TELLING YOUR STORY When it comes to a Marketing Strategy you - PowerPoint PPT Presentation

TELLING YOUR STORY When it comes to a Marketing Strategy you already have what you need. Your Story Make sure you tell it! Powerful  Meaningful  Sincere 

ANSWER THE PUBLIC What does your audience want to know about you?

ANSWERTHEPUBLIC .COM

ANSWERS IDEAS LINKS RESOURCES

 Campaign Type  Objectives DEVELOP A  Managers – Who is your Team? CAMPAIGN  Target Audience  Campaign Strategy MENTALITY  The Winning Offer!  Produce & Execute the Plan  Track your Results

Determine Campaign Campaign Plan Identify Build Produce & Type & Managers and Target Campaign Create a Execute Objectives Team Audience Strategy Winning Offer Campaign What are you Campaign Set up your Team Who is the Target? Offers Key Elements trying to achieve? Sequence Generate brand Who will be the Current customers One step Lead Generation A big idea • • • • • awareness strategist Former customers Multi step Offers High-value • • • Get responses Who will be the Current prospects Channels Free gift FABs • • • • and/or leads project manager? Referrals, channel Offline Free trial (features, • • • Get consultations/ partner Online Free report advantages • • • quotes etc. Outside Staff Responses Media Options: Free DVD and benefits) • • Obtain Direct marketing databases Database Other Strong • • • • • referrals/WOM copywriter Targeted Pay per click Sales Offers creative • • Sell to new Direct marketing media/compiled Print, TV, Special platform • • • • customers designer databases radio price/discount Structured • Service customers Media Other media Budget & Buy one/get one sales message • • • • Sell more to planner/buyer Resources free Full campaign • • existing customers Who/what are Added value sequence • • you trying to bonuses/gift with Campaign • track purchase management Campaign Special payment and • • budgets & options operational costs Other support •

Over 1.8 billion use Facebook and over 500 million use Instagram every month  Cost effective  Powerful  Targeted  Trackable  Reach a diverse audience

DO THIS!  Be consistent and engaging SOCIAL  Check your results MEDIA  Include photo's  Include logo  One sales post to every three general posts

DON’T DO THIS! SOCIAL  Ignore bad reviews/comments  Be political MEDIA  Don’t be critical of competitors  Don't set it and forget it  Set up a policy!

 Passwords  Employee's Use  Are you prepared for responses?  Who is in charge of monitoring content? • Social Media Policy • Included in handout

Your customers spend a great deal of time in their email. Reach them where they are! DO THIS!  Build your contact list/gather EMAIL emails  Share engaging relevant MARKETING information  Include photos or videos  Keep it short

DON’T DO THIS!  Lead with boring subject lines  Send too many emails EMAIL  Add emails without permission MARKETING  Forget to check stats  Forget this is your DATA BASE  Be impatient

NEWSLETTER EXAMPLE

Price Based on List Size 0 - 500 Contacts - $45/month 501 – 2,500 Contacts - $70/month 2,501 – 5,000 Contacts - $95/month 5,001 – 10,000 Contacts - $125/month 10,001 – 15,000 Contacts - $195/month 15,001 – 25,000 Contacts - $225/month 25,001 – 30,000 Contacts - $295/month 30,001 – 35,000 Contacts - $315/month 35,001 – 50,000 Contacts - $335/month 50,000+ Contacts – Contact for pricing

FUN SIMPLE WITTY GUERILLA MARKETING MEMORABLE LOW COST UNCONVENTIONAL

COLLABORATIVE MARKETING Set a Goal Choose a Theme Identify Co-Marketers; Mutually Beneficial Host a Meeting Write an Agreement A Successful Alliance; All Details are Transparent

PUBLIC RELATIONS Public Relations is Earned Coverage  Advertising is paid  Press Release: Written communication that is newsworthy and not sales driven  Announcement: Brief piece of news; new hire/award  Media Alert: Who? What? Where? When? Why? Typically referring to an event or photo opportunity for press  Statement: Written piece in response to a breaking news issue (crisis)  Keep in mind you don't own that coverage, you earn it

Identify The Process Message Write the PUBLIC Release, Media Write an email Alert, Pitch RELATIONS Announcement Identify Media Outlets and Send Outreach Writers Follow up and Coordinate Document Coverage Coverage

DO THIS!  Research writers PUBLIC  Make pitches brief RELATIONS  Check editorial calendars  Follow up via email on same email thread  Share your earned coverage

DON’T DO THIS!  Make the pitch and release too salesy! PUBLIC  Don't be demanding of writers or editors RELATIONS  Don't pitch over the phone or voicemail  Never call an editor or writer when they are at deadline  Respect editorial process

DIGITAL MARKETING “Let’s face it, we are the first generation in mankind’s history to be tracked where ever we go ”

Google Display Advertising AdWords- CPC& Geo Products  Targeting Retargeting  YouTube Video- CPC, CPM- Audience Targeted Networks   :15 & :30 (200+) Display- Topics, Interest, Contextual/Keyword   Keywords & Placements Behavioral Targeti ng  Retargeting- Mobile, Desktop,  Video and Tablets Advertising Products Social Advertising Pre-Roll  Facebook  OTT (Over-the-Top)  Instagram  Outstream Video (new scale)  LinkedIn  Native Video  Mobile Only Geo-Fencing Retargeting- Site & Device  Locating Targeting &  Level Retargeting Look-a-like targeting  Locating History Targeting  Device Matching 

Susan Krol Krol Media Susan@KrolMedia.com Debbie Crum Butler County Tourism and Convention Bureau Debbie@VisitButlerCounty.com

THANK YOU !  Vicki Hinterberger, Butler Radio Network  Andy Schultheis , Media Post, Inc.  Lynne Arrington, SpeedPro Imaging  Peter Hawk , ASAP Promotions  Keith Graham, Butler Eagle  Paula Slomer , Butler County Tourism and Convention Bureau

FOLLOW UP SURVEY 01 02 What was your As we plan our favorite takeaway? educational series, what other topics would be of interest to you?