caliber workshop low cost marketing

Click to edit Master title style

SMART MARKETING WORKSHOP

Low-Cost, High-Impact MarketingMay 5, 2009

Click to edit Master title style Introduction

TAKE AWAYS Marketing strategies you can use today

Outmaneuver the competition

Affordable print advertising

Generate publicity for your business


Dana Murray Account Director, Caliber Group

520-795-4500

[email protected]

Click to edit Master title style Big Picture

Internal Marketing External Marketing Advertising Publicity (PR)

“Successful companies do not abandon their marketing strategies in a recession; they adapt them.”

Professor John Quelch, Harvard Business School

Click to edit Master title style Internal Marketing

Are your employees working for you? Treat them right Make them your evangelists

“Take care of your employees and they will take care of your customers.”

Mike Jannini, Executive Vice President

of Marriott International


"Jumping at several small opportunities may get us there more quickly than waiting for one big one to come along."

Hugh Allen

External Marketing

Customer Perceptions Word of Mouth Networking Become the Local Expert Charity / Donations


CUSTOMER PERCEPTIONS

First Impressions (or second, or third) Contacting Your Business

External Marketing

"About 70% of customers' buying decisions are based on positive human interactions with sales staff. The bottom line is that people buy from people, not companies."

Lee J. Colan

Best Selling Business Author


CUSTOMER PERCEPTIONS First Impressions

External Marketing


CUSTOMER PERCEPTIONS

Contacting Your Business

oCall on the phone

oVisit your website

External Marketing


WORD OF MOUTH

Reach out to your customers Bring in a friend, get a discount Wear company logoed shirt, get a gift

Reward loyal customers Don’t assume what worked last year will

work today Say thank you

External Marketing


NETWORKING

Industry Events Community Events & Fundraisers Neighborhood BBQs Free Local Workshops!

External Marketing


BECOME THE LOCAL EXPERT

• Public speaking Association meetings Local clubs (Rotary, etc.)

• Offer your expertise to the media

• Write articles

External Marketing


CHARITY / DONATIONS

Donate a gift or auction item to a community organization’s fundraiser

Pick a charity to support

Donate your time/expertise

External Marketing


E-mail Marketing Reduced-Cost Advertising Brand Your Body Internet Targeted Advertising

Advertising


E-MAIL MARKETING

Advertising


REDUCED-COST ADVERTISING Joint Promotions / Sharing Costs

− Radio spots− Print ads− Direct Mail

PARTNERS: Restaurant & Night Club

Shoe store & clothing store

House cleaning service & yard service

Drywaller & painter

Barter / Trade Services

Advertising


BRAND YOUR BODY and other things

T-shirt / Baseball Hats Cars

Advertising


INTERNET Social Media

− Facebook− MySpace− LinkedIn− Twitter− YouTube

Advertising


INTERNET Website Links

Advertising


INTERNET Webinars

Advertising


INTERNET Blogs (weblog)

− Custom Designs− Free software

Wordpress Blogger

Advertising www.CaliberPulse.com

Click to edit Master title style Summary

• Do something today with what you have learned!

• Share your successes by going to our blog at www.caliberpulse.com


TARGET ADVERTISING Newspapers

Advertising


Colleen Brady Retail Territory Sales Manager, TNI


• The goal is to offer methods that will allow you to target by demographic, geographic or behavioral audience.

• Methods that are low, out-of-pocket costs and that have a high ROI.

Reaching Your MarketplaceReaching Your Marketplace

Click to edit Master title style Community Targeted Reach SectionsCommunity Targeted Reach Sections


Targeted Section – FeaturesTargeted Section – Features• Each community section targets a specific geographic area every Thursday.

These tab sections are distributed in the paper as well as at select free rack locations in their specific coverage areas.

• They include neighborhood news and information about local government, school news and local business developments.

• Ideal when you want to target consumers who live close by.

Targeted Section – BenefitsTargeted Section – Benefits• Targeting specific geographic area of readers with an household income of

$50,000+, it allows you to reach an audience with a low investment and drive sales to your business.

• The results are a high ROI.

Target by Geographic AreasTarget by Geographic Areas


Post-its & Stick-on Ads - FeaturesPost-its & Stick-on Ads - Features• These are highly visible, unique delivery vehicles that

are placed on the front page of the newspaper.

• It’s the only way to get an ad on the front page above the fold.

• Target readers geographically by zip code.

• Only one note can be sold per zip code per day, so you always have exclusive placement. Because of their high visibility, they’re excellent for driving traffic to special events.

Post-its & Stick-on Ads - BenefitsPost-its & Stick-on Ads - Benefits• Geographic targeting by zip code gets to your

customers in your neighborhood or radius of business.

• High visibility catches readers interest and drives store traffic.

