Marketing Presenter: Jenne Meyer

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MarketingPresenterJenne Meyer
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Challenges

• 5 minute discussion on what your challenges are

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Marketing

• Marketing is the process of planning and
  executing the conception, pricing, promotion, and
  distribution of idea, goods, and services to
  create exchanges that satisfy individual and
  organization goals. (AMA)
• In order to service both buyers and sellers,
  marketing seeks
• To discover the needs and wants of prospective
  customers
• And satisfy them

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What is a brand?

• A Brand is a name, term, symbol, sign, or
  design, or a combination of them, intended to
  identify the goods or services of one seller to
  differentiate them from goods or services for the
  competition. (AMA)
• Brands convey
• Attributes
• Benefits
• Value
• Culture
• Personality
• User

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Marketing Program
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Factors Influencing Marketing
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Customer Value

• Is the unique combination of benefits received by
  target buyers that include
• Quality
• Price
• Convenience
• Delivery
• Service
• Cannot have all 3

PRICE
PRODUCT
SERVICE
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Customer/Audience Utility
The benefits or customer value received by users
of the product or service Marketing creates
utility by bridging space (place) and hours(time)
to provide products (form) for consumers to own
and use (possession) WIFM - Marketing yourself.
Remember your audience. Tailor messages to your
audience (internal and external)
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Setting Strategic DirectionWhat is Important?

• Customers
• Competencies
• Competitors
• Business sectors
• SWOT analysis
• Environmental scanning

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Critical Factors for Success

• Customer Relationships (Value)
• Innovation (New Unique Value)
• Quality
• Efficiency

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Marketing Planning Strategy Lessons

• Guidelines for an Effective Marketing Plan
• SMART
• Set measurable achievable results
• Use a base of facts and valid assumptions (list
  assumptions)
• Have complete and feasible plans
• Make plans controllable and flexible
• Remember customer needs/desires
• Involvement

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Marketing Planning Strategy Lessons

• Planning vs. Implementation
• Improve on Implementation of Marketing Programs
• Communication goals and means of achieving them
• Champion/Driver/Leader
• Take action (avoid paralysis by analysis
• Action lists
• Open communication, quickly

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Tools Available/Discussion
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Implementing a PlanPresenterShelley Beere
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1. Define an objective

• What do you want to accomplish?
• Do you want to increase awareness about your
  organization?
• Increase awareness about motorcycle safety?
• Enhance staffing?
• Increase program efficiency?
• Raise funding to help support your program?

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Tips of the Trade Focus and prioritize what you
want to accomplish. Every plan should have
its own singular objective.
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2. Define your target audience
Who should you be talking to in order to meet
your objective?
Instructors
Riders
Employees
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Tips of the Trade With limited resources, its
important to focus and prioritize your target
audiences to just a few.
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3. Where is the best place to reach your
target?

• Where do they hang out?
• Motorcycle shops
• Rallies and rides
• Motorcycle Club Meetings
• Community Fairs and Festivals
• Trade Shows
• Industry Conferences

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Tips of the Trade Think of locations where
target audience density is highest.
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4. When is the best time to reach your
target?

• When is your target most
• interested in your message?
• During the riding season
• Motorcycle Safety Awareness Month (May, 2004)

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Tips of the Trade Focus your communications
during peak times when your target audience is
most likely to listen.
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4. What is the best medium to use to
communicate with them?

• Radio?
• Billboards?
• Direct Mail?
• Motorcycle Safety-related Seminars?
• Display at an Event?

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Tips of the Trade Select mediums based on who
your target is and where/when is the best time
to reach them.
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5. What is the message you want to
communicate with them?
Communications should resonate with your
target audience. Utilizing the right time, place,
and medium means nothing, if youre not saying
the right thing.
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Tips of the Trade If you dont know what to
say or how your target audience feels, conduct
informal research and find out.
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6. Brainstorm strategies and tactics to meet
your objective.

• STRATEGY
• Various ways in which you
• can meet your objective.

TACTIC How, specifically, you are going to
implement that particular strategy.
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Strategies vs. Tactics

• STRATEGY
• Leverage Motorcycle
• Awareness Month to
• maximize exposure.

