How to get the biggest bang for your buck

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Promotions on a Budget

• How to get the biggest bang for your buck
• Presented by
• Stefanie Mayfield Garcia
• Marketing Instructor, University of Central
  Florida

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What is the best way to promote my company?

• There is no one best way.
• Depends on who your target market is!
• But who is your target?...

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Target Market

• Analyze your current customer base
• Databases
• Knowledge-based
• Research
• Check out the competition
• Your own or an experts gut-feeling or expertise
  in the field
• Consider
• Where they live/work?
• What they look like
• Lifestyles
• Their WIIFMs

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Once you know, then you can start strategizing!
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Promotional Tools

• Advertising
• Public Relations
• Sales Promotions
• Direct Marketing
• Interactive Marketing
• Personal Selling

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Make it a part of their life
Guerilla Marketing
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Make it a part of their life
and keep it targeted!
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Guerilla Marketing
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Guerilla Marketing

• Unconventional marketing intended to get maximum
  results from minimal resources
• Focuses on
• New referrals
• More transactions from existing customers
• Larger transactions from existing customers

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Guerilla Marketing

• Examples
• Chipotle offers a free burrito to anyone dressed
  up like one of their football-size burritos on
  Halloween
• Sonics magnetic cups
  that adhere to the trunk of
  a car as it drives off,
  making it
  appear as if the
  driver forgot to remove
  the cup

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Guerilla Marketing

• What can you do?
• 10 Marketing Tactics Under 10
• 10 Crazy Marketing Stunts

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Guerilla Marketing

• What can you do?
• Partner with person next to you
• Exchange ideas for guerilla marketing the other
  persons business

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WOM

• Offer incentives for referrals that turn into
  business. They can be in the form of discounts on
  future business, free estimates or samples, or
  just plain cash. Even a small offer will catch
  their attention.
• Create a referral form, and send it to clients or
  customers with your invoice for services
  rendered. If you've done a good job, the time to
  leverage yourself is upon completion of the
  project.
• Tap your suppliers for leads, by reminding them
  that when your business grows, theirs does, too.
  Spark this exchange by giving leads to your
  suppliers.
• Ask prospects who have turned you down for
  referrals. This gives them a graceful exit from a
  potentially unpleasant task. The only secret, as
  with any request, is to time it appropriately so
  that you offer people a natural, unforced opening
  to help you.
• Have people sell their own experiences with your
  products (ex photos, create a commercial,
  testimonials)

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Promotional Tools

• Advertising
• Public Relations
• Sales Promotions
• Direct Marketing
• Interactive Marketing
• Personal Selling

Promotions
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Creativity Design Logos

• Logo Development
• High tech companies use angular shapes and
  chiseled look to connote innovation
• Service firms smooth and rounded to connote
  creativity and friendliness
• B2B firms use both to communicate
  trustworthiness and stability
• Should differentiate your company!

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Creativity Design Logos

• Logo Development and Usage Tips
• Simplicity is key keep it clean and easy to
  reproduce. Avoid gradation, fine details and a
  lot of type.
• Color should look good in black, and color is
  only used to enhance it.
• Use the right color and the right typeface.
• Dont change or distort your logo
• Avoid clip art and photos in your logo
• Try not to use more than 3 colors
• Use a professional designer (freelancer 15-150
  per hour)

