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Messaging

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How to find and market your communitie

How to find and market your communitie

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    Messaging Messaging Presentation Transcript

    • MESSAGING Presented by Janet Muhm
    • Messaging
    • Messaging
    • Messaging
    • Messaging Messaging is the most effective way to close the gap between advertising that costs and advertising that pays.
    • Messaging Cost of messaging Cost of placing an ad
    • Messaging Time needed to place an ad Time needed to message to your target audience
    • MARKET BEFORE MESSAGE
    • Market Finding your market The five Ws g Why g What g Who g Where g Wow
    • Market|Why Why advertise? a) Because the ad rep won’t stop calling b) Because it’s a good deal c) Because we have a new logo H d) Because we need more business H
    • Market|Why WhAT What to advertise? a) your community b) your outstanding work force c) your schools d) your low electric rates e) all of the aboveH f) none of the above H
    • Market|Why WhAT What to advertise? Is your Unique Selling Proposition (USP)… g an industry cluster? g a unique overlap of industries? g an unusual business? g a close association with a university? g a distinct geographical asset?
    • Market|Why WhAT What does your community have that others don’t? Say it first and you have a USP. farming/ agribusiness biodiesel, algae plant and proteins & animal health wind energy nuclear life science energy and medicine
    • Market|Why WhAT WhO Who are you advertising to?
    • Market|Why WhAT WhO Use the air campaign to set a) an industry b) site consultants c) everyone d) a person H
    • Market|Why WhAT WhO Identify the person you want to talk to. Then use your ad to “talk to them” through genuine communication.
    • Market|Why WhAT WhO Who are you advertising to? g % of the readers that are male g Age range of the largest segment of readers g Educational attainment of average reader g Average salary of readers g % of readers C-level executives g % of readers with a technical background? g What other pubs are subscribers reading? g Who are the other advertisers in this magazine?
    • Market|Why WhAT WhO WhERE Where will you advertise? a) in a brochureH b) in a magazine H c) on the side of a cow H d) on the web H
    • Market|Why WhAT WhO WhERE Where will you advertise? Primary considerations… g cost g geographic market g number of impressions g quality of those impressions g timing
    • Message| ThE WOW fACTOR HOW to WOW fitting your message to the correct target audience will help build the relationship after the sale.
    • Message| ThE WOW fACTOR “It fits!”
    • Message| ThE WOW fACTOR HOW to WOW 1. Chart Why, WhAT, WhO, WhERE
    • Message| ThE WOW fACTOR HOW to WOW 1. Chart Why, WhAT, WhO, WhERE 2. Choose a creative strategy that fits your ad buy
    • Message| ThE WOW fACTOR HOW to WOW 1. Chart Why, WhAT, WhO, WhERE 2. Choose a creative strategy that fits your ad buy g band wagon g comparison g slice of life g fear g value-added g testimonial g branding g 100% urge to action
    • Message| ThE WOW fACTOR
    • Message| ThE WOW fACTOR
    • Message| ThE WOW fACTOR
    • Message| ThE WOW fACTOR
    • Message| ThE WOW fACTOR
    • Message| ThE WOW fACTOR
    • Message| ThE WOW fACTOR
    • Message| ThE WOW fACTOR
    • Message| ThE WOW fACTOR HOW to WOW 1. Chart Why, WhAT, WhO, WhERE 2. Choose a creative strategy that fits your ad buy 3. Brainstorm g allow your left brain to take a nap g be respectful to others g designate a note-taker g bring cookies
    • Message| ThE WOW fACTOR HOW to WOW 1. Chart Why, WhAT, WhO, WhERE 2. Choose a creative strategy that fits your ad buy 3. Brainstorm 4. Practice the golden rule g Be kind to your competitors g Respect your readers’ intelligence
    • Message| ThE WOW fACTOR HOW to WOW 1. Chart Why, WhAT, WhO, WhERE 2. Choose a creative strategy that fits your ad buy 3. Brainstorm 4. Practice the golden rule 5. Keep it short and sweet
    • Message| ThE WOW fACTOR BUSINESS HAPPENS HERE. www.missouripartnership.com
    • Message| ThE WOW fACTOR BUSINESS 1 HAPPENS HERE. 2 3 www.missouripartnership.com
    • Messaging BUSINESS HAPPENS HERE. www.missouripartnership.com
    • Moving ahead… Get your message into print