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RTV 453 ‘Creative Marketing’

RTV 453 ‘Creative Marketing’. All cell phones and technology off and put away except as approved by signed form. Project. Who is your Target Audience (in standard age breaks)? How will you get them to find your work?

kathleen-slater
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RTV 453 ‘Creative Marketing’

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  1. RTV 453‘Creative Marketing’ All cell phones and technology off and put away except as approved by signed form

  2. Project • Who is your Target Audience (in standard age breaks)? • How will you get them to find your work? • What will you do week to week that keeps them coming back and continuing to think of you? • NOT people you know...

  3. Think about your project... • Do you want to: • Become an expert and thought leader in your field? • Get more and better clients? • Position yourself for advancement • Network with others in your field and increase your circle of influence? • Engage your marketplace and peers? • Sell more products and services? (make money)

  4. Internet Presence is... • Effective Web site (Wix, WordPress) • Social networking sites: LinkedIn / Facebook • E-books and whitepapers you've authored • Blogs -- search engines love them • Any press you receive from mainstream media (it's all essentially online) • Books reviews on Amazon and Barnes & Noble on books in your professional area • Advertising, for example media buys, Adwords Marketing, and other PPC • Email and email lists • Online video, on your Web site(s), via Web casts, and video sharing sites like YouTube • SEO ... And much more

  5. Ways to establish your brand • LinkedIn (search engines, speaker) • Facebook • Comments on targeted blogs • Find blogs, Technorati • Online book reviews • Mainstream media • Write and publish articles • Your web site, your blog • Create a lens (Squidoo)

  6. Squidoo • A lens is one person's view on a topic that matters to him / her.It's an easy-to-build, single web page that can point toblogs, favorite links, RSS feeds, Flickr photos, Googlemaps, your eBay auctions, CafePress designs, Amazonbooks or music, and oh so much more.

  7. And what else? • Create and distribute podcasts • Write ebooks • Viral video • Twitter • Google Alerts • What else? And what else is next?

  8. Dealing with Digital Dirt • What is it? • How do you control it? • Respond or not...

  9. Back to the Sales side... • Creative advertising • Types of radio and TV spots • Copy platform • Target audience and appeals • Positioning and Branding • Business examples: Kmart, fast food, chain restaurants, soft drinks, pain relievers, coffee shops ...

  10. Mindshare • Think of effective ads • Think of product categories • Hotels, restaurants, clothing stores, grocery stores, beers, soft drinks... • Think of business’ sales goals • Think of who their target audience is • Think of how you appeal to them

  11. How to be creative? • Collect information: Copy platform • Client • Objective • Target Audience • Sales Theme • Bonus Items • Positioning • Approach

  12. Target Audience • Age Breaks • Life Cycles • Rational and Emotional appeals • Persuasion • Motivation • Top of Mind, loyalty • Word of mouth

  13. Approach • TV: VO, chromakey, studio, EFP • Radio: voice, VO music, jingle, donut • Straight copy • Instututional / soft sell • Hard sell • Spokesperson • Sponsor speaks, testimonial, endorsement • Humorous

  14. Clichés and crapmasters • How can you be creative? • ‘Begin Again’ at Lufkin Memorial Hospital • Adspeak and clichés -- this week only, the best (--- ) in Texas, you don’t want to miss it, Hurry supplies are limited, don’t forget, stop in soon, conveniently located at (---), super savings ...

  15. Creative ‘formula’? • Gather Information • Visualize a satisfied customer • Evaluate what made them happy with the product • Stress those rational and/or emotional elements in the spot

  16. Spot structure ‘formula’ • Attention • SFX? Unique voice? Certain words? • Interest • Of the target audience • Desire • appeals • Action • How many times to mention client? • List a phone number or address?

  17. What do you want? • Attention, recall, action -- ‘sales’ • What insurance company has Flo, the Gecko? The pig singing ‘whee, whee’ • Who is associated with State Farm? Allstate? Nationwide? • Which of these make you want to get car insurance from them? • ### (writing)

  18. Cliché words and phrases How can we be creative in writing and producing advertising messages?

  19. Write a :30 radio spot using as many of these (next page) as you can, for Lulu’s, 803 Culver St, (903) 886-3888

  20. Use these clichés • Conveniently located at, now that spring is in the air, don’t forget, stop in soon, the next time you’re in the mood for, doesn’t it makes sense to, remember, while you’re there, check out, a select group of ___ is 25% off, you’ll save big, the friendly folks at, how about, friendly qualified personnel, serving you for over ___ years, huge selection, people who care about you, but wait there’s more, fantastic, unbelievable, the best ____ in town, don’t miss out, you’ll be amazed

  21. Read some Braums

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