Front Page Exposure by Geographic or Demographic

Click to edit Master title style Target by Demographic or Geographic

P&D Inserts – FeaturesP&D Inserts – Features Turnkey process of printing and distribution. Inserts are one of the top sections read by

subscribers. Inserts can be full market coverage, targeted by

geographic area or by demographic based on zip codes.

Highly effective way to promote products and services.

P&D Inserts – BenefitsP&D Inserts – Benefits Readers seek out inserts for sales and coupons

which means your message will be seen and drive traffic to your business.

Cost effective way to advertise by targeting your geographic or demographic core customers!

Variety of paper sizes, stock, colors, and weight 5,000 minimum distribution daily Preprints can be distributed full run or by select zip

codes

Click to edit Master title style Target Tucson’s price-conscious consumers

Cactus Clipper – FeaturesCactus Clipper – Features• Cactus Clipper is a 8.5” x 11” full-color glossy coupon book

delivered once a month on Sunday!

• Editions available in the Northwest and the East side of Tucson.

• Each zone has over 42,000 copies distributed to area households in the Sunday paper.

• This means your message will be if front of an audience ready and willing to buy from you!

• 51% of Tucson Adults use coupons for non-grocery products and services.

• 33% of coupon using adults use such coupons at least once a month.

• 66% of Tucson's coupon-using households obtain them through the Sunday paper.


113,470

163,262

208,500

247,578269,604

304,129 311,148323,899

379,044

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

1980 1990 1995 2000 2003 2006 2007 2008 2013

Hispanic Population Growth

21.2%

24.5%

27.1%

29.3%

32.4%

35.0%

29.9%

The Hispanic Population Is Expected To Comprise 35% Of The Total Tucson Population By 2013.

Source: Claritas 2008

32.9%

32.4%

The buying power of

The buying power of

Arizona’s Hispanic

Arizona’s Hispanic

market is expected to go

market is expected to go

from more than $24

from more than $24

billion in 2005 to more

billion in 2005 to more

than $29 billion in 2010.

than $29 billion in 2010.


Source: Scarborough 2007 (T)

Source: Scarborough 2008 (T),

La Estrella – FeaturesLa Estrella – FeaturesLa Estrella is the largest local Spanish language publication in La Estrella is the largest local Spanish language publication in Southern Arizona, with 37,000 copies distributed weekly in the home Southern Arizona, with 37,000 copies distributed weekly in the home delivered Arizona Daily Star and in more than 400 free-standing delivered Arizona Daily Star and in more than 400 free-standing racks located inside and outside Hispanic communities and racks located inside and outside Hispanic communities and businesses throughout Southern Arizona.businesses throughout Southern Arizona.

La Estrella – BenefitsLa Estrella – BenefitsTucson Newspapers can help you target the growing Hispanic Tucson Newspapers can help you target the growing Hispanic market with print, online and Spanish-language publications that market with print, online and Spanish-language publications that reach nearly three out of five Hispanic adults each week in Southern reach nearly three out of five Hispanic adults each week in Southern Arizona.Arizona.

Reader Demographics:Reader Demographics:66% Male66% Male64% Married64% Married38% between the ages 25-3438% between the ages 25-3462% Families62% Families

La Estrella de TucsonLa Estrella de Tucson


• Best Reach of Any Local Online Site - Best Reach of Any Local Online Site - FeaturesFeatures

• Tucson Newspapers provides the most-visited collection of local online sites in Southern Arizona.

• Our trio of sites receives more than 13 million page views.

• Almost 2 million unique visitors each month, includes: tucson.com, azstarnet.com and tucsoncitizen.com.

• Over 200,000 registered users!

• BenefitsBenefits• Low duplication with newspaper readers so you are

reaching a new audience to increase your sales!

• Offers Video and Flash which draws attention to your ad. • Drive traffic to your website!

• Combined with the newspaper you will reach 64% of the marketplace.

• Target specific channels to reach specific audience.Source: Site Catalyst 2009

Best Local Online SitesBest Local Online Sites


54% of our online registrants are age 45 or

older.

83% of our online registrants are not print

subscribers

Men 53%Women 47%Under Age 18 1%Age 18-34 25%Age 35-44 20%Age 45-54 22%Age 55-64 18%Age 65+ 14%Print Subsriber 17%

Online Registration

Demographics Percent

Source: 2009 TNI Online Registration Reports

Reach a NEW Audience


Online display advertising is sold in 3 basic formats: Leaderboard, Skyscraper, and Big Box.

Leaderboards command a strong presence with plenty of space to convey a complex message or concept.

Skyscrapers attract more attention as they are visible to readers as they scroll down the page.

The Big Box is the most effective ad unit because it is surrounded by content with high impact and story level visibility.

