Advertising and Marketing Overview Part 2 · Trade Show Marketing • Temporary market organized to...

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Advertising and Marketing Overview

Part 2 PaulAKiewietMAS+

Review of Part 1

! Wedefinedanddifferen9ated:Marke9ng,Adver9sing,Branding,Promo9onalProducts

! The4P’s+1orMarke9ng! StrategicandNicheMarke9ng! SomeofthetypesofMarke9ng:Cause-related,Database,Loyalty,Shopper,Rela9onship,Guerrilla,Viral,Word-of-Mouth

! VariousFormsofAdver9singMedia! DirectMarke9ng/Mail,Co-opAdver9sing! TheMarke9ngPlananditscomponents! HowtoMarketYourselfandYourCompanyProfessionally

Learning Objectives ! ElementsofaSuccessfulAdver9singCampaign

! TheThree“R’s”ofAdver9sing! CostPerImpression

! OtherMarke9ngMediaandHowtheyRelatetoPromo9onalProducts

! IntegratedMarke9ngCommunica9ons

! EverythingYouEverWantedtoKnowAboutTradeShows,butwasafraidtoask.

! TheThreeLevelsofSelling! ThePowerofPromo9onalProducts

! Howtogetthemostfromyourwebsiteanddatabase.

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"You cannot bore people into buying. The average family is now exposed to more than 1,500 advertisements a day. No wonder they have acquired a talent for skipping the advertisements in newspapers and magazines, and going to the bathroom during television commercials." —David Ogilvy

Elements of a Successful Advertising Campaign

°DoYourHomework.•  Collectadsyoulike•  Collectcompe9torads•  ReadAdAge,AdWeek•  Paya]en9on•  Keepthetargetaudienceinmind.Always.http://youtu.be/owGykVbfgUE?hd=1

Elements of a Successful Advertising Campaign

•  UniqueSellingProposi9on•  Emo9onalSellingProposi9on

•  Organiza9onalSellingProposi9on•  “Sellthesizzle,notthesteak”

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Elements of a Successful Advertising Campaign

•  Consistentmessage

•  Consistentpersonality•  Consistentcolors•  Consistentfontsandstyles•  Consistentlanguage•  Authen9city

Elements of a Successful Advertising Campaign

•  Createasenseofurgency.

•  Askforinterac9on,engagement,response,something!

Elements of a Successful Advertising Campaign

• BePa9ent• Allow9meforfrequencyandreach

•  Itmaybeoldtoyou,butit’ss9llnewtoyouraudience.

• Don’tchangetoosoon!

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The 3 R’s of Retention of Advertising Messages

! Relevance:Themessagemustrelatetothelifestyle,needs,valuesoraspira9onsofthetargetaudience.

! Repe,,on:Theaudiencemustbeexposedtothemessagemul9ple9mesfortherecipienttoretainit.

! Reward:Themessagemustpromisetocreatepleasureorreducepain,savemoneyorincreaseincomeorinsomewayrewardtherecipient.

Cost Per Impression (CPI or CPM)

! CostperImpression(CPI)orCostPerThousandImpressions(CPM)

! Adver9singmediaisgenerallypricedbythecostperthousandimpressions,forexample:

! AWebsitethathasaCPMrateof$25andguaranteesadver9sers600,000impressionswillcharge$15,000($25x600)forthoseadver9sers'adbanner.

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Creating, Maintaining Your Database

•  Currentandformerclients

•  Contactswhohavemoved

•  Opt-inandrequestsforinfo•  Referrals,champions,influen9alsandmedia

•  SocialNetworks•  Specialoffersandcontests•  EndUserShows•  Ren9nglists

Coordinating Promotional Products with Other Media: Online

•  Offerpromo9onalproductsasagikfor•  Op9nginfornewsle]er•  Takingasurvey•  Visi9ngawebsite•  Onlinesweepstakes•  Deliveronlinepromocodes

QR Codes

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Coordinating Promotional Products with Mobile Media

•  Gikforop9ng-in•  Asadeliverydeviceformobilecodes

•  Asanincen9veforrespondingtoamobilead.(Next50visitorsgetatee-shirt).

