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Advertising and Marketing Overview

Part 1 PaulAKiewietMAS+

Learning Objectives •  Pt1focusesonOverview•  Pt.2onPromo=onalProductsrole

•  The4P’s+1•  Marke=ng

•  Adver=sing•  Branding•  Differencesbetweendisciplines•  Marke=ngPlanning

Business has only two functions - marketing and innovation. Milan Kundera

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Marke=ngDefined

The 4 Ps of Marketing

•Product(orservice/offering)• Price(posi=on)• Place(distribu=on)• Promo=on

4 P’s of Marketing

Product

Places where Promotional Products can play a role:

Container Premiums Special Packs

Limited or commemorative packaging

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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!

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:the5thP

Peopleinclude:

*Employees*Suppliers *Shareholders *ChannelPartners *Media *Government *CUSTOMERS!

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Strategic Marketing

•  Marke=ngbasedonafocusedoverarchingobjec=ve,suchas

–  LeaderorChallenger–  Differen=a=oninproduct,servicelevel

–  Priceposi=oning–  Efficiency,innova=on–  Pioneer–  A“hedgehog”concept–  Specializedknowledgeofadiscipline,industryortac=c.

Niche Marketing •  Nichemarke=ngreferstofindingasegmentofthegeneralmarketforaserviceorproductline.

•  Onethendevelopsasolu=onfortheneedsofthatsegmentandthenmarketstoittogetthewordout.

Niche Marketing •  Anindustry(healthcare,financial)•  Anac=vity,hobby,interest(golf,travel,poker,basketball,running)

•  Asegmentsuchassafety,salespromo=on,wellness,engagement,recrui=ng,execu=vegibs.

•  Aproductcategory(awards,apparel,wri=nginstruments,premiums/incen=ves)

•  Abuyergroup–admins,procurement,C-level,age,gender.

Types of Marketing

CauseMarke=ngorCause-RelatedMarke=ng

Types of Marketing

DatabaseMarke=ng

Types of Marketing

LoyaltyMarke=ng

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Types of Marketing

ShopperMarke=ng

Types of Marketing

Rela=onshipMarke=ng

Guerrilla Marketing

unconven=onalsystemofpromo=ons

thatreliesonimagina&onratherthanabig

marke=ngbudget.

Guerilla Marketing

•  TermwascoinedbyJayConradLevinsonin1984inabookbythat=tle.

•  Gearedforsmallermarketersbutadoptedbycrea=vegiantsaswell.

•  Unconven=onal,some=mesaggressive.

Guerrilla Marketing

ImpactBuzz

Viral Marketing •  spreadslikeavirus•  passedonfromconsumertoconsumerandmarkettomarket.(Examples:HotMailandYahoo).

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Viral Marketing

Peoplenaturallywanttosharethingsthatareinteres=ng,funny,helpfulormakethemlooksmart.

Word of Mouth

•  theactofcrea=ngprogramsspecificallydesignedtoini=ateandmaintainbroadpublicdiscussionofproduct,orissue.

Word of Mouth Marketing

•  Itisaplannedstrategy.• Makesthebrandpartoftheconversa=on.

• Peopleusuallydonotjust“happen”totalkaboutcompanies,nomakerhowloyaltheyare.

Word of Mouth

•  Mosttrusted

•  Impliedendorsement

•  Promo=onalproductsfacilitatewordofmouthconversa=onsandendorsements.

Advertising Defined •  ad·ver·=s·ing•  1:theac)onofcallingsomethingtothea2en)onofthepublicespeciallybypaidannouncements(MerriamWebster)

• Descrip)onorpresenta)onofaproduct,idea,ororganiza)on,inordertoinduceindividualstobuy,support,orapproveit.(InvestorWords)

Advertising

•  Frequency• Reach•  Targeted• CostPerThousandImpressions

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Forms of Advertising - TV •  :30,:60secondads•  Infomercials• Mass–SuperBowl

• Niche–FoodNetwork•  Fragmented• Upwardsof85channels• DVRs,OnDemand,PPV

Forms of Advertising - Radio •  :30and:60seconds•  Fragmented• Drivers,OfficeWorkers

