Low-Cost Marketing Strategies

Low-Cost Marketing Strategies - 8/22/04

Marketing

Presenter:Jenne Meyer


Challenges

• 5 minute discussion on what your challenges are


Marketing

“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of idea, goods, and services to create exchanges that satisfy individual and organization goals.” (AMA)

In order to service both buyers and sellers, marketing seeks: To discover the needs and wants of prospective customers And satisfy them


What is a brand?

“A Brand is a name, term, symbol, sign, or design, or a combination of them, intended to identify the goods or services of one seller to differentiate them from goods or services for the competition.” (AMA)

Brands convey: Attributes Benefits Value Culture Personality User


Marketing Program


Factors Influencing Marketing


Customer Value

Is the unique combination of benefits received by target buyers that include: Quality Price Convenience Delivery Service

* Cannot have all 3

PRICE PRODUCT

SERVICE


Customer/Audience Utility

The benefits or customer value received by users of the product or service:

Marketing creates utility by bridging space (place) and hours(time) to provide products (form) for consumers to own and use (possession)

WIFM - Marketing yourself. Remember your audience. Tailor messages to your audience (internal and external)


Setting Strategic Direction:What is Important?

Customers Competencies Competitors Business sectors SWOT analysis Environmental scanning


Critical Factors for Success

Customer Relationships (Value) Innovation (New & Unique Value) Quality Efficiency


Marketing & Planning Strategy Lessons

Guidelines for an Effective Marketing Plan: SMART Set measurable achievable results Use a base of facts and valid assumptions (list

assumptions) Have complete and feasible plans Make plans controllable and flexible Remember customer needs/desires Involvement


Marketing & Planning Strategy Lessons

Planning vs. Implementation Improve on Implementation of Marketing

Programs Communication goals and means of achieving

them Champion/Driver/Leader Take action (avoid paralysis by analysis Action lists Open communication, quickly


Tools Available/Discussion


Implementing a Plan

Presenter:Shelley Beere


1. Define an objective

What do you want to accomplish? Do you want to increase awareness about your

organization? Increase awareness about motorcycle safety? Enhance staffing? Increase program efficiency? Raise funding to help support your program?


Tips of the Trade

Focus and prioritize what you want to accomplish. Every plan should

have it’s own singular objective.


2. Define your target audience

Who should you be talking to in order to meet yourobjective?

Instructors Riders Employees


Tips of the Trade

With limited resources, it’s important

to focus and prioritize your target audiences to just a few.


3. Where is the best place to reach your target?

Where do they hang out? Motorcycle shops Rallies and rides Motorcycle Club Meetings Community Fairs and

Festivals Trade Shows Industry Conferences


Tips of the Trade

Think of locations where target audience density is highest.


4. When is the best time to reach your target?

When is your target mostinterested in your message? During the riding season Motorcycle Safety

Awareness Month (May, 2004)


Tips of the Trade

Focus your communications during peak times when your target

audience is most likely to listen.


4. What is the best medium to use to communicate with them?

Radio? Billboards? Direct Mail? Motorcycle Safety-related

Seminars? Display at an Event?


Tips of the Trade

Select mediums based on who your target is and where/when is the

best time to reach them.


5. What is the message you want to communicate with them?

Communications shouldresonate with your targetaudience. Utilizing the righttime, place, and mediummeans nothing, if you’re notsaying the right thing.


Tips of the Trade

If you don’t know what to say or how your target audience feels, conduct informal research and find

out.


6. Brainstorm strategies and tactics to meet your objective.

STRATEGY:

Various ways in which you can meet your objective.

TACTIC:

How, specifically, you aregoing to implement thatparticular strategy.


Strategies vs. Tactics

STRATEGY:

Leverage MotorcycleAwareness Month tomaximize exposure.

TACTIC:

Send out press releases to motorcycle-related publications

Set-up a display booth at a motorcycle retail store

Schedule short talks at motorcycle club mtg


Tips of the Trade

Brainstorm lots of ideas; then edit. Keep your target audience, best

time, best place, and medium in mind.