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The Meaning of Color

• Light red represents joy, sexuality, passion,
  sensitivity, and love. Pink signifies romance,
  love, and friendship. It denotes feminine
  qualities and passiveness.Dark red is associated
  with vigor, willpower, rage, anger, leadership,
  courage, longing, malice, and wrath.Brown
  suggests stability and denotes masculine
  qualities.Reddish-brown is associated with
  harvest and fall.
• Dark orange can mean deceit and
  distrust.Red-orange corresponds to desire,
  sexual passion, pleasure, domination, aggression,
  and thirst for action.Gold evokes the feeling of
  prestige. The meaning of gold is illumination,
  wisdom, and wealth. Gold often symbolizes high
  quality.
• Dull (dingy) yellow represents caution, decay,
  sickness, and jealousy. Light yellow is
  associated with intellect, freshness, and joy.
• Dark green is associated with ambition, greed,
  and jealousy.Yellow-green can indicate sickness,
  cowardice, discord, and jealousy.Aqua is
  associated with emotional healing and
  protection.Olive green is the traditional color
  of peace.
• Light blue is associated with health, healing,
  tranquility, understanding, and softness.Dark
  blue represents knowledge, power, integrity, and
  seriousness.
• Light purple evokes romantic and nostalgic
  feelings.Dark purple evokes gloom and sad
  feelings. It can cause frustration.
• White is associated with light, goodness,
  innocence, purity, and virginity. It is
  considered to be the color of perfection. In
  advertising, white is associated with coolness
  and cleanliness and can be used to suggest
  simplicity.
• Black is associated with power, elegance,
  formality, death, evil, and mystery.

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Font

• According to most studies, sans serif fonts are
  more difficult to read. For this reason, they are
  used most often for short text components such as
  headlines or captions.
• Limit use of bold, italics, and underlining.
• Use no more than 3 fonts, including the font in
  your logo, in any one ad or brochure.
• Recommend one serif and one sans serif font per
  publication/ad.

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Font Choices

• What message does it send?
• Elegant
• High Tech / Modern
• Friendly / Whimsical
• Traditional

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Creativity Design Logos
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Creativity Design Logos
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Creativity Design Logos
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Types of Slogans

• There are five major slogan types
• A feature -- a uniqueness or difference between a
  substance, product or object. Ex "Write an ebook
  in 7 days.
• A benefit - a result that someone receives.
  Remember, this saves you time or money.
• A question - thought-provoking methods. "How
  would you like to be a millionaire in three
  years?
• A challenge - a dare. Ex - the Marines, "We are
  only looking for a few good men.
• A structure - a design or collection put together
  for a single purpose. Ex "The Abundance Center
  holds all the information you will ever need to
  know on abundance."

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Creating a Slogan

• Should be 10 words or less and should be
  memorable.
• Ask, "What do I want people to remember about my
  company?" KISS it - keep it simple and short.
  That is possibly a slogan.
• Next, ask, "What do I want them to do?" This is
  another type of slogan. Yellow pages had a great
  one for years, "Let your fingers do the walking."
  
• Another way to create a slogan is to take two
  phrases that have parallel construction and place
  them together with a comma. Ex Prizefighter Ali,
  "Float like a butterfly, sting like a bee."
• Rhyme helps create a memorable slogan. Read
  poetry for triggers or language that influences
  or inspires. Using alliteration is another
  possibility.
• Ask friends for help. Make it a game at a meal
  event. Ask clients too on feedback as to what
  makes you memorable to them. They always keep it
  short.
• Be playful when creating slogans. Keep track of
  them too in your business journal or in a slogan
  file on your computer.

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Exercise

• Partner again with the person next to you.
• This time take turns creating at least 1 slogan
  for each others companies.

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Creativity Designfor Brochures and Ads

• Graphic Layout
• Elements of the layout

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Example
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Creativity Designfor Brochures and Ads

• Graphic Layout
• Elements of the layout
• KISS - Use of white space
• Engage the senses
• Colors
• Font
• Design with your budget in mind!

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Example
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Ad Critic
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Common Design Pitfalls

• Whispering Headlines Make headings and subheads
  larger and/or bolder than the rest of the copy
• Overuse of Rotated Type difficult to read use
  only for teasers or short banners
• Irregularly shaped text blocks unless text is
  set up for novelty purposes and text is still
  legible
• Cramped logos and addresses
• Lack of contrast between text and other elements
• Graphic Gimmickry dont substitute or
  overshadow content with graphics and photos
• Too much gray text heavy pages discourage
  reading
• Too many typefaces looks amateurish and
  confusing
• Similar Typefaces - use contrasting typefaces for
  headlines and body copy
• Box-itis and Rule-it is dont overuse boxes and
  rules or else the design will look
  compartmentalized and partitioned.

