TELLING YOUR STORY When it comes to a Marketing Strategy you already have what you need. Your Story Make sure you tell it! Powerful Meaningful Sincere

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2 TELLING YOUR STORY When it comes to a Marketing Strategy you already have what you need. Your Story Make sure you tell it! Powerful Meaningful Sincere

3 ANSWER THE PUBLIC What does your audience want to know about you?

4 ANSWERTHEPUBLIC.COM

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6 ANSWERS IDEAS LINKS RESOURCES

7 DEVELOP A CAMPAIGN MENTALITY Campaign Type Objectives Managers Who is your Team? Target Audience Campaign Strategy The Winning Offer! Produce & Execute the Plan Track your Results

8 Determine Campaign Type & Objectives Campaign Plan Managers and Team Identify Target Audience Build Campaign Strategy Create a Winning Offer Produce & Execute Campaign What are you trying to achieve? Set up your Team Who is the Target? Campaign Sequence Offers Key Elements Generate brand awareness Get responses and/or leads Get consultations/ quotes etc. Obtain referrals/wom Sell to new customers Service customers Sell more to existing customers Who will be the strategist Who will be the project manager? Outside Staff Direct marketing copywriter Direct marketing designer Media planner/buyer Current customers Former customers Current prospects Referrals, channel partner Responses databases Targeted media/compiled databases Other media One step Multi step Channels Offline Online Media Options: Database Pay per click Print, TV, radio Budget & Resources Who/what are you trying to track Campaign budgets & costs Lead Generation Offers Free gift Free trial Free report Free DVD Other Sales Offers Special price/discount Buy one/get one free Added value bonuses/gift with purchase Special payment options Other A big idea High-value FABs (features, advantages and benefits) Strong creative platform Structured sales message Full campaign sequence Campaign management and operational support

9 Over 1.8 billion use Facebook and over 500 million use Instagram every month Cost effective Powerful Targeted Trackable Reach a diverse audience

10 SOCIAL MEDIA DO THIS! Be consistent and engaging Check your results Include photo's Include logo One sales post to every three general posts

11 SOCIAL MEDIA DON T DO THIS! Ignore bad reviews/comments Be political Don t be critical of competitors Don't set it and forget it Set up a policy!

12 Passwords Employee's Use Are you prepared for responses? Who is in charge of monitoring content? Social Media Policy Included in handout

13 MARKETING Your customers spend a great deal of time in their . Reach them where they are! DO THIS! Build your contact list/gather s Share engaging relevant information Include photos or videos Keep it short

14 MARKETING DON T DO THIS! Lead with boring subject lines Send too many s Add s without permission Forget to check stats Forget this is your DATA BASE Be impatient

15 NEWSLETTER EXAMPLE

16 Price Based on List Size Contacts - $45/month 501 2,500 Contacts - $70/month 2,501 5,000 Contacts - $95/month 5,001 10,000 Contacts - $125/month 10,001 15,000 Contacts - $195/month 15,001 25,000 Contacts - $225/month 25,001 30,000 Contacts - $295/month 30,001 35,000 Contacts - $315/month 35,001 50,000 Contacts - $335/month 50,000+ Contacts Contact for pricing

17 FUN SIMPLE GUERILLA MARKETING WITTY MEMORABLE LOW COST UNCONVENTIONAL

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20 COLLABORATIVE MARKETING Set a Goal Choose a Theme Identify Co-Marketers; Mutually Beneficial Host a Meeting Write an Agreement A Successful Alliance; All Details are Transparent

21 PUBLIC RELATIONS Public Relations is Earned Coverage Advertising is paid Press Release: Written communication that is newsworthy and not sales driven Announcement: Brief piece of news; new hire/award Media Alert: Who? What? Where? When? Why? Typically referring to an event or photo opportunity for press Statement: Written piece in response to a breaking news issue (crisis) Keep in mind you don't own that coverage, you earn it

22 The Process Identify Message Write the Release, Media Alert, Announcement Identify Media Outlets and Writers Write an Pitch Send Outreach PUBLIC RELATIONS Coordinate Coverage Follow up and Document Coverage

23 PUBLIC RELATIONS DO THIS! Research writers Make pitches brief Check editorial calendars Follow up via on same thread Share your earned coverage

24 PUBLIC RELATIONS DON T DO THIS! Make the pitch and release too salesy! Don't be demanding of writers or editors Don't pitch over the phone or voic Never call an editor or writer when they are at deadline Respect editorial process

25 DIGITAL MARKETING Let s face it, we are the first generation in mankind s history to be tracked where ever we go

26 Display Advertising Products Retargeting Audience Targeted Networks (200+) Contextual/Keyword Behavioral Targeting Video Advertising Products Pre-Roll OTT (Over-the-Top) Outstream Video (new scale) Native Video Geo-Fencing Locating Targeting & Retargeting Locating History Targeting Device Matching Google AdWords- CPC& Geo Targeting YouTube Video- CPC, CPM- :15 & :30 Display- Topics, Interest, Keywords & Placements Retargeting- Mobile, Desktop, and Tablets Social Advertising Facebook Instagram LinkedIn Mobile Only Retargeting- Site & Device Level Look-a-like targeting

27 Susan Krol Krol Media Debbie Crum Butler County Tourism and Convention Bureau

28 THANK YOU! Vicki Hinterberger, Butler Radio Network Andy Schultheis, Media Post, Inc. Lynne Arrington, SpeedPro Imaging Peter Hawk, ASAP Promotions Keith Graham, Butler Eagle Paula Slomer, Butler County Tourism and Convention Bureau

29 FOLLOW UP SURVEY 01 What was your favorite takeaway? 02 As we plan our educational series, what other topics would be of interest to you?