• TACTIC
• Send out press releases to motorcycle-related
  publications
• Set-up a display booth at a motorcycle retail
  store
• Schedule short talks at motorcycle club mtg

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Tips of the Trade Brainstorm lots of ideas
then edit. Keep your target audience, best time,
best place, and medium in mind.
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Sample Plan

• OBJECTIVE Increase funding to support State
• Motorcycle Safety Program.
• 2. TARGET AUDIENCES
• Motorcycle enthusiasts, age 30 - 65.
• 3. BEST PLACE TO FIND TARGET
• Motorcycle Club Meetings
• Motorcycle shops
• Rallies and rides

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Sample Plan (cont.)

• BEST TIME
• During the riding season
• Motorcycle Safety Awareness Month (May, 2004)
• BEST MEDIUM
• Flyers (for posting at shops, distribution at
  events)
• Display Booth (at an event)
• In-person (at club meetings)
• Direct Mail (to registered motorcycle owners)
• MESSAGE
• We need your help. Training saves lives.

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Sample Plan (cont.)

• STRATEGY
• Leverage Motorcycle
• Awareness Month to
• maximize exposure.

• TACTIC
• Send out press releases
• Set-up a display booth outside a store
• Schedule short talks at motorcycle club mtgs

• Raise donations through sales of a particular
  item
• Organize a raffle get prize donations from
  businesses
• Create an event, sell tickets

• Partner with other motor-
• cycle organizations to
• maximize support and
• help raise money.

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Low-Cost Tactics
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Public Relations your best friend

• Definition A non-paid form of publicity
• Benefits
• Communicates to a large amount of people
• Within a short period of time
• Its free!

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Writing a press release
Little bit of effort. Big results.
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Tips of the Trade All promotional tactics
should be supported by public relations or
another type of medium.
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News creation

• Want to get names and news from your business in
• the local newspaper? It may be easier than you
  think.
• Dont have news to report? Create some and write
  a
• press release about it
• Apply to win an award
• Volunteer in the community
• Offer a free seminar
• Write an article promoting Motorcycle Safety
  Month and tips for sharing the road
• Promote a new course offering

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Tips of the Trade Submit press releases to
local penny-savers and weeklies. They
typicallywill publish business news of this
sort.
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Public Service Announcements (PSAs)

• Create a Public Service Announcement
• and get free air time on radio or television.
• PSAs are non-commercial announce-
• ments prepared to provide information to
• the public.
• Non-commercial information that benefits
• Its intended audience, rather than the
• company that created it.

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Public Service Announcements (cont.)

• PSAs are used by organizations to
• Publicize community events
• Provide health and safety tips
• Assist in fundraising efforts
• Inform and influence public opinion
• PSA message
• Must contain information that is beneficial to
  the community
• Should not include controversial or self-serving
  material

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Tips of the Trade Non-profit organizations
and/or non-commercial materials can utilize
alternate sources for low-cost PSA production.
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Low-cost PSA Production Options

• Ask a local advertising agency or PR firm to
  assist you as a public service
• Ask a local TV station to produce your spot. Use
  their on-air talent and allow the station to
  share the tag line with your organization
  Brought to you by Channel 3 and the National
  Association of State Motorcycle Safety
  Administrators
• Contact your local public access cable station
  and ask if they offer classes on PSA production
  and/or low-cost assistance
• Student at college TV stations may be willing to
  help

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Co-Sponsorship

• Partner with another organization and co-sponsor
  a
• cause-marketing campaign to increase motorcycle
• safety awareness nationwide and raise money.

• Donations could be raise through sales of a
  particular item (safety pins or raffle
  tickets)
• Seek prize donations from area businesses (or
  your co-sponsor)
• Create a PSA and press release to promote the
  fundraiser and how items can be purchased

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Events

• Attract the attention of the
• media or your target audience
• by staging a special promotional
• event.
• In May, 2004, host a free motorcycle safety
  class to the public and invite the media
• Throw a fundraising party
• Host a morning coffee and doughnut event and
  invite instructors to share teaching practices

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Tips of the Trade Your event should tie
directlyto your objective and the target
audience you are trying to reach.
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Seminars

