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Marketing Through Publicity

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Terri Sh

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Marketing Through Publicity

  1. 1. Marketing throughPublicityTerri J. ShapiroDeluxe CorpExec Director, Brand & Media Relations
  2. 2. A little bit about me Originally from Chicago Started in PR at age 14 Worked in marketing for P&G, Helene Curtis; big ad agencies A Mom Had my own boutique marketing consultancy
  3. 3. Why are we doing this? Today, Deluxe is a 96-year old, $1.4B company A leader in check printing and distribution
  4. 4. Why are we doing this? Today we also serve 4MM small businesses with products that help run, manage and grow your biz
  5. 5. Why are we doing this? Deluxe of today and the future ALSO helps small businesses get and keep customers via online marketing services Logos SEO Email Websites Social Media
  6. 6. How is Deluxe getting the word out?
  7. 7. Deluxe PR: Project REV  A yearlong marketing lab initiated with a national contest  10 winners chosen  $15,000 in Deluxe marketing products and services  Counseling support  Jan – Dec 2012 www.projectrev2012.com
  8. 8. Project REV PR
  9. 9. What “Dreamers” wanted to know: Finding new customers Advice on publicity and social media
  10. 10. Finding new customers:The KEY Questions Who What else could they choose When do they buy Where do they buy How do they find info Is this a risky purchase Discretionary or necessity
  11. 11. Finding new customers
  12. 12. Target audience: WHO Who is the customer?  Consumer audience  Demographic factors?  Attitudinal factors?  Who might influence the consumer’s decision?  B 2 B audience  Is the customer also the decision maker?  Role in the organization?  Risk in making the decision?
  13. 13. Target audience: WHAT What are their other choices?  Direct competitor  Indirect competitor Does local matter in this purchase?
  14. 14. Target Audience: How How do they seek information about this purchase?  Events  Publications  Consumer  Trade  Professional or civic associations  In retail environments  Recommendations and reviews
  15. 15. Target Audience: Purchase Frequency  Does your customer need your product or service more than once? Existing Customers How often are they in need? YES How often are reminders required? Can you increase purchase frequency? What will it take to keep them loyal? Can they help you with new customers? Dual strategy: Keep existing customers New Customers and get new ones What do your existing customers have in common? How can you use this info to efficiently find new customers?
  16. 16. Target Audience: Purchase Frequency  Does your customer need your product or service more than once? NO Existing Customers Can they help you with new customers? Focus on generating stream of new customers New Customers What do your existing customers have in common? How can you use this info to efficiently find new customers?
  17. 17. Target Audience: Risk • RIS K: What is the risk taken by the customer in purchasing your product or service for the first time? LOW HIGH Quicker Take my time Less expensive More expensive Rational or less emotional Consider options Failure not punitive Need to trust Short time for consumption High emotional Live with decision a long time PROVIDE REASSURANCE
  18. 18. How can marketing providereassurance? Plan on multiple points of contact Find ways to showcase your previous work Feature endorsements from satisfied customers on your website SOCIAL MEDIA  Show that you are an active member of the community  Establish yourself as an expert in your field  Reach out to those who are influencers TACTICS!!
  19. 19. Power of online reviews Source: Cone 2011 Online Influencer Trend Tracker
  20. 20. Terri’s Insider Secrets of PR: Secret #1 – The media is a customer Secret #2 – Say VERY little Secret #3 - Preparation . . . and more Merchandising your PR
  21. 21. Secret #1: In PR, you have 2 customers The people who can buy from you Reporters, editors, bloggers who influence decisions to buy in editorial postings
  22. 22. Media = Gatekeeper Get to know the interests of the gatekeepersWe’re here because the Witchof the North sent us . . .And she’s got the rubyslippers to prove it!
  23. 23. Research the media http://www.spj.org/fdb.asp
  24. 24. Offer Yourself as a Source http://http://helpareporter.com
  25. 25. Research Editorial Calendars
  26. 26. Research Editorial Calendars
  27. 27. “Pitch” to the needs of journalists NOT looking for a press release  Looking for a story – preferably with local relevance They need:  To create a list of resources for their readers  To tell a seasonal story  Stories with a twist  An example that illustrates a trend  Expert commentary
  28. 28. Story that is seasonal
  29. 29. Help them create a list of resources
  30. 30. You got the media interested!!! Now what?
  31. 31. Secret #2 Tell them VERY LITTLE!  Plan your messages ahead of time  Limit yourself to 3 – 5 messages  Express yourself in sound bytes  Less is more
  32. 32. Secret #2 - continued Be a broken record Repeat yourself to make sure your messages get across
  33. 33. Secret #3 Never ever talk to the media when you weren’t expecting them to call. I can’t talk to you right now. But I’d be happy to get back to you soon.
  34. 34. Secret #3: You can’t prepare too much Rehearse your key messages Plan for bridging to key messages Don’t: “No Comment” or “Off the Record” Do: CALL THEM BACK!
  35. 35. Merchandise Your PR E-mail Twitter Facebook Mailing Blog
  36. 36. Questions?