Don Tanner Presentation

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Don Tanner Presentation

  1. 1. A Multi-Tiered Approach to Communications
  2. 2. Million Dollar Questions:• How can I get my product or service noticed?• What are the most effective communications/marketing avenues?
  3. 3. Communications StrategyFoundations • Know Yourself • Know Your Audience
  4. 4. Who Are You?• What is your value proposition?• What Makes You Better, Different?
  5. 5. What is your BRAND?• Not just a name• Not just a logo• Sum of all parts
  6. 6. Messaging• Elevator speech• What you do/differently• Clear, concise, compelling• Consistent in all marketing
  7. 7. Who is your Audience?• B to B or B to C?• Who are the decision makers?• Who are the referral sources?
  8. 8. Public Relations in ActionTELL YOUR STORIES
  9. 9. Public Relations Toolbox• Media Relations• Marketing• Advertising
  10. 10. Traditional Media Relations• Print Media• Broadcast Media• Online Media
  11. 11. Media Realities• Shrinking Newsrooms• Diminished Resources• Multiple Beats• 24-Hour News Cycles
  12. 12. The Myth of the Press Release• Fact Sheet• Foundational Tool• Not guarantee of coverage• Newswire vs. Strategic Distribution
  13. 13. Generating News Coverage• Packaging a News Story• Targeted Media Distribution• Follow-Up
  14. 14. Case Study
  15. 15. Case Study
  16. 16. Case Study
  17. 17. OPAC
  18. 18. OPAC Branding
  19. 19. OPAC Media
  20. 20. OPAC Media
  21. 21. New Volkswagen Passat Launch
  22. 22. New Volkswagen Passat Launch
  23. 23. New Volkswagen Passat Launch
  24. 24. New Volkswagen Passat Launch
  25. 25. New Volkswagen Passat Launch
  26. 26. New Volkswagen Passat Launch
  27. 27. Marketing• Conferences, Expos/ Trade Shows• Strategic Networking• Direct Mail/E-mail• Website/Sales Materials
  28. 28. Leveraging News Coverage• E-Mail• E-Blast• E/Newsletter• Reprints/Sales Materials
  29. 29. Advertising
  30. 30. Targeting Desired Audiences• Business/Trades: Industry Sector• Radio: Demographic• Cable TV/Billboards: Geographic• Socioeconomic
  31. 31. Multi-Platform Approach• Traditional Media• Online Media• Marketing• Advertising
  32. 32. Questions
  33. 33. A Multi-Tiered Approach to Communications

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