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Fundamentals of marketing communications with emphasis on the press relations component using the introduction of a new product as an example.
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Building Brand Awareness and Promoting Products
Jonah McLeod: Former High Tech Editor, Current Marketing Communications Professional
The Process of CommunicationsEffective communications takes an unknown quantity
and makes it well knownExamples include the election of Barack Obama, the
launch of the original Apple Macintosh in 1984…Ideally, effective communications turns your message
into an information epidemicJK Wedding Entrance Dance on YouTube19,130,453 views in three weeks (Chris Brown’s “Forever.”)http://www.youtube.com/watch?v=4-94JhLEiN0
Ultimate success is assuring epidemic continues to infect
Malcolm Gladwell “Tipping Point” Gladwell describes the "three "agents of change" in the
tipping points of epidemics."The Law of the Few", or, as Gladwell states, 20 percent
of any population influence the remaining 80 percent.The Stickiness Factor, children's television programs such
as Sesame Street and Blue's Clues pioneered the concept.The Power of Context: iPod and iTunes in the context of
illegally downloaded MP3 files
The Law of the FewConnectors “link us up with the world ... a handful of
people with a truly extraordinary knack (... for) making friends and acquaintances”—Paul Revere, George Bush…
Mavens are “information specialists”, people who connect us with new information. “Information brokers, sharing and trading what they know”“Very active” Wikipedia contributors
Salesmen are “persuaders”, charismatic people with powerful negotiation skills: news anchor Peter Jennings
Tools of the TradeAdvertising
PrintTelevision/RadioBillboards, web ads, flyers
Product PlacementNew MediaLive EventsPress Relations
AdvertisingDavid Ogilvy on the print ad:
“I belong to the ... school, which holds that a good advertisement is one which sells the product without drawing attention to itself. It should rivet the reader’s attention on the product. Instead of saying, ‘What a clever advertisement,” the reader says, ‘I never knew that before. I must try this product.’”
Stan Freberg on the television ad—make it stickyhttp://www.youtube.com/watch?v=SE-NdrzfFOo
AdvertisingBillboards
Apple iPod adsIconic Burma Shave signs
Web adsBannersSkyscraperKeywords in web searches
FlyersDirect mail/e-mailHandouts
Product PlacementBMW in the James Bond filmsDisney’s “The Love Bug”
Apple laptop computer on “24”
New MediaSocial networking
“American Idol” product placement (Coca Cola)“American Idol” on TV (Coco Cola Sponsorship)“American Idol” on MySpace (Coco Cola Sponsorship)“American Idol” on Facebook (Coco Cola Sponsorship)
E-MailBuilding an e-mail databaseDistribution mechanisms—Constant Contact…
Web site
Communications Demands CommitmentMarketing communications is an on-going processEffective communications requires company involvement
CEO & Executive StaffEngineering Product Marketing “Sales”
Marcom creates a communications plan collaboratively based on the company’s perception of itself
Practical Side of Press RelationsLaunching the product—Virtual BassIdentifying key messages for the launch
Sound to SiliconReturning emotional bass to compressed MP3’sOvercoming inability of small speakers to produce bass
Identifying who leads the launchIdentifying thought leaders to engageAnticipating logistics
August 4th
Establishing Key Message DoctrineCreate a key message document and get stakeholders to
sign offPress releasePress presentation
Assign a czar to ensure company-wide adherenceEstablish a process to ensure consistency
Marketing documentsWeb siteAll external communications: white papers, articles…
August 11th
Demonstration VehicleA demo provides powerful evidence of value propositionFor this example, Virtual Bass was to be demoed on an
HP TouchSmartAssign who to give demoAssign equipment to company spokespersonAnticipate the logistics required to get the equipment to
each location
August 18th
Telling Your StoryCrafting a press release/presentation
What problem is being solvedMarket opportunity the solution affordsHow your solution succeeds while others failSubstantiate your claims with compelling evidence
Provide abundant background in separate documentExplain the sciencePromote the engineers creating the technologyWeave the story into overall company strategyDescribe the larger universe the product exists within
August 25th
Identify Thought LeadersBusiness media—Financial Times, Forbes, WSJ…
Plan approach to each targeted editor with CEOFit product launch story into targeted media
Consumer media—Popular Science, Stereophile…Plan approach to each targeted editor with VP MarketingCreate article outlines, opinion pieces…
Develop plan to reach key market analyst—In-Stat, Creative Strategies…
September 1st
Launch On-Line CampaignYouTube: Post videos on problem to be solved and
shortcomings of existing solutionsTwitter: generate a series of posts that create interest in
the problem to be solvedFacebook: Create a page that uses twitter posts and
youtube videoProduce a blog or comment on existing blogs on the
problem being solved—poor audio quality
September 15th
Final Draft of Key DocumentsScript out the hour briefingAllocate time to presentation and demoAssign presenters and begin rehearsals
CEO’s interpretation matches VP marketing’sEnsure each can present the entire messageRehearse presenter to back-up two primary presenters
September 27th
Media TrainingAfter rehearsal, intensive media training session
Outside paid consultant to evaluate all presentersRecord the session and critique the playback
Role playing Q&A to anticipate questionsContingency plans for questions not relevant or too
controversial
October 7th
Preliminary TestingPre-brief friendly market analysts & editors/bloggers
Test the message to see how it plays outsideThese will test the substance not the form of presentationRefine the message with this feedback
Capture feedback for inclusion in press materialsRequest quote for press releaseCapture quote on video or audioCollect pictures of analyst
October 7th
Commence Press TourAdd analysts quotes to press release/presentationPrepare complete press kit
Press release with analyst Supporting document on company/product/technologyPictures and bios of executives/product
Set up hour-long press briefings in centrally located hotelOne-on-one meetings with editors & bloggers
October 27th
Complete Web Site RedesignNew page for product being announcedSpecial home page treatment for new productLinks throughout site directing visitors to new productPrepare links for press release directing readers to new
product Post videos
Company officersThird party spokespeople—editors, analysts, customers…
Formal Product AnnouncementPress release distributed over Business WirePress release sent over internal databaseWebsite goes live with information on new product Update public web presence on YouTube, Twitter,
Facebook MySpace with new product information
Elements of successful Campaign1984 Ad originally slotted for three Super Bowl slotApple board of directors fearing IBM reprisal directed
Jobs & Scully to pull the adAll but one removedGiven the choice of filling the ad slot with a PSA; Jobs and
Scully overrode the board and authorized the ad to runIn the aftermath, the ad was replayed on major network
news broadcast for several days after the initial airingAn epidemic had been createdThe epidemic has continued to infect
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