Online Display Advertising


NewsletterNewsletter # of Registrants# of RegistrantsTop DealsTop Deals 53,21353,213Wildcat SportsWildcat Sports 11,65111,651Citizen Breaking NewsCitizen Breaking News 7,340 7,340ObituariesObituaries 7,312 7,312Star NewsStar News 6,463 6,463Food & WineFood & Wine 4,126 4,126A.M. HeadlinesA.M. Headlines 3,255 3,255Business EdgeBusiness Edge 3,191 3,191Golf ReportGolf Report 2,928 2,928AzStar BizAzStar Biz 2,557 2,557AzNight BuzzAzNight Buzz 2,456 2,456 Offertas de TucsonOffertas de Tucson 1,999 1,999

Source: 2009 TNI Online Registration Reports

Target specific interests from Wildcat Sports to Food and Wine or target a specific region with our ZAG Info (zip code, age, gender).

TNI eBlasts


• Key word searches are constantly being made for Tucson and Southern Arizona businesses on the web each month.

• Be on the cutting edge of online advertising and increase sales by promoting your products and services with Guaranteed Clicks.

Key Work Searches


• Guaranteed Clicks is an easy, automated way for your business to utilize search marketing to advertise itself and be seen in the search results of more than 30 top search engines…with guaranteed results.

Guaranteed Clicks

Paid Listings

Organic Listings

Click to edit Master title style Media Synergy: Print and Online

Newspaper advertising drives response via the Internet, whichmakes it the perfect complement to a search campaign.

Source: Clark, Martire & Bartolomeo, Inc. Survey October 2007

42% of newspaper

readers who use the

Internet reported they

had purchased at least

one product they saw in

the newspaper in the

last month.

Newspaper Readers Who Use The Internet

Purchased Product Seen in Newspaper,

42%



59,767 7%

64,378 7%

71,335 8%

74,297 8%

76,279 9%76,659 9%

103,198 12%

116,831 13%

160,773 22%

285,535 38%

367,866 49%460,264

62%

0 50,000 100,000 150,000 200,000

250,000 300,000

350,000 400,000

450,000 500,000

KIIM FM

KM XZ FM

KVOA TV

KRQQ FM

Tucson Lifestyle

KGUN TV

Tucson Weekly

KOLD TV

TNI Websites

Daily Star/C itizen

Sunday Star

Daily + Sunday + Online

Targeted ReachPima County Adults

Tucson Newspapers’ print and online products reach significantly more of the Tucson market

Unbeatable Reach

Daily Star/Citizen = 1Daily, Sunday = 1 SundayTNI Websites = past 30 daysRadio = M-F AM Drive AQH 1 Spot/hrTV = Primetime Avg ½ hr M-S 7-10pm, Sun 6-10pm 1 Spot/hrOther Print = 1 Issue


Special Ad Rates in the Star on Monday and Tuesday.

Only $27.00 pci until 7/31/09

Reaches nearly 225,000 Tucson adults with just one issue.

Advertising in Full-Run Tucson Newspapers

Tucson Newspapers – FeaturesTucson Newspapers – Features One insertion in the Sunday Arizona Daily Star

reaches more Adults then any other media in Tucson. The Sunday newspaper reaches 51% of the marketplace and the nearest TV station only reaches 15%.

The Arizona Daily Star and Tucson Citizen combined reach 40% of the marketplace, far more than the nearest competitive media.

When you combined both papers and our trio of sites we reach more than 62% of the marketplace.

` The newspaper and our websites are invited into

the home! Our readers, your customers, have an household

income over $50,000+ and 80% own their own home.




Target Your Customer by Section Readership & Community


Tiffany Kjos Regional Editor, The Arizona Daily Star

Jose Merino La Estrella Editor, The Arizona Daily Star


Public Relations


The Star’s ZONED SECTIONS

cover three geographic areasThey go to Star subscribers in each specific area and they’re available free in racks in those areas.

Public Relations


Our goal:To dig up news you can’t read anywhere else.

Public Relations


Northwest SectionNorth of River Road all the way into Marana and Oro Valley

Public Relations


Foothills SectionSouth of First Avenue and north of River

all the way across the Tanque Verde Valley

Public Relations


East Side SectionSouth of Alvernon and east of Tanque Verde Road,

including Vail and Corona de Tucson

Public Relations


Thanks!

Public Relations


Public Relations


La Estrella

Star’s Spanish Language Publication More than 30,000 weekly copies Distributed in Tucson Metro and So Az Staff is fully bilingual

Public Relations


Applause!

Public Relations


Public Relations


What do I take from this presentation?

We are all in the same boat Do what I just did Persuade the ‘news people’ Be a team player, collaborate

Public Relations


Applause!

Public Relations


Gracias!

Public Relations


For a copy of this PowerPoint go to

www.CaliberGroup.com

Summary


Brought to you by The Caliber Group & The Arizona Daily Star.

This Power Point presentation is available at www.calibergroup.com.

Thank you for attending.

caliber workshop low cost marketing

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