Branding Marketing Lecture Spring2009
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Branding Marketing Lecture Spring2009

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Full lecture slides (Keynote) for medical students starting research programs for health disparity issues. Lecture is in 4 main parts - 1) basics of marketing, 2) preparing for a media interview 3)......

Full lecture slides (Keynote) for medical students starting research programs for health disparity issues. Lecture is in 4 main parts - 1) basics of marketing, 2) preparing for a media interview 3) cheap/free ways to market, and 4) examples and untested ideas.

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    http://howto.wired.com/wiredhowtos/index.cgi?page_name=get_big_on_youtube;action=display;category=Play








Transcript

  • 1. 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
  • 2. 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
  • 3. 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...
  • 4. Get influencer data blogpulse.com technorati twitter search research companies publications/white papers observations peer data influencer data (also known as “Opinion Leaders”)
  • 5. Creating a Buzz Old Methods ✴Word-of-mouth ✴Event flyers ✴Websites ✴Telemarketing ✴TV Commercials ✴Radio spots ✴Print Ads ✴Marketing
  • 6. 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
  • 7. Standards
  • 8. Standards Babies
  • 9. Standards Babies Puppies
  • 10. Standards Babies Puppies Pretty women
  • 11. Standards Babies Puppies Pretty women
  • 12. Standards Babies Puppies Pretty women
  • 13. 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
  • 14. Viral and innovative marketing
  • 15. 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
  • 16. Entertainment Value News Simulation The Onion: Feed Bags Comedic Carlton Draft’s BIG AD Contraversial Hyundai
  • 17. 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
  • 18. Don’t Just Talk -- Listen Feedback loops (example, TSA) Blogswarms AOL Accounts Project Dogfood What happens without feedback Diebold
  • 19. Ideas (tested & untested)
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. Thank you for allowing us to present to you today! 16
  • 27. Thank you for allowing us to present to you today! 16