Sample Plan

1. OBJECTIVE: Increase funding to support StateMotorcycle Safety Program.

2. TARGET AUDIENCES: Motorcycle enthusiasts, age 30 - 65.

3. BEST PLACE TO FIND TARGET: Motorcycle Club Meetings Motorcycle shops Rallies and rides


Sample Plan (cont.)

BEST TIME: During the riding season Motorcycle Safety Awareness Month (May, 2004)

BEST MEDIUM: Flyers (for posting at shops, distribution at events) Display Booth (at an event) In-person (at club meetings) Direct Mail (to registered motorcycle owners)

MESSAGE: We need your help. Training saves lives.


Sample Plan (cont.)

STRATEGY:

Leverage MotorcycleAwareness Month tomaximize exposure.

TACTIC:

Send out press releases Set-up a display booth

outside a store Schedule short talks at

motorcycle club mtgs

Partner with other motor-cycle organizations tomaximize support and help raise money.

Raise donations through sales of a particular item

Organize a raffle; get prize donations from businesses

Create an event, sell tickets


Low-Cost Tactics


Public Relations: your best friend

Definition: A non-paid form of publicity

Benefits: Communicates to a large amount of people Within a short period of time It’s free!


Writing a press release

Little bit of effort. Big results.

NEWS

FOR IMMEDIATE RELEASE Contact: Colleen Penwell

608.271.9231

SHINE ADVERTISING LANDS THREE CLIENTNew Agency Gains Clients From Coast To Coast

MADISON, Wis. (Jan. 23, 2002) – Since opening forbusiness just a couple of months ago, Shine Advertising Company, LLC, has landed three major accounts. Beating out other local and national agencies in new business reviews, Shine has been named agency of record for Elefanten USA, the leading European children’s shoebrand in the United States; Fatcat Digital, the premier international digital retouching service; and 24 Hour Plays, inventor of the done-in-a-day play format.


Tips of the Trade

All promotional tactics should be supported by public relations or

another type of medium.


News creation

Want to get names and news from your business inthe local newspaper? It may be easier than you think.

Don’t have news to report? Create some and write apress release about it: Apply to win an award Volunteer in the community Offer a free seminar Write an article promoting Motorcycle Safety Month

and tips for “sharing the road” Promote a new course offering


Tips of the Trade

Submit press releases to local penny-savers and weeklies. They

typicallywill publish business news of this

sort.


Public Service Announcements (PSAs)

Create a Public Service Announcementand get free air time on radio or television.

PSAs are “non-commercial” announce-ments prepared to provide information tothe public.

Non-commercial: information that benefitsIts intended audience, rather than thecompany that created it.


Public Service Announcements (cont.)

PSAs are used by organizations to: Publicize community events Provide health and safety tips Assist in fundraising efforts Inform and influence public opinion

PSA message: Must contain information that is beneficial to the

community Should not include controversial or self-serving material


Tips of the Trade

Non-profit organizations and/or non-commercial materials can utilize

alternate sources for low-cost PSA production.


Low-cost PSA Production Options

Ask a local advertising agency or PR firm to assist you as a public service

Ask a local TV station to produce your spot. Use their on-air talent and allow the station to share the tag line with your organization “Brought to you by Channel 3 and the National Association of State Motorcycle Safety Administrators”

Contact your local public access cable station and ask if they offer classes on PSA production and/or low-cost assistance

Student at college TV stations may be willing to help


Co-Sponsorship

Partner with another organization and co-sponsor acause-marketing campaign to increase motorcyclesafety awareness nationwide and raise money.

Donations could be raise through sales of a particular item (“safety” pins or raffle tickets)

Seek prize donations from area businesses (or your co-sponsor)

Create a PSA and press release to promote the fundraiser and how items can be purchased


Events

Attract the attention of themedia or your target audienceby staging a special promotionalevent. In May, 2004, host a free

“motorcycle safety class” to the public and invite the media

Throw a fundraising party Host a morning coffee and

doughnut event and invite instructors to share teaching practices


Tips of the Trade

Your event should tie directlyto your objective and the target audience you are trying to reach.


