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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Transcript

  • 1. High Impact Marketing
    Marketing Summit 2009
  • 2. What makes marekting High Impact?
  • 3. Bang for Your Buck
    • Low cost
    • 4. High return
  • …but what?
    No Kidding…
  • 5. Out of Control Marketing
  • 6. It’s not crazy or chaotic-it’s about handing over your message to other who will spread the word for you.
  • 7. In Control vs. Out of Control Marketing
    Traditional advertising, sales and promotion
    PR, new media marketing, and word-of-mouth – aka Marketing Public Relations
  • 8. 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.
  • 9. Why is it powerful?
    Credibility
    Implied endorsement of the connector
    Appears as an objective assessment
    Low cost
  • 10. The disadvantage
    You give up control of your message
  • 11. Who gets control?
    Connectors
    Media
    Newspaper
    Radio
    TV
    Magazines
    Blogs
    Non-media Connectors
    Reference groups
    Experts and opinion leaders
    Citizen Marketers (McConnell & Huba, 2007)
  • 12. 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?
  • 13. 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
  • 14. 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.
  • 15. Press Release
    Press releases are the work horses of media based PR.
    Format them correctly
    Write them well
  • 16. 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)
  • 17. 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)
  • 18. Media Opportunities
    Editorials
    Expert articles
    Cases
    Events
    Interviews
  • 19. Non media vehicles
    Blogs
    Social Networking
    Wikis
    Micro-blogs
    Bookmarking
    Rating and review
    Co-created content
  • 20. 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.
  • 21. 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)
  • 22. 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.
  • 23. 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.
  • 24. 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!!!
  • 25. 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)