caliber workshop low cost marketing
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Low-Cost, High-Impact Marketing ideas. This was a free Caliber Group workshop presented to the community.TRANSCRIPT
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SMART MARKETING WORKSHOP
Low-Cost, High-Impact MarketingMay 5, 2009
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TAKE AWAYS Marketing strategies you can use today
Outmaneuver the competition
Affordable print advertising
Generate publicity for your business
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Dana Murray Account Director, Caliber Group
520-795-4500
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Internal Marketing External Marketing Advertising Publicity (PR)
“Successful companies do not abandon their marketing strategies in a recession; they adapt them.”
Professor John Quelch, Harvard Business School
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Are your employees working for you? Treat them right Make them your evangelists
“Take care of your employees and they will take care of your customers.”
Mike Jannini, Executive Vice President
of Marriott International
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"Jumping at several small opportunities may get us there more quickly than waiting for one big one to come along."
Hugh Allen
External Marketing
Customer Perceptions Word of Mouth Networking Become the Local Expert Charity / Donations
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CUSTOMER PERCEPTIONS
First Impressions (or second, or third) Contacting Your Business
External Marketing
"About 70% of customers' buying decisions are based on positive human interactions with sales staff. The bottom line is that people buy from people, not companies."
Lee J. Colan
Best Selling Business Author
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CUSTOMER PERCEPTIONS First Impressions
External Marketing
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CUSTOMER PERCEPTIONS
Contacting Your Business
oCall on the phone
oVisit your website
External Marketing
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WORD OF MOUTH
Reach out to your customers Bring in a friend, get a discount Wear company logoed shirt, get a gift
Reward loyal customers Don’t assume what worked last year will
work today Say thank you
External Marketing
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NETWORKING
Industry Events Community Events & Fundraisers Neighborhood BBQs Free Local Workshops!
External Marketing
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BECOME THE LOCAL EXPERT
• Public speaking Association meetings Local clubs (Rotary, etc.)
• Offer your expertise to the media
• Write articles
External Marketing
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CHARITY / DONATIONS
Donate a gift or auction item to a community organization’s fundraiser
Pick a charity to support
Donate your time/expertise
External Marketing
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E-mail Marketing Reduced-Cost Advertising Brand Your Body Internet Targeted Advertising
Advertising
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E-MAIL MARKETING
Advertising
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REDUCED-COST ADVERTISING Joint Promotions / Sharing Costs
− Radio spots− Print ads− Direct Mail
PARTNERS: Restaurant & Night Club
Shoe store & clothing store
House cleaning service & yard service
Drywaller & painter
Barter / Trade Services
Advertising
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BRAND YOUR BODY and other things
T-shirt / Baseball Hats Cars
Advertising
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INTERNET Social Media
− Facebook− MySpace− LinkedIn− Twitter− YouTube
Advertising
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INTERNET Website Links
Advertising
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INTERNET Webinars
Advertising
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INTERNET Blogs (weblog)
− Custom Designs− Free software
Wordpress Blogger
Advertising www.CaliberPulse.com
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• Do something today with what you have learned!
• Share your successes by going to our blog at www.caliberpulse.com
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TARGET ADVERTISING Newspapers
Advertising
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Colleen Brady Retail Territory Sales Manager, TNI
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• The goal is to offer methods that will allow you to target by demographic, geographic or behavioral audience.
• Methods that are low, out-of-pocket costs and that have a high ROI.
Reaching Your MarketplaceReaching Your Marketplace
Click to edit Master title style Community Targeted Reach SectionsCommunity Targeted Reach Sections
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Targeted Section – FeaturesTargeted Section – Features• Each community section targets a specific geographic area every Thursday.
These tab sections are distributed in the paper as well as at select free rack locations in their specific coverage areas.
• They include neighborhood news and information about local government, school news and local business developments.
• Ideal when you want to target consumers who live close by.
Targeted Section – BenefitsTargeted Section – Benefits• Targeting specific geographic area of readers with an household income of
$50,000+, it allows you to reach an audience with a low investment and drive sales to your business.
• The results are a high ROI.
Target by Geographic AreasTarget by Geographic Areas
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Post-its & Stick-on Ads - FeaturesPost-its & Stick-on Ads - Features• These are highly visible, unique delivery vehicles that
are placed on the front page of the newspaper.
• It’s the only way to get an ad on the front page above the fold.
• Target readers geographically by zip code.
• Only one note can be sold per zip code per day, so you always have exclusive placement. Because of their high visibility, they’re excellent for driving traffic to special events.
Post-its & Stick-on Ads - BenefitsPost-its & Stick-on Ads - Benefits• Geographic targeting by zip code gets to your
customers in your neighborhood or radius of business.
• High visibility catches readers interest and drives store traffic.
