BITB -- Uncovering Opportunities
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Kimberly Koehly's presentation for agencyside's "Back in the Black" training for agency account teams.
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BITB -- Uncovering Opportunities
- 1. Uncovering Opportunities Kimberly Koehly Back in the Black: April 28 – 29, 2011
Editor's Notes
- Assumes a digitally-versed client, selling residential solar energy products & installation Tell a story from the client’s perspective: “We just aren’t generating enough leads/sales from the culmination of our marketing efforts. And the traffic we are driving is not converting the way it should be. We’re considering rebuilding the Web site within the next few months. For now, we are definitely going to launch a new Twitter page to see if we can garner more qualified traffic that way. We’re also thinking we need to create new banner ads; our banner campaigns aren’t working. I’m also getting pressure from my managers to learn more about mobile and how we can be playing there, so I’ve signed up for a conference on mobile marketing best practices, trends, etc., next month. It seems pretty inevitable that we are going to be having budget cuts in traditional areas and likely in areas of digital if we can’t make this work better.”
- Tell story about Jay and The Irvine Company
- Monthly reporting meeting/call Quarterly strategy session A Society Is Founded Miami, March 2007: 13 leading digital agency CEOs decided to meet up and have a talk about where our industry was headed. New friends were made, business problems and solutions were shared, and a society was formed. We were on a mission to advance this industry we all felt so passionate about. We made it official at SXSW in March 2008 and welcomed our founding partner, Adobe. What SoDA Is SoDA is an international association of respected digital marketing agency leaders and entrepreneurs with a history and a vision for the future of marketing. SoDA provides leadership, platforms, infrastructure, processes, and products to enable collaboration between members around best practices, education, and advocacy.
- Client = point of contact, not “company” Persona development Elisa Steele, Executive Vice President and Chief Marketing Officer Read more: http://www.businessinsider.com/the-real-reason-top-yahoo-execs-keep-quitting-2010-3?op=1#ixzz1KUgwNzbh "Steele is responsible for the company's global marketing strategy and functions including brand, audience, business-to-business and regional marketing, as well as insights, global communications, policy, privacy, community affairs and related central teams." Read more: http://www.businessinsider.com/the-real-reason-top-yahoo-execs-keep-quitting-2010-3?op=1#ixzz1KUh0lKDh