Caliber Workshop Low Cost Final

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SMART MARKETING WORKSHOP

Low-Cost, High-Impact MarketingMay 5, 2009

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TAKE AWAYS

TAKE AWAYS Marketing strategies you can use today

TAKE AWAYS Marketing strategies you can use today Outmaneuver the competition

TAKE AWAYS Marketing strategies you can use today Outmaneuver the competition Affordable print advertising

TAKE AWAYS Marketing strategies you can use today Outmaneuver the competition Affordable print advertising Generate publicity for your business

Dana Murray Account Director, Caliber Group

520-795-4500dmurray@calibergroup.com

Click to edit Master title style Big Picture

“Successful companies do not abandon their marketing strategies in a recession; they adapt them.”

Professor John Quelch, Harvard Business School

Internal Marketing

Internal Marketing External Marketing

Internal Marketing External Marketing Advertising

Internal Marketing External Marketing Advertising Publicity (PR)

Click to edit Master title style Internal Marketing

“Take care of your employees and they will take care of your customers.”

Mike Jannini, Executive Vice President of Marriott International

Are your employees working for you?

Are your employees working for you? Treat them right

Are your employees working for you? Treat them right Make them your evangelists

Click to edit Master title style External Marketing

"Jumping at several small opportunities may get us there more quickly than waiting for one big one to come along."

Hugh Allen

External Marketing

Hugh Allen

External Marketing

Customer Perceptions

Hugh Allen

External Marketing

Customer Perceptions Word of Mouth

Hugh Allen

External Marketing

Customer Perceptions Word of Mouth Networking

Hugh Allen

External Marketing

Customer Perceptions Word of Mouth Networking Become the Local Expert

Hugh Allen

External Marketing

Customer Perceptions Word of Mouth Networking Become the Local Expert Charity / Donations

"About 70% of customers' buying decisions are based on positive human interactions with sales staff. The bottom line is that people buy from people, not companies."

Lee J. ColanBest Selling Business Author

CUSTOMER PERCEPTIONS

External Marketing

CUSTOMER PERCEPTIONS First Impressions (or second, or third)

External Marketing

CUSTOMER PERCEPTIONS First Impressions (or second, or third) Contacting Your Business

External Marketing

CUSTOMER PERCEPTIONS First Impressions

External Marketing

CUSTOMER PERCEPTIONS

External Marketing

CUSTOMER PERCEPTIONS Contacting Your Business

External Marketing

oCall on the phone

External Marketing

oCall on the phoneoVisit your website

External Marketing

WORD OF MOUTH Reach out to your customers

Bring in a friend, get a discount Wear company logoed shirt, get a gift

Reward loyal customers Don’t assume what worked last year will

work today Say thank you

External Marketing

NETWORKING

Industry Events Community Events & Fundraisers

External Marketing

NETWORKING

Industry Events Community Events & Fundraisers Neighborhood BBQs

External Marketing

NETWORKING

Industry Events Community Events & Fundraisers Neighborhood BBQs Free Local Workshops!

External Marketing

BECOME THE LOCAL EXPERT

• Public speaking

External Marketing

• Public speaking Association meetings

External Marketing

• Public speaking Association meetings Local clubs (Rotary, etc.)

External Marketing

• Offer your expertise to the media

External Marketing

• Write articles

External Marketing

• Write articles

External Marketing

• Write articles

External Marketing

CHARITY / DONATIONS

External Marketing

CHARITY / DONATIONS

External Marketing

CHARITY / DONATIONS

Donate a gift or auction item to a community organization’s fundraiser

External Marketing

CHARITY / DONATIONS

External Marketing

CHARITY / DONATIONS

Pick a charity to support

External Marketing

CHARITY / DONATIONS

External Marketing

CHARITY / DONATIONS

Donate your time/expertise

External Marketing

Click to edit Master title style Advertising

E-mail Marketing

Advertising

E-mail Marketing Reduced-Cost Advertising

Advertising

E-mail Marketing Reduced-Cost Advertising Brand Your Body

Advertising

E-mail Marketing Reduced-Cost Advertising Brand Your Body Internet

Advertising

E-mail Marketing Reduced-Cost Advertising Brand Your Body Internet Targeted Advertising

