MULTI-MEDIA MARKETING BEST PRACTICES. August 1, 2015 Path Intl. Region 5 Conference Jasper, Alabama

Transcription

1 MULTI-MEDIA MARKETING BEST PRACTICES August 1, 2015 Path Intl. Region 5 Conference Jasper, Alabama

2 Narissa Jenkins VP of Marketing Jenkins Consulting Group and Healing Hoof Steps-Exec. Dir Previous Experience: Cox Media Group-Orlando, Florida Broadcast TV and Digital Media Advertising Cox Media & Communications-NW Florida Region Cable Advertising and Digital Advertising Cumulus Broadcasting-NW Florida Region Radio Advertising RMD Corporation-Kentucky and Tennessee Franchise Promotions and Marketing Manager Lee Glaser President Glaser M.M.C. Inc. and Healing Hoof Steps- Board Member Previous Experience: Northwest Florida Real Estate- Broker NWF Florida Residential & Commercial Property Sales Cox Media & Communications- NW Florida Region Cable Advertising and Digital Advertising Cumulus Broadcasting- NW Florida Region Radio Advertising Holladay Broadcasting Group-NW Florida Region Local Sales Manager

3 A SHOW OF HANDS, PLEASE. How many of you have and use a smartphone? How many of you have and use a laptop or tablet? How many of you have and use a desktop computer? How many of you listen to local radio? How many of you watch specific programs on TV? How many of you subscribe to the newspaper? How many of you research a product or service before making a purchase or appointment? How many of you use Social Media to learn about a business? How many of you ask friends or family for recommendations?

4 ADVERTISING IS TOTALLY UNNECESSARY. UNLESS YOU HOPE TO MAKE MONEY. JEF I. RICHARDS

5 PROMOTING BUSINESS-THE EARLY YEARS

6 THE DIGITAL AGE OF MARKETING

7 People look at their phones 150 times per day 41% of Super Bowl searches came from mobile Google Confidential and Proprietary

8 # of users (millions) Device Proliferation Unprecedented Adoption Rates Tablets iphone Internet TV Radio years Source: hannemyr.com/essay/diff.html macworld.com Google Confidential and Proprietary

9 The Connected World Google Confidential and Proprietary 9

10 2005 Papal Inauguration Pope Benedict XVI Google Confidential and Proprietary

11 2013 Papal Inauguration Pope Francis Google Confidential and Proprietary

12 The Cost of Mobile 57% won t recommend business with poorly designed mobile site 40% have turned to a competitor s site after a bad mobile experience Google Confidential and Proprietary 12

13 DETERMINING YOUR IDEAL CUSTOMER DON T COUNT THE PEOPLE YOU REACH, REACH THE PEOPLE THAT COUNT.

14 WHO ARE YOU TRYING TO REACH?... EVERYONE IS NOT THE CORRECT ANSWER. How to Identify Your IDEAL customer: *EXAMPLE* % Male % Female Age Range Avg. HH Income Behavioral Factor 1 Behavioral Factor 2 Behavioral Factor 3 20% 80% $75k Military Families Youth Sports Shopping Answer these questions for your facility: %Male to %Female Age Ranges Primary Range: Secondary Range: Annual Household Income Ranges Primary Range: Secondary Range: Behavioral Factors: i.e; family activities, sports, military related, etc List a min of 3 behavioral factors of your current or desired clientele In this example, your IDEAL target customer would be a Female years old with children in the home who has interests in military related activities, attends youth sporting events and enjoys retail shopping. Where and How would you REACH this SPECIFIC type of individual?

15 ONLINE ADVERTISING INSIGHTS FOR YOUR FACILITY

16 YOUR WEBSITE IS YOUR FRONT DOOR. MAKE IT NICE. TIPS! What is the 1 st thing the general public needs to know about your facility? Is it conveyed clearly for visitors to see? Avoid Acronyms. They intimidate readers who are not familiar with them. Make sure your WEBSITE is MOBILE FRIENDLY or Responsive

17 WEBSITE RESOURCES Post a job for digital services. Search for Qualified Freelancers. Hourly rates or fixed pricing per job. All payment for services go through the site. WEB PRINTING Resources Now offer more assistance for website construction and assistance. Now offer better quality and larger selection of cards, posters, banners, and other printed materials Large selection of online printing products TIPS! Don t Over Do It. The goal of a website is to drive interest to your business via phone calls or scheduled appointments. You can give them details once they are at your facility. Don t Give Away The Farm. Keep your content FRESH. Remove dated material immediately. Add your Social Media account Feeds to your website Hire a professional if you want a professional look. Avoid the A Guy or A Friend syndrome

18 SOCIAL MEDIA STRATEGIES 1. Make Your Tweets Stand Out- use images, emojis or include related links 2. Express Yourself With Longer Posts- don t be afraid of 140 characters anymore! 3. Strengthen Your Facebook Network By creating specific groups within your network 4. Inspire ACTION! Ask for the Like Ask for the Share Ask for the Retweet 5. Stay Top Of Mind- Share informative links from other industry sites. Share images and other insightful information; not just what is going on at your facility TIPS! Schedule POSTS ahead of time so that you always have opportunities to engage your audience Utilize a Social Media Management Tool like if you use multiple social networks Connect with others CONSTANTLY. This is your BUSINESS site, so keep telling people about your business! Source: May 3, 2015, Zipkin

