Brooklyn Center for Media Education: Basic Marketing Techniques 2012


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As much information about marketing using print collateral, social media, metric evaluation and creating a marketing plan & campaign as you can fit into 75 slides.

From BRIC Arts | Media | Bklyn's Brooklyn Center for Media Education.

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Brooklyn Center for Media Education: Basic Marketing Techniques 2012

  1. 1. Basic Marketing Techniques
  2. 2. First things first.• The Seven ‘M’s of Marketing: – Whats your mission? – Who are you marketing to? – Whats your message? – How much can you spend? – What’s you map? – What’s your preferred medium? – How do you measure your efforts?
  3. 3. What’s Your Mission? Your mission is your primary purpose. It’s the reason why you’re doing what you’re doing. Basic guidelines in writing a mission statement:• Your mission statement is about you, your company, and your ideals.• Don’t box yourself in.• Keep it short.• Ask for input.• Aim for substance, not superlatives.
  4. 4. What’s Your Mission? Examples: “Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.” “Facebook’s mission is to give people the power to share and make the world more open and connected.” Nike: “To bring inspiration and innovation to every athlete in the world. “ Kolborne School: “To provide a safe, caring, therapeutic environment where students with psychiatric, educational, and social challenges can best develop the skills and character necessary to rejoin their communities with success.”More examples:
  5. 5. Who are you Marketing to?• Knowing your audience will help you to select appropriate information, vocabulary, and reporting style.• Demographics of your core audience: – Gender – Age – Education – Political Stance – Income – Interests – Location
  6. 6. Who are you Marketing to?• Who would be interested in your product?• Why is this audience interested?• What does this audience already know about my topic?• What more do I want this audience to know?• Do you have more than one audience?• Where are they getting information on a regular basis?
  7. 7. What’s your Message? CONCEPT CONTENT CONTEXT
  8. 8. What’s your Message?Marketing Concept: philosophy ofmarketing a product or service that is benefitoriented rather than product oriented.Perfume, for example. The industry is in thebusiness of selling dreams, sex, and romance—that is, the benefits to be derived fromperfume, but not the perfume itself.
  9. 9. What’s your Message?Define your marketing concept:• What is the story you want to tell?• What impression do you want to make? (Whatdo you want your audience to think, learn, orassume about you?)Quick! Three words to describe your concept.
  10. 10. What’s your Message?Content is your conceptin action.• Print collateral & web presence.Ask yourself…..does my contentreflect my original concept?Get outside opinions fromunbiased sources to see if theyagree that your concept andcontent are on the same track. Does this perfume ad sell dreams, sex, and romance? Hint: Yes.
  11. 11. What’s your Message?• Let’s talk about ‘Call to Action’ – After youve established that you have something of value to offer and that youre the perfect choice to deliver it, you want to ask your prospect to take the next step. You deliver a call to action. – A call to action is a single, focused command to your prospect. – Tell your audience exactly what you’d like them to do. – Calls to action work best when theyre not too complicated and dont give multiple options. – Its perfectly legit—in fact, its smart—to create multiple pieces with different calls to action. – Track your calls to action via web hits, coupon returns, phone call response, etc. to see what’s working.
  12. 12. What’s your Message?Context is your marketing initiative put touse in a particular set of circumstances.How you talk about your story is going to vary dependingon where your story is being told…
  13. 13. How Much can you spend?If you’ve got money to spend, you’ve got moreoptions.If you don’t have a budget, don’t worry, there aremany opportunities to reach your goal with lessexpensive or free marketing approaches.Keep accurate records of your spending.Save your receipts for tax-purposes.
  14. 14. What’s your Map?Your map is your marketing plan–usually a written document thatcontains your goals, a timeline andthe strategies you will execute toachieve these goals. It alsoincorporates a very important partof marketing: tracking your tactics.Everyone’s approach to planning isdifferent. Figure out how you workbest (is it making “To Do” lists?Creating charts that you track?Writing out goals?) and implementit into your approach. See page 3 of information packet.
  15. 15. Basic Branding Toolkit Business card: contains your *preferred* contact information, your brand statement/title and corporate logo if necessary. Reference document (One-sheet): single document with information custom to the target audience. Portfolio: A great way to showcase you/your product’s past successes. Blog/website. E-mail signature. ( Social media presence.
  16. 16. Internet• Website or Blog?• Social Networking• Analytics• E-Mail Lists• Video Distribution• Web Forums• Online Etiquette
  17. 17. Website or Blog?So why do you need a website or blog?• The entire world is on the Internet. (In the United States alone over158 million people have Internet access.)• If you are looking to expand your outreach or customer base, youneed to have a way for them to find you online.• It can be a centralized place for all of your social networking sites tolink to.• It can serve as the main archive of all you online videos.• It’s a fantastic way to connect with others that have similar interests.