Coordinating Promotional Products with Newspaper Advertising

•  Makeadsmeasurable

•  Gikwithnewsubscrip9ons•  Matchcodeorsymbol

•  AdSpo]erPromo9ons

•  Con9nuityofmessagefromadtoevent

Coordinating Promotional Products with Radio Advertising

•  Createameasureablepromo9on

•  Extendon-airpersonality•  Developsenseofcommunity

•  Createinvolvementevents–iebossoftheweek.

•  Recreatesoundbranding.•  Getoutsideofthestudio

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Coordinating Promotional Products with Outdoor Advertising

•  Extendanimage

•  AddROImeasureability

•  Incen9vefordirec9onalad(men9onthisadandreceiveafreetravelmugwithyourbeverage)

•  Auto-relatedpromo9onalproducts.

Coordinating Promotional Products with Television Advertising

! Makeitmeasureable

! Dimensionalcharacters,spokesmen,symbols–plush,miniatures.

! Addmissingsensescues–taste,touch,smell

! Extendvisualandaudiomessages.

Coordinating Promotional Products with Direct Marketing

•  Lumpyenvelopes• Powerofthepackage•  Thepromo9onalproductasthecrea9veenvelope(flyingdisc,babybo]le,capsule,dynamitetube).

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Coordinating Promotional Products with Magazine Advertising

•  Makemeasureable

•  Pickuponkeyvisuals•  Adddimension

•  Fillinmissingsensorytouchpoints

•  Rewardthereader•  Magazineinserts

Integrated Marketing Communication •  Aholis9capproach…

•  adver9sing,•  PR,•  directmarke9ng,•  salespromo9on,•  personalselling,•  allcommunica9ons,•  customerservice,•  tocreateaconsistent,meaningfulbrandmessage.

Keys to IMC

•  Buildandmaintainlong-termrela9onshipswithallrelevantstakeholders

•  Speakwiththesamevoiceinternallyandexternally

•  CoordinateandOrchestrateconsistentcommunica9onthroughalllevelsofbusinessthroughmanytechniquesandmedia.

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IMC Opportunity For You

• Weneedtosellthroughmorepartsofeachlargeorganiza9onweareworkingwith.

Areas Within An Organization

! HumanResources/Recruitment

! CorporateTraining! Produc9on/Safety! PublicRela9ons! Communica9ons

! Marke9ng,BrandManagement

! SalesPromo9on

! Execu9ve/BoardofDirectors! Wellness

Business Retention – Lifetime Value

• Acustomerspending$15,000/yrwithyouwhostayswithyou20years=aLTVof$300,000.00

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The Value of a Loyal Customer

• OnAverage,Itcosts5xasmuchtoacquireanewcustomer

asitdoestoKEEPacurrentcustomerhappyandloyal.

Trade Show Marketing

• Temporarymarketorganizedtopromotetrade,wherebuyersandsellersgathertotransactbusiness.

Trade Show Marketing

•  Thereareover9000tradeshowsintheUSandCanadaannually.

•  Theyarethemainmarke9ngthrustformanycompanies.

•  Theyprovideface9me,aplaceforrela9onshipbuilding.

•  Theyallowdirectcomparison.

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Why trade shows? ! Genera9ngsalesleads! Genera9ngactualsales! Enhancingimageandvisibility! Reachaspecificaudience! Establishapresenceinthemarketplace

! Personallymeetcustomers,compe9torsandsuppliers

! Introducingnewproductsorservices

! Recrui9ngreps,distributors,partners

! EducateandDemonstrate

Strategic Exhibiting

•  Setandcommunicatespecificshowobjec9vestostaffandreps.

• Planyourwork.Workyourplan.

•  Imageiseverything.•  It’sQuality,notQuan9ty!

Trade Show Marketing Strategies •  Pre-Show

•  Beawareofthebooth•  Cometothebooth•  Setanappointment

•At-Show

–meaningfulconversa9on

–demonstratenew

–samplesandliterature

–specials

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Post-Show Follow-up • Post-Show

•  Surveys•  Thankyou’s• Personaltouches• Quickresponsestorequests• Buildtherela9onship

How to Work A Trade Show •  HaveaPlan!• Whatareyourobjec9ves?

•  HowwillyoumeasureROI?

•  Currentsuppliers?•  Newproducts?•  Networking•  Educa9on•  BeYourBest!

Three Levels of Selling

•  ProductSelling

•  IdeaSelling

•  ProgramSelling

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Product Selling

! Knowwhatsells,stayupontrends,paya]en9ontonewproducts.

