PR and Marketing in Times of Turmoil from Marketing Jam '09

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At the Austin AMA Marketing Jam '09, strategic communications experts Stacy Armijo and Michael Russel of Pierpont Communications (www.piercom.com) addressed how to approach PR and Marketing in times of turmoil.

Interested in more marketing programs and networking? Visit the Austin American Marketing Association website (www.austinama.org) for coming events and the AMA blog (www.austinama.org/blog) to be a part of the conversation.

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PR and Marketing in Times of Turmoil from Marketing Jam '09

  1. 1. Marketing Jam ‘09 09 PR and Marketing in Times of Turmoil May 12, 2009
  2. 2. Question #1: How many of you h H f have iincreased your d marketing effort in the current business environment? i t? Yes No
  3. 3. Question #2: How many of you f l you must do more H f feel td with less? Yes No
  4. 4. Situation • Recessionary period • Unemployment high • Capital is constrained • Demand is down • Resources are scarce esou ces a e sca ce • Nothing seems easy
  5. 5. Never enough… Money Time Leads
  6. 6. Must haves… Strategy gy Targets Message Differentiation
  7. 7. Strategy • What is Wh t i my most compelling message? t lli ? • Where is my market sweet spot? • Who are the decision makers? • Should I shoot at the top first? • How do my targets get their information? • How can I penetrate those channels? • Can I secure referrals first? • What will be my follow-up plan?
  8. 8. Target / Focus • Research R h • ID your targets • Narrow your activities N ti iti • High frequency / high impact • Work harder W kh d • Work smarter
  9. 9. Messaging • Message session M i • Sharpen • Simplify Si lif • Document • Get internal folks on board G ti t l f lk bd • Test for message pull-through
  10. 10. Low Cost Tactics… Ask for Media Referral Relations Power Be Host mapping Letters E-Newsletter Speaking Gift Books Networking Entertain …can keep eyes Partner Events on your firm
  11. 11. Reach Out and Touch • Early ft E l / often • Reinforce relationships • Take T k no one for granted f td • Wine / dine • Seek S k new i fl influencers
  12. 12. Do Something Different • Host luncheons • Tasteful PR series-like events • Marketing Jam ‘09 g • Speed networking • C-level dinner • Unique client gifts • Reward referrals • Involve employees in marketing
  13. 13. Sales • Be b ld B bold • Ask for referrals • “We h ld b “W should be working t ki together” th ” • Call former clients / customers • Start St t small, b ild t t ll build trust • Ask for projects
  14. 14. The Beauty of a Recession • Perfect ti P f t time for differentiation f diff ti ti • The tough get tougher • Tests T t your resolve l • Spurs innovation • Successes are sweeter S t • Organization becomes stronger
  15. 15. Recommended Reading “Selling to VITO” (the Very Important Top Officer), Offi ) Author: Anthony Parinello “Getting to VITO” (the Very Important Top Officer), Author: Anthony Parinello
  16. 16. Defending the Role of Marketing
  17. 17. Marketer’s Role • Are you concerned about being laid off or losing accounts because of cutbacks? – You’re not alone – Organizational advocate vs. individual role vs • As marketers, how do we advocate internally for y the good work that we do?
  18. 18. Ask Yourself • What really drives your executives? – Sales? – Goodwill in the community? – One-upping competitors? One upping • Besides your direct supervisor, how many people do you really have a relationship with at your organization? • More importantly, what do they know about you?
  19. 19. Ask Yourself • How often do you report the results of your role? • When and what do you report? • Do your executives really understand how to evaluate your work? • Who initiates reporting?
  20. 20. Tracking and Reporting • Report your success on the same schedule used to measure operations • Demonstrate your impact on what matters to them y p (member satisfaction, product inquiries, sales) • Sh Show correlations and draw reasonable li dd bl conclusions (don’t need scientific results) • Words I don’t use: “branding,” “awareness,” “coverage” – Mean a lot to us, little to executives coverage
  21. 21. Look to the Marketplace Find benchmarks to Track the activities of reinforce expectations competitors
  22. 22. Become a Planner • The only way to demonstrate success is to defined what success is • Minimize the impact of fly-by projects that derail p y yp j your most important initiatives • B a team player, b a team player with li i Be l but l i h limits
  23. 23. Marketing in a Recession Initiative Outlook Your Action Cost Cutting C t C tti Eliminate Eli i t non- Use t ti ti U statistics and d essential analysis to show how functions first y you’re essential Executive New executive Demonstrate your Changes “doesn’t get” strategic value in a marketing language they do “get” get Budget to Believe marketing Demonstrate how ot e depts other depts. ta es esou ces takes resources marketing c eates more a et g creates o e away from R&D, resources for operations production, etc.
  24. 24. Questions? Call us… Stacy Armijo Michael Russell 512-448-4950 512-448-4950 sarmijo@piercom.com mrussell@piercom.com

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