Promote Your Anything - Part 2


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Part 2 of Valuable Tips to Help Create Successful Promotional Strategies for Whatever You’ve Created. We Call it Your… “Anything”

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Promote Your Anything - Part 2

  1. 1. Promote your Anything Valuable Tips to Help Create Successful Promotional Strategies for Whatever You’ve Created. We Call it Your… “Anything” Part Two
  2. 2. <ul><li>General Guidelines for Promotions </li></ul><ul><li>Create Value in Your Strategy </li></ul><ul><li>Benefits of Exposure from Publicity </li></ul><ul><li>Typical Publicity Campaigns </li></ul><ul><li>Trade Shows, Seminars and Workshops </li></ul><ul><li>And More </li></ul>In Part One of this presentation we’ll discuss: Promote your Anything
  3. 3. <ul><li>Press Releases </li></ul><ul><li>Writing Headlines for Press Releases </li></ul><ul><li>Writing Copy for Press Releases </li></ul><ul><li>General Cover Letter Body </li></ul><ul><li>Marketing and Reviews </li></ul><ul><li>Personalized Selling </li></ul><ul><li>Promotions and Campaigns </li></ul><ul><li>Social Networking </li></ul><ul><li>Special Events </li></ul><ul><li>Trade Shows, Seminars and Workshops </li></ul>In Part Two of this presentation we’ll discuss: Promote your Anything
  4. 4. Valuable tips to help create successful promotional strategies for whatever you have created . We will call it your… “anything”
  5. 5. <ul><li>This applies to implementing </li></ul><ul><li>Publicity </li></ul><ul><li>Advertising </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Campaigns, etc… </li></ul><ul><li>for whatever you have created </li></ul>
  6. 6. 5. Press Releases
  7. 7. Get to the point immediately… keep it interesting and be specific
  8. 8. <ul><li>Use to stimulate publicity and keep it to one page with three or four paragraphs. </li></ul><ul><li>Begin each release with the date and contact information. </li></ul>5. Press Releases
  9. 9. <ul><li>Be objective and use spell check. </li></ul><ul><li>Describe an event in a summary format that gives the reader the “who, what, where, when, why and how of the story.” </li></ul>5. Press Releases
  10. 10. 6. Writing Headlines for Press Releases
  11. 11. <ul><li>Use a sub-headline to strengthen copy and draw the readers into the body of your release. </li></ul><ul><li>An attention-getting headline is most effective when it has a few competitive advantages in the title or one that leads to a direct benefit. </li></ul>6. Writing Headlines for Press Releases
  12. 12. <ul><li>If your anything has outstanding selling points, take advantage of them in your headlines or body. </li></ul><ul><li>Studies show in advertising, five times as many people read the headline than read the copy of the ad or press release, then fewer and fewer readers for each paragraph after that. </li></ul>6. Writing Headlines for Press Releases
  13. 13. 7. Writing Copy for Press Releases
  14. 14. <ul><li>Practice writing </li></ul><ul><li>different headlines </li></ul><ul><li>and styles, then write a </li></ul><ul><li>contributing body for each. </li></ul><ul><li>Cut ineffective phrases and words and in some cases combine sentences. </li></ul>7. Writing Copy for Press Releases <ul><li>There has to be a hook in your headline for readers to remain interested or they will stop reading. </li></ul>
  15. 15. <ul><li>Use </li></ul><ul><li>understandable </li></ul><ul><li>words in generating </li></ul><ul><li>a positive response such </li></ul><ul><li>as free, discover, safety, help, </li></ul><ul><li>results, money, save, guarantee, </li></ul><ul><li>health, new, proven, love and easy or </li></ul><ul><li>information that may benefit the community </li></ul><ul><li>or group. </li></ul>7. Writing Copy for Press Releases
  16. 16. 8. General Cover Letter Body
  17. 17. <ul><li>In a cover letter attempt to grab attention then build interest and electrify the reader to read further. </li></ul><ul><li>State what you want to convey briefly, why it may maybe of interest to the reader or group and avoid long winded statements. </li></ul><ul><li>Give the recipient a reason to read your press release or announcement with a degree of positive anticipation. </li></ul>8. General Cover Letter Body
  18. 18. 9. Marketing and Reviews
  19. 19. 9. Marketing and Reviews <ul><li>Promotion is a long-term marketing tool so in forms of advertising, such as direct mail and electronic email blasts reach many consumers simultaneously, with the same message at relatively low cost per exposure. </li></ul><ul><li>Create copy that is characteristically applicable for each target market to which you are communicating. When you receive testimonials, add them to your promotional materials, website, blogs, etc. </li></ul><ul><li>Create a website that is educational, simple in designed, easy to maneuver around and use. Use your website to provide better service, more timely information and advice so visitors can find answers to their questions or improve their awareness of you. </li></ul>MARKETING
  20. 20. <ul><li>People can perceive direct mail as junk mail however if you choose the right list and create compelling content it can be a highly targeted form of advertising and is most efficient when mailed at the proper time. </li></ul><ul><li>Direct mail is a targeted marketing tool that gives you control of distribution at a fixed cost and can help you sell more, generate and pinpoint initial leads, test new markets or communicate information about your business. </li></ul><ul><li>The standard format for direct mail is usually three-pieces consisting of a cover letter with offer, a brochure and a reply card. It sometimes is accompanied by a motivating statement on the envelope. </li></ul>MARKETING 9. Marketing and Reviews
