The Role of Marketing in Public Relations

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  • Traditional advertising = commercials, posters, billboards, etc.It isn’t workingIt costs more and more money for fewer and fewer responses
  • Examples of companies that sell more than the product. They sell the experienceFocusing on the product also being an advertisement
  • Someone can always undercut you on price, so don’t get sucked into the trapRemember to address other costs your customers have (further drive, etc.)
  • SPIN IT! Tell customers why they can’t afford NOT to go with you
  • - ‘Place’ also includes how your customers see your place of business, how easy it is to purchase something, and how good your customer service is
  • What are your customers expectations? Now exceed them by just a little, several times throughout the transaction
  • Be easy to findIt’s about spending time and effort on the right thingsThink like your customers
  • We’re going to spend most of our time working on the PROMOTION aspect of marketing, but they all work together- First, BE EASY TO FIND
  • Immediate RecognitionVisual impact (stands out)PackagingLogo – LOGO RULES. Bad logos, etc.WEB PRESENCEHAVE PRESENTATION RULES
  • Do you know who you are talking to? Targeting ‘everyone’ is not targeting anyone Focus on a nicheWhat is the profile of your target market? [It’s not ‘everybody’]What does this group care about? What do they spend their time/money on?How are you perceived compared to your competitors?Concerned about price, quality, or image?

