Marketing Works Today

Integrated Digital Marketing & PR Consulting from Brown Ltd.

Brown Ltd. Launches New Online Magazine: “Marketing Works Today”

Marketing Works Today latest news: Author Services & BlogTalk Radio via @flipboard @BrandJournalism

 

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Filed under: Advertising, Blogging, Brand Journalism, Branding, Content Development, Content Marketing, Email Marketing & PR, Integrated Marketing & Sales, Marketing Measurement, Mobile Marketing, Non-Profit Marketing & PR, Public & Media Relations, Publishing, Search Engine Marketing, Social Media Marketing, Traffic, Video & YouTube, Writing

Google+ Gets a B Plus from Brown Ltd.

We are starting off our review with the Nieman Journalism Lab at Harvard because the title is intriguing:  “What Google+ could do for news.”  It peaked our interest because if it can do it for “news” it will do it for “brand journalism” – one of our specialties.

We give Google+ a B+ because it’s a project, not a finished app.  Definitely not a killer app.  Not yet.  Remember MySpace, OS/2 (what you never heard of it? – my point exactly), etc?

Google+ will be a strong player in marketing and PR.  Much better than Google Buzz.  We’ll have to wait and see what develops and how innovative marketing and PR pros develop its use in the integrated marketing mix.  I have some initial Ning like ideas, especially with the Circles feature, but that will be a later post.

Take a look at these reviews, see it for yourself, and let me know what you think:

“TechCrunch had one of the first and best explanations of what Google+ is all about, and Wired’s Steven Levy wrote the most comprehensive account of the thinking at Google behind Plus: It’s the product of a fundamental philosophical shift from the web as information to the web as people.”
Mark Coddington
, Nieman Journalism Lab, Harvard: What Google+ could do for news
http://bit.ly/oV3j71

“Google, the world’s largest search company, is formally making its pitch to become a major force in social networking. The product it announced Tuesday is called Google+, and observers might wonder whether it’s simply one more social effort by a company that’s had a lousy track record in that field to date.”
Steven Levy
, Wired: Inside Google+ — How the Search Giant Plans to Go Social
http://www.wired.com/epicenter/2011/06/inside-google-plus-social/all/1

“Google+ is a bold and dramatic attempt at social. There’s a reason why Google calls this a “project” rather than a “product” — they don’t want people to think of this as the final product, but as a constantly-evolving entity that permeates every corner of the Google empire. Overall, Google+ is solid. But I’m not going to call it a Facebook killer or a game-changer.”
Ben Parr, Mashable:
http://mashable.com/2011/06/28/google-plus-review/

“This is the way Google always wanted social networking to work, and this time the company may have pulled it off.”
Jason Hiner, ZDNet: Is Google+ about to transform the Web?:
http://www.zdnet.com/blog/btl/is-google-about-to-transform-the-web/52004

Filed under: Advertising, Blogging, Brand Journalism, Branding, Content Development, Content Marketing, Future Vision, Integrated Marketing & Sales, Internet, Lead Generation, Marketing Measurement, Micro Blog (Twitter), Mobile Marketing, Non-Profit Marketing & PR, Public & Media Relations, Reputation Management, Search Engine Marketing, Social Media Marketing, Video & YouTube, Websites, Writing, , , , , , , , , , , , , , , , , , , ,

Marketing and PR 2.1

I was recently asked to speak at a trade association conference being held at The Breakers in the Town of Palm Beach.

It was a great group and it gave me the chance to explain:

  • The current state of marketing and public relations
  • How to integrate traditional and new media marketing and public relations
  • How to use content marketing to get more leads, prospects, and sales
  • Using Brand Journalism to reach customers, stakeholders, influencers, and the press
  • The new Marketing Mix 2.1
  • The importance of measurement and analytics
  • Customer Relationship Management and systems

Click below to see the presentation.  Let me know what you think!  Did I miss something?  Anything to add?

