MARKETING COMMUNICATIONS. 1. Market—who is the target market? Define clearly—demographic,...
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Transcript of MARKETING COMMUNICATIONS. 1. Market—who is the target market? Define clearly—demographic,...
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MARKETING COMMUNICATIONS
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1. Market—who is the target market?
Define clearly—demographic, geographic, lifestyle
Different niches
adapted f rom What is Market ing? HBS press
KEY CONSIDERATIONS FOR MARCOM
ADAPTED FROM WHAT IS MARKETING?
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2.Mission—what is the purpose?Awareness FeaturesPrestige/Coolness/etc.Other?
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3. Message—what benefits are you communicating?Tell a compelling story (for target market)
Utilize peer networkDifferentiate from competitors
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4. Media—which media will you use?
Consider the budget
Figure out what is newsworthy
Utilize the media target market consumes
adapted from What is Marketing? HBS press
KEY CONSIDERATIONS FOR MARCOM
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5. Money/Budget
How can you get the most for your dollar?
How much money is available?
How will you justify the expenditure?
a d a p te d f ro m W h a t i s M a rk e t i n g ? H B S p re s s
KEY CONSIDERATIONS FOR MARCOM
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6. MeasurementWhat is required in your business environment?
How will you measure your success?
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Initiator—recognizes the problem to be solved
Decider—makes the choice
Influencer—has input although doesn’t make fi nal choice
Purchaser—actually does the transaction/buys
User—consumers of the product or service
Gatekeeper—applies to B-B marketing
allows or prevents access to decision maker
DECISION MAKING UNIT
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Press Releases (see samples on Course Page)
Websites
Social Media
Direct Marketing & Mailings
Cold Calls
Media Tours and/or Trials
Collateral Materials
Special Events—trade shows, conferences
PUBLIC RELATIONS TOOLS
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Speaking Engagements
Sponsorships
Employee Relationships
Investor Relations
Government Relations
Community Relations & Philanthropy
PUBLIC RELATIONS TOOLS
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Tell a story Problem solveGenerate an emotional response—DRAMATIZE!
Febreze makes stinky stuff smell better! Hot Mess Feel BetterForbes on "Breathe Happy" Febreze campaign
18.2% increase in sales in 10 weeks!(P&G brand)
www. forbes.com by Jerry McLaughl in (7/11/12)
ADVERTISING
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Sales PromotionsPremium pricesBuy one, get one freeCouponsRewards/loyalty cardsProduct demonstrations
Which of these did Zhu Zhu pets campaign include? Orabrush? Via?
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Kickstarter AquaponicsIndiegogo
NOTE: must have a network and contacts to be successful on Kickstarter or other crowdsource funding sites
FUNDING + PR from these resources!
CROWDSOURCED FUNDING
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The Third Screen
1. TV2. Computers3. Mobile Phones
MOBILE MARKETING
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Definition: a public relations announcement issued to the news media and other online or targeted publications to let people know about new products or services and/or company developments.
It’s FREE PUBLICITY
PRESS RELEASE
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News story can be almost a recommendation (a positive one)
Multiple stories from one press release
Real prospects can result (maybe more than from ads)!
BENEFITS FROM PRESS RELEASES
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“Release 6.0 doubles the level of functionality available, providing organizations of all sizes with a fast-to-deploy, highly robust and easy-to-use solution to better acquire, retain and serve customers.”
PROBLEMS: sounds like an ad
not newsworthy says little (non-
specific)
EXAMPLE OF WHAT NOT TO WRITE IN PRESS RELEASE
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Must be newsworthy Should sound like a reporter wrote it
who, what, where, when, how, why Include good quotes
Internal sources (CEO)External sources (3rd party)
Make personal contact with news outlets Have an up-to-date list of outlets (relevant to
product/service)
SEE COURSE PAGE for examples of press re leases
ESSENTIALS OF PRESS RELEASES
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