Marketing & Entrepreneurship

1. Marketing & Entrepreneurship 3. Media & press Arjan Terpstra

2. Media & press • What’s up?

3. Media & press • What’s up? • PR/communication

4. Media & press • What’s up? • PR/communication • How do you talk topress?

5. Media & press • What’s up? • PR/communication • How do you talk topress? • The power of the ‘why’/story anglesforjournalists

6. Media & press • What’s up? • PR/communication • How do you talk topress? • The power of the ‘why’/story anglesforjournalists • Useful websites andhowthey are written

7. 1. PR/communication

8. 1. PR/communication • Marketing vs PR/communication?

9. 1. PR/communication Message marketing consumers PR/communication Media, politics (lobbying), peers, partner companies

10. 1. PR/communication Message marketing consumers PR/communication Media, politics (lobbying), peers, partner companies consumers

11. 1. PR/communication • PR/communication: whatshouldyou do? • (six easy steps)

12. 1. PR/communication • 1. Defineyourmessage

13. 1. PR/communication • 1. Defineyourmessage

14. 1. PR/communication • 2. Defineyour target group(s)

15. 1. PR/communication 3. Screen and select relevant media & ‘influencers’ foryour product. . (andremember the ‘entitymaps’ Karen did last year) (what is theiraudience? What type of advertisement is there? How do peoplewrite/film? What topics are popular?)

16. 1. PR/communication • 4. Identify ‘touchpoints’ where media audienceandyouraudience overlap.

17. 1. PR/communication • 5. Defineyour PR strategyfor the selected media.

18. 1. PR/communication • 6. Write a communicationroster, defineassetsand plan ahead.

19. 1. PR/communication • 7. Boldy go whereeveryone has gonebefore

20. 1. PR/communication • 1.Define yourmessage • 2. Defineyourtarget group(s). • 3. Screen and select relevant media & ‘influencers’ foryour product. • 4. Identify ‘touchpoints’ where media audienceandyouraudience overlap. • 4. Defineyour PR strategyfor the selected media. • 5. Write a communicationroster, defineassetsand plan ahead. • 6. Boldy go whereeveryone has gonebefore

21. 1. PR/communication • Contact press, key influencers, communities • Win strategic advice OWNED, EARNED and PAID media • Plan EARNED en PAID media, implement & evaluate • Distribute press releases & assets (trailers?) • Prepare press kits & merchandise • Book event locations • Plan press trips • Launch (P)review copies • Set up contests • Identify need for media tours • Arrange interviews • Plan and activate PR Stunts • Seek partnerships/ joint promotions with other brands/products • Identify and implement social media content strategy, monitor it and produce content agenda • Collect and analyse reviews, analysis, reporting • And more… • (Your agenda may look a littlelikethis...)

22. 2. How do you talk topress?

23. 2. How do you talk topress? • Somerules of thumb…

24. 2. How do you talk topress? • Talk a lot to a lot of people, but stick toyourmessage

25. 2. How do you talk topress? • Talk a lot to a lot of people, but stick toyourmessage • Journo’s are only human (andlikethingslikefriendly company, coffee)

26. 2. How do you talk topress? • Talk a lot to a lot of people, but stick toyourmessage • Journo’s are only human (andlikethingslikefriendly company, coffee) • Follow up on conversations & promises

27. 2. How do you talk topress? • Talk a lot to a lot of people, but stick toyourmessage • Journo’s are only human (andlikethingslikefriendly company, coffee) • Follow up on conversations & promises • Comeprepared!

28. Remember WHY you talk topress! Target audience Products/product message Image of company New business opportunities Societalposition Gain new followers? Community building More likes… Oh, and product message

29. 3. The power of the ‘why’/story anglesforjournalists • (or: what is mymessagetojournalists?)

30. 3. The power of the ‘why’/story anglesforjournalists • The ‘golden circle’ theory (Simon Sinek)

31. 3. The power of the ‘why’/story anglesforjournalists

32. 3. The power of the ‘why’/story anglesforjournalists • Why does your game exist? Whydidyou make it? Whyshould I buyit? • -> Message = exceptional, personal

33. 3. The power of the ‘why’/story anglesforjournalists • Why is your game exceptional/original/different? • (originalitygoes a long way for a journalist)

34. 3. The power of the ‘why’/story anglesforjournalists • Whatifmy game isn’toriginal?

35. 3. The power of the ‘why’/story anglesforjournalists • Whatifmy game isn’toriginal? • -> Findan ‘angle of reproach’.

36. 3. The power of the ‘why’/story anglesforjournalists

37. 5. Useful websites andhowthey are written

38. 5. Useful websites andhowthey are written • Open your computers!

39. 5. Useful websites andhowthey are written • Check: Kotaku.com • What’stheir deal? Who’stheir target audience?

40. 5. Useful websites andhowthey are written • Check: http://www.gamesindustry.biz • What’stheir deal? Who’stheir target audience?

41. 5. Useful websites andhowthey are written • Check: http://www.nytimes.com • (andfindtheir ‘video games’ section) • What’stheir deal? Who’stheir target audience?

42. 5. Useful websites andhowthey are written • Check: http://www.female-gamers.nl • What’stheir deal? Who’stheir target audience?

43. 5. Useful websites andhowthey are written • Check: http://www.gamesbrief.com • What’stheir deal? Who’stheir target audience?

44. 5. Useful websites andhowthey are written • Check: http://www.critical-distance.com • What’stheir deal? Who’stheir target audience?

45. 5. Useful websites andhowthey are written • Check: http://www.gamepolitics.com • What’stheir deal? Who’stheir target audience?