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Ad Critic
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Ad Critic
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Ad Critic
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Dealing with the Designer

• Tips
• Options In-house, agency or creative boutique,
  freelancer or creative representative from media
  or print company
• Provide information up front about needs and
  ideal image
• Use professional advice as a resource
• Be flexible, but firm
• Costs increase with each change you make

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Dealing with the Printer

• Tips
• Tour the facility and gain a working
  understanding of the process
• Provide same specs and compare 2-3 quotes from
  different printers
• Know what they need before you design it
• Example Mac vs PC files, laser print vs floppy
  disk, software capabilities
• Ask them for money-saving advice
• Example paper, ink, bleeds
• More cost effective than your own computer when
  printing quantities of 500 or more

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Creativity Design

• Message Development
• Consistency for impact
• Clarity for understanding
• Surprise, involve, challenge the reader/viewer

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Basics that are a MUST

• Name of the company.
• The nature of your product or service. Unless you
  own Macy's or Microsoft, don't assume readers
  automatically know what your business sells. Even
  if you send your ad only to existing customers,
  many people remember a business by what it sells
  not its name.
• Where you're located. Include the city and state
  (perhaps even country if doing business
  internationally or online). This is critical if
  you're in retail, but even if your customers
  don't come to your store or office, including a
  location helps customers relate to your business.
  
• Hours and days you're open or hours and days of
  the sale.
• Web address. You do have a Web site, don't you?
• Phone number with area code. If you're not going
  to be available to answer calls, record a message
  with vital information. Include country code if
  you do business internationally.
• E-mail address. This can be omitted if you're
  never going to answer e-mails.
• Special terms or limitations, if any. In other
  words, are the discounts not applicable to
  certain types of items or services, or does the
  offer expire after a certain date?

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To really sell your company...

• Create an eye-catching headline. The first thing
  you have to do is get attention. This doesn't
  have to be incredibly clever "50 off" gets my
  attention.
• Tell the benefits. Let potential customers
  immediately know why they should be interested in
  doing business with you. This can be something as
  simple as "Lowest price for your auto insurance."
  
• Provide important/relevant information about
  products. Ads chock-full with specific products
  or services are often surprisingly effective.
• Include a call to action. Customers often respond
  to a direct appeal for action, such as "Hurry
  Supplies are limited," or "Call today to book
  your appointment!"
• REMEMBER Proofread and ask 2 others to do so as
  well!

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Media
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Media

• Advertising Specialties
• Traditional Media
• Non-traditional Media

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Advertising Specialties

• Chatchkis
• Make it relevant and useful
• Pass along potential
• Only form of advertising that generates goodwill!
• http//www.mypinnacleonline.com/

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Broadcast Media

• TV/Cable
• Cable can be just as cheap as radio
• Weekends and late fringe can be inexpensive for
  TV
• Consider picking up on a current issue and
  sending in your own video to the local news
  stations to get free publicity (VNR)

Spot Runner A Los Angeles-based start-up launched
a service that allows companies to create
television ad campaigns over the Internet for as
little as 500 and as quickly as within one week.
Spot Runner lets advertisers select a generic
commercial from its library, personalize the ads
and target customers by demographics, networks
and neighborhoods.
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Broadcast Media

• Radio
• Expect to spend 2-3K per week for effective
  frequency
• Drive time 200-400 per spot
• Rotators, Overnight, Weekend - 10-150 per spot
• Inexpensive to do a remote
• Can offer tie-ins to local events, such as movie
  sneak previews, festivals, etc.

