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Adver+sing  and  Marke+ng  Overview:    Part  1    Marke+ng  

Paul  A.  Kiewiet  MAS  CIP  CPC  

www.create2bgreat.com  

Learning  Objec+ves    •  Pt  1  focuses  on  Overview  •  Pt.2  on  Promo+onal  

Products  role  

•  The  4  P’s  +  1  •  Marke+ng  •  Adver+sing  •  Branding  •  Differences  between  

disciplines  

•  Marke+ng  Planning  

Business  has  only  two  func+ons  -­‐  marke+ng  and  innova+on.  Milan  Kundera    

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"Every  organiza3on  must  be  prepared  to  abandon  everything  it  does  to  survive  in  the  future.”    

Peter  Drucker  

Marke+ng  Defined  

Marke+ng  is  the  ac+vity,  set  of  ins+tu+ons,  and  processes  for  crea+ng,  communica+ng,  

delivering,  and  exchanging  offerings  that  have  value  for  customers,  clients,  partners,  and  society  

at  large.  

The  4  Ps  of  Marke+ng  

•    Product  (or  service  /  offering)  •  Price  (posi+on)  •  Place  (distribu+on)  •  Promo+on  

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4 P’s of Marketing  

Product

Container Premiums Special Packs Limited or

commemorative packaging

4 P’s of Marketing Price

List Price, discounts, financing, leasing options, allowances.

Value-Add vs. Discount becomes a strategic incentive promotion decision.  

4 P’s of Marketing

PLACE

The rise of “Experience” Marketing, of taking promotions to the audience, of moving the “place” of the 4-P’s to where the brand can be acted upon, interacted with and totally engaged!  

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4 P’s of Marketing Strategy Promotion How the target groups are informed about the brand. This includes advertising, selling, sales promotion, public relations and all the tools of the modern marketer.

Awareness – Image – Story – Reason to Act - Engagement

People:    the  5th  P  

People  include:  

*  Employees    *  Suppliers      *  Shareholders        *    Channel  Partners          *    Media            *    Government                          *CUSTOMERS!  

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Strategic  Marke+ng  

•  Marke+ng  based  on  a  focused  overarching  objec+ve,  such  as  –  Leader  or  Challenger  –  Differen+a+on  in  product,  

service  level  –  Price  posi+oning  –  Efficiency,  innova+on  –  Pioneer  –  A  “hedgehog”  concept  –  Specialized  knowledge  of  a  

discipline,  industry  or  tac+c.  

Niche  Marke+ng  

•  Niche  marke+ng  refers  to  finding  a  segment  of  the  general  market  for  a  service  or  product  line.    

•  One  then  develops  a  solu+on  for  the  needs  of  that  segment  and  then  markets  to  it  to  get  the  word  out.  

Niche  Marke+ng  

•  An  industry  (healthcare,  financial)  

•  An  ac+vity,  hobby,  interest  (golf,  travel,  poker,  basketball,  running)  

•  A  segment  such  as  safety,  sales  promo+on,  wellness,  engagement,  recrui+ng,  execu+ve  gics.  

•  A  product  category  (awards,  apparel,  wri+ng  instruments,  premiums/incen+ves)  

•  A  buyer  group  –  admins,  procurement,  C-­‐level,  age,  gender.  

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Types  of  Marke+ng  

Cause  Marke+ng  or        

Cause-­‐Related  Marke+ng  

Types  of  Marke+ng  

Database  Marke+ng  

Types  of  Marke+ng  

Loyalty  Marke+ng  

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Types  of  Marke+ng  

         Shopper  Marke+ng  

Types  of  Marke+ng  

         Rela+onship  Marke+ng  

Guerrilla  Marke+ng  

         unconven+onal  system  of  promo+ons          that  relies  on              imagina3on    

         rather  than  a  big                                    marke+ng  budget.  

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Guerilla  Marke+ng  

•  Term  was  coined  by  Jay  Conrad  Levinson  in  1984  in  a  book  by  that  +tle.  

•  Geared  for  smaller  marketers  but  adopted  by  crea+ve  giants  as  well.  

•  Unconven+onal,  some+mes  aggressive.  

