What do you want your target audience to think, feel, know and do
The power of marketing What do you want your target audience to think, feel, know and do Where did the concept of marketing come from?
Industrial revolution sparked production Production sparked competition Competition sparked need to sell Need to sell sparked marketing Is marketing sales? Noand yes Marketing is selling and so much more
Marketing is what affects customer perceptions Marketing is what affects customer behaviors Marketing is what is done before the sale to make it easier to do Customer Satisfaction
Areas of marketing Marketing Sales Public Relations Customer Satisfaction Advertising SoWhat is marketing again?
The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return What is an exchange? An exchange is the act of obtaining a desired object from someone by offering something in return. What are some examples of each?
What is exchanged? Needs Services Wants Money Goods What are some examples of each? Examples of exchanges Ordering the PuPu platter at the local Polynesian hot spot and paying withyour American Express debit card Being the last on your block to download Gridblock and paying $.99 in iTunesto do it The can of Coke that you drank lastnight has a BOGO coupon on it forSix Flags and you drive to San An thefollowing weekend to take advantage Is this an exchange? Activity: Your buddy buys you this t-shirt off of eBay Action:You vote for Obama Is this an exchange? Activity: Someone sticks a coupon for $2 off a Chick-fil-A sandwich underneath your windshield wipers Action: You buy a sandwich (plus an awesome diet lemonade) Is this an exchange? Activity: Your school holds a blood drive
Action:You donate blood Assignment: Exchanges
Complete the exchanges student handout Assignment is due tonight at midnight Customer Satisfaction
Public relations Marketing Sales Public Relations Customer Satisfaction Advertising What is public relations?
PR is the purposeful communication between an organization and its publics The goal is to generate goodwill Publics are the stakeholders who have relationships (or previous exchanges) with the organization PR Examples of publics Customers Government Media Competitors
Employees Potential Customers Vendors Why use pr? Its a low-invasive way to influence the public
Nicki Minaj last night on The Tonight Show Burger King product placement in Iron Man Earns third-party credibility by getting other people to write about you Cost-effective Less expensive than advertising Public Relations Types of public relations
Reactive interviews If Channel 2 is doing a story on HS girls soccer, they might call Coach Torres for an interview Proactive pitching Coach Torres might proactively call Channel 2 or send a press release and talk them into doing a story on the team Speeches and presentations Coach Torres might present a speech on the best way to strength and condition in the offseason at the annual Texas High School Soccer Coaches Convention She might prepare the presentation herself or have someone else like a PR company do it for her Types of public relations
Newsletters Printed or online RPHS e-Prowler Special Events Olympic torch relay Macys Thanksgiving Day Parade Check out this list of more stunts Some PR Stunts Hands Across America May 1986
6.5 million people held hands Participants donated $10 each Fought hunger and homelessness See the video here Some PR Stunts Boston Tea Party December 1773, Boston
American patriots dressed as Indians threw 342 chests of tea into Boston Harbor Protested repressive taxation Samuel Adams plannedstunt Assignment: a pr stunt In groups of two, select something you want to promote Create a plan for a PR stunt to promote your cause In a Word document titled [last names] PR stunt, include the following: Goal of your stunt People or groups involved in your stunt Money involved in your stunt The timeline of your stunt How you will determine if your stunt is successful Final plan is due at end of class Friday, January 15, 2016 to Mrs. J via Google Drive Types of public relations
Sponsorships Need to match marketinggoals Tostitos Fiesta Bowl Pepsi Center Community Relations Supporting cultural activities, youth Make-A-Wish Foundation Types of public relations
Articles Editorials Advertorials Assignment: public relations
Complete the public relations student handout Assignment is due at the end of class onTuesday, March 31, 2015 What is advertising? Advertising is an important element of the marketing mix It directs a message at large numbers of people with a single communication It is a mass medium Why advertise? The advertiser has control over the message
They can decide what they want to say and where they want to say it Advertising is quick You can communicate to a lot of people at the same time Types of advertising media
Websites Instagram, CNN, Snapchat Television Network, cable, local Cinema Pre-feature Types of advertising media
