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

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

Mar 02, 2024 331 likes •631 views

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?

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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
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ANSWER THE PUBLIC

What does your audience want to know about you?

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ANSWERTHEPUBLIC.COM

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ANSWERS IDEAS LINKS RESOURCES

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DEVELOP A CAMPAIGN MENTALITY

  • Campaign Type
  • Objectives
  • Managers – Who is your

Team?

  • Target Audience
  • Campaign Strategy
  • The Winning Offer!
  • Produce & Execute the Plan
  • Track your Results
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Determine Campaign Type & Objectives Campaign Plan Managers and Team Identify Target Audience Build Campaign Strategy Create a Winning Offer Produce & Execute Campaign

What are you trying to achieve? Set up your Team Who is the Target? Campaign Sequence Offers Key Elements

  • Generate brand

awareness

  • Get responses

and/or leads

  • Get consultations/

quotes etc.

  • Obtain

referrals/WOM

  • Sell to new

customers

  • Service customers
  • Sell more to

existing customers

  • Who will be the

strategist

  • Who will be the

project manager? Outside Staff

  • Direct marketing

copywriter

  • Direct marketing

designer

  • Media

planner/buyer

  • Current customers
  • Former customers
  • Current prospects
  • Referrals, channel

partner

  • Responses

databases

  • Targeted

media/compiled databases

  • Other media
  • One step
  • Multi step

Channels

  • Offline
  • Online

Media Options:

  • Database
  • Pay per click
  • Print, TV,

radio Budget & Resources

  • Who/what are

you trying to track

  • Campaign

budgets & costs Lead Generation Offers

  • Free gift
  • Free trial
  • Free report
  • Free DVD
  • Other

Sales Offers

  • Special

price/discount

  • Buy one/get one

free

  • Added value

bonuses/gift with purchase

  • Special payment
  • ptions
  • Other
  • A big idea
  • High-value

FABs (features, advantages and benefits)

  • Strong

creative platform

  • Structured

sales message

  • Full campaign

sequence

  • Campaign

management and

  • perational

support

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Over 1.8 billion use Facebook and over 500 million use Instagram every month

  • Cost effective
  • Powerful
  • Targeted
  • Trackable
  • Reach a diverse audience
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SOCIAL MEDIA

DO THIS!

  • Be consistent and engaging
  • Check your results
  • Include photo's
  • Include logo
  • One sales post to every three

general posts

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SOCIAL MEDIA

DON’T DO THIS!

  • Ignore bad reviews/comments
  • Be political
  • Don’t be critical of competitors
  • Don't set it and forget it
  • Set up a policy!
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  • Passwords
  • Employee's Use
  • Are you prepared for responses?
  • Who is in charge of monitoring

content?

  • Social Media Policy
  • Included in handout
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EMAIL MARKETING

Your customers spend a great deal of time in their email. Reach them where they are!

DO THIS!

  • Build your contact list/gather

emails

  • Share engaging relevant

information

  • Include photos or videos
  • Keep it short
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EMAIL MARKETING

DON’T DO THIS!

  • Lead with boring subject lines
  • Send too many emails
  • Add emails without permission
  • Forget to check stats
  • Forget this is your DATA BASE
  • Be impatient
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NEWSLETTER EXAMPLE

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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

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GUERILLA MARKETING

FUN SIMPLE WITTY MEMORABLE LOW COST UNCONVENTIONAL

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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

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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
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PUBLIC RELATIONS

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

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PUBLIC RELATIONS

DO THIS!

  • Research writers
  • Make pitches brief
  • Check editorial calendars
  • Follow up via email on same email

thread

  • Share your earned coverage
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PUBLIC RELATIONS

DON’T DO THIS!

  • Make the pitch and release too

salesy!

  • Don't be demanding of writers or

editors

  • Don't pitch over the phone or

voicemail

  • Never call an editor or writer when

they are at deadline

  • Respect editorial process
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DIGITAL MARKETING

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

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Display Advertising Products

  • Retargeting
  • Audience Targeted Networks

(200+)

  • Contextual/Keyword
  • Behavioral Targeting

Video Advertising Products

  • Pre-Roll
  • OTT (Over-the-Top)
  • Outstream Video (new scale)
  • Native Video

Geo-Fencing

  • Locating Targeting &

Retargeting

  • Locating History Targeting
  • Device Matching

Google

  • AdWords- CPC& Geo

Targeting

  • YouTube Video- CPC, CPM-

:15 & :30

  • Display- Topics, Interest,

Keywords & Placements

  • Retargeting- Mobile, Desktop,

and Tablets

Social Advertising

  • Facebook
  • Instagram
  • LinkedIn

Mobile Only

  • Retargeting- Site & Device

Level

  • Look-a-like targeting
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Susan Krol Krol Media Susan@KrolMedia.com

Debbie Crum Butler County Tourism and Convention Bureau Debbie@VisitButlerCounty.com

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  • 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

THANK YOU!

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FOLLOW UP SURVEY

What was your favorite takeaway?

01

As we plan our educational series, what other topics would be of interest to you?

02