Guerrilla  Marke+ng  

Impact  Buzz  

Viral  Marke+ng  

•  spreads  like  a  virus    •  passed  on  from  

consumer  to  consumer  and  market  to  market.  (Examples:  Hot  Mail  and  Yahoo).    

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Viral  Marke+ng  

         People  naturally  want  to  share  things  that  are  interes+ng,  funny,  helpful  or  make  them  look  smart.  

Word  of  Mouth  

•  the  act  of  crea+ng  programs    

       specifically  designed  to  ini+ate  and  maintain  broad  public  discussion  of  product,  or  issue.  

Word  of  Mouth  Marke+ng  

•  It  is  a  planned  strategy.  •  Makes  the  brand  part  of  the  conversa+on.  

•  People  usually  do  not  just  “happen”  to  talk  about  companies,  no  maner  how  loyal  they  are.  

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Word  of  Mouth  

•  Most  trusted  

•  Implied  endorsement  •  Promo+onal  products  

facilitate  word  of  mouth  conversa+ons  and  endorsements.  

Adver+sing  Defined  

ad·∙ver·∙+s·∙ing    

1:  the  ac)on  of  calling  something  to  the  a2en)on  of  the  public  especially  by  paid  announcements  (Merriam  Webster)  

Descrip)on  or  presenta)on  of  a  product,  idea,  or  organiza)on,  in  order  to  induce  individuals  to  buy,  support,  or  approve  it.  (Investor  Words)  

Adver+sing  

•  Frequency  •  Reach  •  Targeted  •  Cost  Per  Thousand  Impressions  

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Forms  of  Adver+sing  -­‐  TV  •  :30,  :60  second  ads  •  Infomercials  •  Mass  –  SuperBowl  •  Niche  –  Food  Network  •  Fragmented  •  Upwards  of  85  channels  

•  DVRs,  OnDemand,  PPV  

Forms  of  Adver+sing  -­‐  Radio  

•  :30  and  :60  seconds  •  Fragmented  •  Drivers,  Office  Workers  •  Satellite  Radio  •  Affilia+on  with    –  genre,    –  host,    –  community  

Forms  of  Adver+sing  -­‐  Outdoor  

•  Loca+on,  Loca+on,  Loca+on  

•  Short  anen+on  •  Direc+onal  for  anrac+ons  

•  Commuters,  travelers,  locals  

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Forms  of  Adver+sing  -­‐  Magazine  

•  Four  color  •  Targeted  •  Can  communicate  details  

•  Frequency  •  Pass  along  

Forms  of  Adver+sing    -­‐  Newspaper  

•  Time  Focus  –  great  for  sales  

•  Geographic  target  •  Older  Audience  •  Short  ad  life  

Forms  of  Adver+sing  -­‐  Internet  

•  Banner  Ads  •  Pay  Per  Click  •  Contextual  •  Affiliate    •  Email  •  Behavioral  •  Websites  •  Videos  

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Forms  of  Adver+sing  -­‐  Mobile  •  Loca+on  based  •  Younger  audience  

•  The  USA  is  about  10  yrs  behind  Japan  and  5  yrs  behind  Europe  

•  Opt-­‐in  only  •  Very  personal  

Forms  of  Adver+sing  –  Direct  Mail  •  Highly  Targeted  •  Reaches  audience  at  home  or  office  

•  Poten+al  for  crea+vity  

•  Can  communicate  lots  of  informa+on  

•  Measureable  

Targetability!  

•  Direct  Mail:  

•  The  only  medium  that  matches  promo+onal  products  in  terms  of  targetability.  

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Magic  Word!  

•  Direct  mail…  

•  Allows  for  high  impact,  measurable  and  test-­‐  able  copy.  

•  Can  introduce  mul+ple  senses,  mul+ple  emo+onal  triggers.  

Direct  Marke+ng  Associa+on  •  “Lumpy”  Mail  has  a  much  higher  open  and  response  rate  vs.  flat  mail.  

