Renee Prejean-Motanky

Posts Tagged ‘Integrated Marketing’

The Six Questions You Should Ask to Get a Powerful Testimonial Are:

In Business Strategies, Communications, Integrated Marketing Strategy, marketing, marketing campaign, Public Relations, Tips You Can Use on August 13, 2013 at 3:44 pm

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1. What was the obstacle that would have prevented you from buying this product/service?
2. What did you find as a result of buying this product/service?
3. What specific feature did you like most about this product/service?
4. What would be three other benefits about this product/service?
5. Would you recommend this product/service? If so, why?
6. Is there anything you’d like to add?

Holistic Market Research

In Business Strategies, Integrated Marketing Strategy, marketing, Marketing Plan, Marketing Research on July 9, 2013 at 7:53 pm

Holistic market research2

Let’s face it. Most business leaders and marketers don’t do a sufficient job with the market research component of their strategic planning. There are a few reasons behind this:

  • It’s not real exciting (unless you’re the analytical type and really into data)
  • It can be incredibly expensive (and everyone wants to save the budget for the fun stuff)
  • We’re afraid of what we might find out (it can be easier to create a view of the market we want than to face the market realities).

Holistic market research

And, for those of you who do go through the considerable effort of market research, scouring the reports from Jupiter, Gartner, or other industry watchdogs, you’re still missing the boat. This global look at the market is important, but not complete.

Unless you have unlimited budgets (and if you do, RPM would love to talk to you), the critical step of market research can’t be short-changed. To make sure you’ve covered all the bases, consider these four methods for a holistic market research effort:

  1. SURVEY Customers and potential customers, as well as colleagues in or around your industry or target market. One of the best market research sources you have, is your own customer base and      sphere of influence. Conduct a web survey (of no more than 5 questions) aimed  at pulling future trends from this valuable resource. Ask your customers  a) what the most important factor is for buying a product like yours; b) what is the biggest hurdle they’ll face in      next 12-months; and/or c) if they could change your product or service,  what would they like to see (and why). Choose three of the most important      research questions and have your sales team actually call those customers  who didn’t respond to the web survey for their answers!
  2. GATHER Team Input  It is important to include your internal staff when conducting market research. Your “front lines”  can pass on valuable “feet-on-the street” trends they see and  hear every day. Every team member from sales to product development to customer service can contribute important data that should be considered  in your marketing plan. It is also important to solicit team feedback INDIVIDUALLY and not as group input.  Research shows that group dynamics tend toward having the more vocal opinions expressed at the expense of quieter group members, or having such a general response as to not be relevant.    Once you’ve collected individual feedback, compile the results into one document and review for completeness, consistency, and consensus. Where      consensus is lacking, address as a team—using the data from your other research methods to guide the way.
  3. STUDY  Your Competition (consider “secret shopping” to  get the “real experience”).  I often      hear from clients “we know our competition.” Then, as our marketing team studies and “secret shops” the competition on their behalf, a completely different picture unveils itself. It’s important to an effective marketing strategy that we not make assumptions      about our competition (who they are, how they position themselves, their      strengths/weaknesses, etc.). If you don’t have the resources to conduct a thorough competitive study, hire someone who can. It will be enlightening, as well as valuable to the research you need for an effective marketing strategy.
  4. EVALUATE The Market (concentrate on information that indicates size, trends, and need). This is the method where most marketers focus all of their attention. It doesn’t, in and of itself,      provide a complete picture, but it is important to your strategic planning. When evaluating the market perspective, start with trade associations, publications, and research companies focused on your industry. Many of you can’t afford the reports or fees from the research companies covering your industry, but don’t be discouraged. Most of the reports include free executive summaries that will give you what you need.

Once you have gathered, compiled, and analyzed the information from these four research methods, you’ll want to summarize the significant points from your learning in the research section of your Marketing Plan.

This holistic approach to market research will give you everything you need to create an effective marketing roadmap.

10 Skills PR Pros Will Need in 2020

In Communications, Integrated Marketing Strategy, marketing, Public Relations, Tips You Can Use on June 27, 2013 at 12:58 am

Media Coverage

A year ago on June 12th, Arik Hanson Keynoted  the Puget Sound PSRA Pro Conference. The topic he spoke on — What skills does tomorrow’s PR pro need to be successful? — a topic he knows a thing or two about. Through his business in Minnesota; Help a PR Pro Out (HAPPO), he talks, at length, to a number of people about the skills required in today’s marketplace.

That’s not to say that traditional PR skills are dead. On the contrary, they’re more important than ever. But these emerging skills are also critical. And in most cases, they’re simply a layer on top of the traditional skills we’re all so familiar with.

