Brooklyn Center for Media Education: Basic Marketing Techniques 2012

First things first.
• The Seven ‘M’s of Marketing:
– What's your mission?
– Who are you marketing to?
– What's your message?
– How much can you spend?
– What’s you map?
– What’s your preferred medium?
– How do you measure your efforts?

What’s Your Mission?
Your mission is your primary purpose. It’s the
reason why you’re doing what you’re doing.
Basic guidelines in writing a mission statement:

• Your mission statement is about you, your company, and your
ideals.
• Don’t box yourself in.
• Keep it short.
• Ask for input.
• Aim for substance, not superlatives.

What’s Your Mission?
Examples:

“Apple is committed to bringing the best personal computing experience to
students, educators, creative professionals and consumers around the world
through its innovative hardware, software and Internet offerings.”

“Facebook’s mission is to give people the power to share and make the world
more open and connected.”

Nike: “To bring inspiration and innovation to every athlete in the world. “

Kolborne School: “To provide a safe, caring, therapeutic environment where
students with psychiatric, educational, and social challenges can best develop the
skills and character necessary to rejoin their communities with success.”

More examples: www.missionstatement.com

Who are you Marketing to?
• Knowing your audience will help you to select appropriate
information, vocabulary, and reporting style.

• Demographics of your core audience:
– Gender
– Age
– Education
– Political Stance
– Income
– Interests
– Location

Who are you Marketing to?
• Who would be interested in your product?
• Why is this audience interested?
• What does this audience already know about
my topic?
• What more do I want this audience to know?
• Do you have more than one audience?
• Where are they getting information on a
regular basis?

What’s your Message?

CONCEPT
CONTENT
CONTEXT

Marketing Concept: philosophy of
marketing a product or service that is benefit
oriented rather than product oriented.

Perfume, for example. The industry is in the
business of selling dreams, sex, and romance
—that is, the benefits to be derived from
perfume, but not the perfume itself.

Define your marketing concept:
• What is the story you want to tell?
• What impression do you want to make? (What
do you want your audience to think, learn, or
assume about you?)

Quick! Three words to describe your concept.

Content is your concept
in action.
• Print collateral & web presence.

Ask yourself…..does my content
reflect my original concept?

Get outside opinions from
unbiased sources to see if they
agree that your concept and
content are on the same track.
Does this perfume ad sell
dreams, sex, and romance?
Hint: Yes.

• Let’s talk about ‘Call to Action’
– After you've established that you have something of value to offer and that
you're the perfect choice to deliver it, you want to ask your prospect to take
the next step. You deliver a call to action.
– A call to action is a single, focused command to your prospect.
– Tell your audience exactly what you’d like them to do.
– Calls to action work best when they're not too complicated and don't give
multiple options.
– It's perfectly legit—in fact, it's smart—to create multiple pieces with
different calls to action.
– Track your calls to action via web hits, coupon returns, phone call response,
etc. to see what’s working.

Context is your marketing initiative put to
use in a particular set of circumstances.
How you talk about your story is going to vary depending
on where your story is being told…

How Much can you spend?
If you’ve got money to spend, you’ve got more
options.

If you don’t have a budget, don’t worry, there are
many opportunities to reach your goal with less
expensive or free marketing approaches.

Keep accurate records of your spending.

Save your receipts for tax-purposes.

What’s your Map?
Your map is your marketing plan–
usually a written document that
contains your goals, a timeline and
the strategies you will execute to
achieve these goals. It also
incorporates a very important part
of marketing: tracking your tactics.

Everyone’s approach to planning is
different. Figure out how you work
best (is it making “To Do” lists?
Creating charts that you track?
Writing out goals?) and implement
it into your approach.
See page 3 of information packet.

Basic Branding Toolkit
 Business card: contains your *preferred* contact
information, your brand statement/title and corporate logo
if necessary.
 Reference document (One-sheet): single document with
information custom to the target audience.
 Portfolio: A great way to showcase you/your product’s past
successes.
 Blog/website.
 E-mail signature. (http://www.zurigroup.com/email_signature_popup.html)
 Social media presence.

