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Advertising and Promotion.ppt - coopzone

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Advertising and Promotion.ppt - coopzone Powered By Docstoc
					CWCF AGM/Conference 2008:
        Co-ops that Work!
Advertising
 Before you advertise


   Advertising Basics

   Low-cost/No cost opportunities

Public Relations
 What is your “message”/unique selling proposition


   Getting your story to the press

   Other Options

   The Interview and Media Relations

   Help is out there
   Evaluate your situation
        Where are you at in business development
        What have you or others tried
        What do you want to achieve
        Who are you currently selling to and when

   Is your Brand consistent
      Do you have a logo
      Is your logo on everything (signage, product, etc)
      Do you have supplementary materials (brochures, coupons
       business cards, letterhead, etc.)

   Do you have the tools you need
      Product
      Packaging
      Trained staff
   Who are you targeting
        Based on   product
        Based on   demographics
        Based on   geography
        Based on   distribution/industry

   What are your expectations
      Increased sales
      Public awareness
      Profile for issue

   What can you afford
      Evaluate what you’ve spent or can spend based on budget
      Set priorities
      Track costs and results
   Media Inventory
      Print (traditional, community newsletters, university
       papers)
      Radio (traditional, public service, ethnic-based,
       university)
      Television (traditional, local access)
      Electronic (websites)

   On-site advertising
        Tradeshows
        Fairs
        Farmers markets
        Community events
   Websites/e-newsletters

   Social media (Facebook)

   Sponsorships

   Special events

   Share cost with complementary businesses
   Newsletters (yours or others)

   Lessons or Seminars

   Other value-added (e.g. offer recipes, print
    fact sheets or tip sheets about products)

   Join professional associations

   Social networking groups
Newspapers
 Dailies have afternoon/early evening deadlines
 Community papers or Weeklies have a weekly
  deadline

Radio
 Deadlines are usually ongoing. They may call for
  sound bites at any time
 Shows may schedule interview


Television
 Also have late afternoon deadlines
         What makes a story “newsworthy?

   A “first”
   A unique product, event, project
   Impacts community or region
   Represents a significant change
   Has human interest appeal
                               Hard - News

   Length: approx 150-300 words or 8-10 graphs
   Content: Just the Facts

Suitable Topics : Release of Report, New Board Member/Staff,
  Award Recipient, Emergencies/Crisis

                           Soft – Features
   Length: 1,000 words and up
   Content: Human Interest, profiles, series, issues

                                 Sidebars
   Boxed
   Used to list facts, related material
   Design your Message

   Be objective
   Keep it simple
   Pick the most important aspect of the
    story and build from there
   Simplify jargon and stats
   Consider spokesperson(s) or interview
    subjects
   Consider your media interests
            The Press Release
The most common way to reach the media

   The Headline and Subhead
   The place/date line
   The lead
   The quote
   The body
   The finish
   --30--
      The Public Service Announcement (PSA)

   Good for all media

   Useful for:
   Events
   Training
   Seminars
              Additional Things to Consider

                    The Media Event
   Good for announcements, grand openings, etc.,

                        Photo Ops
   Invite media
   Consider offering to supply photo
   Try for active, creative shots

Provide media kits that include programs, itineraries,
  press releases, brochures, backgrounders, etc.
                       Other Options

   Opinion/Editorial Piece
   Provides greater context
   Allow for analysis
   Reflect expertise
   Letter to Editor
   Can refute stated opinions or facts
   Bring attention to issues
   Stand-ups
   Good for visual appeal
   Can replace a story
                     The Interview

   Answer the phone, e-mail…RESPOND to request
   It’s OK to reschedule
   Ask what their “angle” for story is or who they’ve
    spoken to
   Brief yourself (point form notes)
   Listen to their questions
   Avoid yes or no answers
   Take opportunity to expand on subject
                     The Interview

   Be positive
   Be anecdotal
   Don’t say “No Comment”
   If you don’t know, say so, and offer to supply
    answer later
   Offer to supply supplementary info
   Ask if they have any questions and offer to be
    available for follow-up
   Offer additional interview subjects
   Federal Government www.canadabusiness.ca
      Online and in-person assistance
      Access to resources
      Information on Grants, Loans, Specialized Programs,
       Training

   Provincial Government
      Targeted Business Development and Co-op Development
       departments
      Access to training, financial assistance, training

   Industry Associations
      Sector specific, networking opportunities, learning/social
       events, certifications
   Hours: 8:00 a.m. to 5:00 p.m. Monday to Friday
   Phone: 204-984-2272 or 1-800-665-2019
   Toll Free Hearing Impaired only TTY: 1-800-
    457-8466 (toll free in Canada)
   Fax: 204-983-3852
   Main Office: 250 - 240 Graham Avenue,
    Winnipeg, Manitoba
   Internet:
    http://www.canadabusiness.ca/manitoba

				
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