This document provides an overview of a marketing and public relations course. It discusses determining marketing and PR needs, developing a positioning statement, choosing appropriate strategies like influencer marketing, advertising, and digital engagement. It also covers budgeting, measuring effectiveness, and factors to consider when hiring an agency or consultant. The purpose is to equip students with an understanding of fundamental marketing functions and how to apply modern tactics based on goals.
2. What do you want to learn about
today?
What are your questions?
3. Today, We’ll Cover
Purpose of this Class
Advertising? Marketing? PR? What do you need?
Marketing/PR Strategy
Digital? Traditional? Or Both?
Budgeting
Measuring Effectiveness
Hiring an Agency or Consultant
Your Questions
5. Purpose of this Course
The purpose of this course is to equip you with:
An understanding of the fundamental functions and
types of marketing
Knowledge of how modern marketing tactics are
matched to marketing goals
Information on how to set a marketing budget
An understanding of how to measure effectiveness
of your marketing efforts
6. What do you need?
Advertising, Marketing, PR, Sales
8. Complicated Relationships /
Overlap
a = corporate advertising
b = sales force & marketing
channel communications, trade
shows, packaging, direct
marketing, sales promos
c = distribution, logistics, location
analysis, pricing
d = investor relations, community
relations, media relations,
corporate communications, crisis
communications, corporate identity
e = product publicity, brochures &
other collateral materials, some
media relations, some crisis
communications, some corporate
identity, sponsorships
f = traditional mass media
advertising
9. Why is Digital/Online Missing?
Digital is not a function, it is a tool (actually a
collection of tools)
Digital can be used in many of the above
functions to carry out the mission and realize the
goals of those function
Digital has revolutionized marketing the way
power tools have revolutionized carpentry.
10. So What Do You Need?
Big-ticket products and services usually require a
sales staff, plus marketing to bring in “warm
leads”
Inexpensive products and services usually do not
make a sales staff cost effective
Every business
requires marketing and PR
11. How Much of Each Do You
Need?
Public relations is primarily about influencing
beliefs.
Marketing is primarily about influencing behavior.
Advertising is primarily about improving recall
(memory).
Activity!
Determine What Your Business Needs
More of
12. The real question is:
What kind of marketing and PR
does your business require to be
successful?
14. Positioning Statement
A positioning statement states how you want to
be perceived in the market.
Structure
Who? (Who are you?)
What? (What business are you in?)
For whom? (What people do you serve?)
What need? (What are the typical needs of those you
serve?)
Against whom? (With whom are you competing?)
What’s different? (What makes you different from those
competitors?)
Unique benefit? (What does a client or customer get from
your service that is special?)
15. Bloomingdale’s Positioning
Statement
Who? Bloomingdale’s
What? are fashion focused department stores
For whom? for trend-conscious, upper middle class
shoppers
What need? looking for high-end products.
Against whom? Unlike other department stores,
What’s different? Bloomingdale’s provides unique
merchandise in a theatrical setting
Unique benefit? that makes shopping entertaining.
18. Before Strategy: Target Market
The target market will determine which strategies
and channels will be most effective.
Demographics
Psychographics
Technographics
You must match your strategy and tactics up to
your target market.
20. Influencer Marketing
Marketing to influencers, to increase awareness
of the company/product within the influencer
community.
Marketing through influencers, using influencers
to increase market awareness of the
company/product amongst target markets.
Marketing with influencers, turning influencers
into advocates of the company/product.
21. Influencer Marketing
Who are influencers?
Not just movie stars and singers.
Influencers are anyone that lots of people listen
to.
Influencer marketing is very powerful in the
Philippines.
22. Direct Marketing
Email Marketing
Online Tools
Mobile
Direct Mail
Telemarketing
Couponing
Direct Response TV
(Infomercials)*
Insert Media
Out-of-Home*
Direct Selling
Grassroots/
Community Marketing
24. Sales Promotions
Price deal
Loyal Reward Program: Consumers
collect points, miles, or credits for
purchases and redeem them for
rewards.
Cents-off deal: Offers a brand at a
lower price. Price reduction may be
a percentage marked on the
package.
Price-pack deal: The packaging
offers a consumer a certain
percentage more of the product for
the same price (for example, 25
percent extra).
Coupons: coupons have become a
standard mechanism for sales
promotions.
Loss leader
Free-standing insert (FSI): A coupon
booklet is inserted into the local
newspaper for delivery.
On-shelf couponing: Coupons are
present at the shelf where the
product is available.
Checkout dispensers: On checkout
the customer is given a coupon
based on products purchased.
On-line couponing: Consumers print
them out and take them to the store.
Mobile couponing: Coupons are
available on a mobile phone.
Consumers show the offer on a
mobile phone to a salesperson for
redemption.
25. Sales Promotions
Trade Sales Promos Online interactive promotion game:
Consumers play an interactive
game associated with the promoted
product.
Rebates
Contests/sweepstakes/games: The
consumer is automatically entered
into the event by purchasing the
product.
Point-of-sale displays
Kids eat free specials
Sampling: Consumers get one
sample for free, after their trial and
then could decide whether to buy or
not.