•  SatelliteRadio• Affilia=onwith

•  genre,•  host,•  community

Forms of Advertising - Outdoor •  Loca=on,Loca=on,Loca=on•  Shortaken=on• Direc=onalforakrac=ons• Commuters,travelers,locals

Forms of Advertising - Magazine

•  Fourcolor•  Targeted• Cancommunicatedetails

•  Frequency• Passalong

Forms of Advertising - Newspaper

•  TimeFocus–greatforsales• Geographictarget• OlderAudience•  Shortadlife

Forms of Advertising - Internet • BannerAds• PayPerClick• Contextual• Affiliate•  Email• Behavioral• Websites• Videos

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Forms of Advertising - Mobile •  Loca=onbased•  Youngeraudience•  TheUSAisabout10yrsbehindJapanand5yrsbehindEurope

• Opt-inonly• Verypersonal

Forms of Advertising – Direct Mail

• HighlyTargeted• Reachesaudienceathomeoroffice

• Poten=alforcrea=vity• Cancommunicatelotsofinforma=on

• Measureable

Targetability!

• DirectMail:•  Theonlymediumthatmatchespromo=onalproductsintermsoftargetability.

Magic Word! • Directmail…• Allowsforhighimpact,measurableandtest-ablecopy.

• Canintroducemul=plesenses,mul=pleemo=onaltriggers.

Direct Marketing Association

•  “Lumpy”Mailhasamuchhigheropenandresponseratevs.flatmail.

• Directmarke=ngisavaluablestrategicuseanddistribu=onvehicleforpromo=onalproducts

Promo=onalProduct+DirectMail=SALESPOWER

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Direct Mail and Promotional Products

•  Theinclusionofapromo=onalproducttoamailpromo=onincreasedtheresponserateby50%

Theuseofpromo=onalproductsasanincen=vetorespondgeneratedfour&mesasmanyresponsesasasaleslekeralone

Theuseofapromo=onalproductasanincen=vetorespondreducedthecostperresponsebytwo-thirds.

Co-op Advertising

Co-op Advertising

•  Tosellatthelocallevel:•  Gettheretailertoaskforpermissionfromthemanufacturer.

•  Findouthowmanyretailco-opdollarsareavailable(usually=edtoretailerproductpurchaselevels).

•  Findoutimprint,logoandperformancerulesthatthemanufacturerrequires.

•  Makesurethebenefitstothesponsorareclearlystated.

•  Makesureyourclientunderstandsthefinancialliabilitytoyou.

Brand: Defined by Seth Godin Abrandisthesetofexpecta)ons,memories,storiesandrela)onshipsthat,takentogether,accountforaconsumer’sdecisiontochooseoneproductorserviceoveranother.

Iftheconsumer(whetherit’sabusiness,abuyer,avoteroradonor)doesn’tpayapremium,makeaselec)onorspreadtheword,thennobrandvalueexistsforthatconsumer.

Abrand'svalueismerelythesumtotalofhowmuchextrapeoplewillpay,orhowoIentheychoose,theexpecta)ons,memories,storiesandrela)onshipsofonebrandoverthealterna)ves.

The Process of Branding

Components of a Brand Personality

picture

color

shape

name

language

icon

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Components of Brand Personality

sound

naviga=on

behavior

tradi=onservice

ritual

What is the difference between Marketing and Advertising?

•  Thebestwaytodis=nguishbetweenadver=singandmarke=ngistothinkofmarke&ngasapie,insidethatpieyouhaveslicesof

•  adver=sing,•  marketresearch,mediaplanning,•  publicrela=ons,productpricing,distribu=on,

•  customersupport,salesstrategy,andcommunityinvolvement.

What is the difference between Marketing and Sales? •  Sellingisoneac=vityoftheen=remarke=ngprocess.• Marke=ngac=vi=essupportsalesefforts.• Oben=mes,marke=ngac=vi=es(liketheproduc=onofmarke=ngmaterialsandcatchypackaging)mustoccurbeforeasalecanbemade.

Q: Why doesn’t marketing talk to sales? A: Nobody knows the answer to this question.

