Branding Marketing Lecture Spring2009

Marketing Media for Health Disparity Issues Preparing for Media Basics of Marketing How to use it for good (or evil) SHONDA RANSON, MSL, MSMK, CNT ASSISTANT RESEARCH PROFESSOR RADIATION ONCOLOGY

What you need to know Who is your target demographic? Current/Future Where do they hang out? Who inﬂuences them? How do they communicate? What are their beliefs? (Onion Cancer Pt) Are you being effective? Testing your effectiveness Primary testing (focus groups) Ongoing data collection

Who are you trying to reach? Deﬁne your target audience Onion on demographics Brainstorm how to reach the audience Write a proﬁle as a member of the target audience Day in the Life of...

Get inﬂuencer data blogpulse.com technorati twitter search research companies publications/white papers observations peer data inﬂuencer data (also known as “Opinion Leaders”)

Creating a Buzz Old Methods ✴Word-of-mouth ✴Event ﬂyers ✴Websites ✴Telemarketing ✴TV Commercials ✴Radio spots ✴Print Ads ✴Marketing

Creating a Buzz Old Methods NEW METHODS ✴Word-of-mouth ✴BLOGGING ✴Event ﬂyers ✴BIZ CARD URLS ✴Websites ✴SOCIAL MEDIA ✴Telemarketing ✴TEXT MESSAGING ✴TV Commercials ✴YOUTUBE VIDEO ✴Radio spots ✴PODCASTING ✴Print Ads ✴PUBLIC RELATIONS ✴BRANDING ✴Marketing

Standards

Standards Babies

Standards Babies Puppies

Standards Babies Puppies Pretty women

Preparing for the media Normal people don’t look good on TV Speak in 8-second sound bytes Control the context You’re ALWAYS on camera -- always Don’t be afraid to ask to take a break Thank the media for future contact Build your media network

Viral and innovative marketing

The New Marketing Target driven Social Media (Facebook, MySpace, Twitter, Squidoo) Embedded Entertaining http://www.youtube.com/watch?v=33v7rIhOonE Unique Will it Blend Information/Expert Specialty sites (Wired) Wiki’s

Entertainment Value News Simulation The Onion: Feed Bags Comedic Carlton Draft’s BIG AD Contraversial Hyundai

Health Disparity online Bulimia http://www.youtube.com/watch?v=VywJEankDXs Smoking http://www.youtube.com/watch?v=bk74ct4U6ww Cancer Screening http://www.theonion.com/content/video/ courageous_man_refuses_to_believe

Don’t Just Talk -- Listen Feedback loops (example, TSA) Blogswarms AOL Accounts Project Dogfood What happens without feedback Diebold

Ideas (tested & untested)

Become a source of expert information on social concerns of Rochester AVATAR CHAT t-Shirt give away YouTube serial (60 second project updates) Pass along offer -- Facebook widgit Blog unto to others as you would have others blog unto you Add some activity http://www.sp-studio.de/ 15

Social Media for Dummies Joomla build for your own social media site http://helpfuturepatients.org Google Labs Site creator Wired How-To TIP: Create a meaningful (& brief) URL, buy it as a DDNS (dynamic DNS) and point it to your site. DDNS prevents site hijacking DDNS allows temp site pointing to eliminate downtime Recommended site: ChangeIP.com

Thank you for allowing us to present to you today! 16

Branding Marketing Lecture Spring2009

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