PR and MARKETING SEMINAR
28/7/11
DEFINITION:
Anything
and everything that is the representation of a company from the way your staff
behaves to the logo on your uniform. The external perception of your company.
Definition
of ads and PR-Advertising is what you say about yourself and PR is what others
say bout you.
Billboards
and festivals accept advertising entries.
The
example of Nora Jones winning all the Grammy’s with industry approval and where
Budweiser had a negative 15% after the ‘what’s up’ commercial.
Common
ground in PR and Advertising:
Outlets,
TV, Newspaper, Radio, Trade magazines, Apps, Podcasts.
Target
market: is a reason corporates fail is failure to market properly in your
market.
Forget
your gut instinct.
Who
is the ideal customer?
Create
a profile.
What
do people read?
What
areas do they live in: city? Country?
Do
they walk or drive, bike or run?
Where
do they go frequently? Parks, shops?
Profile:
age range, business, kids.
Do
they read at home or on the train?
Magazines,
books, newspapers.
Where
do they pay attention-FB, running, walking?
Can’t
help everyone only your target market.
UNIQUE
SELLING POINT.
Great
staff-customer service.
Be
‘THE ONLY’.
Try
to be everything to everyone and you will be nothing to no one.
The
Marketing Masters Series is the only one to combine training, inspiration and
networking.
E.g.:
H and R block just does tax returns. They are a top accounting firm for tax
returns. People feel confident because they are the only which is powerful and
strong.
Domino’s
pizza’s isn’t the best pizza company but they deliver in 30 mins.
12
WAYS TO MEASURE THE RETURN OF THE INVESTOR.
Promotional
codes.
Survey
Monkey.
Customer
Relationship Marketing.
Content
management system.
Assessment.
How
did you hear about us?
ADVERTISING:
Make
the phone ring.
Sales.
Increase
awareness.
Brand
building and reputation.
Letting
people know what you are and that you exist.
Saturated
market.
Coca-cola
the fortress around them. Continuing to build that muscle which reminds the
customer and isn’t for sales.
We
see 4000 ads a day.
1:
KISS-KEEP IT SIMPLE AND STUPID. (STRAIGHT AND SIMPLE)
Ads
at 2.5 seconds.
Focus
on one thing.
Competing
words.
Online
advertising-searches google, build a profile on who you are? E.g.: Harry
Potter.
Most
people on google are looking for referrals e.g.: a plumber via FB or twitter.
PR
will always trump advertising by 10-1.
Online
ads are not going to get you major coverage like the banner ads. Written words
about you in a trade magazine are stronger.
See
ads for 2 seconds. To capture the imagination and want more every time you put
a word on a page it competes with other words.
Too
many words can be confusing so keep the language/message simple. Look at every
word and what can I cut out.
E.g.:
the reader will see 50% over descriptive words.
2:
CALL TO ACTION.
Create
urgency.
Why
should I stop what I’m doing and buy it now?
Now
or you lose them.
Free
downloads, discounts, gifts, occasion, offer expires, first 10 receive.
3:
FOCUS ON THE BENEFITS.
Vanity
marketing isn’t necessary.
Sell
the sizzle not the sausage.
What
does the target audience want?
Where
does it hurt?
How
can you make your life easier?
What
problems can you solve?
What
are your benefits?
Are
you selling the right thing to the right audience?
Who
is going to make you the most ROI-return on investment?
4:
NOT ART.
Art
or comedy?
Advertising
awards do not get clients they are for credibility.
How
many people can remember the brand?
Find
the right mix of creativity and function?
You
can’t establish your brand through advertising.
Get
other people to talk about you.
You
need to be established already and created your wall (e.g.: Cadbury or
coca-cola).
5:
LAYOUT AND DESIGN.
Where
to place your ad?
Right
hand top outer corner.
Avoid
bottom centre.
Have
an engaging photo, message and brand.
People
process L-R, top-bottom.
Tesco
was a loss leader to get people through the front door. The cheapest advert for
the staple diet e.g.: potatoes at 20p.
IMAGE-MESSAGE-BRAND.
Colgate
showed white teeth and a tube of toothpaste.
Have
everything placed properly out-Image first.
6:
PROMO CODES.
Create
different codes for different ads for different publications.
Magazine
A-quote promo Dog lover.
Magazine
B-quote promo Cat lover.
Magazine
C-quote Fish face.
A/B
testing-different words and pictures can make all the difference.
E.g.:
use No 1 or the Best and measure the difference.
What
words and phrases the audience respond to?
Templates
E shot or mail cham?
7:
LOCATION, LOCATION, and LOCATION.
Don’t
take the advert out because it’s a good deal.
