Brand Marketing Strategies Colloquium Insights

Central Connecticut State University MARKETING CLUB ATTENDS Colloquium presented by: meghan huynh garrett tubbs nicole shorette michael morin jessica gray

Table of Contents • Selecting appropriate social media platform for your goal - Meghan Huynh • Creating and Sharing Content- Meghan Huynh • Strategies to Create a Brand - Jessica Gray • Blogger Relations- Meghan Huynh • Influencer Marketing- Meghan Huynh, Nicole Shorette, Jessica Gray, Michael Morin • Real Time Marketing- Michael Morin • Persuasion - Nicole Shorette, Garrett Tubbs • Landing Pages - Garrett Tubbs, Nicole Shorette • Mobile Site Structure- Jessica Gray • Location Strategy - Nicole Shorette • Helpful Websites - Jessica Gray • Testimonials

Problems with Social Media Killing Organic Reach Noise Problem

What’s the goal? Popular sites are not necessarily right Targeted BTS visual content (low production) to primarily drive brand affinity with female millennials Highly visual, high contrast, lifestyle imagery, Visual mood boards Niche audience (beauty bloggers) engagement and acquisition Highly visual mood boards and product images linking to ecommerce destinations Targeted content to drive maximum awareness Interesting resources, articles, quotes, brand personality brought to life via content and remarks Share content with the purpose of driving indexing and SEO Brand Expression & Community Development Reach, Distribution & Content Amplification

Creating Content We are Brand Marketersfirst, Content Marketers second. “Content stems from the brand” Protect brand through Content and Behavior

Owned vs. Borrowed Create content for OWNED and share on BORROWED WWW.COMPANY-WEBSITE.COM

Creating Brand Experience General Electric Strategy: Create a brand experience Humans = passion for science and tech (interests in how things work) “Never forget” element Ex. Insta Tours

Brand Recognition • Appeal to confidence and nostalgia, connect to brand and lifelong brand. • How to integrate products into lives. • High reach but demographic is too young (long term investment) they will remember when they become within age target demographic

Blogger Relations Choose bloggers who are already Brand Ambassadors, • currently wearing products • preserving original brands Give them free merchandise to advertise… Have them connect with their personal audience. Result: • Organic content • Lifelong customers • Targeted audience

Influencer Marketing Who Level: Who are influencers in your industry? Make a list Who are most influential? Narrow it down 74% of consumers rely on social media to inform their purchasing decisions

Influencer Marketing To Level: Get them to like your product, get them buying, the goal is to get them to shareand mention what they did Use Social Media! Who you connect isn’t always the goal, it’s the connections that matter. Make everything as human as possible to gain better connections for narrowcasting.

Influencer Marketing Through level: o Influencers are not special customers who simply spend; they are special customers who AMPLIFY our message to their networks o Dangerous to rent an audience that you don’t control With level o BRAND AMBASSADORS, not paid brand advocates. o Take advantage of their network, of course you gain their trust o Happy customers become the first brand ambassadors o You want to see excitement from influencers

How To Engage With Your Influencer • Get close with your influencers on social media • Be socially active • Recruit, and initiate relationships • Always acknowledge a social mention • Don’t hashtag your way through life • Watch trending topics • Research your influencers- have them connect with your brand

Bring the offline online: Rockin in real time Real time marketing- furthering our mission by connecting with supporters - Brand relevancy - Creating a real time culture Moment marketing: reaching the right people in the right time Example: World Series the chevy guy “ technology and stuff ”

Activation in persuasion Search is traffic. Targeted traffic is more; beneficial than more traffic. Personas are defined by their goals,motivations and behaviors Activation: Why are people searching your product?What stimulus is making people search your product? For activation define your audience first.Figure out how you can help them solve their problems.

Understanding behavior in persuasion Where do they search, or not?Why do they search?How do they search?What are they searching for? Stimuli→ Don’t want to miss out, impress, education (understand to change peoples direction). Triggers→ Family, econ, health, etc.

