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Marcom Fundamentals Final

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Fundamentals of marketing communications with emphasis on the press relations component using the introduction of a new product as an example.

Fundamentals of marketing communications with emphasis on the press relations component using the introduction of a new product as an example.

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  • 1. Building Brand Awareness and Promoting Products Jonah McLeod: Former High Tech Editor, Current Marketing Communications Professional
  • 2. The Process of Communications
    • Effective communications takes an unknown quantity and makes it well known
    • Examples include the election of Barack Obama, the launch of the original Apple Macintosh in 1984…
    • Ideally, effective communications turns your message into an information epidemic
      • JK Wedding Entrance Dance on YouTube
      • 19,130,453 views in three weeks (Chris Brown’s “Forever.”)
      • http://www.youtube.com/watch?v=4-94JhLEiN0
    • Ultimate success is assuring epidemic continues to infect
  • 3. Malcolm Gladwell “Tipping Point”
    • Gladwell describes the "three "agents of change" in the tipping points of epidemics.
    • "The Law of the Few", or, as Gladwell states, 20 percent of any population influence the remaining 80 percent.
    • The Stickiness Factor, children's television programs such as Sesame Street and Blue's Clues pioneered the concept.
    • The Power of Context: iPod and iTunes in the context of illegally downloaded MP3 files
  • 4. The Law of the Few
    • Connectors “link us up with the world ... a handful of people with a truly extraordinary knack (... for) making friends and acquaintances”—Paul Revere, George Bush…
    • Mavens are “information specialists”, people who connect us with new information.
      • “Information brokers, sharing and trading what they know”
      • “Very active” Wikipedia contributors
    • Salesmen are “persuaders”, charismatic people with powerful negotiation skills: news anchor Peter Jennings
  • 5. Tools of the Trade
    • Advertising
      • Print
      • Television/Radio
      • Billboards, web ads, flyers
    • Product Placement
    • New Media
    • Live Events
    • Press Relations
  • 6. Advertising
    • David Ogilvy on the print ad:
      • “ I belong to the ... school, which holds that a good advertisement is one which sells the product without drawing attention to itself. It should rivet the reader’s attention on the product. Instead of saying, ‘What a clever advertisement,” the reader says, ‘I never knew that before. I must try this product.’”
    • Stan Freberg on the television ad—make it sticky
      • http://www.youtube.com/watch?v=SE-NdrzfFOo
  • 7. Advertising
    • Billboards
      • Apple iPod ads
      • Iconic Burma Shave signs
    • Web ads
      • Banners
      • Skyscraper
      • Keywords in web searches
    • Flyers
      • Direct mail/e-mail
      • Handouts
  • 8. Product Placement
    • BMW in the James Bond films
    • Disney’s “The Love Bug”
    • Apple laptop computer on “24”
  • 9. New Media
      • Social networking
        • “ American Idol” product placement (Coca Cola)
        • “ American Idol” on TV (Coco Cola Sponsorship)
        • “ American Idol” on MySpace (Coco Cola Sponsorship)
        • “ American Idol” on Facebook (Coco Cola Sponsorship)
      • E-Mail
        • Building an e-mail database
        • Distribution mechanisms—Constant Contact…
      • Web site
  • 10. Communications Demands Commitment
    • Marketing communications is an on-going process
    • Effective communications requires company involvement
      • CEO & Executive Staff
      • Engineering
      • Product Marketing
      • “ Sales”
    • Marcom creates a communications plan collaboratively based on the company’s perception of itself
  • 11. Practical Side of Press Relations
      • Launching the product—Virtual Bass
      • Identifying key messages for the launch
        • Sound to Silicon
        • Returning emotional bass to compressed MP3’s
        • Overcoming inability of small speakers to produce bass
      • Identifying who leads the launch
      • Identifying thought leaders to engage
      • Anticipating logistics
    August 4th
  • 12. Establishing Key Message Doctrine
    • Create a key message document and get stakeholders to sign off
      • Press release
      • Press presentation
    • Assign a czar to ensure company-wide adherence
    • Establish a process to ensure consistency
      • Marketing documents
