Tuesday, December 28, 2010

Eight steps of the brand promotion by PR

Promotions new brand through advertising and through public relations - not the same thing. If you want to promote a brand through public relations, you cannot just replace Advertising PR. You will have to change the very method of display brand on the market. However, the move away from learned the basic of advertising is not so simple. Advertising & Marketing so closely intertwined in the minds of managers, many of them to even consider would not be possible to launch a new brand without advertising. And yet We strongly recommend that all new brands into the market only through PR.

Promotion of new brand through advertising and through public relations - not the same thing. If you want to promote a brand through public relations, you can not just replace advertising PR. You will have to change the very method of display brand on the market. However, the move away from learned the basics of advertising is not so simple. Advertising and Marketing so closely intertwined in the minds of managers, many of them will not even consider possibility of launching a new brand without advertising. Nevertheless, we strongly recommend that all new brands into the market only with PR.

Launching a new brand by PR invariably includes eight steps.

Step 1. Enemy

To create a successful brand, it is necessary to determine their "enemy." This may be competing brand, company or category of goods, which will impede the success of your brand. So, if you sell Pepsi, then your enemy - Coca-Cola. If you sell Burger King, then the enemy - McDonald's. And so on.

Setting enemy, you will be able to develop a focused strategy, which would be opposed to his strategy. When Procter & Gamble introduced in the market New mouthwash, then as the enemy, they determine for themselves the Listerine.

Since this the company produced a mouthwash with an unpleasant taste, the Procter & Gamble has positioned its Scope as a similar tool, but only with pleasant taste. And because of that Scope has become the second largest brand on the market.

Opposition provides food for the news. The presence of the enemy greatly increases the potential for brand zneniya in terms of PR. Our latest book, originally called "The era of public relations." But where's the enemy? We changed our name to "Rise and Decline of PR advertising, thus creating and foe, and a significant potential for discussion of the book in the press.

In advertising vice versa. Consumers are not terribly fond of, when you call a competitor and attacking him in their advertising texts. This allowed the media, but not advertiser.

Step 2. Information leakage

PR campaign usually begins with information leakage. Information is transmitted influential reporters and editors. The main target - newsletters and websites.

The media loves behind the scenes stories about events that have yet to occur. Especially if it is exclusive. In other words, any reporter seeks to highlight event earlier than a competitor.

It is this way Microsoft has launched to market its game console Xbox. Spread information began 18 months before the product was presented officially. Literally hundreds of articles have been written about the Xbox and its forthcoming against the market leader - PlayStation from Sony.

Even before most campaign 75 percent of the target audience (young people are male gender) interested in the console from Microsoft. So Xbox brand became number two after the PlayStation.

Not allowing media to learn about the qualities of your new products or services, you lose a very valuable resource. What people like to say? On rumors gossip behind the scenes stories. The same thing like the media.

In advertising vice versa. Advertising campaign usually begins on the date of product on the market and the product is kept in the strictest secrecy until the release of the first advertising message.

Step 3. Capacity Speed

PR Program unfold as slowly as the flowers bloom. The campaign gained desired speed, it is necessary to allocate enough time on it. That's why PR often run for several months before the finalization of determined all the details of a new product or service.

When you relying on public relations, there is no alternative. Unless you are going to present market wow, you have to start small and hope that the media campaign gradually give the desired proportions. (If you are really going to bring to market, "the invention of the century", may very well be that the PR you do not need it. Information spread without your participation.)

Fortunately, the gradual promotion of the brand corresponds to how many consumers learn about new products or services. Today, a small tip in the news tomorrow a friend mentions something - and soon you're convinced that they knew about it product ever.

In advertising vice versa. Advertising campaign typically starts with a "big bang" and often - with machine-gun fire, "television commercials.

And since consumers tend to ignore advertising information, the new campaign should be be sufficiently powerful and memorable, to rise above "the level of Noise. "The thing that is easiest to hide, it is advertising the price of one million dollars. If you divide this amount into small pieces and then spend it on advertising in various media, your message will simply disappear in the black hole "of advertising.

Step 4.Privlechenie Allies

Why all do it alone, if others can also help you in spreading information?
Gradual deployment of a PR program gives plenty of time to win over Allies. Moreover, the mention of you in the press will promote attract volunteers.

Who are your Natural Allies? "The enemy of my enemy - my friend." When we wrote the book "The Rise and Decline of public relations advertising," we asked ourselves: "Who can be the enemy of such a book?". The obvious enemy - Advertising industry, then there are those who control the bulk of spending on advertising in USA. Who can be the enemy of the industry? Independent public relations agency, which selected bread PR departments of corporations advertising.