Stimuli in persuasion 3 I’s of Stimuli InspirationYou deserve better, entitlement, dream, lifestyle expectation, its more affordable than you think. InfluencePeers, relationship, educators, parents, media/advertising, social, speakers InformationGrowth, salary stats, scarcity (only 3 days left), contribution

Examples Stimuli Trigger

Differentiating; The Key to Growth Competitive Differential Advantage: Criteria: • Be unique • Be sustainable over time • Be valued by your customer Goal: Understand what motivates a buyer to make or me closer to a purchase decision and sync up to it.

Landing Pages If not mobile friendly, losing customers Be precise Rethink the user experience It is a challenge to get to consumers attention on smaller space

Who is visiting your page? Ask your users what they want → makes them feel more involved, and feel ownership List all the users on your site, prioritize which user will be going to your page: • Wife buying for husband • Contractors • Competitors • Marketing directors • College student looking for internship

How to keep users engaged in the landing page • Don’t give them too many choices, they won’t make a decision • People listen to their friends, use social validation to help convert • Be unavailable, only 3 days left, limited time sale • Ask for a small commitment first: receive an email once a month? • Gift a random gift after the commitment; surprise them with the unexpected • Establish your reputation; makes you more trustworthy • Be a little disruptive; don’t buy this jacket, Patagonia.

Log My Calls Nearly 70% of mobile searches result in a call. Callers are 10x more likely to turn into customers than form fills LogMycalls puts phone driven data into analytics just as web data. Did they make an appointment? Did they convert? Did they complain? Conversation analytics – how it works: • Analyses calls • Considers words and phrases, both sides • Volume, rate of speech • Did they mention any ad campaigns? • Were they in market? 45 different dimensions are analysed from a call.

Ways to improve your mobile site • Keep call-to-action front and center • Make site search visible • Ensure site search results are relevant • Implement filters to improve mobile site search usability • Let users purchase as a guest • Make it easy to finish convert on another device • Design efficient forms with streamlined entry • Minimize form errors with labeling and real time validation • Optimize your entire site for mobile • Avoid “full site” labeling

Mobile ranking factors for all customers Mobile friendly - many big sites aren't mobile friendly Mobile usability- avoid plugins, configure the viewport, space out touch elements, size content Mobile speed- and performance

Magic of Mobile: Effective Mobile Tactics Why Mobile? Why Important? Mobile usage has taken over desktop Mobile friendly pages and visibility Mobile technical guidelines: • RESPONSIVE • DYNAMIC • DEDICATED

Location is key Location is more than where someone is, it is also what’s going on where they are. Conditions can change quickly, and you need to be able to react to those changes just as quickly. Lima Consulting Group Interview with Red Roof Inn CMO: Marina MacDonald

10% INCREASE FROM 2013-2014! “In fact, marketers for hotel chain Red Roof Inn saw an opportunity to use this past winter's weather data to turn travelers' woes into valuable offers and increased sales.” “An estimated 2 to 3% of flights were cancelled daily—that's 500 cancelled flights and a total of about 90,000 stranded passengers each day.” “We took from that information that stranded airline passengersneeded a place to sleep overnight.” “We knew they were going to be on a mobile device, we wanted new customers who were using those devices to see offers for our hotels. And we needed mobile messages that would stand out.” “Stranded at Chicago's O'Hare? Check out Red Roof Inn.”

local search engine optimization Pay attention to changes around you. Must have mobile optimized landing pages. Use mobile friendly tags in google searches. How to drive users:Use coupons and promotionsKnow neighborhood information Rich media How do you measure success o Traffic to landing pages o User activity at local level (clicks, links, localization) o Form fills and conversions o Local ranking o Listing accuracy o Reviews and ratings

Helpful Websites twitter analytics twitter lists Linkedin influencer program klout

Testimonials "Great experience with the world's top thought leaders on digital marketing. Everyone is engaged, ready to learn, and willing to teach." - Laura Hart, Digital Marketing Coordinator, Grovo Learning, Inc. "ClickZ Live gave me more insights and information on how to improve my digital marketing in 3 days than I could have researched in an entire year." - Suzanne Dibben, Internal Acquisition Marketing Manager, American Express "The networking is amazing, I look forward to building new relationships and learning from the leaders in our industry. The new app makes the overall experience much more enjoyable. I hope the things I learn and glean from the conference I can apply and grow in my career." - Jon Aragon, Marketing Manager, Web River Group

Brand Marketing Strategies Colloquium Insights