•  Direct  marke+ng  is  a  valuable  strategic  use  and  distribu+on  vehicle  for  promo+onal  products  

The  Power  of  Promo+onal  Products  +  Direct  Mail  

*  In  terms  of  appointments  secured  

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             Direct  Mail  and  Promo+onal  Products  

•  The  inclusion  of  a  promo+onal  product  to  a  mail  promo+on  increased  the  response  rate  by  50%  

The  use  of  promo+onal  products  as  an  incen+ve  to  respond  generated  four  3mes  as  many  responses  as  a  sales  lener  alone  

The  use  of  a  promo+onal  product  as  an  incen+ve  to  respond  reduced  the  cost  per  response  by  two-­‐thirds.  

Co-­‐op  Adver+sing  

Co-­‐op    Adver+sing  

•  To  sell  at  the  local  level:  •  Get  the  retailer  to  ask  for  permission  

from  the  manufacturer.  •  Find  out  how  many  retail  co-­‐op  

dollars  are  available  (usually  +ed  to  retailer  product  purchase  levels).  

•  Find  out  imprint,  logo  and  performance  rules  that  the  manufacturer  requires.  

•  Make  sure  the  benefits  to  the  sponsor  are  clearly  stated.  

•  Make  sure  your  client  understands  the  financial  liability  to  you.  

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Brand:    Defined  by  Seth  Godin  

A  brand  is  the  set  of  expecta)ons,  memories,  stories  and  rela)onships  that,  taken  together,  account  for  a  consumer’s  decision  

to  choose  one  product  or  service  over  another.  

 If  the  consumer  (whether  it’s  a  business,  a  buyer,  a  voter  or  a  donor)  doesn’t  pay  a  premium,  make  a  selec)on  or  spread  the  word,  then  

no  brand  value  exists  for  that  consumer.  

 A  brand's  value  is  merely  the  sum  total  of  how  much  extra  people  will  pay,  or  how  oIen  they  choose,  the  expecta)ons,  memories,  stories  and  rela)onships  of  one  brand  over  the  alterna)ves.  

The  Process  of    Branding  

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Components  of  a  Brand  Personality  

picture  

       color  

     shape  

name  language  

icon  

Components  of  Brand  Personality  

       sound  naviga+on  

behavior  

   tradi+on  service  

ritual  

What  is  the  difference  between  Marke+ng  and  Adver+sing?  

•  The  best  way  to  dis+nguish  between  adver+sing  and  marke+ng  is  to  think  of  marke3ng  as  a  pie,  inside  that  pie  you  have  slices  of    

–  adver+sing,    –  market  research,  media  planning,    

–  public  rela+ons,  product  pricing,  distribu+on,    

–  customer  support,  sales  strategy,  and  community  involvement.  

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What  is  the  difference  between  Marke+ng  and  Sales?  

•  Selling  is  one  ac+vity  of  the  en+re  marke+ng  process.      

•  Marke+ng  ac+vi+es  support  sales  efforts.  •  Ocen+mes,  marke+ng  ac+vi+es  (like  the  produc+on  of  marke+ng  materials  and  catchy  packaging)  must  occur  before  a  sale  can  be  made.  

Q:  Why  doesn’t  marke+ng  talk  to  sales?  A:    Nobody  knows  the  answer  to  this  ques+on.  

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Define:      Promo+onal  Products  

Items  used  to  promote  a  

 product,  service  or  company  program,  including    

–  adver+sing  special+es,  –   premiums,  incen+ves,  

–   business  gics,    –  awards,  prizes,  –   commemora+ves  and    

–  other  imprinted  or  decorated  items.  

What  is  a  Marke+ng  Plan?  •  A  marke+ng  plan  is  a  wrinen  

document  that  details  the  necessary  ac+ons    

•  to  achieve  one  or  more  marke+ng  objec+ves.  

•   It  can  be  for  a  product  or  service,  a  brand,  or  a  product  line.  

•   Marke+ng  plans  cover  between  one  and  five  years.  

•   A  marke+ng  plan  may  be  part  of  an  overall  business  plan.  

Components  of  the  Marke+ng  Plan  

•  Situa+on  Analysis  •  Objec+ves  •  Target  Audience  •  Budget  •  Crea+ve  Strategy  •  Media  Strategy  •  Evalua+on  Process  

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Situa+on  Analysis  includes:  •  Sales  History  •  Compe++on  •  Current  Economic  State  

•  Marke+ng  Channels  

•  Market  Percep+on  •  SWOT  analysis  

Objec+ves  •  SMART  

•  Who,  what,  where  and  how  much  do  we  want  to  sell?  

