Transcript Document

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
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Targeted to specific groups
Less advertising
Working on and off line
Multi-dimensional: 5 to 7 times
THINK LIKE A CUSTOMER
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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
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Form alliances
Align yourself with organizations,
associations, and clubs and market
your programs and services
together
UNDERSTAND YOUR KEY
MARKETS
Current clients and customers
Past and potential clients
Staff
Suppliers and contractors
Corporate and media sponsors
Volunteers
Related organizations
OTHER MARKETS
Colleagues
Associations and clubs
Media
Local community
Schools and colleges
Show organizers
Special needs clients
Government Agencies
OTHER MARKETS
Older adults
Pre-school
Teens
Coaches
Other non-profits, such as YMCA and
Boys and Girls Clubs
MARKET RESEARCH
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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 BOX
1.
2.
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6.
7.
Visual Image
Printed Materials
Special Events
Sponsorships
Speaking and networking
Trade and Consumer Shows
Media campaigns
TOOL #1: VISUAL IMAGE
BRANDING: CREATE YOUR LOOK
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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 MESSAGE
What do you do?
Create a 20 word description
__________ is a ________ that
offers__________________
(programs and services) to
___________ (different markets).
TOOL #2: PRINTED MATERIALS
BROCHURES
An 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 SITE
Look at design:
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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?
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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
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Community Events
Fundraising Events - an excellent
way to encourage media attention,
generate funds, attract volunteers
and sponsors
Open Houses
TOOL #4: SPONSORSHIPS
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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?
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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
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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
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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
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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
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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 CAMPAIGNS
Define and prioritize your key
markets AND select the media that reach
them
Where do most of your markets get
information?
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 MEDIA
Throughout the year
 Six to eight times
Before 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
media
A 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:
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News release
Media Alert/Photo Op
Backgrounders
Fact Sheet
Story Ideas
Photos
TOOL #7: MEDIA CAMPAIGNS
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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
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HANDOUT, PAGE 4
TOOL #7: MEDIA CAMPAIGNS
THE FACT SHEET
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HANDOUT, PAGE 5
TOOL #7: MEDIA
CAMPAIGNS
INTERNET MEDIA ROOM
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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
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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 EVALUATING
SUCCESS
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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
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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
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Were your special events successful?
Why or why not? Did the media attend
your events? Did you follow-up?
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Did your speaking engagements bring you
new clients?
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Did your show publicity raise awareness
of your programs and services and bring
in new clients?
BUILDING FOR THE FUTURE
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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
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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?