ABOUT ME KRISTEN ELLOY

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2 ABOUT ME KRISTEN ELLOY Media & Marketing Creative Strategist KRISTELL Enterprises Over 12 Years experience Industries worked with Media, Entertainment, Publishing, Fashion, Sport, NFP, Health, Transport, Industrial. Before setting up on my own Education - National Account Manager, AAP (Australian Associated Press) - NSW & ACT State Product Manager, Selectix Industries - Customer Service to Sales & Marketing, TNT Express - Diploma of Marketing (Tighes Hill & Ultimo) - Diploma of Advertising (Tighes Hill) - Digital Marketing (Callaghan College)

3 WHAT I DO Connect businesses, products, services, public figures, shows and events to their target audience by designing, strategizing and managing their unique identity. Slogan: Create an Edge Drive Attention Land the Crowd

4 WHAT IS MARKETING Identify Company Product Service Understand (needs/wants) Design Strategy Audience New / Existing

5 KNOW YOUR BUSINESS Knowing the background of the business, product or service is like a foundation to a strong sturdy house. The deeper you build into your foundation the greater opportunity to discover the gems. (who, what, when, where, how) Organizational Structure Products and / or Services Mission and values Business Location Service and / or Product Distribution Target Audience and Attitudes (market sectors, demographics, psychographics, geographic) Market Positioning Competitors Point of Difference Market Price

6 ATTRACTING NEW CUSTOMERS Identify your target audience - Who are your existing customers? (Demographic, Geographic, Psychographics) - Why do your existing customer use you? (services, service, reliability, etc.) - Do you want more of the same type of customer? Yes/No - New customer profile.? (Demographic, Geographic, Psychographics) - Where do they hang out? Customer and Service/Product Matching - Needs / Wants - Existing services/product (re-packaged) - New service/product (tailored to new market)

7 CREATING THE STRATEGY Without that perfect strategy wether it is public relations, marketing, advertising or promotional, any campaign will fail to deliver on its intentions. Definition of a Campaign: Complete a planned course of action formulated to achieve defined objectives in marketing, public relations, quality enhancement, revenue generation, etc.

8 DESIGNING A CAMPAIGN Emotional Trigger Timing Point of Difference Creativity

9 Point of Difference : Service / product differentiation Emotional Trigger: What emotions will tap into your target audience Consider What do you do.? e.g.: marketing consultant = solutions Timing: Creativity: Is the market ready, Technology, Competitor, Shadowing Events that could interfere with the impact etc. i) What marketing tools, resources and formats can be utilised to your target audience. ii) In what a way can they be used to engage, make the right impact and gain the desired results.

10 TOOLS OF CREATIVITY Offline Digital Promotional Material Public Relations Advertising Promotion & Events Business Systems Advertising Website Social Media Mobile Electronic QR Codes

11 RULES OF CREATIVITY Values: What are the values that you want to set. Voice: What words, statements will attract the emotions of your target audience Colours: Be specific and identity consistent Brand elements: Including trademarks, image styles and brand signature etc. Typography: What fonts best fit the image of your business and portray your message. Visual Style: Minimalist, aggressive, lavish, abstract or abrasive etc. Tone: Create a personality for your company or project, be clear and focused. Resources: Images, Video, etc. Format suitability Distribution Type: offline and/or digital Is it compatible where your audience can be located?

12 10 WORST MARKETING MISTAKES 1. Product names and promotional messages that might deliver one message in one country might deliver quite a different message in another. 2. Marketing a product or service similar to a current consumer environment scare. 3. Tampering with a product or service that has proven soundly popular with the consumer with no apparent reason for change. 4. Creating an upgrade or new product / service without bringing anything new to the table. 5. Backing up a product or service without a standard or system for quality control.

13 6. Selling SEX in campaigns that socially and visually don t match the target audience intended or the format it s distributed in. 7. Sick and twisted campaigns that creep out or offend the audience. 8. Choosing a harmless dramatic angle in a campaign when promoting noble causes. This can affect the importance and power of the message to the target audience. 9. Campaigns that display an underlying message that overpowers the actual message or product intended. 10. Images that deflect the exact message that is trying to be portrayed to the target audience.

14 ACCESS FREE MARKETING TOOLS FREE Downloads: o o o o o o 10 Worst Marketing Blunders to Avoid Connecting Content & Brand Get Your Website Right Publicity Ideas How to Draw Attention to your Event 12 Worst PR Mistakes Monthly PR & Marketing Wire

15 THANK YOU P: E: W: