introduction to marketing for managers

Public Relations. Digital Marketing. Reputation Management.

What do you want to learn about

today?

What are your questions?

Today, We’ll Cover

Purpose of this Class

Advertising? Marketing? PR? What do you need?

Marketing/PR Strategy

Digital? Traditional? Or Both?

Budgeting

Measuring Effectiveness

Hiring an Agency or Consultant

Your Questions

Purpose of this Course

Purpose of this Course

The purpose of this course is to equip you with:

An understanding of the fundamental functions and

types of marketing

Knowledge of how modern marketing tactics are

matched to marketing goals

Information on how to set a marketing budget

An understanding of how to measure effectiveness

of your marketing efforts

What do you need?

Advertising, Marketing, PR, Sales

Activity!

Marketing

Marketing

Communications

Public Relations

Advertising

Sales

Media coverage

Celebrity endorsement

Trade show

Product publicity

Event sponsorship

Product reviews by bloggers

Twitter

Website

Word-of-Mouth

In-house or Outsourced?

Complicated Relationships /

Overlap

a = corporate advertising

b = sales force & marketing

channel communications, trade

shows, packaging, direct

marketing, sales promos

c = distribution, logistics, location

analysis, pricing

d = investor relations, community

relations, media relations,

corporate communications, crisis

communications, corporate identity

e = product publicity, brochures &

other collateral materials, some

media relations, some crisis

communications, some corporate

identity, sponsorships

f = traditional mass media

advertising

Why is Digital/Online Missing?

Digital is not a function, it is a tool (actually a

collection of tools)

Digital can be used in many of the above

functions to carry out the mission and realize the

goals of those function

Digital has revolutionized marketing the way

power tools have revolutionized carpentry.

So What Do You Need?

Big-ticket products and services usually require a

sales staff, plus marketing to bring in “warm

leads”

Inexpensive products and services usually do not

make a sales staff cost effective

Every business

requires marketing and PR

How Much of Each Do You

Need?

Public relations is primarily about influencing

beliefs.

Marketing is primarily about influencing behavior.

Advertising is primarily about improving recall

(memory).

Activity! Determine What Your Business Needs

More of

The real question is:

What kind of marketing and PR

does your business require to be

successful?

Your Positioning Statement

Positioning StatementA positioning statement states how you want to

be perceived in the market.

Structure Who? (Who are you?)

What? (What business are you in?)

For whom? (What people do you serve?)

What need? (What are the typical needs of those you

serve?)

Against whom? (With whom are you competing?)

What’s different? (What makes you different from those

competitors?)

Unique benefit? (What does a client or customer get from

your service that is special?)

Bloomingdale’s Positioning

Statement Who? Bloomingdale’s

What? are fashion focused department stores

For whom? for trend-conscious, upper middle class

shoppers

What need? looking for high-end products.

Against whom? Unlike other department stores,

What’s different? Bloomingdale’s provides unique

merchandise in a theatrical setting

Unique benefit? that makes shopping entertaining.

Activity!

Create a positioning statement for your company

Marketing/PR Strategy

Before Strategy: Target Market

The target market will determine which strategies

and channels will be most effective.

Demographics

Psychographics

Technographics

You must match your strategy and tactics up to

your target market.

Marketing/PR Strategies

Influencer Marketing

Direct Marketing

Advertising

Promotions

Media/Blogger Relations

Digital Engagement

Influencer Marketing

Marketing to influencers, to increase awareness

of the company/product within the influencer

community.

Marketing through influencers, using influencers

to increase market awareness of the

company/product amongst target markets.

Marketing with influencers, turning influencers

into advocates of the company/product.

Influencer Marketing

Who are influencers?

Not just movie stars and singers.

Influencers are anyone that lots of people listen

to.

Influencer marketing is very powerful in the

Philippines.

Direct Marketing

Email Marketing

Online Tools

Mobile

Direct Mail

Telemarketing

Couponing

Direct Response TV

(Infomercials)*

Insert Media

Out-of-Home*

Direct Selling

Grassroots/

Community Marketing

Advertising

Print

Radio

TV

Outdoor

Flyering

Product Placement

Digital

Celebrity

Sales Promotions Price deal

Loyal Reward Program: Consumers

collect points, miles, or credits for

purchases and redeem them for

rewards.

Cents-off deal: Offers a brand at a

lower price. Price reduction may be

a percentage marked on the

package.

Price-pack deal: The packaging

offers a consumer a certain

percentage more of the product for

the same price (for example, 25

percent extra).

Coupons: coupons have become a

standard mechanism for sales

promotions.

