week 8: campaign planning
TRANSCRIPT
Week 8
Promotional Campaigns
Name the Campaign Goal!
Name the Campaign Goal!
Name the Campaign Goal!
Name the Campaign Goal!
Advertising Terms
Reach - # of target market members exposed at least once to the message
Frequency - # of times the average receiver is exposed within a specific time period 3 – 7 times needed to be effective; some say more
Waste – people receiving the message that are not within your target market
Used to evaluate effectiveness of different advertising mediums
Traditional Mediums
Broadcasting Media Television, Radio
Print Media Magazine, Newspapers, Mail
Outdoor/Ambient Transit, Washroom, Product Placement
Good evaluation of mediums: http://www.businesstown.com/marketing/strategy-medium.asp
Search Engines & DirectoriesOnline AdsMobile
Apps/Location Based Ads Texting
Social Media Communities Blogs
New Media
Opt- In
Micro-siteMicro-site
Offline Marketing and Client Interaction
Offline Marketing and Client Interaction
Integration of Online Activities
Search Marketing
Organic Search Engine Optimization (SEO) Ensuring that your
website is relevant to your audience’s searches
On-page & Off-page factors
Pay-Per-Click (PPC) Advertising
Relevance is Key!
ORGANIC RESULTSPPC Ads
Google AdWords (Pay-Per-Click)
Keyword selection is critical
Online Advertising
Banner/VideoAdWordsCreative (Guest Editorial, Product Placement,
etc.)Measurement: Awareness + ClicksGood ad design will make the user
want to click! (plus give some benefit even if not clicked on)
Getting into Social Media
Tie it directly to a) your audience lifestyle and b) your brand and campaign objectives Make it Personal Make it Interactive Make it Simple
Ways to participate Monitor & Join Conversations Host Communities & Discussions (Get Followers) Provide Content/Applications to be Integrated
Blogs
Reputation and Brand-BuildingThought LeadershipTrust and Community EntertainmentSite Optimization
Relevant, incoming links
Levels of Participation
Good to include in
your personas!
Good to include in
your personas!
E-Mail Campaigns
House lists (your subscribers) are bestCan rent lists from brokers with
segmentation (demographics, interests, etc.)Tracking results (open rate, click-thru) is key
Can use different subjects & split creatives
Promotions
Extra value offered as an incentive with the objective of an immediate sale. Samples Coupons Premiums Contests Frequency Programs
Public Relations
What is PR?
1. The determination and evaluation of public attitudes.
2. Develop policies and procedures with a public interest.
3. Execute a communications program to gain public understanding and acceptance.
Who is the “Public”?
Potential and Existing Customers Employees Shareholders Partners
The CommunityThe GovernmentThe Industry
The Media is the key medium for communicating to these audiences, and is in that sense, often considered the target audience.
Social Media has enabled companies to converse directly with the public.
When is PR Important?
When social opinion and community support matter Cause-related and not-for-profit (charities,
associations) Community-based businesses – both geographical
and virtual (colleges, ebay) Unfamiliar products or companies (biodiesel) Can be strategic or reactive (Maple Leaf)
Is seen as a more genuine form of communications –message sources that have credibility to the audience
Using PR
Often in association with these communications goals: Raise awareness Generate positive feelings and public opinion Change attitudes and perceptions Position or re-position organization within the market space
Generate buzz around an ad campaignInfluencing influencers so they become
ambassadorsIntroduce a product with little or no advertisingDefend at-risk products
PR Tactics
Publicity in News Media Press conferences, Exclusives, Interviews
Image by Association Memberships, certifications, partnerships
Image and Advocacy Advertising Warm and fuzzies not related to the core business
Event Sponsorship Sports, Festivals, Conferences, etc. Can be very targeted
PR Tactics
Social Media No-cost ways of establishing yourself as a thought-
leader and making a name for your company or self
In-House News and Celebration Newsletters, RSS feeds, product launches, client
parties and gifts More intimate – for loyal customers and stakeholders
Let’s get our hands dirty!
Develop a Campaign for the Canada’s Food Guide
Objective: Kids and Teens Awareness5 Slides
1. What audience will you target?2. What is your big idea for the campaign?3. Name 3 specific components of the campaign,
including ambient advertising, PR, and new media.4. What type of appeal and execution will you use?
Come up with a sample tagline.5. Briefly describe the creative.