week 9: marketing & entrepreneurship

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Post on 17-May-2015




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


  • 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