45 marketing wins in 45 minutes
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iTECconf2017 - TSA Emma Knapp, Ryan Belbin and Darren Hart from t&s creative communications present 45 quick marketing hints and tips for the Healthcare sector.
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45 marketing wins in 45 minutes
- 2. www.freecrea(ve.co.uk t&s crea)ve communica)ons 45 small marke,ng wins in 45 minutes 0 emma knapp client services director darren hart head of digital ryan belbin crea,ve director
- 3. www.freecrea(ve.co.uk t&s crea)ve communica)ons stamp your authority 1
- 4. www.freecrea(ve.co.uk t&s crea)ve communica)ons 1 stamp your authority
- 5. www.freecrea(ve.co.uk t&s crea)ve communica)ons 1 stamp your authority
- 6. www.freecrea(ve.co.uk t&s crea)ve communica)ons 1 stamp your authority
- 7. www.freecrea(ve.co.uk t&s crea)ve communica)ons answer the ques(ons 2
- 8. www.freecrea(ve.co.uk t&s crea)ve communica)ons 2 answer the ques(ons
- 9. www.freecrea(ve.co.uk t&s crea)ve communica)onsanswer the ques(ons2
- 10. www.freecrea(ve.co.uk t&s crea)ve communica)ons bring your staff along 3
- 11. www.freecrea(ve.co.uk t&s crea)ve communica)ons 3 bring your staff along
- 12. www.freecrea(ve.co.uk t&s crea)ve communica)ons react to the zeitgeist 4
- 13. www.freecrea(ve.co.uk t&s crea)ve communica)ons 4 react to the zeitgeist Jeremy Clarkson’s BBC departure (2016)
- 14. www.freecrea(ve.co.uk t&s crea)ve communica)ons iPhone 6 and Bendgate (2015) 4 react to the zeitgeist
- 15. www.freecrea(ve.co.uk t&s crea)ve communica)ons The Oscars (2017) 4 react to the zeitgeist
- 16. www.freecrea(ve.co.uk t&s crea)ve communica)ons Horse meat scandal (2013) 4 react to the zeitgeist
- 17. www.freecrea(ve.co.uk t&s crea)ve communica)ons facebook tracking on your website 5
- 18. www.freecrea(ve.co.uk t&s crea)ve communica)ons 5 facebook tracking
- 19. www.freecrea(ve.co.uk t&s crea)ve communica)ons read your url - out loud! 6
- 20. www.freecrea(ve.co.uk t&s crea)ve communica)ons 6 read your url - out loud speedofart.com whorepresents.com kidsexchange.net therapist.com
- 21. www.freecrea(ve.co.uk t&s crea)ve communica)ons speedofart.com whorepresents.com kidsexchange.net therapist.com 6 what makes the perfect URL? • choose the right top level domain • kiss 1 • kiss 2 • use hyphens • a single keyword read your url - out loud
- 22. www.freecrea(ve.co.uk t&s crea)ve communica)ons 7 ‘(s the season
- 23. www.freecrea(ve.co.uk t&s crea)ve communica)ons 7 ‘(s the season (you’ve already missed christmas, start planning for easter)
- 24. www.freecrea(ve.co.uk t&s crea)ve communica)ons 8 don’t forget your CTAs
- 25. www.freecrea(ve.co.uk t&s crea)ve communica)ons 8 sign up don’t forget your CTAs subscribe today register now join us call us for free demo limited 9me offershop now! book ahead and receive 10% off follow us keep reading will you be there? get our monthly newsleLer blink and you’ll miss it get your discount code now find a store explore new arrivals buy now!
- 26. www.freecrea(ve.co.uk t&s crea)ve communica)ons 9 don’t get stat-blind what are your performance indicators?
