Incremental Marketing For Public Relations
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Incremental Marketing For Public Relations

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Presentation today for the Jacksonville Chapter of the FPRA on Incremental Marketing for Public Relations Firms

Presentation today for the Jacksonville Chapter of the FPRA on Incremental Marketing for Public Relations Firms

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  • 1. Incremental Marketing  for Public Relations   Michelle Chance-Sangthong
  • 2. Michelle Chance-Sangthong
    • "Online" in 1987 - 22 Years , Working on the web since 1996.
    •  
    • Served as Webmaster for $200 Million company for 9 years.
    •  
    • Last year as an employee, personally generated more than 
    • $2 Million in leads through the web.
    •  
    • Owns an online retail company driving nearly $4 Million in sales online and then Coerced by friends to start consulting, coaching and training business Red Hawk Strategies.
    • First Book - The Book on Incremental Marketing is currently at the editor.
  • 3. Thank You  
    • It takes time out of your day to plan for and attend today.
    • Give yourself a pat for attending a lunch meeting and supporting your organization
    • Challenge for you
    • Get ready to think outside the box.
    • Pack away your pre-conceived notions about your skills.
  • 4. What is Marketing?
    • "The profitable identification, attraction, getting, and keeping of GOOD customers"
    • "Every job exists to directly or indirectly to get and keep GOOD customers, today and tomorrow . . . Jobs that don't get and keep customers are temporary, unnecessary or should be outsourced"
    • Jeffrey Fox 
    • How To Become A  Marketing Superstar
  • 5. What is PR?
    • "Public relations (PR) is the practice of managing the communication between an organization and its publics.[1] 
    •  
    • Public relations gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment.
    •  
    • It is something that is not tangible and this is what sets it apart from Advertising."
    • -Wikipedia
  • 6. The Marketing and PR Challenge
    • Marketing is the OVER ARCHING umbrella of EVERYTHING we do to keep and grow our businesses.
    •  
    • Social Media has begun to blur the lines between Advertising  and PR.
    • It is simultaneously easier to promote and harder to be heard.
    • Seek out creative ways and consistent repetition to create PR impact for your clients and for yourselves.
    •  
  • 7. The Challenge for PR Professionals
    • Have greater skills than average business owners to market and promote their own business.
    • Are often so busy promoting their clients, they don't make time to market themselves.
    •  
    • Create amazing opportunities for their clients, but fail to let themselves shine.
    • Sometimes feel reputation alone will carry them through.
  • 8. Planning Marketing Budget in Money
    • Percentage of every sale committed to marketing.
    • Create an escrow or holding bank account specifically for your marketing budget. 
    • If you deposit $200 ... then escrow $20 if you are using a 10% commitment.
    • Keep your commitment.
  • 9. Planning Marketing Budget in Time
    • Make a commitment of time - on a daily basis. 
    • 10%, 5%, 20 minutes of your day, unbreakable commitment.
    • Put it on your calendar - weeks and months out.
    •  
    • Plan it for your highest productivity time of day. 
    •  
    • Don't make excuses.
    • Start your day 20 minutes earlier to make it happen.
  • 10. Exercise
    • How many minutes per business day, can you honestly and sincerely commit to marketing your business ? 
    • No matter what else happens today, what is the realistic number you know that you can commit to?
    • Considering your current and future schedule, what is the fixed time of day that you would block on your calendar during your normal business week.
  • 11. Everyone's Job is Marketing
    • Business Owners, Managers, and Production Teams
    • 20 minutes x ___ people  =  ____ minutes per day
    • 20 minutes x 3 people = 60 minutes per day (1 hour)
    • 1 hour per day x 20 days = 20 hours per month
    • 20 hours per month x 12 = 240 hours
    • 240 / 8 = 30 business days per year on marketing
  • 12. Marketing Planning
    • Assess your skills and the skills of your staff.
    • Create a team marketing calendar.
    •  
    • Hold accountability meetings.
    • Skipping one day, does not mean doubling up another day.
    • Having an extra long session one day does not mean skipping the next.
    • If something throws you off today, just start again tomorrow.
  • 13. Three Types of Clients
    • Where do your best clients come from
    •  
    • Marketing to new clients.
    • Retaining existing clients.
    • Getting Repeat Business from prior inactive clients.
    •  
  • 14. Picking Out the VIPs
    • Understanding who your most profitable clients are.  
    •  
    • Understand who your best referral sources are. 
    • Pareto Principle
  • 15. Offline Tools - Low Cost / Free
    • Networking meetings - take only 3 business cards and find out how you can "help" 3 people - don't ask for their business. 
    • Handwritten note cards - follow up, in writing, in 24 hours.
    • Offer to speak to groups where your prospects are.
    •  
    • Host an open house at your office or facility.
    •  
    • Volunteer.
  • 16. Online Tools - Low Cost / Free
    • Blog www.yoursite.com/blog
    • Twitter
    • LinkedIn
    • Facebook Fan Page
    • Forums
    •  
    • Article Writing
    • Email
    • Reviews
    • Yahoo! Answers
    •  
    • Industry Sites
    • Meetup
    • YouTube
    • Podcasting
  • 17. Inch by Inch - Marketing's a Cinch
    • Start only one Marketing Project at a time.
    • Networking meetings can interrupt if needed.
    •  
    • Work project through to completion.
    • Establish system to measure results.
    •  
    • Celebrate marketing victories. 
    • Give your team feedback.
    •  
    • Correct and Continue
  • 18. Contact Information
    • Michelle Chance-Sangthong
    •  
    • on Twitter @michellechance
    • http://www.RedHawkStrategies.com
    • http://www.KickTheCompetition.com