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Incremental Marketing For Public Relations


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Presentation today for the Jacksonville Chapter of the FPRA on Incremental Marketing for Public Relations Firms

Published in: Business, News & Politics
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Incremental Marketing For Public Relations

  1. 1. Incremental Marketing  for Public Relations   Michelle Chance-Sangthong
  2. 2. Michelle Chance-Sangthong <ul><li>&quot;Online&quot; in 1987 - 22 Years , Working on the web since 1996. </li></ul><ul><li>  </li></ul><ul><li>Served as Webmaster for $200 Million company for 9 years. </li></ul><ul><li>  </li></ul><ul><li>Last year as an employee, personally generated more than  </li></ul><ul><li>$2 Million in leads through the web. </li></ul><ul><li>  </li></ul><ul><li>Owns an online retail company driving nearly $4 Million in sales online and then Coerced by friends to start consulting, coaching and training business Red Hawk Strategies. </li></ul><ul><li>First Book - The Book on Incremental Marketing is currently at the editor. </li></ul>
  3. 3. Thank You   <ul><li>It takes time out of your day to plan for and attend today. </li></ul><ul><li>Give yourself a pat for attending a lunch meeting and supporting your organization </li></ul><ul><li>Challenge for you </li></ul><ul><li>Get ready to think outside the box. </li></ul><ul><li>Pack away your pre-conceived notions about your skills. </li></ul>
  4. 4. What is Marketing? <ul><li>&quot;The profitable identification, attraction, getting, and keeping of GOOD customers&quot; </li></ul><ul><li>&quot;Every job exists to directly or indirectly to get and keep GOOD customers, today and tomorrow . . . Jobs that don't get and keep customers are temporary, unnecessary or should be outsourced&quot; </li></ul><ul><li>Jeffrey Fox  </li></ul><ul><li>How To Become A  Marketing Superstar </li></ul>
  5. 5. What is PR? <ul><li>&quot;Public relations (PR) is the practice of managing the communication between an organization and its publics.[1]  </li></ul><ul><li>  </li></ul><ul><li>Public relations gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. </li></ul><ul><li>  </li></ul><ul><li>It is something that is not tangible and this is what sets it apart from Advertising.&quot; </li></ul><ul><li>-Wikipedia </li></ul>
  6. 6. The Marketing and PR Challenge <ul><li>Marketing is the OVER ARCHING umbrella of EVERYTHING we do to keep and grow our businesses. </li></ul><ul><li>  </li></ul><ul><li>Social Media has begun to blur the lines between Advertising  and PR. </li></ul><ul><li>It is simultaneously easier to promote and harder to be heard. </li></ul><ul><li>Seek out creative ways and consistent repetition to create PR impact for your clients and for yourselves. </li></ul><ul><li>  </li></ul>
  7. 7. The Challenge for PR Professionals <ul><li>Have greater skills than average business owners to market and promote their own business. </li></ul><ul><li>Are often so busy promoting their clients, they don't make time to market themselves. </li></ul><ul><li>  </li></ul><ul><li>Create amazing opportunities for their clients, but fail to let themselves shine. </li></ul><ul><li>Sometimes feel reputation alone will carry them through. </li></ul>
  8. 8. Planning Marketing Budget in Money <ul><li>Percentage of every sale committed to marketing. </li></ul><ul><li>Create an escrow or holding bank account specifically for your marketing budget.  </li></ul><ul><li>If you deposit $200 ... then escrow $20 if you are using a 10% commitment. </li></ul><ul><li>Keep your commitment. </li></ul>
