Caliber Workshop Low Cost Marketing


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Low-Cost, High-Impact Marketing ideas. This was a free Caliber Group workshop presented to the community.

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  • There are tons of great marketing ideas so today we are only going to talk about a few of them.
  • Think about that question… Are they? Do they promote your business to their family? Their friends? What do they say about your business? friends? Family? Social media? Do they treat your customers the way you want? Are they treated like you would a customer? Do you praise them? Do you say Thank You.
  • DONATE Free recognition Example: a package store offers a bottle of wine as a door prize at all the local chamber functions. Every time someone wins the coveted bottle of wine, the crowd shouts out his business name in unison. Now that is branding. Example: Eurofresh. Donated tomato gift bags to an LA special Olympic event for chefs. Met many chefs from major chains. CHARITY “ for every purchase X $ will go to charity” helps the community in hard times Figure out what charities your customers support and support them. Creates good will and word of mouth. Example: Spendido, retirement community while opening one of their new facilities as customers to bring in items to donate to the Primavera foundation. DONATE TIME Most non-profits could use help, Lawyers, marekting professionals, painters, etc. Meet other individuals who also offer their time, they may be a future client.
  • Get e-mail addresses Send from your own e-mail or use a Software like constant contact ,has templates ($15 a month) Understanding OPT-IN and OPT-OUT. Make the commitment. Don’t bombard your customers. Less expensive than paper newsletter.
  • JOINT PROMOTIONS/SHARING COSTS Offer discounts to each other’s clients Share mailing lists POP on counters Mail stuffers in bill Example: our open house event with three other businesses in the building BARTER Groups such as and
  • Provide them to your employees. Give them free to your loyal customers.
  • USE CaliberPulse to share experieinces.
  • USE CaliberPulse to share experieinces.
  • Think about that question… Are they? Do they promote your business to their family? Their friends? What do they say about your business? friends? Family? Social media?
  • Hispanic population fastest growing group
  • Launches July 20 th , includes Classified advertising as well.
  • Caliber Workshop Low Cost Marketing

    1. 1. SMART MARKETING WORKSHOP Low-Cost, High-Impact Marketing May 5, 2009
    2. 2. Introduction <ul><li>TAKE AWAYS </li></ul><ul><ul><li>Marketing strategies you can use today </li></ul></ul><ul><ul><li>Outmaneuver the competition </li></ul></ul><ul><ul><li>Affordable print advertising </li></ul></ul><ul><ul><li>Generate publicity for your business </li></ul></ul>
    3. 3. Introduction <ul><ul><li>Dana Murray Account Director, Caliber Group </li></ul></ul><ul><ul><ul><ul><li>520-795-4500 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul></ul>
    4. 4. Big Picture <ul><ul><li>Internal Marketing </li></ul></ul><ul><ul><li>External Marketing </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Publicity (PR) </li></ul></ul>“ Successful companies do not abandon their marketing strategies in a recession; they adapt them.” Professor John Quelch, Harvard Business School
    5. 5. Internal Marketing <ul><li>Are your employees working for you? </li></ul><ul><ul><li>Treat them right </li></ul></ul><ul><ul><li>Make them your evangelists </li></ul></ul>“ Take care of your employees and they will take care of your customers.” Mike Jannini, Executive Vice President of Marriott International
    6. 6. <ul><li>&quot;Jumping at several small opportunities may get us there more quickly than waiting for one big one to come along.&quot; </li></ul><ul><li>Hugh Allen </li></ul>External Marketing <ul><ul><li>Customer Perceptions </li></ul></ul><ul><ul><li>Word of Mouth </li></ul></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Become the Local Expert </li></ul></ul><ul><ul><li>Charity / Donations </li></ul></ul>
