1 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 1 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D The Carter Malone Group, LLC Controlling How the Cookie Crumbles The Cookies are Baked… How Do you Move them off the Shelf? Presented by Deidre Malone The Carter Malone Group

2 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 2 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D How are you going to market your new business? Controlling How The Cookie Crumbles

3 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 3 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D. Controlling How The Cookie Crumbles Tactics Public Relations Marketing Advertising Social Media

4 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 4 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D. Controlling How The Cookie Crumbles Public Relations Simple and straightforward, this definition focuses on the basic concept of public relations — as a communication process, one that is strategic in nature and emphasizing “mutually beneficial relationships.”

5 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 5 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D Public Relations –Media Kit –Opening Business News Release –Media Placements –Building the Brand Controlling How The Cookie Crumbles

6 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 6 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D. Controlling How The Cookie Crumbles Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

7 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 7 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D Marketing (Grassroots) – Blast –Flyers/Postcards –Blog –Website Controlling How The Cookie Crumbles

8 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 8 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D. Controlling How The Cookie Crumbles Advertising The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.:

9 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 9 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D Advertising –Radio –TV –Print Ads –Online Ads –Billboards –Social Media Ads –Direct Mail Controlling How The Cookie Crumbles

10 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 10 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D. Controlling How The Cookie Crumbles Social Media Forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)

11 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 11 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D Social Media –Facebook –Twitter –Instagram –Pinterest Controlling How The Cookie Crumbles

12 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D 12 © Copyright 2013 The Carter Malone Group C O M M U N I C A T I N G Y O U R M E S S A G E T O T H E W O R L D How do you know which Tactic worked? You survey and ask. Controlling How The Cookie Crumbles