Communications Boot Camp: Advertising & Promotion Prepared by Chris Forbes MinistryMarketingCoach.com © 2006 Used by permission

What is Advertising? The 4 th “P” in your marketing mix Paid visibility in the mass media Branding and Identity Materials “ Collateral” you use to communicate Attracting prospects for your ministry

The 4 th “P” in your marketing mix

Paid visibility in the mass media

Branding and Identity Materials

“ Collateral” you use to communicate

Attracting prospects for your ministry

Promotion Advertising Personal selling Promotion Public relations

Advertising

Personal selling

Promotion

Public relations

When do people decide? Timing: Comes at the moment person realizes he/she has an unmet need Perception: Perceives need can be met Probability: Communication convinces them probability is high their need will be met by responding to you Belief: Person believes responding to you will meet their need.

Timing: Comes at the moment person realizes he/she has an unmet need

Perception: Perceives need can be met

Probability: Communication convinces them probability is high their need will be met by responding to you

Belief: Person believes responding to you will meet their need.

Some Goals in Advertising Get Attention (People are Saturated) Build Awareness (Cognitive) Create Desire (Affective) Prompt Decision (Behavior) Educate and Persuade!

Get Attention (People are Saturated)

Build Awareness (Cognitive)

Create Desire (Affective)

Prompt Decision (Behavior)

Educate and Persuade!

Anatomy of an Advertising Campaign Get with your team and brainstorm about these issues: Background: What is the situation Objectives: What do you want to accomplish? Target Audience : Who are you going to reach? Positioning: What do you want people to think? Creative Strategy: What messages will you send? Media Strategy: What media are you going use? Budget: How much can you spend? Timeline: What is the schedule? Evaluation: Post mortem

Get with your team and brainstorm about these issues:

Background: What is the situation

Objectives: What do you want to accomplish?

Target Audience : Who are you going to reach?

Positioning: What do you want people to think?

Creative Strategy: What messages will you send?

Media Strategy: What media are you going use?

Budget: How much can you spend?

Timeline: What is the schedule?

Evaluation: Post mortem

Some types of Media

Kinds of Media Personal WOM Face to Face Printed Cards and Flyers Direct Mail Email Internet Telemarketing Mass Print Electronic Outdoor

Personal

WOM

Face to Face

Printed Cards and Flyers

Direct

Mail

Email

Internet

Telemarketing

Mass

Print

Electronic

Outdoor

Newspapers Older audiences Placement Religious section mostly reaches Christians Circulation size Size of ad increases cost Consider classifieds

Older audiences

Placement

Religious section mostly reaches Christians

Circulation size

Size of ad increases cost

Consider classifieds

Phone Book For people looking for a church New comers Visitors to your city

For people looking for a church

New comers

Visitors to your city

Direct Mail Target audience very precise Measurable Mailing list (buy or rent) Costs: Production, mailing, biz reply responses

Target audience very precise

Measurable

Mailing list (buy or rent)

Costs: Production, mailing, biz reply responses

Internet Very cheap (but spend a little) Good “window shopper” Less is more with new gadgets Time consuming Must have these days

Very cheap (but spend a little)

Good “window shopper”

Less is more with new gadgets

Time consuming

Must have these days

Billboards “ Out of Home” Advertising Location most important thing “ Point-of-Sale” is the best use Buy by the month (some by the year) Three sizes (30 sheets, 24 sheets, 8 sheet mini)

Location most important thing

“ Point-of-Sale” is the best use

Buy by the month (some by the year)

Three sizes (30 sheets, 24 sheets, 8 sheet mini)

Radio Specialized programming means targeted audiences Drive time the most expensive Production cost included in the price Prices can be negotiated

Specialized programming means targeted audiences

Drive time the most expensive

Production cost included in the price

Prices can be negotiated

Television Reach wide audience Target based on programs Prime-time most expensive Cable can be very cheap Religious channels don’t reach the unchurched

Reach wide audience

Target based on programs

Prime-time most expensive

Cable can be very cheap

Religious channels don’t reach the unchurched

News Releases It’s not rocket science! Date for release Who What Where When Why How Contact information Interesting photo (optional)

It’s not rocket science!

Date for release

Who

What

Where

When

Why

How

Contact information

Interesting photo (optional)

The Press Release Factual Has an interesting “angle” Cover 5W’s Contact info

Factual

Has an interesting “angle”

Cover 5W’s

Contact info

Why is PR Different? Free More credible, news Reach Do it yourself

Free

More credible, news

Reach

Do it yourself

Working With the Press They want news They want info interesting to their readers They are very busy They work on tight deadlines

They want news

They want info interesting to their readers

They are very busy

They work on tight deadlines

Reach and Frequency

Understand “Reach” and “Frequency” Reach = The Number of People in the Target Audience you reach with your message. Frequency = The number to times you reach them You need to reach your target audience more than once to communicate effectively with them. Spread your media budget out to reach them with frequency

Reach = The Number of People in the Target Audience you reach with your message.

Frequency = The number to times you reach them

Reach and Frequency Acme Text Books

Let’s Write an Ad!

What’s so special about you? What is being advertised? What is the USP? Don’t just tell the “facts!” (features) What is the benefit?

What is being advertised?

What is the USP?

Don’t just tell the “facts!” (features)

What is the benefit?

Get Salty! Features Stainless Steel Cap 2 oz Capacity See-thru-design Also available in “pepper” Benefits No more salty mess! Season food with a flick of the wrist! Clear design tells you instantly how much is left. Buy one, get the matching pepper shaker free!

Features

Stainless Steel Cap

2 oz Capacity

See-thru-design

Also available in “pepper”

Benefits

No more salty mess!

Season food with a flick of the wrist!

Clear design tells you instantly how much is left.

Buy one, get the matching pepper shaker free!

The AIDA Formula Attention: (Headline? Picture? Design?) Interest: What is the problem solved. Desire: What is the benefit? Decision: Call them to action!

Attention: (Headline? Picture? Design?)

Interest: What is the problem solved.

Desire: What is the benefit?

Decision: Call them to action!

References MinistryMarketingCoach.com – Chris Forbes Church Communication Handbook – Wanda Vassallo How to Advertise – K. Roman and J. Maas Church Advertising – Steven Dunkin Church Marketing 101 - Richard Reising Guerrilla Advertising – Jay Conrad Levinson Guerrilla Marketing - Jay Conrad Levinson Evangelism That Works - George Barna Simply Strategic Growth - Tim Stevens Marketing for Congregations - Norman Shawchuck

MinistryMarketingCoach.com – Chris Forbes

Church Communication Handbook – Wanda Vassallo

How to Advertise – K. Roman and J. Maas

Church Advertising – Steven Dunkin

Church Marketing 101 - Richard Reising

Guerrilla Advertising – Jay Conrad Levinson

Guerrilla Marketing - Jay Conrad Levinson

Evangelism That Works - George Barna

Simply Strategic Growth - Tim Stevens

Marketing for Congregations - Norman Shawchuck