week 9: marketing & entrepreneurship

23
- Continued - Promotional Campaigns

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High-level overview of promotional campaigns and public relations concepts.

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Page 1: Week 9: Marketing & Entrepreneurship

- Continued -

Promotional Campaigns

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Ad Design/Creative

Take advantage of the medium’s strengthsHave a hierarchy of message importanceBe directly tied to campaign goals

Have a call to action Communicate the brand Capture attention

Look professional!Be consistent with other campaign creatives and

brandTried & true layouts (Ogilvie, etc.):

http://desktoppub.about.com/cs/pagelayout/f/design_ads.htm

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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

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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

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Opt- In

Micro-siteMicro-site

Offline Marketing and Client Interaction

Offline Marketing and Client Interaction

Integration of Online Activities

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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

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Google AdWords (Pay-Per-Click)

Keyword selection is critical

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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)

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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

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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

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Blogs

Reputation and Brand-BuildingThought LeadershipTrust and Community EntertainmentSite Optimization

Relevant, incoming links

Your Turn: What Have you Learned?

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Public Relations

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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.

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Who is the “Public”?

Potential and Existing Customers Employees Shareholders Partners

The CommunityThe GovernmentThe Industry

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

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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

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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 campaignInfluencing influencers so they become

ambassadorsIntroduce a product with little or no advertisingDefend at-risk products

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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

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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