Starting marketing and pr

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Starting marketing and pr

  1. 1. Marketing and PR Sub title Creative Media Production 2013 1
  2. 2. Introduction The marketing and promotion of a commercial media product is an important stage in trying to ensure its success in reaching its target audience and being received by this audience in the desired way. Market research departments, companies and agencies employ a range of methods and techniques to try to find out what consumers of media texts think and feel about those texts. Researchers aim to provide a realistic insight into audience preferences, wants, needs, desires and aspirations so that the final media product can be marketed and promoted as successfully as possible. Public relations (or PR) companies will also attempt to manage the message that is being communicated about a specific product or service and try to ensure that it is seen in a positive light. Creative Media Production 2013 2
  3. 3. Introduction Marketing and public relations cannot provide guaranteed results but effective marketing and promotion can provide a firm foundation for the successful launch, and on going support, of a product aiming to meet its expected targets. Most large companies will have their own marketing or PR department, whilst smaller companies will employ independent specialists to market and promote their products on a bespoke basis. Whatever the arena, an understanding of marketing and an awareness of the methods of promotion are vital to the media industry and the success of its products and services. Creative Media Production 2013 3
  4. 4. Grading Tasks one and two cover learning outcome one. You work will be graded pass, merit or distinction based on the grading criteria listed below. Creative Media Production 2013 4
  5. 5. The functions of marketing and PR Understand the functions of marketing and public relations Task 1 (P1, M1, D1): Research the main functions and fields of marketing and public relations and produce a short written description of each. When talking about the fields, you should give examples of people or organisations in those fields which might need to use marketing and PR. Marketing: Market research Market analysis Marketing strategy Advertising Brand promotion Creative Media Production 2013 5
  6. 6. The functions of marketing and PR Understand the functions of marketing and public relations Public relations: Managing the message Positive publicity ‘Spin’ Damage limitation Organising events Lobbying Creative Media Production 2013 6
  7. 7. The functions of marketing and PR Understand the functions of marketing and public relations Fields of marketing and public relations: Media, celebrities and entertainment Business Government & public services Charities and pressure groups Sport Creative Media Production 2013 7
  8. 8. Case study: Task 2 (P1, M1, D1): Produce a case study file of an appropriate media marketing or public relations exercise showing how marketing or public relations methods and techniques have been used. Explain which field of marketing and PR the work you look at fits in to. You can look at a campaign which covers multi media platforms such as print, moving image and the web or just concentrate on one aspect of it. Creative Media Production 2013 8
  9. 9. Case Study BOTTLE have used many marketing and PR techniques to help promote and improve the image of pound land. They organised events to appeal to their key demographic. This not only attracted more shoppers to the stores but generated additional publicity. Creative Media Production 2013 9
  10. 10. Case Study They researched and analysed their market to understand the best ways to communicate. They targeted women, reasoning that they are still mostly responsible for the weekly shop in their demographic. This audience tends to use Facebook for the social networking, so this was targeted by the campaign. After taking on board the recommendations, Poundland started its own in house team to work on social media. Creative Media Production 2013 10
  11. 11. Case study Positive publicity and brand promotion were also achieved by getting products in to consumer pages of publications such as the Mirror. This again ties in to their demographic. Creative Media Production 2013 11
  12. 12. Useful links Pound land case study. http://www.bottlepr.co.uk/client-item.aspx?folderguid=D80AD267-83BF-4738A0B9-64E5811CD2F5 In tandem communications example work. http://intandemcommunications.co.uk/brilliant-results Cohn Wolfe PR case studies http://www.cohnwolfe.com/en/case-studies Ogilvy PR Agency case studies http://www.ogilvypr.com/en/cases/search Great video on political spin http://www.bbc.co.uk/learningzone/clips/are-these-examples-of-politicalspin/7265.html Creative Media Production 2013 12
  13. 13. Useful links Wikipedia: Market analysis http://en.wikipedia.org/wiki/Market_analysis Writing a market analysis http://www.inc.com/articles/1999/12/15964.html Wikipedia: Market Research http://en.wikipedia.org/wiki/Market_research Tesco horsemeat scandal links http://www.theguardian.com/media/2013/sep/04/tesco-horsemeat-ad Tesco press releases http://www.tescoplc.com/index.asp?pageid=17 Spin gone wrong http://www.telegraph.co.uk/news/uknews/1358985/Sept-11-a-good-day-tobury-bad-news.html Creative Media Production 2013 13
  14. 14. Useful links Managing the message: http://paulkiser.wordpress.com/2013/02/05/why-managing-the-messagedoesnt/ Public relations: http://www.ipr.org.uk/ Creative Media Production 2013 14
