Engagement_Marketing

Slide 1: 

SMLXL Helping companies grow through innovative marketing communication strategies

What do we produce : 

What do we produce SMLXL produces cross-platform communication strategies and campaigns to help companies grow

Slide 3: 

SMLXL operates at the intersection between business strategy, interactive technology, marketing communications and media Interactive communications platforms Marketing communications and media Business strategy New forms of cross -platform brand & marketing communications

Why is this? : 

Why is this? Multi-platform: Today’s world is multi-platform and multi-channel, and communications must be designed and executed around this fact. Coherent: Unity must be achieved via an overarching theme or idea. ‘Integrated’ is not really the right word, because ‘integration’ assumes we are starting with separate bits which we need to bring together. Coherence means we are starting from one single perspective and then allowing for many different manifestations of the central theme Technology savvy: New technologies offer huge opportunities in areas such as interactivity, immediacy, accessibility and addressability. Communications programmes need to use these opportunities to the full.

Why is this? : 

Why is this? Economically efficient: Yesterday’s saturation-bombing ‘just-in-case’ messaging strategies were inherently inefficient. By combining the above features creatively, new levels of cost efficiency can be reached. Mainstream: If the initiative is small and marginal, it’s not worth the candle. Bold and mainstream is the order of the day. Strategically ‘on-target’: This goes without saying: the communications exercise must still address the organization’s needs either narrowly in terms of product or service awareness/relevance and/or broadly in terms of corporate reputation, positive brand associations etc.

What do we believe : 

What do we believe SMLXL believes that there is a bigger opportunity to engage with customers by harnessing combinations of the all channels now available, giving customers more compelling reasons to engage. We call this Engagement Marketing Engagement marketing seizes the problems of modern marketing by the throat, and turns them into an opportunity.

There isn’t just one approach that achieves this new synthesis. There are a range of possibilities. : 

There isn’t just one approach that achieves this new synthesis. There are a range of possibilities. For example: To create ‘matching and connecting’ processes that revolve around the rich use of personal information and new information technologies and that put the consumer/buyer in control. To achieve pervasive penetration, so that the brand and its manifestations become an accepted part of every day life. To engage people via your marketing, by making this marketing a part of the cultural fabric of people’s lives.

What do we believe : 

What do we believe Our research shows that this new model of marketing is much more effective than the present interruptive model at being able to increase sales cycles, build customer loyalty and increase customer advocacy

What do we believe : 

What do we believe Where Interruptive Marketing attempted to change belief through image building and awareness, Engagement Marketing changes behaviour through involvement By Riding the waves of convergence: of multi-media, popular culture and commerce; of media, culture and technology. Encouraging audiences’ active involvement and participation Engaging its audiences on a multi-media and multi-platform basis

The benefit : 

The benefit Done the right way, this sort of marketing becomes a source of consumer value in its own right – and a means by which the company can innovate its core value propositions. In this way, the chasm between ‘what we make’ and ‘how we sell it’ is bridged and marketing becomes a part of what people buy. Marketing becomes less of a cost and more of a source of value for both sides. If the idea and engagement is strong enough, for example, people will be prepared to pay for it either directly (e.g. a ticket to an event) or indirectly (e.g. broadcasters paying for programming rights)

What do we believe : 

What do we believe Engagement Marketing will involve the customer way beyond the short term cycles of current interruptive marketing campaigns Awareness, Interest, Desire, Action Interaction, Engagement Point of purchase

SMLXL projects : 

SMLXL projects Cross-platform marketing initiatives Interactive communication strategies Branded cross-platform promotions Brand related entertainment properties brave TM HI! BELL’S

Slide 13: 

The 4Ps Product Price Promotion Place The 4Cs Content Connectivity Community Commerce The 4Es Engage Experience Enhance Emotion Product or Service Engagement marketing tools Brand as Relationship ‘Cross-platform branding and marketing communications’

Slide 14: 

‘Cross-platform branding and marketing communications’ 4E’s expanded… An opportunity to: Engage your customers Experience the product or service Enhance your company/customer relationship more Emotionally than traditional advertising.

What are the benefits for our clients? : 

What are the benefits for our clients? Align marketing strategy with business strategy Solution-driven, not format-driven Increased marketing productivity and cost efficiency Experience in developing media and communication concepts that deliver on companies’ financial goals 6. Delivery of compelling concepts that engage audiences and deliver bottom line value for business.

Slide 16: 

SMLXL All rights reserved Alan Moore, Axel Chaldecott, 2003 If 20th Century Marketing was about “Interruption”, then 21st Century Marketing will be most definitely about “Engagement” For more information contact: Alan Moore alanm@smlxtralarge.com