! Knowwhatyourbuyershaveusedbefore–successfullyandunsuccessfully.

! Needfulfillment

! Pricecompe99on

! Commoditymindset

Idea Selling

! GoodideasADDVALUE! Needcrea9on! Knowwhat,howandwhysomethingworks.

Askaboutbestpromo9ons

Shareideasinindustryforums

Learnfromsuppliersandreps

ReadCaseStudies–Pyramids

Program Selling

! Organizedefforttoachieveclientobjec9vesusingpromo9onaltechniques.

! Product+Ideasaccountabletogoals.! Incen9veprograms

! ConsumerPromo9ons

! Safety

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Strengths of Promotional Products

• Nameamediumthatmovespeopletosay“ThankYou”

• Othermedia“interrupt”Ours“engages”

• Ourmediaisthebeginningofarela9onship!

The Medium of Engagement

• Anindustryborntotouchpeople.• Aprinter• Aslowweek• Aclumsykid• Abrightidea

Engaging the Senses Of all the advertising and promotional media, only Promotional Products touch all five senses:

Sight

Sound

Taste

Touch

Smell

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Targeted: Carry a message to a well-defined audience.

Seniors Kids And everyone in between

Tangible and Long Lasting ! Yourcalendar! Watch

! Yourfavoriteteeshirt! Yourfavoritecap! CoffeeMug

! Pen! Journal! GolfBall(well,maybenotquiteaslong-las9ng)

Recognizing Individual Passions

• Promo9onalProductsbuildbrandsbytouchinglivesandlifestyles.

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Creative

Complements Other Advertising Media

• Bringothermediatolife.•  Extendmemoriesofposi9veencounterswithabrand.

Easily Distributed

! DirectMail! In-store! TradeShow! PersontoPerson! Display! Experien9al! EventMarke9ng

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High Perceived Value ! Therela9onshipoftheproducttotherecipientandthemeaningitrepresentscreateavaluewayabovemerecosts.

! At-shirtisunderwear.AmarathonT-Shirtisamemory.

! EveryonevaluesPromo9onalProducts

ARMPIT

•  Awards•  Recogni9on•  Mo9va9on

•  Promo9on

•  Incen9ves•  Training

It’s not what a product does, it’s what a product means.

•  Tangible,• memories,• meaning,

• passion,•  affilia9onwithacause.

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Become a Marketer – of yourself, your company and your clients

•  Createyourownbusinessplan.• Workyourplan.

•  Knowwhatyoustandfor.•  Knowhowyou’redifferent.

Maximize Your Web Presence

•  It’sjustoneelementofyourcustomeroutreach,butanimportantone.

•  Itdoesn’thavetobeexpensive,butitdoesneedtobeDifferent!

•  ItmustberesponsivetoYOURCLIENT’Sneedsandexpecta9ons.

•  Includeyourwebaddresseverywhere!•  SEO=SearchEngineOp9miza9on–aneverchanginggame.

Social Media Marketing in an Hour

• Blog20min.•  YouTube10min•  Twi]er10min

•  Facebook10min•  LinkedIn 10min• OfferVALUE,notproduct.It’saconversa9on!

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Professionalism – Your Competitive Advantage

•  ProblemSolversAlwaysMakeMoney.

•  Stayaheadofimportantissues–ProductSafety

•  BeaTrendSe]er,aleaderratherthanafollower.

•  CreateValue!

Differentiation

•  There’snoroomfor“me-too”

•  Knowwhoyouareandtakeastand

•  Becometheexpert

•  Makeyourselfindispensable

Pricing Market Premium

Competitive Position

Differentiated

Undifferentiated

Needs of Customers

Relevant to

Irrelevant to

Make Goods

Extract Commodities

Deliver Services

Stage Experiences

The Progression of Economic Value

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"If you want to be successful, it's just this simple:

Know what you're doing. Love what you're doing.

And believe in what you're doing.”

Will Rogers

If you would like to discuss your marketing challenges further, please contact me at:

PaulA.KiewietMASCIPCPC

269-806-4489

paul@brandkiwi.com

www.create2bgreat.com

FollowmeonTwi]er,LinkedIn,Facebook

@paulkiewiet

Forafreemonthlynewsle]er–calloremailme.