COMM6026 Lecture 6 - importance of pr and marketing mix


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COMM6026 Lecture 6 - importance of pr and marketing mix

  1. 1. DA010 - Professional Diploma in Public Relations - COMM6026EPMarketing Public Relations: Principles and Practice (2012/01) Lecture 6 The Importance of PR and Marketing MixDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only 1
  2. 2. Communication in Marketing• It is aimed at creating an awareness of the organization and its products in order to increase sales and make a profit.• Before a customer can be persuaded to make a purchase decision, the brand must be communicated focusing on the customer’s needs and the organization’s commitment to the society. 2
  3. 3. Customer’s Needs• Common tools in identifying customers needs• This is usually called “customer engagement campaign” – CRM – Shopper’s club – Customer survey – Focus group – Social media (brand mention crawling) 3
  4. 4. CRM• CRM manages your organization’s relationship with clients which can provide insights in formulating MPR strategies. 4
  5. 5. Shopper’s Club• Shopper’s club is an active way to engage customers in rewarding their loyalty and influencing their buying behaviour 5
  6. 6. Customer Surveys• Customer survey is an effective way to identify customer preference and behavior pattern. 6
  7. 7. Focus Group• Focus group can be used to collect in- depth knowledge on customer’s perception and sentiments over a brand, a product or service. 7
  8. 8. Social media• There is a wealth of self-generated customer information on social media platform on your brand. 8
  9. 9. Commitment to Society• Common tools in showing the organization’s commitment to the society – Philanthropy – CSR – Corporate governance – Public affairs 9
  10. 10. Philanthropy• More commonly called charity, but it must be on a corporate level. 10
  11. 11. Cash donation is still themainstream philanthropy 11
  12. 12. CSR• According to CSR Asia, it is defined as a company’s commitment to operating in an economically, socially and environmentally sustainable manner whilst balancing the interests of diverse stakeholders.• The key areas where stakeholders are involved include: – Clients, suppliers, employees, investors, regulators, communities, and environment. 12
  13. 13. How CSR builds brand name?• This is how a company use its expertise to contribute to the community….and making a name for itself. 13
  14. 14. Corporate Governance• Rights and equitable treatment of shareholders• Role and responsibilities of the board• Integrity and ethical behavior• Disclosure and transparency Are these good Are these good messages for messages for PR purpose? PR purpose? 14
  15. 15. Public Affairs• It shows to the public that you care about the local communities that you operate in.• For Hong Kong, the most common practice is for the bosses of major corporations to hold public offices. 15
  16. 16. Public Affairs• Some companies will support the government’s policy agenda. 16
  17. 17. Public Affairs• Public affairs engagement is a long term commitment.• Apart from supporting the government, organizations can also influence policy makers. 17
  18. 18. Communicating the Marketing Mix• Before deciding what to do, MPR managers must identify who your target audience is. – Age group – Education background – Family composition – Gross income and disposable income – Behavior pattern (in relation to your product or service) – Personal networth – Political preference 18
  19. 19. Communicating the Marketing Mix • Traditionally in the form of a simple pie chart. • Today, more and more overlap….but it’s still all about your target customer Events/Trade Direct mail Shows Target Consumer PR PR Advertising Events/Trade Shows E-Mail Marketing/Web Direct Mail/Coupons AdvertisingE-MailMarketing/Web 19
  20. 20. PR• Editorial content is precious because it can shape readers; perception.• The kind of research people normally do before making a purchase decision: – Online (google or relevant industry portals) – Word of mouth – Media• People want “personal experience/insight.” Media reviews are the next best thing. 20
  21. 21. Let’s look a quick example…• If you are traveling to Las Vegas, and would like a nice pizza meal, would the following restaurant be of interest to you? "Best Pizza in Las Vegas" "Best Pizza" Zagats Review, 2006 Las Vegas Weekly Magazine, 2003 "Best Pizza in Las Vegas" "Best Pizza" LV Weekly Magazine. Readers’ Poll, 2006 Las Vegas Weekly Magazine, 2002 "Best Pizza in Las Vegas" "Best Pizza in Las Vegas" By the subscribers of Las Vegas Review-Journal Poll, 2001 "Best Pizza in Las Vegas" "The Best of the Valley", 2004 City Life, 2000 "Best Pizza in Las Vegas" "A Shrine to Old-Fashioned Pizza" Las Vegas Weekly Magazine, 2004 Zagats Restaurant Review, 2000 "Best Pizza in Las Vegas" "Voted Citysearchs Best Pizza" Zagats Review, 2004, 2000 "Best Pizza in Las Vegas" "A Story of Family Pride, Tradition and, 2003 Great Pizza" 21 Muriel Stevens, Las Vegas Sun
  22. 22. Would you walk into this shop?• If you had not seen all these “Best Pizza” reviews and awards? 22
  23. 23. Integrating PR with Marketing• Using PR tools to manage customer perception and behavior to deliver “marketing mix” objectives.• Again, it boils down to the 4 Ps. 23
  24. 24. Product• The extent to which the company’s product or service can satisfy customer needs, compared with those of competitors.• Tools: – Advertisement – Sponsorship – Exhibition – Awards competition 24
  25. 25. Price• Communicating “price” to customers is to motivate them to make purchase decisions and to retain them as customers.• Tools: – Packaging – Coupons – Price copy advertising – Price concessions – Price bundling 25
  26. 26. Place (distribution)• The distribution channel can convey a specific message about the organization to the customers.• Tools: – Shelve space premium – Exclusive distribution – Agreement with licensed agents – Own retail outlets 26
  27. 27. Promotion• Communication in promotion is to inform and persuade the target customers to buy an organization’s products.• Tools: – Advertising – Sales promotion – Direct marketing – Personal selling – E-commerce 27
  28. 28. How to start?• Identify the strengths of your products / services• Characterize your target consumer• Know your target media• Think about your story and the experience you provide• Develop a core message• Deliberate, creative thinking almost always sets the stage for a successful PR campaign/program. 28
  29. 29. Mini-CA 4• What is HKTB trying to sell? 29
  30. 30. Look at HKTB’s website 30
  31. 31. Mini-CA 4 (to be handed in and presented in next class)• What’s the strengths of Hong Kong?• Who’s HK’s target consumer?• Where do you want media coverage?• What kind of story and the experience you think HK can provide?• Any slogan you can come up with?• What MPR activities do you think would be useful? 31