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Advertising. Social Media. Marketing. Public Relations. Digital Marketing. In a world of endless marketing choices, how do business owners and managers determine how to effectively communicate to their target audiences? More importantly, how can you cut through the clutter to determine what strategies will work best to produce a sound ROI?
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WELCOME TO
CUTTING THROUGH THE CLUTTER: MAKING THE MOST OUT OF YOUR MARKETING PLAN!
Who We Are
• Established in 2008 •A consultancy group that focuses on small to mid-sized businesses that don’t have the budget to work with a large agency or would like a more personalized approach to their marketing initiatives•We’ve worked with some of the biggest companies in the world including:
Why Are We Here?
According to the Wall Street Journal – 58% of business owners and managers don’t know who they should be marketing their business to
According to Entreupreneur.com – 43 % of businesses do not have a marketing plan
Most business owners and managers are confused about the differences between Marketing, PR, Advertising and Social Media
Spending money on marketing initiatives that don’t work = bad business!
Where We Are Today
Did you know???
Key Terms
Brand Equity – the level of knowledge your target audience has about your product and/or services
Fully-Integrated Mar/Comm - is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels
ROI – Return on Investment SEO – Search Engine Optimization PPC – Pay Per Click Advertising
Where to Start
1. Be Ready!2. Know what Marketing IS and ISN’T
capable of!
Where to Start
1. Identifying Target Audience2. Determining Objectives3. Design Message4. Select Channels5. Establish Budget6. Decide on Media Mix7. Measure Results8. Be Realistic
Words To Live By
A Limited Budget Should NOT Equal A Lack of Strategy!
Stay Away From Working In a Silo Always be asking these questions
Is my marketing mix making the best use out of my $? What are my goals? How am I measuring my goals? What is my Plan B, C and D?
MARKETING 101
Marketing
What is Marketing? The Process of Developing and Executing
Strategies that Will Work to Help Sell Your Goods and/or Services to Your Target Audience
Marketing
The Marketing Umbrella!
PRAdvertising
Social Media Digital
Marketing
Marketing
Fully-Integrated Mar/Comm needs to be a priority!
On average, it takes someone at least 6-8 times to hear about your product or see your product before they take action
Consumers are 8x more likely to purchase a product or service that they are loyal to
Value is the number one driver of purchases in today’s current economic climate
Marketing
The Never Ending Question – What Should My Budget Be? Rule of Thumb
10 – 15% of gross sales or expected gross sales for a start-up organization
3-5% of gross sales to maintain brand equity
PUBLIC RELATIONS
Public Relations
What is Public Relations Telling your story Building rapport with your public Engaging with your target audience(s)
The New Rules of PR Reporters are few and far between Media outlets are dwindling YOU now have the power to distribute your
message – blogs, podcasts, social media outlets, community relations
Public Relations
Do You Need PR? Yes & No Cost effective Allows you to control your message, if done
correctly Great for brand building Allows you to become an expert in your
industry Can’t be successful when done alone –
providing that you don’t have any brand equity
You need to be in it to win it!
Public Relations
A Press Release is NOT a strategy Established relationships with reporters are VERY
important Define your message Be relevant Have your PR Tool Kit ready
Biographies FAQ Fact Sheet Photos Audio/Video Files Press Release
ADVERTISING
Advertising
Advertising You Pay For, PR You Pray For Ads by Type
Broadcast Ads (TV/Radio) Classified Ads Direct Mail/Coupons Infomercials Magazine Ads Online Ads Outdoor Ads Print Ads Transit Ads Yellow Pages Ads
Advertising
Keys to effective Advertising Hire someone who knows how to purchase
media! Frequency is KING Copy is everything!
Creating a perception of urgency can be as easy as choosing the right words to use in your copy. Don't be tempted to overload your marketing messages with words that suggest immediacy, though. Instead, place these words strategically within your calls to action.
Don't delay Act now Hurry in Call today Call now
Advertising
Create time-sensitive offersAn excellent way to get the attention of consumers and make them move to action is to tie your messages to a specific time frame or deadline. This is particularly effective for marketing messages that advertise short-term promotions. You can create time-sensitive messages by using quantifiers like:
While supplies last For a limited time only Available to the first 20 callers One-day sale
Advertising
Scrutinize the effectiveness of a tool. Before you spend one dime on any placement, ask yourself a few questions: Does the medium allow you to communicate your
message as often as you need? Will the format allow you to communicate enough
information to prompt people to call for an appointment, send in an order or request additional information?
What is the medium's cost in terms of the number of the number of people it will reach?
How many of the distribution recipients will actually be your target audience?
Advertising
When all else fails… be clever!
SOCIAL MEDIA
Social Media
1. Have a purpose2. Make content relevant
FIRST STEPS
Social Media
Facebook Why are you using it? To Like or not to Like SEO on Facebook Conversation is key!
Social Media
TwitterTo Tweet or Not to Tweet?Customer ServiceBreaking NewsTweeter D and Tweeter Dumb
Social Media
LinkedIn Use of groups Connectivity Don’t Sell Me… Inform Me!
You Tube Video is King The Cool Factor User Generated Guerilla Marketing
Four Square On the radar but not primetime
DIGITAL MARKETING
Digital Marketing
What is Digital Marketing? Digital Marketing is the promoting of brands
using the Internet, mobile and other interactive channels It’s different for everyone! Know where you want to go and what your
competitors are doing Websites
Word Press vs. Custom Do it yourself sites Sell vs. Inform?
Digital Marketing
SEO Google checks 200 different factors to judge
your website Daily Changes Title Tags/H1 Tags Off Page SEO
PPC How To Implement Expected Results Bang for the Buck
Digital Marketing
EDM – Electronic Direct Mail Top rated ROI Great metrics Cost effective Ease of use/Customer
friendly Email in a box vs.
Customized Solutions
