+How to Use Print and Digital Media

When and how to use Print vs. Digital media to promote your business

+Lee Opening CWB MTR

+HKUSpace in MTR

+www.skypost.hk (free publication)

+Unique QR Code used for home goods store

+Hysan Place Opening

+Taxi Videos

+Opening of Pure

+On the bus (need to jump to scan QR code)

+Vita Juice

+HK Mag

+What’s the Difference

• Mass Targeted • Hard to Track

Traditional FORCED

• Niched Targeted • Easy to Track

Digital OPT-IN

+Newspapers & Magazines

n  Send a newsworthy article

n  Find someone who works with a newspaper or magazine

n  Advertise with newspaper on condition that you also want an article published

n  Have a PR firm, with the right relationships with right publications.

n  PR firms can help to negotiate a lower rate for you

+Tips for Newspapers

n  Be very specific with your target audience, study the demographics.

n  Clear messaging to take action. Not just a here is what we do

n  QR Code, specifically directed for a goal

n  Facebook, Web URL

+Digital Matters

n  Write for other people’s blogs that need content and has your target audience

n  Create your own blog, but it takes time to get the traction. Consider having others co-author with you but have the site topics very niched, too many blogs out there already

n  Submit a story to an online news website, see if they pick up your story, make it very newsworthy

n  Create a relationship with someone in the digital news arena or use PR firms with established relationships

+Billboard/Outdoor Ad Tips

n  Target location based, understand visibility of locations

n  Great for events

n  Rates can be negotiated. PR Firms can be helpful to gain contact and negotiate on your behalf.

n  More expensive medium. Deep Pockets or sponsorship money.

n  Small ads are good but need a lot for more exposure

+POAD & JCDecaux

+Build your Ads around a Goal or Common Strategy

n  Define purpose of your campaign (awareness, event promotion, special discount, featured information)

n  Decide which Mediums to Target

n  Tie in both Print and Digital Media (don’t just put a Web URL or Facebook Link)

n  Create a message that will get them to call, email or visit your site.

n  The whole campaign should be focused on a specific act of marketing

+Campaign Template

n  Context – Why? Purpose

n  Objectives – Who are you trying to reach, what is your message

n  Target audience – Does your marketing channels have the right reach?

n  Activity – What types of follow up activity will you have to track your campaign. Emails, calls, site visits

n  Evaluation – Look at your complete marketing efforts, money put in and the response rate/return. What it worth it?

+Does Print Media Still Work?

“The authority on Sai Kung and Clearwater Bay living.”

+Clear Niche

n  Quality lifestyle and property magazine for affluent families in Clearwater Bay and Sai Kung.

n  Proven circulation of 10,000 copies, a readership of 30,000+ and is distributed free each month

n  Distribution is highly targeted.

n  Readers are high earners educated and family-minded. They work on Hong Kong Island but have chosen to make their homes and raise their families in SaiKung and Clearwater Bay.

n  Highly regarded for its top-quality original journalism & photography. Readers keep the magazine and refer to it again and again.

+Targeted

+Very Targeted

+Highly Customized to Readership

+Event Promotions

+Targeted Articles of Interest with related Ads

+Tom Hilditch, Publisher

n  Tom Hilditch is an award-winning British writer, editor and publisher based in Hong Kong.

n  He is sole owner of Fast Media Ltd, a Hong Kong based media company.

+

Questions?

Contact Art Lee at: Facebook.com/artglee @artstribe hkLinkedin.com/in/artglee artlee@internetmarketingcoach.hk InternetMarketingCoach.hk

Property of Internet Marketing Coach Ltd. Hong Kong.

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