MinistryCom Boot Camp: Advertising Basics

Slide 1: Communic a tions B oot Ca mp: Adve rtis ing & Promotion Prepared by Chris Forbes MinistryMarketingCoach.com © 2006 Used by permission

Slide 2: What is Adve rtis ing ? • The 4th “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 Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 3: Pro mo tio n • Advertising • Personal selling • Promotion • Public relations Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 4: Whe n do pe o ple de c ide ? • 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. Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 5: S o me Go als in Adve rtis ing • Get Attention (People are Saturated) • Build Awareness (Cognitive) • Create Desire (Affective) • Prompt Decision (Behavior) – Educate and Persuade! Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 6: Anato my o f an Adve rtis ing Campaig n 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 Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 7: So me type s o f Me dia

Slide 8: Kinds of Me dia • Personal – WOM – Face to Face – Printed Cards and Flyers • Direct – Mail – Email – Internet – Telemarketing • Mass – Print – Electronic – Outdoor Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 9: Newspapers •Older audiences •Placement •Religious section mostly reaches Christians •Circulation size •Size of ad increases cost •Consider classifieds Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 10: Phone Book •For people looking for a church •New comers •Visitors to your city Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 11: Direct Mail •Target audience very precise •Measurable •Mailing list (buy or rent) •Costs: Production, mailing, biz reply responses Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 12: Internet •Very cheap (but spend a little) •Good “window shopper” •Less is more with new gadgets • Time consuming • Must have these days Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 13: Billboards “Out o Adve f Home ” rtisin •Location most important thing g •“Point-of-Sale” is the best use •Buy by the month (some by the year) •Three sizes (30 sheets, 24 sheets, 8 sheet mini) Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 14: Radio •Specialized programming means targeted audiences •Drive time the most expensive •Production cost included in the price •Prices can be negotiated Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 15: Television •Reach wide audience •Target based on programs •Prime-time most expensive •Cable can be very cheap •Religious channels don’t reach the unchurched Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 16: News Releases It’s not rocket science! •Date for release •Who •What •Where •When •Why •How •Contact information •Interesting photo (optional) Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 17: The Pre s s Re le as e • Factual • Has an interesting “angle” • Cover 5W’s • Contact info Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 18: Why is PR Diffe re nt? • Free • More credible, news • Reach • Do it yourself Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 19: Wo rking With the Pre s s • They want news • They want info interesting to their readers • They are very busy • They work on tight deadlines Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 20: Re ac h and Fre que nc y

Slide 21: Unde rs tand “Re ac h” and “Fre que nc y” • 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 Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 22: Re ac h and Fre que nc y Acme Text Books Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 23: Le t’s Write an Ad!

Slide 24: What’s s o s pe c ial abo ut yo u? • What is being advertised? • What is the USP? • Don’t just tell the “facts!” (features) • What is the benefit? Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 25: Ge t S alty! Features Benefits • Stainless Steel Cap • No more salty mess! • 2 oz Capacity • Season food with a flick of the wrist! • See-thru-design • Clear design tells • Also available in you instantly how “pepper” much is left. • Buy one, get the matching pepper shaker free! Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 26: The AIDA Fo rmula • Attention: (Headline? Picture? Design?) • Interest: What is the problem solved. • Desire: What is the benefit? • Decision: Call them to action! Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org

Slide 27: Re fe re nc e s • 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 Com m unic a tions B oot Ca m p: Adve rtis ing & P rom otion www.Minis tryCOM.org