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Marketing Presenter: Jenne Meyer Challenges 5 minute discussion on what your challenges are Marketing

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  • 5 minute discussion on what your challenges are


“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of idea, goods, and services to create exchanges that satisfy individual and organization goals.” (AMA)

In order to service both buyers and sellers, marketing seeks:

  • To discover the needs and wants of prospective customers
  • And satisfy them

What is a brand?

“A Brand is a name, term, symbol, sign, or design, or a combination of them, intended to identify the goods or services of one seller to differentiate them from goods or services for the competition.” (AMA)

Brands convey:

  • Attributes
  • Benefits
  • Value
  • Culture
  • Personality
  • User

Customer Value

Is the unique combination of benefits received by target buyers that include:

  • Quality
  • Price
  • Convenience
  • Delivery
  • Service

* Cannot have all 3





Customer/Audience Utility

The benefits or customer value received by users of the product or service:

Marketing creates utility by bridging space (place) and hours(time) to provide products (form) for consumers to own and use (possession)

WIFM - Marketing yourself. Remember your audience. Tailor messages to your audience (internal and external)


Setting Strategic Direction:What is Important?

  • Customers
  • Competencies
  • Competitors
  • Business sectors
  • SWOT analysis
  • Environmental scanning

Critical Factors for Success

  • Customer Relationships (Value)
  • Innovation (New & Unique Value)
  • Quality
  • Efficiency

Marketing & Planning Strategy Lessons

Guidelines for an Effective Marketing Plan:

  • Set measurable achievable results
  • Use a base of facts and valid assumptions (list assumptions)
  • Have complete and feasible plans
  • Make plans controllable and flexible
  • Remember customer needs/desires
  • Involvement

Marketing & Planning Strategy Lessons

  • Planning vs. Implementation
  • Improve on Implementation of Marketing Programs
  • Communication goals and means of achieving them
  • Champion/Driver/Leader
  • Take action (avoid paralysis by analysis
  • Action lists
  • Open communication, quickly

1. Define an objective

What do you want to accomplish?

  • Do you want to increase awareness about your organization?
  • Increase awareness about motorcycle safety?
  • Enhance staffing?
  • Increase program efficiency?
  • Raise funding to help support your program?

Tips of the TradeFocus and prioritize what you want to accomplish. Every plan should have it’s own singular objective.


2. Define your target audience

Who should you be talking to in order to meet your






Tips of the Trade With limited resources, it’s important to focus and prioritize your target audiences to just a few.


3. Where is the best place to reach your target?

Where do they hang out?

  • Motorcycle shops
  • Rallies and rides
  • Motorcycle Club Meetings
  • Community Fairs and Festivals
  • Trade Shows
  • Industry Conferences

4. When is the best time to reach your target?

When is your target most

interested in your message?

  • During the riding season
  • Motorcycle Safety Awareness Month (May, 2004)

Tips of the TradeFocus your communications during peak times when your target audience is most likely to listen.


4. What is the best medium to use to communicate with them?

  • Radio?
  • Billboards?
  • Direct Mail?
  • Motorcycle Safety-related Seminars?
  • Display at an Event?

Tips of the Trade Select mediums based on who your target is and where/when is the best time to reach them.


5. What is the message you want to communicate with them?

Communications should

resonate with your target

audience. Utilizing the right

time, place, and medium

means nothing, if you’re not

saying the right thing.


Tips of the Trade If you don’t know what to say or how your target audience feels, conduct informal research and find out.


6. Brainstorm strategies and tactics to meet your objective.


Various ways in which you

can meet your objective.


How, specifically, you are

going to implement that

particular strategy.


Strategies vs. Tactics


Leverage Motorcycle

Awareness Month to

maximize exposure.


  • Send out press releases to motorcycle-related publications
  • Set-up a display booth at a motorcycle retail store
  • Schedule short talks at motorcycle club mtg

Tips of the Trade Brainstorm lots of ideas; then edit. Keep your target audience, best time, best place, and medium in mind.


Sample Plan

  • OBJECTIVE: Increase funding to support State

Motorcycle Safety Program.


  • Motorcycle enthusiasts, age 30 - 65.


  • Motorcycle Club Meetings
  • Motorcycle shops
  • Rallies and rides

Sample Plan (cont.)


  • During the riding season
  • Motorcycle Safety Awareness Month (May, 2004)


  • Flyers (for posting at shops, distribution at events)
  • Display Booth (at an event)
  • In-person (at club meetings)
  • Direct Mail (to registered motorcycle owners)


  • We need your help. Training saves lives.

Sample Plan (cont.)


Leverage Motorcycle

Awareness Month to

maximize exposure.


  • Send out press releases
  • Set-up a display booth outside a store
  • Schedule short talks at motorcycle club mtgs
  • Raise donations through sales of a particular item
  • Organize a raffle; get prize donations from businesses
  • Create an event, sell tickets

Partner with other motor-

cycle organizations to

maximize support and

help raise money.


Public Relations: your best friend

Definition: A non-paid form of publicity


  • Communicates to a large amount of people
  • Within a short period of time
  • It’s free!

Writing a press release

Little bit of effort. Big results.

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Tips of the Trade All promotional tactics should be supported by public relations or another type of medium.


News creation

Want to get names and news from your business in

the local newspaper? It may be easier than you think.

Don’t have news to report? Create some and write a

press release about it:

  • Apply to win an award
  • Volunteer in the community
  • Offer a free seminar
  • Write an article promoting Motorcycle Safety Month and tips for “sharing the road”
  • Promote a new course offering

Tips of the Trade Submit press releases to local penny-savers and weeklies. They typicallywill publish business news of this sort.


Public Service Announcements (PSAs)

Create a Public Service Announcement

and get free air time on radio or television.

