Marcom Fundamentals Final


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Fundamentals of marketing communications with emphasis on the press relations component using the introduction of a new product as an example.

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Marcom Fundamentals Final

  1. 1. Building Brand Awareness and Promoting Products Jonah McLeod: Former High Tech Editor, Current Marketing Communications Professional
  2. 2. The Process of Communications <ul><li>Effective communications takes an unknown quantity and makes it well known </li></ul><ul><li>Examples include the election of Barack Obama, the launch of the original Apple Macintosh in 1984… </li></ul><ul><li>Ideally, effective communications turns your message into an information epidemic </li></ul><ul><ul><li>JK Wedding Entrance Dance on YouTube </li></ul></ul><ul><ul><li>19,130,453 views in three weeks (Chris Brown’s “Forever.”) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Ultimate success is assuring epidemic continues to infect </li></ul>
  3. 3. Malcolm Gladwell “Tipping Point” <ul><li>Gladwell describes the &quot;three &quot;agents of change&quot; in the tipping points of epidemics. </li></ul><ul><li>&quot;The Law of the Few&quot;, or, as Gladwell states, 20 percent of any population influence the remaining 80 percent. </li></ul><ul><li>The Stickiness Factor, children's television programs such as Sesame Street and Blue's Clues pioneered the concept. </li></ul><ul><li>The Power of Context: iPod and iTunes in the context of illegally downloaded MP3 files </li></ul>
  4. 4. The Law of the Few <ul><li>Connectors “link us up with the world ... a handful of people with a truly extraordinary knack (... for) making friends and acquaintances”—Paul Revere, George Bush… </li></ul><ul><li>Mavens are “information specialists”, people who connect us with new information. </li></ul><ul><ul><li>“Information brokers, sharing and trading what they know” </li></ul></ul><ul><ul><li>“Very active” Wikipedia contributors </li></ul></ul><ul><li>Salesmen are “persuaders”, charismatic people with powerful negotiation skills: news anchor Peter Jennings </li></ul>
  5. 5. Tools of the Trade <ul><li>Advertising </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Television/Radio </li></ul></ul><ul><ul><li>Billboards, web ads, flyers </li></ul></ul><ul><li>Product Placement </li></ul><ul><li>New Media </li></ul><ul><li>Live Events </li></ul><ul><li>Press Relations </li></ul>
  6. 6. Advertising <ul><li>David Ogilvy on the print ad: </li></ul><ul><ul><li>“ I belong to the ... school, which holds that a good advertisement is one which sells the product without drawing attention to itself. It should rivet the reader’s attention on the product. Instead of saying, ‘What a clever advertisement,” the reader says, ‘I never knew that before. I must try this product.’” </li></ul></ul><ul><li>Stan Freberg on the television ad—make it sticky </li></ul><ul><ul><li> </li></ul></ul>
  7. 7. Advertising <ul><li>Billboards </li></ul><ul><ul><li>Apple iPod ads </li></ul></ul><ul><ul><li>Iconic Burma Shave signs </li></ul></ul><ul><li>Web ads </li></ul><ul><ul><li>Banners </li></ul></ul><ul><ul><li>Skyscraper </li></ul></ul><ul><ul><li>Keywords in web searches </li></ul></ul><ul><li>Flyers </li></ul><ul><ul><li>Direct mail/e-mail </li></ul></ul><ul><ul><li>Handouts </li></ul></ul>
  8. 8. Product Placement <ul><li>BMW in the James Bond films </li></ul><ul><li>Disney’s “The Love Bug” </li></ul><ul><li>Apple laptop computer on “24” </li></ul>