Front Page Exposure by Geographic or Demographic
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P&D Inserts – FeaturesP&D Inserts – Features Turnkey process of printing and distribution. Inserts are one of the top sections read by
subscribers. Inserts can be full market coverage, targeted by
geographic area or by demographic based on zip codes.
Highly effective way to promote products and services.
P&D Inserts – BenefitsP&D Inserts – Benefits Readers seek out inserts for sales and coupons
which means your message will be seen and drive traffic to your business.
Cost effective way to advertise by targeting your geographic or demographic core customers!
Variety of paper sizes, stock, colors, and weight 5,000 minimum distribution daily Preprints can be distributed full run or by select zip
codes
Click to edit Master title style Target Tucson’s price-conscious consumers
Cactus Clipper – FeaturesCactus Clipper – Features• Cactus Clipper is a 8.5” x 11” full-color glossy coupon book
delivered once a month on Sunday!
• Editions available in the Northwest and the East side of Tucson.
• Each zone has over 42,000 copies distributed to area households in the Sunday paper.
• This means your message will be if front of an audience ready and willing to buy from you!
• 51% of Tucson Adults use coupons for non-grocery products and services.
• 33% of coupon using adults use such coupons at least once a month.
• 66% of Tucson's coupon-using households obtain them through the Sunday paper.
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113,470
163,262
208,500
247,578269,604
304,129 311,148323,899
379,044
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
1980 1990 1995 2000 2003 2006 2007 2008 2013
Hispanic Population Growth
21.2%
24.5%
27.1%
29.3%
32.4%
35.0%
29.9%
The Hispanic Population Is Expected To Comprise 35% Of The Total Tucson Population By 2013.
Source: Claritas 2008
32.9%
32.4%
The buying power of
The buying power of
Arizona’s Hispanic
Arizona’s Hispanic
market is expected to go
market is expected to go
from more than $24
from more than $24
billion in 2005 to more
billion in 2005 to more
than $29 billion in 2010.
than $29 billion in 2010.
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Source: Scarborough 2007 (T)
Source: Scarborough 2008 (T),
La Estrella – FeaturesLa Estrella – FeaturesLa Estrella is the largest local Spanish language publication in La Estrella is the largest local Spanish language publication in Southern Arizona, with 37,000 copies distributed weekly in the home Southern Arizona, with 37,000 copies distributed weekly in the home delivered Arizona Daily Star and in more than 400 free-standing delivered Arizona Daily Star and in more than 400 free-standing racks located inside and outside Hispanic communities and racks located inside and outside Hispanic communities and businesses throughout Southern Arizona.businesses throughout Southern Arizona.
La Estrella – BenefitsLa Estrella – BenefitsTucson Newspapers can help you target the growing Hispanic Tucson Newspapers can help you target the growing Hispanic market with print, online and Spanish-language publications that market with print, online and Spanish-language publications that reach nearly three out of five Hispanic adults each week in Southern reach nearly three out of five Hispanic adults each week in Southern Arizona.Arizona.
Reader Demographics:Reader Demographics:66% Male66% Male64% Married64% Married38% between the ages 25-3438% between the ages 25-3462% Families62% Families
La Estrella de TucsonLa Estrella de Tucson
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• Best Reach of Any Local Online Site - Best Reach of Any Local Online Site - FeaturesFeatures
• Tucson Newspapers provides the most-visited collection of local online sites in Southern Arizona.
• Our trio of sites receives more than 13 million page views.
• Almost 2 million unique visitors each month, includes: tucson.com, azstarnet.com and tucsoncitizen.com.
• Over 200,000 registered users!
• BenefitsBenefits• Low duplication with newspaper readers so you are
reaching a new audience to increase your sales!
• Offers Video and Flash which draws attention to your ad. • Drive traffic to your website!
• Combined with the newspaper you will reach 64% of the marketplace.
• Target specific channels to reach specific audience.Source: Site Catalyst 2009
Best Local Online SitesBest Local Online Sites
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54% of our online registrants are age 45 or
older.
83% of our online registrants are not print
subscribers
Men 53%Women 47%Under Age 18 1%Age 18-34 25%Age 35-44 20%Age 45-54 22%Age 55-64 18%Age 65+ 14%Print Subsriber 17%
Online Registration
Demographics Percent
Source: 2009 TNI Online Registration Reports
Reach a NEW Audience
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Online display advertising is sold in 3 basic formats: Leaderboard, Skyscraper, and Big Box.
Leaderboards command a strong presence with plenty of space to convey a complex message or concept.
Skyscrapers attract more attention as they are visible to readers as they scroll down the page.
The Big Box is the most effective ad unit because it is surrounded by content with high impact and story level visibility.