  18. 18. Website or Blog?So what’s the big difference between websitesand blogs?Web sites are generally more static. The information stays the same soit can be referred to as a constant resource.Blogs continuously evolve in content. Most blogs do contain staticinformation and get indexed slightly faster on search engines.There’s not really a huge difference between websites and blogs, it’sreally a matter of how and how often the content is managed on theback end.
  19. 19. Websites• Do you know HTML? Java?• Do you have access to a web server?• Do you know about FTPs?• Do you know why 72 dpi is needed for images?• Do you have time to spare to update your website on a regular basis?If you answered “No” to any of these questions, I would not recommend creating your own website.If you answered “Yes” to all of these questions, I’m assuming that you’re already well on your way with your website and don’t need me to go into further detail.
  20. 20. Blogs• Are you active online?• Do you have enough to say to update your blog on a weekly basis?• Do you have enough time to put into delving into the blogging community?• Do you not know a lot about creating web pages, but do know how to type and use spell check?If you answered “Yes” to any of these questions, I would suggest looking into creating a blog.Why:• Most blog services have an easy to use CMS (Content Management System).• Blogs can easily be transformed to appear “like a web site.”
  21. 21. Why I use• Easy to use content manager.• All of the social networks that I’m a member of have direct posting to Word Press.• Generates an RSS feed for subscribers automatically.• Comes with its own templates• If I feel like using my web-savvy design skills, there is an option to make my word press blog more unique.• It’s got a built in stat tracker.
  22. 22. How do I make my blog/website more popular?• Get a personalized domain name. (Search for “Buy domain name” and evaluate your options.)• Refer to it on your show, in your presentations, over coffee, business cards, e-mail signatures, etc.• Talk about it on your social networking sites.• Mention it on all print material that you distribute.• Link to it in your e-blasts.• Link to other blogs and websites that have similar audience appeal.• Make sure that it provides some sort of service to the audience you are trying to reach.
  23. 23. Track your web stats• You want to know: – How many people are coming to your site. – Top referring site. – What keywords are people typing in to find your site. – What landing page is most popular. – How long do they stay on each page. – Where they’re located. There are many analytic services out there, but the one I’ve used the most and found most helpful is Google Analytics. Plus, it’s free. NICE.
  24. 24. How do I rank higher on Google Searches? (SEO = Search Engine Optimization) • Download this: • Make your site useful. • Create connections so others will back links to your site. (Search engines determine the benefit of a site based on the number of back links.) • Navigation on your web site should be made in text. • Link to those that share similar interests. Yes, even your competitors. • If you have money to burn, think about purchasing sponsor links for certain search words. (Look into Google Ads.)
  25. 25. Create an e-mail list. Collect e-mails from people that you think would be a part of your core audience. Use call to actions that tell people to join your e-mail list. Provide an incentive for people to sign up on your email list. DO NOT SHARE YOUR E-MAIL LIST WITH OTHERS. (Not cool.)
  26. 26. E-BlastsOne of the best waysto keep in constantcontact with youraudience is throughe-mail.E-mail is greatbecause it’s:• Free• Instant• Easy to Maintain• Personable
  27. 27.  You don’t have to be a web-wiz to have a good e-blast.E-Blasts Remember, content is key.Other things to keep in mind.Services you might look into:  That being said, if you have some web skills, creating an HTML- friendly e-blast are best for allowing call to actions to occurSee side by side comparisons here: via clicks & downloads.  Look into getting a subscription to an E-blast service. Get one with tracking (open rates, unique opens, click-throughs).
  28. 28. E-Blasts• Think about how often you need to send e-blasts, it varies.• Keep your e-blasts entertaining, simple to peruse and to thepoint• Subject lines need to be easy to understand, yet ‘clickable’• Include links to your online sites (Facebook, Twitter, Blog).• Remember that you’ve been invited to talk to someone in theirspare time, don’t waste the opportunity.• Give those on your list an easy way to UNSUBSCRIBE. When aperson wishes to be removed, please do so as soon as youpossibly can. (And include a personal “Thanks for being a part ofmy list” message. Remember “UNSUBSCRIBE” doesn’t alwayshave to mean “Good-bye.”
