Marketing for Small Business, Provincetown


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February 25, 2010 Marketing for small biz seminar given in Ptown, MA by Amanda Blum of Are You Socially Acceptable.

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Marketing for Small Business, Provincetown

  1. 1. Ptown is a place for…
  2. 2. Public relations Offline Communications Online Communications Events social media Website promotions
  3. 3. Public relations Offline Communications Online Communications Events social media Website promotions
  4. 4. Public relations Offline Communications Online Communications Events social media Website promotions YOUR BRAND
  5. 6. adverbs adjectives nouns verbs eliminate common denominators stop being generic call to action
  6. 7. Public relations Offline Communications Online Communications Events social media Website promotions YOUR BRAND
  7. 8. Website Promotional considerations: SEO Clear Navigation Individual URLS Rich Media Lots and lots and lots of text New Content Interactivity
  8. 9. Website Functional considerations: Easy to update Reasonably priced Scalable Ownership Bracket URLS CMS
  9. 10. Offline Communications Bounceback coupons Newsletters Direct mail Catalogs DVDs
  10. 11. Online Communications Email Blasts Skype AIM Live Chat
  11. 12. Social Media Twitter Linked In Gowalla Foursquare Facebook Yelp Chowhound Trip Advisor
  12. 13. Events Annual Weekly Purposeful
  13. 14. Promotions Giveaways Sales Economy of “Free”
  14. 15. Public Relations How are you part of the story? HARO Local News Prov/Boston/NH Horizontal Markets
  15. 16. Evangelists Staff Owners Investors Customers Give them the tools: training, pathways, bouncebacks, partners
  16. 18. Measure It be willing to examine the data, evaluate what works, be agile about repositioning
  17. 19. In a tourism based economy, 50% of your marketing will be done “in season”, even if the season is only 25% of the year.
  18. 20. Top Ten Tips for Media Attention
  19. 21. #1-What is PR? <ul><li>Advertising vs PR </li></ul><ul><li>Paid Placement </li></ul><ul><li>Controlled - you have complete creative control </li></ul><ul><li>Will run as often as you are willing to pay </li></ul><ul><li>Creates Visibility </li></ul><ul><li>Media-savvy consumers know it's and ad, and tend to be skeptical </li></ul><ul><li>Easy if you have $ to spend </li></ul><ul><li>Free Placement </li></ul><ul><li>Journalistic Slant - a journalist can write what they want - no matter how you position your story </li></ul><ul><li>Usually only runs one or two times per story (there are exceptions) </li></ul><ul><li>Create Credibility </li></ul><ul><li>Viewed as a third party endorsement </li></ul><ul><li>Time consuming, not easy, no guarantees </li></ul>
  20. 22. PR is not Sales <ul><li>PR is generally news-related. News isn't a sales pitch; news is information for interested prospects. This information then needs to be processed, filtered and fertilized by other touches and other marketing to grow into fruit-bearing sales or calls. </li></ul>
  21. 23. #2 – Press Release or Pitch
  22. 24. Press Release Example <ul><li>BASIC OUTLINE FOR PRESS RELEASE </li></ul><ul><li>Contact: Contact Person Company Name Telephone Number Email Address Web site address </li></ul><ul><li>Headline </li></ul><ul><li>City, State, Date — Opening Paragraph (should contain: 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. </li></ul><ul><li>Also include quotes from staff members, industry experts or satisfied customers. </li></ul><ul><li>(Restate Contact information after your last paragraph): </li></ul><ul><li>For additional information or a sample copy, Contact: (all Contact information) Summarize product or service specifications one last time </li></ul><ul><li>Company History (one short paragraph) </li></ul><ul><li># # # (indicates Press Release is finished) </li></ul>
  23. 25. Pitch Example <ul><li>What is a Pitch? </li></ul><ul><li>Quick </li></ul><ul><li>Relevant </li></ul><ul><li>Targeted </li></ul><ul><li>New </li></ul><ul><li>Top tips to keep your pets cool this summer. Learn about new products and safety warnings before the temps hit dangerous highs. </li></ul><ul><li>Did you know an MA man was the inspiration behind an Ashton Kushner film? His heroics will be spotlighted at a patriotic, community event this March </li></ul><ul><li>An AZ Author is in works with Hollywood casting to shoot movie about a fictional AZ reporter here in AZ this summer. </li></ul>
