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Week 9: Marketing & Entrepreneurship


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High-level overview of promotional campaigns and public relations concepts.

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Week 9: Marketing & Entrepreneurship

  1. 1. <ul><li>- Continued - </li></ul>Promotional Campaigns
  2. 6. Ad Design/Creative <ul><li>Take advantage of the medium’s strengths </li></ul><ul><li>Have a hierarchy of message importance </li></ul><ul><li>Be directly tied to campaign goals </li></ul><ul><ul><li>Have a call to action </li></ul></ul><ul><ul><li>Communicate the brand </li></ul></ul><ul><ul><li>Capture attention </li></ul></ul><ul><li>Look professional! </li></ul><ul><li>Be consistent with other campaign creatives and brand </li></ul><ul><li>Tried & true layouts (Ogilvie, etc.): </li></ul>
  3. 7. Advertising Terms <ul><li>Reach - # of target market members exposed at least once to the message </li></ul><ul><li>Frequency - # of times the average receiver is exposed within a specific time period </li></ul><ul><li>CPM (cost per thousand) – cost of reaching 1000 members of the media audience </li></ul><ul><li>Used to evaluate effectiveness of different advertising mediums </li></ul>
  4. 8. Traditional Mediums <ul><li>Broadcasting Media </li></ul><ul><ul><li>Television, Radio </li></ul></ul><ul><li>Print Media </li></ul><ul><ul><li>Magazine, Newspapers </li></ul></ul><ul><li>Outdoor/Ambient </li></ul><ul><ul><li>Transit, Washroom, Product Placement </li></ul></ul><ul><ul><li>Good evaluation of mediums: </li></ul></ul>
  5. 9. Integration of Online Activities Micro-site Offline Marketing and Client Interaction Opt- In
  6. 10. Search Marketing <ul><li>Organic Search Engine Optimization (SEO) </li></ul><ul><ul><li>Ensuring that your website is relevant to your audience’s searches </li></ul></ul><ul><ul><li>On-page & Off-page factors </li></ul></ul><ul><li>Pay-Per-Click (PPC) Advertising </li></ul><ul><li>Relevance is Key! </li></ul>ORGANIC RESULTS PPC Ads
  7. 11. Google AdWords (Pay-Per-Click) <ul><li>Keyword selection is critical </li></ul>
  8. 12. Online Advertising <ul><li>Banner/Video </li></ul><ul><li>AdWords </li></ul><ul><li>Creative (Guest Editorial, Product Placement, etc.) </li></ul><ul><li>Measurement: Awareness + Clicks </li></ul>Good ad design will make the user want to click! (plus give some benefit even if not clicked on)
  9. 13. E-Mail Campaigns <ul><li>House lists (your subscribers) are best </li></ul><ul><li>Can rent lists from brokers with segmentation (demographics, interests, etc.) </li></ul><ul><li>Tracking results (open rate, click-thru) is key </li></ul><ul><ul><li>Can use different subjects & split creatives </li></ul></ul>
  10. 15. Getting into Social Media <ul><li>Tie it directly to a) your audience lifestyle and b) your brand and campaign objectives </li></ul><ul><ul><li>Make it Personal </li></ul></ul><ul><ul><li>Make it Interactive </li></ul></ul><ul><ul><li>Make it Simple </li></ul></ul><ul><li>Ways to participate </li></ul><ul><ul><li>Monitor & Join Conversations </li></ul></ul><ul><ul><li>Host Communities & Discussions (Get Followers) </li></ul></ul><ul><ul><li>Provide Content/Applications to be Integrated </li></ul></ul>
  11. 16. Blogs <ul><li>Reputation and Brand-Building </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Trust and Community </li></ul><ul><li>Entertainment </li></ul><ul><li>Site Optimization </li></ul><ul><ul><li>Relevant, incoming links </li></ul></ul>Your Turn: What Have you Learned?
  12. 17. Public Relations
  13. 18. What is PR? <ul><li>The determination and evaluation of public attitudes. </li></ul><ul><li>Develop policies and procedures with a public interest. </li></ul><ul><li>Execute a communications program to gain public understanding and acceptance. </li></ul>
  14. 19. Who is the “Public”? <ul><li>Potential and Existing </li></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Shareholders </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><li>The Community </li></ul><ul><li>The Government </li></ul><ul><li>The Industry </li></ul>The Media is a key medium for communicating to these audiences, and is in that sense, often considered the target audience.
  15. 20. When is PR Important? <ul><li>When social opinion and community support matter </li></ul><ul><ul><li>Cause-related and not-for-profit (charities, associations) </li></ul></ul><ul><ul><li>Community-based businesses – both geographical and virtual (colleges, ebay) </li></ul></ul><ul><ul><li>Unfamiliar products or companies (biodiesel) </li></ul></ul><ul><ul><li>Can be strategic or reactive (Maple Leaf) </li></ul></ul><ul><li>Is seen as a more genuine form of communications –message sources that have credibility to the audience </li></ul>
  16. 21. Using PR <ul><li>Often in association with these communications goals: </li></ul><ul><ul><li>Raise awareness </li></ul></ul><ul><ul><li>Generate positive feelings and public opinion </li></ul></ul><ul><ul><li>Change attitudes and perceptions </li></ul></ul><ul><ul><li>Position or re-position organization within the market space </li></ul></ul><ul><li>Generate buzz before an ad campaign </li></ul><ul><li>Influencing influenc ers so they become ambassadors </li></ul><ul><li>Introduce a product with little or no advertising </li></ul><ul><li>Defend at-risk products </li></ul>
  17. 22. PR Tactics <ul><li>Publicity in News Media </li></ul><ul><ul><li>Press conferences, Exclusives, Interviews </li></ul></ul><ul><li>Image by Association </li></ul><ul><ul><li>Memberships, certifications, partnerships </li></ul></ul><ul><li>Image and Advocacy Advertising </li></ul><ul><ul><li>Warm and fuzzies not related to the core business </li></ul></ul><ul><li>Event Sponsorship </li></ul><ul><ul><li>Sports, Festivals, Conferences, etc. </li></ul></ul><ul><ul><li>Can be very targeted </li></ul></ul>
  18. 23. PR Tactics <ul><li>Social Media </li></ul><ul><ul><li>No-cost ways of establishing yourself as a thought-leader and making a name for your company or self </li></ul></ul><ul><ul><li>Watch Video </li></ul></ul><ul><li>In-House News and Celebration </li></ul><ul><ul><li>Newsletters, RSS feeds, product launches, client parties and gifts </li></ul></ul><ul><ul><li>More intimate – for loyal customers and stakeholders </li></ul></ul>