Advertising and Promotion Basics for Co-ops

1. Advertising and PromotionNovember 15, 2008Presented by Christine Landryfor the Canada/Manitoba Business Service Centre CWCF AGM/Conference 2008: Co-ops that Work!

2. Overview Advertising • Before you advertise • Advertising Basics • Low-cost/No cost opportunities Public Relations • What is your “message”/unique selling proposition • Getting your story to the press • Other Options • The Interview and Media Relations • Help is out there

3. Before you advertise • Evaluate your situation • Where are you at in business development • What have you or others tried • What do you want to achieve • Who are you currently selling to and when • Is your Brand consistent • Do you have a logo • Is your logo on everything (signage, product, etc) • Do you have supplementary materials (brochures, coupons business cards, letterhead, etc.) • Do you have the tools you need • Product • Packaging • Trained staff

4. Before you advertise • Who are you targeting • Based on product • Based on demographics • Based on geography • Based on distribution/industry • What are your expectations • Increased sales • Public awareness • Profile for issue • What can you afford • Evaluate what you’ve spent or can spend based on budget • Set priorities • Track costs and results

5. Advertising Basics • Media Inventory • Print (traditional, community newsletters, university papers) • Radio (traditional, public service, ethnic-based, university) • Television (traditional, local access) • Electronic (websites) • On-site advertising • Tradeshows • Fairs • Farmers markets • Community events

6. Low Cost/No Cost • Websites/e-newsletters • Social media (Facebook) • Sponsorships • Special events • Share cost with complementary businesses

7. Low Cost/No Cost • Newsletters (yours or others) • Lessons or Seminars • Other value-added (e.g. offer recipes, print fact sheets or tip sheets about products) • Join professional associations • Social networking groups

8. About the Media Newspapers • Dailies have afternoon/early evening deadlines • Community papers or Weeklies have a weekly deadline Radio • Deadlines are usually ongoing. They may call for sound bites at any time • Shows may schedule interview Television • Also have late afternoon deadlines

9. Interesting or Not? What makes a story “newsworthy? • A “first” • A unique product, event, project • Impacts community or region • Represents a significant change • Has human interest appeal

10. Types of Stories Hard - News • Length: approx 150-300 words or 8-10 graphs • Content: Just the Facts Suitable Topics : Release of Report, New Board Member/Staff, Award Recipient, Emergencies/Crisis Soft – Features • Length: 1,000 words and up • Content: Human Interest, profiles, series, issues Sidebars • Boxed • Used to list facts, related material

11. Getting your Story to the Press • Design your Message • Be objective • Keep it simple • Pick the most important aspect of the story and build from there • Simplify jargon and stats • Consider spokesperson(s) or interview subjects • Consider your media interests

12. Getting your Story to the Press The Press Release The most common way to reach the media • The Headline and Subhead • The place/date line • The lead • The quote • The body • The finish • --30--

13. Getting your Story to the Press The Public Service Announcement (PSA) • Good for all media • Useful for: • Events • Training • Seminars

14. Getting your Story to the Press Additional Things to Consider The Media Event • Good for announcements, grand openings, etc., Photo Ops • Invite media • Consider offering to supply photo • Try for active, creative shots Provide media kits that include programs, itineraries, press releases, brochures, backgrounders, etc.

15. Getting your Story to the Press Other Options • Opinion/Editorial Piece • Provides greater context • Allow for analysis • Reflect expertise • Letter to Editor • Can refute stated opinions or facts • Bring attention to issues • Stand-ups • Good for visual appeal • Can replace a story

16. The Interview and Media Relations The Interview • Answer the phone, e-mail…RESPOND to request • It’s OK to reschedule • Ask what their “angle” for story is or who they’ve spoken to • Brief yourself (point form notes) • Listen to their questions • Avoid yes or no answers • Take opportunity to expand on subject

17. The Interview and Media Relations The Interview • Be positive • Be anecdotal • Don’t say “No Comment” • If you don’t know, say so, and offer to supply answer later • Offer to supply supplementary info • Ask if they have any questions and offer to be available for follow-up • Offer additional interview subjects

18. There is Help • Federal Government www.canadabusiness.ca • Online and in-person assistance • Access to resources • Information on Grants, Loans, Specialized Programs, Training • Provincial Government • Targeted Business Development and Co-op Development departments • Access to training, financial assistance, training • Industry Associations • Sector specific, networking opportunities, learning/social events, certifications

19. In Manitoba… • Hours: 8:00 a.m. to 5:00 p.m. Monday to Friday • Phone: 204-984-2272 or 1-800-665-2019 • Toll Free Hearing Impaired only TTY: 1-800-457-8466 (toll free in Canada) • Fax: 204-983-3852 • Main Office: 250 - 240 Graham Avenue, Winnipeg, Manitoba • Internet: http://www.canadabusiness.ca/manitoba

20. Questions?