Put The Marketing Imagineer To Work For You!
In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a “Marketing Mix”. Professor E. Jerome McCarthy, at the Michigan State University in the early 1960s, suggested that the Marketing Mix contained 4 elements: product, price, place and promotion.
- Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.
- Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention. Methods of setting prices optimally are in the domain of pricing science.
- Placement (or distribution): refers to how the product gets to the customer; for example, point-of-sale placement or retailing. This third P has also sometimes been called Place, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales.
- Promotion: This includes advertising, sales promotion, including promotional education, publicity, and personal selling. Branding refers to the various methods of promoting the product, brand, or company.
These four elements are often referred to as the marketing mix, which a marketer can use to craft a marketing plan. I offer the unique ability to help your company with all four elements. Below are a few things that are one everyones minds these days
Speaking
CostaVidaFred, The Marketing Imagineer educates businesses and organizations on every aspect of Making Mountains Out Of Mole Hills, in other words Marketing. His speaking style is imaginative, energetic, interactive, humorous and personal. CostaVidaFred customizes every presentation to address the needs of audience at hand, and he adjusts during the presentation to match the DiSC Personality profile of the participants.
CostaVidaFred covers these topics from an broad view all the way down to the step-by-step, depending on audience and need. He has presented to youth groups, families, religious groups, c-level management, technologists, marketing professionals, non-profits, journalists, students, entrepreneurs, and many other groups.
Fred Abaroa (aka Costa Vida Fred) speaks at Social Media Breakfast Maine’s event on Creating Trust and Communities online.
Popular Speaking Topics
CostaVidaFred has been asked to speak on virtually everything from dating to video gaming, branding to networking. Below is some of the Out Of Burrito Thinking Topics to get your Addiction going:
- A Wrench, A Screwdriver Or A Hammer? Better To Have All Three! No one would ever think of using just one tool to do everything. It requires a set of tools. Each with its own purpose and used in concert to complete the project you intended to build. So then why would we approach our marketing any different. This presentation will demonstrate the value of a whole media campaign rather than putting all you efforts into one or two tools. Come prepared to exchange war stories of campaigns that could have been more powerful if only and learn how avoid that mistake again.
- Out Of Burrito Thinking Starts With A Few Basic Ingredients- Stuck with the same old ideas you and your competition have used for decades. This workshop will teach you the CostaVidaFred method of become more creative than you ever imagined (After all he is the Marketing Imagineer). Oh and yes this is the presentation where you get to play Stump The Imagineer. Through out a random noun and CostaVidaFred will use it to sell your product.
- Telephone Twitter For Business- Why are there so many self proclaimed Social Media Experts? Well it's easier than you think because we have been doing the same thing for centuries. Enjoy a historical look at communication technologies and how the savvy marketer has used it to his advantage. Come prepared with your most effective non-internet campaign and we'll give 'em a make over
- Professor Harold Hill: The Greatest Marketer Ever- Oh yes you have trouble if you aren't using Professor Harold Hill as your mentor. This man sold boys bands and made a profit. This presentation will go over tried and true basics to marketing.
- The Networking Artist: Building Your Little Black Book of Business Professionals- Plain and Simple this work shop will get you started on becoming that guy at networking events everyone wants to meet. And you wont need CostaVidaGreen Glasses to do it!
- Marketing Re-Imagined- Imagineering is the combination of your Imagination and Engineering. Being a Marketing Imagineer takes your marketing to new and out of the ordinary heights. As times & tools change so will this talk. I will lead your through a bevy of campaigns that work and dont work and we will discover together why. This will then blend into our coming together to imagine an ideal marketing world in which we can engineer specific tools for marketing to the one.
Social Media
Rome wasn't build in a day and neither is your social media efforts. So get to know how social media tools can help your marketing efforts. Watch how other companies use social media. Realizing is will take typically 6-9 months before you expect results. Ideally you should dedicate a fulltime staff (at least one person or agency) to these efforts.
The Whole Enchilada
I will act as your social media agency of record. I will meet with you regularly to ensure messaging and efforts are in line with your other traditional advertising and marketing. I will create content for your Website, your blogs, your Twitter accounts, your Facebook Fan page, your Constant Contact lists, your newsletters and other vehicles.
I will also assist in training your staff and management in how to leverage these tools so that you can eventually create staff positions dedicated to these social media efforts.
The Whole Enchilada includes...
• Daily Blog post featuring your product, service, staff or other corporate news item
• Two Tweets per day minimum with a goal of increasing Website visits and brand awareness
• Comments on industry-specific news sites with strategic messaging about your brand
• Regular interaction on blogs that share your competitive marketplace
• Training sessions (one per week) for management and staff detailing social media strategy and available tools
• Periodic effectiveness reports generated via collaborative efforts of your IT staff and our statistics sources
• Creative brainstorming as necessary with CMO and creative team to identify other opportunities for brand building
Big Kahuna
I will work with your marketing or advertising agency of record and will act as the social media arm. I will create content for your Website, blogs, Twitter accounts, Facebook Fan page, Constant Contact lists, your newsletters and other vehicles. All as directed by the CMO or CD.
Content produced will be based on background and materials provided in outline or bulleted format by the CMO or agency. Additional fees pertain to collection of raw data, interviewing sources and researching topics.
I will also assist in training your staff and management in how to leverage social media tools.
This includes...
• Two Blog posts per week featuring your product, service, staff or other corporate news item
• Two Tweets per day minimum with a goal of increasing Website visits and brand awareness
• Comments on industry-specific news sites with strategic messaging about your brand
• Regular interaction on blogs that share your competitive marketplace
• Training sessions (one per month) for management and staff detailing social media strategy and available tools
• Periodic effectiveness reports generated via collaborative efforts of your IT staff and our statistics sources
Kids Meal
I will work receive draft content from your marketing or advertising agency and will create content from these materials for your Website, blogs, Twitter accounts, Facebook Fan page, Constant Contact lists, newsletters, etc.
Content will be then delivered to the CMO or agency contact for use in your campaigns. These pieces will be priced individually on the following NEGOTIABLE schedule...
Blog Post - 600-1200 words - $350/post
Targeted Twittering - minimum of five tweets per day - $1000/week
Blog, news, group interaction - comments on relevant industry sites (min 2/day) - $500/week
Training sessions - 60-minute session on Social Media Tools for Business - $1000/hr (max 20 audience members)
Other services as requested
Ala Carte
As a part owner in a retail business I'm well versed in social media and the challenges some companies face when trying to decide whether to leverage these new tools. Here are a few other options you might want to consider. I can also create a custom training or content plan for any size organization. Pricing here is also NEGOTIABLE.
One-on-One Social Media Training - Onsite at your office (you choose the topics) - $500/hr
Social Media Consult - A written evaluation of your social media efforts with suggestions for improvement - $2500
Blog Set-up - We'll create your company blog and get you rolling with two posts - $500
Twitter Walk-through - An intensive 30-minute Twitter Bootcamp - $250
Media Producer
Every marketers dream is to write and produce engaging 30 second commercials for television. Fred Abaroa, The Marketing Imagineer, succeeded with the Tales Of Addiction campaign for Costa Vida Fresh Mexican Grill. Here are a few of those commercials:
Ready to ride the Big Wave! Contact me!
