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viral potential. ambient potential. Disadvantages: scattergun' tendency. can ... creative design / advertising / digital media / direct marketing / pr / events ... – PowerPoint PPT presentation

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Title: brand communications creative design advertising online marketing direct marketing pr events


1
Club Together Club Coach Event 2009 Club
Promotion
www.r-evolution.co.uk
  • brand communications / creative design /
    advertising / online marketing/ direct marketing
    / pr / events

2
Promoting Your Club
  • Introduction
  • Objectives
  • Knowing Your Club
  • Who Needs You?
  • Reaching Out The Tools Available
  • Getting response
  • Some Dos and Donts
  • What Next? Your Plan

Club Together 2009
3
Objectives
  • To understand the basics of promoting your club
  • To learn about the marketing tools available
  • To understand how to put theory into practice

Club Together 2009
4
Knowing Me, Knowing You ….. some famous examples
Club Together 2009
5
Who Am I?
Club Together 2009
6
Who Am I?
The futures bright ….. The futures orange
Club Together 2009
7
Who Am I?
Club Together 2009
8
Who Am I?
Club Together 2009
9
Who Am I?
Club Together 2009
10
And what does that mean…
Club Together 2009
11
And what does that mean…
Blind
Named
Prefer
23 65 12
51 44 5
Diet Pepsi Diet Coke Equal/ Dont know
Source De Chernatony and Knox
Club Together 2009
12
So who are you…. ?
Club Together 2009
13
Who Needs You? ….. targeting
Club Together 2009
14
Targeting
  • One size never fits all
  • Every aspect perceived differently
  • message
  • medium
  • language
  • timing
  • etc
  • Objective is to change patterns of behaviour
  • You need response
  • Targets can be demographic, geographic,
    behavioural...
  • But…… everyone is an individual

Club Together 2009
15
So who are you targeting…. ? Why? What do you
want them to do?
Club Together 2009
16
Reaching out ….. the tools of the trade
Club Together 2009
17
Reach
  • Advertising
  • Promotional literature
  • Direct Mail
  • PR
  • events
  • networking
  • awards
  • giveaways
  • Online marketing
  • advertising
  • promotion
  • direct email
  • pr

Club Together 2009
18
Advertising
  • Advantages
  • wide reach
  • impact
  • simple message
  • targeted by location
  • viral potential
  • ambient potential
  • Disadvantages
  • scattergun tendency
  • can be unresponsive
  • can be expensive
  • lack of longevity
  • lack of space for detail
  • measurability

Club Together 2009
19
Promotional literature
  • Advantages
  • good brand capture
  • has presence
  • can be creative
  • flexibility
  • information cascade
  • meets an expectation
  • Disadvantages
  • can be expensive
  • can be unresponsive
  • time dated
  • measurability
  • predicting demand
  • storage!

Club Together 2009
20
Direct Mail
  • Advantages
  • targeted
  • can be personalised
  • responsive
  • can be creative
  • focused
  • Disadvantages
  • reputation
  • accuracy in database
  • time relevant
  • tends to need follow up
  • can be expensive
  • fulfilment

Club Together 2009
21
PR
  • Advantages
  • cost
  • seen as editorial
  • has gravitas
  • time relevant
  • Disadvantages
  • can be difficult to achieve
  • needs relationship
  • may require advertising
  • measurability
  • tends to need follow up
  • can be expensive

Club Together 2009
22
Online marketing
  • Advantages
  • of today
  • very accessible to most
  • easy to spread
  • very measurable
  • responsive
  • can be low cost
  • Disadvantages
  • hard to control
  • security issues
  • poor reputation
  • availability to some

Club Together 2009
23
Use the marketing mix
  • seven touches
  • brand building
  • credibility
  • reinforcement
  • avoid repetition
  • maximising effectiveness

Club Together 2009
24
Getting response ….. focus on outcomes
Club Together 2009
25
Maximising response
  • who you are
  • telephone
  • web email address
  • pre printed forms
  • business post / freepost
  • vouchers
  • online data capture
  • getting permission
  • design techniques
  • easiest route to respond

Club Together 2009
26
But be geared up to deal with it!
  • phone answering
  • response to email
  • web data capture what next
  • acknowledgements
  • systems in place
  • everyone knows and understands
  • fulfil the expectations you have created

Club Together 2009
27
Putting into action - some Dos
  • Be creative
  • Design and layout
  • use of white space
  • use of imagery and graphics
  • text
  • typeface
  • Think about
  • format
  • medium
  • Getting it out
  • Dont forget response!

Club Together 2009
28
And some Donts
  • Dont forget what you are trying to achieve
  • Dont overcomplicate it
  • Dont try to cover too much
  • … but dont patronise
  • Be cost effective not cheap
  • Dont forget response!

Club Together 2009
29
And, ultimately, its worth remembering that,
whatever marketing you do, the best marketer is
you!
  • were all individuals
  • our customers are all individuals
  • people like doing business with people they
    like
  • respect your targets
  • be true to yourself your organisation

Club Together 2009
30
What Next ….. your plan
Club Together 2009
31
A simple marketing plan
  • Who you are
  • What you are trying to acheive
  • External influences
  • Your target markets
  • Your communications needs
  • Be SMART what, how, who by, when how much
  • Outcomes

Club Together 2009
32
www.r-evolution.co.uk
  • creative design / advertising / digital media /
    direct marketing / pr / events
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