- 27. www.freecrea(ve.co.uk t&s crea)ve communica)ons 9 don’t get stat-blind page impressions^ ≠ equal conversions^ ———————————————— awards^ ≠ customers^
- 29. www.freecrea(ve.co.uk t&s crea)ve communica)ons 10 #hashtagfail
- 30. www.freecrea(ve.co.uk t&s crea)ve communica)ons 10 #hashtagfail • don’t #love • do your research #hashtagfail • keep track • don’t go #crazy • but don’t #forget
- 31. www.freecrea(ve.co.uk t&s crea)ve communica)ons 11 how rude look at your new logo from every angle
- 32. www.freecrea(ve.co.uk t&s crea)ve communica)ons Bri(sh Office of Government Commerce 11 look at your new logo from every angle
- 33. www.freecrea(ve.co.uk t&s crea)ve communica)ons 11 look at your new logo from every angle genuine working documents craSing the t&s logo
- 34. www.freecrea(ve.co.uk t&s crea)ve communica)ons 12 blue is purple don’t get me started on orange
- 35. www.freecrea(ve.co.uk t&s crea)ve communica)ons 12 blue is purple have you ever had something printed and the colour is not what you expect? PANTONE BLUE PANTONE BLUE? PANTONE BROWN? PANTONE ORANGE? PANTONE ORANGE add magenta add yellow add more yellow subtract cyan
- 36. www.freecrea(ve.co.uk t&s crea)ve communica)ons 12 blue is purple have you ever had something printed and the colour is not what you expect? PANTONE BLUE PANTONE BLUE? PANTONE BROWN? PANTONE ORANGE? PANTONE ORANGE coated paper uncoated paper uncoated paper coated paper
- 37. www.freecrea(ve.co.uk t&s crea)ve communica)ons 12 • logo created for screen (RGB) • logo created for uncoated paper (CMYK) • logo created for coated paper (CMYK) • mono logo blue is purple the minimum you should expect from your agency all the above - posi(ve and reversed out
- 38. www.freecrea(ve.co.uk t&s crea)ve communica)ons 13 …but I like that typeface!
- 39. www.freecrea(ve.co.uk t&s crea)ve communica)ons 13 …but I like that typeface!
- 40. www.freecrea(ve.co.uk t&s crea)ve communica)ons 13 …but I like that typeface!
- 41. www.freecrea(ve.co.uk t&s crea)ve communica)ons 14 fill the space…
- 43. or maybe, don’t.
- 44. www.freecrea(ve.co.uk t&s crea)ve communica)ons 15 copy check everything
- 45. www.freecrea(ve.co.uk t&s crea)ve communica)ons 15 we’ve hidden 10 spelling mistakes in these slides * emma has now covered her back following this slide ** copy check everything also - lowercase leHering is a brand choice - clever clogs ***
- 46. www.freecrea(ve.co.uk t&s crea)ve communica)ons 16 imagery - common mistakes
- 47. www.freecrea(ve.co.uk t&s crea)ve communica)ons 16 imagery - common mistakes we are not all happy & beau(ful use imagery that your audience will relate to
- 48. www.freecrea(ve.co.uk t&s crea)ve communica)ons 16 imagery - common mistakes we are not all american use imagery that is geographically appropriate
- 49. www.freecrea(ve.co.uk t&s crea)ve communica)ons 16 imagery - common mistakes we are not all superheroes find the personality within
- 50. www.freecrea(ve.co.uk t&s crea)ve communica)ons 17 image consistency tricks of the trade
- 51. www.freecrea(ve.co.uk t&s crea)ve communica)ons 17 tricks of the trade add a colour tone
- 52. www.freecrea(ve.co.uk t&s crea)ve communica)ons 17 tricks of the trade go mono or duotone
- 53. www.freecrea(ve.co.uk t&s crea)ve communica)ons 17 tricks of the trade apply imagery to a graphic device
- 54. www.freecrea(ve.co.uk t&s crea)ve communica)ons 18 it’s not all about your logo
- 55. www.freecrea(ve.co.uk t&s crea)ve communica)ons a strapline 18 it’s not all about your logo lights / sound / colour / paWern a recipe - amongst others a personalitya white box an experience
- 56. www.freecrea(ve.co.uk t&s crea)ve communica)ons 19 how do I start to build an iden(ty?
- 57. www.freecrea(ve.co.uk t&s crea)ve communica)ons 19 where do I start to build an iden(ty? who are you? who needs to know? how will they find out? why should they care?
- 58. www.freecrea(ve.co.uk t&s crea)ve communica)ons 20 know thyself (who are you?)
- 59. www.freecrea(ve.co.uk t&s crea)ve communica)ons we know who we are core messages targeted messages look & feel 20 know thyself logo
- 60. www.freecrea(ve.co.uk t&s crea)ve communica)ons 21 I s(ll don’t know ‘thyself’ (who are you?)
- 61. www.freecrea(ve.co.uk t&s crea)ve communica)ons 21 pop outdated dull arrogant divisive flashy autocra(c inflexible who we want to be who we don’t want to be vacuous ar(ficial boring pointless cheesy plas(c confused unobtainable different aLrac(ve consistent thorough confident well-managed trusted successful diverse natural reliable stable robust useful helpful aspira(onal ethical sharp fun accessible I s(ll don’t know ‘thyself’
- 62. www.freecrea(ve.co.uk t&s crea)ve communica)ons 22 decide on your tone of voice (who are you?)
