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Advertising and Marketing Overview
Part 2 PaulAKiewietMAS+
Review of Part 1
! Wedefinedanddifferen9ated:Marke9ng,Adver9sing,Branding,Promo9onalProducts
! The4P’s+1orMarke9ng! StrategicandNicheMarke9ng! SomeofthetypesofMarke9ng:Cause-related,Database,Loyalty,Shopper,Rela9onship,Guerrilla,Viral,Word-of-Mouth
! VariousFormsofAdver9singMedia! DirectMarke9ng/Mail,Co-opAdver9sing! TheMarke9ngPlananditscomponents! HowtoMarketYourselfandYourCompanyProfessionally
Learning Objectives ! ElementsofaSuccessfulAdver9singCampaign
! TheThree“R’s”ofAdver9sing! CostPerImpression
! OtherMarke9ngMediaandHowtheyRelatetoPromo9onalProducts
! IntegratedMarke9ngCommunica9ons
! EverythingYouEverWantedtoKnowAboutTradeShows,butwasafraidtoask.
! TheThreeLevelsofSelling! ThePowerofPromo9onalProducts
! Howtogetthemostfromyourwebsiteanddatabase.
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"You cannot bore people into buying. The average family is now exposed to more than 1,500 advertisements a day. No wonder they have acquired a talent for skipping the advertisements in newspapers and magazines, and going to the bathroom during television commercials." —David Ogilvy
Elements of a Successful Advertising Campaign
°DoYourHomework.• Collectadsyoulike• Collectcompe9torads• ReadAdAge,AdWeek• Paya]en9on• Keepthetargetaudienceinmind.Always.http://youtu.be/owGykVbfgUE?hd=1
Elements of a Successful Advertising Campaign
• UniqueSellingProposi9on• Emo9onalSellingProposi9on
• Organiza9onalSellingProposi9on• “Sellthesizzle,notthesteak”
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Elements of a Successful Advertising Campaign
• Consistentmessage
• Consistentpersonality• Consistentcolors• Consistentfontsandstyles• Consistentlanguage• Authen9city
Elements of a Successful Advertising Campaign
• Createasenseofurgency.
• Askforinterac9on,engagement,response,something!
Elements of a Successful Advertising Campaign
• BePa9ent• Allow9meforfrequencyandreach
• Itmaybeoldtoyou,butit’ss9llnewtoyouraudience.
• Don’tchangetoosoon!
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The 3 R’s of Retention of Advertising Messages
! Relevance:Themessagemustrelatetothelifestyle,needs,valuesoraspira9onsofthetargetaudience.
! Repe,,on:Theaudiencemustbeexposedtothemessagemul9ple9mesfortherecipienttoretainit.
! Reward:Themessagemustpromisetocreatepleasureorreducepain,savemoneyorincreaseincomeorinsomewayrewardtherecipient.
Cost Per Impression (CPI or CPM)
! CostperImpression(CPI)orCostPerThousandImpressions(CPM)
! Adver9singmediaisgenerallypricedbythecostperthousandimpressions,forexample:
! AWebsitethathasaCPMrateof$25andguaranteesadver9sers600,000impressionswillcharge$15,000($25x600)forthoseadver9sers'adbanner.
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Creating, Maintaining Your Database
• Currentandformerclients
• Contactswhohavemoved
• Opt-inandrequestsforinfo• Referrals,champions,influen9alsandmedia
• SocialNetworks• Specialoffersandcontests• EndUserShows• Ren9nglists
Coordinating Promotional Products with Other Media: Online
• Offerpromo9onalproductsasagikfor• Op9nginfornewsle]er• Takingasurvey• Visi9ngawebsite• Onlinesweepstakes• Deliveronlinepromocodes
QR Codes
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Coordinating Promotional Products with Mobile Media
• Gikforop9ng-in• Asadeliverydeviceformobilecodes
• Asanincen9veforrespondingtoamobilead.(Next50visitorsgetatee-shirt).