Internet
• Website or Blog?
• Social Networking
• Analytics
• E-Mail Lists
• Video Distribution
• Web Forums
• Online Etiquette

Website or Blog?
So why do you need a website or blog?
• The entire world is on the Internet. (In the United States alone over
158 million people have Internet access.)

• If you are looking to expand your outreach or customer base, you
need to have a way for them to find you online.

• It can be a centralized place for all of your social networking sites to
link to.

• It can serve as the main archive of all you online videos.

• It’s a fantastic way to connect with others that have similar interests.

Website or Blog?
So what’s the big difference between websites
and blogs?
Web sites are generally more static. The information stays the same so
it can be referred to as a constant resource.

Blogs continuously evolve in content. Most blogs do contain static
information and get indexed slightly faster on search engines.

There’s not really a huge difference between websites and blogs, it’s
really a matter of how and how often the content is managed on the
back end.

Websites
• Do you know HTML? Java?
• Do you have access to a web server?
• Do you know about FTPs?
• Do you know why 72 dpi is needed for images?
• Do you have time to spare to update your website on a regular basis?

If you answered “No” to any of these questions, I would not recommend creating your own
website.

If you answered “Yes” to all of these questions, I’m assuming that you’re already well on your
way with your website and don’t need me to go into further detail.

Blogs
• Are you active online?
• Do you have enough to say to update your blog on a weekly basis?
• Do you have enough time to put into delving into the blogging community?
• Do you not know a lot about creating web pages, but do know how to type and use spell
check?
If you answered “Yes” to any of these questions, I would suggest looking into creating a blog.

Why:
• Most blog services have an easy to use CMS (Content Management System).
• Blogs can easily be transformed to appear “like a web site.”

Why I use WordPress.com
• Easy to use content manager.
• All of the social networks that I’m a member of have direct posting to Word Press.
• Generates an RSS feed for subscribers automatically.
• Comes with its own templates
• If I feel like using my web-savvy design skills, there is an option to make my word press blog
more unique.
• It’s got a built in stat tracker.

How do I make my blog/website more
popular?
• Get a personalized domain name. (Search for “Buy domain
name” and evaluate your options.)
• Refer to it on your show, in your presentations, over coffee,
business cards, e-mail signatures, etc.
• Talk about it on your social networking sites.
• Mention it on all print material that you distribute.
• Link to it in your e-blasts.
• Link to other blogs and websites that have similar audience
appeal.
• Make sure that it provides some sort of service to the
audience you are trying to reach.

Track your web stats
• You want to know:
– How many people are coming to your site.
– Top referring site.
– What keywords are people typing in to find your site.
– What landing page is most popular.
– How long do they stay on each page.
– Where they’re located.

There are many analytic services out there, but the one I’ve used the most and found most
helpful is Google Analytics. Plus, it’s free. NICE.

https://www.google.com/analytics/

How do I rank higher on Google Searches?

(SEO = Search Engine Optimization)
• Download this: http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf
• Make your site useful.
• Create connections so others will back links to your site.
(Search engines determine the benefit of a site based on the
number of back links.)
• Navigation on your web site should be made in text.
• Link to those that share similar interests. Yes, even your
competitors.
• If you have money to burn, think about purchasing sponsor
links for certain search words. (Look into Google Ads.)

Create an e-mail list.
 Collect e-mails from people that you think
would be a part of your core audience.
 Use call to actions that tell people to join your
e-mail list.
 Provide an incentive for people to sign up on
your email list.
 DO NOT SHARE YOUR E-MAIL LIST WITH
OTHERS. (Not cool.)

E-Blasts

One of the best ways
to keep in constant
contact with your
audience is through
e-mail.

E-mail is great
because it’s:
• Free
• Instant
• Easy to Maintain
• Personable

 You don’t have to be a web-wiz
to have a good e-blast.
E-Blasts Remember, content is key.
Other things to keep in mind.

Services you might look into:
 That being said, if you have some
http://www.aweber.com/
http://www.constantcontact.com/
web skills, creating an HTML-
http://bronto.com/
http://www.benchmarkemail.com/
friendly e-blast are best for
allowing call to actions to occur
See side by side comparisons here:
via clicks & downloads.
http://email-marketing-service-review.toptenreviews.com/

 Look into getting a subscription
to an E-blast service. Get one
with tracking (open rates, unique
opens, click-throughs).

