OG Marketing Automation

OG Marketing Automation is the development of marketing procedures that are predetermined, planned, and automated crossing multiple platforms in both digital and traditional marketing.

Posted on July 25, 2019 by David Yovich




Try searching Marketing Automation on Google. You’ll find yourself inundated with page after page of definitions and services.

You’ll find yourself inundated with page after page of definitions and services. Like anything marketers do, we take the simplest, most common-sense ideas, turn them into acronyms and over-use the terms until they become so confusing that you end up hiring a marketing firm simply to understand what they mean. Marketing Automation represents automated protocols, schedules, or reactions typically using software to create interactions between a company and a current or potential customer across multiple platforms. Marketing Automation is just a tool, not a complete solution. And in most cases it is only applicable to the digital experience and mostly effective for online businesses. But like every trend in marketing, it has blurred the line between rhetoric and the true definition. So in the spirit of being a true marketing professional I’m hijacking the term and adding my own spin.


For those unfamiliar with the meaning of “OG” it’s short for Original Gangster, and in today's pop-culture it implies authenticity and experience, often in an old school and classy manner.

OG Marketing Automation is the development of marketing procedures that are predetermined, planned, and automated crossing multiple platforms in both digital and traditional marketing. It’s programmatic, full-circle marketing at its core. It can be implemented around a specific event or deployed as a foundational yearly marketing campaign. OG Marketing Automation both introduces and reinforces brands and their products throughout a specific timeframe.


Trade shows are expensive. Thousands of dollars are spent securing the booth space, designing the booth, travel, entertainment, logistics and freight, and the list goes on. In many cases trade shows are used as an efficient means of connecting with current customers in one location over the course of a few days and less of a way to develop new customers. In fact, many companies view new customer acquisition as a secondary objective. But what if through deploying an OG Marketing Automation strategy, new customer acquisition could be automated?


The first step is foundational, it’s the actual planning. This should occur five to six months prior to the actual trade event (perhaps earlier given the size and strategic value of a given trade event). A decision needs to be made about what the exact theme of the show will be. If you are in the midst of a specific advertising campaign for the year, then maybe the theme surrounds reinforcing that messaging, or perhaps it’s to actually kick off a new campaign. Sometimes the theme can be specific to introducing a new product or maybe a theme-specific sweepstakes to drive booth traffic. The next step is to decide which particular communication tools to deploy and then break out the calendar. Divide the calendar into three categories; pre-show, concurrent-show and post-show.


Pre-show marketing communications should begin about three to four months prior to the show (perhaps earlier depending upon the size of the show). It should include some foundational steps such as completing your profile on the event’s website, announcing your attendance on your website, scheduled weekly email blasts, and social media. Some of the other possible avenues involve acquiring a list of registered attendees. Depending upon the host organization, sometimes they will either allow you to buy the list or force you to use their marketing platforms to reach the attendees. Don’t hesitate to mix in a direct-mailer program as well.


The next step is to think about what to do while you’re at the show. This could range between simply gathering information from the attendees visiting your booth to giving away a VIP pass to a special dinner event, and even sending direct “thank you”, “reminder”, or “follow-up” emails to booth visitors within hours or even minutes of their visitation. Be creative, but always gather information - either through the respective tradeshow app (e.g. - a badge scanner) or physically asking for the information.


There is a phenomenon I like to call becoming “trade show drunk.” It is a euphoric feeling of success which tends to last for several weeks following an event and gives the entire sales team a false sense of future sales prosperity. As marketers and despite the temptation to enjoy the euphoria, it’s vital to stay focused on implementing programmatic, planned, post-show marketing. Using the information gathered during the show, a very effective method is a mix of a post-show email blasts and a “thank you for visiting our booth” direct mailers. These strategies combined with the sales force physically following-up is a double combination that produces results.


There is a phenomenon I like to call becoming “trade show drunk.” It is a euphoric feeling of success which tends to last for several weeks following an event and gives the entire sales team a false sense of future sales prosperity. As marketers and despite the temptation to enjoy the euphoria, it’s vital to stay focused on implementing programmatic, planned, post-show marketing. Using the information gathered during the show, a very effective method is a mix of a post-show email blasts and a “thank you for visiting our booth” direct mailers. These strategies combined with the sales force physically following-up is a double combination that produces results.


OG Marketing Automation in its simplest form is preparing and executing a plan within and on specific dates.

It can be done on both a micro-level as well as a macro-level. Great marketing strategy is not found in a software program or an online service selling automation and impressions. Great marketing strategy begins with an old fashion notebook and pencil with a fresh eraser. It involves sketching out a plan, erasing, and rewriting. From that newly created blueprint, develop the brand message, unique selling benefits, or simply reinforce the current messaging, then assign each deliverable to specific calendar dates. It’s a process similar to constructing a building, and while throughout this process you should embrace innovation in marketing software it should be used and viewed as a tool, but not a panacea.


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