      • Web site
      • All external communications: white papers, articles…
    August 11th
  • 13. Demonstration Vehicle
    • A demo provides powerful evidence of value proposition
    • For this example, Virtual Bass was to be demoed on an HP TouchSmart
      • Assign who to give demo
      • Assign equipment to company spokesperson
      • Anticipate the logistics required to get the equipment to each location
    August 18th
  • 14. Telling Your Story
    • Crafting a press release/presentation
      • What problem is being solved
      • Market opportunity the solution affords
      • How your solution succeeds while others fail
      • Substantiate your claims with compelling evidence
    • Provide abundant background in separate document
      • Explain the science
      • Promote the engineers creating the technology
      • Weave the story into overall company strategy
      • Describe the larger universe the product exists within
    August 25th
  • 15. Identify Thought Leaders
    • Business media—Financial Times, Forbes, WSJ…
      • Plan approach to each targeted editor with CEO
      • Fit product launch story into targeted media
    • Consumer media—Popular Science, Stereophile…
      • Plan approach to each targeted editor with VP Marketing
      • Create article outlines, opinion pieces…
    • Develop plan to reach key market analyst—In-Stat, Creative Strategies…
    September 1st
  • 16. Launch On-Line Campaign
    • YouTube: Post videos on problem to be solved and shortcomings of existing solutions
    • Twitter: generate a series of posts that create interest in the problem to be solved
    • Facebook: Create a page that uses twitter posts and youtube video
    • Produce a blog or comment on existing blogs on the problem being solved—poor audio quality
    September 15th
  • 17. Final Draft of Key Documents
    • Script out the hour briefing
    • Allocate time to presentation and demo
    • Assign presenters and begin rehearsals
      • CEO’s interpretation matches VP marketing’s
      • Ensure each can present the entire message
      • Rehearse presenter to back-up two primary presenters
    September 27th
  • 18. Media Training
    • After rehearsal, intensive media training session
      • Outside paid consultant to evaluate all presenters
      • Record the session and critique the playback
    • Role playing Q&A to anticipate questions
    • Contingency plans for questions not relevant or too controversial
    October 7th
  • 19. Preliminary Testing
    • Pre-brief friendly market analysts & editors/bloggers
      • Test the message to see how it plays outside
      • These will test the substance not the form of presentation
      • Refine the message with this feedback
    • Capture feedback for inclusion in press materials
      • Request quote for press release
      • Capture quote on video or audio
      • Collect pictures of analyst
    October 7th
  • 20. Commence Press Tour
    • Add analysts quotes to press release/presentation
    • Prepare complete press kit
      • Press release with analyst
      • Supporting document on company/product/technology
      • Pictures and bios of executives/product
    • Set up hour-long press briefings in centrally located hotel
    • One-on-one meetings with editors & bloggers
    October 27th
  • 21. Complete Web Site Redesign
    • New page for product being announced
    • Special home page treatment for new product
    • Links throughout site directing visitors to new product
    • Prepare links for press release directing readers to new product
    • Post videos
      • Company officers
      • Third party spokespeople—editors, analysts, customers…
  • 22. Formal Product Announcement
    • Press release distributed over Business Wire
    • Press release sent over internal database
    • Website goes live with information on new product
    • Update public web presence on YouTube, Twitter, Facebook MySpace with new product information
  • 23. Elements of successful Campaign
    • 1984 Ad originally slotted for three Super Bowl slot
    • Apple board of directors fearing IBM reprisal directed Jobs & Scully to pull the ad
      • All but one removed
      • Given the choice of filling the ad slot with a PSA; Jobs and Scully overrode the board and authorized the ad to run
    • In the aftermath, the ad was replayed on major network news broadcast for several days after the initial airing
      • An epidemic had been created
      • The epidemic has continued to infect
  • 24. Questions?

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