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PR and
Marketing
The University of Edinburgh
31 October 2012
hot tin roof.
Marketing.

What is marketing?
Marketing is the chain of activities moving
products from producer to customer.

• Market Research
• Product
• Strategy
• Pricing
• Packaging
• Distribution
• Promotion
• Sales
Strategy.

Where do I start?
Situation Analysis: Where I am now

• Describe where your company stands
at this moment in time (strengths,
weaknesses, opportunities and threats)

• Describe your industry and forecast
trends and change (political, economic,
social and technological)




What is my marketing strategy?
Strategy.

Where do I want to get to?
Every company has business objectives.

• Where do you want to be?
• When do you want to get there?
• How will I get there?

If the purpose of your marketing plan is to launch a new product or line of products:
Objective - Achieve 10% market share in first 12 months of launch.

If the purpose of your marketing plan is to boost revenue from existing products:
Objective - Increase revenue 12% from our existing line of products over the next six months.



What are my business objectives?
Tactics.

How will I get there?
What tactics do I need to deliver my objectives?

Objectives establish a broad outline of how you want to
achieve your strategy. Tactics are specific actions.


• Objective: Achieve 10% market share in first 12 months of launch.
• Tactic: Develop a brochure to send to new prospects.



What are my tactics?
Tactics.

What do I do?
What tactics do I need to deliver my objectives?

• Advertising - TV, Radio, Print, Outdoor
• Sales Force - Telesales, Door to Door, Networking
• Sales promotion - Competitions, Vouchers, Displays,
Sampling
• Direct marketing - Fliers, email, inserts
• Public Relations - press releases, sponsorship, roundtables


What are my tactics?
Budget.

How much will it cost?
Every tactic has a price.

• Add up the costs of each tactic
• Prioritise
• Revisit your strategy
• Set your budget




What is my budget?
Customer.

Who am I selling to?
Research.

Market analysis
• Market segmentation (potential buyers, growth forecast,
  average transaction value of sale or average sales per year)
• Company analysis
• Needs and requirements
• Distribution channels
• Competitive forces
• Communications



What is my market?
Product.

Positioning a product
• What kind of product is it?
• Who is it designed for?
• What is the single most important benefit it offers?
• What is the most important competitor?
• How is it different from that competitor?
• What is the customer benefit of that difference?




What is my unique selling point?
Public relations.

What is PR?
“The planned and sustained effort to establish and
maintain good will and understanding between an
organisation and its publics.”
                         Institute of Public Relations (1987)




What should I use PR?
Public relations.




                    The Financial Times
Strategy.

What am I going to do?
Business objectives
SWOT analysis
Communication Objectives
• Create awareness            • Develop knowledge
• Promote understanding       • Displace prejudice
• Overcome misunderstanding   • Encourage belief
• Combat apathy               • Confirm or realign a perception
• Inform                      • Act in a particular way


What is my communication strategy?
Key messages.

What am I going to say?
• What does my product do?
• Why would anyone buy it?
• What are the benefits?
• What problem does it solve?




What are my key messages?
Tactics.

How am I going to say it?
• Articles and features                • Advertising
• One to one briefings                 • Exhibitions and conferences
• Interviews                           • Hospitality
• Background briefings and materials   • Sponsorship
• Photography                          • Donations
• Email                                • Press release
• Internal communications              • Design and branding
• Brochure                             • Membership of industry groups
• Newsletter                           • Roundtables
• Seminars                             • Awards
• Sales force                          • Direct marketing
• Sales promotion                      • Social media


What media will I use?
News.

What makes news?
   • Sex
   • Power
   • Money

How will I make the headlines?
Story.

How to make the headlines
The five main business stories:
1.   Launch
2.   Growth
3.   New product
4.   Mergers and Acquisition
5.   Cuts and Closure



Is your story newsworthy?
Develop.

Why use your story?
• Angle
• Hook
• So what?
• Boost its news value




How will you interest the journalist?
Angle.

How to find your angle
• Follow the news in your industry
• Talk to colleagues and customers
• Look for milestones
• Know the benefits of your product
• Upcoming relevant events
• Survey your customer base and build a story around the results




What would you like to read?
Hit!

How to get coverage
• Research your press
• Know your papers
  • Columns
  • Days
  • Style
• Know your journalists
  • Who specialises in your area?




What is your story?
Press Release.

