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Nathan Winstanley, President Winstanley Associates & Lenox Softworks Getting Interactive.

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Presentation on theme: "Nathan Winstanley, President Winstanley Associates & Lenox Softworks Getting Interactive."— Presentation transcript:

1 Nathan Winstanley, President Winstanley Associates & Lenox Softworks Getting Interactive

2 The Medium is Meaningless. The Message is the Thing.

3 Interactive Technology [Quote to end the debate about relevance.] It’s not if, it’s how.

4 Interactive Technology Interactive technology is not an end in itself. It is simply an additional set of tools.

5 Interactive Marketing Adapt technology to enhance the best of what you do today and improve the areas where you’re least effective.

6 Technology vs. Functionality Do you want 1.4 ghz CPU with 512 mb of RAM? vs. Do you want to use graphics programs?

7 Interactive Media Interactive technology is simply an extension of the media spectrum. Interactiv e Webcasts BLOG External Interactiv e Webcasts Instant Message BLOG Print Direct MailBroadcas t Internal Newslette rs Intranet Surveys Discussions Web E- Marketing

8 Interactive Media Like all media choices, interactive has its own unique strengths and weaknesses.

9 Interactive Weaknesses New set of vendors, language & options Can be detached Poorly integrated w/other message components Features technology, not message Nuisance potential Techno overkill/access Constantly changing

10 Interactive Strengths Two-way communication/intimate Data gathering potential Easy/cost-effective to update, change Fast, hip, modern/reflects well on provider Integration potential Portal to vast information resources Reusable assets Cost effective

11 Interactive Cost Analysis Think in terms of cost offset and higher perceived brand value Print Cost Analysis Postage Printing Development/handling Impact value

12 Interactive Marketing Interactive marketing is a marketing communications function.

13 The Strategic Communications Plan Define overall strategy What to whom—The Message Sequence of relationship development Desired outcomes

14 Focused Focused PRINT/MAIL The Strategic Media Plan “Couch to counter” metaphor Apply media analysis/usage trends to objectives Develop individual media goal sets Develop media matrix First Inquiry (if ed) First Inquiry (if ed) Second Inquiry (get ) Second Inquiry (get ) RESPONSE E-MARKETING

15 Building The Interactive Strategy Set goals Website as hub Add functionality to add value/meet goals Maintain: Somebody’s job! Know the rules

16 The Rules of Interactive Make it easy Keep it simple Everything’s expected to be free Engage, don’t demand Honor the privacy of your customers Good technology is invisible

17 Interactive Tools: The Website Hub, mothership, information gateway, repository, library The highest potential cost/value implementation

18 Interactive Tools: Data Collection Cost effective system to build base of interested consumers Active qualification system to help you more clearly target through self-selection Are you interested in… ABCABC Hey Bs, what would you like to learn more about? B2? Thought you might be interested in speaking to another B2…

19 Interactive Tools: Database Management The life’s blood of your effort Opt-in strongly encouraged Open-source/extensible Needs maintenance

20 Interactive Tools: Marketing Newsletters Surveys Threaded discussions/message boards Coupons Offers Always have an active response ready to more fully engage and solidify the relationship

21 Interactive Tools: Active/Realtime Webcasts Instant Messaging Blogs

22 Interactive Technology Options Store-Bought Custom-Built Vended-Service

23 Most Expensive Usually Perfect Maximum Effectiveness Need Resources Less Expensive Not Always Perfect Things Change Need Resources Expensive/Ongoing Can be Tweaked Pretty Effective Fewest Internal Resources Needed Store-Bought vs. Custom-Built vs. Vended-Service. Interactive Technology Options

24 Best Practices: Jiminy Peak Daily snow reports Promotion system web/ E-coupon program to build list BLOG

25 Best Practices: Jiminy Peak Many client-controlled, updatable web sections: Home page banner announcements Prices Press releases Web cam

26 Best Practices: Landmark Volunteers marketing Shifted print costs to on-line downloads Community-building alumni referrals Full on-line registration Shifted $s from print ads to SEO

27 Best Practices: Simon’s Rock College of Bard qualification system Parents

28 2. Specific Areas Of Interest: a) Math b) Languages c) Science d) Art/Theatre Want to talk to Student? 2. Specific Areas Of Interest: a) Math b) Languages c) Science d) Art/Theatre Want to talk to Student? Set up direct personal contact with Student Set up direct personal contact with Student 3. Auto s a) General b) Discovery Days c) Events Always ask for reply with areas of interest. 3. Auto s a) General b) Discovery Days c) Events Always ask for reply with areas of interest. 1. General Overview a) asking for areas of interest 1. General Overview a) asking for areas of interest YES Address Collected Simon’s Rock College of Bard NONO

29 The Pitfalls of Interactive The part-time job syndrome Marketing/IT tug-of-war The technology purchase Response silence/under construction Dazzling nonsense/chasing technology

30 Getting Started Build communications plans Look for goal sets where interactive can deliver Assess cost/value of “interactive upgrade” Don’t forget internal needs/uses

31 Remember Don’t squeeze it in – do it – shift the resources, make it pay for itself Walk, don’t run Be ready for change – accept it – but stay one step behind “the wet edge”

32 Interactive Marketing Adapt technology to enhance the best of what you do today and improve the areas where you’re least effective.

33 The Medium is Meaningless. The Message is the Thing.

34 Nathan Winstanley, President Winstanley Associates & Lenox Softworks


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