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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

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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


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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


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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


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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


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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



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


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What is CCYP?

  • Mission, Vision, Purpose

  • The First Year

  • Marketing Issues

  • Administrative Issues

  • The Future


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


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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


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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


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Building a Brand on a ShoestringPerception is Reality

  • Eye-catching packaging

  • Public relations

  • Consumer sampling (schools, conferences)

  • Event sponsorship

  • Coupons

  • Online/Web marketing


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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


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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


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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


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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?


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Newspapers

  • Circulation down 2.5% (ABC,2006)

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

  • Age Readership Rate (NAA,2006)

    18-24 38.4%

    25-34 36.8%

    35-54 51.7%

    55+ 66.0%


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What is Cost Effective?

  • Ad Size Average Response Rate

    Full-page 76 responses

    Half-page 56 responses

    Quarter-page 52 responses

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

    (Study of B2B Magazines)


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Online Advertising

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

  • Search engines 41%

  • Display-related ads 34%

  • Classifieds 17%

  • Referrals 6%

  • E-mail 2%

    (Interactive Advertising Bureau, 2006)



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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





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Evolution of Online Ads

  • Banner Ad

  • Contextual

  • Behavioral Targeting (BT)

    - Tacoda

    - 24/7 Real Media


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Ad Spending vs Time Used

Ad Dollars (%) Time (%)

  • TV 37.0 32.4

  • Radio 9.0 18.0

  • Newspapers 30.0 7.6

  • Magazines 13.0 5.6

  • Digital 5.0 33.3


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More Media to Consider

  • Local TV – 30 sec @ $4K

  • Cable TV – 30 sec @ $3K to 8K

  • Direct Response – $15 to $40 per 1000


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Free Advertising

  • Craigslist

  • Facebook

  • Yahoo Groups

  • Free Websites

  • Google Base

  • Yahoo Local Online Listings






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Low-cost Advertising

  • Dollar Savers

  • Anniversary Ads

  • Radio Ads

  • Zoned Editions

  • Google Ad Sense


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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.”


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Christopher NahilPrincipalcnahil@nahilcomm.com


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What is Public Relations?

  • Most used, least understood communications tool

  • Involves story-telling on a wide basis

  • Earned media versus paid media


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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


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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?


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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


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The PR Starter Kit

  • Know your buying audience and media conduits

  • Build your positioning and messaging – “motherhood” boilerplate

  • Commit to consistency


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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?


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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


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The PR Toolkit

  • News releases

  • Features

  • Speeches

  • Industry events

  • Bylined articles

  • PSAs, calendars

  • Internal communications


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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


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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


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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


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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