1…2…3… Take Action Marketing - PowerPoint PPT Presentation

1 2 3 take action marketing l.jpg
Download
1 / 53

  • 289 Views
  • Updated On :
  • Presentation posted in: Others / Misc

1…2…3… Take Action Marketing. Jane Secci, Ph.D., Director Suffolk University Cape Cod jsecci@suffolk.edu. 1…2…3…Take Action Marketing. Welcome The Marketing Climate Cape Cod Marketing Success Stories Advertising – Print and Online Public Relations Strategies Building Media Relationships

Related searches for 1…2…3… Take Action Marketing

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.

Download Presentation

1…2…3… Take Action Marketing

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


1 2 3 take action marketing l.jpg

1…2…3…Take Action Marketing


Jane secci ph d director suffolk university cape cod jsecci@suffolk edu l.jpg

Jane Secci, Ph.D., DirectorSuffolk University Cape Codjsecci@suffolk.edu


1 2 3 take action marketing3 l.jpg

1…2…3…Take Action Marketing

  • Welcome

  • The Marketing Climate

  • Cape Cod Marketing Success Stories

  • Advertising – Print and Online

  • Public Relations Strategies

  • Building Media Relationships

  • Radio/TV as Marketing Media

  • 10 Take Action Marketing Steps

  • Q&A


The marketing climate l.jpg

The Marketing Climate

  • 300 million people in the U.S.

  • Targeting segments is now the focus

  • Reduced emphasis on media and message

  • Selection of segments to exclusion of others

  • Tug of war between classic marketing and advertising using new media

  • Attempts to “bombard” consumers

    – 1000 ad viewings per day

  • Rise in product placement

    and viral marketing


Marketing mix l.jpg

Marketing Mix

  • Conventional mix changing

  • For example, classic marketing in banking = 50% advertising, 25% public relations, 25% other media

  • Trend is to reduce print ads and increase online marketing

  • Still need for classic marketing

    to drive traffic to the Web


Marketing by business phase l.jpg

Marketing by Business Phase

  • Start-up – period between start-up and growth typically requires the most marketing dollars

  • Growth – once growth stabilized, lower marketing expenditures will improve bottom line

  • Maturity – maintenance of brand requires flat level of expenditure; if stagnation, need to examine products and services since marketing alone unlikely to increase sales


A start up organization l.jpg

A Start-Up Organization


Gary sheehan president and ceo gsheehan@capemedical net l.jpg

Gary SheehanPresident and CEOgsheehan@capemedical.net


Michael robinson asst vice president sales robinsonmi@rogersgray com l.jpg

Michael RobinsonAsst. Vice President, Salesrobinsonmi@rogersgray.com


What is ccyp l.jpg

What is CCYP?

  • Mission, Vision, Purpose

  • The First Year

  • Marketing Issues

  • Administrative Issues

  • The Future


Slide11 l.jpg

On the Fast TrackNicole Bernard Dawes, Pres & COOJessica Pillsbury, Sales and Marketing Managerjessica@latejuly.com


About late july organic snacks l.jpg

About Late July Organic Snacks

While it’s popular now to make products with all natural ingredients, in the 25 years our family has been making snack foods, we’ve always used them and always will. And with our new company, Late July Organic Snacks, we’ve taken that dedication to a higher level by using organic ingredients. Also, we are independently owned, family operated and all our products are certified USDA organic.

  • The opportunity

  • The process

  • Today - three years later


Building a brand on a shoestring perception is reality l.jpg

Building a Brand on a ShoestringPerception is Reality

  • Focus where we can achieve the most impact and where consumers make buying decisions

    - Store-level marketing (displays, sampling)

    - Trade shows

    - Trade advertising

    - Discounting to the trade


Building a brand on a shoestring perception is reality14 l.jpg

Building a Brand on a ShoestringPerception is Reality

  • Eye-catching packaging

  • Public relations

  • Consumer sampling (schools, conferences)

  • Event sponsorship

  • Coupons

  • Online/Web marketing


Why buy organic l.jpg

Why Buy Organic?

