marketing essentials presentation by thomas murrell mba csp conference speaker
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sales marketing, direct marketing, marketing strategy, marketing services, target marketing, event marketing, small business marketing, marketing plans, marketing resources, marketing training, marketing tips, marketing essentials, marketing presentationTRANSCRIPT
© 8M Media & Communications 2011 www.8mmedia.com 1
Marketing Essentials
Presented By
Thomas Murrell MBA, CSP
“International Business Speaker”
© 8M Media & Communications 2011 www.8mmedia.com 2
1. Media 1. Media StrategyStrategy1. Media 1. Media StrategyStrategy
4. Media 4. Media ReleasesReleases4. Media 4. Media ReleasesReleases
6. Media 6. Media MonitoringMonitoring6. Media 6. Media
MonitoringMonitoring
26 years of media experience – ABC, SBS, Bloomberg26 years of media experience – ABC, SBS, Bloomberg26 years of media experience – ABC, SBS, Bloomberg26 years of media experience – ABC, SBS, Bloomberg
3. Media 3. Media TargetsTargets3. Media 3. Media TargetsTargets
7. Media 7. Media LeverageLeverage
Visibility + Credibility = Profitability
3. Media Relations
2. Media 2. Media MessagesMessages2. Media 2. Media
MessagesMessages
5. Media 5. Media LiaisonLiaison
5. Media 5. Media LiaisonLiaison
© 8M Media & Communications 2011 www.8mmedia.com 3
Paul Murray
© 8M Media & Communications 2011 www.8mmedia.com 4
Objectives
• Discover how the media works?• Understand the characteristics of
different media.• Learn how to formulate your media
releases.• Define your target audience.• Discover 8M’s 12-step guide to
media releases.
© 8M Media & Communications 2011 www.8mmedia.com 5
What is news?
• Something new.
• Often conflict.
• Usually negative rather than positive.
• Is about people, places and events.
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Media Releases
• Key points
• Short sentences and paragraphs
• Minimum waffle, maximum everyday language
• Positive phrases and active words and phrases
• Keep it to one page – two at most
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Style
• Clear writing = clear thinking
• Use short words instead of long
• Prefer a familiar word to the fancy
• Be specific, don’t waffle
• Use the active instead of the passive
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Useful Hints
• Aim for clear direct transmission of message
• Type it and use letterhead
• Clearly title “News Release” or “Media Release”
• Date the release and indicate if there is more than one page
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10 Success Tips
1. Clearly title it a 'News Release'
or 'Media Release'.
2. Date the release.
3. Use letterhead.
4. Always type it.
5. Keep to one page.
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10 Success Tips
6. Use a title to grab the attention of the journalist.
7. Put the most important information first.
8. Use quotable quotes from the spokesperson.
9. Use active words instead of passive.
10.Always include a contact number .
How Does The Internet Differ From Traditional Marketing Media?
Brand Awareness
Consumer Response
Emotional Rational
Long Term Objectives• Create Brand Awareness• Richness of Information
Short Term Objectives• Precipitating Action• Involving audience
TV
Outdoor / Billboards
Point of Purchase
TelemarketingPersonal Presentations Seminars & Workshops
Direct Mail Press
Newsletters Trade Journals Magazines
WEBSITE
12
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Nine Persuasive Reasons To Improve Your Web
Writing Skills.
1. Uptake
2. Adoption
3. Usage
4. Change
5. News & Information
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Nine Persuasive Reasons To Improve Your Web
Writing Skills.
6. Popularity
7. Growth
8. Hunger, Desire and Lust
9. Permission – May I have it?
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E-Myths
1. Give you more time
2. Make your job easier
3. Deliver a paperless Office
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E-Myths
4. Improve the quality of your communication
5. Make you more reliable
6. Improve your writing skills
7. Improve your business relationships
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E-Myths
“I don’t understand the technology…
But you don’t have to…
You have to understand what it can do for you”
K. Rupert Murdoch,
Chairman & Chief Executive, News Corporation
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Why Good Web Writing
Skills are Important! To:
• C ommunicate Ideas
• L eave a Lasting Record
• E nhance Details
• A rticulate logically
• R einforce Your Message
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Nine Power Strategies to Maximise Your
Writing Skills for the Web
• Use short words
• Prefer a familiar word to the fancy
• Use the active instead of passive
• If it is possible to cut a word, always cut it out
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Nine Power Strategies to Maximise Your
Writing Skills for the Web
• Use catchy titles and headings – avoid generics
• Be Specific, don’t waffle
• Use the ‘three clicks rule’
• Index as much as possible
• Add personality
• Re-read twice, then leave
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Polishing Your Work
“A diamond looks more beautiful when cut.”
Anon
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Eight Ways to Write Web Articles
1. Write for Scanners
2. Write Short
3. Write Friendly
4. Bite Size Chunks of Information
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Eight Ways to Write Web Articles
5. Single Concepts
6. Cover 3 H’s
7. Append with links
8. Newsy & Relevant
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Five Common Mistakes
1. Using Fillers
2. Not Using Links
3. Running Unrelated Ads or Advertorial
4. Content not relevant
5. Not Respecting my Time = too long
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Web Writing Must Dos
Use inverted pyramid style
Write good headings & sub-headings
Accuracy
Plan – Evaluate – Review
Vary sentence length
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Web Writing Don’ts
Use all capitals anywhere
Use italics – hard to read on screen
Use jargon
Use underlining – confusing with links
Use more than 6 bullet points or inconsistent formatting
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10 Essential Tips for Writing for the Web
1. The People Factor – Avoid relying on technology
2. Have a plan and set some goals and strategies
3. Aim for clear direct transmission of the message
4. Keep it brief & to the point (300 – 1,000 words)
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10 Essential Tips for Writing for the Web
5. Use relevant information of interest to your target
6. Check for accuracy
7. Make it ‘Chunky’
8. Keep to one idea per para
9. Add value
10. Evaluate and review on a regular basis