Marketing and PR in Times of Turmoil

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The struggling economy is at the forefront of conversations around the globe. In circumstances such as these, companies become too cautious and complacent.

What if you took a different approach? Imagine the influence your business can have on clients and customers if you were the only company aggresively promoting your services and products instead of being complacent. Make the slowing economy an opportunity instead of tightening your grip in fear.

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Marketing and PR in Times of Turmoil

  1. 1. Marketing and PR in Times of Turmoil Phil Morabito Chief Executive Officer Brian Block Account Executive June 23, 2009
  2. 2. I am mad as hell and I am not going to take it anymore!
  3. 3. Question 1 Have you increased your marketing effort in the current business environment? Yes No
  4. 4. Question 2 Do you have to do more with less? Yes No
  5. 5. Do more with less
  6. 6. Situation Analysis Everything has changed Nothing is easy You must be visible — not invisible Time to rethink your strategy
  7. 7. You must be visible
  8. 8. Target / Focus Get crystal clear on your target customer (do research) The more specific the better Narrow your activities High frequency / high impact You must work harder and smarter
  9. 9. Messaging Sharpen your messages Be certain all employees understand Implement them in all your tactics
  10. 10. High Impact / Low Cost Tactics Networking Power mapping Media relations / reprints / digital Speaking / seminars E-mail marketing Engage / entertain / enlighten your customers Stage targeted events Partner with others Social networking
  11. 11. Social Networking People do Business with People They Know Expand your reach online Demonstrate knowledge publicly Allow potential clients to get to know you
  12. 12. The Influence of Social Media
  13. 13. Case Study Blog Outreach – Renewable Energy Company Outreach to environmental reporter bloggers at and Caught the attention of the Secured discussion with Vice President Joe Biden on how the Recovery Act is helping the business community
  14. 14. Case Study Twitter — Telecommunications Company Relationship building with KHOU reporter Alex Sanz through Twitter Resulted in product coverage on KHOU Channel 11 News
  15. 15. Case Study Facebook – New Business Lead Relationship building over Facebook with key decision maker at a major law firm Led to a phone call from decision maker indicating he “had a small problem” Resulted in significant new business
  16. 16. Case Study LinkedIn — Lead Generation Denise began using LinkedIn to make connections and demonstrate her expertise Frequently updated applications with good information will attract attention As a result, Denise increased the number of meetings, lunches and calls with new LinkedIn contacts
  17. 17. Case Study You Tube — Services/Testimonial Marketing You don’t have You want to Upload a video to the money to show off your YouTube and use it spend on service or as a marketing a commercial customer piece in your Web testimonial site, email, or social network campaigns
  18. 18. Reach Out and Touch Early / often / deep Reinforce relationships Take no one for granted Fill your breakfasts / lunches / drinks / dinners Develop new influencers
  19. 19. Reinforce relationships
  20. 20. Do Something Different Monthly lunch Tasteful PR series Musical night (TUTS) C-level dinner Unique gifts for clients
  21. 21. Do something different
  22. 22. Sales Ask for referrals Be bold Have a unique approach Develop a value strategy
  23. 23. Measure and Hold Accountable Give things time, then measure Hold all employees accountable Spend and invest your dollars
  24. 24. You sharpen your sword
  25. 25. You do things you’ve never done
  26. 26. You are forced to be innovative
  27. 27. Your You sharpen your sword successes are sweeter
  28. 28. You come back stronger... if you do the right thing
  29. 29. Question 3 Are you going to make changes? Yes No
  30. 30. Q&A
  31. 31. About the Presenter Phil Morabito founded Pierpont Communications in Houston in 1987. Under his leadership as CEO, Pierpont is now one of the largest integrated communications forms in the Southwest, with offices in Houston, Austin, Dallas and San Antonio. A regular on the networking scene in Houston, Phil is a member of the American Marketing Association (AMA), the International Association of Business Communicators (IABC), and the Public Relations Society of America (PRSA). He is also on the Board of Directors for Theater Under The Stars, and Houston Technology Center. A sought-after speaker on the topics of public relations and marketing, Phil is well known in the Houston community and across the state as an expert in all aspects of marketing and communications. He was named a 2006 Ernst & Young Entrepreneur of the Year in Houston. Phil earned both a Bachelor of Science degree and MBA in marketing. Since 1988, Phil has been an adjunct professor at the University of Houston and today teaches a course in integrated marketing communications in the Graduate School of Business. You can email Phil at pmorabito@piercom.com and visit Pierpont on the web at www.piercom.com, or in Houston call 713-627-2223. Houston 713-627-2223 | Austin 512-448-4950 | Dallas 214-217-7300 | San Antonio 210-372-9200

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