And we sent Advance copies of this book 124 largest independent PR agency USA. And continued to send them copies of articles about our book, which appeared in press.

In response, we got a lot of responses like "We will gain additional copies, to send them to our customers and potential customers, "We invite you to speak at our conference, "We will write to editors industry publications, etc.

Collision interests, which was to create a book, and the momentum of our mailing caused enormous interest from the media. Wall Street Journal and many others specialized publications placed on the pages of the book reviews and pretty soon it hit the majority of the bestseller list.

In advertising vice versa. With the help of an advertising campaign is difficult to attract allies. And this Two reasons - time and money. If you're starting a brand with a "big Bang, you usually do not have time to seek support. In addition, Unions advertisers often fail because of money disagreements.

Step 5. Promotion of small to a large

Before man begins to walk, he crawls. And before he starts to run, he walks. Media work the same way. You start small, for example, with a little note to the newsletter, and then the information gets into the trade publication. Then you can go even higher - to the level of the business press. In the final After all, you may see your product or service on television.
With each new rung of the ladder of your brand's reputation is growing. Turning directly to the TV agent, you may get turned down. But if TV reporters know that about your products the magazines, they may call you.

To the extent that as you climb up the medialestnitse, your brand is "dispersed" and continues to unwind on inertia.

In advertising vice versa. Advertising campaign often starts with a television. The idea, again the same is to make a "big bang", followed by will follow a more modest "reminiscent of" advertising.

Step 6. Improvement Product

Feedback - An important element of the promotion of the brand through public relations. If you are starting a campaign long before the actual withdrawal of a product to market, then you have the time to to improve this product before it reaches the market. This can be a big advantage.

In advertising vice versa. If the ad campaign is already running, the firm is tied to the product and its characteristics. Feedback is very small, and do not have time to change the product or service before they will be offered to consumers.

So that World's First Pocket PC - Newton MessagePad, Apple has collected big press conference during the Consumer Electronics Show in Chicago. Having made the statement in the press, Apple has launched a traditional ad campaign "Big bang", including advertising on television. A voice from the aspirated reported: "Newton" digital. "Newton" personal. Newton: magic. "Newton" is as simple as a sheet of paper. "Newton" reasonable. "Newton" to study and understand you. "Newton" - is news. "But because of flaws in the system of handwriting recognition Newton received a lot of scathing reviews. The most deadly was a popular comic strip, who ridiculed Newton. From "I am writing a test sentence" ("I am writing test sentence ") is being" Siam fighting atomic sentry " (Siam struggling with atomic guards ").

Potential buyer, willing to test Newton, wrote: "My name is Curtis" ("My name is Curtis"). Respectable business publication reported that under the heading "My Norse 1915 Critics" ("My Norwegian critics 15") - Newton recognized this way to write a sentence.

Too much bragging to a good does not. You are asking for something that the media debunked your products. It is better to launch a new brand in the humble - to ask friends and allies to give their suggestions and then refine the product so that it meets the needs of the market.

Palm Computing Newton took the idea as a basis and simplifying it by replacing the telecommunications function and a complex system of text recognition system, a simplified handwriting text input, Graffiti. As a result, a Pocket PC Palm Pilot enjoyed huge success.
In relationship with the media shy always wins bragging. If you ask for advice or an opinion, you're likely to get a lot of ideas that can be used.

Step 7. Improvement message to the consumer

Launching a new brand, you usually has a number of characteristics describing product, which you can be part of the brand.

But which of the They focus?
This is one of those issues that can go endless debates on the board of directors. Too often, this issue is not solved, and the brand enters the market, accompanied by a long list of characteristics (as with Newton). Or adopted at the root wrong decision. The board of directors is definitely lacking objectivity.

Indispensable assistant in this may be the media. What product feature, according to a reporter or editor, the most important? In Eventually, the media are looking at new products from a consumer perspective. Their opinion not only useful, but it is quite possible that it was him in the first place heed the potential buyers. Media is governed by opinions of consumers. You Of course, you can go against, if you want to see what it will end.

During many years, Volvo advertised strength and durability of its vehicles. In the same time, the media touted the safety of machines of this brand and was told about invention of three-point seat belts, deformable steering column, front and rear deformation zones, etc.

In the final Volvo finally gave up and shifted its advertising from the strength of security. Sales soared.

Forget about focus groups. Why pay consumers for advice, if the media will give them for free? Moreover, They back up their advice with stories that will help potential buyers adopt your ideas.

