week 9: marketing & entrepreneurship
DESCRIPTION
High-level overview of promotional campaigns and public relations concepts.TRANSCRIPT
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- Continued -
Promotional Campaigns
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Ad Design/Creative
Take advantage of the medium’s strengthsHave a hierarchy of message importanceBe directly tied to campaign goals
Have a call to action Communicate the brand Capture attention
Look professional!Be consistent with other campaign creatives and
brandTried & true layouts (Ogilvie, etc.):
http://desktoppub.about.com/cs/pagelayout/f/design_ads.htm
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Advertising Terms
Reach - # of target market members exposed at least once to the message
Frequency - # of times the average receiver is exposed within a specific time period
CPM (cost per thousand) – cost of reaching 1000 members of the media audience
Used to evaluate effectiveness of different advertising mediums
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Traditional Mediums
Broadcasting Media Television, Radio
Print Media Magazine, Newspapers
Outdoor/Ambient Transit, Washroom, Product Placement
Good evaluation of mediums: http://www.businesstown.com/marketing/strategy-medium.asp
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Opt- In
Micro-siteMicro-site
Offline Marketing and Client Interaction
Offline Marketing and Client Interaction
Integration of Online Activities
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Search Marketing
Organic Search Engine Optimization (SEO) Ensuring that your
website is relevant to your audience’s searches
On-page & Off-page factors
Pay-Per-Click (PPC) Advertising
Relevance is Key!
ORGANIC RESULTSPPC Ads
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Google AdWords (Pay-Per-Click)
Keyword selection is critical
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Online Advertising
Banner/VideoAdWordsCreative (Guest Editorial, Product Placement,
etc.)Measurement: Awareness + ClicksGood ad design will make the user
want to click! (plus give some benefit even if not clicked on)
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E-Mail Campaigns
House lists (your subscribers) are bestCan rent lists from brokers with
segmentation (demographics, interests, etc.)Tracking results (open rate, click-thru) is key
Can use different subjects & split creatives
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Getting into Social Media
Tie it directly to a) your audience lifestyle and b) your brand and campaign objectives Make it Personal Make it Interactive Make it Simple
Ways to participate Monitor & Join Conversations Host Communities & Discussions (Get Followers) Provide Content/Applications to be Integrated
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Blogs
Reputation and Brand-BuildingThought LeadershipTrust and Community EntertainmentSite Optimization
Relevant, incoming links
Your Turn: What Have you Learned?
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Public Relations
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What is PR?
1. The determination and evaluation of public attitudes.
2. Develop policies and procedures with a public interest.
3. Execute a communications program to gain public understanding and acceptance.
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Who is the “Public”?
Potential and Existing Customers Employees Shareholders Partners
The CommunityThe GovernmentThe Industry
The Media is a key medium for communicating to these audiences, and is in that sense, often considered the target audience.
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When is PR Important?
When social opinion and community support matter Cause-related and not-for-profit (charities,
associations) Community-based businesses – both geographical
and virtual (colleges, ebay) Unfamiliar products or companies (biodiesel) Can be strategic or reactive (Maple Leaf)
Is seen as a more genuine form of communications –message sources that have credibility to the audience
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Using PR
Often in association with these communications goals: Raise awareness Generate positive feelings and public opinion Change attitudes and perceptions Position or re-position organization within the market space
Generate buzz before an ad campaignInfluencing influencers so they become
ambassadorsIntroduce a product with little or no advertisingDefend at-risk products
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PR Tactics
Publicity in News Media Press conferences, Exclusives, Interviews
Image by Association Memberships, certifications, partnerships
Image and Advocacy Advertising Warm and fuzzies not related to the core business
Event Sponsorship Sports, Festivals, Conferences, etc. Can be very targeted
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PR Tactics
Social Media No-cost ways of establishing yourself as a thought-
leader and making a name for your company or self Watch Video
In-House News and Celebration Newsletters, RSS feeds, product launches, client
parties and gifts More intimate – for loyal customers and stakeholders