How to write it
• Get your facts together
• Use quotes
• Put the best bits first
• Think quality, not quantity




What are you trying to say?
Media.

Where should you sell it in?
• Newspapers
• Trade press
• Vertical press
• Online




What is your audience?
Newspapers.

What can you target?
• Dailies
• Sundays
• Business pages
• Supplements
• News pages
• Platform pages
• Opinion columns


What are you going to say?
Trade press.

What makes the trades?
• News
• Features
• Letters page
• Opinion
• Analysis




What are the issues in your industry?
Digital.

What is online PR?
• Traditional vs digital
• Targeting and research
• Online distribution
• Optimisation
• Social media

   • Twitter
   • Facebook
   • Social bookmarking
   • Blogging




What are people saying online?
Marketing and PR.

Secrets to success
• Smaller companies can use press releases to generate
the kind of publicity that would cost thousands of pounds
to achieve with other forms of marketing.

• Media coverage helps to generate sales, improves status
among existing customers, aids recruitment, attracts
investment and increases online visibility.




Let’s get started!
Sarah A Lee

Sarah@hottinroof.co.uk
0131 225 3875
@hottinroofpr

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Hot Tin Roof PR & Marketing Presentation at Edinburgh University 2012

  • 1. PR and Marketing The University of Edinburgh 31 October 2012
  • 3. Marketing. What is marketing? Marketing is the chain of activities moving products from producer to customer. • Market Research • Product • Strategy • Pricing • Packaging • Distribution • Promotion • Sales
  • 4. Strategy. Where do I start? Situation Analysis: Where I am now • Describe where your company stands at this moment in time (strengths, weaknesses, opportunities and threats) • Describe your industry and forecast trends and change (political, economic, social and technological) What is my marketing strategy?
  • 5. Strategy. Where do I want to get to? Every company has business objectives. • Where do you want to be? • When do you want to get there? • How will I get there? If the purpose of your marketing plan is to launch a new product or line of products: Objective - Achieve 10% market share in first 12 months of launch. If the purpose of your marketing plan is to boost revenue from existing products: Objective - Increase revenue 12% from our existing line of products over the next six months. What are my business objectives?
  • 6. Tactics. How will I get there? What tactics do I need to deliver my objectives? Objectives establish a broad outline of how you want to achieve your strategy. Tactics are specific actions. • Objective: Achieve 10% market share in first 12 months of launch. • Tactic: Develop a brochure to send to new prospects. What are my tactics?
  • 7. Tactics. What do I do? What tactics do I need to deliver my objectives? • Advertising - TV, Radio, Print, Outdoor • Sales Force - Telesales, Door to Door, Networking • Sales promotion - Competitions, Vouchers, Displays, Sampling • Direct marketing - Fliers, email, inserts • Public Relations - press releases, sponsorship, roundtables What are my tactics?
  • 8. Budget. How much will it cost? Every tactic has a price. • Add up the costs of each tactic • Prioritise • Revisit your strategy • Set your budget What is my budget?
  • 9. Customer. Who am I selling to?
  • 10. Research. Market analysis • Market segmentation (potential buyers, growth forecast, average transaction value of sale or average sales per year) • Company analysis • Needs and requirements • Distribution channels • Competitive forces • Communications What is my market?
  • 11. Product. Positioning a product • What kind of product is it? • Who is it designed for? • What is the single most important benefit it offers? • What is the most important competitor? • How is it different from that competitor? • What is the customer benefit of that difference? What is my unique selling point?
  • 12. Public relations. What is PR? “The planned and sustained effort to establish and maintain good will and understanding between an organisation and its publics.” Institute of Public Relations (1987) What should I use PR?
  • 13. Public relations. The Financial Times
  • 14. Strategy. What am I going to do? Business objectives SWOT analysis Communication Objectives • Create awareness • Develop knowledge • Promote understanding • Displace prejudice • Overcome misunderstanding • Encourage belief • Combat apathy • Confirm or realign a perception • Inform • Act in a particular way What is my communication strategy?
  • 15. Key messages. What am I going to say? • What does my product do? • Why would anyone buy it? • What are the benefits? • What problem does it solve? What are my key messages?
  • 16. Tactics. How am I going to say it? • Articles and features • Advertising • One to one briefings • Exhibitions and conferences • Interviews • Hospitality • Background briefings and materials • Sponsorship • Photography • Donations • Email • Press release • Internal communications • Design and branding • Brochure • Membership of industry groups • Newsletter • Roundtables • Seminars • Awards • Sales force • Direct marketing • Sales promotion • Social media What media will I use?
  • 17. News. What makes news? • Sex • Power • Money How will I make the headlines?
  • 18. Story. How to make the headlines The five main business stories: 1. Launch 2. Growth 3. New product 4. Mergers and Acquisition 5. Cuts and Closure Is your story newsworthy?
  • 19. Develop. Why use your story? • Angle • Hook • So what? • Boost its news value How will you interest the journalist?
  • 20. Angle. How to find your angle • Follow the news in your industry • Talk to colleagues and customers • Look for milestones • Know the benefits of your product • Upcoming relevant events • Survey your customer base and build a story around the results What would you like to read?
  • 21. Hit! How to get coverage • Research your press • Know your papers • Columns • Days • Style • Know your journalists • Who specialises in your area? What is your story?
  • 22. Press Release. How to write it • Get your facts together • Use quotes • Put the best bits first • Think quality, not quantity What are you trying to say?
  • 23. Media. Where should you sell it in? • Newspapers • Trade press • Vertical press • Online What is your audience?
  • 24. Newspapers. What can you target? • Dailies • Sundays • Business pages • Supplements • News pages • Platform pages • Opinion columns What are you going to say?
  • 25. Trade press. What makes the trades? • News • Features • Letters page • Opinion • Analysis What are the issues in your industry?
  • 26. Digital. What is online PR? • Traditional vs digital • Targeting and research • Online distribution • Optimisation • Social media • Twitter • Facebook • Social bookmarking • Blogging What are people saying online?
  • 27. Marketing and PR. Secrets to success • Smaller companies can use press releases to generate the kind of publicity that would cost thousands of pounds to achieve with other forms of marketing. • Media coverage helps to generate sales, improves status among existing customers, aids recruitment, attracts investment and increases online visibility. Let’s get started!
  • 28. Sarah A Lee Sarah@hottinroof.co.uk 0131 225 3875 @hottinroofpr

