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Put the “Blast”In The Past <br />How to Stop Reacting and Get StrategicWith Your Digital Marketing<br />Kristen Judd<br />
About 3 Birds Marketing<br />3 Birds’ Mission: <br />To help businesses keep the bird in the hand and use it to attract th...
Remember the good old days?<br />When communicating with your customers was easier?<br />
It’s more complicated today<br />Multiple consumer touch points<br />
So many messages, so little time<br />>30 billion<br />Pieces of content shared each month on Facebook1<br />200 million<b...
Fierce competition for consumers’ undivided attention <br />  10:33am “Internet goes down. No!     Call help desk.”<br /> ...
Consumers have more power and higher expectations<br />Information is readily accessible on the internet<br />Consumers ha...
Competition and Clutter<br />Businesses have to work harder to cut through the “noise” with their marketing messages.<br /...
Email:  Efficient and Effective<br />
Easier Said Than Done?<br />Running an automobile dealership is a balancing act that involves putting out fires and keepin...
Are You “Reactionary” or “Strategic” When It Comes to Your Dealership’s Digital Marketing?<br />Strategic<br />Marketing p...
Let’s Get Started<br />
How to Become More Strategic<br />Think like a consumer<br />Clearly define campaign goals<br />Have a follow up plan<br /...
Put on your consumer hat<br />Would you want to receive this email the month afteryou bought a car from this dealership?<b...
PLEASE<br />
DON’T<br />
SEND<br />
THIS<br />
Avoid Creating Consumer Confusion Through Consistent Branding<br />From CRM Templates to Sales and Service Campaigns<br />
More is not always more<br />
What are you trying to accomplish?<br />Consider:<br /><ul><li>What is your primary objective?
What do I want the customer to do?
Who will this appeal to most?
What do I need to offer to get them to do it?
Would including multiple calls-to-action detract from what I’m trying to accomplish?</li></li></ul><li>Leverage Campaigns ...
Strategic marketers follow up on your data<br />Make loyal customers aware of incentive cash for Pilot purchases<br />
Plan your follow up action before you even send<br />Target customers to flip into a new vehicle through service bay<br />...
 Work smarter, not harder<br />Understand your metrics to market more intelligently and effectively<br />Email Campaign Re...
Putting Theory Into Practice<br />
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Put the "Blast" in the Past

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This presentation given by Kristen Judd, President of 3 Birds Marketing at the Ignite Dealer Conference in Minneapolis in 2011 provides automobile dealers with ways to make their marketing strategic instead of reactive

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Put the "Blast" in the Past

  1. 1. Put the “Blast”In The Past <br />How to Stop Reacting and Get StrategicWith Your Digital Marketing<br />Kristen Judd<br />
  2. 2. About 3 Birds Marketing<br />3 Birds’ Mission: <br />To help businesses keep the bird in the hand and use it to attract the two in the bush.<br />A full service, content and data driven agency poweredby our integrated multi-channel marketing platform<br />
  3. 3. Remember the good old days?<br />When communicating with your customers was easier?<br />
  4. 4. It’s more complicated today<br />Multiple consumer touch points<br />
  5. 5. So many messages, so little time<br />>30 billion<br />Pieces of content shared each month on Facebook1<br />200 million<br />Number of tweets per day on Twitter2<br />10 vs. 50<br />Median number of text messages sent and received per day by an adult who texts as compared with the number of text messages sent and received by a teen(aged 12-17) who texts4<br />>3,000,000<br />Number of daily check-ins on Foursquare3<br />3,000-5,000<br />Number of advertising and marketing messages the average American is exposed to each day<br />
  6. 6. Fierce competition for consumers’ undivided attention <br /> 10:33am “Internet goes down. No! Call help desk.”<br /> 10:36am “Connection restored. Worst 3 minutes of my life.”<br />
  7. 7. Consumers have more power and higher expectations<br />Information is readily accessible on the internet<br />Consumers have moreof a voice and are sharing information<br />Consumers are used to anon demand model of media consumption<br />They know you have their data and expect you to use it wisely<br />
  8. 8. Competition and Clutter<br />Businesses have to work harder to cut through the “noise” with their marketing messages.<br />Marketing communications need to be relevant and engaging in order to capture and command consumers’ attention.<br />
  9. 9. Email: Efficient and Effective<br />
  10. 10. Easier Said Than Done?<br />Running an automobile dealership is a balancing act that involves putting out fires and keeping all of the balls in the air <br />
  11. 11. Are You “Reactionary” or “Strategic” When It Comes to Your Dealership’s Digital Marketing?<br />Strategic<br />Marketing plan for 3 - 6 months<br />Consistent send pattern for email campaigns<br />Sends targeted campaigns<br />Traditional advertising and digital marketing are coordinated<br />Monitor campaign performance data<br />Follow up plan in place<br />Reactionary<br />Plans to get emails out within 24 hoursof OEM incentive<br />Depends on how monthly sales are going<br />“e-Blasts” the whole list<br />Traditional advertising and digital marketing are disconnected<br />What does CTO rate mean again?<br />If I send it, they will come<br />
  12. 12. Let’s Get Started<br />
  13. 13. How to Become More Strategic<br />Think like a consumer<br />Clearly define campaign goals<br />Have a follow up plan<br />Understand metrics<br />
  14. 14. Put on your consumer hat<br />Would you want to receive this email the month afteryou bought a car from this dealership?<br />
  15. 15. PLEASE<br />
  16. 16. DON’T<br />
  17. 17. SEND<br />
  18. 18. THIS<br />
  19. 19. Avoid Creating Consumer Confusion Through Consistent Branding<br />From CRM Templates to Sales and Service Campaigns<br />
  20. 20. More is not always more<br />
  21. 21. What are you trying to accomplish?<br />Consider:<br /><ul><li>What is your primary objective?
  22. 22. What do I want the customer to do?
  23. 23. Who will this appeal to most?
  24. 24. What do I need to offer to get them to do it?
  25. 25. Would including multiple calls-to-action detract from what I’m trying to accomplish?</li></li></ul><li>Leverage Campaigns and Branding Across Channels<br /> Email Website Banners Landing Page <br />
  26. 26. Strategic marketers follow up on your data<br />Make loyal customers aware of incentive cash for Pilot purchases<br />
  27. 27. Plan your follow up action before you even send<br />Target customers to flip into a new vehicle through service bay<br />Follow up to schedule high-ticket service appointments<br />
  28. 28. Work smarter, not harder<br />Understand your metrics to market more intelligently and effectively<br />Email Campaign Report<br />
  29. 29. Putting Theory Into Practice<br />
  30. 30. To Start: A Small Investment of Time Will Yields Better ReturnsFrom There: Continue Layering<br />Ask yourself these questions:<br />What is my main offer/objective?<br />Who is most likely to respond to the offer?<br />How do I plan to follow up?<br />How did the campaign perform?<br />
  31. 31. Thank You.<br />
  32. 32. Connect with me:<br />Me: Kristen Judd<br />My company: 3 Birds Marketing<br />Website: http://www.3birdsmarketing.com<br />Blog: http://www.3birdsmarketing.com/blog<br />3 Birds Twitter: @3birdsmarketing<br />My Twitter: @kwjudd<br />3 Birds Facebook: https://www.facebook.com/3birdsmarketing<br />

This presentation given by Kristen Judd, President of 3 Birds Marketing at the Ignite Dealer Conference in Minneapolis in 2011 provides automobile dealers with ways to make their marketing strategic instead of reactive

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