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The Power of a Holistic and Integrated Marketing Approach
- 1. Painting the Big Picture: The Power of a Holistic and Integrated Marketing Approach
- 2. About Me - Rebecca Tann Global Marketing Strategist Fortune 500 Brands Traditional, Digital & Emerging Tactics Managing Budgets in Excess of $30 million B2B and B2C Experience
- 3. What we do World’s largest provider of flexible workspace solutions More than a million customers a day Locations spread across 100 countries Where we do it Who we do it for Global organization with more than 1,500 business centres across some 600 cities Founded in Brussels in 1989 Currently headquartered in Luxembourg More than half of Fortune 500s Start-ups and medium-sized companies across every sector About Regus
- 4. About You Corporation or Agency? B2B or B2C? Budget Size? What do you want to get out of this session? $250k or less $10m $50m$500k $1m $100m+
- 5. Agenda What is Holistic & Integrated Marketing Setting Goals & Objectives The Ecosystem of Marketing Message & The Medium Measurement Regus Case Study Key Takeaways Q&A
- 6. Holistic & Integrated Marketing Utilizing all of the intimately interconnected channels that make up the entire ecosystem of marketing Message Channel Marketing Digital/ Online Direct Marketing Advertising Pubic Relations Social Media
- 7. Holistic & Integrated Marketing Perfect Marketing Mix: Recipe for Success Right Message Right Creative Right Channels/Execution Right Measurement
- 8. Setting Goals & Objectives Marketing to what matters to your Internal Stakeholders / Sr. Leadership What are the Key Performance Indicators (KPIs) that you/your team are measured by? How will you earn your bonus?
- 9. What matters most? • Inquiries/Leads • Conversion • Revenue/Sales • Occupancy Designing a program that influences these metrics is critical for success! Sample Regus Key Metrics
- 10. Setting Goals & Objectives: Business Level Goals: Big Picture Objectives: Specific, Finite and Time Constrained Increase Revenue Increase Revenue by 25% by December 31, 2013 Drive More Sales Leads Generate 1,500 Sales Leads in Q1, 2,000 in Q2, 2,500 in Q3 and 3,000 in Q4 Penetrate New Markets Open 25 Locations in Latin American by 2014
- 11. Setting Goals & Objectives: Campaign Level Goals: Big Picture Objectives: Specific, Finite and Time Constrained Increase Engagement on Facebook • Increase Likes by 25% in Q1 • Increase unique visits to website 10% each Quarter • Post 5 updates per week • Deliver 500 incremental leads by end of Q4
- 12. Ecosystem of Marketing • Media Relations • Analyst Relations • Investor Relations • SEO/SEM • Retargeting • Social Media • Websites/Microsites • Direct Mail • Email • Events • Onsite/POS • Webinars • Broadcast • Online • Mobile • Print • Out of Home Advertising Direct Marketing Public Relations Digital Marketing
- 13. Maximize your resources • Human • Financial • Partners Stretch your assets to provide the most ROI, but…don’t overstretch to the point that it weakens your infrastructure. Ecosystem of Marketing
- 14. Marketing Diversification No single failure point Strength of multichannel/multiple senses Freedom of experimentation Safety net (with tried & true programs) Ecosystem of Marketing
- 15. Clear Calls to Action Register Download Purchase Call Message & the Medium Content Counts Provide Value Exclusive Access Creative (Messaging & Design) is King Good creative can propel a project to success Bad creative/wrong message can sink the ship
- 16. Measurement “Social media ROI.” “Especially in the B2B world, the budget to run the campaign doesn’t always stretch to methods of monitoring, as well. “Does the marketing campaign shorten the selling cycle, by how much & how does that translate into lower cost of sales? “We tend to view measurement as an add-on that can be easily eliminated..” “Measurement needs to be thought about in the planning stages of the campaign.”
- 17. Building your program with the end in mind. Measurement • What do you need to put in place to measure your success? Operational changes Technology/tools Dashboards CRM/Sales tools integration
- 18. Build a self-learning program Measurement • Adapt and optimize based on results A/B Testing Pre/Post-Market Surveys Pilot Programs Measure, Rinse, Repeat! • Don’t let old marketing methods constrain you • Take calculated risks
- 19. Regus TV Commercials - A
- 20. Regus TV Commercials - B
- 21. Email with two creative executions sent to same audience to test • Opens • Click thru • RSVPs • Unsubscribe Regus Email A/B Tests
- 22. Regus Case Study: Manhattan Market
- 23. Regus Case Study Goals & Objectives • Increase average monthly inquiries in the Manhattan market to reach 100% occupancy by Q4 • Assist sales efforts with local events/sales tools/SM guidance Strategy • Develop multi-tiered marketing campaign promoting office product
- 24. Regus Case Study Tactics • TV • Radio • Online • OOH • DM/eDM • PR/Social Media • Events • Sales Tools • Target Channels – Brokers/Partners • Campaign Results
- 25. Regus Case Study Phone Kiosks & Street Banners
- 26. Regus Case Study Captivate Elevators Taxi TV
- 27. Regus Case Study Emails Direct Mail
- 28. Regus Case Study CBS Times Square Super Screen Print Ad: NY Times
- 29. Regus Case Study Signage at ground level locations – Scan for a Free Day Pass
- 30. Regus Case Study Events, PR and Social Media
- 31. Key Takeaways Different channels map to different KPIs… • But they all need to lead back to business metrics Global vs. National vs. Local • One size does not fit all Reporting to Internal Clients/Stakeholders and Sr. Leadership • If you never tell them, they won’t know • Speak the CEO’s language (i.e. Tweets ≠ Dollars)
- 33. Thank you!