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COTS Marketing

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Title: COTS Marketing


1
COTS Marketing PR 202 8.1a Module 1 Public
Relations
  • Instructor Name 2007/2008

2
Opening
  • Expectations/Desires

3
Mission of this class
  • To provide students with knowledge and tools to
    become more effective chapter leaders
  • To provide a venue for chapter leaders to
    exchange ideas with leaders of other chapters
  • To foster an environment of cooperation and
    collaboration between chapters
  • To provide students with the basic framework to
    create a chapter marketing plan.

4
Agenda
5
Marketing, Promotion, Public Relations
Publicity
  • If the circus is coming to town and you paint a
    sign saying, "Circus is coming to Fairgrounds
    Sunday," that's Advertising.
  • If you put the sign on the back of an elephant
    and walk him through town, that's a Promotion.
  • If the elephant walks through the Mayor's flower
    bed, that's Publicity.
  • If you can get the Mayor to laugh about it,
    that's Public Relations.
  • If you planned the whole thing, that's Marketing!
    --Author Unknown

6
We exist to bring a message to three kinds of
people
Fundamental Reason for Existence
  • People you know
  • People you dont know
  • People who know people
  • Which group is biggest?

7
Situational Analysis
  • Chapter Readiness

8
Chapter Readiness
  • Small-Medium Sized Chapters
  • Low-Medium Technological Capabilities
  • Limited Knowledge
  • Small Budget
  • Need Growth/Sustainability
  • Little/No Experience with the Media
  • Little/No Marketing Experience
  • Frequently New to the Job
  • Over-Estimate the Publics Awareness of the
    Chapter
  • Is the Chapter Ready for Growth?

9
Group Question 1
  • How would you rate your chapters readiness for
    marketing success on a scale of 1-10?

10
Understanding Your Audiences
11
Understanding Your Audiences
  • Potential Members
  • Members
  • Families of Members
  • Show Patrons
  • The General Public
  • The Media
  • Barbershop Fans
  • Groups That Facilitate Performance Opportunities

12
Group Question 2
  • Are there some additional audiences that should
    be added to this list?

13
Qualities Needed in a Marketing PR Leader
14
Handout (Can be found on your CD)
  • Chapter Marketing PR VP Job Description

15
Desired Background Capability
  • Society Member for at least three years other
    than the Frank H. Thorne Chapter
  • Thorough knowledge of the mission, history and
    programs of the Society and his chapter
  • Excellent communication and relationship building
    skills
  • Willing to be held accountable of his performance
    to the Chapter
  • Marketing and or public relations experience is a
    plus
  • Ability to think outside the box

16
Minimum Requirements
  • Encouraged to form a committee to assist them in
    carrying out their responsibilities
  • Create promotional materials
  • Work with outside vendors such as graphic
    designers, printers and photographers
  • Make sure all communications reflect the
    standards and mission of the chapter and society
  • Prepare and distribute all communications/promotio
    nal materials
  • News releases
  • Chapter/District bulletin stories as needed
  • Flyers
  • Posters

17
Minimum Requirements
  • Insist the Chapter pay for you to join the Public
    Relations and Bulletin Editors (PROBE) group
  • Attend COTS and, when possible, other training
    seminars
  • Develop a public relations/marketing plan
  • Build relationships between chapter and
  • Media
  • Local community, civic organizations
  • Other society chapters

18
Minimum Commitment
  • Two (2) years
  • Avoid perception of revolving door staffing on
    the chapters part.

19
Public Relations
20
Public Relations
  • Researching Contacts

21
Local Newspaper Store
  • Collect papers sold in community
  • Read articles about organizations like yours
  • Note names of writers
  • Note style of writing
  • Note content of articles
  • Clip masthead from each publication
  • Note names of staff
  • Note names of publisher

22
Organizations
  • Chamber of Commerce
  • Membership list
  • Web site
  • Net working events
  • Convention and Visitors Bureau
  • Membership list
  • Web site
  • Net working events
  • Other Fraternal Groups

23
Internet
  • Search engines web sites
  • Learn what you can about publications
  • Learn about the writers
  • Learn about the mission of the publication

