Marketing & PR 101

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

Public Relations seeks to build and maintain a positive reputation for a business, person, or organization

- Me

Buy Ads

Gain Distribution

Sell MoreStuff

IncreaseProfits

The Old Marketing Method is broken

xBuy Ads

Gain Distribution

Sell MoreStuff

IncreaseProfits

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…

90% of consumers trust product recommendations from friends (Nielsen)

76% of consumers don’t believe thatcompanies tell the truth in advertisements

67% of consumers identify word of mouthas 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)

xBuy Ads

Gain Distribution

Sell MoreStuff

IncreaseProfits

The Old Marketing Method is broken

Be Remarkable

Tell it to thosewho care

They willtell others

Get permission to tell them more

A NEW Marketing Method is Needed

Marketing 101

Marketing is everything you do to place your product or service in the hands of potential customers

The 4 P’s of Marketing

• What you sell

• How you sell it

Product

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

Also Includes: The presentation & customer service

• Where you make transactions

• Online, store, restaurant, house…

Place• Keep it clean

• Be friendly

• Make it efficient

• EXCEED expectations

• 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

Promotion

Also Includes: Being easy to find; having online ‘real estate,’

Promotion

SALE!

BrandingMarketing + Public Relations

BrandingWhat do we know about the following brands?

BrandingWhat do we know about the following brands?

BrandingWhat do we know about the following brands?

BrandingWhat do we know about the following brands?

BrandingWhat 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

1. QualityYour 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 -

Building a Strong Brand

“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

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

Creating a Brand Promise

Campaigning VS Committing

CAMPAIGNING

Changing your core brand message tofit 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

Name, logo, packaging, fonts, website, etc.

Presentation cannot be an afterthought

Must be visually appealing, recognizable, and used consistently

VISUAL IDENTITY

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

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 BusinessWho 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 CustomerWho are they?What do they care about?Why do they use your stuff?

COMMUNICATING YOUR MESSAGE

Your customer

is NOT “everybody”

COMMUNICATING YOUR MESSAGE

Find Your Niche

Find Your Niche

The old method tells as many people as possible, hoping the

message funnels down their target customer

The new method turns the funnel upside down, targeting a specific niche audience with their offering

and letting them use it like a megaphone to tell others.

MESSAGES THAT SELL

Tell a Story

1900’s‘What it is’

1925‘What it

does’

1950’s‘What you

feel’

2000’s‘Who you

are’

MESSAGES THAT SELL

75 ¢

$6.50

What Story Do These Tell?

What Story Do These Tell?

What Story Do These Tell?

CONSISTENCY

2. The message needs to be consistent in content, tone, look, etc. for it to become memorable

CONSISTENCY

1. You’re message needs to be consistent with your substance

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

CONSISTENCY

“The reason the Beatles were successful was because they never did the same thing

once”