Your SlideShare is downloading. ×
0
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
The Role of Marketing in Public Relations
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Role of Marketing in Public Relations

446

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
446
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
31
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

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

    ×