Marketing Decisions for. Market Segmentation Geographic Demographic Psychographic Behavioral.
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Transcript of MARKETING COMMUNICATIONS. 1. Market—who is the target market? Define clearly—demographic,...
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