SEVEN KEYS TO MARKETING SUCCESS Presented to: 2006 Parks and Recreation Ontario Educational Forum...

SEVEN KEYS TO MARKETING SUCCESS

Presented to: 2006 Parks and Recreation Ontario Educational

Forum and Trade Show Presented by: susan sommers +associates

Tuesday, April 11, 2006

www.susansommers.ca

905 889-6029

susan@susansommers.ca c. 2006

“MARKETING IS PARTICIPATORY ADVERTISING ”

Mary Donahue, Le Tip

CHANGES IN THE MARKETPLACE

TODAY’S CONSUMERS ARE: Time poor Techno comfortable Older Multi-cultural Community-oriented

DEFINITIONS

MARKETING IS: Communicating the right

message To the right audience Through the right medium

MARKETING TODAY

Targeted to specific groups Less advertising Working on and off line Multi-dimensional: 5 to 7 times

THINK LIKE A CUSTOMER

What do they want? Why will they support your

programs and services?

20 REASONS TO ORGANIZE A MARKETING/MEDIA RELATIONS PROGRAM

HANDOUT, PAGE 1 Reach, persuade, and move to

action Able to attain, measure, and

evaluate

DEVELOP PARTNERSHIPS

Form alliances Align yourself with

organizations, associations, and clubs and market your programs and services together

UNDERSTAND YOUR KEY MARKETS

Current clients and customersPast and potential clientsStaffSuppliers and contractorsCorporate and media sponsorsVolunteersRelated organizations

OTHER MARKETS

ColleaguesAssociations and clubsMedia Local communitySchools and collegesShow organizersSpecial needs clientsGovernment Agencies

OTHER MARKETS

Older adultsPre-schoolTeensCoachesOther non-profits, such as YMCA

andBoys and Girls Clubs

MARKET RESEARCH One-on-one interviews Questionnaires Comment cards Focus groups Use Internet for Competitor analysis Associations Shows Study trends, problems, and issues

SEVEN KEYS TO MARKETING SUCCESS

DESIGN YOUR OWN MARKETING/PR TOOL BOX1. Visual Image2. Printed Materials3. Special Events4. Sponsorships5. Speaking and networking6. Trade and Consumer Shows7. Media campaigns

TOOL #1: VISUAL IMAGE BRANDING: CREATE YOUR LOOK Your logo = your graphic qualifier Use it consistently Ensure it portrays your image Build recognition through signage, business

cards, portfolio, letterhead, advertising, packaging, Internet site, and show booth

Appeals to your target audience and lasts over time

Set body copy in friendly, easy to read typeface

TOOL #1: VISUAL IMAGE

BUSINESS CARDS Trend: Use both sides Testimonials Tips Another language Call to action Map

TOOL #2: PRINTED MATERIALS

DEFINE YOUR MESSAGEWhat do you do?Create a 20 word description__________ is a ________ that offers__________________(programs and services) to ___________ (different markets).

TOOL #2: PRINTED MATERIALS

BROCHURESAn excellent tool to reach a large audience Description of programs and services your

organization offers Tips and information Testimonials Illustrations, photographs, and captions

TOOL #2: PRINTED MATERIALS

INTERNET SITELook at design: Accessible Thorough Exciting easy to use

TOOL #2: PRINTED MATERIALS

INTERNET SITE COPY Home Page Backgrounder Published articles FAQ’s

TOOL #2: PRINTED MATERIALS

INTERNET SITE COPY Internet Media Room Links to other websites Contact information Call to action

HOW WILL YOU REACH CLIENTS? mail e-mail postal walk response to inquiries trade and consumer shows special events telephone How will you track? How will you evaluate?

FACE TO FACE COMMUNICATION

People don’t want to receive: Junk faxes Direct mail Unsolicited e-mails Telephone calls from strangers This makes it more important

to MEET POTENTIAL CLIENTS

TOOL #3: SPECIAL EVENTS

Community Events Fundraising Events - an excellent

way to encourage media attention, generate funds, attract volunteers and sponsors

Open Houses

TOOL #4: SPONSORSHIPS

Look for corporate or media sponsors for programs, services, and events

Establish credibility in your community or field

Reach your target markets Create or participate in events

TOOL #4: SPONSORSHIPS

FINDING SPONSORS Who are they? What do they want? What do you want? Where to find them

