lecture 5 reaching target audience
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TRANSCRIPT
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Marketing Public Relations and Audience Lecture 5
Communications with Target Audience
Developed and Presented by
Roy Ying, Msc., BSG, B.Comm., MHKIoD
Note: Pictures used in this power point file
is for academic Purpose only
Post Graduate Diploma in PR & Exhibitions Management
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Table of Contents
• Identification of target audience
• Selection of channels using 4Ps
• Shaping the correct message and medium
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Customer’s Needs
• Common tools in identifying customers needs
• This is usually called “customer engagement campaign”– CRM
– Shopper’s club
– Customer survey
– Focus group
– Social media (brand mention crawling)
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CRM
• CRM manages your organization’s relationship with clients which can provide insights in formulating MPR strategies.
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Shopper’s Club
• Shopper’s club is an active way to engage customers in rewarding their loyalty and influencing their buying behaviour
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Customer Surveys
• Customer survey is an effective way to identify customer preference and behavior pattern.
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Focus Group
• Focus group can be used to collect in-depth knowledge on customer’s perception and sentiments over a brand, a product or service.
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Social media
• There is a wealth of self-generated customer information on social media platform on your brand.
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Communicating the Marketing Mix
• Before deciding what to do, MPR managers must identify who your target audience is.
Advertising
Direct mail
E-Mail Marketing/Web
PR
Events/TradeShows
Target Consumer
PR
Events/Trade ShowsE-Mail Marketing/Web
Direct Mail/Coupons
Advertising
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Identification of Target Customer
• Market –The set of all actual and potential buyers of a product or service.
• Target Market –A set of buyers sharing common needs or characteristics that the company decides to serve.
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Example
• What’s the market for these products?
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Characteristics to analyze
Demographic Analysis
• Age
• Gender
• Geographic location
• Annual Income
• Marriage Status
• Education level
Psychographic Analysis
• What do they VALUE
• Price
• Entertainment
• Convenience
• Safety
• Travel distance
• Activities
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Example
• Describe the kind of buyers for the following cars……
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Key Questions
• Who are the producers of this product targeting?
• What do you think makes this appealing to the target market?
• Where would target market go to purchase this product?
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Example
• Why would anyone buy these cigarettes?
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Why PR?
• Editorial content is precious because it can shape readers’ perception.
• The kind of research people normally do before making a purchase decision:– Online (google or relevant industry portals)
– Word of mouth
– Media
• People want “personal experience/insight.”Media reviews are the next best thing.
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Let’s look a quick example…• If you are traveling to Las Vegas, and
would like a nice pizza meal, would the following restaurant be of interest to you?"Best Pizza in Las Vegas"Zagats Review, 2006
"Best Pizza in Las Vegas"LV Weekly Magazine. Readers’ Poll, 2006
"Best Pizza in Las Vegas"By the subscribers of AOL.com
"Best Pizza in Las Vegas"Citysearch.com, 2004
"Best Pizza in Las Vegas"Las Vegas Weekly Magazine, 2004
"Best Pizza in Las Vegas"Zagats Review, 2004
"Best Pizza in Las Vegas"
CitySearch.com, 2003
"Best Pizza"Las Vegas Weekly Magazine, 2003
"Best Pizza"Las Vegas Weekly Magazine, 2002
"Best Pizza in Las Vegas"Las Vegas Review-Journal Poll, 2001
"The Best of the Valley"City Life, 2000
"A Shrine to Old-Fashioned Pizza"Zagat's Restaurant Review, 2000
"Voted Citysearch's Best Pizza"CitySearch.com, 2000
"A Story of Family Pride, Tradition and
Great Pizza"
Muriel Stevens, Las Vegas Sun
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Would you walk into this shop?
• If you had not seen all these “Best Pizza”reviews and awards?
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Table of Contents
• Identification of target audience
• Selection of channels using 4Ps
• Shaping the correct message and medium
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Selection of Channels (Tools)
• Using PR tools to manage customer perception and behavior to deliver “marketing mix” objectives.
• The 4 P model can help you make a decision.
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Product
• The extent to which the company’s product or service can satisfy customer needs, compared with those of competitors.
• Tools:– Advertisement
– Sponsorship
– Exhibition
– Awards competition
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Price
• Communicating “price” to customers is to motivate them to make purchase decisions and to retain them as customers.
• Tools:
– Packaging
– Coupons
– Price concessions
– Price bundling
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Place (distribution)
• The distribution channel can convey a specific message about the organization to the customers.