Define: Promotional Products Itemsusedtopromotea

product,serviceor

companyprogram,including•  adver=singspecial=es,•  premiums,incen=ves,•  businessgibs,•  awards,prizes,•  commemora=vesand•  otherimprintedordecorateditems.

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What is a Marketing Plan? •  Amarke=ngplanisawrikendocumentthatdetailsthenecessaryac=ons

•  toachieveoneormoremarke=ngobjec=ves.

•  Itcanbeforaproductorservice,abrand,oraproductline.

•  Marke=ngplanscoverbetweenoneandfiveyears.

•  Amarke=ngplanmaybepartofanoverallbusinessplan.

Components of the Marketing Plan

•  Situa=onAnalysis• Objec=ves•  TargetAudience• Budget• Crea=veStrategy• MediaStrategy•  Evalua=onProcess

Situation Analysis includes: •  SalesHistory• Compe==on• CurrentEconomicState

• Marke=ngChannels• MarketPercep=on•  SWOTanalysis

Objectives •  SMART• Who,what,whereandhowmuchdowewanttosell?

• Communica=onsobjec=vesaroundideas,feelings,images,brandconsistency.

Target Audience

•  Demographics

•  Psychographics•  Geographics•  Productusagepakerns•  Lifestyle

Budgets • Amarke=ngplanmusthaveabudget.

• BudgetsneedtohaveROI.•  Toexecuteaclient’splan,youneedtoknowthebudget.

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Creative Strategy •  Themessage,image,feeling,ac=ons

•  Promo=onalproductsthatreinforcethestrategy.

•  Crea=vedistribu=onandpackaging•  Crea=veCopy•  Involveallofthesenses•  Thinkofallbrandcomponents

•  Considertes=ng.

Media Strategy •  Agreeondistribu=onplan.•  Makesureallinvolvedknowtheplanandtheobjec=ve.

•  Makesureeverythingisscheduledandachievable.

•  Targets,=ming,distribu=on

•  Considerpartnerships,causes,social,viralintegra=on.

Evaluation •  Jus=fyyourworthtoyourclientanddifferen=ateyourselffromyourcompe=tors.

•  Measureagainstpresetobjec=ves.

•  Alwaysfollow-upwithyourclientabertheirorderswerereceived.

How to Market Yourself to End Buyers

• MakeaPlan(s),abusinessplan,amarke=ngplan.• DefineyourVisionandYourMission.• Chooseyourniche.•  Learntosay“NO”• CreateValue.

Your Marketing Plan

• Remember80/20• Replicateyourbest•  Fireyourworst• Playtoyourstrengths• Relentlesslypursueopportunity• MoveToward,notaway.

Your Marketing Objectives

•  Howmuchvolumedoyouwant?

•  Howdoesthisbreakdownpermonth?

•  Howprofitabledoyouwanttobe?• Whatdoyouwanttobeknownfor?

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•  Whowillyoucallontoincreasethetypeofclientthatmakesupthegoodendofthe80/20rule?

Your Target Market Your Marketing Budget •  Howmuchareyougoingtobudgettomarketyourcompanyforcon=nuedgrowth?

•  Howandwherewillyoubespendingit?

Your Creative Strategy

•  Howwillyoudis=nguishyourcompanyfromyourcompe=tors?

• Whatbenefitswillyoupromote?

Your Media Strategy •  Howwillyouhityourtargetmarket?

•  Smallfish/bigpond?

•  Bigfish/smallpond?

•  Tradeshows•  SocialMedia

•  DirectMail

•  Promo=onalProducts

Your Marketing Evaluation

Whatwillsuccesslooklike?

Howwillyouknowwhatworks

and

whatdoesn’twork?

Your Own Marketing Planning, Creativity, Execution and Effectiveness is the Ultimate Self-Promotion to show clients and prospects exactly what you can do for them!

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ADV/MKTG PART 2 • Part2•  TradeShowMarke=ng•  Thethreelevelsofselling•  IntegratedMarke=ngCommunica=ons• Promo=onalProductsStrengths• DefiningYourAdvantage

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

PaulA.KiewietMAS+CIPCPC

269-806-4489

paul@brandkiwi.com

www.create2bgreat.com

Follow,friendorlinkuponTwiker,FacebookandLinkedIn@paulkiewiet

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