This document provides an overview of a marketing and public relations course. It discusses determining marketing and PR needs, developing a positioning statement, choosing appropriate strategies like influencer marketing, advertising, and digital engagement. It also covers budgeting, measuring effectiveness, and factors to consider when hiring an agency or consultant. The purpose is to equip students with an understanding of fundamental marketing functions and how to apply modern tactics based on goals.

1. Public Relations. Digital Marketing. Reputation Management.

2. What do you want to learn about
today?
What are your questions?

3. Today, We’ll Cover
Purpose of this Class
Advertising? Marketing? PR? What do you need?
Marketing/PR Strategy
Digital? Traditional? Or Both?
Budgeting
Measuring Effectiveness
Hiring an Agency or Consultant
Your Questions

4. Purpose of this Course

5. Purpose of this Course
The purpose of this course is to equip you with:
An understanding of the fundamental functions and
types of marketing
Knowledge of how modern marketing tactics are
matched to marketing goals
Information on how to set a marketing budget
An understanding of how to measure effectiveness
of your marketing efforts

6. What do you need?
Advertising, Marketing, PR, Sales

7. Activity!
Marketing
Marketing
Communications
Public Relations
Advertising
Sales
 Media coverage
 Celebrity endorsement
 Trade show
 Product publicity
 Event sponsorship
 Product reviews by bloggers
 Twitter
 Website
 Word-of-Mouth
In-house or Outsourced?

8. Complicated Relationships /
Overlap
a = corporate advertising
b = sales force & marketing
channel communications, trade
shows, packaging, direct
marketing, sales promos
c = distribution, logistics, location
analysis, pricing
d = investor relations, community
relations, media relations,
corporate communications, crisis
communications, corporate identity
e = product publicity, brochures &
other collateral materials, some
media relations, some crisis
communications, some corporate
identity, sponsorships
f = traditional mass media
advertising

9. Why is Digital/Online Missing?
Digital is not a function, it is a tool (actually a
collection of tools)
Digital can be used in many of the above
functions to carry out the mission and realize the
goals of those function
Digital has revolutionized marketing the way
power tools have revolutionized carpentry.

10. So What Do You Need?
Big-ticket products and services usually require a
sales staff, plus marketing to bring in “warm
leads”
Inexpensive products and services usually do not
make a sales staff cost effective
Every business
requires marketing and PR

11. How Much of Each Do You
Need?
Public relations is primarily about influencing
beliefs.
Marketing is primarily about influencing behavior.
Advertising is primarily about improving recall
(memory).
Activity!
Determine What Your Business Needs
More of

12. The real question is:
What kind of marketing and PR
does your business require to be
successful?

13. Your Positioning Statement

14. Positioning Statement
A positioning statement states how you want to
be perceived in the market.
Structure
 Who? (Who are you?)
 What? (What business are you in?)
 For whom? (What people do you serve?)
 What need? (What are the typical needs of those you
serve?)
 Against whom? (With whom are you competing?)
 What’s different? (What makes you different from those
competitors?)
 Unique benefit? (What does a client or customer get from
your service that is special?)

15. Bloomingdale’s Positioning
Statement
 Who? Bloomingdale’s
 What? are fashion focused department stores
 For whom? for trend-conscious, upper middle class
shoppers
 What need? looking for high-end products.
 Against whom? Unlike other department stores,
 What’s different? Bloomingdale’s provides unique
merchandise in a theatrical setting
 Unique benefit? that makes shopping entertaining.

16. Activity!
Create a positioning statement for your company

17. Marketing/PR Strategy

18. Before Strategy: Target Market
The target market will determine which strategies
and channels will be most effective.
Demographics
Psychographics
Technographics
You must match your strategy and tactics up to
your target market.

19. Marketing/PR Strategies
Influencer Marketing
Direct Marketing
Advertising
Promotions
Media/Blogger Relations
Digital Engagement

20. Influencer Marketing
Marketing to influencers, to increase awareness
of the company/product within the influencer
community.
Marketing through influencers, using influencers
to increase market awareness of the
company/product amongst target markets.
Marketing with influencers, turning influencers
into advocates of the company/product.

21. Influencer Marketing
Who are influencers?
Not just movie stars and singers.
Influencers are anyone that lots of people listen
to.
Influencer marketing is very powerful in the
Philippines.