  15. 15. Methods and Techniques Marketing: Understanding clients and their requirements: Understanding what a client wants and needs it the first step in a marketing relationship. A client may well have a direction they want to go in or a message they are keen to get out. Producing work which does not fit with the clients ideas is unlikely to be taken forward. Understanding markets: Understanding the market you are working in is vital. It helps you establish your competition and your consumers and helps you place your own product in the market place. Creative Media Production 2013 15
  16. 16. Methods and Techniques SWOT analysis (strengths, weaknesses, opportunities, threats): This is a way of looking at your ideas and assessing them in a structured way. You look at the strengths of your position and also consider the weaknesses as well. You look at the opportunities you have within a project but also the things that could threaten its success. Exposing your weaknesses and threats allows you to try to tackle them before they become an issue. Creative Media Production 2013 16
  17. 17. Methods and Techniques Profiling: Profiling is all about building up knowledge about an organisations most typical clients. It involves understanding who your clients are (e.g. their age, location, life-stage, income band, property value and lifestyle choices). Next, you need to build an understanding of how they are interacting with your products and services (e.g. How often do they purchase, how much, and when). Finally, you need to establish the way clients currently perceive your products and services (for example, whether you're providing a necessity, a luxury or a default option) http://www.matrixsolutions.co.uk/products/inside-intelligence/profiling-andsegmentation/ Creative Media Production 2013 17
  18. 18. Creative Media Production 2013 18
  19. 19. Methods and Techniques Marketing mix: The marketing mix is the combination of product, price, place and promotion for any business venture. The marketing mix is the combination of product, price, place and promotion for an organisation. Creative Media Production 2013 19
  20. 20. Methods and Techniques Range of marketing materials (print, video, audio, interactive): This is the variety of different ways that an organisation can market itself. Larger organisations will use a range of marketing materials to gain cross media coverage and increase brand awareness. Advertising: A type of communication for marketing. It is used to encourage and sometimes manipulate an audience. Usually the desired result is to get people to buy a product, although political and ideological advertising is also common. Sponsorship: Companies will use sponsorship to promote themselves. This may involve donating things to the event in exchange for their logo appearing on materials related to the event. Often TV programmes are sponsored by a company or product. Creative Media Production 2013 20
  21. 21. Virgin Money now sponsors the London Marathon Harveys have been on of many companies to have sponsored Coronation Street Creative Media Production 2013 21
  22. 22. Methods and Techniques Endorsements: This is where people make positive statements about a product. Sometimes celebrities are used to endorse products with the hope that they will influence their fans to buy the product. Sometimes experts in a field will appear to endorse a product. Sometimes ordinary people will be used instead to try and mirror the audience and get them to buy. Creative Media Production 2013 22
  23. 23. Endorsements: This advert uses a dentist to endorse the use of a specific brand of toothpaste Endorsements: This organisation uses its magazine to show endorsements by everyday people. Creative Media Production 2013 23
  24. 24. Methods and Techniques Events: Holding an event is a god way to build up publicity for your business and market yourself. It could happen in a range of ways depending on your business. Apple make the opening of a new store a huge event. College is often putting on open evenings and shows to promote the work we do. Events have their risks. LG held and event to give out free vouchers for products which were inside helium balloons. People came armed with BB guns and knives on sticks to get at the prizes. 20 people were injured as crowds battled for the vouchers. Creative Media Production 2013 24
  25. 25. Methods and Techniques Merchandising: Merchandising can have a range of meanings. In retail marketing it is about creating a display of products so that the right kind of customers will see it. It can also mean the use of one brand to sell other items. Films and TV shows often produce a wide range of merchandise with their logos and characters on them. Creative Media Production 2013 25
  26. 26. Methods and Techniques Public relations: Press releases: A press release is a type of communication aimed at the news media. It is used to announce something newsworthy. They can be posted, faxed, or more typically today, e-mailed to editors at print, radio and television organisations. They can be a good way of getting information about your business out to people by making it seem like news. Electronic media packs: These can be used to send out to people who could be useful to your business or yourself. They usually contain a press release, a biography of you or your company, testimonials and articles and photographs. All this is design to promote you or your business. Creative Media Production 2013 26
  27. 27. Methods and Techniques Briefings: A brief is designed to set out the requirements of a PR campaign. Amongst other things, it should establish the goals of the campaign, the main audience, the effect and the budget. Press conferences: Press conferences are organised for a whole host of reasons but the aim is to allow you to give out a statement to the press and then be asked questions. They can be associated with criminal investigations, sporting events, elections and politicians amongst many others. Creative Media Production 2013 27