  24. 26. Press Release Basics <ul><li>Make sure the information is newsworthy, relevant to what is happening NOW and beneficial to the reader/viewer. Find a way to make it SEXY. </li></ul><ul><li>Explain why the information is intended for the reporter/producer and why they should continue to read it. “Make them a star in the newsroom meeting.” </li></ul><ul><li>Just a brief description using the 5 “W’s”. Who, What, When, Why, Where? </li></ul>
  25. 27. Press Release Basics <ul><li>Ask yourself when writing the release, &quot;How are people going to relate to this and will they be able to connect?&quot; Write in a style that is easy to understand. </li></ul><ul><li>Subject Line must be relevant </li></ul><ul><li>Avoid excessive use of adjectives and fancy language. Remember when writing and speaking to the media to KISS- “Keep It Simple, Stupid” </li></ul><ul><li>Provide facts or statistics to back up the newsworthiness of the story idea. </li></ul>
  26. 28. #3-Contacts and Sources <ul><li>Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address. </li></ul><ul><li>Have relevant people available to speak on the topic of your story idea. </li></ul>
  27. 29. #4- NEWSworthy & Unique Ideas <ul><li>What is new? </li></ul><ul><li>How can you relate it to the news? </li></ul><ul><li>Business and economic </li></ul><ul><li>Interesting people </li></ul><ul><li>Special touches </li></ul><ul><li>Celebs or Society </li></ul><ul><li>Region </li></ul><ul><li>Timely </li></ul>
  28. 30. #5- S.W.O.T. out some ideas <ul><li>From Wikipedia, the free encyclopedia </li></ul><ul><li>SWOT Analysis is a strategic planning method used to evaluate the S trengths, W eaknesses, O pportunities, and T hreats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieving that objective. </li></ul><ul><li>The technique is credited to Albert Humphrey , who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies. </li></ul>
  29. 31. #6-Added Value <ul><li>Photos </li></ul><ul><li>Video </li></ul><ul><li>Website </li></ul><ul><li>Contacts/Examples </li></ul><ul><li>Website </li></ul><ul><li>Exclusive </li></ul><ul><li>Media Training </li></ul>
  30. 32. #7- Working with the Media
  31. 33. #8- Make your event/release work for you <ul><li>Online Calendars (,, etc) </li></ul><ul><li>Newszap </li></ul><ul><li> </li></ul><ul><li>Blogs </li></ul><ul><li>Newsletter </li></ul><ul><li>Email </li></ul><ul><li>What else? </li></ul>
  32. 34. #9- Do’s and Don’ts after you get press <ul><li>Do share the media exposure </li></ul><ul><li>Do get a clipping or video </li></ul><ul><li>Don’t assume this is it </li></ul><ul><li>Don’t ask for more </li></ul>
  33. 35. #10-Rules to Live By <ul><li>While there's plenty of useless conventional wisdom about dealing with the media, there are also some rules you should never break: </li></ul><ul><li>1. Respond promptly. &quot;Remember that these people are usually on tight deadlines,&quot; says Barbara Laskin, president of Laskin Media Inc., a New York City media training firm. Even if you're unable to do the interview, say so in a timely manner. </li></ul><ul><li>2. Never say &quot;no comment.&quot; If you cannot answer a question, provide a reasonable explanation instead, says David Margulies, founder of Margulies Communications Group, a strategic PR and crisis communications firm in Dallas. </li></ul><ul><li>3. Never lie or speculate. &quot;Aside from the fact that lying is wrong and unethical, it will come back to haunt you,&quot; says Karen Friedman, founder of Karen Friedman Enterprises Inc., a media training firm in Blue Bell, Pennsylvania. It's always better to tell the truth and explain why you did what you did, even if your explanation is shaky. </li></ul><ul><li>4. Know the medium's audience. Every media outlet is different, says Margulies. &quot;Every audience wants you to address WIIFM-what's in it for me.“ </li></ul><ul><li>5. Stick to what you know. Do not try to be an expert or comment on an issue about which you are not fully informed, says Margulies. </li></ul>
  34. 36. Good Luck!
