Don Tanner Presentation
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This document outlines a multi-tiered communications strategy that begins with understanding your brand and target audiences. It recommends developing clear messaging and marketing your value proposition. Public relations tactics like media relations, marketing, and advertising are discussed. The importance of telling stories and leveraging earned media coverage is emphasized. A case study shows how these strategies were applied for a new product launch. The document concludes by reiterating a multi-platform approach using traditional, online, marketing and advertising channels.
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Don Tanner Presentation
- 1. A Multi-Tiered Approach to Communications
- 2. Million Dollar Questions: • How can I get my product or service noticed? • What are the most effective communications/marketing avenues?
- 3. Communications Strategy Foundations • Know Yourself • Know Your Audience
- 4. Who Are You? • What is your value proposition? • What Makes You Better, Different?
- 5. What is your BRAND? • Not just a name • Not just a logo • Sum of all parts
- 6. Messaging • Elevator speech • What you do/differently • Clear, concise, compelling • Consistent in all marketing
- 7. Who is your Audience? • B to B or B to C? • Who are the decision makers? • Who are the referral sources?
- 8. Public Relations in Action TELL YOUR STORIES
- 9. Public Relations Toolbox • Media Relations • Marketing • Advertising
- 10. Traditional Media Relations • Print Media • Broadcast Media • Online Media
- 11. Media Realities • Shrinking Newsrooms • Diminished Resources • Multiple Beats • 24-Hour News Cycles
- 12. The Myth of the Press Release • Fact Sheet • Foundational Tool • Not guarantee of coverage • Newswire vs. Strategic Distribution
- 13. Generating News Coverage • Packaging a News Story • Targeted Media Distribution • Follow-Up
- 14. Case Study
- 15. Case Study
- 16. Case Study
- 17. OPAC
- 18. OPAC Branding
- 19. OPAC Media
- 20. OPAC Media
- 21. New Volkswagen Passat Launch
- 22. New Volkswagen Passat Launch
- 23. New Volkswagen Passat Launch
- 24. New Volkswagen Passat Launch
- 25. New Volkswagen Passat Launch
- 26. New Volkswagen Passat Launch
- 27. Marketing • Conferences, Expos/ Trade Shows • Strategic Networking • Direct Mail/E-mail • Website/Sales Materials
- 28. Leveraging News Coverage • E-Mail • E-Blast • E/Newsletter • Reprints/Sales Materials
- 29. Advertising
- 30. Targeting Desired Audiences • Business/Trades: Industry Sector • Radio: Demographic • Cable TV/Billboards: Geographic • Socioeconomic
- 31. Multi-Platform Approach • Traditional Media • Online Media • Marketing • Advertising
- 32. Questions
- 33. A Multi-Tiered Approach to Communications