  21. 21. 9. Marketing and Reviews <ul><li>A quick way to stimulate word-of-mouth communication is over the Internet, in the form of email blasts or actively participating in discussion groups. It’s inexpensive and the most productive way to advertise and it’s word of mouth that sells your anything more than anything else. </li></ul><ul><li>Presenting your offer in an effective manner is the key to success and may take trail and error to find it in combination with such offers as half price, buy one – get one free or 50% off. </li></ul><ul><li>A discount offer can be popular and effective when your anything is well established on an intro, quantity or reoccurring service basis for example. </li></ul>MARKETING
  22. 22. 9. Marketing and Reviews <ul><li>Setting a time limit on a given offer forces an interaction with your reader, customer, etc. Pick a specific date rather than a time period and allow a reasonable amount of time to act on the offer. </li></ul><ul><li>Always create your letters, flyers or coupons attractive, persuasive, easy to read and/or educational. </li></ul><ul><li>Calculate costs before mailing anything about your anything. </li></ul>MARKETING
  23. 23. 10. Personalized Selling
  24. 24. You are here… 10. Personalized Selling
  25. 25. 10. Personalized Selling <ul><li>Improve your exposure by networking with people and building your contact list. Then utilize these contacts for potential prospects and sources of information. </li></ul><ul><li>Personal selling can be a persuasive tool and allows you communicate information about your anything, gives you the ability to answer questions, overcome objections and close the sale very effectively. </li></ul>Don’t get lost in the landscape… personal selling can happen anywhere
  26. 26. 11. Promotions and Campaigns
  27. 27. Look for new ways to motivate your audience
  28. 28. <ul><li>Managers also look for new ways to motivate or train employees. It’s usually after the interest has sparked that an employee has the potential to close the sale with the customer. </li></ul><ul><li>Sales campaigns utilize items such as premium incentives, brochures and discount coupons for generating awareness, to stimulate interest and responses. </li></ul>11. Promotions and Campaigns
  29. 29. <ul><li>You may want to consider complimentary offers of your anything to create attention to your website or in building goodwill. </li></ul><ul><li>Don’t forget that promotional sales techniques usually have a shorter term impact. </li></ul>11. Promotions and Campaigns
  30. 30. 12. Social Networking
  31. 31. The world in the palm of your hands… or is it?
  32. 32. Just think of it as fiber optics in communication and each network brings you to another location 12. Social Networking
  33. 33. <ul><li>The benefits can be immense, however networking is not one-sided. You need to communicate on both sides to be effective and helpful to others. </li></ul><ul><li>Be creative in the new and changing social networking world. Analyze feedback, use resources and offer information from your audience’s perspective. </li></ul>12. Social Networking
  34. 34. <ul><li>Learn in every type of media to close the sale. There is no future in your “anything” if no action is taken to sell or inform your customer base about it. Summarize presentations, review important points and educate your audience. </li></ul><ul><li>Before attending an in-person networking event, prepare yourself for the event with lots of business cards, make a list of the people you want to communicate with or arrange appointments beforehand. </li></ul>12. Social Networking
  35. 35. 13. Special Events
  36. 36. <ul><li>If you are doing an event in your community, make sure you invite people you know by sending them a personalized note. </li></ul><ul><li>Get creative when sending a press release to the local newspapers and other media contacts in mentioning your special event. </li></ul>13. Special Events
  37. 37. 14. Trade Shows, Seminars and Workshops
  38. 38. to trade shows and other gatherings to research trends, for education, networking, socializing, stimulate publicity and to uncover opportunities for special sales or new customers. Make the trek… 14. Trade Shows, Seminars and Workshops
  39. 39. <ul><li>You will increase your chances of success at any seminar or trade show if you plan specific material catered to each type of event that promotes your anything and communicates your message effectively. </li></ul><ul><li>Memorize a thirty-second descriptive sound bites for your anything… it’s your “what you do” speech. </li></ul><ul><li>Build a strategy that combines your promotional tools and budget dollars properly, and keep in mind that these tools may change for each target market or audience. </li></ul>14. Trade Shows, Seminars and Workshops
  40. 40. Remember the frequency formula… that: Actions times (x) Frequency equals Results
  41. 41. and finally…
  42. 42. Always give people more than they expect. 14. Trade Shows, Seminars and Workshops
  43. 43. so there you have it…
  44. 44. Promote your Anything Valuable Tips to Help Create Successful Promotional Strategies for Whatever You’ve Created. Part Two
  45. 45. a little something about us… <ul><li>Banker’s U is the Training, Marketing and Consulting resource for building performance. </li></ul><ul><li>Certified Business Advisors have years of “hands on” business operations experience. We listen… and come packed with knowledge, wisdom and objectivity </li></ul><ul><li>Real world practical solutions to all types of clients – we create custom training, presentations, mentoring and profit building strategies that are actionable and results driven to suit your needs </li></ul><ul><li>Visit Us at </li></ul>
  46. 46. Banker’s U Training Marketing Consulting Website: Email: [email_address] 707-658-2000 For the full version of this presentation Please contact us Copyright All Rights Reserved Please note : Nothing in this presentation can be used or reproduced whole or in part without the express consent of Banker’s U. Please contact us for more information.
  47. 47. Thank You!