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Mastering the Three Giants - Advertising, Marketing, PR
- 1. 2011, Maven Media NY2011, Maven Media NY All Rights ReservedAll Rights Reserved Presented by Maven Media NY ““Mastering the Three Giants”Mastering the Three Giants” Please click your mouse to advance.Please click your mouse to advance.
- 2. Marketing Is - “The average American is exposed to about 3,000 advertising messages a day. Globally corporations spend over $620 billion each year to make their products seem desirable and to get us to buy them. ” 2011, Maven Media NY All Rights Reserved
- 3. The Marketing Mix inventing the product designing it producing it pricing it AND The technique of selling it. 2011, Maven Media NY All Rights Reserved
- 4. 2011, Maven Media NY All Rights Reserved
- 5. Advertising Is - 2011, Maven Media NY All Rights Reserved The action of calling something to the attention of the public especially by paid announcements. (courtesy Merriam-Webster)
- 6. “Flimflammery, Ballyhooliganism, Puffery, Outlandish Publicity Stunts, Memorable Events And Showmanship” The key ingredients of modern Public Relations: Creation of an established pitch Press materials Marketing the brand Strategic contacts Memorable special events 2011, Maven Media NY All Rights Reserved MARGARET GORMAN, the First Miss America
- 7. Good P.R. RECOGNITION OF A SYMBOL 2011, Maven Media NY All Rights Reserved
- 8. Direct Marketing aka (direct response) 2011, Maven Media NY All Rights Reserved The old way
- 9. Email Marketing – Stand Out. Be Remarkable. Have a Sense of Humor VIDEO MESSAGE Jason is an Olympic cyclist, motivational speaker, and business coach. "My own life experience with blindness has led me to my passion of helping others reach their full potential and tap into the winner within." Email a confirmation me@me.com Speak to you then. VIDEO MESSAGE The New Way 2011, Maven Media NY All Rights Reserved
- 10. A QR code (abbreviated from Quick Response code) is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data. 2011, Maven Media NY All Rights Reserved
- 11. 2011, Maven Media NY All Rights Reserved Collateral and Press KitsCollateral and Press Kits Microsoft Publisher Media Kit Templates. On your computer waiting for you to use.On your computer waiting for you to use.
- 12. Make Friends Be Part of the Conversation. Don’t Interrupt it! 2011, Maven Media NY All Rights Reserved
- 13. FACT: The Smart Money is on INTERACTIVITY 2011, Maven Media NY All Rights Reserved Customer Relationship Management or CRM=What happens when they find you is key.
- 14. Social Media Icons 2011, Maven Media NY All Rights Reserved
- 16. RSS (aka RSS Feed) Really Simple Syndication 2011, Maven Media NY All Rights Reserved RSS (originally RDF Site Summary, often dubbed Really Simple Syndication) is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format.[2] An RSS document (which is called a "feed", "web feed",[3] or "channel") includes full or summarized text, plus metadata such as publishing dates and authorship. Web feeds benefit publishers by letting them syndicate content automatically. They benefit readers who want to subscribe to timely updates from favored websites or to aggregate feeds from many sites into one place. Courtesy WikipediA
- 17. The Smart Money Is On Partnerships 2011, Maven Media NY All Rights Reserved
- 18. Buzz Marketing and The Blair Witch Project 2011, Maven Media NY All Rights Reserved
- 19. 2011, Maven Media NY All Rights Reserved Guerrilla Marketing --- Advertising With a Twist Can Include: Public Relations Street Product Giveaways Advertising Stunts Mobile Digital Attention-getting Street Graphics Product Placement
- 20. CROWD SOURCING Crowdsourcing is based on a system of cooperation in which a company can enlarge the marketplace. Crowdsourcing is the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call. 2011, Maven Media NY All Rights Reserved
- 21. Don’t Let This Happen To You! Win Friends. Influence People. 2011, Maven Media NY All Rights Reserved
- 22. Contact Me MAVEN MEDIA NEW YORK WWW.MAVENMEDIANY.COM 2011, Maven Media NY All Rights Reserved
Editor's Notes
- Welcome to the July 2011 Leadership Committee meeting, Hosted by New York City Business Solutions Transportation Group and Presented by Maven Media New York. This presentation will help you define the 3 giants, Advertising, Marketing and Public Relations, and to differentiate among some of the strategies and tactics of each. We’ll also be including some immediate and cost effective marketing solutions, some you can employ when you get back to your offices today. 08/21/13 Prepared by Maven Media New York
- Today, the Average American is exposed to 3,000 Incoming messages per person per day To Increase Brand awareness and brand recognition and ultimately, market share , We must break through the clutter of all these messages. To do this we need to understand our target audience and know how to artfully use their marketing channel of choice to reach them. Prepared by Maven Media New York 08/21/13