  29. 29. E-BlastsFrom’s Email Marketing Metrics Report July 2010:• How Soon Do People Open Their Email?– Hourly open rates tend to peak about two hours after the send and decline from there. In general, youll get about 30% of the total opens youre going to see after 2 hours, and roughly 50% of your total opens after 7 hours. Once 23 hours have passed, you should have 75% of the total opens your email is going to receive. 90% of your opens will have occurred three days after the send.• Open Rates The overall unique open rate stands at 11.2%, which is a 10% decline from last year at this time.• Best Days to Send - Email messages sent on Sunday have the best chance of being opened and clicked on.• Subject Lines – Once again, email messages with subject lines of 35 characters or less outperformed emails with longer subject lines, generating open rates 52% higher and click rates 69% higher, on average.• Personalization – Personalization, used in the message but not necessarily in the subject line, continues to perform well, generating open rates 7% higher and click rates 80% higher, on average, than email messages without personalization.
  30. 30. E-Blasts • Alliteration in subject lines seem to have a higher open rate. Humor as well! • HTML vs. Text-only emails: there’s no real difference in open rates. • As suspected, targeted smaller lists have a higher open rate. • 64% of key decision makers view emails on their smart phone or other mobile devices; fewer than 50% of marketers are creating emails that actually render appropriately.
  31. 31. Social Networking • For a list of all that’s out there, check out:Some examples:• Facebook working_websites• MySpace (R.I.P.)• Google +• Twitter• LinkedIn• Flickr• YouTube• Sooooo many others
  32. 32. Is Social Networking For You?• First thing to decide: do • Anyone can find you.. There is no such thing as privacy once your you really want to us emerge yourself into this world. social media platforms as a marketing tool? • What happens on the Internet, stays on the Internet…. Forever • Can be incredibly addictive. • For it to work as a marketing tool, you have to be incredibly good at creating and maintaining one-to- one relationships. (Audience engagement!)
  33. 33. Is Social Networking For You? Six Signs that Social Networking Isnt for You*: ◦ 1. Youre still trying to get a handle on your basic software infrastructure. ◦ 2. Your target audiences arent using social networking tools ◦ 3. You dont have time to experiment with something that might not work. ◦ 4. Youre not willing to deal with technologies that dont work as well as they could. ◦ 5. Youre not ready to invest in gaining a real understanding of the medium. ◦ 6. You want clear editorial control over your brand and message. 7. You enjoy not being attached to a computer or phone constantly. * From
  34. 34. Why you should get on some social networks.1. Establishing a simple Web presence.2. It’s an additional tool for promoting yourself or your product.3. Consolidating existing, unofficial social networks related to your organization. (In other words: there’s a pool of people gathered in one place.)4. Informal outreach that blends the personal and professional.5. Researching VIPs, potential employees, and others. (CYBERSTALKING)6. Strengthening relationships between people who already know each other.7. Easy to respond to constituent feedback quickly.8. It’s FREE.
  35. 35. Why you should get on some social networks.
  36. 36. Why you should get on some social networks.
  37. 37. Why you should get on some social networks.
  38. 38. Why you should get on some social networks.
  39. 39. Social Media Best Practices• “Give to get”• Commit resources & time to be successful• Be transparent with intentions• Understand that you do not control the message.• Welcome participation, feedback and co-creation.• LISTEN more than you talk.• Find every instance to connect one-to-one with users. From
  40. 40. Social Media WORST Practices Being fake in any way. Not listening. Being oblivious to formal & unwritten social rules. Being pushy or overtly ’salesy’ in messaging and communications. If nothing else, remember that social media is about the C’s: Conversation, Connections, Community, Consumer, Control, Creative, Collaboration and Content. From
  41. 41. One Reason Why I like Facebook.
  42. 42. • Unlike your profile, Facebook Pages are visible to everyone on the internet by default. You, and every person on Facebook, can connect Facebook Page with these Pages by becoming a fan and then receive their updates in vs. your News Feed and interact with Facebook Group them.• You cannot email everyone who’s a fan of your Facebook Page.• You’re provided with stats.
  43. 43. • Facebook Groups are the place for small group communication and for people to share their common interests and express Facebook Page their opinion. vs.• When you create a group, you Facebook Group can decide whether to make it publicly available for anyone to join, require administrator approval for members to join or keep it private and by invitation only.• Administrators can email an entire Group at once.
  44. 44. Facebook Page•RSS Feeds from blog•Videos from videoblog.•Can send update to Fans via thenewsfeed.•Let’s talk about Facebook ads realquick…
  45. 45. Why I Like Twitter• It’s a tiny blog. (140 characters maximum.)• Cross posts easily.• Incredibly easy to network with like-minded people.• It’s timely.