• Tools:– Shelve space premium
– Exclusive distribution
– Agreement with licensed agents
– Own retail outlets
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Promotion
• Communication in promotion is to inform and persuade the target customers to buy an organization’s products.
• Tools:– Advertising
– Sales promotion
– Direct marketing
– Personal selling
– E-commerce
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How to start?
• Identify the strengths of your products / services
• Characterize your target consumer
• Know your target media
• Think about your story and the brand experience you provide
• Develop a core message
• Deploy your MPR tools
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Case study – Mission Hills
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Mission Hills Golf Club
• Prides itself as the No. 1 Golf Club in the world
• Corporate Strategy
– To be the leading golf club in the world
– Create and maintain a world class golf &
family resort image
– The number one golf destination for
businessmen in this region
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Mission Hills Golf Club
• MPR Tool 1 – Host to Global Golf Events
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Mission Hills Golf Club
• MPR Tool 2 – Packaging
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Mission Hills Golf Club
• MPR Tool 3 – Premium Brand via 3rd Party Endorsement
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Mission Hills Golf Club
• MPR Tool 4 – Leverage on opinion leader in promoting service
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Mission Hills Golf Club
• MPR Tool 5 – Sponsorship of Miss ATV
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Mission Hills Golf Club
• MPR Tool 6 – Exhibition
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Mission Hills Golf Club
• MPR Tool 7 – Partnership
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Mission Hills Golf Club
• MPR Tool 8 – Endorsements
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Mission Hills Golf Club
• MPR Tool 9 – CSR
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Mission Hills Golf Club
• MPR Tool 10 – Associate with target audience
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Table of Contents
• Identification of target audience
• Selection of channels using 4Ps
• Shaping the correct message and medium
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Shaping Message via PR
• It’s an objective driven exercise based on a core message developed from your company’s Vision, Mission and Value (VMV).
• It is the core message that needs marketing.
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What’s VMV
• Vision – what your company is trying to achieve
• Mission – what your company is all about
• Value – what is important for your company
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Difference between Vision and
Mission Statements
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Example of VMV – Coca Cola
• Vision – People: A great place to work.
– Portfolio: Bring to the world a portfolio of quality beverage brands.
– Partners: Be a reasonable citizen that makes a difference.
– Profit: maximize long-term return to shareholders.
– Productivity: Be a highly effective, lean and fast-moving organization.
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Example of VMV – Coca Cola
• Mission
– To refresh the world
– To inspire moments of optimism and
happiness
– To create value and make a difference
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Example of VMV – Coca Cola
• Value– Leadership: The courage to shape a better
future
– Collaboration: Leverage collective genius
– Integrity: Be real
– Accountability: If it is to be, it’s up to me
– Passion: Committed in heart and mind
– Diversity: As inclusive as our brands
– Quality: What we do, we do well
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Core messages• They may evolve over time…like slogans
but all derived from the VMV
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Core Message - Channel
• Once a core message is developed, stick to it and follow it
• Remember also to “walk the talk”
• Actions are louder than words– Awards
– Advertising
– CSR
– Product Experience
– Crisis communications
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Example: Accenture
Our Core Values • Since its inception, Accenture has been
governed by its core values. They shape the culture and define the character of our company. They guide how we behave and make decisions.
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Awards
• Tie in with values
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Advertising
• Tie in with values
Client based Globalization themed
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CSR
• Based on values
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Produce Experience
• Also based on values
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Crisis Communications
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Tylenol Case Study
• A successful case study
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Tylenol Case Study
• What has Johnson & Johnson done right?
• Which rules did they follow?
• How PR was involved?
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Medium of Communications
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Print media
• Print media refers to publications that are distributed in a printed form on paper, such as newspapers, which must
be delivered to customers in physical form either through
hand delivery or physical purchase.
•
Class:
Can you give examples
of print media in HK?
Class:
Can you give examples
of print media in HK?
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Various Types of Print media
• Newspapers
• Magazines
• Newsletters
• Brochures
• Books
• Apart from these media, direct mail, flyers, handbills/leaflets, banner, billboard, press releases etc are all the various types of print media
Class:
Who are the target
audience for these
types of print media?
Class:
Who are the target
audience for these
types of print media?
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Electronic Media
• Media that use electronics energy for the end-user to access the content. This is in contrast to print media.
Class:
Under this
definition, what
examples of
electronic media
can you think of?
Class:
Under this
definition, what
examples of
electronic media
can you think of?
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Media that fits the definition
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Social Media