1. The Role of Marketingin Public Relations Clayton Kraby

2. Public Relations seeks to build and maintain a positive reputation for a business, person, or organization - Me Marketing is the conversation you have with your customers that tells the story of how your offering will make a meaningful difference in their lives - Dr. Jeff Stamp

3. Buy Ads Gain Distribution Increase Profits Sell More Stuff The Old Marketing Methodis broken

4. x Buy Ads Gain Distribution Increase Profits Sell More Stuff The Old Marketing Method is broken

6. People see and hear between 1,000 and 3,000 advertising messages every day… 87,600,000 throughout their lives…

7. 76% of consumers don’t believe that companies tell the truth in advertisements 90%of consumers trust product recommendations from friends(Nielsen) 67%of consumers identify word of mouthas the #1 factor in influencing a purchase (Mckinsey/Thompson Lightstone)

8. Outbound Marketing is Interruption Marketing

19. SEAMBI

20. x Buy Ads Gain Distribution Increase Profits Sell More Stuff The Old Marketing Method is broken

21. Be Remarkable Tell it to those who care Get permission to tell them more They will tell others

23. Marketing 101 Marketing is everything you do to place your product or service in the hands of potential customers

24. The 4 P’s of Marketing

26. How you sell itAlso Includes: Packaging, product delivery methods, etc.

27. Product

29. NEVER compete only on priceAlso Includes: Adoption Costs – What does the customer ‘give up’ to go with your business?

30. Price

32. Online, store, restaurant, house…Also Includes: The presentation & customer service

34. Be friendly

35. Make it efficient

37. Promotion SALE!

38. Any Questions?

39. Branding Marketing + Public Relations

40. Branding What do we know about the following brands?

45. Brand > Logo Brand > Slogan Brand > Product

46. Brand = Reputation A Brand is collectively what people say, feel, and think about your product, service, or company

47. “Brands are built on what people are saying about you, not what you’re saying about yourself” - Guy Kowasaki

48. Why Does Branding Matter? We have too many choices and little time Our choices are extremely similar We buy from brands we know and trust

49. Buyers are influenced by image IMAGE is the public’s perception of the business as learned through advertising, word of mouth, interaction with the product/service, etc. Image, or reputation, is what often separates a brand and its competitors

50. vs

51. vs

52. Building a Strong Brand 1. Quality Your products must be reliable and exceed expectations 2. Differentiation You need to stand out from the competition 3. Consistency Consistent excellence breeds brand loyalty - These need to be present in everything you do -

53. “A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying” – Richard Branson

54. What lasting benefit will you provide your customers? What principles are you willing to lose money to uphold? Committing to core principles allows you to focus on the quality of the product first, marketing second Creating a Brand Promise

55. Campaigning VS Committing

56. CAMPAIGNING Changing your core brand message tofit what you think people want to hear. Focuses on short term gains People aren’t sure what to think of you. [This isn’t a brand]

57. COMMITTING Building on core principles that don’t change Marketing for long term company growth Creates brand loyalty

58. VISUAL IDENTITY

59. VISUAL IDENTITY Name, logo, packaging, fonts, website, etc. Presentation cannot be an afterthought Must be visually appealing, recognizable, and used consistently

60. VISUAL IDENTITY “People attribute personality to products based on their appearance and how they interact” – Reeves and Nass

61. VISUAL IDENTITY 1

62. VISUAL IDENTITY 11

63. VISUAL IDENTITY 911

64. VISUAL IDENTITY 9/11

66. Be distinctive and match your branding If you can’t tell whose talking when the logo is covered, it is not distinctive enough

67. COMMUNICATING YOUR MESSAGE

68. COMMUNICATING YOUR MESSAGE The medium is NOT the message. The message is the message. If you know how to tell your message in a compelling, effective way, it doesn’t matter what the medium is

69. COMMUNICATING YOUR MESSAGE Know Your Business Who are you? What do you do? Why does it matter?

70. COMMUNICATING YOUR MESSAGE “Our ___________ is the only __________ that ___________.” If you don’t have compelling information to fill in the blanks, you need to focus your message

71. COMMUNICATING YOUR MESSAGE Clearly define your brand or someone else will do it for you [like your competition]

72. COMMUNICATING YOUR MESSAGE Know Your Customer Who are they? What do they care about? Why do they use your stuff?

73. Your customer is NOT “everybody” COMMUNICATING YOUR MESSAGE

74. Find Your Niche

75. MESSAGES THAT SELL

76. MESSAGES THAT SELL 75 ¢ $6.50

77. Tell a Story

78. (cat food is not for cats) Americans spend $41 billion a year on their pets. Double the amount spent 10 years ago & more than the GDP of all but 64 countries. - Business Week

83. CONSISTENCY

84. CONSISTENCY 1. You’re message needs to be consistent with your substance 2. The message needs to be consistent in content, tone, look, etc. for it to become memorable

85. CONSISTENCY Your brand must be consistent no matter how or where it is being presented You must present the same experience every single time for it to build your brand

86. “The reason the Beatles were successful was because they never did the same thing once”

87. BRANDING Core Principles Visual Identity Clear Communication Consistency

88. QUESTIONS?

89. The Role of Marketingin Public Relations Clayton Kraby THE END