  46. 46. Why Twitter irks me.• 140 character limit makes URL posting difficult. (Check out to get around this.)• You must constantly update to keep it fresh and keep people interested in what you’re doing. (Like a fragile orchid.)• I’ll never get that 15 seconds of life back reading “I just ate a donut. It was good.”
  47. 47. Twitter Lingo & Terms• Tweet: just as it sounds, a “tweet” is something a user has posted on Twitter• @” a reply. Use this if you want to publicly reply to someone. For example, if someone tweets an article you find interesting and you want to reply, use @username.• D: direct message. Use this if you want to reply privately to someone on Twitter. For example, use d username. The difference here is that with a reply (@username) there is no space between @ and the username. Tip: If someone is not following you, you will not be able to direct message them.• RT: RT stands for “retweet.” If someone posts something you find interesting on Twitter, and you want your followers to see it as well , you will Retweet the original tweet. You would do this by posting “RT @username” and copying in the original tweet.• Hash Tags: a hash tag is comparable to a tag you would use on a blog post, or a picture on Flickr. They are “a community-driven convention for adding additional context and metadata to your tweets.” You create them by adding # inline in your tweets. There is no set list of hashtags, they are all user generated. (#ijustateadonut)
  48. 48. Video DistributionYou’ve made it. Let the world see it.• There are numerous services out there: – YouTube – Blip.Tv – Vimeo –
  49. 49. Video DistributionYouTube Blip.Tv• Super popular • Popular among the video• Easy to embed videos blogging community• Easy to cross advertise your • Cross posts to multiple video social networking sites• Plays on iPhones • Creates RSS feeds• Can tag within a video • Easily converts for mobile• Create groups playback • Posts automatically to• Add subscriptions iTunes*• Posts to your blog *with a Pro Account
  50. 50. Tube Mogel• Upload your video once, it distributes to 12 other video services• Easy to understand stat tracking• You need to have accounts for each of the video services that Tube Mogel uploads to
  51. 51. iTunes Podcasts• Yet another opportunity for people to subscribe to your show• Pop-u-larrrrrr• Helps if you understand the basics of video formatting, creating RSS feeds (Not to worry if you don’t, there’s ways around it.)• iTunes staff will review your submittal to make sure it’s not offensive or violates copyright laws
  52. 52. iTunes Podcasts Videopodcasts on iTunes
  53. 53. This information is from:Creating iTunes Videpodcasts• You have your first episode recorded. Make sure its in one of the formats that iTunes supports: Quick Time• Make sure your files are on a server with a publicly accessible URL, that youve created your RSS feeds properly, and put the URL of your RSS feed onto your server.• Open up iTunes and the iTunes Store, and click on videopodcasts.• In the middle of the screen, amongst the numerous videopodcasts, there will be a button called "Submit a videopodcast."• This will take you to a screen where it will request the URL for the videopodcast RSS feed that you would like to consider adding into the iTunes Store.• Next, you will see a summary page. Depending on whether you have added tags already, a second screen might come up, asking you for more information--such as language, category, and whether the podcast requires explicit tags.• Now, the final steps involves getting the iTunes staff approval. Soon, you should be able to find it via Search or Browse, and later, you can add more episodes if desired.
  54. 54. Other Stuff to Consider• Web forums – Find websites that have an active online community and become a consistent contributor to the online forums. It’s an easy way to connect with like-minded people who could become interested in your service.• E-Mail Groups – Such as Find one that’s active and like-minded. Become a regular contributor and follow those social media best practices.• Google Alerts: If you have Gmail, you can set up an alert that tells you every time your brand or key word is referenced on the Internet.• Create a Reader Feed: This keeps all of your favorite blogs and websites in one easy-to-read place. You’ll know when your favorite sites have updated.
  55. 55. Online Listings• Brooklyn Paper -• - (Brooklyn Chamber of Commerce) - *submit content online,• – submit content online -• Brooklynian - submit content online -• Craigslist-• --• Brooklyn Bulletin Board- (non-profit listings only)• – This is primarily for projects looking for funds.• – for the craftier/artier types who are looking to peddle their original wares
  56. 56. “DeVos Measuring the Value of Social Mediato Arts Organizations” – Devon Smith
  57. 57. “DeVos Measuring the Value of Social Mediato Arts Organizations” – Devon Smith
  58. 58. “DeVos Measuring the Value of Social Media to ArtsOrganizations” – Devon Smith
  59. 59. PRINT ADVERTISING• Newspapers • Pros & Cons of Print• Magazines Advertising• Flyers/Posters • Media Rate Kits• Organizational • Do’s & Do Not’s of Print Publications Layout• (Other) • Press Releases and other Free Press Options • Proper Press Contact Etiquette
  60. 60.  Specific targetingPRINT ADVERTISINGThe PROS of print advertising.  Tangible  Depending on your demographic, is a dependable way to reach your audience  Helps with brand recognition
  61. 61. • To be effective, needsPRINT ADVERTISING massive distribution on aThe CONS of print advertising. regular basis • Internet Competition • SUPER EXPENSIVE (well, at least in newspapers it is.)
