MARKETING COMMUNICATIONS

1. Market—who is the target market?

Define clearly—demographic, geographic, lifestyle

Different niches

adapted f rom What is Market ing? HBS press

KEY CONSIDERATIONS FOR MARCOM

ADAPTED FROM WHAT IS MARKETING?

2.Mission—what is the purpose?Awareness FeaturesPrestige/Coolness/etc.Other?

3. Message—what benefits are you communicating?Tell a compelling story (for target market)

Utilize peer networkDifferentiate from competitors

4. Media—which media will you use?

Consider the budget

Figure out what is newsworthy

Utilize the media target market consumes

adapted from What is Marketing? HBS press

KEY CONSIDERATIONS FOR MARCOM

5. Money/Budget

How can you get the most for your dollar?

How much money is available?

How will you justify the expenditure?

a d a p te d f ro m W h a t i s M a rk e t i n g ? H B S p re s s

KEY CONSIDERATIONS FOR MARCOM

6. MeasurementWhat is required in your business environment?

How will you measure your success?

Initiator—recognizes the problem to be solved

Decider—makes the choice

Influencer—has input although doesn’t make fi nal choice

Purchaser—actually does the transaction/buys

User—consumers of the product or service

Gatekeeper—applies to B-B marketing

allows or prevents access to decision maker

DECISION MAKING UNIT

Press Releases (see samples on Course Page)

Websites

Social Media

Direct Marketing & Mailings

Cold Calls

Media Tours and/or Trials

Collateral Materials

Special Events—trade shows, conferences

PUBLIC RELATIONS TOOLS

Speaking Engagements

Sponsorships

Employee Relationships

Investor Relations

Government Relations

Community Relations & Philanthropy

PUBLIC RELATIONS TOOLS

Tell a story Problem solveGenerate an emotional response—DRAMATIZE!

Febreze makes stinky stuff smell better! Hot Mess Feel BetterForbes on "Breathe Happy" Febreze campaign

18.2% increase in sales in 10 weeks!(P&G brand)

www. forbes.com by Jerry McLaughl in (7/11/12)

ADVERTISING

Sales PromotionsPremium pricesBuy one, get one freeCouponsRewards/loyalty cardsProduct demonstrations

Which of these did Zhu Zhu pets campaign include? Orabrush? Via?

Kickstarter AquaponicsIndiegogo

NOTE: must have a network and contacts to be successful on Kickstarter or other crowdsource funding sites

FUNDING + PR from these resources!

CROWDSOURCED FUNDING

The Third Screen

1. TV2. Computers3. Mobile Phones

MOBILE MARKETING

Definition: a public relations announcement issued to the news media and other online or targeted publications to let people know about new products or services and/or company developments.

It’s FREE PUBLICITY

PRESS RELEASE

News story can be almost a recommendation (a positive one)

Multiple stories from one press release

Real prospects can result (maybe more than from ads)!

BENEFITS FROM PRESS RELEASES

“Release 6.0 doubles the level of functionality available, providing organizations of all sizes with a fast-to-deploy, highly robust and easy-to-use solution to better acquire, retain and serve customers.”

PROBLEMS: sounds like an ad

not newsworthy says little (non-

specific)

EXAMPLE OF WHAT NOT TO WRITE IN PRESS RELEASE

Must be newsworthy Should sound like a reporter wrote it

who, what, where, when, how, why Include good quotes

Internal sources (CEO)External sources (3rd party)

Make personal contact with news outlets Have an up-to-date list of outlets (relevant to

product/service)

SEE COURSE PAGE for examples of press re leases

ESSENTIALS OF PRESS RELEASES