How to sell advertising in facility publications and spaces
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Transcript of How to sell advertising in facility publications and spaces
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Facility Advertising
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1. Introductions
2. Introduction to Redbird
3. Raising Awareness vs Changing Behaviour
4. Advertising Others (Facility as Media)
5. Advertising Yourself (Facility as Marketer)
6. Questions and Answers
AGENDA
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Introductions
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Participants…
• name
• title
• organization
• what you hope to learn
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Introduction toRedbird
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Background
• award-winning agency in Victoria, BC
• “healthy people, healthy places”
• raising awareness, changing behaviour
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Raising Awarenessvs
Changing Behaviour
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Raising Awareness
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Changing Behaviour
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Advertising Others(Facility as Media)
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Ad Opp info sheet & email at reception
Pics of advertising opportunities
Rates (non-profit, commercial, bulk)
Target audience, distribution
Technical specifications
Phone #s of 3rd-party suppliers
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Value-added opportunities
Events
Cross promotion
Contra
Strength in numbers (selling)Proactively selling
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Advertising Yourself(Facility as Marketer)
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Brand Association Exercise
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Branding is the ongoing process of establishing, reinforcing, and meeting the expectations of your target audiences.
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Making a promise, and delivering on it!
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To overpromise or underpromise is equally ineffective…
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Menomonie, WI"Traditional yet progressive”
Cheshire, CT"Bedding plant capital of Connecticut”
La Crosse, KS”The barbed wire capital of the world"
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Customer Touchpoints
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Owned media
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Earned media
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Bought media
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Social media
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• Broad distribution of programs• Leverage not-for-profit status• Recognize sponsors in PSAs• Strength in numbers (buying too)• Programs as contests• Promote lifetime value of client
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Creative considerations:Brand identity, brand promiseTalk to target audienceMandatories (Ws and H)Call to actionSticky (simple, concrete, believable,
unexpected, engages emotions)
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Measures of Success – metrics!
Phone calls, walk in trafficRegistrations, cancellations
Media enquiriesJob applicationsWeb analytics
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Discussion
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Thank you!