Seminars

Everyone loves to get free advice. Offer a free “mini-seminar”

to area motorcycling groups (join them for a ride afterwards)

Offer one-hour workshops on motorcycle maintenance to small groups of people

Offer professional learning opportunities for your staff


Tips of the Trade

By personally connecting with motor-cycling groups and

enthusiasts, your business will create good will, positive word of mouth, and form

partnerships that will help you down the road.


Free Resources

Students/Colleges: graphic design, marketing, public relations, radio/tv majors, event planners

Local businesses Local media: newspapers,

public access cable Industry-related organizations


Charity Tie-Ins

Offer your service toLocal motorcyclinggroups as a raffle prizeor for use at one of theirfundraising events.

You'll receive lots ofexposure amongpeople who buy ticketsor attend the event.


Tips of the Trade

Strengthening relationships via charitable donations or actions, will

have a positive effect on your business.


Displays and Booths

Build a booth to display at motorcycle events to promote your safety program

Create colored print-outs of safety tips for distribution

Have brochures on-hand detailing courses and class schedules

Ask retail shops if you can set up a temporary display( for one weekend) during Motorcycle Awareness Month


Contests

Find a contest theme that tiers into your business andoffer a desirable or unique item as contest prizes.

Best motorcycle-safety slogan & poster design

Get prize donations from local businesses “Share the Road” contest through state

schools. Winner gets bike helmet. Send out press releases to create “buzz” Post winners and runner-up drawings in

public area.


Giveaways

People love to receive “Free” items,especially items they can use to gainknowledge or improve their lives. Create a free brochure on “Top 10

tips for riding more safely” Give away flyers on “Top 10 riding

mistakes that people make” Or even a Road Trip Planning Guide With the giveaway, present a flyer on

the severity of reduced rider training support and/or capacity


Badges and Novelties

You can easily and inexpensivelyproduce badges, bumper stickers,pins, and other novelty items fordistribution in your area. Imprint your business name on

it and a message about motorcycle safety

Distribute the item for free


Celebrity Visits

Arrange to have a local mediacelebrity, public official, or radiopersonality - visit your service. Have them sign autographs Make a presentation Perform a motorcycle

demonstration Invite a radio personality to take

a New Rider course for free or do a “live-remote” at your location


Surveys and Statistics

Lots of companies use surveys and/or statistical data to get national exposure in consumer media

Collect data and then submit a press release on the results to local newspapers (or even national ones), during Motorcycle Safety Awareness Month


Interactive Ideas

Create a cool screensaver that promotes motorcycle safety & email it to your colleagues, friends, and students

Utilize a viral email marketing campaign to spread news, information about events, messages about motorcycle safety, or to promote fund-raising efforts

Create a “mini-site” to place fundraising orders/give money


Mailing Lists

Once you begin establishing acommitted clientele, gather theirnames on a mailing list. Save the names from student

registrations and telephone inquiries

Gather club lists, media lists, and prospect lists, for various needs.


How to Get Started


The Planning Process:10 Steps to Implementing your Plan

Define your objective and target audience

§ Create your strategy plan (keep in mind: best place, best time, best format, and your message)

§ Select best ideas that won’t diminish resources (think quality, not quantity)

§ Confirm media contactsDevelop comprehensive media list with a few target reporters at each

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10 Steps to Implementing your Plan

5) Compile Target Audience ListsCreate an up-to-date mailing/e-mail list of your target audience (both current targets and prospects)

6) Research Gather info to put your plan into action. Interview target audiences. Write press releases. Research locations to hold an event. Research co-sponsors.

7) Prepare/PlanMake necessary arrangements to execute the plan; create a detailed schedule w/ action items and deadlines.

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10 Steps to Implementing your Plan

8) Contact/InformSend press releases to media contacts and/or appropriate communications to target audiences.

9) Follow-upBased on interest, follow-up on media contacts and target audience communications. Provide support information (if needed).

Execute and Follow-through Execute the tactic and evaluate the results.

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Questions?

Low-Cost Marketing Strategies

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