- Marketing is basically the art of inventing the product, designing the product, producing the product and pricing and selling the product. Product Price Place Promotion are the components of any marketing mix. To be competitive though, in most cases, the breakdown of the marketing mix is often not, in fact, equal parts. That depends on the product, when, how and where the product is sold and how much it costs. Prepared by Maven Media New York 08/21/13
- Branding is what comes after you’ve successfully mastered the product and sales formula, and want to move forward to further establish recognition of your brand’s name. Many small businesses tend to try to mimic the branding efforts of large corporations, and it’s simply not possible. There are different blueprints for each. Small businesses should focus on intimately knowing their target audience and communicating with them in a meaningful way. They should draw customers in with sales and promotions. Then work to build loyal customers through trust and communication. Prepared by Maven Media New York 08/21/13
- To define advertising I’ve used this Volkswagen ad from 1960 produced by an agency I actaully worked for though it wasn’t in 1960! Here’s a Hall of Fame example of an “action of calling something to the attention of the public. Which DDB did for the Beetle in a Groundbreaking way. They actually called the car a lot of unflattering names and put the VW brand on the map. Actually made it A cool car to own. Paid advertising is RELIABLE too! WHY? Media is paid for ahead of time Which means there’s a Guarantee: secure time slot, to a Local, regional and national audience, delivery system and usually results. Find costs at http:..www.gaebler.com/ Prepared by Maven Media New York 08/21/13
- Public Relations has gotten a pretty bad rap in the past as you can see by some of the terms shown here. One of the most famous PR campaigns is The Miss America Pageant originally devised in the 1920’ to promote tourism to Atlantic City. The actual Definition of PR: includes elements such as publicity, promotion, branding, web development, street teams, special events You could say that the Miss America pageant is one of the most successful PR campaigns ever produced. After all it is still going on today. And it still works! Prepared by Maven Media New York 08/21/13
- Both of these are highly successful PR campains we all recognize immediately. The most recognizable campaigns today include social responsibility or cause marketing techniques. Here is the universally accepted symbol for cancer research which is of course Lance Armstrong’s Live Strong yellow bracelet. The pink ribbon for breast cancer awareness is another one. Prepared by Maven Media New York 08/21/13
- Direct Marketing also known as Direct Response is also a well known and has been a very successful way to mass market A product using some pretty tried and true methods such as money back guarantees, testimonials, extras and upsells. We see these kinds of crowded pages in magazines and now some of the same methods transferred over to the Web.Typical Mass marketing channels include TV where we commonly see these types of messages in longer form in 60, 90 second commercials Or ½ hour shows on shopping or local and cable channels Prepared by Maven Media New York 08/21/13
- This is what I consider a great example of direct marketing techniques in a very successful email campaign. Components of Excellent direct marketing email campaign are all right here.…JASON BRYN is a Business Coach Who was in his past life an Olympic Cyclist. He became blind and uses the human interest part of his own personal History as a selling tool. IF HE CAN MAKE MONEY, YOU CAN MAKE MONEY! HIGHLY PERSONALIZED WHICH IS KEY TO SUCCESS OF EMAIL MARKETING ELEMENTS INCLUDE: pictures, three video links, a phone number a web address, a call to action, a personal human interest story, an email address AND A way to identify him as the sales person to get his commission. Programs like Outlook are already on your PC. Give people an email address to write to. Write back! It’s free. Prepared by Maven Media New York 08/21/13
- Here, the QR, or Quick Response code is branded by Mini Cooper to offer their customers marketing information that works across all smart mobile devices. If a person interested in the brand sees the code in a magazine or store window, he can swipe using any mobile device and receive information about the item, In this case the car. In exchange, the marketer has received a lead and in some cases, a qualified lead, including contact information, who is interested in his product. Prepared by Maven Media New York 08/21/13
- Collateral and Press Kits are two other marketing techniques which used to be published in print and are now available and distributable in digital formats Microsoft even has the program called Publisher in its office suite and provides you with templates for cover letters, brochures, press releases, newsletters And even business cards. All you have to do is fill in the blanks. Then you can publish through Online newswires. There’s no longer any need to pay expensive firms Prepared by Maven Media New York 08/21/13
