comm6026 lecture 6 - importance of pr and marketing mix
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Marketing Public Relations: Principles and Practice (2012/01)
Lecture 6
The Importance of PR and Marketing Mix
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only
DA010 - Professional Diploma in Public Relations - COMM6026EP
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Communication in Marketing
• It is aimed at creating an awareness of the organization and its products in order to increase sales and make a profit.
• Before a customer can be persuaded to make a purchase decision, the brand must be communicated focusing on the customer’s needs and the organization’s commitment to the society.
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Customer’s Needs
• Common tools in identifying customers needs
• This is usually called “customer engagement campaign”– CRM
– Shopper’s club
– Customer survey
– Focus group
– Social media (brand mention crawling)
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CRM
• CRM manages your organization’s relationship with clients which can provide insights in formulating MPR strategies.
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Shopper’s Club
• Shopper’s club is an active way to engage customers in rewarding their loyalty and influencing their buying behaviour
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Customer Surveys
• Customer survey is an effective way to identify customer preference and behavior pattern.
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Focus Group
• Focus group can be used to collect in-depth knowledge on customer’s perception and sentiments over a brand, a product or service.
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Social media
• There is a wealth of self-generated customer information on social media platform on your brand.
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Commitment to Society
• Common tools in showing the organization’s commitment to the society
– Philanthropy
– CSR
– Corporate governance
– Public affairs
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Philanthropy
• More commonly called charity, but it must be on a corporate level.
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Cash donation is still the
mainstream philanthropy
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CSR
• According to CSR Asia, it is defined as a company’s commitment to operating in an economically, socially and environmentally sustainable manner whilst balancing the interests of diverse stakeholders.
• The key areas where stakeholders are involved include: – Clients, suppliers, employees, investors,
regulators, communities, and environment.
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How CSR builds brand name?
• This is how a company use its expertise to contribute to the community….and making a name for itself.
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Corporate Governance
• Rights and equitable treatment of shareholders
• Role and responsibilities of the board
• Integrity and ethical behavior
• Disclosure and transparency
Are these good messages for PR purpose?
Are these good messages for PR purpose?
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Public Affairs
• It shows to the public that you care about the local communities that you operate in.
• For Hong Kong, the most common practice is for the bosses of major corporations to hold public offices.
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Public Affairs
• Some companies will support the government’s policy agenda.
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Public Affairs
• Public affairs engagement is a long term commitment.
• Apart from supporting the government, organizations can also influence policy makers.
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Communicating the Marketing Mix
• Before deciding what to do, MPR managers
must identify who your target audience is.
– Age group
– Education background
– Family composition
– Gross income and disposable income
– Behavior pattern (in relation to your product or service)
– Personal networth
– Political preference
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Communicating the Marketing Mix
• Traditionally in the form of a simple pie chart.
• Today, more and more overlap….but it’s still all about your target customer
Advertising
Direct mail
E-Mail Marketing/Web
PR
Events/TradeShows
Target Consumer
PR
Events/Trade ShowsE-Mail Marketing/Web
Direct Mail/Coupons
Advertising
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PR
• Editorial content is precious because it can shape readers; perception.
• The kind of research people normally do before making a purchase decision:– Online (google or relevant industry portals)
– Word of mouth
– Media
• People want “personal experience/insight.”Media reviews are the next best thing.
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Let’s look a quick example…• If you are traveling to Las Vegas, and
would like a nice pizza meal, would the following restaurant be of interest to you?"Best Pizza in Las Vegas"Zagats Review, 2006
"Best Pizza in Las Vegas"LV Weekly Magazine. Readers’ Poll, 2006
"Best Pizza in Las Vegas"By the subscribers of AOL.com
"Best Pizza in Las Vegas"Citysearch.com, 2004
"Best Pizza in Las Vegas"Las Vegas Weekly Magazine, 2004
"Best Pizza in Las Vegas"Zagats Review, 2004
"Best Pizza in Las Vegas"
CitySearch.com, 2003
"Best Pizza"Las Vegas Weekly Magazine, 2003
"Best Pizza"Las Vegas Weekly Magazine, 2002
"Best Pizza in Las Vegas"Las Vegas Review-Journal Poll, 2001
"The Best of the Valley"City Life, 2000
"A Shrine to Old-Fashioned Pizza"Zagat's Restaurant Review, 2000
"Voted Citysearch's Best Pizza"CitySearch.com, 2000
"A Story of Family Pride, Tradition and
Great Pizza"
Muriel Stevens, Las Vegas Sun
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Would you walk into this shop?
• If you had not seen all these “Best Pizza”reviews and awards?
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Integrating PR with Marketing
• Using PR tools to manage customer perception and behavior to deliver “marketing mix” objectives.
• Again, it boils down to the 4 Ps.
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Product
• The extent to which the company’s product or service can satisfy customer needs, compared with those of competitors.
• Tools:– Advertisement
– Sponsorship
– Exhibition
– Awards competition
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Price
• Communicating “price” to customers is to motivate them to make purchase decisions and to retain them as customers.
• Tools:– Packaging
– Coupons
– Price copy advertising
– Price concessions
– Price bundling
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Place (distribution)
• The distribution channel can convey a specific message about the organization to the customers.
• Tools:– Shelve space premium
– Exclusive distribution
– Agreement with licensed agents
– Own retail outlets
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Promotion
• Communication in promotion is to inform and persuade the target customers to buy an organization’s products.
• Tools:– Advertising
– Sales promotion
– Direct marketing
– Personal selling
– E-commerce
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How to start?
• Identify the strengths of your products / services
• Characterize your target consumer
• Know your target media
• Think about your story and the experience you
provide
• Develop a core message
• Deliberate, creative thinking almost always sets
the stage for a successful PR campaign/program.
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Mini-CA 4
• What is HKTB trying to sell?
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Look at HKTB’s website
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Mini-CA 4 (to be handed in and
presented in next class)
• What’s the strengths of Hong Kong?
• Who’s HK’s target consumer?
• Where do you want media coverage?
• What kind of story and the experience you think HK can provide?
• Any slogan you can come up with?
• What MPR activities do you think would be useful?