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Getting Your Message Out There STRATEGIC MARKETING

Getting Your Message Out There STRATEGIC MARKETING . The high cost of advertising . 30 seconds = $30 million . “Failure to plan is planning to fail.” . Advertising costs money So before you spend you need a plan. Advertising and Marketing is a Science . So… What is Advertising? .

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Getting Your Message Out There STRATEGIC MARKETING

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  1. Getting Your Message Out There STRATEGIC MARKETING

  2. The high cost of advertising 30 seconds = $30 million

  3. “Failure to plan is planning to fail.” • Advertising costs money • So before you spend you need a plan

  4. Advertising and Marketing is a Science

  5. So… What is Advertising? • Advertising is a PAID, mass mediated attempt to persuade. If it’s not paid for, it’s not advertising. • The advantage of advertising over earned media is that the timing and content of the advertising message can be carefully controlled and target audiences can be reached more precisely.

  6. Billions Dollars are Spent on Advertising $2.5 BILLION $95 BILLION $2.5 MILLION

  7. Traditional Paid Media

  8. Non Traditional Paid Media

  9. Emerging/Social Media

  10. Media Planning & Placement • Before we start paying for media time and space we need to know: • WHO? • WHAT? • WHERE? • WHEN? • HOW MUCH?

  11. WHO? • WHO is the advertising being directed to? • We need to know more that just the demographics • Lifestyle • Behavior • Attitudes • Perceptions • Wants • Needs

  12. Hitting the Target • We aim at the center, knowing that we will still reach many outside of our center target.

  13. Hitting the Target… • The more specific and detailed your target audience is, the more efficient your communications plan will be. • Plans with a very detailed target audience often require fewer dollars than those with a very broad target.

  14. WHAT? • WHAT is the ultimate marketing objective of the campaign? Does it support the program initiative? • Public Awareness • Behavior Modification WHAT is the single compelling idea you want to get across?

  15. HOW MUCH? WHERE? WHEN? • How much money do you have to spend? • Your budget will drive your campaign • What type of advertising • Where • When you run; how often

  16. Getting it Right

  17. A case studyYou Drink.You Drive. You Lose. • The Goal: • Reduce the number of DWI fatalities, crashes and injuries in NM by 20% • WHO are we talking to: • High risk males 25-34 or 25-45 • WHAT are we saying? You Drink. You Drive. You Lose.

  18. A case study continued… • How much $$$ $1.8 million • Statewide TV, radio, outdoor, other non-traditional media, pr, earned media, news conferences, Op-Eds, editorial boards, TV and radio shows, Town Halls, grass roots

  19. A case study continued… • Continual reinforcement helps create positive behavioral change • The number of DWI fatalities dropped from 221 (2002) to 137 (2010)

  20. Marketing 101 • Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for clients partners and society at large.

  21. What Marketing is: • Advertising • Market Research • Media Planning/Placement • Public Relations • Product Pricing • Community Outreach, Education • Sponsorship

  22. Integrated Marketing Communication • This is a concept designed to make all aspects of marketing communication (advertising, sales, promotion, public relations, direct marketing) work together as a unified force, rather that permitting each to work in isolation

  23. Communications Mix as Part of the Bigger Picture • A good integrated marketing communications program includes a clear and coordinated set of core messages that carry a cohesive and integrated theme through all forms of communication.

  24. Communications Mix • Public Relations • Earned Media/Publicity • Sponsorship of Events • Collateral/Promotional Materials • Public Service Announcements (PSA’s) • Advertising

  25. Want Results? • Take a holistic, year-round approach to planning • Greater results are achieved through year-round communications

  26. One final thought… A YEAR-ROUND COMMUNICATIONS PLAN WITH A SERIES OF COORDINATED MESSAGES IN SUPPORT OF YOUR PROGRAM IS THE BEST WAY TO MAXIMIZE COMMUNICATION RESULTS, ACHIEVE LONG-TERM BEHAVIORAL CHANGE, CREATE PUBLIC AWARENESS AND CONSERVE OUR CRITICAL RESOURCES.

  27. QUESTIONS VERONICA VALENCIA MARKETING MANAGER ABQ RIDE O 724-3156 C 235-9382 vvalencia@cabq.gov

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