2. Slide 1 An Introduction to Marketing David Abbott Insight Best Practice David Abbott 07971 962235 david@insight-bp.co.uk

3. Slide 2 SECTION 4 – MARKETING COMMS

4. Slide 3 Consistency of Communication Integration

5. Slide 4 Structuring Communication Target audience Objectives Recipient Medium Message

6. Slide 5 Emotional Language How fast were the cars going when they smashed into one another? How fast were the cars going when they hit one another? Was there any broken glass? Loftus: “Eyewitness Testimony” 41mph 34mph

7. Slide 6 Going Online

8. Slide 7 Website Start from scratch or replace Low cost/free Introductory Advanced Bespoke

9. Slide 8

10. Slide 9 Workshop 5 Yorkshire Venues

11. Slide 10 Social Networking

12. Slide 11 Social Networking

13. Slide 12 Social Networking

14. Slide 13 Social Networking Twitter Pinterest Flickr Facebook LinkedIn

15. Slide 14 Press Releases Mini quiz Before you continue, on a sheet of paper write down what you think constitutes ‘news’

16. Slide 15 Press Releases What is news? Topical Relevant Unusual Trouble Exclusive New, unpublished Human interest Drama Celebrity Local Of interest to the public (entertaining) In the public interest Editors ask: Will this interest our readers? What’s the story?

17. Slide 16 Press Releases Structure of a Press Release Headline Opening paragraph benefits answer the reader or listener’s question – WIIFM? Body of copy about 1 page A4 remember human side – quotes, examples, anecdotes use colour, emotion Editor’s notes Background, history, contact details, website Include pictures

18. Slide 17 Press Releases Where to Send Them Trade press Local Press Consumer/Business Magazines National Press How to Find Editors Mastheads (browse newsagents) Online  http://www.mediauk.com/magazines http://www.mediauk.com/magazines  http://www.magazinesubscriptions.co.uk/a-z http://www.magazinesubscriptions.co.uk/a-z  http://www.isubscribe.co.uk/ http://www.isubscribe.co.uk/

19. Slide 18 Example All About Underlay Press Release 17/1/2011 HUGE SAVINGS ON UNDERLAY FROM NEW ONLINE STORE A new online underlay shop (All About Underlay) has been launched which can save homeowners up to 75% off high street retail prices. “A good underlay makes your carpet look good, feel good and last longer” said David Abbott of All About Underlay. “Now homeowners can buy the very best underlays for less than the cost of an average underlay through a high street shop – and it’s delivered direct to your door.” For a typical room of 25 square metres a customer can easily save over £200 on the cost of their underlay. Carpet underlay improves insulation and makes rooms warmer, helps to reduce noise, and makes a carpet feel far more comfortable. “In fact,” says David, “one of our customers wrote to tell us that she put our best underlay (Tredaire Colours Red) under a very cheap carpet and now everyone who visits her home complements her on how soft and luxurious her carpet feels.” Notes for Editors All About Underlay is a trading division of All About Everything. Based in Huddersfield, West Yorkshire, All About Everything sells products that help the customer to look good, and which help make their homes look good, be comfortable and be practical. The All About Underlay website (www.allaboutunderlay.co.uk) provides a comprehensive help section to allow customers who are unsure about their needs to find exactly the right product, and easy navigation to find exactly the best product to suit their needs. The website is backed up by a call centre - 0800 310 2014 - open from 8:00am to 8:00pm every day of the week.www.allaboutunderlay.co.uk All underlay is held in a state-of-the-art warehouse in Chorley, Lancs, and all orders are normally dispatched the same working day that the order is taken for next working day delivery. Contact details are: Mr David Abbott07971 962235 Mr Alexis Bradbury07970 930955 3a Cartwright Court Bradley Business Park Huddersfield HD2 1GN

20. Slide 19 Workshop 6 Draft a press release Decide where to send it

21. Slide 20 Free Resources Online directories Posters Flyers Newsletters Local Radio

22. Slide 21 Online Directories Search for your service in Google Look for directories that appear in the search results Contact them

23. Slide 22 Posters Poster design: Same communications principles as any other medium BUT Less control of time and place than other media, so consider: Attention span Readability

24. Slide 23 Flyers Maintain a visual style and consistent message DON’T GET TOO LOUD OR CHEESY!!!! Don’t assume your audience knows everything – explain Use offers to improve responses Have a clear ‘call to action’; repeat if necessary Think about the medium (size, gloss/matt, etc) Use colour & images, but wisely

25. Slide 24 Newsletters Similar content issues to flyers Circulation list Distribution

26. Slide 25 Local Radio Looking for local stories Find relevant journalist/editor Contact, establish a relationship Invite to events Offer interviews

27. Slide 26 Workshop 7 Review ideas for:  Online directories  Posters  Flyers  Newsletters  Local Radio