  9. 9. Planning Marketing Budget in Time <ul><li>Make a commitment of time - on a daily basis.  </li></ul><ul><li>10%, 5%, 20 minutes of your day, unbreakable commitment. </li></ul><ul><li>Put it on your calendar - weeks and months out. </li></ul><ul><li>  </li></ul><ul><li>Plan it for your highest productivity time of day.  </li></ul><ul><li>  </li></ul><ul><li>Don't make excuses. </li></ul><ul><li>Start your day 20 minutes earlier to make it happen. </li></ul>
  10. 10. Exercise <ul><li>How many minutes per business day, can you honestly and sincerely commit to marketing your business ?  </li></ul><ul><li>No matter what else happens today, what is the realistic number you know that you can commit to? </li></ul><ul><li>Considering your current and future schedule, what is the fixed time of day that you would block on your calendar during your normal business week. </li></ul>
  11. 11. Everyone's Job is Marketing <ul><li>Business Owners, Managers, and Production Teams </li></ul><ul><li>20 minutes x ___ people  =  ____ minutes per day </li></ul><ul><li>20 minutes x 3 people = 60 minutes per day (1 hour) </li></ul><ul><li>1 hour per day x 20 days = 20 hours per month </li></ul><ul><li>20 hours per month x 12 = 240 hours </li></ul><ul><li>240 / 8 = 30 business days per year on marketing </li></ul>
  12. 12. Marketing Planning <ul><li>Assess your skills and the skills of your staff. </li></ul><ul><li>Create a team marketing calendar. </li></ul><ul><li>  </li></ul><ul><li>Hold accountability meetings. </li></ul><ul><li>Skipping one day, does not mean doubling up another day. </li></ul><ul><li>Having an extra long session one day does not mean skipping the next. </li></ul><ul><li>If something throws you off today, just start again tomorrow. </li></ul>
  13. 13. Three Types of Clients <ul><li>Where do your best clients come from </li></ul><ul><li>  </li></ul><ul><li>Marketing to new clients. </li></ul><ul><li>Retaining existing clients. </li></ul><ul><li>Getting Repeat Business from prior inactive clients. </li></ul><ul><li>  </li></ul>
  14. 14. Picking Out the VIPs <ul><li>Understanding who your most profitable clients are.   </li></ul><ul><li>  </li></ul><ul><li>Understand who your best referral sources are.  </li></ul><ul><li>Pareto Principle </li></ul>
  15. 15. Offline Tools - Low Cost / Free <ul><li>Networking meetings - take only 3 business cards and find out how you can &quot;help&quot; 3 people - don't ask for their business.  </li></ul><ul><li>Handwritten note cards - follow up, in writing, in 24 hours. </li></ul><ul><li>Offer to speak to groups where your prospects are. </li></ul><ul><li>  </li></ul><ul><li>Host an open house at your office or facility. </li></ul><ul><li>  </li></ul><ul><li>Volunteer. </li></ul>
  16. 16. Online Tools - Low Cost / Free <ul><li>Blog </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook Fan Page </li></ul><ul><li>Forums </li></ul><ul><li>  </li></ul><ul><li>Article Writing </li></ul><ul><li>Email </li></ul><ul><li>Reviews </li></ul><ul><li>Yahoo! Answers </li></ul><ul><li>  </li></ul><ul><li>Industry Sites </li></ul><ul><li>Meetup </li></ul><ul><li>YouTube </li></ul><ul><li>Podcasting </li></ul>
  17. 17. Inch by Inch - Marketing's a Cinch <ul><li>Start only one Marketing Project at a time. </li></ul><ul><li>Networking meetings can interrupt if needed. </li></ul><ul><li>  </li></ul><ul><li>Work project through to completion. </li></ul><ul><li>Establish system to measure results. </li></ul><ul><li>  </li></ul><ul><li>Celebrate marketing victories.  </li></ul><ul><li>Give your team feedback. </li></ul><ul><li>  </li></ul><ul><li>Correct and Continue </li></ul>
  18. 18. Contact Information <ul><li>Michelle Chance-Sangthong </li></ul><ul><li>  </li></ul><ul><li>on Twitter @michellechance </li></ul><ul><li> </li></ul><ul><li> </li></ul>