Transcript

  • 1. The Role of Marketingin Public Relations
    Clayton Kraby
  • 2. Public Relations seeks to build and maintain a positive reputation for a business, person, or organization
    - Me
    Marketing is the conversation you have with your customers that tells the story of how your offering will make a meaningful difference in their lives
    - Dr. Jeff Stamp
  • 3. Buy Ads
    Gain Distribution
    Increase
    Profits
    Sell More
    Stuff
    The Old Marketing Methodis broken
  • 4. x
    Buy Ads
    Gain Distribution
    Increase
    Profits
    Sell More
    Stuff
    The Old Marketing Method is broken
  • 5.
  • 6. People see and hear between 1,000 and 3,000 advertising messages every day…
    87,600,000 throughout their lives…
  • 7. 76% of consumers don’t believe that
    companies tell the truth in advertisements
    90%of consumers trust product recommendations from friends(Nielsen)
    67%of consumers identify word of mouthas the #1 factor in influencing a purchase (Mckinsey/Thompson Lightstone)
  • 8. Outbound Marketing is Interruption Marketing
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. SEAMBI
  • 20. x
    Buy Ads
    Gain Distribution
    Increase
    Profits
    Sell More
    Stuff
    The Old Marketing Method is broken
  • 21. Be Remarkable
    Tell it to those
    who care
    Get permission to tell them more
    They will
    tell others
  • 22.
  • 23. Marketing 101
    Marketing is everything you do to place your product or service in the hands of potential customers
  • 24. The 4 P’s of Marketing
  • 25. Product
    • What you sell
    • 26. How you sell it
    Also Includes: Packaging, product delivery methods, etc.
  • 27. Product
  • 28. Price
    • Figure out the ‘sweet spot’ between profit and perception
    • 29. NEVER compete only on price
    Also Includes: Adoption Costs – What does the customer ‘give up’ to go with your business?
  • 30. Price
  • 31. Place
    • Where you make transactions
    • 32. Online, store, restaurant, house…
    Also Includes: The presentation & customer service
  • 33. Place
    • Keep it clean
    • 34. Be friendly
    • 35. Make it efficient
    • 36. EXCEED expectations
  • Promotion
    Puts you at the forefront of peoples minds
    Either stimulates a purpose or ensures people know where to find you when they want to make a purchase
    Confirms that a customer’s decision to do business with you was a good idea
    Also Includes: Being easy to find; having online ‘real estate,’
  • 37. Promotion
    SALE!
  • 38. Any
    Questions?
  • 39. Branding
    Marketing + Public Relations
  • 40. Branding
    What do we know about the following brands?
  • 41.
  • 42.
  • 43.
  • 44.
  • 45. Brand > Logo
    Brand > Slogan
    Brand > Product
  • 46. Brand = Reputation
    A Brand is collectively what people say, feel, and think about your product, service, or company
  • 47. “Brands are built on what people are saying about you, not what you’re saying about yourself”
    - Guy Kowasaki
  • 48. Why Does Branding Matter?
    We have too many choices and little time
    Our choices are extremely similar
    We buy from brands we know and trust
  • 49. Buyers are influenced by image
    IMAGE is the public’s perception of the business as learned through advertising, word of mouth, interaction with the product/service, etc.
    Image, or reputation, is what often separates a brand and its competitors
  • 50. vs
  • 51. vs
  • 52. Building a Strong Brand
    1. Quality
    Your products must be reliable and exceed expectations
    2. Differentiation
    You need to stand out from the competition
    3. Consistency
    Consistent excellence breeds brand loyalty
    - These need to be present in everything you do -
  • 53. “A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying” – Richard Branson
  • 54. What lasting benefit will you provide your customers?
    What principles are you willing to lose money to uphold?
    Committing to core principles allows you to focus on the quality of the product first, marketing second
    Creating a Brand Promise
  • 55. Campaigning VS Committing
  • 56. CAMPAIGNING
    Changing your core brand message tofit what you think people want to hear.
    Focuses on short term gains
    People aren’t sure what to think of you.
    [This isn’t a brand]
  • 57. COMMITTING
    Building on core principles that don’t change
    Marketing for long term company growth
    Creates brand loyalty
  • 58. VISUAL IDENTITY
  • 59. VISUAL IDENTITY
    Name, logo, packaging, fonts, website, etc.
    Presentation cannot be an afterthought
    Must be visually appealing, recognizable, and used consistently
  • 60. VISUAL IDENTITY
    “People attribute personality to products based on their appearance and how they interact”
    – Reeves and Nass
  • 61. VISUAL IDENTITY
    1
  • 62. VISUAL IDENTITY
    11
  • 63. VISUAL IDENTITY
    911
  • 64. VISUAL IDENTITY
    9/11
  • 65.
  • 66. Be distinctive and match your branding
    If you can’t tell whose talking when the logo is covered, it is not distinctive enough
  • 67. COMMUNICATING YOUR MESSAGE
  • 68. COMMUNICATING YOUR MESSAGE
    The medium is NOT the message. The message is the message.
    If you know how to tell your message in a compelling, effective way, it doesn’t matter what the medium is
  • 69. COMMUNICATING YOUR MESSAGE
    Know Your Business
    Who are you?
    What do you do?
    Why does it matter?
  • 70. COMMUNICATING YOUR MESSAGE
    “Our ___________ is the only __________ that ___________.”
    If you don’t have compelling information to fill in the blanks, you need to focus your message
  • 71. COMMUNICATING YOUR MESSAGE
    Clearly define your brand or someone
    else will do it for you
    [like your competition]
  • 72. COMMUNICATING YOUR MESSAGE
    Know Your Customer
    Who are they?
    What do they care about?
    Why do they use your stuff?
  • 73. Your customer
    is NOT
    “everybody”
    COMMUNICATING YOUR MESSAGE
  • 74. Find Your Niche
  • 75. MESSAGES THAT SELL
  • 76. MESSAGES THAT SELL
    75 ¢
    $6.50
  • 77. Tell a Story
  • 78. (cat food is not for cats)
    Americans spend $41 billion a year on their pets. Double the amount spent 10 years ago & more than the GDP of all but 64 countries. - Business Week
  • 79.
  • 80.
  • 81.
  • 82.
  • 83. CONSISTENCY
  • 84. CONSISTENCY
    1. You’re message needs to be consistent with your substance
    2. The message needs to be consistent in content, tone, look, etc. for it to become memorable
  • 85. CONSISTENCY
    Your brand must be consistent no matter how or where it is being presented
    You must present the same experience every single time for it to build your brand
  • 86. “The reason the Beatles were successful was
    because they never did the same thing once”
  • 87. BRANDING
    Core Principles
    Visual Identity
    Clear Communication
    Consistency
  • 88. QUESTIONS?
  • 89. The Role of Marketingin Public Relations
    Clayton Kraby
    THE END