Transcript Marketing Methods

Marketing Methods
Integrated Marketing
 Advertising
 Public
= Paid
= Free!
Relations
 Promotions
 Personal Selling
 Specific campaigns
for specific objectives
 Cross-promote!
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Marketing Channels
Branding
Logos
Stationery
Brochures
Flyers
Newsletters
Signage
Exhibitions
On-line
Websites
Search Engine
Optimization
Pay per Click
Online banners
Email marketing
SMS messaging
Viral marketing
Off-line
Public relations
Newspaper & magazine
Outdoor Ads
Radio & television
Direct mail
Door drops & inserts
Trade Shows
PR campaign
Press releases
Publication search
Forward feature search
Publicity stunts
In-store ads
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Marketing Channels
Radio and television
 Newspapers, magazines, direct mail
 The Web, e-mail
 Outdoor and transit advertising
 Directories
 Trade shows and special events
 In-store ads and promotions
 Point-of-purchase ads

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Marketing Budget

Four Budgeting Strategies:
What you can afford
 What the competition spends
 A fixed percentage of sales
 Objective-task allocation

Key: Whatever it takes to
get the job done!
 Money’s not the issue, creativity is!

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Leverage Your Resources

Partner for co-marketing

Try shared advertising

Leverage public relations

Use “guerilla marketing” techniques
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Guerilla Marketing

What is “Guerrilla Marketing”?
– “A body of unconventional ways of pursuing conventional goals”
– “A proven method of achieving profits with minimum money”

Don’t pay for advertising
when you can get PR for free!!

“Viral” Marketing:
Get others to market for you
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Examples: of “Guerilla Marketing”

Press releases

Give-aways, donations & sponsorships

Demonstrations

Viral e-mail, on-line multimedia

Street art

Be creative!
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Give Your Customers …
 Give
them time
 Give
them information
 Give
them attention
 Speak
 Be
to their needs, not yours
patient!
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Digital Safari Institute
Go For It!
Marketing Basics = Web Basics
Tag Line
 Value Proposition
 Sustainable Market Advantage
 Elevator Speech

Site Map
 Cool Headings
 Products/Services
 About Us

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