Online Display Advertising
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NewsletterNewsletter # of Registrants# of RegistrantsTop DealsTop Deals 53,21353,213Wildcat SportsWildcat Sports 11,65111,651Citizen Breaking NewsCitizen Breaking News 7,340 7,340ObituariesObituaries 7,312 7,312Star NewsStar News 6,463 6,463Food & WineFood & Wine 4,126 4,126A.M. HeadlinesA.M. Headlines 3,255 3,255Business EdgeBusiness Edge 3,191 3,191Golf ReportGolf Report 2,928 2,928AzStar BizAzStar Biz 2,557 2,557AzNight BuzzAzNight Buzz 2,456 2,456 Offertas de TucsonOffertas de Tucson 1,999 1,999
Source: 2009 TNI Online Registration Reports
Target specific interests from Wildcat Sports to Food and Wine or target a specific region with our ZAG Info (zip code, age, gender).
TNI eBlasts
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• Key word searches are constantly being made for Tucson and Southern Arizona businesses on the web each month.
• Be on the cutting edge of online advertising and increase sales by promoting your products and services with Guaranteed Clicks.
Key Work Searches
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• Guaranteed Clicks is an easy, automated way for your business to utilize search marketing to advertise itself and be seen in the search results of more than 30 top search engines…with guaranteed results.
Guaranteed Clicks
Paid Listings
Organic Listings
Click to edit Master title style Media Synergy: Print and Online
Newspaper advertising drives response via the Internet, whichmakes it the perfect complement to a search campaign.
Source: Clark, Martire & Bartolomeo, Inc. Survey October 2007
42% of newspaper
readers who use the
Internet reported they
had purchased at least
one product they saw in
the newspaper in the
last month.
Newspaper Readers Who Use The Internet
Purchased Product Seen in Newspaper,
42%
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Source: Scarborough 2008 (T)
59,767 7%
64,378 7%
71,335 8%
74,297 8%
76,279 9%76,659 9%
103,198 12%
116,831 13%
160,773 22%
285,535 38%
367,866 49%460,264
62%
0 50,000 100,000 150,000 200,000
250,000 300,000
350,000 400,000
450,000 500,000
KIIM FM
KM XZ FM
KVOA TV
KRQQ FM
Tucson Lifestyle
KGUN TV
Tucson Weekly
KOLD TV
TNI Websites
Daily Star/C itizen
Sunday Star
Daily + Sunday + Online
Targeted ReachPima County Adults
Tucson Newspapers’ print and online products reach significantly more of the Tucson market
Unbeatable Reach
Daily Star/Citizen = 1Daily, Sunday = 1 SundayTNI Websites = past 30 daysRadio = M-F AM Drive AQH 1 Spot/hrTV = Primetime Avg ½ hr M-S 7-10pm, Sun 6-10pm 1 Spot/hrOther Print = 1 Issue
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Special Ad Rates in the Star on Monday and Tuesday.
Only $27.00 pci until 7/31/09
Reaches nearly 225,000 Tucson adults with just one issue.
Advertising in Full-Run Tucson Newspapers
Tucson Newspapers – FeaturesTucson Newspapers – Features One insertion in the Sunday Arizona Daily Star
reaches more Adults then any other media in Tucson. The Sunday newspaper reaches 51% of the marketplace and the nearest TV station only reaches 15%.
The Arizona Daily Star and Tucson Citizen combined reach 40% of the marketplace, far more than the nearest competitive media.
When you combined both papers and our trio of sites we reach more than 62% of the marketplace.
` The newspaper and our websites are invited into
the home! Our readers, your customers, have an household
income over $50,000+ and 80% own their own home.
Source: Scarborough 2008 (T)
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Source: Scarborough 2008 (T)
Target Your Customer by Section Readership & Community
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Tiffany Kjos Regional Editor, The Arizona Daily Star
Jose Merino La Estrella Editor, The Arizona Daily Star
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Public Relations
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The Star’s ZONED SECTIONS
cover three geographic areasThey go to Star subscribers in each specific area and they’re available free in racks in those areas.
Public Relations
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Our goal:To dig up news you can’t read anywhere else.
Public Relations
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Northwest SectionNorth of River Road all the way into Marana and Oro Valley
Public Relations
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Foothills SectionSouth of First Avenue and north of River
all the way across the Tanque Verde Valley
Public Relations
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East Side SectionSouth of Alvernon and east of Tanque Verde Road,
including Vail and Corona de Tucson
Public Relations
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Thanks!
Public Relations
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Public Relations
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La Estrella
Star’s Spanish Language Publication More than 30,000 weekly copies Distributed in Tucson Metro and So Az Staff is fully bilingual
Public Relations
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Applause!
Public Relations
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Public Relations
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Public Relations
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What do I take from this presentation?
We are all in the same boat Do what I just did Persuade the ‘news people’ Be a team player, collaborate
Public Relations
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Applause!
Public Relations
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Gracias!
Public Relations
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For a copy of this PowerPoint go to
www.CaliberGroup.com
Summary
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Brought to you by The Caliber Group & The Arizona Daily Star.
This Power Point presentation is available at www.calibergroup.com.
Thank you for attending.