24
Public Relations
  • Whats Interesting To The Media?

25
Human Interest Stories
  • Youth
  • Senior Participation
  • Surprise
  • Excitement
  • Feel Good

26
Achievement By Locals
  • Awards received
  • Successful contest participation
  • Grants support received
  • Performance at…
  • Interesting place
  • Interesting audience
  • Events attended
  • Conventions
  • Contests
  • Educational experiences

27
Who Owns Controls Media
  • Who do we know who knows these people
  • Friends
  • Advertisers
  • Associates
  • What are they interested in knowing about
  • What they already report on
  • What they say they are interested in
  • What are their deadlines publication dates

28
How To Meet Them Informally
  • Organizations they belong to
  • Chamber of commerce
  • Service clubs
  • Where their children go
  • School events
  • Athletic events

29
Face-To-Face Meetings
  • Hand them your material if you can
  • If you can not meet them to hand over material
  • Follow up by telephone
  • Follow up by email
  • If you cannot meet the person sought, meet their
    associate or assistant
  • Harder to ignore submission if personal
  • Opportunity to answer questions

30
Media Recognition
  • Thank your media contacts for helping you do your
    job
  • Yes, they need to fill their space, but they
    could do it with material from someone else
  • They can ignore your material if they do not like
    you or your organization
  • Consider a media recognition night at a guest
    night
  • Award a certificate to those who publish your
    material
  • Thank them before your chapter
  • Post their clipping of your material at your
    meeting place
  • Provide free tickets to your events and give them
    good seats

31
Public Relations
  • Channels/Mediums

32
Print
  • Free Papers Newsletters
  • Weekly Newspapers
  • Daily Newspapers
  • Magazines
  • Direct Mail
  • Posters Flyers

33
Radio Television
  • Radio
  • Local Broadcasts
  • Regional Broadcasts
  • TV
  • Cable
  • Broadcast
  • Local
  • Network

34
Public Relations
  • How To Generate Publicity/Awareness

35
How To Generate Publicity/Awareness
  • Decide why you want the coverage
  • Know whats newsworthy
  • Develop a hook
  • Define your approach
  • Determine your targets
  • Be prepared for the coverage and the possible
    consequences
  • Offer to do charity (free) performance

36
Handout (Can be found on your CD)
  • Sample Press Release

37
Public Relations Tools
  • News release - How to write one
  • Keep it to one page
  • Contact information about your group at the top
  • The who, what, when, where and why of your story
  • The date this information is appropriate for
    release

38
Public Relations Tools
  • News release - How to write one
  • A headline and summary of what this story is
    about
  • A short bio on your organization
  • Describe photo opportunities that may exist
  • A symbol at the end denotes the end of the
    release

39
Public Relations Tools
  • News releases
  • Who do you send a new release to?
  • City editor (Newspaper)
  • News editor or publisher (Community paper)
  • Assignment editor (TV)
  • News director (Radio)
  • How to distribute
  • Fax
  • Email
  • Mail
  • In person

40
Public Relations Tools
  • Media kit
  • Components
  • News release
  • Fact sheet or brochure
  • Sharp, glossy BW Photos with everyone in the
    photo identified including the name of the
    photographer (use a label on the back of the
    photo)
  • Copies of previous articles written about your
    group
  • How to distribute
  • In person

41
Handout (Can be found on your CD)
  • Media QA, Marketing Radio…A Beginning

42
Media Relations
  • Best Ways to Approach the Media (Editorial)

43
Best Ways to Approach Radio
  • Paid placement
  • How do I know the best radio stations to
    approach?
  • What is the best way to approach radio stations?
  • Invite DJ to MC Show or Performance

44
Best Ways to Approach Newspapers
  • Paid placement
  • What is the best way to approach a newspaper?
  • Whats the best time to contact a newspaper?

45
Best Ways to Approach the Media (Editorial)
  • Your aim
  • To generate favorable coverage of your
    performances, events and programs and goals.
  • The balancing act
  • To you, your chapter is special to the media,
    it's just one organization among many.

