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Thriving in a Challenging Economy: Strategies and Best Practices Renée T. Walker Associate Vice President, Public Relation...
Agenda <ul><li>Challenging Landscape </li></ul><ul><li>Myths and Misconceptions </li></ul><ul><li>Brand and Positioning </...
Changing Landscape <ul><li>Changing demographics </li></ul><ul><li>Consumer-driven </li></ul><ul><li>Marketing personaliza...
Myths and Misconceptions
Myths and Misconceptions
Brand and Positioning
<ul><li>Lives in the minds of its many stakeholders – the sum total of their direct and indirect encounters with the organ...
<ul><li>Deliver the brand positioning via interactions with other influencers and interested audiences </li></ul><ul><li>S...
Consumer Behavior & Marketing
Consumer Behavior and Marketing Primary focus of most marketing efforts Lost opportunities due to fragmented approach Cont...
Consumer Behavior and Marketing SOURCE: HAWKINS-BEST-CONEY
Strategies and  Best Practices
= Public Relations PR Opportunities Marketing Newsletter Articles Trade Shows Online Recruiting White Papers Case Studies ...
PR Toolkit <ul><li>Bylined Articles and Expert Advice </li></ul><ul><ul><li>Provide articles, lessons learned, tips   </li...
Marketing Toolkit <ul><li>Sharpen your marketing focus </li></ul><ul><ul><li>Target niche markets with e-mail marketing to...
<ul><li>If we do not change our direction, we are likely to end up where we are headed. </li></ul><ul><li>Chinese proverb ...
<ul><li>Questions? </li></ul>
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MMBDC Thriving...Economy Ppt

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Presented to Michigan Minority Business Development Council, thriving in a challenging economy

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Transcript of "MMBDC Thriving...Economy Ppt"

  1. 1. Thriving in a Challenging Economy: Strategies and Best Practices Renée T. Walker Associate Vice President, Public Relations & Marketing Central Michigan University Copyright 2009 Central Michigan University. All rights reserved.
  2. 2. Agenda <ul><li>Challenging Landscape </li></ul><ul><li>Myths and Misconceptions </li></ul><ul><li>Brand and Positioning </li></ul><ul><li>Consumer Behavior and Marketing </li></ul><ul><li>Strategies and Best Practices </li></ul>
  3. 3. Changing Landscape <ul><li>Changing demographics </li></ul><ul><li>Consumer-driven </li></ul><ul><li>Marketing personalization </li></ul><ul><li>Interactive and rich media </li></ul><ul><li>Social media and Blogs </li></ul><ul><li>Mobile technology </li></ul>
  4. 4. Myths and Misconceptions
  5. 5. Myths and Misconceptions
  6. 6. Brand and Positioning
  7. 7. <ul><li>Lives in the minds of its many stakeholders – the sum total of their direct and indirect encounters with the organization </li></ul><ul><li>Becomes the promise the organization makes to its audiences on a daily basis - the essence of what the organization believes it is accomplishing </li></ul><ul><li>Conveys a simple, easy-to-understand concept that encompasses both current and aspirational identities </li></ul>Strengthening Brand and Positioning
  8. 8. <ul><li>Deliver the brand positioning via interactions with other influencers and interested audiences </li></ul><ul><li>Serves as the foundation for all communications to the organization’s key audiences </li></ul>Strengthening Brand and Positioning
  9. 9. Consumer Behavior & Marketing
  10. 10. Consumer Behavior and Marketing Primary focus of most marketing efforts Lost opportunities due to fragmented approach Continuously plays in the background Endless opportunities to attract and retain customers and clients SOURCE: HAWKINS-BEST-CONEY
  11. 11. Consumer Behavior and Marketing SOURCE: HAWKINS-BEST-CONEY
  12. 12. Strategies and Best Practices
  13. 13. = Public Relations PR Opportunities Marketing Newsletter Articles Trade Shows Online Recruiting White Papers Case Studies Media Placements Presentation & Panel Participation
  14. 14. PR Toolkit <ul><li>Bylined Articles and Expert Advice </li></ul><ul><ul><li>Provide articles, lessons learned, tips </li></ul></ul><ul><li>Networking </li></ul><ul><ul><li>Present yourself as an expert, actively participate in the organization or serve on program committees </li></ul></ul><ul><li>Special Events </li></ul><ul><ul><li>Partner with other vendors or organizations to host informational events </li></ul></ul><ul><li>Trade Shows </li></ul><ul><ul><li>Actively pursue presentation opportunities, including workshops and panel participation </li></ul></ul><ul><li>Leverage local association memberships </li></ul><ul><ul><li>Present white papers, case studies or presentations </li></ul></ul>
  15. 15. Marketing Toolkit <ul><li>Sharpen your marketing focus </li></ul><ul><ul><li>Target niche markets with e-mail marketing tools and social networking sites </li></ul></ul><ul><li>Focus on your Web presence </li></ul><ul><ul><li>Usability, content, SEO and links </li></ul></ul><ul><li>Create referral programs </li></ul><ul><ul><li>Reward current customers for providing new prospects </li></ul></ul><ul><li>Team up with partners </li></ul><ul><ul><li>Find products/services that compliment yours </li></ul></ul><ul><li>Measure Results </li></ul><ul><ul><li>ROI, lead generation and Web traffic </li></ul></ul>
  16. 16. <ul><li>If we do not change our direction, we are likely to end up where we are headed. </li></ul><ul><li>Chinese proverb </li></ul>
  17. 17. <ul><li>Questions? </li></ul>
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