Does this mean that must always follow the advice of the media? Of course not. But only if you have for this reason.

In advertising vice versa. Once the campaign started, she "carved in stone." Change in strategy and message to the consumer in the middle of an advertising campaign is difficult, expensive and creates a bad image.

Step 8. Smooth start

How can PR last phase of the program to launch a new brand? It depends on the many factors. Therefore, we recommend the "soft" start.

Get new product or service on the market is only after a public relations campaign end. The product will be submitted when ready. That is, if when the media do their job. Not before and not later.

Yes, smooth start confusing the budgeting and corporate planning. He even can disrupt production plans and distribution. Let this case. In marketing, as in life, the main thing - to choose the time. Right product in the the right time with proper PR support - an unbeatable combination.

In advertising vice versa. Typically, the advertising campaign is closely linked to the presence of a ready product. The first advertisement appears when the product goes on sale.

Home Most advertising campaigns - it's "time h" point "landing product on the shore. "Under the guise of advertising from the air and ground support promotions.

Military metaphor can decorate it at the meeting of sales, but it lacks flexibility when confronted with the real world. No one can predict the course of a PR campaign: how long it will take, what new ideas and new moves will be born.

But better late than bad.

Saturday, December 25, 2010

Contract for advertising

«.....» ... ... ... ... ... ... .. 200 Mr.

"Name Enterprise, hereinafter referred to as Contractor, in the face ... ... ... ... ... ... ... ... ... ..., with On the one hand, acting under the Constitution, and ... ... ... ... ... ... ... ... ... ... ... ..., hereinafter referred to as the Customer, in the face ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... acting on the basis of the Charter, On the other hand, have made the following agreement:

1. Subject of a contract

1.1. Customer charges, and the Contractor assumes the obligation to carry out work on advertising of products the customer.

2. Responsibilities parties

2.1. Customer Contractor shall provide all necessary for its operation, information associated with the client's products ( mock-up required size, ...).

2.2. Customer undertakes to make payment for the Contractor in accordance with Clause 3.1. and 3.2. this Agreement.

2.3. Artist Customer agrees to advertise, observing the amount and terms specified in subsection 3.1. and 3.2. this Agreement.

3. The size and method of payment

3.1. Customer Contractor pays for advertising in accordance with the attached invoice number ... ... ... ... ... ... ... ... ... ... ... ... because with which Contractor shall advertise the Client in the following media Media:

3.1.1. Edition - ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ....., Size - ... ... ... ... ... ... ... ... ....,

Number of publications - ... ... ... ... ... ... ... ... ....................................... ............, Date of publication ... ... ... ... ... ... ... ... ... ... ... ... ..

3.2. Customer agrees to make additional payments in case of increasing costs in the newspapers, TV and radio stations at the time of payment the Contractor Advertising Customer. Otherwise If Contractor is not obliged to do all the work stipulated in the Contract in full.

4. Responsibility of the parties.

4.1. In the case of to its obligations, each party may terminate the this Agreement with notice to the other party not less than 1 month.

5. Term the contract

5.1. Contract shall enter into force upon signature and shall be valid indefinitely - until the termination of the Agreement (the open-ended contract).

6. Addresses and details of the parties


Wednesday, December 15, 2010

Basic concepts of Media Planning

Advertise - it means spending a lot of money. How to make so that the spent funds worked most effectively? Successfully solve this task technology allows media planning.

Media plan - a plan for placement of your advertising messages. This document provides answers to the following questions: where to put what audience reach, as is often placed, when placed, how much to spend. Media plan is formed by analyzing a large number of factors that characterize one or another of media.

Determine which advertising channels should be involved and help number of indicators, which is useful to have an idea and those who order placement, and those who are doing it. These tsifirki with intricate titles now available advertisers through the activities of research organizations. These structures monitor promotional events and publications in virtually all media fix them, and treated using relatively complex computer programs using modern statistical methods. Advertise in these studies differentiated by products, brands, advertisers, program, display time, duration campaigns. As a result of these extensive studies determined all of the indicators necessary for the optimal planning of the campaign. Details collected and Representatives readership and viewership.

This information allows us to answer the question what constitutes are people who prefer one or another "parking information. As a result, formed a database containing data on their age, sex, education, employment, social and marital status, income, assets. These databases allow to determine the lifestyle of representatives of different audiences, different media, their consumption and social preferences, attitudes toward specific publications, broadcasts, television channels, radio stations.

