR PLATFORMS
GOALS AUDIENCE CONCEPT
#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
#TrasocialMarketing
SPECIFY THE PEOPLE YOU’RE TRYING TO REACH
Who are you trying to reach?
• Gender
• Age
• Job Title
• Location
Build customer personas
AUDIENCE
#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
#TrasocialMarketing
GETTING A PULSE
Go To: www.kahoot.it
HOW DOES
ITALL
#TrasocialMarketing
4 TRIED AND TRUE WAYS TO INTEGRATE
CREATE A
HASHTAG
CONTINUING
THE STORY
CREATING A
DIALOUGE
JUST
SHARING IT
#TrasocialMarketing
HASHTAGS CAN UNITE PEOPLE
CREATE A
HASHTAG
Your #hashtag should be:
• Short
• Memorable
• On Topic
• Everywhere
Example: Esurance Save 30
#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
#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
#TrasocialMarketing
OFFER MORE CONTENT ONLINE
To share ads, you should:
• Pick relevant platforms
• Keep messaging consistent
• Spend money on promoting it
JUST
SHARING IT
#TrasocialMarketing
GETTING A PULSE
Go To: www.kahoot.it
LET’S DO
SOME

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