Promote Your Anything - Part 1


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Valuable Tips to Help Create Successful Promotional Strategies for Whatever You’ve Created. We Call it Your… “Anything”

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Promote Your Anything - Part 1

  1. 1. Promote your Anything Valuable Tips to Help Create Successful Promotional Strategies for Whatever You’ve Created. We Call it Your… “Anything” Part One
  2. 2. <ul><li>General Guidelines for Promotions </li></ul><ul><li>Create Value in Your Strategy </li></ul><ul><li>Benefits of Exposure from Publicity </li></ul><ul><li>Typical Publicity Campaigns </li></ul><ul><li>Special Events </li></ul><ul><li>Trade Shows, Seminars and Workshops </li></ul><ul><li>And More </li></ul>In Part One of this presentation we’ll discuss: Promote your Anything
  3. 3. <ul><li>Press Releases </li></ul><ul><li>Writing Headlines for Press Releases </li></ul><ul><li>Writing Copy for Press Releases </li></ul><ul><li>General Cover Letter Body </li></ul><ul><li>Marketing and Reviews </li></ul><ul><li>Personalized Selling </li></ul><ul><li>Promotions and Campaigns </li></ul><ul><li>Social Networking </li></ul><ul><li>Special Events and more about </li></ul><ul><li>Trade Shows, Seminars and Workshops </li></ul>In Part Two of this presentation we’ll discuss: Promote your Anything
  4. 4. Valuable tips to help create successful promotional strategies for whatever you have created . We will call it your… “anything”
  5. 5. <ul><li>This applies to implementing </li></ul><ul><li>Publicity </li></ul><ul><li>Advertising </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Campaigns, etc… </li></ul><ul><li>for whatever you have created </li></ul>
  6. 6. 1. General Guidelines for Promotions
  7. 7. <ul><li>The best presentation, idea or item ever created will never sell if people do not know it exists. </li></ul><ul><li>The world offers virtually thousands of ways in which you could promote your “anything”, limited only by your budget and your imagination. </li></ul> 1. General Guidelines for Promotions
  8. 8. <ul><li>Match your promotional mix to your overall marketing objectives. </li></ul><ul><li>Invest your “cards” – your promotional time and money where you can reach the highest concentration of prospective customers. </li></ul>1. General Guidelines for Promotions
  9. 9. <ul><li>Publicity , such as press releases or reviews, the most economical element of the promotional mix with the least cost. </li></ul><ul><li>Advertising , including direct mail, can reach many consumers simultaneously with the same message, and relatively low cost per exposure. </li></ul><ul><li>Sales Promotion items such as giveaways, brochures and coupons for generating awareness and stimulating demand through short-term awareness campaigns. </li></ul><ul><li>Personal Selling can be the most persuasive selling tool because it allows two-way communication and the best tool for closing the sale. </li></ul>1. General Guidelines for Promotions Here are four general promotional tools you can use at different times to accomplish your marketing goals:
  10. 10. <ul><li>Implementing the proper and timely balance of publicity, advertising, sales promotion and personal selling, or media appearances is key to successful promotion. </li></ul><ul><li>Tell people where to buy through your website, blogs, toll-free number, stores or promotion events or personal presentations. </li></ul><ul><li>Coordinate publicity, advertising, sales promotions, direct marketing and personal selling activities to maximize reach and frequency in each market segment . </li></ul>1. General Guidelines for Promotions
  11. 11. <ul><li>Promotion enables you to network and contact an assortment of people, many of whom will move or make a change within communities. Your message has the potential to move with them. </li></ul>1. General Guidelines for Promotions
  12. 12. <ul><li>And… no one can speak to the audience about your “anything” with the same enthusiasm as its creator. </li></ul>1. General Guidelines for Promotions
  13. 13. You see… that wasn’t so bad. Next, though you’ll need to:
  14. 14. 2. Create Value in Your Strategy
  15. 15. <ul><li>For those that hate media appearances and interactions with the public, it’s advisable to a promotional mix directed more so to direct mail, publicity and other media advertising. </li></ul><ul><li>Customers need to understand why it is in their best interest to purchase what you have to offer and then later be reminded of it. </li></ul>2. Create Value in Your Strategy
  16. 16. <ul><li>Match your promotional strategy to your specific demographics and the propensity of success. </li></ul>2. Create Value in Your Strategy
  17. 17. <ul><li>In building a campaign, plan to access all you have to use to get the word out… then research costs verses potential results as to which ones are best to use. </li></ul><ul><li>Create a consistent look that communicates your message that people know it’s you and remember that process takes time to show signs of results. </li></ul>2. Create Value in Your Strategy “ What’s in it for me?” A general reaction to your anything… that needs a positive answer.
