Saltar al contenido principal
CargarIdioma (ES)Atención al cliente
EmpresarialesMóvilRedes socialesMarketingTecnologíaArte y fotografíaEmpleoDiseñoEducaciónPresentaciones y charlas públicasGobierno y org. sin ánimo de lucroAtención sanitariaInternetDerechoLiderazgo y gestiónMotorIngenieríaSoftwareReclutamiento y RR. HH.Venta al por menorVentasServiciosCienciasPYMES y liderazgoAlimentaciónMedio ambienteEconomía y finanzasDatos y análisisRelaciones con inversoresDeportesMeditaciónNoticias y políticaViajesDesarrollo personalSector inmobiliarioEntretenimiento y humorSalud y medicinaDispositivos y hardwareEstilo de vida
Clayton Kraby, profile picture
Subido porClayton Kraby
PPTX, PDF1,143 vistas

Marketing & Public Relations 101

The document outlines key concepts of marketing and public relations, emphasizing the importance of building a positive reputation and trust among consumers. It contrasts traditional advertising methods with new strategies focused on meaningful customer engagement and differentiation, highlighting the need for a strong brand promise and consistent messaging. Effective branding is portrayed as vital for business success, relying on quality, differentiation, and a strong visual identity to influence consumer perceptions and loyalty.

Empresariales◦
Descargado 94 veces
Marketing & PR 101
Public Relations seeks to build and maintain a positive reputation for a business, person, or organization - Me Marketing is the conversation you have with your customers that tells the story of how your offering will make a meaningful difference in their lives - Dr. Jeff Stamp
Buy Ads Increase Gain Profits Distribution Sell More Stuff The Old Marketing Method is broken
Buy Ads Increase Gain Profits Distribution Sell More Stuff The Old Marketing Method is broken
People see and hear between 1,000 and 3,000 advertising messages every day… 87,600,000 throughout their lives…
76% of consumers don’t believe that companies tell the truth in advertisements 90% of consumers trust product recommendations from friends (Nielsen) 67% of consumers identify word of mouth as the #1 factor in influencing a purchase (Mckinsey/Thompson Lightstone)
Outbound Marketing is Interruption Marketing
Advertisers are dreaming up ways to ‘interrupt’ TV shows with ads in between commercials, even after the original episode airs
Advertisers are dreaming up ways to ‘interrupt’ TV shows with ads in between commercials, even after the original episode airs
(This is actually pretty neat. See the SEAMBI website to learn more)
Buy Ads Increase Gain Profits Distribution Sell More Stuff The Old Marketing Method is broken
Be Remarkable Get permission Tell it to those to tell them more who care They will tell others A NEW Marketing Method is Needed
Marketing is everything you do to place your product or service in the hands of potential customers
The 4 P’s of Marketing
Product • What you sell • How you sell it Also Includes: Packaging, product delivery methods, etc.
Product
Price • Figure out the ‘sweet spot’ between profit and perception • NEVER compete only on price Also Includes: Adoption Costs – What does the customer ‘give up’ to go with your business?
Price
Place • Where you make transactions • Online, store, restaurant, house… Also Includes: The presentation & customer service
Place • Keep it clean • Be friendly • Make it efficient • EXCEED expectations
Promotion • Puts you at the forefront of peoples minds • Either stimulates a purpose or ensures people know where to find you when they want to make a purchase • Confirms that a customer’s decision to do business with you was a good idea Also Includes: Being easy to find; having online ‘real estate,’
Promotion
Branding Marketing + Public Relations
Branding What do we know about the following brands?
Branding What do we know about the following brands?
Branding What do we know about the following brands?
Branding What do we know about the following brands?
Branding What do we know about the following brands?
Brand > Logo Brand > Slogan Brand > Product
Brand = Reputation A Brand is collectively what people say, feel, and think about your product, service, or company
“Brands are built on what people are saying about you, not what you’re saying about yourself” - Guy Kowasaki
Why Does Branding Matter? 1. We have too many choices and little time 2. Our choices are extremely similar 3. We buy from brands we know and trust
Buyers are influenced by image IMAGE is the public’s perception of the business as learned through advertising, word of mouth, interaction with the product/service, etc. Image, or reputation, is what often separates a brand and its competitors
vs
vs
Building a Strong Brand 1. Quality Your products must be reliable and exceed expectations 2. Differentiation You need to stand out from the competition 3. Consistency Consistent excellence breeds brand loyalty - These need to be present in everything you do -
“A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying” – Richard Branson
Creating a Brand Promise What lasting benefit will you provide your customers? What principles are you willing to lose money to uphold? Committing to core principles allows you to focus on the quality of the product first, marketing second
Campaigning VS Committing
CAMPAIGNING Changing your core brand message to fit what you think people want to hear. Focuses on short term gains People aren’t sure what to think of you. [This isn’t a brand]
COMMITTING Building on core principles that don’t change Marketing for long term company growth Creates brand loyalty
VISUAL IDENTITY
VISUAL IDENTITY Name, logo, packaging, fonts, website, etc. Presentation cannot be an afterthought Must be visually appealing, recognizable, and used consistently
VISUAL IDENTITY “People attribute personality to products based on their appearance and how they interact” – Reeves and Nass
Strong Visual Identity builds your brand recognition
Be distinctive and match your branding If you can’t tell whose talking when the logo is covered, it is not distinctive enough
COMMUNICATING YOUR MESSAGE
COMMUNICATING YOUR MESSAGE The medium is NOT the message. The message is the message. If you know how to tell your message in a compelling, effective way, it doesn’t matter what the medium is
COMMUNICATING YOUR MESSAGE Know Your Business Who are you? What do you do? Why does it matter?
COMMUNICATING YOUR MESSAGE “Our ___________ is the only __________ that ___________.” If you don’t have compelling information to fill in the blanks, you need to focus your message
COMMUNICATING YOUR MESSAGE Clearly define your brand or someone else will do it for you [like your competition]
COMMUNICATING YOUR MESSAGE Know Your Customer Who are they? What do they care about? Why do they use your stuff?
Your customer is NOT “everybody” COMMUNICATING YOUR MESSAGE
Find Your Niche
Find Your Niche The old method tells as many The new method turns the funnel people as possible, hoping the upside down, targeting a specific message funnels down their target niche audience with their offering customer and letting them use it like a megaphone to tell others.
MESSAGES THAT SELL
Tell a Story
1900’s 1925 1950’s 2000’s ‘What it is’ ‘What it ‘What you ‘Who you does’ feel’ are’
MESSAGES THAT SELL 75 ¢ $6.50
What Story Do These Tell?
What Story Do These Tell?
What Story Do These Tell?
CONSISTENCY
CONSISTENCY 1. You’re message needs to be consistent with your substance 2. The message needs to be consistent in content, tone, look, etc. for it to become memorable
CONSISTENCY Your brand must be consistent no matter how or where it is being presented You must present the same experience every single time for it to build your brand
“The reason the Beatles were successful was because they never did the same thing once”
Marketing & Public Relations 101