  • Organic foods are a healthy, wholesome, safe choice

  • Organic agriculture protects our natural resources

  • Organic agriculture supports family farms

  • Organic standards require humane animal treatment

  • Organic regulations prohibit the use of GMOs


An established brand gary simon principal harry gnong director of operations cnahil@nahilcomm com l.jpg

An Established BrandGary Simon, PrincipalHarry Gnong, Director of Operationscnahil@nahilcomm.com


Gloria boone ph d professor consultant suffolk university boston gboone@suffolk edu l.jpg

Gloria Boone, Ph.D.Professor & ConsultantSuffolk University Bostongboone@suffolk.edu


Advertising and online advertising l.jpg

Advertising and Online Advertising

  • Who are your heavy users?

  • Target market demographics: Age, income, education, household type

  • Psychographics: Attitudes, lifestyles, and values

  • Geographics: Where they live and work

  • Behavior: Buying and use


Effective advertising message l.jpg

Effective Advertising Message

  • Have one BIG idea

  • Tailor the message to the target market

  • Know if information-seeking or image-seeking

  • Be clear

  • Be concise

  • Test the message on your audience


Media selection l.jpg

Media Selection

  • Which media does your target market use?

  • When and how often do they use these media?

  • Is your audience engaged?

  • How do you tailor messages to selected media?

  • What is the cost?


Newspapers l.jpg

Newspapers

  • Circulation down 2.5% (ABC,2006)

  • Average weekday readership: 54% of men and 49% of women (NAA,2005)

  • AgeReadership Rate (NAA,2006)

    18-2438.4%

    25-3436.8%

    35-5451.7%

    55+66.0%


What is cost effective l.jpg

What is Cost Effective?

  • Ad SizeAverage Response Rate

    Full-page76 responses

    Half-page56 responses

    Quarter-page52 responses

  • Cost of ¼ page is usually 10% of full page

    (Study of B2B Magazines)


Online advertising l.jpg

Online Advertising

  • $15.9 billion in 2006 to $32 billion in 2008

  • Search engines41%

  • Display-related ads34%

  • Classifieds17%

  • Referrals 6%

  • E-mail 2%

    (Interactive Advertising Bureau, 2006)


Website power l.jpg

Website Power


Cost models for internet ads l.jpg

Cost Models for Internet Ads

  • CPM (cost/1000) @ $8 Cape Cod Times Online, $ .50 for Town Online – Depends on type of audience

  • PCC (Pay Per Click) based on auctions at Yahoo, Google. Average PPC $ .50 – Depends on keyword price

  • CPA (Pay Per Action) $10 or more


Sponsored search l.jpg

Sponsored Search


Google adwords l.jpg

Google AdWords


Keyword costs l.jpg

Keyword Costs


Evolution of online ads l.jpg

Evolution of Online Ads

  • Banner Ad

  • Contextual

  • Behavioral Targeting (BT)

    - Tacoda

    - 24/7 Real Media


Ad spending vs time used l.jpg

Ad Spending vs Time Used

Ad Dollars (%)Time (%)

  • TV37.032.4

  • Radio 9.018.0

  • Newspapers30.0 7.6

  • Magazines 13.0 5.6

  • Digital 5.033.3


More media to consider l.jpg

More Media to Consider

  • Local TV – 30 sec @ $4K

  • Cable TV – 30 sec @ $3K to 8K

  • Direct Response – $15 to $40 per 1000


Free advertising l.jpg

Free Advertising

  • Craigslist

  • Facebook

  • Yahoo Groups

  • Free Websites

  • Google Base

  • Yahoo Local Online Listings


Craigslist l.jpg

Craigslist


Google base l.jpg

Google Base


Facebook l.jpg

Facebook


Yahoo local online listings l.jpg

Yahoo Local Online Listings


Low cost advertising l.jpg

Low-cost Advertising

  • Dollar Savers

  • Anniversary Ads

  • Radio Ads

  • Zoned Editions

  • Google Ad Sense


Video online l.jpg

Video Online

  • Online video ad market will rise to $640 million in 2007 and $1.5 billion in 2009 (eMarketer, 2005)

  • Pointroll gives low CPM’s for online video:

    “A pre-roll streaming video ad unit averages about $25-$30. An embedded video ad unit is going for approximately $8-$25. Internet music radio sites with gateway video ads price at about $20.”


