Marketing in Uncertain Economic Climates

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Marketing in Uncertain Economic Climates

• Effective Budgeting
• Maximization of Your Marketing Dollar
• Creating Effective Campaigns
• Increasing Revenues

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Effective Budgeting

• Budget 10 of Annual Gross Sales, Projected Sales
• For example, if your company generates
  10,000 per month in sales, 1000 should be used
  for marketing
• Marketing includes media purchases, design,
  associated payroll or agency fees, printing of
  marketing materials

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Maximization of Your Marketing Dollar

• Public Relations
• Press Releases
• consists of news about your company, like an
  event, new product launch, special sale
  benefiting a charity, awards won by your company,
  or the addition of a new staff member

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Effective Press Releases

• Interest-provoking headline
• Concise Details
• Quote
• Who, what, when, where, how

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Press Release
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Maximization of Your Marketing Dollar

• Special Events Held or Sponsored at Your Place of
  Business
• Seminars
• Trade Shows
• Drawings or Contests
• Special Appearances

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Maximization of Your Marketing Dollar

• Online Postcards
• Online Chat Rooms
• Online Message Boards
• Reciprocal Links
• Banner Ads

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Online Postcards
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Reciprocal Links

• Reciprocal links can drive traffic to your
  business and increase legitimacy in the mind of
  the consumer or client

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Online Banner Ads
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Maximization of Your Marketing Dollar

• Low Cost Advertising Vehicles
• Radio Giveaways
• Cable TV Advertising
• Targeted Direct Mail
• Direct Distributed Fliers
• Church Newsletter Ads
• Sales Letters

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Targeted Direct Mail
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Targeted Direct Mail
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Targeted Direct Mail
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Direct Distributed Fliers
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Church Newsletter Ads
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Sales Letters
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Sales Letters

• Accompanied by a flier with successful projects
  completed or testimonial letter from an existing
  client

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Creating Effective Campaigns

• The Blitz ---- 4 days of mixed media to a
  targeted audience
• How to buy CHEAP but Effective Media

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The Blitz

• Buy Media Revolving around a 4 day window of time
• Thursday thru Sunday
• Saturday thru Tuesday
• Around the 1st and 15th of the month

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The Blitz

• Buy Your Best Customer Target

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Buying Effective But Cheap Advertising

• Negotiate Annual Contracts
• Buy Frequency in all media
• Hire a recognized ad agency to save 15
• Build brand by logo recognition on banners,
  magnetic automobile signs, posters and fliers

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The Elements of Effective Print Advertising

• Thought-Provoking Headline
• Clear, concise benefit copy
• Graphics
• Action Close
• Contact Info

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Effective Print Advertising

• Headlines
• Ask a question
• Make an emotional statement
• Drive the reader to read further

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Clear, Concise Benefit Copy

• Details the benefits the reader will receive
• Creates a desire to buy

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Graphics

• Color gets 67 more attention
• Clear, high resolution graphics are more
  effective
• White space is a GOOD thing
• Follow basic design principles of a backwards C
  or S Curve

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Graphics
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Contact Info

• Address or landmarks
• 123 Main at the corner of Hancock Street
  next to Target
• Telephone and Fax Numbers
• Web Address
• Visit us online at www.jokaysports.com

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Action Close

• Today Only
• Seating is Limited
• Free Gift With Purchase
• Hurry In

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Effective Electronic Media

• Radio
• Tells a story
• Builds interest
• Creates Brand
• When used in conjunction with print, TV or web
  media, can drive traffic

• Television
• Visually creates desire
• Showcases products
• Builds brand
• When used in conjunction with print or web media,
  can drive traffic

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Increasing Revenues

• Consistent marketing is essential to building
  brand and increasing sales