  35. 37. Let the World Know The Top 10 Tips for Non Profit Social Marketing Noobs Amanda Blum Howling Zoe Productions Twitter:howlingzoe Linkedin/in/amandablum Delicious/areyousociallyacceptable
  36. 38. Social Media is a Tool. <ul><li>(but you don't have to be) </li></ul>
  37. 39. Develop a social media policy. <ul><li>who </li></ul><ul><li>what </li></ul><ul><li>when </li></ul><ul><li>why </li></ul><ul><li>how </li></ul>
  38. 40. <ul><li>Confidentiality of information </li></ul><ul><li>Appropriate Behavior - Interpersonal Conflict, Harassment </li></ul><ul><li>Who acts as a spokesperson on behalf of the organization </li></ul><ul><li>Protection of personal information </li></ul><ul><li>Internet Use Policy </li></ul><ul><li>Approvals on Web communications </li></ul><ul><li>Use of logo or representation of brand by outside stakeholders </li></ul><ul><li>Intellectual property rights and other legal issues </li></ul>
  39. 41. Then, Let Go. <ul><li>You can’t control the situation. </li></ul>
  40. 42. <ul><li>Chris Bailey : The reality is that no organization — either for-profit or non-profit — has control over its image any longer. Any membership association or fundraising nonprofit that thinks otherwise will find out painfully that irrelevance is perhaps the greatest cost of all. </li></ul><ul><li>Don Peterson: If an org is so worried about liabilities and controversy that they hesitate to join the parade of other orgs that ‘see the light’ regarding Social Media they will simply have to wait and watch until their confidence level arises to the extent that they can take the risk. </li></ul>
  41. 43. <ul><li>Beth Dunn : It seems like executives (and nonprofit boards) are primarily concerned about three things: </li></ul><ul><li>Employees will say bad things about the organization (sponsors, vendors, customers, etc.); </li></ul><ul><li>Customers/constituents will say bad things about the organization (sponsors, staff, vendors, etc.); </li></ul><ul><li>Employees will tell secrets. </li></ul>
  42. 44. Have a Plan. <ul><li>What are your goals? </li></ul>
  43. 45. <ul><li>Where are your clients/donors/volunteers? </li></ul><ul><li>What are they doing? </li></ul><ul><li>Post teaser links, articles, videos to drive traffic to site </li></ul><ul><li>Develop meaningful connections ->path to evangelism </li></ul>
  44. 46. <ul><li>Pick the right networks </li></ul><ul><li>Find help </li></ul><ul><li>Research </li></ul><ul><li>Pick the right content </li></ul><ul><li>Activate your base </li></ul>
  45. 47. Social Media is not an island (and none of you are Josh Holloway)
  46. 48. <ul><li>Companies should use social networks to solve my problems (43%) </li></ul><ul><li>Companies should solicit feedback on products and services (41%) </li></ul><ul><li>Companies should develop new ways for consumers to interact w brand online (37%) </li></ul><ul><li>Companies should market specifically online (25%) </li></ul>
  47. 49. Who’s Your Team? <ul><li>Public Relations </li></ul><ul><li>Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>Design </li></ul><ul><li>Event Coordinator </li></ul>(And none of them are your IT guy…)
  48. 50. Social Media is a Conversation <ul><li>(or, you know….. Social.) </li></ul>
  49. 51. The Party Never Stops <ul><li>You check your phone, your email, your voicemail and your mailbox. So check your networks, too. </li></ul>
  50. 52. Even the tools have tools <ul><li>Twitter: tweetie, tweetdeck, twhirl, seesmic desktop, tweetlater, summize, just tweet it, twellow, twitters DM tool. </li></ul><ul><li>Facebook: facebook mobile, email, chat </li></ul><ul><li>Linkedin: status update, rss feeds, email </li></ul>
  51. 53. Don’t Stop Believing <ul><li>Integrate, Incentify, Ingratiate </li></ul>
  52. 54. Be Human <ul><li>Don’t be “That Guy”. Be transparent, be honest, be YOU. </li></ul><ul><li>PS.-unless you really are “that guy”. Then I can’t help you. </li></ul><ul><li>P.P.S.-& neither can Social Media. </li></ul>
  53. 55. The Social Media Bridge <ul><li>The Conversation is already happening. Lead it, follow it or get out of the way it will be a huge freaking Mack truck that steamroll over you at 100mph leaving you a flattened cartoonlike facsimile of your former self. (but no pressure) </li></ul>
  54. 56. <ul><li>Be clear about WHO is tweeting/facebooking </li></ul><ul><li>LISTEN UP! Answer questions publicly, and comment on anything related to the company. </li></ul><ul><li>Give followers value. Share knowledge, both from YOUR org and others. </li></ul><ul><li>Retweet others. Give cred. </li></ul><ul><li>Use Common sense. This stuff is public. </li></ul><ul><li>Respect Privacy. </li></ul><ul><li>Don’t be afraid of some rich media. </li></ul><ul><li>Don’t follow EVERYONE. </li></ul><ul><li>Don’t just hire someone to twitter for you. </li></ul>