Transcript Marketing in Uncertain Economic Climates

Marketing in Uncertain Economic Climates
Effective Budgeting
 Maximization of Your
Marketing Dollar
 Creating Effective
Campaigns
 Increasing Revenues

Effective Budgeting

Budget 10% of Annual
Gross Sales, Projected
Sales
For example, if your company
generates $10,000 per month in
sales, $1000 should be used for
marketing

Marketing includes media
purchases, design,
associated payroll or
agency fees, printing of
marketing materials
Maximization of Your Marketing Dollar

Public Relations
Press Releases
consists of news about your
company, like an event, new
product launch, special sale
benefiting a charity, awards
won by your company, or
the addition of a new staff
member
Effective Press Releases
Interest-provoking
headline
 Concise Details
 Quote
 Who, what, when,
where, how

Press Release
Maximization of Your Marketing Dollar

Special Events Held or
Sponsored at Your
Place of Business
Seminars
Trade Shows
Drawings or Contests
Special Appearances
Maximization of Your Marketing Dollar
Online Postcards
 Online Chat Rooms
 Online Message
Boards
 Reciprocal Links
 Banner Ads

Online Postcards
Reciprocal Links

Reciprocal links can
drive traffic to your
business and
increase legitimacy in
the mind of the
consumer or client
Online Banner Ads
Maximization of Your Marketing Dollar
 Low
Cost
Advertising
Vehicles
Radio Giveaways
Cable TV Advertising
Targeted Direct Mail
Direct Distributed Fliers
Church Newsletter Ads
Sales Letters
Targeted Direct Mail
Targeted Direct Mail
Targeted Direct Mail
Direct Distributed Fliers
Church Newsletter Ads
Sales Letters
Sales Letters
Accompanied by a flier
with successful projects
completed or
testimonial letter from
an existing client
Creating Effective Campaigns
The Blitz ---- 4 days
of mixed media to a
targeted audience
 How to buy CHEAP
but Effective Media

The Blitz

Buy Media Revolving
around a 4 day window
of time
Thursday thru Sunday
Saturday thru Tuesday
Around the 1st and 15th
of the month
The Blitz

Buy Your Best
Customer Target
Buying Effective But Cheap Advertising




Negotiate Annual
Contracts
Buy Frequency in all
media
Hire a recognized ad
agency to save 15%
Build brand by logo
recognition on banners,
magnetic automobile
signs, posters and fliers
The Elements of Effective Print Advertising
Thought-Provoking Headline
Clear, concise benefit copy
Graphics
Action Close
Contact Info
Effective Print Advertising
Headlines
• Ask a question
• Make an emotional
statement
• Drive the reader to
read further
Clear, Concise Benefit Copy
Details the benefits the
reader will receive
Creates a desire to buy
Graphics




Color gets 67% more
attention
Clear, high resolution
graphics are more effective
White space is a GOOD
thing
Follow basic design
principles of a backwards
“C” or “S” Curve
Graphics
Contact Info
• Address or landmarks
123 Main at the corner of Hancock Street next to Target
• Telephone and Fax Numbers
• Web Address
Visit us online at www.jokaysports.com
Action Close




Today Only
Seating is Limited
Free Gift With
Purchase
Hurry In
Effective Electronic Media




Radio
Television
Tells a story
Builds interest
Creates Brand
When used in conjunction
with print, TV or web
media, can drive traffic




Visually creates desire
Showcases products
Builds brand
When used in conjunction
with print or web media, can
drive traffic
Increasing Revenues

Consistent marketing is
essential to building brand
and increasing sales