  9. 9. New Media <ul><ul><li>Social networking </li></ul></ul><ul><ul><ul><li>“ American Idol” product placement (Coca Cola) </li></ul></ul></ul><ul><ul><ul><li>“ American Idol” on TV (Coco Cola Sponsorship) </li></ul></ul></ul><ul><ul><ul><li>“ American Idol” on MySpace (Coco Cola Sponsorship) </li></ul></ul></ul><ul><ul><ul><li>“ American Idol” on Facebook (Coco Cola Sponsorship) </li></ul></ul></ul><ul><ul><li>E-Mail </li></ul></ul><ul><ul><ul><li>Building an e-mail database </li></ul></ul></ul><ul><ul><ul><li>Distribution mechanisms—Constant Contact… </li></ul></ul></ul><ul><ul><li>Web site </li></ul></ul>
  10. 10. Communications Demands Commitment <ul><li>Marketing communications is an on-going process </li></ul><ul><li>Effective communications requires company involvement </li></ul><ul><ul><li>CEO & Executive Staff </li></ul></ul><ul><ul><li>Engineering </li></ul></ul><ul><ul><li>Product Marketing </li></ul></ul><ul><ul><li>“ Sales” </li></ul></ul><ul><li>Marcom creates a communications plan collaboratively based on the company’s perception of itself </li></ul>
  11. 11. Practical Side of Press Relations <ul><ul><li>Launching the product—Virtual Bass </li></ul></ul><ul><ul><li>Identifying key messages for the launch </li></ul></ul><ul><ul><ul><li>Sound to Silicon </li></ul></ul></ul><ul><ul><ul><li>Returning emotional bass to compressed MP3’s </li></ul></ul></ul><ul><ul><ul><li>Overcoming inability of small speakers to produce bass </li></ul></ul></ul><ul><ul><li>Identifying who leads the launch </li></ul></ul><ul><ul><li>Identifying thought leaders to engage </li></ul></ul><ul><ul><li>Anticipating logistics </li></ul></ul>August 4th
  12. 12. Establishing Key Message Doctrine <ul><li>Create a key message document and get stakeholders to sign off </li></ul><ul><ul><li>Press release </li></ul></ul><ul><ul><li>Press presentation </li></ul></ul><ul><li>Assign a czar to ensure company-wide adherence </li></ul><ul><li>Establish a process to ensure consistency </li></ul><ul><ul><li>Marketing documents </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>All external communications: white papers, articles… </li></ul></ul>August 11th
  13. 13. Demonstration Vehicle <ul><li>A demo provides powerful evidence of value proposition </li></ul><ul><li>For this example, Virtual Bass was to be demoed on an HP TouchSmart </li></ul><ul><ul><li>Assign who to give demo </li></ul></ul><ul><ul><li>Assign equipment to company spokesperson </li></ul></ul><ul><ul><li>Anticipate the logistics required to get the equipment to each location </li></ul></ul>August 18th
  14. 14. Telling Your Story <ul><li>Crafting a press release/presentation </li></ul><ul><ul><li>What problem is being solved </li></ul></ul><ul><ul><li>Market opportunity the solution affords </li></ul></ul><ul><ul><li>How your solution succeeds while others fail </li></ul></ul><ul><ul><li>Substantiate your claims with compelling evidence </li></ul></ul><ul><li>Provide abundant background in separate document </li></ul><ul><ul><li>Explain the science </li></ul></ul><ul><ul><li>Promote the engineers creating the technology </li></ul></ul><ul><ul><li>Weave the story into overall company strategy </li></ul></ul><ul><ul><li>Describe the larger universe the product exists within </li></ul></ul>August 25th
  15. 15. Identify Thought Leaders <ul><li>Business media—Financial Times, Forbes, WSJ… </li></ul><ul><ul><li>Plan approach to each targeted editor with CEO </li></ul></ul><ul><ul><li>Fit product launch story into targeted media </li></ul></ul><ul><li>Consumer media—Popular Science, Stereophile… </li></ul><ul><ul><li>Plan approach to each targeted editor with VP Marketing </li></ul></ul><ul><ul><li>Create article outlines, opinion pieces… </li></ul></ul><ul><li>Develop plan to reach key market analyst—In-Stat, Creative Strategies… </li></ul>September 1st