Coordinating Promotional Products with Newspaper Advertising
• Makeadsmeasurable
• Gikwithnewsubscrip9ons• Matchcodeorsymbol
• AdSpo]erPromo9ons
• Con9nuityofmessagefromadtoevent
Coordinating Promotional Products with Radio Advertising
• Createameasureablepromo9on
• Extendon-airpersonality• Developsenseofcommunity
• Createinvolvementevents–iebossoftheweek.
• Recreatesoundbranding.• Getoutsideofthestudio
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Coordinating Promotional Products with Outdoor Advertising
• Extendanimage
• AddROImeasureability
• Incen9vefordirec9onalad(men9onthisadandreceiveafreetravelmugwithyourbeverage)
• Auto-relatedpromo9onalproducts.
Coordinating Promotional Products with Television Advertising
! Makeitmeasureable
! Dimensionalcharacters,spokesmen,symbols–plush,miniatures.
! Addmissingsensescues–taste,touch,smell
! Extendvisualandaudiomessages.
Coordinating Promotional Products with Direct Marketing
• Lumpyenvelopes• Powerofthepackage• Thepromo9onalproductasthecrea9veenvelope(flyingdisc,babybo]le,capsule,dynamitetube).
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Coordinating Promotional Products with Magazine Advertising
• Makemeasureable
• Pickuponkeyvisuals• Adddimension
• Fillinmissingsensorytouchpoints
• Rewardthereader• Magazineinserts
Integrated Marketing Communication • Aholis9capproach…
• adver9sing,• PR,• directmarke9ng,• salespromo9on,• personalselling,• allcommunica9ons,• customerservice,• tocreateaconsistent,meaningfulbrandmessage.
Keys to IMC
• Buildandmaintainlong-termrela9onshipswithallrelevantstakeholders
• Speakwiththesamevoiceinternallyandexternally
• CoordinateandOrchestrateconsistentcommunica9onthroughalllevelsofbusinessthroughmanytechniquesandmedia.
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IMC Opportunity For You
• Weneedtosellthroughmorepartsofeachlargeorganiza9onweareworkingwith.
Areas Within An Organization
! HumanResources/Recruitment
! CorporateTraining! Produc9on/Safety! PublicRela9ons! Communica9ons
! Marke9ng,BrandManagement
! SalesPromo9on
! Execu9ve/BoardofDirectors! Wellness
Business Retention – Lifetime Value
• Acustomerspending$15,000/yrwithyouwhostayswithyou20years=aLTVof$300,000.00
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The Value of a Loyal Customer
• OnAverage,Itcosts5xasmuchtoacquireanewcustomer
asitdoestoKEEPacurrentcustomerhappyandloyal.
Trade Show Marketing
• Temporarymarketorganizedtopromotetrade,wherebuyersandsellersgathertotransactbusiness.
Trade Show Marketing
• Thereareover9000tradeshowsintheUSandCanadaannually.
• Theyarethemainmarke9ngthrustformanycompanies.
• Theyprovideface9me,aplaceforrela9onshipbuilding.
• Theyallowdirectcomparison.
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Why trade shows? ! Genera9ngsalesleads! Genera9ngactualsales! Enhancingimageandvisibility! Reachaspecificaudience! Establishapresenceinthemarketplace
! Personallymeetcustomers,compe9torsandsuppliers
! Introducingnewproductsorservices
! Recrui9ngreps,distributors,partners
! EducateandDemonstrate
Strategic Exhibiting
• Setandcommunicatespecificshowobjec9vestostaffandreps.
• Planyourwork.Workyourplan.
• Imageiseverything.• It’sQuality,notQuan9ty!
Trade Show Marketing Strategies • Pre-Show
• Beawareofthebooth• Cometothebooth• Setanappointment
•At-Show
–meaningfulconversa9on
–demonstratenew
–samplesandliterature
–specials
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Post-Show Follow-up • Post-Show
• Surveys• Thankyou’s• Personaltouches• Quickresponsestorequests• Buildtherela9onship
How to Work A Trade Show • HaveaPlan!• Whatareyourobjec9ves?
• HowwillyoumeasureROI?
• Currentsuppliers?• Newproducts?• Networking• Educa9on• BeYourBest!
Three Levels of Selling
• ProductSelling
• IdeaSelling
• ProgramSelling
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Product Selling
! Knowwhatsells,stayupontrends,paya]en9ontonewproducts.
