Marketing.What is marketing?Marketing is the chain of activities movingproducts from producer to customer.• Market Research• Product• Strategy• Pricing• Packaging• Distribution• Promotion• Sales
Strategy.Where do I start?Situation Analysis: Where I am now• Describe where your company standsat this moment in time (strengths,weaknesses, opportunities and threats)• Describe your industry and forecasttrends and change (political, economic,social and technological)What is my marketing strategy?
Strategy.Where do I want to get to?Every company has business objectives.• Where do you want to be?• When do you want to get there?• How will I get there?If the purpose of your marketing plan is to launch a new product or line of products:Objective - Achieve 10% market share in first 12 months of launch.If the purpose of your marketing plan is to boost revenue from existing products:Objective - Increase revenue 12% from our existing line of products over the next six months.What are my business objectives?
Tactics.How will I get there?What tactics do I need to deliver my objectives?Objectives establish a broad outline of how you want toachieve your strategy. Tactics are specific actions.• Objective: Achieve 10% market share in first 12 months of launch.• Tactic: Develop a brochure to send to new prospects.What are my tactics?
Tactics.What do I do?What tactics do I need to deliver my objectives?• Advertising - TV, Radio, Print, Outdoor• Sales Force - Telesales, Door to Door, Networking• Sales promotion - Competitions, Vouchers, Displays,Sampling• Direct marketing - Fliers, email, inserts• Public Relations - press releases, sponsorship, roundtablesWhat are my tactics?
Budget.How much will it cost?Every tactic has a price.• Add up the costs of each tactic• Prioritise• Revisit your strategy• Set your budgetWhat is my budget?
Research.Market analysis• Market segmentation (potential buyers, growth forecast, average transaction value of sale or average sales per year)• Company analysis• Needs and requirements• Distribution channels• Competitive forces• CommunicationsWhat is my market?
Product.Positioning a product• What kind of product is it?• Who is it designed for?• What is the single most important benefit it offers?• What is the most important competitor?• How is it different from that competitor?• What is the customer benefit of that difference?What is my unique selling point?
Public relations.What is PR?“The planned and sustained effort to establish andmaintain good will and understanding between anorganisation and its publics.” Institute of Public Relations (1987)What should I use PR?
Strategy.What am I going to do?Business objectivesSWOT analysisCommunication Objectives• Create awareness • Develop knowledge• Promote understanding • Displace prejudice• Overcome misunderstanding • Encourage belief• Combat apathy • Confirm or realign a perception• Inform • Act in a particular wayWhat is my communication strategy?
Key messages.What am I going to say?• What does my product do?• Why would anyone buy it?• What are the benefits?• What problem does it solve?What are my key messages?
Tactics.How am I going to say it?• Articles and features • Advertising• One to one briefings • Exhibitions and conferences• Interviews • Hospitality• Background briefings and materials • Sponsorship• Photography • Donations• Email • Press release• Internal communications • Design and branding• Brochure • Membership of industry groups• Newsletter • Roundtables• Seminars • Awards• Sales force • Direct marketing• Sales promotion • Social mediaWhat media will I use?
News.What makes news? • Sex • Power • MoneyHow will I make the headlines?
Story.How to make the headlinesThe five main business stories:1. Launch2. Growth3. New product4. Mergers and Acquisition5. Cuts and ClosureIs your story newsworthy?
Develop.Why use your story?• Angle• Hook• So what?• Boost its news valueHow will you interest the journalist?
Angle.How to find your angle• Follow the news in your industry• Talk to colleagues and customers• Look for milestones• Know the benefits of your product• Upcoming relevant events• Survey your customer base and build a story around the resultsWhat would you like to read?
Hit!How to get coverage• Research your press• Know your papers • Columns • Days • Style• Know your journalists • Who specialises in your area?What is your story?
Press Release.How to write it• Get your facts together• Use quotes• Put the best bits first• Think quality, not quantityWhat are you trying to say?
Media.Where should you sell it in?• Newspapers• Trade press• Vertical press• OnlineWhat is your audience?
Newspapers.What can you target?• Dailies• Sundays• Business pages• Supplements• News pages• Platform pages• Opinion columnsWhat are you going to say?
Trade press.What makes the trades?• News• Features• Letters page• Opinion• AnalysisWhat are the issues in your industry?
Digital.What is online PR?• Traditional vs digital• Targeting and research• Online distribution• Optimisation• Social media • Twitter • Facebook • Social bookmarking • BloggingWhat are people saying online?
Marketing and PR.Secrets to success• Smaller companies can use press releases to generatethe kind of publicity that would cost thousands of poundsto achieve with other forms of marketing.• Media coverage helps to generate sales, improves statusamong existing customers, aids recruitment, attractsinvestment and increases online visibility.Let’s get started!
Sarah A LeeSarah@hottinroof.co.uk0131 225 3875@hottinroofpr