Advertising

E-MAIL MARKETING

Advertising

E-MAIL MARKETING

Advertising

E-MAIL MARKETING

Advertising

E-MAIL MARKETING

Advertising

REDUCED-COST ADVERTISING

Advertising

REDUCED-COST ADVERTISING Joint Promotions / Sharing Costs

Advertising

REDUCED-COST ADVERTISING Joint Promotions / Sharing Costs−Radio spots

Advertising

REDUCED-COST ADVERTISING Joint Promotions / Sharing Costs−Radio spots−Print ads

Advertising

REDUCED-COST ADVERTISING Joint Promotions / Sharing Costs−Radio spots−Print ads−Direct Mail

Advertising

PARTNERS: Restaurant & Night Club

Advertising

PARTNERS: Restaurant & Night Club Shoe store & clothing store

Advertising

PARTNERS: Restaurant & Night Club Shoe store & clothing store House cleaning service & yard service

Advertising

PARTNERS: Restaurant & Night Club Shoe store & clothing store House cleaning service & yard service Drywaller & painter

Advertising

Barter / Trade Services

Advertising

BRAND YOUR BODY and other things

Advertising

T-shirt / Baseball Hats

Advertising

T-shirt / Baseball Hats Cars

Advertising

T-shirt / Baseball Hats Cars

Advertising

INTERNET

Advertising

INTERNET Social Media

Advertising

INTERNET Social Media−Facebook

Advertising

INTERNET Social Media−Facebook−MySpace

Advertising

INTERNET Social Media−Facebook−MySpace−LinkedIn

Advertising

INTERNET Social Media−Facebook−MySpace−LinkedIn−Twitter

Advertising

INTERNET Social Media−Facebook−MySpace−LinkedIn−Twitter−YouTube

Advertising

INTERNET Social Media−Facebook−MySpace−LinkedIn−Twitter−YouTube

Advertising

INTERNET

Advertising

INTERNET Website Links

Advertising

INTERNET

Advertising

INTERNET Webinars

Advertising

INTERNET

Advertising

INTERNET Blogs (weblog)

Advertising

INTERNET Blogs (weblog)−Custom Designs−Free software

Wordpress

Advertising

Wordpress Blogger

Advertising

Wordpress Blogger

Advertising

Wordpress Blogger

Advertising www.CaliberPulse.com

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• Do something today with what you have learned!

• Share your successes by going to our blog at www.caliberpulse.com

TARGET ADVERTISING

Advertising

TARGET ADVERTISING Newspapers

Advertising

Colleen Brady Retail Territory Sales Manager, TNI

• The goal is to offer methods that will allow you to target by demographic, geographic or behavioral audience.

• Methods that are low, out-of-pocket costs and that have a high ROI.

Reaching Your Marketplace

Click to edit Master title style Community Targeted Reach Sections

Targeted Section – Features• Each community section targets a specific geographic area every Thursday.

These tab sections are distributed in the paper as well as at select free rack locations in their specific coverage areas.

• They include neighborhood news and information about local government, school news and local business developments.

• Ideal when you want to target consumers who live close by.

Targeted Section – Benefits• Targeting specific geographic area of readers with an household income of

$50,000+, it allows you to reach an audience with a low investment and drive sales to your business.

• The results are a high ROI.

Target by Geographic Areas

Post-its & Stick-on Ads - Features• These are highly visible, unique delivery vehicles that

are placed on the front page of the newspaper.

• It’s the only way to get an ad on the front page above the fold.

• Target readers geographically by zip code.

• Only one note can be sold per zip code per day, so you always have exclusive placement. Because of their high visibility, they’re excellent for driving traffic to special events.

Post-its & Stick-on Ads - Benefits• Geographic targeting by zip code gets to your

customers in your neighborhood or radius of business.

