Marketing, Advertising and Public Relations

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Marketing, Advertising and Public Relations

• Getting the most Bang for Your Buck!

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Marketing, Advertising, PR

• What are the differences?
• How do I incorporate these functions into my
  company planning?

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Marketing

• Concerned with building and maintaining markets
  for water-source heat pumps
• in your region.
• Product, Price, Place, Promotion

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Public Relations Advertising supports Marketing

• Paves the way for sales calls
• Generates sales leads
• Provides third-party endorsements
• PR stretches your advertising promo

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Advertising

• Time or space that you purchase in targeted
  mediums.
• COST
• CONTROL
• CALL TO ACTION
• RELATIONSHIP BASED ON BUDGET

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Public Relations

• Time or Space in various mediums that cost you
  nothing.
• FREE!!
• LIMITED CONTROL
• NEWS or STORY BASED
• RELATIONSHIP BASED ON ACCURACY

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MEDIUMS

• PRINTINTERNET
• RADIOTELEVISION

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Who Are Your Target Audiences?

• Design Firms
• Mechanical Engineers
• Architects
• Governing Agencies
• Related Organizations

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Match the Medium to Your Audience

• Budget
• Timeline
• Message/presentation
• ClimateMaster support literature

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Budgets

• of annual operating budget
• Negotiate for better advertising rates
• Track your rate of return
• Coop advertising with other Rep firms

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Timeline

• Events
• Conferences of target audiences
• Project ground breakings
• Publication themes
• Dates for supplies

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EXAMPLE2006 Marketing Calendar

• April 2 Order literature for Ashrae meeting
• May 2 Ashrae meeting
• May 3 Send graphics for ad to ? Magazine
• May 15 Photograph Millennium Project
• May 17 Send article photo to local paper
• June 2 Order display for Sept. Tradeshow
• July 15 Send postcards out to print

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Message/ Tagline

• The Smart Solution for Energy Efficiency
• Join the Next Energy Wave
• This Buds for You!
• Gets You Back Where You Belong

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ClimateMaster Literature
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ClimateMaster Literature
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ENGINEERS/DESIGN FIRMS
Regional Publications Place advertising in regional magazines Submit to newspapers project feature stories and events Direct Mail Monthly/quarterly mailouts Brand awareness Technical Tip Events
Newsletters yours/theirs Submit technical/case study information Events Public Speaking Host on regular basis Organizational meetings Literature support
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Advertising/Direct Mail

• Coordinate your message with the ClimateMaster
  message
• ClimateMaster offers graphic support through
  photos, illustrations
• Check with local university for student support
  Interns

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Newsletters Yours/Theirs

• Develop your own communication vehicle for
  informing, educating, and promoting.
• Write 3 6 technical articles with regional
  project examples for submission to other
  organizations newsletters.

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EXAMPLE

• Dear (AIA representative)
• I have attached an article for submission to the
  AIA newsletter. The topic covers basic
  information on water-source heat pumps and the
  flexibility they offer on the HVAC side of
  commercial design. I think your membership will
  find this information helpful for future
  projects.
• Please give me a call if you have any questions.

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Public Speaking

• Host Lunch and Learns
• Guest speaker at organizational meetings
• ClimateMaster literature support

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QUESTIONS?