Filed under: Advertising, Blogging, Brand Journalism, Branding, Content Development, Content Marketing, Email Marketing & PR, Integrated Marketing & Sales, Internet, Lead Generation, Marketing Measurement, Micro Blog (Twitter), Mobile Marketing, Non-Profit Marketing & PR, Print, Public & Media Relations, Real Estate Marketing, Reputation Management, Search Engine Marketing, Social Media Marketing, Traffic, Video & YouTube, Websites, Writing, , , , , , , , , ,

The Little Secret Outside Marketing, PR and Ad Agencies Don’t Want You to Know

I’ve had in-house marketing and PR agencies at IBM, Motorola, and Pulte Homes.

I’ve always found that the cost of an in-house agency is about 1/3 of the cost of using an outside agency. I operate exactly like an outside agency, having a core group of hands-on managers and creatives and using the top freelancers and sub-contractors just like an outside agency does.

Cost is Important – And Other Reasons Too

Speed
In an in-house agency, our time to produce and roll out content and campaigns is much shorter.  We know the customers and their hot-buttons, subject matter, the benefits of our products and services, have the internal and customer contacts, can get teams together faster, get approvals quicker, etc.

We don’t have to constantly get an agency(s) up to speed and arrange formal approval sessions.  Often, we just quickly, and many times informally, meet the division president or principle that needs the content for a quick one-on-one, and approval is done.  No outside agency has that kind of access or speed.

Cost
I built an in-house TV & Multimedia Studio at Motorola (Business & Government Division) and the cost to run that became 10% of what it costs to go outside.  In fact, we spent $5 million to build the studio and equip it and paid it off with savings in less than 2 years.  It would be shorter now because of the lower cost and higher quality of broadcast quality equipment and software.  I’ve replaced a post-production system with less than $1,000 in software on my laptop.

See the Quick Case Study below for an integrated in-house agency example.

No Such Thing as a Free Lunch
As a CEO or marketing executive, you may like those lunches and perks that the outside agencies provide; but, you’re the one paying for them with your own budget.

Bottom line, in-house agency cost per customer acquisition is much smaller than using outside agencies.  Our cycle time is shorter.  And our brand awareness and equity expands much faster.

I understand that not everyone can afford a full-blown agency or a TV studio for his or her business.  However, hiring 2-3 key hands-on marketing and PR folks, with agency experience – and that also produce content for you in-house – will help you get the benefits for about 1/3 the cost of using a strictly external agency.

Strategy
In-house works especially well when you use an integrated marketing strategy that includes brand journalism, social media, and measurement systems.

Brand journalism is one of the best methods for getting believable content to stakeholders, prospects, and customers.  Producing that content from the inside makes more sense. There are so many moving parts and interactions, it’s hard to get a great story from multiple sources using an external agency.

Measurement
When you concept, create, distribute, and measure in-house, your results are more believable.  I’m not saying every external agency is like this, but they have a financial interest in getting you to buy more media.  They make more money.  I’ve seen campaign measurement results from outside agencies that were spun to recommend a larger media buy.  The goal of an in-house agency is to CUT cost.  The goal of an outside agency is to MAKE MORE MONEY for the outside agency.

Quick Case Study

As an example:  When I took over DiVosta Homes and then eventually Pulte Homes and Del Webb in Florida, we had 80 actively selling communities in the state.  We needed to sell over 4,000 homes a year for over a billion dollars in sales.

The annual marketing and PR budget for Florida, broken up in 7 divisions around the state, was over $20 million.  There were a dozen external agencies involved with the local divisions. I moved all the marketing and PR in-house and had 7 people total: graphic designers, writers (including me), traffic manager, and media buyer (me) to produce and place content.

We did web, email marketing, newspaper, magazine, radio, TV, outdoor, pitched stories to the press, events, etc., all in-house with some outside freelancers.  We produced hundreds of ads and stories every week… placed thousands every month.

The first year we cut $9.8 million from the marketing and PR budget, almost half.  We went from $3,000-$7,000 in marketing expense per home sale to less than $1,200 per home sale.  Our cycle time was much shorter to concept, produce, approve, and place.  All done with 7 great in-house people – and sales continued without skipping a beat.

In fact, when I took over they had 70,000 qualified contacts in their prospect system.  After the first year, we had over 300,000.  That’s results.

Think about it… those 7 people replaced a dozen expensive agencies.