  18. 18. <ul><li>People don’t care about you or your anything. They are really buying information, motivation, what it does and how it will benefit them or their business in some way. </li></ul><ul><li>Many press releases miss the point… Instead of talking about how great your anything is, be sure that you emphasize why your anything is unique, why it’s important to know about it or how it makes a difference in some way . </li></ul>2. Create Value in Your Strategy In building a continuous marketing program, apply the right tools to get the word out most effectively
  19. 19. <ul><li>There are a variety of reasons why individuals and businesses purchase something whether it is a product or service. So therefore the price could be considered a feature and the end result of what it accomplishes… a benefit. </li></ul><ul><li>Productive promotional strategies and positions help create a positive position, informs the customer about something, announces information or can correct a misconception. </li></ul>2. Create Value in Your Strategy An exclusive benefit or feature can create a distinction over all other “anythings”
  20. 20. <ul><li>Use a thought provoking headline that quickly moves a mass number of readers, listeners or viewers. The media is only concerned with increasing their standings in circulation, etc by informing their audience about “anythings” that may be important to them. </li></ul>2. Create Value in Your Strategy Compose media exposure that catches attention
  21. 21. 3. The Benefits of Exposure from Publicity
  22. 22. <ul><li>Adds momentum to an existing campaign. </li></ul><ul><li>Builds confidence in your distribution channels. </li></ul><ul><li>Can create a positive profile or broader area identity. </li></ul><ul><li>Communicates message with your target market. </li></ul><ul><li>Educates your target audience on a particular subject. </li></ul>Getting Exposure from Publicity 3. The Benefits of Exposure from Publicity
  23. 23. <ul><li>Working publicity increases your sales potential. </li></ul><ul><li>Increases your visibility and name recognition. </li></ul><ul><li>Is relatively cost effective on a limited marketing budget. </li></ul><ul><li>Publicize special events and attract more prospective buyers. </li></ul><ul><li>Test, reposition or help enter a new market. </li></ul>Getting Exposure from Publicity 3. The Benefits of Exposure from Publicity
  24. 24. 4. Typical Publicity Campaigns
  25. 25. Find your Audience
  26. 26. 4. Typical Publicity Campaigns Press releases, reviews, etc. which includes A participation in community activity Important Pieces of Publicity are:
  27. 27. 4. Typical Publicity Campaigns Major contracts, sales, seminar or workshop announcements Media events, recognition or sponsorships Letters to the editor or industry opinions
  28. 28. 4. Typical Publicity Campaigns Milestones or related business accomplishments Promoting an informative newsletter Significant awards received or achievement
  29. 29. 4. Typical Publicity Campaigns Specialized industry articles to stimulate credibility Speeches and personal presentations and
  30. 30. 5. Special Events
  31. 31. <ul><li>If you are doing an event in your community, make sure you invite people you know by sending them a personalized note. </li></ul><ul><li>Get creative when sending a press release to the local newspapers and other media contacts in mentioning your special event. </li></ul>5. Special Events
  32. 32. 6. Trade Shows, Seminars and Workshops
  33. 33. to trade shows and other gatherings to research trends, for education, networking, socializing, stimulate publicity and to uncover opportunities for special sales or new customers. Make the trek… 6. Trade Shows, Seminars and Workshops
  34. 34. <ul><li>You will increase your chances of success at any seminar or trade show if you plan specific material catered to each type of event that promotes your anything and communicates your message effectively. </li></ul><ul><li>Memorize a thirty-second descriptive sound bites for your anything… it’s your “what you do” speech. </li></ul><ul><li>Build a strategy that combines your promotional tools and budget dollars properly, and keep in mind that these tools may change for each target market or audience. </li></ul>6. Trade Shows, Seminars and Workshops
  35. 35. Remember the frequency formula… that: Actions times (x) Frequency equals Results
  36. 36. and finally…
  37. 37. Always give people more than they expect. 6. Trade Shows, Seminars and Workshops
  38. 38. so there you have it…
  39. 39. Promote your Anything Valuable Tips to Help Create Successful Promotional Strategies for Whatever You’ve Created. Part One
  40. 40. a little something about us… <ul><li>Banker’s U is the Training, Marketing and Consulting resource for building performance. </li></ul><ul><li>Certified Business Advisors have years of “hands on” business operations experience. We listen… and come packed with knowledge, wisdom and objectivity </li></ul><ul><li>Real world practical solutions to all types of clients – we create custom training, presentations, mentoring and profit building strategies that are actionable and results driven to suit your needs </li></ul><ul><li>Visit Us at </li></ul>
  41. 41. Banker’s U Training Marketing Consulting Website: Email: [email_address] 707-658-2000 For the full version of this presentation Please contact us Copyright All Rights Reserved Please note : Nothing in this presentation can be used or reproduced whole or in part without the express consent of Banker’s U. Please contact us for more information.
  42. 42. Thank You!