Marketing, Advertising, & PR
What are the differences?
How do I incorporate these functions into my company planning?
Marketing
Concerned with building and maintaining markets for water-source heat pumps
in your region.
•Product, Price, Place, & Promotion
Public Relations & Advertising supports Marketing
•Paves the way for sales calls•Generates sales leads•Provides third-party endorsements•PR stretches your advertising & promo $$$
Advertising
Time or space that you purchase in targeted mediums.
•COST $$$$•CONTROL
•CALL TO ACTION•RELATIONSHIP BASED ON BUDGET
Public Relations
Time or Space in various mediums that cost you nothing.
•FREE!!•LIMITED CONTROL
•NEWS or STORY BASED•RELATIONSHIP BASED ON ACCURACY
Who Are Your Target Audiences?
Design Firms
Mechanical Engineers
Architects
Governing Agencies
Related Organizations
Match the Medium to Your Audience
Budget
Timeline
Message/presentation
ClimateMaster support literature
Budgets
• % of annual operating budget• Negotiate for better advertising rates• Track your rate of return• Coop advertising with other Rep firms
Timeline
•Events•Conferences of target audiences•Project ground breakings•Publication themes•Dates for supplies
EXAMPLE:2006 Marketing Calendar
• April 2 Order literature for Ashrae meeting
• May 2 Ashrae meeting
• May 3 Send graphics for ad to ? Magazine
• May 15 Photograph Millennium Project
• May 17 Send article & photo to local paper
• June 2 Order display for Sept. Tradeshow
• July 15 Send postcards out to print
Message/ Tagline
• The Smart Solution for Energy Efficiency
• Join the Next Energy Wave
• This Bud’s for You!
• Get’s You Back Where You Belong
ENGINEERS/DESIGN FIRMSRegional Publications
*Place advertising in regional magazines
*Submit to newspapers project feature stories and events
Direct Mail*Monthly/quarterly mailouts
Brand awareness
Technical Tip
Events
Newsletters: yours/theirs*Submit technical/case study information
*Events
Public Speaking*Host on regular basis
*Organizational meetings
*Literature support
Advertising/Direct Mail• Coordinate your
message with the ClimateMaster message
• ClimateMaster offers graphic support through photos, illustrations…
• Check with local university for student support: Interns
Newsletters: Yours/Theirs
• Develop your own communication vehicle for informing, educating, and promoting.
• Write 3 – 6 technical articles with regional project examples for submission to other organization’s newsletters.
EXAMPLE
Dear (AIA representative)
I have attached an article for submission to the AIA newsletter. The topic covers basic information on water-source heat pumps and the flexibility they offer on the HVAC side of commercial design. I think your membership will find this information helpful for future projects.
Please give me a call if you have any questions.
Public Speaking
• Host Lunch and Learns• Guest speaker at organizational meetings• ClimateMaster literature support