Marketing’s Goal: Motivating Action! - Tennessee Public ... Tennessee Public Health Association_2012 1 Marketing: The Foundation For Building Awareness Of Important Health Issues

09/13/2012

Tennessee Public Health Association_2012 1

Marketing: The Foundation For Building Awareness Of Important Health Issues

What do you want people to do?

“Be more healthy” Doesn’t Count.

Marketing’s Goal:

Motivating Action!

09/13/2012


What do marketers want people to do?

• Car manufacturers: Buy a car!

• Toothpaste manufacturers: Buy toothpaste!

• U. S. Military: Enlist!

• Children’s Fund: Contribute money!

• Politicians: Vote for me!

• Organizations: Understand us; appreciate us!

• TV Stations: Watch us!

Marketing: A Hybrid ScienceInvolving A Mix of

Advertising & Public Relations

$1.4 trillion spent annually

in the U.S. on marketingSource: Veronhis Suhler Steveneson

09/13/2012


Purchased media: TV, radio spots, billboards

Purchased materials: Brochures, posters, signagebumper stickers, buttons

Advertising

One Component of Marketing

Annual Advertising Expenditures

Toyota $3.59 billion

L’Oreal $4.98 billion

GM $3.59 billion

Proctor & Gamble $11.4 billion

U.S. Government $945 millionAdvertising Age Magazine, Congressional Research Report (both 2010)

09/13/2012


Public RelationsThe Workhorse of Marketing

Manages information to and from an organization

Builds relationships with publics

Enhances and organization’s image

Mitigates damaging influences

Assists with crisis management

Public Relations ExpendituresLess Than Advertising/Greater Value?

• Penn State has spent $7.5 million already on the Sandusky scandal, and has budgeted $2.5 million more with two P.R. agencies.

• Average P.R. budget in a publicly owned company in 2010: $9.9 million.

• Public Relations Society of America estimates U.S. spending on public relations annually is $3.7 billion.

• Source: Public Relations Society of America

09/13/2012


Real Value of Public Relations

• Believability: Consumers know an advertisement is a message a company pays for you to see or hear. A news story featuring information provided by a company is not a purchased commodity and can have greater weight with the general public.

• Reach: Advertisements confined by cost and reach generally definable audiences; public relations messages less costly and can extend reach to more eyes and ears.

• Rapid response: Advertising involves time for production and time for placement; public relations components can be developed and disseminated more quickly.

Developing a Plan? Chose Carefully FromYour Marketing Toolbox

• Initially consider all marketing options for communicating with your publics.

• Consider budgetary restraints/opportunities.

• Consider time investments/work requirements.

• Final Evaluation: Is the juice worth the squeeze?

09/13/2012


What Do Health Professionals Want The Public To Do or Know?

• Get immunized for..

• Get examined for…

• Understand impact of…

• Talk to others about…

• Modify behavior…

• Get treated for…

• Get informed about…

• Change the way you…

• Become better at…

• Develop habits that…

One Example: Immunizations

Ten Steps To Ensure A Successful Marketing Campaign

09/13/2012


Step 1:Define Area Of Focus

Level A: What type of immunization?Flu Tetanus Hepatitis

Rabies Measles Diphtheria

Shingles Mumps Other

Level B: Why is this immunization important now to the “me” out there?

Step 2:Define Your Audience

Who do you want to reach?

Age Gender

Race Culture

Economic Status Geographic Status

Education level Bias/Beliefs

09/13/2012


Step 3:Define & Craft Your Message

• What do you want your message to accomplish?

– What is most important for your audience?

– What is most important for your organization?

• Observe all legal requirements pertaining to:

– Sunshine/Public Records/Open Meetings laws

– HIPPA laws

– Personnel records

– Permission – Individual, organization, copywrite

Message Crafting Basics• Focus on what you want people to know or do

• When they should know or do it

• Why they should know or do it

• Use statistics and numbers; make it interesting

• Communicate to express, not to impress

• Be appropriately concise

• Be appropriately creative

• Obtain all required approvals

• One message – more creates dilutes impact

09/13/2012


Step 4:Define Your Communication Channels

Newspaper Radio Television

Newsletter Social Media Poster

Banner Billboard Brochure

Counter display Direct Mail Event

Meeting Wearables Signage

Collateral materials Website Faxes

Most Used Social MediaBy P.R. Agencies

Facebook: 31 percent

Twitter: 29 percent

LinkedIn: 18 percentPros: Another medium to use, generally younger demographics, speed of transmission.

Cons: Challenging to manage and control.

09/13/2012


Step 5:Timing For Maximum Effect

Month Day Hour

Consider:– Newspaper deadlines (day/hour)

– Television planning (show times)

– Community event calendars

– Civic club schedules

– National health awareness campaigns

– Unique local timing

Step 6:Send Message

Paper News Releases: Largely R.I.P.

Email• Send as an attachment and in the email text

• Include photos/artwork when appropriate, with sufficient resolution and permission requirements

Always provide contact info

Focus on making coverage easy

09/13/2012


Step 7:Pitching

From the old “sales pitch” to convince someone to buy in and help you get your message out.

Advance: “You’re going to receive…”

Post: “Did you get…” “Do you need…”

Not just for media; also for:

Opportunities to speak and civic clubs

Opportunities to present programs at events

Opportunities to place posters, brochures, materials

Opportunities to be on another organization’s website

Step 8:Respond Effectively

• Coordinate message delivery with availability

• Respond quickly and respect deadlines

• Anticipate questions/develop materials

• Don’t promise what you can’t deliver

• Exceed expectations

• Correct errors quickly/Be polite

• Say Thank You often

09/13/2012


Step 9:Evaluate Process

• How much coverage/response did you receive?

• Was the coverage/response positive, helpful?

• How did it impact your organization?

• What mistakes occurred?

• What could have been done better?

• Did you accomplish what you wanted?

Step 10:Prepare Plans Incorporating

Lessons Learned• Many communications are cyclical; use what you learned for better results the next time.

Develop more effective messaging

Investigate options for new mediums

Study timing opportunities

Review demographics.

Analyze impact and plan for greater impact

09/13/2012


R A C EResearch, Analyze, Communicate, Evaluate

• RACE: Standard protocol for most major public relations/marketing agencies.

• “If you think you can do or think you can’t do a thing, you’re right.”

–‐‐ Henry Ford

The Ten Steps1. Define Your Area of Focus

2. Define Your Audience

3. Define & Craft Your Message

4. Define Your Communication Channels

5. Define Your Timing

6. Send Your Message

7. Pitching

8. Respond Effectively

9. Evaluate the Process

10.Prepare Plans Using Lessons Learned

Documents

Marketing’s Goal: Motivating Action! - Tennessee Public ... Tennessee Public Health Association_2012 1 Marketing: The Foundation For Building Awareness Of Important Health Issues