E-Blasts
• Think about how often you need to send e-blasts, it varies.

• Keep your e-blasts entertaining, simple to peruse and to the
point

• Subject lines need to be easy to understand, yet ‘clickable’

• Include links to your online sites (Facebook, Twitter, Blog).

• Remember that you’ve been invited to talk to someone in their
spare time, don’t waste the opportunity.

• Give those on your list an easy way to UNSUBSCRIBE. When a
person wishes to be removed, please do so as soon as you
possibly can. (And include a personal “Thanks for being a part of
my list” message. Remember “UNSUBSCRIBE” doesn’t always
have to mean “Good-bye.”

E-Blasts
From MailerMailer.com’s Email Marketing Metrics Report July 2010:

• How Soon Do People Open Their Email?– Hourly open rates tend to peak about
two hours after the send and decline from there. In general, you'll get about 30%
of the total opens you're going to see after 2 hours, and roughly 50% of your total
opens after 7 hours. Once 23 hours have passed, you should have 75% of the
total opens your email is going to receive. 90% of your opens will have occurred
three days after the send.

• Open Rates The overall unique open rate stands at 11.2%, which is a 10% decline
from last year at this time.

• Best Days to Send - Email messages sent on Sunday have the best chance of
being opened and clicked on.

• Subject Lines – Once again, email messages with subject lines of 35 characters or
less outperformed emails with longer subject lines, generating open rates 52%
higher and click rates 69% higher, on average.

• Personalization – Personalization, used in the message but not necessarily in the
subject line, continues to perform well, generating open rates 7% higher and click
rates 80% higher, on average, than email messages without personalization.

E-Blasts
• Alliteration in subject lines seem to have a higher open rate. Humor as well!

• HTML vs. Text-only emails: there’s no real difference in open rates.

• As suspected, targeted smaller lists have a higher open rate.

• 64% of key decision makers view emails on their smart phone or other
mobile devices; fewer than 50% of marketers are creating emails that actually
render appropriately.

Social Networking
• For a list of all that’s out there, check out:
Some examples:
http://en.wikipedia.org/wiki/List_of_social_net
• Facebook working_websites

• MySpace (R.I.P.)
• Google +
• Twitter
• LinkedIn
• Flickr
• YouTube
• Sooooo many others

Is Social Networking For You?
• First thing to decide: do • Anyone can find you.. There is no
such thing as privacy once your
you really want to us emerge yourself into this world.
social media platforms
as a marketing tool? • What happens on the Internet,
stays on the Internet…. Forever

• Can be incredibly addictive.

• For it to work as a marketing tool,
you have to be incredibly good at
creating and maintaining one-to-
one relationships. (Audience
engagement!)

Is Social Networking For You?
 Six Signs that Social Networking Isn't for You*:
◦ 1. You're still trying to get a handle on your basic software infrastructure.

◦ 2. Your target audiences aren't using social networking tools

◦ 3. You don't have time to experiment with something that might not work.

◦ 4. You're not willing to deal with technologies that don't work as well as they
could.

◦ 5. You're not ready to invest in gaining a real understanding of the medium.

◦ 6. You want clear editorial control over your brand and message.

7. You enjoy not being attached to a computer or phone constantly.
* From www.idealware.org

Why you should get on some social
networks.
1. Establishing a simple Web presence.
2. It’s an additional tool for promoting yourself or your product.
3. Consolidating existing, unofficial social networks related to your organization. (In
other words: there’s a pool of people gathered in one place.)
4. Informal outreach that blends the personal and professional.
5. Researching VIPs, potential employees, and others. (CYBERSTALKING)
6. Strengthening relationships between people who already know each other.
7. Easy to respond to constituent feedback quickly.
8. It’s FREE.

Why you should get on some social
networks.

Social Media Best Practices
• “Give to get”

• Commit resources & time to be successful

• Be transparent with intentions

• Understand that you do not control the message.

• Welcome participation, feedback and co-creation.

• LISTEN more than you talk.

• Find every instance to connect one-to-one with users.
From www.toprankblog.com

Social Media WORST Practices
 Being fake in any way.

 Not listening.