• Everyone loves to get free advice.
• Offer a free mini-seminar to area motorcycling
  groups (join them for a ride afterwards)
• Offer one-hour workshops on motorcycle
  maintenance to small groups of people
• Offer professional learning opportunities for
  your staff

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Tips of the Trade By personally connecting
with motor-cycling groups and enthusiasts, your
business will create good will, positive word of
mouth, and form partnerships that will help you
down the road.
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Free Resources

• Students/Colleges graphic design, marketing,
  public relations, radio/tv majors, event
  planners
• Local businesses
• Local media newspapers, public access cable
• Industry-related organizations

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Charity Tie-Ins

• Offer your service to
• Local motorcycling
• groups as a raffle prize
• or for use at one of their
• fundraising events.
• You'll receive lots of
• exposure among
• people who buy tickets
• or attend the event.

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Tips of the Trade Strengthening relationships
via charitable donations or actions, will have
a positive effect on your business.
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Displays and Booths

• Build a booth to display at motorcycle events to
  promote your safety program
• Create colored print-outs of safety tips for
  distribution
• Have brochures on-hand detailing courses and
  class schedules
• Ask retail shops if you can set up a temporary
  display( for one weekend) during Motorcycle
  Awareness Month

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Contests
Find a contest theme that tiers into your
business and offer a desirable or unique item as
contest prizes.

• Best motorcycle-safety slogan poster design
• Get prize donations from local businesses
• Share the Road contest through state schools.
  Winner gets bike helmet.
• Send out press releases to create buzz
• Post winners and runner-up drawings in public
  area.

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Giveaways

• People love to receive Free items,
• especially items they can use to gain
• knowledge or improve their lives.
• Create a free brochure on Top 10 tips for riding
  more safely
• Give away flyers on Top 10 riding mistakes that
  people make
• Or even a Road Trip Planning Guide
• With the giveaway, present a flyer on the
  severity of reduced rider training support and/or
  capacity

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Badges and Novelties

• You can easily and inexpensively
• produce badges, bumper stickers,
• pins, and other novelty items for
• distribution in your area.
• Imprint your business name on it and a message
  about motor- cycle safety
• Distribute the item for free

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Celebrity Visits

• Arrange to have a local media
• celebrity, public official, or radio
• personality - visit your service.
• Have them sign autographs
• Make a presentation
• Perform a motorcycle demonstration
• Invite a radio personality to take a New Rider
  course for free or do a live-remote at your
  location

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Surveys and Statistics

• Lots of companies use surveys and/or statistical
  data to get national exposure in consumer media
• Collect data and then submit a press release on
  the results to local newspapers (or even national
  ones), during Motorcycle Safety Awareness Month

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Interactive Ideas

• Create a cool screensaver that promotes
  motorcycle safety email it to your colleagues,
  friends, and students
• Utilize a viral email marketing campaign to
  spread news, information about events, messages
  about motorcycle safety, or to promote
  fund-raising efforts
• Create a mini-site to place fundraising
  orders/give money

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Mailing Lists

• Once you begin establishing a
• committed clientele, gather their
• names on a mailing list.
• Save the names from student registrations and
  telephone inquiries
• Gather club lists, media lists, and prospect
  lists, for various needs.

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How to Get Started
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The Planning Process10 Steps to Implementing
your Plan
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• Define your objective and target audience
• Create your strategy plan (keep in mind best
  place, best time, best format, and your message)
• Select best ideas that wont diminish resources
  (think quality, not quantity)
• Confirm media contactsDevelop comprehensive
  media list with a few target reporters at each

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10 Steps to Implementing your Plan
5) Compile Target Audience ListsCreate an
up-to-date mailing/e-mail list of your target
audience (both current targets and prospects) 6)
Research Gather info to put your plan into
action. Interview target audiences. Write press
releases. Research locations to hold an event.
Research co-sponsors. 7) Prepare/PlanMake
necessary arrangements to execute the plan
create a detailed schedule w/ action items and
deadlines.
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10 Steps to Implementing your Plan
8) Contact/InformSend press releases to media
contacts and/or appropriate communications to
target audiences. 9) Follow-upBased on
interest, follow-up on media contacts and target
audience communications. Provide support
information (if needed). Execute and
Follow-through Execute the tactic and evaluate
the results.
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Questions?