Trade allowances: short term
incentive offered to induce a retailer
to stock up on a product.
Dealer loader: An incentive given to
induce a retailer to purchase and
display a product.
Trade contest: A contest to reward
retailers that sell the most product.
Point-of-purchase displays: Used to
create the urge of "impulse" buying
and selling your product on the spot.
Training programs: dealer
employees are trained in selling the
product.
27. Digital Engagement
Engagement is a two way conversation, not a
one-way message
Can be through a number of mediums
Can be very creative (see case study)
29. FACEBOOK
Fan Page (Total No. of Friends): 216,847 Likes
TWITTER:
Followers – 3,471
Tweets as of June 27, 2011: 533
BAYAN TelecommunicationsA Case Study
A COMPOSITE PERSONALITY is a community manager executed
by a team to give the brand a face.
CREATE-A-CELEBRITY
31. (If your target market is online, both)
Digital? Traditional? Or both?
32.
33.
34.
35.
36.
37.
38.
39. Digital Tools/Channels
Not all digital tools are good for the same types of
communciation
Not all digital tools reach the same people
Not all digital tools reach people the same way
Let’s take a look at the relative strengths and
weaknesses of some of the most popular social
media tools.
40.
41.
42. Your Website
What is the purpose of the website? (The answer
must be concrete).
How does it accomplish that purpose?
Don’t spend money sending people to your site if
the site needs work.
Traffic and conversions
Often more cost effective to raise conversion rate
44. Methods to determine your
budget
Percentage of Sales
Flat-Rate (What the company can afford)
Competitive Parity (Follow the leader)
Objective-based Budgeting
46. Demand Accountability
Your marketing head needs to calculate expected
and actual ROI for every marketing plan and
initiative they approve and/or implement.
They need to account for any discrepancies
between the two.
47. Pay Attention to Cost of
Acquisition
What does it cost to make someone visit a
website or walk into a store?
Case Study: Email Marketing vs. Facebook
The target audience dictates the most appropriate
medium (getting interest of existing clients vs.
creating brand awareness for new customers
62. Your choices
Partner
Type
Pros Cons
Ad Agency Excellent creatives, can produce art
and TVC
Expensive, requires retainer
Marketing
Agency
Often less expensive than ad
agencies, excellent creatives, often
great with publicity
Unable to produce ads, often limited
understanding of digital, usually
requires retainer
PR Agency Excellent with media
relations/publicity
Most not adept at blogger relations,
often poor understanding of digital
Digital
Agency
Excellent digital work Most don’t speak “marketer” and are
unable to integrate traditional
marketing goals into their plans.
Hybrid
Agency
Excellent creatives, excellent with
media AND blogger relations,
excellent digital work, services are
productized (so no retainer), no ASF
Unable to produce print and TV ad
campaigns
Consultant Usually less expensive, sometimes no
retainer, no ASF
Often less reliable, may not have
capacity to do “large” executions
63. How They Spend Your Money
One of the first questions that an agency will ask
is “What’s your budget?”
Its okay to answer this question!
You will get better ideas pitched to you, that fit your
budget.
The agency will usually write a plan that spends
your entire allotted budget, but they’ll write a better
plan if they know what the budget is.
Notas do Editor
Would you take out an ad in FHM to reach women? Or a newspaper ad to reach high school students?
Through = Getting a celebrity to shop in your store every day for two weeks. Getting a celebrity to conspicuously use your product/service (apparel companies sponsor celebs and give them clothes. Belo does this by doing plastic surgery for free or at a discount for celebs)With = Getting a celebrity to talk about your product or service. I did Daphne’s wikipedia article for free, for example.
Message – It is easy to use; To involve the other members of the familyCommercial Value: Fastest and easiest to use (Advertising) – it does not necessarily translate to PR campaignSocial Value: PR campaign should always have this
Max’s example
Objective-Based Budgeting: Using this method, a business bases its advertising budget on what it will cost to meet the marketing objectives it had defined. The bank then weighs this cost against the expected net benefit of the new business to ensure that the cost of advertising will not reduce the profit margin on the newly acquired deposits or loans beyond acceptable limits. For example, assume that a brand’s goal is to increase its sales of handbags by PHP10 million over its expected normal growth during a promotion period. It calculates that the profit margin on those funds will be 30% percent (PHP3 million). The brand must then decide how much it is willing to invest in advertising in order to generate an extra 3 million pesos of income. This method also has its drawbacks. While it works for specific promotions that have immediately measurable results, such as increased sales, it cannot be used to determine the level of advertising necessary to build awareness of the bank and to develop and maintain an image for it. A brand that advertises only when it has a specific promotion to communicate may be out of the media for considerable periods of time. Most marketers agree that some maintenance level of advertising, either product or institutional, is a necessary investment, simply to keep the brand’s name in front of its target market.
So now I’m going to teach you all about ROI calculations. And the reason why is because you are all executives or managers, which means that most of you have budget responsibility, so you need to know how marketing affects your budget and what questions you should be asking when it comes to performance.