This list is based on conversations Arik has had with recruiters, agency owners, and colleagues over a period of a few years. These are skills many employers are not just looking for—they’re demanding them. More and more, we’ll see this become a trend.
For now, let’s roll through Arik’s list of the 10 skills tomorrow’s PR pro must have to succeed (along with resources and tips):

1. Advertising copywriting

“Tactics I’ve seen include social media management, e-newsletters, Facebook advertising, Google Adwords, and more, and I expect that to increase. Because online advertising is often rooted in messaging rather than creative, it makes sense for PR agencies to drive a lot of it.” – Rachel Kay, owner, RKPR

Resources:Social Fresh Facebook Ad Report

2. Video editing/production

“I predict a large portion of our client budgets will be devoted to creating, editing, and distributing unique company content (blog posts, video interviews, photo albums, etc.). PR professionals will be expected to be savvy with several tools, from social networks to editing software (like Final Cut Pro and PhotoShop) to monitoring and analytics tools (like SM2, Sysomos and Radian6). ” – Anne Buchanan, owner, Buchanan PR

Tip:
“iMovie should be a standard skill that PR pros should be familiar with. Apple offers some great easy tutorials and, of course, free workshops at their stores for Mac owners. Baseline knowledge of Final Cut and even sound editing using Garage Band [is] even better.” – Scott Meis, director, digital strategy, Weber Shandwick.

Resources:
Tom Martin’s 28 ways to use an iPhone for blog content:

3. Mobile

“In the next few years, PR professionals will (hopefully) embrace and start leveraging mobile as part of recommended strategy and daily work. To date, I see too many poor examples of leveraging the medium (lazy slapping on QR codes, for example), and our PR peers not understanding the important nuance that mobile can add to campaigns today.

“Mobile should be a business driver, not a one-off add-on or neutered experience. Unfortunately, much like social media years back, it’s my assumption the PR industry won’t place importance on this channel until our clients start specifically asking for it.” – Greg Swan, vice president of digital strategy, Weber Shandwick

Example:
Mall of America uses QR code event to drive awareness, sales on Black Friday.

Resources:
Follow @aaronstrout and @schneidermike, both of whom are great location-based marketing experts. Or, if that’s too hard, just buy their book, “Location Based Marketing for Dummies.”

4. Social content creation/curation

“I think we’ll begin to own the content piece of digital marketing. Right now, too many executives, marketers, and sales people own it, which creates more sales-y content that doesn’t go anywhere. PR pros, by nature, are storytellers and the content will begin to shift to those who know how to write engaging and valuable content.” – Gini Dietrich, owner, Arment Dietrich

Resources:
Check out Joe Pulizzi’s blog, which is full of great content ideas and strategies. I also think Shel Holtz has some interesting ideas around content curation; he’s a big fan of Storify (which I love as a tool for brands).

5. Analytics

“The PR professional of tomorrow is faced with an unlimited source of data about their key audiences. It will be critical for the PR pro to be able to analyze large amounts of data pertaining to search behaviors, engagement patterns on Facebook and other social platforms and, most importantly, understand how to measure their contribution to the impact of a communications program and business objective(s).

“The time has long since passed where the PR pro can claim ignorance on how to gather, analyze, and develop insights from data. There isn’t an expectation that he/she will be a data analyst, but if he/she isn’t comfortable working with a data analyst then they will be left behind.” – Chuck Hemann, director of analytics, WCG

Resources:
The Google Analytics blog and KD Paine’s Measurement blog are must-reads for those looking to learn more about analytics.

6. Search engine optimization (SEO)

“Unless they’re trying to hide, PR pros must accelerate content discovery & distribution with social & SEO skills.” – Lee Odden, blogger, author, owner, TopRankMarketing

Tip:
Don’t let SEO take over your content.

Resources:
Lee Odden’s Online Marketing blog and SEOMoz are great resources if you’re looking to learn more about SEO.

7. Speed to information

“It’s a lot easier to anticipate opportunities and challenges when you’re aware of them before your competition or detractors.” – Len Kendall, Golin Harris

Tools for content discovery:
Diigo, Google Reader, Evernote, Instapaper

8. Programming skills

“The PR pro of the future (quite frankly, today) will definitely need to have a firm grasp of all the necessary tools to create, manage, and analyze digital content. For example, the ability to manipulate code in a WordPress site or a content management system such as Buddy Media has quickly become a basic requirement.” – Alex Tan, director, digital, Golin Harris

Resources:
CodeAcademy.com is a great resource for the average PR pro looking to learn more about coding. You can get a lesson a week send to you each week for a year to get you started.

9. Managing virtual teams

As more companies allow their employees to work remotely (in fact, some businesses are entirely virtual), the challenge of managing a remote workforce will come to the forefront. How will managers motivate, monitor, discipline, and inspire workers spread across the country, even the world? Not to mention foster engagement among them.

