how to use print and digital media
TRANSCRIPT
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+How to Use Print and Digital Media
When and how to use Print vs. Digital media to promote your business
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+Lee Opening CWB MTR
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+HKUSpace in MTR
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+www.skypost.hk (free publication)
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+Unique QR Code used for home goods store
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+Hysan Place Opening
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+Taxi Videos
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+Opening of Pure
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+On the bus (need to jump to scan QR code)
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+Vita Juice
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+HK Mag
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+What’s the Difference
• Mass Targeted • Hard to Track
Traditional FORCED
• Niched Targeted • Easy to Track
Digital OPT-IN
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+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
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+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
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+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
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+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
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+POAD & JCDecaux
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+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
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+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?
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+Does Print Media Still Work?
“The authority on Sai Kung and Clearwater Bay living.”
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+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.
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+Targeted
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+Very Targeted
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+Highly Customized to Readership
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+Event Promotions
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+Targeted Articles of Interest with related Ads
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+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.
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+
Questions?
Contact Art Lee at: Facebook.com/artglee @artstribe hkLinkedin.com/in/artglee [email protected] InternetMarketingCoach.hk
Property of Internet Marketing Coach Ltd. Hong Kong.
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