Challenges • 5 minute discussion on what your challenges are
Marketing “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 PRICE PRODUCT SERVICE
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: • SMART • 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 objective? Instructors Riders Employees
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
Tips of the Trade Think of locations where target audience density is highest.
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. STRATEGY: Various ways in which you can meet your objective. TACTIC: How, specifically, you are going to implement that particular strategy.
Strategies vs. Tactics STRATEGY: Leverage Motorcycle Awareness Month to maximize exposure. TACTIC: • 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. 2. TARGET AUDIENCES: • Motorcycle enthusiasts, age 30 - 65. 3. BEST PLACE TO FIND TARGET: • Motorcycle Club Meetings • Motorcycle shops • Rallies and rides
Sample Plan (cont.) BEST TIME: • During the riding season • Motorcycle Safety Awareness Month (May, 2004) BEST MEDIUM: • Flyers (for posting at shops, distribution at events) • Display Booth (at an event) • In-person (at club meetings) • Direct Mail (to registered motorcycle owners) MESSAGE: • We need your help. Training saves lives.
Sample Plan (cont.) STRATEGY: Leverage Motorcycle Awareness Month to maximize exposure. TACTIC: • 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 Benefits: • 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. • NEWS • FOR IMMEDIATE RELEASE Contact: Colleen Penwell • 608.271.9231 • SHINE ADVERTISING LANDS THREE CLIENT • NewAgency Gains Clients From Coast To Coast • MADISON, Wis. (Jan. 23, 2002) – Since opening for • business just a couple of months ago, Shine Advertising Company, LLC, has landed three major accounts. Beating • out other local and national agencies in new business reviews, Shine has been named agency of record for Elefanten USA, the leading European children’s shoe • brand in the United States; Fatcat Digital, the premier international digital retouching service; and 24 Hour Plays, inventor of the done-in-a-day play format.
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
Co-Sponsorship 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
Events Attract the attention of the media or your target audience by staging a special promotional event. • 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.
Seminars 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.