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SEVEN KEYS TO MARKETING SUCCESS
Presented to: 2006 Parks and Recreation Ontario Educational
Forum and Trade Show Presented by: susan sommers +associates
Tuesday, April 11, 2006
www.susansommers.ca
905 889-6029
[email protected] c. 2006
“MARKETING IS PARTICIPATORY ADVERTISING ”
Mary Donahue, Le Tip
CHANGES IN THE MARKETPLACE
TODAY’S CONSUMERS ARE: Time poor Techno comfortable Older Multi-cultural Community-oriented
DEFINITIONS
MARKETING IS: Communicating the right
message To the right audience Through the right medium
MARKETING TODAY
Targeted to specific groups Less advertising Working on and off line Multi-dimensional: 5 to 7 times
THINK LIKE A CUSTOMER
What do they want? Why will they support your
programs and services?
20 REASONS TO ORGANIZE A MARKETING/MEDIA RELATIONS PROGRAM
HANDOUT, PAGE 1 Reach, persuade, and move to
action Able to attain, measure, and
evaluate
DEVELOP PARTNERSHIPS
Form alliances Align yourself with
organizations, associations, and clubs and market your programs and services together
UNDERSTAND YOUR KEY MARKETS
Current clients and customersPast and potential clientsStaffSuppliers and contractorsCorporate and media sponsorsVolunteersRelated organizations
OTHER MARKETS
ColleaguesAssociations and clubsMedia Local communitySchools and collegesShow organizersSpecial needs clientsGovernment Agencies
OTHER MARKETS
Older adultsPre-schoolTeensCoachesOther non-profits, such as YMCA
andBoys and Girls Clubs
MARKET RESEARCH One-on-one interviews Questionnaires Comment cards Focus groups Use Internet for Competitor analysis Associations Shows Study trends, problems, and issues
SEVEN KEYS TO MARKETING SUCCESS
DESIGN YOUR OWN MARKETING/PR TOOL BOX1. Visual Image2. Printed Materials3. Special Events4. Sponsorships5. Speaking and networking6. Trade and Consumer Shows7. Media campaigns
TOOL #1: VISUAL IMAGE BRANDING: CREATE YOUR LOOK Your logo = your graphic qualifier Use it consistently Ensure it portrays your image Build recognition through signage, business
cards, portfolio, letterhead, advertising, packaging, Internet site, and show booth
Appeals to your target audience and lasts over time
Set body copy in friendly, easy to read typeface
TOOL #1: VISUAL IMAGE
BUSINESS CARDS Trend: Use both sides Testimonials Tips Another language Call to action Map
TOOL #2: PRINTED MATERIALS
DEFINE YOUR MESSAGEWhat do you do?Create a 20 word description__________ is a ________ that offers__________________(programs and services) to ___________ (different markets).
TOOL #2: PRINTED MATERIALS
BROCHURESAn excellent tool to reach a large audience Description of programs and services your
organization offers Tips and information Testimonials Illustrations, photographs, and captions
TOOL #2: PRINTED MATERIALS
INTERNET SITELook at design: Accessible Thorough Exciting easy to use
TOOL #2: PRINTED MATERIALS
INTERNET SITE COPY Home Page Backgrounder Published articles FAQ’s
TOOL #2: PRINTED MATERIALS
INTERNET SITE COPY Internet Media Room Links to other websites Contact information Call to action
HOW WILL YOU REACH CLIENTS? mail e-mail postal walk response to inquiries trade and consumer shows special events telephone How will you track? How will you evaluate?
