Old Fashioned Marketing in a New Fashioned Way
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Transcript of Old Fashioned Marketing in a New Fashioned Way
Old Fashioned Marke0ng in a New Fashioned Way
Unique Venues ACCED-‐I Region 12 Fall Summit
November 8, 2013
1 Chuck Salem
• Effec've Adver'sing – Know your purpose – Be fresh and crea've – Be clear and upfront – Be clean – Be memorable – Build recogni'on & be recognizable
– Mul'-‐'ered planning
• Know your purpose – Where are you in the pyramid
– Who’s your audience – What mediums
• Remember the Pyramid?
Awareness Knowledge
Trial
Liking
Evangelist Preference
QUESTION WHAT IS THE HIGHEST LEVEL
YOU HAVE STEADILY REACHED IN YOUR PYRAMID
• Be fresh and crea've – Bring your product personality to life
QUESTION WHAT IS THE personality
Of your venue
• Be clear and upfront – Leave no ques'on – Call to ac'on – The how to’s
• Be clean
• Be memorable – That which is unique is inherently memorable
– Take calculated risks
QUESTION What makes your Venue memorable
For conference attendees
• Recogni'on – Be a signpost in a crowded marketplace
– Build on your brand – Be bold within your brand
When your brand becomes THE product you’ve arrived.
• Layered Adver'sing – Mul'ple medium approach
Adver0sing Personali0es
Part Two
16 Chuck Salem
Fun and Humorous
Emotions ad
Minimalist
ad
19
ad
20
ad
21
ad
22
ad
ad
ad
Emotions
28
Fun and Humorous
30
33
35
36
The Case Study for Humor
Humorous Advertisement International Society of Eraser Manufacturers
Purpose: Announcement of next year’s annual conference Place: Print ad in current year’s conference program
Emotional Advertisement International Society of Eraser Manufacturers
Purpose: Raising awareness for the need for erasers in a world of declining eraser users
Place: Billboards
Minimalist Advertisement International Society of Eraser Manufacturers
Purpose: Raising awareness for potential eraser consumers Place: Billboards
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