- One third of US consumer spend more than 3 hours online every day. Courtesy HubSpot. Know your audience and their device of preference. Have the right conversation with the right people at the right time. PRO: The internet has given businesses an easy, fast and low cost option for advertising. PRO: It has also provided direct interaction between the business and its clients. PRO: Consumers are moving online because they can get their information for free and can do that from the comfort of home or office. CON: Your potential clients also have greater control over what they see AND YOU HAVE LESS. Prepared by Maven Media New York 08/21/13
- Your potential customers have more control over what messages they see and hear than ever before. CRM or Customer Relationship Management. Some part of interactive media is new to everyone. Google sites handle about 88 billion searches each month. YouTube is the second most popular search engine second only to Google. Facebook is now over 600 million users. Twitter has nearly 200 million accounts. LinkedIn is at 101 million users and FourSquare grew 3,400% in 2010. The moral of the story is GET INTO THE CONVERSATION. THEY ARE TALKING ABOUT YOU WETHER YOU’RE IN IT OR NOT. Prepared by Maven Media New York 08/21/13
- As we said, consumers are in charge. The rise of online user generated recommendations is the key that unlocks most marketing now. (now we are logging into practically all these sites at once) Google Places, tells people where your business is, how to get there, your store hours and main product or service offering Foresquare allows people to register to their friends that they were at your business in exchange for points YouTube, (easy to make a video and post it to FB and Twitter also with one key press!) FaceBook, trending huge for marketers Twitter etc. And the widget icons these represent are in the center Prepared by Maven Media New York 08/21/13
- Web Logs or Blogs are now the most critical marketing tool a company can have. BUSINESSES TALK TO THEIR MARKET AND THEY TALK BACK! The State of the Blogosphere in 2010 reported that the U.S. has the highest concentration of bloggers who update 2-3 times/week. Of the respondents, 42% of say they blog about brands they love or hate Shameless self-promotion. My blog, ExecutiveWomen2.0 is the background slide. I write about business, not just women in business and now Am actually part of the 100 Top Leadership Blogs on the Web. Prepared by Maven Media New York 08/21/13
- RSS ( which stands for Really Simple Syndication ) Feeds publish frequently. Subscribers to RSS Feeds want to know what your latest news is. People that subscribe are fans of your product or service and RSS feeds are a great way to reward Those customers with benefits. Prepared by Maven Media New York 08/21/13
- Here’s an example of a partnership campaign I developed for CentralPark.com, who was my client at that time and Geico insurance. Geico was Trying to break into the tri state market and my idea was for the Gecko to make surprise appearances up to and during the New York Marathon, Document those on CentralPark.com, create a buzz about it, bring in leads to and traffic to both the websites. Prepared by Maven Media New York 08/21/13
- BLAIR WITCH, the original viral marketer. Viral marketing is not a disease! It’ s a case like the The Blair Witch Project where buzz takes over the marketing and the audience carries the product success story. This student film was made for $22,000 and parlayed into $248 million at the box office By generating massive pre-opening "buzz" on the internet long before the public even knew they were reading about a movie. Since posted February 2008, 1,179,437 views. Not boring. Not safe. NOT replicable! Prepared by Maven Media New York 08/21/13
- This example of guerilla marketing is of a sidewalk chalk promotion for Merrell footware. The sign says, “smile! You’re outside.” and works In a specific geographic area to generate buzz and ideally, turn viral. These guerilla campaigns can include PR, Street product giveaways, etc etc Prepared by Maven Media New York 08/21/13
- CROWD SOURCING IS ANOTHER WAY OF SAYING “ GO TO YOUR PEOPLE. ” IN other words, a company takes a campaign and brainstorms with its own employees. To create the initial ads 1963, DDB spent ninety days learning Avis ’ business and spent many hours in meetings talking to Avis employees about the company. Paula Green and Helmut Krone chose this tag line because the employees said they try harder cause they have to. Prepared by Maven Media New York 08/21/13
- In Summary: Find out where your audience AND join the conversation OR get left behind. Prepared by Maven Media New York 08/21/13
- Prepared by Maven Media New York 08/21/13