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"The Game Has Changed, Have You?"
- 1. The Game Has Changed, Have You? Tina Young & Susan Yost MarketWave
- 2. MarketWave Overview MarketWave Tina Young • Founded in 1998 • President/Owner • National integrated marketing • 8-Year history with Oncor communications (IMC) firm • 15 years in energy sector • Deep knowledge of: • Corporate branding expertise – Smart meters – Energy efficiency Susan Yost – Deregulation • Vice President – Renewable energy • 15 years in marketing – Smart Grid technology • Extensive energy experience • PR/Social Media expertise
- 3. Agenda Your Brand Experience Print marketing – Billboards – Flyers – Advertising – Direct mail Online marketing – Texting – Social media Public Relations Community Connections Data capture – Tracking/measuring progress
- 4. Questions 1. What sort of time and budget did you dedicate to marketing this year? 2. How many of you have a marketing plan? 3. What are some marketing strategies and/or tactics that have worked? 4. Have you been able to tie your marketing to results? New business, increased sales?
- 5. Your Brand Experience Brand: • A promise • An experience • A personality Why do you recognize these top brands?
- 6. Your Brand Experience – Some Examples • Tagline: America Runs on Dunkin’ • Tagline: Love your mattress • Where consumers go for donuts • Christine Cook – owner/president • Simple and no frills • Love your mattress guarantee • Start your day right • Exceptional customer service • Reliable and fast service • Local expert plumber • Prompt, on-time service • Plumbers you can trust
- 7. Your Brand Experience – Customer Service Customer Service Guidelines • Commit to quality service • Know your products/services • Know your customers • Treat people with courtesy and respect • Don’t leave customers in limbo • Always provide what you promise • Make it easy to buy
- 8. Print Advertising • Print isn’t dead • Highly local • Eyeballs
- 9. Direct Mail Print direct mail stats: • Letter-sized envelopes had a response rate of 3.42% for a house list and 1.38% for a prospect list • Inserts had at $47.69 cost per lead • Postcards $75.32 cost per lead Online direct mail stats: • Average of 19.47% open rate to house • 6.64% click-through rate • 1.73% conversion rate • Bounce-back rate of 3.72% • Unsubscribe rate of 0.77%
- 10. Website as a Marketing Tool
- 11. Texting Campaigns Red Cross Text Message Marketing Campaign “Text ‘Haiti’ to 90999… “ This simple call to action, which was broadcasted on television, the radio and across social networking sites, helped the American Red Cross raise more than $32-million for Haitian earthquake relief in January. To date, it is the most successful mobile-giving campaign; and therefore, has sparked much interest from other nonprofits looking to emulate the Red Cross’ success. Cantina Laredo Weekly specials and happy hour discounts texted to high-valued customers.
- 12. Customer Referrals Establish a Referral Program • Consider branding it • Customers become extension of your sales force • 3rd party credibility • Track it • Build in “thank you” step
- 13. Public Relations Benefits of PR • Expertise • 3rd party credibility • Thought leadership/POV • Ties you to trends, current conversations What’s news and what isn’t • Criteria for newsworthy story: timing, significance, proximity, prominence, human interest • It’s not news that you’re still here
- 14. Community Connections • Non-traditional outlets • Church directory • PTA directory • Chamber of Commerce publications • Realtor brochures • Insurance agents • HOAs • Social Media • Facebook • Twitter • YouTube
- 15. Data Capture and Tracking/Measuring Progress
- 16. Q&A