FACE TO FACE COMMUNICATION
People don’t want to receive: Junk faxes Direct mail Unsolicited e-mails Telephone calls from strangers This makes it more important
to MEET POTENTIAL CLIENTS
TOOL #3: SPECIAL EVENTS
Community Events Fundraising Events - an excellent
way to encourage media attention, generate funds, attract volunteers and sponsors
Open Houses
TOOL #4: SPONSORSHIPS
Look for corporate or media sponsors for programs, services, and events
Establish credibility in your community or field
Reach your target markets Create or participate in events
TOOL #4: SPONSORSHIPS
FINDING SPONSORS Who are they? What do they want? What do you want? Where to find them
TOOL #4: SPONSORSHIPS
AWARDS Win or give awards Good media opportunities Media releases and photo ops
TOOL #5: SPEAKING AND NETWORKING
WHY SPEAK? Position you as authority Establish credibility and trust Raise your profile Provides a reason to contact
groups related to target markets Use speech for publicity Distribute your promotional
materials
TOOL #5: SPEAKING AND NETWORKING
WHERE TO SPEAK Independently or on panels at industry
events At trade and consumer shows At business associations and industry
association events Organize your own information sessions
and inform your clients Community centres, church groups,
libraries 20 minutes, plus Q and A
TOOL #5: SPEAKING AND NETWORKING
Networking opportunities Kiwanis, Rotary, etc. Industry Conferences Women’s Networking Sessions Trade and consumer shows Schools
TOOL #5: NETWORKING (IS WORK)
RULES FOR NETWORKING Rehearse a 20-word description Get out of your cocoon Set goals for yourself Trade information Listen and ask Approach a loner Exchange business cards Follow up The more you give, the more you get
TOOL #6: TRADE AND CONSUMER SHOWS
Work with show organizers and attendees
Send your own information Network with other exhibitors Speak at events designed for your
target markets (youth, older adults, families, etc.)
TOOL #6: TRADE AND CONSUMER SHOWS
Look at competitors Build action into booth Give out printed materials:
postcards, business cards, and brochures
Deliver media kits to Media Room
Media sign-in table or On-site Media Room
Hold a draw
TOOL #7: MEDIA CAMPAIGNS
Marketing/PR vs. advertising Pros and cons The rise of advertorials
TOOL #7: MEDIA CAMPAIGNSDefine and prioritize your key markets AND select the media that
reach themWhere do most of your markets getinformation?Get to know the media: names, titles, and deadlines
TOOL #7: MEDIA CAMPAIGNS
WHAT ARE THE GOALS? The Media’s goals: HANDOUT,
PAGES 2 and 3
TOOL #7: MEDIA CAMPAIGNS
WHEN TO CONTACT THE MEDIAThroughout the year Six to eight timesBefore the event Day before: The Media Alert/Photo
Op During the event After the event
TOOL #7: MEDIA CAMAPAIGNS
HOW TO CONTACT THE MEDIA: By e-mail By telephone By mail By fax Through your website
TOOL #7: MEDIA CAMPAIGNS
The Media Kit: Definition:
A customized presentation that provides detailed, pertinent information to the mediaA good Media Kit explains you and your organization to an Editor or Producer when you are not there.
TOOL #7: MEDIA CAMPAIGNS
MEDIA KIT CHECKLIST:
News release Media Alert/Photo Op Backgrounders Fact Sheet Story Ideas Photos
TOOL #7: MEDIA CAMPAIGNS
Recent Media Coverage Testimonials Sponsor information Stats and studies Products and services Published articles Business card
TOOL #7: MEDIA CAMPAIGNS
THE MEDIA ALERT/PHOTO OP HANDOUT, PAGE 4
TOOL #7: MEDIA CAMPAIGNS
THE FACT SHEET HANDOUT, PAGE 5
TOOL #7: MEDIA CAMPAIGNS
INTERNET MEDIA ROOM Archived news releases Bios Fact Sheet Story ideas List of key contacts Awards given and received Sponsors information
TOOL #7: MEDIA CAMPAIGNS
INTERNET MEDIA ROOM Testimonials Stats and surveys Upcoming events Recent media coverage Downloadable photos Articles
TOOL #7: MEDIA CAMPAIGNS
Prepare for interviews Send information beforehand Videotape and audiotape Speak in 15 second sound
bites Prepare 3 key messages Nothing is “off the record”
MEASURING AND EVALUATINGSUCCESS
Track how well the tactics and persuasive messages are altering the perception of your target audiences
Look at: advertising equivalency, tone, placement, key messages
BUILDING FOR THE FUTURE
EVALUATION AND PLANNING Did you identify the right markets for
your campaign? Were your printed materials effective? Did they include the right information? How would you change them?
BUILDING FOR THE FUTURE Were your special events successful? Why or
why not? Did the media attend your events? Did you follow-up?
Did your speaking engagements bring you new clients?
Did your show publicity raise awareness of your programs and services and bring in new clients?
BUILDING FOR THE FUTURE
Was your sponsorship project a good fit? Did your media campaign get you
publicity? Did the media respond to your materials?
Did they contact you for information or interviews?
Have you added the media coverage to your brochure or kit?
BUILDING FOR THE FUTURE Are you in a better position - financially,
sales, awareness, and support - than when you started your marketing program?
What have you learned? What is your next step? To create a new, one-year plan
ANY QUESTIONS?