2. A little bit about me
Originally from Chicago
Started in PR at age 14
Worked in marketing for
P&G, Helene Curtis; big ad
agencies
A Mom
Had my own boutique
marketing consultancy
3. Why are we doing this?
Today, Deluxe is a 96-year old, $1.4B company
A leader in check printing and distribution
4. Why are we doing this?
Today we also serve 4MM small businesses with
products that help run, manage and grow your
biz
5. Why are we doing this?
Deluxe of today and the future ALSO helps
small businesses get and keep customers via
online marketing services
Logos
SEO Email Websites Social Media
7. Deluxe PR: Project REV
A yearlong marketing
lab initiated with a
national contest
10 winners chosen
$15,000 in Deluxe
marketing products
and services
Counseling support
Jan – Dec 2012
www.projectrev2012.com
9. What “Dreamers” wanted to know:
Finding new customers
Advice on publicity and social media
10. Finding new customers:
The KEY Questions
Who
What else could they choose
When do they buy
Where do they buy
How do they find info
Is this a risky purchase
Discretionary or necessity
12. Target audience: WHO
Who is the customer?
Consumer audience
Demographic factors?
Attitudinal factors?
Who might influence the consumer’s decision?
B 2 B audience
Is the customer also the decision maker?
Role in the organization?
Risk in making the decision?
13. Target audience: WHAT
What are their other choices?
Direct competitor
Indirect competitor
Does local matter in this purchase?
14. Target Audience: How
How do they seek information about this
purchase?
Events
Publications
Consumer
Trade
Professional or civic associations
In retail environments
Recommendations and reviews
15. Target Audience: Purchase Frequency
Does your customer need your product or
service more than once?
Existing Customers
How often are they in need?
YES How often are reminders required?
Can you increase purchase frequency?
What will it take to keep them loyal?
Can they help you with new customers?
Dual strategy: Keep
existing customers New Customers
and get new ones What do your existing customers have in
common?
How can you use this info to efficiently
find new customers?
16. Target Audience: Purchase Frequency
Does your customer need your product or
service more than once?
NO Existing Customers
Can they help you with new customers?
Focus on generating
stream of new
customers New Customers
What do your existing customers have in
common?
How can you use this info to efficiently
find new customers?
17. Target Audience: Risk
• RIS K: What is the risk taken by the customer in purchasing your
product or service for the first time?
LOW HIGH
Quicker Take my time
Less expensive More expensive
Rational or less emotional Consider options
Failure not punitive Need to trust
Short time for consumption High emotional
Live with decision a long time
PROVIDE
REASSURANCE
18. How can marketing provide
reassurance?
Plan on multiple points of contact
Find ways to showcase your previous work
Feature endorsements from satisfied customers on your
website
SOCIAL MEDIA
Show that you are an active member of the community
Establish yourself as an expert in your field
Reach out to those who are influencers
TACTICS!!
19. Power of online reviews
Source: Cone 2011 Online Influencer Trend Tracker
20. Terri’s Insider Secrets of PR:
Secret #1 – The media is a customer
Secret #2 – Say VERY little
Secret #3 - Preparation . . . and more
Merchandising your PR
21. Secret #1: In PR, you have 2 customers
The people who can
buy from you
Reporters, editors, bloggers
who influence decisions to buy
in editorial postings
22. Media = Gatekeeper
Get to know the
interests of the
gatekeepers
We’re here because the Witch
of the North sent us . . .
And she’s got the ruby
slippers to prove it!
27. “Pitch” to the needs of journalists
NOT looking for a press release
Looking for a story – preferably with local
relevance
They need:
To create a list of resources for their readers
To tell a seasonal story
Stories with a twist
An example that illustrates a trend
Expert commentary
31. Secret #2
Tell them VERY LITTLE!
Plan your messages ahead of time
Limit yourself to 3 – 5 messages
Express yourself in sound bytes
Less is more
32. Secret #2 - continued
Be a broken record
Repeat yourself to
make sure your
messages get across
33. Secret #3
Never ever talk to the media when you weren’t
expecting them to call.
I can’t talk to you
right now. But I’d
be happy to get
back to you soon.
34. Secret #3: You can’t prepare too much
Rehearse your key messages
Plan for bridging to key messages
Don’t: “No Comment” or “Off the Record”
Do: CALL THEM BACK!