Marketing 3 Advertising Public Relations What are your

Marketing (3) Advertising Public Relations

What are your Aims? • Begin by establishing who the target customers are • Before advertising, decide on specific goals • Plan your advertising in terms of results

On Paper • • • National newspapers Local newspapers Trade & technical journals Lifestyle magazines Business phone directories

Other Media • • Transport and poster ads Local radio and cinema Direct mail The Internet (various types)

Choosing a Publication • Ask yourself three questions – Is it read by potential customers? – Is it read partly for its advertisements? – Is it relatively inexpensive to advertise in? • Trade and specialist interest magazines can be highly cost effective • Look in BRAD for a comprehensive listing of publications, poster sites, radio stations, websites etc

Advertising Packs • Most journals will give you an advertising/media pack • From this work out the cost to reach potential customer • Cheapest is not always best

Measuring an Ad’s Success • Work out which ads, in which publications, are getting you results • Monitor how your campaign is working • Consider what kind of sales are produced • Calculate the indirect costs of advertising • Bear in mind that ads produce delayed results

Effective Public Relations (PR) Good public relations can be the making of a start-up business. Inept PR can ruin it. PR is a way of effectively and accurately communicating with your audience to make sure thy understand your business. It also enables you to develop a positive image in their minds. And, unlike advertising, its usually free.

Why are you using PR? • What is your immediate objective? • What is your longer-term goal?

What does an Editor Need? • News! • News that arrives too late is no good • Find out how editors prefer to receive releases • Have a valid ‘angle’ • Be imaginative and ‘news worthy’

Put out a Press Release • • Use a simple press release format Write an attention-grabbing headline Then summarise the story straight away Next give some details Use short sentences Then put in your details Make contact before sending it in

Other Publicity Ideas • Promote yourself as an expert • Get to know the journalists, offer them a training day • Learn to work with local organisations BUT REMEMBER • Be careful what you say