Advertising. Social Media. Marketing. Public Relations. Digital Marketing. In a world of endless marketing choices, how do business owners and managers determine how to effectively communicate to their target audiences? More importantly, how can you cut through the clutter to determine what strategies will work best to produce a sound ROI?
3. A consultancy group that focuses on small to mid-sized businesses that don’t have the budget to work with a large agency or would like a more personalized approach to their marketing initiatives
6. Key Terms Brand Equity – the level of knowledge your target audience has about your product and/or services Fully-Integrated Mar/Comm - is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels ROI – Return on Investment SEO – Search Engine Optimization PPC – Pay Per Click Advertising
7. Where to Start Be Ready! Know what Marketing IS and ISN’T capable of!
8. Where to Start Identifying Target Audience Determining Objectives Design Message Select Channels Establish Budget Decide on Media Mix Measure Results Be Realistic
9. Words To Live By A Limited Budget Should NOT Equal A Lack of Strategy! Stay Away From Working In a Silo Always be asking these questions Is my marketing mix making the best use out of my $? What are my goals? How am I measuring my goals? What is my Plan B, C and D?
11. Marketing What is Marketing? The Process of Developing and Executing Strategies that Will Work to Help Sell Your Goods and/or Services to Your Target Audience
13. Marketing Fully-Integrated Mar/Comm needs to be a priority! On average, it takes someone at least 6-8 times to hear about your product or see your product before they take action Consumers are 8x more likely to purchase a product or service that they are loyal to Value is the number one driver of purchases in today’s current economic climate
14. Marketing The Never Ending Question – What Should My Budget Be? Rule of Thumb 10 – 15% of gross sales or expected gross sales for a start-up organization 3-5% of gross sales to maintain brand equity
16. Public Relations What is Public Relations Telling your story Building rapport with your public Engaging with your target audience(s) The New Rules of PR Reporters are few and far between Media outlets are dwindling YOU now have the power to distribute your message – blogs, podcasts, social media outlets, community relations
17. Public Relations Do You Need PR? Yes & No Cost effective Allows you to control your message, if done correctly Great for brand building Allows you to become an expert in your industry Can’t be successful when done alone – providing that you don’t have any brand equity You need to be in it to win it!
18. Public Relations A Press Release is NOT a strategy Established relationships with reporters are VERY important Define your message Be relevant Have your PR Tool Kit ready Biographies FAQ Fact Sheet Photos Audio/Video Files Press Release
20. Advertising Advertising You Pay For, PR You Pray For Ads by Type Broadcast Ads (TV/Radio) Classified Ads Direct Mail/Coupons Infomercials Magazine Ads Online Ads Outdoor Ads Print Ads Transit Ads Yellow Pages Ads
21. Advertising Keys to effective Advertising Hire someone who knows how to purchase media! Frequency is KING Copy is everything!Creating a perception of urgency can be as easy as choosing the right words to use in your copy. Don't be tempted to overload your marketing messages with words that suggest immediacy, though. Instead, place these words strategically within your calls to action. Don't delay Act now Hurry in Call today Call now
22. Advertising Create time-sensitive offersAn excellent way to get the attention of consumers and make them move to action is to tie your messages to a specific time frame or deadline. This is particularly effective for marketing messages that advertise short-term promotions. You can create time-sensitive messages by using quantifiers like: While supplies last For a limited time only Available to the first 20 callers One-day sale
23. Advertising Scrutinize the effectiveness of a tool. Before you spend one dime on any placement, ask yourself a few questions: Does the medium allow you to communicate your message as often as you need? Will the format allow you to communicate enough information to prompt people to call for an appointment, send in an order or request additional information? What is the medium's cost in terms of the number of the number of people it will reach? How many of the distribution recipients will actually be your target audience?
26. Social Media 1. Have a purpose 2. Make content relevant FIRST STEPS
27. Social Media Facebook Why are you using it? To Like or not to Like SEO on Facebook Conversation is key!
28. Social Media Twitter To Tweet or Not to Tweet? Customer Service Breaking News Tweeter D and Tweeter Dumb
29. Social Media LinkedIn Use of groups Connectivity Don’t Sell Me… Inform Me! You Tube Video is King The Cool Factor User Generated Guerilla Marketing Four Square On the radar but not primetime
31. Digital Marketing What is Digital Marketing? Digital Marketing is the promoting of brands using the Internet, mobile and other interactive channels It’s different for everyone! Know where you want to go and what your competitors are doing Websites Word Press vs. Custom Do it yourself sites Sell vs. Inform?
32. Digital Marketing SEO Google checks 200 different factors to judge your website Daily Changes Title Tags/H1 Tags Off Page SEO PPC How To Implement Expected Results Bang for the Buck
33. Digital Marketing EDM – Electronic Direct Mail Top rated ROI Great metrics Cost effective Ease of use/Customer friendly Email in a box vs. Customized Solutions
34. Thank you for your time today!for more info:web – www.rainmakercomm.comemail: jackie@rainmakercomm.com
![Who We Are ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)