Loss leader

Free-standing insert (FSI): A coupon

booklet is inserted into the local

newspaper for delivery.

On-shelf couponing: Coupons are

present at the shelf where the

product is available.

Checkout dispensers: On checkout

the customer is given a coupon

based on products purchased.

On-line couponing: Consumers print

them out and take them to the store.

Mobile couponing: Coupons are

available on a mobile phone.

Consumers show the offer on a

mobile phone to a salesperson for

redemption.

Sales PromotionsTrade Sales Promos Online interactive promotion game:

Consumers play an interactive

game associated with the promoted

product.

Rebates

Contests/sweepstakes/games: The

consumer is automatically entered

into the event by purchasing the

product.

Point-of-sale displays

Kids eat free specials

Sampling: Consumers get one

sample for free, after their trial and

then could decide whether to buy or

not.

Trade allowances: short term

incentive offered to induce a retailer

to stock up on a product.

Dealer loader: An incentive given to

induce a retailer to purchase and

display a product.

Trade contest: A contest to reward

retailers that sell the most product.

Point-of-purchase displays: Used to

create the urge of "impulse" buying

and selling your product on the spot.

Training programs: dealer

employees are trained in selling the

product.

Media/Blogger Relations

Newspaper, radio, TV, and blogs.

There are tactics to get coverage without paying

Or you can pay a PR agency for insertions

Digital Engagement

Engagement is a two way conversation, not a

one-way message

Can be through a number of mediums

Can be very creative (see case study)

CASE STUDY:

BAYAN Telecommunications

THINGS TO KNOW:1. A product that was a commodity2. An unapproachable brand image

FACEBOOK

Fan Page (Total No. of Friends): 216,847 Likes

TWITTER:

Followers – 3,471Tweets as of June 27, 2011: 533

BAYAN TelecommunicationsA Case Study

A COMPOSITE PERSONALITY is a community manager executedby a team to give the brand a face.

CREATE-A-CELEBRITY

BAYAN TelecommunicationsA Case Study

700% Increase in

Inquiries

50% Increase in

SALES

(If your target market is online, both)

Digital? Traditional? Or both?

Digital Tools/Channels

Not all digital tools are good for the same types of

communciation

Not all digital tools reach the same people

Not all digital tools reach people the same way

Let’s take a look at the relative strengths and

weaknesses of some of the most popular social

media tools.

Your Website

What is the purpose of the website? (The answer

must be concrete).

How does it accomplish that purpose?

Don’t spend money sending people to your site if

the site needs work.

Traffic and conversions

Often more cost effective to raise conversion rate

Budgeting

Methods to determine your

budget

Percentage of Sales

Flat-Rate (What the company can afford)

Competitive Parity (Follow the leader)

Objective-based Budgeting

Measuring Marketing

Effectiveness

Demand Accountability

Your marketing head needs to calculate expected

and actual ROI for every marketing plan and

initiative they approve and/or implement.

They need to account for any discrepancies

between the two.

Pay Attention to Cost of

Acquisition

What does it cost to make someone visit a

website or walk into a store?

Case Study: Email Marketing vs. Facebook

The target audience dictates the most appropriate

medium (getting interest of existing clients vs.

creating brand awareness for new customers

Calculating ROI:The Investment-Return Relationship

Digital ROI

Web

Clicks Conversions

Email

Deliveries Opens Clickthroughs

Conversions

Hiring an Agency or Consultant

Your choicesPartner

Type

Pros Cons

Ad Agency Excellent creatives, can produce art

and TVC

Expensive, requires retainer

Marketing

Agency

Often less expensive than ad

agencies, excellent creatives, often

great with publicity

Unable to produce ads, often limited

understanding of digital, usually

requires retainer

PR Agency Excellent with media

relations/publicity

Most not adept at blogger relations,

often poor understanding of digital

Digital

Agency

Excellent digital work Most don’t speak “marketer” and are

unable to integrate traditional

marketing goals into their plans.

Hybrid

Agency

Excellent creatives, excellent with

media AND blogger relations,

excellent digital work, services are

productized (so no retainer), no ASF

Unable to produce print and TV ad

campaigns

Consultant Usually less expensive, sometimes no

retainer, no ASF

Often less reliable, may not have

capacity to do “large” executions

How They Spend Your Money

One of the first questions that an agency will ask

is “What’s your budget?”

Its okay to answer this question!

You will get better ideas pitched to you, that fit your

budget.

The agency will usually write a plan that spends

your entire allotted budget, but they’ll write a better

plan if they know what the budget is.