• High visibility catches readers interest and drives store traffic.

Front Page Exposure by Geographic or Demographic

Click to edit Master title style Target by Demographic or Geographic

P&D Inserts – Features Turnkey process of printing and distribution. Inserts are one of the top sections read by

subscribers. Inserts can be full market coverage, targeted by

geographic area or by demographic based on zip codes.

Highly effective way to promote products and services.

P&D Inserts – Benefits Readers seek out inserts for sales and coupons

which means your message will be seen and drive traffic to your business.

Cost effective way to advertise by targeting your geographic or demographic core customers!

Variety of paper sizes, stock, colors, and weight 5,000 minimum distribution daily Preprints can be distributed full run or by select zip

Click to edit Master title style Target Tucson’s price-conscious consumers

Cactus Clipper – Features• Cactus Clipper is a 8.5” x 11” full-color glossy coupon book

delivered once a month on Sunday!

• Editions available in the Northwest and the East side of Tucson.

• Each zone has over 42,000 copies distributed to area households in the Sunday paper.

• This means your message will be if front of an audience ready and willing to buy from you!

• 51% of Tucson Adults use coupons for non-grocery products and services.

• 33% of coupon using adults use such coupons at least once a month.

• 66% of Tucson's coupon-using households obtain them through the Sunday paper.

Click to edit Master title styleThe Hispanic Population Is Expected To Comprise 35% Of The Total Tucson Population By 2013.

Source: Claritas 2008

32.9%32.4%

The buying power of

Arizona’s Hispanic

market is expected to go

from more than $24

billion in 2005 to more

than $29 billion in 2010.

Source: Scarborough 2007 (T)

Source: Scarborough 2008 (T),

La Estrella – FeaturesLa Estrella is the largest local Spanish language publication in Southern Arizona, with 37,000 copies distributed weekly in the home delivered Arizona Daily Star and in more than 400 free-standing racks located inside and outside Hispanic communities and businesses throughout Southern Arizona.

La Estrella – BenefitsTucson Newspapers can help you target the growing Hispanic market with print, online and Spanish-language publications that reach nearly three out of five Hispanic adults each week in Southern Arizona.

Reader Demographics:66% Male64% Married38% between the ages 25-3462% Families

• Best Reach of Any Local Online Site - Features

• Tucson Newspapers provides the most-visited collection of local online sites in Southern Arizona.

• Our trio of sites receives more than 13 million page views.

• Almost 2 million unique visitors each month, includes: tucson.com, azstarnet.com and tucsoncitizen.com.

• Over 200,000 registered users!

• Benefits• Low duplication with newspaper readers so you are

reaching a new audience to increase your sales!

• Offers Video and Flash which draws attention to your ad. • Drive traffic to your website!

• Combined with the newspaper you will reach 64% of the marketplace.

• Target specific channels to reach specific audience.Source: Site Catalyst 2009

54% of our online registrants are age 45 or

older.

83% of our online registrants are not print

subscribers

Source: 2009 TNI Online Registration Reports

Click to edit Master title style Online Display Advertising

Online display advertising is sold in 3 basic formats:

Online Display Advertising

Leaderboard, Skyscraper, and Big Box.

Leaderboards command a strong presence with plenty of space to convey a complex message or concept.

Skyscrapers attract more attention as they are visible to readers as they scroll down the page.

The Big Box is the most effective ad unit because it is surrounded by content with high impact and story level visibility.

Newsletter # of RegistrantsTop Deals 53,213Wildcat Sports 11,651Citizen Breaking News 7,340Obituaries 7,312 Star News 6,463Food & Wine 4,126A.M. Headlines 3,255Business Edge 3,191Golf Report 2,928AzStar Biz 2,557AzNight Buzz 2,456 Offertas de Tucson 1,999

Source: 2009 TNI Online Registration Reports

Target specific interests from Wildcat Sports to Food and Wine or target a specific region with our ZAG Info (zip code, age, gender).

• Key word searches are constantly being made for Tucson and Southern Arizona businesses on the web each month.