  28. 28. Methods and Techniques Hand-outs: Hand-outs are another PR tool allowing you to manage the message for people. You can combine these with press-conferences, press releases and media packs as handy things for people to take away. It allows you to foreground the key ideas you want to promote in a package that people can take away. Interviews: Much more personal than a press conference, interviews allow you to respond to questions one on one. Often people will insist on being able to see the question lists first and will not answer additional questions. Creative Media Production 2013 28
  29. 29. Methods and Techniques Film and picture opportunities: This is good promotional material which you can use in a variety of formats and across a range of platforms. Many sports starts, celebrities and politicians set up these sorts opportunities with the hope of gaining some good PR for themselves as well as promoting other things. Contacts and Networking: These can be the people in charge of managing the PR for a company or individual. They will be the ones dealing with requests for press releases, conferences, interviews and so on. It is their job to manage these elements to ensure the best outcomes. If you are working for an organisation you will need lots of your own contacts to be able to manage your PR successfully. You need to know celebrities and their agents as well as TV bookers, editors, publishers, bloggers and so on to enable you to manage the message. Creative Media Production 2013 29
  30. 30. Task 3 Task 3: (P2, M2, D2) Using your lecture notes and your own additional research, complete the workbook on the principal methods and techniques used in marketing and PR. You should comprehensively explain the principal methods and techniques of marketing and public relations with elucidated examples and consistently using subject terminology correctly. In terms of marketing you should cover understanding clients and their requirements, understanding markets, SWOT analysis, profiling, marketing mix, range of marketing materials, advertising, sponsorship, endorsements, merchandising and events. In terms of public relations you should cover press releases, electronic media packs, briefings, press conferences, hand-outs, interviews, film and picture opportunities and contacts and networking. Creative Media Production 2013 30
  31. 31. Marketing and PR Issues requiring marketing or public relations solutions There are many different issues that can be addressed through marketing and public relations. Quality: Quality is about how good a product is. Companies will often focus on the quality of their product rather than the price. Image: This is the public profile of a company or product. This can be described as the ideas we associate with something and the ideas they try and put out to people. Price: The simple explanation is that price is how much something costs but in marketing and PR is can be a useful tool to sell products. Sometimes the focus will on price rather than quality. Value: The worth of something to the people who have it. So something cheap might be enormous value to someone if it is something they Creative Media Production 2013 31 desperately need.
  32. 32. Marketing and PR Market: This is your potential buyers, your outlets and your competition. Competition: These are the people who are targeting the same market as you. You will have to work hard to ensure they don’t take all your potential customers. Creative Media Production 2013 32
  33. 33. Marketing and PR Guinness Quality article http://www.marketingmagazine.co.uk/article/1210008/guinness-reinventssurfer-ad-quality-marketing-push Ford Quality article http://www.marketingmagazine.co.uk/article/1017089/ford-rethinks-ad-plansemphasise-quality Creative Media Production 2013 33
  34. 34. Marketing and PR Quality Creative Media Production 2013 Price 34
  35. 35. Marketing and PR Quality: This advert focuses on quality. It uses simple, clean and high quality design to reflect the products it is selling. It does not mention price at all. It uses a product shot of the cooked product with other quality ingredients. It uses an expensive looking pan as well. All of this combines to associate the product and the brand with quality. Creative Media Production 2013 35
  36. 36. Marketing and PR Image: The advert works on creating the image of a responsible food producer. Free range is seen as not only top quality but the ethical way to eat. Further copy highlights other environmental credentials for the brand. It creates the image that supermarkets can be both mass market and yet ethical. Creative Media Production 2013 36
  37. 37. Marketing and PR Price and value: This advert focuses on price and value for money. It uses simple, no nonsense design with a clear focus on the cost of the product. The strap line, ‘Britain’s biggest discounter’, further emphasises the focus on price. It shows products with basic looking packaging. There is not information such as variety of product or where it was grown. Creative Media Production 2013
  38. 38. Value and image: Marketing and PR This advert focusses on the value of the product to the customer. It uses lots of images of professional, highly important jobs to create an image of professionalism and reliability. http://www.youtube.com/watch?v=oQs56cdZm-0 Using images of formula one cars, medical surgery and stock trading gives an image of speed, safety and power. The focus is not on the products, but what customers can do with them, saving time, money and lives which is very valuable. Creative Media Production 2013 38
