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MARKETING How to Build Synergy Between Your

Advertising, Marketing, PR and Social

Media Campaigns

SEMA Show 2011 Education Days

Monday Oct 31, 2011

Presenter: Tom Marx

CEO, The Marx Group

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Synergy?

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MARKETING SYNERGY =

Marketing that integrates different marketing tools and channels collectively and in a process to

arrive at a desired customer response.

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• Ready-Aim-Fire

• Value Proposition

• Internal & External Alignment

WHERE TO BEGIN…

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READY-AIM-FIRE

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READY, AIM, FIRE • Strategy

• Practical Goal Setting

• Audience & Messages

• Product Launch Plan

• Timeline and Budget

• Metrics

• Collaboration

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• Tactical Plan

• Funding

• The Right Creative

• Media Plan

• PR, Blog, Newsletter Writing

• Website

• Training

READY, AIM, FIRE

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• Launch

• Measure

• Reassess

• Adjust

• And do it again-and-again

READY, AIM, FIRE

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VALUE PROPOSITION

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VALUE PROPOSITION

BUILDING BLOCKS

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VALUE PROPOSITION • Provides consistent and clear communication about your company, its purpose, products and brand

• Defines your brand

• Creates your company’s internal and external perception

• Sets you apart from competitors

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• What does your company have to offer?

• Is it a great place to work?

• Are you visible within the business and local community?

• Are you focused on green products?

• Are you the category leader?

• How do you want people to perceive your company?

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Value proposition…

do you have one?

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INTERNAL ALIGNMENT

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DEATH BY SILO

Product

Development

Manufacturing

Marketing

Sales

Finance

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INTERNAL COMPANY ALIGNMENT

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CREATING SYNERGY

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LINEAR THINKING Branding

↓

Value Proposition

↓

Advertising

↓

Collateral

↓

Public Relations

↓

Social Media

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SYNERGETIC THINKING

Branding

Value Proposition

Advertising

Collateral

Public Relations

Social Media

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PR TYPICAL News Releases

Editorial Opportunities

SYNERGETIC THINKING • Releases match media buy and editorial calendar

• Distributed to media AND prospects, customers, internal team,

investors, bloggers, supplier/partners

• Releases placed on social media sites and other PR websites

• Releases added to your website

• News emphasizes your value proposition

• Use Google Alerts to track and Analytics to measure traffic

• …and ties to promotion, media your or event

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ADVERTISING TYPICAL Design and Place Ads

SYNERGETIC THINKING • Media buy planning – really understand your audience

• QR Codes – directed to landing page for

specific information

• Value proposition is clear

• Tied to news releases, events, promotions

• Customers, prospects, and internal staff informed

and trained about campaign

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MARKETING TYPICAL Collateral – Website – Stationary – Signs – etc.

SYNERGETIC THINKING • Overarching concept carried through the campaign

• Website is current and frequently updated

• Collateral designed to work both in print and digital

• Co-Marketing programs support sell-through; partner

with suppliers to leverage broader marketing strategy

and budgets

• Promotions integrated with all marketing and kept

current – winners announced (testimonials)

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SOCIAL MEDIA TYPICAL Pages and Current Updates

SYNERGETIC THINKING • Plan is developed…and followed

• Target and speak to the right audience

• Your marketing/advertising/public relations

efforts showcased

• Updates are done almost daily

• Customers, internal team, suppliers are aware you

participate

• Social media icons are on all marketing materials

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BE THE LEADING PERFORMANCE EXHAUST SUPPLIER

Advertising

Public relations

Social Media Marketing

COMPANY A

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BE THE TOP CAR CARE PRODUCT IN THE MARKET

Company B

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BE THE LEADING PERFORMANCE CYLINDER HEAD PROVIDER

Company C

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BE THE AFTERMARKETS LEADING AXLE SUPPLIER

Company D

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HOW • READY - AIM - FIRE

• Create checklist

• Internal communication

• Step out of your comfort zone

• Keep the gears moving

• Buckle up and enjoy the ride

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How do

you create

Synergy?

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The Marx Group

TOM MARX

CEO/President

tmarx@themarxgrp.com

415.453.0844 ext. 106

www.themarxgrp.com

THANK YOU! Give me your business card or email me for your Synergy Checklist