•  Communica+ons  objec+ves  around  ideas,  feelings,  images,  brand  consistency.  

Target  Audience  

•  Demographics  

•  Psychographics  

•  Geographics  

•  Product  usage  panerns  

•  Lifestyle  

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Budgets  

•  A  marke+ng  plan  must  have  a  budget.  

•  Budgets  need  to  have  ROI.  

•  To  execute  a  client’s  plan,  you  need  to  know  the  budget.  

Crea+ve  Strategy  

•  The  message,  image,  feeling,  ac+ons  

•  Promo+onal  products  that  reinforce  the  strategy.  

•  Crea+ve  distribu+on  and  packaging  

•  Crea+ve  Copy  •  Involve  all  of  the  senses  

•  Think  of  all  brand  components  

•  Consider  tes+ng.  

Media  Strategy  

•  Agree  on  distribu+on  plan.  •  Make  sure  all  involved  know  

the  plan  and  the  objec+ve.  

•  Make  sure  every  thing  is  scheduled  and  achievable.  

•  Targets,  +ming,  distribu+on  •  Consider  partnerships,  

causes,  social,  viral  integra+on.  

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Evalua+on  

•  Jus+fy  your  worth  to  your  client  and  differen+ate  yourself  from  your  compe+tors.  

•  Measure  against  preset  objec+ves.  

•  Always  follow-­‐up  with  your  client  acer  their  orders  were  received.  

How  to  Market  Yourself  to  End  Buyers  

•  Make  a  Plan(s),  a  business  plan,  a  marke+ng  plan.  

•  Define  your  Vision  and  Your  Mission.  

•  Choose  your  niche.  •  Learn  to  say  “NO”  •  Create  Value.  

Your  Marke+ng  Plan  

•  Remember  80/20  

•  Replicate  your  best  •  Fire  your  worst  •  Play  to  your  strengths  •  Relentlessly  pursue  opportunity  

•  Move  Toward,  not  away.  

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Your  Marke+ng  Objec+ves  

•  How  much  volume  do  you  want?  

•  How  does  this  break  down  per  month?  •  How  profitable  do  you  want  to  be?  •  What  do  you  want  to  be  known  for?  

•  Who  will  you  call  on  to  increase  the  type  of  client  that  makes  up  the  good  end  of  the  80/20  rule?  

Your  Target  Market  

Your  Marke+ng  Budget  

•  How  much  are  you  going  to  budget  to  market  your  company  for  con+nued  growth?  

•  How    and  where  will  you  be  spending  it?  

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Your  Crea+ve  Strategy  

•  How  will  you  dis+nguish  your  company  from  your  compe+tors?  

•  What  benefits  will  you  promote?  

Your  Media  Strategy  

•  How  will  you  hit  your  target  market?  

•  Small  fish  /  big  pond?  •  Big  fish/small  pond?  

•  Trade  shows  •  Social  Media  

•  Direct  Mail  •  Promo+onal  Products  

Your  Marke+ng  Evalua+on  

What  will  success  look  like?  

How  will  you  know  what  works  and                                  what  doesn’t  work?  

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Your  Own  Marke+ng  Planning,  Crea+vity,  Execu+on  and  Effec+veness  

is  the  Ul+mate    Self-­‐Promo+on    

to  show  clients  and  prospects  exactly  what  you  can  do  for  them!  

ADV/MKTG  PART  2  •  Part  2  •  Trade  Show  Marke+ng  

•  The  three  levels  of  selling  •  Integrated  Marke+ng  Communica+ons  

•  Promo+onal  Products  Strengths  

•  Defining  Your  Advantage  •  Wednesday,  January  15  @  2:00  pm    

                                       Breakers  D  Level  2  

If  you  would  like  to  discuss  your  marke+ng  challenges  further,  

please  contact  me  at:  Paul  A.  Kiewiet  MAS  CIP  CPC  

269-­‐806-­‐4489  

paul@brandkiwi.com  www.create2bgreat.com  

Follow,  friend  or  link  up  on  Twiner,  Facebook  and  LinkedIn  @paulkiewiet    

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