46
Best Ways to Approach the Media (Editorial)
  • Determine Your Targets
  • Always ask first if your media contact is on
    deadline and ask for a more appropriate time to
    call back if the answer is yes.
  • Tell the media what you're doing and why.
  • Go to them with news about achievements, not
    plans.
  • You will not get very far without a creative or
    unique angle

47
Best Ways to Approach the Media (Editorial)
  • Stick with the basics, spelling out the who,
    what, when, where, and why of what you have done.
  • Be open
  • Be responsive
  • Remember the public

48
Questions?
49
Advertising
  • Benefits of Advertising (Paid vs. PSA)

50
Public Service Announcements
  • Free
  • Wide circulation
  • Persistent

51
Advertising Channels
52
Communications
53
Communications Benefits
  • Internal
  • Increased understanding
  • Fewer misunderstandings
  • Increased buy-in, generating more consensus team
    spirit working towards a common goal
  • Increased participation

54
Communications Benefits
  • External
  • Increased public awareness of chapter activities
  • More accurate perception from the public of your
    chapters mission and goals
  • More guests at chapter meetings
  • More attendees at your chapter show

55
Communications Policy
  • Have a plan and a budget
  • Know your audience
  • Ask for feedback
  • Choose the best channels

56
Communications Channels Internal and External
57
Email bulletins and listservs
  • Direct email
  • Maintain everyone in simple list manage updates
    using Members Only
  • Best for small numbers
  • Yahoo groups
  • Free… easy… members maintain themselves
  • Weekly poop sheet
  • A must! And A natural for email constant
    reinforcement of basics, schedule, changes

58
Internal
  • Chapter bulletin
  • Chapter website
  • District Bulletin
  • Harmonizer
  • If you receive or take any photos of a memorable
    or important quartet experience, or pose for
    pictures with any celebrities you meet, write a
    story to accompany the photo and distribute it to
    the above publications. Re-prints of the story in
    these publications are good PR for your group.

59
Does my chapter need a web site? (Yes… but what
kind?)
  • Public facing
  • Contact us… find us… hire us… learn more
  • General image and recruiting
  • Publicity and ticket orders
  • Internal facing
  • Internal communication, administration, chapter
    management functions

60
Five things a public-facing web site must have
  • Faces!
  • Whats a good picture?
  • Action (candid) vs. staged/posed
  • Value proposition Why you should see us, hear
    us, sing with us
  • Come see us
  • Contact info
  • Map to meeting create own or use MapQuest or
    others

61
Hosting your web site
  • The problem with free hosts
  • They can go away without notice
  • Long, incomprehensible web addresses
  • Purchase your domain
  • As little as 35/yr. to own your name
    www.chorusname.org beats long name on AOL,
    geocities, or company server
  • Portable change servers, capabilities, etc. on
    your terms
  • Purchase space godaddy.com, ihost.biz,
    hostsave.com etc. 75/yr.

62
Building your web site
  • Resources to consider
  • Find a daughter, grandson, etc.
  • Local community college, student, etc. needing a
    portfolio / class project
  • Emphasis on ease of maintenance you should be
    able to update it painlessly, with little
    reliance on other technicians

63
Group Question 6
  • Does your chapter have a website? If yes, what
    strategies are being employed to attract
    non-member visitors to your website?

64
Tools of the Trade
65
Tools of the Trade
  • COMMUNICATIONS
  • PHONE LINE - Get a business phone line that is
    answered by a live voice whenever possible and
    forwarded to a voice mailbox when not.
  • VOICE MAIL - This voicemail system can announce
    upcoming events, information about the date and
    time of your chapter meeting, directions to the
    meeting, etc.
  • WEB SITE - Have a presence on the internet with
    your official web site. Your web site can serve
    as an online press kit.
  • CALLING CARD - Get a long-distance calling card
    to track and account for chapter-related long
    distance calls.
  • EMAIL ADDRESS

66
Tools of the Trade
  • EQUIPMENT
  • COMPUTER For word processing, email,
    spreadsheets, etc.
  • PRINTER - Preferably laser over inkjet. Color
    laser printers are now down in the 500 range.
  • SCANNER - For digitizing photos not taken with a
    digital camera, utilize a flatbed scanner to
    capture important or memorable photos of your
    group for immediate incorporation into your
    promotional materials, including your web site.
  • FAX - Use FaxPro software or a facsimile machine
    with the ability to broadcast press releases to
    many different media contacts with the touch of
    one button
  • DIGITAL CAMERA - Utilize a high quality digital
    camera to capture high resolution photos in
    digital format.
  • POSTAGE METER - Get a postage meter and scale or
    print postage online with a printer for efficient
    processing of outgoing mail.

