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The Role of Marketingin Public Relations
Clayton Kraby
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
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
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!
Any Questions?
BrandingMarketing + Public Relations
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
CAMPAIGNINGChanging 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]
COMMITTINGBuilding 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
1
VISUAL IDENTITY
VISUAL IDENTITY
11
VISUAL IDENTITY
911
VISUAL IDENTITY
9/11
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
MESSAGES THAT SELL
MESSAGES THAT SELL
75 ¢
$6.50
Tell a Story
(cat food is not for cats) Americans spend $41 billion a year on their pets. Double the amount spent 10 years ago & more than the
GDP of all but 64 countries. - Business Week
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”
Core Principles
Visual Identity
Clear Communication
Consistency
BRANDING
QUESTIONS?
The Role of Marketingin Public Relations
Clayton Kraby
THE END
