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Marketing n a Dime
Marketing on a Dime
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What is Marketing?
Marketing on a Dime
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Marketing is everything!
Product
Promotion
Price
Public Relations
Branding
Distribution
Service
Research
Marketing on a Dime
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Authentic Marketing
“It’s not the art of selling what you make, it’s knowing what to make.”
Philip Kotler
Marketing on a Dime
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Know Your Business
What do we do better than anyone else?
How do we make decisions on content?
What do readers “look like?”
What do readers expect from us?
What is your true market opportunity?
Marketing on a Dime
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Target Your Efforts/Message
Who are you going to target?
Retention vs. Acquisition
What do you want to say?
Marketing on a Dime
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Don’t Believe Everything You Think
Challenge everyone and everything
Inspect what you expect
Marketing on a Dime
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10 Ideas for
Marketing n a Dime
Marketing on a Dime
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1. Use Project Plans
Involve all key stakeholders
Create task lists with dates
Remember post mortems
Marketing on a Dime
2. Internal Marketing
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Everyone is an ambassador
Spread the word
Get them involved
Marketing on a Dime
3. Keep Your Eyes Open
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Collect direct mail
Connect with other industries
Join marketing groups
Anticipate trends
Marketing on a Dime
4. Talk to Your Readers
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Readers panel
Focus groups
Call center
Surveys
Intercept Studies
Marketing on a Dime
5. Engage Your Readers
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Make the Most of…
Record on the Road
Travel Photo Contest
Top 5
Marketing on a Dime
6. Maximize Relationships
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Internal
Advertisers
Subscribers/readers
Marketing on a Dime
7. Public Relations
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Invest in this!
Create a buzz!
Take credit for what you do.
Marketing on a Dime
8. Visibility Marketing
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Get your brand everywhere
Marketing on a Dime
9. Event Marketing
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Create your own
Join others
Marketing on a Dime
10. No One of Us is as Smart as All of Us
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Ideation sessions
*Let’s test this!
Marketing on a Dime
Michele Marquis
Vice President, Consumer Sales, Circulation & Marketing
The Record & Herald News
150 River Street
Hackensack, NJ 07601
201-646-4290
CONTACT INFORMATION