! Knowwhatyourbuyershaveusedbefore–successfullyandunsuccessfully.
! Needfulfillment
! Pricecompe99on
! Commoditymindset
Idea Selling
! GoodideasADDVALUE! Needcrea9on! Knowwhat,howandwhysomethingworks.
Askaboutbestpromo9ons
Shareideasinindustryforums
Learnfromsuppliersandreps
ReadCaseStudies–Pyramids
Program Selling
! Organizedefforttoachieveclientobjec9vesusingpromo9onaltechniques.
! Product+Ideasaccountabletogoals.! Incen9veprograms
! ConsumerPromo9ons
! Safety
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Strengths of Promotional Products
• Nameamediumthatmovespeopletosay“ThankYou”
• Othermedia“interrupt”Ours“engages”
• Ourmediaisthebeginningofarela9onship!
The Medium of Engagement
• Anindustryborntotouchpeople.• Aprinter• Aslowweek• Aclumsykid• Abrightidea
Engaging the Senses Of all the advertising and promotional media, only Promotional Products touch all five senses:
Sight
Sound
Taste
Touch
Smell
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Targeted: Carry a message to a well-defined audience.
Seniors Kids And everyone in between
Tangible and Long Lasting ! Yourcalendar! Watch
! Yourfavoriteteeshirt! Yourfavoritecap! CoffeeMug
! Pen! Journal! GolfBall(well,maybenotquiteaslong-las9ng)
Recognizing Individual Passions
• Promo9onalProductsbuildbrandsbytouchinglivesandlifestyles.
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Creative
Complements Other Advertising Media
• Bringothermediatolife.• Extendmemoriesofposi9veencounterswithabrand.
Easily Distributed
! DirectMail! In-store! TradeShow! PersontoPerson! Display! Experien9al! EventMarke9ng
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High Perceived Value ! Therela9onshipoftheproducttotherecipientandthemeaningitrepresentscreateavaluewayabovemerecosts.
! At-shirtisunderwear.AmarathonT-Shirtisamemory.
! EveryonevaluesPromo9onalProducts
ARMPIT
• Awards• Recogni9on• Mo9va9on
• Promo9on
• Incen9ves• Training
It’s not what a product does, it’s what a product means.
• Tangible,• memories,• meaning,
• passion,• affilia9onwithacause.
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Become a Marketer – of yourself, your company and your clients
• Createyourownbusinessplan.• Workyourplan.
• Knowwhatyoustandfor.• Knowhowyou’redifferent.
Maximize Your Web Presence
• It’sjustoneelementofyourcustomeroutreach,butanimportantone.
• Itdoesn’thavetobeexpensive,butitdoesneedtobeDifferent!
• ItmustberesponsivetoYOURCLIENT’Sneedsandexpecta9ons.
• Includeyourwebaddresseverywhere!• SEO=SearchEngineOp9miza9on–aneverchanginggame.
Social Media Marketing in an Hour
• Blog20min.• YouTube10min• Twi]er10min
• Facebook10min• LinkedIn 10min• OfferVALUE,notproduct.It’saconversa9on!
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Professionalism – Your Competitive Advantage
• ProblemSolversAlwaysMakeMoney.
• Stayaheadofimportantissues–ProductSafety
• BeaTrendSe]er,aleaderratherthanafollower.
• CreateValue!
Differentiation
• There’snoroomfor“me-too”
• Knowwhoyouareandtakeastand
• Becometheexpert
• Makeyourselfindispensable
Pricing Market Premium
Competitive Position
Differentiated
Undifferentiated
Needs of Customers
Relevant to
Irrelevant to
Make Goods
Extract Commodities
Deliver Services
Stage Experiences
The Progression of Economic Value
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"If you want to be successful, it's just this simple:
Know what you're doing. Love what you're doing.
And believe in what you're doing.”
Will Rogers
If you would like to discuss your marketing challenges further, please contact me at:
PaulA.KiewietMASCIPCPC
269-806-4489
[email protected]
www.create2bgreat.com
FollowmeonTwi]er,LinkedIn,Facebook
@paulkiewiet
Forafreemonthlynewsle]er–calloremailme.