Post on 23-Jan-2017
for TBC HR3D & HippoPublic Relations Proposal
Lean Marketing/PR Principles
205/01/2023
CONTENT1. Marketing VS Public Relations
2. Campaign Generation
3. Channel Selection
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1. MARKETING VS PR
Marketing
Public Relations
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Basically, it is about Press Coverage
Stimulate awareness (demand) Strengthen image and perception Increase search engine visibility
and organic search
MARKETING Basically, it is about the 4Ps Establishment of brand
recognition through increased contacts
Increase in customer interaction Increase in contact to customer
conversions
PR
MARKETING VS PR (BENEFITS)
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MARKETING VS PR
WHICH IS BETTER?
Just like lean startup methodology, its about experimentation What works for one may not work for another Ideally, it is a good mix of both
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TRADITIONAL APPROACH
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TODAY’S APPROACH
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SIMILAR TO PR FUNNEL
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Immersion – to understand the client and product / service better Planning – creating a series of articles for the appropriate news
outlets Differentiation – changing the approach based on industry and
company size Sustainability – long-tail effect that delivers results from mid to
long term
TO BE TRULY LEAN, marketing needs to be targeted and flexible. Here is how Bebop Asia’s Wordsmiths approach projects:
2. CAMPAIGN GENERATION
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TIMELINE
At least 3 – 6 months or even longer
Real content and not spam With that expectation, it is
easier to experiment to reach a proper build up
TO SEE TRUE EFFECT AND RESULTS, marketing needs time.
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WHAT’S THE ORIGINAL PURPOSE?
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THE PIVOT
Proximity to the “baby” may lead to blinders being on The final line should be versatile (i.e. Post-Its & Viagra) Ideas are free, execution is key (i.e. GrabTaxi vs Uber) Have clear markers for success (i.e no. of signups, paying customers,
outlets, etc) Commit to a direction but be open to quick detours
BUILD, MEASURE and LEARN, experimentation will take place in the middle of your timeline to find your MVP.
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THE LAUNCH
With precise strategy and marketing, limited resources can be maximized
Different strokes for different folks (i.e. soft launch, beta-testing, press release)
Event launches can be great for media, stakeholder and investor experience (i.e. MyRepublic)
LEADING UP TO D-DAY, where your customers meet your product/service at the end of the the timeline. With a strong MVP, a good launch can work wonders with traction and confidence.
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4. CHANNEL SELECTIONTO EFFECTIVELY ENGAGE, you will need create effective and extensive content to capture the attention of the media and the general public through the following avenues: High Price
High Effort
Low Price
Low Effort
Press Releases Company MentionsGuest Posts / Blogging
Networking Sessions
Press Conferences
Exhibitions
Experiential Activations
Advertising
SEO
AdWords
Social Media
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MOST OVERRATED
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3 MOST UNDERRATED – EMAIL MARKETING
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3 MOST UNDERRATED - SEO
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3 MOST UNDERRATED - PR
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WHEN YOU LEAVE HERE
Join https://www.facebook.com/groups/DigitalMarketingSingapore/ Talk to anyone from the Bebop and/or Akin team Watch “Thank You For Smoking”
THREE THINGS FOR YOU TO DO
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MORE THAN WORDS
www.bebop.asia@peterjustinyujustin@bebop.asia
QUESTIONS?