Messaging

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How to find and market your communitie

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Messaging

  1. 1. MESSAGING Presented by Janet Muhm
  2. 2. Messaging
  3. 3. Messaging
  4. 4. Messaging
  5. 5. Messaging Messaging is the most effective way to close the gap between advertising that costs and advertising that pays.
  6. 6. Messaging Cost of messaging Cost of placing an ad
  7. 7. Messaging Time needed to place an ad Time needed to message to your target audience
  8. 8. MARKET BEFORE MESSAGE
  9. 9. Market Finding your market The five Ws g Why g What g Who g Where g Wow
  10. 10. Market|why Why advertise? a) Because the ad rep won’t stop calling b) Because it’s a good deal c) Because we have a new logo H d) Because we need more business H
  11. 11. Market|why what What to advertise? a) your community b) your outstanding work force c) your schools d) your low electric rates e) all of the above H f) none of the above H
  12. 12. Market|why what What to advertise? Is your Unique Selling Proposition (USP)… g an industry cluster? g a unique overlap of industries? g an unusual business? g a close association with a university? g a distinct geographical asset?
  13. 13. Market|why what What does your community have that others don’t? Say it first and you have a USP. energy life science farming/ agribusiness plant and animal health biodiesel, algae proteins & wind nuclear energy and medicine
  14. 14. Market|why what who Who are you advertising to?
  15. 15. Market|why what who Use the air campaign to set a) an industry b) site consultants c) everyone d) a person H
  16. 16. Market|why what who Identify the person you want to talk to. Then use your ad to “talk to them” through genuine communication.
  17. 17. Market|why what who Who are you advertising to? g % of the readers that are male g Age range of the largest segment of readers g Educational attainment of average reader g Average salary of readers g % of readers C-level executives g % of readers with a technical background? g What other pubs are subscribers reading? g Who are the other advertisers in this magazine?
  18. 18. Market|why what who where Where will you advertise? a) in a brochure H b) in a magazine H c) on the side of a cow H d) on the web H
  19. 19. Market|why what who where Where will you advertise? Primary considerations… g cost g geographic market g number of impressions g quality of those impressions g timing
  20. 20. Message| the wow factor HOW to WOW Fitting your message to the correct target audience will help build the relationship after the sale.
  21. 21. Message| the wow factor “It fits!”
  22. 22. Message| the wow factor HOW to WOW 1. Chart WHY, WHAT, WHO, WHERE
  23. 23. Message| the wow factor HOW to WOW 1. Chart WHY, WHAT, WHO, WHERE 2. Choose a creative strategy that fits your ad buy
  24. 24. Message| the wow factor HOW to WOW 1. Chart WHY, WHAT, WHO, WHERE 2. Choose a creative strategy that fits your ad buy g band wagon g comparison g slice of life g fear g value-added g testimonial g branding g 100% urge to action
  25. 25. Message| the wow factor
  26. 26. Message| the wow factor
  27. 27. Message| the wow factor
  28. 28. Message| the wow factor
  29. 29. Message| the wow factor
  30. 30. Message| the wow factor
  31. 31. Message| the wow factor
  32. 32. Message| the wow factor
  33. 33. Message| the wow factor HOW to WOW 1. Chart WHY, WHAT, WHO, WHERE 2. Choose a creative strategy that fits your ad buy 3. Brainstorm g allow your left brain to take a nap g be respectful to others g designate a note-taker g bring cookies
  34. 34. Message| the wow factor HOW to WOW 1. Chart WHY, WHAT, WHO, WHERE 2. Choose a creative strategy that fits your ad buy 3. Brainstorm 4. Practice the golden rule g Be kind to your competitors g Respect your readers’ intelligence
  35. 35. Message| the wow factor HOW to WOW 1. Chart WHY, WHAT, WHO, WHERE 2. Choose a creative strategy that fits your ad buy 3. Brainstorm 4. Practice the golden rule 5. Keep it short and sweet
  36. 36. Message| the wow factor BUSINESS HAPPENS HERE. www.missouripartnership.com
  37. 37. Message| the wow factor BUSINESS HAPPENS HERE. www.missouripartnership.com 1 3 2
  38. 38. Messaging BUSINESS HAPPENS HERE. www.missouripartnership.com
  39. 39. Moving ahead… Get your message into print

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