 Being oblivious to formal & unwritten social rules.

 Being pushy or overtly ’salesy’ in messaging and
communications.

 If nothing else, remember that social media is about the
C’s: Conversation, Connections, Community, Consumer,
Control, Creative, Collaboration and Content.
From www.toprankblog.com

One Reason Why I like Facebook.

• Unlike your profile, Facebook Pages
are visible to everyone on the
internet by default. You, and every
person on Facebook, can connect
Facebook Page
with these Pages by becoming a fan
and then receive their updates in vs.
your News Feed and interact with Facebook Group
them.

• You cannot email everyone who’s a
fan of your Facebook Page.

• You’re provided with stats.

• Facebook Groups are the place
for small group communication
and for people to share their
common interests and express
Facebook Page
their opinion.
vs.
• When you create a group, you Facebook Group
can decide whether to make it
publicly available for anyone to
join, require administrator
approval for members to join or
keep it private and by invitation
only.

• Administrators can email an
entire Group at once.

Facebook Page
•RSS Feeds from blog

•Videos from videoblog.

•Can send update to Fans via the
newsfeed.

•Let’s talk about Facebook ads real
quick…

Why I Like Twitter
• It’s a tiny blog. (140 characters maximum.)

• Cross posts easily.

• Incredibly easy to network with like-minded people.

• It’s timely. http://youtu.be/0UFsJhYBxzY

Why Twitter irks me.
• 140 character limit makes URL posting difficult. (Check out
http://bit.ly to get around this.)

• You must constantly update to keep it fresh and keep people
interested in what you’re doing. (Like a fragile orchid.)

• I’ll never get that 15 seconds of life back reading “I just ate a
donut. It was good.”

Twitter Lingo & Terms
• Tweet: just as it sounds, a “tweet” is something a user has posted on Twitter
• @” a reply. Use this if you want to publicly reply to someone. For example, if
someone tweets an article you find interesting and you want to reply, use
@username.
• D: direct message. Use this if you want to reply privately to someone on Twitter.
For example, use d username. The difference here is that with a reply
(@username) there is no space between @ and the username. Tip: If someone is
not following you, you will not be able to direct message them.
• RT: RT stands for “retweet.” If someone posts something you find interesting on
Twitter, and you want your followers to see it as well , you will Retweet the
original tweet. You would do this by posting “RT @username” and copying in the
original tweet.
• Hash Tags: a hash tag is comparable to a tag you would use on a blog post, or a
picture on Flickr. They are “a community-driven convention for adding additional
context and metadata to your tweets.” You create them by adding # inline in your
tweets. There is no set list of hashtags, they are all user generated.
(#ijustateadonut)

Video Distribution
You’ve made it. Let the world see it.
• There are numerous services out there:
– YouTube
– Blip.Tv
– Vimeo
– TubeMogul.com

Video Distribution
YouTube Blip.Tv
• Super popular • Popular among the video
• Easy to embed videos blogging community
• Easy to cross advertise your • Cross posts to multiple
video social networking sites
• Plays on iPhones • Creates RSS feeds
• Can tag within a video • Easily converts for mobile
• Create groups playback
• Posts automatically to
• Add subscriptions
iTunes*
• Posts to your blog
*with a Pro Account

Tube Mogel
• Upload your video once, it distributes to 12
other video services
• Easy to understand stat tracking
• You need to have accounts for each of the
video services that Tube Mogel uploads to

iTunes Podcasts
• Yet another opportunity for people to
subscribe to your show
• Pop-u-larrrrrr
• Helps if you understand the basics of video
formatting, creating RSS feeds (Not to worry if
you don’t, there’s ways around it.)
• iTunes staff will review your submittal to
make sure it’s not offensive or violates
copyright laws

iTunes Podcasts
Videopodcasts on
iTunes

This information is from:
Creating iTunes Videpodcasts http://www.mahalo.com/How_to_Make_a_Video_Podcast#Step_10:_Cr

• You have your first episode recorded. Make sure it's in one of the formats that
iTunes supports: Quick Time
• Make sure your files are on a server with a publicly accessible URL, that you've
created your RSS feeds properly, and put the URL of your RSS feed onto your
server.
• Open up iTunes and the iTunes Store, and click on videopodcasts.
• In the middle of the screen, amongst the numerous videopodcasts, there will
be a button called "Submit a videopodcast."
• This will take you to a screen where it will request the URL for the
videopodcast RSS feed that you would like to consider adding into the iTunes
Store.
• Next, you will see a summary page. Depending on whether you have added
tags already, a second screen might come up, asking you for more
information--such as language, category, and whether the podcast requires
explicit tags.
• Now, the final steps involves getting the iTunes staff approval. Soon, you
should be able to find it via Search or Browse, and later, you can add more
episodes if desired.