19 TRADITIONAL MEDIA OPTIONS

20 WHY DOES IT ALL COST SO MUCH? All advertising avenues base their rates on the following criteria: Number of listeners, viewers or readers during a specific time or placement Current level of SUPPLY vs. DEMAND during a specific time or placement Frequency and/or Consistency necessary for success **Consumers all have different buying cycles. Be a PREPARED ADVERTISER! Advertising campaigns, no matter the medium, need a minimum of days to determine whether they are efficient or not. ** TIPS! Remember this formula: More Available Budget=Less Necessary Time To Build Frequency Less Available Budget=More Necessary Time To Build Frequency

21 RADIO ADVERTISING Spot lengths are typically :15, :30, :60 seconds long Radio is a great EVENT Marketing medium Does the music format coincide with the audience you wish to attract? PSA s and Press Releases can be sent to you local radio station(s) via fax for possible mention on air Radio is most expensive during AM/PM Drive times and less expensive during evening and overnight TIPS! Is the message you are advertising compelling to a mass audience? Are you able to clearly convey your message without visuals? DON T USE PHONE NUMBERS! A web address uses less time in an audio ad Radio stations may be more likely to run a PSA or share a Press Release for you

22 TELEVISION ADVERTISING-BROADCAST TV Broadcast television spot lengths :10, :15, :30 and :60 Broadcast Television reaches all homes wired with television; including satellite AND cable wired homes Broadcast reach typically spans multiple counties and geographic areas High numbers of viewers will result in higher cost per commercials than other advertising mediums Good Quality Television production is a MUST. Shop around for production costs TIPS! Do you have enough advertising budget set aside to sustain a campaign? Ask for contact information for the station s Public Affairs Director for potential sponsorships Television commercials can be used on your website, YOUTUBE Channel, Cable advertising, etc

23 TELEVISION ADVERTISING-CABLE Cable Advertising spot lengths :15 or :30 seconds, rarely :60 Cable advertising uses geographical zones to air commercials Cable geographical zones are then broken down by specific networks purchased Niche audiences are easily reached through cable advertising Cable advertising will NOT be seen by any satellite TV homes or homes that subscribe to a different cable service provider TIPS! Purchasing a limited number of cable networks/channels will allow you to build more frequency rather than spreading a budget out over random stations Cable may seem less expensive per spot, but all RATES are based on the viewers present during those times. Keep your message FRESH.

24 BACK TO BASICS

25 PRESS RELEASES 1. ALWAYS use your business letterhead 2. Create Intrigue-Events significant to the audience, NOT the facility. 3. Headline is IMPERATIVE- use a compelling concept NOT business name. 4. Avoid industry lingo and acronyms- consider that your audience does not speak "horse" or know what you actually do 5. Provide resources to support the information 6. Proof read. Proof Read. Proof Read. Never send out a press release with errors to protect credibility 7. Make sure you are sharing the press release across outlets appropriate to the size of audience you are trying to reach-social media, websites, vendors, clients, local media outlets(smaller events=less outlets, larger events=all outlets) 8. Manage frequency of press releases-too many releases without significant reader content will be dismissed-make them count! TIPS! Press Releases are designed for large audiences. Does yours apply to 50 or more people outside of your organization? What makes you react to a Press Release when you read one?

26 GRASS ROOTS MARKETING The LEAST EXPENSIVE and MOST EFFECTIVE form of marketing and advertising! Marketing is about PEOPLE. The more you meet, the more your business will grow. Join your local Chamber of Commerce-attend their breakfasts and events Introduce yourself to your city, county and state officials Stop in to prominent businesses in your area and introduce yourself to the business owner(s) Tell them what you do and ask for them to share your information with anyone who may benefit from Equine Assisted Therapy or Learning. Leave a card. Drive on & REPEAT! TIPS! You tell your story better than ANYONE else can. So GO OUT AND TELL IT!! Set aside 1-2 hours per week to focus on GRASS ROOTS marketing Make sure you have professional business cards or flyers to leave behind

27 LET S REVIEW Media Pros Cons YOUR WEBSITE SOCIAL MEDIA RADIO BROADCAST TELEVISION CABLE ADVERTISING PRESS RELEASES GRASS ROOTS Clients can find you online from any device, inexpensive to create Inexpensive compared to traditional advertising, allows for specific audience targeting Event driving media, PSA s easier to get on-air, no production costs, large coverage area(s), easy to change ads, live remotes, community centric Encompasses all television viewing homes, visual, ads can be used on website, local news, community centric Target audiences using specific networks, visual, ads can be used on website, ads can air in specific geographical areas, less expensive TV option Written specifically for your facility or event, inexpensive, easy to create & release, great for PSAs Most inexpensive! Get you out into the community you serve Regular updating is needed to aid in search engine results, requires constant attention to content Identifying the best social media outlet(s) for your facility, requires fresh, consistent, relative content a min. of 3x per week/per outlet Can be expensive based on station listenership, limited air time for detailed ads Can be expensive based on the large viewing area, production costs for ads, limited budget requires long term commitment for best results Viewership to cable provider specific homes only, may offer too many networks than needed, may use large rotator time windows No guaranteed exposure, limited audience reach, media outlets receive them constantly from various entities Time consuming, must be done consistently

28 Q & A

29 THANK YOU Narissa Jenkins Lee Glaser