67
Tools of the Trade
  • OTHER TOOLS
  • MERCHANT SERVICES AGREEMENT - Establish a
    merchant service agreement to accept Visa,
    MasterCard, Discover and American Express to make
    it easy to do business with you and increase the
    average size of each transaction. Clients can
    even and pay your fee with their credit card.
    PayPal is another option available.
  • STABLE MAILING ADDRESS - So the official chapter
    address can remain constant despite changes in
    leadership or contact people, acquire a mailing
    address at a local UPS Store or similar operation
    to send and receive chapter-related mail and
    packages.

68
Tools of the Trade
  • OTHER TOOLS
  • MAILING LIST - Maintain and constantly update the
    chapter mailing list on the computer with all
    past booking and media contacts, lapsed members,
    talent agents, music industry contacts. Email,
    mail or fax itineraries to folks in your client
    base to keep them informed of where you'll be
    appearing in the future.
  • PRESS KIT- Design a slick PR kit that tells them
    who you are, what you do, and why they should
    hire you.
  • PHOTOS - Stock a quantity of 8X10 color and black
    white photos with your group logo and contact
    information. ABC Pictures in Springfield,
    Missouri is a reliable and affordable vendor. You
    can literally "give away these photos at all
    public appearances. They are much more effective
    than a business card, but you should use those
    too.

69
Image
70
Image
  • QUESTIONS TO CONSIDER
  • PHONE LINE Is your phone answered
    professionally?
  • VOICE MAIL Is your voicemail greeting scripted
    professionally?
  • WEB SITE What kind of image does your web site
    project to visitors?
  • PRESS KIT - What kind of image does your press
    kit project to potential clients?

71
Image
  • QUESTIONS TO CONSIDER
  • REHEARSAL VENUE - What kind of image does your
    rehearsal hall project on visitors?
  • BUSINESS CARDS What kind of image do your
    business cards project? With contact information
    on the front and a map to your meeting location
    on the back
  • LETTERHEAD What kind of image does your
    letterhead project?
  • THANK YOU CARDS What kind of impression do you
    leave with a client if you send a thank you card
    after a performance? What kind of impression do
    you leave with a client if you do not send a
    thank you card after a performance?

72
Image
73
Branding
  • Our brand is inclusive of the music we sing,
    the fellowship we experience, the events in which
    we participate and compete and the atmosphere of
    our local chapter meetings. Our brand
    represents our members total experience in the
    Society. Our music is a core part of our brand.
    We are the keepers of a classic American art
    form.
  • Our brand is not bad, but it does need to be
    reenergized. However, bringing about the needed
    improvements in our brand will involve far more
    than aggressive advertising and public relations.

74
Seven Steps to Branding
  • Focus your brand specialize
  • Create a unique value proposition
  • More importantly than targeting just a
    demographic, target a mindset
  • Unlock your market dominate your category
  • Deliver a remarkable customer/member experience
    to drive brand loyalty
  • Create a great and compelling business story
  • Make your brand their brand

75
Two components of a brand
  • RATIONAL Facts, figures, statistics, program
    lists (In promotional materials, use the rational
    components of your brand sparingly.)
  • EMOTIONAL The emotional and psychological
    experience your brand delivers. What one feels as
    a result of consuming/experiencing your product.
  • For more information about branding, subscribe to
    BrandBites, an email newsletter available from
    www.larrygulko.com

76
Group Question 7
  • Is the brand you present to the public centered
    around being the XYZ chapter of the Barbershop
    Harmony Society or do you build your brand around
    the chorus name, or both?

77
Alliances
78
Building Alliances
  • There are many benefits to working with other
    like-minded organizations in your community.

79
Public Relations Module - Closing
80
Top 3 Items
  • Three items prioritized at the start of the
    course were
  • 1
  • 2
  • 3

81
Expectations
  • Did we accomplish and meet your expectations for
    the Public Relations Module here at COTS?
  • If not, why not?
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