  16. 16. Launch On-Line Campaign <ul><li>YouTube: Post videos on problem to be solved and shortcomings of existing solutions </li></ul><ul><li>Twitter: generate a series of posts that create interest in the problem to be solved </li></ul><ul><li>Facebook: Create a page that uses twitter posts and youtube video </li></ul><ul><li>Produce a blog or comment on existing blogs on the problem being solved—poor audio quality </li></ul>September 15th
  17. 17. Final Draft of Key Documents <ul><li>Script out the hour briefing </li></ul><ul><li>Allocate time to presentation and demo </li></ul><ul><li>Assign presenters and begin rehearsals </li></ul><ul><ul><li>CEO’s interpretation matches VP marketing’s </li></ul></ul><ul><ul><li>Ensure each can present the entire message </li></ul></ul><ul><ul><li>Rehearse presenter to back-up two primary presenters </li></ul></ul>September 27th
  18. 18. Media Training <ul><li>After rehearsal, intensive media training session </li></ul><ul><ul><li>Outside paid consultant to evaluate all presenters </li></ul></ul><ul><ul><li>Record the session and critique the playback </li></ul></ul><ul><li>Role playing Q&A to anticipate questions </li></ul><ul><li>Contingency plans for questions not relevant or too controversial </li></ul>October 7th
  19. 19. Preliminary Testing <ul><li>Pre-brief friendly market analysts & editors/bloggers </li></ul><ul><ul><li>Test the message to see how it plays outside </li></ul></ul><ul><ul><li>These will test the substance not the form of presentation </li></ul></ul><ul><ul><li>Refine the message with this feedback </li></ul></ul><ul><li>Capture feedback for inclusion in press materials </li></ul><ul><ul><li>Request quote for press release </li></ul></ul><ul><ul><li>Capture quote on video or audio </li></ul></ul><ul><ul><li>Collect pictures of analyst </li></ul></ul>October 7th
  20. 20. Commence Press Tour <ul><li>Add analysts quotes to press release/presentation </li></ul><ul><li>Prepare complete press kit </li></ul><ul><ul><li>Press release with analyst </li></ul></ul><ul><ul><li>Supporting document on company/product/technology </li></ul></ul><ul><ul><li>Pictures and bios of executives/product </li></ul></ul><ul><li>Set up hour-long press briefings in centrally located hotel </li></ul><ul><li>One-on-one meetings with editors & bloggers </li></ul>October 27th
  21. 21. Complete Web Site Redesign <ul><li>New page for product being announced </li></ul><ul><li>Special home page treatment for new product </li></ul><ul><li>Links throughout site directing visitors to new product </li></ul><ul><li>Prepare links for press release directing readers to new product </li></ul><ul><li>Post videos </li></ul><ul><ul><li>Company officers </li></ul></ul><ul><ul><li>Third party spokespeople—editors, analysts, customers… </li></ul></ul>
  22. 22. Formal Product Announcement <ul><li>Press release distributed over Business Wire </li></ul><ul><li>Press release sent over internal database </li></ul><ul><li>Website goes live with information on new product </li></ul><ul><li>Update public web presence on YouTube, Twitter, Facebook MySpace with new product information </li></ul>
  23. 23. Elements of successful Campaign <ul><li>1984 Ad originally slotted for three Super Bowl slot </li></ul><ul><li>Apple board of directors fearing IBM reprisal directed Jobs & Scully to pull the ad </li></ul><ul><ul><li>All but one removed </li></ul></ul><ul><ul><li>Given the choice of filling the ad slot with a PSA; Jobs and Scully overrode the board and authorized the ad to run </li></ul></ul><ul><li>In the aftermath, the ad was replayed on major network news broadcast for several days after the initial airing </li></ul><ul><ul><li>An epidemic had been created </li></ul></ul><ul><ul><li>The epidemic has continued to infect </li></ul></ul>
  24. 24. Questions?