In today’s world, it’s all about content marketing.  Getting out your honest and clear message by creating once, and publishing everywhere – and doing it for the lowest cost is the formula for success.

Contact me if you want to learn more:  MikeBrown@BrownLtd.com

 

Filed under: Advertising, Blogging, Brand Journalism, Branding, Content Development, Content Marketing, Email Marketing & PR, Integrated Marketing & Sales, Internet, Lead Generation, Marketing Measurement, Mobile Marketing, Non-Profit Marketing & PR, Print, Public & Media Relations, Real Estate Marketing, Search Engine Marketing, Social Media Marketing, Traffic, Video & YouTube, Websites, Writing, , , , , , , , , , , ,

Study: Mobile Ad Budgets On The Rise, Clients Find Branded Apps Most Exciting

by Mark Walsh

Spurred by interest in formats like branded apps and mobile video, 82% of brands, agencies and other companies plan to boost mobile ad budgets in the next 12 months, according to a new study by MediaPost’s Center For Media Research and digital research firm InsightExpress.

Click Here to See the Rest of the Article (Online Media Daily)

Filed under: Advertising, Branding, Mobile Marketing, Video & YouTube, , , , , , , , , , , , , ,

Mobile Marketer’s Mobile Outlook 2010

At Brown Ltd., we are keeping an eye on mobile marketing.  As smartphones grow in use and marketshare, look for them to become the next “personal computer” – in your hand. 

We expect mobile to follow the same growth patterns that happened with personal computers and cellphones:

  • Early Adopters: We’re at the end of this stage now. The mobile application, publishing, retail, marketing and advertising is ramping up rapidly. 
  • Growth:  We’re at the beginning. If the Wall Street Journal rumors are true that Apple will release an iPhone on the Verizon Network this summer, watch this phase expand rapidly.  AT&T reported a 5,000% increase in broadband data consumption because of the iPhone.
  • Peak: A long way off!
  • What’s next?

According to Mobile Marketer, “It is quite clear from recent market activity – Google buying AdMob and Apple absorbing Quattro Wireless, Apple iPad and Google Nexus One launches, eBay’s record $500 million in mobile commerce last year – that mobile is no longer considered a niche medium.”

To get an excellent overview and outlook for 2010, click here and download the pdf: Mobile Marketer’s Mobile Outlook

Filed under: Advertising, Future Vision, Mobile Marketing, Social Media Marketing, , , , , , , , , , ,

Marketing Works Today

This blog is to help you learn how to connect with customers. The goal is to show you how to get the most qualified leads, traffic, relationships, and sales for the lowest cost/customer. I'll write and aggregate content that relates to the goal. You're welcome to subscribe, comment, and post. Send me your news tips!

What’s In A Title?

I've had a lot of titles [Director of Marketing, Communications Director, Advertising Director, Multimedia Producer, Managing Editor, Reporter, Copywriter]; but, I approach every project as a digital producer... what does the audience need and how can I deliver it most effectively and for the lowest cost?

Sometimes I write with pictures or video, sometimes with words. I always keep the goal in mind: sales, leads, traffic, a better brand image or awareness, or just a really good story, etc.

Yeah I create content for money. But you'll see from my background that I'm way better at making money for others than I am for myself.

I wish I had 1%. I'd be surfing with my kids all the time now.

Contact me and I'll make some for you.

Mike Brown
www.BrownLtd.com
MikeBrown@BrownLtd.com

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Search Engine Advertising

I have 8 years experience setting up, writing, and managing small business and simple product campaigns ($100/week Google Adwords) and large business campaigns with multiple divisions and product lines (up to $20,000/week in Google Adwords – more than $1.1 billion in annual sales). Contact me to create your campaign! MikeBrown@BrownLtd.com

R. Michael Brown
Marketing Consultant, Public Relations Consultant, Freelance Writer: West Palm Beach, Florida

"I help organizations increase sales, and pump up the value of their brand, using media, for the lowest cost per customer."

Digital Marketing and Public Relations consultant, writer, and producer with over 20 years experience launching brands like DiVosta Homes, IBM Multimedia, Nextel, Motorola business and government sector, and SunFest Jazz Festival.

MikeBrown@BrownLtd.com
561-756-1674

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