Tip:
Focus on results, not time in the office

Resources:
Check out Workshifting.org for some great posts and tools to help you better manage virtual teams.

10. Blogger outreach

“In PR, one of our core roles is to help brands deliver the right message to the right audience. Media relations is one effective tool. But a number of bloggers are also building strong readership in niche subject areas. If you’re ignoring bloggers, I think you’re doing a disservice to your clients. Pitching bloggers isn’t the same as pitching other kinds of media; however, PR people need to understand how to innovate media-relations best practices and incorporate blogger outreach into their strategies. “ – Heather Whaling, owner, Geben Communication

Tip:
Resist the urge to sell right away

Resources:
Heather Whaling’s PRTini is one of the better and more forward-thinking blogs when it comes to blogger outreach strategies. Subscribe now.

WHAT A POLITICAL CAMPAIGN CAN TEACH US ABOUT MARKETING

In Business Strategies, marketing, marketing campaign, Marketing Plan, political campaign on July 29, 2010 at 2:45 pm

First it’s important to understand that a political campaign is a marketing campaign.

A campaign is defined and remembered by its message. How that message is crafted and delivered — is called positioning. Positioning is, perhaps, the most important element of a campaign.  While all of the components of any marketing campaign contribute to a success or failure, it is the message that differentiates and it is how it is determined, how it is shaped, how it is used and conveyed in a political campaign that we, as marketers, can best learn from.  

Positioning is a process that begins with understanding and defining consumer expectations (best determined by research) if it is to be effective. 

And while it’s true that in an election campaign the winner is usually the candidate with the best organization to raise funds, rally voters, and get them to the polls, it is the message that generates the excitement and trust that ultimately wins the campaign. It is the message that builds trust, and builds the foundation for a working relationship.

The first Clinton for President Campaign, with James Carville’s core message of; “It’s the economy, stupid,” makes the point very clearly that campaigning is marketing. It was a classic case of positioning. It was only a prelude to the campaign that elected Barack Obama which was brilliantly positioned. The campaign’s message; “Yes we can!” based on a carefully devised position, was supported by a number of highly focused voter concerns.

While there are obvious differences between a presidential election and a campaign to sell a product or service, there are sufficient parallels between the two to allow for a profitable comparison. At the same time, the success of both the political and marketing campaign relies not merely on the mechanics of marketing, but on the strategy.

No campaign is successful if its mechanics aren’t deployed strategically.

There are seven key components in successful political and marketing campaigns:  

            Political Campaign

  1. The candidate, who has qualifications and some appeal that warrants the candidacy, demands trust in many more areas than a business does. The political candidate must persuade a constituency of a great many capabilities and characteristics.
  2. The electorate, which, while generally diverse, has some reason for considering one candidate over another based on issues and concerns as well as the perception that one candidate, is better able to address those issues and concerns.
  3. The message, which addresses the candidate’s solution to those concerns.
  4. The (political) organization, which disseminates the message, raises funds, and gets out the vote.
  5. The research, opinion polling, which helps determine the concerns of the electorate, and monitors the efficacy of the strategy throughout the campaign.
  6. 6.     The strategy, the structured plan to inform, persuade, and, generally speaking, get the candidate’s message out.
  7. The execution, carrying out of the plan from its beginning through the Election Day.

Markting Campaign

  1. The business (service or product) to be sold.  A business seeking to convert prospects must project understanding of their industry and business, and the particular nature of their needs as well as its ability to fulfill them. 
  2. The prospect, which, like the electorate, is faced with specific needs, desires, wishes, and opportunities.
  3. The message, which is the information about the firm and its services, specifically addresses the needs of the target audience, and should convince them that it can address these needs effectively and efficiently (at a competitive price.)
  4. The organization, which is the marketing structure that brings the message to the audience and executes the marketing plan.
  5. The research, which supplies the information needed to appropriately shape the selling message so that it speaks to the needs and wants of prospects.
  6. The strategy, which is the plan.  It defines the market, its needs, wants and strengths, weaknesses and opportunities, and determines the tools that best convey the ability to offer solutions to those needs.
  7. The execution, which is the carrying out of the structured plan. It brings together all of these elements to produce a client.

A political campaign is more complex in the design and execution of these factors because it has a broader target audience than a marketing campaign will have. A political campaign persuades people to vote for a candidate based on identification with his/her personality, credibility and charisma while a marketing campaign addresses solutions for the very specific needs of an individual or corporation. Most often the solution offered requires very specific expertise and credentials. That’s why positioning is key… it is what differentiates you from your competitors. 

Beware!  Positioning is, too often, misconstrued as a determination of how a business wants to be perceived.  But that isn’t positioning, it’s wishful thinking! 

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