When
you target everyone you target no one.
Don’t
assume everyone will be interested or could benefit from your product.
Where
is your target market looking?
Put
them between them and you?
8:
NEGOTIATE.
No
rate card is real-throw away the rate card.
Negotiable
especially close to the deadline-get 50% off every time.
Don’t
sign a long-term contract if at all.
Don’t
bother with anything smaller than a 1/8 page.
Be
careful with small print on contracts.
Make
sure the company actually exists and don’t buy anything over the phone.
Go
in, in person and get a press package.
Are
they selling space in print or on the web…check and make sure.
Also
the papers can go out of business e.g.: the London Lite.
9:
MEASURE AND REVIEW.
Don’t
go on gut instinct.
Design
cost-advert space.
How
many leads did you receive?
How
many clients did you receive as a result?
Money
generated as a result from those new leads.
Analyse
what’s most efficient.
Ask
on every phone call:
How
did you hear of us?
What
part of the ad motivated you to act?
Why
did you need the product?
Did
you look around?
What
was the promo code?
What
is your impression of the competition and what made you come back?
KEEP
ALL OF THIS ON A DATA BASE.
10:
IT’S NOT THE ADVERTISING.
Is
it the sales or the advertising that’s costing you your new business?
Outdates
material.
Basics
aren’t clear what is the call to action.
Shouldn’t
have been doing it at all.
Have
a good sales process with the ad.
Examples:
Apple
was struggling till 2006 with the Mac and PC ads.
These
ran for 4 years from 2006 and the 2% increase moved to 10.6%.
Be
first in the market to do something or the first to design.
There
will always be room for a second player but Pepsi will never be coca-cola and
Mac has outstanding customer service.
MacDonald’s
had the monopoly game where sales increased by 8% because it’s for a limited
time.
‘Hello
Boys’ wonder bra ad in 1994 where sales increased by 43% because they used a
great image, small message and the logo.
EVENTS:
Trade
magazines.
What
makes you unique?
Exclusivity
with e.g.: Buckingham Palace or top secret places.
Book
Christmas events by July and get a percentage off or gifts?
Write
communications quickly and efficiently, which is easy to organise thoughts and
messages. Focus on the benefits and keep it positive.
This
is what goes on the homepage.
Website
control and incorporate video on the website.
PR.
Is
a powerful tool? 10 times more than advertising.
You
can reach anything with 7 phone calls and if you have something important to say.
Script
writing for producers.
Who
Knows Better?
Don’t
need to build the brand-the third space.
Product
placement-PR is better than advertising.
Starbucks
is a nice place to meet and work which fulfils the need of an office.
Molton
brown: has no advertising because it was used in 5 star hotels in sample sizes.
Quality and luxury bathroom products, which were new and unique. British
Airways used them with 1st class passengers.
PUT
YOURSELF IN THEIR SHOES.
What
do they need-they don’t need you.
They
care about the bottom line, which are numbers and sales.
How
is that relevant to me?
INCENTIVE
WITH THE MEDIA.
Don’t
bribe.
Why
would they want to stop what they are doing and call you?
Dinner
and a show like at New Players?
Star
Magazine did Paint Ball for execs and team building for half a day and write
reviews in their work magazine.
What
do reviewers want-a free night out-dinner and a show?
BE
TOPICAL.
How
can you relate to current news?
How
to attach your product to seasons or current themes like Harry Potter Royal
Wedding.
Can
you turn negative publicity into positive publicity?
E.g.:
all the bad bank charges on CC for airlines except Monarch who then did roaring
business because of the good publicity of their airline not over charging.
STAND
OUT.
Journalists
receive 300 press releases a day. How do you stand out?
They
need their life made easier. Make the email clean and efficient.
SPELLING
AND GRAMMAR.
Hire
a copywriter to proof read the content.
Be
prepared to care about the way job applications are written and CV’s.
BE
AN EXPERT.
See
if you can get a column in trade or local publication.
Be
the go to person they read when doing articles.
Have
an opinion.
Smarter.com
Publications
do have resources to write if you don’t have the time-ghost writers or use
copywriters or employ someone.
Media-say
what’s right and wrong. Be prepared to put yourself out there because it’s more
interesting than sitting on the fence.
BUILDING
RELATIONSHIPS.
Pick
up the phone.
Build
relationships.
Build
for the long term.
POSITIONING.
Where
do they get their info?
Where
do they go when they make decisions about your product?
Why
waste time contacting publications you don’t care about that can’t help.
Pick
and choose your time carefully.
PRESS
KIT.
Packaged
nicely in a folder.