- 63. www.freecrea(ve.co.uk t&s crea)ve communica)ons 22 decide on your tone of voice persona playful inspiring casual authorita(ve warm professional language simple savvy jargon-filled fun serious whimsical tone authen(c honest humble personal direct academic wiLy purpose inform educate engage amuse mo(vate promote entertain brand voice
- 64. www.freecrea(ve.co.uk t&s crea)ve communica)ons 23 your stakeholders (who needs to know?)
- 65. www.freecrea(ve.co.uk t&s crea)ve communica)ons 23 your stakeholders
- 66. www.freecrea(ve.co.uk t&s crea)ve communica)ons 24 your touchpoints (how will they find out?)
- 67. www.freecrea(ve.co.uk t&s crea)ve communica)ons 24 your touchpoints Billboards Business cards Blogs Speeches Public Employees Direct mail Products Trade shows/ conferences Services Sales Vehicles Mobile Experiences / Business forms Environments Social media Proposals Word of mouth Emails Websites Voicemail Video Apps Signage Ephemera Packaging
- 68. www.freecrea(ve.co.uk t&s crea)ve communica)ons 25 your brief (why should they care?)
- 69. www.freecrea(ve.co.uk t&s crea)ve communica)ons 25 a good brief
- 70. www.freecrea(ve.co.uk t&s crea)ve communica)ons 26 go mobile or your google ranking will plummet
- 71. www.freecrea(ve.co.uk t&s crea)ve communica)ons 26 go mobile what do you need to do: • voice – more on this later • In-SERP answers it’s not always necessary visit your site, mark up all the things • speed - 40% of people abandon a website that takes more than 3 seconds to load • UX – don’t punish people for using a mobile
- 72. www.freecrea(ve.co.uk t&s crea)ve communica)ons 27 how people are accessing your website
- 73. www.freecrea(ve.co.uk t&s crea)ve communica)ons 27 how people are accessing your website
- 74. www.freecrea(ve.co.uk t&s crea)ve communica)ons 27 how people are accessing your website 89% of adults in the UK had recently used the internet ——————————— 22% of disabled adults in the UK had never used the internet in 2017
- 75. www.freecrea(ve.co.uk t&s crea)ve communica)ons 28 agencies are an extension of your team
- 76. www.freecrea(ve.co.uk t&s crea)ve communica)ons 28 agencies are an extension of your team create great partnerships
- 77. www.freecrea(ve.co.uk t&s crea)ve communica)ons 29 why should you be a/b tes(ng?
- 78. www.freecrea(ve.co.uk t&s crea)ve communica)ons 29 why should you be a/b tes(ng?
- 79. www.freecrea(ve.co.uk t&s crea)ve communica)ons 29 why should you be a/b tes(ng? the average aLen(on span is now only 8.2 seconds ——————————— not long to get your visitors interested in what you have to offer
- 80. www.freecrea(ve.co.uk t&s crea)ve communica)ons 30 social media vs email it’s the same, but different
- 81. www.freecrea(ve.co.uk t&s crea)ve communica)ons 30 social media vs email • 435 people will open your email • 120 Facebook fans will see your message • 40 TwiLer followers will see your message with 2,000 email subscribers, 2,000 Facebook fans and 2,000 TwiHer followers – on average you will get: • email has 50-100 9mes the click-through rates from Facebook and TwiHer • beHer ROI where email wins
- 82. www.freecrea(ve.co.uk t&s crea)ve communica)ons 30 social media vs email • higher engagement rate • s(ckiness and virality • beLer for branding • paid social ads can target unengaged prospects where social wins
- 83. www.freecrea(ve.co.uk t&s crea)ve communica)ons 31 should direct mail be part of your marke(ng mix?