Thus, today the authors of the ad campaigns get very authoritative sources of secondary information, allowing no speculative and scientifically reasonable to plan advertising campaigns.

Basic concepts of media planning

Rating - the size of the audience who had seen or heard specifically taken a program that reads a magazine, newspaper, etc. in a specified period time in relation to the total population. For example, if the program watched 25 percent of the audience, then its rating would be 25 points if you read newspaper, 15 percent, its rating of 15 points.

Average rating - the sum of ratings divided by the number of publications or broadcast messaging. CPT (cost per thousand) - the cost of coverage real (some studies), thousands of representatives of readers, viewers or the listening audience of any population in the region, the spread of the media. The cost of an advertising message in a specific media properties depends on the format, colors, location, program name, and other factors. This is, in fact, not the cost of colored pictures on the cover of a magazine, and the price of customer contact. Unit its measurement is just the rate of CPT (cost per thousand, "the price per thousand), that is, how much money you have to pay the advertising agency (TV-channel newspaper, radio), for example, to a thousand people was subdued resistance "TV-Park" to the effects of distilled water. That the CPT is that "conditional exchange" where in the world taken to compare the newspaper, Journal or television for buying it as a medium for advertising.

That we should gather to "mix", "salt" and "prepare" the CPT? We take particular media channel, such as a newspaper, we believe the average number of readers per issue (better to take the figures from research because it simply does not reflect the circulation of the phenomenon of reading a newspaper a few people). If we place an advertisement once in one issue of a newspaper, the CPT is For all of your money invested in this location, the average number of readers of one issue of this newspaper (in thousands), for example, $ 10 000: 2500 = $ 4.

GRP (gross rating points) - the overall rating, he's beloved domestic media planning tool. It represents the percentage of population subjected to advertising exposure or, in other words, the total weight of the impact. For example, for the week: Four roller twenty ratings - eighty-GRP; five rollers for ten ratings - fifty GRP. The total weekly GRP: 80 + 50 = 130. On the lingo customer order may be: "I want to buy three thousand GRP on television. "
TRP (target rating point) - a total ranking, but not for the entire audience, as GRP, but only for the target group.

Share of Audience Rating shows the percentage of those who watch specific program among those who at the same time watching TV. Calculated as the ratio of the rating program for the total rating of all the programs. The benefits of this figure is certain: You can compare the two programs that go in a fundamentally different times of the day, week or year. Therefore, the audience measurement, usually counted and the average rating and share. The popularity of the program (channel) that judged by both measures. Stabilization or fall in ranking for a growing share of audience may reflect a generally positive trend in popularity of the program.

OTS (opportunity to see) - "a chance to see" ie the number of times (in thousands), which is given advertising message potentially could be seen (perceived). This basic concept underlying the concept of media planning and audience measurement (knowing the OTS, we can assume the number of people who saw your ad). Its modality determines the method of measurement. For example, for television it needs to measure the number of people who watched the program - Advertising medium rather than an assessment of their interest in it or to the most commercial. When multiple (more than one), advertising appeal, or more than one Media, OTS is equivalent to the sum of ratings in the thousands for all the posts (the amount of GRP). This indicator is also used to compare the number of contacts that are achieved in various campaigns.

No less important indicators of "net coverage" and "net-achievement" (Netto-coveraqe, netto-reach), that is, the portion of the population or target group with whom you come into contact with a single advertising message. Next step - "accumulated net coverage" (accumulated netto-coveraqe), or that part of the population (target group) with whom you come into contact through several advertising messages in one media or one advertising message in within a month.

In media planning takes into account two ways to accumulate audience:

• accumulation of audience specific media (eg software) for repeated ether;
• combined audience of several programs used as a promotional package campaign.

We give an example of counting Reach for the four TV-programs.

Specific people Programme Total for program

1 + + - - +
2 + + - + +
3 - - - + +
4 - + + + +
5 - - + - +
6 - - + - +
7 + + + + +
8 - - - - -
9 + + - + +
10 - - - - -
Reach,% 40 50 40 50 80

Note: a person № 1, № 2, № 3 ... which looked two or more programs is counted only once. This way of counting, of course also reduces the performance, but it is more strict and more honest.

Coverage ("cover") - the basic essence-rate advertising effects: it demonstrates the extent to which the task force. Than higher coverage, the greater the power of broadcast advertising message. Coverage has different meanings for different media. For example, if a million families in Russia have parrots, then advertising in a magazine with a circulation of one million copies of a special food for them, we achieve coverage of ten percent, that is, we hope, Believing that all planned recipients read our announcement. In reality, This, of course, a smaller percentage.