TOOL #4: SPONSORSHIPS

AWARDS Win or give awards Good media opportunities Media releases and photo ops

TOOL #5: SPEAKING AND NETWORKING

WHY SPEAK? Position you as authority Establish credibility and trust Raise your profile Provides a reason to contact

groups related to target markets Use speech for publicity Distribute your promotional

materials

TOOL #5: SPEAKING AND NETWORKING

WHERE TO SPEAK Independently or on panels at industry

events At trade and consumer shows At business associations and industry

association events Organize your own information sessions

and inform your clients Community centres, church groups,

libraries 20 minutes, plus Q and A

TOOL #5: SPEAKING AND NETWORKING

Networking opportunities Kiwanis, Rotary, etc. Industry Conferences Women’s Networking Sessions Trade and consumer shows Schools

TOOL #5: NETWORKING (IS WORK)

RULES FOR NETWORKING Rehearse a 20-word description Get out of your cocoon Set goals for yourself Trade information Listen and ask Approach a loner  Exchange business cards Follow up The more you give, the more you get 

TOOL #6: TRADE AND CONSUMER SHOWS

Work with show organizers and attendees

Send your own information Network with other exhibitors Speak at events designed for your

target markets (youth, older adults, families, etc.)

TOOL #6: TRADE AND CONSUMER SHOWS

Look at competitors Build action into booth Give out printed materials:

postcards, business cards, and brochures

Deliver media kits to Media Room

Media sign-in table or On-site Media Room

Hold a draw

TOOL #7: MEDIA CAMPAIGNS

Marketing/PR vs. advertising Pros and cons The rise of advertorials

TOOL #7: MEDIA CAMPAIGNSDefine and prioritize your key markets AND select the media that

reach themWhere do most of your markets getinformation?Get to know the media: names, titles, and deadlines

TOOL #7: MEDIA CAMPAIGNS

WHAT ARE THE GOALS? The Media’s goals: HANDOUT,

PAGES 2 and 3

TOOL #7: MEDIA CAMPAIGNS

WHEN TO CONTACT THE MEDIAThroughout the year Six to eight timesBefore the event Day before: The Media Alert/Photo

Op During the event After the event

TOOL #7: MEDIA CAMAPAIGNS

HOW TO CONTACT THE MEDIA: By e-mail By telephone By mail By fax Through your website

TOOL #7: MEDIA CAMPAIGNS

The Media Kit: Definition:

A customized presentation that provides detailed, pertinent information to the mediaA good Media Kit explains you and your organization to an Editor or Producer when you are not there.

TOOL #7: MEDIA CAMPAIGNS

MEDIA KIT CHECKLIST:

News release Media Alert/Photo Op Backgrounders Fact Sheet Story Ideas Photos

TOOL #7: MEDIA CAMPAIGNS

Recent Media Coverage Testimonials Sponsor information Stats and studies Products and services Published articles Business card

TOOL #7: MEDIA CAMPAIGNS

THE MEDIA ALERT/PHOTO OP HANDOUT, PAGE 4

TOOL #7: MEDIA CAMPAIGNS

THE FACT SHEET HANDOUT, PAGE 5

TOOL #7: MEDIA CAMPAIGNS

INTERNET MEDIA ROOM Archived news releases Bios Fact Sheet Story ideas List of key contacts Awards given and received Sponsors information

TOOL #7: MEDIA CAMPAIGNS

INTERNET MEDIA ROOM Testimonials Stats and surveys Upcoming events Recent media coverage Downloadable photos Articles

TOOL #7: MEDIA CAMPAIGNS

Prepare for interviews Send information beforehand Videotape and audiotape Speak in 15 second sound

bites Prepare 3 key messages Nothing is “off the record”

MEASURING AND EVALUATINGSUCCESS

Track how well the tactics and persuasive messages are altering the perception of your target audiences

Look at: advertising equivalency, tone, placement, key messages

BUILDING FOR THE FUTURE

EVALUATION AND PLANNING  Did you identify the right markets for

your campaign? Were your printed materials effective? Did they include the right information? How would you change them? 

BUILDING FOR THE FUTURE Were your special events successful? Why or

why not? Did the media attend your events? Did you follow-up?

Did your speaking engagements bring you new clients?

Did your show publicity raise awareness of your programs and services and bring in new clients?

BUILDING FOR THE FUTURE

Was your sponsorship project a good fit? Did your media campaign get you

publicity? Did the media respond to your materials?

Did they contact you for information or interviews?

Have you added the media coverage to your brochure or kit? 

BUILDING FOR THE FUTURE Are you in a better position - financially,

sales, awareness, and support - than when you started your marketing program?

What have you learned? What is your next step? To create a new, one-year plan

ANY QUESTIONS?