- 84. www.freecrea(ve.co.uk t&s crea)ve communica)ons 31 should direct mail be part of your marke(ng mix? *digitaldoughnut.com
- 85. www.freecrea(ve.co.uk t&s crea)ve communica)ons 31 should direct mail be part of your marke(ng mix? *digitaldoughnut.com
- 86. www.freecrea(ve.co.uk t&s crea)ve communica)ons * 31 should direct mail be part of your marke(ng mix? *digitaldoughnut.com
- 87. www.freecrea(ve.co.uk t&s crea)ve communica)ons * 31 should direct mail be part of your marke(ng mix? *digitaldoughnut.com
- 88. www.freecrea(ve.co.uk t&s crea)ve communica)ons 32 make it personal (online and offline)
- 89. www.freecrea(ve.co.uk t&s crea)ve communica)ons email • opened up 26% • CTR up 14% • conversions up 10% website • conversion up 93% • purchase inten(on up 75% direct mail • adding name up 135% • sophis(cated data up 500% 32 make it personal
- 90. www.freecrea(ve.co.uk t&s crea)ve communica)ons 33 do copy gooder
- 91. www.freecrea(ve.co.uk t&s crea)ve communica)ons 33 do copy gooder • (lts your perspec(ve • finds connec(ons • has a stunning lead • is born out of listening • avoids jargon • cuts out excess gooder copy valuable for three audiences • ME • OUR TARGETS • OUR COMPETITORS
- 92. www.freecrea(ve.co.uk t&s crea)ve communica)ons 34 it’s got to be accessible
- 93. www.freecrea(ve.co.uk t&s crea)ve communica)ons 34 it’s got to be accessible
- 94. www.freecrea(ve.co.uk t&s crea)ve communica)ons 35 customers don’t trust 5 out of 5
- 95. www.freecrea(ve.co.uk t&s crea)ve communica)ons • 92% of consumers read online reviews • Product purchases are most influenced by reviews with 4.2 to 4.5 stars • 80% of consumers trust online reviews as much as personal recommenda(ons • 68% of consumers trust reviews more when they see both good and bad 35 customers don’t trust 5 out of 5
- 96. www.freecrea(ve.co.uk t&s crea)ve communica)ons 36 media buying = buying power
- 97. www.freecrea(ve.co.uk t&s crea)ve communica)ons 36 media buying = buying power ask for a kickback
- 98. www.freecrea(ve.co.uk t&s crea)ve communica)ons 37 take free advice
- 99. www.freecrea(ve.co.uk t&s crea)ve communica)ons 37 take free advice
- 100. www.freecrea(ve.co.uk t&s crea)ve communica)ons 37 take free advice freecrea(ve.co.uk
- 101. www.freecrea(ve.co.uk t&s crea)ve communica)ons 38 when to post on social don’t believe everything you read
- 102. www.freecrea(ve.co.uk t&s crea)ve communica)ons 38 when to post on social
- 104. www.freecrea(ve.co.uk t&s crea)ve communica)ons Viewers retain 95% of a message in a video compared to 10% for the same message in text 39 and……ac(on
- 105. www.freecrea(ve.co.uk t&s crea)ve communica)ons Viewers retain 95% of a message in a video compared to 10% for the same message in text • 72% of mobile traffic will be online video content by 2019 • are you paying aLen(on? • 56% of videos published in the last year are less then 2 minutes long • did anyone hear me?! • only 5% of video retain 77% viewers to the last second • why do I bother? 39 and……ac(on
- 106. www.freecrea(ve.co.uk t&s crea)ve communica)ons 40 reinforce the message
- 107. www.freecrea(ve.co.uk t&s crea)ve communica)ons 40 reinforce the message freecrea(ve.co.uk
- 108. www.freecrea(ve.co.uk t&s crea)ve communica)ons 41 you’ve checked the copy, but…
- 109. www.freecrea(ve.co.uk t&s crea)ve communica)ons 41 sense check everything
- 110. www.freecrea(ve.co.uk t&s crea)ve communica)ons 41 sense check everything
- 111. www.freecrea(ve.co.uk t&s crea)ve communica)ons 41 sense check everything
- 112. www.freecrea(ve.co.uk t&s crea)ve communica)ons 41 sense check everything
- 113. www.freecrea(ve.co.uk t&s crea)ve communica)ons 42 pick your baLles
- 114. www.freecrea(ve.co.uk t&s crea)ve communica)ons 42 pick your baLles pick your baLles
- 115. www.freecrea(ve.co.uk t&s crea)ve communica)ons 43 it’s (me to have a conversa(on about search
- 116. www.freecrea(ve.co.uk t&s crea)ve communica)ons 43 it’s (me to have a conversa(on about search by 2020 of all searches will be voice searches 50% say voice ac(vated devices are essen(al to their lives 2 in 5 of people use Siri at least once a day 19% 55% 44% using voice search daily teens adults
- 117. www.freecrea(ve.co.uk t&s crea)ve communica)ons 44 be honest with your crea(ves
- 118. www.freecrea(ve.co.uk t&s crea)ve communica)ons • if you haven’t got the budget have a conversa(on • be realis(c with your (mescales • don’t be afraid to confide • don’t be afraid to challenge • don’t be afraid to ask ques(ons • and please don’t forget to give a them a drink :) 44 be honest with your crea(ves
- 119. www.freecrea(ve.co.uk t&s crea)ve communica)ons 45 do something memorable