    7. 7. <ul><li>CUSTOMER PERCEPTIONS </li></ul><ul><ul><li>First Impressions (or second, or third) </li></ul></ul><ul><ul><li>Contacting Your Business </li></ul></ul>External Marketing &quot;About 70% of customers' buying decisions are based on positive human interactions with sales staff. The bottom line is that people buy from people, not companies.&quot; Lee J. Colan Best Selling Business Author
    8. 8. <ul><li>CUSTOMER PERCEPTIONS </li></ul><ul><ul><li>First Impressions </li></ul></ul>External Marketing
    9. 9. <ul><li>CUSTOMER PERCEPTIONS </li></ul><ul><ul><li>Contacting Your Business </li></ul></ul><ul><ul><ul><li>Call on the phone </li></ul></ul></ul><ul><ul><ul><li>Visit your website </li></ul></ul></ul>External Marketing
    10. 10. <ul><li>WORD OF MOUTH </li></ul><ul><li>Reach out to your customers </li></ul><ul><ul><ul><li>Bring in a friend, get a discount </li></ul></ul></ul><ul><ul><ul><li>Wear company logoed shirt, get a gift </li></ul></ul></ul><ul><li>Reward loyal customers </li></ul><ul><ul><ul><li>Don’t assume what worked last year will work today </li></ul></ul></ul><ul><ul><ul><li>Say thank you </li></ul></ul></ul>External Marketing
    11. 11. <ul><li>NETWORKING </li></ul><ul><ul><ul><li>Industry Events </li></ul></ul></ul><ul><ul><ul><li>Community Events & Fundraisers </li></ul></ul></ul><ul><ul><ul><li>Neighborhood BBQs </li></ul></ul></ul><ul><ul><ul><li>Free Local Workshops! </li></ul></ul></ul>External Marketing
    12. 12. <ul><li>BECOME THE LOCAL EXPERT </li></ul><ul><ul><ul><li>Public speaking </li></ul></ul></ul><ul><ul><ul><ul><li>Association meetings </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Local clubs (Rotary, etc.) </li></ul></ul></ul></ul><ul><ul><ul><li>Offer your expertise to the media </li></ul></ul></ul><ul><ul><ul><li>Write articles </li></ul></ul></ul>External Marketing
    13. 13. <ul><li>CHARITY / DONATIONS </li></ul><ul><ul><ul><li>Donate a gift or auction item to a community organization’s fundraiser </li></ul></ul></ul><ul><ul><ul><li>Pick a charity to support </li></ul></ul></ul><ul><ul><ul><li>Donate your time/expertise </li></ul></ul></ul>External Marketing
    14. 14. <ul><ul><li>E-mail Marketing </li></ul></ul><ul><ul><li>Reduced-Cost Advertising </li></ul></ul><ul><ul><li>Brand Your Body </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Targeted Advertising </li></ul></ul>Advertising
    15. 15. <ul><li>E-MAIL MARKETING </li></ul>Advertising
    16. 16. <ul><li>REDUCED-COST ADVERTISING </li></ul><ul><ul><li>Joint Promotions / Sharing Costs </li></ul></ul><ul><ul><ul><li>Radio spots </li></ul></ul></ul><ul><ul><ul><li>Print ads </li></ul></ul></ul><ul><ul><ul><li>Direct Mail </li></ul></ul></ul><ul><ul><ul><ul><ul><li>PARTNERS: Restaurant & Night Club </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Shoe store & clothing store </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>House cleaning service & yard service </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Drywaller & painter </li></ul></ul></ul></ul></ul><ul><ul><li>Barter / Trade Services </li></ul></ul>Advertising
    17. 17. <ul><li>BRAND YOUR BODY and other things </li></ul><ul><ul><li>T-shirt / Baseball Hats </li></ul></ul><ul><ul><li>Cars </li></ul></ul>Advertising
    18. 18. <ul><li>INTERNET </li></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>MySpace </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul>Advertising
    19. 19. <ul><li>INTERNET </li></ul><ul><ul><li>Website Links </li></ul></ul>Advertising
    20. 20. <ul><li>INTERNET </li></ul><ul><ul><li>Webinars </li></ul></ul>Advertising
    21. 21. <ul><li>INTERNET </li></ul><ul><ul><li>Blogs (weblog) </li></ul></ul><ul><ul><ul><li>Custom Designs </li></ul></ul></ul><ul><ul><ul><li>Free software </li></ul></ul></ul><ul><ul><ul><ul><li>Wordpress </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Blogger </li></ul></ul></ul></ul>Advertising
    22. 22. Summary <ul><li>Do something today with what you have learned! </li></ul><ul><li>Share your successes by going to our blog at </li></ul>
    23. 23. <ul><li>TARGET ADVERTISING </li></ul><ul><ul><li>Newspapers </li></ul></ul>Advertising
