Low Cost Media & Outreach Strategies Karen L. Branch Account Supervisor/Ops. Director Integrated Designs, Inc.

Successful marketing strategy does require the ‘M’ word Successful marketing strategy does require the ‘M’ word. Effective marketing is not cheap; however, there are strategies you can implement for little or no cost.

Tactics for small marketing budgets Avoid wasted media impressions Competing for the attention of people to consume your message

Cross promote with other businesses Motorcycle shops, car service centers, etc. Use of Street teams as ‘ambassadors’ to interact with the public to promote your message or product highly effective outreach tactic for grass roots efforts Volunteers can be utilized with training

Non-Traditional Marketing Coaster drops Power washing messages on sidewalks Bar/Restaurant/Shop Takeovers Floor graphics, table tents, door/cooler clings Digital Marketing Use of an internet ad network Geo-targeted Low Cost Per Thousand Content is key

Content Marketing Advertorial Advertising Content intended as advertising but structured like news or an article Infomercials are a common video form of advertorial Case Studies “Facts tell, stories sell” and case studies continue to serve an effective purpose for telling successful problem/solution brand and product stories Infographics A picture is worth a thousand words for links, clicks, tweets, and shares Annotated with descriptive text and repurposed High impact for social sharing if well planned and executed Websites to assist with infographic development – piktochart Research and Surveys Can be engaging and sharable content that work in tandem with infographics.

Repurpose as web banners, facebook and twitter graphics

Blogging Content published using blog software that organizes pages chronologically and/or by category Provide as an RSS feed so readers can subscribe without visiting the blog website Digital Newsletters Consistent source of useful information, advertorial and links to web pages that further engage the reader Microsites Dedicated web sites for specific campaigns or to serve as a social hub Provides a focus for content that doesn’t really fit on a corporate website or blog Email Marketing Don’t underestimate the importance of e-mail marketing. 91% of consumers check their e-mail daily Over 66% of consumers have made a purchase online or reacted to an e-mail marketing communication Timed sequences of articles and messages continue to provide the highest conversion rates of any online marketing tactic.

Mobile Content Content specifically written and formatted for mobile consumption A worthwhile consideration and for some markets is essential right now Mobile Applications The web is now increasingly mobile Develop a shortcut that serves as a mobile ‘app’ News Releases Reach journalists Effective as direct to consumer content as well Podcasts iTunes provides an effective distribution and promotion platform Can be audio or video.   Like newsletters, podcasts are often published according to a schedule and provide regular, useful information

Print Magazines Print is very much alive for certain markets. May be based on a subscription model on topics related to the brand Real-World Events Content opportunities around an industry conference or trades show are abundant pre-event storytelling interviews and advance articles from speakers liveblogging or twitter posts during the event Social Content Created specifically for social networks like Facebook, Twitter or LinkedIn Can have significant impact on awareness and engagement when planned and implemented using best practices. Videos Content format that can be repurposed Effective for consumer and B2B markets.

Content is Key!

Resources – Don’t reinvent the wheel Local Highway Safety Office Partner organizations