Other Stuff to Consider
• Web forums
– Find websites that have an active online community and become a
consistent contributor to the online forums. It’s an easy way to connect
with like-minded people who could become interested in your service.

• E-Mail Groups
– Such as YahooGroups.com. Find one that’s active and like-minded.
Become a regular contributor and follow those social media best
practices.

• Google Alerts: If you have Gmail, you can set up an alert that tells you every time your
brand or key word is referenced on the Internet. http://www.google.com/alerts

• Create a Reader Feed: This keeps all of your favorite blogs and websites in one
easy-to-read place. You’ll know when your favorite sites have updated.
www.google.com/reader

Online Listings
• Brooklyn Paper - http://brooklynpaper.com/sections/go/events/submit/
• Ibrooklyn.com - (Brooklyn Chamber of Commerce) - *submit content online,
http://www.ibrooklyn.com/site/newsevents/communityeventscalendar/addevent
• HelloBrooklyn.com – submit content online - http://hellobrooklyn.com/
• Brooklynian - submit content online - http://www.brooklynian.com
• Craigslist- http://newyork.craigslist.org/cal/index.html
• Eventfull.com -- http://eventful.com/
• Brooklyn Bulletin Board- (non-profit listings only)
http://www.bricartsmedia.org/community-media/brooklyn-bulletin-board
• KickStarter.com – This is primarily for projects looking for funds.
http://www.kickstarter.com/
• Etsy.com – for the craftier/artier types who are looking to peddle their original wares
http://www.etsy.com/

“DeVos Measuring the Value of Social Media
to Arts Organizations” – Devon Smith

“DeVos Measuring the Value of Social Media to Arts
Organizations” – Devon Smith

PRINT ADVERTISING
• Newspapers • Pros & Cons of Print
• Magazines Advertising
• Flyers/Posters • Media Rate Kits
• Organizational • Do’s & Do Not’s of Print
Publications Layout
• (Other) • Press Releases and
other Free Press
Options
• Proper Press Contact
Etiquette

 Specific targeting
PRINT ADVERTISING
The PROS of print advertising.  Tangible

 Depending on your
demographic, is a
dependable way to reach
your audience

 Helps with brand
recognition

• To be effective, needs
PRINT ADVERTISING massive distribution on a
The CONS of print advertising. regular basis

• Internet Competition

• SUPER EXPENSIVE (well, at
least in newspapers it is.)

PRINT ADVERTISING
Print media ad packs. How to
read them.

Keep in mind that:

• Some papers are daily, others
are weekly, etc.

• The ad sizes will alter with each
paper.

• All ads will need to be
submitted in 300 dpi.

• Time the date run of your ad • See Brooklyn Paper ad rate sheet handout
accordingly. (You need to make
sure that the ad is submitted by
the deadline established by
distributor.)

• Too much text (or too small a font) is not advisable.
• Less is more (pictures, fonts, information)
• Remember: the eye is drawn to images and
simplicity.

PRINT ADVERTISING
Creating an ad: what TO do.

• Choose an image that
captures the eye’s attention
and also subtly delivers your
message.

• If you can afford to print in
color, print in color.

• Simple text, simple images.

• Make contact information
clear and easy to find.

• Keep your message simple.

Posters and Postcards/Flyers
• Keep to the same rules that we’ve talk about.
• Make sure the paper you are using is durable.
(80lb paper at least.)
• Keep consistent with other marketing tools
you’re creating (color scheme, logos, etc.)
• If printing on front and back, be sure to include
all pertinent details including website, icons for
social media outlets, short description, etc.
• If mailing, make sure your design is compatible
http://pe.usps.com/text/dmm300/201.htm with US postal service standard.
• Find a good graphic designer.
• Stay within your budget.
• Track your ad to watch its effectiveness.

