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1…2…3… Take Action Marketing

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  1. 1…2…3…Take Action Marketing

  2. Jane Secci, Ph.D., DirectorSuffolk University Cape Codjsecci@suffolk.edu

  3. 1…2…3…Take Action Marketing • Welcome • The Marketing Climate • Cape Cod Marketing Success Stories • Advertising – Print and Online • Public Relations Strategies • Building Media Relationships • Radio/TV as Marketing Media • 10 Take Action Marketing Steps • Q&A

  4. The Marketing Climate • 300 million people in the U.S. • Targeting segments is now the focus • Reduced emphasis on media and message • Selection of segments to exclusion of others • Tug of war between classic marketing and advertising using new media • Attempts to “bombard” consumers – 1000 ad viewings per day • Rise in product placement and viral marketing

  5. Marketing Mix • Conventional mix changing • For example, classic marketing in banking = 50% advertising, 25% public relations, 25% other media • Trend is to reduce print ads and increase online marketing • Still need for classic marketing to drive traffic to the Web

  6. Marketing by Business Phase • Start-up – period between start-up and growth typically requires the most marketing dollars • Growth – once growth stabilized, lower marketing expenditures will improve bottom line • Maturity – maintenance of brand requires flat level of expenditure; if stagnation, need to examine products and services since marketing alone unlikely to increase sales

  7. A Start-Up Organization

  8. Gary SheehanPresident and CEOgsheehan@capemedical.net

  9. Michael RobinsonAsst. Vice President, Salesrobinsonmi@rogersgray.com

  10. What is CCYP? • Mission, Vision, Purpose • The First Year • Marketing Issues • Administrative Issues • The Future

  11. On the Fast TrackNicole Bernard Dawes, Pres & COOJessica Pillsbury, Sales and Marketing Managerjessica@latejuly.com

  12. About Late July Organic Snacks While it’s popular now to make products with all natural ingredients, in the 25 years our family has been making snack foods, we’ve always used them and always will. And with our new company, Late July Organic Snacks, we’ve taken that dedication to a higher level by using organic ingredients. Also, we are independently owned, family operated and all our products are certified USDA organic. • The opportunity • The process • Today - three years later

  13. Building a Brand on a ShoestringPerception is Reality • Focus where we can achieve the most impact and where consumers make buying decisions - Store-level marketing (displays, sampling) - Trade shows - Trade advertising - Discounting to the trade

  14. Building a Brand on a ShoestringPerception is Reality • Eye-catching packaging • Public relations • Consumer sampling (schools, conferences) • Event sponsorship • Coupons • Online/Web marketing

  15. Why Buy Organic? • Organic foods are a healthy, wholesome, safe choice • Organic agriculture protects our natural resources • Organic agriculture supports family farms • Organic standards require humane animal treatment • Organic regulations prohibit the use of GMOs

  16. An Established BrandGary Simon, PrincipalHarry Gnong, Director of Operationscnahil@nahilcomm.com

  17. Gloria Boone, Ph.D.Professor & ConsultantSuffolk University Bostongboone@suffolk.edu

  18. Advertising and Online Advertising • Who are your heavy users? • Target market demographics: Age, income, education, household type • Psychographics: Attitudes, lifestyles, and values • Geographics: Where they live and work • Behavior: Buying and use

  19. Effective Advertising Message • Have one BIG idea • Tailor the message to the target market • Know if information-seeking or image-seeking • Be clear • Be concise • Test the message on your audience

  20. Media Selection • Which media does your target market use? • When and how often do they use these media? • Is your audience engaged? • How do you tailor messages to selected media? • What is the cost?

  21. Newspapers • Circulation down 2.5% (ABC,2006) • Average weekday readership: 54% of men and 49% of women (NAA,2005) • Age Readership Rate (NAA,2006) 18-24 38.4% 25-34 36.8% 35-54 51.7% 55+ 66.0%

  22. What is Cost Effective? • Ad Size Average Response Rate Full-page 76 responses Half-page 56 responses Quarter-page 52 responses • Cost of ¼ page is usually 10% of full page (Study of B2B Magazines)

  23. Online Advertising • $15.9 billion in 2006 to $32 billion in 2008 • Search engines 41% • Display-related ads 34% • Classifieds 17% • Referrals 6% • E-mail 2% (Interactive Advertising Bureau, 2006)

  24. Website Power

  25. Cost Models for Internet Ads • CPM (cost/1000) @ $8 Cape Cod Times Online, $ .50 for Town Online – Depends on type of audience • PCC (Pay Per Click) based on auctions at Yahoo, Google. Average PPC $ .50 – Depends on keyword price • CPA (Pay Per Action) $10 or more

  26. Sponsored Search

  27. Google AdWords

  28. Keyword Costs

  29. Evolution of Online Ads • Banner Ad • Contextual • Behavioral Targeting (BT) - Tacoda - 24/7 Real Media

  30. Ad Spending vs Time Used Ad Dollars (%) Time (%) • TV 37.0 32.4 • Radio 9.0 18.0 • Newspapers 30.0 7.6 • Magazines 13.0 5.6 • Digital 5.0 33.3

  31. More Media to Consider • Local TV – 30 sec @ $4K • Cable TV – 30 sec @ $3K to 8K • Direct Response – $15 to $40 per 1000

  32. Free Advertising • Craigslist • Facebook • Yahoo Groups • Free Websites • Google Base • Yahoo Local Online Listings

  33. Craigslist

  34. Google Base

  35. Facebook

  36. Yahoo Local Online Listings

  37. Low-cost Advertising • Dollar Savers • Anniversary Ads • Radio Ads • Zoned Editions • Google Ad Sense

  38. Video Online • Online video ad market will rise to $640 million in 2007 and $1.5 billion in 2009 (eMarketer, 2005) • Pointroll gives low CPM’s for online video: “A pre-roll streaming video ad unit averages about $25-$30. An embedded video ad unit is going for approximately $8-$25. Internet music radio sites with gateway video ads price at about $20.”

  39. Christopher NahilPrincipalcnahil@nahilcomm.com

  40. What is Public Relations? • Most used, least understood communications tool • Involves story-telling on a wide basis • Earned media versus paid media

  41. Why Do PR? • Third-party validation of your story • Conditions the buying environment • Provides some control over how your story is told • If you don’t tell your story, your competitor will

  42. What Makes a Good Story? • Story is build on messages = convergence of reality, aspirations, and competition - Who are you and what to you do? - Why do you do it better than others? - What’s your unique offer? - What are your biggest hurdles? - Who, exactly, is your audience/customer?

  43. What Makes a Good Story? The elements of good messages: • Compelling, credible, and consistent • Tight focus on benefits and results • Magnify strengths (credibly) • Diminish weaknesses (credibly) • Adjust to accommodate change

  44. The PR Starter Kit • Know your buying audience and media conduits • Build your positioning and messaging – “motherhood” boilerplate • Commit to consistency

  45. PR Investment • Q: How much is this going to cost? A: Sweat equity to lots of cash • Retainer versus project work • Internal team, external agency, or a combination?

  46. Now, Tell Your Story • Set measurable, realistic PR goals • Write a flexible plan • Get internal buy-in • Be consistent and patient • Adjust to the market • Use the right PR tools

  47. The PR Toolkit • News releases • Features • Speeches • Industry events • Bylined articles • PSAs, calendars • Internal communications

  48. The PR Toolkit • Individual pitches, exclusives • Interactive media • Financial communication • Government • Community

  49. Alicia Blaisdell-Bannon Managing Editor/Featuresablaisdell-bannon@capecodonline.com

  50. Angela J. KingNews DirectorAngelaJKing@comcast.net