Deluxe PR: Project REV A yearlong marketing lab initiated with a national contest 10 winners chosen $15,000 in Deluxe marketing products and services Counseling support Jan – Dec 2012 www.projectrev2012.com
Target audience: WHO Who is the customer? Consumer audience Demographic factors? Attitudinal factors? Who might influence the consumer’s decision? B 2 B audience Is the customer also the decision maker? Role in the organization? Risk in making the decision?
Target audience: WHAT What are their other choices? Direct competitor Indirect competitor Does local matter in this purchase?
Target Audience: How How do they seek information about this purchase? Events Publications Consumer Trade Professional or civic associations In retail environments Recommendations and reviews
Target Audience: Purchase Frequency Does your customer need your product or service more than once? Existing Customers How often are they in need? YES How often are reminders required? Can you increase purchase frequency? What will it take to keep them loyal? Can they help you with new customers? Dual strategy: Keep existing customers New Customers and get new ones What do your existing customers have in common? How can you use this info to efficiently find new customers?
Target Audience: Purchase Frequency Does your customer need your product or service more than once? NO Existing Customers Can they help you with new customers? Focus on generating stream of new customers New Customers What do your existing customers have in common? How can you use this info to efficiently find new customers?
Target Audience: Risk • RIS K: What is the risk taken by the customer in purchasing your product or service for the first time? LOW HIGH Quicker Take my time Less expensive More expensive Rational or less emotional Consider options Failure not punitive Need to trust Short time for consumption High emotional Live with decision a long time PROVIDE REASSURANCE
How can marketing providereassurance? Plan on multiple points of contact Find ways to showcase your previous work Feature endorsements from satisfied customers on your website SOCIAL MEDIA Show that you are an active member of the community Establish yourself as an expert in your field Reach out to those who are influencers TACTICS!!
Power of online reviews Source: Cone 2011 Online Influencer Trend Tracker
Terri’s Insider Secrets of PR: Secret #1 – The media is a customer Secret #2 – Say VERY little Secret #3 - Preparation . . . and more Merchandising your PR
Secret #1: In PR, you have 2 customers The people who can buy from you Reporters, editors, bloggers who influence decisions to buy in editorial postings
Media = Gatekeeper Get to know the interests of the gatekeepersWe’re here because the Witchof the North sent us . . .And she’s got the rubyslippers to prove it!
“Pitch” to the needs of journalists NOT looking for a press release Looking for a story – preferably with local relevance They need: To create a list of resources for their readers To tell a seasonal story Stories with a twist An example that illustrates a trend Expert commentary