There is a definite difference between Reach and Coveraqe. Coveraqe usually refers to a potential audience of media (TV, radio), and Reach is always used in relation to an audience that was actually achieved.

Profiles (Aflinity) - "profile, or correspondence" (Target group) - a measure of how correlated the net coverage as a percentage task force and a net covering the general population. Calculated by dividing the first the second and multiplying by one hundred. The higher the better, but should always be greater or equal to one hundred.

Frequency (Average OTS) - "frequency, or average ability see ", ie the number of times that the man who had a chance to see advertising, really saw her.

Possible at least equal to one. Calculated as follows: OTS in thousands of shares at a net advance in the thousands, that is equal to the ratio of Capacity to reality. Used to compare the number of contacts in which the advertiser believes that the consumer will react to ads only if you see it is not less than X times, and we need to count the number of actual contact with her one person.

Frequency - akin to Reach indicator. If Reach - a measure of "Spread" of the message, then Frequency - a measure of repetition. Frequency is GPR respect to Reach.

This is a very important figure, but it is not easy to analyze because is an average rather than absolute numbers. If F = 1,9, then it means that the viewer could see this movie, on average 1,9 times. In the formula F = GPR: Reach clearly shows that the higher the frequency (F), the lower the achievement of (Reach). Problem media planning is just that, seeking to achieve this, care and the minimum feasible rate, we know that the consumer if u will buy it after the third (fourth, fifth, sixth, seventh) exposure. To "irradiate" the consumer several times, use, As a rule, additional media advertising. For example, two or three TV channel and two or three newspapers, plus a dozen places outdoor advertising. Combination of purely individual for each task.

More detail, let's talk about the media plans.

So, what is the media plan? This schedule, which contains information on the number of outputs of advertising of all types, which are provided in the campaign for the period of the campaign (or a certain period of time), which indicates Accommodation price, release date, format, duration of advertisement. Sometimes - special information associated with the time of submission of materials for publication and technical requirements for these materials (for example, features of the electronic format).

An essential feature of the media plan is to limit accuracy and specificity. That is, this document has a format that allows to manufacture and advertising not only in the agency, he designed, but also in any other. In this case, the advertiser should not be necessary looking for more information.

In order to make the right plan, not one only information on the media. From the advertiser must receive sufficient answers to several questions on which we now dwell.

A detailed description of the advertised goods or services

Media planning well enough to know the destination of the goods or services, the prices of similar goods or services, a position occupied by competitors. Unfortunately, not every advertiser is able to provide this information at the disposal of his agency. In this case, as a rule, the agency uses third-party sources - gets the information from the research firms that own extensive databases on product groups, brands within them. Sometimes it is solved over budget (expensive) zadachka, and make ad hoc market research.

Description of target audience

Audience can be defined by socio-demographic characteristics (Age, sex, social status) on consumer preferences (Eg, those who only buys coffee beans), the style of life (those who spend vacation in August and September, the hotel is not below a certain category), by motivation (why buy this particular product). If the effects described by several disjoint groups, it is reasonable to work with multiple target segments or groups. Very useful to distinguish from a typical group of its representatives and Detail imagine his portrait, describing all any significant characteristics.

The territory of the campaign

Typically, the answer to this question does not cause difficulties for Advertiser: he's planning to sell a certain area. Campaign can be regional (Moscow and Moscow region), national (Russia), International (CIS, other countries) may include one or more regions. Note for one thing: when planning campaigns in several regions it is often advantageous placed not in the regional, and central, nationwide dissemination tools. This approach allows us to kill two birds with one stone: easy control of the agency and advertiser for the passage of information and in some cases save money.

Dates of campaign

Campaign makes sense to coordinate with the seasonal fluctuations demand for the advertised goods. Typically, the customer has an idea about these processes. The only thing that should warn him - so it is that the first campaign (the so-called start-up) does not work immediately. Must have patience and not make hasty conclusions regarding the effectiveness of these efforts.

Campaign Budget

Very often, the advertiser is based on real material opportunities in the current period. That is, many are spending on advertising as much as do not mind, or how many may spend. More precise or scientific, definition of Budget may be associated with the estimate of advertising costs the nearest competitor. These information is also available in research institutions or based on previous experience of the advertiser, is comparable to previous advertising costs with their results (Volume increase in demand or increase profits). For such approaches to the definition of budget has its own indicators and methodologies.

That's all a short description of wisdom, hidden under the catchy name of "media planning."