Christopher nahil principal cnahil@nahilcomm com l.jpg

Christopher NahilPrincipalcnahil@nahilcomm.com


What is public relations l.jpg

What is Public Relations?

  • Most used, least understood communications tool

  • Involves story-telling on a wide basis

  • Earned media versus paid media


Why do pr l.jpg

Why Do PR?

  • Third-party validation of your story

  • Conditions the buying environment

  • Provides some control over how your story is told

  • If you don’t tell your story, your competitor will


What makes a good story l.jpg

What Makes a Good Story?

  • Story is build on messages = convergence of reality, aspirations, and competition

    - Who are you and what to you do?

    - Why do you do it better than others?

    - What’s your unique offer?

    - What are your biggest hurdles?

    - Who, exactly, is your audience/customer?


What makes a good story43 l.jpg

What Makes a Good Story?

The elements of good messages:

  • Compelling, credible, and consistent

  • Tight focus on benefits and results

  • Magnify strengths (credibly)

  • Diminish weaknesses (credibly)

  • Adjust to accommodate change


The pr starter kit l.jpg

The PR Starter Kit

  • Know your buying audience and media conduits

  • Build your positioning and messaging – “motherhood” boilerplate

  • Commit to consistency


Pr investment l.jpg

PR Investment

  • Q: How much is this going to cost?

    A: Sweat equity to lots of cash

  • Retainer versus project work

  • Internal team, external agency, or a combination?


Now tell your story l.jpg

Now, Tell Your Story

  • Set measurable, realistic PR goals

  • Write a flexible plan

  • Get internal buy-in

  • Be consistent and patient

  • Adjust to the market

  • Use the right PR tools


The pr toolkit l.jpg

The PR Toolkit

  • News releases

  • Features

  • Speeches

  • Industry events

  • Bylined articles

  • PSAs, calendars

  • Internal communications


The pr toolkit48 l.jpg

The PR Toolkit

  • Individual pitches, exclusives

  • Interactive media

  • Financial communication

  • Government

  • Community


Alicia blaisdell bannon managing editor features ablaisdell bannon@capecodonline com l.jpg

Alicia Blaisdell-Bannon Managing Editor/Featuresablaisdell-bannon@capecodonline.com


Angela j king news director angelajking@comcast net l.jpg

Angela J. KingNews DirectorAngelaJKing@comcast.net


10 take action marketing steps l.jpg

10 Take Action Marketing Steps

  • Evaluate your visual brand/logo and ensure it reflects your company’s identity and will engage your target audiences

  • Use all branding consistently

  • Develop (fix) your Web site

  • Create a “leave-behind” vehicle to drive traffic to your Web site

  • Print multiple low-cost brochures

    with a single message to target

    audiences


10 take action marketing steps52 l.jpg

10 Take Action Marketing Steps

  • Pilot test a direct mail campaign

  • Place strategic print ads in newspapers and magazines

  • With print ads in place, run spot ads on selected radio stations during drive time

  • Use all the tools and techniques of PR to leverage your identity and create a favorable public image

  • Experiment with online ad

    placements and links


Slide53 l.jpg

Q&A

Thank you for attending our session today. If you want to attend in-depth workshops on the topics presented, please leave your business card with Ann and Andrea as you leave. We’ll contact you about future events sponsored by Suffolk University Cape Cod.

Today’s PowerPoint will be available at:

www.capebusiness.net


  • Login