Press
release writing today to tell you about…
Digital
info-DVD, CD, photos and power point…
Quotes-Key
quotes, ideas, testimonials…
Biography-strong
highlights, history-why pay attention to me?
Additional
info-a couple of tickets, or a DVD or a video…
Use
professional photos.
Don’t
send anything blindly use a point of contact.
PROFESSIONAL
PHOTOS.
A
picture says a thousand words.
People
will take you seriously.
Need
to use high resolution.
How
are you going to show and represent your business?
AFFECTS
OF SOCIAL MEDIA.
Instant
access.
Masses.
Credibility.
Free.
Use
of: flickr, myspace, youtube, FB, diggy, friendster, reddit, and meetup.
If
you make a statement back it up with evidence. Write without stating an
opinion.
Be
careful what you put in print so you’re not liable.
Don’t
waste time taking out the other people talk about the positives of yourself.
ATTRACTING
PUBLICITY.
Media
Masters-jeremynicholas.co.uk (07802251530)
His
latest book- Mr Moon has left the stadium.
Get
your business in the news with a story or a really interesting angle.
How
much would you pay to go on TV?
Birds
and bees example where the nectar is the story and the journalists take the
nectar and deposit it-they spread the message.
Tell
the newspapers your story and start with the smaller/local ones.
PRESS
RELEASE.
TOP
LINE: Attracts
interest…what is the story in a nutshell. Show off.
MIDDLE:
Facts to
justify it. Stunning facts they didn’t know. Or use celebs. Man bites dog is
more interesting and unexpected. What is in it for me?
Novelty
new thing? Be the first.
Have
a cracking picture!
CONTACT
DETAILS.
Fat
headlines and a photo.
After
the press release then go to the local radio.
Offer
to go in and review the papers at the local radio station.
Get
a reputation for going into the station.
Never
put the headphones on and never drum your fingers on the desk.
Go
in and talk to someone. There are 10 National BBC channels.
Radio
2 is music and stars.
Radio
1- pop music.
Radio
3-classical music.
Radio
4 and 5-live speech.
Get
on the live speech stations. Go to the local BBC and then you might make it on 4!
Power
of pictures.
Interesting
photos
will have an iconic structure like tower of London (landmark) and a sign like
the heart foundation banner in marathon (even better would have been a big
silly outfit and a celeb).
The
best photos are with famous people.
Give
TV and film people something to film-have it all prepped.
The
pub, which sets up the conkers championships always has, an interesting angle
e.g.: using a health and safety judge.
Do
the SO WHAT TEST?
You
have to make the story interesting-so what?
Get
some videos and use them in your blogs.
Who
to send the press release to?
Get
the email addresses…
Christian
name.surname@bbc.co.uk
BBC
London general.
Your
London@bbc.co.uk
Keep
the press releases simple.
Editor.standard@
Metro
Radio
times list all the radio stations.
Contact
press officers.
For
social media reply to queries straight away.
Ring
the main editor and send hard copies and email at the same time then follow up
with a phone call.
Send
the press packages but also have it in the body of you email.
Be
an expert on a certain subject and ring in immediately if it’s topical.
The
down time which might be good to get press releases out is the summer holidays
and between Christmas and New Year but not many people read papers at this time
because it’s quiet.
It’s
all TIMELY!
Contact
journalists on Tuesday mornings.
The
Guardian has a media guide that can be bought at WHSmith.
Remember:
JOURNALISTS MIGHT NOT BE YOUR FRIEND so don’t let anything slip. Be very wary of the last
question, which could trip you up and ruin the whole interview!
*IDENTIFY
YOUR MARKET.
*CREATE
A USP (WHAT IS YOUR THEME OR COMPANY LINE).
*WHAT
IS THE SIZZLE?
*PUT
TOGETHER AN ADVERT READY FOR OPPORTUNITY.
*PUT
TOGETHER A PRESS RELEASE.
*USE
PROFESSIONAL PHOTOS.
*HAVE
A PRESS KIT.
*HAVE
YOUR MARKETING BULLETED AND LIST *WHAT MESSAGES YOU WANT TO COMMUNICATE.
MARKETING
THINGS TO DO
1.
Identify Your Target Market
2.
Create a USP
3.
Find your voice
4.
Create keywords
5.
Determine misconceptions and overcome
them
6.
Perfect your Elevator Speech and spread
throughout all your materials
7.
Make everyone memorise it
8.
Sell the sizzle, not the sausage
9.
Know your benefits
10.
Market research
11.
Create the journey
12.
Incentive/ Call to Action
13.
Sign up for social media
14.
Write a press release and send to the
media
15.
Ensure you have a system to measure
16.
Send out your eshot
