marketing through publicity

Marketing through Publicity

Terri J. ShapiroDeluxe Corp

Exec Director, Brand & Media Relations

A little bit about me

Originally from Chicago Started in PR at age 14 Worked in marketing for

P&G, Helene Curtis; big ad agencies

A Mom Had my own boutique

marketing consultancy

Why are we doing this?

Today, Deluxe is a 96-year old, $1.4B company A leader in check printing and distribution

Why are we doing this?

Today we also serve 4MM small businesses with products that help run, manage and grow your biz

Why are we doing this?

Deluxe of today and the future ALSO helps small businesses get and keep customers via online marketing services

WebsitesEmail Social MediaSEO

Logos

How is Deluxe getting the word out?

Deluxe PR: Project REV A yearlong marketing

lab initiated with a national contest 10 winners chosen $15,000 in Deluxe

marketing products and services

Counseling support Jan – Dec 2012

www.projectrev2012.com

Project REV PR

What “Dreamers” wanted to know:

Finding new customers Advice on publicity and social media

Finding new customers:The KEY Questions

Who What else could they choose When do they buy Where do they buy How do they find info Is this a risky purchase Discretionary or necessity

Finding new customers

Target audience: WHO

Who is the customer? Consumer audience

Demographic factors? Attitudinal factors? Who might influence the consumer’s decision?

B 2 B audience Is the customer also the decision maker? Role in the organization? Risk in making the decision?

Target audience: WHAT

What are their other choices? Direct competitor Indirect competitor

Does local matter in this purchase?

Target Audience: How

How do they seek information about this purchase?EventsPublications

Consumer Trade

Professional or civic associations In retail environmentsRecommendations and reviews

Target Audience: Purchase Frequency

Does your customer need your product or service more than once?

YES

Dual strategy: Keep existing customers and get new ones

Existing CustomersHow often are they in need?

How often are reminders required?Can you increase purchase frequency?

What will it take to keep them loyal?Can they help you with new customers?

New CustomersWhat do your existing customers have in

common?How can you use this info to efficiently

find new customers?

Target Audience: Purchase Frequency

Does your customer need your product or service more than once?

NO

Focus on generating stream of new

customers

Existing CustomersCan they help you with new customers?

New CustomersWhat do your existing customers have in

common?How can you use this info to efficiently

find new customers?

Target Audience: Risk

HIGHLOW

Take my timeMore expensiveConsider options

Need to trustHigh emotional

Live with decision a long time

QuickerLess expensive

Rational or less emotionalFailure not punitive

Short time for consumption

• RISK: What is the risk taken by the customer in purchasing your product or service for the first time?

PROVIDE REASSURANCE

How can marketing provide reassurance? Plan on multiple points of contact Find ways to showcase your previous work Feature endorsements from satisfied customers on your

website SOCIAL MEDIA

Show that you are an active member of the community Establish yourself as an expert in your field Reach out to those who are influencers

TACTICS!!

Power of online reviews

Source: Cone 2011 Online Influencer Trend Tracker

Terri’s Insider Secrets of PR:

Secret #1 – The media is a customer Secret #2 – Say VERY little Secret #3 - Preparation . . . and more Merchandising your PR

Reporters, editors, bloggers who influence decisions to buy in editorial postings

The people who can buy from you

Secret #1: In PR, you have 2 customers

Media = Gatekeeper Get to know the

interests of the gatekeepers

We’re here because the Witch of the North sent us . . .

And she’s got the ruby slippers to prove it!

Research the media

http://www.spj.org/fdb.asp

Offer Yourself as a Source

http://http://helpareporter.com

Research Editorial Calendars

Research Editorial Calendars

“Pitch” to the needs of journalists

NOT looking for a press release Looking for a story – preferably with local

relevance

They need: To create a list of resources for their readers To tell a seasonal story Stories with a twist An example that illustrates a trend Expert commentary

Story that is seasonal

Help them create a list of resources

You got the media interested!!!

Now what?

Secret #2

Tell them VERY LITTLE!Plan your messages ahead of timeLimit yourself to 3 – 5 messagesExpress yourself in sound bytesLess is more

Secret #2 - continued

Be a broken record Repeat yourself to

make sure your messages get across

Secret #3

Never ever talk to the media when you weren’t expecting them to call.

I can’t talk to you right now. But I’d be happy to get

back to you soon.

Secret #3: You can’t prepare too much

Rehearse your key messages Plan for bridging to key messages Don’t: “No Comment” or “Off the Record” Do: CALL THEM BACK!

Merchandise Your PR

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Mailing

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Questions?