    24. 24. Introduction <ul><ul><li>Colleen Brady Retail Territory Sales Manager, TNI </li></ul></ul>
    25. 25. <ul><li>The goal is to offer methods that will allow you to target by demographic, geographic or behavioral audience. </li></ul><ul><li>Methods that are low, out-of-pocket costs and that have a high ROI. </li></ul> Reaching Your Marketplace
    26. 26. Community Targeted Reach Sections
    27. 27. <ul><li>Targeted Section – Features </li></ul><ul><ul><li>Each community section targets a specific geographic area every Thursday.  These tab sections are distributed in the paper as well as at select free rack locations in their specific coverage areas. </li></ul></ul><ul><ul><li>They include neighborhood news and information about local government, school news and local business developments. </li></ul></ul><ul><ul><li>Ideal when you want to target consumers who live close by. </li></ul></ul><ul><li>Targeted Section – Benefits </li></ul><ul><ul><li>Targeting specific geographic area of readers with an household income of $50,000+, it allows you to reach an audience with a low investment and drive sales to your business.  </li></ul></ul><ul><ul><li>The results are a high ROI. </li></ul></ul>Target by Geographic Areas
    28. 28. <ul><li>Post-its & Stick-on Ads - Features </li></ul><ul><ul><li>These are highly visible, unique delivery vehicles that are placed on the front page of the newspaper. </li></ul></ul><ul><ul><li>It’s the only way to get an ad on the front page above the fold. </li></ul></ul><ul><ul><li>Target readers geographically by zip code. </li></ul></ul><ul><ul><li>Only one note can be sold per zip code per day, so you always have exclusive placement. Because of their high visibility, they’re excellent for driving traffic to special events. </li></ul></ul><ul><li>Post-its & Stick-on Ads - Benefits </li></ul><ul><ul><li>Geographic targeting by zip code gets to your customers in your neighborhood or radius of business. </li></ul></ul><ul><ul><li>High visibility catches readers interest and drives store traffic. </li></ul></ul>Front Page Exposure by Geographic or Demographic
    29. 29. Target by Demographic or Geographic <ul><li>P&D Inserts – Features </li></ul><ul><ul><li>Turnkey process of printing and distribution. </li></ul></ul><ul><ul><li>Inserts are one of the top sections read by subscribers. </li></ul></ul><ul><ul><li>Inserts can be full market coverage, targeted by geographic area or by demographic based on zip codes. </li></ul></ul><ul><ul><li>Highly effective way to promote products and services. </li></ul></ul><ul><li>P&D Inserts – Benefits </li></ul><ul><ul><li>Readers seek out inserts for sales and coupons which means your message will be seen and drive traffic to your business. </li></ul></ul><ul><ul><li>Cost effective way to advertise by targeting your geographic or demographic core customers! </li></ul></ul><ul><ul><li>Variety of paper sizes, stock, colors, and weight </li></ul></ul><ul><ul><li>5,000 minimum distribution daily </li></ul></ul><ul><ul><li>Preprints can be distributed full run or by select zip codes </li></ul></ul>
    30. 30. Target Tucson’s price-conscious consumers <ul><li>Cactus Clipper – Features </li></ul><ul><ul><li>Cactus Clipper is a 8.5” x 11” full-color glossy coupon book delivered once a month on Sunday! </li></ul></ul><ul><ul><li>Editions available in the Northwest and the East side of Tucson. </li></ul></ul><ul><ul><li>Each zone has over 42,000 copies distributed to area households in the Sunday paper. </li></ul></ul><ul><ul><li>This means your message will be if front of an audience ready and willing to buy from you! </li></ul></ul><ul><li>51% of Tucson Adults use coupons for non-grocery products and services. </li></ul><ul><li>33% of coupon using adults use such coupons at least once a month. </li></ul><ul><li>66% of Tucson's coupon-using households obtain them through the Sunday paper. </li></ul>
    31. 31. The Hispanic Population Is Expected To Comprise 35% Of The Total Tucson Population By 2013. Source: Claritas 2008 32.9% 32.4% The buying power of Arizona’s Hispanic market is expected to go from more than $24 billion in 2005 to more than $29 billion in 2010.
