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Marketing Tools

Marketing Tools. Presented by Judy Diethelm. KNOW your AUDIENCE. WHO is your audience ? WHERE is your audience ? Watching sports, entertainment venues, online WHAT are your audience’s interests ? Music, sports, games, movies, internet. IDENTIFY. WHAT works ? WHAT doesn’t ?

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Marketing Tools

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  1. Marketing Tools Presented by Judy Diethelm 3/14/07

  2. KNOW your AUDIENCE • WHO is your audience? • WHERE is your audience? • Watching sports, entertainment venues, online • WHAT are your audience’s interests? • Music, sports, games, movies, internet 3/14/07

  3. IDENTIFY • WHAT works? • WHAT doesn’t? • trying to reach them where they aren’t • WHAT isnext? • New media, multi touch point campaigns • Unique collaborations • Year-round marketing approach to influence change and sustain your gains 3/14/07

  4. RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS! • Build relationships where you want to be • Collaborative partners • Identify those working on similar issues • Create wish list of collaborative partners • Think BIG picture • Know your strengths and weaknesses • Engage complimentary partners • Initiate relationship building process early • Respect the corporate decision making process 3/14/07

  5. IDENTIFY COLLABORATIVE PARTNERS • Engage partners that will assist you to extend your core message • Identify existing on-going campaigns • Merge resources and inventory • Share media plans and cross reference contacts and resources 3/14/07

  6. BE A VALUABLE BUSINESS PARTNER • OFFER benefits, everything can not be a favor • CREATE mutually beneficial opportunities • ASK what your collaborative partners might find beneficial • IDENTIFY the desired outcome collectively 3/14/07

  7. PAID MEDIA • Create a strategic media buy • Why there? • Why then? • Synergy • Create outreach that supports/extends message • Involve your media partners • Align your buy with your outreach • Partner with companies, organizations and associations for a larger media buy 3/14/07

  8. EARNED MEDIA • Engage Media Partners • Provide media all the information they may need • Use single sheet format • Information sheets • Quote sheets • Identify unique hook • Identify new and unique angles • Offer exclusive, unique elements 3/14/07

  9. COMMUNICATE INTENTIONS • Include all stakeholders, collaborative partners and supporters • Talkwith Producers, Writers, Publicists, etc. Identify the media outlets initiatives and plans • Offer to be a resource for follow up and additional stories 3/14/07

  10. LEAD WITH THE CAUSE • Introduce and focus on the overall cause first, then share initiatives • Incorporate a cause marketing partner when possible 3/14/07

  11. Example: COLLABORATIVE PARTNERSHIPS Michigan Office of Highway Safety Planning embraces the ‘Responsibility Has Its Rewards' national campaignwith ‘Fans Don’t Let Fans Drive Drunk’ message at Michigan International Speedway for the NASCAR NEXTEL Cup Series, GFS Marketplace 400 • Michigan Office of Highway Safety Planning (MI OHSP) is proud to join forces with The National Highway Traffic Safety Administration ( NHTSA), NASCAR, RADD, The Entertainment Industry’s Voice For Road Safety and Techniques for Effective Alcohol Management Coalition (TEAM) on the Responsibility Has Its Rewards (RHIR) national campaign. RHIR Program national partners include the beer Industry: Anheuser-Busch, Miller Brewing Company, Coors Brewing Company and concessionaires: Aramark Corporation, Delaware North Companies– Sportservice. 3/14/07

  12. Collaborative Partnerships 3/14/07

  13. FOLLOW UP • Create follow-up communication • Identify opportunities to partner with the media outlet for on-going dissemination of information to the public • Continue to create and foster relationships • Follow-up, Follow-up, Follow-up 3/14/07

  14. CONTINUE to LISTEN • Pay attention to how media is covering other safety issues • Be aware of current news stories 3/14/07

  15. PROVIDE SOLUTIONS, TOOLS • Offer pro-active solutions to address the statistics and concerns • Introduce new innovations, solutions • Invite media to participate, not just cover 3/14/07

  16. UTILIZE CELEBRITY SUPPORTERS / MESSENGERS APPROPRIATELY • Shine a media spotlight • Garner consumer attention • Educate media on role of celebrities • Identify experts to discuss statistics and/or initiatives 3/14/07

  17. Most Important Marketing Tool • The RELATIONSHIPS you make are your most useful Marketing Tool • COLLABORATE to extend your core message(s) 3/14/07

  18. RESOURCES • www.MI.gov/msp • www.vbco.org/government339182.asp • www.TrafficSafetyMarketing.gov 3/14/07

  19. Judy Diethelm judy@blumoon.com www.blumoon.com 3/14/07

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