PRINT ADVERTISING

• Place regularly.
5 strategies that may improve your
results from a print ad

• Keep your spot. (From the blog “FREE BAIT”:
http://midfinmm.com/)

• Split it up.

• Keep it simple.

• Keep it consistent.

PRINT ADVERTISING

• Find a good graphic designer.

• Stay within your budget.

• Offer a coupon.

• Track your ad to watch its effectiveness using call
to action. (Different URLs going to same web
page appearing in print ads, etc.)

Brooklyn Center for Media Education: Basic Marketing Techniques 2012

 Distribution:
PRINT ADVERTISING ◦ always place in legal posting
You got your print product. Now places
where do you put it?

◦ ask permission before leaving
publicity items in places of
business

◦ if your publicity item is timely,
start ‘blitzing’ at least three
weeks before your event

Free Press
The basics of a press
release.

Keep in mind:

• You need to present an
unbiased opinion. Avoid
hyperbole, except when
using a quote from
someone involved.

• CHECK YOUR GRAMMAR.

• CHECK YOUR SPELLING.

See page 16 of information booklet.

FOR IMMEDIATE RELEASE:

Contact:
Free Press Contact Person
The basics of a press release. Company Name
Telephone Number
Fax Number
Email Address
Web site address

Headline

(City, State, Date) — Opening Paragraph: who,
what, when, where,why
Remainder of body text - Should include any
relevant information to your products or
services. Include benefits, why your product
or service is unique. Also include quotes
from staff members, industry experts or
satisfied customers.

If there is more than 1 page use:

-more-
Free Press (The top of the next page):
The basics of a press release.
Abbreviated headline (page 2)

Remainder of text.

Restate Contact information after your last
paragraph: For additional information or a
sample copy, Contact: (all Contact information)

Company History (try to do this in one short
paragraph)

End your press release with:
###

 Contact the person most likely to be interested in
your press release

Proper Press Etiquette  Send press release at least three weeks prior to
your event
Remember, these are professionals
and have a bunch on their plate. One
wrong move with a press type can ruin  Send your press release ONCE. If you’d like to
possible coverage in the future. follow up, that’s fine, but do it with a personal
note.

 Send by e-mail

 Include a personal message to each person that
you are sending your release. Make them feel
special. Make them feel like they’re not being
spammed. (Avoid CC:-ing multiple people at once.
If you must, please make sure that those you are
sending to are listed in the BCC: section of your e-
mail.)

 Be courteous. Act professionally. (Use your ‘good
manners.’)

Free Press • Look for calendar
Other things you might try.
listings on publication’s
websites.

• Join publication’s
forums.

• Always follow proper
etiquette techniques.

References used:

Who’s your audience?
http://www.unc.edu/depts/wcweb/handouts/audience.html
http://blip.tv/learning/concept/
http://bloggingbits.com/finding-your-audience/
Print advertising:
http://midfinmm.com/?p=14
Press Release:
http://www.press-release-writing.com/press-release-template.htm
Marketing Wisdom in General:
http://www.marketingsherpa.com/store/downloads/wisdom2007.pdf
List of social networking sites:
http://en.wikipedia.org/wiki/List_of_social_networking_websites
Social Networking:
http://www.idealware.org/articles/should_you_social_network.php
http://www.toprankblog.com/2009/02/best-worst-practices-social-media-marketing/
Twitter Information:
http://news.cnet.com/newbies-guide-to-twitter/
http://www.toprankblog.com/2009/02/12-twitter-stream-aggregators/
http://www.toprankblog.com/2007/11/twitter-guide/
http://www.whatsnextblog.com/archives/2007/10/how_to_write_kickass_twitter_posts.asp
iTunes podcasts:
http://www.mahalo.com/How_to_Make_a_Video_Podcast
http://www.infopeople.org/resources/itunespodcasting.html
Creating RSS Feeds
http://en.wikipedia.org/wiki/RSS_(file_format)
http://www.podcastblaster.com/podcast-feed/

Brooklyn Center for Media Education: Basic Marketing Techniques 2012

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