    32. 32. La Estrella de Tucson Source: Scarborough 2007 (T) Source: Scarborough 2008 (T), La Estrella – Features La Estrella is the largest local Spanish language publication in Southern Arizona, with 37,000 copies distributed weekly in the home delivered Arizona Daily Star and in more than 400 free-standing racks located inside and outside Hispanic communities and businesses throughout Southern Arizona. La Estrella – Benefits Tucson Newspapers can help you target the growing Hispanic market with print, online and Spanish-language publications that reach nearly three out of five Hispanic adults each week in Southern Arizona. Reader Demographics: 66% Male 64% Married 38% between the ages 25-34 62% Families
    33. 33. Best Local Online Sites <ul><li>Best Reach of Any Local Online Site - Features </li></ul><ul><ul><li>Tucson Newspapers provides the most-visited collection of local online sites in Southern Arizona. </li></ul></ul><ul><ul><li>Our trio of sites receives more than 13 million page views. </li></ul></ul><ul><ul><li>Almost 2 million unique visitors each month, includes:, and </li></ul></ul><ul><ul><li>Over 200,000 registered users! </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Low duplication with newspaper readers so you are reaching a new audience to increase your sales! </li></ul></ul><ul><ul><li>Offers Video and Flash which draws attention to your ad. </li></ul></ul><ul><ul><li>Drive traffic to your website! </li></ul></ul><ul><ul><li>Combined with the newspaper you will reach 64% of the marketplace. </li></ul></ul><ul><ul><li>Target specific channels to reach specific audience. </li></ul></ul>Source: Site Catalyst 2009
    34. 34. Reach a NEW Audience 54% of our online registrants are age 45 or older. 83% of our online registrants are not print subscribers Source: 2009 TNI Online Registration Reports
    35. 35. <ul><li>Online display advertising is sold in 3 basic formats: </li></ul><ul><li>Leaderboard, Skyscraper, and Big Box. </li></ul><ul><li>Leaderboards command a strong presence with plenty of space to convey a complex message or concept. </li></ul><ul><li>Skyscrapers attract more attention as they are visible to readers as they scroll down the page. </li></ul><ul><li>The Big Box is the most effective ad unit because it is surrounded by content with high impact and story level visibility. </li></ul>Online Display Advertising
    36. 36. TNI eBlasts Newsletter # of Registrants Top Deals 53,213 Wildcat Sports 11,651 Citizen Breaking News 7,340 Obituaries 7,312 Star News 6,463 Food & Wine 4,126 A.M. Headlines 3,255 Business Edge 3,191 Golf Report 2,928 AzStar Biz 2,557 AzNight Buzz 2,456 Offertas de Tucson 1,999 Source: 2009 TNI Online Registration Reports Target specific interests from Wildcat Sports to Food and Wine or target a specific region with our ZAG Info (zip code, age, gender).
    37. 37. <ul><li>Key word searches are constantly being made for Tucson and Southern Arizona businesses on the web each month. </li></ul><ul><li>Be on the cutting edge of online advertising and increase sales by promoting your products and services with Guaranteed Clicks. </li></ul>Key Work Searches
    38. 38. <ul><li>Guaranteed Clicks is an easy, automated way for your business to utilize search marketing to advertise itself and be seen in the search results of more than 30 top search engines…with guaranteed results. </li></ul>Guaranteed Clicks Paid Listings Organic Listings
    39. 39. Media Synergy: Print and Online <ul><li>Newspaper advertising drives response via the Internet, which </li></ul><ul><li>makes it the perfect complement to a search campaign. </li></ul>Source: Clark, Martire & Bartolomeo, Inc. Survey October 2007 42% of newspaper readers who use the Internet reported they had purchased at least one product they saw in the newspaper in the last month.