Outdoor Billboards Newspaper Local or national Radio Local or satellite Types of advertising media
Search engines Magazines Other Rest rooms, transportation History Assignment Ii: advertising media
Complete the advertising media student handout Assignment is due at midnight onFriday, February 13, 2015 Advertising campaigns
Series of advertising messages that share a single idea and theme Uses a combination of different mediums, such as: Outdoor + Twitter + Radio Newspaper + TV + SEO Old spice: the man your man could smell like
Old Spice brand introduced in 1937 Renewed American interest in male grooming Old Spice now the leading male body wash and deodorant brand in the United States Who is the target? Males or females? Used combination of TV, Case study: Old spice believe in yoursmelf
Television commercial 1 (Jennings and wife) Television commercial 2 (Jennings and dog) Television commercial 3 (horse) Print ad (horse) Old Spice Whistle ringtone Case study: Chick-fil-a eat mor chikn
Television commercial (field) Case study: Chick-fil-a eat mor chikn
No-shave November Case study: Chick-fil-a eat mor chikn
Halloween Case study: Chick-fil-a eat mor chikn
Fort WorthStockyards Case study: Chick-fil-a eat mor chikn
Grumpy Cow Case study: Chick-fil-a eat mor chikn
Outdoor Case study: Chick-fil-a eat mor chikn
Social Media: Facebook Different photo each day on Facebook Assignment Iii: advertising campaign
Partner in groups of 1, 2 or 3 Select a product (or make up your own!) that you will create an advertising campaign for Complete the customer message Q&A (on the website) and submit to Mrs. J by midnight on Friday, February 20, 2015 You must create a billboard, a :15 radio spot and a print ad and one other of your choice Assignment Iii: advertising campaign
Billboard Final billboard will be a JPG, 6x12; title it [last names] radio script Keep the language simple Remember that drivers will only have about 2 seconds to view your message Title yours [last names] billboard Radio spot Final radio spot must be scripted and then recorded Use this template for the radio spot; titled it [last names] radio script; submit your radio script by midnight on Tuesday, February 24, 2015 Print ad Design it in Word, PhotoShop or PowerPoint Final print ad will be a JPG, 5 wide by 7 tall Title it [last names] print ad Final campaign is due at midnight on Friday, February 27, 2015 Your team will present them on Monday and Tuesday, March 2 and 3 lets move on to customer satisfaction
Marketing Sales Public Relations Customer Satisfaction Advertising What is Customer satisfaction?
It is a measure of how products and services supplied by a company meet or surpass customer expectations How satisfied the customer is in the mind of the customer Its all about perception, not necessarily reality Customer satisfaction depends on how the consumer perceives their experience This is a main job of marketing! How do you measure customer satisfaction?
Individual level Did your dad love his Lincoln Navigator so much he bought your mom one? Holistic level Did more than 50% of the customers who filled out the survey at Chilis say they had a good experience? How does ford measure customer satisfaction?
Most expensive cars (higher profit margin, want to make them happier) Low-cost economical vehicle (lower profit margin, want to make them happy too but less concerned) How do you improve customer satisfaction?
Know the careabouts of your target customer Know what they expect Underpromise and overdeliver Delight them Dont cut your own throat to increase customer sat Dropping the price or promising too much can cut into your profit Assignment Iii: customer satisfaction
Complete the customer satisfaction student handout Assignment is due at midnight onWednesday, March 18, 2015 Customer Satisfaction
sales Marketing Sales Public Relations Customer Satisfaction Advertising The act of exchanging a good or service for money
What is sales? The act of exchanging a good or service for money Seller agrees upon a price Ownership passes from the seller to the buyer Types of sales Direct sales Agency sales Door-to-door Many more
Between a seller and a buyer Agency sales Through a middleman Door-to-door Encyclopedias Many more Assignment: sales You are a salesman for a product of your choice. You need to convince potential customers in 45 seconds or less that your product is worth hearing more about Create a :45 elevator speech about a product of choice Elevator speech is what you would use if you were on an elevator with someone and you had just the ride up to convince them of something Speeches will be presented in class on Wednesday, April 8, 2015 Marketing test You will be tested over the entire marketing unit on Friday, April 10, 2015 I will distribute a review by Wednesday, April 8, 2015 Review is due by 7 a.m. on Friday, April 10 If you turn it in on time you may use it on the test!