  39. 39. Image and competition: Marketing and PR This advert directly names a competitor, Google, and compares its product to theirs. It states that they don’t read your emails to help them target adverts towards you. It aims to create a clear image of responsibility and fairness. It tries to highlight differences between email providers. http://www.keepyouremailprivate.com It creates an image of the competition as aggressive and something to be feared. Creative Media Production 2013 39
  40. 40. Marketing and PR Price and Competition: This advert makes use of direction comparison between brands and focusses on the value that can be achieved by swapping products. Suggesting the products are like brands people know will encourage them to swap. The subtle use of arrows in the boxes showing the savings further Creative Media Production 2013 reinforces the prices. 40
  41. 41. Marketing and PR Task 4: (LO3) Compare the marketing materials for a similar type of product from different companies. Using your list of different marketing issues, show how these similar products are marketed in different ways. You should clearly show where they have focussed on quality, image, price and value. You should explain the market they are targeting and also the competition they have. Creative Media Production 2013 41
  42. 42. SWOT SWOT analysis is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. (http://en.wikipedia.org/wiki/SWOT_analysis) It is a great way of looking at potential ideas and their limitations. You are going to do a SWOT analysis for one of the following ideas. Task 5: (LO3) Undertake a SWOT analysis for the following product. New MP3 player that allows internet streaming of songs from Spotify is going to launch in a bid to challenge Apple’s market domination. Produce a SWOT analysis for this product. Creative Media Production 2013 42
  43. 43. You are pitching for the marketing and publication relations role for the release of a new album by a band. You will randomly generate the name of your band and the title of their album. You will use this as the starting point for your campaign. Task 6: Create a marketing and PR campaign for the album launch of a new band. You should determine your objectives before planning your campaign. You should include information on: managing the message use of hyperbole methods of communication internal motivation motivation of the media You should ensure your plans are SMART (Specific, Measureable, Achievable, Realistic, Time-related). You will assess if this is the case at the end ofProductionproject. your 2013 Creative Media 43
  44. 44. Random Band Generator To get the name of the band you will be working for, go to the main Wikipedia page. Click on the random article button on the left hand side of the page. Creative Media Production 2013 44
  45. 45. Random Band Generator You can press the random article button a maximum of 3 times. You must use the title of one of the searches for your band name. This will help give you an insight in to a genre of music for the band. Creative Media Production 2013 45
  46. 46. Random Band Generator To get your album name, go to: http://www.quotationspage.co m/qotd.html Press the random quotes button on the left hand side of the page. You must use 3 consecutive words from the last quote on the page for your album title. Creative Media Production 2013 46
  47. 47. Marketing and PR Phoenix Prize for Spiritual Art – Born in it Creative Media Production 2013 47
  48. 48. Marketing and PR Determine objectives: Every marketing and PR campaign has an objective. This is the end result you are hoping for. Objectives can be as varied as the campaigns themselves. Common themes could be to generate good publicity, to control a damaging story or to gain a higher market share. The more specific you can be, the easier your task. Plan the campaign: As with any project, planning is essential. You need to decide what you will do and when. Your brief will give you the starting point and you will set your own objectives. What you need to do is plan how to get from the start, to the end. Manage the message: What do you want the message of your campaign to be? When you have decided, you need to ensure that it is controlled. Creative Media Production 2013 48
  49. 49. Marketing and PR Hyperbole: A figure of speech in which exaggeration is used for emphasis or effect, as in ’I could sleep for a year ’or ’This book weighs a ton’. http://www.thefreedictionary.com/hyperbole Communication: There are many different ways you can communicate during a marketing and PR exercise. You could hold a press conference or issue a press release. You could create an event. You could use television, radio and print based media as well as online content and social media. The mix of methods you choose will depend on your audience and your issue. Creative Media Production 2013 49
  50. 50. Marketing and PR Internal motivation: This is what is motivating you or your company to take up the PR and marketing challenge. This could be something you have chosen to do or it could be a situation which has been forced on you. Either way, examining the motivation for the project it important. Your objectives could help you here. Motivation of media: This is why the media are interested in the story. It could be a negative PR issue which the media are trying to uncover or it could be an exclusive interview that they want. This often happens in the case of celebrities and politics where bad news stories can sell more issues. In a scenario like this, what could the motivation of the media be and which parts of the media would be interested? Creative Media Production 2013 50

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