22. Direct Marketing
Email Marketing
Online Tools
Mobile
Direct Mail
Telemarketing
Couponing
Direct Response TV
(Infomercials)*
Insert Media
Out-of-Home*
Direct Selling
Grassroots/
Community Marketing

23. Advertising
Print
Radio
TV
Outdoor
Flyering
Product Placement
Digital
Celebrity

24. Sales Promotions
 Price deal
 Loyal Reward Program: Consumers
collect points, miles, or credits for
purchases and redeem them for
rewards.
 Cents-off deal: Offers a brand at a
lower price. Price reduction may be
a percentage marked on the
package.
 Price-pack deal: The packaging
offers a consumer a certain
percentage more of the product for
the same price (for example, 25
percent extra).
 Coupons: coupons have become a
standard mechanism for sales
promotions.
 Loss leader
 Free-standing insert (FSI): A coupon
booklet is inserted into the local
newspaper for delivery.
 On-shelf couponing: Coupons are
present at the shelf where the
product is available.
 Checkout dispensers: On checkout
the customer is given a coupon
based on products purchased.
 On-line couponing: Consumers print
them out and take them to the store.
 Mobile couponing: Coupons are
available on a mobile phone.
Consumers show the offer on a
mobile phone to a salesperson for
redemption.

25. Sales Promotions
Trade Sales Promos Online interactive promotion game:
Consumers play an interactive
game associated with the promoted
product.
 Rebates
 Contests/sweepstakes/games: The
consumer is automatically entered
into the event by purchasing the
product.
 Point-of-sale displays
 Kids eat free specials
 Sampling: Consumers get one
sample for free, after their trial and
then could decide whether to buy or
not.
 Trade allowances: short term
incentive offered to induce a retailer
to stock up on a product.
 Dealer loader: An incentive given to
induce a retailer to purchase and
display a product.
 Trade contest: A contest to reward
retailers that sell the most product.
 Point-of-purchase displays: Used to
create the urge of "impulse" buying
and selling your product on the spot.
 Training programs: dealer
employees are trained in selling the
product.

26. Media/Blogger Relations
Newspaper, radio, TV, and blogs.
There are tactics to get coverage without paying
Or you can pay a PR agency for insertions

27. Digital Engagement
Engagement is a two way conversation, not a
one-way message
Can be through a number of mediums
Can be very creative (see case study)

28. CASE STUDY:
BAYAN Telecommunications
THINGS TO KNOW:
1. A product that was a commodity
2. An unapproachable brand image

29. FACEBOOK
Fan Page (Total No. of Friends): 216,847 Likes
TWITTER:
Followers – 3,471
Tweets as of June 27, 2011: 533
BAYAN TelecommunicationsA Case Study
A COMPOSITE PERSONALITY is a community manager executed
by a team to give the brand a face.
CREATE-A-CELEBRITY

30. BAYAN TelecommunicationsA Case Study
700% Increase in
Inquiries
50% Increase in
SALES

31. (If your target market is online, both)
Digital? Traditional? Or both?

39. Digital Tools/Channels
Not all digital tools are good for the same types of
communciation
Not all digital tools reach the same people
Not all digital tools reach people the same way
Let’s take a look at the relative strengths and
weaknesses of some of the most popular social
media tools.

42. Your Website
What is the purpose of the website? (The answer
must be concrete).
How does it accomplish that purpose?
Don’t spend money sending people to your site if
the site needs work.
Traffic and conversions
Often more cost effective to raise conversion rate

43. Budgeting

44. Methods to determine your
budget
Percentage of Sales
Flat-Rate (What the company can afford)
Competitive Parity (Follow the leader)
Objective-based Budgeting

45. Measuring Marketing
Effectiveness

46. Demand Accountability
Your marketing head needs to calculate expected
and actual ROI for every marketing plan and
initiative they approve and/or implement.
They need to account for any discrepancies
between the two.

47. Pay Attention to Cost of
Acquisition
What does it cost to make someone visit a
website or walk into a store?
Case Study: Email Marketing vs. Facebook
The target audience dictates the most appropriate
medium (getting interest of existing clients vs.
creating brand awareness for new customers

48. Calculating ROI:
The Investment-Return Relationship

60. Digital ROI
Web
Clicks  Conversions
Email
Deliveries  Opens  Clickthroughs 
Conversions

61. Hiring an Agency or Consultant

62. Your choices
Partner
Type
Pros Cons
Ad Agency Excellent creatives, can produce art
and TVC
Expensive, requires retainer
Marketing
Agency
Often less expensive than ad
agencies, excellent creatives, often
great with publicity
Unable to produce ads, often limited
understanding of digital, usually
requires retainer
PR Agency Excellent with media
relations/publicity
Most not adept at blogger relations,
often poor understanding of digital
Digital
Agency
Excellent digital work Most don’t speak “marketer” and are
unable to integrate traditional
marketing goals into their plans.
Hybrid
Agency
Excellent creatives, excellent with
media AND blogger relations,
excellent digital work, services are
productized (so no retainer), no ASF
Unable to produce print and TV ad
campaigns
Consultant Usually less expensive, sometimes no
retainer, no ASF
Often less reliable, may not have
capacity to do “large” executions

63. How They Spend Your Money
One of the first questions that an agency will ask
is “What’s your budget?”
Its okay to answer this question!
You will get better ideas pitched to you, that fit your
budget.
The agency will usually write a plan that spends
your entire allotted budget, but they’ll write a better
plan if they know what the budget is.