• Be on the cutting edge of online advertising and increase sales by promoting your products and services with Guaranteed Clicks.

Key Work Searches

• Guaranteed Clicks is an easy, automated way for your business to utilize search marketing to advertise itself and be seen in the search results of more than 30 top search engines…with guaranteed results.

Guaranteed Clicks

Paid Listings

Guaranteed Clicks

Paid Listings

Organic Listings

Click to edit Master title style Media Synergy: Print and Online

Newspaper advertising drives response via the Internet, whichmakes it the perfect complement to a search campaign.

Source: Clark, Martire & Bartolomeo, Inc. Survey October 2007

42% of newspaper readers who use theInternet reported they

had purchased at least one product they saw in

the newspaper in the last month.

Tucson Newspapers’ print and online products reach significantly more of the Tucson market

Unbeatable Reach

Daily Star/Citizen = 1Daily, Sunday = 1 SundayTNI Websites = past 30 daysRadio = M-F AM Drive AQH 1 Spot/hrTV = Primetime Avg ½ hr M-S 7-10pm, Sun 6-10pm 1 Spot/hrOther Print = 1 Issue

Click to edit Master title style Advertising in Full-Run Tucson Newspapers

Tucson Newspapers – Features One insertion in the Sunday Arizona Daily Star

reaches more Adults then any other media in Tucson. The Sunday newspaper reaches 51% of the marketplace and the nearest TV station only reaches 15%.

The Arizona Daily Star and Tucson Citizen combined reach 40% of the marketplace, far more than the nearest competitive media.

When you combined both papers and our trio of sites we reach more than 62% of the marketplace. ̀

The newspaper and our websites are invited into the home!

Our readers, your customers, have an household income over $50,000+ and 80% own their own home.

Special Ad Rates in the Star on Monday and Tuesday.

Only $27.00 pci until 7/31/09

Advertising in Full-Run Tucson Newspapers

Reaches nearly 225,000 Tucson adults with just one issue.

Tiffany Kjos Regional Editor, The Arizona Daily Star

Jose Merino La Estrella Editor, The Arizona Daily Star

Public Relations

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The Star’s ZONED SECTIONS

cover three geographic areasThey go to Star subscribers in each specific area and they’re available free in racks in those areas.

Public Relations

Our goal:To dig up news you can’t read anywhere else.

Public Relations

Northwest SectionNorth of River Road all the way into Marana and Oro Valley

Public Relations

Foothills SectionSouth of First Avenue and north of River

all the way across the Tanque Verde Valley

Public Relations

East Side SectionSouth of Alvernon and east of Tanque Verde Road,

including Vail and Corona de Tucson

Public Relations

Thanks!

Public Relations

La Estrella

Public Relations

La Estrella

Star’s Spanish Language Publication

Public Relations

La Estrella

Star’s Spanish Language Publication More than 30,000 weekly copies

Public Relations

La Estrella

Star’s Spanish Language Publication More than 30,000 weekly copies Distributed in Tucson Metro and So Az

Public Relations

La Estrella

Star’s Spanish Language Publication More than 30,000 weekly copies Distributed in Tucson Metro and So Az Staff is fully bilingual

Public Relations

Applause!

Public Relations

What do I take from this presentation?

Public Relations

We are all in the same boat

Public Relations

We are all in the same boat Do what I just did

Public Relations

We are all in the same boat Do what I just did Persuade the ‘news people’

Public Relations

We are all in the same boat Do what I just did Persuade the ‘news people’ Be a team player, collaborate

Public Relations

Applause!

Public Relations

Gracias!

Public Relations

For a copy of this PowerPoint go towww.CaliberGroup.com

Summary

Brought to you by The Caliber Group & The Arizona Daily Star.

This Power Point presentation is available at www.calibergroup.com.

Brought to you by The Caliber Group & The Arizona Daily Star.

This Power Point presentation is available at www.calibergroup.com.

Thank you for attending.

Caliber Workshop Low Cost Final

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