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RECAP! SO FAR WE…1. Identified a target audience2. You know what you want your audience to do3. You know the benefits and barriers your audience faces4. You know how the audience perceives competingofferings/behaviors5. You are aware of who your audience is influenced by6. You have a positioning/value statement that will guideyour team’s decision making and your audience’s corebehavior7. Developed the marketing mix for product, price and place
THE MARKETING MIX• Promotion• Week 8 and we just get topromotion?• Why?
PROMOTIONPersuasive communications designed anddelivered to inspire your target audience toaction.How? Based upon what you know so far,highlight:• Benefits of features (Product)• Incentives (Price)• Where and when (Place)
THE CREATIVE BRIEF(PG 320)• Promotion is the creative side of marketing• In order to ensure clarity of purpose all marketing plansshould contain some type of creative brief• One or two pages that show how communication will bemeaningful, believable and distinctive• Sections:• Purpose of communications• Target audience• Communication objectives• Positioning statement/value proposition/value promise• Benefits of VP• Support• Style and tone• Openings
EXERCISECreative brief on childhood obesity campaign!• Purpose of communications• Target audience• Communication objectives• Positioning statement/value proposition/value promise• Benefits of VP• Support• Style and tone• Openings
CREATIVE STRATEGY TIPSEXERCISEPresent a creative tip from the book on pages 331 to 338; Comeup with a concrete/real example for our childhood obesityexample.Group 1 Tip 2Group 2 Tip 3Group 3 Tip 4Group 4 Tip 5Group 5 Tip 7Group 6 Tip 8Group 7 Tip 9Group 8 Tip 10
PROMOTION: PART 2Messaging strategiesMessenger strategiesSelecting communications channels
• What do youwant theaudience to do?• What do youwant them toknow?• What do youwant them tobelieve?• EngagementstrategyMESSAGING STRATEGIES
Two sides messaging isparticularly relevant becauseit highlights the good andthe bad (useful andbeneficial but hard to do…)“It can wait” campaign is agood example. Highlightsthe positive (less risk ofinjury) while acknowledgingthe difficulty (waiting to senda message.)ONE SIDED OR TWO SIDED
• Pre-contemplation• Contemplation• Action• Maintenance• Different messagesfor different stages(knowledge, beliefand action changeat each…no?)MESSAGES RELATIVETO CHANGE STAGES
SELECTING COMMUNICATIONCHANNELS• Types of communication channels (print,social media, visual, promotional items)• Specific media vehicles (which website,which publication, which channel etc.)• Timing of communications
CHOICES• Advertising (paid media)• Public relations and special events• Printed materials• Promotional items• Signage and displays• Personal selling (face to face)• Social media• Websites• Popular culture and entertainment
• Cost effective• Participative• Engaging• How do youstrategically use?SOCIAL MEDIA DOMINANCE
EXERCISEDevelop a social media strategy for the childhood obesitycampaignSpecifically, how would you use the following tools?• Facebook• Instagram• Twitter• Text messages• Tumblr, Blogger• Youtube• Pinterest