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Marketing & PR workshopSunday 2nd December 2013
Cambridge
What we’ve learned from great brands
They think big which reflected in their messaging
and product development
They act as thought leaderswho provide value beyond their commercial products
and choose to lead rather than follow
through constant innovation
How do you get there?
Where do you want
to be?What do they need
to do this?
Who can help you get there?
Where you are today.
A great product!Look at who’s
already there – what do they do well?
Marketing starts at product conception
Know: Your market Your audience Your competitors What’s the desire for the product Who your influencers are and what they think
Innovation doesn’t always mean being first
Marketing Plan
GOAL STRATEGY TACTICS
Specific Measurable Actionable Realistic Time-bound
Deliver benefits Customer needs Create value High level ideas Long term
Execution of strategy
Short term Adaptable
“Goal” achieved by “strategy”. Do this using “tactic/s”
What’s your message?
“Give people too many choices and they won’t make one.”
One word - Focus
The Connected Consumer
Reliant on the right information finding them, in the right places – peer recommendations
Heavy users of smartphones/tablets
Real-time interaction and sharing
UK conversion rates
Market along the customer journey
Awareness
Interest
Desire
Action
Satisfaction
It’s not just a logo
It’s not just a slogan
It’s not just a product
What is a brand?
In our connected world a brand is no longer what the owner says it is, but what your
customers say it is
“A brand is the consumers feeling about your product, your services, your
organisation“The Brand Gap, Marty Neumeier
You need to create a story
About your product
About you
Creating an engaging narrative that establishes your reputation
Elevator pitch
Keep it interesting
Keep it current
What makes you different
Adaptable to your audience
Be prepared for anything
http://www.youtube.com/watch?v=atfNL0_KAcs
How can PR help?
Awareness | Reputation | Commercial
Content
Owned
Earned
Paid
Channels
Online
Offline
Eyeline
Awareness Purchase
Emotio
nal
Ratio
nal
Target Influencers
Start engaging with the right influencers early to build genuine two-way relationships
Digital/Tech
Propeller Network
Social
Broadcast
National Press
Business/
Financial
Marketing
Verticals
Industry Orgs
Ads/Media
Media Week
TechCrunchWired
FT
The Director
The Guardian
The TimesThe
Telegraph
Sky News
BBC
TwitterLinkedI
nFacebook
IAB
Econsultancy
Retail Week Internet
RetailingTNooz
Marketing
Marketing Week
YouTube
C4
M&M Global
Brands
Tech
MediaDinner
s
Brand Republic
The Drum
Retail Technology
The Next Web
Business Informer
.net
Computing
MediaTel
Campaign
Travolution
AOP
A4U
UTalkMarketingMoney Week
ISBA
AdMonsters
Mobile Marketing
IPA IMRG
Slideshare
Your Brand
PR Tips
Soft launch– Invite only for feedback– Its harder to recover from a bad launch, don’t meet expectations
etc
Focus on target audience– Don’t take every PR opportunity – it wastes your time
Don’t be obsessed with your competition– Be aware but run your own show
Journalists need angles– Be useful to them beyond just your product offering (research,
industry news, points of view)
The initial unwashed image said "Hardcore Rebels - National and Free"
When washed, the shirt revealed this message:
"If your T-shirt can do it, so can you. We'll help to free you from right-wing
extremism."
http://www.youtube.com/watch?v=316AzLYfAzwSlideshare.com/mikebutcher/how-to-deal-with-tech-media-by-
mikebutcher
“The best way to predict the future is to create it”
Peter Drucker
