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Yearbook Marketing | Market Like a Million Dollar Brand
- 1. MARKET LIKE A MILLION DOLLAR BRAND J EA NSPA CONFERENCE / / SAN DI EGO
- 2. MM AL MARK MATTISON MARKETING SCIENTIST AMANDA LILLEMOE MARKETING ARTIST // PRESENTED BY
- 4. 01 02 03 04 THEMATIC TRADITIONAL URGENCY SOCIAL MEDIA // MARKETING METHODS 05 PERSONALIZED
- 14. // YEARBOOK THEME Grand Blanc High School [MI]
- 21. // YOU ARE IN THE BOOK
- 23. // YOU ARE IN THE BOOK Pe opl e wa nt t o know i f t he i r phot o i s i nc l ude d i n t he ye a r book, don’ t f or ge t t o t e l l t he m.
- 24. // SHARE SNEAK PEEKS Upl oa d s ne a k pe e ks of ye a r book s pr e a ds t o t he ye a r book’ s Fa c e book pa ge
- 27. // PROMOTE URGENCY 01 WHY BUY NOW?
- 28. BUY TODAY $50 Converse SALE ENDS TOMORROW! Converse $50 reg. $70 SAVE $20 Yearbook $50 reg. $70 SALE ENDS TOMORROW! SAVE $20
- 42. // SOCIAL MEDIA CONTEST Hol d a s oc i a l me di a c ont e s t whe r e s t ude nt s a nd pa r e nt s who l i ke your Fa c e book pa ge a r e e nt e r e d f or a c ha nc e t o wi n a FREE ye a r book.
- 43. // TWEET TWEET Se nd out t we e t s a s ki ng que s t i ons , l i ke : Do you ha ve a n a f t e r s c hool j ob? Wha t c e l e br i t y woul d you l i ke t o t a ke t o pr om?
- 44. // SHARE COVER SNIPPETSUpl oa d s ni ppe t s of t he ye a r book c ove r de s i gn, s l owl y bui l di ng e xc i t e me nt a s your Fa c e book f a ns t r y t o pi e c e t he i ma ge t oge t he r t o f i gur e out wha t t he c ove r wi l l l ook l i ke .
- 57. // TRADITIONAL MARKETING Loc ke r s t uf f e r s Sc hool a nnounc e me nt s Re por t c a r d i ns e r t s Dr y e r a s e ma r ke r me s s a ge s Ha nd out bus i ne s s c a r ds Cr e a t e a s a ndwi c h boa r d St a f f s hi r t s t ha t pr omot e s oc i a l s i t e s
- 60. YEARBOOKS! MARKETING MGR. 02 PUT TOGETHER A PLAN 01 DESIGNATE A IDEAS03 IMPLEMENT 04 SELL OUT OF
- 62. RESULTS! MARKETING MGR. 02 PUT TOGETHER A PLAN 01 DESIGNATE A IDEAS03 IMPLEMENT 04 EVALUATE
- 63. MARKET LIKE A MILLION DOLLAR BRAND J EA NSPA CONFERENCE / / SAN DI EGO
Editor's Notes
- AL - Welcome
- MM & AL We each introduce ourselves and then talk about what we do.
- MM & AL While artists and scientists are both tremendous assets, it is the alliance between the two that will push marketing efforts forward. The combination provides marketing efforts with the tools and structure to deliver only the best marketing to our customers.
- What to expect today: MM We are going to throw out a lot of ideas today we don’t expect you to implement every single one or remember all of them. But we do want you to write down one or two that you like and that you think would work in your school. At the end of each section we are going to ask you to raise your hand and volunteer the idea that you like best and how you would implement it in your school. You will win a gift card.
- AL How can you make your yearbook a high ranking brand in your school? Think of the brands that currently exist in your school what do you consider high ranking that people are interested in and want to be a part of? Examples… Football, Band, Dance Team, PROM, Are there brands you think are missing from this list?
- with concept & coverage plans in place, apply this creativity to promoting & selling the book It’s sporty, fashionable, aspirational and appeals to both genders. Nike is one of those rare brands, like Coca-Cola or Hershey’s, that’s been tenured “in.” Be it a product of legacy or constant brand evolution, Nike has proven virtually impervious to criticism and remains a must-have brand. This is similar to the yearbook, in many schools there is a long legacy and tradition of the yearbook as a part of the school community. It is your job as marketers to make sure that the yearbook as a product in your school remains relevant and evolves with current trends. One way to make sure this happens is through the use of Thematic Marketing. Nike uses this marketing method in many of it advertising channels. Can you guess the theme of their mainstream advertising?
- http://chanarmstrong.files.wordpress.com/2013/04/quiksilver-nike-just-do-it-two-seasons-102078.jpg
- http://www.polyvore.com/cgi/img-thing?.out=jpg&size=l&tid=27118604
- https://dtpmhvbsmffsz.cloudfront.net/posts/2014/03/07/5319ca4e14b1e02d0a03c270/m_5319ca5414b1e02d0a03c278.jpg
- http://static5.businessinsider.com/image/4c6a959f7f8b9a690c380100/when-nike-stopped-selling-shoes-and-began-selling-fitness.jpg
- http://larrygomes.com/wp-content/uploads/2011/01/9_hypotheticalnikead.jpg
- http://25.media.tumblr.com/tumblr_md2fk78Inc1qm91owo1_400.jpg
- What have you done or what could you do in your school to apply thematic marketing to how you sell your yearbooks?
- Netflix http://www.digitaltrends.com/wp-content/uploads/2013/12/netflix-movies-expiring-jan-2014.jpg
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- Netflix http://www.digitaltrends.com/wp-content/uploads/2013/12/netflix-movies-expiring-jan-2014.jpg
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- maxresdefault.jpgwww.youtube.com1920 × 1080Search by image
- They encourage sharing: Those same happy customers from above are eager to share good experiences and offers (so give them a reason to!). For example, the Starbucks holiday promotion “buy 1 get 1” garnered an extraordinary amount of engagement on Facebook through comments, likes and shares.
- Their causes are timely and consistent: Coffee drinkers are known for brand loyalty (hence the term “caffeine addiction”), and giving consumers a charitable reason to buy that inevitable cup of coffee is beneficial for all involved. The takeaway from Starbucks is to know your customer and tie that in with what matters in the world – pay attention to how your brand can fit into trending topics.
- They make it count: Their mission is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Taking the focus off of money has ultimately helped them make more – lifting customers up will lead to loyalty. Their “The Way I See It” quote campaign is an inspiring example. Below is another lovable Starbucks branding method.
- http://www.adweek.com/files/imagecache/node-detail/news_article/starbucks-snow-day-hed-2013.jpg http://www.time4deals.com/wp-content/uploads/2013/01/Starbucks-Blonde-Roast-on-Facebook-Mozilla-Firefox.jpg http://www.charlotteworkstheweb.com/blog/wp-content/uploads/2012/09/Starbucks-2.jpg http://1.bp.blogspot.com/-8j5dV5eTUHw/T--qvY-Hu6I/AAAAAAAAAMs/14loFwjJ7w0/s320/3.png http://blog.socialmaximizer.com/wp-content/uploads/2010/08/Starbucks.jpg
- Social Media Marketing – benefits for yearbook
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- maxresdefault.jpgwww.youtube.com1920 × 1080Search by image
- Coca-Cola, unsurprisingly, comes out on top. Young people (and their parents, and their parents’ parents) have grown up in a culture where Coke is shorthand for Americana. Coke’s heritage gives it authenticity, while more recent positioning has claimed ownership of happiness. Those are two exceptionally helpful attributes among youth. Coke http://www.thimothy.com/wp-content/uploads/2013/06/coke.jpg http://nickonken.com/blog/wp-content/uploads/2011/06/onken_20101216_YouthMusic_D2S3_367.jpg
- https://mymzone.com/blog/wp-content/uploads/2012/06/creative-street-advertisement-coca-cola-side-of-life.jpg
- https://mymzone.com/blog/wp-content/uploads/2012/06/creative-street-advertisement-refresh-on-the-coca-cola-side-of-life.jpg
- http://blogs.stlawu.edu/brvty/files/2013/01/coke-santa-billboard-2012.jpg
- http://1adt.com/wp-content/uploads/2013/02/Fresh-and-cool-Coca-Cola-2013-ad-poster-designs-1adt.com-19.jpg
- http://www.brandingmagazine.com/wp-content/uploads/2012/01/bus_shelter_ad_0.png
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- Want One, Get One – commercial - http://vimeo.com/58151939
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- What examples or ideas of traditional marketing have you used or think would work well in your school?
- What to expect today: MM We are going to throw out a lot of ideas today we don’t expect you to implement every single one or remember all of them. But we do want you to write down one or two that you like and that you think would work in your school. At the end of each section we are going to ask you to raise your hand and volunteer the idea that you like best and how you would implement it in your school. You will win a gift card.
- Highlight 2-3 ideas today that you can implement in your school. Put together a plan, start engaging your school community, and promote the yearbook
- It’s no surprise that the modern marketer must be multi-faceted. By developing both an artistic side and scientific side marketers are able to quickly adapt and thrive in a rapidly changing marketing landscape.
- Highlight 2-3 ideas today that you can implement in your school. Put together a plan, start engaging your school community, and promote the yearbook
- AL This is for schools that are ready to use social media marketing. Use this deck to teach at your workshops