    40. 40. Unbeatable Reach Source: Scarborough 2008 (T) Tucson Newspapers’ print and online products reach significantly more of the Tucson market Daily Star/Citizen = 1Daily, Sunday = 1 Sunday TNI Websites = past 30 days Radio = M-F AM Drive AQH 1 Spot/hr TV = Primetime Avg ½ hr M-S 7-10pm, Sun 6-10pm 1 Spot/hr Other Print = 1 Issue
    41. 41. <ul><li>Special Ad Rates in the Star on </li></ul><ul><li>Monday and Tuesday. </li></ul><ul><li>Only $27.00 pci until 7/31/09 </li></ul><ul><li>Reaches nearly 225,000 Tucson adults with just one issue. </li></ul>Advertising in Full-Run Tucson Newspapers <ul><li>Tucson Newspapers – Features </li></ul><ul><ul><li>One insertion in the Sunday Arizona Daily Star reaches more Adults then any other media in Tucson. The Sunday newspaper reaches 51% of the marketplace and the nearest TV station only reaches 15%. </li></ul></ul><ul><ul><li>The Arizona Daily Star and Tucson Citizen combined reach 40% of the marketplace, far more than the nearest competitive media. </li></ul></ul><ul><ul><li>When you combined both papers and our trio of sites we reach more than 62% of the marketplace. ` </li></ul></ul><ul><ul><li>The newspaper and our websites are invited into the home! </li></ul></ul><ul><ul><li>Our readers, your customers, have an household income over $50,000+ and 80% own their own home. </li></ul></ul>Source: Scarborough 2008 (T)
    42. 42. Target Your Customer by Section Readership & Community Source: Scarborough 2008 (T)
    43. 43. Introduction <ul><ul><li>Tiffany Kjos Regional Editor, The Arizona Daily Star </li></ul></ul><ul><ul><li>Jose Merino La Estrella Editor, The Arizona Daily Star </li></ul></ul>
    44. 44. Public Relations
    45. 45. Public Relations The Star’s ZONED SECTIONS cover three geographic areas They go to Star subscribers in each specific area and they’re available free in racks in those areas.
    46. 46. Public Relations Our goal: To dig up news you can’t read anywhere else.
    47. 47. Public Relations Northwest Section North of River Road all the way into Marana and Oro Valley
    48. 48. Public Relations Foothills Section South of First Avenue and north of River all the way across the Tanque Verde Valley
    49. 49. Public Relations East Side Section South of Alvernon and east of Tanque Verde Road, including Vail and Corona de Tucson
    50. 50. Public Relations Thanks!
    51. 51. Public Relations
    52. 52. Public Relations <ul><li>La Estrella </li></ul><ul><ul><ul><ul><ul><li>Star’s Spanish Language Publication </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>More than 30,000 weekly copies </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Distributed in Tucson Metro and So Az </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Staff is fully bilingual </li></ul></ul></ul></ul></ul>
    53. 53. Public Relations Applause!
    54. 54. Public Relations
    55. 55. Public Relations
    56. 56. Public Relations <ul><li>What do I take from this presentation? </li></ul><ul><ul><ul><ul><ul><li>We are all in the same boat </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Do what I just did </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Persuade the ‘news people’ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Be a team player, collaborate </li></ul></ul></ul></ul></ul>
    57. 57. Public Relations Applause!
    58. 58. Public Relations Gracias!
    59. 59. <ul><li>For a copy of this PowerPoint go to </li></ul><ul><li> </li></ul>Summary
    60. 60. Brought to you by The Caliber Group & The Arizona Daily Star. This Power Point presentation is available at Thank you for attending.