week 9: marketing & entrepreneurship

• 1.
  • - Continued -

Promotional Campaigns 2. 3. 4. 5. 6. Ad Design/Creative

• Take advantage of the mediums strengths

• Have a hierarchy of message importance

• Be directly tied to campaign goals

• • Have a call to action

• • Communicate the brand

• • Capture attention

• Look professional!

• Be consistent with other campaign creatives and brand

• Tried & true layouts (Ogilvie, etc.):http://desktoppub.about.com/cs/pagelayout/f/design_ads.htm

7. 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

• CPM (cost per thousand) cost of reaching 1000 members of the media audience

• Used to evaluate effectiveness of different advertising mediums

8. Traditional Mediums

• Broadcasting Media

• • Television, Radio

• Print Media

• • Magazine, Newspapers

• Outdoor/Ambient

• • Transit, Washroom, Product Placement

• • Good evaluation of mediums:http://www.businesstown.com/marketing/strategy-medium.asp

9. Integration of Online Activities Micro-site Offline Marketing and Client Interaction Opt- In 10. Search Marketing

• Organic Search Engine Optimization (SEO)

• • Ensuring that your website is relevant to your audiences searches

• • On-page & Off-page factors

• Pay-Per-Click (PPC) Advertising

• Relevance is Key!

ORGANIC RESULTS PPC Ads 11. Google AdWords (Pay-Per-Click)

• Keyword selectionis critical

12. Online Advertising

• Banner/Video

• AdWords

• Creative (Guest Editorial, Product Placement, etc.)

• Measurement: Awareness + Clicks

Good ad design will make the user want to click! (plus give some benefit even if not clicked on) 13. E-Mail Campaigns

• House lists (your subscribers) are best

• Can rent lists from brokers with segmentation (demographics, interests, etc.)

• Tracking results (open rate, click-thru) is key

• • Can use different subjects & split creatives

14. 15. Getting into Social Media

• Tie it directly toa)your audience lifestyle andb)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

16. Blogs

• Reputation and Brand-Building

• Thought Leadership

• Trust and Community

• Entertainment

• Site Optimization

• • Relevant, incoming links

Your Turn: What Have you Learned? 17. Public Relations 18. What is PR?

• The determination and evaluation of public attitudes.

• Develop policies and procedures with a public interest.

• Execute a communications program to gain public understanding and acceptance.

19. Who is the Public?

• Potential and Existing

• • Customers

• • Employees

• • Shareholders

• • Partners

• The Community

• The Government

• The Industry

The Mediais a key medium for communicating to these audiences, and is in that sense, often considered the target audience. 20. 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

21. 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 before an ad campaign

• Influencing influenc ersso they become ambassadors

• Introduce a product with little or no advertising

• Defend at-risk products

22. 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

23. PR Tactics

• Social Media

• • No-cost ways of establishing yourself as a thought-leader and making a name for your company or self

• • Watch Video

• In-House News and Celebration

• • Newsletters, RSS feeds, product launches, client parties and gifts

• • More intimate for loyal customers and stakeholders