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Broadcast Media

• Tips
• Negotiate never take the first proposal
• Ask for added value and 15 agency discount
• Request affidavit upon completion of schedule
• Barter ex trade prize package for additional
  radio mentions

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Frequency vs. Reach
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Print Media

• Dailies
• Weeklies
• Special audiences
• Magazines

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• Traditional advertising
• Direct Marketing
• Promotions
• Events
• Online
• Affiliation with
• El Sentinel
• Orlando City Beat
• go2orlando.com

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• Advertising Information
• Edgy weekly alternative publication

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• Calendar
• Online Rates
• Demographics
• Offline Rates

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• Business 2 Business Advertising
• Advertising rates
• Statewide or Regional rates
• Florida Trend can target readers in these
  regional buys
• Miami-Dade and South Florida
• Tampa Bay/Southwest FL
• Orlando/Central FL
• Jacksonville/North FL

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Specialized Publications

• Barrons WSJ print advertising rates for
  national or regional ads
• Church, HOA, School/College, and other
  newsletters
• Guides

• UCF newspaper
• Associations Florida Nursery, Growers and
  Landscape Association (FNGLA) annual publication
• Orlando JCC online advertising

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Non-traditional Media
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Non-Traditional Media

• Billboards
• Grocery carts
• Trash cans
• Sidewalk signs
• Elevators
• Movie theaters
• BE CREATIVE!

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Billboards

• Short, clear message for branding or directional
  purposes
• Rates based on showings
• Examples of monthly rates (based on 6 month
  contract)
• Lamar outdoor in Altamonte Springs charges 2400
  per billboard
• Clear Channel charges 3500-4500 per billboard
  in Orlando
• But you can save with posters - 700-1000

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Transit Advertising

• Bus Wrap monthly rates
• 2 sided 5K
• 1 sided 3K
• Interior Cards
• Half-fleet 1700
• Full fleet 2500
• Panels Posters
• Tail 300 up

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Local Companies

• Gotcha! Mobile Media, 407-599-6800
  http//www.gotchamobilemediafl.com/
• 375 per week per ad, commitment of 4 weeks
• National CineMedia, 407-328-2720
  http//www.ncm.com
• Cinema Advertising, sampling, table displays,
  etc.
• Clear Channel Outdoor, 407-298-6410
  http//www.clearchannel.com/
• Dave Menk, Sr. Account Executive

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Other Non-Traditional

• New growing media is garbage truck advertising
• Cinema advertising pre-show slides from
  Screenvision Direct can be as low as 25 per week
  per screen
• Dont forget the mediums you own
• Your packaging
• Your company vehicles
• Your signage

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Public Relations
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Public Relations

• Good Corporate Citizenship Community Relations
• Give to a charity or cause, such as a prize
  donated for an auction or raffle
• Example Litas Creamery
• Position yourself as an expert by sponsoring free
  seminars relating to your industry, but not
  specifically to sell your products
• Speak at local meetings or events
• Participate in online forums
• Booth at an event or trade show
• Sponsor community teams, etc.

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Public Relations

• Publicity
• Stage a special event
• Tie in with a well-known week or day
• Develop media list and relationships with writers
  and reporters, then send tailored news releases
  in a creative way, for any newsworthy events or
  information
• Letters to the editor
• Call in to a local radio show
• Write articles and publish on your website as
  well as submit to local media

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Sales Promotions
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Sales Promotions

• Coupons and Discounts
• Distributed on store counters, on products, in
  various forms of media, via direct mail, placed
  on bulletin boards, and on your web site. Ex
  Valpak
• Samples!
• Stimulate trial without the risk
• Loyalty Programs
• Keep them happy and coming back
• Simple to execute and rewards current customers
• Contests and Sweepstakes
• Develops a database
• Should be relevant
• Generates word-of-mouth (WOM)
• Ex Little Gym
• May generate free publicity!
• Ex Litas Creamerys Ice Cream Flavor contest

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Good News and Bad News

• Good
• Generate sales
• Easy to track
• Stimulate trial
• Can be cost effective

• Bad
• Short term focus
• Customers may become reliant on them

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Direct Marketing
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Lists Anyone?
Criteria 18-24 year old renters within a 30 mile
radius from downtown Orlando who have a household
income of 1-35K
.09 per lead
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Direct Marketing Costs

• Printing Costs
• Letter on letterhead
• Brochure
• List Broker
• Fulfillment Company
• Example Millennium Marketing Group
  http//www.mmgfulfillment.com
• Postage
• Envelope
• TOTAL

