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High Impact Marketing
 

High Impact Marketing

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Delivered as the Keynote Address to the Greater Reading Chamber of Commerce's Sales & Marketing Summit in 2009.

Delivered as the Keynote Address to the Greater Reading Chamber of Commerce's Sales & Marketing Summit in 2009.

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    High Impact Marketing High Impact Marketing Presentation Transcript

    • High Impact Marketing
      Marketing Summit 2009
    • What makes marekting High Impact?
    • Bang for Your Buck
      • Low cost
      • High return
    • …but what?
      No Kidding…
    • Out of Control Marketing
    • It’s not crazy or chaotic-it’s about handing over your message to other who will spread the word for you.
    • In Control vs. Out of Control Marketing
      Traditional advertising, sales and promotion
      PR, new media marketing, and word-of-mouth – aka Marketing Public Relations
    • What can it do?
      Building the identity of the organization or product;
      Increasing the visibility of an established organization or product;
      Establishing an organization or individual as an expert in a given field;
      Educating stakeholders on issues critical to the organization;
      Shaping public opinion about an organization, idea or individual;
      Maintaining the image of an organization or product – over time or during a crisis; or
      Stimulating the trial or repeat usage of a product.
    • Why is it powerful?
      Credibility
      Implied endorsement of the connector
      Appears as an objective assessment
      Low cost
    • The disadvantage
      You give up control of your message
    • Who gets control?
      Connectors
      Media
      Newspaper
      Radio
      TV
      Magazines
      Blogs
      Non-media Connectors
      Reference groups
      Experts and opinion leaders
      Citizen Marketers (McConnell & Huba, 2007)
    • Select connectors by talking to customers
      What TV, radio shows, newspapers, magazines, journals, and association newsletters do you pay attention to?
      What are your professional affiliations?
      What personal interests, such as sports, travel, and hobbies, do you pursue?
      What is on your must-read list?
      What media keep you current professionally?
      Who are your favorite reporters?
    • Dealing with Media
      Find media that reach your intended audience and do your homework.
      Discover ways your story can help selected media serve their readers, listeners, viewers better.
      Create relationships
      Have an eye for what’s newsworthy.
      Package and deliver your message in a way that suits each medium.
      Be there 24-7-365
    • Create a Press Kit
      Documents illustrating the background of the firm and interesting facts about it,
      Evidence of previous press coverage,
      Support materials, including studies and statistics, and
      Graphics, such as photos and video.
    • Press Release
      Press releases are the work horses of media based PR.
      Format them correctly
      Write them well
    • Pitch
      Knowing the connector is the key to a good pitch
      Some things pitch better than others
      Attention-getting first paragraph
      An indication that you are familiar with this media outlet and its audience
      Background information and research that supports your pitch
      Description of support elements available and suggestions for other sources of information for the story
      Concluding statement specifying the next step
      (Beckwith, 2003)
      One of a kind
      First ever
      Atypical community service
      Trends
      Unusual applications of products and services
      Celebrities and quirky experts
      Tales of the underdog
      Money, sex, or health issues (Levinson, Frischman, & Lublin, 2002)
    • Select connectors using an outside source
      Blog Catalog - blog directory, www.blogcatalog.com/directory (Free)
      Burrelles Luce - on-demand media monitoring, research, distribution, and evaluation services, www.burrellesluce.com
      Business Wire - news distribution service, www.businesswire.com
      Cision - on-demand media monitoring, research, distribution, and evaluation services, www.cision.com
      Marketwire/Media Hub - on-demand media monitoring, research, distribution, and evaluation services, www.marketwire.com
      Media Contacts Pro - downloadable database, www.mediacontactspro.com
      Mondo Times - media directory, www.mondotimes.com (Free)
      News Link - media directory, www.newslink.org (Free)
      Podcast Zoom - podcast directory, www.podcastzoom.com
      PR Newswire - news distribution service, www.prnewswire.com
      PR Web - news distribution service, www.prweb.com
      Technorati - blog directory, http://technorati.com (Free)
      USNPL - media directory, www.usnpl.com
      Vocus - on-demand media monitoring, research, distribution, and evaluation services, www.vocus.com
      Yahoo Directory: News and Media - media directory, http://dir.yahoo.com/News_and_Media (Free)
    • Media Opportunities
      Editorials
      Expert articles
      Cases
      Events
      Interviews
    • Non media vehicles
      Blogs
      Social Networking
      Wikis
      Micro-blogs
      Bookmarking
      Rating and review
      Co-created content
    • Use non media connectors to go viral.
      Capture the imagination by being fun or intriguing. All elements of marketing should follow this rule, but it is especially important if you expect objective, non-paid channels to carry the message.
      The message must be based on an easy-to-use or highly visible product. A product that is complex or difficult to find does not lend itself to word-of-mouth.
      Target well. The NMCs need to have an interest in the message, have an interested audience, and be able to maintain or enhance their reputation with that audience by delivering the message.
      Associate with credible sources. A major reason for using marketing public relations is to capitalize on its assumed trustworthiness. The marketer’s job, therefore, is to ensure that all sources are respected--especially for word-of mouth efforts.
      Combine delivery technologies. The message should be conducive to spreading over a variety of technologies - including the web, email, text messages, and even the human voice - and the connectors must also be able to use a variety of these tools.
    • Blogging for Business
      Identify your editorial platform and underlying message.
      Don’t simply talk about yourself.
      Be prepared to give away what was once considered proprietary information.
      Identify your buyer personas and make sure your message caters to their needs.
      Make friends with likeminded bloggers
      Update regularly
      Respond to comments to build a community of active readers.
      Check your tracking and your key words
      Make sure your homepage is accessible from your blog.
      (Natalie Raben of Channel V Media)
    • Types of events
      Trade shows
      Seminars & Conferences
      Community/cause related
      Lectures & speeches
      Discussion panels
      Community forums
      Social events
      Parties
      Concerts
      Balls and dinner dances
      Auctions or contests
      Work events
      Be educational or informative to the intended audience.
      Never be a disguised sales pitch.
      Position the organization or someone within it as an expert.
      Give the members of the audience a reason to remember the firm, its products, and its people.
    • Events
      Select events carefully.
      Link the image of the firm and the event.
      Engage the audience.
      Create a presence.
      Have a takeaway.
      Tell the connectors before the event
      Tell the connectors during the event.
      Tell the connectors after the event.
    • Basic Rules for Making MPR Work
      Use MPR
      Be aware of what’s newsworthy
      Share the news
      Package it properly
      Get it to the right people
      Be available
      Stay engaged
      Ethics are not optional
      Follow up!!!
    • MPR Tactical Plan
      Determine the desired objectives of your efforts. (Objectives)
      Verify the consumers you wish to influence in order to reach your objectives. (Target Market selection)
      Decide on the media, groups, and individuals that will be able to reach your target market most effectively. (Connectors)
      Communicate compelling reasons for consumers in your target market to pursue exchanges with your organization, and give connectors a reason to pass your information onto the consumers within their sphere of influence. (Message)
      Measure the amount of activity generated by selected connectors and the resulting behavior of your target market relative to your goals. (Measure)