PSAs are “non-commercial” announce-

ments prepared to provide information to

the public.

Non-commercial: information that benefits

Its intended audience, rather than the

company that created it.


Public Service Announcements (cont.)

PSAs are used by organizations to:

  • Publicize community events
  • Provide health and safety tips
  • Assist in fundraising efforts
  • Inform and influence public opinion

PSA message:

  • Must contain information that is beneficial to the community
  • Should not include controversial or self-serving material

Tips of the Trade Non-profit organizations and/or non-commercial materials can utilize alternate sources for low-cost PSA production.


Low-cost PSA Production Options

  • Ask a local advertising agency or PR firm to assist you as a public service
  • Ask a local TV station to produce your spot. Use their on-air talent and allow the station to share the tag line with your organization “Brought to you by Channel 3 and the National Association of State Motorcycle Safety Administrators”
  • Contact your local public access cable station and ask if they offer classes on PSA production and/or low-cost assistance
  • Student at college TV stations may be willing to help


Partner with another organization and co-sponsor a

cause-marketing campaign to increase motorcycle

safety awareness nationwide and raise money.

  • Donations could be raise through sales of a particular item (“safety” pins or raffle tickets)
  • Seek prize donations from area businesses (or your co-sponsor)
  • Create a PSA and press release to promote the fundraiser and how items can be purchased


Attract the attention of the

media or your target audience

by staging a special promotional


  • In May, 2004, host a free “motorcycle safety class” to the public and invite the media
  • Throw a fundraising party
  • Host a morning coffee and doughnut event and invite instructors to share teaching practices

Tips of the Trade Your event should tie directlyto your objective and the target audience you are trying to reach.



Everyone loves to get free advice.

  • Offer a free “mini-seminar” to area motorcycling groups (join them for a ride afterwards)
  • Offer one-hour workshops on motorcycle maintenance to small groups of people
  • Offer professional learning opportunities for your staff

Tips of the Trade By personally connecting with motor-cycling groups and enthusiasts, your business will create good will, positive word of mouth, and form partnerships that will help you down the road.


Free Resources

  • Students/Colleges: graphic design, marketing, public relations, radio/tv majors, event planners
  • Local businesses
  • Local media: newspapers, public access cable
  • Industry-related organizations

Charity Tie-Ins

  • Offer your service to
  • Local motorcycling
  • groups as a raffle prize
  • or for use at one of their
  • fundraising events.
  • You'll receive lots of
  • exposure among
  • people who buy tickets
  • or attend the event.

Tips of the Trade Strengthening relationships via charitable donations or actions, will have a positive effect on your business.


Displays and Booths

  • Build a booth to display at motorcycle events to promote your safety program
  • Create colored print-outs of safety tips for distribution
  • Have brochures on-hand detailing courses and class schedules
  • Ask retail shops if you can set up a temporary display( for one weekend) during Motorcycle Awareness Month


Find a contest theme that tiers into your business and

offer a desirable or unique item as contest prizes.

  • Best motorcycle-safety slogan & poster design
  • Get prize donations from local businesses
  • “Share the Road” contest through state schools. Winner gets bike helmet.
  • Send out press releases to create “buzz”
  • Post winners and runner-up drawings in public area.


People love to receive “Free” items,

especially items they can use to gain

knowledge or improve their lives.

  • Create a free brochure on “Top 10 tips for riding more safely”
  • Give away flyers on “Top 10 riding mistakes that people make”
  • Or even a Road Trip Planning Guide
  • With the giveaway, present a flyer on the severity of reduced rider training support and/or capacity

Badges and Novelties

  • You can easily and inexpensively
  • produce badges, bumper stickers,
  • pins, and other novelty items for
  • distribution in your area.
  • Imprint your business name on it and a message about motor- cycle safety
  • Distribute the item for free

Celebrity Visits

  • Arrange to have a local media
  • celebrity, public official, or radio
  • personality - visit your service.
  • Have them sign autographs
  • Make a presentation
  • Perform a motorcycle demonstration
  • Invite a radio personality to take a New Rider course for free or do a “live-remote” at your location

Surveys and Statistics

  • Lots of companies use surveys and/or statistical data to get national exposure in consumer media
  • Collect data and then submit a press release on the results to local newspapers (or even national ones), during Motorcycle Safety Awareness Month

Interactive Ideas

  • Create a cool screensaver that promotes motorcycle safety & email it to your colleagues, friends, and students
  • Utilize a viral email marketing campaign to spread news, information about events, messages about motorcycle safety, or to promote fund-raising efforts
  • Create a “mini-site” to place fundraising orders/give money

Mailing Lists

Once you begin establishing a

committed clientele, gather their

names on a mailing list.

  • Save the names from student registrations and telephone inquiries
  • Gather club lists, media lists, and prospect lists, for various needs.

The Planning Process:10 Steps to Implementing your Plan


Define your objective and target audience

  • Create your strategy plan (keep in mind: best place, best time, best format, and your message)
  • Select best ideas that won’t diminish resources (think quality, not quantity)
  • Confirm media contactsDevelop comprehensive media list with a few target reporters at each





10 Steps to Implementing your Plan


5) Compile Target Audience ListsCreate an up-to-date mailing/e-mail list of your target audience (both current targets and prospects)

6) Research Gather info to put your plan into action. Interview target audiences. Write press releases. Research locations to hold an event. Research co-sponsors.

7) Prepare/PlanMake necessary arrangements to execute the plan; create a detailed schedule w/ action items and deadlines.




10 Steps to Implementing your Plan

8) Contact/InformSend press releases to media contacts and/or appropriate communications to target audiences.

9) Follow-upBased on interest, follow-up on media contacts and target audience communications. Provide support information (if needed).

Execute and Follow-through Execute the tactic and evaluate the results.