• .89
• .09
• .80
• .15
• .10
• Label, print, sort
• .39
• .03
• 1.56

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Direct Marketing Costs Responses
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Direct Marketing Tips

• Know your customers and mirror their qualities in
  the lists that you buy
• Always de-dupe the list and keep it current
• Be creative to get out of the 98 non-response
  rate
• Consider
• Multiple mailings (ex Universal Studios)
• Teaser campaigns
• Envelope? Label? Postage?
• Online direct marketing

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Direct Marketing

• Newsletter
• Provide pertinent information about your industry
  (become known as an expert)
• Builds a relationship
• Keeps your name top-of-mind
• E-zines online newsletters emailed to customers
• Mail a personalized card
• To celebrate holidays, birthdays, and
  anniversaries
• Offer discounts
• Offer a freebie with registration (to capture
  their contact information)
• Article, research report, free seminar, book or
  member-only specials
• Marriage Mail
• Send ad or coupon in a joint mailing with other
  advertisers, such as Valpak or a private
  partnership with a company who targets the same
  audience as you!

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Interactive Marketing
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Interactive Marketing

• Professional, easy-to-navigate web site
• KISS
• Interactive
• Consider your audience
• Currency
• Use a reputable host and personalized, memorable
  URL
• Example Globat

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Interactive Marketing

• Online advertising what is your goal?
• Banners whats the point?
• Pop up ads
• Online yellow pages (free over 100)
• SuperPages.com, YellowPages.com and
  SMARTpages.com
• Paid search results
• Search related advertising
• Unpaid search results
• Search Engine Optimization
• Google 55, Yahoo! 20, MSN 10

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Interactive Marketing

• Communicating with your online audience
• Opt-in email low cost, high return use once per
  month and provide valuable information give
  incentive to get them signed up and maintain
  accurate list
• Get feedback and/or opinions (assemble a group of
  influencers)
• Blogs converse with customers and allow them to
  create a community Blogs are free (or very
  inexpensive) to set up using services like
  Blogger or TypePad.
• Craigslist brings together buyers and sellers
  forums are most popular, but you can also
  advertise

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Personal Selling
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Personal Selling

• Most expensive promotional tool but also the most
  personal and targeted
• Invest time in recruiting and hiring the right
  people
• Invest time and money in training and motivating
  those people give them the tools to succeed
• Importance of ethics

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Sales Exercise

• FAB approach
• Creating a Sell Sequence

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Who else is involved?
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Everyone in your company is in marketing

• Receptionist first contact
• Non standard phone greeting featuring the product
  of the month
• Hand out product information, catalogs or order
  information to all guests
• Use idle time to handwrite thank you notes to key
  customers and prospects

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Everyone in your company is in marketing

• Accounting Department
• Stuff fliers into outgoing invoices
• Handwrite a note on billing statements
• Accounting hotline to customers
• Join in customer tours and sales rallies

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Everyone in your company is in marketing

• Production and Delivery Personnel
• Enclose a reminder to reorder in your packaging
• Participate in brainstorming meetings about
  packaging and bundling ideas
• Show the production department on customer tours
• Feature their employee profiles in company
  newsletter
• Include a notice in all packaging that states
  produced and packed with pride with the
  employees signature

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Everyone in your company is in marketing

• All Employees
• Research the competition
• Tap into employees with design skills
• Issue press releases about activities your
  employees are involved in
• Include in brainstorming sessions
• Deliver to customers during idle times

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In conclusion
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Whats it all about?

• Building interest
• Teaser campaigns for curiosity
• Telling them what you do and what you want them
  to do!
• Getting customers involved
• Communication
• Retention (remember the 80-20 rule)
• Positive Word of Mouth (check out the WOMMA)
• Using Feedback to Perfect the Process

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Any questions?
Thank you!
Stefanie Mayfield Garcia Cell
321.246.3361 Marketing Instructor Office
407.823.1412 University of Central Florida Email
sgarcia_at_bus.ucf.edu