Cost effective marketing and PR for small creative

businessesKeith Thompson BA, MA, CMIPR

Tel. 0789 266 2634

At a Social Networking Conference organised by the Chartered Institute of Public Relations on 27/1/09 it, most of the delegates agreed that self generated media was the way forward. Motorola use it as a way of promoting new products. E.ON aim to combat environmental opposition.

The Good News

Increase in demand for creative services such as video production

Small Businesses less reliant on traditional media (still very valuable) and able to do it for themselves cheaply*

One man bands can take on the big players –it’s become like the FA Cup and less like the Premiership

Some commentators are saying a shift from 20/80 to 80/20 control

Implications for Small Business

Means Cost Pros Cons Your ratingCost per click ads Varies from 2p per

keywordYou pay for clicks not page impressions. Possibility to target a niche

Need to monitor keywords closely to minimise wastage

Blogging and Micro Blogging

Free or you pay for hosting

You can sell ‘click thrus’ and banner ads as above

It takes a while to build a reliable reputation

Press Releases and Media Relations

No money changes hands

If the item is newsworthy, it is a cheaper way of gaining publicity

Competition for space.

Video News Releases

OCR Media training means cameras and editing equipment free

Newspaper websites are looking for suppliers of content

Time consuming. Possibility of having idea rejected.

Online Promos As above As above but they commission you to produce content

As above

Leaflets and brochures

Wirralbiz have design 2 print packages

Target audience like to have something attractive in their hands

Relatively expensive

You Tube and online TV

Free As long as it’s not porn, copyrighted or indecent you can create a channel

Lots of people do it. Other PR and marketing needed to attract visitors

Classified advertising

c.50p a word to £100 for a decent display ad

People still read free newspapers (even if you bin them)

Minimal: depends on your skill to target ad

The Options

Blogging (Ref: British Heart Foundation) Twitters Online promos (ref: Motorola) Online press kit (ref. Motorola) Media Relations (traditional) Face Book and co. (ref: Cadburys Wispa, E.On) CPC

All the big companies use social media as valid means of promotion and to protect their reputations. Why shouldn’t we?

Which then should we be concentrating on?

Case Study: Promoting the ‘Voice of Rock’

Case Study 1: Video News Release for Glenn Hughes

• Objectives: to promote a gig in Liverpool for Effective Media

• Technical background: shot on Canon HV20 with natural light in Prague

• Cost: c.£500 (own labour)• Benefits: c. 80 ticket

sales@£20 = £1600• Added placement value: You

Tube exposure, own site archive, Liverpool.com, dailypost.co.uk

• Sponsorship: Star Hotel, Budapest

Case Study 1: Media Relations News Releases to all newspapers in

geographical radius of tour dates

Online promo in situ at Liverpool.com

Extract from Milton Keynes Citizen

Birmingham Evening Mail

Wolverhampton Express and Star

Case Study 2: Promoting ‘Lost Treasures’

Small Business Case Study 2: Online promo Lost Treasures

• Objectives: to promote our Lost Treasures for ITV on own site and ITV.com for Planet X

• Technical background: shot on Sony FX1E with red light filters

• Cost: c.£300 (own labour)

• Benefits: Self generated PR on own site and on YouTube

News Releases to all newspapers in geographical radius of episode

Case Study 2: Media Relations

Chester Chronicle

Lancashire Evening Post

Warrington Guardian

Daily Post

Wirral News

Your show reel on You Tube show casing a variety of work

Open a Face Book for the sole purpose of the business i.e. Not a catch all

Begin a blog which espouses your expertise but doesn’t over sell.

Discuss how Wirral TV might help your product Think about the essential elements in your website

e.g. Email newsletter, links to Blog. Trial a small cost per click targeted to your niche,

region but always be prepared to monitor and adjust

Some starting points

Technorati Ice Rocket RSS Alerts Google Blog Search Twitscoop News Gator Twittersearch

Research the Engines

Take 10 minutes to discuss some business ideas or career goals.

1. What is your idea?2. What is your target audience?3. What are the approximate costs?4. What is the profit potential?

This afternoon we will do ‘Dragon’s Den’

Exercise

“People often ask me what is the cost of social media? I say very little but the cost of not doing it are enormous.” (Zachary Dominitz, Head of Corporate Affairs at Cafedirect plc)

“Markets are conversations” (Paul Squires, E.On)

Key Quotes

If the big companies are saying this, won’t they need smaller companies to supply content? Take a look at the Video News Releases at http://www.nationwide.co.uk/mediacentre/videos.asp

They perhaps could use some help! Your help!

Key Conclusions

Case Study 4: Cost Per Click with

AdCenter

Campaign Management

Campaign Management: Settings

Campaign Management: Key Word Selection

Campaign Management: Keyword Research Option

How did we do? Allows Campaign Analysis

AdCenter Pros and Cons Lower auction rates than Google But not as much traffic Traffic volume is focused Excellent for niche markets with fewer

players Glitchy compared with Google Ad Words Great customer service by humans! https://adcenter.microsoft.com