  62. 62. PRINT ADVERTISINGPrint media ad packs. How toread them.Keep in mind that:• Some papers are daily, othersare weekly, etc.• The ad sizes will alter with eachpaper.• All ads will need to besubmitted in 300 dpi.• Time the date run of your ad • See Brooklyn Paper ad rate sheet handoutaccordingly. (You need to makesure that the ad is submitted bythe deadline established bydistributor.)
  63. 63. • Too much text (or too small a font) is not advisable.• Less is more (pictures, fonts, information)• Remember: the eye is drawn to images and simplicity.
  64. 64. PRINT ADVERTISINGCreating an ad: what TO do.• Choose an image thatcaptures the eye’s attentionand also subtly delivers yourmessage.• If you can afford to print incolor, print in color.• Simple text, simple images.• Make contact informationclear and easy to find.• Keep your message simple.
  65. 65. Posters and Postcards/Flyers • Keep to the same rules that we’ve talk about. • Make sure the paper you are using is durable. (80lb paper at least.) • Keep consistent with other marketing tools you’re creating (color scheme, logos, etc.) • If printing on front and back, be sure to include all pertinent details including website, icons for social media outlets, short description, etc. • If mailing, make sure your design is compatible with US postal service standard. • Find a good graphic designer. • Stay within your budget. • Track your ad to watch its effectiveness. PRINT ADVERTISING
  66. 66. • Place regularly. 5 strategies that may improve your results from a print ad• Keep your spot. (From the blog “FREE BAIT”:• Split it up.• Keep it simple.• Keep it consistent.
  67. 67. PRINT ADVERTISING• Find a good graphic designer.• Stay within your budget.• Offer a coupon.• Track your ad to watch its effectiveness using call to action. (Different URLs going to same web page appearing in print ads, etc.)
  68. 68.  Distribution:PRINT ADVERTISING ◦ always place in legal postingYou got your print product. Now placeswhere do you put it? ◦ ask permission before leaving publicity items in places of business ◦ if your publicity item is timely, start ‘blitzing’ at least three weeks before your event
  69. 69. Free PressThe basics of a pressrelease.Keep in mind:• You need to present anunbiased opinion. Avoidhyperbole, except whenusing a quote fromsomeone involved.• CHECK YOUR GRAMMAR.• CHECK YOUR SPELLING. See page 16 of information booklet.
  70. 70. FOR IMMEDIATE RELEASE: Contact:Free Press Contact PersonThe basics of a press release. Company Name Telephone Number Fax Number Email Address Web site address Headline (City, State, Date) — Opening Paragraph: who, what, when, where,why Remainder of body text - Should include any relevant information to your products or services. Include benefits, why your product or service is unique. Also include quotes from staff members, industry experts or satisfied customers.
  71. 71. If there is more than 1 page use: -more-Free Press (The top of the next page):The basics of a press release. Abbreviated headline (page 2) Remainder of text. Restate Contact information after your last paragraph: For additional information or a sample copy, Contact: (all Contact information) Company History (try to do this in one short paragraph) End your press release with: ###
  72. 72.  Contact the person most likely to be interested in your press releaseProper Press Etiquette  Send press release at least three weeks prior to your eventRemember, these are professionalsand have a bunch on their plate. Onewrong move with a press type can ruin  Send your press release ONCE. If you’d like topossible coverage in the future. follow up, that’s fine, but do it with a personal note.  Send by e-mail  Include a personal message to each person that you are sending your release. Make them feel special. Make them feel like they’re not being spammed. (Avoid CC:-ing multiple people at once. If you must, please make sure that those you are sending to are listed in the BCC: section of your e- mail.)  Be courteous. Act professionally. (Use your ‘good manners.’)
  73. 73. Free Press • Look for calendarOther things you might try. listings on publication’s websites. • Join publication’s forums. • Always follow proper etiquette techniques.
  74. 74. References used:Who’s your audience? advertising: Release: Wisdom in General: of social networking sites: Networking: Information: podcasts: RSS Feeds