Editor's Notes

  1. IN FOUR HOURS I CANNOT TEACH YOU HOW TO CREATE A MARKETING AND PR STRATEGY. BUT I CAN MAKE YOU AWARE OF ALL THE THINGS YOU NEED TO THINK ABOUT. AND OVER THE NEXT FOUR HOURS YOU WILL DO VARIOUS EXERCISES TO HELP YOU START THINKING ABOUT ALL THE DIFFERENT ELEMENTS INVOLVED IN MARKETING A PRODUCT. WE’LL DIVIDE INTO FOUR GROUPS. AND YOU WILL EACH CREATE A MARKETING STRATEGY FOR A PRODUCT OF YOUR CHOICE. SOFTWARE BANANA CAR TELEPHONE SERVICE WARRANTY BREAK INTO YOUR FOUR GROUPS AND YOU HAVE TEN MINUTES TO DISCUSS THE MARKET RESEARCH, PRODUCT
  2. WE WILL TALK ABOUT TACTICS LATER TODAY - AND THE FOCUS OF THE SECOND HALF WILL BE ON PR. Advertising Sales Direct Marketng PR
  3. WE WILL TALK ABOUT TACTICS LATER TODAY - AND THE FOCUS OF THE SECOND HALF WILL BE ON PR. Advertising Sales Direct Marketng PR
  4. TAKE TEN MINUTES TO DESCRIBE YOUR AUDIENCE AND MARKET
  5. BREAK FOR 10 MINUTES AND THEN COME BACK AND TALK ABOUT THE US OF PR TO SELL YOUR PRODUCT.
  6. Advertising Advertising tis the creation and placment of paid messages to inform potential customers and solicit sales f your product. It can be a more long term approach to increasing sales than direct marketing, sales promotion or presonal selling. One way communication versus two way of personal selling. It can be effective for wide target markets or narrow niches. Sales force (personal selling) Stillt he primary method of generating leads, losing sales and servicing accounts. Face to face selling is beingsupplemented by telemarketing. Sales promotion Supplements advertising, public relations and personal selling. External objective - motivate customers to buy now Internal objective - motivate sales force to sell Includes: sales competitions, premiums, vouchers, video, pop displays, sampling Direct marketng Uses direct mail or email media to generate immediate measurable trackable results It uses marketing databases to track responses and results at a customer level. It allows the placement of messages with highly targeted market segments.